How agile marketing teams work with AI

I remember when the web was new, unknown and scary to many people. The company I worked for was a very traditional company that didn’t have a website and swore they wouldn’t allow their employees to use email. That was in 1996. As you can imagine, a few years later, the world has changed so much that they can no longer fight it.

AI seems to be driving the next paradigm shift. And now I’m not just a college graduate, I’m one of those old guys who is a little skeptical about what’s going on. But we know there’s no way to stop progress. Therefore, we must be agile and adapt as we have always done.

This year, it will be important to expand people’s job skills so that they can work alongside AI, rather than being replaced by it. As people learn to use automation with the human brain, there will be a big move to improve people’s problem-solving skills.

People need to know how to maintain ethical boundaries because AI is unexplored territory and can damage a company’s brand if it falls into the wrong hands. AI can accelerate team performance and prompt changes in dynamics as individuals strive to effectively balance artificial and human intelligence.

Expand your work skills with an agile marketing team

Many marketing teams still operate with professionals who perform very narrow functions. I’ve witnessed teams where someone only works on his TikTok or writes emails. These super-specialized roles are by no means ideal for agile marketing, but the introduction of AI will create even more challenges.

AI can replace people working like computers, so you’ll want to expand people’s job skills. If marketers just spout the same thing over and over again, they aren’t adding much human value. As a leader, you need to hire or train people who can perform complex tasks that require thinking, so you might want to train a cross-section of team members so that non-experts can try new things. you need to invest.

I recently went to a restaurant and a robot brought me my food. This seemed shocking at first, but it’s not surprising. This is a very mundane task that does not require humans. However, we were happy to see a human take our order. People go out to eat for social interaction, so it was interesting to see servers and robots sharing the duties.

As agile marketing teams evolve in the future, team members will become more strategic and well-rounded, leveraging AI as additional “team members” to ideate content, draft emails, and more. I predict they will start performing more mundane tasks. However, you need to thoroughly consider your content, add a human touch, and edit your marketing materials with precision.

Dig deeper: Expand your marketing skills to succeed as an agile marketer

Focus on your team’s creative problem-solving abilities

AI cannot creatively solve problems, but it collects data and responds. It takes people to do critical thinking, so it’s essential to enable your team members to do it.

Team members ask ChatGPT questions because they want answers about how consumers feel about something. However, it is up to that person to critically analyze the AI ​​results, determine what is true, and validate those assumptions by talking to real customers.

Here’s a hypothetical example:

The marketing team at an athletic shoe company wants to target more millennials with an upcoming campaign for a new style of running shoe. They have so far targeted Generation X, but they want to reach a younger audience. Start co-branding advertising with retailers as part of your marketing strategy.

The team doesn’t know much about Millennials, so they used ChatGPT to answer some questions about where this demographic buys shoes.

When we asked ChatGPT where Millennials buy their shoes, the top answers were Amazon, Zappos, Nordstrom, and Nordstrom Rack (online).

While this is a great start, marketing teams may need additional consumer research (with problem-solving skills) to understand how to use that information to make it meaningful. (required) must be done.

Since we’re talking about agile marketing here, our goal is always to do some up-front research. We want to test and experiment with small, quick strategies to see what resonates with customers, rather than devoting all of our team’s time to that area. AI allows marketers to speed up research and experiment faster.

Dig deeper: How to make time to solve marketing problems

Achieving hyper-personalization with AI

At the heart of Agile Marketing is being customer-focused and responding to customer needs, rather than being the same old company that just sells at all costs. Incorporating data from AI into agile marketing teams can take customer centricity to new heights.

Understanding customer preferences used to be a manual process of categorizing people into personas. In recent years, data analytics and machine learning have enabled a deeper understanding of customer needs, leading to marketing personalization.

But AI takes things even further by making marketing efforts highly personalized.

According to Forbes magazine,

“The core of AI-driven personalization is leveraging AI to tailor marketing efforts to individual consumers. By using machine learning algorithms to predict and adapt to user behavior in real-time, , goes beyond traditional data analysis.

AI’s ability to predict and understand customer preferences in real-time ensures that consumers receive content and offers that deeply resonate with their individual needs and desires. ”

Let’s dig deeper: Four AI Categories Impacting Marketing: Personalized Customer Journeys

conclusion

It’s time to embrace and leverage AI in your agile marketing teams. The unknown may be scary, but change is already here.

To deal with the uncertainties of AI, leaders need to focus on upskilling people to be creative problem solvers and expand core competencies to add human value that technology cannot replicate. there is. Additionally, agile marketing teams can leverage speed and customer centricity through hyper-personalization powered by AI.

Let’s dig deeper: How AI-powered capabilities are transforming marketing automation platforms