There’s no denying that staying ahead, let alone keeping up with innovation, is extremely difficult for most businesses. So, when Generative AI emerged so rapidly just 22 months ago, it heralded the tipping point for AI, marking a moment in time commensurate with the start of the Industrial Revolution.
Vision and Planning
AI adoption is not merely a trend but a strategic imperative for forward-thinking businesses. There are notable similarities to 1997, when the advent of the internet showed equal promise of change, beyond the realms of our then understanding.
Our leadership team recognised that early AI adoption was critical, and a journey that was as much about exploration, as it was about finding definitive solutions. The entire team are bought into AI’s significance and are given scope to experiment and embrace it.
Investment in Technology and Talent
Progress in AI so far has been as much about technology choices and AI-focused resourcing, as it has been about vision and commitment.
At Bonfire, we’ve deliberately focused our internal resources towards AI exploratory work. That decision might not make sense for all organisations, but we believe that Performance Marketing is a data-heavy sector, where there is potential for enormous competitive advantage available to first-movers.
Decisions around platforms and technology pathways are equally loaded when considering AI. Our partnership decisions were heavily based on who could provide early AI tools and who shared a strong AI roadmap with us.
Building a Culture of Innovation
We’ve always championed a mindset of learning and experimentation, but AI’s rapid rise and transformation calls for an even deeper and more substantial commitment to cultivating an innovative culture.
We have put innovation front and centre by elevating it to an organisational pillar, alongside conventional ones such as operations and finance. This ensures it’s a mandatory consideration in all our strategic planning.
And we’ve created cross-function innovation forums which help disseminate AI learnings more quickly across the agency, allowing us to operationalise more effectively.
Data-Driven Decision Making
Data is the backbone of effective AI engagement. Getting the data right has been a journey we’ve been on for over 3 years. Given the reliance of Performance Marketing on a myriad of data sources, this challenge required strategy, early exploration and adoption. Data due diligence is a critical first step in any organisation’s AI journey.
In conclusion, AI adoption at Bonfire continues to be a transformative journey. While there’s no perfect view of how AI will land within the organisation, its impact is already being felt, and benefits realised. The rate of change will only accelerate from here, so first-mover advantage will hopefully place us in a good position strategically and competitively.
