In an online event hosted by Glossy, Modern Retail, and Digiday on Wednesday, David Baker, the chief digital officer of Beekman 1802, emphasized that AI is not meant to replace marketers but to enhance their skills. According to Baker, there are no established best practices yet in utilizing AI, except for continuously experimenting.

Baker discussed how Beekman 1802 is leveraging AI to gain a deeper understanding of customers, personalize marketing efforts, and accelerate processes while maintaining a human touch. By collaborating with AI analytics company Bezel, the brand has been able to analyze its vast collection of first-party data effectively. This analysis has led to the identification of distinct customer personas like Budget Betty and Luxury Linda, which now guide the brand’s strategies and messaging.

Apart from customer segmentation, Beekman employs AI to streamline the creative testing process. Through a structured prompt flow developed by the brand, customer insights are transformed into campaign concepts efficiently. This approach has significantly reduced the time spent on brainstorming ideas and shifted the team’s focus from creating content from scratch to refining existing content.

Despite embracing AI, Beekman prioritizes human judgment throughout its operations. Baker emphasized that AI is not meant to replace human input but rather enhance it. By empowering early adopters within the organization, Beekman has witnessed notable improvements in return on ad spend (ROAS) and customer acquisition efficiency over the past year.

The influence of AI extends beyond marketing at Beekman. The brand is utilizing Postscript’s “Shopper” tool to personalize SMS marketing based on individual shopping behaviors. Additionally, AI is being used to optimize creator partnerships by considering factors beyond follower count, such as tone and style.

Looking ahead, Baker sees the next frontier for AI at Beekman in analytics and forecasting rather than creative endeavors. He envisions using AI to improve inventory management, real-time sales analysis, and gaining actionable insights promptly.

In conclusion, Baker advised marketers venturing into AI integration to remain curious, ethical, and persistent in testing new approaches. Early adopters are likely to shape the future landscape of marketing through their proactive engagement with AI technologies.