Decoding AI

The face of marketing is constantly evolving, and the moving parts of retail are embracing the newer ethos at every juncture to create a perfect customer experience. So, what is future-forward marketing?

Sowmya Iyer, Founder & Chief Executive Officer, dViO spoke about the nuances of tech-enabled marketing. Taking the centrestage at Saudi Retail Forum 2023, Iyer mentioned, “If we do not disrupt then we will soon get disrupted.”

Talking about artificial intelligence (AI) and how it is demystifying and impacting various aspects of our lives, Iyer established that AI holds a significant role, contributing substantial value across diverse domains. Despite its prevalence, the challenge lies in finding a balance between AI capabilities and human ingenuity. She emphasized the need for evolution and adaptation to AI, urging leaders to play a crucial role in understanding and achieving this equilibrium.

According to her, a leader’s foresight is instrumental in navigating this landscape. The ability to prompt and command AI effectively sets individuals apart, defining a new paradigm for human intelligence. Engaging in meaningful conversations with AI tools is highlighted as a key factor in achieving desired and fruitful outcomes. Iyer underscored the importance of viewing AI as an avenue for access, liberating us from mundane tasks and providing convenience.

Iyer also contended that AI should be perceived as a tool offering freedom and efficiency rather than a threat. Embracing AI, according to her, opens opportunities for original ideas and creators to thrive, much like the evolution of driving alongside walking. AI and nurturing a data led path is what will stand out in the time to come, and this is what she predicted will help us achieve that extra edge.

She also mentioned that digitisation is the way forward and collecting data from across touchpoints and collating them at one place to action and leverage the same for growth is where AI comes into work and helps streamline.

The trick is to train data and bring it to your side. This will help use it for the right reasons and generate content that makes the right impact.