The first Insurindex Insurance Marketing Summit last week, held at the Royal Society of Arts In London brought together brand and marketing leaders from commercial Insurance businesses to hear cutting-edge insights and real-world expertise from top industry gurus including the thought-provoking, and often hilarious, Jon Lombardo, co-founder of Evidenza.
The AI revolution is on everyone’s mind, but according to Lombardo, it is actually under– not over-hyped. Like many new tech trends beforehand, it is following Amara’s law (an observation made in the late 1960’s by futurologist Roy Amara) that people tend to overestimate the effect of technology in the short run and underestimate the effect in the long run.
The real impact of AI is still to come, especially within B2B marketing. Imagine if you had market research data (the ‘voice of the customer’ as Lombardo puts it) in your pocket when you discussed with your CFO the budget request for a new brand campaign– the time to market from idea to campaign launch would be so much quicker! According to Lombardo this is not a dream, but now totally possible using synthetic research, based on large language models and programmable personas. Campaigns will be able to be decided on and activated far quicker, with ongoing sensitivity analysis available at every stage.
And what if you took this a step further and built new AI creative outputs from your existing brand codes? … although, as Lombardo pointed out, this will only work if you have managed your brand codes well. If you haven’t, well … as Lombardo aptly describes ‘you will be still swimming in the sea of sameness’!
During his keynote Lombardo referenced the tagline of ‘Polar Seltzer’ – “Why be flat when you can sparkle?” – with the dawn of AI in B2B already upon us, could this also be a question that insurance marketers need to consider?