AI Training for Marketing Teams

Marketing Teams and AI

While many marketing teams claim to embrace AI, the reality is that effective implementation remains a challenge. Despite experiments with pilots or tools like ChatGPT, companies often struggle to develop cohesive AI strategies that deliver meaningful results. According to experts like Greg Kihlström, host of "The Agile Brand" podcast, many AI initiatives are ad-hoc and fail to align with best practices or provide tangible benefits.

One major obstacle is internal communication. Leaders may avoid discussing AI due to concerns about job security, competitive advantages, or the perception that AI cannot match human performance. Kihlström notes that this mindset often prevents companies from fully leveraging AI's potential. Jim Lecinski, a marketing professor at Northwestern University, echoes this sentiment, stating that too many CMOs view AI solely as a tool for efficiency rather than a catalyst for transformation.

Lecinski uses the analogy of a "faster horse" versus a "Harrier jet" to illustrate the need for a broader vision. Companies like Ikea and John Deere have achieved transformative breakthroughs by using AI for interior design tools and licensing proprietary AI technologies, respectively. These examples highlight the importance of thinking beyond incremental improvements.

Steps to AI Fluency

Lecinski outlines a five-step progression for marketing teams to achieve AI fluency. He advises starting small and intentionally, emphasizing that it is not too late for companies to begin their AI journey. Training AI on zero- and first-party data is crucial, along with leveraging AI-powered tools from vendors like Adobe, TikTok, Google, and HubSpot.

Appointing an AI champion—someone fluent in both marketing and technology—is another key recommendation. This individual can track pilots, experiments, and build internal AI competency. Documenting return on investment (ROI) is essential for securing funding and scaling AI initiatives effectively.

Overcoming Organizational Bottlenecks

Despite the availability of advanced AI tools, many marketing teams are not prepared for large-scale AI implementation. Kihlström observes that CMOs often focus on efficiency rather than the transformative potential of personalization. Operational silos further hinder the ability to use AI across the customer journey, preventing a unified experience across channels like email, SMS, and websites.

To address these challenges, Kihlström suggests adopting federated models, where teams maintain autonomy while a central steering group coordinates AI integration. He concludes that while the tools and technology are available, true transformation requires visionary leadership and strategic coordination.