B2H (Business to Human) Marketing in the Age of Robots

For decades, AEC firms have built business and client relationships through highly personal and in-person interactions. Then, digital transformation, the convergence of B2B and B2C experiences, the generational hand-off and the long-lasting effects of the pandemic forever changed the “how” of building relationships in the new, digital-first environment.

Now, AI is disrupting every industry with the promise of personalization and tailored experiences – automated relationships at scale. With the lines between “human” and “artificial,” “real” and “fake” getting blurry, trust and relationships have become the most valuable business currency.

In this new technological revolution, even digital natives like Gen Z are looking for more human-like interactions and experiences. So, how do you balance the need for AI’s speed, power and automation to meet today’s business customers’ expectations of immediate, always-on digital experience and the value of “human touch”?

The next phase in marketing is about balancing high tech and high touch to get more personal with your audiences by strategically and effectively using tools we’ve never had available to us before.

The session will show how by harnessing the power of AI to scale your marketing while combining it with human-only strategies that build trust in today’s digital-first business environment, you can propel your firm (and your career) forward.

The program will provide practical, actionable insights and a new toolkit (and ammunition) you can take back to your firm. You are guaranteed to walk away inspired and with a practical roadmap to get started!

Learning Objectives:

• Explore how AEC firms can leverage the power of AI to enhance and personalize experiences for a more human-centric approach that today’s AEC buyers want and expect.
• Learn how to humanize your brand and communications to build stronger emotional connections, affinity and advocacy that propel relationship-led growth.
• Identify top-performing marketing strategies and the most effective tactics for navigating the changing landscape of client relationships in the age of automation and AI.

Presenter: Ida Cheinman, Principal/Creative Director, Substance151