In today’s rapidly evolving world of marketing, artificial intelligence (AI) has emerged as a powerful tool that can’t be ignored. As two professionals working in this dynamic industry, Carrie Robinson and I (Pete Bishop) sat down on our new podcast, Artificial Breakdown, to discuss our personal journeys with AI and how it's reshaping our work at ZGM Modern Marketing Partners.
The Start of the Journey
Carrie, a copywriter and AI Specialist, had a turning point while on a work-related cycling trip last year. As she relaxed in a hot tub, her mind was racing with thoughts about AI. She had been feeling stressed, like many of us, about what AI might mean for her job as a copywriter. It dawned on her that instead of worrying about the potential of AI replacing her, she should be the one driving change.
As she puts it: "I was stressed out, but then I realized—I should be the one figuring out what AI actually means."
This pivotal moment marked the beginning of her journey from being a curious copywriter to becoming an AI Specialist at ZGM. She took charge, eager to understand and explore the capabilities of AI. Instead of letting the fear of the unknown paralyze her, she dove headfirst into learning and exploring how AI could augment her role, rather than replace it.
AI in Marketing
As Carrie and I both observed, the marketing world is rapidly adopting AI. Our backgrounds—Carrie’s in copywriting and mine in illustration and design—have given us a unique perspective on how AI is shaping our work.
AI's presence in marketing is undeniable. For us, the key question was: how do we use AI to enhance our work? The possibilities are vast, from content generation to improving workflows. In many ways, it mirrors the advent of other transformative technologies in marketing, like the internet or even computers themselves.
Carrie took the initiative to bring AI into ZGM, starting with a simple presentation. She showed our team how easy it was to get started—by simply asking AI to do something fun, like telling a joke. This hands-on approach demystified AI, sparking curiosity across the company.
Building an AI Taskforce (secret handshake included)
One of the most impactful steps we took was forming an AI Taskforce. After realizing how vast AI's impact could be, we knew we needed representatives from every department to ensure everyone’s needs were addressed. This task force became a hub for experimentation, knowledge-sharing, and strategic planning.
As Carrie explains: “I quickly realized I couldn’t do it all on my own. So we created a taskforce. Every department has its own unique requirements, and this group helped make sure we were addressing them.”
Our taskforce's first goal was to develop company-wide AI guidelines, ensuring that we used AI responsibly—especially when dealing with client data and proprietary information. From experimenting with new tools to addressing ethical concerns, this team became a critical part of our AI integration strategy.
Gaining the Ever-Coveted Buy-In
A key challenge we faced was gaining buy-in from the entire company. While we were fortunate that many at ZGM were enthusiastic about AI, we recognized that in other organizations, this may not always be the case. Carrie’s advice for those facing hesitation is to start small. Show decision-makers the practical, time-saving benefits of AI.
“Teach them how it makes a difference—like how I wrote three emails in 10 minutes instead of three hours,” she suggests.
Knowing your audience is critical. Whether you’re talking to creatives about AI’s ability to inspire or to a CFO about cost savings, framing AI’s potential in a way that resonates with each stakeholder is key to securing support.
A Classic Pete and Carrie Mess Around
One of the most valuable lessons we've learned is to embrace a mindset of curiosity and playfulness. As Carrie says, when it comes to AI, it’s okay to make mistakes and explore. Much like children learning how to use new technology, we can’t be afraid to press buttons and experiment. The world of AI is evolving too fast to wait for a perfect understanding—sometimes, the best way to learn is by doing.
“If you’re scared of something, you should probably do it,” she shares, a mantra that has driven her success.
Keeping the Momentum
Our taskforce continues to evolve, with regular discussions about new AI tools and approaches. We remain committed to staying on top of this ever-changing technology, but we also recognize the need for patience and flexibility. The AI landscape is shifting rapidly, and part of our success comes from staying adaptable.
At ZGM, we believe the best approach to AI is to remain open and curious. We continue to experiment, learn and—most importantly—collaborate with each other as we navigate this exciting new era in marketing.
Looking Forward
As we move forward, we don’t have all the answers yet. But that’s okay. We’re on the journey together, learning from our successes and mistakes. AI isn’t something to fear, but a tool that can enhance creativity, improve efficiency and open new opportunities for us all.
So, whether you’re a marketer, a designer or someone just curious about AI, we invite you to follow along as we explore the future of AI at ZGM. Who knows? A year from now, we may be looking back and laughing at how little we knew today.
5 Steps to Start Today
By embracing AI at ZGM, we’ve created a sort of blueprint that can guide you in navigating this transformative technology. Here are five actionable steps to help your team harness the power of AI effectively, just like we did.
- 1. Start Small and Experiment
AI can seem overwhelming, but big changes often start with small experiments. Begin by identifying low-risk areas where AI can immediately improve efficiency, such as writing an email. Early wins are your stepping stones.
- 2. Create an AI Taskforce
Bring together a cross-departmental group to lead your AI initiatives. By including representatives from diverse areas of your organization, you’ll gain varied perspectives on how AI can meet specific needs and align with company goals. This taskforce will be crucial for crafting policies and guidelines that fit your unique operations. - 3. Establish Clear Guidelines
With great power comes great responsibility. Developing guidelines around ethical use, especially regarding data security and client privacy, will help build trust in your AI initiatives, both internally and externally. Set clear parameters for acceptable AI use to ensure responsible and consistent application across the board. - Gain Buy-In with Targeted Demos
As we all know, different stakeholders have varying interests, so tailor your AI demonstrations to address these. For example, show creative teams how AI can enhance ideation, while illustrating the potential for cost savings to financial decision-makers. Small, targeted demos that highlight AI’s practical benefits can make a big difference in securing buy-in. - Foster a Culture of Curiosity and Collaboration
Adopting AI is a journey. Encourage your team to experiment and learn without the fear of mistakes. AI technology evolves quickly, so stay adaptable, keep learning, and remember that curiosity is key to staying competitive. Share successes and setbacks openly to foster a collaborative environment that champions progress.