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AI marketing tools have been the talk of the town in 2023, with many companies investing in various AI-based platforms and technologies. While some of these investments have been strategically aligned with organizational objectives, others have been more ad hoc and tactical, with unclear or limited results. As we move into 2024, it is time for a great reconciliation, where all AI experiments need to be aligned with larger goals, budgets, and workstreams.
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Scattered Trials Become Standardized Platforms
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In 2023, there was a plethora of AI-based platforms available for different needs, such as text, image, video, audio, and design generation. However, individuals and teams had a hard time keeping up with all these tools, leading to numerous trials and duplicate evaluations. Additionally, traditional marketing platforms like Adobe, Hubspot, and Salesforce introduced their own AI marketing tools, which were met with varying degrees of success.
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As we enter 2024, we can expect to see a consolidation of the AI marketing tools landscape. The “Wild West” scenario of using multiple platforms will give way to a handful of recommended tools. Organizations that have already made investments in established platforms with AI capabilities are likely to encourage their teams to use those tools, regardless of the quality of results. This standardization will bring more clarity and efficiency to AI tool usage.
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Experimentation With Approaches Becomes Codified Processes
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In 2023, AI-based tools had a significant impact on existing processes, but often in an ad hoc manner. Some marketing areas, like personalization and ecommerce, required bigger changes to accommodate generative AI usage. However, many organizations lacked clear policies on AI tool usage, leading to covert usage and circumvention of existing processes.
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In 2024, we can expect a shift from the “anything goes” approach to a more standardized and integrated use of AI marketing tools. Companies will develop AI policies, approved use cases, and products to ensure a more structured and coordinated approach. This move towards codified processes will benefit both conservative organizations that previously banned AI usage and those seeking more nuanced approaches.
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Outcome-Independent Trials Become a Demand for ROI From Leadership
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In 2023, there was a lot of trial and error with AI-based platforms, especially with new startups entering the market. The focus was on determining if the platforms worked and met the team’s needs, rather than strict measurement of success. However, as we move into 2024, managers and leaders will demand more concrete ROI from AI tools. This could be in the form of generating more revenue or saving more money.
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The “honeymoon phase” of AI experimentation will be over, and organizations will shift towards a more cost-benefit approach. This will require a sharper look at employees’ AI usage and a focus on tangible results. Measurement of time and cost savings, as well as revenue impact, will become essential in evaluating the effectiveness of AI marketing tools.
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Final Thoughts on AI in Marketing
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2023 was an exciting year for exploring AI platforms and experimenting with AI marketing tools. It provided valuable learning experiences and insights into what teams truly want and need. However, as we approach 2024, it is time to take a more serious approach to AI tools, processes, and expected results.
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The great reconciliation in 2024 will align AI experiments with larger organizational goals, standardize tool usage, codify processes, and demand tangible ROI. This shift will bring more structure, efficiency, and effectiveness to AI marketing, paving the way for strategic alignment and focused, result-driven applications.
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As we leave behind the hype and enter a new phase of AI marketing, it is crucial to embrace the opportunities and challenges that lie ahead. By leveraging AI tools strategically and aligning them with organizational objectives, marketers can unlock the full potential of AI in driving growth and success.
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Remember, the year of experimentation is over. It’s time to get back to work and make AI work for you.
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