AI Isn't A Strategy
AI isn't a direction to solve anything. It's an opportunity to solve many things.
It’s Tuesday, and it’s time for TCA’s LENS. As we all come off the guacamole high of Sunday, it’s time to get back to work and think about AI. Oh, and by the way, if you’re trying to figure AI out. Well, we’ve been there. Done that. Got the T-Shirt.
In today’s edition.
AI Is Not A Strategy - It’s An Opportunity
Shrinkflation & The Influencer Marketing Economy
Our New Event on Content Orchestration
Let’s roll….
ZOOM LENS: AI IS NOT A STRATEGY
There’s this weird tension that we’re seeing with marketing teams across all manners of business experiment with
Generative AI tools. It boils down to this: Generative AI solves problems you don’t know if you even have.
Last week, a CMO at a large tech company told me they felt woefully behind and struggled to understand where and how to integrate generative AI at the marketing team level. “We just don’t get it,” they said. “Corporate is still afraid of losing our secrets to the public-learning models, but nobody wants to invest the effort into building our own. So, meanwhile, we’re just playing around.”
That hurry-up-and-wait pressure is common. In some cases, immense pressure develops to create what might be called an “AI strategy.” I’ve seen many business leaders in startups, mid-sized businesses, and enterprise companies scramble to explain their plans to their major stakeholders.
But the real secret is: Generative AI is the new car that marketing didn’t ask for.
The fact that “more content” vs. “quality content” is still a debate demonstrates this. But with AI, we all got a new car that we weren’t really asking for, and it’s a rental.
Is it any wonder businesses aren’t sure how to feel about this car? Sure, it improves with every driver who takes a turn at the wheel. But you also have real concerns about the implications of driving this public vehicle. Does sharing your information run afoul of legal, regulatory, or competitive concerns? Also, a communal car prevents you from differentiating and building trust with your audience. So, should only a select few get to drive it?
Thus, there is no AI strategy. You cannot make generative AI a thing. Generative AI is an opportunity looking for a strategy. The problem is that we have so little understanding of the approaches - the opportunities - that GenAI could innovate.
WIDE ANGLE LENS: MARKETING SNAPS
Let’s get it all in frame. Shall we?
💸 40+ - The number of brands that advertised during the Superbowl.
💰 $21 Billion - The value of the Influencer Marketing industry, Says the Influencer Marketing Hub
👎 This is stupid: Biden says that he’s tired of “shrinkflation” in a super-bowl ad. This is the awkward result when you pay too much attention to what you THINK your customers will resonate with.
👍 This is NOT stupid: The Michael Cera and L’Oreal partnership for their CeraVe cream is just pure brilliance. This is how you commit to the bit - and do influencer marketing the right way.
🤔 From The “Let’s See How That Works Out For Ya” Department: Meta will now label all AI Images.
“As the difference between human and synthetic content gets blurred, people want to know where the boundary lies,” states Nick Clegg, President of Global Affairs at Meta.
What could possibly go wrong?
LENS FLARE: - TCA Events & Happenings For You
New Online Event
TCA has a cool event coming up that’s now available for registration. On February 29th, we’ll host Controlling The Chaos With Content Orchestration with special guest Liana Cave, Hilton’s Director of Content Orchestration. We’ll not only hear about how Hilton has pivoted their content strategy, but talk about some of the best practices to build greater speed, consistency and a seamless content supply chain in your business. Register Today
Replay Last Month’s Gathering
If you missed it - last month’s Webinar was all about AI - and building a content strategy practice first in order to Be Ready To Get Ready For Generative AI. The replay of that webinar is now available.
LENS CAP: Let’s Finish With A Flourish
Show me a business that understands their content creation process and has a shared content strategy, and I’ll show you a company primed or already enjoying the innovation that GenAI can bring.. smart AI strategy.
If we can help you sort that out - let us know.
Unlike agency relationships that only “do it for you”, TCA now focuses on building clients’ internal capabilities and developing pragmatic approaches that work for them. Said even more simply: we can help - provide extra arms and legs and brains to your content efforts - and be an extension of your content team where you might need focused talent but don’t have headcount yet. But our aim is to help you build YOUR internal capabilities, not have you rely solely on ours.
Talent. Training & Trusted Insight.
See you next week.
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