Recently the marketing analyst firm Gartner published a set of assertions about Generative AI that made us stop and think:
- By 2025, 30% of outbound marketing messages from large organizations will be synthetically generated.
- By 2026, 90% of online content will be synthetically generated.
- Within the next 3 years 75% of operational staff will shift from production to more strategic activities.
- CMOs will need to build a culture that values AI’s contribution while reinforcing the essential role of creative supervision and brand sensibilities that are still uniquely human.
Make no mistake: GenAI is changing everything about marketing, from ideation, to content production, to brand strategy. And this applies to all of us working in the legal marketing field, in one way or another. Over the next few years, a massive wave of change is set to transform the composition and work of marketing and business development teams across the industry.
How should legal marketing/BD teams respond to this megatrend? Several of the firms we work with are pointing the way: they have established internal working groups to explore the implications of Generative AI for their marketing team. This is a great initiative that can help the team understand the potential impact of this technology and devise strategies to leverage it effectively. If you haven’t already done so, consider putting a GenAI working group at your firm.
Here’s a 12-step playbook to help you get started:
- Define the objective: Clearly articulate the purpose of the working group. Are you looking to explore how Generative AI can enhance your marketing campaigns, understand its ethical implications, or both? Defining the objective will guide the group’s activities.
- Identify key stakeholders: Determine the individuals who should be part of the working group. This could include members from your marketing team, data analysts, creatives, legal experts, and anyone else who can contribute valuable insights. Ensure a diverse set of perspectives to cover various aspects of Generative AI.
- Communicate the purpose: Share your vision and goals with the identified stakeholders. Explain the importance of exploring Generative AI’s implications and how it can potentially benefit your marketing efforts. Encourage their participation and commitment to the working group.
- Set a schedule: Establish a regular meeting schedule for the working group. Depending on the complexity of the topics you plan to discuss, you may choose to meet weekly, biweekly, or monthly. Consistency is key to maintain momentum and progress.
- Educate the group: Generative AI may be new to some members of your team, so it’s essential to provide educational resources. Share articles, videos, case studies, and other relevant materials that explain the fundamentals and potential applications of Generative AI in marketing.
- Discuss implications and opportunities: Organize interactive sessions where the group can collectively brainstorm and discuss the implications of Generative AI for your marketing team. Encourage open dialogue, ask thought-provoking questions, and facilitate idea sharing. Explore potential use cases, challenges, and ethical considerations.
- Research industry trends and best practices: Stay up to date with the latest developments in Generative AI and its applications in marketing. Research case studies, attend conferences, and engage with industry experts to understand how others are leveraging this technology effectively.
- Evaluate existing processes: Assess your current marketing strategies and workflows to identify areas where Generative AI could be integrated. Discuss how it can enhance content creation, audience segmentation, personalized experiences, or data analysis. Encourage innovative thinking and identify pilot projects to test the technology’s effectiveness.
- Establish ethical guidelines: As Generative AI raises ethical concerns, ensure your working group discusses these aspects. Collaboratively develop ethical guidelines for the use of Generative AI in marketing, ensuring transparency, privacy, and responsible data usage.
- Document findings and recommendations: Keep track of the group’s discussions, decisions, and recommendations. Document the implications and opportunities identified, ethical guidelines, and potential action plans. This documentation will serve as a valuable resource for your marketing team and other stakeholders.
- Present recommendations: Once the working group has explored Generative AI comprehensively, present your findings and recommendations to key decision-makers within your organization. Clearly articulate the benefits and potential risks, and propose strategies for incorporating Generative AI into your marketing initiatives.
- Implement and iterate: Begin implementing the recommendations based on the approved strategies. Continuously monitor and evaluate the impact of Generative AI on your marketing efforts. Iterate and refine your approach based on feedback and insights gained from real-world implementation.
By following these steps, you can establish a working group that actively explores the implications of Generative AI for your marketing team. This collaborative effort will equip your team with the knowledge and strategies to leverage this technology effectively and stay ahead in the ever-evolving marketing landscape.
Get in Touch
Interested in discussing how generative AI can be integrated into your firm’s marketing workflow? Reach out to our operational excellence team to learn more.
