Shubham A. Mishra, Co-founder & Global CEO at Pixis, a tech company that develops accessible AI technology for growth marketing. Read Shubham Mishra's full executive profile here.
With inflation rising and a recession on the horizon, the financial headwinds businesses face today show no signs of slowing down. As a result, businesses have had to readjust and focus on profitable growth during this economic uncertainty.. This new business environment calls for a different approach. Competition is at its highest currently, and brands can’t afford to drop off customers’ radars.
AI can quickly gather, analyze and interpret data. Its agility enables it to provide actionable insights in real time, allowing users to get up-to-date information when needed. AI tools empower marketers to do more and be more efficient while delivering high returns on ad spend. When talking to marketing professionals, I’ve found that another reason they’re unsure about AI is a perceived lack of control. Because AI is automated, some marketers assume it’ll act with a will of its own, making decisions they didn’t authorize. Their fear is rooted in possibly not being able to explain to their CMOs or heads of marketing why certain actions happened.
AI tools must be viewed for the purpose they were built—to be a teammate that only enhances the existing skill set marketing teams have, complementing their human capabilities and ensuring the success of their campaigns. As a teammate, AI is under the authority of marketers, only doing what they program it to do within set parameters.Understanding which areas can be automated, setting achievable marketing objectives and assessing the staff’s willingness to adopt AI are all crucial components.
Define clear marketing objectives that can be accomplished with the integration of AI tools. AI tools can offer support across various goals, including customizing customer experiences, refining ad expenditure and optimizing content delivery.They can program AI across ad campaigns to quickly identify high-performing keyword clustering cohorts and generate recommendations for ad copy, leading to more relevant keyword clusters to display to their audiences.
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