Generative Artificial Intelligence: A Game Changer in Marketing and Strategy

Join Sven Van Stichel, Chief Operating Officer/Chief Marketing Officer of GLOBIS Europe, to learn how to use generative AI to maximize marketing campaigns.
Marketing is always about doing more with less. In my 15-year career, I’ve seen trends come and go, but when generative AI enters the scene, it’s more than just another tool. It became a partner in helping me unlock new levels of creativity and efficiency.
This is not a story where artificial intelligence does everything for you. It’s about how you, as a strategist and creator, can use this to amplify what you do best.
How generative AI changed my workflow
When I first tried generative AI, I started small: localizing ads for six different European markets. Often, this means hours of work, including drafting, translating, and tweaking. With the help of artificial intelligence, I generate high-quality content in multiple languages in a very short time.
Of course, the output isn’t perfect. I reviewed the results with native speakers and made adjustments to ensure cultural relevance. The results speak for themselves: better engagement, stronger resonance, and higher ROI. It’s clear that generative AI cannot replace creativity. It’s here to inspire it.
Empower strategic thinking with artificial intelligence
Marketing is more than execution. It’s about strategy. One of the biggest challenges I face is finding the time to think deeply about long-term plans while juggling multiple activities. Artificial intelligence became my savior and helped me through that time.
Take brainstorming, for example. When I get stuck, I turn to tools like ChatGPT for a new perspective. It’s not always perfect, but it often brings up ideas I wouldn’t have considered. By combining AI insights with the strategic framework we teach in GLOBIS Strategic Thinking, I was able to enhance my marketing campaigns to make them more targeted and impactful. Often, as new technologies are introduced, we need a foundation to help us think critically about the opportunities and threats there, paving the way for innovative approaches.
overcome doubt
Introducing AI tools into your workflow isn’t always easy. I encountered skepticism from colleagues who worried that AI might compromise quality or creativity. It’s understandable, trusting new things takes time.
The key to overcoming this resistance is to focus on results. When my team saw that AI-generated content saved time and outperformed traditional methods, doubts began to disappear. Still, it’s important to remember that artificial intelligence is just a tool. The human element, especially your judgment, creativity and empathy remains irreplaceable.
The future of artificial intelligence in marketing and strategy
Generative artificial intelligence is developing rapidly, bringing exciting opportunities. From hyper-personalized content to instant campaign adjustments, the potential is huge. However, as artificial intelligence capabilities increase, so does the noise. Everyone has access to these tools, so standing out will depend on how you use them.
At GLOBIS we emphasize the importance of: Heart failure– A sense of personal mission or purpose. Generative AI may take care of execution, but it’s our responsibility to stay connected to our “why.” Why are we launching this campaign? How does it serve our audience? How does it align with our values?
Lessons Learned from My Generative Artificial Intelligence Journey
- Artificial intelligence saves time, but people create meaning
AI can generate ideas, analyze data, and even draft strategies, but it’s your insight and creativity that make them resonate. - Balance is key
Overreliance on artificial intelligence can lead to a loss of humanity. Use it to enhance your work, not replace it. - continue learning
The more you know about tools like generative AI, the more effectively you can use them. Courses like the Strategic Thinking Nano MBA help develop the critical skills needed to adapt and thrive in this rapidly changing environment.
final thoughts
Generative AI has fundamentally changed the way I work, allowing me to focus on strategy and creativity rather than getting bogged down in repetitive tasks. But it’s not a panacea. It’s a tool, and like any tool, it’s only as good as the person who uses it.
If you are curious about how to integrate artificial intelligence into your work or want to improve your strategic thinking skills, I highly recommend exploring the Strategic Thinking Nano MBA. It’s an investment in your future, equipping you with the skills to lead in an AI-driven world.
Marketing is not about technology; It’s about people. By combining the speed and efficiency of artificial intelligence with your creativity and purpose, you can create campaigns that truly resonate.