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The Bronze Age, the agricultural revolution, the industrial revolution…we learned about all of these things in history class. A hundred years from now, there will be kids in history class learning about a revolution that’s currently taking place in our world: the AI revolution. We recently attended a keynote by John Sanei, a futurist, Global Expert at Singularity University and part of NASA’s Vision 2040, aiming for a sustainable city on the moon…among a bunch of other really cool things.
John’s keynote blew our minds, and got us thinking about how we can help translate his visionary ideas into actionable strategies for the people we serve. Here’s our best shot at explaining what marketing managers and CMOs in the industrial and construction segments can take away to help prepare their organizations to ride the wave of the AI revolution. Here goes nothing…
1. AI as a strategic partner: redefining decision-making
John Sanei likens the role of AI to the introduction of calculators—it’s not lazy, it’s automating the complex to free up human capacity for higher-order thinking. For industrial marketers, AI tools like generative content platforms and predictive analytics can revolutionize strategy and execution.
How to implement this insight:
- Streamline content creation. Use AI-powered tools to generate case studies, blog posts, or email campaigns. We’re not suggesting that you plug in a prompt to ChatGPT and call it a day. Using generative AI is a great way to help you get started. Then, your team has a framework to work from in refining messaging and strategy.
- Optimize campaign targeting. Leverage predictive analytics to segment leads by behavior or intent, ensuring precision in outreach.
- Test and learn faster. Deploy AI for A/B testing to identify winning marketing strategies more efficiently.
2. Embracing emotional transformation: the journey of change
According to John, organizational transformation is an emotional journey that happens in three phases: sadness (letting go of the old), strangeness (navigating the unfamiliar), and adventure (achieving mastery). This emotional journey is highly relevant when adopting AI or reworking traditional marketing processes.
How to implement this insight:
- Facilitate workshops to address concerns. Create space for team discussions about challenges and fears surrounding AI adoption.
- Communicate the ‘why.’ Explain how AI will enhance—not replace—current roles, and highlight specific benefits such as increased efficiency or more personalized customer engagement.
- Celebrate milestones. Recognize progress during each phase to maintain morale and buy-in.
3. The power of adaptability: thriving amid ambiguity
Adaptability is more important than intelligence when you’re facing rapid change. John emphasized the importance of building an Adaptability Quotient (AQ) to respond effectively. For industrial marketers, this means you’ve got to get nimble.
How to implement this insight:
- Implement agile campaigns. Break campaigns into shorter sprints, allowing for quick adjustments based on data.
- Leverage AI for insights. Use AI tools to monitor shifting market trends and customer behaviors and adjust your messaging accordingly
4. Unlearning as a core competency
John highlighted the importance of shedding outdated beliefs and practices. In industrial marketing, this might mean rethinking how your team approaches branding, lead generation, or customer engagement.
How to implement this insight:
- Challenge assumptions. Regularly evaluate traditional marketing approaches and identify areas where AI could enhance efficiency or creativity.
- Encourage experimentation. Create a culture where trying—and learning from—new tools like chatbots or automation platforms is celebrated.
- Adopt customer-centric strategies. This is not a new concept, but AI can help you break the habit of product-focused messaging and instead, address customer pain points, showcasing how your solutions solve the problems that keep them awake at night.
5. Balancing ‘today’ and ‘tomorrow’ teams
Organizations must balance “Today Teams,” focused on immediate operational efficiency, with “Tomorrow Teams,” driving innovation. For example, a manufacturing company might maintain its core B2B campaigns while exploring AI-driven strategies for emerging markets.
How to implement this insight:
- Set up innovation pilots. Dedicate a small team to experiment with AI tools, such as virtual reality for product demos or AI-enhanced personalization in email marketing.
- Integrate insights. Share learnings from Tomorrow Teams with Today Teams to gradually incorporate innovations into core campaigns.
- Measure impact. Use AI to analyze the performance of new strategies, ensuring they add measurable value before scaling.
6. Preparing for complexity in business models
In the industrial and construction sectors, where long sales cycles and technical decision-making are the norm, the shift from “complicated” to “complex” systems is critical. Success now depends on economies of learning—quickly adapting to new information—over economies of scale.
How to implement this insight:
- Use scenario planning. Model potential disruptions, such as shifts in supply chains or customer priorities, and prepare responses.
- Invest in real-time analytics. Equip your team with tools to track and react to changes in customer behavior or competitive activity.
- Create feedback loops. Gather insights from sales teams, distributors, and end users to continuously refine your approach.
7. The human-AI partnership: a vision for the future
AI isn’t replacing humans—it’s amplifying uniquely human capabilities like creativity, empathy, and leadership. Tools like Suno.ai, which enables users to create personalized music, exemplify AI’s role in enhancing—not erasing—human contributions.
How to implement this insight:
- Focus on human-centered messaging. While AI can generate technical content, ensure your campaigns incorporate storytelling that resonates emotionally.
- Pair automation with personal touchpoints. Use AI for efficiency (e.g., scheduling demos or segmenting leads) but rely on human sales reps to build relationships and close deals.
- Blend creativity and data. Use AI to generate campaign ideas, then refine them with your team’s industry expertise and market knowledge.
8. Building resilience and agile optimism
Sanei advocates for “agile optimism,” a mindset that embraces uncertainty and focuses on behaviors rather than outcomes. For industrial marketers, this means cultivating resilience in the face of rapid technological shifts.
How to implement this insight:
- Empower your team. Offer training in emotional intelligence and change management to help them adapt to new tools and processes.
- Adopt a test-and-learn mindset. Approach each campaign as an opportunity to gather data and refine strategies, rather than striving for perfection from the outset.
- Model optimism as a leader. Communicate a positive vision for how AI will support long-term growth and innovation in your organization.
The way forward
John Sanei’s insights provide a framework for navigating the complexities of the human-AI symphony. By embracing transformation, fostering adaptability, and preparing for complexity, marketing leaders in industrial and construction sectors can position their organizations for sustained success.
The future is not just about keeping pace with AI; it’s about leveraging it to amplify what makes us human—creativity, empathy, and vision. The time to start this journey is now!
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