You know, ever since ChatGPT came out about a year ago, there’s been this big push to figure out how to take advantage of artificial intelligence, man. It’s become a major focus for a lot of businesses, dude. So, check this out, right? Marketing leaders from Mastercard and EY got together at a TIME100 Talks event during advertising week to talk about integrating AI into their workflows, and it was wild, bro.
There were these two powerhouses on stage, man. Cheryl Guerin, the executive VP of global brand strategy and innovation at Mastercard, and Janet Balis, the marketing practice leader at EY Consulting in the Americas. They were dropping some serious knowledge about how AI is gonna change the game in the marketing industry, bro. It was a conversation you don’t wanna miss.
Now, Guerin pointed out that while a lot of people are just starting to realize what AI can do, companies like Mastercard have actually been using AI tools for a while now, dude. Like, they’re already using it to manage products and services every single day. And get this, man, Mastercard’s been using AI systems to do targeted marketing and track trends. It’s all about being more efficient, bro. Guerin called it an absolute multiplier on what they can do.
But here’s the thing, bro. Getting access to generative AI, which is all about creating new stuff like text, images, videos, or code, comes with its own set of challenges. Guerin said they’re still learning how to fully harness this powerful technology. It’s like making everything faster, better, and more efficient, you know what I mean?
According to Balis, using AI is gonna be a two-fold endeavor for most companies, man. They’ll need to figure out how to use it both externally and internally. There’s this long-term potential that’s gonna change everything, bro. But then there are also these amazing micro uses, dude. Some people worry that AI will take away jobs, but Balis sees it as a tool that can actually make jobs easier. It’s about thinking of tasks becoming easier rather than being threatened, man.
Now, one of the big challenges in incorporating AI is having the right data to fuel the models, bro. Balis mentioned this survey from the Mobile Marketing Association, man. It found that 78% of marketers had trouble with data validation and quality. That’s a major roadblock when you’re trying to use AI effectively, bro. It’s like trying to make a delicious meal with bad ingredients, you know?
And here’s the kicker, man. When it comes to integrating AI into marketing practices, Guerin wants brands to remember the human touch that makes them unique, bro. It’s not just about the technical stuff that improves personalization and insights. It’s about keeping that emotional connection alive, man. Losing that connection would be a major loss for brands, dude.
Oh, and by the way, this whole discussion was presented by Meta, bro. They’re all about unlocking the potential of AI in marketing, man.