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A Marketer’s Journey Through the World of AI: Entry 2, Marketer & AI Translator Aligned

March 24, 2021

A little light housekeeping – If you are new to the journal series (or want a refresh), you can catch up on the first entry here.  

I was recently asked to put together a quick video for the Women in IT Conference, a professional and workforce development conference being held at the University of Arkansas, that talks about my role as an AI Translator. That gave me the chance to reflect on my journey over the last couple of years and I realized just how aligned the role of marketer and AI Translator are. So, if you will let me digress, we will get back to our regularly scheduled journal entry next month.

According to the AMA, marketing is defined as: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

As an AI consulting firm, we so often start engagements with clients by hearing this sentence, “we have data, we just don’t know how to get started.” The role of a good AI Translator is two-fold (at least IMHO): to draw out of the client a valuable use case that AI can solve and to present the solution in a way that is accessible to stakeholders across the organization. 

So, going back to the role of the marketer, our jobs are all about creating a message that resonates with our target audience. We have to present our product, service or solution in a way that speaks across that audience, knowing the variables within it. We have to know our client’s needs better than they do to give them the solution they want and need. Both roles are about communicating, in a meaningful and approachable way. Are you starting to see the parallels? 

You, as a marketer, can be a driving force in the success of your AI pilot. The AI translator can articulate the value in a way that everyone can understand and make sure that that much-needed buy-in is in place before starting down the path of solutioning. 

If you are looking for a place to start, here are a few recommendations:

AI for Everyone – Andrew Ng is an awesome hype man for AI!

AI and Data for Beginners – Pandata shameless self promotion but also a really accessible course by our CEO and AI Evangelist, Cal Al-Dhubaib.

Machine Learning 101 for Marketers – Jim Sterne is a great example of an AI Translator who is also a marketer.

Until next time…

Nicole Ponstingle is the COO and AI Translator at Pandata.

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