Welcome to this week’s edition of AI in Marketing.

The ONE goal of this newsletter is to spread awareness, education and enable the adoption of artificial intelligence amongst marketers.

Sans the overwhelm and information overload. Let’s dive in!

IN THIS ISSUE

• 2022 Marketing & Sales AI Report

• Your AI content detection tool is unreliable and inaccurate.

• The 5 mantras for the next-gen AI Marketer.

• Event Calendar

• Growth Corner

• Tech Spotlight

TOP PICKS

Marketers overwhelmingly believe that AI will transform their work.

The marketing industry is demanding leaders who can provide on-the-job AI education that accelerates companies and careers.

The report shares 6 key insights:

1. Nearly 74 per cent of marketers believe they will be intelligently automating more than a quarter of their tasks in the next five years.

2. Marketers are focusing on these 3 near-term priority use cases:

   • increased personalization at scale,

   • revenue acceleration, and

   • deriving actionable insights from data.

3. There is a significant lack of confidence in adopting and

   implementing AI.

4. This lack of confidence is due to a lack of education and training on AI tools.

   Organisations either do not have or are still building programs centred on artificial intelligence.

5. Implementation and adoption of AI is shared within departments often with conflicting priorities.

   This is a barrier to AI-focused education training programs for marketers. CMO, CTO, CIO and CDO may either all or partially be responsible for AI within the organisation. Not to forget, legal.

6. CMOs and other C-suite executives have the opportunity of a lifetime to become indispensable within their industry.

   Those that embrace AI will become value-creators, both for their organisation and their teams.

   Significant milestones can be achieved and surpassed by leveraging AI for digital transformation projects especially IoT and cloud computing.

The 2023 State of Marketing and Sales AI Report will be released later this month.

Until then, you can access the full 2022 report here. It is gated and free.

AI content detection tools do not work.

In the last few days, I have had the same conversation with multiple people including students, marketers, techies and teachers. They had no idea that AI content detectors do not work. They are unreliable.

More prone to a false negative i.e. the content is written by AI rather than false positive i.e the content is written by a human.

“Oh, but we use a paid tool!” - Even then. In fact, consider stepping away from paid content detector tools because the technology that can differentiate between human-written and AI-written is not here yet. It is still under development.

“As of July 20, 2023, the AI classifier is no longer available due to its low rate of accuracy. We are working to incorporate feedback and are currently researching more effective provenance techniques for text, and have made a commitment to develop and deploy mechanisms that enable users to understand if audio or visual content is AI-generated.”

“…it is impossible to reliably detect all AI-written text”

- Open AI’s blog

Computer scientists warn we may never be able to reliably detect AI.

Be wary of treating any AI detector like fact. In some cases right now, it’s little better than a random guess.

“…no publicly available AI detectors are sufficiently reliable in practical scenarios.”

“..AI detectors are more likely to flag the work of students for whom English is a second language.”

Washington Post article

4 mantras for the next-gen AI Marketer.

I found out about Ethan Mollick on LinkedIn at nearly the same time as I started diving into the AI in Marketing world. I highly recommend that you follow him on LinkedIn to get deep and valuable insights about artificial intelligence.

He shared these mantras at the recently concluded MAICON 2023 event. While many have posted about this on LinkedIn, I couldn’t help but share this with you folks.

1. Use AI for everything.

   It's not ready to do everything, but you'll be surprised what it CAN do if you make it your first/default action moving forward.

2. Learn to be the human in the loop.⭐

   AI will do the dirty work, eliminate what's tedious, freeing you to inject art, craftsmanship and humanity into everything moving forward. Find the ways your unique human ability can augment or exponentially transform your impact.

3. Treat it like a person and tell it who it is.

   The current AI models will try to guess who you want it to be unless you get specific. Make it your prospect. Your employees. Your competitors. Give it a job, a role, a persona.

4. This is the worst AI.

   As incredible as what it can do right now is, this will feel quaint in very short order. You'll be ready for what's next by getting comfortable using what's now.

I loved #2. While we are training the machines to supercharge what we do and achieve what we are not able to do in a short period of time. Did we think about training humans to work with these intelligent machines?

Which is your favourite mantra? Hit reply to this email and let me know.

EVENT CALENDAR

1. Intro to AI: How Artificial Intelligence Can Transform Your Business and Career, August 9

Register here

2. AI Content Detection Tools – Myth vs Reality, August 23

Register here

3. State of Marketing and Sales AI - 2023 Report Findings, August 24

Register here

GROWTH CORNER

Piloting AI for Marketers by Marketing AI Institute, Certification bundle

Costs USD 499/-. Use code AIPOD50 to get USD 50/- off

In 8 hours, you get a structured tutorial on AI in Marketing across content marketing, advertising, analytics, advertising and PR, customer service and e-commerce. Also, you get to learn how to pick the right AI tools for your business and organisation.

Get started here. 

TECH SPOTLIGHT

Rasa, the bulk personalised email tool.

I took a demo call with Rasa.io this week.

Their tool makes email personalisation at scale really easy and with significantly reduced human intervention.

In a nutshell, you specify the sources and keywords, the AI curates online articles, tags each reader under interest areas and sends them relevant articles. The human can select which articles must be included all while which article gets the top spot. Pretty interesting stuff.

Check them out here.

If you want to sign up for the AI in Marketing newsletter, simply let me know your email id over here.

Thanks for reading.

I would love to know what you think about this week’s newsletter and what we can do to make it better for you.

Let me know by hitting reply to this email.

Stay curious about AI in Marketing,

Shubhangi