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1、Dos and Donts for Securing Generative AI BudgetYou cant have a 10-minute business conversation without the topic of generative AI(GenAI)coming up these days.02DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETHowever,to actually benefit from GenAI,you need more than hype you need budget approval.This c
2、an be a tough task,especially as economic concerns remain high.Thats why weve created this booklet.It provides you with the information you need to create a sense of urgency,speak the right language,share tangible GenAI use cases,and ultimately secure funding for these critical projects.Weve spent d
3、ecades working with key stakeholders across Fortune 500 brands to deliver innovative analytics and tech solutions and are excited to pass those learnings to you.Lets dig into how you can make getting buy-in for GenAI a breeze!03DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETcreate a sense of urgency
4、.Do04DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETMost marketers know the benefits of GenAI by now,so focus on the risks of not moving forward,which are:LOST CUSTOMERS GenAI powers personalized experiences like chatbots and content recommendations.If youre not providing these options customers wan
5、t,youll lose market share.OUTDATED OFFERINGS GenAI can help generate innovative new ideas,prototypes,and feedback loops.SUBOPTIMAL FINANCIALS GenAI powers new revenue streams,like data monetization,and can reduce costs through efficiency.MISSED CREATIVITY GenAI helps foster collaboration and learnin
6、g across different teams and as we all know,diverse perspectives create better outcomes.123405DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETknow your audience.Do06DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETFOR CMOS,focus more broadly on enhancements for your business,like:Creating better custom
7、er experiences.The types of data and attributes a solution uses like interactions,behaviors,and sentiments to show depth of engagement.Answering real business questions,like“Where should I allocate my next$1M in marketing budget?”or“Can you build an audience of my best customers?”Assuring privacy co
8、mpliance.FOR CTOS,go deeper into a solutions technical sophistication,including:How the custom AI models are trained and built.For example,a tailored model created with Merkles GenCX includes specific details,such as the number of attributes incorporated,US individuals captured,and parameters used t
9、o inform the data relationships.Specifics around what data sources are being used.The details of privacy compliance and ethical AI protocols.What resonates with your CMO wont be the same as what resonates with your CTO and vice versa.Use language that aligns with their priorities.07DOS AND DONTS FOR
10、 SECURING GENERATIVE AI BUDGETforget about oversight and compliance.Dont08DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETWith thousands of content pieces floating around about GenAI,its easy to forget that its still a very new technology for marketing.That means youll likely need to invest not only
11、in solution providers,but also in legal guidance and data compliance.Make sure thats included as part of your budget plans.Youll also want to ensure that your brand,and any provider using GenAI on behalf of your brand,has strong ethical AI procedures in place.To learn more about using AI responsibly
12、 and the importance of human oversight,explore these resources:Three Reasons Ethical AI Needs to be On Your Roadmap BlogEmbracing Ethical AIEbook09DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETmake the hypothetical real.Do10DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETFor example,Merkles GenCX in
13、cludes a host of use cases that may help maximize advertising investments and create better customer experiences.Launch into new markets or channels with next-level customer insights that apply existing data,like demographics,customer tenure,market research,and customer preferences,to new scenarios.
14、Solve for big-picture challenges by segmenting audiences by business outcomes(“show me ideas for increasing monthly revenue”)instead of dictating attributes(“give me an audience of high-income households”).Deploy the next-best-action through on-demand predictive analysis that shows how likely a cust
15、omer is to engage your brand in a particular way.Create ad copy that will resonate by tailoring content to the audience and channel.Drive greater creative engagement by personalizing images based on performance,audiences,and analytics.Analyze campaigns rapidly to make the most of your in-market adve
16、rtising.Start by understanding your businesss core challenges,then showcase how generative AI can help solve those problems.11DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETtry to evolve everywhere at once.Dont12DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETStart with the most impactful use cases a
17、nd leverage their successes to accumulate learnings and build a case for expansion.Heres a framework to help you with your GenAI evolution.Experiment,Ideate,&Strategize Start thinking of generative AI as tool kits(like you use Excel).Define use cases where GenAI can boost productivity.Select public
18、models and make them available for work.Invest in prompt training.Set up a governance around AI.Build Custom Proof of Concepts Create your first custom models.Set up your environment to customize generative AI.Select use cases where public models fail due to lack of your context.Create your custom t
19、raining datasets and fine-tune a model.Integrate the fine-tuned model.Integrate Ai Into The Core Of Your Business Build fully custom digital products or solutions powered by GenAI.Create custom interfaces/interaction to your model.Scale your solution by building multi-model setups.Seamlessly integra
20、te your solution with your solution architecture.Roll out your solution globally.MAKE IT WORKMAKE IT BETTERMAKE IT BIGGER13DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETfind the right partner.Do14DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETGenerative AI is all the rage and with the right approac
21、h,use cases,and solutions it can have a meaningful impact on your business.The right partner can help you secure buy-in by providing demos,case studies,impact estimates,and more.Wondering how generative AI can work best for your brand?Reach out so we can explore your specific needs together.CONCLUSI
22、ON15DOS AND DONTS FOR SECURING GENERATIVE AI BUDGETAbout MerkleMerkle,a dentsu company,is a leading data-driven customer experience management(CXM)company that specializes in the delivery of unique,personalized customer experiences across platforms and devices.For more than 30 years,Fortune 1000 com
23、panies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios.The companys heritage in data,technology,and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing str
24、ategies.Its combined strengths in consulting,creative,media,analytics,data,identity,CX/commerce,technology,and loyalty&promotions drive improved marketing results and competitive advantage.With more than 16,000 employees,Merkle is headquartered in Columbia,Maryland,with locations in 30+countries throughout the Americas,EMEA,and APAC.For more information,contact Merkle at 1-877-9-Merkle or visit .