How One Marketing Team Made AI Part of Its Daily Work

Nine out of ten marketers agree: Organizations must increase their use of AI if they want to stay competitive.

April 10, 2024

Yaroslav Danylchenko/Stocksy

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In today’s always-on environment, AI tools can help marketers optimize and personalize their campaigns quickly and efficiently. But AI alone won’t yield meaningful campaigns. Impact-driving work requires both human ingenuity and machine speed — a combination marketers can’t fully embrace without daily practice. This article discusses how one team experimented with used AI to complement their creative marketers on various tasks, and how it resulted in their most impactful campaign to date.

A marketer’s job is never done. Marketing leaders increasingly recognize that their teams need more support to square consumers’ around-the-clock expectations with the bandwidth of human marketers. According to a survey conducted by Forrester, nearly nine out of ten marketers believe their organization must increase its use of AI to stay competitive, especially as resources remain flat or decrease. Yet only half of marketers feel that they have adequately adopted AI, a discrepancy that isn’t necessarily surprising.

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Michelle Taite is the CMO of Mailchimp at Intuit. She is responsible for the business’s end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally. Previously, Michelle was the VP of Global Marketing for QuickBooks at Intuit, and she has also held roles at Unilever and New Balance. Michelle currently serves on the Association of National Advertisers Global CMO Growth Council and was named one of Insider’s Most Innovative CMOs in 2023.