AI is reshaping marketing, but jumping on every new tool isn’t the path to success. True AI readiness comes from a strategic approach — assessing your tech stack, identifying real opportunities and preparing your team to integrate AI effectively. Here’s how to adopt AI with purpose and impact.
A strategic approach to AI adoption
Marketers are eager to use AI for efficiency and value. The market is flooded with tools promising to revolutionize creativity and marketing, making it tempting to adopt the latest innovations before competitors do. But where should you begin? How do you distinguish truly valuable tools from AI hype? How can you navigate rapid advancements without getting burned?
The key isn’t to chase every new tool but to take a deliberate, strategic approach to AI adoption. Simply having access to AI-powered features won’t drive results on its own. To see real impact, you must focus on how AI fits into your workflows, teams and goals.
Dig deeper: How to reframe AI adoption to focus on outcomes, not tools
AI readiness: Setting your team up for success
Being AI-ready means more than just having the technology. It’s about preparing your organization to successfully implement, adopt and benefit from AI tools.
To ensure AI adoption is seamless and impactful, you need to make sure these tools align with your business goals and are used effectively by your team. Here’s how to get started.
1. Evaluate your tech stack
Start by assessing your current tools for built-in AI capabilities. Martech vendors are constantly adding AI-powered features. Many platforms — like Adobe Creative Suite, HubSpot, Workfront and Salesforce — already offer AI-driven enhancements that may be underutilized.
Instead of immediately seeking new AI solutions, identify what’s already available in your subscriptions. Are there automation tools, content generation features or predictive analytics functions you haven’t explored? Reviewing these can help you avoid redundant investments while maximizing what you already have.
By starting with the technology you already have and ensuring alignment with your needs, you can take a low-risk, high-value approach to AI adoption.
2. Identify key opportunities
Think about specific areas where AI can support your goals. Are you looking to improve content creation, automate workflows or personalize customer experiences? Knowing where AI will make the most impact will help prioritize implementation.
Dig deeper: AI readiness checklist: 7 key steps to a successful integration
3. Assess data quality and accessibility
AI thrives on high-quality, accessible data. Review your data sources to ensure they are clean, accurate and stored in a way that new tools can easily access. Data readiness is critical to AI success and should be an integral part of the plan.
4. Involve key stakeholders early
AI success relies on buy-in from key players in your organization. Engage stakeholders across departments, including IT, marketing and creative teams, to build a shared vision and ensure alignment on the potential value AI can bring. Be sure you have both executive and end-user support.
Dig deeper: How to build AI strategies that prioritize people
5. Set clear, measurable goals
Define what success looks like for each AI project. Whether it’s reducing campaign creation time, improving engagement or automating tasks, set measurable KPIs so you can track and demonstrate AI’s impact.
6. Invest in training and change management
AI tools are only as effective as the people using them. Plan for training sessions and ongoing support to help your team feel confident with new capabilities. Consider appointing an “AI Champion” to facilitate adoption and support others.
Dig deeper: A people-friendly approach to adopting AI in marketing
7. Establish a pilot program
Launch a pilot program to test AI in a limited capacity before rolling it out more broadly. Choose a specific use case, track results and gather feedback to refine your approach. This controlled rollout can help build confidence and uncover potential issues early on.
8. Monitor and adapt
AI is a constantly evolving field, so staying adaptable is essential. Regularly monitor performance, gather team feedback and adjust as needed. Make sure to maximize AI’s value and keep up with advancements.
These steps can help you lay the groundwork to harness AI’s full potential, streamline your creative and marketing operations and maintain a competitive edge. Technology consulting experts can guide you through every stage, from tech audit to training, ensuring you get the most from the tools you already have — and any new ones you add along the way.
Dig deeper: How to assess your organization’s AI readiness with the 5P framework
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
