{"id":8831,"date":"2024-09-26T15:58:55","date_gmt":"2024-09-26T15:58:55","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/why-ais-agents-and-commodification-are-good-news-for-marketers\/"},"modified":"2024-09-26T15:58:55","modified_gmt":"2024-09-26T15:58:55","slug":"why-ais-agents-and-commodification-are-good-news-for-marketers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/why-ais-agents-and-commodification-are-good-news-for-marketers\/","title":{"rendered":"Why AI’s agents and commodification are good news for marketers"},"content":{"rendered":"


\n<\/p>\n

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This year\u2019s Dreamforce<\/a> and Inbound<\/a> user conferences were all about AI agents.<\/p>\n

\u201cWhen we look back at this event years from now, you\u2019re going to remember it as the year of AI agents,\u201d said HubSpot<\/a> co-founder and CTO Dharmesh Shah.\u00a0<\/p>\n

\u201cThe only thing we\u2019re going to do at Salesforce<\/a> is AgentForce,\u201d said CEO Marc Benioff. (So long Customer 360 and Data Cloud, hope you enjoyed your time in the spotlight.)<\/p>\n

Having the same focus sapped the excitement out of both pep rallies, and many attendees reported being underwhelmed by the events. The reason for the similarity between Dreamforce and Inbound is the similarities between the various generative AI models. Similar models result in similar innovations.<\/p>\n

Salesforce and HubSpot are right about the importance of agents. Why this is true also illustrates the problem confronting the entire genAI industry. A problem that\u2019s a great opportunity for marketers.<\/p>\n

What is an AI agent?<\/h2>\n

An agent is software that uses AI and tools to accomplish a goal that requires multiple steps.<\/p>\n

To quote Chris Penn<\/a>\u2019s must-read blog post, \u201cIf this sounds like an app, it is. \u2018AI Agent\u2019 is just fancy, expensive language for a self-driving app.\u201d\u00a0<\/p>\n

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\"Dall\"Dall<\/figure>\n<\/div>\n

They are best suited for handling repetitive tasks with predictable outcomes. Things like creating reports out of regularly arriving or being shopping assistants, price optimization, consumer-facing chatbots and customer service<\/a>.<\/p>\n

Dig deeper: How to build interactive applications with generative AI<\/a><\/em><\/strong><\/p>\n

\u201cA lot of people think AI Agents are just chatbots, in the same way they think of ChatGPT as just a blog post writing tool,\u201d again quoting Penn. \u201cYes, they can do that. But using it just for that purpose is like taking a Harrier [VTOL fighter jet] to the grocery store. It can do that, but it\u2019s capable of so much more.\u201d<\/p>\n

To the prompt store!<\/h2>\n

Fortunately for most marketers, many companies offer low code\/no code ways to create agents via premade modules. Among them are Salesforce\u2019s Agent Builder and HubSpot\u2019s Agent.AI (Dharmesh Shah: \u201cAgent.AI is the number one professional network for AI agents. It\u2019s also the only professional network for AI agents.\u201d).<\/p>\n

So, yay for agents. The only reason to choose one agent creator over another is if you are already enmeshed in that company\u2019s ecosystem. Therein lies the problem for AI companies: For most users, there is no difference between the products businesses are spending hundreds of billions of dollars on.<\/p>\n

\n
\"DeepAI\"\"DeepAI\"<\/figure>\n<\/div>\n

Here\u2019s an example: I mostly use AI to generate summaries of articles to post on LinkedIn. My go-to is Perplexity, with Gemini as a backup. Why? Perplexity can find the article as soon as it is published, while Gemini needs about five minutes. Other than that, the results are indistinguishable. They both add false information or give me a summary of a non-existent article at about the same rate. When that happens, I try the other AI. When they both suck, I wait a little and try them again.\u00a0<\/p>\n

Or look at the illustrations here and above. One is DALL-E 3HD, the other is OpenAI HD and the fact that I can\u2019t remember which is which says all you need to know.<\/p>\n

Experts tell me there are differences between the latest ChatGPT and Gemini models. One can do things the other can\u2019t (I don\u2019t remember which one does what). However, only sophisticated, power users need or will notice that difference. Also, these systems catch up to each other very quickly, so it\u2019s unlikely to be a long-term advantage.<\/p>\n

Is the exuberance rational or irrational?<\/h2>\n

AI is now a commodity as far as most users are concerned. When a product becomes a commodity, one brand is as good as another and price is the only differentiator. That is good news for people who use AI, but incredibly bad news for the AI industry.\u00a0<\/p>\n

\u201cWe estimate that the Al infrastructure build-out will cost over $1 trillion in the next several years alone, which includes spending on data centers, utilities, and applications,\u201d wrote Jim Covello, Goldman Sachs\u2019 chief technology analyst, in a now famous investment brief about AI<\/a>. \u201cSo, the crucial question is: What $1 trillion problem will Al solve?\u201d<\/p>\n

Dig deeper: How to use ChatGPT to simulate martech tools and marketing strategy<\/a><\/em><\/strong><\/p>\n

VisiCalc\u2019s spreadsheets made PCs essential for business, but AI lacks an equivalent killer app. It can do many impressive things: Automating processes, finding patterns in gigantic data sets, and generating springboard images and text to better ideas. But increased efficiency alone won\u2019t ever justify AI\u2019s price.<\/p>\n

Happily, the use cases with the best ROI are mostly marketing-related. If you\u2019re not already on the AI bandwagon, get on board. Take advantage of the hundreds of billions of dollars other people are spending to make your job easier! Do it now, before investors start asking pesky questions like, \u201cWhere\u2019s my money?\u201d<\/p>\n

<\/p>\n

<\/p>\n<\/div>\n


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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This year\u2019s Dreamforce and Inbound user conferences were all about AI agents. \u201cWhen we look back at this event years from now, you\u2019re going to remember it as the year of AI agents,\u201d said HubSpot co-founder and CTO Dharmesh Shah.\u00a0 \u201cThe only thing we\u2019re going to do at Salesforce is AgentForce,\u201d said CEO Marc Benioff. 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