Intelligently research the right AI technologies for your company.<\/li>\n<\/ul>\nIn advance of the session, we had some related questions for Justin.<\/p>\n
Q:<\/strong> How far along should marketing operation teams already be in preparing to use AI and gen AI?<\/p>\nA: <\/strong>This is really dependent on whether legitimate\u00a0use-cases have been discussed, whether business needs exist, and whether the leadership team has developed an AI strategy. Marketing Ops teams should always be keeping a pulse on with \u201cwhat\u2019s next\u201d in MarTech, so from that perspective, most MOps\u00a0teams should have a basic understanding of what\u2019s generally possible with AI. <\/p>\nFor more mature or innovative companies, the MOps teams will need to be more prepared. If you aren\u2019t sure where you should be, ask your leadership team how important AI is to them, and then act accordingly. It\u2019s okay if you aren\u2019t far along in your AI journey \u2014 you aren\u2019t alone!<\/p>\n
Q:<\/strong> Can you give us one example of a customer experience-based use case that you find exciting?<\/p>\nA: <\/strong>Live chat support is an area that I\u2019ve always felt like never lived up to its potential. I\u2019ve rarely had good experiences with live chat support. Chatting with a live rep is generally slow and the reps are often not knowledgeable enough. Chatting with a pre-programmed business rules-based bot often results in frustration. Having an AI-powered live chat agent seems like it will drastically improve companies\u2019 ability to provide fast and comprehensive support, leading to more satisfied customers.<\/p>\nQ:<\/strong> From text creation to coding, AI has so many potential uses. What\u2019s the first step in researching the technologies that might be useful to your company?<\/p>\nA: <\/strong>The first step is to align with your marketing team\u2019s strategic priorities. Marketing Ops teams should research tools and tech that aligns with those priorities. If you aren\u2019t focused with your efforts, you will drive yourself crazy with the endless possibilities.<\/p>\nQ:<\/strong> Do you expect to see a lot of inhouse training in how to use AI or will that generally need to be outsourced?<\/p>\nA: <\/strong>I think initially, outsourcing may be a more popular and successful approach to AI in order to achieve short-term wins. But long-term, I anticipate more companies will expect their teams to develop in-house expertise and then supplement with outsourcing.<\/p>\n<\/p>\n
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