I not too long ago returned from the IIEX convention in Austin – and, wow – what a terrific expertise for just a few days.
Solely in Austin – and, sure, Austin might be bizarre. What I used to be completely shocked at was seeing a Tesla that was an Uber – however had NO driver in it. Yep. I didn’t trip in it, however, my precise Uber driver did level it out. It served as a pre-cursor that whether or not your snug with Synthetic Intelligence or not – you higher get used to it as a result of its coming!
There have been glorious displays by business consultants all through the convention, and most did appear centered on the the expansion of synthetic intelligence and machine studying and particularly the way it will have an effect on our business.
The most important takeaway for me: “What does this business ‘appear like’ in three years? And what are we doing as we speak to verify we forward of the curve three years from now?”
WIRe had an superior comfortable hour to kick off the occasion and meet up with buddies all through the business. Conferences are actually nice locations for “serendipitous” conversations that simply don’t happen over Zoom. Nose to nose is actually “the place it’s at” to attach with individuals.
Our buddies at Hotspex sponsored a terrific barbecue the place I should have consumed extra purple meat in 3 days than I’ve in 3 months. Not solely that, however we went on a ship tour, which is a MUST DO when in Austin.
It was actually “thought frightening” when trying on the industrial actual property panorama by way of buildings. Google has an enormous “tech middle” the place they constructed and occupy over 700,000 sq. toes on over 40 flooring. In honor of the “tech” panorama, one constructing appears to be like like a “USB Drive” – and one other constructing known as the “jenga constructing” because it actually appears to be like like a jenga tower with items jetting out (nonetheless amazed they might construct constructions like that).
Whereas I used to be prepared for two days stuffed with nice content material – only a few feedback on the boat tour actually resonated. Our host was talking out the business and enterprise of “cleansing merchandise”- one thing I by no means actually had given a lot thought to. It was defined that cleansing merchandise are formulations of assorted chemical compounds, which all of the suppliers have entry to.
There isn’t actually a secret or proprietary “recipe” per say. So, in that business – absolutely the distinction maker – every little thing from packaging to product gives to differentiation, is all primarily based available on the market analysis and market insights perform. And, completely pivotal within the success of an organization.
The IIEX classes had been completely glorious, with the “tremendous sizzling” subject being synthetic intelligence (AI), and ChatGPT. I misplaced depend of what number of conversations there have been on it. One among my favourite displays was by business veteran Lorin Drake of Publix Supermarkets. His presentation was superb – about how he requested ChatGPT to do a few of the issues we do on daily basis, survey/screener creation, evaluation and so forth. – and stuffed with slides and examples. The decision? ChatGPT is getting higher on daily basis and is fairly rattling good. It saves you a ton of time, however, nonetheless wants a human to assessment on the finish.
One slide had a terrific quote: “Your job will likely be misplaced by somebody who is aware of the best way to use AI earlier than shedding it to AI.” Key studying: Implement AI now in each space of what you are promoting as rapidly as doable.
AI nonetheless want human oversight, and the enterprise with be vastly completely different in three years, so the flexibility to embrace AI now in our on a regular basis lives is essential.
(Additionally, a terrific quote by somebody, and I neglect precisely the way it went, however in 2023, EVERYONE is a self-proclaimed AI skilled! 🙂 Zappi had a terrific presentation and referred to the Google inside leaked memo about AI, simply searchable on the web. Extremely recommend you learn it to see what a chance this may be! In essence, Google executives admitted – we’ve got no moat – aka, there aren’t many boundaries to entry to make use of AI.
The most effective cubicles was held by the crew at The Logit Group, Inc.. They made the present enjoyable by strolling the “Inexperienced carpet”- encouraging a strut on digicam. Hats off to the Logit Group for not solely having a terrific sales space however actually marrying with content material creation on the identical time with filmed interviews with business leaders. Very environment friendly and nice ROI on their convention I’m certain.
One other nice session (and I should have seen 15-20 of them they usually had been incredible) was accomplished by Brian Peterson who talked about “Discovering your distinctive voice” about dominating digital advertising. He has a podcast referred to as “Intellicast” – which I’ve began listening to – and incredible to date. In a “submit covid” world, nice to really feel like I’m eavesdropping on two guys “speaking within the workplace” concerning the business. At any fee, I used to be capable of get a really particular query in- about how Return on Funding is measured- and he completely nailed it.
I requested concerning the ROI of a podcast- they usually actually ship by way of their CRM and measure open charges. I don’t have a podcast (but)- however certain am impressed to begin one.
Additionally, the ultimate presentation I noticed was Pam Goldfarb Liss presentation on concerning the variations in how Era Z thinks. She confirmed a terrific clip of how for older individuals (did I actually say that?) who keep in mind a life the place there have been no “mobile” telephones, that “privateness” is an enormous deal, proper? Nobody needs to be “tracked”.
Nevertheless, listening to a 21-year-old – who all the time grew up with a cellphone? It was loopy the distinction in views between generations, and individuals who “grew up” with a cell phone hooked up to their arms.
I keep in mind after I vowed that I might by no means eliminate my blackberry. I’m all iPhone now. And sure, I did have a rotary dial cellphone in my life.
Again to the longer term, let’s speak about Gen Z and the way they have a look at issues. The 21-year-old respondent that Pam Goldfarb Liss had in her presentation was properly conscious that his “sensible” cellphone listened to him and beloved that Amazon tracked all his buying habits. Privateness wasn’t in any respect his concern; his true concern was “comfort”.
He beloved retailers like Amazon. Why? They simplify his life. Amazon hits the nail on the top with beneficial purchases. Properly conscious of solutions for merchandise from shopping historical past and “cookies”, he additionally downloads apps from rivals corresponding to Goal and Walmart to have them “compete” towards one another. Gen Z respondents are inclined to assume the extra firms find out about their private and buying habits, the higher. Privateness isn’t the essential factor. Comfort and anticipation of wants is. Beneficial perspective and nice job by Pam on that one!
Prime takeaways:
Austin was an exceptional location to host this occasion. On the chopping fringe of technical innovation as a metropolis and a terrific place for this convention to drag individuals in from not solely West and East Coast however everywhere in the world.
Synthetic Intelligence just isn’t your enemy, however, your ally in making your job simpler and driving down prices.
Gen Z depends on tech, and never hostile to privateness points, however, welcome “Huge Brother” understanding extra about them. Comfort trumps privateness.
Insights from actual shoppers will all the time be key in shaping advertising of merchandise, whatever the progress of tech and tech platforms. The richness of actual actionable insights on your model will all the time be the standard of qualitative research and respondents.
AI is phenomenal for evaluation of enormous information units, nonetheless on the finish of the day, nothing beats expertise within the business as the important thing worth creator. Additionally, human insights are nonetheless all the time essential to “see the forest by way of the timber”.
Should you don’t make the most of AI every day, you’re setting your self up for failure.
Austin has the perfect barbecue on the planet AND a terrific “dwell music” scene.
