From Buzz to Business: How Marketers Find the Right AI Tool at OMR

So, before the event, it's best to clarify what problem the AI ​​is supposed to solve and which department will use the tool. Many tools seem promising at first glance, but they don't always fit the business case or aren't sufficiently tailored to specific requirements. Setting clear expectations helps with the evaluation. Ask yourself: Who is already using the tool successfully – and are there concrete results? Case studies and authentic live demos beat any PowerPoint deck. To fully convince yourself of an application, you should always look for experiences from other users. To be able to meaningfully evaluate the results, you should also consider which KPIs are relevant to the problem and when AI integration is considered a success.

There may even be colleagues in your network who use the tool, or you can exchange ideas with other booth visitors.

Ask yourself: Does the tool integrate seamlessly with data protection policies and your tech stack? Depending on your team's setup, you're likely already using a variety of tools. Whether for CRM, CMS, campaigns, or analytics, a strong tool doesn't work in isolation, but integrates seamlessly. When speaking with tool providers, you should specifically ask the experts at the booth about integration options. We also generally recommend considering a customized approach. Depending on how specialized the tool needs to be, it may be more worthwhile to have a customized solution developed than to purchase a ready-made solution. This approach offers more flexibility and has proven particularly successful for very complex industries such as finance, healthcare, or insurance.

In preparation for the OMR, it is definitely worth familiarizing yourself explicitly with your own infrastructure beforehand.

Ask yourself: Is it clear what AI is doing – or are you mostly hearing buzzwords? Powerful automation tools have been around for many years. Recently, however, many service providers have labeled their tools "AI-powered." Transparency is particularly important here: Are simple automations simply marketed as AI, and what added value does the integration of AI really offer? This often only becomes clear when you delve deeper into the functions. It should be clear from the outset what difference AI actually makes.

When preparing for an event, it is therefore advisable to familiarize yourself with the common terms and your own requirements in order to know exactly what is really needed.

Ask yourself: Does the benefit justify the investment? Or can your problem even be solved in another way? An "investment" can have many facets: The most obvious is, of course, the price, but the onboarding process is also an investment that shouldn't be overlooked with new tools – some AI tools can be very time-consuming in this regard. Therefore, user-friendliness also plays an important role. The more intuitive the tool, the easier it is to use and train with. Therefore, in preparation for the interview, it's always a good idea to familiarize yourself with your team's strengths and working practices in order to find a perfect match.

For agencies, the question of costs also arises: Can the tool be billed to third parties or do they have to bear the costs themselves?

Experience has shown that these five initial questions provide a great starting point for the introduction of new AI tools. But they shouldn't stop there. For example, it's also worth examining how scalable the features are or whether there's any dependency on third-party providers.

The introduction of AI remains a journey for every company, one for which they must be as well prepared as possible – and OMR is perfect for this. I look forward to a stimulating exchange with all visitors!