Integrated Marketing With Generative AI
Driving value-driven outcomes with Gen AI within the integrated digital marketing ecosystem.
Your organization is looking to achieve competitive advantage and cost savings through the adoption of generative AI, ML, and deep learning. Respond swiftly to implement reliable Gen AI marketing solutions that generate value for your internal stakeholders and an integrated digital experience for your customers.
Our Advice
Critical Insight
Leveraging generative AI in integrated marketing streamlines content generation, refines targeting, and yields a higher ROI by enhancing marketing efficiency across diverse channels.
Impact and Result
- Gain valuable perspective for leveraging Gen AI within integrated marketing to capitalize on the sales growth productivity frontier.
- Discover how best-in-class enterprises are using Gen AI and striving for more significant integrated digital marketing.
- Realize the effects of Gen AI being felt by all entities within the integrated digital marketing ecosystem.
- Strategize and prepare with business-aligned technology value outcomes to enable Gen AI–integrated marketing responsiveness and ramp up ROI.
Integrated Marketing With Generative AI
Use Gen AI to achieve value-driven outcomes within the integrated retail digital marketing ecosystem.
Analyst Perspective
Use Gen AI to achieve value-driven outcomes within the integrated retail digital marketing ecosystem.
Incorporating generative AI (Gen AI) within integrated marketing signifies a transformative approach to contemporary marketing strategies. This innovative technology empowers marketers to automate content creation, thereby saving time and resources while ensuring a consistent stream of engaging materials. Through Gen AI, enterprises can generate several content types – from blogs and social media updates to product descriptions and email campaigns – all tailored to meet their target audience's specific needs and preferences. Integrated digital marketing improves the efficiency of content production and enables marketers to maintain a consistent brand voice and message across various marketing channels.
Additionally, Gen AI enhances targeting precision by analyzing vast datasets and identifying patterns in consumer behavior. This data-driven approach allows marketers to shape highly personalized and targeted content that resonates with individual consumers. As a result, enterprises can significantly improve their conversion rates and overall return on investment (ROI) by tailoring their messaging to specific audience segments. In essence, the integration of Gen AI into marketing strategies not only streamlines operations but also delivers more impactful and cost-effective results, ultimately contributing to the long-term success of marketing campaigns and the overall growth of the business.
Rahul Jaiswal
Principal Research Director, Retail
Info-Tech Research Group
Executive Summary
Your ChallengeYou need to leverage generative AI in your integrated marketing plans. Gen AI solutions should create value for your internal stakeholders while delivering an exceptional customer experience. Your enterprise is looking for financial impact through the adoption of Gen AI, machine learning (ML), and deep learning to achieve cost and competitive advantage. You don’t know how and where to implement Gen AI. It is such a broad and diverse technology that knowing where it fits best within your marketing function is complex. You must respond swiftly to implement reliable Gen AI marketing solutions that generate value for internal stakeholders while giving your customers an integrated digital experience. |
Common ObstaclesNumerous Gen AI solutions are currently open source, but teams and stakeholders can be hesitant about their adoption, long-term viability, risks, and ongoing support costs. Governing Gen AI is challenging. You must ensure that it is implemented and governed effectively, but you are unclear on the value proposition. You don’t know where in your marketing to implement the broad and diverse Gen AI solutions. Knowing where Gen AI fits best within your enterprise is difficult. Prioritizing the demand for Gen AI programs and governing the extent of the effort and resources required to make Gen AI a success remains murky. |
Info-Tech’s ApproachGain valuable perspective for leveraging Gen AI within integrated marketing to capitalize on the sales growth and productivity frontier. Discover how the best-in-class businesses are using Gen AI for more significant integrated digital marketing. Realize the effects of Gen AI that are being felt on all entities within the integrated digital marketing ecosystem. Strategize and prepare with business-aligned technology value outcomes to enable integrated marketing responsiveness with Gen AI and ramp up returns on marketing investments. |
Info-Tech Insight
Leveraging generative AI in integrated marketing streamlines content generation, refines targeting, and yields a higher return on investment (ROI) by enhancing marketing efficiency across diverse channels.
Gen AI is a revolutionary innovation in deep learning
Generative AI
Gen AI is form of machine learning. In response to prompts, a Gen AI platform can generate new outputs based on the data it has been trained on. Depending on its foundational model, a Gen AI platform will provide different modalities and use case applications.
Machine Learning (ML) and Deep Learning
ML is an approach to implementing AI in which the AI system is instructed to search for patterns in a data set and then make predictions based on that set. Over time, with repeated searches, the system learns to provide more accurate content. However, it still requires a supervised intervention if the data is inaccurate. Deep learning is self-supervised and does not require intervention.
Artificial Intelligence (AI)
AI is a multidisciplinary research field that aims to make machines intelligent. Applied to specific tasks, such as computer vision, speech recognition, and language translation, AI has advanced exponentially over the last few years.
Info-Tech Insight
Generative AI empowers organizations to automate and enhance the personalization of content creation, allowing them to develop engaging tailored content more efficiently, optimize targeting, and improve overall campaign effectiveness.
An integrated digital ecosystem offers opportunities for integrated marketing
Integrated digital marketing involves nurturing deep consumer connections by crafting engaging experiences across the internet, social media, mobile platforms, and various interactive channels.
Info-Tech Insight
In contrast to traditional marketing channels, the digital realm empowers customers to actively engage in marketing efforts by sharing and generating data — a huge opportunity for marketers to harness.
Gen AI is revolutionizing time to market and ROI
Reduce product design time to market.
Gen AI platforms could reduce design timelines by up to 90% for projects, with 335+ vendors automating content, code, design, and more.
Source: “6 Applications of Generative AI in Industrials,” CB Insights, 2023
Increase ROI.
Marketing and sales leaders believe that Gen AI platforms could provide a 60% ROI for lead identification by using customer trends.
Source: “AI-powered marketing and sales,” McKinsey & Company, 2023
Improve theft and fraud detection.
Gen AI functionality could reduce false positives by 75% and improve fraud detection rates by 8%.
Source: Finextra, 2023
Provide faster legal review of campaigns.
80% of law firm leaders believe that Gen AI platforms can be already applied to assist with legal work, with more than half thinking it should be.
Source: Reuters, 2023
Competencies in Gen AI enhance ROI in marketing and advertising
Info-Tech Insight
Marketing and advertising teams are increasingly adopting generative AI, with a growing consensus among business leaders that integrated digital marketing with AI will be pivotal for the future success of companies, regardless of their size.
Evaluate Gen AI integrated marketing within your enterprise
Sources of Value
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Operations efficiency
Reducing costs through operational performance improvements -
Business growth
Expanding the products/services/capabilities of the enterprise to ultimately drive revenue expansion or customer impact -
Customer experience
Improving the customer experience with a product/service through reliability, engagement, transparency, etc. -
Employee experience
Optimizing the employee experience through changes that make work easier and more enjoyable, thus increasing job satisfaction -
Risk and resilience
Mitigating diverse risk, safety, and continuity of operations concerns to preserve stable and sustainable performance -
Environmental, social, and governance (ESG)
Improving environmental impacts, social and community wellbeing, and corporate governance practices
Awareness and Readiness
Top-down integrated marketing drives value.
The assessment of generative AI in the context of the overall end goals of an enterprise entails:
- Validating the role of integrated marketing services across the enterprise.
- Showing significant benefits from the investment.
- Justifying future investments as demand for increased spending on integrated marketing services grows.
- Allowing comparison to alternative strategies.
- Preventing investments in anything that has a low return.
- Allowing assessment of risk.
- Ensuring buy-in from key stakeholders.
Generative AI in integrated marketing improves five value outcomes
Brand Perception
Focus on enhancing the performance of key brand attributes.
Transactions
Customize transactions to drive loyalty and improve operational efficiencies.
Customer Insight
Leverage advanced analytics to gain deeper insights into customer behavior, which can provide competitive advantages and cost reductions.
Innovation
Innovate to drive marketing capabilities and growth.
Customer Service
Leverage Gen AI to enhance customer and employee experience by providing services and processes that improve convenience and personalization.
Source: Info-Tech Research Group Analysis
Brand Perception
Improve brand perceptions
Use generative AI to improve your brand.
Brand value is driven by improved brand perception.
- Awareness, association, reputation, and consumer response built through engagement and personalization
- Increased purchase intent, up-selling, and premium pricing
- Identification and focus on key brand attributes and perceptions that drive value
- Analysis of your brand's market share, compared with competitors’ market shares
Use Gen AI to monitor key brand metrics.
- Tracking of brand value, key brand attributes, and financial performance
- Tailored content by customer segment
- Identification of cross-sell and up-sell opportunities
Personalized AI engagement: Instacart
AIM |
ACTION |
OUTCOME |
| To engage consumers in interactive relationships | Instacart deployed a Gen AI chatbot to provide highly personalized product recommendations and comprehensive details on food preparation, attributes, and dietary considerations. | Instacart leveraged its Gen AI models and integrated new catalog data from 80,000 partner locations nationwide, encompassing over one billion shoppable items. |
Source: TechCrunch, 2023
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Unlock Sample ResearchContributors
- Laura Becker, Enterprise Architect, Qurate Retail Group
- Mitch Ruebush, Director of Enterprise Architecture, Qurate Retail Group
- Rajiv Shankar, Chief Information Officer, REDTAG
- Khalid Tadaoui, Chief Information Officer, Al-Nadhi Group
- Aiman Ali, Director, IT Applications, Al-Nadhi Group
- Nastaran Bisheban, Chief Technology Officer, KFC
- Dermot O’Doherty, EMEA IT Director, Epson Europe B.V
- Micheal Gibeault, CIO Walker Inc.
- Jeff Fischer, SVP Information Services, ThyssenKrupp
- Mark Szkudlarek, VP, IT Operations, Sanmar Corp.
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