AI technologies are changing the way we work together and communicate with people, but they are also changing the creative work in marketing and the way content is created. In the podcast “Vor der Welle”, Nina Haller talks about how companies can create better customer experiences in the long term.
According to Nina Haller, CMO of Experience One, it is not just AI that has disrupted marketing, but digitalization. Today, AI only offers additional tools that companies can use to create target group-specific content faster and in new ways. But be careful: consumers are often overwhelmed by the abundance of advertising content and develop a “selective ignorance” towards it. For marketers this means: becoming even more creative!
A Gartner study from 2019 predicted that 80% of all major digitalization projects would fail by 2025—even without the influence of AI at that time. Why is that? For Nina Haller, the combination of strategy, organization and culture as well as the right orchestration are essential for the success of projects. Even if we now have tools that could generate marketing data, marketing processes, production processes, research processes, i.e. the output, projects still risk failing. At least if you approach it in the same way as many digitization projects in the past—especially in Germany: with a lot of fear, ignorance and without the necessary speed.
How can German companies do better with AI? A marketing companion based on AI, for example, can lower inhibitions threshold and help marketing departments and companies to get started and act faster, better and more customer-centric in the future. Externally, this buddy helps to brief service providers better or to address customers in a more targeted manner.
According to Gartner, companies in Germany still have a small window of opportunity that must be used to move forward and maintain prosperity. CEOs, CFOs and Co. are asked to drive projects forward and not focus on the pure administration of a company. It takes foresight to see how a company can be run economically over the next few decades without countries like China, the USA, India and other nations completely overtaking us. It takes investment and courage to become and remain an innovation leader.