AI allows marketers to make data-driven decisions faster, says NICE CMO Einat Weiss

Business Insider

NICE CMO Einat Weiss explains how AI is being used effectively in the marketing space.

Transcript

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.

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