How do you approach AI integration in marketing strategies?
This topic something I have shared a fair bit about over the last six months. I have collated my posts from my newsletters, blog posts and podcasts and shared below.
My approach to AI integration in marketing strategies is grounded in understanding that while AI is still in its "Crawl" phase, its impact is rapidly transforming the landscape. It's not just about adopting new tools; it's about a fundamental shift in how marketing operates, focusing on strategic integration and human-AI collaboration.
Here are the core tenets of my approach:
Beyond the AI Hype: Focus on Time, Trust, and Truth (3T's): AI is good and getting better, but current promises often require significant work. The key considerations for AI are "Time - Trust - Truth." While AI can save time and energy, questions of trust in answers, platforms, and data privacy, as well as the truthfulness and verifiability of output, are crucial. It's essential to validate and verify AI outputs rigorously.
Shifting from Broadcast to Personalised Marketing: The era of "Broadcast Marketing" is fundamentally over. AI enables a shift from "One To All" broadcast marketing to more personalised "One To One," "One To Few," and "One To Many" (group-based) approaches. This means designing content to be deliberately shared privately via DMs and group chats, which is an emerging goldmine for brands.
Addressing "AI Peer Pressure" and Customer Disconnect: Many businesses fall into the trap of "AI peer pressure," marketing their AI capabilities to industry peers and investors rather than addressing the real needs of their users. Customers don't care about the technology; they care that their problems are solved. Aggressively pushing AI branding can turn customers off. The focus should be on quietly using AI to deliver superior human-centric solutions. (Full pod below)
Assigning a Dedicated AI Leader: For effective integration, CMOs need to assign an AI leader within their marketing department. This individual acts as an AI champion, integrating tools into workflows, taking responsibility when things break, and teaching colleagues how to get the most out of AI. Strong candidates often come from Social Media, Search Marketing (especially SEO leaders who have navigated algorithmic changes), or Growth Marketing teams due to their problem-solving, teaching, and cross-functional communication skills.
Embracing Agentic Workflows and the AI Agent Economy: AI is rapidly becoming a decisive intermediary layer between brands and consumers. In the near future, many purchasing decisions will be influenced and executed by AI agents operating on behalf of the customer. Brands must train their data for AI and agentic "co-purchasing," configuring feeds and APIs so agents can transact smoothly and answer nuanced questions. This includes preparing for group chat integration, where AI will assist in booking trips, organising events, and making recommendations.
Practical Implementation and Strategic Redesign:
AI Newsroom Approach: Integrate AI into amplification, algorithmic processes, PR, social media, content, paid media, SEO/AEO, and direct contact.
Train for AI Agents, Not Just SEO: Structure data, feeds, and APIs so AI assistants can answer, compare, and transact on your site. Make offers genuinely unique so agents must surface your brand.
Build "Group Chat" Shareability: Create modular, human-verified assets (pricing, comparisons, GIF how-tos) that can easily travel in platforms like WhatsApp, iMessage, and Discord.
Invest in Creator Ecosystems: Partner with niche writers, podcasters, and community leaders for long-term "Creator Collaborator Programmes" rather than short-term influencer campaigns.
Make Community Your Product Lab: Run closed betas in platforms like Slack/Discord to gather feedback and treat "feedback-as-a-service" as a growth loop.
Org Redesign: Consider restructuring teams around Brand, Performance, Amplification, and Distribution, or mapping them to multi-touch customer journeys with clear outcomes, moving away from outdated channel-based structures.
Ultimately, the secret to success lies in creating harmony between people and platforms, integrating creativity and technology to humanise the brand.
It's about a "Human First, AI Second" mentality, using AI to empower teams and solve customer problems, rather than just showcasing technology.
Why Consumer Hate AI Overhype
How Brands Will Wins AI
AI has made copying effortless (and often in just one-click), so Brands must focus on what can’t be replicated: Authentic Connection & Unique Experiences.
The theme of questions you should be asking in the boardroom: When AI can replicate everything, what will make customers choose us? My Recommendations To Win
→ Copying is now frictionless - AI and digital tools have made it trivial and one-click to clone products, features, and even entire brands.
→ Brand is the ultimate differentiator - Emotional connection and brand experience can’t be copied as easily as code or features.
→ Surface-level imitation fails - Copying features without understanding brand context leads to bland, undifferentiated offerings & gets lost on customers.
→ "Authenticity" is essential - Genuine brands build trust and loyalty, while copycats struggle to create lasting relationships.
→ Physical and experiential products stand out - Tangible goods and real-world experiences are harder to replicate & foster deeper engagement.
→ Gamification drives engagement - Badges, leaderboards, and rewards can create memorable, sticky experiences.
→ Offline and IRL moments matter - Real-life events, pop-ups, and community activities create unique brand touchpoints.
→ Innovation and nostalgia can coexist - Combining new ideas with retro elements taps into cultural relevance and emotional resonance.
→ Scale the unscalable - Personal touches and bespoke experiences are difficult for competitors to mimic at scale.
→ Long-term strategy is more important than ever - Consistent, well-defined strategy outlasts short-term tactics and trend-chasing.
→ Selective feedback is key - Listen to customers, but don’t let every opinion dictate your direction—balance is crucial.
→ AI is a disruptor, not a replacement - Use AI to enhance, not define, your brand’s value proposition.
→ Art over content - Create work that provokes thought and stands the test of time, not just more digital noise.
→ Momentum beats perfection - Keep building and iterating, stagnation is riskier than moving forward. → Irreplaceability is priceless - In a world where copying is free, being truly unique and irreplaceable is your strongest asset. Remember, in a world where copying is free, being irreplaceable is priceless.
Leaders, here are your 6 items to share with your C-Suite colleagues
1. Strategic Clarity: Reinforces the importance of brand and product experiences, not just product, in long-term success.
2. Competitive Edge: Encourages teams to focus on what can’t be easily copied: culture, experience, and connections.
3. Cultural Alignment: Inspire employees to value authenticity, innovation, and a customer-centric approach.
4. Risk Awareness: Highlight the dangers of complacency and the pitfalls of chasing every trend.
5. Actionable Guidance: Offer practical ways to differentiate, from gamification to IRL engagement.
6. Future-Proofing: Prepare the organisation to thrive in an AI-driven, fast-copying world.
