Insights from HSMAI’s CMO Roundtable Partners

At the DMO roundtable in New York, experts from Milestone, Sojern, and Lotus Marketing joined Digital Marketing Executives to discuss the impact of AI on marketing and advertising, sharing their insights, strategies, and how to avoid pitfalls.  

AI in Marketing
The session opened with Anil Aggarwal, CEO, Milestone illustrating how AI is reshaping customer discovery and content personalization, significantly enhancing conversion performance. He pointed out the critical role of AI-driven traffic and the imperative for technically robust websites to support effective AI interactions. 

Advancing into the advertising domain, Anil highlighted the powerful effects of AI, including automated ad creation and smart bidding techniques. He detailed how AI facilitates the creation of thousands of ad variations, optimizing content delivery in real-time to boost marketing efficiency. 

Content Personalization
AI applications that are changing the game in content creation and personalization. He spoke about integrating AI into everyday workflows to not only enhance content quality but also ensure its relevance on a hyper-personalized level. This includes AI’s ability to craft personalized itineraries and trip plans, tailoring experiences to individual preferences. 

Noreen Henry, Chief Revenue Officer, Sojern, emphasized the power of data-driven insights in achieving personalization at scale. Using Nike’s Run Club as a case study, she showcased how personalized workout plans and AI-driven coaching can be leveraged alongside predictive analytics for precise product recommendations. 

Noreen outlined a four-step personalization strategy that utilizes historical data, real-time shopping habits, and guest experience insights to refine marketing efforts and elevate customer engagement. 

Operational Efficiency and Data Literacy
Kimberly Erwin, Principal, Lotus Marketing stressed the importance of data literacy and operational efficiency as critical enablers for leveraging AI effectively. She noted how AI could amplify both strengths and weaknesses within business operations, underscoring the need for precise data and strategic alignment. 

Kimberly explored AI’s role in enhancing customer experiences, explaining how predictive capabilities and personalized interactions can be optimized to improve customer satisfaction significantly. Seh advocated for a blend of human expertise and AI capabilities. 

Thank you to the companies sponsoring this roundtable Lotus Marketing, Milestone, and Sojern. This Roundtable was attended by ownership groups such as Outrigger Hospitality Group Sonesta International, IHG, Peregrine Hospitality, Red Roof, CoralTree Hospitality, Castlerock Asset Management, Drury Hotels Company, LLC, Extended Stay America, FLYR Hospitality, and Preferred Travel Group. 

HSMAI hosts this unique by-invitation forum annually for executives from ownership groups who specialize in a commercial role at their company. If you are interested in being invited next year, please email Brian Hicks.  

This article originally appeared on HSMAI.