So if you kind of pinpoint an area and said, I've really got a challenge in customer experience, then there are providers out there that can help you to kind of fill that gap cheaply, get something up and running so you can prove the point.
Three takeaways worth carrying forward.
- 01
So I think it's putting ourselves forward, doing a better job of having faith in ourselves and marketing ourselves better as the right person for that job.
- 02
So you kind of start to kind of narrow it down based on the earliest results that you can get, a quick win that you can sell into the business and something that's really going to work for the customer.
- 03
And I think we just need to do a better role of marketing ourselves as to what it does provide to, it doesn't matter if it's men, women, whoever.
Connected to the DMAasia operating frame.
Proof
This episode connects AI in marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects AI in marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects AI in marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects AI in marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects AI in marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If AI in marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT845 words
How is India poised when it comes to artificial intelligence? Oh, it's so well poised. Marketers have the question of, is AI, one, going to replace me? Two, how do I get started? Third is, how expensive it is to get started then? The first question you asked is around marketers and will artificial intelligence replace their jobs? The answer to that is, it will make their job an awful lot more efficient and be a great assistant to their job. Will it replace it entirely? Absolutely not.
So if you look at it, I think they're predicting around, it's around 30% more efficient than a person can be if you've got artificial intelligence plus a human working together. And that means there's 30% more time to be doing more in your role that you actually want to be doing, that you should be doing in areas that you can focus on. The second part of it is, how do you get started? This is a really important question, we get asked this all the time. So you kind of start to kind of narrow it down based on the earliest results that you can get,
a quick win that you can sell into the business and something that's really going to work for the customer. Okay, and then the last part of your question is, is it expensive? But I think the idea now, it has been productised. So if you kind of pinpoint an area and said, I've really got a challenge in customer experience, then there are providers out there that can help you to kind of fill that gap cheaply, get something up and running so you can prove the point. And then, you know... Invest further once you have proof in the pudding. Yeah, that's right.
Exactly right, exactly right. How is India poised to do when it comes to artificial intelligence? Oh, it's so well poised. There's a report that was written by one of our divisions within IBM and it particularly kind of pinpointed India. And part of it is around having such a large workforce and if you think if you can get efficiency out of a workforce, that's fantastic. We've got a very young population who are tech savvy. There is a serious culture of entrepreneurism and wanting to kind of bring in new technologies and embrace them.
The government is investing in this area as well. So you've kind of got all the parts there and the report was very clear saying that India is poised to be a leader in this space. Superb. How do you achieve a work-life balance? So I find it works really well to make that conscious effort for a cut-off between being always on at work and actually being able to switch off at the weekend. But the benefit has been actually at the weekend then you get the spark of ideas and the innovation that comes through.
Because you're not down in the weeds of working all the time. You're actually going to lift yourself out of it, give yourself a bit of head space. And you find that sometimes that's when the ideas flow. So you get back to work and even though you haven't worked at the weekend, there's things that you've thought about that you can apply on Monday, which will make a difference to the kind of work week moving forward. Why don't we see more women in the sector? I don't think it's a sector that many women are attracted towards.
I think it's got a perception about it that technology is about people that love computing or that sort of thing. And I think we just need to do a better role of marketing ourselves as to what it does provide to, it doesn't matter if it's men, women, whoever. It's what does a technology role now involve and do a better job of marketing that to attract more diversity into the sector. My message for women leaders or women aspiring to be leaders is we have to have faith in ourselves that we can do the role that is given to us.
It's about putting that seed of doubt away and actually just taking that step forward and trying something without having to step back because you think you can't do it. And there's been a number of times in my career where I've been given a job, a CEO role, and at the time you go, goodness me, can I actually do that? But you can do it. It's just kind of putting one foot in front of the other. It's just having the faith that you can.
So I think it's putting ourselves forward, doing a better job of having faith in ourselves and marketing ourselves better as the right person for that job.