Introduction to AI in marketing

By now it’s pretty much expected that CMOs and marketing leaders are engaging with AI for at least some marketing functions, whether it’s using generative AI like Chat-GPT to aid with content creation, predictive analytics to enhance your marketing campaign plans, conversational AI chatbots supporting your customer service, and more. Whatever the task at hand, AI is increasingly impacting the role of marketing leaders, how their teams work, and the marketing industry as a whole.

These changes require effective management from you as a CMO. Introducing an AI tool into your marketing tech stack isn’t as simple as just saying “Use the tools now.” You need to consider many things when AI joins the marketing team like data privacy, ethics, training, and even managing employee concerns over their job security. 

But first and foremost, you need to know what AI’s marketing capabilities are, and how you can use the tools to drive your marketing and business goals.

How should CMOs approach the use of AI in marketing?
CMOs need to take an active approach to integrating AI into their workflows to keep up with the competition and deliver results in an uncertain economic environment.
How to use AI in today’s modern marketing world
In this article, I delve into the dynamic shifts propelled by AI in marketing and present concrete instances of AI applications, illustrating its transformative power and offering guidance on how your business can adopt AI swiftly.

Getting started with AI in marketing

One of the first things to consider when using AI in marketing is whether it’s actually going to help you achieve your marketing goals and drive business success. One of the most effective ways to do this is to ensure you’re aligned with your CEO on how and why AI should be utilized in the marketing department.

Next, you need to take into consideration your team. How can AI tools help them in their roles? Do they require training? Are there other roles needed to make sure AI is used effectively? And ultimately, are you being clear with them on how their roles might evolve in the future as AI becomes more and more commonplace in the marketing industry?

CEO alignment on CMOs using AI
A CEO and CMO discuss the importance of alignment on the use of AI for marketing.
Building marketing teams in the age of AI
It is critical that we think carefully about how our teams have to evolve with the introduction of AI.

AI tools and technologies

Since the emergence of systems like Chat-GPT started making headlines, the number of marketing tools leveraging AI has ballooned. 

As a marketing leader, it’s essential that you choose the right tools from this busy marketplace that can help you get the job done. There’s AI that can help make recommendations, cross-sell, and upsell your customers on eCommerce platforms, and develop content that will help with your buying process.

Chat-GPT has become a staple tool for producing marketing content, but we’re still a long way from it replacing the need for human content and copywriters. For now, AI is a tool to support your content creation efforts, not produce it all. 

But while AI can’t produce all of your content, it can be incredibly effective for translating and localizing content for different markets. With human oversight, of course.

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Practical uses of AI for marketing and e-commerce content
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ChatGPT: Killer content, or content killer?
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AI localization: how to speak your customers’ language
AI is having a big impact on how we speak to customers, whether it’s chatbots or translations. Discover the applications for your business.

Ethical considerations and challenges

We’re still in the very early stages of widespread AI usage, and as such we’re in the very early stages of uncovering the ethical concerns around AI, too. This includes things like data privacy, intellectual property rights, replacing human workers, and more. 

Many countries and regions are working on regulations and laws that will potentially impact how AI can be utilized for marketing. 

By taking into account the ethical considerations now, you’ll be better placed to deal with restrictions and regulations that might come in the future.

AI and the art of B2B marketing: privacy, governance, and opportunity
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The pitfalls of generative AI and its responsible use in marketing
As a marketing leader, you’re likely intrigued by the potential of generative AI, but it’s important to be aware of the potential pitfalls and ensure its responsible use in marketing.

Practical uses for AI in marketing

Even in these early stages, AI can have a major impact on your marketing, both internally and externally. Internally, AI tools can be used to connect and analyze frequently siloed data. Doing so can allow your marketing departments to collaborate and support other departments much more effectively.

Externally, AI enables you to both gain a much deeper understanding of your customers, and then, in turn, speak directly to them, in their native language, whether that’s through translations and localization, or conversational chatbots. 

Smashing marketing silos with AI
Jeff Coyle joined us to share how AI-driven tools can be used as a way to smash silos, and allow marketing to really show its impact across an entire organization.
Can AI unlock your brand’s humanity?
Having witnessed firsthand the profound shifts in the industry, I’ve come to realize that while AI holds transformative promise, the heart of marketing still lies in the people, their ideas, and their strategic thinking.

Future of AI in marketing

AI’s capabilities are rapidly evolving. So much so, it can be tough to keep pace. But as a CMO, it’s important for you to stay on top of what’s being promised, what’s actually possible, and what might happen in the future

It’s clear that AI has already had a major impact on marketing, and will continue to do so for the foreseeable future.

Buzz vs. reality of AI for B2B Marketing
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The role of AI in B2B Marketing
B2B ABM is based on information, which has led to AI becoming a crucial component of successful campaigns.

Resources and further reading

We’ve compiled insights from marketing leaders on how you can approach AI in a strategic, high-level manner as a CMO into our CMO’s AI Playbook.

The CMO’s AI Playbook
AI is changing the marketing game, and as a CMO, it’s essential you know how to play it. AI is changing the marketing game, and as a CMO, it’s essential you know how to play it.

AI is a popular topic on our CMO Convo podcast. If you’re looking for audio content on how top marketing leaders are tackling the opportunities and challenges of AI, make sure you subscribe on your preferred podcast platform.

Here are a couple of episodes to get you started:

CMO Convo | Are CMOs and CEOs aligned on the use of AI?
Seems like everyone these days has an opinion on how AI should be used in marketing. But as a CMO, one of the most important opinions is your CEO’s.
CMO Convo | The tech transforming customer experiences | Yahya Mohamed Mao
Does the secret to the future of incredible customer experiences lie in emerging technologies?


With everything going on with AI in marketing, there’s one thing you need to keep in mind: The importance of humanity. 

AI can be a fantastic tool for marketers, but it’s not a replacement for the impact human creativity can have. AI still requires large amounts of human insight, and your customers (whether B2B or B2C) are becoming increasingly savvy at spotting AI-generated content.

Use AI to enhance the skills of your human marketers to build real, genuine connections. That’s the secret to success in the world of AI marketing.

Human connection is at the heart of marketing success
Looking ahead, it will be critical to connect with your audience on a profound human level.

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