Generative AI and Account-Based Marketing

How are you thinking about generative AI for your top accounts? This question has been playing on repeat in the run up to our London ABM Forum in June, with a number of our clients and members exploring different use cases and testing generative AI. The most common use case I’m hearing is using it to accelerate the pace to content creation – quickly developing personalized and relevant account content.

I am a big fan of experiments and data shows firms that make bolder moves during times of huge change are the ones that have outperformed their peers.

However, in your experiments it’s critical to remember large language models such as ChatGPT, Microsoft’s Bing AI, and Google’s Bard are always learning. Any data you share becomes training data that is absorbed and will impact future outputs.

Sharing your company and key account data into ChatGPT is not a good idea. Take the case of Samsung – where employees leaked sensitive information on ChatGPT by accident, three times in 20 days. 

· One of their team had uncovered an error while executing the source code and inquired about a solution.

· Another employee uploaded program code written to identify yield and defective equipment and requested code optimization.

· A third employee uploaded recordings of a meeting to generate the meeting minutes.

Among all the hype, don’t miss this crucial reminder. There is no way of being certain about what happens to the data. Do not put client data or account information into a generative AI model.

Do not give your accounts more cause for caution

Next week at Marketing Leadership Forum 2023, we’ll be sharing our latest CBX research on client buying behaviour. The takeaway? Buying groups are becoming increasingly cautious. Enterprises are reinventing themselves. And it’s getting harder to make buying decisions, with almost a third of buying cycles being on the road to nowhere, ending in a non-decision.

With stakes high, marketing and sales teams are looking to leverage all the tools in their arsenal to build relationships, enhance their reputation and grow revenue with their more valuable clients. As we all look for ways to be more effective, and drive up performance, don’t forget it’s your responsibility to act with good judgement. Dropping client data into a black box with virtually no privacy or data protections and hoping for the best is not a winning strategy.

As for creating more personalized content, faster? Keep in mind that buyers are more overwhelmed with information than ever before.

I’d love to hear what your thoughts are and the approach you’re taking to Generative AI and ChatGPT. How are you leveraging this in your ABM program?