解锁营销中的人工智能：合作还是自研 —— 及落地启动指南.pptxVIP

UnlockAIinMarketing:JAN

PARTNERORBUILD—ANDHOWTOSTART

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UnlockAIinMarketing:PartnerorBuild—AndHowToStart

Introduction

Inafast-changingworld,whereartificialintelligence

promisestounlockproductivityandcreatecompetitiveadvantage,shouldbusinessesbeinvestingnowtocreatetheirownAI-drivenmarketingtechnologiesorshould

theyrelyonotherstodevelopsolutionsforthem?

Astraightforwardquestionbutonethatleadsustoconsiderthenatureofthetechnology,it’sroleintheprocessofmarketing,andtheinherentvaluethat

underpinsit.

Tobeclear,thisisn’taquestionofinaction–all

companiesneedtoembracetheopportunity–butis

moreaquestionofhowbesttoproceed.Tomakethingssimpler,let’sremovetheseductivebutoftendistractinglabelof“AI”.

Whatwe’rethenaskingis:

1.Whethersoftwaretoolsinafast-movingfieldshouldbedevelopedandmaintainedin-houseorprocuredfrom

others

2.Whethertheyshouldbespecifiedanddevelopedindependentlyofthepeopleandprocessesthattheyaffect

Ifwelookatothersoftwaretoolswithinabusiness,wecanlearnafew,usefullessons.

Whetherwe’relookingataccountingsoftware,timeorprojecttrackingsolutions,ERPsystemsorproductivitysolutions,it’sclearthatnobusinessisgoingto

developthesesystemsfromscratch,in-house.Customized,yes;integrated,forsure.Butnotbuiltfromthegroundup.

Why?BecauseMicrosoft,Oracle,SAP,Salesforceandothershavespentbillionscreatingmature,feature-richsolutionsthathavebeenevolvedandoptimizedoverdecadestoofferincredibleproductivitygainstoorganizationsglobally.

These3rd-partysystemsaredeeplyembeddedintheoperationsofabusinessand,assuch,areselectedwithgreatconsideration,implemented(atgreatcost)methodically,andsupportedbydedicatedin-houseandoutsourcedt