Harnessing the AI Revolution: A Guide for Marketing Specialists.

Have you ever felt overwhelmed by the speed of technological innovation? Are you concerned that your competitors may leverage the latest advances in artificial intelligence (AI) to understand your customers better than you do? Are you using technology and data to enhance your unique services or simply to keep your operations running?

These concerns are common among marketing specialists, but often the demands of daily operations take priority. However, the recent emergence of generative AI, like ChatGPT, has intensified these concerns. This technology, which seemed to have come out of nowhere, is impacting every industry at an exponential pace.

Even the most experienced marketing specialists are feeling the giant steps of the AI revolution. But should they? Or are there more pressing issues to consider?

The Era of Rapid Self-Service Innovation

Contrary to what some may suggest, we are not entering the ‘era of artificial intelligence.’ Instead, we are entering an era of ‘rapid self-service innovation.’

AI is an enabler, not the end goal. Organizations that harness AI will be the most innovative, agile, and flexible. The real challenge comes from small disruptors who have already infiltrated your industry and are leveraging AI more effectively and quickly than you are.

Prepare for the AI Revolution

The past decade of ‘agile and digital transformation’ has prepared most organizations for more adaptable approaches to change. However, the pace of innovation in the workplace is accelerating, and it is crucial to be truly agile.

To prepare for what lies ahead, consider these three key factors:

  • Are your teams empowered to experiment with new AI-enabled technologies in a ‘safe-to-fail’ environment?
  • Can ideas spread quickly within your organization, allowing value to scale organically?
  • Do you have solid data management foundations that enable the secure discovery and utilization of data?

Let’s delve deeper into these points.

Foster Innovation at Scale
Don’t just think about creating solutions using generative AI. Prepare for the waves of innovation it will unlock. Evaluate how easy it is for change to emerge from your frontline workforce and be adopted at scale.

AI could impact everyone in your organization, from a sales representative to a digital marketing specialist. Can they safely handle the introduction of an AI tool that enhances productivity? You must articulate the benefits and share the idea with potentially hundreds of people performing similar roles worldwide.

Change can be uncomfortable, and bureaucratic governance can often impede the flow of value. However, this must change if you want to stay ahead of the impending technological disruption.

Adopt a Product Mindset

Ensuring that change has purpose and is user-centered doesn’t happen by accident. We’ve all had ideas that we considered brilliant: a new feature for the website or a productivity tool for the team. However, these ideas often don’t work out or fade away.

Applying a product mindset to our ideas helps us validate the idea before diving in. Consider user adoption and the long-term implications of the change. Ultimately, product thinking helps us successfully implement and sustain change.

Establish Strong Data Foundations

To succeed with generative AI, your data must be discoverable, accessible, and reliable. AI is only as good as the data it can access.

If a marketing team uses a ready-to-use AI tool to generate insights, can they trust that information if they don’t trust the data being input into the engine? The old saying ‘garbage in, garbage out’ still applies. Data governance is more critical than ever.

The more quality-assured data you have, packaged and ready to use, the more innovation options you’ll have at your fingertips. So, while the world is excited about generative AI, don’t forget to focus on getting your data foundations right in parallel.

The Future is Now

The excitement and anxiety surrounding AI are justified. AI is changing the world as we know it, and it’s happening right now.

Staying at the forefront is not about hiring the best AI talent or investing millions in a digital transformation program. The winners of this new era will create a safe space for experimentation and networks that enable the rapid and secure scaling of ideas. They will get the right databases and remember that AI is as much about people as it is about technology.


As marketing specialists, it’s time to embrace AI, not fear it. The AI revolution is here to stay, and it’s time to harness its power to enhance your marketing strategies. Remember, you’re not alone on this journey. At Anagram, we’re here to help you navigate the AI landscape, empower your teams, and build strong data foundations. Together, we can leverage AI to create innovative, agile, and customer-centric marketing strategies. Contact us today to learn more about how we can help you thrive in the era of rapid self-service innovation.