Merging Marketing & AI Best Practices
AI may not have all the answers, but it can spark inspiration, support integration and increase innovation in branding.
We are putting the “I” in AI at Conversate Labs. Over the past few months, we have all been hearing and talking at length about AI. Just like you, we are committed to bringing the latest technology to our clients. But the question still remains, what value does it bring the work you do everyday? After talking with so many clients, vendors, suppliers, and thought leaders, Conversate Labs has been working to help answer this question and maximize the value AI can bring in helping solve complex marketing problems. Whether you are entering a new market, trying to find new customers, launching a new campaign, or streamlining your processes, there are many ways to integrate AI solutions to connect with your audience to help make great decisions to grow your business. So where do we see AI in the future of insights? Turns out, it starts with you and “I”!
1. Inspiration
With AI on everyone’s mind today, we like to think of it as an early stop in ways to finding inspiration. AI is a great tool for summarizing key insights, scanning large data sets, and becoming knowledgeable about high level subject matters. For inspiration with our audiences, we can leverage AI tools to scan across multiple projects, years of data, and a variety of information to help solve a burning question. Although AI may not be the only answer, it can be one stop to finding new ideas when you hit a roadblock.. For example, a large CPG brand is using AI to create personas and ask questions prior to beginning a global market research study. This helps focus and narrow scope, and save time and budget too.
2. Integration
Known for its efficiency, AI tools in market research and branding can help increase your speed to market and scale in large studies. Integrating new tools to help maximize your resources and budget can be a great place to start by investing early in the right platforms to ease the research and insights process. A knowledgeable expert can help implement new tools with your teams. For example, a large consulting firm helps its clients leverage their data sets by integrating new AI tools to evaluate and validate results along the research process.
3. Innovation
Wondering what the next big idea is for your R&D team? AI tools today excel as synthesizing large data sets to determine historical trends that lead into future ideas for your brand, market or products. A great way to start to look for ways to innovate can be AI analysis tools that can quickly scan historical data for new insights as your begin a project. For example, a manufacturing company is testing new product features and customer needs across a large customer segmentation base to understand key aspects of most importance for upcoming prototypes.
While AI can help with research, spark inspiration or even save time on mundane tasks, it is not a foolproof tool. Here are some important stats to keep in mind from Canva’s 2026 State of Marketing report:
70% of people say they can tell when something in AI generated which impacts trust
More and more consumers are pushing back on brands when they feel something is in authentic or AI
78% of people claim they prefer ads made by humans as opposed to ads, even if AI made ads "better"
74% say they are more likely to purchase from a human than an ad using AI
The tension and concern is less about AI itself and more about consumers wanting authenticity, trust and human touch. So while Conversate Labs is all about working smarter and stronger, don’t forget human touch is needed to really resonate and build trust with your audience.
With so many opportunities with new AI tools, if you are struggling to understand the “I” in how AI can help maximize your marketing strategy and goals, let’s talk. Schedule a conversation with us today at abbey@conversatelab.com.
