Editor’s Note: This post originally appeared in the Answering AI editorial section of our newsletter. Subscribe to the newsletter to get exclusive insights and resources twice weekly (usually Tuesday/Thursday), as well as select promotions.
Today’s Question: Who should be involved in marketing AI pilot projects?
The true pioneers will involve the entire marketing team in learning and adopting AI through education, interactive training and experiences. At minimum, you want key members of your team to be enthusiastic, rather than fearful, about the opportunities ahead and have the ability to identify use cases and business problems that AI will solve more efficiently.
In Artificial Intelligence in Business Gets Real from MIT Sloan Management Review and BCG, Tassilo Festetics, VP of global solutions at Anheuser-Busch InBen, shared how he took his entire team for a weeklong immersive experience in AI.
Festetics said, “It is important for the team to understand the basics of machine learning and AI to be able to identify game-changing opportunities for the company, be it for commercial, supply, logistics, or employee-related topics.”
As a starting point, explore the Ultimate Beginner’s Guide to AI in Marketing. This free resource features 100+ articles, videos, courses, books, vendors, use cases, and events to dramatically accelerate your AI education.
Also, consider bringing your team to the Marketing Artificial Intelligence Conference (MAICON), July 16 - 18, 2019 in Cleveland, Ohio. The event gives you a chance to immerse your team in three days of AI experiences and sessions. Group discounts of 10% are available for teams of four or more.
Have an AI question you want answered in an upcoming newsletter editorial? Submit your questions and feedback to email@example.com.
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).