{"id":5043,"date":"2023-06-06T01:31:22","date_gmt":"2023-06-06T05:31:22","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/06\/06\/what-ai-will-never-be-able-to-do-that-people-can\/"},"modified":"2023-06-06T01:31:22","modified_gmt":"2023-06-06T05:31:22","slug":"what-ai-will-never-be-able-to-do-that-people-can","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-ai-will-never-be-able-to-do-that-people-can\/5043\/","title":{"rendered":"What AI Will Never Be Able to Do That People Can"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><strong><em>Time to rethink our expectations of digital audio platforms<\/em><\/strong><\/h1>\n<p class=\"wp-block-paragraph\"><em>By Scott Klass, chief marketing officer of <\/em><a href=\"https:\/\/soundstack.com\/?utm_source=Advertising+Week&#038;utm_medium=website&#038;utm_campaign=AW_service_article&#038;utm_id=AW_service_article\"><em>SoundStack<\/em><\/a><\/p>\n\n\n\n\n<blockquote><em>You can&#8217;t stop progress in terms of technology. But if you&#8217;re selling a human experience, you can&#8217;t pretend that a robot is doing that.\n<\/em>&#8211; <a href=\"https:\/\/www.insideradio.com\/free\/ai-offers-vast-potential-but-broadcasters-are-skeptical-about-putting-synthetic-voices-on-the-air\/article_98d88ac4-e7d6-11ed-a2cb-f7886cec5d5a.html\"><em>Inside Radio<\/em><\/a><\/blockquote>\n<p class=\"wp-block-paragraph\">The above statement \u2013 specifically about the prospect of broadcasters using synthetic voices on the air \u2013 addresses only one of a million examples of the hot-button issue du jour: how much of our work should we leave to the efficiency of AI? You\u2019re seeing it debated everywhere, from podcast advertising to the current writers strike in Hollywood.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the most part, those debates hover around disciplines that are traditionally<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>expected to be driven by humans<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">. Julia Louis-Dreyfus reading her show\u2019s podcast ads works because people tune in to hear <strong>her<\/strong> (and her amazing guests). No one expects the incredible dialogue in <em>Succession<\/em> to come from anything other than the show\u2019s brilliant writing and acting.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But what about disciplines in which tech comes first? I\u2019ll be Mr. Obvious for a second and say that if you\u2019re buying a tech solution, your primary expectation is that you\u2019re buying great technology \u2013 that it\u2019s going to solve your problems and help you meet your goals, and do it really efficiently.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If, for example, you\u2019re an audio publisher who decides to use a supply-side platform, you choose that SSP primarily for its ability to connect your inventory to a lot of great advertiser demand that will earn you more revenue. If you choose a particular hosting platform, you do it primarily for that platform\u2019s ability to deliver your podcast or stream seamlessly, keep your listeners happy, and keep that audience growing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But, perhaps because the AI issue is so all-consuming right now, there\u2019s an aspect of working with technology platforms that seems to be getting lost: collaborating with, and servicing clients. We know because we\u2019ve heard it from those clients. And this isn\u2019t only about AI.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Validating the value of great service<\/h2>\n<p class=\"wp-block-paragraph\">The fact of the matter is, in most cases, no matter how great your technology is, you still need great people taking you through it. Many platforms are simple to use (we count our own among them), but media\/ad tech solutions are inherently complex. And it&#8217;s not only about the technology itself. Things come up. Customer needs change. Other, third-party platforms get added to the daisy chain. The understanding and agility needed to navigate any of that (and more) adeptly can only come from humans.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAs the battle for loyalty intensifies, marketing, sales and services will need to work in parallel and operate seamlessly to reimagine interactions and deliver on a differentiated human experience\u2026. It\u2019s not enough for sellers to stand behind their products. They need to become partners in ensuring success for the individual buyer and the organization,\u201d states a customer lead from Deloitte in <a href=\"https:\/\/www.adweek.com\/partner-articles\/b2b-customers-want-great-experiences-too-and-here-are-4-ways-to-meet-their-expectations\/\">Adweek<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Do tech companies get it? Their customers make the priority very clear.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>75% of b2b vendor customers <\/strong>\u201cexpect companies to anticipate their needs, make relevant suggestions, and deliver the right level of engagement across the buying <a href=\"https:\/\/www.adweek.com\/partner-articles\/b2b-customers-want-great-experiences-too-and-here-are-4-ways-to-meet-their-expectations\/\">journey<\/a>.\u201d <strong>78% of buyers<\/strong> say that they\u2019d do business with a company again, <em>even after an issue<\/em>, if that company provides great service, according to <a href=\"https:\/\/c1.sfdcstatic.com\/content\/dam\/web\/en_us\/www\/documents\/research\/salesforce-state-of-the-connected-customer-4th-ed.pdf\">Salesforce<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe the converse point is even more eye-opening for tech companies: <strong>only 15% of buyers <\/strong>who qualify the service they received from a vendor as \u201cvery poor\u201d are willing to forgive <a href=\"https:\/\/success.qualtrics.com\/rs\/542-FMF-412\/images\/ROI%20of%20customer%20experience%202020.pdf\">them<\/a>.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Experiencing it first-hand with customers<\/h2>\n<p class=\"wp-block-paragraph\">The perspective is informed by more than market statistics alone \u2013 we hear from our own customers about the importance of great service all the time (so much so that we built a post-sales Publisher\/Demand Enablement team).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;In my experience, a lot of media and ad-tech businesses put so much emphasis on the tech that they forget <strong>we as customers still need great personal consultation to really make complex platforms work for us<\/strong>, troubleshoot problems, and get the most out of the platform,\u201d states Anna Devere, writer\/host of National Day Podcast and president of Q1 Network.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How does that sort of personal consultation play out? Here\u2019s an example. Another one of our customers, <strong>a major-market public broadcaster,<\/strong> has, like most NPR affiliates, its own member center to help address listener issues as they arise. As our two teams engaged more deeply, it became apparent that the broadcaster, while being adept at handling customer inquiries, didn\u2019t have enough of the technical expertise needed to fully address certain issues. Realizing that, our frontline support team created resources and training materials \u2013 and even conducted training sessions for the member center employees \u2013 to help. The consultation not only rounded out the broadcaster\u2019s service offering, it ultimately reduced the number of tickets submitted by station listeners.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many more examples abound, and the point is always the same. This sort of custom engagement \u2013 the aforementioned \u201cdifferentiated human experience\u201d \u2013 can only come from smart, agile people engaging directly with each other. And it clearly makes a huge difference.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">The new expectation of media\/ad tech<\/h2>\n<p class=\"wp-block-paragraph\"><em>New York Times<\/em> columnist Maureen Dowd wrote last week that \u201cAI is<\/p>\n\n\n\n\n<p>[technologists&#8217;]<\/p>\n\n<p class=\"wp-block-paragraph\">baby, hurtling toward the rebellious teenage years.\u201d It\u2019s an apt metaphor \u2013 lots of complexity, new developments coming fast, emotions running high (and again, not only with AI, but in tech more broadly).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe, to play on her analogy, the customers of digital media\/ad tech need to be reminded that \u2013 in responsible companies \u2013 there are \u201cparents\u201d (or really good friends of your parents, or aunts, uncles, etc.) who are there to provide calm, measured, smart guidance. They\u2019re client service people, the humans that buyers should <strong>expect<\/strong> are there for them to navigate the complexity, so that technology solutions, including AI, can actually solve their problems.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You can&#8217;t stop progress in terms of technology. But if you&#8217;re selling a human experience, you can&#8217;t pretend that a robot is doing that.<\/p>\n","protected":false},"author":7,"featured_media":5044,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-5043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What AI Will Never Be Able to Do That People Can | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-ai-will-never-be-able-to-do-that-people-can\/5043\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What AI Will Never Be Able to Do That People Can\" \/>\n<meta property=\"og:description\" content=\"You can&#039;t stop progress in terms of technology. 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