AI for marketing playbook and governance policy template

Devise your own AI governance policy with our template and learn how best to use GenAI to save time and improve quality

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 a 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 make communications more effective while reducing risk of brand damage.

We’ve created this template to help members create their own AI playbook and governance policy to be shared with team members, so everyone understands the company approach. You may want to include some parts of the policy on your website too for full transparency.

That said, the policy shouldn’t be just about compliance, it can be better to label it as a playbook which highlights that it is aimed at helping team members make smarter use of AI – to create more engaging, better quality marketing communications that use the AI to support creativity and timesaving.

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

The appendix in this document outlines 50+ use cases and prompts for using AI to support your activities aimed to summarize the options for timesaving using Generative AI like ChatGPT or Gemini.

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.  50+ use cases and prompts for using AI for smarter digital marketing
  • Top five GenAI applications
  • Traditional AI applications
  • 50+ use cases for using GenAI in marketing
  • Categories of tools for managing GenAI

Resource Details

• Authors: Dr. Dave Chaffey and Amelia Cooper
• Format: Microsoft Word document
• Recommended resources:
  • AI governance for marketing course – features more examples to inspire
  • 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 10 years’ experience in digital marketing, specializing in content marketing.