A Sense of Place. AI. Friend or Foe of the CMO?

Part 6a - Location, Location Location

One of the original ‘4Ps’ of Marketing was place.

In a physical goods world, place relates to things like where to put your bricks and mortar store to attract the most footfall, or which media channels you should advertise on, or which export markets should be prioritised.

In a world of global, connected, digital markets, place can include virtual spaces like the metaverse or video game environments. Place has an impact on the supply chain, business models (e.g. drop-shipping) and the customer journey.

But, large language models do not understand place very well. Their training models have large bias towards places like California and perpetuate stereotypes.

What does generative AI mean for place as part of the full-stack marketing mix? Is AI friend or foe when it comes to the key levers of ‘Place’?

• Localised Market Differences

• Customer Convenience

  • Omni-Channel Presence

• Supply Chain Management

  • Physical Distribution.