Integrating AI Workflows: The Marketing Meetup Geneva

Doing More With Less: Integrating AI into Marketing Workflows

It was fantastic to connect with fellow marketing professionals at The Marketing Meetup (TMM) in Geneva. My presentation centred around a topic that is reshaping our industry: AI in Marketing. Specifically, I explored how modern marketers can strategically integrate AI tools into their workflows to build systems, organise better, and achieve greater business results. Essentially, learning how to do more with less!

Here is a high-level summary of the frameworks and use cases I covered during my presentation.

The Four Pillars of AI in Marketing

When evaluating AI integration, I recommend focusing on four core areas where these tools drive the most impact:

• Experiences: Utilising AI to improve customer activations, engagement, and overall brand experiences.
• Performance: Leveraging data to scale business performance and consistently deliver results.
• Content: Using AI to ideate, elevate, and enhance ideas for faster, higher-quality content production and generation.
• Productivity: Implementing automation to scale resource productivity and profitability exponentially.

Building the Operational Framework

To move from theory to practice, organisations need a solid operational framework. This means actively identifying, organising, and connecting organigrams, processes, and workflows. By creating a "Unified Data Experience," we can deploy AI agents powered by predictive models and LLMs to handle complex task chains seamlessly.

Here are two operational use cases I showcased where this framework shines:

1. SEO Automation

It is important to map out a complete end-to-end SEO flow, i.e. moving from keyword and SERP analysis to drafting meta descriptions, generating blog articles, drafting technical performance improvements and even creating PR pitches. The efficiency gains here are incredible. Typically, accomplishing these tasks in a standard process flow takes 2-3 full-time employees about 40 hours each. By automating this, the system completes these tasks in any language in under 1 hour!

2. Monitoring & Reporting Automation

• Price/Discount Alerts: We can automate competitive price analysis, setting systems to automatically send an alert if a competitor's price margin shifts by >10%.
• Weekly Marketing Insights: We can instantly generate reporting insights by automating the analysis of both Organic Channels (SEO, Organic Social) and Paid Channels (Paid Search, Paid Social).

Human vs. Machine: The Decision-Making Balance

While the automation capabilities are vast, I closed the session with a vital reminder about Human vs Machine decision-making. Drawing from a 2021 research paper on the human-AI relationship, we must recognise that we use datasets to build AI systems that might impact people's lives.

It is the responsibility of the AI Designer/Developer and the ultimate Decision Maker to ensure these systems are designed ethically and deployed responsibly for society.