Marketing & Communications Briefs

AI for Marketing and Communications: Insights from PwC

July 24, 2024

In today's rapidly evolving tech landscape, artificial intelligence (AI) is no longer a futuristic concept but a present-day reality that is transforming various business functions. PwC is at the forefront of this transformation, particularly within its Marketing and Communications functions. They invested early, adopted wisely, and most importantly, put people first. During a recent webcast with PwC, their US & Mexico Communications Leader, Megan DiSciullo, and their US & Mexico CMO, Matthew Lieberman, provided an in-depth view of how PwC is leveraging AI to enhance efficiency and productivity within their own organization.

You can access the webcast on demand here.

What role does AI play in your work right now? (audience poll)

Different industries, different jobs, and different stages of AI development all affect the way people see the deployment of AI. Most notably, no human says that it can replace them in areas of their work, but AI plays the role somewhere between a useful tool and an indispensable assistant.

Top 5 Insights from PwC.

1. Customization and Collaboration are Key:  Tailored GenAI tools that address specific needs within marketing and communication such as content creation and mass personalization as well as ensuring that you are operating in a secure environment are critical to success.
2. Human Oversight is Crucial: Despite the capabilities of GenAI tools, human judgment remains essential for validating and refining outputs to ensure accuracy and ethical compliance.
3. Compehensive Training Boosts Adoption: Engaging and practical training approaches, such as PwC’s “prompting parties,” gamified learnings and AI mentors, significantly enhanced staff adoption and proficiency in GenAI tools and overall knowledge.
4. Prioritize Responsible AI Usage: Transparent communication with key stakeholders and clear internal guidelines are vital to maintaining responsible use when it comes to GenAI.
5. Embrace Continuous Learning: The rapid evolution of AI technology necessitates a culture of continual learning and adaptation to leverage new advancements effectively.

For more information see here:

https://www.pwc.com/us/en/services/generative-ai.html

https://www.linkedin.com/pulse/five-steps-communicators-can-take-embrace-genai-teams-megan-noel-ivhtc/