A current international market survey by analytics agency SAS and Coleman Park discovered that whereas 9% of organizations plan to put money into generative AI by 2025, a staggering 90% of CMOs admit they don’t totally perceive the know-how or its potential impression on enterprise processes. This information hole highlights a major concern amid the continued AI hype.
Nonetheless, some firms are charting a distinct course with AI.
The Nature Conservancy, an environmental nonprofit, and SAS are demonstrating sensible, revenue-generating functions of gen AI. These embrace branding, lead scoring, and tailoring buyer journeys—methods highlighted throughout discussions at ADWEEK’s Brandweek occasion in Phoenix, Ariz.
“There’s a normal AI washing that’s taking place proper now,” stated Jennifer Chase, evp, chief advertising and marketing officer, SAS. “There’s a lot hype round it, and we owe it to our companies and, frankly, society to deepen our data round generative AI.”
The Nature Conservancy is trying to scale its environmental efforts, eyeing formidable targets like preserving land twice the scale of India and conserving 10% of the world’s oceans, and gen AI helps it get there, based on the group.
The know-how has helped the nonprofit optimize its advertising and marketing fundraising choices, equivalent to which of its lapsed homeowners it ought to attain out to whereas crafting digestible messaging from scientific papers.
Although many environmental nonprofits face declining fundraising, the group is bucking the development with its new methods—rising its income by 8% yearly, based on its director, strategic analytics, John Blackwell. In distinction, friends within the sector have skilled an 8% drop in donations 12 months over 12 months.
“The organizations that have been much like us in fundraising about 5 years in the past, in lots of instances, we’re elevating about twice as a lot as they’re at the moment,” stated Blackwell.
The Nature Conservancy has additionally begun utilizing artificial knowledge to complement its restricted pool of high-dollar donors, permitting it to construct predictive fashions that determine potential main donors from smaller contributions.
“None of this truly works except you might have a extremely robust knowledge basis,” Blackwell stated.
Extra correct buyer predictions
SAS, in the meantime, is pushing its AI boundaries, utilizing predictive modeling and gen AI to automate buyer journeys at scale, based on Chase. From lead scoring to creating next-best presents, AI has pushed SAS’s buyer engagement technique, serving to the agency preserve a aggressive edge.
