Episode 21 - Artificial Intelligence and the Future of Personality Based Selling

Customer Secrets

In this episode, Michael Abdo and Tim Van Milligan talk about how artificial intelligence works. But more than that, we'll talk about how it has changed marketing because it allows you to target specific customers that have values that match your own.

But the thing about AI, is that right now it is like a child. Without specific training, it it dumb. It needs a lot of data for it to be useful. An example we talk about in the show is how an A.I. bot identified people with high intelligence. How did it do that? It identified those people that "liked" on facebook a particular picture of curly-fries (Here is a link to the research: https://www.ted.com/talks/jennifer_golbeck_the_curly_fry_conundrum_why_social_media_likes_say_more_than_you_might_think). Now do all smart people like curly fries? Of course not. And lots of people with low I.Q. love curly fries too. Does that also give them high I.Q.?

A.I.-Bots need lots of data to sort through to find the commonality. But they don't give you the "why" answer that you are looking for. It is still up to a human to interpret the results the bot comes up with, and to determine if they make sense. Otherwise, you'll assume everyone has high I.Q., because they love curly fries (who doesn't like curly fries???).

The issue with A.I. is that governments are cracking down on its use. When given a large enough data set, it can clearly identify an individual, and tell you what personality type and therefore the values that the person hold to be important. They don't want that information in the hands of marketers (us included). That's not a problem for us... because we know how to type people without a huge dataset. That's why you will want to subscribe to this podcast, because we'll show you how to do it.