Business innovation
May 2021
The AI Marketing Canvas
A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing
by Raj Venkatesan and Jim Lecinski
The AI Marketing Canvas offers a direct, actionable plan marketers can use to map out initiatives that are properly sequenced and designed for success—regardless of where their organization is in the process. The book is also a call to action for marketing leaders to confront and decide how they will address this critical pivot point in marketing. The authors pose the critical questions of "How should modern marketers be thinking about artificial intelligence and machine learning?" and "How should marketers be developing a strategy and plan to implement AI into their marketing toolkit?" The opening chapters provide marketing leaders with an overview of what AI is precisely, and how it is different than traditional computer science approaches; then they propose a five-stage framework of best practices to implement it, called the "AI Marketing Canvas." This framework is based on research and interviews with leading marketers currently successfully weaving AI into their marketing strategies, including at Google, LYFT, Ancestry.com, and Coca-Cola. The authors offer tangible examples of what these, and other brands across varying industries and operational size are doing at each stage of the AI Marketing Canvas. The book ends with a discussion of important implications for marketing leaders and their teams, people and culture. Strategically sound, application-focused, and customer-centric, this book fills a gap in action-oriented marketing strategy guidance at a time when it is most needed.
