Ben Goodman

Number three is making sure the content is suited to them.

Are you engaging them in the way they want to be engaged?

Is it email?

Is it TikTok?

Is it advertising?

Whatever the method is.

And finally, are you doing it at the pace that the market is evolving?

Are you reacting and responding in real time to the things happening globally and locally?

When you bring all those together, that is the definition of business today in terms of engaging your customer.

And so AI, the productivity element, is how do I activate my teams to really do their best work at the pace the market is adapting?

We start to think about the creativity elements.

How do I create content

That really engages people and helps people to really think that something was personalized for them in a way that emotes and drives action.

And then from a digital marketing perspective, it's around the spectrum of how organizations can engage.

We don't have tens of channels.

We have thousands of channels evolving and choosing what to do where is really a critical decision for brands.

And it's not simple.

You have to look at data, you have to look at insight, and so AI is really bringing the ability for organisations to think more deeply about their customer engagement.

So if you kind of bring that example forward, when you were on the radio, your parents were on the radio, you were broadcasting out and you were hoping people would listen.

And the only way you knew is if they reacted by coming in and investing in your products.