Today, I’m excited to announce that the Association of National Advertisers (ANA) has partnered with CognitivePath to educate senior marketing leaders about generative AI.
We’re launching our relationship with a practical, actionable playbook that aligns our thought leadership and several of our proprietary frameworks (including our GenAI Marketing Maturity Model) with the ANA Global CMO Council’s Growth Agenda.
The playbook — Tapping Into the Power of Generative AI for Strategic Marketing Transformation — is both a primer for marketers just getting their feet wet with this powerful technology, and a robust guide to strategic planning and decision-making. And best of all: It’s freely available to non-members, so you don’t need to work for an ANA member organization.
Tapping Into the Power of Generative AI presents clear, hype-free definitions and explanations of key concepts, 15 specific GenAI tools across a range of modalities, 36 use cases across all areas of the marketing campaign process, four real world examples, and six specific action items marketing leaders can take today if they’re just getting started (or thinking about scaling beyond experimentation).
Most importantly, we frame all of this in our core philosophy that GenAI marketing pioneers will go beyond tools and tactics to create true strategic advantage for their brand and business. As I write in the playbook’s introduction:
"Generative AI has game-changing implications and applications across everything we do: from understanding audiences and setting our strategy, to producing content and campaigns, connecting with customers, and accelerating outcomes... GenAI transformation is real and its here to stay. But like every major marketing innovation before it, the more things change, the more they stay the same. As you set out to embrace AI-powered marketing transformation, you'll have plenty of opportunities to reaffirm your grasp on the fundamentals. Clear objectives, deep customer understanding, a solid strategy, breakthrough creative, and expert execution have never been more important."
Tapping Into the Power of Generative AI is available for free for ANA members and non-members alike, and is an anchor asset on the ANA’s new AI information hub. We’re supporting the introduction of the playbook with a members-only webinar, and look forward to more joint activities to help the world’s best brands make the most of generative AI.
The ANA serves the education, networking, and advocacy needs of more than 50,000 marketing industry members that collectively invest more than $400 billion in marketing and advertising annually.
