Forrester: Marketing's new test is maintaining quality while teams create with AI
Based on a Forrester analyst's observations at a conference, the discussion is now shifting from AI training to teams building their own workflows.
What's happening
According to a Forrester blog post, many sessions at the MAICON conference highlighted marketing's new problem: maintaining quality, consistency, and accountability while teams create with AI. In the post's example, 76% of marketers at one marketing organization earned an AI certification, yet the organization still struggled to turn that investment into workflows.
Whose desk it lands on
The executive responsible for marketing. Which of the AI workflows that teams build themselves will be brought under a common standard, and which will be left to the team?
Our view
The CX Brief's interpretation, not a claim made by the source.
One organization's example shows that certification does not automatically translate into workflows; training is only the start. According to Forrester, the next phase depends on deciding in advance what teams will build themselves, what will be standardized, and who will be responsible for the results.
