MARK/ORG 9: AI in Harmony – Speed & Authenticity.

Artificial Intelligence has been accompanying us for nearly two years now and has become a integral part of marketing organizations. A variety of practical experiences have already been gathered, and the greatest challenge seems to be keeping pace with the rapid developments in AI. CMOs shared their insights on these concerns during the 9th MARK/ORG live broadcast from the RNF.DE studio.

AI: Turbocharging marketing organizations.

AI here, AI there, AI everywhere—since the launch of ChatGPT in 2022. Does this make us all AI experts? Certainly not. Many companies are still taking their first steps with this new technology or are just beginning to explore its potential. What's positive is that there is a lot of experimentation happening—especially in content production and the creation of AI-generated imagery. Increasingly important are "clean" processes and internal regulations that align with the brand's values and philosophy. Questions arise: What should we do? What should we avoid? When might it be appropriate not to use AI intentionally? Companies are obligated to operate with guidelines to provide guidance to their employees. The concept of the "AI Manifesto" also deserves consideration.

Authenticity over (content) quantity.

With AI, much more can be done much faster. But does more help? It’s quickly agreed upon: probably not. The more important question: How do I make sure "my" brand is heard in the (still) overflowing content and how do I secure (continue to secure) the attention of my audience? More importantly: How do I differentiate myself from the competition and still ensure that my communication is perceived as authentic? For our discussion group, the focus was clearly on the value of content, because ultimately, one is only noticed when it is tailored to the needs of customers and prospects. This underscores the continued importance of specialist contributions in B2B.

Even though the image of a content explosion is omnipresent, it is critically questioned, because ultimately, much changes, but one thing remains the same: the active and targeted search for content continues. From a content perspective, not much changes there, only the manner in which information is obtained on the consumer side needs to be reconsidered - and the smart placement of the company brand, because: What is SEO worth if smart AI assistants deliver much better search results much faster via voice control?

AI: Time savings as a success factor.

Even though it quickly becomes clear in discussions that the handling of AI varies, there is agreement on what AI ultimately represents: AI as a tool that saves time, but does not automatically make one more creative, because in the end, it is still the human who prompts. In other words, "... the true currency of AI is time saved."

Does this directly lead to job cuts? Here, too, there is consensus: on the contrary, there is even talk of personnel expansion instead of reduction. Because the full potential of employees can be utilized when they are less occupied with routine tasks and thanks to AI deployment, have more freedom to pursue creative activities.

It sounds simple, but it's not, as it is observed how traditional companies struggle with the implementation of AI. Fully engaging and involving the entire workforce becomes a "true challenge". This is much easier for "young" companies blessed with a different mindset, who use tools like ChatGPT as naturally as they do Word and PowerPoint. Mindset becomes a success factor for all involved, especially in personnel and tool selection: "Which people and tools do I need so that AI becomes an opportunity for my company and not a risk?"“

In collaboration with partners and agencies, a value discussion ultimately emerges: How do we evaluate and (fairly) compensate AI-assisted performance in the future, for example, if a text created with the help of AI by an experienced writer required only a fraction of the time for prompting and fine-tuning compared to without AI? Will we fundamentally calculate/pay based on (work) time or (added) value (definitely also an important topic for the next round of discussions)?

Attention Provocation: Are websites the content graveyard of tomorrow? 

If ChatGPT and Co. are already changing our search behavior today and as users, we expect hyper-personalized answers to our questions, will there still be classic, static corporate websites in one to two years? AI as THE interface of the future – an extremely realistic scenario for all participants. Even though the development in B2B marketing will certainly progress more slowly, the question is not "if," but "when"?

Participants report, for example, on current discussions with HR departments questioning the validity of career websites, especially for younger applicants, as effective touchpoints within the candidate journey: "I can't expect potential apprentices, who have grown up with smartphones, to gather information on websites. Rather, they want to be provided with relevant information where they also (digitally) move. And today, that might be on Instagram and tomorrow, probably on an AI interface."

How does an employer brand secure its place in the awareness and relevant set of the target audience(s)? Certainly, continuing (also) in the form of paid advertisements. But what's next? What are the "Google Ads" of the future?

Strengthening AI competencies: Here's how!

What concerns all our marketing experts most is how they enable their employees to handle AI correctly? It quickly becomes clear that there is no one-size-fits-all solution. Ideally, companies can rely on so-called "early adopters" who can act as multipliers and accelerators, so that others can also be inspired by and with AI. External input, such as impulse lectures, training sessions, and/or joint discussions among like-minded individuals, is always helpful in this regard.

Generative and Predictive AI. Harnessing potentials. 

ChatGPT, Midjourney, and Co. are prominent examples of classic use cases in the field of generative AI. Alongside this, there is an equally large field, namely that of predictive AI – the ability to collect large amounts of data and generate knowledge from it. So far, participants have gathered little practical experience. There is simply (still) a lack of the necessary know-how for setting up personalized AI models. Nevertheless, enormous potentials lie ahead for all involved, especially in the case of generative and predictive AI coming together...

Conclusion: Key Takeaways from MARK/ORG No. 9.

Even in the 9th edition of MARK/ORG, the exciting discussion led to important insights and mutual inspiration:

• AI requires clear regulations and clean processes: To ensure efficiency does not suffer, guidance and guidelines are needed for the use of AI in everyday work.
• Authenticity and relevance remain crucial: The use of AI is only effective when the credibility of the brand and the actual benefit of the content generated for the target audience are in focus.
• AI as a time saver, not a substitute for creativity: Human and machine – AI is a tool that opens up space, but never replaces human creativity. Period.
• Quo vadis corporate website: AI will fundamentally change search behavior and thus also the use of websites. While the direction is not yet clear, sketching out one's own path now may be worth gold.
• Enabling employees: Handling AI correctly requires inspiration, motivation, discipline, clear guidelines, and above all, a growth mindset.
• Potentials of Predictive AI: Having barely grasped one thing, another is knocking on the door... The combination of generative and predictive AI holds enormous potential. How this will unfold concretely is still unknown, but as the saying goes, "Keep calm & KI on."

Would you also like to participate in the next round of MARK/ORG and exchange ideas with like-minded individuals at our B2B barcamp? Just contact us!