Iowa Businesses Advance AI for Research
Source: businessrecord.com
Iowa Firms Embrace AI Tools
Marketing and advertising agencies located across Central Iowa are increasing their experimentation with artificial intelligence, as well as navigating organizational changes and charting ethical considerations. The uses for AI range from the enhancement of images and video with voiceovers to the automation of routine tasks like composing emails and writing performance reviews.
Chris Snider, a professor at Drake University School of Journalism and Mass Communication, said that these tools excel at creating social media content and analyzing market trends. Snider added that those in the marketing world who aren’t implementing these tools may be falling behind.
Meyocks' AI Innovation
Meyocks recently introduced a new AI technology to assist agricultural markets in refining their messaging through farmer mindset simulations. Beth Ann Boyd, vice president of digital delivery at Meyocks, is particularly proud of the tool, called Sam (Simulated Audience Mindset). Sam uses public domain data as well as proprietary data to simulate how a target audience might perceive messaging and visuals.
Lessing-Flynn's Approach
Joe Winn, vice president of brand strategy at Lessing-Flynn, said his team aims to master using AI for research. While they still use surveys, reports and trade shows, strategists now have immediate access to emerging trends. Lessing-Flynn is also exploring agentic models, which mimic human decision-making to solve problems in real time. The company is building content to assist AI agents in understanding clients’ sales journeys, which will prepare them for a future where consumers rely on AI agents to make informed decisions.
Principal Financial Group's AI Integration
Beth Wood, executive vice president and chief marketing officer at Principal Financial Group, said that leaders are exploring how to use AI to improve quality while maintaining human oversight. Principal is also creating AI agents and transforming its workflow using AI. For example, Wood said a team can build an AI agent to streamline content creation, potentially reducing the time it takes to produce a piece of content from days to hours. Principal has also developed the Principal AI Generative Experience, a proprietary AI capability that provides a secure environment for using AI with their own strategies and data.
Wood added that AI has the potential to transform marketing content development, freeing marketers to focus on higher-level thinking by synthesizing research and insights and producing briefs. This shift allows for more focus on customer needs and holistic thinking about headlines and supporting points.
Training and Ethical Considerations
Marketing leaders are emphasizing the importance of the human element when using AI. Boyd noted that despite Meyocks’ AI tool, the agency still advises clients to continue first-party research. Flynn Wright President Paul Schlueteris values human-centered creativity, and team members use AI tools like ChatGPT as a reference. However, Schlueteris believes relying solely on AI for content creation could lead to a lack of differentiation.
Marketing firms are increasing training on AI tools. Principal President and CEO Deanna Strable is committed to enhancing AI education across the company's workforce. Principal also addresses the ethics of AI, including copyrights, energy usage and source material, ensuring human oversight to validate the accuracy of AI outputs.
Winn voiced concern over the water consumption of data centers and stressed the importance of efficient AI tool usage to minimize environmental impact.