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From Hype to Strategy: Navigating AI’s Learning Curve in Marketing

Do you know Tom Fishburne and the Marketoonist? Tom draws fun marketing related cartoons that provide remarkable insights into marketing practice. His latest post, “AI Learning Curve” reveals a pivotal truth: the value derived from AI depends on how skillfully it is applied to strategic challenges. While many marketers use AI for routine tasks like social media copywriting, the transformative potential lies in using AI for complex endeavors such as customer segmentation, targeting, and positioning. Evidenza co-founders argue against the current trend of AI disillusionment, stating the “bubble isn’t in AI – it’s in AI denial,” urging marketers to see AI as a strategic mastermind rather than just an assistant.

This perspective aligns with insights from Ellie Graeden, who emphasized the need to define goals (“drawing the bullseyes”) before deploying AI, as indiscriminate use often leads to minimal value. Such a strategic approach can help marketers avoid the trough of disillusionment, using AI to revolutionize decision-making and drive substantial ROI.

The bottom of the post provides several more AI-Marketing Cartoons that you might check out for more ideas.

One or more of these Marketoonist cartoons could be placed onto Powerpoint slide and then used to stimulate class discussion. These could be used with Chapter 2 (marketing strategy), Chapter 3 (artificial intelligence), or you might use them with Chapter 16 (owned media). If used with Chapter 16, it could be pointed out that while many organizations use AI to write social posts, they are missing out using AI to create a social strategy.

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