In recent discussions with more than 20 Chief Marketing Officers for Professional Services Organizations, the renewed enthusiasm for Generative Artificial Intelligence (GenAI) was contagious. After a period of felt stagnation and skepticism over this emerging technology, recent roundtable discussions have shown genuine enthusiasm for the potential of GenAI to be a growth partner for CMOs, even when clear-cut use cases and ROI examples remain elusive.  

According to a member of PIE’s CMO community, one of the many exciting prospects of GenAI is its potential to revolutionize marketing. She says that her company has an AI intern who they call Sam*. Sam gets fed their brand content, voice, past press releases, and thought leadership pieces to help create ad content and thought leadership.  

“It’s fun and it’s exciting,” she said, “It’s something different. Marketers don’t always get to dabble in new innovations. So, we’re excited to be a part of this, and we’ve already had some great success.” 

Additionally, the same company is utilizing an AI tool for Request for Proposal (RFP) responses by providing standard answers to common questions. This tool is being customized based on service or industry to ensure consistent voice and create a self-service model that gives everyone a jump start on RFPs. 

“We really believe those two things are going to enable our team to be smarter, faster, and better, without taking our place,” said the CMO, “we really want to be proactive, strategic, and intentional, and we feel this is a great place to start.” 

Another member of PIE’s CMO community enthusiastically shared her company’s success premiering an AI led podcast. The concept is that interview subjects, in this case startups, come in for an interview and AI leads the discussion.  After the discussion is over, the AI tool spits out the transcript and they can repurpose content accordingly.  

Similarly, a member spoke of the way his company utilizes Jasper for all of their promotional content.  

“We pretty much generate all of our promo content through Jasper,” he said, “we run our thought leadership through it and generate our email copy, and social copy. It still must go through a round of editing, but it saves time and outsourcing to a writer.”  

The enthusiasm for AI-led initiatives, such as podcasts, promotional content, thought leadership, and more, further underscores the significant impact of GenAI on the industry and potential for even more significant transformation. As these organizations continue to explore and implement GenAI, they are poised to achieve smarter, faster, and more strategic outcomes, ultimately driving growth and success in their respective fields.  

Like one member said as closing remarks, “AI is not going to take your job, but a person who knows how to use AI really well might.” 

*The name of the AI intern referenced in this article was changed to Sam to maintain anonymity of the member.