MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: How Agentic AI Will Transform Sales & Marketing
Host: Benjamin Shapiro
Guest: Daniel Sachs, Co-founder and CEO of Landbase
Release Date: December 10, 2024
Introduction
In this enlightening episode of the MarTech Podcast™, host Benjamin Shapiro engages with Daniel Sachs, the co-founder and CEO of Landbase, to delve into the transformative power of Agentic AI in the realms of sales and marketing. The discussion navigates through the fundamentals of Agentic AI, its distinction from traditional AI, and its profound implications for the future of marketing professionals and strategies.
Explaining Agentic AI
Benjamin Shapiro initiates the conversation by prompting Daniel to simplify the concept of Agentic AI for a broader audience:
“Explain what agentic AI is like. I'm a fifth grader.”
[02:27]
Daniel Sachs responds by differentiating Agentic AI from conventional large language models:
“Agentic AI is software that takes action based on data. So therefore, activities that you may have done in the past, manual repetitive processes across many different software tools can be automated with your approval.”
[02:51]
He further elaborates on how Agentic AI leverages transformer models to perform complex, multi-step tasks autonomously:
“Agentic AI can be built on transformer models or models that can act on things. So my belief is that every different vertical will have a specialized model that will help for better performance.”
[03:42]
Understanding Transformers in AI
Curious about the technical underpinnings, Benjamin probes deeper into the role of transformers:
“When you say the transformer part, what does that mean?”
[04:20]
Daniel references the foundational research that introduced transformers:
“One of the cool things that came out of the AI evolution is this paper, a research paper from researchers at Google called 'Attention is All You Need.' And it was a concept of how to train AI in a new way. And that laid the foundation for large language models and companies like OpenAI.”
[04:38]
He underscores that transformers are the backbone of next-generation AI, enabling Agentic AI to perform actions beyond mere data processing.
Agentic AI vs. Traditional AI
Benjamin draws a comparison between Agentic AI and traditional AI interactions:
“Agentic AI is I've done five different steps to get an outcome and then take an action, as opposed to just displaying information back to you based on the information you're giving.”
[05:56]
Daniel concurs, highlighting the shift from user-prompted actions to AI-initiated prompts:
“In the future, I think we won't have to prompt our software, but our software will prompt us.”
[06:00]
This evolution signifies a move towards more autonomous and proactive AI systems that streamline workflows and decision-making processes.
Impact on Human Interaction and Daily Life
The conversation takes a reflective turn as Benjamin connects Agentic AI to everyday human interactions:
“Ironically, it might take the machines to help us get back to being human.”
[07:32]
Daniel shares an optimistic vision where Agentic AI liberates individuals from mundane tasks, allowing greater human connection and engagement with nature:
“This next generation of AI can free us up to reclaim our day and do more of what we love and be in person and be more human and connect again with nature.”
[07:32]
Buy or Sell: The Future of Marketers
Transitioning to the practical implications, Benjamin introduces the "Buy or Sell" segment, questioning whether marketers will remain relevant:
“Are you buying or selling that marketers will be out of the job because artificial intelligence can do some of the common tasks that they rely on to be functional.”
[10:57]
Daniel offers a nuanced perspective:
“I'm going to buy marketers all day, but I'll sell marketers that aren't empowered by AI.”
[11:10]
He emphasizes that while AI can automate repetitive tasks, the creative and strategic aspects of marketing remain irreplaceable. Marketers who leverage AI to enhance their creativity and strategic thinking will thrive, whereas those who do not adapt may find their roles obsolete.
The Crystal Ball: Marketers in 10 Years
In a visionary segment, Benjamin asks Daniel to project the state of marketing a decade hence:
“Look at your crystal ball and tell me what do you see from marketers in 10 years as agentic AI develops?”
[12:41]
Daniel forecasts a renaissance of creative strategy in marketing, reminiscent of the "Mad Men" era but infused with modern AI capabilities:
“What we're going to see is automation of the roles that you should just live in. [...] We're going to go back actually to a world of marketing that probably was what it was like more like 30 years ago, where you're thinking, how do we creatively bring a campaign to market across radio and tv?”
[13:05]
He anticipates a shift away from operational complexities towards more emotionally resonant and creatively driven marketing campaigns, enhanced by AI-driven data insights.
The Return to Creative Differentiation
Benjamin reflects on the cyclical nature of marketing trends, noting the pendulum swing from creative strategy to performance marketing and now back:
“It really becomes valuable and we deprioritized the creative piece. Now it seems like we might be able to have the best of both worlds.”
[15:19]
Daniel reinforces the importance of differentiation in an AI-saturated marketing landscape:
“The most differentiated campaigns that we've seen these days are offline channels, in person, door to door, literally. Old school phone calls, events, billboards, those are the ones that are hitting and making a difference.”
[16:05]
He highlights that in an era where AI models may push towards homogenized messaging, true brand success lies in fierce creativity and unique value propositions.
Conclusion
As the episode wraps up, the key takeaway is clear: Agentic AI is not a threat to marketers but a powerful tool that, when harnessed correctly, can elevate the creative and strategic facets of marketing. The future beckons a harmonious blend of human ingenuity and AI efficiency, fostering a marketing landscape that is both innovative and deeply human.
Final Thoughts from Benjamin Shapiro:
“All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.”
[17:21]
Key Quotes with Timestamps
-
Daniel Sachs [02:51]: “Agentic AI is software that takes action based on data. So therefore, activities that you may have done in the past, manual repetitive processes across many different software tools can be automated with your approval.”
-
Daniel Sachs [03:42]: “Agentic AI can be built on transformer models or models that can act on things. So my belief is that every different vertical will have a specialized model that will help for better performance.”
-
Daniel Sachs [04:38]: “... the research paper from researchers at Google called 'Attention is All You Need.' And it was a concept of how to train AI in a new way.”
-
Benjamin Shapiro [05:56]: “Agentic AI is I've done five different steps to get an outcome and then take an action, as opposed to just displaying information back to you based on the information you're giving.”
-
Daniel Sachs [06:00]: “In the future, I think we won't have to prompt our software, but our software will prompt us.”
-
Daniel Sachs [07:32]: “This next generation of AI can free us up to reclaim our day and do more of what we love and be in person and be more human and connect again with nature.”
-
Daniel Sachs [11:10]: “I'm going to buy marketers all day, but I'll sell marketers that aren't empowered by AI.”
-
Daniel Sachs [12:41]: “What we're going to see is automation of the roles that you should just live in.”
-
Daniel Sachs [16:05]: “The most differentiated campaigns that we've seen these days are offline channels, in person, door to door, literally. Old school phone calls, events, billboards, those are the ones that are hitting and making a difference.”
About Landbase
Landbase specializes in developing Agentic AI solutions tailored for go-to-market strategies. By harnessing large language and action models, Landbase automates and optimizes sales and marketing workflows, driving business growth through intelligent data-driven decisions.
For more information, visit landbase.com or connect with Daniel Sachs on LinkedIn.
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This detailed summary captures the essence of the conversation between Benjamin Shapiro and Daniel Sachs, highlighting the pivotal role Agentic AI is set to play in revolutionizing sales and marketing. By focusing on the intersection of technology and human creativity, the episode offers a forward-thinking perspective for marketers aiming to thrive in an AI-enhanced landscape.