What's more important in the AI era: trust, traffic, or personalization?

AI is reshaping how websites build trust and drive conversions. Anda Gansca, Co-Founder and CEO of Knotch, builds AI-powered content intelligence that shows how digital content influences buyers across the path to purchase. We debate whether personalization, trust, or traffic matters most as AI reduces website visits, why LLM-driven personalization risks repeating the "creepy factor" of early automation, and why human judgment still determines whether personalization builds trust or breaks it. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  All right, last question for you. What's more important in the AI era? Trust, traffic or personalization?

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  I'm going to go with personalization because I think personalization drives trust and ultimately word of mouth is going to drive traffic.

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  It's a tough one. You know, I don't necessarily think that traffic matters, right? There's going to be less traffic, right? So it gets down to trust versus personalization. And that's a little bit of a chicken or the egg. If you have a personalized experience, do you build trust? Or if people trust you, can you get a, you know, around having specific personalization? I think actually personalization might jump the shark.

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  Yeah.

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  We might have experiences that are so personalized, they get into the creepy factor. And, you know, we sort of saw that with the initial wave of automation and like all the Marketo-style tools. It's like, if I had information about you, I feel necessary to put it in an email. We saw all these really creepy emails when people started really doing automation at first.

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  Yeah, but that's because they were bad.

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  Yeah.

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  You didn't.

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  And that, and now we're relying.

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  Bad personalization. You said personalization.

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  Yeah. Well, and that's the question. And when we're doing personalization, now we're not relying on humans to do the personalization, which we did kind of a mid job to begin with. Now we're just saying, hey, LLM, go do a better job at personalization. But their training data is the mediocre job we were doing before. I really do think that it takes a human to figure out what the right tone and tenor is to have great personalization, to really master it. So I think I'd probably lean on the trust side. If somebody trusts you, the message doesn't have to be as tailored because they already have that equity in my answer to be trust. All right, Ander, that wraps up this episode of the Martech Podcast. Thank you so much for coming on the show. I appreciate you coming on, being our guest. And as I build my website, I hope it lives up to your standards. Thanks for coming.

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  Thank you. Yeah, I'll, I'll definitely keep you posted on that. I'm opinionated on these things.

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  All right. And that wraps up this episode of the Martech Podcast. Thanks to Ander Ginska, co-founder and CEO of Notch for joining us. If you'd like to contact Ander, you can find the link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is notch.com. That's K-N-O-T-C-H.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. All right. That's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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