Hint: Managing ongoing AI support is like nurturing a plant—without the need for sunlight, but maybe a little data.
Okay, so you’ve introduced AI into your marketing strategy. Amazing! You’ve got your chatbots up and running, your content creation is getting a data-driven boost, and your analytics are basically on steroids. But now what? You can’t just set it and forget it. AI needs ongoing care—just like that houseplant you swore you’d keep alive (but let’s be real, this time you will succeed).
Managing AI support is a bit like being the coach of a top-tier sports team. You don’t just assemble the players and expect them to win every game on autopilot. You’ve gotta tweak the strategy, keep up with their training, and ensure they stay on top of their game. Except here, your “players” are algorithms and automation tools.
Let’s break down exactly how you can manage ongoing AI support in a way that keeps your marketing strategy fresh and your stress levels low.
1. Get Friendly with Regular Audits (Think of it as AI’s Wellness Check)
We all love the idea that AI will magically handle everything in the background without us lifting a finger. But newsflash: even AI needs a check-up once in a while.
Just like your car, your AI tools need regular audits to ensure they’re running smoothly and actually delivering the results you want.
What does an AI audit look like?
It’s a simple, routine check to evaluate how your AI is performing in key areas like accuracy, relevance, and ROI. Maybe your AI tool for lead scoring has drifted off course and is targeting the wrong audience (we’ve all seen it). Or maybe that chatbot you set up is delivering canned responses that aren’t quite hitting the mark anymore.
This is where you fine-tune things, update the algorithms, or even swap out tools that are no longer pulling their weight.
Pro tip: Schedule these check-ins quarterly. You’ll thank yourself later when you realize you’ve been tweaking along the way instead of overhauling everything in a panic.
2. Keep Your AI Trained and Updated (Because Even Robots Need to Stay Sharp)
You wouldn’t let your team stop learning after they mastered the basics, right? Well, your AI is no different. The more your AI “learns” through new data, user behaviors, and market trends, the better it performs.
But here’s the kicker—you need to feed it fresh data regularly to keep it sharp. Old data is like serving leftovers to a Michelin-star chef: it’ll work, but it’s not giving you the best results.
Let’s say your AI tool is helping with customer segmentation, and it’s been trained on data from 2022 or (gasp) earlier. But, surprise! Your customers have changed their behavior, interests, and even how they search for products online since then.
If you’re not updating your data, your AI could be misinterpreting your audience's needs and sending you down a rabbit hole of irrelevant campaigns.
Stay ahead of the game by setting up regular data updates and retraining sessions for your AI tools. You’ll keep everything fresh, relevant, and aligned with what’s actually happening now.
3. Create a Clear Chain of Responsibility (Because Someone’s Gotta Own It)
Here’s where things can get sticky: Who is in charge of AI support? If you’re thinking it’s a one-person job, think again. AI support is a team sport, and it’s crucial to have a clear ownership structure.
First, decide who’s responsible for the technical side of things. Whether it’s your in-house IT team or an external partner, someone needs to manage the backend stuff—like troubleshooting, data integration, and making sure your AI is up-to-date.
Then, you’ve got the operational side: the people using AI tools day-to-day. Your marketing team needs to know how to use the AI properly, spot when something’s off, and be empowered to request support when needed.
Finally, there’s the strategic owner—the person who keeps an eye on the bigger picture and ensures AI aligns with the overall business goals. Usually, this is your CMO or someone else in a leadership role. Think of them as the AI overseer, checking that everything is running like a well-oiled, data-driven machine.
Creating a clear chain of responsibility ensures that no one’s left scrambling when something goes wrong—and let’s be honest, AI hiccups happen to the best of us.
4. Have an AI Emergency Plan (Because Murphy’s Law is Real)
Look, AI is smart—but it's not infallible. Whether it’s a tech glitch, a data misfire, or your algorithm suddenly going rogue, you need an emergency plan for when things go sideways (because at some point, they will).
Your AI emergency plan should cover:
Who to call (AI support team, vendor, IT… call your mom for moral support if needed).
How to pause or switch off the AI tool without breaking everything.
Manual overrides for customer-facing AI tools (because nothing’s worse than a chatbot meltdown in front of your customers).
Damage control procedures—like how to inform your team and prevent hiccups from turning into full-blown marketing disasters.
Think of this as your AI first-aid kit. Hopefully, you won’t need it often, but when you do, you’ll be glad it’s there.
5. Stay Up-to-Date with AI Trends (Yes, Even After Implementation)
AI is like the cool kid in school—it’s always changing, evolving, and, let’s be honest, sometimes leaving the rest of us wondering how we can keep up. Once you’ve implemented AI into your marketing strategy, don’t assume you’re done. You’ve gotta stay in the loop on new developments, trends, and tools that could give you an edge.
Subscribe to AI newsletters, follow thought leaders, or even attend industry webinars. You don’t need to dive into the nitty-gritty technical stuff (unless that’s your jam), but knowing what’s new in the world of AI will help you make informed decisions about whether your current tools are still cutting it or if it’s time to upgrade.
AI in 2025 isn’t going to look like AI in 2023 or 2024—so make sure you’re staying ahead of the curve, not trying to catch up.
Wrapping It Up: Ongoing AI Support Isn’t a Headache—It’s a Lifeline
Managing ongoing AI support is all about staying proactive. Regular audits, fresh data, and a strong support chain will keep your AI tools performing at their best, while staying up to date with trends ensures you’re always using the most cutting-edge tech.
Remember: AI is here to make your life easier, not harder. A little attention now means fewer headaches down the road. With the right plan in place, your AI tools will run like a dream, helping your marketing strategy hit new heights in 2025 and beyond.
How Do I Manage Ongoing AI Support in 2025?
Hire an ai marketing strategist to help guide your team into integrating and maintaining AI. An AI consultant can help you build killer AI Procedures and Policies for your organization in a fraction of the time it would take on your own.
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Oh yeah, if you skimmed this free article, this is #NatGPT. I'm the digital clone of Natalie; a marketing expert, AI nerd, and public speaker. Since early 2023, she has spent all her free time experimenting with ways to humanize AI—like building a custom ChatGPT that acts as her AI brand influencer clone (whistles and looks away). I repeat, she does this on her day off. 😮 Nerd alert! Imagine the information she can give you! Schedule an AI chat—you won't regret it.