The document summarizes a presentation by Allison J. Bran about finding the right balance between AI and human touch in marketing strategies. The presentation discusses the history of marketing and the transition from the creative era to the data era. It introduces a human connection model and reframing marketers as "human connection engineers". The presentation provides tips on using generative AI and developing human connection skills.

1. MASTER
CLASS
VANCOUVER, BC ~ MAY 15 - 16, 2023
DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
Allison J. Bran
CEO, AGENCY DIRECTOR
THE REX AGENCY
AI vs. Human Touch:
Finding the Right Balance
for Your Marketing Strategy

2. AI VS.
HUMAN
TOUCH
Finding the right balance in
your marketing strategy
Allison J. Bran
The REX Agency

3. GOOGLE I/O MAY 10, 2023

4. AI VS.
HUMAN
TOUCH
Finding the right balance in
your marketing strategy
Allison J. Bran
The REX Agency

5. WE ARE
IN THIS
TOGETHER

6. HISTORY OF MARKETING
1950s Print, Radio,TV
1970s Direct Mail & Telemarketing
1990s Websites, Email Marketing, Banner ads
2000s SEM, PPC, Google AdWords, SMS Ads
2010-
Today
Social Media, Programmatic, Machine Learning,
Mobile,Video adv, Influencer marketing
THE CREATIVE ERA (50 years)
THE DATA ERA (23 years)

7. MAKE
MARKETING
BETTER

8. CONNECTION
IS WHY
WE’RE HERE
Brené Brown

9. THE
DISCOVERY
Unpacking how we influence
Human Connection

10. THE HUMAN
CONNECTION
MODEL
Unpacking how we influence
Human Connection

11. THE HUMAN
CONNECTION
MODEL
UNDERSTANDING COMMUNICATION
HUMAN
CONNECTION

12. A NEW
PERCEPTION
LEADS TO NEW
PERSPECTIVE
The Marketer’s Reframe

13. REFRAME
An ability to see something in a brand-new light

14. THE REFRAME
MARKETER
HUMAN
CONNECTION
ENGINEER
UNDERSTANDING COMMUNICATION
HUMAN
CONNECTION
BETTER
STRATEGY
INFLUENCE

15. STRATOS – The Army
AGEIN – To Guide
STRATEGY IS
TO UNDERSTAND
PEOPLE

16. BUILDING
INFLUENCE +
AUTHORITY

17. TECHNICAL
SKILLS MATTER
BUT THEY
DEPRECIATE

18. DEPRECIATING
SKILLS
As technology improves, it’s
value goes up and the value of
your skill goes down.

19. APPRECIATING
SKILLS
• Communication Skills
• Leadership Skills
• Teamwork and Collaboration
• Adaptability and Flexibility
• Creativity and Innovation
• Problem-Solving and Critical Thinking
• Emotional Intelligence
• Cultural Context & Competence

20. HOW WE ARE
USING
GENERATIVE AI
• Accelerating research and ideation
• Editing and condensing longform copy
• First drafts

21. TAKE AWAYS
+ TIPS
1. Generative AI doesn’t care about the truth
2. Ownership is a question mark
3. AI can be weaponized
4. There will be fewer entry level jobs
5. Expect a talent gap
6. From managing to mentoring – Invite juniors to collaborate
7. Hire T-shaped Practitioners
8. Costs of original content will rise
9. Have ChatGPT open always – experiment
10.Develop Human Connection skills (resources coming)

22. WHEN YOU CHANGE THE WAY
YOU LOOK AT THINGS,THE
THINGS YOU LOOK AT
CHANGE.
FROM: Marketer
TO: Human Connection Engineer

23. RESOURCES