WATCH: AI objectives increasingly involve marketing
Michael Avery is joined by Thabang Skwambane, Alan Buck and Dashni Vilikazi
06 July 2022 - 17:13
byBusiness Day TV
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
Of all a company’s functions, marketing has perhaps the most to gain from artificial intelligence (AI). Marketing’s core activities are understanding customer needs, matching them to products and services, and persuading people to buy — capabilities that AI can dramatically enhance.
And globally it appears chief marketing officers are increasingly embracing the technology: an August 2019 survey by the American Marketing Association showed that implementation of AI had jumped 27% in the previous year-and-a-half.
And a 2020 Deloitte global survey of early AI adopters showed that three of the top five AI objectives were marketing-orientated: enhancing existing products and services; creating new products and services; and enhancing relationships with customers.
If these are the bots marketers are looking for, how are they applying their Jedi powers of persuasion and selling using these new tools?
To talk about this Michael Avery is joined by Thabang Skwambane, CEO of the Nahana Group, previously group MD of FCB Joburg; Alan Buck, chief marketing officer at L’Oréal SA; and Dashni Vilikazi, MD of the Mediashop
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
BUSINESS WATCH WITH MICHAEL AVERY
WATCH: AI objectives increasingly involve marketing
Michael Avery is joined by Thabang Skwambane, Alan Buck and Dashni Vilikazi
Of all a company’s functions, marketing has perhaps the most to gain from artificial intelligence (AI). Marketing’s core activities are understanding customer needs, matching them to products and services, and persuading people to buy — capabilities that AI can dramatically enhance.
And globally it appears chief marketing officers are increasingly embracing the technology: an August 2019 survey by the American Marketing Association showed that implementation of AI had jumped 27% in the previous year-and-a-half.
And a 2020 Deloitte global survey of early AI adopters showed that three of the top five AI objectives were marketing-orientated: enhancing existing products and services; creating new products and services; and enhancing relationships with customers.
If these are the bots marketers are looking for, how are they applying their Jedi powers of persuasion and selling using these new tools?
To talk about this Michael Avery is joined by Thabang Skwambane, CEO of the Nahana Group, previously group MD of FCB Joburg; Alan Buck, chief marketing officer at L’Oréal SA; and Dashni Vilikazi, MD of the Mediashop
Or listen to full audio
Subscribe for free episodes: iono.fm | Apple Podcasts | Spotify | Pocket Casts | Player.fm
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Most Read
Published by Arena Holdings and distributed with the Financial Mail on the last Thursday of every month except December and January.