In this episode of the AI Edge Podcast, Yadin Porter de León is joined by Liza Adams, an AI advisor and fractional CMO, to discuss the strategic value of marketing in the age of AI.

The conversation delves into how AI tools are transforming marketing strategies and enabling marketers to demonstrate their strategic value to organizations. Liza shares a compelling case study where she used AI to facilitate a data-driven market segmentation process, leading to clearer strategic direction and improved cross-functional collaboration.

Key highlights include:

1. Using AI for strategic market segmentation: Liza describes how she leveraged ChatGPT and Claude to analyze multiple criteria and create a heat map for evaluating market segments, enabling real-time adjustments during executive discussions.

2. Democratizing strategic thinking: By creating a custom GPT for the segmentation process, Liza demonstrates how AI can make sophisticated strategic approaches accessible to broader teams.

3. Enhancing cross-functional collaboration: The AI-driven approach helped marketing align with other departments, including product development and sales, showcasing marketing's strategic value beyond tactics.

4. Overcoming data challenges: While AI tools offer powerful analysis capabilities, the podcast highlights the importance of clean, well-formatted data for optimal results.

5. Embracing AI literacy: Liza emphasizes the importance of marketers becoming AI-literate, encouraging experimentation and curiosity when working with AI tools.

The discussion underscores how AI is enabling marketers to scale their strategic efforts, shift perceptions of marketing from tactical to strategic, and drive more impactful business decisions. Liza and Yadin stress that while AI is a powerful tool, human expertise remains crucial in guiding its use and interpreting results.