By Lane Ellis

What does a hybrid of human and artificial intelligence look like for B2B marketers, and why is hybridized AI becoming one of the most important and powerful combinations for building brand trust in 2023?

Generative AI’s meteoric rise has left nary a sector of society unaffected by the technology’s touch, however when it comes to marketing, it’s a different kind of touch that is standing out — the human one.

“Humans build trust and nurture relationships. AI cannot do that,” our own CEO Lee Odden suggested in his keynote presentation during BtoB Summit Paris 2023 — an observation that has increasingly held true as B2B brands look for ways to both utilize the power of AI while enhancing it with uniquely human qualities.

“Humans build trust and nurture relationships. AI cannot do that.” — Lee Odden @LeeOdden
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Let’s examine this type of hybrid AI and how it can propel B2B marketing efforts far beyond rudimentary ChatGPT prompt-generated output, instead augmenting AI with the human features that build trust and nurture business relationships.

Hybrid AI & The Digital Disconnect

For B2B marketing to truly thrive during what has become AI’s prime-time spotlight, the expertise of the human touch needs to augment generative AI tools and form a new hybrid AI.

Recent research from Gartner revealed that 64 percent of marketers surveyed had already either deployed or begun pilot programs testing AI or machine learning utilities, while 53 percent of consumers said they thought that AI will either strongly or somewhat negatively impact society — two of numerous recent survey findings pointing to growing concern about AI’s potentially negative consequences.

It’s not only consumers who are concerned about AI’s possible trajectory, as executives at some of the top players in the AI landscape have called for a closer look at how the technology’s rapid growth will affect society.

“Companies creating AI technology have a responsibility to ensure that it is safe, secure and remains under human control,” Brad Smith, vice chair and president at Microsoft, recently noted as Microsoft and other major stakeholders in the AI world announced the creation of a new forum.

“Companies creating AI technology have a responsibility to ensure that it is safe, secure and remains under human control.” — Brad Smith @BradSmi of @Microsoft
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Next-generation AI models — increasingly called frontier AI models — will become the focus of a new industry forum that has initial members including Google, Microsoft, OpenAI, Anthropic and others, and will examine how to ensure the safe, secure, and responsible use and oversight of forthcoming generative AI large machine-learning models, members of the group recently announced, as we covered in a recent edition of our weekly Elevate B2B Marketing News.

The forum’s creation comes at a time when brands are being held more accountable for the responsible use of AI.

Some 69 percent of U.S. and Canadian chief marketing officers …read more

Source:: Top Rank Blog

      

Author: Aaron