Our Four Biggest Mistakes Made When Working with AI in Marketing

This 23-minute conference talk by Emilie Sunekær Norsgaard, Executive Assistant for Group Management at s360, explores the four biggest mistakes made when implementing AI in marketing. Discover how artificial intelligence can revolutionize marketing content production by scaling creativity in both quantity and quality. Learn about the challenges of transitioning from identifying use cases to successfully realizing AI's value, along with a mindset shift in how to perceive AI's potential. The presentation covers practical frameworks for finding and prioritizing the right use cases, avoiding obsolete solutions, organizing for long-term AI success, and the technical architecture behind effective AI solutions. Examine real examples of AI-generated content and creatives while benefiting from both mistakes and victories encountered during s360's AI journey. Though focused on marketing applications, the insights are valuable for both engineers and AI decision-makers across industries. Recorded at the 2025 GAIA Conference in Gothenburg, Sweden.