Decoding AI for Marketing

Lu Cotterill is Global Senior Director, Full Funnel Marketing AI / ML at Kellanova (which spun out of legendary brand Kellogg). As a marketer in the CPG space, she’s always searching for the best data available to inform business decisions. In her current role, she focuses on how AI can help them better reach customers. CPG has its own set of challenges, but Lu has found the best way to test use cases for AI and ML is by starting with a business problem - not the technology - first. For Further Reading: https://www.digitalcommerce360.com/2024/02/29/kellogg-spinoff-kellanova-doubles-down-on-digital-transformation-and-commerce/https://www.adexchanger.com/content-studio/ais-impact-on-cpg-advertising-a-game-changer-for-achieving-business-goals/https://www.iab.com/blog/how-retailers-are-using-data-clean-rooms/https://www.mmaglobal.com/datt/consortium-for-ai-personalization Listen on your favorite podcast app: https://pod.link/1715735755

Gopi Kallayil, Chief Business Strategist for AI at Google, discusses AI's impact on marketing, emphasizing personalized content, consumer behavior shifts, and the transformative power of AI across various industries. The podcast delves into AI safety, governance, and the necessity for organizations to integrate AI tools for enhanced marketing effectiveness and consumer engagement.

Barry Padgett, CEO of Amperity, discusses how AI streamlines messy customer data for large companies. Topics include managing disparate marketing tools, data quality, privacy regulations, and enhancing customer experiences. The conversation also touches on challenges of data management, future AI impact on marketing strategies, and the importance of innovation.

Large retailers like Walmart are in some ways at an advantage when it comes to implementing new technology like AI that depends on data, with insights being constantly aggregated across stores, products and customers. But large companies also come with complexity, and complexity is exactly what Saleel Sathe deals in every day. He’s the vice president of performance marketing at Walmart and has a bird’s eye view on all the ways technology and AI are being adapted at the company. He shares the lessons he’s learned there and from previous roles at Uber and eBay about implementing new technology effectively for internal teams and external customers. We talk about the future of SEO and GenAI, the end of the cookie, the best ways to measure and predict, making a better, more addictive app for the company, and more. For Further Reading: https://adage.com/article/digital-marketing-ad-tech-news/12-ad-leaders-planning-cookieless-future/2393006https://www.adweek.com/performance-marketing/walmarts-saleel-sathe-explains-how-the-countrys-biggest-retailer-aims-to-get-even-bigger/ Listen on your favorite podcast app: https://pod.link/1715735755

The podcast explores the importance of having a structured and informed strategy for AI implementation in marketing. It discusses building a competitive advantage with AI, the potential impact of emergent behavior on brands, data ownership and privacy concerns, integrating AI into products and services, and the timeline and potential of Artificial General Intelligence in marketing.

Entrepreneur Tom Chavez delves into the exciting world of AI in marketing, discussing the challenges of cookie deprecation, experimenting across channels, and the innovative roles startups can play in the ecosystem. He explores the transformative impact of AI on marketing, emphasizing the importance of adaptation, innovation, and embracing ambiguity to drive success.

In this podcast, Alex Collmer discusses how marketers can differentiate themselves in a content-saturated market using AI. They explore analyzing creative data to enhance marketing insights, the importance of balancing short-term performance with long-term brand building, and the urgency of AI integration for future success in marketing.

It’s not enough to just be testing out AI on various teams and seeing what might stick. The best organizations are pulling together an AI strategy, designing careful tests across all parts of the company, and gathering data on the results to implement at scale where it makes sense. At Ally, Chief Information, Data and Digital Officer, Sathish Muthukrishnan, works closely with the company’s CMO to ensure that the right tests are being built, tracked, and scaled up - all in a tightly regulated industry.For Further Reading:https://www.forbes.com/sites/randybean/2023/11/27/how-ally-financial-is-delivering-business-value-from-generative-ai/?sh=30efad099a86https://media.ally.com/2023-11-16-Do-It-Right-with-AI-Ally-creators-experiment-with-generative-AI-in-marketing-test-case Listen on your favorite podcast app: https://pod.link/1715735755

Carlo Maria Ferrari, Global Content & Creators Lead at Sanofi, discusses how AI raises creativity standards in marketing. He emphasizes the importance of human creativity over AI in creating standout campaigns. The podcast explores AI's potential to push human creativity boundaries and its use in regulated industries like healthcare. AI is also discussed in streamlining content creation processes, automating compliance tasks, and revolutionizing workflow efficiency across various industries.

Michael Menis, Senior VP of Global Marketing at IHG Hotels & Resorts, discusses the impact of gen AI in the travel industry. Topics include: localizing content at scale, restructuring marketing functions, protecting information in testing instances, challenges in producing marketing content, marketing New York globally, and exploring AI avatars in managerial roles.