Can AI Make It Easier to Reach Real People?

January 26, 2017
by Christine Viera
  • Can AI Make it Easier to Reach Real People?
  • Can AI Make It Easier to Reach Real People

Big data and artificial intelligence drive a ton of digital dialogue these days. Is it all hype? What can we actually expect in 2017? Let’s start with data. With our every click, call, and digital choice, we’re leaving trails everywhere. Here’s what happens in an “Internet Minute”:

  • Amazon – $83,836 more in sales per minute
  • Spotify – 24,752 more hours of music uploaded per minute
  • Facebook – 701,389 logins per minute

What happens internet minuteSource: Excelacom


And that’s just Internet data. We leave data footprints in many other ways. Which means more of us are taming data for better insights that guide our decisions. Data helps us focus and make better choices. Yet some truths hide among a high number of variables. Others stay hidden because questions are deemed too hard to answer. AI makes discovery of those patterns faster and easier.  What connects the dots between AI and useful information is us.


Enhancing the human ability to process remains a top strategic priority at early AI innovators

~ Josh Sutton | Ritesh Soni, Scott Petry | @SapientNitro


Start by distinguishing between automation problems and learning problems. Machine learning can help automate your processes, but not all automation problems require learning.

~ Anastassia Dedyk | Harvard Business Review | @HarvardBiz


2 Practical Marketing Applications of AI and Big Data


I admit that AI sounds like movie magic. “Hey Alexa, how many people know why the sky is blue?” Yet I also believe more pragmatic data discovery is in store for 2017. AI has major potential to help sales and marketing connect better with people. Here are two practical examples.


1. AI Can Help You Understand Customers

If you’re involved in customer experience, you hopefully have a voice of the customer (VOC) program. VOC is about more than just taking surveys and declaring percentages of happy or unhappy customers. By extracting and analyzing text responses, you can see sentiment. You can correlate positive or negative sentiment to the experiences that are most and least satisfying. As customer experience is a journey, AI can help you see how this evolves over time as you make changes.

Why AI? It makes huge, unwieldy volumes of data consumable. AI can translate words that convey emotions into actionable decisions. It allows you to definitively show what customers like and how much. AI can also reveal what they don’t like that, and how much more likely they are to shop elsewhere as a result.  


2. It Can Shed Light on the Needs of Prospects

B2B companies rely on the smart women and men in our sales ranks to build relationships with customers. That’s extremely important and hard work. It’s increasingly more challenging to do well in a fast-paced digital age. Enter AI. By assessing patterns of conversations and behaviors, it can help us make better decisions on when to act. Here’s a great example of how AI can inform the way we listen and understand prospect behavior.


We analyzed 25,537 B2B sales conversations using AI — here are the 5 things we discovered.

~ Chris Orlob | @SalesHacker


Looking for more cool ideas? Check out Top 10 Hot Artificial Intelligence (AI) Technologies by Gil Press via Forbes.


High energy, inspired B2B Marketer. Lessons learned largely in high tech and communications industries where I've worked with very smart folks, on very cool things, in very dynamic environments. I like helping others navigate people, tech, programs, and problems with vision, courage, and impact. All opinions are solely my own.

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