The reality of AI adoption in marketing by Canadian companies

Introduction

Artificial Intelligence (AI) is rapidly changing industries, and marketing is no exception. For Canadian companies, the adoption of AI is not just about staying ahead – it's about survival in an increasingly competitive landscape. This article explores the reality of AI adoption in marketing, highlighting how different sectors are embracing AI, and providing actionable steps for marketers to begin their AI journey.

Current problems to address

Today’s marketers are overwhelmed by the constant demands of “always on” digital assets and data-driven programs. While strategic planning often takes a backseat, AI presents an opportunity to reclaim time spent on execution and uncover strategic insights. By automating routine tasks and providing deep analytical insights, AI enables marketers to focus on high-impact activities.  

Professional services lead AI adoption

Professional services are among the fastest adopters of AI. According to the Canadian Survey on Business Conditions, the highest adoption rates of generative AI are in information and cultural industries (31%), professional, scientific, and technical services (28%), and finance and insurance (23%). These sectors, characterized by extensive knowledge work, leverage AI to analyze data, identify patterns and accelerate processes.

AI is not a one-size-fits-all solution. Each industry tailors AI use cases to its specific needs, proving the versatility and adaptability of AI technologies.

According to a recent Statistics Canada analysis,  the top AI applications in each sector vary. Different sectors have different needs such as:

• Information and cultural industries: natural language processing, large language models.
• Professional services: image and pattern recognition, machine learning.
• Finance and insurance: virtual agents or chatbots, data analytics.

Marketers are also getting on board

Globally, marketing and sales teams are experimenting with AI.  Predictive analytics and generative AI are frequently used to speed up repetitive processes and enhance personalization. Canadian marketers are no exception, using AI for both strategic planning and tactical execution.

On the front lines of marketing, Gen AI is being used in a number of ways. The top marketing use cases for generative AI, according to the Canadian Survey on Business Conditions, include:

• Accelerating the development of creative content (69%)
• Increasing automation (46%)
• Improving customer experience (38%)

Marketers seem to be using AI for both planning and tactical execution. Research by The Conference Board found that the top applications of AI for marketers include: summarizing content (44%), doing the legwork/inspiring thinking (41%), and personalizing customer/user content (33%).  

How should marketers begin?

Getting started with AI can be daunting, but the key is to get things in motion.

• Educate yourself through a variety of sources.
• Rely on peer groups for valuable and practical insights relevant to your sector.
• Once you have a foundational understanding, identify an internal champion to guide and motivate your team.
• Start testing AI with small pilot projects, and make sure to evaluate your outcomes along the way.
• Keep in mind ethical guardrails and ensure that AI solutions do not have built-in bias.

Steps to start your AI journey:

1. Education: Utilize available resources including webinars, articles, videos and peer groups to learn about AI.
2. Internal champion: Find an enthusiastic team member to lead the AI initiative.
3. Pilot projects: Start with small, manageable AI projects to demonstrate value.
4. Evaluate results: Use the outcomes of pilot projects to refine your AI strategy.

Case Study: AI innovation at a digital agency

Tekside.io, my marketing agency, recommends a practical approach to AI adoption. By allocating an innovation budget, hiring an AI engineer and securing government funding, we quickly launched multiple AI pilot projects. Within eight months, we were up to speed with applied AI projects, and we were seeing promising results.

Some of the areas of AI applications we’ve explored include market research, competitive analysis, content strategies, journey automation, email personalization, and next best offers/recommendation engine.

Our philosophy is to leverage AI for faster and deeper insights, enhancing productivity and efficiency. Our experience highlights that AI can significantly improve marketing outcomes when it is implemented strategically.

Strategic advantages of adopting AI in marketing

AI can enable more than just operational efficiency; it fosters strategic thinking and creates a sustainable competitive advantage. “Increased efficiency opens up marketing capacity to do more work, which can also enable more innovative work,” notes marketing giant Persado in The CMO’s Guide to Achieving Impact with Generative AI.

Strategic advantages need to be clearly outlined and communicated to the C-suite to get buy-in. Some of the benefits to emphasize to your C-Suite are:

• Operational efficiency: Automation of routine tasks.
• Strategic insights: Deep data analysis for informed decision-making.
• Enhanced personalization: Tailored customer experiences.
• Faster execution: Faster implementation of marketing strategies.

Conclusion

AI adoption in marketing is no longer optional; it’s essential. By following the steps outlined and learning from industry leaders, marketers can harness the power of AI to drive strategic growth and stay competitive. Educate your team and embrace the future of marketing.

By strategically adopting AI, marketers can not only enhance their efficiency but also unlock new levels of strategic insight and innovation. The time to act is now; the tools are available, and the benefits are clear. Start your AI journey today and position your organization for long-term success.

The reality is – all you need to get started is, a bit of time, a small budget, and a problem to solve!