The Gen AI Paradox: Rethinking Talent Development in an AI-First World
Recent conversations with digital natives—students who've never encountered disc players, boxed televisions, or pagers—revealed a fundamental shift in how emerging talent approaches problem-solving and creativity. This wholly digital generation has inherited a world where generative AI dominates consumer experiences and conversations, making even traditional AI interfaces seem outdated by comparison.
The New Information Ecosystem
These students instinctively turn to Gen AI applications for search, news, and guidance rather than Google. More significantly, some of them are using these tools as confidants for everything from academic challenges to relationship advice—topics they might hesitate to discuss with family or close friends due to embarrassment or potential consequences. This trend becomes particularly pronounced in family structures where siblings or peer relationships aren't readily available for support.
The Creative Blind Spot
A telling moment emerged when I described a design service featuring human designers available for consultation. One student's response was immediate: "Oh, like a Canva that talks to you? How cool is that!" This reaction gave me two critical realizations:
First, Canva—powered by Gen AI—has become their universal reference point for design capability for the layman.
Second, and more concerning, it raises the question: do they recognize design as a distinct professional discipline requiring specialized expertise?
Strategic Imperatives for Talent Development
To me, this generational shift demands a fundamental recalibration of how we prepare future professionals.
Three core principles must guide our approach:
Teach Principles, Not Just Tools
Focus on underlying problem-solving frameworks and acknowledge technological limitations rather than simply demonstrating software functionality.Emphasize Human-Centric AI Integration
Develop understanding of how AI augments rather than replaces human judgment and creativity.Prioritize Strategic Thinking Over Execution
Build capability in conceptual development and critical analysis rather than focusing solely on technical implementation.
The Professional Paradox
A dangerous assumption is emerging across creative disciplines: with AI assistance, anyone can perform any role.
Writers believe they can design; designers assume they can write. Everyone else thinks they can do both!
While AI democratizes basic execution, it doesn't eliminate the need for specialized expertise in original thinking and strategic concept development.
The critical distinction lies between production and creation. AI enables widespread content generation, but it cannot replace the human capacity for original thought, strategic insight, and innovative problem-solving.
The Central Challenge
As we integrate AI more deeply into professional workflows, we must continuously ask ourselves:
Are we merely executing and producing, or are we creating something genuinely original?
The organizations and individuals who thrive will be those who use AI as a powerful tool while maintaining focus on uniquely human contributions—strategic yet empathetic thinking, creative vision, and the ability to synthesize complex information into innovative solutions.
The future belongs not to those who can operate AI tools most efficiently, but to those who can think most strategically about the problems these tools should solve.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
From Keywords to Conversations: How SEO Evolved into GEO in the Age of Generative AI
The search landscape has undergone a seismic shift. What once revolved around optimizing for keywords and backlinks has transformed into something fundamentally different: Generative Engine Optimization (GEO).
This evolution isn't merely incremental—it's revolutionary, reshaping how brands connect with audiences online.
The AI-Driven Search Revolution
Generative AI has permanently altered how we search for information online. The traditional model of typing keywords and sifting through blue links has given way to conversational interfaces that deliver direct, synthesized answers.
This shift goes beyond cosmetic changes. Search engines now understand context and user intent rather than just matching keywords. They provide AI-generated summaries pulling from multiple sources, creating a more intuitive, interactive experience that feels less like searching and more like having a conversation with a knowledgeable assistant.
Why GEO Demands Your Attention Now
For businesses, this transformation isn't optional—it's existential. Here's why GEO should be on every marketer's priority list:
· The zero-click reality. AI-generated answers often provide users with comprehensive responses, reducing the need to click through to websites. This creates a challenging new environment where visibility doesn't automatically translate to traffic.
· Citation economics. Your content's value is increasingly measured by whether AI systems deem it worthy of citation in their generated answers. Without optimizing for these citations, your carefully crafted content may never reach your audience.
· Authority is the new currency. Generative AI prioritizes sources that demonstrate genuine expertise and depth. Surface-level content optimized for traditional SEO metrics simply won't cut it anymore.
· Personalization at scale. GEO enables more tailored, relevant experiences by better understanding specific user contexts and needs, creating opportunities for deeper engagement—if you know how to leverage them.
· Reimagining Content Strategy for GEO Success
Successful GEO requires a fundamental shift in how we approach content:
o From keywords to comprehensive answers. Instead of structuring content around keywords, focus on thoroughly addressing the questions and needs behind those queries. Provide depth, context, and genuine value.
o Structure for AI comprehension. Clear headings, concise paragraphs, bullet points, tables, and semantic markup aren't just good for human readers—they make your content more easily parsed and referenced by AI systems.
o Multimedia integration. High-quality images, infographics, and videos don't just engage users; they provide additional context that helps AI understand and accurately represent your content.
o Data-driven authority. Incorporate up-to-date statistics, credible citations, and expert quotes to signal trustworthiness and establish your content as a primary reference source.
o Comparison and explainer content. Formats like comparison blogs, FAQs, and step-by-step guides directly answer user queries and are easily referenced by AI for concise summaries.
· What Hasn't Changed (And Never Will)
Despite these transformations, certain fundamentals remain non-negotiable:
o Quality still reigns supreme. Whether for human readers or AI systems, well-researched, thoughtfully crafted content that provides genuine value will always outperform shallow alternatives.
o User experience matters. Responsive design, fast load times, and intuitive navigation remain essential for converting visitors once they do click through to your site.
o Trust and credibility. Building authority through consistent expertise and reliability continues to be the foundation of digital success.
o Brand identity. Your unique voice and perspective remain critical differentiators in a landscape of AI-generated summaries.
SEO vs. GEO: Key Differences and Future Preparation
The transition from SEO to GEO represents a paradigm shift in digital marketing:
To future-proof your digital presence:
Audit your content for AI-readability. Is it structured logically? Can key points be easily extracted?
Develop topic authority. Create comprehensive content clusters around your core areas of expertise rather than disconnected, keyword-driven pages.
Integrate multimedia strategically. Use visuals not just for engagement but to enhance comprehension and context.
Focus on being citation-worthy. Ask not just "Will this rank?" but "Is this the best possible answer that deserves to be cited?"
Balance technical optimization with content quality. Continue technical SEO best practices while prioritizing depth and authority.
SEO vs. GEO in Practice: A Side-by-Side Comparison
Traditional SEO Approach:
"Best Budget Smartphones 2025 [Ultimate Guide]"
Looking for the best budget smartphones in 2025? Our comprehensive guide breaks down the top affordable smartphones on the market today. From camera quality to battery life, we've analyzed every feature to help you find the perfect budget-friendly phone. Read on to discover our top picks for every price point!
[Keyword-stuffed introduction followed by a list of phones organized primarily for keyword coverage rather than user needs]
GEO-Optimized Approach:
"Budget Smartphone Comparison: Performance, Features, and Value in 2025"
Which budget smartphones offer the best balance of performance and value in 2025? We've tested 23 models under $300 to determine which deliver exceptional experiences despite their lower price points.
Our analysis focuses on four key metrics:
• Real-world battery life (measured through standardized testing)
• Camera quality in various lighting conditions
• Processing performance during multitasking
• Build quality and durability
Key findings:
[Data-driven comparison table with clear performance metrics]
For users prioritizing camera quality, the [Phone A] consistently produced the most accurate colors and sharpest details in our controlled testing environment, though it sacrifices about 2 hours of battery life compared to our overall top pick.
[Continues with specific, factual insights organized by user priorities rather than keywords]
The GEO approach emphasizes structured data, factual depth, and organization around user needs rather than keywords—exactly what generative AI values when selecting sources to cite.
The Path Forward
The evolution from SEO to GEO doesn't represent the death of search optimization—it signals its maturation into something more sophisticated and user-centric. By understanding these shifts and adapting strategically, forward-thinking marketers can position their content to thrive in this new landscape.
The future belongs to those who create content that deserves to be found—not because it's engineered for algorithms, but because it provides genuine value, demonstrates true expertise, and answers user questions more effectively than the competition.
Start implementing these GEO strategies today, and you'll build a foundation for sustainable digital visibility and presence in the age of generative AI.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
Citations:
The Evolved CMO: Why AI Will Enhance, Not Replace Marketing Leadership
In today's tech-charged landscape, a provocative narrative has emerged: will AI replace the Chief Marketing Officer?
The short answer is an emphatic no. Instead, what's unfolding is a fundamental transformation that's empowering CMOs to become more strategic, creative, and impactful than ever before.
How AI is Transforming the CMO Role
AI is revolutionizing marketing by automating operational tasks, optimizing campaigns, personalizing customer experiences, and providing actionable insights at unprecedented scale and speed.
This technological shift is liberating CMOs from repetitive, data-heavy activities, allowing them to focus on high-value strategic work.
The CMO role is expanding beyond traditional marketing. Modern CMOs are leading the adoption of advanced technologies like AI, using AI-derived insights to inform company-wide strategy, ensuring marketing aligns with broader business goals, and acting as the voice of the customer in executive decision-making.
This evolution represents a shift from traditional marketing management to strategic leadership. In this new paradigm, CMOs are orchestrating a powerful collaboration between human creativity and AI-driven efficiency.
Why CMOs Remain Irreplaceable
While AI tools excel at data analysis, campaign optimization, and automating routine functions, they fall critically short in areas that define effective marketing leadership:
• Strategic oversight and long-term vision
• Creativity and brand storytelling
• Empathy and understanding of nuanced human behavior
• Leadership and cross-departmental influence
As one expert notes, "AI isn't replacing CMOs—it's fundamentally transforming what they do and amplifying their strategic impact across the organization." The most successful marketing leaders understand this, positioning themselves at the intersection of human insight and technological capability.
The Evolving CMO: From Marketer to Strategic Leader
Tomorrow's CMO will operate as a strategic business partner with expanded responsibilities:
1. Digital Transformation Architect: Shaping how the entire organization leverages technology
2. Customer Experience Orchestrator: Ensuring unified, meaningful experiences across all touchpoints
3. Data-Driven Strategist: Translating complex analytics into actionable business strategy
4. Cross-Functional Collaborator: Breaking down silos for integrated customer-centric initiatives
5. Innovation Champion: Identifying opportunities for disruptive growth
What AI Will Replace and How CMOs Can Maximize It
AI will increasingly automate specific marketing functions, creating opportunities for strategic refocus:
Successful CMOs will embrace AI as a strategic accelerator, not a threat. They'll tap on AI to enhance team productivity, improve decision-making, and deliver personalized experiences at scale—all while maintaining the human creativity and strategic vision that machines cannot replicate.
Essential Skills Beyond ChatGPT: The AI-Savvy CMO
To thrive in this AI-enhanced landscape, CMOs need to develop several critical competencies:
1. Data Literacy and Analytics: Understanding, interpreting, and leveraging complex data sets to extract actionable insights for decision-making and strategy. Data literacy is now a core leadership skill in marketing, enabling CMOs to measure campaign effectiveness, optimize resource allocation, and demonstrate ROI.
2. Understanding AI Fundamentals: A solid grasp of AI concepts—such as machine learning, natural language processing, and generative AI—is crucial. This includes knowing how AI works, its capabilities, limitations, and the best use cases for marketing.
3. Measuring and Articulating Business Impact: CMOs need the ability to link AI initiatives to business outcomes. This means understanding and tracking key performance indicators (KPIs), conducting A/B tests to assess AI's impact, and clearly communicating the value of AI-driven strategies to stakeholders.
4. Change Management and Team Leadership: Building trust within teams is essential as AI adoption can cause anxiety and resistance. CMOs should champion change, provide ongoing AI training, and foster a culture that views AI as a tool to enhance—not replace—human creativity and expertise.
5. Data Integrity and Governance: Ensuring the quality, cleanliness, and ethical use of data is vital for effective AI deployment. CMOs should establish guidelines for data usage, content verification, and cybersecurity to maximize AI's potential and avoid pitfalls from "dirty data".
6. Ethical AI Oversight: CMOs must prioritize data privacy, transparency, and fairness in AI implementations. This includes complying with regulations like GDPR, clearly communicating when AI is used in marketing activities, and conducting regular audits of AI systems to identify and address biases.
7. Responsible AI Use: They need to be conscious of unknowingly leaking sensitive company and customer information by using AI tools that are not hosted on their company’s platforms. They also risk falling foul of copyright and licensing issues by using creatives or visuals that are generated more for personal use and not intended for commercial use due to inefficient license purchased.
AI Metrics CMOs Should Track for Business Value
To maximize the business value of AI in marketing, CMOs should focus on a blend of traditional marketing KPIs enhanced by AI capabilities and new metrics that directly reflect AI's impact on revenue, efficiency, and customer experience.
The following are the most effective AI-driven metrics for CMOs to monitor:
1. Customer Lifetime Value (CLV): Measures the total revenue expected from a customer throughout their relationship with the brand. AI can improve CLV predictions by analyzing behavioral and transactional data, enabling more personalized marketing and retention strategies.
2. Customer Acquisition Cost (CAC): Tracks the cost of acquiring a new customer. AI helps optimize spending by identifying the most effective channels and tactics, reducing CAC over time.
3. Marketing ROI and Return on Marketing Investment (ROMI): Calculates the return generated from marketing spend, including AI-powered campaigns. Essential for justifying AI investments and demonstrating their direct financial impact.
4. Conversion Rate: Indicates the percentage of users who complete a desired action (e.g., purchase, sign-up). AI-driven personalization and targeting can significantly boost conversion rates.
5. Churn Rate: Measures the percentage of customers lost over a period. AI models can predict and reduce churn by identifying at-risk customers and enabling timely interventions.
6. Net Promoter Score (NPS) and Customer Satisfaction (CSAT): Assesses customer loyalty and satisfaction, especially after AI-powered interactions (e.g., chatbots, personalized content). Directly links AI-driven CX improvements to brand loyalty and advocacy.
7. Operational Efficiency Metrics: Quantifies time saved, speed of campaign launches, and reductions in manual work due to AI automation. Demonstrates AI's impact on resource allocation and productivity.
Marketing Areas Benefiting from AI Implementation
AI is already transforming numerous customer touchpoints and marketing functions:
1. Content Creation and Optimization: AI tools are revolutionizing content production, enabling scalable personalization and testing.
2. Customer Service: Conversational AI platforms are handling routine inquiries, freeing human agents to address complex issues that require empathy and judgment.
3. Predictive Analytics: AI is analyzing vast datasets to forecast customer behavior, optimizing everything from inventory management to campaign timing.
4. Programmatic Advertising: AI-driven platforms are optimizing ad placements, budgets, and creative elements in real-time across channels.
5. Search Marketing: AI tools are automating keyword research, content optimization, and technical SEO enhancements.
6. Marketing Operations: AI is streamlining workflow management, resource allocation, and performance tracking.
7. Product Development: AI-powered market research is identifying unmet needs and emerging trends, informing innovation strategies.
The Future: Human-AI Collaboration
The future of marketing leadership isn't about humans versus machines—it's about powerful collaboration. As AI continues to transform the marketing landscape, the uniquely human qualities of creativity, empathy, and strategic vision will remain essential for CMOs.
AI will continue to reshape marketing, but the role of the CMO—and their team—is more vital than ever. The future of marketing is a collaborative one, where AI enhances human insight to create campaigns that are not only effective but purposeful.
The most successful CMOs will be those who harness AI as a strategic enabler—amplifying their impact, driving business growth, and creating more meaningful customer experiences in an increasingly AI-powered world.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
Citations:
Leading Through Transformation: How CMOs and CEOs Must Evolve in the AI Era
As generative AI continues its rapid integration into the business landscape, leaders face a fundamental question: Does effective AI implementation mean we'll need fewer human workers? The answer isn't as straightforward as many might expect. While certain routine tasks will undoubtedly be automated, the relationship between AI and human work is proving to be more complementary than competitive—particularly at the executive level.
For Chief Marketing Officers and Chief Executive Officers, this technological revolution isn't simply about adaptation; it's about transformation. The skills that made these leaders successful in the past may not be sufficient for navigating the AI-augmented future. This article explores how the executive skillset must evolve to thrive in this new landscape.
The Shifting Work Paradigm
Before diving into specific leadership skills, it's important to understand the broader context of how AI is reshaping work. Several key dynamics are emerging:
Complementary roles are expanding - As AI takes over routine tasks, humans are increasingly focused on oversight, customization, ethical considerations, and managing complex edge cases.
Productivity gains are creating new opportunities - Organizations effectively implementing AI often become more productive and expand operations, potentially creating new positions even as they automate others.
New value categories are emerging - Much like previous technological revolutions, AI is creating entirely new industries and job categories that weren't previously imaginable.
Human capabilities remain essential - Areas requiring emotional intelligence, ethical judgment, creative thinking, and interpersonal skills continue to need human workers, though increasingly augmented by AI.
Adoption varies significantly - AI implementation differs across sectors, regions, and organizational types, creating a mixed landscape rather than uniform reduction in workforce needs.
In this environment, the question isn't whether we need fewer workers overall, but rather how the composition of work is changing—and what that means for those in leadership positions.
The Evolving CMO: From Campaign Manager to AI-Human Orchestra Conductor
The Chief Marketing Officer's role is perhaps experiencing the most immediate disruption from generative AI. As marketing becomes increasingly data-driven and content creation becomes AI-assisted, CMOs must develop several critical skills:
AI Literacy and Strategic Integration
Today's CMOs need more than a surface-level understanding of AI. They must comprehend how various AI technologies can be strategically deployed across the marketing stack—from content generation and customer segmentation to predictive analytics and campaign optimization. The most effective CMOs can distinguish between genuine AI capabilities and vendor hype, making informed decisions about which technologies truly serve their brand's objectives.
Data Governance Expertise
As AI systems depend on vast amounts of data, CMOs must become stewards of responsible data practices. This means developing frameworks for ethical data collection, usage, and management that balance marketing effectiveness with consumer privacy and regulatory compliance. CMOs who excel in this area understand that data quality directly impacts AI performance, making governance not just an ethical consideration but a business imperative.
Human-AI Collaboration Design
Perhaps the most nuanced skill for modern CMOs is designing workflows where human creativity and AI capabilities complement rather than compete with each other. This requires identifying which aspects of marketing benefit from human intuition, emotional intelligence, and creative spark, versus which elements can be enhanced or accelerated through AI assistance.
Agile Experimentation Mindset
As AI tools evolve at breakneck speed, CMOs must foster a culture of continuous experimentation while maintaining brand safety. This means implementing frameworks for quickly testing new AI applications, measuring results, and scaling successful implementations—all while ensuring alignment with brand values and guardrails.
Personalization Ethics
AI enables unprecedented personalization capabilities, but with this power comes significant responsibility. Forward-thinking CMOs are developing ethical frameworks for balancing hyper-personalization with privacy concerns, avoiding algorithmic bias, and ensuring that personalization enhances rather than manipulates the customer experience.
Adaptive Content Strategy
With AI-generated content becoming increasingly sophisticated, CMOs need to develop new approaches to content strategy. This includes creating clear guidelines for maintaining brand voice across AI-assisted content, establishing quality control processes, and building frameworks that allow for both scale and authenticity.
The Transformed CEO: From Decision-Maker to AI Transformation Architect
While CEOs have always needed to navigate technological change, the scale and pace of AI transformation requires an evolved skillset:
AI Transformation Leadership
Rather than viewing AI as a series of isolated projects, successful CEOs approach it as an organization-wide transformation. This requires developing a comprehensive vision for how AI will reshape the business model, customer experience, and operational processes—then orchestrating the cultural and structural changes needed to realize that vision. I.e. CEOs need to own the narrative and drive that vision forward, with AI as a subset of their digital strategy.
Talent Reconfiguration
As AI reshapes job functions across the organization, CEOs must become adept at reconfiguring their talent strategy. This includes identifying which roles may be automated, which new positions need to be created, and most importantly, how to reskill and redeploy existing talent to create maximum value in an AI-augmented environment.
Algorithmic Accountability
As organizations increasingly rely on algorithmic and agentic AI decision-making, CEOs must establish governance structures that ensure responsible AI deployment. This means creating frameworks for algorithmic transparency, regular auditing for bias or unintended consequences, and clear policies for when human judgment should override algorithmic recommendations.
Strategic Disruption Analysis
The most forward-thinking CEOs are constantly analyzing how AI might disrupt their industry's value chain and competitive dynamics. This requires looking beyond immediate efficiency gains to identify potential new business models, unexpected competitors, and fundamental shifts in customer expectations that AI might enable.
Ethical AI Decision Frameworks
CEOs must establish clear principles for when and how to apply AI versus human judgment. This includes developing organizational values around AI usage that address ethical considerations like transparency, fairness, privacy, and the appropriate balance of automation and human touch in customer-facing processes.
Complexity Management
Perhaps most fundamentally, CEOs must become adept at navigating the profound complexity that AI introduces. This includes managing the ambiguity of a business landscape where AI simultaneously creates and solves challenges, where competitive advantages can shift rapidly, and where the human implications of technological decisions are increasingly significant.
Finding the Balance: Human Leadership in an AI World
For both CMOs and CEOs, perhaps the most crucial skill is finding the right balance between embracing AI's extraordinary capabilities while preserving the human elements that differentiate their organizations. The most successful leaders will be those who can:
Leverage AI to handle routine tasks while freeing humans to focus on higher-value creative and strategic work
Use technology to scale personalization while maintaining authentic human connection with customers and employees
Enhance decision-making with data and algorithms while applying human wisdom to questions of purpose, ethics, and meaning
Drive efficiency through automation while investing in human capabilities that AI cannot replicate
In the final analysis, the future of work isn't about choosing between AI and human workers—it's about creating organizations where both can contribute their unique strengths. For CMOs and CEOs, success in this new era won't be defined by how effectively they replace humans with AI, but by how skillfully they integrate these powerful technologies while elevating the distinctly human contributions that will ultimately drive sustainable competitive advantage.
“The leaders who thrive won't just be those who understand AI—they'll be those who understand humanity in an age of intelligent machines.”
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
Demystifying Digital and Data
I cringe and roll my eyes internally whenever I hear companies talk about how digitally mature they are because they have a nice looking website, are on all the latest social channels and have adopted a dozen of MarTech tools but not entirely sure how they are measuring success or what they are truly trying to achieve.
Being digital goes beyond just a nice looking website, be on all the latest social channels and buying all the fancy MarTech tools so you look like you are at the forefront of digital adoption. It’s also to avoid creating a data and digital dumpster.
Yes, there is such a thing as too much data and digital tools.
On the flipside, there is also such a thing as over reliance on one single platform/tool, person or process to try and help you make sense of the data you have or enable your business.
“Wait a minute”, I hear you say. “What am I supposed to do if both scenarios are not ideal?.”
I was recently inspired to write something about this after attending a few forums speaking about digitalization, data analytics, Gen AI and MarTech.
It depends on a few factors:
what are your objectives for using this tool or platform?
what are you trying to achieve and what insights are you trying to gather with the data collected?
how does the tool and data help you achieve your objectives?
what are you current processes like that will either hinder or enable you to fully utilize the tool and data collected?
what are the current skillsets and mindsets of your people that again will either hinder or enable you to maximize the tool and data?
what matters most when it comes to choosing the right tool?
what matters most when it comes to analyzing the data collected?
have you tested other tools serving a similar nature and what are the test steps you have used?
how are you collecting your data, storing, managing and analyzing it? What do you do with the insights gathered?
understand the pros and cons of multiple tools/platforms versus single tool/platform and their impact on your objectives and desired outcomes.
Some companies have chosen to stick to certain tools because they have invested a lot of time, money and effort on it despite it not meeting their needs. Some companies have chosen to over rely on just one or two people to be their so-called power users and are almost at the mercy of these folks.
Both scenarios create what we call bad behavior almost like a bad relationship where you know deep down it’s not quite right but you are so entrenched it feels like you need to live with it. What happens then is they abandon the tools bought or underutilize it (especially in the first scenario) and buy yet another tool without first understanding what is it that is not working well.
The other possibility is to hire an expert to either train your users or join your company and end up being at their mercy especially if you as the function or business owner doesn’t have a clue as to what you are trying to achieve, what the tool is capable of and its limitations, and how you intend to sustain the use of the tool if your needs change.
The way I prefer to work and advise my clients have always been to really deep dive into their pain points, current processes, people capabilities, business and marketing objectives , outcomes they want to achieve and how they want to measure success.
If I know for sure that there is a more effective platform or tool to help them achieve what they need, I will not hesitate to advise them to bite the bullet and consider another tool. Likewise, if I know the issue is not the tool but their current lack of knowledge or a gap in their processes, then I will work with them on addressing that gap instead.
A critical part of change management is mindset and behavioral change, and enablement of the people with the right skillset, supportive processes and therefore cultivating a supportive mindset to adapt to the change.
There is no one-size fits all, so what matters more is to be open to learn about different options available out there, not just what you are comfortable with or what others are using.
Psst - For data analytics, there are - tableau, amazon quicksight, power bi, looker, qilk, apache spark just to name a few commonly used ones. I have my personal favorites but it depends again on the factors I mentioned above.
About the Author
Mad About Marketing Consulting
Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
The Choice is Ultimately Yours, Not AI’s.
There is a lot of talk on AI possibilities, promises and expectations. Suddenly we start imagining the worst or the best, depending on which side of the AI fence you sit on. Some are treading water cautiously, others are happily announcing integration into their core systems and the rest are sitting back to learn and observe first.
I like to test out different scenarios and have been doing that as part of my current MIT course on AI implications on organizations. It’s a good way at a personal level as well to validate without being an LLM expert by any means.
The following is the most recent test I conducted, which some might find disturbing but again, I believe in stress testing the worst and best outcomes in all sorts of implementations, so we are clear about the possibilities and limitations alike.
Regardless of where you sit in terms of sensitive topics like firearms ownership and gun control, I do believe some topics should be quite black and white with no areas of grey, but apparently, not to AI…
I asked a simple query on - should children be allowed to own guns and answers as below
ChatGPT tries to give a balanced view with pros and cons for allowing children to own firearms
Claude tries to give a neutral perspective and so-called “democratic” view, which I personally also find its positioning somewhat disturbing
Meta’s Llama gives an absolute no as an answer as well as regulatory restrictions
Perplexity as well gives an absolute no with disadvantages clearly outlined alongside regulatory restrictions
So, then the question is what forms the basis of the decisioning behind each of these tools, be it the source of data they are pulling from, the decisioning flow when questions are answered and what kind of checks are there to validate as well as mitigate the answers to make sure AI is not crossing the line when it comes to such scenarios?
Other thoughts in mind:
Do we want AI to be more or less definite when it comes to such questions?
Should we be concerned with how users are perceiving and interpreting the outputs?
What kind of ethical boundaries should we have in place if we are incorporating AI into our organizations?
Do we have a check and balance mechanism in place to determine when the logic should or can be over-ride by humans before it goes out to the customer?
How do we combine AI intelligence with human intelligence more effectively and sustainably without enabling self sabotaging and unconscious bias behavior and outputs?
How do we ensure AI is not left to answer moral and ethical questions on their own or worse to perform outcomes that might lead to harm on humans?
Data is the bedrock for AI to work efficiently and effectively as intended to avoid a garbage in, garbage out scenario. Similar to MarTech, it’s not a magical fix-all solution and the companies behind some of the larger LLMs behind Gen AI are all but still fine-tuning their tech as of today.
Before it goes customer live, what do you think is critical to be in place to govern the pre, actual and post implementation of AI? If we don’t have answers to all this, it simply means the organization is not quite ready yet.
About the Author
Mad About Marketing Consulting
Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes
Welcome Gen AI, Goodbye Marketing and Agencies!
Sorry if I triggered some alarm bells there with my fake news.
Gen AI seems to give the impression of the next best thing since sliced bread and rightfully so in some aspects of how we work and operate our business, target our customers and customize our offerings.
It doesn’t help you with strategic thinking or planning. Yes, if you ask it to write you a marketing plan it can, based on a cookie cutter template of what’s available out there but a plan is more than just a to do list or step by step guide. It requires an understanding of your business, your customers and value proposition.
If you ask it to give you a fanciful visual that you want to use as your key creative for your campaign, sure it can but again, a creative is more than just a visual and image. It’s a narrative of your story and there’s a reason why creative agencies spend time ideating and make an effort to understand the story you’re trying to tell your target audience. Again, it doesn’t replace creative thinking.
While some companies are still facing an uphill task with trying to convince their legal and compliance teams on using Gen AI for such creative work, some are already using it perhaps secretly through their creative agencies. Then, there are also vendors already available that you’re a customer of, like Adobe and Getty, that have incorporated Gen AI into their software and taken on the legal liability for copyrights and licensing use for the output produced from their platforms. This might be a path of less resistance for those with hardnose legal and compliance teams.
What you can also use some of these Gen AI tools out there for, if you get through the line to legal on the copyright dilemma can be around:
storyboarding flows and ideation flows, be it for key visuals or video productions
creative adaptations of an original key visual designed from scratch
editing flows for videos, audios and written content
editorial adaptations based off an original written key content
Marketing teams and agencies only need to worry if they are guilty of the following:
handing over strategic thinking to other teams and only executing on command
doing pure adaptation and production type of work (for agencies)
doing more executional and somewhat manual work as part of their marketing day-to-day instead of spending time working with the business to help sharpen the offerings and proposition to their customers
treating marketing planning and briefing as a churning exercise -e.g. marketing simply giving agencies a budget, some KPIs and target customers over email without much value add and agencies simply taking the brief and relying on the AI tool to churn out a visual or copy without much ideation behind it
marketing teams simply doing functional approval work and not actually reviewing it seriously for fit, purpose and desired outcomes
About the Author
Mad About Marketing Consulting
Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes