g-f(2)2214 The Power of Daily AI Experimentation: Insights from Mailchimp's CMO

 

genioux Fact post by Fernando Machuca and Claude

Introduction:

In the article "How One Marketing Team Made AI Part of Its Daily Work," Michelle Taite, CMO of Mailchimp at Intuit, shares how her team successfully integrated AI into their daily tasks and processes, which resulted in their most impactful marketing campaign to date. Taite emphasizes that while AI can help marketers optimize and personalize campaigns quickly and efficiently, it is the combination of human ingenuity and machine speed that drives meaningful results. She encourages marketers to experiment with AI daily to build familiarity and unlock its full potential.

genioux GK Nugget:

"AI alone isn't a strategy; it's a means to an end. For marketers, turning to AI for help should be as natural a habit as Googling." — Michelle Taite, CMO of Mailchimp at Intuit, April 11, 2024

genioux Foundational Fact:

Mailchimp's in-house agency, Wink, deployed AI in 2023 to deliver their most impactful campaign, which tested into the top 5% of Ipsos ads across the world. The team used a combination of generative AI and human expertise to collaborate more constructively, quickly optimize, and thoughtfully localize their message for various markets. This success demonstrates the potential of integrating AI into daily marketing tasks and processes.

The 10 most relevant genioux Facts:

1. AI empowers marketing teams to move quickly during the ideation phase by allowing them to show versus tell, narrowing down concepts and facilitating hard conversations earlier.
2. Using AI to express ideas can increase a team's velocity and shared understanding, driving momentum and confidence while freeing up resources for more advanced strategic adjustments.
3. Generative AI enables marketers to create variations of scripts and images, allowing for rapid optimization based on focus group feedback.
4. AI-powered creative automation tools help marketers version assets across different sizes and types, maintaining critical momentum when taking a campaign to market.
5. Balancing human ingenuity and machine speed is crucial for meaningful personalization and deeper customer connections.
6. Marketers should experiment with AI daily, using image generators, predictive analytics algorithms, AI notetakers, and chatbots to build familiarity and discover new use cases.
7. Practicing with AI both on and off the clock can help marketers harness its potential more effectively.
8. AI can be an equalizer and accelerator, enabling creative processes to be more specific, provocative, and nimble.
9. Sharing AI use cases among colleagues generates shared courage and fluency, leading to a meaningful competitive edge over time.
10. Leveraging predictive and generative AI is thoughtful, collaborative work that can deliver the results marketers need to achieve success and remain competitive.

Conclusion:

The success story of Mailchimp's marketing team demonstrates the transformative potential of integrating AI into daily marketing tasks and processes. By combining human ingenuity with machine speed, marketers can optimize campaigns, personalize messages, and drive meaningful results more efficiently. However, realizing the full benefits of AI requires a commitment to daily experimentation and a willingness to embrace new use cases. As marketers build familiarity and fluency with AI tools, they can unlock a powerful competitive edge and deliver the impactful campaigns needed to succeed in today's ever-evolving landscape. The key is to start experimenting and stay curious, as each small step can compound into significant time savings, game-changing ideas, and more constructive collaboration among teammates.

REFERENCE

The g-f GK Article

Michelle Taite, How One Marketing Team Made AI Part of Its Daily Work, Harvard Business Review, April 10, 2024.

ABOUT THE AUTHOR

Michelle Taite is the CMO of Mailchimp at Intuit. She is responsible for the business’s end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally. Previously, Michelle was the VP of Global Marketing for QuickBooks at Intuit, and she has also held roles at Unilever and New Balance. Michelle currently serves on the Association of National Advertisers Global CMO Growth Council and was named one of Insider’s Most Innovative CMOs in 2023.

Classical Summary:

In the Harvard Business Review article "How One Marketing Team Made AI Part of Its Daily Work," Michelle Taite, CMO of Mailchimp at Intuit, shares the compelling story of how her team successfully integrated AI into their daily tasks and processes, resulting in their most impactful marketing campaign to date. Taite emphasizes that while AI can help marketers optimize and personalize campaigns quickly and efficiently, it is the combination of human ingenuity and machine speed that drives meaningful results.

The article centers around the success of Mailchimp's in-house agency, Wink, which deployed AI in 2023 to deliver a campaign that tested into the top 5% of Ipsos ads across the world. The team used a combination of generative AI and human expertise to collaborate more constructively, quickly optimize, and thoughtfully localize their message for various markets. This success demonstrates the potential of integrating AI into daily marketing tasks and processes.

Taite highlights several key lessons from her team's experience. First, using AI to express ideas can increase a team's velocity and shared understanding, driving momentum and confidence while freeing up resources for more advanced strategic adjustments. Second, generative AI enables marketers to create variations of scripts and images, allowing for rapid optimization based on focus group feedback. Third, AI-powered creative automation tools help marketers version assets across different sizes and types, maintaining critical momentum when taking a campaign to market.

Throughout the article, Taite emphasizes the importance of balancing human ingenuity and machine speed for meaningful personalization and deeper customer connections. She encourages marketers to experiment with AI daily, using image generators, predictive analytics algorithms, AI notetakers, and chatbots to build familiarity and discover new use cases. Taite also suggests practicing with AI both on and off the clock to harness its potential more effectively.

The article concludes by highlighting the transformative potential of AI in marketing. Taite argues that AI can be an equalizer and accelerator, enabling creative processes to be more specific, provocative, and nimble. By sharing AI use cases among colleagues, marketers can generate shared courage and fluency, leading to a meaningful competitive edge over time. Ultimately, leveraging predictive and generative AI is thoughtful, collaborative work that can deliver the results marketers need to achieve success and remain competitive.

"How One Marketing Team Made AI Part of Its Daily Work" serves as an inspiring case study for marketers looking to harness the power of AI in their daily tasks and processes. By committing to daily experimentation and embracing new use cases, marketers can unlock the full potential of AI and drive meaningful results in an ever-evolving landscape.

Michelle Taite

Michelle Taite is the Chief Marketing Officer (CMO) of Mailchimp at Intuit⁴⁵⁶⁷⁸. She took on the role of CMO at Mailchimp in November after Intuit's acquisition of Mailchimp⁶⁷. Prior to this, she was a four-year veteran of Intuit, where she led marketing for QuickBooks⁷.

She has spoken about the importance of marketers knowing how to ignite the community and shared quick tips for success at the Marketers That Matter Forum on Community-Driven Disruption¹. She also discussed the impact of generative AI on marketing and how it provides the means to personalize at scale²⁴.

At Intuit Mailchimp, she focuses on marketing to marketers, understanding that the first need for small businesses, especially e-commerce businesses, is to get customers⁸. She thinks about creative ways of winning the game and winning over new customers⁸.

She is working to evolve the Mailchimp brand, create a more connected customer journey, and bridge performance with creativity⁶. Her approach to marketing is customer-obsessed, and everything they do starts with the customer⁵.

Source: Conversation with Bing, 4/12/2024

(1) Michelle Taite, CMO at Intuit Mailchimp, Spoke to Insider About AI. https://www.businessinsider.com/michelle-taite-global-chief-marketing-officer-mailchimp-2023-6.

(2) Michelle Taite, CMO Intuit Mailchimp - YouTube. https://www.youtube.com/watch?v=PRESqVDU-oE.

(3) Navigating The Intersection Of Culture And Conversion With Michelle .... https://www.alistdaily.com/strategy/navigating-the-intersection-of-culture-and-conversion-with-michelle-taite-cmo-at-intuit-mailchimp/.

(4) CMO of the Week: Mailchimp’s Michelle Taite - Brand Innovators. https://www.brand-innovators.com/news/cmo-of-the-week-mailchimps-michelle-taite/.

(5) MEET THE MARKETER: Michelle Taite – Chief Marketing Officer, Intuit .... https://www.phdmedia.com/meet-the-marketer-michelle-taite-chief-marketing-officer-intuit-mailchimp/.

(6) Michelle Taite, CMO, Intuit Mailchimp, Ignites Community By Keeping the Customer at the Center. https://www.youtube.com/watch?v=X6tX_-zo_9o.

(7) Generative AI gives marketers the means to "personalize at scale", says Michelle Taite, Intuit Mailchimp's global CMO. https://www.msn.com/en-us/money/companies/generative-ai-gives-marketers-the-means-to-personalize-at-scale-says-michelle-taite-intuit-mailchimp-s-global-cmo/vi-AA1dkBam.

(8) Michelle Taite’s steps for success: Passion, fearlessness, curiosity. https://www.jpost.com/business-and-innovation/all-news/article-713323.

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“genioux facts”: The online program on "MASTERING THE BIG PICTURE OF THE DIGITAL AGE”, g-f(2)2214, Fernando Machuca and Claude, April 11, 2024, Genioux.com Corporation.

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