Pace yourself in race to implement AI tools

Hey there, time traveller!
This article was published 06/07/2024 (469 days ago), so information in it may no longer be current.

One of the marketing traps I have seen companies fall into during my career is too quickly embracing new trends (Pokémon Go, “TV is dead,” etc.) as a panacea to cure business challenges. None of these fads or statements have worked extensively across any industry.

Adding some “hopeium” to your marketing strategy will not establish a foundation for future success.

Most recently, various artificial intelligence (AI) tools have been touted as the next saviour for marketers. I want to emphasize no single tool, on its own, will solve your business deficiencies or help you take advantage of opportunities.

Chat bots were the craze a few years ago, and, unfortunately, my experiences with many of them have generally been poor. We have taken the human out of human nature and tried to force a solution that is not complete or properly integrated. Without system changes and ongoing process improvement, the tool will only serve to aggravate your customers.

Why do you want them to go somewhere else in the name of efficiency? You should be using tools to become more effective, not just efficient. Your goal is to deliver superior value.

Tools such as ChatGPT 3 or 4 are among the most common AI tools referred to. Different platforms are integrating their AI tools or large language models to try and position as being a better solution. My question is: a better solution for what? What is the problem you are trying to solve?

When I work with clients or teach marketing classes, I reinforce you must first diagnose the situation (identify problem or opportunity) before creating your strategy to guide implementation of tactics. This same progression will help you determine what and where AI can be of benefit.

While these AI tools are not yet universally understood, there are plenty of experts ready with advice. Just do an internet search or hop on LinkedIn for a day. You will either be overwhelmed by the volume of comments or underwhelmed by their quality.

I have worked with clients that have invested years in machine learning and AI, and are doing some amazing things for their business. They followed a structured plan and invested in understanding end goals before dashing towards a quick implementation of a powerful tool.

There have been many recent reports from StatCan and the Bank of Canada describing the national decline in productivity. We are doing less with more. That is, there are more hours being worked and less output being created. Rushing in with a shiny, new tool tends to exacerbate the problem.

In my work with people successfully employing some type of AI tool in marketing, and combining a cursory review of other published research, it is apparent the following key factors are common characteristics of companies with a winning game plan.

First, tie the use of your AI tool and its expected output to your overall corporate strategy. You cannot dribble the AI ball into your business; it must be integrated into future-oriented plans to get the ball into the hoop.

Second, a practical application should be considered. Playing around with any of the AI tools to draft emails or advertising copy may result in something interesting once in a while. However, since the tools are not sentient or capable of emotion, you are removing a key aspect of marketing success: being human.

Why default to something that sounds canned or machine-made? Why would you want to sound and act like every competitor? Differentiation is a key concept leading companies identify and drive home in their organizations. A human must review any output from an AI query to ensure it sounds human.

(As an aside, I asked ChatGPT to rewrite one of my Marketing Matters articles in the tone of voice of a world-famous marketer. When I shared the revised copy with him, he was devastated the tool thought he would talk that way.)

Third, your output is based on your input. Practice prompts to ensure the AI tool can provide meaningful data. Begin with specific broad requests for important information. Then refine the initial findings into two or three precise points of view. You are trying to find something compelling, not something ordinary.

If every company used the same prompt language, every ad or communication message would sound the same.

There is a lot more to learn and explore to see how AI can help with various marketing activities. Take the time to learn, test and see what can be added to improve your overall effectiveness. Rushing to implement AI into something because it is trendy usually results in a bad AI (actual insolvency). Your goal is profitable growth, not closing your doors.

Tim’s bits: Marketing success is not built on silver bullets or the latest technology fad. Leading companies use various tools to learn about their customers and what they value. Delivering on this value, with AI assistance, could be part of your winning game plan.

Tim Kist is a certified management consultant, authorized by law, and a Fellow of the Institute of Certified Management Consultants of Manitoba

tim@tk3consulting.ca