e steps to making AI work for you

I am amazed at how quickly chatGPT progressed. From “It was the coolest thing” to, “It will take our job” to, “We need to tweak it as it does not have enough information”, to “It is ‘Terminator Genisys all over again.”

Explore: three things ChatGPT requires that only you can supply

Many marketers use ChatGPT for subject lines. It’s fine for a first position. If that’s the only thing you use it for, then you are missing out on a great opportunity to solve your biggest marketing challenges and elevate your team as a revenue leader and technology leader.

I understand that you are busy, but AI is poised to change the game. You need to have your say in the implementation of AI, and its related technologies. We will be working closely with AI within our organizations as email marketers. We cannot afford to wait. We could be led down the wrong track by martech if we do not take action.

AI: 3 steps for shaping AI development

1. AI experimentation across platforms

Your ESP has just added an AI-driven topic line generator. Great! Don’t stop here. If you use AI only as a tool in the subject line, it could mean that you don’t use AI to achieve goals with a larger impact.

AI generated content could be modified at scale to match unique segments in your marketing to recognize intent. The subject line generator is just a tool to achieve this goal. It’s not a goal.

Try out different AI platforms and see how they can produce different results. It’s important to not get too focused on a single system or use of AI, as the technology is still in its infancy.

In this initial stage, you may experiment with different platforms such as Google’s Bard, Microsoft’s Bing, and ChatGPT (OpenAI). You will get a good idea of what to do, how you can improve, and what results you can use. This can be achieved by developing a test plan that focuses on a specific task or goal to support a marketing objective.

Then, familiarize yourself with the platforms you have available and duplicate your test plan across them. You can use both the paid and free versions. I have used all three platforms I mentioned and am amazed at the differences in the answers. You’ll discover what each platform has to offer, and you can develop a realistic future vision.

You can adapt your learning as you progress. It’s not just a matter of copying and pasting alternative subject lines or calls-to-action into your email templates. Your brand is more familiar than the platforms, so use AI results to begin further testing.

2. Your vendors will be happy to share their vision with you

Bring your vendors into the conversation about their plans. ChatGPT may be in its infancy but it is growing fast, even as we define it. I’m interested to know what my vendors have planned.

Ask your vendors if they have any customer advisory boards. You will be right at the center of the planning conversation in its most pertinent sense.

It might be a good idea to create an RFP if your vendors are not planning to use AI, or if they’re only interested in a certain application like subject lines. You can also talk to vendors who have advanced further on the innovation road.

3. Sit at the AI table

You need to know what’s going on in your company as an email marketer. Why not use your knowledge to become a leader?

Email has the highest return on investment of any marketing channel. If I am the one who makes the most money from my marketing, I should be seated at the table. I can generate content at scale. I can reach more consumers. I can send proactive messages directly to my inbox and have greater functionality. My customers don’t need to search for my emails – they are waiting in their inboxes.

Use email as a powerful tool to engage in AI conversations. Your ideas from Steps 1 and 2 will inform and guide your discussion. This knowledge will allow you to be in control of the AI process without having to wait for vendors or industry experts to define its role.

Wrapping up

Since 20 years we have talked about inserting dynamically relevant content in messages to increase engagement. AI could help us get there. It won’t work if marketers don’t actively decide how to use AI for the highest marketing goals. We cannot be passive users of technology. We need to be active in this direction.

This great movement can be joined by participating in the testing, leading discussions and learning about how to achieve your marketing goals and prosper your business.

The article 3 ways to make AI work in your favor first appeared on MarTech.