Like any change, it’s important to start small. As we began exploring AI, we identified a problem we wanted to solve, a low-volume, time-consuming task outside our core skill set. For us, that was translation.
We’re a global company and a global team and we were spending a lot of time and money on translation. So, we found a translation tool which gave us new features.
Alongside translation, the tool included a glossary feature, allowing us to input our technical terms and brand guidelines for tone and voice. This gave us much greater quality and consistency in our translations.
Melanie Embery, head of marketing communications at polymer manufacturer Victrex
I work in the marketing team and we have the strategy and the vision from the board.
It completely exceeded our expectations because in the past we’d used Google translate and no-one was keen.
It was the first real success where we could demonstrate productivity, cost savings; do more with less. And get a better experience
for our customers. I ran a workshop with the marketing team where we asked, ‘What would you like AI to do for you?’
We looked at the low-value, routine tasks versus the unique value each person brings that AI can’t replicate.
It really helped people see the opportunity. For us, that’s around personalisation, creating content at scale, and tailoring messages to micro-audiences.
There is so much opportunity and that is what we are focused on. Then we looked at how can we get AI to do the boring stuff, like the translations, all of the scheduling that people don’t enjoy.
Those who start to lean into that huge opportunity are the ones who are going to get the best advantage, as individuals and as companies.
When it comes to adopting the technology with confidence, carry out pilot
projects and, again, be prepared to fail, but learn from that failure
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