Latest / The Prompt / Ep. 553 | Future-proofing brands in the age of AI

Transcript

Ep. 553 | Future-proofing brands in the age of AI · The Prompt

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  This is on base your one stop shop for solving your most
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  pressing B2B go to market challenges.
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  Each week, host Chris Moody and Paul Gibson talk to sales and
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  marketing leaders to get you in depth insights and creative
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  strategies to set your revenue teams up for success.
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  Everyone, welcome back to the Own Base podcast.
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  I'm your host, Chris Moody, and today I'm very excited to be
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  joined by Mila Palau to talk about future proofing brands in
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  the age of AI. Mila, thanks for joining us
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  today and welcome to the show. Hey, Chris, good morning to you
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  and to all the listeners and viewers, thank you so much for
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  having me. Well, we're really excited.
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  This comes up all the time talking about how we make sure
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  our brands are ready for AII know that a lot are making knee
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  jerk reactions. So we'll we'll get to those.
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  But the question we like to start with is a little bit about
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  your journey. What led you to what you're
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  doing today? Sorry, quite an interesting one.
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  It's also an ironic one. I've been in the ICT industry
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  for over a decade, but naturally I am not a graduate of any IT
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  engineering or computer course. I guess that's what Destiny is,
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  is all about. So I've been in the ICT and the
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  way that I look at, I always say that I seemingly operate in the
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  intersection between technology and marketing as a platform.
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  So that intersection has been a little bit of my dance for the
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  past few years. And being in cyber security
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  space, you know, I translate that to be a little bit more
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  purposefully thought leadership marketing because you know,
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  cyber security is all about ensuring that our narrative is
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  really, really insightful enough for audiences to take actions.
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  You know, it's not that easy when we're probably talking
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  about cybersecurity 20 years ago, it's kind of easy peasy.
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  But now, you know, it hit us really bad.
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  So my work and my team's work has always been a little bit
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  more on translating that narrative into something that
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  our diverse audience from C level to tech influencer to even
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  press to even people like you and me who are obviously very
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  much inter intertwined to technology.
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  To give them something that builds awareness on the security
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  perspective, but make it very actionable too, so that they can
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  be more empowered in protecting themselves, organizations or
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  even, you know, country or state, you know, so some people
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  call it kind of boring, but we find it kind of interesting
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  because we can play, we can talk about technology, use
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  technology, embrace technology, but also be very kind of careful
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  about as well. So it's always going to be that
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  kind of dance for a few, for a lot of years now.
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  I love that in the translating the narrative piece as we talk
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  about, AII think that's especially important because we
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  see that customer expectations are changing.
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  We've always been used to kind of that instant information ever
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  since people go to Netflix. But it was before that, right
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  when you could get something as soon as you wanted it, or free
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  delivery, All the things that start to change.
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  So as answers become more readily available or insights
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  are easier to get through AI, how do brands need to position
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  themselves based on those changing expectations?
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  You know, I read an article quite recently that, you know,
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  AI is shaping marketing and I kind of agree but disagree in
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  that aspect. But I think it's more of really
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  putting it to the level that we've always aspired it to be,
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  right? Which means that from a customer
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  perspective, we are translating from an AI world where we're no
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  longer need to assume things. Predicting it, but with better
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  insights, with better data, becomes a little bit more
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  exciting, right? Instead of building our
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  assumptions about what they need is that using big data analysis,
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  we can already predict at least 50 to 60%.
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  This is what probably they want, right?
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  The one that gets me excited also from an AI perspective is
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  the fact that we're doing it more from less transactional
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  model right to a little bit more relationship.
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  Because you and I know when you're when you get reply from a
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  chat bot, right? But from an AI perspective, it's
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  become more relationship because it is not really using a lot of
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  custom generic stuff, right? Because they know your, your
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  insights, they know a little bit of where you go, etcetera.
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  It becomes a little bit more kind of relational.
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  And I feel like we are moving in that space that we've always
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  wanted where we wanted to somehow shape the customer
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  journey to where they want to go to, right.
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  We're not yet there in AI, but we're getting there.
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  The generic customer journey is becoming a little bit more
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  personalized, but less, less intimidating in a way that do
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  they know me too much, right. So I think that's where it's
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  coming in at the moment. Got it.
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  And you know, if we put ourselves in the shoes of any
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  marketing organization that's trying to figure out how AI fits
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  into our marketing strategy, what are the biggest challenges
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  that you've run into that you think they're going to run into
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  as well? And how do you overcome those?
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  You know, this is where the part of because we're in the
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  cybersecurity business, so it becomes really more natural for
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  us to be very, very skeptical of what we put in into our
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  platform, right? So the biggest challenge when
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  we've started, you know, talking about it from a marketing
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  perspective, not as a solution perspective is the fact that
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  it's garbage in, garbage out, right?
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  It's just like big data 10 years ago, 20 years ago, the quality
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  of data that you put in is the most critical 1.
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  You better do it right the first time.
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  I am always a believer of that. So that becomes the first
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  natural challenge that we have. Are we inputting too much?
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  Are we outputting too much, too less, etcetera.
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  How do we weed this right? So to us, that's the that's
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  definitely the first one. The second part is really tying
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  it to what the customer really needs, right?
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  Because from again, from a in the industry where we're at, the
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  two things that matters most is obviously speed.
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  So when a customer obviously is figured in a cybersecurity
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  incident, right, they don't want the entire narrative entail,
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  right? They just want two things.
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  What's happening? Am I infected and what do I do?
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  So that's the second challenge that we have because you, when
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  you use AI, you have a lot of variety, you have a lot of
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  options. You can, you can tweak a lot of
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  things, but you only need this, right?
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  So the trimming down becomes the second sort of challenge that we
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  face over time. Yeah, I think that hits on the
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  next question too. You mentioned relevancy earlier,
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  so making sure that it's all relevant, what are some of the
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  specific ways that AI has helped your brand to stay ahead of
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  market trends while still maintaining that human
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  connection? Because that's the the piece to
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  your point about trimming down to we don't need all the
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  information. We need the relevant information
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  and that's how we build relationships.
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  You and I talked before we hit record.
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  So what are some of the ways that you're using AI to make
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  sure you're staying ahead of the trends, but you're not losing
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  the human element? Yeah, it's a good question.
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  One, I guess is the hyper personalization.
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  You've heard this over and over again, I'm pretty sure.
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  So it helped us in a way that we can personalize it.
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  But really going to the core of it.
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  So for instance, a customer probably would have only one
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  concern of let's talk about it in the context of, let's say
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  ransomware, right? Which is their usual kind of
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  challenge right now. So we can hyper personalize it
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  from that frame, right? But also zoom it to
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  recommendations that are insightful to, to that.
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  Like you're you're not providing a broad scope of, you know, what
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  do you do if you get ransomware, but you're able to tailor it to
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  that core attack or core pain point that they do have, right?
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  So that has definitely helped us.
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  The the second portion is obviously automation, right?
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  So it made it more efficient, more more faster for us and know
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  that we're also translating it in many languages.
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  So that was really the whip cum on top that we're able to do it
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  in English, but able to automate it in the other languages or
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  even new instance portions that we need to remove or add on,
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  right. So that that became a little bit
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  more interesting sort of a journey for us.
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  Let's stick with automation. So with with all the automation,
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  the efficiency gains, the work flows that we're building with
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  AI, how do we make sure that we don't lose creativity and
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  authenticity and that we keep that as a central tenet?
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  I feel, Chris, you spoke to some of my writers because that was
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  the first, I would say change management challenge that we do
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  have and I think a lot of organizations have that too.
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  Where and then how do we strike our personal style in writing
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  and storytelling and creative, but also partnering with this
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  technology, this tool, right? So how we've done it is we, we
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  did kind of in a slow immersive space, right?
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  We'll let them first experience how it works.
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  Over time, they started doing their own prompt.
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  We did not rely our own prompt. We did our own data Lake LLM and
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  our own chat AI generated databases.
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  So we've started engaging them to be involved not in in driving
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  the data, but also prompting, creating the prompts, what's
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  best, what's ideal. So that's the first one.
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  The second portion in that we do a lot of multi layer editorial
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  review, again, because of the kind of businesses we we we do.
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  It's not, it's black and white, right?
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  We cannot give a solution that is obviously half baked, right?
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  So the second level of review that we do have is very manual.
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  It's very human LED, right? That's when the storyteller, the
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  writer comes in, that's when the editor comes in, and that's when
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  the legal review comes in, which are all very human LED activity.
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  So that's where I guess the balance comes in is that the
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  foundational is done a little bit on an AI perspective, but
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  the human touch is the second level, right?
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  So it has kind of worked well for us as long as they really
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  can integrate their sort of their style, right?
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  So we did it the reverse in the past where we did the human
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  involvement first but it didn't work out well for us right?
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  We felt like the foundation has to be 8 eyed first, then the
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  last touch would be human aspect of it.
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  That's interesting. I, I like that process too,
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  because, and instead of starting with exactly what you want and
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  hoping that it gets better and more efficient with AI, it's
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  hey, let's use AI to expedite the process and then we'll put
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  our final touch on the end. That's really interesting.
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  This wouldn't be a marketing podcast if we didn't talk about
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  alignment. We have to hit on alignment, but
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  I think I'd like to frame it a little differently, alignment
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  around AI. So how do you align internal
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  teams across functions like marketing, sales, and operations
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  to make sure you're maximizing the potential of all the AI
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  tools you have? It's a lot of POC for concept,
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  right? We take it very, we're have a
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  very conservative approach. Just like yesterday, my team and
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  I have discussed how we're using AI right now for social, for
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  creating blurbs, for creating, you know, this, this seemingly
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  very short, but the more difficult 1.
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  So for us, what we do is we try to pilot it in the most less
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  critical content, which means if God forbid, and knock on wood,
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  we make a mistake, it's just not a fatal error, right?
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  Which means it's not something that is so a critical incident
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  for sure. We don't we don't test it in, in
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  real incident that's happening today, right in the next that we
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  need to deliver 24 hours. So we started with very
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  technical sort of documentations that are low level.
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  But if there are errors then it's forgivable or what I call
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  non fatal. So we do that first, right.
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  We do it very, very slow. We'd run it in parallel with
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  sharing it with our regional and global marketing folks because
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  they can relate to it and say, hey, remember this document,
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  this infographic that we did a couple of years ago, we
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  refreshed it with new information. 60% of this is AI,
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  you know, 40% is human. So they can relate to how they
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  will also use it, right? Because the region really loves
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  customization. But they do also have, they
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  don't have 24 hours to have, we have all unlimited marketing
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  resources. So we kind of do that in that
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  way so that they can see the relevancy of how it kind of help
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  them, some of the resistance, the persistence, the challenges.
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  Sometimes space is you still need to prompt, you still need
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  to teach, right. So at the moment what we're
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  doing is we're sharing our own platform that they can also use
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  it instead of them creating a new one or you know, testing a a
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  new AI, yeah, a gented AI, sort of a database for them.
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  So that's how it's kind of worked for us.
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  And the other one is we're we're just kind of obviously blessed
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  with the fact that we also are discussing AI from an executive
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  perspective because who does not discuss AI.
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  So there's a lot of AI support from our executives to also use
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  it from an efficiency purposes, from R&D, from marketing, from
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  you know product development, etcetera.
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  So that really helps kind of sandwich it where there are real
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  world cases, but there's also a lot of executive support and
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  advocacy being built around it. Awesome.
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  I like that a lot. For the next question, I'd, I'd
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  love to set some context for those who are watching.
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  I'm using my hands to kind of say maturity curve.
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  But if we imagine a maturity curve and it's our adoption of
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  AI, so a lot of organizations, let's assume we're in the
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  middle, that we're not leading the charge with all the AI tools
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  and how we use AI, but we're not total laggard.
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  So we're somewhere in the middle.
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  What are some of the operational shifts that you think brands
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  need to make to stay relevant, knowing that we're in the early
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  days of AI and it's going to evolve even further and faster?
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  Three things, one is there would always be we, we hear this a lot
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  about AI bias, right? So I think 1 of it is that they
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  can continue to develop their AI models, be patient with it
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  because your train, it's human training the machine and then at
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  some point it will switch from machine training the human side.
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  So I think one app area where if they are in the middle point
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  already is creating their AI model, testing it, using it from
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  a commercial perspective or you know, whatever they publish,
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  they can use that portion. But be very careful that there
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  are inherit, there are biases involved, right?
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  Be able to, you know, have a parallel QA or another third eye
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  to, I mean, another transparency team.
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  You can look at it, right, all the time, right?
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  Because we were still talking about technology, right?
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  The second portion is let's not compromise.
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  And again, this is my security hat coming in.
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  Let's not compromise privacy and compliance.
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  We need to ensure that end of the day, whatever we feed there
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  will always be online, will always be there.
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  It's not going to be 100% secured, you know, as attackers
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  are definitely probably we'll figure out how to circumvent AI,
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  right. So let's ensure ultimately the
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  privacy security concerns of our customers, our vendors, etcetera
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  are embedded whenever we create those AI models right in play.
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  To me, the third element is just iterate, iterate, iterate,
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  right? Because you know, AI was created
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  many, many years ago because of the process of iteration, right?
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  So don't, I mean, let's not be afraid to iterate if it's not
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  working pivot, right? That's exactly what what we, we
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  got to do, right? I cannot actually picture Chris
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  when what's the world would look like if the AI is mature enough,
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  I cannot picture it because I feel that that will be a
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  continuous involvement. So I think those those three
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  hopefully will help them. AI bias and transparency, make
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  sure privacy is embedded. And of course, just iterate and
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  enjoy embracing this new new phone kind of technology for all
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  of us. Those are great suggestions.
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  I love that I, I agree with you too, because as soon as you
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  think you've caught up, there's going to be that whole next
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  release that will, will come and change everything.
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  We try to grab questions from our audience too.
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  So we have a, a good listener base.
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  We have a community at demand base.
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  And one of the questions that's come up a lot.
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  I'd love to pose it to you. What is your go to to method for
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  aligning A-Team around a bold vision?
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  It's quite hard. Yeah.
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  I think #1 is we we want to always kind of dispel what all,
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  you know, AI has always been fear, right?
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  It's we create kind of fear around it.
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  It's it's just natural, right? So to get the team more aligned
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  into it, I always tell them, embrace, embrace, embrace,
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  right? Because this is just one
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  technology. I cannot predict the next five
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  years. What's the next one, right?
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  Just embrace and partner with it.
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  Try it right, right. So that has helped us and, and
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  coming in from I do have a very great Japanese team and you
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  know, they're culturally, of course, they're they're very
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  timid with change because of, you know, they want to make sure
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  everything is perfected first. And I get that.
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  I support that. So when but when you tell them
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  to just embrace it and partner with it, it kind of helps,
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  right. The second one is really we,
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  we've been creating a huge playground, meaning to say, when
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  we first had a little bit of this tools, we tried to create
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  it a bigger playground where everybody can just dive in and
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  share what you've learned, what you've used, what has worked for
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  you, what it didn't work. You know, it's really very so I
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  would say personalized experience that we wanted them
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  to advocate, right, and bring in because it's not there's there's
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  no, I mean, my experience of using it is very different from
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  from a storyteller, from my creative team, from my data
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  team, right? So we want them to embrace it,
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  but also to share what has worked for you and what has not
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  worked for you, right? So it's a lot of experiential, I
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  guess. And I think they see the
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  results. That's the most important thing
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  is we dis discuss results, right?
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  We discuss it and say, OK, this, you know, has outputted into X,
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  right? We can see right now with some
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  of the reports that we're doing it's 30% increase of efficiency.
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  So we, we discuss it based on data also if, if it's really
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  effective back to our goals, right?
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  Awesome, that's the perfect answer.
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  I I totally agree and that the results piece could be part of
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  this next answer. This one is a restrictive
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  question. You can only pick one thing.
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  What is the single biggest challenge in B to B marketing
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  today? Too much.
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  Too much information, too much output.
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  I think that's the quite a big challenge because anyone and
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  everyone can really appears to be expert in anything right now,
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  right? So just like what we're talking
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  at the moment, right? In 10 seconds, you can create
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  the entire strategy of whatever, right?
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  So I feel it's really there. There's just so much information
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  out there and it's not about relevant.
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  It's it's what's the more credible one, right?
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  How do I begin right? It's not you're no longer
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  searching, remember, you're no longer searching for
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  information. It's given right in front of
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  you, but. You know, how do you know which
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  is which? To me, it's just really too much
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  information out there. So it's hard to cut through the
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  noise, but it's also even if you cut through the noise, the next
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  level is how do you stand out? How do you lift your
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  information? So it will be a very challenging
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  journey and it will not end now because of all of this
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  automation efficiency and you know, right, I mean, pretty much
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  with AI right now, it's everything is, is just in the
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  snap of a finger, so. Yeah, but I mean, I, I think it
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  justifies the need for infinite curiosity because to your point,
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  it you're never really done the same plays that got you to where
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  you are, they're going to change and then it won't work to get
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  you to where you need to go next.
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  So yeah, I am a big believer in in that response.
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  All right. And we have made it to the
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  Lightning Round. We have a few quick questions
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  that we love to ask on every single podcast episode.
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  The first being, what are your favorite tools and technology
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  that you're using today? You know, I'm, I've tried to
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  challenge whether I'm a good writer.
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  I'm not a good writer at some point, but I want to create
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  story all the time. So some of the tools I really
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  like, I like the writing assistance.
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  I also tried imagining it from, you know, the AI generated
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  images, video generation, etcetera to also help my team
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  because I do a lot of presentations, customer
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  presentations and public presentations.
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  So that kind of helped me. So it's kind of interesting.
• 21:40
  I would say it's 5050 kind of work.
• 21:42
  Outstanding. What about good reads?
• 21:45
  What are your favorite books, blogs, newsletters, podcast,
• 21:48
  video, any format of content, but what are the things that you
• 21:52
  love to consume? The two things that always I
• 21:55
  keep up with, and there's so many as we talk about marketing
• 21:58
  is really two things. One is I'm a big fan of
• 22:01
  pragmatic marketing and they do have, and I'm sure you've heard
• 22:04
  about them. I took some of the courses that
• 22:06
  they have many, many years ago. And I think it's exactly what it
• 22:09
  is. It's pragmatic marketing, things
• 22:11
  that you can really do without or you have little tools you
• 22:14
  have, you know, unlimited budget, etcetera.
• 22:17
  And they have very good fundamentals too.
• 22:19
  And that is a little bit moving around the trend because the
• 22:22
  trend has changed a lot. The second one is, I'm not
• 22:25
  trying to promote it, but you know, in the job that we do,
• 22:28
  narrative, narrative, narrative, it's all about the story.
• 22:30
  We're already talking about sometimes kind of boring, you
• 22:33
  know, things that are not so good.
• 22:35
  You know, nobody wants to talk about security or being
• 22:38
  attacked, right. So one of the I'm a big fan of
• 22:42
  toward it. I'm sure you've heard about it
• 22:44
  because it's a power of storytelling.
• 22:46
  How do you tell story, you know, as as probably as tech as this
• 22:50
  is, how do you then put it to the level of making it visually
• 22:53
  appealing? How do you can take it to the
• 22:54
  next level if you have a 5 minute talk and you want to talk
• 22:57
  about this? You know, so I, I keep up with
• 22:59
  that. It's toward, I think they have a
• 23:02
  learning circle as well. And of course, I do go back to
• 23:06
  academe portions, the academic stuff from Michigan raw school.
• 23:10
  I'm I graduate myself there and also from other academe because
• 23:14
  it's also good to to understand. Have we adjusted a lot of, you
• 23:19
  know, the theoretical ones to what is really happening in the
• 23:22
  real world, right. So nothing really out there I
• 23:27
  would say. I love those.
• 23:28
  I'm Pragmatic Marketing certified.
• 23:30
  That made me smile really big. That was early in my career,
• 23:34
  too. I was a product manager and they
• 23:36
  sent us through Pragmatic Marketing to make sure we really
• 23:40
  understood voice of the customer.
• 23:41
  And it's been as beneficial as anything to my career.
• 23:44
  So shout out Steve Johnson. He was my trainer there.
• 23:48
  Yeah, yeah. That's awesome.
• 23:49
  What about good people? Who are the folks that you
• 23:52
  really admire that inspire you in this space?
• 23:56
  You know, that question was thrown out to me a couple of
• 23:58
  months ago and they said, hey, because I'm doing a mentor
• 24:01
  mentee program and some of the mentors that I remember that I'm
• 24:05
  still connected with. So the two of them have passed
• 24:08
  away. The other one is obviously alive
• 24:10
  and kicking. They're very technology centric,
• 24:12
  but they love, they love telling the story, you know, so I keep
• 24:17
  up with people or who are able to do that.
• 24:20
  And of course, there's so many podcasts right now that we can
• 24:23
  listen in. I'm a big, big fan of Ted Talk.
• 24:26
  I, I try to obviously integrate at least one Ted talk replay for
• 24:31
  me at least once a week. So that has been very, very
• 24:34
  useful. And of course, I, I keep track
• 24:36
  with Adobe creatives to make sure that we don't, we match the
• 24:40
  narrative with powerful dish. Well, my, my, I'm a shout out to
• 24:44
  my entire technical marketing team.
• 24:46
  They're they're great. And they've also managed to
• 24:50
  elevate the lead and, you know, put it up because of all of this
• 24:53
  interesting tools that are out there right now.
• 24:55
  So yeah, that's pretty much why, but I keep following up.
• 24:59
  I love it. I love Ted Talks too.
• 25:01
  We'll share our favorite once we stop recording, so then we can
• 25:04
  put that in the blog post or something.
• 25:06
  Last question, most important of all, how can everyone get in
• 25:09
  touch with you after this episode?
• 25:12
  Sure, you know, I always say that I'm probably the only
• 25:14
  person that doesn't have Facebook, Instagram or what not.
• 25:18
  So I only have LinkedIn. So feel free to connect with me
• 25:22
  via LinkedIn. It's Mila Pilau and I believe
• 25:24
  it's just me at the moment that has that name.
• 25:27
  And of course I work for Trend Micro.
• 25:30
  So obviously that's also another space for for us to connect.
• 25:33
  We're happy to kind of exchange information and to understand
• 25:37
  what's your experience. It's not just an AI, but you
• 25:39
  know, B2B marketing in in every aspect of it.
• 25:42
  I love it. Well, Milo, thank you so much
• 25:44
  for your time today. It's been a pleasure.
• 25:46
  Likewise, thank you so much. Thanks for joining us for On
• 25:50
  Base. If you enjoyed this episode,
• 25:52
  please be sure to share, rate, review and subscribe on Spotify,
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• 25:59
  This show is brought to you by Demand Base, the only account
• 26:02
  based experience platform built for sales and marketing
• 26:05
  alignment.