2023 - Abridged: Practical AI for Marketing

AI is a tool, and marketers should be the brains of the operation: the evaluators, refiners, and leaders. This session shows how generative AI is changing strategy, creative, content, and studio work, and what to do about it.

You’ll see where AI helps today, including ideating, drafting and refining content, synthesizing information, forecasting, translation, categorizing, and multimedia creation. Examples include faster ad resizing and retouching (studio production time cut by more than 50%) and first drafts written about 35% faster. You’ll get a toolbox of standalone tools for text, images, video, audio, presentations, and notes. You’ll also see how Google’s Search Generative Experience changes search results.

The session closes with a practical framework for leaders, managers, and contributors. It covers legal and security risks (IP, accuracy, data privacy), a “make it work, make it better, make it bigger” model for adoption, and three takeaways: try the tools and save the prompts that work, test and build business cases, and learn your company’s boundaries.