Will GenAI stifle and dilute our brands?
Not if we build a balanced, intentional strategy around it.
As we wrap up a transformative 2024, it’s clear that GenAI has become part of the fabric of marketing strategy and management. From content creation to predictive analytics, AI offers unprecedented opportunities to boost productivity. However, Jessica Apotheker, CMO and Managing Director at BCG Paris, reminds us in her TED Talk of a critical challenge: ensuring GenAI doesn’t dilute brand differentiation or stifle innovation.
Pro Tip: see below for my curated list of top-5 resources for anyone wanting to upskill to stay current in the age of GenAI. My personal best pick: “Master Prompt Engineering in 8 Minutes!” shown above.
In her talk, Apotheker likened the current AI revolution to the advent of word processors and spreadsheets 30 years ago—tools that promised more leisure time, but instead led to denser documents and more data-driven complexity. The productivity potential of GenAI is gigantic, with a BCG-Harvard study showing it can enhance marketers’ productivity by as much as 50%. But as Apotheker warns, without strategic implementation, marketers risk flooding consumers with homogenous content that fails to inspire loyalty or foster innovation.
The Risks of AI in Marketing
Generative AI is trained on large language models –i.e. existing content—which means it inherently lacks the ability to generate truly novel ideas. [Stay with me here…] Apotheker calls this the “great equalization of marketing,” where brands risk losing their unique voice. In fact, the same BCG-Harvard study found that over-reliance on AI reduces the collective divergence of ideas by 40%.
This homogeneity can erode consumer trust and loyalty. Think of personalized emails tailored to your exact preferences, but lacking the creative spark that makes you feel truly connected to a brand. As marketers, we must not lose sight of the golden rule: it’s about creating meaningful, memorable connections.
Building a Balanced Strategy
Apotheker advocates for a two-pronged approach:
- Developing a “Left-AI Brain”: Marketers must reskill to integrate AI tools effectively. This involves building teams skilled in predictive analytics and data science. These tools can forecast outcomes, identify trends, and optimize performance.
- Protecting Right-Brain Creativity: Marketers must also safeguard the creative individuals who bring originality to the table. These “true artists” need to use AI as a complement—not a replacement—for their innovative thinking.
Practical Tips for Marketers
- Invest in Training: Equip your team with the skills to build and leverage AI tools effectively
(See curated list of resources below). - Collaborate Beyond Your Ecosystem: For brands looking to expand into new markets, partner with organizations outside your usual domain to access diverse data and insights.
- Encourage Human Creativity: Design processes that balance AI efficiency with the human ingenuity necessary for true differentiation.
Generative AI is reshaping our industry, but as Apotheker reminds us, the key to success lies in embracing its capabilities, while protecting what makes us unique. Let’s kick off 2025 with a strategy that balances innovation with authenticity!
Additional Resources
- Watch Jessica Apotheker’s TED Talk: What Will Happen to Marketing in the Age of AI?
- Master Prompt Engineering: Master the Perfect ChatGPT Prompt Formula (in just 8 minutes)!
Here’s a curated list of five resources for our AMA-Boston community members just starting to explore GenAI and its applications in marketing:
1. HubSpot Academy: Free AI Marketing Course
Why it’s valuable: HubSpot’s AI for Marketers course provides an accessible introduction to how AI, including GenAI, can enhance marketing strategies. It covers practical applications like content creation, personalization, and analytics.
Cost: Free
Link: HubSpot Academy: AI for Marketers
2. Coursera: AI For Everyone by Andrew Ng (Offered by DeepLearning.AI)
Why it’s valuable: This beginner-friendly course by Andrew Ng demystifies AI concepts and explains how to apply them in non-technical fields like marketing. It’s a great way to understand AI fundamentals before diving into tools.
Cost: Free to audit (Certificate optional for a fee)
Link: AI For Everyone on Coursera
3. Google’s Introduction to Generative AI
Why it’s valuable: This concise, beginner-focused course provides foundational knowledge about GenAI, including its potential uses and limitations. It’s part of Google Cloud’s Generative AI Learning Path.
Cost: Free
Link: Google Cloud Skills Boost: Intro to Generative AI Learning Path
4. BCG Insights: Harnessing Generative AI for Marketing
Why it’s valuable: Articles and case studies from Boston Consulting Group (BCG) provide strategic perspectives on integrating GenAI into marketing while maintaining brand differentiation. Jessica Apotheker’s TED talk builds on these insights.
Cost: Free
Link: BCG AI Insights
5. edX: AI for Marketing Strategy and Creativity
(Part of a professional certificate program, and stand-alone)
Why it’s valuable: This course isn’t just theory; it’s billed as your passport to practical mastery. Explore AI’s impact on marketing strategy, customer insights, automation, creativity, and social media. Ideal for professionals seeking in-demand skills.
Cost: Free to audit (Certificate optional for a fee)
Link: AI for Marketing Strategy and Creativity
