- AI will have a huge impact on the workforce, making many workers more productive.
- Twilio’s chief marketing officer says AI will soon be used in every company’s sales and marketing.
- This technology can be used both to increase productivity and to improve the effectiveness of advertising.
There are many business worlds where AI will have a major impact, and sales and marketing is one of them.
According to a recent McKinsey report, 75% of the value that generative AI use cases can deliver falls in just four areas: sales and marketing, customer operations, software engineering, and research and development.
Joyce Kim, CMO of $12 billion technology company Twilio, says marketers can create personalized ad campaigns, giving each potential customer a different message tailored to their needs and behaviors. Described a world that could be received at different times. Sure, Twilio builds products that drive sales and marketing, but other of his CMOs agree that AI can enhance those activities.
Kim predicts: “Twelve months from now, this time next year, every company, every marketing team, every sales team, this generative and predictive AI will be a core part of every tool they use. I really think it’s inconceivable that next year’s technology won’t incorporate this feature.
You can read the full conversation on LinkedIn and YouTube. Below is a lightly edited version of the main points of the conversation.
macro environment
Everyone said, “Aren’t we in a recession?” Aren’t we in recession? ’ We have definitely seen companies trying to make more money. When it comes to how to get more out of the efforts they are making. Many marketing teams have witnessed the phenomenon of “getting more done with less budget”.
Importance of quality data
Many marketing teams across the enterprise are accustomed to having their data analysts retrieve and deliver insights from large amounts of data, all of which can take days, perhaps weeks. Then leverage it to build campaigns around it. The best digital-first companies are doing it in real time today. It can ingest vast amounts of data that is virtually impossible for humans to ingest and synthesize.
But technology exists that can extract the right data to build a very specific journey for your audience. Additionally, with AI that can predict a specific audience, specific messages can be generated. That’s what Twilio’s CustomerAI is aiming for.
Possibility to combine good data and AI
Imagine having one rep per customer instead of one rep for every customer. A true one-to-one relationship with AI. It is actually possible. Understand what each customer does, what they do on the web, how they call, why they call, why they don’t buy, and what they react to because you can know Leveraging all of this and leveraging AI, there are so many signals to make sure it’s not personalized, but it’s actually possible to personalize your engagement with your customers.
How AI is used in marketing
This has the potential to improve the way we work and be more productive. You and I talked about the first draft. We didn’t start with a blank sheet of paper. We forget how important it is that we have something to work on.
As an example, producing content suitable for the banking industry or healthcare typically requires industry experts. Large language models and AI make it possible. Generative AI can take a concept and actually tailor it to a specific industry.
Imagine doing it in thousands of different sectors without hiring thousands.
pace of change
We have crossed the chasm. We’ve been talking about AI all along, haven’t we? This is not a new concept. It’s not that we’ve taken a giant leap, it’s that the subsequent incremental steps are happening faster than we think.
I truly believe that in 12 months generative and predictive AI will be a core part of every tool we use for every company, every marketing team, every sales team. I can’t imagine this feature not being built into next year’s technology. For me, the bigger question is how does it all work together?
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