Episode #2 What Our Research Says About AI in Marketing

The Divine Spark podcast host Sara Steever catches up with Paulsen's Chief Strategic Officer, Mark Smither, and Director of Engagement, Alicia Heun. Together, they discuss findings from Paulsen's recent research on the use of generative AI in marketing, with a particular focus on the agriculture, energy and rural sectors. The episode spends time reflecting on challenges, opportunities and future implications AI presents for marketers and reinforces the importance of maintaining human influence in the use of AI tools.

Show Notes:

• 1:16] Research Project Overview

  • Mark and Alicia provide the rationale for a recent study Paulsen conducted, including a discussion of the survey methodology and its target audience.

• [03:00] Key Research Findings
  • Mark and Alicia reflect upon findings from their research, weighing the value of industry expertise against the backdrop of increased capabilities through AI. The trio also identifies current as well as anticipated AI-related challenges around content creation, data analysis and more.
    • [7:36] AI Implementation and Strategies

      • The trio discusses the gap between recognizing AI's potential and implementing solutions. They also offer predictions for AI adoption in managing a customer's journey and how AI will integrate into existing workflows.

    • [9:40] Human Element in AI-Generated Content

      • Next, the group discusses the importance of maintaining an authentic, human-centered approach to using generative AI. They also share strategies for personalizing AI-generated content to retain the human aspect audiences will continue to demand.

• [11:08] Organizational AI Policies and Goals

  • The conversation turns to research findings around AI policies in the workplace and some challenges organizations face in implementing guidelines for when and how to leverage AI. Many organizations have yet to define goals and parameters for the use of generative AI.