Trending
Great discussion between William Harris and Andy Crestodina on this podcast
The podcast is long but well worth a listen, especially if you fast forward to 35 minutes
There is a conversation, which is what we have been saying that with AI agents, websites (as we know them today) are no longer needed
In the past, we go to the internet to get information
Now, we write prompts to get the information
The AI goes and get the information for us
I'm using the current tense because Forrester say
“89% of B2B buyers have adopted generative AI (genAI), naming it one of the top sources of self-guided information in every phase of their buying process.
Rand Fishkin talks about the “Zero click reality”
Nilay Patel talks about “Google Zero”
Andy talks about a day, where there maybe no traffic to your website.
He also argues that we do that websites will exist, just as much as Vinyl records, cassettes tapes and CDs still exist.
There is a nostalgic element to searching the internet.
But the majority of people will use AI agents, to carry on the music metaphor, the majority of people listen to music through streaming platforms and as an artist if you want to be heard you need to be on Spotify.
At 42 minutes, Andy asked the question “How to we train the AI agents to recommend us, our brand and your content? And that is the big unknown”
Andy says, the only way you can work out what and how an AI agent works is to ask it.
But let's go back to what Mark Schaefer, marketing futurist, said “The most human company wins. Authenticity and creativity will define the businesses that thrive alongside AI.”
The answer to all of this is very simple
As sellers and marketers, we establish authority on social media and facilitate conversations
Afterall, people buy people
If we have establish authority on social media and are connected to the people using these AI agents, then we can facilitate conversations
And to use our definition of social selling
“Using your presence and behavior on social media to build influence, make connections, grow relationships and trust, which leads to conversation and commercial interaction.”
As Mark Schaefer, says “The most human company wins. Authenticity and creativity will define the businesses that thrive alongside AI.”
Or as Andy says at (58:55) “our job as humans will be make people feel special, the best side manner, I'm not sure if we will like the bot for that”.