Ljubica Radoicic from Autodesk Shares Insights on AI Adoption in Marketing

We at Spark Novus asked Ljubica Radoicic, Director of Marketing and Customer Success (CX) for the APAC at Autodesk, "How do you feel about AI adoption in marketing?" Here is what she said:

"The adoption of AI in marketing has been quite transformative, influencing both the strategies that marketers are developing, as well as the efficiency with which they're executing those strategies. So here we're talking about the function of marketing, as well as the operation of marketing. AI is also creating opportunities for go-to-market teams to break down internal silos in order to bring businesses closer to customers, so they can create superior customer experiences.

At this stage, I'm seeing two key areas where the adoption of AI is driving value. So one is around efficiency and scalability with AI driven analytics, processing vast amounts of data, bringing insights around market trends around customer behavior, helping marketers optimize their campaigns and performance.

The second one is around personalization, and I believe this is one of the most impactful applications of AI in marketing, especially in account based marketing, where the ability to personalize customer experiences at scale becomes critical to success. So while there's no doubt about the value that AI brings, there's definitely some ethical concerns that are emerging as part of the adoption of AI.

And these are based around privacy as well as intellectual property, especially around content marketing and creative use cases of AI. So like with any kind of innovation the change management component and taking a long term view, long term strategy, to the adoption of AI will be critical to success, but for now, I think we're in an age of innovation experimentation, where we're seeing new use cases of AI application emerge.

This will be a really exciting space to watch and one thing's for sure, marketing has changed forever. Thank you."

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About Ljubica Radoicic
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Ljubica Radoicic, with over 20 years of experience in marketing and business leadership across both B2B and B2C sectors in diverse industries, serves as the Director of Marketing and Customer Success (CX) for the APAC region at Autodesk. Her passion for brand building, customer experience, and innovation drives businesses towards remarkable growth.