CMOs Seek AI, New Role to Manage Local Marketing Complexity

Image credit: Search Engine Journal

Global multi-location brands are increasingly turning to artificial intelligence orchestration and a new leadership role, the Chief Marketing Orchestrator, to manage local marketing complexities and improve return on investment.

A recent Uberall survey indicated that 61 percent of chief marketing officers found local marketing too intricate, with 99 percent of senior marketers expressing a desire for an AI orchestration layer to streamline operations.

The survey also revealed a significant challenge for location marketers, with only one in four able to demonstrate a direct impact of their local marketing efforts on sales figures.

Disjointed AI and various marketing tools often lead to inconsistent data, unaddressed customer reviews, disconnected local web pages, outdated content and deprioritized website performance, according to Uberall.

To address these issues, the concept of a Chief Marketing Orchestrator has emerged as a dedicated leadership position responsible for integrating multi-location marketing data into a centralized orchestration layer and overseeing AI system output.

Shawn Kanungo, an expert on the future of work, emphasized the necessity of such a role in the evolving marketing environment.

Uberall has introduced UB-I, an agentic AI designed to automate high-volume local operations, including responding to customer reviews, correcting business listing inconsistencies and generating missing business descriptions.

The automation provided by UB-I allows human marketing teams to concentrate on strategic tasks and final approvals, rather than routine operational duties, Uberall reported.

The integration of AI orchestration is expected to provide a cohesive approach to managing local marketing for brands operating across multiple locations, ensuring consistency and efficiency.

Source: Search Engine Journal