At a recent Axios event in New York City discussing the upskilling of today’s workforce with AI, Esty CEO and tech entrepreneur Josh Silverman shared the ways in which his team is using GenAI and machine learning, experimenting with customer service upgrades, fielding customer feedback and training employees on AI.

“Generative tools are amazing, and it is another important capability, but there's a lot of other forms of AI and machine learning that are also really important. So we shouldn't lose sight of that,” Silverman said. “There's a lot of data processing capabilities that are required. There's a lot of technical understanding, having the right talent on the team, and then having a lot of the right infrastructure.” Here’s a look at six key takeaways from the discussion.

The integration of artificial intelligence has revolutionized businesses, including the intersection of creativity and branding. However, there's a growing concern that the widespread adoption of AI can lead to a homogenization of creative outputs that lack uniqueness and personality. Review three ways brands can avoid such pitfalls.

“KYC,” or Know Your Customer, is table stakes in the modern marketing world. But while these methods have become second nature in the B2C world, many B2B organizations have not embraced this strategic shift. By balancing data-driven personalization with a more human approach, B2B businesses can build enduring relationships with the customers they serve. Check out KYC for B2B2C.

Lastly, we look at how brand advocates—as opposed to influencers—are able to connect with their audiences and help companies set themselves apart. Here are three ways to identify an advocate for your brand.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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