Driving ROI from your investment in AI
DPR&Co launched Wunderland AI to help businesses navigate the challenges and opportunities of AI.
The Wunderland business philosophy is based on the notion that traditional top-down management models are not conducive to rapid adoption and the achievement of justifiable ROI. Instead, we advocate for a bottom-up approach, where we seek out and rapidly deploy the most immediately effective and fruitful initiatives for AI integration.
Why is this important? Because by the time you’ve tried to develop an integrated ecosystem that accommodates the myriad implications of AI to your business model, you’ll cease to be a leader and, instead, be a follower.
It reminds me of the way Monash University developed its student walkways, where paving was added after students had established the routes that made the most sense through their own foot-traffic, made over a period of some months. ‘Bottom-up’ intuition and practicality guided the decision-making process, and it worked! The fact is that your team will gravitate to what makes them more successful. And because NOTHING about AI exists in a vacuum, the integration of your ‘pillar’ initiatives into an AI-guided ecosystem will be similarly guided by what makes the most sense.
This may sound like a recipe for ambiguity and messiness. But AI is the wild west right now. And with so few precedents to rely on for guidance, it makes sense to prioritise the technologies that succeed because they are adding value where it counts.
In a sense, what really matters is progress. By demonstrating to your team and your Board that AI has growing and practical application within your marketing team that’s delivering a genuine dividend, you’ll build the trust and posture among your leadership and operational teams that can lead to more adoption, testing, learning and integration.
Entry points for gaining traction
Within the marketing sphere, there are some clear areas in which serious benefits can be quickly realised, enabling you to prove your value as a marketer capable of navigating what will be an intense period of change.
- Research – the ability to engage in real-time brand health-tracking and consumer attitudes and purchasing trends are now possible at a manageable cost using Wunderland’s Buro LLM. Make decisions and track outcomes with complete immediacy.
- Audience identification, insights and segmentation – smarter and more intuitive reach solutions can mean greater efficiency and intimacy for your communications.
- Workflow design – optimising the impacts of AI in your organisation while minimising friction points and risk.
- Content – leveraging AI to more efficiently and accurately create and promulgate content across all channels
- Creative – contributing to the creation of communications that are meaningful and aligned with customer drivers as well as enabling enhanced conceptualisation and production values.
- Performance tracking – assessing and reporting on the impacts of marketing initiatives in real time.
Making the case for change
Each of the above areas are ready opportunities to begin an AI journey that delivers measurable ROI, paving the way for more momentum through:
- Greater confidence in your team’s ability and appetite to adapt to AI enabled workflows or techniques.
- Increased willingness to remove barriers to adopting new AI-driven initiatives
- The ability to demonstrate to shareholders that your organisation is effectively transitioning to make use of AI while improving customer centricity.
- A more gradual and organic shift in the shape of your workforce as your technology conversancy matures.
Attainable value
It is a common misconception that only larger organisations with deep pockets can afford the skills and technologies to embrace AI. Not only is this untrue but, in fact, the reverse is true. Nimble, agile organisations driven to do more with less are likely to find disproportionate benefit from relatively modest investments.
Taking the first step
If you’re looking to make a careful but decisive move to explore the potential of AI, or if you’re a user looking to increase ROI or penetration, Wunderland AI is ready to help.