How to: Make marketing AI-enabled.
AI is fundamentally changing customer journeys. But many companies are sticking AI onto existing processes instead of rethinking workflows, expectations and touchpoints. Our systematic 3-step audit shows you where you stand and how to strategically integrate AI.
Why AI readiness is becoming crucial now.
AI agents are increasingly making decisions for your customers. They research, compare and evaluate – autonomously and based on data. If you want to remain visible in this game, you need machine-readable structures and optimised model results.
The problem: AI cannot simply be implemented. It changes the entire customer journey. Three systematic steps help to actively shape this change.
Analyse the current customer journey.
Start with specifics: outline the most important points of contact between your customers and your brand. From initial awareness to the information phase to decision-making, use and loyalty.
Key questions:
- – Which channels play a role?
- – Which content and systems are involved?
- – Where do friction losses, media breaks or waiting times occur?
The benefit: You understand where your customer journey works today – and where AI can create real added value.
Identify AI potential.
Go through your customer journey step by step. Consider: Where can an AI agent already deliver real added value today?
Specific starting points:
- – Can an AI-supported product advisor help with research?
- – Can an intelligent assistant pre-qualify leads?
- – Can after-sales service be improved through automated, empathetic dialogues?
Important: Don’t replace everything, but simplify in a targeted manner – where it really helps customers.
Define measures that can be implemented immediately.
Not every innovation requires a pilot project. AI can already be integrated using on-board tools:
Quick wins:
- – Simple chatbots with CRM connection
- – Automated text generation for recurring content (product descriptions)
- – Intelligent segmentation in email campaigns
- – Personalised recommendations in navigation
The focus: start small, measure, learn, scale.
Practical tip: Test machine readability.
Ask yourself at every touchpoint: Can an AI agent understand and process this information? Structured data, semantic markup languages and clear content hierarchies become a competitive advantage.
The reality: Many websites, emails and social media posts are still not optimised for machine readability. There is enormous potential here.
Small steps, big impact.
AI readiness does not mean waiting for the next big tool. It means taking a concrete look at whether your digital infrastructure can communicate with machines.
The approach: develop an increasingly comprehensive understanding of AI in small steps.
If you want to systematically check your customer journey for AI potential, we are your point of contact.