WEBVTT 00:00:00.000 --> 00:00:03.040 I think in a lot of ways, as marketers adopt these new tools, 00:00:03.040 --> 00:00:05.120 the human has never been more important. 00:00:06.480 --> 00:00:09.920 We're joined by Hilary from Insight Enterprises and Lauren from BCG. 00:00:09.920 --> 00:00:10.760 Welcome both. 00:00:11.160 --> 00:00:11.720 Hilary. 00:00:11.840 --> 00:00:14.560 AI is transforming the way marketing is done. 00:00:14.960 --> 00:00:16.880 For you, What are the great opportunities? 00:00:16.880 --> 00:00:19.080 But also what are the, what are the biggest misconceptions? 00:00:19.640 --> 00:00:23.920 Well, I think in a lot of ways, marketing is really Ground Zero for AI transformation. 00:00:24.120 --> 00:00:28.360 And certainly it lends itself to a lot of use cases that we tend to go to when we 00:00:28.360 --> 00:00:31.560 think of generative AI like content generation, for example. 00:00:32.320 --> 00:00:36.440 And certainly a lot of CE OS are, are being told that AI is going to be the 00:00:36.440 --> 00:00:40.720 secret to unlocking this an unbelievable amount of productivity and, you know, 00:00:40.720 --> 00:00:42.040 path to to cost cutting. 00:00:42.360 --> 00:00:44.800 And while certainly it does enable those things, 00:00:44.800 --> 00:00:48.800 I think it's a big misconception that AI is ready to just take out your content 00:00:48.800 --> 00:00:49.560 marketing team. 00:00:49.720 --> 00:00:53.040 And I think in a lot of ways, as marketers adopt these new tools, 00:00:53.040 --> 00:00:55.080 the human has never been more important. 00:00:55.720 --> 00:00:59.200 And that's because, you know, there's the risk that brands will all 00:00:59.200 --> 00:01:00.440 start to sound the same. 00:01:02.160 --> 00:01:03.600 They can be more productive, yes. 00:01:03.600 --> 00:01:08.560 But I think the human expertise around designing great customer experiences, 00:01:08.560 --> 00:01:13.200 designing delightful journeys, figuring out what content is going to be 00:01:13.200 --> 00:01:17.320 needed at what stage, those are still kind of very human things 00:01:17.320 --> 00:01:21.320 that I think, you know, represent a really big opportunity to 00:01:21.320 --> 00:01:24.640 amplify and scale with AI, but not replace Lauren. 00:01:24.960 --> 00:01:26.480 I totally agree, by the way. 00:01:26.680 --> 00:01:30.360 And in the recent CMO survey that we did, CM OS were saying one of the top things 00:01:30.360 --> 00:01:33.960 they wanted to invest in for AI was the martech stack and the digital customer 00:01:33.960 --> 00:01:35.640 experience, which are very important. 00:01:35.640 --> 00:01:38.000 But talent and measurement fell lower in the list. 00:01:38.000 --> 00:01:40.320 And I think we actually need all of that, right? 00:01:40.560 --> 00:01:43.280 We need to make sure that we can demonstrate the impact of the things 00:01:43.280 --> 00:01:46.080 we're doing so that we get the support of CF OS to continue to invest. 00:01:46.400 --> 00:01:49.560 And we need to make sure that we have the human touch exactly as you said. 00:01:51.000 --> 00:01:53.600 And Hilary, what does it take to lead a marketing 00:01:53.600 --> 00:01:57.040 enterprise within a company, a big high tech company that's going 00:01:57.040 --> 00:01:58.880 through a period of transformation? 00:01:59.120 --> 00:01:59.640 How do you do it? 00:01:59.640 --> 00:02:02.000 How do you take the, the the team with you while, 00:02:02.000 --> 00:02:05.440 while sort of still ensuring real creativity and clarity at the heart of 00:02:05.440 --> 00:02:06.040 what you do? 00:02:06.760 --> 00:02:09.200 What I have found that the biggest the, the, 00:02:09.200 --> 00:02:13.640 the single most important thing to success is allowing it to happen organically. 00:02:13.640 --> 00:02:17.040 So allowing my team to help define the use cases. 00:02:17.600 --> 00:02:20.360 You know what, what's the most soul sucking work that 00:02:20.360 --> 00:02:22.120 they wish could be replaced by AI? 00:02:22.120 --> 00:02:23.400 Like let's focus on that. 00:02:24.120 --> 00:02:27.720 And that's been really, really important to helping drive AI 00:02:27.720 --> 00:02:31.320 transformation from a place of optimism as opposed to fear. 00:02:31.320 --> 00:02:35.920 So some of the use cases that we're embracing right now are these just really 00:02:35.920 --> 00:02:40.360 unsexy use cases where we're creating agents to do some of the tasks that, 00:02:40.360 --> 00:02:43.240 you know, we're just taking up a lot of people's 00:02:43.240 --> 00:02:47.760 time and allowing them to, you know, be more creative and have more time to 00:02:47.760 --> 00:02:49.200 focus on what they love. 00:02:50.240 --> 00:02:51.960 Lauren, when you're looking at brand 00:02:51.960 --> 00:02:55.760 transformation in the high tech world, I mean, what what advice would you offer? 00:02:56.480 --> 00:02:58.440 I think, you know, exactly as you said earlier, 00:02:58.440 --> 00:03:01.720 you still have to look at your company and where are you differentiated in the 00:03:01.720 --> 00:03:03.200 market and how do you amplify that? 00:03:03.200 --> 00:03:06.520 No matter the tools, no matter the people, how do you build from what your 00:03:06.520 --> 00:03:08.280 differentiation is to continue to grow? 00:03:09.640 --> 00:03:11.560 Hilary, any advice for anyone about to go through 00:03:11.560 --> 00:03:11.680 it? 00:03:12.920 --> 00:03:14.920 You know, I think we're at a really interesting 00:03:14.920 --> 00:03:15.720 moment for brands. 00:03:15.720 --> 00:03:18.760 Customers have a, they have high expectations. 00:03:18.760 --> 00:03:20.880 They want brands to stand for something. 00:03:20.880 --> 00:03:24.200 And your, you know, your brand is a promise and you, you know, 00:03:24.200 --> 00:03:28.280 either deliver or don't deliver on that promise with every single interaction 00:03:28.280 --> 00:03:29.840 that a customer has with you. 00:03:29.840 --> 00:03:34.240 So I don't think it's enough to, as you're thinking about your brand, 00:03:34.240 --> 00:03:39.600 kind of just focus only on your, you know, visual identity or your narrative or your 00:03:39.600 --> 00:03:40.000 story. 00:03:40.000 --> 00:03:43.240 But you need to really think through all of the different experiences that a 00:03:43.240 --> 00:03:46.480 customer is going to have with your company and make sure that you're living 00:03:46.480 --> 00:03:47.800 up to your corporate character. 00:03:48.080 --> 00:03:48.320 Well. 00:03:48.320 --> 00:03:49.160 Excellent advice. 00:03:49.160 --> 00:03:51.680 Thanks very much, Hilary and Lauren, for joining us today. 00:03:52.040 --> 00:03:52.520 Thank you.