The Agile Brand: Left-brain/Right-brain AI with Peter van der Putten, Director AI Lab at Pega
The Agile Brand? with Greg Kihlstr?m
The award-winning podcast and best-selling books on MarTech, AI, and digital transformation by Greg Kihlstr?m.
The leading enterprise marketing podcast, available everywhere
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About the Episode
Today we’re going to talk about the ethical use of #AI, and how the concept of left-brain/right-brain AI can give businesses the best of all things, by helping them to create great customer experiences that are valuable to the business, while using AI in a responsible way.
To discuss this topic, host Greg Kihlstrom welcomes Peter van der Putten , Director AI Lab at Pegasystems .
ALSO: Congrats to host Greg Kihlstr?m for being named the #1 Marketing Thought Leader in 2024 by Thinkers360
About Peter van der Putten
Peter van der Putten is assistant professor of AI, Leiden University, and lead scientist and director, AI lab, at Pega. He is particularly interested how intelligence can evolve through learning, in man or machines. Peter has a MSc in Cognitive Artificial Intelligence from Utrecht University and a PhD in data mining from Leiden University, and combines academic research with applying these technologies in business. He teaches New Media New Technology and supervises MSc thesis projects.
Resources
Here are three key takeaways from our conversation:
1?? Moving Towards an AI-Driven Approach: Our guest, Peter van der Putten, Director AI Lab at Pega, sheds light on the transformative power of artificial intelligence in marketing. He explains how adopting an AI-driven approach, such as utilizing next best action strategies, can revolutionize the way teams work together. By leveraging AI, teams can break down siloed channels and departments, fostering collaboration and driving better outcomes for their organizations.
2?? The Importance of Strategic Thinking: As we delve into the discussion, we uncover the significant role that humans play in the age of AI. While AI can handle the minutiae, it is up to us to bring strategic thinking to the table. By focusing on defining clear goals and monitoring our progress towards achieving them, we can harness the power of AI to make more informed decisions and drive our brands forward.
3?? Ethical Considerations in AI: The conversation takes an important turn as we explore the ethical implications of AI. Our guest emphasizes the need to build transparency, fairness, and accountability into automated decision-making processes. We touch on the importance of ensuring that AI systems are free from biases and are explainable and auditable. This thought-provoking discussion reminds us of the responsibility we have as marketers to use AI in a way that benefits both our brands and our customers.
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?? Book Updates
Thanks to Thinkers360 for naming 2 of our books: The Agile Brand Guide to Generative AI & The Agile Brand Guide to Marketing Measurement & Analytics to their "Top 50 Books to Read in 2024" list!
?? Events & Speaking Engagements
2/5-7: Medallia Experience (Las Vegas, NV): Greg Kihlstr?m will be talking with several industry leaders for the podcast.
2/22: Sparking a Culture of Agility (virtual): Greg Kihlstr?m and Matthew Egol will be co-presenting this webinar on building a customer-centric culture centered on meaningful change.
2/26-28: eTail West 2024 (Palm Springs, CA): Greg Kihlstr?m will be moderating a panel at this premier retail event.
3/6-7: AAMD TechCon (Denver, CO): Greg will be speaking about building a customer-centric brand in a talk based on his book, House of the Customer and doing a fireside chat w/ Adam Chen on the topic of #AI adoption.
3/17-20: Shoptalk 2024 (Las Vegas, NV): More details forthcoming
4/12-13: AAF District 3 Conference (Richmond, VA): Greg will be talking about the impact of AI on marketing and advertising agencies and their clients.
4/30-5/2: Customer Experience Professionals Association (CXPA) Leaders Advance (Denver, CO): Greg will be co-presenting on the topic of customer journey orchestration
5/23: B2B MarCom Summit: Greg will be leading a fireside chat at this inaugural event from Capitol Communicator and Potomac Tech Wire
6/9-11: Pegasystems PegaWorld iNspire 2024 (Las Vegas, NV): More details forthcoming.
6/18: SME 2024 (virtual): Greg Kihlstr?m will be talking about how to turn social media interest into action on a panel at this digital marketing conference. More details forthcoming.
9/10-12: MAICON 2024 (Cleveland, OH): It's (Past) Time for AI Operations. Greg Kihlstr?m will be presenting on the topic of setting up AI Operations to run in parallel with your Marketing Operations.
9/18: AAF South Dakota (Sioux Fall, SD): Greg Kihlstr?m will be speaking about his book, House of the Customer for the AAF South Dakota members in Sioux Falls, SD.
Links: Books | Podcast | Blog | Consulting | Book Greg as a Speaker
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