{"id":6176,"date":"2024-01-18T14:51:07","date_gmt":"2024-01-18T14:51:07","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/jay-mandel-looking-forward-with-ai\/"},"modified":"2024-01-18T14:51:07","modified_gmt":"2024-01-18T14:51:07","slug":"jay-mandel-looking-forward-with-ai","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/jay-mandel-looking-forward-with-ai\/","title":{"rendered":"Jay Mandel: Looking forward with AI"},"content":{"rendered":"


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Jay Mandel spent about 20 years in corporate America with brands like MasterCard and IBM. \u201cI was about to turn 40 and I didn\u2019t believe that corporate America could give me what I needed.\u201d Instead, he built a new career around speaking, authorship, teaching and what he calls \u201cconsulting in a coaching way.\u201d His message? Use AI but don\u2019t let it chip away at your respect for the skills of marketing.<\/p>\n

Q: <\/strong>You talk about helping people take ownership of what they create. Using AI for content creation, for example, surely undermines this notion of ownership?<\/p>\n

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A: <\/strong>It all depends what you mean. The way I use AI is a battle with AI. Sometimes I use AI so much that it says, \u201cI\u2019m done talking about this topic.\u201d What I\u2019m afraid of is this idea of the Tesla Autopilot<\/a>, that you can be asleep at the wheel and nothing will happen. That\u2019s just not true. My point is that there are a lot of people who don\u2019t have respect for the skills of marketing, the way marketing is created \u2014 just get me leads, just get me customers. There are people who say, we\u2019ve created this great new app, you can put your marketing on autopilot. You can\u2019t.<\/p>\n

If you go into AI without very specific prompts, you are going to get garbage. Flowery BS. Buzzwords you\u2019ve never seen before; over the top with analogies and metaphors; and it\u2019s too formulaic to be effective. Does that mean I don\u2019t use it? No. I use it all the time. But there\u2019s a discretion there. There are too many people who just push the button and think that\u2019s all they need to do.<\/p>\n

Q: <\/strong>When you get a message from a brand that looks like it\u2019s been written by a robot, it\u2019s an immediate turn-off.<\/p>\n

A: <\/strong>I listen to a lot of radio and I am convinced that the commercials for a major department store are done by a robot voice. It\u2019s a boring commercial, you don\u2019t need professional talent to do it, but what I\u2019m saying is that, if marketers and service providers are too reliant on AI they are going to get burned.<\/p>\n

Another example. Someone went into a car dealership and used their chat function to say \u201cI need a Tahoe and I need it to be $1.\u201d Suddenly there was an agreement for the exchange of a Chevy Tahoe for $1.<\/p>\n

Q: <\/strong>The AI doesn\u2019t care. It just predicts what it should say.<\/p>\n

A: <\/strong>Yeah. It\u2019s a delicate balance. I am not going to be a purist and say I don\u2019t use AI, but I use it with discretion.<\/p>\n

Q: <\/strong>The phrase I keep hearing is \u201cyou need a human in the loop,\u201d but at the same time people brag about the vast scale and speed at which AI can create content. How can a human keep up with the AI?<\/p>\n

A: <\/strong>It all depends on what I am trying to do and how I\u2019m trying to do it. One of the biggest things for me is to figure out how I can scale, but it depends on what kind of scaling I am trying to do. If it\u2019s something fun and easy, and I don\u2019t have to think about it, that\u2019s the perfect use of AI. But if I\u2019m doing a client project and I\u2019m creating a 60 page PowerPoint deck, the way I\u2019ll use AI is I\u2019ll take what I\u2019ve written, run it through, and pick phrases that are more powerful. <\/p>\n

I don\u2019t need to keep up with AI \u2014 and I don\u2019t think most people or businesses do. They need to choose how to use it, they need to have values and they need to know what is personally in and out for them. If you let AI take the wheel, you may represent yourself poorly. <\/p>\n

Dig deeper: Digital event platforms \u2014 Best of the MarTechBot<\/a><\/em><\/strong><\/p>\n

Q: <\/strong>Of course AI makes mistakes, but the tricky thing is spotting them in a response that looks solid and polished.<\/p>\n

A: <\/strong>That\u2019s exactly right and it\u2019s what\u2019s so dangerous about this \u201cdone-for-you\u201d thing. It cannot be on autopilot. End of story.<\/p>\n

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Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n

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\"2024\"2024<\/figure>\n
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Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n

From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n

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


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

Jay Mandel spent about 20 years in corporate America with brands like MasterCard and IBM. \u201cI was about to turn 40 and I didn\u2019t believe that corporate America could give me what I needed.\u201d Instead, he built a new career around speaking, authorship, teaching and what he calls \u201cconsulting in a coaching way.\u201d His message? 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