The Reality of Digital Marketing Without AI
Jeanne Teillac, the ex-Marketing Manager at the French Rugby Union, doesn’t sugarcoat the impact of AI. With a career spanning over a decade in digital marketing—from major agencies to luxury brands—her experience culminated in a clear understanding:
"If you're not using AI right now, you’ll fall behind." Digital marketers need to adapt or risk being outpaced by the next generation of innovative talent. In her view, AI is not just a tool; it’s an essential element for survival in a dynamic market.
The Resource Reality Check
When Jeanne took the reins at the French Rugby Union seven years ago, she faced significant hurdles: a startup-like atmosphere with no content strategy, limited resources, and a small team. Despite these challenges, her team recently executed a successful organic content campaign for the Six Nations games, significantly increasing engagement across social media and CRM platforms. The secret? AI and strategic automation.
Instead of sprawling budgets for new hires, Jeanne focused on optimizing existing workflows.
"We create master templates, and everything else varies automatically, thanks to AI tools." This not only saved time but also maximized productivity.
The 80/20 Management Formula
Jeanne divides her efforts using the 80/20 formula: 80% focused on management and strategy, leaving 20% for operational tasks. This allows her to prioritize what truly matters. Leveraging AI tools means her team can efficiently execute concepts, while she oversees strategic direction.
"We produce high-quality content efficiently." This method fosters creativity without sacrificing productivity.
Telling the ROI Story to Secure Budgets
When it comes to persuading decision-makers like CFOs and CEOs, Jeanne adopts a straightforward approach: she emphasizes numbers over aesthetics.
"This $10,000 tool saves an average of two hours daily across three team members. Imagine the salary savings and increased productivity."
Using an ROI formula like:
- Time Savings × Employee Salaries = Immediate Cost Reduction
- Incremental Followers & Leads = Future Revenue Growth
This approach convinces stakeholders of the value AI brings to the table.
Balancing Human Creativity with AI
A critical point Jeanne makes is that successful teams don’t replace people with AI; they enhance human creativity.
**"Most creative professionals prefer to steer the direction of their work rather than being given tasks. AI should assist, not dominate—**this keeps human ingenuity at the forefront of growth strategies."
Overcoming Imposter Syndrome in AI Adoption
Perhaps the most challenging barrier isn’t technology, but the mindset surrounding it. Many middle managers fear being deemed irrelevant for using AI, while junior team members worry about their job security.
Jeanne reassures these teams:
"AI is a tool for empowerment, not a replacement. We’re merely at the beginning of a transformation, much like the internet or social media changes we’ve seen. Adapt, or you’ll fall behind."
The Necessity of AI Integration
Jeanne emphasizes that marketing teams will struggle to compete without embracing AI. Her advice for leaders includes:
- Start learning AI tools now.
- Balance human creativity with AI efficiency.
- Craft ROI cases that resonate with CFOs.
- Use AI as a means of empowerment, not replacement.
The takeaway? Companies that adopt these practices will gain a pivotal edge.
The Bottom Line: Embrace or Fade Away
“Adopt or die,” Jeanne concludes firmly. It’s not an exaggeration; it’s the reality of digital marketing today. Teams that thoughtfully integrate AI while preserving human ingenuity will flourish, while those who resist will be eclipsed by competitors who embrace the efficiency AI offers.
Are you ready to implement your team’s AI strategy? The time to act is now.
