← Back to Blog

The ROI of AI: Building a Business Case for Conversational Ads

In any large organisation, securing budget for a new marketing initiative requires a solid business case. Here is how to build one for conversational AI advertising.

1. Frame it as a Strategic Imperative, Not an Experiment

The first step is to frame the investment in the right way. This is not just another channel to test. It is a response to a fundamental shift in consumer behaviour. People are moving from search to conversation. If you are not part of that conversation, you will become irrelevant. Position it as a strategic imperative for staying ahead of the curve.

2. Focus on Long-Term Brand Building

While conversational ads can and do drive direct conversions, their real strength lies in long-term brand building. The privacy-first, contextual nature of these platforms means you will not have the same level of granular performance data you are used to. Instead of focusing on short-term metrics like cost per acquisition, focus on longer-term metrics like brand awareness, customer sentiment, and share of voice.

3. Highlight the Competitive Advantage

Being an early adopter of a new platform always comes with a competitive advantage. The space is less crowded, the costs are (relatively) lower, and you have the opportunity to establish your brand as a leader in the field. Highlight the risk of not investing. What will happen if your competitors get there first?

4. Quantify the Potential Impact

Even without perfect attribution, you can still quantify the potential impact of conversational AI advertising. Use industry benchmarks to estimate the potential lift in brand awareness. Model the potential impact of a reduction in basket abandonment rates from conversational commerce. Use data from your existing channels to project the potential value of reaching a new, high-intent audience.

5. Propose a Phased Rollout

Instead of asking for a huge, upfront investment, propose a phased rollout. Start with a pilot programme focused on a specific product line or target market. Use the learnings from that pilot to build the case for a larger investment. This reduces the perceived risk and makes it easier to get buy-in from senior stakeholders.

Building a business case for conversational AI advertising is about telling a compelling story. It is a story about the future of marketing, the changing nature of consumer behaviour, and the opportunity for your brand to lead the way. By focusing on the long-term strategic value and taking a phased, data-driven approach, you can build a case that is impossible to ignore.

---

← Back to Blog