top 10 Experts in Marketing Automation and AI
Big thanks to Vbout for putting me #2 on this list.
Arizonans, I'm coming to the Old Pueblo for a big tequila launch event and silent auction. RSVP now (no cost).
the Future of Customer Experience (podcast)
Jon Bailey had me on his show to talk about how customer expectations and AI are changing the fabric of experiences.
is Customer Experience actually marketing? (podcast)
Loved the discussion on the Carwash Podcast, pondering whether marketing and customer experience are now inextricably linked?
The Real Implications of AI on Your Business
In 2023, 32% of businesses used AI for at least one job function. This year? 72%.
AI will be embedded in your business processes. That is unassailable.
But the important question is: Which Processes?
I'm building out a workshop for the International Association of Speakers Bureaus.
Here are some of the key points I'll be making, that I think can help you as well.
Just based on TODAY's AI capabilities, 1 in 3 American workers will have 50% or more of their work disrupted by AI. The fields most disrupted are STEM, business (hey, that's me), finance, law, and office work.
At present, most users of AI are taking advantage of "generative AI" where you can make something pretty good, pretty fast. But that's just table stakes.
AI isn't about creating things, it's about creating TIME.
Regardless of your business model, AI is going to give you and your colleagues more time. What you DO with that newfound resource is what will separate winners from losers in the next 2-5 years.
Imagine you could do everything you do right now, but instead of that taking you 45 hours per week, it took you 30. How would you use that 15 hours per week? That's a very real (and perhaps conservative) example of what's coming, and the corresponding decisions we'll all have to make.
Do you reduce your price because you can do more with fewer people? Do you add value because you can work faster and better? Do you launch new initiatives because you have more time to think strategically?
Step one in answering these questions is to proactively begin adding AI to the work you and your organization accomplishes.
Find places to insert AI to make your efforts more efficient and more customized, and to make your decisions more sound.
To start on this path of figuring out where to embrace AI first, I very much recommend the TRIPS framework, developed by my friends at Trust Insights. (Definitely download/print their chart).
Time: How much time does the task consume? If it takes a lot of time, great opportunity for AI.
Repetition: How repetitive is the task? If you're doing the same thing over and over, AI is an excellent partner.
Importance: How important is it for the task to be perfect? AI is not yet infallible. If it's mission critical that the work is perfect, AI probably shouldn't be trusted yet.
Pleasantness: How much do you enjoy the task? If you hate it, why not let AI do some or all of it?
Sufficient History: How many examples do you have to train AI? You need to provide enough data and competent, clear instructions to insert AI into your process.
Based on this TRIPS framework, some of the recommendations I'm making for how speakers bureaus could insert AI and gain time include:
- CRM updates
- Meeting scheduling
- Note taking and knowledge transfer
- Inbound customer queries
- Customer research
- Speaker comparisons and evaluations
- Content creation (or course, that's generative AI)
- ...And a bunch more
We are collectively at the end of the beginning of AI transforming business.
I'd love to know where and how you're using AI today!
The Books Report
I co-wrote one of the best-selling books on word of mouth marketing, so Steve Pratt's new work, Earn It: Unconventional Strategies for Brave Marketers is right up my alley (and hopefully, yours).
It's a road map for breaking through the sea of sameness and creating content your audiences actually WANT to receive. Like The Baer Facts, amiright?!
If you need a jolt of creative energy and a dash of inspiration to do marketing differently, Earn It is perfect!
Jay's Faves
Want your mind blown by a practical AI tool?
Play with the new (no cost) Google Notebook. Upload or link to sources and it provides instant timelines, summaries, study guides, outlines, and more.
The killer app? It makes an on-the-fly, 2-person PODCAST summarizing everything you've added as a source. I added 5 of my keynote speeches (4 hours of video), and it made an 11-minute podcast summarizing my work.
Spooky and remarkable.
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