June 7, 2023 | Darcy Pawlik

AI in Marketing: The WS Outlook

Artificial intelligence (AI) technologies are revolutionizing most industries and operations by leveraging machine learning, natural language processing, and predictive analytics. Darcy Pawlik, COO at WS, shares the company’s perspective on incorporating AI in marketing practices.

Also featuring a generative AI and evolutionary robotics expert, Matt Templeton.

The Role of AI in Marketing 

AI is in its infancy when it comes to the Agriculture industry. Today, companies like Google, Apple, Meta and Amazon use various forms of AI for data processing and user experience personalization, but now we are entering a new era of automation potential which will increase its utility and breadth of applications.  

“Incorporating AI into your business hardly seems like a choice anymore; it’s an inevitability. What is left to decide is not ‘if’, but where will you most benefit – from task automation, decision-making tools, predictive analysis or any other use-cases,”

– Matt Templeton, CEO of ThePlayLabs.

The immediate sentiment on using AI in marketing is associated with generative algorithms, which some see as a potential replacement of human professionals’ efforts. However, where WS currently stands is leveraging the machine learning capabilities of artificial intelligence to interpret data while automating technical and creative tasks. 

My previous experience with AI was in climate tech, where data is relatively consistent and clean. In marketing however, audience insights are generally saturated and variable. That isn’t necessarily bad, but it is harder to filter out indicative information or consumer behaviours that allow us to forecast the audience’s intentions and actions.

With that said, AI will help catapult several aspects of WS activities and our clients, mainly:

• Seasonal data analytics. AG marketing largely depends on seasonality, affecting farmers’ decision-making mechanisms and cycles. Applying machine learning to grower journey data sets year after year will allow us to deepen our understanding and develop effective solutions for our clients.

• More precise customer personas. Robust data sets and analysis allow for more precise targeting without getting distracted with unnecessary details. At the same time, this data helps clients understand when and where all the seven P’s of their marketing came from.

• Faster implementation of new tactics. Empowered by data gathered and analyzed through our metric-based approach, while assisted with customized automation tools, we are more reactive to trends and key indicators. This gives us an edge in quickly generating quality products using new techniques and the flexibility to pivot when the indicators warrant it.

Balancing AI and human creativity

AI is only as good as the data fed into it. There’s one thing that holds true, at least to date, whether AI or any programming – it’s done by humans. And the major part of the human element is the experiences we’ve had throughout our lives that give us that gut feeling. That’s the art that is usually complementary to the science of whatever skill we’ve learned.

It’s my strong opinion that just being creative isn’t good enough. We’ve got extraordinarily talented people on our team, but what makes a big difference is the balance of AI insights and the potential of creative individuals. At the very least, we can churn out more prototype work, a logo or a bit of copy to narrow down the direction we will ultimately take. But at the end of the day, it’ll be an experienced and skilled person making the final decision. 

So, while many AI solutions directly apply to the creative process, our focus is understanding people and their behaviours via data analytics. That knowledge then integrates into strategies, from picking the most effective format and platform to executing the campaign at a specific time or place. 

I come from a scientific and business background. So, I always prefer having numbers to support whatever direction we take, whether at the initial launch stage or during the in-progress optimization. It gives us confidence as an agency, and at the same time, the clients get to see the logic behind our process. And that’s important for gaining trust and credibility while ensuring transparency as we move ahead together.

Challenges of Implementing AI in Marketing

Of course, the widespread adoption of AI is a challenge for everyone, and it’s multifaceted. The main areas of focus I would outline are the following:

1. Awareness. The sheer number of applications is constantly growing and evolving, making it difficult to choose the best platform indefinitely. However, the WS team is extremely diverse in its expertise. We empower each department to look for ways to optimize workflows and bring suggestions forward to make the best choice for both us and the clients we serve.

2. Human resource. Coming from my previous company, where good data scientists were in high demand, it took a lot of work to find the best talent to create our algorithms and train the data. WS is now creating new positions with new skill sets but also hiring individuals who are experts in Design Thinking in order to adapt to the continuous evolution of technology and tools available.

3. Strategic application. As new tools surface daily, it is crucial to keep experimenting with what’s new and useful for your business. Our goal is to find balance between functionality and client applicability. In other words, we won’t chase the next big thing if it doesn’t bring value to our clients and their customers.

AI in marketing: bottom line

Just as Ford vehicles replaced horses back in the day, AI will provide a step change in marketing technologies. But that’s nothing to be afraid of as it is simply keeping pace with similar evolutions in other industries. Within our company, we have a clear set of goals to improve operations through technology, software, various automations, and more.

As new instruments and approaches continue to surface and replace the old, we will be caught in a flywheel of constant change, evolution, and upgrading. And that’s actually exciting, in my opinion! The change brought us to where we are as a company and what will continue moving us in the right direction to achieve the best outcomes for our customers.

“In the AI era, adaptability is key – we need to keep learning and leveling up our skills to stay ahead and ride the wave of new opportunities. For some, this is overwhelming, and for others, it is exciting. Mindset matters,”

– Matt Templeton, CEO of ThePlayLabs.