Carrie Mahon, CMO for Unanet, involved her team of 25 marketing professionals in the transition to integrating Artificial Intelligence (AI) into their marketing processes. She saw AI as an opportunity to enhance and expand her team’s capabilities while maintaining their creativity and expertise.
Mahon found AI implementation was not about replacing current processes but about making regular tasks more efficient, especially for creative work. She was excited about the opportunity for real personalization through AI that would benefit the company’s vast amount of leadership content. Furthermore, with the aid of AI, Mahon was able to supply her team with more precise information for making smarter, informed decisions.
The first step taken by Mahon was education. She took AI courses, read various literature, and even led AI 101 sessions for her staff. The second step was experimentation, starting to pilot AI tools for specific use cases and encouraging her team to test the tools. Mahon encouraged her team to find unique ways of using AI to enhance their work and productivity.
Mahon was surprised by the unique applications her events team found in AI, such as analyzing verbatim comments received at a conference for themes and patterns, which then informed their strategy alongside quantitative data.
Education and experimentation are ongoing processes. Mahon planned the full integration of AI tools carefully, implementing them slowly while ensuring every team member felt comfortable with the change. Mahon was open to new ideas and believed the team was learning through the inevitable failures.
Mahon emphasized her company’s thorough vetting process when selecting vendors, strongly guided by existing AI policies formulated in partnership with IT and legal counsel, aimed at protecting data.
Source: How to do an AI implementation for your marketing team }}.
