This year’s theme International Women’s Day, “Inspire Inclusion,” sets a poignant tone to foster authentic change. It perfectly reflects the dynamic marketing landscape, where change is the only constant.
The last third-party cookie has finally collapsed, privacy laws are strengthening, and now generative AI is rapidly ushering in a new era of innovation and adaptation.
As research mounts demonstrating that mixed teams outperform their peers time and time again, we turned the conversation to the exceptional female thought leaders who are at the forefront of shaping the narrative surrounding Gen AI and marketing.
Lisa Gately, principal analyst at Forrester
Gately has 20 years of experience marketing B2B technology content, communications, events and services. She helps Forrester customers build and optimize their B2B content engines and transform them into competitive differentiators. Lisa is an evangelist for audience-centric content strategy, content marketing, and content operations.
“Over the past year, we have seen AI generation capabilities emerge across the martech stack, as well as an increase in multimodal capabilities, where AI models can understand, interpret and generate content in multiple formats such as such as text, images, audio and video. It can be difficult to understand which systems perform which tasks and determine which ones to adopt. However, it is important to take the time to learn about these abilities. Generation AI brings more power to content creation, audience engagement and personalization. Content use cases are not only a convenient entry point to expanding Gen AI adoption; they also represent a large part of an organization’s business and offer enormous potential to improve customer experience and accelerate time to market. Acting now is essential as the pace of change for the AI generation will only accelerate.”
Julie Shainock, general manager of travel, transport and logistics (TTL) at Microsoft
Shainock is responsible for developing Microsoft’s perspective and future strategy for our global travel and transportation industry. She works to lead airlines, hospitality, cruise and cargo logistics companies, and rail companies to drive innovation that will improve the customer and employee journey while increasing productivity and reducing costs. costs through the use of Microsoft technology and its ecosystem of solutions partners.
“Generative AI is poised to revolutionize the travel, transportation and logistics industries by delivering unprecedented levels of personalization, efficiency and innovation. It’s not just about automation; it’s about creating intuitive, frictionless customer experiences and achieving new levels of operational efficiency. For organizations to effectively harness the full potential of AI generation, it is essential to establish a clean database and a clear strategic vision of the desired outcomes.”
Adiela Aviram, Head of Cookieless Marketing Transformation Practice at Deloitte Digital
Aviram is an award-winning digital marketer and senior director of Deloitte Digital’s advertising, marketing and e-commerce offerings. Beyond her career, she is a dedicated member of the Black Wealth Club (BWC), actively contributing to the group’s mission of wealth generation and community reinvestment.
“The only thing constant in marketing, as in all fields, is change. Reflecting on one of my first roles as a search marketer, I can draw some parallels. I had no formal training in search marketing and the idea of learning an entire system for advertising on search engines seemed bizarre to me. Today, much of this same field is taken over by generative AI. I’m excited about everything Generation AI will enable for marketers. This will allow us to focus on more strategic, less repetitive and more challenging areas of our work. However, marketing will always need the human element. The customer experience, by its very nature, is human, and Gen AI will not stand in the way of that.”
Joyce Gordon, Head of Generative AI, Amperity
Gordon leads Amperity’s generative AI product development and strategy. She has also worked on product development for numerous investments in the ML and ML Ops spaces, including the launch of Amperity’s predictive models and infrastructure used by several of the world’s largest brands. “Generation AI is only as good as the data that powers it. And because customer data is notoriously complex, it takes a different AI process to unify it into accurate, comprehensive profiles that can power your generative AI tools for the best results.
Customer data tools can use AI to power critical behind-the-scenes processes, including data unification, insights, and predictions, so you can answer the questions: “Who are my customers?” What did they do? And what should I do next?
In a world where the same generative AI enablement tools are available to everyone, the data you feed into your Gen AI systems will be a key competitive differentiator because it determines the quality of the outcome. In short, it’s not enough to have AI tools at the last mile: they need to be part of your approach from the first step.
Teresa Sperti, Founder and Director, Arktic Fox
Sperti is a highly experienced and renowned e-commerce and digital leader, with over 20 years of experience working with and for major brands including Coles, Officeworks and World Vision, among others. Since founding Arktic Fox four years ago, Teresa and her team have worked with major brands, large-scale retailers and CPG | FMCG brands need to drive e-commerce adoption and capacity building, enable better use of data to enhance experience and deliver better omnichannel experiences and help brands use and invest in technology to support their strategy .
“There are pivotal moments in the digital age that fundamentally change the trajectory of the industry: the birth of social media and the launch of the iPhone are among them. I think the launch of ChatGPT is another event that really sparked a game towards adoption for the AI generation.”
“In the tech world, we are already seeing strong adoption of AI generation in marketing platform interfaces to automate creative development and support and enable smarter decision-making. However, the AI generation is still in its infancy, and I think we are only scratching the surface. Prepare for a whirlwind of change in this space over the next 12 to 24 months.”
The Future of the AI Generation in Marketing
Women marketing leaders spoke and their insights demonstrate the importance of embracing generation AI not only as a tool for innovation, but also as a fundamental pillar for cultivating growth and building meaningful relationships in an evolving marketing landscape fast. Let’s make 2024 the year we harness the full potential of the AI generation and spark real, lasting change for the better.
