How AI is Reshaping Marketing and Compliance

William Tyree: Welcome to the Brand Intelligence Podcast. I’m your co-host William Tyree, and today we’re bringing you a conversation we had before, a live audience with voices from the frontline of the AI transformation. This conversation is great and timely for anyone who wants to know how AI is impacting the marketing and compliance space.

So let’s get into it.

William Tyree: Hello and welcome to How AI is Reshaping Marketing and Compliance. Uh, I’m William Tyree, CMO of IntelligenceBank, the content operations platform where marketing compliance teams can manage, review, and approve marketing content in one place. Joining me is Eric Reichel, VP of Customer Success and voice of the customer and Wyatt Bales, chief Customer Officer at Bluprintx.

Welcome guys. Wyatt, why don’t you kick us off. For those of us who don’t know Bluprintx, can you please just tell us a little bit about what you do and who you do it for?

Wyatt Bales: Sure. Yeah. I’m the Chief Customer Officer at Bluprintx. We’re a digital transformation agency that focuses on implementing technology, strategy and AI.

Uh, at Blueprint I’m responsible for our consultants, customers, and ongoing projects. So looking forward to today’s chat.

William Tyree: Same here. This ought to be really fun. If you’re joining live, we welcome your questions. Please just fire them into the chat and we will definitely get to them. But let’s move on.

We’re here today to talk about how AI is disrupting the status quo for marketing compliance teams.

Uh, we’ll get into the current state of AI teams in terms of the opportunities, success stories, the pain, teams are feeling. Also talk about AI first content tools. The future state to help leaders really think about how to adapt to this fast changing environment, including how to think about the structure of your teams, whether you’re in marketing or compliance going forward.

So let’s talk a little bit about current state how marketing teams are using AI specifically. So, Wyatt, back in January, we always do, uh, an annual content marketing report where we actually look at everybody who’s using intelligence platform across, all the countries in which people are using it.

And we look at a lot of different things to try to tell us what’s going in the state of industry, of the industry.

The big glaring thing over the last couple years has just been a skyrocketing amount of content per user.

So, I think we all know why. I mean obviously there’s we’re, you know, for the last 10 years there’s been improved automations, right?

Improved processes. But I think fair to say that marketing teams haven’t gotten bigger, for the most part with a few exceptions. So like AI is probably the cause of it. And you know, that creates a lot of opportunities. What are you seeing specifically out there with your customer base?

Wyatt Bales: I think the, there’s two most prevalent, aggressive use cases of AI that even the more conservative customers are deploying.

And I would say that’s around copywriting and localization. Ironically, think we would all probably agree that five years ago you start to see in Salesforce and Adobe where they had Sensei and Einstein that would use AI to choose which channel. But ironically, you know, we, we see really bad adoption or just the functionality doesn’t work well, where they were going to leverage AI on could I use the next best engagement AI that’s gonna decide if it’s push, if it’s email, if it’s web retargeting.

Didn’t really see and continue to see just for adoption there. And I think it’s because of, I. Perhaps the nervousness of what channels selected to communicate with the customer. So going to your point about the massive amount of content creation, we’ve seen that copywriting was a relatively low risk ability to monitor aggressively and keep within, you know, local stack or on a local desktop or something that can be shield without being public facing, and generate quite quickly.

And building upon that with compliance, you know, that we’ll talk more about today. Then how it can be localized across languages as well. We’ve seen some rapid adoption that even the more, high compliance banks and pharma customers are now rolling out. I think the next step that I’m excited to see is more adoption on the creative design.

So video as well as the email templates, landing pages, I think it’s not there yet. You know, the brand guidelines, the look and feel, the aesthetics hasn’t really fallen into place, but we’re seeing a lot of customers play around with it.

William Tyree: That’s good. What, Eric, what about you? Um, what are you seeing, um, in terms of, you know, marketing teams specifically using AI lately?

Eric Reichel: Yeah, I think very similar to what Wyatt’s seeing, right? It’s just the ability to, to create a lot more content and a lot more personalization. A across team which obviously then puts pressure on the marketing compliance side of things and making sure that, you know, the, the compliance side operationally can keep up.

Seems to be the biggest challenge. And, figuring out how to, then again, on the other side, also leverage AI on the compliance side to help keep up with with what’s, you know, the explosion on the, the content creation and creative side.

Listen to the full episode to see even more great conversation between William Tyree and Wyatt Bales…