Discover how to use generative AI to maximise marketing campaigns with Sven Van Stichel, COO/CMO of GLOBIS Europe.
Marketing has always been about doing more with less. Over my 15-year career, I’ve seen trends come and go, but when generative AI entered the scene, it wasn’t just another tool. It became a partner that helped me unlock new levels of creativity and efficiency.
This isn’t a story about AI doing everything for you. It’s about how you, as a strategist and creator, can use it to amplify what you do best.
How generative AI changed my workflow
The first time I tried generative AI, I started small: localising ads for six different European markets. Normally, this would mean hours of work which included drafting, translating, and tweaking. With AI, I generated high-quality content in multiple languages in a fraction of the time.
Of course, the output wasn’t perfect. I reviewed the results with native speakers and made adjustments to ensure cultural relevance. The outcomes spoke for themselves: better engagement, stronger resonance, and higher ROI. It was clear that generative AI wasn’t here to replace creativity. It was here to spark it.
Empowering strategic thinking with AI
Marketing isn’t just about execution. It’s about strategy. One of the biggest challenges I’ve faced is finding time to think deeply about long-term plans while juggling multiple campaigns. AI has been a lifesaver in helping me carve out that time.
Take brainstorming, for example. When I’m stuck, I turn to tools like ChatGPT for a fresh perspective. It’s not always perfect, but it often suggests ideas I wouldn’t have considered. By pairing AI insights with strategic frameworks like those we teach in Strategic Thinking at GLOBIS, I’ve been able to elevate my campaigns and make them more targeted and impactful. Often times with the introduction of new technologies, we need a foundation that helps us think critically about the opportunities and threats out there, paving the way for innovative approaches.
Overcoming skepticism
Introducing AI tools into workflows isn’t always easy. I’ve encountered skepticism from colleagues who worried that AI might compromise quality or creativity. It’s understandable and trusting something new takes time.
The key to overcoming this resistance was focusing on results. When my team saw that AI-generated content saved time and outperformed traditional methods, the doubts began to fade. Still, it’s important to remember that AI is just a tool. The human element, and especially, your judgment, creativity, and empathy just remains irreplaceable.
The future of AI in marketing and strategy
Generative AI is evolving rapidly, presenting exciting opportunities. From hyper-personalised content to real-time campaign adjustments, the potential is enormous. However, as AI capabilities grow, so does the noise. Everyone will have access to these tools, so standing out will depend on how you use them.
At GLOBIS, we emphasise the importance of kokorozashi—a personal mission or sense of purpose. Generative AI might handle execution, but it’s up to us to stay connected to our “why.” Why are we creating this campaign? How does it serve our audience? How does it align with our values?
Lessons from my journey with generative AI
- AI saves time, But people create meaning
AI can generate ideas, analyse data, and even draft strategies, but it’s your insights and creativity that make them resonate. - Balance is key
Relying too heavily on AI risks losing the human touch. Use it to enhance your work, not replace it. - Keep learning
The more you understand tools like generative AI, the more effectively you can use them. Courses like Strategic Thinking Nano MBA help develop the critical skills needed to adapt and thrive in this rapidly changing landscape.
Final thoughts
Generative AI has fundamentally changed the way I work, enabling me to focus on strategy and creativity instead of getting bogged down by repetitive tasks. But it’s not a magic bullet. It’s a tool, and like any tool, it’s only as good as the person using it.
If you’re curious about how to incorporate AI into your work or want to refine your ability to think strategically, I highly recommend exploring the Strategic Thinking Nano MBA. It’s an investment in your future, equipping you with the skills to lead in an AI-driven world.
Marketing isn’t about technology; it’s about people. By combining the speed and efficiency of AI with your creativity and purpose, you can create campaigns that truly resonate.
