Iowa Businesses Advance AI Research & Simulations

Marketing and advertising firms in Central Iowa are increasing their experimentation with artificial intelligence while navigating ethical considerations and organizational changes. These uses range from enhancing images and producing videos faster to automating routine tasks such as composing emails and conducting performance reviews.

Chris Snider, a professor at Drake University School of Journalism and Mass Communication, notes that these tools excel at generating social media content, conducting market research, and analyzing trends. He suggests that marketing professionals who aren't implementing these tools risk falling behind.

Meyocks' AI Initiatives

At Meyocks, an agency created a proprietary AI technology called Sam, which stands for Simulated Audience Mindset. It aids agricultural markets in refining their messaging by replicating farmer perspectives. Sam utilizes public domain data and client-specific information to simulate how a target audience might perceive messaging and visuals. According to Beth Ann Boyd, Meyocks’ vice president of digital delivery, Sam is designed to be “an expert in the room.”

Lessing-Flynn's Approach

Joe Winn, vice president of brand strategy at Lessing-Flynn, mentions his team's focus on mastering AI as a research tool. While they continue to use traditional methods like surveys and trade shows, AI provides strategists with readily available access to emerging trends. Lessing-Flynn is also exploring agentic models to impact client sales journeys by equipping AI agents with personal information to act on behalf of consumers, contacting parties and making recommendations.

Principal Financial Group's Strategy

Beth Wood, executive vice president and chief marketing officer at Principal Financial Group, explains their focus on using AI to enhance quality while maintaining human oversight. Principal is also developing AI agents for content marketing to streamline workflows, potentially reducing content creation time from days to hours. These AI capabilities are being integrated into platforms like ServiceNow and Salesforce. Principal has also created the Principal AI Generative Experience, a secure environment for AI-generated outputs using proprietary data.

Wood notes AI's potential to transform marketing content development by synthesizing research and insights to produce briefs, articles, podcast outlines, or webinar slides. This allows marketers to focus on higher-level strategies and customer needs.

Training and Ethical Considerations

Marketing leaders emphasize the ongoing importance of human involvement when using AI. Despite AI's capabilities, agencies like Meyocks still advise clients to maintain first-party research methods. Paul Schlueter, President at Flynn Wright, values “human-centered creativity,” with team members using AI tools like ChatGPT as references rather than sources of original content. The rise of AI has prompted firms to increase training on new tools. At Principal, CEO Deanna Strable is promoting AI education across the company's workforce.

Ethical considerations surrounding AI, such as copyrights, energy consumption, and source material, are also being addressed. Wood states that human oversight is crucial to ensure the accuracy of AI outputs. Winn expressed concerns about water usage by data centers and encourages efficient use of AI tools to minimize environmental impact.