This piece was originally published in the Summer 2024 issue of strategy magazine
By Will Novosedlik
To get teams up to speed on all things AI, Mastercard’s global CMO Raja Rajamannar recommends creating a committee to oversee initiatives and ensure safety and compliance; introduce AI training classes for all marketing staff, covering everything from the basics to advanced applications; as well as identifying tech-savvy early adopters on the team and sharing a newsletter to keep everyone updated on today’s tsunami of tools – starting with the apps and platforms below.
Anthropic
The company’s chatbot finally landed in Canada this June after more than 100 countries got a chance to test it first. Similar to OpenAI’s ChatGPT – but with a deeper focus on researching and developing AI safety – the platform is designed to generate human-like text and assist users in various tasks. Marketers can use it to streamline workflow by creating blog posts and articles, social content, ad copy, conduct market research and trend analysis, as well as campaign analysis, from interpreting data to A/B testing.
Adobe Sensei GenAI
This platform uses advanced AI models to create and edit text in things like email marketing. A clothing brand, for example, will gather data on its customers (purchase history, browsing behaviour and the like). This data is then fed into the Adobe Experience Platform, where it is used to train Sensei to understand the brand’s customers. For example, the AI learns that Customer A likes sportswear and Customer B prefers formal wear – and is then able to create custom email content for each.
Google Gemini Chatbot
A marketer can use this tool to improve interactions their brand has with customers. For instance, the chatbot can answer common questions 24/7 – such as inquiries about products, prices and shipping, freeing up human agents for more complex tasks. It can also make product suggestions, as well as share special offers and upcoming sales. After a purchase or interaction, the chatbot can even ask customers for feedback.
Microsoft Copilot
Microsoft recently revealed a new AI-powered Copilot for its Microsoft 365 apps and services, designed to assist people with generating documents, emails, presentations and much more. The Copilot (powered by GPT-4 from OpenAI) will sit alongside Microsoft 365 apps much like an assistant. Remember Clippy? This is Clippy on steroids.
