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Let's dispel a myth that's currently circulating. You are NOT behind if you have not fully integrated generative AI into your marketing or content strategy.
Despite all the uproar, very few companies have integrated any of this, let alone figured it out.
Recently, I was struck by something Benjamin Mann, co-founder of Anthropic, said at a conference. He spoke about his impression of the early adoption of AI by companies:
“The largest companies in the world, including technology companies, banks, retailers, etc., are driving this technology. A large bank we spoke to came to us and they said, “We've spoken to everyone in the company and we have over 500 different use cases that we want to apply large language models to.” That's really incredible – and they know not even where to start.”
To be clear, turning to a technology provider with over 500 use cases for applying any technology is not only useless; it is counterproductive. It reminds me of the lavish early days of enterprise content and marketing software, when shiny, demonstrable features of the technology drove the strategy for using the technology. It didn't matter that your company couldn't produce enough content or data for things like personalization that the technology could do. It was shiny and the demo looked great, so you built a use case and bought it.
Are you told to “do more with less”?
Over the last 20 years, most marketers have heard the phrase “do more with less” like a drumbeat.
Interestingly, it doesn't matter whether budgets go up or down; The message is still: “Let’s do more with less.” The only nuance is which word to emphasize more or less. How do you change focus when there are economic or other headwinds?
In other words, as the mandate decreases, do you do more things that require less, thereby increasing the output of resources? This means being creatively productive. Or do you milk more with fewer skills or resources? This is more efficient.
Ultimately, this is the question you need to ask yourself when using AI in your marketing strategy. Almost every time we've conducted a get-ready-to-be-ready-for-AI audit with content and marketing teams, the best use cases have added capabilities to the team with the same or more resources. In other words, the company will add technology that will allow it to do things it hasn't done before. The least valuable use cases replace human talent by letting AI do things that humans currently do.
Here's an example that has nothing to do with AI. I recently checked into a branded hotel for four nights. Its prices had increased significantly in the last 18 months. At check-in (as well as on the app and website) I was told that my room would not be cleaned during my stay unless I requested it, and only on the day I requested it . Additionally, if I need items (e.g. towels, soap) that are normally replenished during a cleaning visit, I should call housekeeping to make the request.
Now I understand it. Due to the pandemic, many hotels have experienced staff shortages and the challenge of creating more efficient and compliant operations. However, three years later, this hotel chain is still seeing double-digit year-over-year revenue growth.
Why are they intentionally institutionalizing a degrading experience? They put the onus on me – the consumer – not only to pay more, but also to put up with more hassle than I did. Why don't they take this opportunity to create better communication (experience) for the check-in process?
“Hello, Mr. Rose. Many thanks for your loyalty. We are trying to better protect the environment and our natural resources. Can you tell me which days of your four day stay you would like your room cleaned? We can clean it once, twice, or not at all.”
By the way, I know the answer is profitability, and I don't necessarily agree with the business decision. But I wonder how this idea was communicated.
The hotel's revenue management strategy is unchanged, but the presentation to the customer and the strategy behind the marketing/communications are unchanged.
The tension of “doing less with more” is subtle but important to make clear to your team.
With AI you can do more with less effort
Going back to the application of AI, I see the same thing happening to content teams. I recently worked with a team that was thinking about launching a large, new content experience. As they were mapping out the content they would need to publish, a senior leader said, “Can't we just let AI write everything, eliminating the need for additional writers?” He reportedly told the team to take the floor to concentrate “less”.
Instead, the team suggested adding features using AI to help develop a translation strategy to make the new content experience available in multiple languages. The team focused on the word “more.”
What happened? The team lost their argument. Executives were under pressure about how to use AI more efficiently and reduce the need for budgeting writers. We'll see how the platform works in the end, but it doesn't look like it will be a particularly differentiating project for them.
Measure more or less?
A key indicator of where the focus – more or less – lies is measuring the frontline marketing and content teams.
In turbulent, growth-oriented times, marketers are often judged on their ability to deliver differentiated experiences, attract more leads, create more engaged customers and generate more brand awareness. Metrics influence manager behavior and drive creativity, innovation and content to create remarkable experiences. You can achieve more with less.
During leaner or stressful times, companies often change marketing and content efforts. The pendulum is swinging towards efficiency. The metrics focus on how cost-effectively you can complete more activities or tasks, or perform the same function as last time, with fewer resources.” Do more with less.
When marketing teams are judged solely on their effectiveness, it's only a matter of time before content kills the business and an executive asks, “Why is our content so derivative and boring?” Followed by this answer: “Yes. It definitely is. We continue to try to do more with less.”
During lean times, you often prioritize the “fewer” resources but still produce more content. They influence the behavior of your marketers and content experts to create more, cheaper and less creative and innovative content.
Think of it this way: you're a movie studio with a budget of $100 million. In times of growth, the motto is “do more with less,” so focus on quality, creativity and innovation. They spend $100 million casting and marketing 10 films.
In lean times you hear “do more with less,” so you focus on getting the cheapest talent, filming in the lowest-priced locations, and using the cheapest promotional strategies. They spend $100 million casting and marketing 20 films.
The latter rarely leads to better long-term business results.
Author and famed business strategist Eli Goldratt once said, “Tell me how you're going to measure me, and then I'll tell you how I'm going to behave.” If you measure me in illogical ways, don't complain about illogical behavior. “
As you and your team enter what may be challenging times with the advancement of generative AI and its actual application in your processes, you may find that leaders, colleagues, or even yourself are tempted by measuring your ability to create more value by doing more measures to be taken as cost-effectively as possible. This transition is sometimes accompanied by a preface: “Don’t worry, it’s just a transition.” We’ll be back on track for growth soon.”
Unless you want to behave illogically and institutionalize poor content experiences, it would be wise to be aware of this and redouble your efforts to be more innovative and more creative, since there are fewer resources available for these things.
You may come to a point where you learn that it's not about doing more with less, but rather that less is more.
It's your story. Say it well.
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Cover image by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
