The Futureproof Project: Driving Growth with AI

The Futureproof Dinner in New York City
Friday, April 5, 2024

Cezanne has been in the trenches for years, figuring out what actually drives business growth. With his experience on both the in-house and agency sides, Huq knows that AI isn't just a cool toy – it's the precision scalpel of growth marketing, if you know how to use it.

Growth Marketing: The New Era

Cezanne wasn't shy about sharing his expansive view on growth marketing. Forget the vanity metrics and click-through rates that have become the marketing equivalent of chasing butterflies.

His message? Growth marketing is about the entire customer journey, from that initial spark of interest to a flourishing, loyal brand relationship. It's about weaving technology into the customer experience in a way that drives lasting results, not just fleeting attention.

The Futureproof Dinner in New York City

The Evolving Role of CMOs

As the discussion turned towards the changing landscape of marketing leadership, Huq predicted a waning era for traditional CMOs, foreseeing the rise of Chief Growth Officers. "Frankly, a CMO needs to know technology, analytics, [and] data science," he explained, hinting at the multifaceted skill set required in today's data-driven market.

Today's CMO is more like a conductor, making sure the marketing symphony plays in tune with the rest of the business. But a good conductor doesn't just wave a baton – they understand how every instrument works together. Likewise, the future of marketing leadership lies in the ability to navigate across disciplines, unifying brand messaging with technological capabilities and consumer insights.

Harnessing AI for Business Growth

AI is like a secret ingredient in HelloFresh's recipe for success. It's not about robots cooking your dinner, though a chef-trained algorithm wouldn't be a bad idea... Instead, it powers everything from optimizing the meal selection process to real-time media bidding strategies, making AI a formidable force multiplier in HelloFresh's arsenal.

The Futureproof Dinner in New York City

AI: Beyond Problem-Solving

"The AI platform can take in queries, bids, keywords… a whole matrix of a multivariate set of inputs and make decisions on our behalf," Huq described, depicting a future where strategic objectives are met with machine precision.

Building and Sustaining Brand with AI

In a market where consumers hold the megaphone on social media, AI can be both a shield and a megaphone for brands. Forget old-school brand-building playbooks about pushing a one-way message. AI sorts through the noise, finding those genuine conversations and helping a brand become an authentic part of them. Cezanne put it best. "Users are determining that for themselves... they have more of the control."

The Futureproof Dinner in New York City

The Ethical Considerations of AI-Powered Marketing

AI unlocks crazy-powerful customer insights, and wielding that power requires a moral compass. From privacy issues to the potential for bias, AI-powered marketing can't just focus on what's possible. It must also focus on what's right.

The Future of AI in Marketing

AI isn't a crystal ball. It's a power tool, and like any tool, it depends on the one using it. The most successful marketers today are part strategist, part data scientist, and part storyteller.

AI will amplify the good ones. And expose the rest.

About the author
Adam Kleinberg

Adam Kleinberg is CEO and founding partner of Traction. He has written over 75 articles in publications like to AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday.

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