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B2B Ignite USA 2023 Wrap-Up: The Importance of Being Human
By Ryan Arnholt
Please take it easy on me, fellow human. I wrote this entire blog post myself, without the assistance of AI. In the spirit of man vs. machine, I’ve organized my recap of the B2B Ignite USA conference in Chicago around 3 things that ChatGPT can’t — currently — do:
- Think about something for 2 days and reflect on what it learned
- Look for opportunities to smile
- Ask unprompted questions
My recap:
2 things that made me go “hmmm”
3 things that Made me smile
4 questions that I really want to ask you if you can please just make it to the end of this post
2 things that made me go “hmmm”
1 — AI AI AI AI AI AI AI AI AI AI AI
A majority of the content at the conference sprinkled in or fire-hosed us with discussions about AI in marketing. The arrival of AI as a useful tool for content creators has apparently brought about a lot of fear and uncertainty.
Things like AI enter our peripheral consciousness when we first hear about them. And it could be days, weeks, or decades before something science-y becomes so immediately relevant that you need to form an opinion, a stance, a game-plan, or an underground bunker to directly address the coming marketing opportunity and/or hostile takeover by our robot overlords.
Science fiction writers have been writing about AI for a century, while scientists and engineers have been advancing actual capabilities for decades. But recently, with the launch of ChatGPT in late 2022, it became immediately relevant to marketers and creatives. At B2B Ignite, the programming was full of opinions, stances and game-plans for AI. There were no serious talks of underground bunkers — yet. So that tells you right about where marketing is at with regards to AI right now.
“With the launch of ChatGPT in late 2022, it became immediately relevant to marketers and creatives. At B2B Ignite, the programming was full of opinions, stances and game-plans for AI.” — Ryan Arnholt @ArbenAngstrom
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A great insight came from Dr. Carmen Simon, chief science officer at Corporate Visions. In her presentation “Could a Robot Replace Your Marketing Team,” she managed to drop some real neuroscience knowledge, book-ended with passably relevant references to George Costanza and Kim Kardashian.
Dr. Simon posited that humans will not be replaced by AI. But humans may be replaced by other humans that embrace the use of AI. The feelings of “fear” relating to AI are rising due to its ability to be deployed across the human domains of art, music, and love. We fear that our creative and emotional brains can be replaced, much in the same way that robots are replacing physical laborers.
2 — So, umm…are we still going to replace the humans with spreadsheets and CRM’s?
There were limited discussions around the creative side of B2B marketing, and I feel like that is usually the biggest opportunity for brands to differentiate and win. So I really tried to …read more
Source:: Top Rank Blog
