We are certainly in the era of the widespread adoption of new technologies such as artificial intelligence, machine learning, and automation. These technologies are changing how we live, work, and interact with each other, and are profoundly impacting the economy, society, and the world at large.
Today, alongside 40 CMOs attending our inaugural CMO Impact Workshop, we unveiled our vision for how these technologies will impact marketing and unlock human creativity and business potential.
Decision Intelligence For Marketing
As marketing has increased purview over the customer journey and how brand strength drives business growth, CMOs have a unique opportunity to impact corporate strategy in this time of dramatic innovation. However, as AI becomes more prevalent, we are seeing a parallel increase in the amount of data that marketers need to master, as well as continued fragmentation of martech tools. To address these new opportunities and challenges, a new category is emerging. Decision Intelligence is the combination of data analysis, artificial intelligence, and human judgment to make better decisions. For marketing, that means more agile, confident decisions that build a strong brand, improve ROI, and drive growth for the organization.
To effectively bring Decision Intelligence to marketers, there are three critical elements:
DATA FABRIC: Data is the lifeblood of every AI system. It is costly to amass, store, and govern, but it will be a competitive necessity in the AI-empowered world. Marketers deploying AI systems cannot rely on their own data alone. To remain competitive, marketers must go beyond traditional internal data sources and add external data inputs to make better-informed decisions. A Data Fabric will fuel decisions with easy access to marketing spend, customer sentiment, brand health, and performance data for themselves and competitors.
INTELLIGENT CANVAS: We need a new way to access external and internal data built for the marketing use cases. This “Intelligent Canvas” is a context-aware application, built with native AI capabilities that enable marketers to tap into the Data Fabric for uses cases that span strategic decision-making through creation and execution. The Intelligent Canvas will allow marketers to ask questions in natural language and use the data to fuel campaign decisions, messaging decisions, opportunity analysis, and ultimately prioritize the most important actions that will drive durable growth.
FUTURE-READY ECOSYSTEM: The Future-Ready Ecosystem is a new breed of companies that put data at the center of their marketing process. This ecosystem includes new technology solutions that connect to the Data Fabric and deliver new experiences on the Intelligent Canvas as well as agency partners that embrace these new work methods and data-driven creative approaches.
Today we also shared a major advancement in the future-ready ecosystem for Decision Intelligence. We are thrilled to announce a powerful alliance with Material. The partnership will combine Material’s industry-leading design, analytics, and technology expertise with BlueOcean’s cutting-edge brand intelligence technology. Together, we will unlock unprecedented growth for our customers through the power of brand and transformative experiences.
Finally, we are grateful to have shared the day with so many insightful, inspirational marketing leaders. These leaders will be setting the vision and carrying the torch for how AI can be a force for good in their organizations. We will be sharing a thought leadership piece representing the discussions and POVs shared by these innovative marketers in attendance. We look forward to continuing the dialogue and partnering with this community on the journey to AI-empowered human creativity.
