NB10 - ChatGPT is NOT a Marketing Use Case

The marketing conversation about AI seems to be stuck in the land of "tools and tactics." And more often than not, the tool is ChatGPT and the tactic is cranking out content. But there's so much more to generative AI. And there's an entire world of "traditional" predictive AI beyond today's generative darlings. But to get the most out of AI for your organization, you need to start thinking in terms of well-defined, strategic use cases that address real business or marketing needs -- and deliver real, measurable outcomes.

In today's episode of No Brainer, Greg and Geoff get into some real talk about use cases. What are they? How are they different from mere "usage?" How do you identify the AI use cases that matter for you? And what are some examples of smart, strategic AI use cases from leading brands?

What to Listen For

00:00 Start

03:05 Setting up today's topic: Marketing AI Use Cases

04:48 There's more to AI than ChatGPT

09:06 Don't let the technology tools set your AI agenda

11:10 Are you stuck in a 'tactics trap'?

12:17 The difference between "use" and a "use case"

17:09 Strategic AI projects start with a clearly defined outcome

26:33 Getting past the "play" stage

29:29 Three key use case categories

31:35 Using AI to solve a common sales enablement challenge

37:53 Cross-functional decision-making for marketing AI technology choices

42:05 Integrating AI into the tech stack, ChatSpot.ai (HubSpot) example

46:39 Use Case: Cyber Inc. scales multilingual video

48:35 Use Case: Volkswagen Improves Marketing Performance with Predictive AI Analytics

53:44 Use Cases: Coca-Cola lands and expands through strategic AI projects

59:36 Brainer and No Brainer Takeaways

Visit https://nobrainerpodcast.com/use-cases for complete show notes including links to resources and examples mentioned during this episode.

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