Ultimately, what our GTM leaders said boiled down to one key thought: AI will continue to infiltrate our daily workflows and processes, and in doing so, the B2B buying process will become a lot more human.<\/b><\/p>\n
Let\u2019s take a closer look at what this prediction means for B2B buyers and GTM teams \ud83d\udc47<\/span><\/p>\n There\u2019s no denying that AI is here to stay. Across the board, our leaders agree that, in order for\u00a0<\/span>businesses and professionals to succeed from this point onward, everyone<\/i> needs to experiment with AI.<\/p>\n Scott Ernst:<\/b> Just like every revolution prior, there will be bumps in the road during the early stages of AI adoption. But also like every previous revolution, the only way companies will succeed amidst this transition is by adopting, and experimenting with, AI.<\/p>\n Matt Tippets:<\/b> A company\u2019s success with AI is contingent on their employees\u2019 adoption of AI. Generative AI is not inherently built for businesses. It\u2019s built for the masses. For this reason, all<\/i> employees should be experimenting with it both for fun and for work \u2014 because only when they do will companies improve their ability to execute.\u00a0 \u00a0<\/span><\/span><\/p>\n Emily Singer:<\/b> With the growing pressure to deliver individualized buying experiences to site visitors, marketers need to take a leading role at their company to figure out how they can leverage AI to optimize existing business processes for more scalability and efficiency. <\/span><\/p>\n Although it\u2019s clearer than ever that we\u2019re living in a digital-first world, our leaders all agree that digital doesn\u2019t mean non-human. In fact, for 2024, our leaders see more<\/i> human experiences on the horizon.<\/p>\n Scott Ernst:<\/b> Humans have, and always will, lie at the heart of every buying process. While relationships may no longer be formed at fancy dinners and golf outings, brands can create connections by showing they understand their buyers\u2019 needs. When you leverage AI to uncover these insights, AI can help bring more humanity to the digital buying experience.<\/span><\/p>\n Matt Tippets:<\/b> We\u2019re seeing a shift from personalized to individualized<\/i> buying experiences \u2014 ones that target a buyer based on who they are as a human and what they need in that moment. So, even if parts of the buying process are automated, that automation will only allow for more one-to-one conversations to take place.<\/span><\/p>\n Emily Singer: <\/b>AI is helping marketers become more efficient by taking on repetitive tasks and generating suggestions based on data. This will allow marketers to focus on the uniquely human aspects of their job \u2014 relationships, creativity, humor, and leadership.<\/span><\/p>\n Our leaders predict that 2024 will be a time for B2B companies to leverage AI to make digital buying experiences feel more human. To them, there\u2019s no doubt that AI is the way forward for all businesses, no matter what industry. And, if you don\u2019t adopt AI, you\u2019ll simply be left behind.<\/p>\n All that said, there\u2019s no need to fear that robots will replace humans in 2024. While there is a strong chance that your role will change with the advancement of AI, the role of the human will never go away \u2014 because, as you leverage AI more and more, you will ultimately be paving the way for stronger human relationships with your customers.<\/p>\n 2023 fundamentally changed everything we know about how we go to market. Between the commercialization of artificial intelligence (AI) and a turbulent economy, companies all over the world have had to rethink how they market, sell, and buy. As a result, the B2B buying space today looks drastically different from how it did at this […]<\/p>\n","protected":false},"author":122,"featured_media":111115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[79,42],"tags":[299,425],"acf":{"evergreen_content":false,"hide_brand_icon":false,"hero_image":{"ID":111116,"id":111116,"title":"2312 Drift Predictions HERO","filename":"2312-Drift-Predictions-HERO.png","filesize":964345,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-HERO.png","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-HERO.png","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-2312-drift-predictions-hero","status":"inherit","uploaded_to":111112,"date":"2023-12-28 14:16:52","modified":"2023-12-28 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Drift Predictions UNFURL","filename":"2312-Drift-Predictions-UNFURL.png","filesize":138883,"url":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL.png","link":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL.png","alt":"","author":"122","description":"","caption":"","name":"wp-attachment-2312-drift-predictions-unfurl","status":"inherit","uploaded_to":111112,"date":"2023-12-28 14:16:30","modified":"2023-12-28 14:16:30","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.drift.com\/wp-includes\/images\/media\/default.png","width":2400,"height":1254,"sizes":{"thumbnail":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL.png","medium-width":2400,"medium-height":1254,"medium_large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL.png","medium_large-width":768,"medium_large-height":401,"large":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL.png","large-width":2400,"large-height":1254,"1536x1536":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-1536x803.png","1536x1536-width":1536,"1536x1536-height":803,"2048x2048":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-2048x1070.png","2048x2048-width":2048,"2048x2048-height":1070,"third_width_square":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-324x324.png","third_width_square-width":324,"third_width_square-height":324,"profile_24":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/2312-Drift-Predictions-UNFURL-300x300.png","profile_300-width":300,"profile_300-height":300}},"bottom_cta":{"title":"","subtitle":"","button_text":"","button_link":"","button_text_two":"","button_link_two":""},"related_posts":[{"ID":110182,"post_author":"346","post_date":"2023-09-14 08:00:30","post_date_gmt":"2023-09-14 12:00:30","post_content":" AI Made Me Do It is a monthly take on what\u2019s new in AI \u2014 personal stories, opinions, and inspiration from Drift\u2019s leadership team. This inaugural edition is written by AI devotee and Drift CEO, Scott Ernst.\u00a0 \u00a0<\/span><\/i><\/p>\r\n\r\n AI is the biggest technological revolution humanity has ever experienced.<\/b> Rather than seeing it as a potential omen, we need to look at it as a massive opportunity. Because the reality is, AI already has been in our lives for years \u2014 suggested TV shows, voice memos, even GPS calibrations. What\u2019s changed now is that the technology has been substantiated and consumerized. The release of ChatGPT very suddenly gave people all over the world the opportunity to engage with AI in a way that has never been available before.<\/p>\r\n But this isn\u2019t our first technological revolution.<\/b> The Agricultural Revolution, the Industrial Revolution and the Computational Revolution have all had a net-positive impact on humanity. That\u2019s going to be true with the Intelligence Revolution, too. As the use of AI becomes more mainstream, the companies and people that integrate AI into their lives and work will thrive, while companies who don\u2019t will fade away. Like any revolution, there will likely be short-term turbulence, but long-term, these new technologies will enable us to live smarter, easier, and better lives.<\/p>\r\n We all have an incredible opportunity to lay claim on a new technology.<\/b> We\u2019re still in the dawn of consumerized AI, but the technology is evolving remarkably fast. What\u2019s crucial now is taking the time on both an individual and collective level to simply engage with it. My daughter is a software engineer and my son is a filmmaker. I\u2019ve told them both, \u201cDon't stick your head in a hole.\u201d You need to start using GPT. If you can gain expertise and knowledge about this technology now, while it\u2019s still young, you can have a material impact on your business and on your own life, and it will be easier to adapt with it later on. Don\u2019t wait to be disintermediated.<\/p>\r\n The strength and the importance of human creativity will not go away.<\/b> In fact, I believe AI will create a premium on what humans do best. It\u2019ll allow us to work on the things that are truly inspirational, nourishing and additive to what we do and who we are, like idea generation and artistry. AI will automate so much of the tedious grunt work (like transcription and summarization) that we\u2019ll have unprecedented space and time to be creative.<\/p>\r\n Go fast, not big.<\/b> If you look to AI to immediately solve a huge challenge or enable a major business transformation, it will become too hard to tackle. Start with the tactical and individual use cases, and then work up to the big idea once you have a proven road of incremental improvements and investments. In the short term, find the little ways that AI and GPT can make your life and work simpler and more successful. And in the long-term, you\u2019ll be able to meet the Intelligence Revolution with open arms.<\/p>\r\n\r\n I use GPT technology every day. I use it to prepare for customer meetings. I use it to synthesize documents. I use it to learn more about topics that I need to be refreshed on. Recently, I\u2019ve even started using GPT to enhance my email correspondence. A big part of my job as Drift\u2019s CEO is communicating with customers, prospects and company stakeholders. While I could have these emails simply sent on my behalf, I feel much more comfortable writing to people in my own words and in my own voice \u2014 it just feels more natural and human.<\/p>\r\n Since I\u2019ve been at Drift, I\u2019ve kept versions of the emails I have written in a document so I can keep track of the work I\u2019ve done. Now, when I get a request to write an email to a customer or a prospect, I\u2019ll drop one of those documents of prior correspondence into GPT, and I\u2019ll ask it to draft an email in a similar tone. The draft it produces gives me a great starting point that I can quickly edit and send out because it takes care of all the major points of content \u2014 all I have to do is make minor tweaks.<\/p>\r\n I used to agonize over these emails, but by using GPT to kickstart that process, I save a significant amount of time that I can now put towards more creative and collaborative work. I've built that mindset into everything that I do. For me, GPT is a search engine, a content recommender, a quick learning platform, and so much more. It's very much a part of my day-to-day life.<\/p>\r\n The Single Best Thing I\u2019ve Read (Watched\/Listened to) About AI:<\/strong> The Marketing AI show<\/a> (podcast) from Paul Reotzer and the MAII has become a go-to resource for me. I try to listen to a new episode every week. There is so much happening right now, it\u2019s great to have this touchpoint on new announcements and breaking news in AI for marketing.<\/p>\r\n\r\n A monthly take on what\u2019s new in AI \u2014 personal stories, opinions, and inspiration from Drift\u2019s leadership team. This edition is written by Drift's SVP of Product, Matt Tippets.<\/i><\/p>\r\n\r\n The intelligence revolution is well underway. <\/b>Self-driving cars and robot assistants were once considered sci-fi fantasies of the future. Now, thanks to AI, they\u2019re here and only getting better every day. The best part is you don\u2019t need a computer science degree or decades of experience to use the technology \u2014 it\u2019s available for everyone, right now. AI and GPT allow us to make our lives more efficient in big and small ways. And in many cases, we don\u2019t even think about it much anymore. From Siri to smart thermostats to ChatGPT, AI can help all of us move through our days more smoothly than ever before. While the excitement around generative AI has opened up more opportunities \u2014 and concerns \u2014 we\u2019ve all become accustomed to the support and benefits of AI solutions and products.<\/p>\r\n Strong AI meets users where they are with what they need. <\/b>What makes AI and GPT technology so unique is its ability to understand and contextualize what every individual user cares about and needs. Instead of foraging through search engines or Reddit posts for information, users can type a question into a GPT chatbot and receive a precise answer. AI is enabling one-to-one conversations in a way that technology has never done before, ushering in a new era of truly individualized communication and support.<\/p>\r\n Individualization is the new personalization. <\/b>Personalization has meant \u201cDear Matt\u201d at the top of a brand email instead of \u201cDear customer.\u201d It has meant sending me an email with stores close to my house instead of a generic list of locations or changing the background of a website to my favorite color. These elements of personalization were once revolutionary, but today\u2019s buyers barely bat an eye at them. Now, it\u2019s time to take that personalization to the next level by clearly recognizing not only who the buyer is by name, but understanding what they\u2019re looking for and how you can help \u2014 and that\u2019s where AI comes in.<\/p>\r\nAI and GPT will change decision-making forever. <\/b>When data was only stored in our minds, our decisions were necessarily instinctual and informed only by our experiences and relationships. Data then made its way onto the printed page and then the digital page and decision-making became more informed, more reliable. Now, data might as well be infinite\u2026 there\u2019s too much for us to process on our own to make the best decisions. Consider Google Maps \u2014 a mundane but intelligent app \u2014 and how it helps us make decisions. It processes every reasonable route, evaluates traffic, fuel economy, and more to make a recommendation. And we (usually) trust it. As trust increases in AI, we\u2019ll find friction removed from a variety of decision-making processes whether it\u2019s which route to take to work or how to create an individualized experience for every prospect and customer.\r\n As someone who builds conversational products for a living, GPT has become a great assistant in helping me experiment at scale. For example, this morning, I needed to test the effectiveness of a chatbot we wanted to launch on our site. Instead of sitting at my computer, trying to think of different ways to ask the same question \u2014 or other related questions, I typed in the questions to GPT to see what questions it could come up with. Then, I was able to copy and paste those questions into the bot and do a full round of testing in a matter of minutes. By saving time in the testing phase, my product team and I are able to iterate and build even faster.<\/p>\r\n The Single Best Thing I\u2019ve Read About AI:<\/strong> Nielsen\u2019s new study Information Foraging with Generative AI: A Study of 3 Chatbots<\/i><\/span><\/a><\/p>\r\n\r\n A monthly take on what\u2019s new in AI \u2014 personal stories, opinions, and inspiration from Drift\u2019s leadership team. This edition is written by Drift\u2019s VP of Global Sales and Partnerships, Lee Zucker<\/a>.<\/i><\/p>\r\n\r\n It\u2019s no longer sexy to simply use<\/i> AI or GPT tech. <\/b>Though AI has been behind the scenes of our Netflix recommendations and Google Maps routes for years, in 2023, for the first time ever, it came to the forefront. The democratization of AI means that it\u2019s really not enough to state that your business uses AI or GPT\u2014so do your competitors, partners, and even your neighbors!<\/p>\r\n In this new era of open access to AI tech, we need to ask ourselves: How are we uniquely harnessing this technology to enable the best experiences for our customers and for ourselves? That\u2019s<\/i> what will make AI sexy for businesses.<\/p>\r\n Partnering with AI will propel your personal growth, not stunt it.<\/b> I\u2019ve learned that I can\u2019t waste time worrying about whether AI will replace me or my team. Instead of panicking and avoiding AI tech, I believe that now is the best time to learn as much as you possibly can about how to incorporate it into your job and into your day-to-day life. By utilizing AI as both an efficiency tool and an inspiration source for things like analyzing back-end analytics to refining marketing campaigns, you can improve your own workflows, accelerate your brainstorms, and energize your boldest and most creative ideas, which will ultimately lead to better solutions, happier customers, and more successful careers.<\/p>\r\n By adopting AI and leveraging its full potential, my job won't disappear. If anything, new doors will be opened for me.<\/p>\r\n In the long term, AI will lead to less frustrating experiences for all. <\/b>AI and GPT provides one-to-one hyper-individualization for audience engagement, no matter if a customer wants a simple Q&A box, a text-based chatbot, or even a phone conversation with a human-like AI voice. Thanks to AI and GPT, endless day-to-day inefficiencies like waiting on hold, scouring the web for FAQs, or navigating glitchy, convoluted website support pages will become a thing of the past. Not only customers\u2014but really, all of us\u2014will be able to move through our days and our lives faster, easier and more informed than ever. I truly believe that if we power our most visionary solutions with AI, we will see unprecedented advances in our personal lives, our businesses, our economies, and our world.<\/p>\r\n\r\n GPT is a phenomenal source of inspiration for both my work and personal writing. Recently, I used GPT to write a wedding speech: I gave it prompts based on very specific memories or personality traits of the people that I wanted to call out. Then, I iterated on what it sent back to me to make the text shorter, longer, and funnier. While the final speeches looked pretty different from the original GPT drafts, the technology helped inspire me to write more meaningful and personal speeches. Now that GPT is available to everyone, I think writer\u2019s block will become a thing of the past.<\/p>\r\n\r\n The Prof G Pod with Scott Galloway<\/a><\/span> <\/i>has a fantastic episode with Mustafa Suleyman, the CEO and co-founder of Inflection AI, called The Proliferation of AI & the Next Wave of Technology<\/span><\/a>.<\/span> In the episode, they do a wonderful job explaining the power of AI and the positive impact it can have while also addressing the risks still associated with it if it is not managed properly.<\/p>","post_title":"#4: AI Made Me Do It \u2014 AI Doesn't Make You Special","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-ai-made-me-do-it-ai-doesnt-make-you-special","to_ping":"","pinged":"","post_modified":"2024-01-09 13:18:47","post_modified_gmt":"2024-01-09 18:18:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.drift.com\/?p=111076","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]},"yoast_head":"\nAI Adoption Is the Only Way Companies Will Thrive\u2026<\/h2>\n
![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Scott_Ernst_Headshot-1.jpg\")
<\/b><\/p>\n![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Matt_Tippets_Headshot-1.jpg\")
<\/b><\/p>\n![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/11\/Emily_Singer_Headshot-1.jpg\")
<\/b><\/p>\n
\n![\"\"](\"https:\/\/www.drift.com\/wp-content\/uploads\/2023\/12\/Lee-Black-BG.jpg\")
Lee Zucker:<\/b> It\u2019s time to stop worrying about AI taking our jobs and focus on how it can help us do our jobs better. For me, that means encouraging my reps to optimize their processes through AI: How can they use it to better prioritize their day? To send more emails, faster? When sales reps adopt AI, they won\u2019t be replaced. They\u2019ll be more sought-after.<\/span><\/p>\n\u2026But Human Experiences Will Continue to Prevail<\/h2>\n
<\/b><\/p>\n<\/b><\/p>\n<\/b><\/p>\n<\/h2>\n
Final Thought<\/h2>\n
Drift\u2019s leadership team shared more of their thoughts ON the future of B2B businesses and AI in our monthly LinkedIn newsletter, AI Made Me Do It<\/i>. Subscribe today!<\/span><\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"
What\u2019s On My AI-Mind<\/h2>\r\n
GPT Made This for Me: Easier Email<\/h2>\r\n
Want to hear more about Drift\u2019s involvement in the future of AI and the Intelligence Revolution? Register<\/span> for Drift\u2019s keynote.<\/a><\/h3>","post_title":"#1: AI Made Me Do It \u2014 Meet AI with Open Arms","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"1-ai-made-me-do-it-meet-ai-with-open-arms","to_ping":"","pinged":"","post_modified":"2023-09-13 10:49:41","post_modified_gmt":"2023-09-13 14:49:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.drift.com\/?p=110182","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":110700,"post_author":"381","post_date":"2023-10-18 08:00:19","post_date_gmt":"2023-10-18 12:00:19","post_content":"
What\u2019s On My AI-Mind<\/h2>\r\n
GPT Made This for Me: Task Efficiency<\/h2>\r\n
In case you missed it, Scott Ernst and I talked all about our AI-envisioned future state at Drift during our 2023 keynote. Watch it on demand here<\/span><\/a>.<\/h3>","post_title":"#2: AI Made Me Do It \u2014 Your Sci-Fi Fantasies Are Now Reality","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2-ai-made-me-do-it-sci-fi-fantasies-are-now-reality","to_ping":"","pinged":"","post_modified":"2023-10-17 18:20:50","post_modified_gmt":"2023-10-17 22:20:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.drift.com\/?p=110700","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":111076,"post_author":"369","post_date":"2023-12-13 08:00:38","post_date_gmt":"2023-12-13 13:00:38","post_content":"
What\u2019s On My AI-Mind<\/h2>\r\n
GPT Made This for Me: Wedding Speeches<\/h2>\r\n
The Single Best Thing I\u2019ve Listened to About AI<\/h2>\r\n