AI for marketing playbook and governance policy template

How to use Generative AI to save time and improve the quality of your marketing communications

How will this AI playbook help me and my business?

When we talk to marketers, we find quite a few in larger organizations are discussing the need for an AI and governance policy to make sure AI is used in the right way commercially and ethically. This is less critical for smaller organizations, but every business should consider what AI should and shouldn’t be used for to create transparency, externally and internally.

That said, the policy shouldn’t be just about compliance, it’s often better to label it as a playbook, which highlights that is aimed at team members making smarter use of AI – to create more engaging, better quality marketing communications that use the AI to support creativity and time-saving. So think about how a playbook can help supporting learning, experimentation and training.

We’ve created this AI playbook template in Word to help members create their own policy for use on their website, or to be shared with team members, so everyone understands the company stance. Consider the questions set out in this document which your AI policy should answer and summarize.

To help guide you, we have included an example policy for Smart Insights at the end of the template.

The appendix outlines 40+ use cases and prompts for using AI to support your activities is aimed to summarize the options for time-saving using Generative AI like ChatGPT. Categories covered include:

• Marketing planning and management
• Customer insight and market research
• Content marketing and campaigns including web content
• Search marketing
• Email marketing
• Social media marketing

How is it structured?

The template covers the following six sections:

• AI for marketing playbook template for your business
  • Section 1. How and what do we use AI for?
  • Section 2. What risks does this policy need to control?
  • Section 3. How should we use AI to support the copy plan-edit-review process?
  • Section 4. Which tools do we use?
  • Section 5. What is our privacy policy for protecting customer and employee information?
  • Section 6. How are we protecting our intellectual property (IP?)
• Smart Insights AI for marketing policy example
• Appendix.  40+ use cases and prompts for using AI to support your marketing

Resource Details

• Authors: Dr. Dave Chaffey and Amelia Cooper
• Format: Microsoft Word document
• Recommended resources:
  • AI governance for marketing course – features more examples to inspirt
  • Using AI for marketing creative
  • Using AI for Copywriting
  • AI and Machine Learning for marketing briefing

About the authors

Dr. Dave Chaffey

Dave is co-founder of Smart Insights and creator of the Smart Insights RACE planning framework. For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Amelia Cooper

Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.