Jim Lecinski - Capturing the Power of AI in Marketing.pdf

Capturing the Power of AI in Marketing
with the AI Marketing Canvas™
Jim Lecinski
Clinical Associate Professor of Marketing
Kellogg School of Management
Northwestern University
20 July 2023
Copyright © 2023 by Jim Lecinski unless otherwise indicated. This material was prepared for the private use of session participants only.
Unauthorized posting, other use or duplication for private or commercial purposes is prohibited without the written consent of the copyright owner.
Artificial Intelligence Innovation Virtual Summit

2
© Jim Lecinski 2023
Lots of News and Buzz around
AI and Machine Learning
…OpenAI, ChatGPT
since January

3
Marketers have begun experimenting with GenAI

Overall Hypothesis for Marketing:
There is an significant opportunity to use AI in Marketing
to build brands, drive growth and gain durable competitive advantage
4

5
Machine Learning can be especially good at
classification and making predictions

6
classification and making predictions
C U S T O M E R S PROSPECT

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Machine Learning can also generate new data, new content
https://www.christopherspenn.com/2023/06/almost-timely-news-june-11-2023-ai-creative-writing-and-fan-fiction
Generative AI is a type of machine learning that
can create, or generate, new data.
This data can be text, images, or even music.
Generative AI models are trained on existing data;
they learn to generate new data that is similar to
the data they were trained on.
“
“

8
classification and making predictions and generating content.
Brand Building is all about classifying, predicting & generating
to deliver the right next best brand interaction
→ Right product, right offer, right time, right place, right message...

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Start with the business problem / opportunity!
“What is it, that if were able to classify, predict or create
with MUCH greater fidelity or LESS resources,
would unlock significant incremental business value?”
Efficiency:
Internal Team
> Savings
(Reporting, Content Creation)
Effectiveness:
External Customer
> Growth
(Insights, CX, Ads)

Marketing Applications of Artificial Intelligence
Uncovering
Insights
Product
Development
Segmentation Targeting
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
https://towardsdatascience.com/data-science-powered-segmentation-models-ae89f9bd405f https://medium.com/@Gabrielefrattini/clustering-market-segments-with-k-means-and-factor-analysis-9b3876581b16

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
https://towardsdatascience.com/data-science-powered-segmentation-models-ae89f9bd405f https://medium.com/@Gabrielefrattini/clustering-market-segments-with-k-means-and-factor-analysis-9b3876581b16

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
https://www.trendgod.ai/chat-gpt

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
https://futurism.com/ai-food-research-better-recipes https://www.ibm.com/blogs/research/2019/02/ai-new-flavor-experiences/

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
Built with AdLingo

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization

Uncovering
Insights
Product
Development
Personalized
Advertising
Site & Content
Personalization
Programmatic
Media Buying
Chatbots for
Customer
Service
Measurement,
Optimization
https://flowsam.ai/

We’re talking about a “Marketer’s ExoSuit”
Image credit: Marvel Studios as seen at https://www.polygon.com/2019/4/23/18511420/iron-man-suit-avengers-endgame-infinity-mark-mk-comics
User PLUS Machine, operating together as ONE
User directs and leads, decides what should be
accomplished, retains control
Machine assists, suggests, predicts, can
automate some tasks
Result is better outcome for same input
User provides feedback, Machine adjusts and
optimises for next time

Machine Learning enables “Modern Marketing” to scale
Image Source: Forrester
Managing the sophistication of
today’s cross-channel
personalized customer engagement
exceeds human cognitive capacity
→ You can’t do this by hand!!!
ExoSuit =
Data +
Machine
Learning

https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2022-and-a-half-decade-in-review#review
Empirical Results Evidence for AI in Marketing?
63% of AI adopters saw
an Effectiveness gain,
~+6% on average
32% of AI adopters saw
an Efficiency gain,
~-9% on average

Brands who excel have a clear AI strategy
https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2022-and-a-half-decade-in-review#review

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Can we uncover a Roadmap from Brands
already down the path
of implementing AI in Marketing?

AI Marketing Canvas™ | Five stages of AI maturity
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2
3
4
5
Start working with key internal
partners, esp Analytics & Data!
Focus on outsourcing
Tactic by tactic approach
Start to in-source
New roles, new processes
(Not all brands will do this)

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Jim Lecinski | jimlecinski@kellogg.northwestern.edu | linkedin.com/in/jimlecinski
Please connect with me on LinkedIn
Good Luck on your journey
to capture the power of AI in Marketing

Jim Lecinski - Capturing the Power of AI in Marketing.pdf

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Jim Lecinski - Capturing the Power of AI in Marketing.pdf