On Wednesday, marketers, brands, and technology firms converged in New York City for the AI Marketing Strategies event, where they engaged in discussions about the application of AI and the ethical considerations surrounding it. As the adoption of tools and chatbots becomes increasingly common in the corporate landscape, the event aimed to explore how brands and marketers are implementing these technologies and gauging employee and customer reactions.
Key topics included training employees to effectively use AI tools rather than relying solely on them, how publishers can incorporate agent tools, the significance of the human element, and strategies for overcoming internal resistance to AI integration.
The dialogue was held under Chatham House rules, allowing Digiday to share insights while keeping participants anonymous.
This has been edited and condensed for clarity.
What about the AI bubble?
“The dot-com bubble serves as a historical reference for what’s happening with AI. Just as many companies faced bankruptcy, some, like Amazon, emerged successfully. I believe a similar trajectory awaits AI: while there’s a lot of hype surrounding it, only tangible, effective solutions will endure post-bubble. The results that genuinely solve problems will not only remain but will also thrive.”
How companies are navigating internal AI tension
“One concern is the expectation that we can cut resources while simultaneously saving significant amounts of money through AI. It’s essential to understand operational efficiencies realistically; too often, this perspective comes from those who underestimate the value of human expertise.”
“When junior team members utilize AI tools, they might produce responses without the analytical skills to assess their accuracy. This gap is one of our significant challenges.”
“Whenever a junior team member creates a presentation using AI, it is always reviewed by a more experienced colleague. This process encourages mentorship and emphasizes that AI isn’t always the most reliable source. Education is critical, and we ensure they are equipped to critique and validate AI-generated content.”
“We promote the use of AI tools among all employees. However, experimentation must align with our clients’ values, maintaining authenticity while delivering accurate information. We want our staff to explore these tools while being aware of potential pitfalls.”
“Despite a high level of AI understanding, misconceptions still persist. I realized today that I need to teach my team how to fact-check and cultivate a critical mindset. This involves instructing them on where AI pulls its information and encouraging a return to the foundational research skills we once learned in school, regardless of age.”
“Some team members express significant concern over AI hallucinations. It’s an unavoidable aspect of using AI; it functions like an intern—capable of enhancing your work but also prone to errors.”
“Creative individuals should approach their work with a strategic mindset, and strategists should consider creative problem-solving. This cultural evolution is evident as creatives learn to code and developers tap into their artistic side. Embracing both skill sets leads to innovative possibilities.”
Using nontraditional platforms and creators to build brand awareness
“After 30 years in the industry, I can confidently say LinkedIn has become essential for networking. Our company has experienced phenomenal growth in the past two years due in part to our strategic use of LinkedIn, where we manage our narrative effectively. Brands should embrace this platform, even if they feel stretched thin.”
“We also explore partnerships with nano-influencers for authentic reviews. Instead of always seeking high-profile endorsements, we recognize the trust associated with smaller voices that can provide organic testimonials.”
Different ways to maximize GEO
“In terms of retail searches, we’re refining our product detail page content to be more compatible with search engines. While maintaining our brand and product storytelling, we’re integrating keywords to enhance our online visibility.”
“Award recognition is also crucial in our industry. We create brief clips highlighting award achievements, knowing our core audience values recommendations from trusted sources. This approach has positively influenced our overall communications.”
How publishers can leverage AI
“When using programmatic advertising, publishers should establish a minimum bid for their inventory. It’s essential to recognize that not all ad impressions hold equal value. For example, an impression for a generic ad might attract a low bid, while a highly relevant ad at a crucial moment could demand a much higher price.”
“We aim to assist publishers in understanding dynamic pricing for their inventory, enabling them to optimize their ad sales strategy based on the value of individual impressions. This shift could greatly enhance revenue potential.”
“Publishers often possess a wealth of valuable data but may hesitate to share it for fear of losing autonomy. We, as intermediaries, seek to make them comfortable with integrating their data into broader systems, thereby maximizing audience insights and inventory value.”
Are there strategic limitations to AI?
“With established training, AI can analyze vast amounts of data more quickly than any human. Brands consistently aim to maximize their media spending; however, most receive data on their expenditures only after campaigns conclude, which can be far too late for actionable insights.”
“AI allows for real-time data analysis and updates audience segments dynamically, improving the effectiveness of targeted advertising. It empowers brands to utilize current, comprehensive insights to refine their marketing strategies.”
“The future looks promising as we develop systems that drive efficiency, allowing brands to refresh audience compositions dynamically and at scale, ultimately enhancing campaign outcomes.”
As AI technology continues to evolve, its integration into marketing strategies presents both opportunities and challenges. Understanding the balance between automation and the human touch is crucial for brands aiming to thrive in this new landscape. Through ongoing education and adaptation, companies can leverage AI to enhance their effectiveness while maintaining authentic connections with their audiences.
