January 2025 Edition

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Tessa Burg and Philip Congello of Mod Op shared their insights and experiences on how they’ve implemented AI at a recent American Marketing Association Cincinnati Digital Marketing Community event. They provided a roadmap of what to expect from AI in the year ahead and actionable advice on how businesses of all sizes can establish a framework to leverage AI for meaningful results.

What’s Ahead for AI in 2025?

Tessa and Philip focused on key shifts in AI technologies that are set to transform marketing strategies and how businesses can capitalize on these changes:

The explosion of AI tech and investments will continue.

There are more than 67,200 AI startups currently in existence—a staggering number that reflects the rapid pace of growth. That’s about 13 new AI startups launching every day since 2017. Tessa and Philip expect this trend to accelerate in the coming years, with even more companies entering the space. However, while the sheer volume of startups and investments in AI is noteworthy, it’s the practical application of AI that will truly shape its impact. As AI continues to evolve, companies must focus on not just adopting AI, but on integrating it into their core business strategies to create real, measurable outcomes.

Marketers should focus on practical applications.

Tessa explained that for marketers, the number of AI startups and tech companies is not what’s most important. Rather, “what’s important is that we start to think about our processes and frameworks to enable personalization, decision making, and measuring ROI in real time,” she says. This shift is critical as AI becomes a part of the daily marketing toolkit. It’s no longer about just adopting AI because it’s trendy; it’s about understanding how to use AI in ways that directly impact your business outcomes.

Roles will evolve, and teams will become more senior.

As AI automates repetitive, manual tasks, roles within organizations will begin to evolve. But this evolution should leave team members feeling empowered, not replaced. If you have team members today focused on highly repetitive tasks, the key to success will be shifting their focus toward more impactful, higher-value work while automating these processes.

However, this transformation doesn’t happen overnight. “It takes a very intentional effort,” Tessa explained, emphasizing the importance of providing upskilling programs that equip employees with the knowledge and capabilities to work effectively alongside AI technologies.

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Directions:

1. In a large skillet over medium-low heat, toast the almonds until lightly golden and fragrant, 5 to 7 minutes. Remove from the pan and allow to cool.
2. In the same large skillet over medium heat, cook the bacon, turning as needed, until the fat has rendered and the bacon is golden and crispy, 8 to 10 minutes. Drain the bacon on a paper towel-lined plate. Let the bacon cool to room temperature, then crumble it into bite-size pieces.
3. In a large bowl, combine the cream cheese and mayonnaise until very smooth. Fold in the cheese, toasted almonds, cooked bacon, 3 green onions, salt, pepper, garlic powder, and cayenne. Stir until well combined.
4. Transfer to a serving bowl, cover with plastic wrap or an airtight lid, and chill for at least 1 hour.
5. Garnish with the remaining green onion and serve with crackers, bagel chips, and hot sauce.

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