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AI in Marketing

Top 3 Must-Haves for Successful AI Adoption in Marketing

November 22, 20234 min read


At Fuel Media and Marketing, we often ask guest experts to comment on the prevailing subjects in the trade media, and today is no exception. With headlines like these all over the press right now Artificial Intelligence in business has never been more pertinent. We asked Katie King, published author and CEO of AI In Business to give us her hot take on the burgeoning industry, what it means for marketing and how to begin using this fascinating technology.

Katie is a published Author, Keynote Speaker and Consultant on Artificial Intelligence. Voted the ‘Leading AI Strategist’ and ‘Top 10 influencer in AI’ in 2023, Katie has over 30 years of consulting experience and has advised many of the world’s leading brands and business leaders, including Virgin, Harrods, Rolls-Royce, o2 and more.

Katy King

By Katie King

Artificial Intelligence. Everybody seems to want to adopt it, but few know where to begin. With so much talk about AI, it can be challenging to cut through the hype and separate fact from fiction. Here are my top 3 must-haves for marketing leaders looking to adopt AI into their teams.

1. Need
In today’s highly competitive and tumultuous marketplace, businesses and their marketing teams simply cannot afford to embark on vanity AI projects. That’s why it is critically important to have considered a few business cases for AI as opposed to jumping on the tactical bandwagon. What problems are you looking to solve? What areas need improving? Once you are clear on what you are looking to achieve, only then can you truly assess if adopting AI is a logical next step. You may find that AI is the right solution, or you may find that there are other routes available for solving your problems.

It is also important to ensure that the needs you identified guide which tools you adopt. This technology is not a one-size-fits-all solution to every business problem, and trendy platforms may not be the answer to your organisation’s issues. Be clear on your needs and the issues at hand, and keep those factors front of mind throughout the rest of the adoption journey.

2. Realism
Choosing the right tools is only half the battle. There has been a lot of hype surrounding AI, which has unfortunately led to misinformation and inflated expectations. AI will not solve all of your problems overnight nor will it replace your entire marketing staff, which is one of the most common misconceptions circulating currently. This technology is very good at the tasks it is created for but cannot ‘do it all’.

Therefore, it’s important to be realistic about what AI can accomplish for your business and what it means for your team. Think of this technology as an assistant rather than a boss, and a Co-Pilot.  Equipped with AI tools, for example, your own tailored GPTs, Midjourney, Phrasee and other tools, your team will become more productive and effective, but for AI to work it will still need clever prompting and oversight from your human staff.

Be sure you are just as clear on the limitations of this technology as you are on the potential benefits, and do not rush into any hasty staffing decisions until you understand the role AI will play in helping you reach your goals.

3. Communication
As a marketer, you’ve built your career on communicating well, but getting your messaging right during your AI adoption journey is one of the biggest challenges you may face. There are multiple stakeholders involved in a successful AI adoption including the leadership team, staff throughout the organisational hierarchy, customers, investors, shareholders, and beyond. How you generate buy-in and support from these different groups will vary, and will require you to adapt your tone, messaging, and approach.

You will need alignment from the leadership team on core objectives and may potentially have to make a case for investing in certain tools for various tasks. With your team, you will need to offer reassurance and create excitement for the next stage of the business. And with your customers, you need to communicate how AI is being used to improve their experiences and offer transparency into the role their data potentially plays in that. It can be a fine line to walk, but navigating the communications divide is the perfect challenge for a skilled marketing leader.

When adopting AI, the hardest and most critical steps you take are often the first few. Having the right expectations, clear objectives, and alignment can make all the difference. 

If you are looking to assess your team’s preparedness for AI, try out my virtual Scorecard for Success found here:

Fuel Media and Marketing is a leading specialist communications consulting company. Our teams advise clients in the field of media communications. To find out more on how Fuel can help, contact Oli on +44(0) 7534 129 097 or email [email protected] 

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