NB 31: Striking the Balance Between Creativity, Relationships, and AI

Knownwell CMO Courtney Baker joins Greg and Geoff to discuss the role of AI in marketing and professional services.

 The three discuss the importance of leveraging AI to enhance professional services companies' capabilities and relationships. Courtney emphasizes the value of relationship data in professional services and how AI can help organizations gain actionable intelligence to proactively engage with clients and prevent churn.

 The discussion also touches on the evolving business models of agencies in the age of AI, with Courtney, Geoff, and Greg agreeing that the traditional hourly billing model is outdated and that agencies must focus on delivering (and getting paid for) value to remain competitive.

 Courtney, Greg, and Geoff explore the potential impact of AI on creativity, emphasizing the importance of human judgment and strategic decision-making in determining when and how to effectively use AI tools.

 Ultimately, the episode highlights the significance of embracing AI as a thought partner and collaborative tool to enhance work and spark ideas, while still recognizing the unique value of human creativity and relationships in marketing and professional services.

Segments Include:

00:00 Start

03:50 The importance of humanity: What makes the human marketer valuable in the age of AI?

15:03 Data is gold, yet it is scarce. Why data is so important to all types of professional services firms, even their communications with clients.

18:55 How to change relational data into meaningful insights to reduce churn and strengthen operations.

22:33 Deciphering deep data to democratize analytics for all businesses.

26:02 Creative Agencies have to change to meet AI, but how does their business model and client relationships evolve?

36:31 Why Sam Altman is wrong about AI replacing agencies.

43:09 How AI helps us to level up creativity and our humanity.

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