AWS re:Invent 2023
Co Market Generative Ai with Aws Cmo Storytelling That Drives Growth Pex114

Title

AWS re:Invent 2023 - Co-market generative AI with AWS: CMO storytelling that drives growth (PEX114)

Summary

  • The session focused on the role of storytelling in marketing generative AI (Gen AI) technologies and how it can drive growth.
  • Speakers included Karen Feldman, CMO of IBM Consulting, and Luanne Tierney, CMO of Mission Cloud.
  • Key trends in Gen AI include enhanced customer experiences in various sectors and productivity improvements like faster coding with tools like CodeWhisperer.
  • The session highlighted the importance of client storytelling in marketing, using examples from IBM Consulting and Mission Cloud.
  • IBM Consulting shared a case study of Buoy Telecom, which improved customer experience using AWS SageMaker and large language models.
  • Mission Cloud discussed their four-pronged strategy for Gen AI marketing, emphasizing the importance of meeting customers wherever they are in their AI journey.
  • Both companies shared insights on how Gen AI is enabling them to create personalized content at scale, improve productivity, and save costs.
  • The session concluded with a Q&A, emphasizing the importance of marketers experimenting with Gen AI tools and the potential of Gen AI to enhance creativity rather than replace jobs.

Insights

  • Generative AI is becoming a significant focus for marketers within the AWS ecosystem, with a shift from not being a topic a year ago to being a central theme at re:Invent.
  • The adoption of Gen AI in marketing is still in the early stages, with only a small percentage of marketers using it at scale.
  • Client storytelling is a powerful tool for demonstrating the value of Gen AI, with personalization being a key factor in content performance.
  • Gen AI is seen as a way to automate repetitive tasks, freeing marketers to focus on creativity and strategy.
  • There is a strong emphasis on the safe implementation of Gen AI, especially for established brands like IBM, to ensure brand integrity.
  • The use of Gen AI tools like Wondercast, Adobe Firefly, Canva AI, and others is helping marketers produce content more efficiently and at a lower cost.
  • The session underscored the importance of continuous experimentation with Gen AI tools to stay ahead in marketing and drive growth.
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