Week 5: MKTG 345 Surfing the Tsunami Ch 5

Chapter 5 of Surfing the Tsunami is dedicated to the second step of excepting AI. Last week we talked about the first step, Adapt, but this week we are moving on to Adopt! As a review adapt means to learn to pay attention to AI, and to be aware of where things are headed. Adopt means to adopt AI-related tools and platforms, so you can be involved in managing AI. AI is already starting to be used in eCommerce, in most of the major social media platforms people use, in devices, digital assistants, and even more. Trying to resist AI is not going to help you, instead it is best to adopt the principles even if you do not like it.

The first place to look for AI is in routine work that is redundant and boring. Tools and platforms can be used to make this work done faster and easier. In order to fully accept AI you should advocate for it so your company takes it seriously. If you take AI seriously but your company does not, that will not help you. AI is not just automation, it can do a lot of complex things as well.

AI has impacted Google in a big way. Think of AdWords, it helps companies track results of advertising. There are platforms that help simplify working with AdWords, such as Marin and Kenshoo, where companies with enough to spend can automate the process of working with many keywords and bids. Optmyzr is an example of an AdWords tool that already has automization in it. It allows developers to connect to Google and make us of machine learning.

Step one and two of AI include adapt and adopt. Next week we will move on to the third and final step of becoming adept. Adept means to get directly involved with developing AI, by learning coding and how to work with related data.