Generative AI for Marketing

Case Study: Harnessing the Power of AI for Marketing Innovation at GE HealthCare

Background

In an evolving landscape where AI is rapidly redefining the marketing industry, I led a specialized "AI Tiger Team" of five marketers at GE HealthCare. Our mission was to explore and evaluate the potential of generative AI technologies, including ChatGPT, to drive significant enhancements in our marketing efforts. With AI becoming a key part of modern marketing strategies, our team aimed to identify how these tools could improve SEI (Strategic Enterprise Imaging) marketing outcomes and set the foundation for future AI adoption.

Why We Formed the AI Tiger Team

• AI has the potential to transform marketing, enabling faster execution, higher-quality content, and innovative new approaches.

• Our goal was to define actionable use cases, create effective prompts, and establish AI best practices for the organization.

• We wanted to demonstrate how AI could support marketing in becoming more efficient, data-driven, and customer-centric.

Results: Key Outcomes Achieved Through AI Integration

• Productivity Boost: AI tools enabled our team to launch campaigns 66% faster.

• Enhanced Creativity & Innovation: AI inspired new ideas and elevated the quality of our marketing content.

• Time Savings: Reduced copywriting time by 80% and graphic design time by 74%.

• Cost Savings: By moving work in-house with AI, we achieved 100% cost savings on outsourced tasks.

• Deeper Insights: AI-driven analytics provided more accurate and actionable data, informing strategy decisions.

• Greater Collaboration: AI streamlined workflow processes, making cross-functional teamwork more seamless.

Impact: Empowering the Entire Marketing Organization

Following the successful evaluation and outcomes from our AI Tiger Team, I took the lead in scaling our insights and innovations:

• Developed comprehensive best practice training sessions on AI usage, tailored specifically for marketers.

• Created a set of pre-built AI prompts to help teams kick-start their AI-driven projects.

• Rolled out these findings and tools across the broader GE HealthCare marketing organization.

• Today, over 10 marketing teams are actively utilizing these AI strategies and tools, integrating them into their day-to-day operations.

This initiative not only positioned GE HealthCare at the forefront of AI-driven marketing but also demonstrated how technology can foster a culture of creativity, efficiency, and innovation across the organization.