Bölümler
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Jeremy Fain, CEO and Co-founder at Cognitiv, is on a mission to better predict consumer behavior with the help of artificial intelligence. The deep-learning advertising platform was founded in 2015 and has since built tools to help brands connect with their customers in a more precise way - a necessary capability for marketers now and into the future. He walks us through the use cases that are most effective for them now and what the next few years might look like.
For Further Reading:
Learn more about Jeremy: https://www.linkedin.com/in/fainjeremy/
Tech-Savvy Marketing: How to Stay Ahead of the Curve (Forbes): https://www.forbes.com/councils/forbesagencycouncil/2021/08/30/tech-savvy-marketing-how-to-stay-ahead-of-the-curve/
AI Is Giving Advertisers a Chance to Reclaim Their Brains (AdWeek):
https://www.adweek.com/sponsored/ai-is-giving-advertisers-a-chance-to-reclaim-their-brains/
Listen on your favorite podcast app: https://pod.link/1715735755
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Omar Rodriguez-Vilá is a professor of marketing at Emory University and a partner at MarCaps, and was previously a practitioner at Coca-Cola. He’s looked at the ways some of the best marketing organizations out there have changed their structure and habits in the wake of the AI revolution, and he has data to share. He argues that great marketing leaders in today’s environment need to both explore and exploit for strategic advantages, and other ways to change your marketing culture to see real results.
For Further Reading:
Learn more about Omar here: https://www.mmaglobal.com/speakers/omar-rodriguez-vila-phd
Is Your Marketing Organization Ready for What’s Next? (HBR): https://hbr.org/2020/11/is-your-marketing-organization-ready-for-whats-next
Omar’s Presentation at POSSIBLE 2024: Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI
https://youtu.be/Y2sOhGSO0FY?si=FlZtcXGibHeb3-0H
Listen on your favorite podcast app: https://pod.link/1715735755
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Adam Brotman, co-founder and co-CEO at Forum3, an AI lab, has spent his whole career helping brands embrace technologies to lead them into the future. Now, with his co-founder Andy Sack, he’s taking what he’s learned about places like Starbucks and J. Crew and building and testing tools around artificial intelligence that can help marketers at every size organization. In this episode, he talks about their AI marketer product for SMBs, Spok, lessons he learned from getting Starbucks to embrace mobile pay, and how he thinks organizations can and should change in the coming years to become AI-first companies.
For Further Reading:
Learn more about Spok, an AI marketer product: spok.app
Learn more about Forum3:
forum3.com
Listen on your favorite podcast app: https://pod.link/1715735755
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Yaniv Makover, CEO and cofounder of Anyword, says that no company - large or small - will end up with a one-size-fits-all AI stack for their marketing teams, Instead they will be vertical, horizontal, and native. The best marketers - and best organizations - will take that into account and think of ways for different systems to more effectively communicate with each other. Anyword is an AI writing platform made for enterprise marketing teams, and Makover explains the technology and use cases behind it.
For Further Reading:
https://www.linkedin.com/in/yaniv-makover-a8590b3/
https://medium.com/authority-magazine/yaniv-makover-of-anyword-how-ai-is-disrupting-our-industry-and-what-we-can-do-about-it-167bc80e00e6
https://homebusinessmag.com/businesses/ai/why-small-businesses-disloyal-single-ai-platform/
https://www.youtube.com/watch?v=QyUUzFv824Y
Listen on your favorite podcast app: https://pod.link/1715735755
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Joshua Browder, CEO and Founder of DoNotPay.com, thinks one of the biggest ways AI will change marketing is in its power to help consumers advocate for themselves. While companies are finding all kinds of efficiencies and competitive advantages for themselves with AI, there’s also a huge opportunity for individual consumers. What started as an attempt to fight his own parking tickets has now grown into a major business: using AI agents to help people with everything from canceling subscriptions to getting refunds. He talks through how his technology works - and what businesses need to know.
For Further Reading:
Joshua Browder LinkedIn
Age 27, Built a $230M AI Lawyer Business
'Multimodal is the most unappreciated AI breakthrough' says DoNotPay CEO Joshua Browder
Would you let a robot lawyer defend you?
Listen on your favorite podcast app: https://pod.link/1715735755
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Marketers - and businesses overall - face a fundamental conundrum about artificial intelligence: it has an incredible power to recognize patterns, but not all patterns are reliable. Host Rex Briggs and his son Caleb Briggs set out to explore that tension in their new book, The AI Conundrum: Harnessing the Power of AI for Your Organization--Profitably and Safely. They explain what people still don’t understand about AI, and the greatest potential uses of AI for marketers in the near future to maximize both profit and effectiveness.
For Further Reading:
Buy The AI Conundrum
MMA Global's Decoding AI for Marketers training
Listen on your favorite podcast app: https://pod.link/1715735755
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Jonathan Nelson, CEO of Omnicom Digital, works with clients at the world’s largest organizations to shape the future of marketing. He’s spent his career picking the winners: deciding which technologies to invest in to help his company get an edge in the increasingly competitive marketing landscape. In the AI space, he’s partly doing that by not putting all his eggs in one basket; instead, his company has partnered with major players like OpenAI, Microsoft, Google, and more. He explains why you need to be all in - but also be able to pull out as things shift in the weeks and months ahead.
For Further Reading:
Learn more about Jonathan
Jonathan Nelson, CEO, Omnicom Digital converses with Neeta Nair of IMPACT
Inside the Omnicom-Flywheel merger with John Wren, Jonathan Nelson & Duncan Painter
Listen on your favorite podcast app: https://pod.link/1715735755
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Jocelyn Goldfein, Managing Director at Zetta, has been there since the early days of the Internet, even starting as the first summer intern at Netscape. After time at Facebook and VMWare, she entered the venture capital space with the first AI-focused VC firm, Zetta. Now, she and her partners are looking for the biggest opportunities in the startup ecosystem around AI, and she explains what some of those developments mean for the marketing world.
For Further Reading:
What is RAG (retrieval-augmented generation)?
Zetta Venture Partners
Weaviate
Listen on your favorite podcast app: https://pod.link/1715735755
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Vikram Chalana, CEO of Pictory, says the future of marketing - and all content - is video. He looked at the ways in which AI could increase efficiency for content creators, and that was the inspiration behind the company. Pictory makes video creation easier by allowing the average business user to repurpose existing content like articles and white papers and make videos to publish across multiple channels. Chalana explains how their technology works, how it helps SMBs, and where he wants the space to go next.
For Further Reading:
Pictory
10 “Best” AI Tools for Business (May 2024)
The Times Sues OpenAI and Microsoft Over A.I. Use of Copyrighted Work
Inside Big Tech's underground race to buy AI training data
ElevenLabs
POSSIBLE
Listen on your favorite podcast app: https://pod.link/1715735755
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Wesley ter Haar, founder of MediaMonks and Executive Director at S4 Capital Group, has always been on the cutting edge of digital first production. The company has doubled down on their AI bet, and he shares some of the latest use cases they are developing for clients with AI, including consumer proxies, scaling up personalization, retrieval-augmented generation, and streamlining workflows.
For Further Reading:
Learn more about Wesley
Wesley ter Haar, Founder, Media.Monks AI Keynote at the BI Marketing Leadership
A Conversation With Bing’s Chatbot Left Me Deeply Unsettled
Wesley ter Haar on the difference AI makes to creative content
AlphaGo - The Movie | Full award-winning documentary
Burger King Takes "Have It Your Way" to the Next Level, Offering Guests The Chance to Win $1 Million for Their Ultimate Whopper® Creation
The Actual Possibility of AI – Wesley ter Harr and Vinny Rinaldi, Head of Analytics, The Hershey Company, presented a case study based on real in-market AI programs to drive in-store sales effectively at POSSIBLE 2024
Listen on your favorite podcast app: https://pod.link/1715735755
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Amit Shah, founder and CEO at the startup Instalily.ai, says that the age of AI agents is on the horizon and it will change commerce, marketing, and our lives in all kinds of profound ways. Shah has previously seen major digital transformations while serving as president of 1-800-FLOWERS, among other roles. He explains that the increased use of agents will fundamentally change how marketers go to market, and other ways that AI is accelerating change in the space.
For Further Reading:
8 Research Papers That Set Off the AI Boom
My, Myself and AI
Instalily.ai
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Marty Kihn, Senior Vice President of Strategy at Salesforce, explains some of the biggest ways that AI has impacted their business in recent years. Salesforce now centers around a Customer Data Platform, or CDP, and Kihn talks through some of the key decisions around data, vendors, and layers of AI models that can change the game for all marketers.
For Further Reading:
Attention is All You Need
Paleo Ad Tech (Marty’s Podcast)
House of Lies (Marty’s Book)
The Salesforce 360 Blog
Listen on your favorite podcast app: https://pod.link/1715735755
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Lu Cotterill is Global Senior Director, Full Funnel Marketing AI / ML at Kellanova (which spun out of legendary brand Kellogg). As a marketer in the CPG space, she’s always searching for the best data available to inform business decisions. In her current role, she focuses on how AI can help them better reach customers. CPG has its own set of challenges, but Lu has found the best way to test use cases for AI and ML is by starting with a business problem - not the technology - first.
For Further Reading:
https://www.digitalcommerce360.com/2024/02/29/kellogg-spinoff-kellanova-doubles-down-on-digital-transformation-and-commerce/
https://www.adexchanger.com/content-studio/ais-impact-on-cpg-advertising-a-game-changer-for-achieving-business-goals/
https://www.iab.com/blog/how-retailers-are-using-data-clean-rooms/
https://www.mmaglobal.com/datt/consortium-for-ai-personalization
Listen on your favorite podcast app: https://pod.link/1715735755
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Gopi Kallayil is the Chief Business Strategist for AI at Google, which means he has a bird’s eye view of the technology and its implications at one of the world’s largest companies - and all the partner companies they work with. Author of The Happier Human: Being Real in an Artificially Intelligent World, Gopi had spent a good portion of his professional life focused on the relationship between human authenticity and technology. In this episode he shares the ways he sees AI changing the game at the tactical and strategic level in business.
The opinions expressed are those of the guest in his personal capacity.
For Further Information:
https://kallayil.com/
https://www.youtube.com/watch?v=Wp2DKofnviA
Listen on your favorite podcast app: https://pod.link/1715735755
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Barry Padgett is CEO of Amperity, a company using AI to solve this problem: large companies now have lots and lots of marketing data, but it is all coming from different systems and services. That means you might have info about a customer in different places across your portfolio, without the ability to integrate that data to get a more complete understanding of that customer. Especially as access to third party data diminishes, Padgett explains how the company can help big retailers and more streamline their information and ultimately improve customer experience.
For Further Reading:
https://amperity.com/company
https://www.attentive.com/blog/end-of-third-party-cookies#:~:text=In%20preparation%20for%20a%20cookieless,been%20a%20slow%20death%2C%20though.
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-demise-of-third-party-cookies-and-identifiers
Listen on your favorite podcast app: https://pod.link/1715735755
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Large retailers like Walmart are in some ways at an advantage when it comes to implementing new technology like AI that depends on data, with insights being constantly aggregated across stores, products and customers.
But large companies also come with complexity, and complexity is exactly what Saleel Sathe deals in every day. He’s the vice president of performance marketing at Walmart and has a bird’s eye view on all the ways technology and AI are being adapted at the company.
He shares the lessons he’s learned there and from previous roles at Uber and eBay about implementing new technology effectively for internal teams and external customers.
We talk about the future of SEO and GenAI, the end of the cookie, the best ways to measure and predict, making a better, more addictive app for the company, and more.
For Further Reading:
https://adage.com/article/digital-marketing-ad-tech-news/12-ad-leaders-planning-cookieless-future/2393006
https://www.adweek.com/performance-marketing/walmarts-saleel-sathe-explains-how-the-countrys-biggest-retailer-aims-to-get-even-bigger/
Listen on your favorite podcast app: https://pod.link/1715735755
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While many are enthusiastic about AI, few companies have a smart roadmap in place for its development and implementation. Instead, many people either start from scratch and try to build the capability internally from zero, or buy up other AI companies without much of a plan.
Jim Lecinski’s approach, outlined in his book "The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing," emphasizes the need for a structured and informed strategy. In this episode he elaborates on what that entails and how organizations can approach AI implementation in an informed way to ensure success for their business. Lecinski is an Associate Professor of Marketing at the Kellogg School of Management at Northwestern, he previously spent 12 years at Google.
For Further Reading:
https://www.amazon.com/Marketing-Canvas-Five-Stage-Implementing-Intelligence/dp/150361316X
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-generative-ai-can-boost-consumer-marketing
https://www.gartner.com/en/newsroom/press-releases/2023-07-25-gartner-survey-reveals-growth-as-top-strategic-business-priority-shared-by-cfos-and-ceos#:~:text=Majority%20of%20CFOs%20and%20CEOs,survey%20by%20Gartner%2C%20Inc
Listen on your favorite podcast app: https://pod.link/1715735755
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What does the Empire Strikes Back and the Flux Capacitor have in common? They are both analogies that Tom Chavez uses when he talks about just how exciting and challenging this moment is in AI and marketing right now. Chavez previously sold two startups - one to Microsoft and one to Salesforce - but today is doubling down on AI as the technology to push marketing forward. He explains his work at super{set}, dealing with the deprecation of cookies, experimenting across channels, and the roles startups can play in the ecosystem.
For Further Reading:
https://www.fastcompany.com/90713221/im-getting-invited-to-fewer-parties-says-a-tech-insider-turned-critic
https://www.superset.com/portfolio
https://www.cnbc.com/video/2022/02/02/metaverse-tech-could-exacerbate-todays-privacy-problems-says-supersets-tom-chavez.html
Listen on your favorite podcast app: https://pod.link/1715735755
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If everyone has access to the same powerful tools, where can marketers stand out? It comes from the inputs, and the thoughtful creative behind the assets. Alex Collmer is the founder and CEO at VidMob, a creative performance platform for marketing. In this episode, he chats with Greg and Rex about the ways they are using AI to better analyze data and adapt content to audiences. He shares insights on how his team gets the best inputs for AI, and how they can continue differentiating themselves in an infinite content market.
For Further Reading:
https://www.mmaglobal.com/datt/consortium-for-ai-personalization
https://www.vidmob.com/blog
Listen on your favorite podcast app: https://pod.link/1715735755
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It’s not enough to just be testing out AI on various teams and seeing what might stick. The best organizations are pulling together an AI strategy, designing careful tests across all parts of the company, and gathering data on the results to implement at scale where it makes sense. At Ally, Chief Information, Data and Digital Officer, Sathish Muthukrishnan, works closely with the company’s CMO to ensure that the right tests are being built, tracked, and scaled up - all in a tightly regulated industry.
For Further Reading:
https://www.forbes.com/sites/randybean/2023/11/27/how-ally-financial-is-delivering-business-value-from-generative-ai/?sh=30efad099a86
https://media.ally.com/2023-11-16-Do-It-Right-with-AI-Ally-creators-experiment-with-generative-AI-in-marketing-test-case
Listen on your favorite podcast app: https://pod.link/1715735755
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