Piloting AI Workbook

From audience targeting, to content strategy, to SEO, media buying, email writing, and predicting conversions and churn, ​hundreds of activities marketers perform every day can be intelligently automated​to some degree.

The key is thinking about everything your team does regularly, and then considering two primary factors:

1) The​value to intelligently automate (“value rating”)​all or portions of that activity, with value being defined by potential time and money saved, and the increased probability of achieving business goals.

2) The ​ability to intelligently automate (“ability rating”)​the activity, based on existing AI tech, or solutions that could be built with the right resources.

Keep in mind, a little bit of AI can go a long way to​reducing costs and driving revenue​when you have the right data and the right use case. You don’t necessarily need to go from all manual to fully autonomous in order to see
massive returns.

Piloting AI Workbook
Est. Hours VALUE to Intelligently ABILITY to
5Ps Category Task Interval Existing Tech Est. Cost Build or Buy?
/Interval Automate Intelligently Automate

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5Ps of AI Sample Use Cases
Via AI Score for Marketers (score.MarketingAIInstitute.com)
VALUE: Assuming AI technology could be applied, how valuable would it be for your team to intelligently automate each
of the use cases below?

For each use case consider the potential time and money saved, and the increased probability of achieving business
goals.

1 = No value
2 = Minimal value
3 = Moderate value
4 = High value
5 = Transformative
VALUE to ABILITY to
Planning — Build intelligent strategies. Intelligently Intelligently
Automate Automate
Allocate human and financial resources based on priorities and goals.
Analyze existing online content for gaps and opportunities.
Build media and influencer databases based on interests, audiences and intent.
Choose keywords and topic clusters for content optimization.
Cleanse and analyze contact databases.
VALUE to ABILITY to
Production — Create intelligent content. Intelligently Intelligently
Automate Automate
Analyze and edit content for grammar, sentiment, tone and style.
Convert text to voice.
Convert voice to text.
Create data-driven content.
Curate content from multiple sources.
 VALUE to ABILITY to
Personalization — Power intelligent consumer experiences. Intelligently Intelligently
Automate Automate
Create immersive augmented reality (AR) and virtual reality (VR) experiences.
Customize email nurturing workflows and content.
Deliver predictive product recommendations.
Determine offers that will motivate individuals to action.
Engage users in conversations through bots and chats.
VALUE to ABILITY to
Promotion — Manage intelligent cross-channel promotions. Intelligently Intelligently
Automate Automate
Adapt audience targeting based on behavior and lookalike analysis.
Adjust digital ad spend in real-time based on performance.
Assess and evolve creative (e.g. landing pages, email, CTAs) with A/B testing.
Deliver individualized content experiences across channels.
Identify real-time social media and news trends for promotional opportunities.
VALUE to ABILITY to
Performance — Turn data into intelligence. Intelligently Intelligently
Automate Automate
Build dynamic charts and graphs to visualize performance data.
Create performance reprt narratives based on marketing data.
Determine and manage attribution models.
Discover insights into top-performing content and campaigns.
Forecast campaign results based on predictive analysis.
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Vendors
Questions for Vendors
How does ____ use AI today?
What AI capabilities are on the product roadmap?
What type of data do I need for the solution to work?
(i.e. certain number of emails sent, visitors to site, etc.)
(i.e. Can anyone use it? Do I need dedicated data scientists, machine learning experts, etc.?)
My top use cases for AI are A, B, C, etc. Can ___ help?
Questions for Vendors
Vendor Website Contact Notes

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AI in Marketing Cheat Sheet
What Is AI?
Artificial intelligence is the science of making machines smart.
How do you know if it's really AI?
Is the machine getting smarter on its own? If, in some way, yes—then it's probably true AI.
Why does AI matter to marketers?
Massive amounts of data; exponential advancements in computing power; and the availability of AI technology from Facebook, Google, Microsoft, IBM and others have
combined with a flood of venture capital money pouring into everything AI to prime the marketing industry for disruption.

Many tasks commonly performed by marketers are being augmented by AI, machine learning, deep learning, etc.

Marketers who can harness the power of AI will be able to do more with less, run personalized campaigns of unprecedented complexity, and transform business as usual
through new methods of machine-intelligent marketing.

The opportunities are endless for marketers and entrepreneurs with the will and vision to transform the industry.
The Ultimate Beginner's Guide to Marketing AI
Articles Articles to understand AI fast.
Videos Top AI videos to educate and inspire.
Podcasts Podcasts on AI that are worth your time.
Research Research into AI's business impact.
Newsletters Top free newsletters to subscribe to for AI news and insight.
Influencers Top AI leaders and brands to follow.
Books Recommendations for impactful books to go deeper on AI.
Courses The of
List topmajor
3 AI courses to and
use cases take.resources to go deeper on different marketing
Use Cases categories.
Links to our AI Buyer's Guide and AI Score for Marketers vendor selection
Vendors resources.
Events AI event list to accelerate your education.

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