Applications of AI for Agile Marketing Teams

I recall when the internet was spanking new, unfamiliar, and frightening to many people. The organization I worked for was quite conventional, and they promised never to create a website or allow staff to use email. Well, that was in 1996, and as you could expect, a few years later, they couldn’t fight it because the world had changed.

It appears that AI is creating the next paradigm change. And instead of being a recent college graduate, I’m now one of those elderly folks who are dubious of what’s going on. But I know there’s no stopping growth, so we have to be adaptable and modify the way we’ve always operated.

This year, it will be critical to expand people’s job abilities so that they can collaborate with AI rather than be replaced by it. As people learn to employ automation in conjunction with their human brains, there will be a big shift towards strengthening their problem-solving abilities.

Because AI is uncharted area and, in the wrong hands, can harm a company’s brand, individuals must understand how to establish ethical limits. AI can boost team effectiveness, causing a shift in dynamics as people try to balance artificial and human intellect effectively.

Expand your employment abilities on an agile marketing team.

Many marketing teams still rely on specialists who perform a very specific job function. I’ve seen teams where someone solely works on TikTok or sends emails. While these highly specialized professions have never been suitable for agile marketing, they will become considerably more difficult with the introduction of AI.

You’ll want to extend people’s job skills because AI can and will replace individuals who operate like computers. If your marketers only say the same thing over and over, they aren’t contributing much human value. You need to hire or train individuals to undertake complex activities that involve thought, therefore as a leader, you must invest in cross-training team members and allowing them to attempt new things, even if they are not specialists.

I recently went to a restaurant where my food was brought out by a robot. While this may have seemed stunning at first, it should not have surprised anyone. This is a relatively simple task that does not require the assistance of a person. However, I was relieved to discover that a human had taken our order. People dine out seeking human interaction, so seeing the server and robot split responsibilities was exciting.

As agile marketing teams evolve, I expect team members to become more strategic and well-rounded, and to use AI as additional “team members” to undertake more boring duties like content ideation or email composition. People will still need to think about the content, add a personal touch, and revise marketing materials for accuracy.

Concentrate on your team’s innovative problem-solving abilities.

AI cannot solve issues creatively; instead, it collects and responds to data. It takes people to think critically, so allowing team members to do so will be essential.

A staff member may wish to know how consumers feel about something, therefore they will contact ChatGPT. However, it will be left to the individual to critically assess AI results, identify what is true, and test those assumptions through conversations with real customers.

Here’s a hypothetical example.

The marketing team of an athletic footwear manufacturer wishes to better target millennials in an upcoming campaign for a new model of running shoes. They formerly targeted Generation X, but now seek to reach a younger demographic. The marketing plan includes launching co-branded advertisements with merchants.

Because the team knows little about millennials, they use ChatGPT to answer inquiries about where this demographic purchases for shoes.

I asked ChatGPT where millennials prefer to shop for shoes, and the top four responses were Amazon, Zappos, Nordstrom, and Nordstrom Rack (online).

While this is a good starting point for ideation, the marketing team will need to conduct additional consumer research (which requires problem-solving abilities) to understand how to use that information in a meaningful way.

Since we’re talking about agile marketing here, our goal has always been to conduct some preliminary research. We don’t want to devote all of the team’s effort to one area, but rather test and experiment with tiny, short strategies to see what connects with clients. Marketers may use AI to accelerate their research and experimentation.

Use AI for hyper-personalization.

Being customer-focused and satisfying a customer’s demands is central to agile marketing, as opposed to the previous days when corporations simply sold at any cost. By combining AI data into our agile marketing teams, we can elevate customer-centricity to new heights.

Understanding client preferences was formerly a laborious procedure in which we grouped people into personas. In recent years, data analytics and machine learning have allowed us to better understand customer needs, resulting in marketing customisation.

However, with AI, we are taking it a step further by allowing for hyper-personalization in our marketing efforts.

Conclusion

It’s time to accept and use AI in our agile marketing teams. While the unknown can be daunting, change is already underway.

To deal with AI’s uncertainty, executives must focus on training employees to be creative problem solvers and broadening their core competencies in order to contribute human value that technology cannot imitate. Furthermore, agile marketing teams can benefit from AI’s hyper-personalization, which increases speed and customer-centricity.