AI: Is It the Game Changer We’ve All Been Waiting For? 

I recently had the pleasure of attending the most unconventional marketing conference of the year, “AntiCon LX: The MarTech, AdTech, NextTech, and SalesTech ‘anti’ conference.” It was a gathering of hundreds of innovative marketers and sales specialists, and the buzzword on everyone’s lips was none other than Artificial Intelligence (AI). But is AI the game changer we’ve all been waiting for?

Elena Devnina - Digital Marketing Specialist
Elena Devnina, Digital Marketing Specialist at BrightGen

Among the many engaging and insightful sessions, one panel discussion particularly caught my attention – “How can AI drive Sales and Marketing efficiency at scale.”

So, join me as I share the top insights and takeaways from this thought-provoking session in this blog post.

Analytical AI vs. Generative AI: What’s the Difference?

Before delving into the challenges and dangers of AI, the panel pointed out, it’s important to understand the difference between two major forms of AI: Analytical and Generative.  

Analytical AI has been around for quite some time, quietly working behind the scenes to identify patterns and relationships in data. We’ve actually been using it for years, like when we use facial recognition to unlock our phones.  

On the other hand, Generative AI, the new kid on the block, is capable of creating new things across various media, from text to images. And that’s the AI that everyone is talking about today.

Frans Riemersma, Founder of MarTech Tribe  
Joyann Boyce, Founder of Included AI   
Sumeet Vermani, Founder and CMO of SKV Consulting 
Tim Bond, Associate Director at Ipsos

The Dark Side of AI: Challenges and Dangers

Now, let’s talk about the elephant in the room: the challenges and dangers of AI. The panel at AntiCon LX shed light on some of the many concerns around it. One of the key points raised was that AI is often trained on historical data – data produced by humans. And let’s be honest, humanity hasn’t always been at its best. This raises the question of whether AI might perpetuate biases or negative outcomes.

AI has been trained on the past, and we, a humanity, have not been that great.

Joyann Boyce, Founder of Included AI

And as we push the boundaries of AI technology, other concerns arise regarding ethical implications, privacy issues, and the impact on job markets.

So, Will AI Steal My Job?

The burning question on everyone’s mind: Will AI replace us all and steal our jobs? Well, not necessarily.

AI is a universal equaliser, democratiser.

Sumeet Vermani, Founder and CMO of SKV Consulting

According to the panel at AntiCon LX, the future will likely see the emergence of a new job description: “prompt engineer.” They believe that AI and humans working together will always outperform either one alone. Rather than fearing job loss, AI may actually democratise access to certain careers. It can enable many more people to perform that particular job that is now reserved to the educated few. This emphasises the importance of staying proactive and adaptable.

Regulating AI: Striking the Balance Between Innovation and Accountability

Another big question around AI is the one of regulations and legislation. Some tech leaders have called for a pause on AI development, but the panel at AntiCon LX expressed doubts about the practicality of such move. They highlighted that even with regulations in place, “bad actors” would continue to exploit AI for scams. And implementing regulations might already come too late to address existing challenges. 

Instead, the panel discussed organisations creating their own AI tools, working within their own databases. These frameworks would be seamlessly integrated into existing business infrastructure to ensure responsible and accountable AI practices. By taking ownership of AI development and governance, organisations can find a middle ground between innovation, ethical considerations and future legal requirements. 

While regulations alone may not be a panacea, the panel emphasised the importance of ongoing discussions and collaborative efforts among industry leaders, policymakers, and experts. The aim being to establish guidelines and standards that foster responsible AI usage.

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Best Practices and Rules: Navigating the AI Landscape

The panel unanimously agreed that being proactive and establishing best practices and rules for AI, instead of just stopping the use of it completely, is the way forward. Drawing from their own experiences and those of their clients, they shared these tips:

  • Treat AI experience as a conversation: Provide context and engage with AI platforms like ChatGPT as if you were having a dialogue. Remember: context matters! 
  • Watch your language: Be mindful not only of the questions you ask but also of how you ask them. Minimising bias right from the start can lead to fairer outcomes 
  • Set boundaries: Make sure to communicate what AI should NOT do. Put guardrails in place to guide its decision-making process 
  • Healthy scepticism: While AI is undoubtedly a game-changer, it’s essential to maintain a dose of healthy scepticism. We’re still at the beginning of this journey, after all 
  • Embrace diversity: AI can be leveraged to add diversity to your team. Create prompts that will help you get perspectives from groups that you may not have represented in your current team 
  • Prospecting powerhouse: Use AI as an outreach tool to nurture your prospects until they’re ready to engage with a real person 
  • Spark creativity: Treat AI as a springboard for new ideas. Use it to inspire your own creative thinking and explore uncharted territories 

AI: A Catalyst for Change

As the dust settles from AntiCon LX, it’s clear that AI is a powerful force that is already reshaping the marketing and sales landscape. While there are challenges and potential dangers to navigate, the consensus among experts is that AI has the potential to revolutionise the way we work and create new opportunities. By adopting best practices and proactively shaping the use of AI, we can harness its potential to improve content marketing, enhance decision-making, scale sales, and drive innovation. 

So, the next time you hear someone ask, “Will AI steal my job?” remember that the future lies in collaboration, not competition. Embrace the possibilities, adapt to the changing landscape, and leverage AI to raise your marketing to new heights.

In June 2023, Salesforce announced the introduction of Salesforce AI Cloud. The new open platform integrates various Salesforce technologies such as Einstein, Data Cloud, Tableau, Flow and MuleSoft, offering real-time generative AI capabilities. Salesforce now brings the power of generative AI to deliver trusted, AI-created content across every sales, service, marketing, commerce, and IT interaction to boost productivity and efficiency.

Check out our new interactive white paper to find out more about how you can build marketing intelligence and create superior customer experiences.

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