Forrester takes a page out of the ‘drink responsibly’ campaign in new guidance for AI marketing

The emergence of generative AI in marketing technology: Generative AI (genAI) is in its early stages of adoption within the marketing technology (martech) landscape, prompting a call for responsible implementation and strategic planning.

• Forrester analysts draw parallels between the responsible use of genAI and the alcohol industry’s “Drink responsibly” campaign, highlighting the need for a measured approach to this transformative technology.
• The current state of genAI in martech primarily involves creative design applications, with limited adoption in analytics, insights, and operational assistance.

Key resources for responsible AI adoption: Forrester has published two research pieces to guide marketers in responsibly planning and incorporating genAI capabilities into their martech ecosystems.

• The B2C Martech AI Use Cases Planning Tool offers definitions for 26 martech use cases and helps marketers prioritize their genAI adoption strategy.
• For B2B marketers, Forrester provides a Revenue Technology Use Case Template to create outcome-focused use cases and gain buy-in for AI and other technology requests.

Operationalizing genAI in martech: Forrester’s guide “Shift Generative AI In Martech From Theory To Reality” outlines four critical aspects for B2C and B2B marketers to consider when activating genAI.

• People: GenAI adoption requires collaboration across key stakeholders, including marketers, IT professionals, data scientists, and stewards.
• Process: An iterative approach is recommended, following five steps: ideate, forecast, prototype, prioritize, and activate.
• Implementation: Marketers should consider various access points for genAI, including embedded tools in third-party technology, public large language models (LLMs), or custom-built LLMs.
• Measurement: It’s crucial to establish a plan for measuring genAI’s impact, focusing on both efficiency and effectiveness goals.

Current state of genAI adoption: The most common use cases for genAI in martech today are centered around content generation and natural language interfaces.

• Content generation tools are being widely explored by marketers to streamline creative processes.
• Natural language interfaces and application assistants within existing tools are gaining traction, enhancing user experience and productivity.

Challenges in genAI implementation: Despite the potential benefits, marketers face several hurdles in fully leveraging genAI capabilities.

• Many marketers lack defined metrics for measuring the impact of genAI implementations, which can hinder effective evaluation and optimization.
• The rapid evolution of genAI technology requires marketers to stay informed and adaptable to new developments and use cases.

Future outlook: genAI in martech will continue to evolve, with more advanced applications expected in analytics, insights, and operational assistance.

• Marketers should anticipate a gradual expansion of genAI use cases beyond creative design, preparing for more sophisticated applications in data analysis and decision-making processes.
• Continuous learning and adaptation will be key for marketers to leverage genAI effectively as the technology matures.

Navigating the genAI landscape: As the marketing industry grapples with the implications and potential of genAI, a cautious yet proactive approach is recommended.

• Marketers are encouraged to engage with Forrester analysts for guidance sessions or inquiries to navigate the complex landscape of genAI in martech.
• The emphasis on responsible AI use underscores the importance of ethical considerations and strategic planning in the adoption of this transformative technology.