At the recent Insurindex Marketing Summit, B2B marketing gurus Les Binet and Jon Lombardo discussed the latest trends in marketing including the impact of AI.
This came off the back of Jon Lombardo’s excellent talk on B2B branding and how AI’s potential for marketing is in his view ‘under- not overhyped’.
Binet a self-admitted cynic of tech fads and trends, declared that AI will be majorly significant in terms of its impact.
“It’s bigger than the internet, I think. It’s probably bigger than personal computing. It’s as big as electricity…I can’t think of anything else that’s on the same scale.”
Bold statements from experts who, it is fair to say, are generally not given to hyperbole themselves; in fact their careers have been built on empirical measurement and evidence…so insurance marketers should sit up and take notice.
Synthetic AI research, according to Lombardo, will exponentially speed up access to intelligence and decision-making which in turn will ramp up competition, because things can be decided and executed much more quickly…allowing you to make adjustments or refine campaigns on the fly.
And this will create the space and time for the best people to create better marketing campaigns.
Jon and Les tempered their comments by also saying that the biggest impact will be in the medium term, just like very other innovation including electricity. However, Lombardo believes it will happen much faster:
“When electricity came out in 1882, there weren’t a lot of technologies they could scaffold on. Now you have electricity, you have nuclear energy, the internet, you’ve got mobile, you have all these different technologies and so it will…go slow and steady and then…up… the fastest technological adoption of all time.”