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It’s time to take stock of artificial intelligence in marketing!

It’s time to take stock of artificial intelligence in marketing!

Photo of Filip Bunkers on Unsplash

With the assistance of ChatGPT and the colleagues and friends I will remember at the foot of these articles, I am proposing a weekly article for about four months on this topic, which is of growing importance to all marketing experts, entrepreneurs, and SME managers who represent, not only in Italy, the vast majority of businesses, but also to many public and private, profit and nonprofit entities, which only recently, perhaps thanks also to the modest contribution of our team, seem to be realizing how important it is to be market-oriented.

In a world that’s becoming increasingly digital and data-driven, the role of artificial intelligence (AI) in reshaping industries is undeniable. One such realm where AI’s transformative potential is becoming ever more apparent is marketing. For decades, marketing has been a blend of creativity, strategy, and intuition. However, the dawn of AI has added a new layer of sophistication, enabling businesses, particularly small and medium-sized enterprises (SMEs), to unlock opportunities that were once out of reach.

Welcome to this series on “AI Applications in Strategic Marketing“, where we embark on a journey to unveil the innovative ways AI is revolutionizing how we approach marketing in the modern age.

The AI Revolution in Marketing

AI is no longer a futuristic concept relegated to science fiction; it’s a tangible force driving significant changes in the business landscape. For SMEs, harnessing the power of AI can be a game-changer, propelling them into a competitive arena that was once dominated by larger corporations. From personalized customer experiences to data-driven decision-making, AI offers a plethora of tools that can help SMEs level the playing field and make a lasting impact.

Navigating the AI Landscape

Understanding AI might seem like a daunting task, especially for those who don’t have a technical background. However, the aim of this article series is to demystify AI in marketing and make it accessible to everyone. We’ll break down complex concepts into manageable pieces, offering practical insights that will empower you to harness AI’s potential without feeling overwhelmed.

A Glimpse of What’s to Come

Over the course of this series, we’ll explore a diverse array of AI applications tailored specifically to strategic marketing for SMEs. Here’s a sneak peek into the topics we’ll be delving into:

  • Personalization at Scale: Discover how AI allows SMEs to create personalized marketing campaigns that resonate with individual customer preferences.
  • Predictive Analytics: Uncover the magic behind predictive analytics, and learn how it helps SMEs anticipate customer behavior and make informed decisions.
  • Chatbots and Customer Engagement: Explore how AI-powered chatbots enhance customer interactions and drive conversions while maintaining a human touch.
  • Content Creation and Curation: Learn how AI assists in generating and curating content, saving time while maintaining brand consistency.
  • Search Engine Optimization in the AI Era: Find out how AI-driven SEO tools help SMEs stay ahead in search engine rankings and visibility.

Your AI Journey Starts Here

Whether you’re a marketing professional, a business owner, or someone simply curious about the intersection of AI and marketing, this article series aims to provide you with valuable insights and actionable takeaways. We believe that AI’s potential is not reserved solely for tech giants; it’s accessible to all who are willing to embrace it. With a curious mindset and a willingness to learn, you can unlock doors that lead to innovation, efficiency, and growth.

For each article in the series, we will also provide you with references to selected sources (books, articles, papers, videos) for further study, and we’ll flag the article or source that will seem of particular interest in that week.

About Giorgio Gandellini and his colleagues and friends

Giorgio has been a business strategist and a strategic marketing expert for decades, and a pioneer in data-driven marketing, working as an entrepreneur, manager, consultant, educator, and researcher in more than 30 countries.

Founder and Managing Partner of Nestplan International, he is currently, since 2018, a Visiting Faculty Member at the Californian Silicon Valley Artificial Intelligence Research Institute founded by Piero Scaruffi (inaccessible on social media!), who was also the founder of the Olivetti AI Center in Cupertino in 1985, when Italy was still at the forefront of this field.

While not having a scientific background, Giorgio has always been fascinated by all the artificial intelligence developments since the early nineties, when, together with Daniele Gerundino, another visionary like Piero in the fields of physics and technological developments, he conceived and developed the first Italian expert system in strategic marketing, aimed at “teaching marketing teachers” how to teach marketing to owners and managers of Italian SMEs.

More recently, he conceived and managed, on behalf of UNI (the Italian standardization body) and the Italian Association for Marketing Development (AISM), and together with Massimo Giordani, Alfonso Pace, Virgilio Gay, and other experts, the development of the first body of best practices (Prassi di Riferimento) on Market Orientation of Organizations, published in October 2022 (UNI/PdR 133_2022).

He authored or co-authored various articles, publications, books, and business simulations, including Il Nuovo Marketing Strategico (The New Strategic Marketing), Franco Angeli, 1993-2007, and Strategy for Action, Vol. I & II, Springer 2012-2013.

He is a lover of music (especially Elvis Presley, Ludwig van Beethoven, Frederick Chopin, Sergei Rachmaninoff, Wolfgang Amadeus Mozart, and sometimes Vivaldi), animals (especially dogs, cats, and bears, but also some crocodiles, as long as they are small!), and chess.


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