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The Maze of AI in Marketing — What Should We Do First?
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📈 Nestlé Scales AI & Digital-First Marketing with ERP Upgrade
Nestlé is rolling out a global ERP upgrade (SAP S/4HANA Cloud Private Edition) across its operations which will underpin its “digital-first marketing and sales platforms” and enable AI and automation at scale. The upgrade enables integrated data across supply chain, manufacturing, sales and marketing for real-time decision-making, faster product launches, and localisation/automation of content.
Why it matters
This highlights that for large brands, marketing transformation is linked to broader enterprise infrastructure — marketing doesn’t live in isolation.
Marketers should recognise that scaling digital & AI marketing often requires foundational investment (data, systems, integration) rather than just point-tools.
For brands operating globally or across many markets, unified platforms and AI-enabled workflows will become table stakes.
Smaller marketers can learn: even if they don’t need enterprise-scale ERP, the principle holds—data foundation + scalability + automation will distinguish winners. Read more.
🚀 How Beekman 1802 Uses AI to Humanize Digital Marketing
Beauty brand Beekman 1802 leveraged AI and AR (and a digital mascot named “Goatie”) to create its “My Skin Biome” tool which educates consumers about skin microbiome and recommends products. Users who engaged showed significantly higher conversion and repeat purchase metrics.
Why It Matters
This case shows how luxury/non-mass-market brands can use AI not just for efficiency but to deepen emotional engagement and product education.
Marketers should note that “tech for tech’s sake” isn’t enough — the tool must align with brand story, audience needs and bring measurable uplift.
Using AI/AR as an educational/experience layer (not only as marketing gimmick) can boost loyalty, average order value, and repeat behaviour.
Even for smaller or niche brands, thoughtful AI deployment can unlock disproportionate value if aligned with brand purpose. Read more.
🏷️ Digital Capabilities Drive Farmers’ Marketing Channel Choice
A study published by Nature Research explores how farmers’ digital capabilities (access, usage, creation) influence their choice of marketing channels—digital versus traditional. The research finds that stronger digital capabilities increase use of online channels while weaker capability keeps farmers in older offline channels. It builds a “cognitive-behaviour-outcome” framework showing how social networks, risk attitudes and bargaining power mediate this effect.
Why It Matters
Even in sectors like agriculture, digital capability (not just access) determines channel adoption—relevant for marketers segmenting less-digital audiences.
For marketing strategy in slower-digitising markets, it emphasises that simply placing digital content isn’t enough—you must invest in enabling usage and creation.
Marketers targeting remote or emerging segments should assess digital readiness and craft differentiated channel plans accordingly.
The study reinforces that adoption is not uniform—prepare for heterogeneity in behaviour and build flexible strategies. Read more.
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💡 Today’s Insight
The Maze of AI in Marketing — What Should We Do First?
Many marketing teams feel overwhelmed by the number of AI entry points — content generation, personalization, analytics, automation, journey design, reporting. The key issue: teams often stall because they aren’t sure which area to prioritise, or they attempt too many pilots without a clear sequence. The piece proposes a disciplined playbook: define your business goal, assess data and systems readiness, pick a pilot with clear metrics, and then scale based on results.
Key Takeaways
Clarify business goals before picking AI tools — don’t chase the newest tool without strategy.
Assess your data, workflows and team readiness — AI won’t succeed without foundational strength.
Choose a pilot that is meaningful but manageable; track metrics that matter.
Scale only after the pilot shows measurable impact — avoid “pilot purgatory”.
Maintain discipline and sequencing — the path matters as much as the destination.
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