Generative AI is becoming a pivotal tool for marketers and communicators, who are using it to turn raw data into actionable insights.
On the latest episode of The Disruption Is Now, Jeff Fleischman, Chief Marketing Officer at Altimetrik, joins host Greg Matusky to discuss how AI transforms daily workflows, elevates decision-making, and even redefines how businesses communicate.
Watch now:
Key takeaways
Good data is the foundation of AI success
AI can only deliver meaningful results if it’s fed reliable and well-structured data. Fleischman emphasizes that companies investing in AI without addressing data quality are setting themselves up for failure.
Data governance is non-negotiable. Without clear processes to ensure data accuracy and integrity, AI implementations can quickly spiral into inefficiency and wasted resources. Fleischman stresses the importance of maintaining consistent quality checks and developing a culture that values strong data practices across all departments.
AI amplifies curiosity and better questioning
Fleischman highlights how AI tools have improved the way he formulates both business and personal questions.
The iterative nature of working with AI encourages professionals to think critically about the information they seek and to articulate their needs clearly. This leads to better outputs and more meaningful insights, both in strategic business decisions and everyday problem-solving.
Prompt engineering is a critical skill
The way you phrase prompts determines the quality of AI’s output. Fleischman shares how specific prompts about tone, audience, and purpose unlock richer, more tailored results, making AI a versatile assistant for content creation and strategic planning.
Fleischman suggests using prompts as a tool for brainstorming and refining ideas to add an extra layer of creativity to workflows.
AI tools enrich marketing roles
Generative AI doesn’t replace marketers. It enhances their capabilities. Fleischman explains how AI enables marketing leaders to take on strategic roles by providing faster, data-driven insights and freeing time for high-level decision-making.
By automating repetitive tasks, AI allows marketers to focus on creative and strategic aspects of their role, like understanding consumer behavior and crafting impactful campaigns. Fleischman sees this shift as an opportunity for professionals to elevate their roles and make more meaningful contributions to business growth.
Experimentation is essential to mastery
Success with AI requires a willingness to test its boundaries. Fleischman encourages professionals to play with AI tools in personal contexts to gain confidence and discover their potential applications in business.
Experimentation fosters creativity and uncovers new possibilities for problem-solving. Whether it’s generating ideas for a marketing campaign or streamlining complex workflows, experimenting with AI helps users unlock its full potential and adapt it to their unique needs.
Key moments
- The role of data quality in successful AI adoption (2:21)
- Why starting with business outcomes leads to better AI implementation (3:44)
- How Altimetrik’s incremental approach drives client success (7:26)
- AI’s impact on customer service and predictive analysis (8:54)
- Fleischman’s personal example of using AI for baseball card predictions (13:13)
- The importance of curiosity in mastering generative AI tools (14:42)
- Creating crisis communication workflows with generative AI (19:28)
- How prompting has improved Jeff’s questions (21:16)
- Where Jeff thinks AI is going (26:25)
- How AI saves marketing leaders a ton of time (29:20)
