Artificial Intelligence (AI)

Harvard Business Review: How Should Gen AI Fit into Your Marketing Strategy?

Read the Article Here (Note: Does Require OKEY Shortname and Password)

"In our discussions with more than 20 company leaders, we learned that companies’ journeys to a successful gen AI strategy for
marketing often include three key decisions: 1) whether to use gen AI or traditional analytical AI; 2) what, if anything, must be added
to a gen AI model to generate the desired output, and 3) what level of human augmentation, such as prompts and output review, is
necessary.

 To make these decisions, companies need to answer a host of questions, including:

  • What tasks do we want to accomplish with this gen AI tool (e.g., are we trying to make business predictions or generate content)?
  • Do we have structured or unstructured data for this use case?
  • What resource constraints do we have?
  • How much productivity improvement do we need to achieve?
  • How quickly do we need to deliver the output to end users?
  • How damaging are errors or inaccuracies in gen AI outputs?
  • How closely do accuracy, privacy, and risk mitigation relate to our reputation and value proposition?
  • How much control do we need over the process and output?
  • How much legal and regulatory risk are we willing to take on?
  • How intense are privacy concerns for us? For our end users?" (Grewal, Satornino, et. al 2025)