AI marketing

Do you know the concept of intermittent equilibrium? It is one of the principles we teach at Strategic thinking. “We have the last vacancy for March, there are a few more in May. “

The business area is in a state of equilibrium. People work. They have established procedures. They use some tools.

There will be a change. Television could be made available to a wide range of people. It's the internet. Search engines. Generative AI.

A year, two, three, five... it seems like nothing much is going on. And then rapid exponential change will come. And over the next couple of years all at once everyone uses new procedures and new tools. Totally different than before.

Well... not everyone. Every market has stragglers. I still have a couple of paper catalogs in my inbox.

Intermittent equilibrium shows that some changes are not linear. They are exponential.

I suppose generative AI will cause that intermittent balance will also come into marketing communication. Human creative work is demanding and expensive. Generative AI made it possible for you to create today good enough text, image, photo, infographic, short video... in minutes or hours.

Instead of a party of specialists, the marketer works with AI tools. A group of specialized disciplines becomes the competence of the individual. Outputs are not perfect. They are good enough.

And as the creative position changes... so does the way marketers work. Let me give a couple of examples.

Normal web today? 10 pages. In the future? 10,000 pages. Yes, it will be hell; yes, it is already happening. “

Online Sales Support? Human chatbot. In the future? AI chatbot. Video chat bot. The text interface is just the beginning.

PPC Advertising today? Hand-edited advertising. In the future? Full automation. ” Here's the change about the furthest... do you do campaigns manually? “

Outreach today? People call a database of contacts. In the future? Automated and Tailored Cognitive Attack across different channels. Cognitive attack... or push where your AI-built psychographic profile will work best. “

Texts, photos, videos, infographics today? We have a bunch of creatives. In the future? We generate everything. sometime tailored to specific people. Yeah, that's a cognitive attack, too. “

Analytics today? Manual configuration, reports and analysis. In the future? Real-time Insight Generation and automatic actions. “For a better attack... well, I'm already silent, you have an idea. “

Marketing communication of the future is technical, mass and adjusted according to a series of signals tailored to a particular person.

You can't be 100% prepared for this future. At the same time, it is possible for you to start with it and not be surprised that she has already come. We start in April AI Marketing Lab.

• We will Experiment with AI in marketing communication. Progressively. Practically. For Neitans.
• We will go through the acquisition of documentation, API, automation, analysis of customers and competitors, prototyping.
• We will teach you Generate content in bulk, create custom AI chatbot or generate a website.

All this in 3 months. Meetings for 3 h every 14 days.

What works for you today without AI won't work in a few years. Because we will be in a new equilibrium state.

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“Thinking is cheap, so you should do more of it. “
-- Shreyas Doshi

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Reading for the weekend

The Addiction Economy

Scott Galloway writes about how corporations are trying in every way to support and cure our addiction. Observe this in yourself and your loved ones.