Название: The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing
Автор: Raj Venkatesan, Jim Lecinski
Издательство: Stanford Business Books
Год: 2021
Страниц: 269
Язык: английский
Формат: pdf (true)
Размер: 10.1 MB

This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success―regardless of where their marketing organization is in the process.

The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about Artificial Intelligence and Machine Learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit?

The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands―including Google, Lyft, Ancestry.com, and Coca-Cola―that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders―for your team and culture.

Artificial Intelligence (AI) is the capability of a machine to accomplish tasks in a “smart” manner, where the machine is a high-­powered computer system equipped with the ability to process massive amounts of data quickly and accurately. AI is a broad term that has several different dimensions: rules-­based expert systems, robotics, natural language processing, vision, speech, and machine learning, to name a few. And while these dimensions of AI are distinct, today many of them are working in concert to achieve a specific outcome. Think of IBM Watson’s ability to beat out top champions at Jeopardy!—­an example we’ll describe in more detail later. We will be looking at AI primarily
through the lens of machine learning. That’s because most of the marketing opportunities that will be available to you likely will be led by the machine learning dimension of AI.