AI Marketing Strategy: Think With Me, Not For Me

The Gist

AI is no longer just a tool; it’s a partner—but is it the kind that collaborates with you or makes decisions for you? Eriksson et al. (2020) in “Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation” dive into this question regarding AI marketing strategy. They examine AI’s evolving role in marketing strategy formulation. Their study, grounded in contingency theory and enriched by the Gartner Analytics Ascendancy Model, argues that AI’s true value lies in augmenting human creativity and decision-making, not replacing it. Think Iron Man, not Ultron.  

Using in-depth interviews with industry experts, the authors identify five key themes shaping the integration of AI into strategic marketing. AI’s capabilities span from enhancing data collection and interpretation to supporting decision-making processes. However, the study emphasizes the importance of business culture and organizational readiness in realizing AI’s full potential. While some companies use AI for tactical gains—like automation and data analysis—others are exploring its strategic potential, envisioning AI as a collaborator in complex decision-making processes.

One standout insight is the concept of a “creative-possibility perspective,” where AI not only processes information but also generates innovative solutions. The authors propose extending the Gartner model to include a new level—Creative Analytics—highlighting AI’s potential to drive imaginative, strategy-shaping insights. Imagine an AI that doesn’t just analyze past campaigns but also dreams up entirely new marketing approaches.

Ultimately, the paper offers a nuanced view: AI is neither a replacement for human ingenuity nor a passive tool. Instead, it’s an evolving partner that requires careful integration into organizational workflows. Companies like Netflix, for example, are already using AI to personalize content recommendations, analyze viewing patterns, and even influence the production of new shows. This strategic use of AI allows Netflix to better understand its audience and deliver content that keeps viewers hooked.

The Big Ideas on AI Strategy

What were the big ideas on AI strategy from this article? I’ve outline 6 that can be applicable to any business leader.

• AI as a Strategic Partner: AI is moving beyond tactical uses to become a collaborator in strategic marketing decisions. Companies are exploring AI’s potential to augment human judgment and creativity.  
• Creative-Possibility Perspective: The future of AI in strategy isn’t just about processing data—it’s about imagining possibilities. AI can help identify novel solutions by analyzing patterns and generating creative alternatives.  
• Business Culture Matters: AI adoption is as much about people as it is about technology. Organizational readiness and culture play a critical role in integrating AI effectively.  
• Barriers to Adoption: Resistance to change and a lack of digital readiness are significant hurdles, often rooted in outdated mindsets or fear of disruption.  
• Creative Analytics: The study proposes a new maturity step in AI’s strategic role, emphasizing its potential to contribute to imaginative and forward-thinking strategies.  
• Ethical AI is Essential: As AI takes on more strategic roles, it’s crucial to use it responsibly. This means ensuring fairness, transparency, and accountability in AI-driven marketing decisions.

Sound Bites on AI Strategy

Eriksson, et al. had some sound bites that are worth paying attention to. Here are a few:

• AI’s Role in Decision-Making: “AI will permit more deep and rational decisions… an expert system could influence the final decision.”  
• Organizational Readiness: “The potential [of AI] is enormous… those in power are a little old, or the new generations do not really want to change.”  
• Creative Solutions: “Through the mechanisms of artificial intelligence… you can synthesize and focus in a much more evident way.”  

Takeaways on AI Strategy for Business Leaders

What can you do with this information now? Here are few takeways that can help:

• Make AI a Collaborator, Not a Boss: Use AI to augment human creativity and decision-making, not replace them. A balanced partnership yields the best results. This means finding the right balance between human oversight and AI-driven automation.  
• Embrace the Creative Side of AI: Don’t just use AI for crunching numbers; leverage its ability to generate innovative strategies and solutions. Explore AI tools that can help you brainstorm new ideas, identify market opportunities, and develop creative campaigns.  
• Prepare Your Culture: AI adoption requires a culture that’s open to change and innovation. Start by aligning teams around the value AI can bring. This may involve training, workshops, and clear communication about the benefits of AI.  
• Overcome Resistance: Address fears and misconceptions about AI through training and transparent communication. Show employees how AI can enhance their work, not replace them.  
• Invest in Digital Readiness: Ensure your organization has the infrastructure and skills needed to make the most of AI tools. This includes data management, analytics capabilities, and employee training.  
• Expand Your Thinking: Look beyond traditional analytics. Push AI’s boundaries into new areas like Creative Analytics to stay ahead of competitors. Explore how AI can help you generate novel marketing strategies and identify untapped market opportunities.  
• Experiment and Iterate: Don’t be afraid to experiment with different AI tools and approaches to find what works best for your business. The AI landscape is constantly evolving, so stay curious and keep learning.

Your AI Strategy Session

Whether focusing on AI marketing strategy or AI strategy in general, let’s make this actionable.

• How can your organization balance human creativity with AI-driven insights in strategy formulation?
• What steps can you take to foster a culture that’s ready for AI adoption?
• Are you using AI tactically or strategically? How can you move toward the latter?
• How might Creative Analytics reshape your approach to marketing strategy?
• What barriers to AI adoption exist in your company, and how can you address them?
• How do you envision AI’s role in marketing evolving in the future, and how will your company adapt?