AI Edge for Enterprise Marketing Tech Village Media

GenAI’s impact on visual and audio media - the pictures, videos, and sounds we use to illustrate our lives - has been nothing short of stunning. GenAI was at the heart of the recent Hollywood strike: actors, screenwriters and their kin all pointing to the negative and potentially ruinous impact of AI on their craft. Musicians and artists alike scramble to protect their original work before it’s snapped up and recreated by an engine somewhere. But it’s evident that their grip is tenuous - much like holding a fistful of water. It’s a paradigm shift - where does human creativity start and end? If the bots can produce it, is it really ours? And what’s the impact on truth - can we tell fact from fiction anymore? The age of digital disinformation has arrived.
This episode focuses on the transformative impact generative AI has on the media arts. From music to video, design teams and agencies are leaning into GenAI and relying on it to shoulder more and more work. But where should it start and end? How much “human in the loop” is required? And when should you declare something is “AI generated” – or do you even need to?

In this episode, we are joined by special guest and B2B tech storyteller Kitty McChesney. Show hosts Yadin, Maila and Jessica discuss strategies and tactics for piloting AI use cases within marketing teams.

In this show we cover (among other topics) the following:

The objective is to make every marketer a "creator" by piloting use cases that demonstrate how AI can augment and streamline marketing workflows like content creation, personalization, campaign optimization, etc.

Successful piloting requires identifying AI champions within each team to drive adoption, getting leadership buy-in through activities like workshops, and creating a space for teams to experiment and share learnings.

Special guest Kitty McChesney shares her experience piloting an AI writing assistant, treating it like a "student" to train it in the right tone, messaging, and process. Her pilot showed huge time savings in producing case studies, blogs, etc. compared to the typical agency timeline.

Maila's demand gen team piloted using AI for personalized ad copy, seeing a 30% average lift in click-through rates when A/B testing against non-AI copy.

Beyond time savings, AI can free up bandwidth to pursue higher-value creative campaigns and initiatives that were previously de-prioritized.

The hosts emphasize the importance of proper governance, like fact-checking AI outputs, as the technology rapidly evolves.
The episode provides pragmatic tips for piloting AI use cases in marketing to drive efficiency gains, creativity, and better performance.

Has your organization created guidelines for using AI responsibly and ethically?
This episode focuses on policies and guidelines for using generative AI responsibly within organizations. The hosts discuss why it's important for companies to establish AI principles and guardrails even if they don't have full policies in place yet. They provide advice on how to get started creating guidelines, emphasizing keeping them simple and accessible. The hosts recommend collaborating cross-functionally with legal, IT, marketing ops, and other teams when developing guidelines to ensure alignment. They also stress the need for continuous communication, education, and updates as AI policies evolve over time. Key takeaways include: start with high-level AI principles and values; balance guidelines between enabling and restricting use cases; leverage templates to create initial drafts; work across silos for broad input; keep guidelines concise and easy to find; and make AI governance an ongoing process. The hosts share real examples of AI guidelines and policies from companies like VMware and IBM to illustrate best practices.

Join us on our inaugural episode, where we delve into the fascinating origin story of this groundbreaking initiative.
In this episode, you'll discover the spark that ignited our own Marketing AI Council at a global marketing organization at a B2B software company. Hear firsthand from the pioneers who saw the potential of AI to revolutionize marketing and took action. From pilot project to industry force, witness the council's journey from a small experiment to a crucial resource for the global marketing organization. We'll also delve into the obstacles faced and the victories celebrated in building a community dedicated to responsible and impactful AI adoption.

The whole team is here for episode one. You'll hear from Jessica Hreha, Maila Ruggiero, Yadin Porter de Leon, Suzanne Ambiel, and Michelle Moore and they take you through the details of how they got the Marketing AI Council Strated.

Welcome to the introductory episode of the AI Edge podcast for Enterprise Marketing. This episode is for those keen to understand what the show is about and why we’re doing it.