CMOs should not measure AI ROI with a single metric. AI can create several different types of value. It can allow employees to accomplish more, reduce external spending, improve conversion, accelerate pipeline or improve customer understanding. Those outcomes should be measured separately before being combined into an overall assessment of return. Open Future Forum’s September…
Generative artificial intelligence is emerging as a powerful productivity tool, particularly for economies and businesses facing shortages of specialized skills. But research from the Asian Development Bank (ADB), the University of Hong Kong and Arizona State University suggests that faster work does not automatically mean better final work. AI can help workers reach a good…
I’ve spent more than 20 years building publishing websites, and I’ve also advised businesses on their SEO needs. Search traffic matters to my own business, so I understand the discomfort of committing money to something whose results you cannot order on a schedule. For an ongoing small-business SEO campaign, I would start investigating providers around…
Senior executives rarely think of link building as a strategic risk. It shows up on marketing dashboards, gets reviewed in quarterly SEO reports, and stays firmly in the operational layer of the business. But the competitive implications of underinvesting in link acquisition compound over time in ways that don’t become obvious until the damage is…
AI marketing automation trends.) Some brands are already taking steps in this direction by utilizing AI tools to handle repetitive tasks while reserving creative storytelling for human marketers. This hybrid approach allows brands to reap the efficiency benefits of AI while maintaining the authenticity that consumers desire. As marketers experiment with different combinations of human…
CDC Youth Risk Behavior Survey.) Creating Anchor Assets for Effective Distribution One highly effective strategy within SEO content distribution is the development of anchor assets. These are substantial pieces of content—such as comprehensive guides, in-depth research reports, or unique tools—that serve as the cornerstone of your distribution strategy. Once created, anchor assets can be repurposed…
Artificial intelligence (AI) is having a profound impact on the funds industry with widespread adoption of both generative AI and agentic AI speeding up processes and reducing costs. The former is being used to prepare and process documentation while the latter is being used to manage end-to-end workflows, particularly where the systems involved in the…
Spending on AI subscriptions is starting to become a part of some households’ budgets as users choose to upgrade to more powerful versions of publicly available generative AI tools, like OpenAI’s ChatGPT. The share of U.S. households that now pays for a generative AI subscription is up roughly 155% compared to last year, according to new…
Research recently published in the Harvard Business Review found that when employees at a tech company with about 200 workers were given AI tools, they ended up doing more work and being more productive, but they also worked longer hours. The ongoing research is being conducted by Aruna Ranganathan, a professor at the Haas School…
By C200 member Jennifer Quigley-Jones What is influencer marketing actually delivering? Digital Voices The creator economy has grown into a multi-hundred-billion-dollar market, changing how brands reach consumers and influence purchasing decisions. It has already surpassed $250 billion, and some projections suggest it could reach $600 billion by 2030. Influencer marketing now plays a central role,…
