This audio was created using Microsoft Azure Speech Services
Artificial Intelligence (AI) has, for quite some time, been intertwined with perceptions of novelty and even fear. Many envision futuristic, robotic takeover scenarios, a premise heavily reinforced by media portrayals. The truth, however, is more beneficial than apocalyptic – especially in the realm of marketing.
Stepping into the future of marketing
To leverage AI to its full potential, businesses must be ready to pivot and reinvent their outlooks, evolving towards what I like to call, “Marketing of the Future.”
First and foremost, transparent and candid communication about AI and its practical implications is key. The fear around AI is predominantly due to a lack of comprehension. Separating the myth that AI equates to job elimination while highlighting its potential as an enhancer, can encourage higher adoption rates. It’s important to understand the focus on collaborative intelligence between humans and AI, and the amazing opportunities this connection can create.
Secondly, oversight from executive leadership or relevant legal authorities should always be sought when integrating AI into business strategies. At Schneider Electric, we’ve established a specialized task force to facilitate AI implementation, monitor processes, and undertake ongoing research to reassure our SE Great People of their safety and cybersecurity.
Tapping into AI’s capabilities
The growing availability of AI in marketing has empowered my team worldwide to streamline tasks such as social media management, press release composition, email campaign design, and engaging blog creation. Our team has even gone so far as being the first business unit within Schneider Electric to test pilot our newest member of the team, AI Jake!
Testing AI video development began in 2023 intending to expedite the communication process for product launches and sales enablement. With an AI video platform like Synthesia, our team was able to create a successful product launch video within half the normal allotted time. Creating a video with an AI-generated avatar can be easily and quickly done with only a script and slide deck presentation fed into the video generator. Video creation can take hours and even weeks of discussion, planning, and filming when considering timing, schedule, retakes, edits, and more.
The positive results of AI in marketing
I’m thrilled to share that my global communications team has decreased time spent on content creation by 15%, increased focus on strategy by 10%, and increased time on market and competitive research by 5%.
Additionally, we’ve seen an increase of 3x-5x more Engagement and Click-Through Rates with our social posts. With the ability to craft messaging to fit specific target personas and utilize message scoring to identify if the proposed messaging meets our personas’ interests, desires, and pain points, we are confident our content is resonating with the correct target audiences.
Lastly, while the team has been freeing up some time and energy, they’ve also managed to convert content creation budgets into reinvestment budgets to reach our target audiences with paid advertising.
AI is not a fleeting trend, but a lasting reality.
Instead of imposing a takeover, it’s paving the way for unprecedented opportunities in marketing. The true value of AI is not in its potential to replace human intellect but in its ability to complement and enhance it.
Let us begin this exciting journey together as we combine technology with our unique human skills to create campaigns that touch, inspire, and move audiences like never before.