Gain valuable insights from industry experts on leveraging Gen AI for innovation and growth.
“Inspire Inclusion” sets the tone for this year’s International Women’s Day theme. It’s a fitting reflection of the ever-evolving nature of marketing, where change is the only constant. The last third-party cookie has finally crumbled, privacy laws are tightening, and now, Generative AI is quickly ushering in a new era of innovation and adaptation.
With mounting research demonstrating that gender-diverse teams outperform their peers time and time again, we turned the conversation over to the exceptional women thought leaders who are at the forefront of shaping the narrative surrounding Gen AI and marketing.
Let’s dive into their insights and experiences:
Julie Shainock, Managing Director Travel, Transport & Logistics (TTL) at Microsoft
Shainock is responsible for developing Microsoft’s point of view and future strategy for our WW Travel and Transport Industry. She is focused on leading the airlines, hospitality companies, cruise and freight logistics and rail companies to driving innovation that will enhance the customer and employee journey, while driving increased productivity and cost reduction with the use of Microsoft’s technology and its ecosystem of solution partners.
Generative AI is set to revolutionize the Travel, Transport, and Logistics industries by delivering unprecedented levels of personalization, efficiency, and innovation. It’s not just about automation; it’s about creating intuitive, seamless customer experiences and unlocking new levels of operational efficiency. For organizations to tackle the full potential of GenAI effectively, establishing a clean data foundation and a clear strategic vision for desired outcomes is critical.”
Heather Roth, Director of Digital Strategy, Slalom
Roth has over a decade of experience in digital strategy and analytics, marketing technology, AdTech and marketing transformation for a variety of clients in all key industries, both midmarket and enterprise.
“The promise of Generative AI in marketing has brought forward the importance of data quality and having a strong data strategy. For years, marketers have operated around data owned by publishers, often piecemealed together in different platforms and spreadsheets. The ability to execute on Generative AI tactics is only as good as the data you put into it, which is really driving companies to focus on understanding what data is needed across the business to execute on AI-driven experiences and making investments in owning their data and building out higher quality data inputs. The investment in data maturity has accelerated by years in a matter of months.”
Lisa Gately, Principal Analyst at Forrester (Forrester Blog)
Lisa has 20 years of experience in B2B technology content, communications, events, and services marketing. She helps Forrester clients build and optimize their B2B content engines and transform them into competitive differentiators. Lisa is an evangelist for audience-centric content strategy, content marketing, and content operations.
“During the past year, we’ve seen genAI capabilities appear in the martech stack along with a rise of multimodal capabilities, where AI models can understand, interpret, and generate content across multiple formats like text, images, audio, and video. It can be overwhelming to understand which systems do what tasks and to determine which ones to embrace. However, making time to learn about these capabilities is important. GenAI brings more power to content creation, audience engagement, and personalization. Content use cases aren’t only a practical entry point for scaling genAI adoption; they also represent a large part of an organizations’ activities and offer enormous potential for enhancing the customer experience and speeding time to market. Acting now is essential because the pace of change for genAI will only accelerate.”
Joyce Gordon, Head of Generative AI, Amperity
Gordon leads Amperity’s generative AI product development and strategy. She’s also worked on the product development for many investments across the ML and ML Ops spaces, including launching Amperity’s predictive models and infrastructure used by many of the world’s top brands.
Here, she offers insights into using gen AI to gain a leg up on the competition and highlights the crucial significance of a clean data foundation.
“Gen AI is only as good as the data that powers it. And since customer data is notoriously complex, it takes a different AI process to unify it into accurate, comprehensive profiles that can feed your Generative AI tools to get the best results.
Customer data tools can use AI to power critical processes behind the scenes, including data unification, insights, and predictions, so you have the answers to the questions “Who are my customers? What did they do? And what should I do next?”
In a world where the same Generative AI tools for activation are available to everyone, the data you feed into your Gen AI systems will be a key competitive differentiator, since it determines the quality of the output. In short, it’s not enough to have AI tools at the last mile — it needs to be part of your approach from the first step.”
In celebration of International Women’s Day, the theme “Inspire Inclusion” brilliantly mirrors the perpetually shifting landscape of marketing, emphasizing the necessity for continual evolution. Amidst the demise of third-party cookies and the tightening grip of privacy regulations, Generative AI (Gen AI) stands out as the vanguard of progress and adaptability. This pivotal moment highlights the critical insights and pioneering efforts of distinguished women leaders in marketing, who are at the helm of steering the Gen AI conversation. Their collective wisdom underscores the importance of embracing Gen AI not only as a tool for innovation but as a fundamental pillar for cultivating growth and establishing meaningful relationships within the rapidly transforming marketing domain.
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