I lately returned from the IIEX convention in Austin – and, wow – what a terrific expertise for a couple of days.
Solely in Austin – and, sure, Austin could be bizarre. What I used to be completely shocked at was seeing a Tesla that was an Uber – however had NO driver in it. Yep. I didn’t journey in it, however, my precise Uber driver did level it out. It served as a pre-cursor that whether or not your snug with Synthetic Intelligence or not – you higher get used to it as a result of its coming!
There have been wonderful shows by business specialists all through the convention, and most did appear centered on the the expansion of synthetic intelligence and machine studying and particularly the way it will have an effect on our business.
The largest takeaway for me: “What does this business ‘appear like’ in three years? And what are we doing right this moment to ensure we forward of the curve three years from now?”
WIRe had an superior blissful hour to kick off the occasion and meet up with mates all through the business. Conferences are actually nice locations for “serendipitous” conversations that simply don’t happen over Zoom. Nose to nose is actually “the place it’s at” to attach with individuals.
Our mates at Hotspex sponsored a terrific barbecue the place I will need to have consumed extra purple meat in 3 days than I’ve in 3 months. Not solely that, however we went on a ship tour, which is a MUST DO when in Austin.
It was actually “thought scary” when wanting on the business actual property panorama by way of buildings. Google has an enormous “tech middle” the place they constructed and occupy over 700,000 sq. toes on over 40 flooring. In honor of the “tech” panorama, one constructing seems to be like a “USB Drive” – and one other constructing is known as the “jenga constructing” because it actually seems to be like a jenga tower with items jetting out (nonetheless amazed they might construct buildings like that).
Whereas I used to be prepared for two days crammed with nice content material – only a few feedback on the boat tour actually resonated. Our host was talking out the business and enterprise of “cleansing merchandise”- one thing I by no means actually had given a lot thought to. It was defined that cleansing merchandise are formulations of varied chemical substances, which all of the suppliers have entry to.
There isn’t actually a secret or proprietary “recipe” per say. So, in that business – absolutely the distinction maker – every part from packaging to product affords to differentiation, is all based mostly available on the market analysis and market insights operate. And, completely pivotal within the success of an organization.
The IIEX periods have been completely wonderful, with the “tremendous scorching” matter being synthetic intelligence (AI), and ChatGPT. I misplaced depend of what number of conversations there have been on it. Certainly one of my favourite shows was by business veteran Lorin Drake of Publix Supermarkets. His presentation was superb – about how he requested ChatGPT to do a number of the issues we do daily, survey/screener creation, evaluation and so on. – and crammed with slides and examples. The decision? ChatGPT is getting higher daily and is fairly rattling good. It saves you a ton of time, however, nonetheless wants a human to evaluate on the finish.
One slide had a terrific quote: “Your job will likely be misplaced by somebody who is aware of methods to use AI earlier than shedding it to AI.” Key studying: Implement AI now in each space of what you are promoting as rapidly as doable.
AI nonetheless want human oversight, and the enterprise with be vastly totally different in three years, so the power to embrace AI now in our on a regular basis lives is important.
(Additionally, a terrific quote by somebody, and I neglect precisely the way it went, however in 2023, EVERYONE is a self-proclaimed AI skilled! 🙂 Zappi had a terrific presentation and referred to the Google inner leaked memo about AI, simply searchable on the web. Extremely counsel you learn it to see what a possibility this may be! In essence, Google executives admitted – we have now no moat – aka, there aren’t many limitations to entry to make use of AI.
Among the finest cubicles was held by the crew at The Logit Group, Inc.. They made the present enjoyable by strolling the “Inexperienced carpet”- encouraging a strut on digicam. Hats off to the Logit Group for not solely having a terrific sales space however actually marrying with content material creation on the identical time with filmed interviews with business leaders. Very environment friendly and nice ROI on their convention I’m positive.
One other nice session (and I will need to have seen 15-20 of them and so they have been implausible) was accomplished by Brian Peterson who talked about “Discovering your distinctive voice” about dominating digital advertising and marketing. He has a podcast referred to as “Intellicast” – which I’ve began listening to – and implausible thus far. In a “put up covid” world, nice to really feel like I’m eavesdropping on two guys “speaking within the workplace” in regards to the business. At any charge, I used to be in a position to get a really particular query in- about how Return on Funding is measured- and he completely nailed it.
I requested in regards to the ROI of a podcast- and so they actually ship by way of their CRM and measure open charges. I don’t have a podcast (but)- however positive am impressed to start out one.
Additionally, the ultimate presentation I noticed was Pam Goldfarb Liss presentation on in regards to the variations in how Technology Z thinks. She confirmed a terrific clip of how for older individuals (did I actually say that?) who bear in mind a life the place there have been no “mobile” telephones, that “privateness” is an enormous deal, proper? Nobody desires to be “tracked”.
Nevertheless, listening to a 21-year-old – who all the time grew up with a cellphone? It was loopy the distinction in views between generations, and individuals who “grew up” with a cell phone hooked up to their palms.
I bear in mind after I vowed that I might by no means eliminate my blackberry. I’m all iPhone now. And sure, I did have a rotary dial cellphone in my life.
Again to the long run, let’s speak about Gen Z and the way they take a look at issues. The 21-year-old respondent that Pam Goldfarb Liss had in her presentation was nicely conscious that his “good” cellphone listened to him and cherished that Amazon tracked all his buying habits. Privateness wasn’t in any respect his concern; his true concern was “comfort”.
He cherished retailers like Amazon. Why? They simplify his life. Amazon hits the nail on the pinnacle with really useful purchases. Effectively conscious of strategies for merchandise from looking historical past and “cookies”, he additionally downloads apps from rivals reminiscent of Goal and Walmart to have them “compete” towards one another. Gen Z respondents are likely to assume the extra firms find out about their private and buying habits, the higher. Privateness isn’t the necessary factor. Comfort and anticipation of wants is. Worthwhile perspective and nice job by Pam on that one!
Prime takeaways:
Austin was an exceptional location to host this occasion. On the slicing fringe of technical innovation as a metropolis and a terrific place for this convention to drag individuals in from not solely West and East Coast however everywhere in the world.
Synthetic Intelligence shouldn’t be your enemy, however, your ally in making your job simpler and driving down prices.
Gen Z depends on tech, and never opposed to privateness points, however, welcome “Large Brother” understanding extra about them. Comfort trumps privateness.
Insights from actual customers will all the time be key in shaping advertising and marketing of merchandise, whatever the progress of tech and tech platforms. The richness of actual actionable insights on your model will all the time be the standard of qualitative research and respondents.
AI is phenomenal for evaluation of huge information units, nonetheless on the finish of the day, nothing beats expertise within the business as the important thing worth creator. Additionally, human insights are nonetheless all the time essential to “see the forest by way of the timber”.
In case you don’t make the most of AI every day, you’re setting your self up for failure.
Austin has the most effective barbecue on the planet AND a terrific “stay music” scene.
