The Early Adoption and Rise of AI in Marketing
By Emily Smith, Melo Marketing
Ireland, the “Land of Saints and Scholars” has now entered the age of algorithms. In this article, we will explore how businesses in Ireland are fervently adopting AI technology, especially in the area of marketing. One of the pioneers in this space is Maryrose Lyons, the Founder of Brightspark, who has been at the forefront of digital marketing in Ireland for 20 years and, more recently, has been educating marketers and business owners on how to harness the power of Generative AI tools and increase productivity.
Maryrose Lyons, the self-styled “Digital Marketing OG”, has been actively delivering ChatGPT training since the beginning of March this year.
Maryrose Lyons, the self-styled “Digital Marketing OG”, has been actively delivering ChatGPT training since the beginning of March this year. With vast experience since the early days of the internet and encompassing social media and the Web 2.0 era, Lyons has guided and supported numerous companies in embracing new technologies, and now she does it again curating gen AI tools for her clients.
According to Lyons, the adoption of AI tools has been unprecedented. “At the start of the year, I was mainly working with early adopters – marketing trailblazer organisations or self-employed business owners who recognised the potential and wanted to tap into the numerous benefits offered by AI.”
In the second quarter, more agile and forward-thinking Local Enterprise Offices (LEOs) recognised the significance of AI and booked Brightspark to deliver training, talks, and consultations to their members. Surprisingly, early demand originated from traditional sectors such as law, finance, and accounting. These sectors were quick to identify the transformative power AI could bring in streamlining their processes, enhancing customer experiences, and gaining a competitive edge.
Significant interest has come from membership bodies such as the Employment Recruitment Federation who are about to embark on their second group training event as they recognised the enormous value of their members learning the necessary AI skills for recruitment and talent management, ensuring they are constantly innovating.
Varying Adoption Rates Internationally
While the level of AI adoption in Ireland has been rapid, it is important to note that this trend is not ubiquitous across every market. Lyons recounts being asked to simplify one of her presentations for a US audience as the rate of change in respect of the use of certain AI tools differed there. Regardless, the Irish business landscape’s appetite for AI remains a driving force behind the adoption of AI.
“The presence of large tech companies in Ireland has undoubtedly fostered a culture of adoption here. Companies like Google, Facebook, LinkedIn and Hubspot have established hubs in the country, attracting top digital talent and creating a nurturing environment for innovation. As a result, the local business ecosystem has adapted to thrive in this tech-driven environment, resulting in a receptive and open mindset towards AI adoption”, says Lyons.
In the dynamic world of AI, staying up-to-date is paramount. Take a few weeks off for holidays, and upon your return, you might find that the whole world has moved on. Recognising the need to address this and prevent others from having to deep dive in the way she did, Brightspark has organised a LinkedIn livestreaming lunch and learn webinar, taking place on Thursday, August 31, at 1 pm.
This free to attend webinar is a great starting point for anyone unsure of the power of AI or eager to know more and should be considered a must for all marketers and business owners who are keen to learn or update their skills in the area of ChatGPT and Generative AI. Registration is essential as places are limited.
You can register here.
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