There is a lot of binary thinking about AI in the business world right now. The technology is often cast as a savior or an oppressor. As appealing as a black & white framing is, I see the technology's impact falling in the vast grey in the middle. Neither benevolent nor malevolent, it is how we as humans choose to responsibly use the technology, for both our own growth and the growth of a balanced, thriving society, that truly matters.
I've written before about the impact of AI in the field of Marketing. Recently, I've heard some leaders say -- "We're turning all of our marketing over to Claude." Claude is extraordinary, but does it make sense to cede control to it for marketing strategy, which ultimately drives demand for your product, service, or platform?
Actually, the challenges presented by AI are connected to an issue that I and other marketers face on the daily. All too often, marketing is misunderstood to be about coming up with a "magic bullet" tactic that will immediately create hockey stick growth. The best, most effective marketing is not merely flashy or a one-off -- it is an integrated, long-term approach that can be activated and optimized over time. In this way, Marketing is more akin to R&D or Corporate Development. It is an evergreen, ongoing activity with clear objectives and outcomes.
Enter Claude or your favorite AI platform. It is enticing to think that the elusive magic bullet is out there, just waiting to be uncovered. And if you find it, demand will be immediately stoked with your target customer -- the inbound orders will simply come flowing in. This is a false assumption.
We use Claude and other AI /ML tools to support our work at Ladder 17. However, we rely on human creativity and experience to craft differentiating strategies and messaging campaigns that ensure our clients get efficient and effective plans that can easily be put into action. How do we strike that balance?
At Ladder 17, I think of our approach to integrating AI into our marketing work as a blend of science and art. Our AI partners help us to research competitive positioning, identify white space, and develop workflows. The ideas and stories themselves spring from both the imaginations of our team-members and their lived experiences across dozens of product categories and business channels. Then on the back end, our AI partners determine keywords for AEO & SEO, and refine human-created messaging
Skilled marketing strategists know that not every idea is a good one, and that not every multi-faceted plan can be executed or deliver results. We separate the must-haves from the nice-to-haves. We know how to build win-win partnerships with people and organizations. We know how to understand what matters most to customers, and then how to build marketing programs and stories that leverage that understanding.
Do you have the right marketing thought partner to help you to navigate the changing landscape?