Editor's note: This is AI Impact, Newsweek's weekly newsletter where each week, we will explore how business leaders are unlocking real value through artificial intelligence. Tap or click here to get this newsletter delivered to your inbox. I’ve spent the past few weeks reporting on what companies have to figure out after they give people access to AI.
According to KPMG, the issue is proficiency: lots of people are using the technology, but very few are applying it in sophisticated ways across their work. My conversation with FICO followed the output from AI into real business decisions. When a model begins affecting a customer, the company needs to know how that decision was reached and be able to explain it.
Today, I’m looking at what happens when AI starts shaping the customer experience. Marketing makes that especially visible. People open, click, buy, stick around or tune out, giving companies signals they can use to judge whether the technology is improving the experience.
In this week’s Signal Capture, we’ll get into how marketers can measure whether automation is improving customer outcomes, what small and midsize businesses may understand about adoption that larger companies overcomplicate and where people still need to guide the system. I hope you have a wonderful holiday weekend, and I’ll catch you next week. Signals from the frontlines of AI adoption ActiveCampaign CEO: AI Speed Means Little If Customers Tune Out Producing more marketing content faster can create its own problem: The volume can rise without improving engagement, conversion or retention.
Jason VandeBoom, CEO and founder of ActiveCampaign, an autonomous marketing platform, said the volume of material a team can produce is a poor measure of whether AI is creating value. Companies can look at satisfaction, response quality and lifetime value, along with whether people act on the marketing and remain customers, to determine whether AI is improving customer outcomes rather than simply increasing output. VandeBoom said the way AI is built into a product matters, too.
The most effective AI is embedded in a workflow and grounded in a company’s own data, historical performance and real-time signals, according to VandeBoom. In marketing, that could mean spotting a change in audience behavior, identifying an opportunity, recommending who to target and what message to use, then adjusting the campaign based on performance. The difference, he said, is that the system can do this without waiting for a marketer to ask what to do next.
Extract — continue reading at the source.
