At Econsultancy's Marketing Capability Leaders Forum last week, managing partner Paul Davies asked senior marketers how they are leveraging generative AI within their organizations.
Speakers identified efficiencies being realized across a variety of tasks (creative, media, insight, conceptualization, etc.) but cautioned the industry against viewing technology as more than just a tool. .
“I think it’s no exaggeration to say that marketing in conjunction with the supply chain is probably at the forefront of business.” [with generative AI]said Kate Narborough, global brand director at Nomad Foods, Europe's largest frozen food company and owner of brands such as Birds Eye, Aunt Bessie's and Goodfella's.
“With that comes a responsibility to encourage others,” Narborough added. “[It’s] largely [that] Marketing is improving the skills of other people and demonstrating how to use AI very quickly. ”
The brand director warned that this liability could be “a bit of a double-edged sword” given the potential for failure with generative AI. In fact, Narborough leads Nomad Foods' “multidisciplinary” AI council, which also includes representatives from the company's technology and human resources teams, with deep legal involvement. Said to be included.
How marketing teams are using generative AI for creative, media, and insights
Narborough said Nomad Foods is using creative testing platform Dragonfly AI to “review content and make it more effective,” and partners with production companies Midjourney to “create small-format food images.” He revealed that he uses a variety of tools, including: As recipe content.
Narborough said the frozen food company is testing AI across its media activity, working with partners such as Adlook (a cookie-less DSP), DoubleVerify (an ad quality and measurement specialist) and Reticle (a contextual data provider that searches content for appropriate ad placement).
As with any technology, what are the costs and benefits?
Sophia Angelis, senior vice president and director of global marketing excellence at wine and spirits manufacturer Brown-Forman (owner of Jack Daniel's), said her company has seen “very good results” from Dragonfly AI and that 's tools “increase productivity and reduce costs,” but only once “have a really strong core creative idea.”
“It will never be replaced,” Angelis added. “What is being replaced is all reformatting, reshaping, and optimization.”
“It is never done in isolation from humans.”
Narborough and Angelis both said they are leveraging generative AI in their insight and innovation efforts. Nomad Foods' Narborough uses Tastewise, an AI platform for food and beverage brands, and Brown-Forman's Angelis says the company uses, for example, “taste trends” to help with concept development. ”, he said.
“Again, it is never done in isolation from humans.” [or]It's really about critical thinking,” Angelis said, adding that marketing teams need to decide “what's right for the brand, the business, and ultimately the consumer.”
Narborough summed up the cautious optimism within the industry, telling Eco Consultancy's Davis: [though] What hasn't been proven yet is that if you do it right, you can pick up the pace in certain areas and go from being in the middle of the pack to being the best in your class. ”
But when asked by Davis if AI is more than “just a tool,” Narborough made it clear that he doesn't believe the technology will change the fundamentals. “Nothing has changed in what we're doing, right? The plan for commercial STRAP hasn't changed.the how We are making a change. ”
Generative AI focuses on what makes a good marketer
The “what” doesn’t change, only the “how” changes.
“Whenever new technology comes out, everyone wants to use that shiny new toy, no matter what the purpose is,” Narborough said, which translates into “running around the house with a hammer looking for nails to drive.” I likened it.
“What we're trying to get back to now is [at Nomad Foods] it's a real discipline [to ask], “What are your business goals? What are the challenges at hand? What platforms do you think can help and why? Is there anything else we already have in our technology arsenal that can help us achieve it? ?,” she added.
“Like any technology, what are the costs and benefits? … This discipline is helping people get back to looking at it as a tool and not just a tool. [something] We have to…”
“The point of marketing should be different from a good campaign.”
Lego's marketing academy director, Kay Etherington, was positive about the potential of generative AI (currently used within the toy brand's strict guidelines), but moved to the heart of the discussion. , told Davis that despite the increasing power of technology. Creativity should be the core and spark of a marketer, and AI can't take that away. ”
“The whole point of marketing should be different than a good campaign. You need to bring in new ideas, and AI doesn't give you that, it only gives you mediocre ideas. [version] Whatever’s out there…data can give you ideas, but strategy can help your brand, your company, [your] the purpose…”
Sophia Angelis, Brown-Forman He added to this sentiment by saying that this is extremely important. [them] So how can you best position your brand in consumer services? ”
