Q&A: A marketer’s view of how to work with Generative AI tools

WARC’s Ann Marie Kerwin talks with Imteaz Ahamed, Reckitt’s Director, Performance Marketing – Nutrition, about how marketers should approach the use of Gen AI tools and what advantages they can gain from them.

This article is part of the October 2023 Spotlight US series, ‘Working with Generative AI in America’. Read more

WARC: What guidance do you have for marketers using Gen AI tools?

Imteaz Ahamed: The chances are, all of your agency partners and everyone’s using some form of AI already. But what you should be very clear about is, what is that big enough business problem that could be solved by Generative AI? I’ve seen many times where companies have bought the equivalent of a Ferrari F1 Team equivalent of a software platform. But they didn’t hire the right...

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