Should your C-Suite learn to use AI before your employees?

Should C-suite or employees lead AI adoption? Joyce Gordon, Head of AI at Amperity, explains why both leadership and frontline staff must understand AI capabilities for organizational success. She discusses how executives should provide guidance on appropriate AI use while empowering individual contributors who best understand specific use cases. Gordon shares strategies for balancing top-down direction with bottom-up implementation to transform customer experience through unified data and AI personalization. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  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.

• 0:36Speaker 02

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

• 0:42Speaker 03

  Typical life span of an article is about 24 to 36 hours.

• 0:46Speaker 01

  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.

• 0:53Speaker 00

  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.

• 1:15Speaker 04

  I'm Benjamin Shapiro and joining me today is Joyce Gordon, the Head of AI at Amparity, which helps unify fragmented customer data to powerful personalized marketing. And Joyce is going to explain how you can combine AI and a unified data foundation to transform your customer experience strategy. Okay, next question. What's better if your C-suite or your individual contributors know how to use AI?

• 1:41Speaker 05

  Don't make me pick both. It has to be both.

• 1:44Speaker 04

  Your CEO is going to be so mad at this answer. I can tell where you're going. Hit me with it.

• 1:48Speaker 05

  It has to be both.

• 1:50Speaker 04

  Oh, that's not an answer.

• 1:52Speaker 05

  There's no way that it can be one. I think it's up to the C-suite to make sure that folks at the company have the right tools, that they understand the limitations. So like when they're allowed to use them, when they're not in terms of things like PII, for example, and also model good behavior. So like, what does it look like? To really effectively use AI in your workflow. But people on the ground are the ones that understand their individual use cases. And I think will have the best ideas for how to implement AI for their function. So sorry, Ben, it has to be both. I can't pick.

• 2:24Speaker 04

  I'm a total top down guy. If your executives don't have a grasp on the magnitude of artificial intelligence and they can't lead the charge for this is how I'm using artificial intelligence to do a better job with our business strategy, with our competitive intelligence, which is going to lead to each functional area leader having more context. Doesn't matter what the individual contributors are. In the same way that if we strip out every LLM that ever existed, what matters more? If your business has the right direction or if you have a bunch of good operators? The good operators can't operate if they don't have the strategy. So congratulations, we've got a bunch of engineers running around coding stuff

• 3:07Speaker 04

  with no cohesive direction does not work. We've already tried this. I think that it has to be a top down approach. And that's the biggest challenge is, hey, now we're looking at, sorry to stereotype, the gray hairs and saying you lead the charge with this advanced technology. I think it's really complicated, but I'm a top down guy.

• 3:24Speaker 05

  Well, agree to disagree on this one.

• 3:26Speaker 04

  All right, and that wraps up this episode of the MarTech Podcast. Thanks to Joyce Gordon, the head of generative AI at Imperity for joining us. If you'd like to contact Joyce, you can find a link to her LinkedIn profile in our show notes or visit martechpod.com. You could also visit her company's website, which is imperity.com. And 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 over 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.

• 4:24Speaker 00

  Thanks for listening to the MarTech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.