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✨ Is AI a priority for 2025?

✨ Is AI a priority for 2025?

AI marketing readiness assessment, IT & Legal partnership, and more

Marketer In The Loop
October 02, 2024

In partnership with

Hey, marketers in the loop.

We are committed to providing actionable, jargon-free content to help you harness AI effectively in your marketing strategies. And we are excited to provide you with actionable insights and templates to support your 2025 strategy development in this issue.

We are also experimenting with a more concise format, inspired by Smart Brevity from Axios, to deliver only what matters and make better use of your time as a reader.

Reminder: If you prefer to listen to this newsletter, check the web version by clicking the link at the top right corner.

We hope you like it. And please say hi and let us know how we can improve.

Onward.

In this issue:

AI readiness assessment shortcuts
Partnering with IT and Legal on AI initiatives 👀
Generative AI adoption surpasses early PC and internet usage
California’s AI SB1047 bill was vetoed
Microsoft Copilot got an upgrade

Reading time: 10 minutes

DEEP DIVE

A Practical Guide to Assess AI Readiness

AI's probably on your radar for 2025. Integrating it into your marketing strategy requires careful assessment of your current capabilities.

The big picture: Understanding your AI readiness helps identify skill gaps, prioritize investments, and plan for 2025.

But… “What if I’m not a manager?” Jump into section 2 and adapt the questions for a self-assessment. Alternatively, run the survey with colleagues and use the results to discuss future AI plans with your manager.

Why it matters: A full AI assessment may take 3-6 weeks, but I've got shortcuts to make your life easier. Ready to dive in?

Here's a 3-step game plan:

1. Assess Organizational Readiness

Objective: Gauge your org's capacity for change and pinpoint key AI influential voices.

Actions:

Evaluate change management: Leadership support (do you have an executive sponsor?); resource availability (budget, tech, people); cultural openness (how adaptable is the marketing team?)
Analyze stakeholders: Map who is involved or affected, and their influence and support

Pro tip: This step uncovers potential roadblocks and smooths the path for AI implementation.

2. Deploy an AI Marketing Literacy Survey

Objective: Get the lowdown on your team's AI skills.

Actions:

Distribute a 20-30-question anonymous survey
Give your stakeholders a week to complete it (follow up and leverage the executive sponsor as needed)
Crunch the numbers to spot trends, strengths, and areas for improvement

Shortcut alert: I've got a survey template ready for you. You are welcome. ✌🏼

Access my Public Folder on Google Drive
Open the survey, click on the three dots in the top right corner and then “Make a copy” (don't edit the original)
Customize it by adding your logo, tweaking questions, updating use cases, tools, etc.

Need benchmarks? Check out the industry reports below:

Marketing AI Institute’s 2024 State Of Marketing AI Report
Maven’s AI Proficiency Report

3. Conduct Interviews and Focus Groups

Objective: Dig deeper into those survey findings.

Actions:

1:1 interviews: Pick team members across roles and experience levels; explore their AI experiences, challenges, and feelings
Focus groups: Gather 6-8 stakeholders for dynamic discussions; if possible, use a neutral moderator

Workshop suggestion: Try the Rose, Bud, Thorn exercise to identify positive outcomes and potential challenges.

The bottom line: By mashing up survey data, interview insights, and your org assessment, you'll get a clear picture of where you stand with AI. And then you can use this intel to develop your strategy, potential training programs and, last but not least, boost stakeholder engagement and support.

Did you like it? Do you want more resources like this? Please let me know.

INSIGHTS

Generative AI's Rapid Workplace Adoption Surpasses Early Internet Use

The new report "The Rapid Adoption of Generative AI" from the Federal Reserve Bank of St. Louis, Vanderbilt University, and Harvard Kennedy School reveals generative AI is being adopted faster than PCs and the internet in their early days, reshaping how work gets done across industries.

The big picture: As of August 2024, 39.4% of Americans use generative AI, with 28% using it at work. This rapid adoption is driven by low cost and high accessibility. And contrary to expectations, usage is not limited to tech-savvy professionals.

By the numbers:

40%+ of management and computer professionals use generative AI
20% of blue-collar workers in construction, repair and transportation use it regularly on the job
57% use it for writing assistance
49% for information searches

Between the lines: AI adoption mirrors workplace inequalities. Younger, more educated, and higher-income workers are more likely to use it on the job.

What to watch: The researchers estimate that between 0.5% and 3.5% of all U.S. work hours are currently being assisted by generative AI. This could result in a potential productivity boost of 0.125% to 0.875%, though they caution these estimates are speculative given the early adoption stage of generative AI.

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DEEP DIVE

Working Effectively with IT and Legal on AI Initiatives

Repeat with me: IT and Legal are friends, IT and Legal are friends, IT and Legal are friends. OK, we can start now! 😉

The common perception that "IT and Legal will never approve" can be a barrier to AI project success. However, there's potential for productive collaboration.

Key point: Early and strategic engagement with IT and Legal can significantly improve AI project outcomes.

Why it's important: Collaboration can lead to more efficient approvals, enhanced security measures, and better risk management.

A 7-Step Plan for Effective Collaboration

Start conversations early proactively: Discuss ideas before finalizing plans; gather initial feedback on potential concerns.
Find common objectives: Explain how AI aligns with company goals; identify shared interests and priorities.
Set up communication structures: Assign primary contacts for each team; schedule regular update meetings.
Make decisions together: Create a framework for key project decisions; acknowledge and utilize each team's expertise.
Work on policies and training as a team: Propose initial AI usage guidelines and training (if not available); revise based on IT and Legal input.
Evaluate risks collaboratively: Identify potential issues from all perspectives; develop strategies to mitigate identified risks.
Plan for ongoing oversight: Create a schedule for reviewing AI tool use; define relevant metrics for all teams involved.

Suggestion: Use a shared digital workspace for centralized project tracking and communication.

Four Key Areas to Address in AI Tool Adoption

When implementing new AI capabilities, consider these aspects in the terms and conditions documentation.

Pro tip: Show you did your homework and bring it to discuss with IT and Legal proactively.

1. Data Usage and Privacy

Potential issues:

Use of personal data without clear consent
Broad third-party data sharing allowances
Unclear data retention timeframes

Possible measures:

Create guidelines for handling sensitive data
Select providers offering detailed data control options
Implement clear data management processes

2. Intellectual Property Considerations

Potential issues:

Broad content licensing terms
Unclear ownership of AI-generated content
User responsibility for all potential infringements

Possible measures:

Seek specific, limited content licenses
Clarify ownership of AI outputs in agreements
Establish a process for content review and usage

3. Terms of Service Considerations

Potential issues:

Unannounced changes to terms
Extensive liability limitations
Mandatory arbitration clauses

Possible measures:

Monitor for terms of service updates
Discuss liability terms for critical applications
Consider implications of arbitration requirements

4. Security Protocols

Potential issues:

Limited security assurances
User-only security responsibility clauses
Inadequate breach notification policies

Possible measures:

Consider providers with recognized security certifications
Develop internal AI tool security protocols
Discuss prompt breach notification terms

Important note: Terms and conditions can change and may vary by service tier (e.g., free, individual, enterprise levels). Always review the most current legal documents from service providers' official websites to stay informed about data usage and your rights when using AI tools.

Disclaimer: This is a non-exhaustive list. This summary is based on personal experience and research for educational purposes only. Please seek formal IT and legal advice from qualified professionals at your company (or third party) before contracting any new AI tool. 😎

INSIGHTS

The Next Wave of the Microsoft 365 Copilot AI-Powered Productivity

Did you know that 400 million people use Microsoft 365 worldwide? If you're one of them, pay attention. They recently announced an updated version of the Microsoft 365 Copilot, introducing new capabilities and enhanced integration with apps like PowerPoint and Excel.

Why it matters:

Did I mention deep integration with the Microsoft 365 ecosystem already?
Copilot is powered by the latest OpenAI models (GPT-4o now, o1 in the future)

Let's dive in:

Copilot Pages

Copilot Pages is a dynamic canvas that enables real-time collaboration, leveraging all your company data - web, work, and line of business data. It's a new paradigm that makes AI-generated content durable and editable.

Enhanced Microsoft 365 App Integration

PowerPoint: Narrative builder creates first drafts with customizable outlines; brand manager ensures on-brand, enterprise-ready presentations
Excel: Works with unformatted data; supports complex formulas; enables iteration on visualizations
Teams: Analyzes both spoken and chat conversations; provides comprehensive meeting insights

Copilot Agents

At first, you might think that Copilot Agents are similar to ChatGPT’s custom GPT or Gemini Gems, but Microsoft’s approach to AI assistants offers unique advantages:

Automates specific business processes
Seamlessly integrates with Microsoft 365 (Teams, Outlook, SharePoint)
Works proactively in the background (e.g., monitoring email inboxes)
Functions as virtual coworkers (@mentions in Teams, Outlook)

The bottom line: These updates promise significant productivity boosts and streamlined workflows across industries. As Microsoft rolls out these features, early adopters stand to gain a substantial edge in AI-enhanced collaboration and task management.

I am excited to try some of these new capabilities. If you're using Microsoft 365, keep an eye out for the updates and let me know your thoughts.

INSIGHTS

California's AI SB 1047 Bill: What Marketers Need to Know

The big picture: Governor Gavin Newsom vetoed SB 1047, a bill requiring safety testing for large AI models, a kill switch, whistleblower protections amongst other aspects. This decision impacts the regulatory environment at large, given the high concentration of AI companies in the state.

Why it matters: Marketers face both opportunities and challenges in AI implementation without clear state guidelines.

Key impacts:

Regulatory environment: Lack of clear state (and federal) guidance on AI safety; fewer immediate restrictions on AI use in marketing
Industry response: Increased reliance on self-regulation and best practices; greater responsibility for ethical AI implementation
Consumer trust: Heightened importance of transparency in AI-generated content; need for responsible AI use to maintain consumer confidence
Future outlook: Ongoing discussions about AI regulation; potential for new "responsible guardrails" as mentioned by Newsom

How to prepare for what’s next:

Stay informed about evolving AI regulations at state and federal levels (read FTC Announces Crackdown on Deceptive AI Claims and Schemes)
Implement ethical AI practices proactively
Prepare to adapt strategies as the regulatory landscape develops

Bottom line: While the veto provides short-term flexibility, it underscores the need for marketers to take a proactive approach to responsible AI use. Balancing innovation with ethical considerations will be crucial in navigating this evolving landscape.