AI allows marketers to make data-driven decisions faster, says NICE CMO Einat Weiss
NICE CMO Einat Weiss explains how AI is being used effectively in the marketing space.
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00:00I always say that marketing thrives in the intersection between creativity and structure or process.
00:08I'm Inat Weiss. I'm the CMO of Nice.
00:11Nice is a software company, a global software company, that provides a cloud platform to improve customer experience using AI.
00:20And AI has hit our world for many, many domains, of course, including marketing.
00:28And it has implications, actually, in both sides.
00:32When we speak about process, the main challenge for any CMO is to really get data from multiple sources.
00:41In many cases, it's the same data that is being kept or stored in multiple systems
00:48and is being delivered from different angles and the need to consistently integrate all this data
00:56and make sense of it.
00:58Sometimes it takes so long to go through this process
01:02that the question that you're originally looking for the answer for is no longer relevant.
01:07With AI, it's becoming much, much easier to communicate with data
01:12and therefore to make decisions faster as well.
01:16AI is not new to marketing.
01:19AI has been around for a very long time.
01:23And one of the things that we see now that is becoming better and better
01:28is the ability to use AI to understand consumer intent.
01:34This helps us as marketeers to have a much more outside-in view
01:40when we plan campaigns, when we think about messaging, when we think about what would resonate.
01:46This really helps to create it correctly based on what customers are looking for
01:52versus sometimes what we want to market to them.
01:56That's when we really speak about the process or the structure side.
02:00The other side of it is AI is really a great power multiplier when it comes to creativity.
02:08I don't suggest to anyone to use generative AI tools to actually generate content.
02:16It's very, very easy to identify content that was generated strictly by AI.
02:21But it does solve one of the biggest problems to anyone who is in marketing
02:27or is doing anything that is in the creative domain, I would say.
02:33And that's that moment where you have to start something new.
02:37And you sit in front of a blank page and you have to really start thinking about
02:42what is my tagline going to be?
02:44How am I going to write the outline for my next webinar or my next white paper?
02:50AI can be thought of as someone or something to brainstorm with,
02:55something that you can brainstorm with whenever it's convenient for you.
03:00You don't need to schedule a large meeting.
03:03You can just really bounce ideas and get some feedback
03:06and sometimes some ideas that gets you out of your own head
03:10and help you find new angles for whatever it is that you're creating.
03:16In our world, there was a lot of fear from AI.
03:21A lot of marketeers were concerned that AI may take over certain roles
03:28or will create efficiencies to the extent that teams will be much smaller.
03:34But right now what we see is there is much more FOMO around AI,
03:39fear of missing out, versus just fear.
03:43And a lot of companies, a lot of marketing organizations
03:46are actually adopting AI very, very quickly.
03:50So when AI helps with making processes more efficient
03:55and when it helps everybody to actually start their thought process in a better way,
04:02creativity actually is going to be the main differentiator
04:07in the marketing world moving forward.