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MASTER
CLASS
CHICAGO, IL ~ MAY 22 - 23, 2024
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Susan Westwater
CEO/AUTHOR
PRAGMATIC DIGITAL, LLC
Marketing in the Age of AI:
Shifting CX from Monologue
to Dialogue
Marketing in the Age of AI:
Shifting CX from Monologue to Dialogue
Susan Westwater
Founder, Pragmatic Digital
www.pragmatic.digital
Founder since 2017
Top leader and influencer in Voice and AI
25+ years of experience in marketing, digital
strategy, UX, & AI (agency and enterprise)
Co-author, Voice Marketing and Voice Strategy
Instructor, Marketing AI Institute’s AI Academy
Ambassador, Open Voice Network Community
A Bit About Me
The Evolution of Customer Experience
1950s-1970s
1980s-1990s
Late 1990s
Internet and e-com rise
Websites and email
marketing
Early 2000s
Late 2000s
2010s
Present Day
4
Copyright © 2024 Pragmatic Digital, LLC.
● What is AI?
● What is the opportunity for Marketing and CX?
● What are the keys to successful implementation?
What You’ll in Learn in 3 Parts
www.pragmatic.digital
Understanding AI and the
Opportunity
Copyright © 2024 Pragmatic Digital, LLC.
A Few Stats About AI Today…
77%
77% of devices in use
feature some form of AI.
85.1% of AI users use
the technology for
content creation.
85.1%
69% of digital
marketers actively
use ChatGPT.
69%
33%
33% of consumers
think they are using
AI platforms
Source: AuthorityHacker (https://www.authorityhacker.com/ai-statistics/)
Main Categories Of AI
Narrow AI General AI
* We are here.
Copyright © 2024 Pragmatic Digital, LLC.
AI marketing uses artificial intelligence
(AI) algorithms and machine learning
techniques to optimize marketing
strategies and improve customer
experiences.
What is AI Marketing?
Copyright © 2024 Pragmatic Digital, LLC.
Conversational AI
Generative AI
Programmatic AI
Predictive AI
Types of AI Used in Marketing
Copyright © 2024 Pragmatic Digital, LLC.
How Conversational
AI Works
Conversational AI uses natural language
processing (NLP) and machine learning (ML)
algorithms to understand and respond to
human language.
Generative AI can enter the chat when we use
a Large Language Model (or other content
source) to recognize and generate a tailored
response to the user’s input or dialogue.
Examples of Conversational and Voice AI
Chatbots Voice Assistant AI Agent Call Center AI Language
Translation
2024 Proprietary and Confidential. All Rights Reserved. 12
Voice AI has Mainstream Adoption
The number of voice assistants used in homes is expected to
reach 8.4 billion globally this year
Voice Assistant Usage
61% of those in the US
62% in the UK
66% in Mexico
Frequency of Use
31% in the US at least 1x per day
31% in the UK
42% in Mexico
Voice-Enabled Devices Used
On the phone (72% US, 59% UK, 76% Mexico)
On smart speaker (40% US, 55% UK, 53% Mexico)
In the car (26% US, 18% UK, 14%)
Another Device (17% US, 14% UK, 12% Mexico)
Source: AI Consumer Index 2023, Vixen Labs and Delineate
13
Generative AI is Not Far Behind
In less than a year, 50% of adults in the US have
used Generative AI.
Chatbot Awareness (US)
ChatGPT (42%)
Bing Chat (23%)
Google Bard (24%)
Microsoft Copilot (11%)
None of the above (31%)
Frequency of Use
53% of users employ chatbots daily
ChatGPT (60% daily)
Bing Chat (51% daily)
Google Bard (58% daily)
Common Tasks Using Generative AI (US)
Watched something recommended on streaming (55%)
Viewed personalized online shopping recommendations (37%)
Used a playlist generated by a music service (34%)
Used a grammar checker or editing tool (33%)
Source: AI Consumer Index 2023, Vixen Labs and Delineate 14
Copyright © 2024 Pragmatic Digital, LLC.
Increased customer engagement
Personalization at scale
Improved decision-making through
data analytics
Operational Efficiency
Enhanced marketing performance
The Opportunity of AI
www.pragmatic.digital
Implementing AI in a
Conversational World
17
Implementing AI Successfully
Set clear objectives
Define what you want to achieve with AI
Align AI goals with overall business objectives
Research and identify the right AI
Identify the technical and functional
requirements for your organization
Build a roadmap
Use pilots to learn and iterate
Plan periodic milestones to show progress
Train and upskill your team
Provide your team with the resources and
training programs they need for success
Learn with the team
18
Evolving From Monologue to Dialogue
One-way communication
Mass messaging
Brand-driven experiences focused
on brand’s priorities
Disruptive and forced interactions
Static scripts for limited topics
Conversations
Personalized engagement
Customer-empowered experiences shaped
by customer’s needs and preferences
Invited and organic interactions
AI-enhanced dialogue
Is Your Brand Ready
for the Conversation?
When a brand becomes conversational,
it moves into dynamic interactions
with audiences.
Many brands have visual identities and
guidelines but most don’t have a defined
personality suitable for conversational
experiences.
19
What Your Brand Needs
for Dialogue
Conversational Persona
A conversational persona represents the brand's identity
and core values during interactions with consumers. It
defines how the brand engages with audiences across
various messages and contexts, focusing on two-way
interactions and conversations rather than just
one-way communication.
20
What Your Brand Needs
for Dialogue
Conversational Territories
Conversational territories ensure the topics
discussed align with the brand’s values. They also
provide guidance on how to handle topics that the
brand prefers to avoid.
21
What Your Brand Needs
for Dialogue
Audio Branding
Audio branding is the brand's sonic identity, from
sonic logos to sonic cues. It incorporates the
brand's values and essence into a unique sonic DNA
for various touchpoints. This also includes distinct
voices that embody the brand’s personality.
22
Data Privacy and Security Concerns
Implementation and Maintenance Costs
Expertise and Talent Gap
Change Management and Cultural Resistance
Ethical and Bias Concerns
Integration with Existing Systems
23
Key Challenges and
Considerations for AI Success
www.pragmatic.digital
Final Thoughts
Copyright © 2024 Pragmatic Digital, LLC.
The AI Evolution of Brand and CX
Technology detracts from the experience
Available during business hours, 5 days a week
Few places where customer can interact
Customer repeats information in each channel
(even in the same session)
Content is loosely tailored to a few segments
Content driven by brand priorities
Brand talks at customer
Support is call center-based
Technology improves the experience
Available 24 hours, 7 days a week
Many places where customer can interact
Company knows information in every channel
Content is personalized by customer preference
Content driven by customer need or task
Customer talks with brand
Support channels go beyond traditional IVR
www.pragmatic.digital
Questions?
Susan Westwater
Email: susan@pragmatic.digital
LinkedIn: linkedin.com/in/susanjwestwater
X: @SJW75
www.pragmatic.digital
Thank you
www.pragmatic.digital
Appendix: Resources
Where we get our information and recommendations
Copyright © 2024 Pragmatic Digital, LLC.
Paul Roetzer, Founder of Marketing AI Institute
LinkedIn: https://www.linkedin.com/in/paulroetzer/
Podcast: The Artificial Intelligence Show
Ethan Mollick, Associate Professor at The Wharton School
LinkedIn: https://www.linkedin.com/in/emollick/
Newsletter: One Useful Thing
Christopher Penn, Co-Founder at TrustInsights.ai
LinkedIn: https://www.linkedin.com/in/cspenn/
Newsletter: Almost Timely Newsletter
Brian Roemmele, Futurist and AI Expert
X: https://twitter.com/BrianRoemmele
Newsletter: Multiplex
People We Follow
Copyright © 2024 Pragmatic Digital, LLC.
Books
Marketing Artificial Intelligence: AI, Marketing, and the Future of Business,
Paul Roetzer and Mike Kaput
Co-Intelligence, Ethan Mollick
Writing is Designing, Andy Welfle and Michael Metts
Organizations
The Marketing AI Institute
https://www.marketingaiinstitute.com/
Open Voice Network (part of Linux Foundation AI & Data)
https://openvoicenetwork.org/
Books and Organizations
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan Westwater

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Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan Westwater

  • 1. MASTER CLASS CHICAGO, IL ~ MAY 22 - 23, 2024 DIGIMARCONMIDWEST.COM | #DigiMarConMidwest Susan Westwater CEO/AUTHOR PRAGMATIC DIGITAL, LLC Marketing in the Age of AI: Shifting CX from Monologue to Dialogue
  • 2. Marketing in the Age of AI: Shifting CX from Monologue to Dialogue Susan Westwater Founder, Pragmatic Digital
  • 3. www.pragmatic.digital Founder since 2017 Top leader and influencer in Voice and AI 25+ years of experience in marketing, digital strategy, UX, & AI (agency and enterprise) Co-author, Voice Marketing and Voice Strategy Instructor, Marketing AI Institute’s AI Academy Ambassador, Open Voice Network Community A Bit About Me
  • 4. The Evolution of Customer Experience 1950s-1970s 1980s-1990s Late 1990s Internet and e-com rise Websites and email marketing Early 2000s Late 2000s 2010s Present Day 4
  • 5. Copyright © 2024 Pragmatic Digital, LLC. ● What is AI? ● What is the opportunity for Marketing and CX? ● What are the keys to successful implementation? What You’ll in Learn in 3 Parts
  • 7. Copyright © 2024 Pragmatic Digital, LLC. A Few Stats About AI Today… 77% 77% of devices in use feature some form of AI. 85.1% of AI users use the technology for content creation. 85.1% 69% of digital marketers actively use ChatGPT. 69% 33% 33% of consumers think they are using AI platforms Source: AuthorityHacker (https://www.authorityhacker.com/ai-statistics/)
  • 8. Main Categories Of AI Narrow AI General AI * We are here.
  • 9. Copyright © 2024 Pragmatic Digital, LLC. AI marketing uses artificial intelligence (AI) algorithms and machine learning techniques to optimize marketing strategies and improve customer experiences. What is AI Marketing?
  • 10. Copyright © 2024 Pragmatic Digital, LLC. Conversational AI Generative AI Programmatic AI Predictive AI Types of AI Used in Marketing
  • 11. Copyright © 2024 Pragmatic Digital, LLC. How Conversational AI Works Conversational AI uses natural language processing (NLP) and machine learning (ML) algorithms to understand and respond to human language. Generative AI can enter the chat when we use a Large Language Model (or other content source) to recognize and generate a tailored response to the user’s input or dialogue.
  • 12. Examples of Conversational and Voice AI Chatbots Voice Assistant AI Agent Call Center AI Language Translation 2024 Proprietary and Confidential. All Rights Reserved. 12
  • 13. Voice AI has Mainstream Adoption The number of voice assistants used in homes is expected to reach 8.4 billion globally this year Voice Assistant Usage 61% of those in the US 62% in the UK 66% in Mexico Frequency of Use 31% in the US at least 1x per day 31% in the UK 42% in Mexico Voice-Enabled Devices Used On the phone (72% US, 59% UK, 76% Mexico) On smart speaker (40% US, 55% UK, 53% Mexico) In the car (26% US, 18% UK, 14%) Another Device (17% US, 14% UK, 12% Mexico) Source: AI Consumer Index 2023, Vixen Labs and Delineate 13
  • 14. Generative AI is Not Far Behind In less than a year, 50% of adults in the US have used Generative AI. Chatbot Awareness (US) ChatGPT (42%) Bing Chat (23%) Google Bard (24%) Microsoft Copilot (11%) None of the above (31%) Frequency of Use 53% of users employ chatbots daily ChatGPT (60% daily) Bing Chat (51% daily) Google Bard (58% daily) Common Tasks Using Generative AI (US) Watched something recommended on streaming (55%) Viewed personalized online shopping recommendations (37%) Used a playlist generated by a music service (34%) Used a grammar checker or editing tool (33%) Source: AI Consumer Index 2023, Vixen Labs and Delineate 14
  • 15. Copyright © 2024 Pragmatic Digital, LLC. Increased customer engagement Personalization at scale Improved decision-making through data analytics Operational Efficiency Enhanced marketing performance The Opportunity of AI
  • 17. 17 Implementing AI Successfully Set clear objectives Define what you want to achieve with AI Align AI goals with overall business objectives Research and identify the right AI Identify the technical and functional requirements for your organization Build a roadmap Use pilots to learn and iterate Plan periodic milestones to show progress Train and upskill your team Provide your team with the resources and training programs they need for success Learn with the team
  • 18. 18 Evolving From Monologue to Dialogue One-way communication Mass messaging Brand-driven experiences focused on brand’s priorities Disruptive and forced interactions Static scripts for limited topics Conversations Personalized engagement Customer-empowered experiences shaped by customer’s needs and preferences Invited and organic interactions AI-enhanced dialogue
  • 19. Is Your Brand Ready for the Conversation? When a brand becomes conversational, it moves into dynamic interactions with audiences. Many brands have visual identities and guidelines but most don’t have a defined personality suitable for conversational experiences. 19
  • 20. What Your Brand Needs for Dialogue Conversational Persona A conversational persona represents the brand's identity and core values during interactions with consumers. It defines how the brand engages with audiences across various messages and contexts, focusing on two-way interactions and conversations rather than just one-way communication. 20
  • 21. What Your Brand Needs for Dialogue Conversational Territories Conversational territories ensure the topics discussed align with the brand’s values. They also provide guidance on how to handle topics that the brand prefers to avoid. 21
  • 22. What Your Brand Needs for Dialogue Audio Branding Audio branding is the brand's sonic identity, from sonic logos to sonic cues. It incorporates the brand's values and essence into a unique sonic DNA for various touchpoints. This also includes distinct voices that embody the brand’s personality. 22
  • 23. Data Privacy and Security Concerns Implementation and Maintenance Costs Expertise and Talent Gap Change Management and Cultural Resistance Ethical and Bias Concerns Integration with Existing Systems 23 Key Challenges and Considerations for AI Success
  • 25. Copyright © 2024 Pragmatic Digital, LLC. The AI Evolution of Brand and CX Technology detracts from the experience Available during business hours, 5 days a week Few places where customer can interact Customer repeats information in each channel (even in the same session) Content is loosely tailored to a few segments Content driven by brand priorities Brand talks at customer Support is call center-based Technology improves the experience Available 24 hours, 7 days a week Many places where customer can interact Company knows information in every channel Content is personalized by customer preference Content driven by customer need or task Customer talks with brand Support channels go beyond traditional IVR
  • 28. www.pragmatic.digital Appendix: Resources Where we get our information and recommendations
  • 29. Copyright © 2024 Pragmatic Digital, LLC. Paul Roetzer, Founder of Marketing AI Institute LinkedIn: https://www.linkedin.com/in/paulroetzer/ Podcast: The Artificial Intelligence Show Ethan Mollick, Associate Professor at The Wharton School LinkedIn: https://www.linkedin.com/in/emollick/ Newsletter: One Useful Thing Christopher Penn, Co-Founder at TrustInsights.ai LinkedIn: https://www.linkedin.com/in/cspenn/ Newsletter: Almost Timely Newsletter Brian Roemmele, Futurist and AI Expert X: https://twitter.com/BrianRoemmele Newsletter: Multiplex People We Follow
  • 30. Copyright © 2024 Pragmatic Digital, LLC. Books Marketing Artificial Intelligence: AI, Marketing, and the Future of Business, Paul Roetzer and Mike Kaput Co-Intelligence, Ethan Mollick Writing is Designing, Andy Welfle and Michael Metts Organizations The Marketing AI Institute https://www.marketingaiinstitute.com/ Open Voice Network (part of Linux Foundation AI & Data) https://openvoicenetwork.org/ Books and Organizations