Nothing Is "Artificial" About Artificial Intelligence: Sales, Marketing, Human Capital Research are...Peppered with AI Opportunities

In the swanky world of Beverly Hills a few weeks ago, big money/big suits/big thinkers and big innovators are sipping bottled water, sitting on nicely padded chairs, taking in the Milken Global Conference. I too, have I’ve attended this event many times and yes, very jealous I’m not rubbing elbows with my friends, colleagues and other big shots that would be great for selfies. I’m not however, missing spending $600 bucks a nite for a room the size of a pizza box and using soap encased in a wrapper I can’t even open without a targeted air strike, but remember, I’m not bitter.

However, I’m not there, so I live the event vicariously from reports, soundbites and social media images. LinkedIn’s staff of writers have also done a great job feeding the world clues to the event’s key takeaways.

The topics at the conference are snooping around AI (Artificial Intelligence). And while the AI topic is vast and conveniently broad for discussions to keep all nice suits and dresses in seats interested, AI is far from “Artificial” as it relates to a broader use in today’s marketplace.

·      Have you explored any recent articles, headlines or research that had AI in the title?

·      Has your marketing team or sales leadership brought you ideas/trends or questions on how AI is relevant?

·      Do you understand what AI can do for your business if someone actually invests time to investigate?

If these questions have you shaking your head, you’re not alone. And you are also behind in your study of AI’s real value in 2017 for profit-making.

What is and Why AI?

Mention AI to someone and the reactions are quite broad. Some view AI as science fiction-oriented, thinking in involves drilling into one’s skull, robots stealing identities and some intelligent life form descending upon us to steal our ideas. And if the later were the case, why do such UFO sightings typically reported to occur in Montana or Wyoming? The fact that most of our previously-used plutonium, radioactive barrels of various stuff, and 4200 cases of bentonite-laced sparkling water from the 1980s, and maybe some kryptonite, is buried in these areas may be a slight clue, but that’s another conversation.

Others, view AI, as something only big companies gather, buy/sell, use to grow even larger. In either case, perhaps we should abandon the juxtaposition of the words “artificial” and “intelligence.” Intelligence is far from artificial and artificial intelligence is not “fake” intelligence. It’s merely in a different form, a different format; a refined formula of information; a synthetic collection of random data that has been bulleted and whipped into a dynamic shake of good, nutritious information now able to be digested. All fancy ways of saying artificial intelligence is delivered and left to interpret and season to dietary business needs.

As a retained executive search professional for decades and behavioral scientist, I’ve had the chance to both research and be involved with various applications and experimentation with AI in business. Wild stuff, I might add. From Sales training and marketing concepts using competitive intelligence gathering, self-directed profiling (that is not intended to harm others or misguide intent), data mining, demographic filtering, as well as IQ/EQ/CQ meta analysis, with a dash of neuroscience and behavioral economics, there are 100s of approaches to capturing research intelligence. And, even armed with a mere 15% of the available data and review that “could” be done, companies, private corporations, independent sales organizations, marketing and PR firms, as well as any service providers from Chicago to Venus could drive more sales revenue from the data just waiting to be plucked and deciphered for profit. And all free, by the way.

AI use, for example can be implemented and utilized in: driving sales revenue, enhancing marketing materials, messages, brochures, website material, sales training/presentations/preparation, leadership/mentoring/succession planning, negotiating/persuasion strategies, strategic-planning, market and product research, as well as talent acquisition strategies and effective interviewing tactics.

Coupling the information and insights that AI delivers, with the research tools and ideas with behavioral science modeling, you and your organization can streamline targeting your ideal customer, reducing turnover in hiring, enhance revenue, drive more traffic to websites and storefronts, as well as parlay customer service and operations to be subtle revenue units without blinking an eye.

Here’s some examples of how to incorporate AI in seamless fashions immediately (for more ideas, read The Big Swing, available on Kindle:

1.      Pre-call planning for the sales team

2.      Marketing/vocabulary review

3.      Persuasion/negotiation research and hit at last 3-4 different elements in each piece.

4.      Leadership training in behavioral-based interviewing.

5.      Infographics to the rescue! Infographic displays keep USA Today on the front rack of every airport news counter in the world. Graphs, color, comparisons, teasers and tidbits keep readers turning pages. More publishers are using these tools to deliver legitimate data in a more fun and enticing format for viewers. Set the new standard in your industry with better, compelling visuals. (Note: The picture of bright red and yellow peppers is an sneaky, but effective, example of how the eye is drawn to these two bright colors. The confusing “pepper” picture paired with a story on AI and appearing in a business-oriented image expectation of LinkedIn creates subconscious interest. Thus, the “ gotcha!” effect can work to capture the curious mind. Our visual cortex, can’t help but look and follow bright images to see what all the buzz is about. Use this physiology fact to your benefit. Sorry, I had to do this to help make the point.)

6.      LinkedIn research of each person you intend to speak with

7.      Demographics magazine, free research sites and newsletters to key in top 4 issues/problems/trends of an industry or company

8.      Government sites on wages, labor, census, etc. Learn where/what people are

9.      Vocabulary enhancement

10.  Writing as expert: Publication is the star of affirmation, acceptance, authority and accreditation. Approval to print signifies review and agreement

11.  Goal setting and AI to understand human behavior

12.  Leadership culture. What leaders do, think and strive for are far different as perceived by others

13.  Follow the hobby trail. We all want adventure capital. Follow the fuel to the machine for common ground and acceptability.