A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing
Raj Venkatesan & Jim Lecinski
This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success – regardless of where their marketing organisation is in the process.
The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit?
The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the “AI Marketing Canvas.” Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands, including Google, Lyft, Ancestry.com, and Coca-Cola, that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders, for your team and culture.
Review
The AI Marketing Canvas is a visionary, yet practical guide for brands navigating the AI revolution. As someone tasked with maintaining human connection in digital experiences, I appreciated their framework for balancing automation with authenticity.
The book’s five-stage canvas (Foundation, Experimentation, Expansion, Transformation, Monetisation) gave us a clear roadmap to integrate AI without losing brand soul. We applied their “predictive personalisation” principles to our email campaigns, using AI to tailor imagery and messaging based on user behaviour while maintaining consistent tonal branding. Open rates improved by 28% without sacrificing brand recognition.
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