Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing - Kristin Wozniak
In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.
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Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing - Kristin Wozniak
- 1. KEYNOTE TORONTO, ON ~ APRIL 18 - 19, 2024 DIGIMARCONCANADA.CA | #DigiMarConCanada Riding the Wave of AI Disruption: Navigating the AI Fear Cycle in Marketing Kristin Wozniak GLOBAL LEAD OF CUSTOMER SUCCESS PLUS COMPANY
- 2. Riding the Wave of AI Disruption: Navigating the AI Fear Cycle in Marketing April 18, 2024
- 3. Why are we here?
- 4. The AI hype is real.
- 6. “AI” search interest* in Canada over the past five years, Google Trends *Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.
- 7. But it’s not all hype.
- 10. We’ve seen this before. https://www.vox.com/2014/7/8/5880931/the-19th-century-health-scare-that-told-women-to-worry-about-bicycle The “problem”: “To men, the bicycle in the beginning was merely a new toy, another machine added to the long list of devices they knew in their work and play. To women, it was a steed upon which they rode into a new world." The “fix” = Bicycle Face: "Over-exertion, the upright position on the wheel, and the unconscious effort to maintain one's balance tend to produce a wearied and exhausted 'bicycle face… usually flushed, but sometimes pale, often with lips more or less drawn, and the beginning of dark shadows under the eyes, and always with an expression of weariness… often characterized by a hard, clenched jaw and bulging eyes."
- 11. So why are we so scared?
- 12. The In-Between Times Learn more about the In-Between times with Avi Goldfarb here: https://podcasts.apple.com/us/podcast/in-the-between-times- and-embracing-opportunities-of- ai/id1691340392?i=1000630728030
- 13. It’s not a fear of change. It’s a fear of loss.
- 14. What are we afraid of losing? https://www.linkedin.com/pulse/employee-resistance-change-reasons-tools-application-deena-assem/
- 16. Fear (and many other complex emotions) in-person.
- 17. Fear in action. Anxiety’s Vicious Cycle https://www.thecounselingcollectivefw.com/blog/ anxiety-understanding-the-vicious-cycle
- 18. We’ve all heard of FOMO but... FOMO: Fear of Missing Out FOBLO: Fear of Being Left Out FOBO: Fear of Better Options FOBO: Fear of the Mystery of Missing Out JOMO: Joy of Missing Out ROMO: Realities of Missing Out FOJO: Fear of Joining In SLOMO: Slow to Missing Out https://en.wikipedia.org/wiki/Fear_of_missing_out
- 20. ● New simple to use app! ● New measurement approach! ● New software! ● New food bowl! ● New chew toy! Them: I’m scared! Us: Here! Have a… Them: I’m still scared!
- 21. ● New simple to use app! ● New measurement approach! ● New software! ● New food bowl! ● New chew toy! Them: I’m scared! Us: Here! Have a… What actually works.
- 22. So, now what?
- 23. ➔ Clear goal setting: what does success look like? ➔ Collaboration + partnership. ➔ Acceptance of evolution. ➔ Rejection of perfection. ➔ Open, honest two-way communication. ➔ Willingness to accept praise and concern. Break the cycle.
- 24. Ask questions. (even ones you thought you weren’t allowed to ask)
- 25. We don’t know what we don’t know. (Retronyms are my inspiration) Answer: What is snail mail?
- 26. THANK YOU! Have questions? Get in touch! kristin.wozniak@pluscompany.com