Holisticrm BLOG

How Should Gen AI Fit into Your Marketing Strategy? – HBR.org Daily

AI | Business | Machine Learning

Title: How Generative AI Can Drive Holistic Marketing Performance

As businesses rush to integrate Generative AI into their marketing stack, it's crucial to move beyond hype and focus on practical value creation. A recent Harvard Business Review article, “How Should Gen AI Fit into Your Marketing Strategy?”, outlines key strategies for successfully embedding Generative AI into marketing teams and processes.

Key Takeaways from the Article:

  1. Use-Case First, Technology Second: The most successful companies don’t start with technology; they begin by identifying specific marketing challenges that AI can solve—such as content generation, personalization, or audience segmentation.

  2. Human-AI Collaboration: Generative AI achieves the best outcomes when paired with human expertise. Blending domain knowledge with AI insights leads to more targeted and meaningful outputs.

  3. Governance and Risk Management: Successful marketing organizations create clear policies to manage ethical risks, prevent brand misalignment, and maintain data privacy when using AI tools.

  4. Cross-Functional Integration: High-performing firms embed AI not just in marketing, but across product development, customer service, and data analytics to elevate the full customer experience.

Business Value of Holistic AI Integration:

A key use-case relevant to this framework is personalized customer journey orchestration using a custom AI model. By mapping engagement data from CRM, website, email, and social channels, a Machine Learning model can anticipate customer needs and deliver hyper-personalized experiences at scale.

For example, an AI agency or AI consultancy can help a retail brand use generative AI to create dynamic content variations for marketing emails based on customer behavior, boosting click-through rates and customer satisfaction. A well-trained AI expert can fine-tune these efforts into workflows that grow revenue and brand loyalty.

At HolistiCrm, where custom AI models are built to integrate data more deeply across marketing and sales platforms, this approach improves performance and ensures martech investments yield measurable ROI.

Ultimately, Gen AI should not sit as a siloed experiment—it must fit into a larger, holistic marketing transformation to deliver value efficiently and responsibly.

Read the original article: https://news.google.com/rss/articles/CBMif0FVX3lxTFBjendta2dsWWRjNmNEc1RPOXdaYnR0VXBJdnBBaU81eHBlbWhwaWF2cl9RY0ZtajdHUUF6ZTVhRWwyRllnNktFRTN3SUxSaExZY1p6MG9ia1RqeWJ5cHVGWFB3YU9xOG4tVlZITEt6MFlTU1BXV1ZJdXZBLW5yZWs?oc=5 (original article)