In a recent interview with Constellation Editor in Chief Larry Dignan, Hotwire's Chief Growth Officer, Laura MacDonald shares how her team uses #AI to enhance their marketing and research efforts.
Rather than focusing solely on AI-generated content, Hotwire has built an AI-powered search and discovery tool to analyze data from various sources quickly. This allows them to uncover key trends, topics, and pain points most important to their target personas, like CTOs.
By asking the AI to respond as different personas, Hotwire gains a deeper understanding of how various decision-makers research and evaluate solutions. This #data-driven approach informs their marketing campaigns and content strategy, empowering the human team to be more creative and impactful.
Lauren also discussed the importance of personalization based on user interactions, not personal data, and the need to establish proper guardrails around AI to maintain data privacy and security.
This interview showcases how leading organizations leverage AI as a strategic co-pilot rather than just a content creation tool. Watch the full conversation to learn how to harness AI to drive more effective marketing and research.
