VMware and Jasper on AI as a Turning Point for Marketing Team Structure and Strategy

There’s a significant change happening in the world of B2B marketing, driven largely by innovations from generative AI. As companies around the globe scramble to understand and harness the raw power of artificial intelligence for marketing, VMware stands out with its strategic and successful adoption of Jasper, a generative AI tool that’s proving to be a game-changer.

I learned about this transformative approach to GenAI implementation at the recent Content Marketing World conference in a presentation from Jessica Hreha, Head of Global Integrated Campaigns, Demand Content Strategy at VMware and Meghan Keaney Anderson, VP of Marketing at Jasper.

Here’s a summary of what I learned during their presentation.

VMware’s goals with the Jasper pilot include improving content quality, saving money on agency fees, and speeding up content production time.
The pilot started with 40 users in the global demand content team and has since expanded to 205 users and potentially 765 total users across global marketing.
Early results show that Jasper has helped save over 200 hours per month and boosted productivity and job satisfaction for marketers.
The positive feedback from marketers led to the creation of VMware’s Marketing AI Council to help educate and empower marketers on responsible AI use.
The Council has hosted training sessions, created AI guidelines, and been recognized by industry groups for its leadership in marketing AI.
Within global marketing, Jasper is being used to write video scripts, social media copy, paid search copy, blog outlines, and more.
Marketers report time savings ranging from 2 hours down to 5 minutes for tasks, and being able to save on agency fees for copy generation.

Generative AI: Breaking Boundaries in Marketing

Generative AI isn’t just a buzzword; it’s breaking longstanding barriers in the marketing world. The technology allows marketers to quickly generate content, but the key is to tap into its potential without losing the unique brand voice or human touch.

Enter Jasper. This AI-driven writing and strategy assistant isn’t about replacing marketers. Instead, it aims to empower them, giving them tools to produce more and elevate their creative prowess. This perspective aligns with the “AI is your co-pilot” messaging coming from Microsoft and even the expression “Assisted Intelligence” I’ve heard from IBM years ago.

Meghan Keaney Anderson – Jasper

VMware & Jasper: A Partnership Born from Innovation

VMware’s journey with Jasper started as an experiment, a pilot program with just eight members in 2022. But like all great innovations, it quickly gained traction. By 2023, a whopping 560 users within VMware’s Global Marketing FTE organization were leveraging Jasper, reaping many benefits.

“The advent of AI is about shifting and adjusting not outright replacement. One for one replacement of humans for AI is just a bad idea.” Meghan Keaney Anderson, VP Marketing at Jasper

But the impact of GenAI on VMware’s marketing operations didn’t stop there. It was the catalyst behind VMware’s Marketing AI Council, established in 2023, aiming to foster collaboration, drive AI-centric initiatives, and set a benchmark in AI excellence. As large enterprises and even mid-market B2B …read more

Source:: Top Rank Blog