Iowa Businesses Advance AI for Research

Iowa Businesses Embrace AI for Research and Marketing

Iowa businesses are increasingly turning to artificial intelligence (AI) to enhance their marketing strategies and research capabilities. Across Central Iowa, marketing and advertising agencies are experimenting with AI tools to automate tasks, analyze market trends, and refine content creation. This shift is not only improving efficiency but also raising important ethical considerations.

Chris Snider, a professor at Drake University’s School of Journalism and Mass Communication, highlights the significance of AI in marketing. "These tools are exceptional for creating social media content and analyzing market trends," Snider said. "Marketers who aren’t leveraging AI may find themselves at a competitive disadvantage."

Meyocks Leads AI Innovation for Agricultural Markets

Meyocks, a prominent marketing agency, recently introduced an AI tool called Sam (Simulated Audience Mindset). This tool assists agricultural markets by simulating farmer mindsets to refine messaging and visuals. Beth Ann Boyd, vice president of digital delivery at Meyocks, emphasized the tool’s potential. "Sam uses public and proprietary data to provide insights into how target audiences perceive messaging," Boyd explained.

Lessing-Flynn Explores AI for Real-Time Problem-Solving

Lessing-Flynn is another Iowa-based firm focusing on AI integration. Joe Winn, vice president of brand strategy, noted that AI allows his team to access emerging trends instantaneously. "While we still rely on traditional methods like surveys and trade shows, AI provides immediate insights," Winn said. The company is also exploring agentic models that mimic human decision-making to solve real-time problems.

Principal Financial Group Streamlines Workflows with AI

Principal Financial Group is integrating AI to improve content creation and workflow efficiency. Beth Wood, executive vice president and chief marketing officer, highlighted the potential of AI to reduce content production time from days to hours. "AI can transform marketing content development, allowing marketers to focus on higher-level thinking," Wood said.

Principal has developed the Principal AI Generative Experience, a secure AI environment for using proprietary data and strategies. Wood emphasized that AI should complement human creativity rather than replace it. "The goal is to use AI to synthesize research and insights, enabling marketers to concentrate on customer needs and strategic thinking," she added.

Ethical Considerations and Training

As AI adoption grows, Iowa businesses are prioritizing ethical considerations and human oversight. Meyocks continues to advise clients to conduct first-party research alongside AI tools. Paul Schlueteris, president of Flynn Wright, stressed the importance of human creativity. "AI tools like ChatGPT are valuable references, but relying solely on them could lead to a lack of differentiation," Schlueteris said.

Principal Financial Group is committed to enhancing AI education across its workforce. CEO Deanna Strable emphasized the need for ethical AI usage, addressing concerns such as copyrights, energy usage, and source material. "We ensure human oversight to validate the accuracy of AI outputs," Strable said.

Environmental impact is another key consideration. Joe Winn of Lessing-Flynn raised concerns about the water consumption of data centers. "Efficient use of AI tools is essential to minimize environmental impact," Winn noted.

The Future of AI in Iowa Businesses

The integration of AI in Iowa businesses is poised to drive significant innovation in marketing and research. As companies like Meyocks, Lessing-Flynn, and Principal Financial Group lead the way, the focus remains on balancing AI’s potential with ethical practices and human creativity. This approach ensures that AI serves as a powerful tool to enhance, rather than replace, human expertise.