The marketing industry has fully embraced the AI revolution. These days, if a product doesn’t tout AI in some form, it risks being perceived as outdated.
Rob Paton explores whether we’re placing too much emphasis on AI’s potential in every single area of our lives.
The new advertising campaign for Salesforce Agentforce notes “Agentforce helps retailers prevent fashion fails” as two Hollywood A-listers mess around in the shops.
Matthew McConaughey laments that the store owner doesn’t understand his fashion choices, whilst Woody Harrelson laughs at his outfit (check out the ad here).
Salesforce are making an indirect point – that AI agents will soon be able to take on tasks, like personal shopping, armed with the knowledge of your preferences for Hawaiian shirts or knitted beanies.
The wider point is that AI will soon be taking on more responsibility rather than passively answering prompts, and this contextual knowledge of a customer will help sellers and relevant buyers connect more easily.
Matthew McConaughey showing the errors of not using AI
They use another example where the hapless McConaughey books himself a restaurant table in the rain, that delivers food he doesn’t want.
Now, I know the ads aren’t meant to be taken literally – obviously you wouldn’t sit outside in the rain just because you failed to know the weather forecast. They are using far-fetched examples to highlight that their new Salesforce AI modules are able to consider customer preferences and real time data in terms of responding to them.
However, over the weekend , The Guardian published an interesting article by one of their culture writers, Chloe Hamilton, exploring the actual rise of AI fashion apps.
In the past years, these tools have apparently become more and more popular. The writer herself goes on an amusing journey testing these apps, with less than amazing results at her 3-year-olds birthday party, where a guest commented “I didn’t realise we were all supposed to dress up as well as the kids”.
Whilst it’s a funny article – I can’t help feel unease at the industry she highlights – shouldn’t it be YOU who chooses your wardrobe? Isn’t that a personal choice that is part of what makes you YOU?
Do we really all need fashion advice for going to the school fete?
The App creators would argue that they are bringing what is usually an exclusive service for the rich and famous to the man (or woman) in the street. But do we really all need fashion advice for going to the school fete?
This all fits with a particular marketing message I have observed over the past year – that AI will do literally anything for us.
Take Elon Musk‘s recent launch event, where he introduced the new Optimus robot upgrades. He proudly announced that one day these humanoids will be taking the dogs for a walk, reading to your kids at bedtime, or taking them to the park.
In other ad McConaughey is shown eating outside in the rain for failing to use AI
But wait a minute – isn’t that my job? I don’t remember agreeing that a robot reading to my kids at night would be a good thing – what will I be doing? Same with the dog – I want the pleasure of taking him out (although I admit sometimes I don’t when the alarm goes off).
A quote within the Guardian article from James Bore, an AI expert, peaked my interest – “The use of AI stylist apps is a convenient way to reduce individuality and innovation and push everyone toward becoming generic”. In other words – if we all had these tools – we all end up looking the same – and I’m guessing that suits retailers who need to buy in bulk.
So once everyone has AI tools – how are you going to stand out? Isn’t that where our individual humanity comes in?
At Lighthouse we think AI and AI agents will certainly create huge advantages for the enterprise, but in a way that augments employees – not replacing their responsibilities. So the ultimate difference will always be the humans behind the organisations.
We are working on AI tools that use AI insight, accuracy and data knowledge to compliment project teams and operational departments.
We are working on AI tools that use AI insight, accuracy and data knowledge to compliment project teams and operational departments.
Sales tools for example, where a proposal can be designed effortlessly, utilising the correct brand guidelines, relevant sales data points, and up-to-date accurate knowledge about the solutions being proposed, together with the prospect’s needs.
Chloe Hamilton in her “interesting” outfit chosen by AI
The salesperson is still doing the selling. The human is still interacting with their fellow human peer. That’s where they can make a real difference to the client, augmented by sophisticated tools that present the correct information in the clearest way.
And all the while employees, customers and prospects are feeding into the organisations unique, secure AI intelligence – constantly improving on those end user solutions.
It is an interesting time as the world gets to grips with AI, and it will be fascinating to see what amazing tools do come along, but ultimately the difference, I think, will always be human.
Rob
Rob Paton, CMO, Lighthouse
