Marketers now have a blueprint to adopt recent AI technology due to Shawn Goodin, principal martech strategist at technology services and digital transformation leader Capgemini. Goodin unveiled the marketing AI blueprint in a keynote that kicked off Day 2 of The MarTech Conference.
The blueprint helps marketers map where tools fit of their organization’s stack. And because generative AI technology is rapidly evolving, it provides vital steps that help teams resolve, adopt and launch these tools as recent ones turn out to be available.
Marketers needs to be excited concerning the upside of those recent technologies, while also remaining cautious about adopting the precise technologies for his or her specific businesses, Goodin said.
“The evolution of AI and the incredible breakthroughs that we’ve got seen within the last 12 months are certainly essentially the most transformational and disruptive technological — but more importantly societal — impacts of our lifetime,” he said.
Mapping generative AI architecture
Here’s a glance at where generative AI tools fit inside the technology of your marketing organization.
Foundation layer. This layer is made up of the organization’s data, AI data models and testing and “trust” layer.
“The key point here is that you simply’re not constructing your individual models,” said Goodin. “Not you can’t try this, but when you consider the associated fee and the time that OpenAI spent [to create ChatGPT], the infrastructure to construct large language models will not be something that many organizations [can achieve on their own].”
Instead, organizations can integrate large language models, diffusion models that help create images, and other models that create audio and video, into their very own organization’s data and model layer.
Organizations then construct brand-specific guardrails layered on top of the AI data models to be certain that that the content and experiences produced from these models conform to brand guidelines, tone and company policies..
“Now you may have the facility of the whole industry at your fingertips in a secure and scalable way,” Goodin said.
CX layer. It’s in the shopper experience layer where marketers are uniquely positioned to assist integrate generative AI technology to be used by other teams within the organization.
“The CX layer sits on top of that generative AI foundation layer to assist you to connect the text, the image, the video, the audio into generated experiences — while all the time keeping those brand guardrails, in the beginning,” Goodin said. “This can then be plugged into your organization across marketing, sales, commerce and customer support.”
“The more we are able to make this a unified experience, the higher it’s for our customers,” he added.
Adoption framework for deploying generative AI technology
Once marketers have a greater idea of where generative AI tools fit inside their organization’s architecture, they’ll get to the business of reviewing, adopting and deploying these tools.
There are five major steps for adoption specified by the marketing AI blueprint.
- Identify opportunity and prioritize: Some early opportunities shall be low-risk and quick to activate (“low-hanging fruit”).
- Architecture blueprint: What areas within the stack this tool will affect. The architecture doesn’t must be completely mapped out at the start of the tool’s deployment.
- Align opportunities: Develop business use cases for the technology.
- Pilot construct: Use the technology in limited cases where business value will be proven.
- Roll out and scale the proven business use cases.
“This becomes a rinse-and-repeat,” Goodin said. “You proceed to return to those opportunities and look at the list [of technologies you want to adopt]. You’ve now got a method to tie your online business technique to what’s capable within the technology. You then map those into bite-size projects, you pilot them and then you definitely roll them out.”
Go here to register totally free and see the complete keynote presentation.
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