Greg Kihlström MBA, ACC, CLSSBB

Beyond ChatGPT for Marketers: Strategic augmentation of marketing and the customer experience with generative AI, automation, and other tools

Topics: Artificial intelligence, marketing technology, generative AI, personalized customer experiences

Artificial intelligence, while certainly not new to marketers of business in general, is having a moment. Whether through generative AI with imagery or text, the automation of repetitive tasks, or determining the propensity of consumers to take action, artificial intelligence is becoming indispensable for leading brands and their marketing teams. Presented by an expert marketing technology keynote speaker who has worked with several Fortune 500 brands on these and similar challenges, AI and the Future of Marketing will explore these areas and give marketing leaders insights into the strategies and approaches that will set marketers up for future success by utilizing AI in strategic ways.

What is discussed:

• What marketers need to know about the growing adoption of artificial intelligence and machine learning in marketing
• The four primary areas where AI can augment and assist with marketing and creating best customer experiences
• Looking beyond the hype: what marketers should know about bias and realistic expectations from AI tools
• How to strategically adopt AI in marketing for your own organization

A Blueprint for 1:1, Customer-First, Employee-Driven Business Transformation

Based on the best-selling book of the same name, this talk gives audiences the ideas and insights to remain competitive in an omnichannel world.

Topics: Omnichannel personalized customer experiences, successful digital transformation, customer lifetime value

In today’s competitive environment, brands of all types are faced with the challenge to provide a better and more consistent customer experience across digital and non-digital channels. This means that companies must build a foundation for the future of customer relationships or lose relevancy in a crowded marketplace. Doing this, however, is not without its challenges. While many companies engage in digital transformations to modernize and anticipate future changes, these efforts are often fraught with delays, budget overruns, and many fail to deliver the results promised.

Topics: Artificial intelligence, marketing technology, generative AI, personalized customer experiences

Artificial intelligence-based tools and platforms, from generative tools like ChatGPT or Midjourney to predictive analytics and workflow automation hold great potential for marketers and marketing teams, but their true power can only be unlocked by having a clear plan to operationalize them. This requires having a clearly defined strategic approach to how AI and its applications will be assessed, adopted, and evaluated within the business.

Presented by an expert marketing technology keynote speaker who has worked with several Fortune 500 brands on these and similar challenges, Why you need an AI philosophy…now will explore these areas and give marketing leaders insights into the strategies and approaches that will set marketers up for future success by utilizing AI in strategic ways.

What is discussed

• How to look at (3) different AI philosophies to find an approach that works with your organization from the most cautious and risk-averse to more broadly adopting it throughout the organization
• The benefits of having a clear AI philosophy and how it allows your organization to:
• Set ground rules on how it is used within your business, including how risk-related, compliance and regulatory issues are handled
• Integrate with core teams and infrastructure of the business
• Operationalize AI and its component parts within the business
• Build repeatable processes so there is consistency in how AI is adopted
• Continuously improve how AI fits into your business

Staying agile in an experience-first, privacy-conscious, customer-centric world

Topics: Marketing technology, first-party data, personalization, customer journey orchestration

Customers expect personalized experiences from brands, yet are increasingly concerned about how their data is being used. As consumer preferences shift, and data regulations increase, brands are caught in the middle. The solution to these challenges is to create a first-party data strategy that enables the type of personalization that customers want, yet protects customer data in a way that anticipates future trends. Presented by an expert marketing technology keynote speaker who has worked with several Fortune 500 brands on these and similar challenges, First-party marketing will explore these areas and give marketing leaders insights into the strategies and approaches that will strike the right balance between customer experience needs, and global data privacy requirements.

What is discussed:

• What marketers need to know about the upcoming evolution away from reliance on third party data and cookies
• How to balance customers’ demand for personalized experience with their desire for increased data privacy
• How to create a first-party data strategy that benefits both customers and your brand
• The marketing technology approaches and infrastructure necessary to achieve success
• Keeping an agile mindset as customer preferences, technology solutions, and privacy considerations continue to evolve

How do you choose the measurements that matter to create a great, sustainable CX?

Customer experience has become the primary method of competitive differentiation between most brands today. While most companies claim that customers and their needs drive decisions and priority within their organizations, when it comes time to prioritize customer needs, it can often be more difficult and less clear exactly how and what to do. There are several reasons for this, and these reasons form the foundation of Meaningful Measurement of the Customer Experience. The talk provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal. It also provides a framework to create a system of meaningful measurement that can not only improve the customer experience by holistically looking at the customer journey, but provide a sustainable method for analysis and optimization with a more agile approach to continuous improvement. This provides internal teams with the metrics and justification they need to continue improving the customer experience, creates a collaborative, customer-centric culture aligned around common goals, and ultimately benefits the customers, who buy, buy more, buy more often, and tell others about their experiences.

What is discussed:

• How to choose and prioritize the metrics that matter in your customer experience efforts
• The importance of a customer-centric culture where everyone in the organization has a line of sight to their relationship to the customer
• A new way of thinking about the types of measurements needed to get the most return on your customer experience initiatives.
• Operationalizing great experience in a way that is repeatable and adaptive to change.