Decoding AI for Marketing Are You Leading an AI-Ready Marketing Organization?
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Nov 21, 2023 Former Global Chief Digital Information Officer at Nike, Ratnakar Lavu, discusses the impact of AI on marketing organizations. Topics include digital transformations in retail, building an AI ecosystem, customer-centric approaches, and enhancing brand recognition with AI models.
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Pandemic Accelerated A Two-Phase Shift
- The pandemic forced brands to rapidly scale digital marketing, commerce, service and fulfillment capabilities.
- Now generative AI demands a second wave of transformation integrating AI into those digital ecosystems.
Public LLMs Need Brand-Specific Fine-Tuning
- Public LLMs hold broad knowledge but lack brand/domain nuance and tone.
- Brands need domain-specific models or fine-tuning to encode their identity and customer language.
Crawl: Use Existing AI, Then Build Data Foundations
- Start by understanding and integrating existing AI solutions rather than building everything from scratch.
- Prioritize data capture, organization, and action as the foundation before layering models and experience interfaces.