营销的权力伙伴：人工智能与人的本质

AI AND THEHUMAN ESSENCE How to Enable Successin The Age of AI TABLE OF CONTENTS AI + HUMAN ESSENCE CONTRIBUTED COMMENTARY Executive SummaryMethodology & Respondent DemographicsPower of Human ExperienceHuman in the LoopRedesigning WorkflowsPersonalization & Loyalty368101 21 5 Maitri Kumar, WongDoody33 EXPERT INSIGHTS Laurent Hren, Orange BusinessMaz Jamasbi, Gap Inc. (recently)Stephen Shultz, First American343537 ABOUT Sponsors and Partners45 EXECUTIVE SUMMARY What transforms AI in marketing from promising technology into a truegrowth engine that reshapes performance and customer connection?Don’t ask ChatGPT. The real answer comes from living, breathing AI Delivers Stronger ROI When Humans and Technology Workin Tandem: “Power Partners” Are Far More Likely to Exceed Q: IS AI IN MARKETING ACHIEVING ROI? Marketing performance doesn’t just improve; it transforms. AI Accelerates, Marketers Connect The most successful marketing organizations, which we’re calling“Power Partners,” understand the irreplaceable role of human marketersin an AI-powered environment. They marry the horsepower of AI with “AI can tell us what’s typical. Human creativity tells us what’s possible,”says Stephen Shultz, vice president of brand marketing at First On the opposite side of the spectrum, “Emerging Partners” don’t leaninto this collaboration. They rarely, if ever, redesign marketing workflowsso that AI and human marketers work seamlessly. As a result, their Power Partners:Understand the irreplaceable role of human marketersin an AI-powered environment. They marry the horsepower of AI withthe strengths of human marketers, combining automation, insights and Emerging Partners:Tend to treat AI like a productivity layer. They plug AIinto content creation, test a few copilots, automate a handful of tasks and EXECUTIVE SUMMARY 7 in 10 “Power Partners” Excel at Emotional Customer “AI can tell us what’s typical.Human creativity tells us what’spossible. The difference betweenthose two defines great marketing.” Our study shows the performance gap is widening. With AI in marketing,73% of Power Partners say they either exceed ROI expectations or haveclear, measurable returns. Only 22% of Emerging Partners say the same. Thedivide is just as stark when it comes to customer connection. Nearly 70% of — Stephen Shultz, VP of BrandMarketing, First American These numbers paint an unmistakable picture: real marketing advantage lies Power Partners unlock outcomes that many brands still chase: richerpersonalization, higher customer lifetime value, more effective campaigns,distinct creative expression, and greater speed and adaptability in the face Emotional Connection Remains a Human Advantage: “Power Partners” Are Far More Effective at Building Consistent, Meaningful Customer Relationships EXECUTIVE SUMMARY Challenges: Roles, Skills & Data The Biggest Performance Divide Comes Down to Integration:Power Partners More Effectively Combine AI with Human Of course, becoming a Power Partner is not easy. Ourresearch shows several obstacles, such as building AIskills among human marketers and preparing data for AIanalysis. Leaders must also clearly define which tasks The toughest challenge of all may be overcoming humanmarketers’ resistance to change. AI is disrupting marketingroles and workflows faster than any technology beforeit, and with that disruption comes fear. Anxiety about job Turning Risk Into Advantage But it is also full of possibility. Our study looks at theopportunity for marketing organizations to redesignworkflows in which AI amplifies human marketers’ Together, AI and human marketers can forge deepercustomer relationships, achieve stronger branddifferentiation, and realize measurable performance gains. METHODOLOGY & RESPONDENT DEMOGRAPHICS Our survey of371 marketingleadersreflects an enterprise-scale audiencewith broad global and industry representation. Nearly 9 in 10 respondentswork at organizations generating more than $500 million in annual revenue,with a majority operating at the $1 billion-plus level. Respondents hold highly METHODOLOGY & RESPONDENT DEMOGRAPHICS POWER OF HUMAN EXPERIENCE Content creation remains the largest AI use case, but marketingleaders are expanding beyond and deploying AI in a range ofmarketing functions. Our study finds that AI has made inroads “Other AI agent use cases, such asaudience discovery agents, AI SDRs,competitive analysis agents andcustomer journey builders, alreadyhave greater than 20% adoption.” “Other AI agent use cases, such as audience discovery agents, AISDRs, competitive analysis agents and customer journey builders,already have greater than 20% adoption,” says Scott Brinker, co- — Scott Brinker, Founder,chiefmartec As AI takes on a greater role, it’s more important thanever to identify human marketers’ strengths and craft AI’s Primary Role Today: Content Creation Leads, While More Advanced Marketing Applications Continue to Emerge Q: WHERE ARE YOU APP