By Refresh Miami
Who needs sleep? The Refresh team was out and about to sample some of Miami Tech Month. Read our first installment here.
The POSSIBLE Conference that brought Elon Musk to the stage last year was a massive takeover of the Fontainebleau hotel again this year. Although the event is geared toward the marketing industry, the underlying theme of the headlining sessions was the impact of tech, particularly AI, on marketing strategy and its potential to unlock limitless creativity.
Sean Downey of Google’s Americas & Global Partners said that AI is transforming the role of the Chief Marketing Officer into a ‘Change Management Officer’ due to the effect AI has on business strategy on a daily basis. He suggested that businesses should not focus on creating a standalone AI strategy, but rather, using AI to run your existing business strategy. Downey emphasized the importance of prioritizing creativity amidst the AI efficiency boom, noting that 15% of Google searches are new each day, and AI can help us cater to that ongoing curiosity.
Laura Jones, CMO of Instacart, showcased their new Caper cart, an AI-powered shopping assistant cart that streamlines the shopping experience by automatically calculating items placed in the cart, offering pairing suggestions, and providing automatic discounts.
Gary Vaynerchuk’s session focused on the importance of meeting consumers where they are and not underestimating the power of organic social media. He urged marketing companies to recognize that they aren’t in control, pointing out that in his view, organic social media remains the top media buy. He argued that social media still gives the most creative people and content the best chance to gain traction.
According to Vaynerchuk, failing to understand how organic social media shapes opinions and influences people’s thinking is a grave mistake for businesses. – Nicole Vasquez
