MMA Global

AI is transforming marketing, but responsible implementation is crucial for your brand’s reputation and your customers’ trust. ⏬ This webinar, presented by the newly launched Responsible AI Innovation Lab (RAIL) at MMA Global, provides the actionable strategies for leveraging AI ethically and effectively. ✅ Join Alec Foster, RAIL’s lead and MMA’s Responsible AI Subject Matter Expert, to: • 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝗦𝘁𝗮𝗸𝗲𝘀: Explore why ethical AI is critical for marketers today, including rising concerns around bias, privacy, and transparency, and increasing legal/regulatory pressure. • 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 𝗧𝗵𝗿𝗼𝘂𝗴𝗵 𝗔𝗰𝘁𝗶𝗼𝗻: Learn how to address bias in AI, prioritize data privacy, and ensure transparent AI-driven decisions. Discover how responsible AI can become a competitive advantage. • 𝗚𝗲𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗚𝘂𝗶𝗱𝗮𝗻𝗰𝗲: Deep dive into MMA’s new resources, including frameworks for AI risk management, generative AI governance, and practical AI implementation. • 𝗝𝗼𝗶𝗻 𝘁𝗵𝗲 𝗥𝗔𝗜𝗟 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆: Learn how RAIL can support your responsible AI journey and how you can contribute to this critical industry initiative.    All webinar registrants will receive copies of RAIL’s three foundational resources: • the AI Risk Management Framework • the Generative AI Governance Framework • the Marketing AI Implementation Guide We hope you can join us on Wednesday, 10/23/24. #marketing #ai #MMAGlobal #cmo https://lnkd.in/gEcYj2wN

Join MMA Germany at DMEXCO - Digital Marketing Expo & Conference this year for a masterclass in how to transform your digital analytics into a profit center!

Join us at AIXLIVE where we will be sharing content on how AI is revolutionizing advertising personalization, performance, and market research. https://lnkd.in/dnu8mWwZ #ai #marketing Featuring cutting edge insights from Monks Wesley Haar, ter, Vas Bakopoulos and Rex Briggs

Join us for an MMA Global exclusive webinar, in partnership with Mindshare, that will 𝗰𝗵𝗮𝗻𝗴𝗲 𝘁𝗵𝗲 𝘄𝗮𝘆 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗮𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 𝗮𝗻𝗱 𝗵𝘂𝗺𝗮𝗻 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆. In this forward-looking session, Kelly Garland Schwarte, Mindshare's Executive Director of Strategic Innovation, will take you on a journey to Aurora - a land where robots and AI coexist harmoniously with humans, powering marketing innovation and elevating human creativity. What you'll learn: • How to assess your brand's "AI Readiness" • Strategies to safeguard against over-automation • Ways to make long-term investments in human ingenuity • Real-world examples of successful human-AI collaboration in marketing https://lnkd.in/ed_-sY2J #AIMarketing #MMAGlobal #marketing #digitalmarketing

Our Decoding AI for Marketers training starts today, but you and your team members can still register. 👇 Each day this week, from Noon – 1 PM EDT, you will learn from expert instructors Rex Briggs and Caleb Briggs and gain hands-on experience with a wide range of AI applications: ▶️ 𝗠𝗼𝗻𝗱𝗮𝘆: 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗔𝗜 𝗖𝗼𝗻𝘂𝗻𝗱𝗿𝘂𝗺: 𝗛𝗮𝗿𝗻𝗲𝘀𝘀𝗶𝗻𝗴 𝗔𝗜’𝘀 𝗣𝗼𝘄𝗲𝗿 𝗮𝗻𝗱 𝗠𝗶𝘁𝗶𝗴𝗮𝘁𝗶𝗻𝗴 𝗥𝗶𝘀𝗸𝘀 in Marketing, including a self-assessment and LLM summarization prompts ▶️ 𝗧𝘂𝗲𝘀𝗱𝗮𝘆: 𝗪𝗵𝗮𝘁 𝗠𝗮𝗸𝗲𝘀 𝗦𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 “𝗔𝗜”, including hands-on exercises for image generation and unlocking LLMs weaknesses ▶️ 𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆: 𝗛𝗼𝘄 𝗟𝗮𝗿𝗴𝗲 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗠𝗼𝗱𝗲𝗹𝘀 𝗪𝗼𝗿𝗸 (and how to jailbreak them), including hands-on exercises with a chatbot ▶️ 𝗧𝗵𝘂𝗿𝘀𝗱𝗮𝘆: 𝗛𝗼𝘄 𝗩𝗲𝗰𝘁𝗼𝗿 𝗗𝗮𝘁𝗮𝗯𝗮𝘀𝗲𝘀 𝗮𝗻𝗱 𝗠𝘂𝗹𝘁𝗶𝗺𝗼𝗱𝗮𝗹 𝗔𝗜 𝘄𝗼𝗿𝗸𝘀, including hands-on exercises with computer vision ▶️ 𝗙𝗿𝗶𝗱𝗮𝘆: 𝗔𝘂𝘁𝗼𝗻𝗼𝗺𝗼𝘂𝘀 𝗔𝗜 𝗮𝗻𝗱 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀 - how to put AI to work, including hands-on exercises with agents and a workshop on evaluating AI risk and responsible use Our comprehensive Decoding AI for Marketers training is 𝗳𝗿𝗲𝗲 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 𝗼𝗳 𝗠𝗠𝗔 𝗚𝗹𝗼𝗯𝗮𝗹 𝗺𝗲𝗺𝗯𝗲𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀. So, 𝗶𝗻𝘃𝗶𝘁𝗲 𝘆𝗼𝘂𝗿 𝗰𝗼𝗹𝗹𝗲𝗮𝗴𝘂𝗲𝘀 𝘁𝗼 𝗷𝗼𝗶𝗻 𝘆𝗼𝘂. It earned a 73 NPS, and all attendees will receive a copy of Rex's and Caleb’s upcoming book from MIT Press, 𝘛𝘩𝘦 𝘈𝘐 𝘊𝘰𝘯𝘶𝘯𝘥𝘳𝘶𝘮, which will be released next week. Additionally, if you attend at least 4 sessions live, you will receive a certification issued by MMA Global. Don’t miss this opportunity to unlock the full potential of AI for your marketing efforts. Register now for the Decoding AI for Marketers training and invite your colleagues this morning. Collectively take your knowledge management to the next level. We hope to see you later today. https://lnkd.in/e8VYFjSA #AIMarketing #DecodingAIforMarketing #MMAGlobal

Is AI set to transform the market research process? Monks set out to answer this question with the MMA, Kraken, the NFL, and other organizations through a series of experiments to test the validity and precision of these new approaches. Wesley Haar, ter, founder of Monks, joined Vas Bakopoulos at the MMA CMO & CEO Summit to unveil the preliminary, never before seen findings and what it means for marketing. They set 3 requirements for the experiment: 1. Results consistent with economic theory and patterns of consumer behavior 2. Realistic estimates of willingness-to-pay for products and features 3. Match estimates from human consumers They found that, for high level attitudes, personas and LLMs did a good job of predicting key patterns. Overall, what they know so far is: 1. LLMs can answer some questions directionally 2. Personas show the potential to democratize big survey data and make them more accessible 3. Accuracy varies by data availability 4. Data proliferation and AI improvement will increase # of use cases where Personas can be applied     #shapethefuture #ai #marketing

Hyper-personalization is one of the promises of AI for marketing. And we are at a point where we can start seeing real results. MMA's Consortium for AI Personalization (CAP) is already driving dramatic digital marketing impact by leveraging this revolutionary new AI use case. Of the eight experiments so far, the average boost in performance is 2.5x. Rex Briggs, Chief AI Officer, Claritas and MMA Global SME and Greg Stuart, CEO of MMA Global, sat down with Karin Timpone, EVP and CMO of Major League Baseball (MLB) and Vivek Pareek, General Manager, Brand Marketing, Shell to talk through the results of their experiments. 𝗦𝗵𝗲𝗹𝗹'𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘀𝗵𝗼𝘄𝗲𝗱 𝘁𝗵𝗮𝘁 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘄𝗶𝗻𝗻𝗲𝗿𝘀 𝗳𝗼𝗿 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝘁 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗽𝗮𝗿𝘁𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗱𝗮𝘆. So, changes in ads didn't happen daily - they happened at micro-moments for micro-audiences. A key takeaway - increase spend when engagement is high in micro-moments and decrease when engagement is low in micro-moments. 𝗠𝗟𝗕 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝗱 𝗶𝘁𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝟳 𝘁𝗲𝗮𝗺𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗴𝗼𝗮𝗹 𝗼𝗳 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝘁𝗶𝗰𝗸𝗲𝘁𝘀. They had five identified cohorts: Avid; Family; Youth; Social; Gamers. 𝗧𝗵𝗲𝘆 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗲𝗱 𝟮,𝟬𝟬𝟬+ 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗮𝘃𝗲𝗿𝗮𝗴𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗹𝗶𝗳𝘁 𝗼𝗳 𝟲𝟱%. If you are interested in getting hands-on in your own organization, reach out to MMA's AI Leadership Coalition (see the link in the comments). #shapethefuture #ai #genAI #marketing Decoding AI for Marketing Podcast

I saw a great presentation about AI at the MMA Global CEO/CMO Summit by Shelly Palmer. He talked about "Super Automation" and that made me think of the companies doing work RIGHT NOW in this space: Check out Tom Chavez, Vivek Vaidya and Jon Suarez-Davis (jsd) and their work at Super{Set}, as well at the work of Yuri Khidekel at Allmagen and Amit Shah Instalilly, as well as the start-up my Co-author Caleb Briggs and Dr. Hubertus Becker have kicked off recently (I think it is still in stealth, so I won't say more). Part 2 of our forthcoming book called "The AI Conundrum" (MIT Press) unpacks a lot of use cases. I appreciate Tom's endorsement quote, which I will include here with a link in case anyone would like a copy: https://lnkd.in/gFWtJnqZ

What are the five ways marketing with never be the same because of GenAI? And how do you prepare? Shelly Palmer spoke at the MMA CMO & CEO Summit to answer this question and help marketers be prepared for the future. What are some observations, predictions, and recommendations from his talk? • Whatever you think social media did to media that is what social production is going to do to production. • This is the present. And where we will be forever. • This is a joke - literally and figuratively - compared to what's coming. • AI will enhance productivity • ChatGPT will write better than your copywriters • New products, such as custom-generated bedtime stories • Data-drive experiences and content • The end of the web as we know it • Talk to your data office about talking to data • Respect the fact that no one born today will ever live in a world where they are smarter than AI. • 13-32 year olds are solving their loneliness problems by talking to synthetic creatures. • Your data is at the mercy of large language models. • When everyone has the Death Star it's no longer a competitive advantage. • If you don't know what you're doing it won't help you. • If you suck at your job you will suck faster. • Please do not look at the future through the lens of the present. Imagine a world where cognitive work is just done for you.    Check the comments for a deepfake video of Shelly posted on X a couple of months ago that he shared today. These are just a sampling from his talk. Subscribe to MMA Global's YouTube channel, where will post the recording of his session in the coming days. #shapethefuture #ai #genai #marketing Decoding AI for Marketing Podcast

𝘔𝘰𝘷𝘢𝘣𝘭𝘦 𝘔𝘪𝘥𝘥𝘭𝘦𝘴 𝘎𝘳𝘰𝘸𝘵𝘩 𝘍𝘳𝘢𝘮𝘦𝘸𝘰𝘳𝘬 (𝘔𝘔𝘎𝘍): 𝘕𝘦𝘸 𝘛𝘩𝘪𝘯𝘬𝘪𝘯𝘨 𝘰𝘯 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨 𝘛𝘢𝘳𝘨𝘦𝘵𝘪𝘯𝘨 𝘵𝘰 𝘏𝘢𝘤𝘬 𝘚𝘩𝘰𝘳𝘵- 𝘢𝘯𝘥 𝘓𝘰𝘯𝘨-𝘛𝘦𝘳𝘮 𝘎𝘳𝘰𝘸𝘵𝘩 is the title of Vas Bakopoulos' talk today at the MMA CMO & CEO Summit. The decades-long struggle between pursuing long-term growth and achieving short-term sales is rooted in a myth. What if “going broad for the brand and targeted for performance" is wrong? Vas talked about how MMA Global is: • Challenging marketers to adopt a new audience strategy focused on the Movable Middles • How it compares to other audience targeting approaches • How it can help drive repeatable success ' There are 11 case studies to date that show the Moveable Middles perform much better. The growing share of moveable middles is a strong predictor of long-term growth. Any brand can deploy Movable Middles. There are 4 steps to repeatable implementation: 1. Identify MM segment 2. Convert to audience 3. Test and validate 4. Repeat/scale Reach out if you would like to implement Movable Middles at your organization. The MMA can help. See the comments for more resources and to start your own project. #shapethefuture #marketing #brand