If you're interviewing for a CRM or loyalty role, expect at least one question about AI.

Just about every hiring manager we work with want to know how you're working with the tools now available, and how they can improve efficiency and workflow in their teams.

You don't need to be an AI specialist to answer well. A couple of clear examples and an honest view of what you're still learning will cover most of what you're asked.

What the hiring manager wants to find out

Most hiring managers asking about AI want to know two things: whether you'll get more done in the role, and whether they can trust your judgement with customer data and their brand.

Each example you give should show a result and show that you thought about the risks along the way.

Prepare one or two real examples

A general answer such as "I use ChatGPT for copy" won't tell the interviewer much. Pick one or two pieces of work where you used AI and can talk about them in detail. Smaller examples are fine as long as they're real.

For each one, be ready to explain:

• what you were trying to do, and why you reached for an AI tool
• what you did yourself and what the tool did
• what changed as a result, with a number if you have one (time saved or a lift in results)
• what you'd do differently next time

It helps to write these down and say them out loud before the interview. A two-minute version is usually about right, and you can go deeper if they ask.

Show your judgement

CRM and loyalty teams hold a lot of customer data, so interviewers will listen closely to how you talk about risk. Describe what you actually did in the job.

Useful things to mention:

• how you checked AI output for accuracy before it went to customers
• how you kept copy on brand and in the right tone
• what customer data you kept out of AI tools, and why
• any company guidelines you worked within, or helped write

If there's a time you decided not to use AI for something, that's worth sharing too. It shows you weigh up each task on its merits.

If your AI experience is limited

Plenty of people work in businesses that have been slow to adopt AI, or that restrict it. Say so plainly. Interviewers can usually tell when an answer has been stretched.

Then show you're curious. Mention a tool you've tried in your own time or a course you've started. Asking how they currently use it is a good way to turn the question into a conversation.

Questions to practise

Have an answer ready for questions like these:

• How have you used AI in your CRM or loyalty work?
• Tell us about a time AI saved you time or improved a result.
• How do you check that AI generated content is accurate and on brand?
• How do you handle customer data when using AI tools?
• Where do you think AI could help this team?

And a few to ask them, which also tell you a lot about the role:

• How is the team using AI today?
• Are there guidelines on which tools and data can be used?
• Is there budget or time set aside to learn new tools?

Get it on your CV and LinkedIn

The interview often starts with what the hiring manager has already read. If lifecycle, data, automation or AI is part of your experience, make it easy to spot. Put it in your role summaries with a result attached, and name the platforms you've used. A short line such as "used AI tools to build and test lifecycle journeys, cutting set up time by half" tells a hiring manager much more than a list of tools in your skills section.

If you are still learning and need to upskill, some of the great local trainers and coursesto keep an eye on include:

Australian Marketing Institute - AI Fundamentals for Marketing

AI Growth Academy

AI Academy (Advertising Counsel of Australia in partnership with Time Under Tension)

ACAM – Australian Centre for AI in Marketing

Justin Kabbani - AI Strategy and Corporate Training

If you're preparing for a CRM or loyalty interview, or thinking about your next move, we're always happy to talk it through. Get in touch with the SCC Talent team for a confidential chat.