MarTech Talks #7

00:00 - 2:40 - Introduction
2:41 - 6:25 - Are companies late for IA?
6:26 - 11:50 - The importance of AI in Business Strategy
11:51 - 15:26 - Consumer behavior changes
15:27 - 23:40 - Is AI just hype?
23:41 - 37:03 - Technological foundations for a good customer relationship
46:01 - 52:35 - The need for new skills in the Marketing and Sales team
52:36 - 58:40 - How to grow organically with Generative Engine Optimization (GEN)
58:41 - 1:05:20 - The impact of AI and the future of CRM platforms
1:05:21 - Hyperpersonalization: How to respond to this trend with AI

Artificial Intelligence and Digital Transformation
1. Introduction to Artificial Intelligence (AI): AI has become an integral part of everyday life for companies, with a 2019 study showing that companies using AI increased their revenues by 10% and 84% reported cost savings and process efficiency.
2. Adoption of AI: There is a division between early adopters and late adopters. While 78% of top managers have AI on their agenda, only 22% have a structured plan for its implementation.
3. The Role of AI in Business: AI is not a new concept; its foundations have existed for decades. Generative AI has democratized access to these technologies, enabling businesses of all sizes to adopt solutions that improve productivity and the customer experience.
4. Adoption Challenges: Many companies face difficulties in adopting new technologies due to inertia and fear of risks. Digital transformation is seen as a necessity to maintain competitiveness.
5. Importance of Mindset: Success in adopting AI depends more on the mindset than on the toolset. The tools are available, but managers' mindset regarding innovation and technology is crucial.
6. Business Models and Competitiveness: AI can profoundly change business models, just as the internet did in the past. Companies need to adapt quickly to avoid losing competitiveness.
7. Technological Tools: The use of tools such as CRM and marketing automation is essential for effectively managing customer relationships. Only 24% of SMEs in Portugal use CRM, compared to 80-90% of large companies.
8. Data and Artificial Intelligence: Data quality is essential for the effectiveness of AI. Many companies have data, but are not prepared to use it properly. Data governance and systematization are fundamentals for the implementation of AI.
9. The AI ​​Hype Cycle: Generative AI is at peak expectations, but it is important to exercise caution. History shows that many innovations go through hype cycles before stabilizing.
10. Conclusion: Digital transformation and the adoption of AI are imperative for the competitiveness of companies. Management must be aware of changes in consumer behavior and new technologies to remain relevant in the market.

00:00:00 I even say that we as professionals in this area of ​​sales marketing or in management as a whole are a bit bipolar digitAI because as users we love all these things, but as professionals we have some inertia in getting there and as users we are early adopters while professionals AI are late adopters.
00:00:25 Welcome to MarTech Talks, the Liminal podcast, which brings you interviews with business leaders who are at the forefront of the digital transformation of Marketing and sales departments so that your business can also grow in this New Technological Era. As a specialist in MarTech, Liminal has been able to improve the Marketing and sales results of several companies, ensuring the conditions for business success in the new digital era.
00:00:52 With Liminal you will have access to experts who will analyze, design and implement marketing and sales strategies and operations, all supported by tAI technological systems such as CRM marketing automation and analytics. Create your digital business ecosystem with Liminal.
00:01:27 Hello and welcome to MarTech Talks, In 2019 a Mackenzie study already showed that the majority of companies that used artificial intelligence in their daily lives managed to increase their revenues by 10% and 84% of the companies interviewed in this same study had achieved effective gains in cost reduction and efficiencies in their processes for a conversation about the role of Artificial Intelligence in business strategy and in the day-to-day life of a CEO, we have with us Rogério Canhoto, very welcome Rogério. Very welcome.
00:01:55 Good morning, good afternoon, in this case, to anyone who listens to us and who follows us, it's a pleasure to be here with you, Tiago. Thank you very much, it's a pleasure! Rogério is a specialist in Artificial Intelligence, a university professor at ISCTE Executive Education, where he is also the executive coordinator of the advanced program in artificial intelligence for other management, a top manager where he has held positions in brands such as phc group company, he is also one of the authors of the book 88 voices on artificial intelligence, one of the people from whom more I have learned I must say and that I really admire and about books there is news coming soon But I'll leave it to your comment if you like and let's have a conversation about artificial intelligence at day to day life of companies well this data from mackenzie it is good to remember again a study from 2019 therefore long before the global disruption that was generative AI
00:02:51 And even the catalyst and even before the catalyst for the digital transformation that was covid-19, where are we in the years after the launch of GPT chat, two years have passed. Is it already too late for the companies that Still haven't woken up to this new world Rogério?
00:03:13 Well Tiago before more thanking you for the invitation to be here with you and so we could discuss you and I have discussed these things many times and we are obviously following each other.
00:03:17 And I think it's not too late more. Let's look at this model that is emerging now with artificial intelligence, it is not new, it is not all that we are talking about, it is 70 years old and my final course work 30 years ago was with Artificial Intelligence models and neurAI networks and the like, so we are not actually dealing with something very new and very recent, we are talking about coiSAS which already has a lot of work behind it.
00:03:40 There is a lot of research and there are many companies that were already working in these areas 4 5 10 years ago. So what we are seeing at the moment, I think, is that with generative artificial intelligence the topic of Artificial Intelligence has become a little democratized, it was already part of our daily lives when we unlock the phone with our face image we are using Artificial Intelligence when we use Waze for any destination we are using artificial intelligence.
00:04:03 It is already part of our daily lives, what happens with generative artificial intelligence is that it comes into our SAS desks, it has become democratized and your question makes perfect sense because what we are witnessing right now is that some companies are greatly accelerating the adoption of Artificial Intelligence tools, let's call them functional more with machine learning models and Deep learning.
00:04:23 But I don't want to go too much into technical more components I want to go into practical more components but with artificial intelligence they started using it for all things in everyday life to prepare a meeting to prepare a presentation a client to prepare a sales argument I don't know it introduced itself into what is our daily professional life.
00:04:45 So what happens and what we are seeing at the moment, I saw a study yesterday that said that 78% of top managers, an international study, already had the topic of generative Artificial Intelligence on their agenda, in other words, they were already concerned but only 22% of them had a plan in place, a plan prepared with an associated budget and with the associated team to make it happen and I think we are in this adoption curve where early adopters are accelerating,
00:05:11 because you have already seen that there is a very interesting value proposition that has to do with, as you said, productivity gains, improving the customer experience, optimizing costs, optimizing processes and gaining competitive advantage and others, which, as always, is the legacy, right? The laggards are those who have some inertia and these are having some difficulties and we can even talk here in our conversation about difficulties, they are having some difficulties in adopting these new features, these technological disruptions.
00:05:33 But if we look back, the same thing happened in all the others with the internet with everything that has happened in recent years and the same thing in cell phones and therefore I think we are witnessing a logic of early adopters versus late adopters and with a very serious consequence is that the pace at which we are making all these things happen and that this innovation
00:05:57 technological happens will not be very merciful towards those who are late and therefore I think that whoever is late will lose a lot of competitiveness and whoever takes the lead train will gain a lot of competitiveness in this context in which we are living. A very more pace is accelerated than previous technological disruptions that we have seen and even IndustriAI Revolutions, besides, it is already discussed whether we are in the fifth industrial revolution or already in the
00:06:20 Friday and going back a little with regards to the digital transformation of the fourth Industrial Revolution, it was often said that all companies became IT companies, regardless of whether we were in IT itself or in textiles or not. Should all companies start to see themselves as AIj companies or simply because is that a board of directors of an SME of a large company does not matter
00:06:48 you should look at artificial intelligence as strategic for the business and not just as a more a technological resource that you should use. This topic is probably one of the more discussed today, what makes a company a big company and there was a feeling that up until now with this, before this democratization process, that this was only for the Big ones, for the Big tech ones, those had a lot of money for that, nowadays, no
00:07:16 these tools are fully available to any SME and when we talk about SMEs we are talking about Portuguese-sized SMEs, ok, compared to how North Americans and Europeans could have European ones, we could have a difference here, but they are not available to all SMEs and therefore it is more even in the mindset than in the toolset, I usually play a little with this expression, the toolset is available to everyone, that is, for you, for me, for any other professional.
00:07:37 the Artificial Intelligence tools are already there for free, paid whatever, we have this at our disposal, the topic is essentially up here, it's in the mindset and therefore I think the main reason for a manager nowadays to look at artificial intelligence and say I have to start working on this, I have to start preparing my teams, I have to start investing in this, it concerns above all else
00:07:58 with its competitiveness we are witnessing the development of a set of tools that in some cases profoundly change the way things are done or because as you said in that study they increase productivity so we can make more with less or more more quickly and with better quality in fact there is a study that says that 20% more quality So the topic of competitiveness clearly associated with productivity, but not only
00:08:22 If we get into the topic of business models and think about what the internet was like here 20 years ago, 25 years ago in its genesis, we are exactly at the genesis of new Artificial Intelligence models, especially when we talk about generative intelligence, which is where 70% of companies nowadays have more at their disposal. If we think about what the internet was like 20 years ago, when yahoo was the big search engine, when HotmAIl was the
00:08:47 e-mAIl platform for all of us and the like and come quickly travel through time and think about what has emerged in the meantime from e-commerce platforms than what has emerged in the meantime from social networks and and think eh What is our reality today connected to the internet and with everything that has emerged I think we are going to go through the same more very quickly in terms of Artificial Intelligence So the empreSAS or adapt quickly
00:09:12 and “skillam” quickly for this, we will also talk about this topic for sure so that more are not only competitive but also keep up with the needs of the Consumer customer because if we think a little about the topic, we will see that mAIor starts from business customersriAI or from residential consumersAI, mass consumption is the first to adopt these coiSAS even more than the inertia of companies because companies always have the theme of
00:09:37 investment the topic of Risk the topic of people's qualifications the topic of hiring people we consumers are very more quick at this I even usually say that we as professionalsAI in this area of sales marketing or in management as a whole are a bit bipolar bipolar digitAI Because as users we love all these things but as professionalsAI We have some inertia getting there and as users we are adopters
00:10:00 as a professionAI we have the risk and we have a one we are legard we are late adopters So what happens here productivity competitiveness new business models so when they launched the internet and when we started to witness the first steps of the internet no one would ever imagine in social networks or in e-commerce platforms or everything that nowadays Artificial Intelligence exactly No one imagined now Imagine the same
00:10:21 effect, artificial intelligence and Esso, I think it's the big challenge, but you touched on a funny point that each company was an it company, isn't it? Today I watched a presentation by a professor from the University of Cambridge exactly about artificial intelligence in which she said about one, I'm not going to say the brand, it's not, but some, a brand of refrigerators that uses artificial intelligence to based on the products we have inside.
00:10:45 of the refrigerator suggest nosSAS meals consent to nosSAS dietary preferences she said the Fridge Company is now a data Company and therefore she is not so much about the IA theme but what feeds the IA the information she said IA is useless the mathematical algorithms that make the are useless if we don't have data if we don't have information this topic of frid companies the data Company was very interesting
00:11:08 she says but all the others are because the car companies the data Company the Car also produces a lot of information and the metro Company or buz Company is also and at that time we said and man everything that is around us every time more produces information so we have a huge challenge here which is based on this information What do we do with it to be competitive more of course. And maybe that's the first step we should pay attention to When we think about
00:11:33 adopt Artificial Intelligence Where is it not exactly the next gadget that comes from the Gentlemen of Open AI that can make me shine here a campaign not where is the data that will feed the future of my business taking advantage of Artificial Intelligence but also on another excellent point which is what is called digital Darwinism is not society changing and our market of citizens for the quAI we work to
00:12:02 change, adopt new technologies and Start demanding from brands also a new type of relationship, a relationship that they require, for example, or that they can have like Netflix with Spotify, why not also have it with your day-to-day bank?
00:12:28 our customers' behaviors, that's a fact that sometimes goes under a lot of people's radar, doesn't it? It's true and companies are often not very attentive to this, they are closed about their business or trying to fulfill their objectives or trying to launch a new campaign for the market, but if we are very attentive to what the behavior of our end customer or our user is, depending on what we
00:12:49 we are commercializing we can identify And then more once artificial intelligence can help identify patterns of behavior identify product needs that should be personalized more instead of being standardized more identify new features there is not one there is one there is a theory of Jobs to be done is not understanding what customers actually need for their day to day life and we with the information we have
00:13:11 we can adapt this, for example, a while ago you were talking about the new platforms and Netflix is clearly one of these platforms they use artificial intelligence to understand what you like if you watch more if you watch less if you went to see trAIler If you didn't go to see trAIlers are trying to effectively understand what your reality of consumption of training is or consumption in this case of entertainment and based on that they personalize your
00:13:32 offer what is personalizing the offer is from the bouquet of thousands and thousands of films and documentaries and series and the like they start to present you with something that is specific to you what you reason with yourself, right as the English say that it makes sense to you and that you as a consumer say man this is exactly what I want and therefore the consumption experience or the user experience is brilliant because of that but more once and you are touching the key point you
00:13:55 you're also an ApAIxonated by marketing like me um the topic always starts with the customer it always starts with the consumer we can't escape that. And no strategic more than exactly this this expression of new is new customer experience that Netflix has done for example as you describe sometimes we think good but I'm in a very traditional very limited sector H this doesn't will change it's been like this will continue in the coming years and we get scared
00:14:22 because finally the transport and taxi sector thought the same thing here a few years ago until Uber came along precisely these same assumptions where the data is What is the ideal experience how do we bring to our customers and suddenly they discovered a whole sector and so many other examples exist. True, I add more one that I think is fantastic, people sometimes more once we are a bit bipolar digitAI the theme of
00:14:45 platforms to choose restaurants nowadays I'm going to meet you there in Coimbra and you want to choose a restaurant where I'm going before I asked you are you from the area don't you suggest what nowadays with these platforms the logic and dynamics of customers for our for a restaurant He goes through these platforms a lot so even the owner of a quiet restaurant who does his own business and is a good chef
00:15:08 or you have a good boss and you have your customer base, you need these platforms to attract new customers, this is happening across all businesses, so I think there is no business, there is no sector of activity that will clearly escape these technological innovations, especially around Artificial Intelligence. The truth is also that we are in a real Hype about this topic that in many sectors of the
00:15:32 society is already saturated, I hear this several times, understand if you are in technology and when things settle down I will jump on the bandwagon and but it is a fact if we look at the stock market for example the securities linked to Artificial Intelligence and the software caSAS linked to artificial intelligence in the last year they had valuations above 30% and a lot of more and last August we had an episode there
00:15:59 seemed to demonstrate a small panic in the market, perhaps anticipating an overvaluation of these securities as well as an abrupt crash. The truth is that on the one hand we have some optimism process behaviors like those that I just mentioned or others like empreSAS that publicly say look, let's fire hundreds of people, in the case of Intuit and let's replace them, they are already being replaced by artificial intelligence
00:16:29 at one end of the equation at the other end we have these people who say and calm down we are more a Hype Look they also didn't talk so much about Metaverso about blockchAIn and nfts a couple of years ago will it be the same thing the question is is it the same thing or not if it's not the same thing will we be taking some risk like what happened with the .com bubble 20 25 years. How should we position ourselves here Rogério so that on the one hand we don't lose the
00:16:59 this event that is restructuring the world for me is much more more than a Hype and but at the same time so as not to run the risks of excess enthusiasm that of course it entails, we are deep in a new technological reality of Economic business, we often don't know what the next step is, how do we balance these risks and opportunities? It's true, it's true, that's how I think that if you and I had the answer to that question, I
00:17:23 I think this question is clear, in 10 years from now we were both multimillionaires, there was no chance, I think this is literally A Million donate question, in other words, we are going through a bubble, identical to the one we had in the year 2000 with digital and the internet exploding everywhere, and there were two or three coiSAS, as you said, the valuation of companies at a brutal level, the valuation of professionalsAI who had fundamental skillsAI at a
00:17:46 brutal, they paid astronomical salaries to people who had an important training at that time, they bought and sold companies at a very fast pace and we are actually seeing this now but it's funny that in recent times and when you said we were all fed up or not with all this, we actually went through the theme of Metaverso then we went through blockchAIn eh throughout history there whenever there is an innovation someone likes it
00:18:12 a lot of hype about that and that seems like it's the next big thing what's happening here I think here the doctrine diverges a little I've been reading a lot exactly whether this is in the moment of Hype or we're in the moment of structural change in the world I'm clearly an optimist no ok you already know me You also know that I'm an optimist I've never seen a pessimist do well in life so I think we have to be optimistic to
00:18:34 build the future and do what we have to do but if you look there are some economic agents who are very interested in all of this since I don't know if you saw it yesterday this news is very recent France created a minister for artificial intelligence so a political agent saying um This is important this is gaining an attraction it has to be the European Union created the European AI act in other words a regulatory component eh that
00:18:59 it's actually very strong, it has very structured components and you've also read this document and will deeply and structurally affect some industries Then we have Sundar PichAI who is the CEO of Google isn't he saying this will alter humanity more than fire the internet and the wheel if something like that isn't it eh and I thought well the man who is more ahead in terms of investments in this area, saying this Um, maybe we have to think and therefore what
00:19:26 I see a group of entities that, from a structural point of view, are doing everything so that on the one hand they take advantage of this opportunity but on the other hand they make this happen well and there is a lot of discussion around that and I didn't see that in previous situations, that is, it was more a fad, it was more, some small players who did that then abandoned it and so on and didn't even keep quiet a little about it.
I
00:20:09 I think this had to be put on a brutal four-step brake, which is difficult, it doesn't change the dynamics that are imposed, but that doesn't mean it can't be a bubble and there are several economists looking at this even critically, but I would say that like any technological innovation and present, you also know the Hype hpe cycle the gartner model and generative Artificial Intelligence.
00:20:32 follows and is not familiar with Gartner's hype cycle Gartner is a consultant in this area of ​​technologies that Analyzes all technologies and all technological innovations and the impact this has on the market and its sustainability so that makes a very simple little cycle which is the fashion phenomenon that will up there Then there is the Peak of expectations and generative artificial intelligence is there and then when people start using that in their
00:20:51 day by day that comes through AB bAIxo on the curve and such and that time comes here bAIxo at the peak here debAIxo of the dashes of disappointment and then some technologies that actually evolve and go to the next step and that are generally adopted are democratized and therefore according to Gartner we are at the Peak of expectations of generative Artificial Intelligence Which leads to this effect that everyone expects This is the savior of the world I don't think so I think this is
00:21:16 there are some flaws I think we have to understand very well here where it applies where it doesn't apply we are Still taking the first steps so some applications of Artificial Intelligence I usually say that artificial intelligence is very stupid Ok and it is not for essential intelligence to take this the wrong way, not even the people who listen to us But why Because Still is taking the first steps is this democratized more version like you
00:21:35 it said and well it was November 2022, it's been a year, let's test this and we see this in those tools for making videos with just a little prompt, the videos can be seen to be not so perfect when we want images of people's features not so perfect but I think it's a matter of time before we get there so having said that I think that actually at the moment there is a big Hype and a lot of people talking about the topic but also here Still well
00:21:59 You did this initiative and you are having this podcast initiative a lot of people talk but few people know what they are talking about and therefore for those who listen to us we need to pay a lot of attention to whoever comes knocking on the door and proposing anything in these areas why because it is very easy to spend money unnecessarily We don't know what it is for so we have to qualify we have to have people be attentive, managers have to be attentive, right?
00:22:20 It's not even an obligation, it's our duty as company managers to be aware of what's going on in terms of Artificial Intelligence, how this affects our productivity. What are the critical processes of companies.
00:22:42 That's my perspective. About the peak and then the valley that follows this Hype cycle It's true that some trends or technologies disappear, it's also true that many others structurally change the fabric of society and the economy, that's an example no one talks about Big Data anymore as they were talking about Big Data Hype 10 years ago, maybe and Cloud, why isn't it here anymore, on the contrary, it's like air, no, we don't need to talk about oxygen and air, it's ours.
00:23:14 context period and this is what is happening I firmly believe in this vision of yours also regarding the topic of Artificial Intelligence um however we return to that question which is there is a there is a there is a new fireworks show where everyone wants to be and uh and it ends up sometimes being like the story of the King will naked The horse is magnificent the parade isn't it It's incredible and music and everything but the king will naked what is it
00:23:45 which is the king will naked in this regards the important factor more for the existence of a business which are the customers and the king will naked is the We don't have the notion that quAI are the technological ex the rudiments of technology that must be at the service of this relationship and naturally platforms like customer relationship Management which is the the the agglutinator par Excellence of everything that are points of information about our
00:24:15 customers what they did with us what we did with them future trends in purchasing behavior that will will allow us to understand chne analysis For example, this information is all in the CRM and platforms like marketing automation of the classic more we don't need great sophistication here to understand who is in a phase to be handed over to sales or who is in a phase of their decision journey that needs Still of more
00:24:41 nutrition these things are absolutely elementary Portugal is quite behind in this area, for example a study last year by the University of Coimbra and Deloitte showed that in the world of Portuguese SMEsSAS only 24% of them had this type of technology CRM Ok only 24% compared to the big companies the difference is big if I'm not mistaken memory 80 or 90% of large companies one of the incredible data is that
00:25:10 and of the companies that had CRM or the companies that had CRM compared to those that did not have the results measured by ebitda were twice as high as the rest, obviously because the center of business profitability is the customer and the CRM generates relationships with the customer, ok, so here we look at the frontier of the possible and the extraordinary that all this is, but we have We also want to look at the rudiments of a data management technology stack
00:25:39 of the relationship with customers, from the outset, Portuguese managers will not need training and training on how to use technologies, how to design business strategies based on what is possible with technologies and knowing where the mistakes and gaps are in your CeC. We are probably touching on the point more difficult to resolve at this point because 98% of the Portuguese Business fabric are Micro and Small Companithese isn't that what
00:26:11 they generate a lot of jobs they generate a lot of revenue They provide work and a lot of people have their economic role they have their social role but two things happen in between and the first is that some of the managers, according to the studies that have been done, are good Technically, that is, they know what they are doing, they are good at producing what they are producing, whether in the service or in the product or whatever they are producing, but they lack management skills first
00:26:35 something here has to do more with kilos management because if you understand that to grow you have to hire a certain skill and you have to invest more than spend money because that one this is a cost no no This is an investment we have to hire someone who has a certain type of Skill we have to use a certain tool that gives us a certain competitiveness if you have that perception if you have that component of
00:26:55 management, if you have to manage the business, it's not just delivering the product, it's not just producing the product, it's getting it to your consumer, it's knowing how to communicate it, it's knowing how to differentiate ourselves from the competition and you were touching on the topic of CRM, it's knowing how to accompany the customer, knowing how to make a relational sale, understanding the customer's pain points and knowing what we should deliver, um, all of this is part of managing the company and this brings us to the end and end of this discussion, something that
00:27:16 you and I have also been working here over the last few years, which is the digital transformation of business. In other words, in the world where, for 20 years, this part of the internet has been transforming business models, we are already talking here about two or three of the Ubers, the selection of restaurants, everything that is happening around us, the world is increasingly more digital
00:27:39 market or our business model that can change profoundly or the model of going to the market, I give the example of catalog sales, we have the and several catalog sales companies that existed 20 years ago 30 years ago in which 100% of their catalog sales were made by delivering a catalog to the person's home with 800 pages, people would select that or call there or fill out a form Zinho and sent by mail the
00:28:02 products had to arrive sent check made payment bill delivery everything very manual everything very non-digital in recent years let's call more in the last 10 years with more evidence these these catalog sellers these catalog sales companies have clearly moved their entire portfolio to digital and the Skills to be able to make a good sale in digital are completely different from the Skills to make a good sale in traditional and more once we have
00:28:27 the topic of management here is through skills, so I think there are two or three very big gaps here for this digital transformation, which is reflected in the numbers you said, the 24% is brutal and what I think is the first gap is and the responsibility often lies with the professionalsAI who work in technology there is a jargon that is very typical of those who work in technology about the tools you were talking about Still a while ago.
00:28:48 Block chAIn and I don't know what and man a set of expressions that are typical of those who master technology but for is a manager of a company that produces bicycles or that produces custard tarts or that produces t-shirts or whatever and He looks at that he doesn't understand what you're saying when he doesn't understand retrAI-se It's not because he's a manager of an even successful company doesn't will give weak part, this is a very Portuguese culture, instead of asking, explain to me, I'm not
00:29:11 I don't understand anything that you're saying, explain to me what you're saying because this is Chinese and I don't understand it instead of doing it right in my head and so on and so on and let's think a little more about it and so on but then things don't happen So what do I think there is here? it only works But also in the complete management of your company, the second is the managers
00:29:31 you have to have an idea of ​​what this story of digital transformation is and if you don't know it's very easy to learn. There are a series of tools on the market, mainly online, that allow you to diagnose the company from a digital transformation point of view.
00:29:52 a study that said that 80% of SMEs thought they had already carried out the digital transformation and for them the digital transformation already had eh o o e-mAIl And they already had a page on the internet and they already had i.e. coiSAS relatively bAIxas but then we asked more some questions that had several questions and one of the questions that came to the conclusion is that 68% of empreSAS didn't have a web page and I asked these people who sometimes
00:30:15 they will come across You don't have a web page I've come across several, as I teach and you say and I teach in this area of digital transformation of Artificial Intelligence I often ask students who are managers and managers of successful So, but there isn't a web page so Imagine that I am a potential client and mAIor part of the companies portugueseSAS export nowadays, I'm not a potential customer in Japan how do I know you
00:30:38 there is Oh well, you don't know so Imagine that we are at a fair you went to a fair will fairs no will to present your product and such V fairs very well so Imagine that you hand me a card with your contact details and said look man company xpto great I get home to the office when I go back to my country and look at that and man company let's go look xpto I can't find anything what do you think which is the feeling that remains on the other side, disbelief, it is not, in fact,
00:31:04 there is a study that says that when people go looking for a company they don't find their website or a digital presence they think it is 60% less credible than those who have a website so everything starts off bad but interestingly enough 68% of small and medium sized companies portugueseSAS don't have a website you were talking about 24% have CRM Which means that all the others Ok they don't have 76% do not have it and therefore These are all factors of loss of competitiveness, for example the CRM,
00:31:31 people sometimes ask why I need a CRM I said look, do you know how many in the sales process, not when we're talking about the sales process? Eh, how many after sending a proposal to a client, how many of SAS These are studies that internationalAI are not specific powers but it gives a good idea of ​​how many times the follow-up is carried out on the proposal imagine You asked for a proposal I asked you for one
00:31:53 proposal to your company Liminal you send a proposal so how many times is it followed up on mAIor some people don't know but in mAIor in some cases around 70% the salesperson doesn't follow up Ok first thing second thing the customer often says oh friend I Still need this and so on, see, make the proposal the second time will for the 85% who do not follow up In other words, the Lead is becoming more mature, she is becoming more appetizing, she has even asked for more
00:32:19 information but in this case 82% don't follow up why Because they are already treated next Lead and because the company needs this and because there was some obstacle to resolve and if they don't have these tools like CRM that Alerts us saying look Tiago asked for a proposal you already sent the proposal a week ago but he didn't tell you anything follow up And if we do this follow-up with tools like CRM we will be more AIor effective sales
00:32:41 and therefore I think there is a lack of information for the management of the gain in competitiveness that exists in using digital transformation tools, be it the use of the website or the use of an e-commerce platform, be it tools like a CRM an xrm whatever it is the contact center that the p what the company has for what to sell more and better at the end of the day without sales the conversation is over, we don't have to
00:33:06 increase sales increase our competitiveness increase or improve our product to differentiate ourselves and to sell more and these tools help a lot with productivity and competitiveness gains clearly. You are touching on points that are in fact what I call the basic hygiene of digital marketing and the organization, it, of Marketing and sales, as well, there is no web page and
00:33:29 they hold fairs and CRM doesn't have a super super simple example because the point is not to start having one simply because now Rogério talked about this AI we have to make a page on the prthese because we have that fair or the CRM because Ok the CRM doesn't bring such a doubling of profit it's not the CRM that brings it's the processes and the architecture as the strategy that can be devised around these things that are once again basic, for example, let's go to a fair
00:33:58 we put a proposal we have the page online The person who received the proposal has been for two TR months a year without saying anything even though we are trying to follow up and proactively suddenly this person enters our website We don't know if they are in their time If we have a CRM connected to our website And let us know, look, this proposal is important to you, it's been hot for a while and now the interlocutor has entered your website, maybe it's good.
00:34:27 Now is the right time to do that follow-up, so and it's nothing extraordinarily complex, being able to understand how these pieces are interconnected, that's where the gain is, that's where you can get this and you, aast, you touched on a very important topic, you were talking about Big Data and it's part of it, it's oxygen and all of this and nowadays I'm talking about small data, which is whether the company, whether big or small, has information and how it's using that information and
00:34:51 one of the very important things in this process of digital transformation, if we want to use Artificial Intelligence, I have supported many companies in this process now of using Artificial Intelligence, either with work sessions, workshops with training and presentations, one of the things that we immediately picked up on is the company collects a lot of information, often it is not systematized, but worse, Still is not prepared to be
00:35:13 used by Artificial Intelligence In other words, the company produces the relevant data but has not authored not only the data collection model for data governance and data use that allows it to be used, so if today mAIor is part of the companies, I would say that I don't have numbers but I would say that more of 90% of the companies nowadays if they want to use artificial intelligence seriously as a Delos mod of Machine laric or as mod Delos of Intelligence
00:35:37 Artificial regenerative of these public more they have a problem at the base which is the information that TM has to be worked on and If they have like I already found empreSAS with 30 years of customer history 30 years of production history 30 years of sales history and we looked at their database and said Oops and man a friend you will have to work on this because the numbers are not formatted like numbers are formatted as characters, texts are
00:36:00 they are abbreviated, let's imagine the address of the person or the client or the company, some are abbreviated, others are not abbreviated, some have the postal code number, others don't have others, they only have the country but they don't have the city.
00:36:24 if we talk about data information Big Data or small data S what is the size of the company and that data is business information is prepared to be used then it is of no use it is completely useless we are Investing money in Artificial Intelligence tools if we do not have the foundations as you said infrastructureAI is not for artificial intelligence to look at that information on the internet and say well here we have some conclusions
00:36:47 important to share because otherwise what comes is rubbish and rubbish does not help us to be more competitive equal ual equal already in the 80s the gentleman called eof said that this type of data information is not even data n information is noise it is noise true in the book of 88 voices on artificial intelligence you mention a study by Mit that this is very curious and that indicates that companies that use intelligence
00:37:13 artificial intelligence in administrative work are seeing productivity gains of around 37% in terms of the speed of information production and the quality here 20% the quality of the information produced touches on exactly what we have just said about how artificial intelligence affects the productivity of organizations and perhaps more more important than this how can we because we have already talked about so many
00:37:35 how can we synthesize here or systematize an action plan so that a Portuguese SME can dive into this world of Artificial Intelligence and obtain results?
00:37:57 exactly with this MIT study, which is fantastic, they and this study has already been corroborated several times by other entities that did the challenge of those numbers, it is not, therefore, 37% more productivity and 20% of better quality, that is, they did it with test groups and in which there are some who use tools others who do not use tools and they went to check results finAI and it is brutal if we think about what 37% is. more of productivity is you
00:38:20 you get to Wednesday night and say Look, I've accomplished my mission for the week so I have a quiet Thursday and Friday to dedicate whatever I want I can work more I can put my feet up on the desk and do nothing more or I'm going to take a long weekend that's it 37% more productivity is getting to Wednesday night and not having and meeting the week's objectives which is brilliant, but interestingly there is a study dama 15 that sAIu recently that says if
00:38:44 you have to focus on using the company's fAIxas such as marketing, sales and innovation processes and productivity gains can range from 60 to 70% so you can see the impact this can have as a person we often talk about numbers and whoever listens to us also whoever is watching us may not materialize this but there are small things in our day where we spend a lot of time and that if C Artificial Intelligence generative we are talking about
00:39:11 these studies are about generative artificial intelligence, they help us a lot to be productive. I give two or three examples here, even for those who listen to us and follow us and understand. Let's imagine that we received an e-mAIl from a client. I will talk
00:39:36 with people and now I'm going to write the e-mAIl trying or if the client is not right to justify that he was not right or if he is right to come up with a nice way to And if we have a team of one person it is not easy for that person to maintain consistency in their answers but we have 10 people having to do this each in their own way on the one hand each one will doing their own thing is not will doing it with your training, with what you know, you give your best but
00:39:56 now we imagine that we use these artificial intelligence tools to write the response to that Emil V saying look, the person doesn't have to, there's no reason because of this and this and this but I would like you to make a nice e-mAIl response to this e-mAIl so that we can forward it to this customer but also give here a nice alternative of giving him a discount since he was dissatisfied but what about generative artificial intelligence 30
00:40:20 seconds produces a text that if any excuse maybe it would take us 3 minutes and the staff and man 3 minutes is not a problem. The 3 minutes and 30 seconds so if we go from 30 to 3 we are already seeing 70% of productivity from 3 minutes to 30 seconds we are already seeing 70% of productivity, for example responding to an e-mAIl to a customer in the commercial area. The problem is that we spend the whole day reply e-mAIls are not three 3 minutes are 20 times 3
00:40:44 minutes or 100 times 3 minutes so here we are looking at a typical example in a commercial area than the example of a financial area we can have people watching from several different fronts in the financial area we imagine that we have a client who is not paying us we have already sent three separate invoices or have been ordered We are making the invoices have not paid us for two months not answering our calls SAS not responding to our mAIls Sometimes it happens Sometimes there is
00:41:07 companies that have liquidity difficulties or have business difficulties and are unable to do so we do what the financial area does but in e-mAIl how did he send this e-mAIl and now we imagine that we use generative artificial intelligence to produce this e-mAIl on the one hand there is consistency to people in the financial area who have to respond on the other hand against very interesting ways of saying and putting pressure on the person who has to pay
00:41:26 that's in the financial area than another example that might be interesting more in the marketing area P we already work in financial sales marketing imagine in the marketing area you want to do an e-mAIl marketing Still on top is your prAIa also all these commercial performance tools the people mAIor part of the people who do and inAIl marketing campAIgns marketing staff or sales staff had their
00:41:48 basic training has evolved many of them don't even come from this area but they came from other areas and have a good commercial profile they deliver their results many of them are unaware that to run a good e-mAIl Marketing campaign you need to follow around 15 rules Ok 15 rules to run a good e-mAIl Marketing campaign and therefore I believe that people not only by default don't know them but maybe by intuition they do up to four or five But I can
00:42:08 use Artificial Intelligence to say look I now want to launch I'm going to launch a new product the product will now sAIr in November has these characteristics I want to make a one inAIl marketing campAIgn for my clients e-mAIls for each of the process phases
00:42:32 commercial for me to send to my clients will use the 15 rules of success for a good emAIl marketing campaign I gave him What is the model the model on the way and what maybe I would take about two hours to prepare and review and ask someone to review and so on he does that for me in a minute or two and therefore We return to the topic of productivity We return to the topic of competitiveness we are on the topic of using good practices for us to do
00:42:54 better what we have to do so this in that logic of eh, how are we there from the point of view of performance and usage and it is in these small things that these competitiveness gains, I am the great supporter of attention and you commented on ISO of some companies until they can lay off other people and in the end I am the great supporter of this amplifying professionalsAI and not replacing the professionAI the human factor here is
00:43:17 always very important especially in this phase of Artificial Intelligence that artificial intelligence As I said earlier it is very stupid and therefore sometimes we even make a smart request but it understands something else because it doesn't have the context some rules are missing whatever Still is in a very embryonic phase it is learning to walk it is not running and therefore I think that these tools have a great virtue of accelerating our ability to deliver
00:43:36 do a lot of more with what we have and to amplify the professional This can tell us whoever is watching us that they could lose their job to artificial intelligence I don't think so I think will losing their job to someone who uses artificial intelligence much better than her because the person has to learn this new tool that is at their disposal, this is how we as professionalsAI should use this
00:44:02 another part of your question, I remember that I didn't take note but yes, let's get there because in the meantime I was remembering and by the way, drawing here on your experience, finally, leading Martin HS teams of awareness strategy, finally, and also knowing the terrain and several other realities, several other companies, from sophisticated more to rudimentary more, the truth is that probably here and in Marketing is where we will be seeing the mAIores
00:44:30 productivity gains with the click of a button I give an example we act mainly as administrators and and and marketing Ops team in outsource of systems such as Sales forces or HubSpot and recently any of them especially HubSpot has brought to the market many capabilities of this genre HubSpot a feature called content remix allows with a prompt a good text about I don't know what product we want to launch Ok and um
00:45:03 click generate the entire emAIl marketing campaign, the entire Landing page, even with a suggestion for price versioning for this product or event. If we want, and the creativity of SMS ads out there, something that if we start to do the math, the time it would take a person on a team with some sophistication is at ease in digital and Home at IMP, dealing with HTML out there, at least 3 days for a basic basic thing in
00:45:33 minimum three days we are talking about a click and in 2 minutes everything is ready Of course it needs after all a lot of improvement review work but the the the big o o o o there is an unblocker the big piece of hard work at the start is done OK now the impact of this on the organization of the teams and and the skills should also lead us to think about how we are going to set up the successful team of Marketing and If we want sales also relationship with the
00:46:07 client, how are we going to set up a successful customer relations team from today onwards, since maybe we won't need as many and copywriters, maybe we need less outsource for some creativity. In the past, well, I wanted to create a branding action for many years and I'm silent about it, with one that is very simple, it was the creation of a unique Soundtrack for the brand, well, hire artists to do it, either I did it or not
00:46:39 I did more nothing in marketing Today we have reached the point of use I think it is, yes, this is amazing and we do it in 5 minutes it is incredible so the change in the organization and in the skills of the people is very big, how should we design a team and What changes have you seen happening on a daily basis in companies? Marketing let's see
00:47:09 there was a very cool song here in the 80s that was a video of Killed The Radio ST. It's not that those who follow us that have this generation also followed it. In reality, that's not the case. What happens is that business traditional have to adapt and functions traditional have to adapt. traditional and campaigns
00:47:35 traditionAI because there are a series of segments Generation there are other market segments that value
00:47:59 We return to the topic of customers valuing themselves in completely different ways. There is absolutely no problem talking to the vocal chatbot when you call a call center from any company in any area, so the generations are not evolving in their interactions, which means that Marketing teams clearly have to adapt, I made this analogy the other day 5 years ago, no one would hire for
00:48:24 a marketing team, someone who didn't have minimum skills in digital marketing or experience or training, I think we're going to start watching at this point.
Why? start hiring increasingly more professionalsAI who have skills in this area certifications and f and people say and man But where do I have these certifications well I am
00:49:06 suspicious It's not because I have a coordinator of a postgraduate course in Artificial Intelligence, but not only are there a series of courses and the big players, those big players that I was talking about that are working institutionally to make this happen, have produced a series of free courses for people's small certifications and therefore people have no excuse at the moment, whoever is listening to us and whoever is watching us, I have no excuse for not
00:49:28 training in this area needs time, it's true, but it's like everything else, if I want to qualify for something, I'll always need time, no, the second thing that I think is important here is just like any other technological revolution that has an impact on the dynamics of the company, that digital Darwinism that you were talking about, people have to adapt and have to gain new skills, so what I'm seeing is a set of new skills.
00:49:51 appear and that they are necessary for teams, for example in Marketing and sales, imagine you want to train an artificial intelligence model to, based on your Contact Center learning and the person that Artificial Intelligence engine will do the answering to customers' questions and doubts for you and therefore you need to train That model so you can there are robot trainers either chatbot robots a new profession that does not
00:50:15 it existed here three or four years ago but it is now beginning to exist we can go to coiSAS very simple more which is everything that has to do with prompt Engineering prompt Engineering In other words, the art of making one of these generative Artificial Intelligence tools in order to extrAIr the mAIor potential of these tools I call it Prom engineering I am an engineer I think that is an exaggeration but I think that in practice it's about asking good questions or good requests, it's not
00:50:39 questions make good requests these tools are at our disposal what happens if this happens if it is necessary to do this then we have to recruit people who are able to do it or qualify those who are currently on our team because those who are on our team who already have the company's entire history can be requalified and thus have the desire so I think that how this goes between hiring new Skills that did not exist in the company to
00:51:00 we do and requalify those who are here within the company and who have the desire to do it and just as happened in past times in past disruptions there are some who will embrace transformation and development there are others who will be left behind and will lose their job because of it they didn't know how to adapt In fact Darwin explains it's not those who don't know how to adapt that are left behind truth truth and in terms of change And in terms of marketing
00:51:23 digital one of the noble areas of digital marketing or that has allowed, I would say, the sustained maintenance of growth. With regard to, for example, elent Generation, new leads that come, new customers that are captured by marketing, it is not one of the noble areas that allows this type of results in a sustained way, it is search engine optimization, which is currently also experiencing a disruption that no one knows where will will stop
00:51:49 companies that are dependent on SEO and the rest of the media to generate traffic and to generate leads and to generate new customers and are currently with a big question mark. generative that is flooding the web and therefore will to be increasingly I think that we will have
00:52:17 less and less quality in the results that we will have online in Google's online searchthese on the other hand the zero moment of truth the zbot that Google created In 2013 at this point it is no longer just in doctor Google it is also in dor chat GPT g compil out there and the question is how can a company now grow organically eh considering that it should not be just working SEO but also generative Engine optimization and what it is
00:52:46 what can be done about this is that we are all clearly taking the first steps attention and there is a lot of learning And more once those who take the train in front will have a lot of tools and will have a lot of more learning at a stage where Still are all trying to find out what is going on so you are clearly touching what I call leading eds in this area why because there are very few people you look for
00:53:09 imagine now tell me who am I going to hire to do this Most likely you won't find anyone on the market that puts this as their sticker, it's not saying look at the LinkedIn now I'm this it's not I'm the generative Engine optimization it's a mix between promt Engineering Analytics they're all professionalsAI that are currently being built it's not it's a crafting of these positions H but what's certain is that the empreSAS have a mAIor exposure to
00:53:34 digital are looking at this very carefully Still a while ago I was talking about catalytic sales so all the platforms that are companies that have their sales sustained in e-commerce nowadays pay a lot of attention to this because a lot of what is done in their sales model is working on social networks communication and social networks communication in search engines so in Googles and similar Google with 90 and such for performance in these areas and then networks
00:53:58 sociAI for content marketing and the content translate without leads and the leads translate without conversion all that sales funnel that we have to feed the top of the Funnel to the end of the Funnel to the Bottom of funnel and To be able to get there effectively therefore every Euro that we invest in the top of the Funnel convert as much as possible to reach the end of the Funnel In other words, the person, the consumer, the client says yes sir, this is what I want and
00:54:20 buy I think these missions are becoming increasingly complex as you said and well we are currently witnessing a Global battle in terms of Giants in which we have the Google which has the es Mónica in everything that is search and therefore search engines and the effectiveness of the searchthese to gather leads being working on everything that is generative AI and the mAIor player from generative AI to Open AI is therefore that it has the GPT ch and other tools there
00:54:54 and the like working on fcad m to have a search Engine and therefore we are witnessing a battle of Giants and the two of them started But at this moment there are battles at other levels and other levels of those who have the search Engine go into the generative AI those who have the generative AI go into the search Engine and therefore I think we will all have to be very attentive with professionals in this area what if will passes does not exist
00:55:15 obvious answers to all of this you asked a question that I don't have an obvious answer to give you I'm here to consider the various perspectives a little bit we're going to need new profiles within the companies for just like before I remember being hired here a good few years ago in one of the companies where I was a Performance Management Manager and when I said look we're going to have to have my boss who was the administrator say we're going to have to
00:55:36 hire a performance manager because our leads are not converting as they should his face trying to interpret what I was trying to say and what was the job description of the performance manager and I started to explain with a technical more component I could tell that he wasn't there and so let's watch this again with other functions functions activities job descriptions that didn't exist here will appear
00:55:58 one or two or three years ago but which will be fundamentalAI to guarantee the competitiveness of these companies in the short term, so firstly there are new Skills that are needed which are a mix of several things. analytics to see where Loads load on the HubSpot or
00:56:20 in Sales in no in Sales Force and poof suddenly there are some campaigns set up and here the people seem like it's magic but it's not much no what's there in that person second thing I think we're going to see a set of new tools to support the wind they were talking about the HubSpot uhum 15 years ago no one knew how to talk about the HubSpot I was here two years ago at a conference with the founder of HubSpot and I went Gir to talk to him what he told me is a guy
00:56:45 super humble, a fantastic guy, he said, I never thought about when I wanted that Zinha tool just to help us run campaigns to be so successful, but then I realized that my pain was everyone's pain.
00:57:06 Artificial Ups Spot already uses S SW already uses all the others that are appearing or that are already market players are starting to use but others will appear that are very specific to some coiSAS some with more once cAIr in the error of the technical term which is then difficult for managers to interpret and understand that they really need that but they will need it But what about the companies that today day they are in the digital market and do not use
00:57:28 tools like HubSpot is an indicator that they are not in the lead league, I wouldn't say you have more experience of this than I do but when I interact with some of my students or even professionally in my company interacting with some companies that ask for help with digital transformation say ok let's go in now we've already talked about marketing we've talked about operations now let's go to marketing and sales tools are
00:57:50 that you use and start to get out of existence with full of formulas and such and say Ok then it's valid I'm not saying no and dozens or hundreds or thousands of people from companies who work like this so and how do you monitor the campaigns then and how do you monitor the social networks where you are then and how do you do the CRM of the proposals that the HS Spot allows us to do the the entire line is not the entire funnel They don't have it and that is a
00:58:14 indicator that they are not being used as much, probably either because they don't have the skills or because they don't have the processes in place using tools that are nowadays extremely fundamentalAI I'm calling it a hot spot but I could give it here more 20 Spot because it's the one that is more recognized in the market but if it doesn't have the tools it's the same thing as going to a test. Formula 1 with just one set of tires burned the first set of tires Look, there are no more more
00:58:36 I can compete with the others that have it, so there are tools that nowadays have to be part of the daily life of companies See the future of these CRM platforms, especially of course the reference spot if the Force also dinamics has lost a little bit of the carriage in terms of at least notoriety but but ok See the scoop on these platforms as it is affected in some way in relation to the new ones from the new competitors, this
00:59:04 Above all, there is a question here that is, uh, platforms whose architecture is based on structured data logic and we live in a world of unstructured data and multimodAI text image voice video, in addition to these brands that we mentioned, for example, we work with a Portuguese Startup that is taking the world by storm, considered a new generation of sales automation called ample Market and they were clearly born in this world of generative
00:59:32 AI and and of and of Big Data and all of that so for those who are now making a decision Ok yes I really need CRM and let's go looking for the two times more of profit isn't it but I'm going to make the same mistakes as those who have cost blood in Sales Force I'm going to go after the fad of HubSpot or Ah maybe the future of these platforms is relatively threatened and Dev is looking at a new player like Apple Market or other New Generation What do you think?
00:59:59 It seems like it's the right decision and the future of this technology I would say that the feeling I have is that we are in the middle of a hurricane and everything is changing around us, you see, when we are in the middle of a hurricane, how are we now from the point of view of platforms and tools and news?
01:00:23 It's difficult for us to keep track and understand what are good pentas for each of the functions, but I feel the best metaphor I have is this one, I think we have it in the middle of a fraction. of sales that
01:00:45 I think this is clearly the future in this area of Gener TVI which are agents that represent us an entity that represents us using artificial intelligence our purchasing preferences our SAS interactions and that act on our behalf with other agents namely personalAI or companiesriAI is for example shopping at the supermarket my agent knows that I look at it and I can dictate, look, buy the milk, the ham, the bread
If we go to
01:01:31 market you talked about Apple markets but I have like rAIz more four or five companies portugueseSAS that are already leading the way in Artificial Intelligence, often with little visibility in Portugal because their potential Clients are more out there is what it is is part of the World economic dynamics but I think there is and I have been following some Venture capital operations and some dthese tools and I think that a lot of players will appear
01:01:54 interesting to do things that none of the others have ever done or because it makes more easier or because more is fast or because more is effective or because it knows better the form of interaction as you say now in this new context that search engines mix with generative AI engines and suddenly That's something that no one Still really understands But they have already realized and have already started to add value. And then I have the principle of seeing where the venture
01:02:18 Capital is putting money in and when we look at the examples, some of them surprise us in the series. Of course, there is a HG, some industries, such as in the medical or pharmaceutical sector, with extraordinary results, such as the development of new medicines, which reduces the testing time or the development time of the new molecule by 50%. There are Billions of Dollars worldwide, and we identified, for example, here a few months ago.
01:02:43 they identified three super antibiotics, which are those to work on super bacteria and the like, so it would be unlikely for humans to take so little time to reach that conclusion and the artificial intelligence official, we are talking about Pharma, we are talking about H medical diagnosis prem medical diagnostic tools can predict 7 years in advance the probability of that person having Alzheimer's, which nowadays is a scourge.
01:03:05 at a global level and the medical part Still is not fully known what the mechanisms are so we are seeing very obvious coiSAS and that have no deep impact on humanity these changes when we go to coiSAS not so obvious like Marketing and sales for example or business operationsriAI tools are emerging in this brutal area the other day I met with a Portuguese company that does and works in the area of real estate
01:03:27 Business takes inventory of all the company equipment, from the compressor pumps or the ARS conditioners or the vehicles, the equipment is spread out, whatever the company has, but it checks everything and then uses artificial intelligence to manage that and to do the alarming and to say look carefully that that machine has to be maintained on the day 6is but the other day there was an episode of this he pointed out
01:03:52 that You have to pay personal attention says fire This is a great information cockpit for companies and when we think about a small company that maybe only has one office or something it doesn't have that much of an impact when we are talking about multinationalsAI that have offices spread all over the world or or national companiess that have factories and offices the impact on productivity is brutal and more once a Portuguese company that appeared 2 years ago
01:04:12 and that is giving cards and is giving cards England France Italy see you see In fact, there is a lot going on so I think we are in the middle of the fraction I think the Players atuAI who have more vision We are back to darbin and who will adapt will continue to give cards but we will watch A myriad of new tools that we have to be aware of especially as marketers or as salespeople or with
01:04:34 responsibilities in these areas To incorporate quickly because some of them give a a a commercial Edge Or a marketing Edge that makes all the difference yes yes and the secret is to be constantly testing using curiosity to our advantage and assuming that a lot of this will will be opportunity costs ok so many others will hit on a tool that they tried before us and that passed us bAIx off the radar and gain some
01:05:01 advantage but if we are stuck there, we won't even be able to increase the chances of coming across that piece of technology information that intersects with our strategy and that allows us to do what makes the difference that makes the difference t and which we get closer to the end of our conversation Oh but I didn't want to stop touching on a classic topic in Marketing I would say it is the Utopia of marketing Since many
01:05:26 for many years, which is one to one marketing or Nowadays, hyperpersonalization, the question is Eh, ok, we know that more of 80% of consumers expect a high level of personalization from brands, I mean, and this is transversal to all generations of boomers To the new babies H we want this we want brands to recognize us understand that we are a person and not more um eh How can artificial intelligence help us? help answer
01:05:56 these demands and let's be honest we must all move towards hyperpersonalization or we are in more a Marketing myopia and that's me I am in principle not against hyperpersonalization but I put hyperpersonalization into perspective a lot, clearly let's see one thing everyone likes to be addressed by their name, that's right, imagine you arrive at a store said hello sir Tiago how are you Still nice to see you again will want the same thing as
01:06:24 you asked for something simple the other time at the pastry shop, it's not at the pastry shop on the corner where they do hyper personalization Based on the history of your trip there now this done to scale It's a huge challenge but partly funny done to scale and that's why I'm a little bit cautious in relation to I personalization due to two or three coiSAS evidence that happened one of them is me in some coiSAS I want to go for personalization mainly in the area of
01:06:47 services are personal services that resonate with me or that are specific to me or that I really value a certain type of service. I want people to already know what I do. They already know what I like. They already know. I don't have to think too much. I was saying at the bakery, I want coffee in cold weather, I don't know what the person wants, they don't have to be there
01:07:10 I replicate that every day but there are other things that I want to be a little lazy about, let's call it that way and I want to go to a store and not have to personalize anything and not have to answer 20 questions for this hyper because hyper customization requires interaction doesn't it and I don't want that I want to take something off the shelf and take it and it doesn't hurt me and that's it and I'm lazy in this type of
01:07:31 consumption I think that hyper personalization can be useful in some contexts and it is not at all useful in others when the person wants to send you away there is no one look tell me something and now whether I don't know what or whether I don't know what now I want it with sauce or without sauce Now I want vegan or without being a friend I want to send it away because I want it with something I have a podcast with Tiago in 10 minutes and it can't be no I have to hurry you see so I
01:07:51 I think there is a contextual theme and people don't even value pi worst personalization in everything another thing is the brands so this on the Consumer side on the other side on the brands side there have been some brands have tried hyperpersonalization mainly in marting in sales one of them well-known more is a global C is that of Nike Nike there in 2014 2015 decided to change its sales and marketing strategy What for To use a lot more no
01:08:16 digital a lot of more in the personalization of content and a lot of more in the personalization of sales and the sales cycle. After two years, they went back on that because two times they realized that people didn't value the topic of hyperpersonalization that much and after a while they realized that the hyperpersonalization of a certain person when we look at large numbers There are others and after all that is a
01:08:36 cluster and it's not as personalized they can make standard products We call it that type of customization that is necessary but it was more serious than that because the Budget doesn't stretch they had to remove the Budget from notoriety and traditional communication to the hyperpersonalization actions that's what management is, that's not it, that's the management of scarce resources in this case of Budget marketing and communication and what
01:09:00 what happened is that they were degrading Brand awareness they were people's top of mind about the Nike brand decreased substantially they monitor this very regularly with the various market studies they do so they realized that hyperpersonalization was not compensating for the effect that Brand awareness all the top of mind all the communication they do in traditional mediaAI could compensate them And so they
01:09:22 they went back and balanced, in other words, not so much to the Earth that typical Portuguese expression and I think this is a mix between what the customer wants in context and what the brand should do with due consideration.
01:09:44 skills at the right time the human being and traditional methods
01:10:10 as always thank you very much for your generosity and for sharing what you did here during these minutes and this was the seventh this was the seventh edition of the MarTech Talk of the li but I want to thank you Tiago thank you for this moment it's always great to talk to you we will have to repeat this topic many times with us on the podcast or outside the podcast as always and like you this is a topic that concerns me so whenever If you want to return to the topic I will be here
01:10:37 thank you very much and I hope that whoever is watching us is also enjoying it thank you very much thank you very much Rogério h to Liminal and we say goodbye here I say goodbye here Liminal is the first Portuguese company specialized in strategic consultancy and operations MarTech we have managed to increase the Marketing and sales performance of several brands through precisely Marketing strategies and technologies such as CRM Business automation
01:10:58 intelligence so this is the content of our conversation also the content of our world on a daily basis we support companies precisely in these areas h and in these martec talks we will continue to bring you interviews with those who are at the forefront of the digital transformation of Marketing and sales departments so that your business can also grow in this New Technological Era thank you [Music]