Decoding AI for Marketing

Jocelyn Goldfein, Managing Director at Zetta, has been there since the early days of the Internet, even starting as the first summer intern at Netscape. After time at Facebook and VMWare, she entered the venture capital space with the first AI-focused VC firm, Zetta. Now, she and her partners are looking for the biggest opportunities in the startup ecosystem around AI, and she explains what some of those developments mean for the marketing world. 

For Further Reading:

What is RAG (retrieval-augmented generation)? 

Zetta Venture Partners

Weaviate

Listen on your favorite podcast app: https://pod.link/1715735755

Vikram Chalana, CEO of Pictory, says the future of marketing - and all content - is video. He looked at the ways in which AI could increase efficiency for content creators, and that was the inspiration behind the company. Pictory makes video creation easier by allowing the average business user to repurpose existing content like articles and white papers and make videos to publish across multiple channels. Chalana explains how their technology works, how it helps SMBs, and where he wants the space to go next.

For Further Reading: 

Pictory

10 “Best” AI Tools for Business (May 2024)

The Times Sues OpenAI and Microsoft Over A.I. Use of Copyrighted Work

Inside Big Tech's underground race to buy AI training data

ElevenLabs

POSSIBLE

Listen on your favorite podcast app: https://pod.link/1715735755

Wesley ter Haar, founder of MediaMonks and Executive Director at S4 Capital Group, has always been on the cutting edge of digital first production. The company has doubled down on their AI bet, and he shares some of the latest use cases they are developing for clients with AI, including consumer proxies, scaling up personalization, retrieval-augmented generation, and streamlining workflows.

For Further Reading: 

Learn more about Wesley

Wesley ter Haar, Founder, Media.Monks AI Keynote at the BI Marketing Leadership

A Conversation With Bing’s Chatbot Left Me Deeply Unsettled

Wesley ter Haar on the difference AI makes to creative content

AlphaGo - The Movie | Full award-winning documentary

Burger King Takes "Have It Your Way" to the Next Level, Offering Guests The Chance to Win $1 Million for Their Ultimate Whopper® Creation

The Actual Possibility of AI – Wesley ter Harr and Vinny Rinaldi, Head of Analytics, The Hershey Company, presented a case study based on real in-market AI programs to drive in-store sales effectively at POSSIBLE 2024

Listen on your favorite podcast app: https://pod.link/1715735755

Amit Shah, founder and CEO at the startup Instalily.ai, says that the age of AI agents is on the horizon and it will change commerce, marketing, and our lives in all kinds of profound ways. Shah has previously seen major digital transformations while serving as president of 1-800-FLOWERS, among other roles. He explains that the increased use of agents will fundamentally change how marketers go to market, and other ways that AI is accelerating change in the space. 

For Further Reading: 

8 Research Papers That Set Off the AI Boom

My, Myself and AI

Instalily.ai 

Listen on your favorite podcast app: https://pod.link/1715735755

Marty Kihn, Senior Vice President of Strategy at Salesforce, explains some of the biggest ways that AI has impacted their business in recent years. Salesforce now centers around a Customer Data Platform, or CDP, and Kihn talks through some of the key decisions around data, vendors, and layers of AI models that can change the game for all marketers. 

For Further Reading: 

Attention is All You Need

Paleo Ad Tech (Marty’s Podcast)

House of Lies (Marty’s Book)

The Salesforce 360 Blog

Listen on your favorite podcast app: https://pod.link/1715735755

Lu Cotterill is Global Senior Director, Full Funnel Marketing AI / ML at Kellanova (which spun out of legendary brand Kellogg). As a marketer in the CPG space, she’s always searching for the best data available to inform business decisions. In her current role, she focuses on how AI can help them better reach customers. CPG has its own set of challenges, but Lu has found the best way to test use cases for AI and ML is by starting with a business problem - not the technology - first. 

For Further Reading: 

https://www.digitalcommerce360.com/2024/02/29/kellogg-spinoff-kellanova-doubles-down-on-digital-transformation-and-commerce/

https://www.adexchanger.com/content-studio/ais-impact-on-cpg-advertising-a-game-changer-for-achieving-business-goals/

https://www.iab.com/blog/how-retailers-are-using-data-clean-rooms/

https://www.mmaglobal.com/datt/consortium-for-ai-personalization

Listen on your favorite podcast app: https://pod.link/1715735755

Gopi Kallayil is the Chief Business Strategist for AI at Google, which means he has a bird’s eye view of the technology and its implications at one of the world’s largest companies - and all the partner companies they work with. Author of The Happier Human: Being Real in an Artificially Intelligent World, Gopi had spent a good portion of his professional life focused on the relationship between human authenticity and technology. In this episode he shares the ways he sees AI changing the game at the tactical and strategic level in business. 

The opinions expressed are those of the guest in his personal capacity.

For Further Information: 

https://kallayil.com/

https://www.youtube.com/watch?v=Wp2DKofnviA

Listen on your favorite podcast app: https://pod.link/1715735755

Barry Padgett is CEO of Amperity, a company using AI to solve this problem: large companies now have lots and lots of marketing data, but it is all coming from different systems and services. That means you might have info about a customer in different places across your portfolio, without the ability to integrate that data to get a more complete understanding of that customer. Especially as access to third party data diminishes, Padgett explains how the company can help big retailers and more streamline their information and ultimately improve customer experience. 

For Further Reading: 

https://amperity.com/company

https://www.attentive.com/blog/end-of-third-party-cookies#:~:text=In%20preparation%20for%20a%20cookieless,been%20a%20slow%20death%2C%20though.

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-demise-of-third-party-cookies-and-identifiers

Listen on your favorite podcast app: https://pod.link/1715735755

Large retailers like Walmart are in some ways at an advantage when it comes to implementing new technology like AI that depends on data, with insights being constantly aggregated across stores, products and customers. 

But large companies also come with complexity, and complexity is exactly what Saleel Sathe deals in every day. He’s the vice president of performance marketing at Walmart and has a bird’s eye view on all the ways technology and AI are being adapted at the company. 

He shares the lessons he’s learned there and from previous roles at Uber and eBay about implementing new technology effectively for internal teams and external customers. 

We talk about the future of SEO and GenAI, the end of the cookie, the best ways to measure and predict, making a better, more addictive app for the company, and more. 

For Further Reading: 

https://adage.com/article/digital-marketing-ad-tech-news/12-ad-leaders-planning-cookieless-future/2393006

https://www.adweek.com/performance-marketing/walmarts-saleel-sathe-explains-how-the-countrys-biggest-retailer-aims-to-get-even-bigger/

Listen on your favorite podcast app: https://pod.link/1715735755

While many are enthusiastic about AI, few companies have a smart roadmap in place for its development and implementation. Instead, many people either start from scratch and try to build the capability internally from zero, or buy up other AI companies without much of a plan.

Jim Lecinski’s approach, outlined in his book "The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing," emphasizes the need for a structured and informed strategy. In this episode he elaborates on what that entails and how organizations can approach AI implementation in an informed way to ensure success for their business. Lecinski is an Associate Professor of Marketing at the Kellogg School of Management at Northwestern, he previously spent 12 years at Google.

For Further Reading: 

https://www.amazon.com/Marketing-Canvas-Five-Stage-Implementing-Intelligence/dp/150361316X

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-generative-ai-can-boost-consumer-marketing

https://www.gartner.com/en/newsroom/press-releases/2023-07-25-gartner-survey-reveals-growth-as-top-strategic-business-priority-shared-by-cfos-and-ceos#:~:text=Majority%20of%20CFOs%20and%20CEOs,survey%20by%20Gartner%2C%20Inc

Listen on your favorite podcast app: https://pod.link/1715735755