Generative AI has created a stir among marketers, with top-level executives urging their marketing teams to incorporate AI without a clear strategy or the necessary tools, according to a recent study by Supermetrics. The research highlights a widening gap between the aspirations for AI in marketing departments and the practical implementation. In response, agencies are enhancing their AI capabilities to assist clients in navigating the complexities of knowledge, strategy, and technology associated with implementing generative AI.
Boathouse, an independent full-service agency in Boston, recently appointed Sonia Chung as its first chief strategy officer to integrate AI and data expertise internally and with clients. With a background at Google and Salesforce, Chung brings valuable insights from both client-side challenges and agency perspectives on modern digital marketing.
Chung’s focus is on leveraging Boathouse’s strengths in branding and paid media to enhance areas such as martech, ad tech, and data analytics. The agency aims to establish a more systematic approach to connect paid, owned, and earned media channels to identify growth opportunities for clients.
As Chung elaborated alongside Boathouse CEO John Connors, the goal is to leverage AI to drive client revenue by delving into data insights behind platforms like Salesforce and Google. This approach aims to facilitate quick decision-making based on actionable outcomes derived from data analysis.
Supermetrics’ lead solutions engineer Zach Bricker emphasizes the importance of strategic guidance in utilizing AI effectively. Research indicates that while there is pressure from senior management for marketing teams to adopt AI tools, limited access to reliable data hinders progress. Agencies can play a crucial role in bridging this gap by demonstrating tangible results and leveraging AI efficiently to build credibility with clients.
Overall, the challenge lies in providing organizations with the necessary support and guidance to maximize the benefits of AI technologies for achieving desired outcomes. By aligning strategies with business objectives and showcasing the effectiveness of AI tools through real-time data analysis, agencies can help instill confidence among stakeholders in embracing AI-driven solutions.