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It's hard to believe there was ever a time before the internet.

For digital natives it’s difficult to picture. For the analogue generations it can be tough to remember tasks like calling a travel agent, renting a (VHS) film from a physical shop or travelling without GPS.

Few could imagine the ways the world wide web would change not only our daily lives but also the ways in which we work.

And it will be the same for artificial intelligence.

All of us are now living in an AI world and there is no blue pill to take us out of it. The task ahead is to understand the existing and emerging opportunities and figure out how to make the most of them.

While daunting, marketing teams are being presented with a rare opportunity to truly refocus and restructure their operations.

“Yes, but how?”

Therein lies the rub. The answer to all our problems is AI, but few are confident about how to actually deploy it.

It’s one thing to ask ChatGPT or Gemini a question, it is another thing entirely to depend on an algorithm for a critical business function.

If your marketing team is assessing how to proceed, below are some suggestions on how to get started.

  • Accept it will be a process

Few firms have AI specialists that can help them figure out the right program to use and the specific problems it can (and cannot) solve.

You know the breadth of tasks undertaken by your team and have a good understanding of which are the most time consuming/repetitive/unpopular.

The reality is that some of those tedious tasks cannot be offloaded to AI (at least not yet) and it is important to start this process with that knowledge.

  • Collaborate with colleagues

Marketing is not alone in this challenge. Every team across your company is facing a similar task and colleagues in other departments may already have experience and, ideally, a solution.

Equally, they may be able to provide honest feedback about how helpful they have or have not found a particular piece of software.

  • Be security-conscious pioneers

In some firms, marketing may be ahead of the curve, and you may find your team is more willing than others to explore and embrace the efficiencies AI can offer.

Data security is of the utmost importance and should not be overlooked. Some tools offer trials or free versions that must be used with extreme caution and never be populated with proprietary or customer information.

Clear frameworks must be established if members of your team are testing different programs.

  • Know who you are and what you stand for

Do not allow AI to dictate or dominate your output. Have a clear understanding of your company’s values, tone of voice and style, and make sure this remains clear and central in all collateral.

Your team has worked hard for many years to build a brand and establish your place in the market. Automated output can become generic, and this cannot be allowed.

The machines should learn over time (emphasis on ‘should’); but take nothing for granted.

  • Do not lose sight of marketing’s true purpose

As we head towards a promised land where tedious tasks are completed by an uncomplaining robot, we must remember the true purpose of marketing is not efficiency.

Marketing is about engagement, interaction, connection and trust. It’s about people and helping them feel something, whether that’s intrigue, confidence or security.

By alleviating the administrative burden teams face, they will be freed to embrace creativity and innovation.

After all, the goal is for the machines to take over the tedious tasks so people can concentrate on the more fulfilling and meaningful elements of marketing.

We want AI to automate our chores, not rob us of our creativity.

Final top tips:

  • Accept now that some disruption is inevitable
  • Be patient but persistent (think back to the internet before customer journeys became a thing)
  • Understand people will accept and adopt AI in different ways and at different speeds
  • Make sure marketing has a seat at the table when your firm is discussing AI use cases
  • Establish clear rules and guidelines for its use by your team if a company-wide policy is not yet in place
  • Monitor and revisit your tools to ensure they are still delivering what you need and want

As mentioned earlier in this article, marketing teams have a rare opportunity to reimagine and restructure their operations.

If you would like to explore the ways in which AI can support your marketing efforts, please don't hesitate to get in touch.