AI is evolving at an incredible pace, with new capabilities emerging almost every week. Last year, we assessed seven key things companies needs to know in the AI era of marketing and sales. Now, after a year of frenetic activity by AI developers and increasing adoption of new solutions by marketers, we're revisiting those strategies to see if they still hold up.
1. Empower your workforce with AI skills
The first step toward AI readiness begins with your people. Building a culture that encourages innovation and continuous learning is essential. By giving employees access to AI tools, you can foster curiosity and a mindset of experimentation. Training and development are critical to keeping everyone ahead of the curve.
This point is more important than ever, as AI adoption has been surging as a trend and increasing dramatically through out the year. Companies should give all employees access to some level of AI tools or the freedom to experiment. From understanding prompts to developing general AI proficiency, playing with AI is key to mastering it.
2. Prioritize data quality
Data quality is fundamental to the success of any AI project. Robust data governance and ensuring data integrity are super important. If you want good results, your source data must be exceptional.
This remains true. Even when working with private GPT-based systems, while you CAN plug them in to your files and see what happens, you can't expect them to perform perfectly. For better output you will benefit from logical naming conventions and data hierarchies to make your data comprehensible to AI systems. The better your data, the better your AI results.
3. Develop a scalable data architecture
An efficient data architecture is important to meet AI demands. Usually, marketing has the choice of selecting between the company's internal IT's data platform or acquiring a CDP. Fortunately, CDP's have been around for a while and are now converging into a set of distinct solutions, each with their own strengths & weaknesses. Finding the one that fits your needs is the challenge - one Luxid is happy to help you with.
Register for our upcoming Webinar on CDPs here to hear more about this topic!
Alternatively, if the cooperation between IT and marketing is functioning well, your existing data solution will prove a valuable ally in meeting AI demands and could be your road to AI adoption and hyper-personalization.
4. Navigate compliance and security challenges
AI regulations are evolving. In addition to frameworks like GDPR and CCPA, companies must prepare for new regulations such as the EU AI Act, the White House Blueprint for an AI Bill of Rights, and the UK’s AI regulation proposals. Compliance isn’t just about avoiding penalties—it’s about building trust.
This landscape is still highly dynamic. The EU AI Act is expected to be in full effect by next spring, requiring AI-assisted content to be labeled. In the US, applications for copyrighting partially AI-generated works are under review, though none have succeeded yet. Staying current on regulations is crucial. Here is a link to the US copyright office latest AI policy guidance for some inspirational reading on the topic.
5. Adopt always-on digital marketing
High-quality data is essential for effective AI, and always-on digital marketing can help provide a constant stream of this data. Leveraging real-time analytics and iterative processes can help fine-tune marketing campaigns, improve user experiences, and continuously enhance data quality.
Gathering your own data is becoming increasingly important as AI-generated content saturates the market. Trusted sources are more valuable than ever, and building a reliable data register through user consent is crucial for long-term success.
6. Optimize your martech stack
Your MarTech stack should align with your data architecture to maximize AI's potential. Whether it's a Customer Data Platform (CDP) or seamless cloud integrations, ensuring coherence between your CRM and automation tools is essential.
This remains vital. The more integrated your systems, the easier it will be to effectively use AI.
7. Expand AI across business operations
AI's potential isn't limited to marketing—it can enhance efficiency across HR, finance, supply chain, and beyond. Conduct workshops with various departments to identify areas where AI can provide meaningful improvements.
This is still highly relevant. If you’re only using AI to boost productivity, you’re missing out on broader opportunities that can benefit the entire organization.
Embracing AI is not just about technology—it's a company-wide transformation that touches every aspect of your operations. By focusing on these seven core areas, you can position your organization to thrive in the AI era.
The task is obviously not an easy one, but with the right partner, it's achievable. Luxid continues to help clients improve their data strategy and digital maturity, empowering them to leverage AI to its fullest potential.
If you’re looking for a trusted partner to help take your AI capabilities to the next level, then talk to one of our experts at Luxid.
