Marketers are no stranger to perfectionism. A second, third, hundredth check on a campaign before you hit send, days of back and forth with the design team over getting an image just right... we see such attention to detail as part of the value we bring to our organizations.
Usually, it serves us well.
Of course, we know the pitfalls of perfectionism, too. We've all heard "don't let perfect be the enemy of good." Too much time spent on one campaign keeps us from scaling. Obsessing over a single image can delay a much larger project (and annoy the designers...).
But there is no area where our penchant for perfectionism can hurt us more than in our adoption and use of AI.
The Perils of Perfectionism in AI Adoption
The pursuit of the perfect AI tool can be a double-edged sword.
Some companies, driven by a commitment to flawless products, have hesitated to dive into AI innovations, or even exploration. That cautious approach, though aligned with brand values of excellence, risks leaving even tech giants behind in a fast-moving field.
Consider Apple. It was one of the last major technology companies to share its AI innovation. And though that cautious approach to AI might align with its brand, the market is clearly rewarding bold innovators in the AI space. Microsoft, with its aggressive AI plans, dethroned Apple as the most valuable technology company in the world.
In the AI race, waiting for perfection can cost you the lead. What are you missing out on by waiting for the perfect AI solution?
- Market leadership and brand recognition: Early adopters are already being hailed as AI innovators, attracting both customers and top talent.
- Data goldmine: With each AI interaction, companies are accumulating invaluable data and refining their models, learning and improving in real-time.
- Efficiency and productivity boost: AI is driving real operational efficiencies, resulting in cost savings and allowing practitioners to spend less time on monotonous execution—and more time on efforts that drive strategic value.
- Customer loyalty: AI is helping build better customer experiences at scale, such as in conversational shopping; such experiences are what win loyalty and give customers reasons to return in the future.
Can you really afford to stay on the sidelines?
Embracing the AI Revolution
I'm not advocating for mediocrity or half-baked solutions. Far from it. This is about making calculated moves that align with your business objectives.
I've lived this journey with Bloomreach. My team and I didn't wait for a perfect AI system; instead, we adopted a "start small, think big" approach. We began by incorporating AI into our daily operations, and the impact has been substantial. In just the past two months, we've piloted conversational emails using 6sense's Conversational Email, saving 81 hours of valuable marketing time. Our content marketing team has used Jasper AI to generate a staggering 331,000 words in three months, saving 180 hours of manual work.
With each new tool and use case, our teams grew more confident in what AI could achieve. They were able to iterate when they saw promise, to double-down where they saw results—and to cut back when they discovered certain AI tools weren't actually consequential.
By fostering a culture of AI experimentation, you'll gain a ton of short-term benefits—a more holistic view of operations, better customer interactions, efficiency gains, and so on—all while improving your AI applications for even greater long-term benefits.
Practical Steps for AI Integration in Marketing
Now that we've established why embracing AI is crucial, let's talk about how to actually do it. Here are some worthwhile steps based on my experience:
- Start with high-impact, low-risk AI tools. We've seen great results using Glean AI for internal knowledge management. As a remote-first organization, we all used to spend a lot of time trying to find information, waiting for colleagues on the other side of the world to get online and share documents or policies. Now, we ask Glean and it finds that information, instantly.
- Embrace the learning curve. Invest in AI tools even if they're only 80% effective to start. So many companies are open to hearing your feedback and working with you to improve the tool, particularly at this stage where AI is evolving so quickly. As an AI provider ourselves, this approach has been crucial in developing our own products, too.
- Avoid common pitfalls. Over-relying on AI without human oversight and neglecting the data that trains your models. We've seen that AI is a powerful tool, but it's not infallible. If AI is the pilot, you are the air traffic controller. Course-correct and optimize accordingly.
- Track progress and prove ROI. Set clear KPIs for your AI-driven campaigns. Conduct A/B tests comparing AI methods with traditional approaches. For instance, we've used AI to classify thousands of contacts into different buying personas, significantly enhancing our targeting precision. Our AI-driven approach has allowed us to be more agile, making data-informed adjustments to campaigns in real-time, which has led to measurable improvements in both lead quality and marketing ROI.
The key to effectively harnessing AI in marketing is to start now, learn as you go, and continually improve.
The AI revolution waits for no one—not even tech giants like Apple. And as marketers, we have a unique opportunity to lead this change, shape the future of our industry, and deliver unprecedented value to our customers.
More Resources on How to Use AI for Marketing
'Human-Ready Marketing': The Power of Human-AI Synergy
AI Skills: The Competitive Edge Marketers Can't Afford to Ignore
Why AI in B2B Marketing Is Essential for Survival and Success: Benefits & Strategies
Navigating AI Adoption and Use in Marketing: A Strategic Approach
