Building An AI Tool – Marketer’s Guide

Here’s a doc I created to explain my process of building an AI tool while working in a Marketing org and what I think might work for someone with a marketing or traditionally non-technical background looking to build or develop an internal tool or process. While this example focuses on AI it can be adapted for any technology stack.

Before You Build:

1. Stakeholder alignment: Ensure that any relevant stakeholders or managers are aligned for this tool build. Be sure to keep them updated on progress and small wins.
2. Unique need: the problem you’re trying to solve and is not duplicative,
3. Business impact: this tool will reduce/improve/streamline xyz by x amount of time.
4. Collaboration request: getting your engineering team onboard; creating a v-team and pitching your product for volunteers.
   1. Can be seen as a stretch project for engineering and shows collaboration.
   2. Post your v-team in different channels and seek out spaces with engineering to understand more of their process and needs.
5. Understand AI Types:
   1. Generative AI (Gen AI): Creates new, unique content. Useful for content creation, design, etc.
   2. Large Language Models (LLM AI): Understands and generates human-like text based on vast data. Useful for chatbots, customer support, etc.
   3. Others (e.g., Image Recognition AI, Predictive AI)
6. Decide on Features & Inputs:
   1. What information will the AI need? (Tone, product details, user data)
   2. What outputs are expected?
      1. Example: For a content creation tool: tone (formal/informal), target audience, content type (blog, social media post).
7. Design the User Experience:
   1. How will users interact with the tool?
   2. How will errors be handled?
      1. Example: For a chatbot: Welcome message, typing indicators, error messages.
8. Continuous Improvement:
   1. AI tools benefit from ongoing training and refinement.
   2. Stay updated with AI advancements and user needs.

Product Requirements Worksheet for AI-powered Marketing Tools

1. Project Overview:

Project Name: [___________]

Objective: (Briefly describe the goal of this tool) [___________]

Target Audience: (Who is this tool intended for?) [___________]

2. Problem Statement:

Define the specific problem you aim to solve with this tool.

[____________________________________________________________________________________________]

3. Desired Outcomes:

List the expected results from using this tool. E.g., Increased conversion rates, improved customer engagement, etc.

[___________]

[___________]

[___________]

(Add more as needed)

4. Core Features & Functionality:

Describe the main functionalities the tool should have.

Feature: [___________]

Description: [________________________________________________________________]

Importance: (Critical, High, Medium, Low) [___________]

(Repeat for each feature)

5. Data Inputs:

List the types of data the tool will need access to. E.g., Customer data, sales data, web analytics, etc.

[___________]

[___________]

[___________]

(Add more as needed)

6. User Journey & Experience:

Describe a typical user’s interaction with the tool, from start to finish.

Step: [___________]

Description: [________________________________________________________________]

Expected Outcome: [________________________________________________________________]

(Repeat for each step)

7. Integration & Compatibility:

List any platforms or systems the tool needs to integrate with. E.g., CRM systems, e-commerce platforms, social media, etc.

[___________]

[___________]

[___________]

(Add more as needed)

8. Constraints & Limitations:

Identify any potential obstacles, e.g., data privacy concerns, technical constraints, budget limitations, etc. (API internal vs external)

[___________]

[___________]

[___________]

(Add more as needed)

9. Stakeholders & Teams Involved:

List all departments or individuals who have a stake in this tool’s development and usage. (This quantifies the benefits to this tool and how it can be used to help the team).

Team/Individual: [___________]

Role: [___________]

Responsibilities: [________________________________________________________________]

(Repeat for each stakeholder)

10. Milestones & Timeline:

Define the key phases of the project and the estimated completion dates.

Milestone: [___________]

Description: [________________________________________________________________]

Deadline: [DD/MM/YYYY]

(Repeat for each milestone)

11. Budget (Optional):

Outline the estimated costs associated with developing and maintaining the tool. (Sourcing a contractor, external tools needed, etc.)

Development Costs: [___________]

Maintenance Costs: [___________]

Other Costs (e.g., training, integration, etc.): [___________]

Total Estimated Budget: [___________]

A simple tracker to keep items organized (spec sheets, product notes, etc). Feel free to customize for your needs.

Item	Status	Related files	Notes
	Not started	File
	In progress	File
	Launched	File