What to expect in this guide
Planning & running an AI pilot
Adopting AI in your organization should begin with a pilot phase. Running a pilot program can give you a sense of how the technology can be used to drive business goals, reduce costs, and create a better workflow for your teams in a controlled way.
Moving from piloting AI to full adoption
The majority of marketing teams have started experimenting with generative AI in some capacity. But few have made it past the pilot phase to responsibly integrate it as a key part of their overall operations and strategy.
Getting to AI ROI
Much like the adoption path, you'll want to think about measuring ROI along a continuum. Most companies start by measuring time-savings and a reduction of cross-team friction. Almost immediately you'll be able to translate those time savings into key performance indicators for the marketing team. For example, if time savings enable you to get a campaign to market two months earlier, you'll have two additional months of leads, sign-ups, purchases or conversions.
Limitations & risks of generative AI
Like any piece of technology, generative AI is not perfect. Here are three of AI’s biggest flaws that you should be aware of before adopting it across your marketing team or your company.
Founding an AI council & establishing guardrails for responsible use
Establishing a dedicated AI council to address some of the technology’s biggest benefits and concerns (like the limitations we mention in this guide) is a great first step to ensuring efficient and safe use. We’ll outline how to get an AI council started and some of the major guardrails the team should consider establishing before diving into company-wide AI adoption.
