In this conversation, Geoff Livingston interviews Liza Adams, a CMO known for her expertise in AI. They discuss the importance of trust and authenticity in AI, the challenges of implementing AI responsibly, and the potential for AI to enhance human connection. Liza and Geoff touch on the rise of PR, the importance of creating personalized and engaging experiences on websites, as well as the need to diversify marketing strategies beyond relying solely on search engines. Finally, they explore the role of brands in elevating the customer experience and building trust in AI, and how Apple may lead the way.
Key Takeaways Include:
- Trust is a crucial element in the adoption and acceptance of AI. Building trust requires transparency, clarity, and understanding of how AI models work.
- AI has the potential to enhance human connection, but it shouldn’t replace genuine human interactions. Events and experiences that foster human connection will continue to be valuable.
- Marketers should focus on creating highly relevant and valuable content that aligns with user intent. Keyword stuffing and gaming the system are no longer effective strategies.
- The future of AI will require ongoing conversations, guidelines, and responsible practices to ensure its positive impact on individuals, businesses, and society.
- PR is no longer seen as a cost center but as a way to build trust by being present in trusted media outlets and engaging with social influencers.
- As AI becomes more capable of providing concise answers, it will be harder to drive traffic to websites. Ehen visitors do come to a website, it should provide an authentic personalized experience.
- Brands have a responsibility to prioritize the customer experience and build trust in AI by being transparent, authentic, and human-centered.
- Apple may lead the way to responsible AI with its unique consumer focus to building experiences based on actual human use.
Chapters
- 02:08 Building Trust and Authenticity in AI
- 11:33 Enhancing Human Connection with AI
- 20:04 The Future of AI: Conversations, Guidelines, and Responsible Practices
- 24:49 Cherishing People When They Come to Our Websites
- 27:45 Building Trust in AI: The Role of Brands and How Apple Can Change the Game
