Marketing boss to discuss AI strategy at York event

Summarised from 2 outlets · Updated 9 Oct, 05:19 · Archive

Bethan Vincent will host a workshop on artificial intelligence at the York Business Festival next week.

Bethan Vincent, managing partner at Open Velocity, will host a workshop on artificial intelligence at the York Business Festival next week. The workshop, How AI is Changing Marketing, takes place at York St John University on Wednesday and Thursday and will explore how marketers can use the technology to improve their operations.

Vincent said AI must be used as a tool to help marketers but should not be seen as the sole answer to their problems. She noted that most marketing teams are already using AI in some form, whether for research, analysing data or drafting content. However, she warned against treating AI as a single thing. "It's a category of tools, and the work is figuring out which ones suit your business, your team and the specific problem in front of you," she said.

Vincent said marketing businesses are using AI to save time, with the technology allowing smaller teams to "punch above their weight when their fundamentals are in place". When commercial fundamentals are clear, "AI accelerates every step of getting your message in front of them", she added. But she urged marketers to "slow down" when considering how to use the technology, warning that "AI amplifies whatever you feed it, including unclear positioning, weak audience understanding and messy data". Vincent described herself as a "healthy AI sceptic who is also at the same time building an AI product".

How it is being reported

• Marketing boss to lift lid on AI strategy during York eventA marketing boss is set to lift the lid on AI strategy during an event at York St John University.The Press (York) · 9 Oct, 04:00
• Marketing boss to lift lid on AI strategy during York eventA marketing boss is set to lift the lid on AI strategy during an event at York St John University.Gazette & Herald (Malton) · 9 Oct, 04:00

In this story: Bethan Vincent · Open Velocity · York St John University · York Business Festival · York

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