Podcast Summary: The Agile Brand with Greg Kihlström®
Episode #668: The Five Levels of AI with Courtney Baker, KnownWell
Release Date: April 25, 2025
Introduction
In Episode #668 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages in an insightful conversation with Courtney Baker, Chief Marketing Officer at KnownWell and co-host of the AI Know How podcast. The discussion delves into the evolving role of artificial intelligence (AI) in marketing and professional services, exploring how AI can transform client intelligence and operational strategies to build long-term business value.
Background of the Guest: Courtney Baker
Courtney Baker brings a wealth of experience in marketing and AI, having worked across various sectors including nonprofits, professional services, and executive coaching. Her journey led her to KnownWell, where she plays a pivotal role in developing AI-driven client intelligence platforms tailored for professional service firms.
Courtney Baker [02:53]: "I've always felt like I could take my craft and deploy it to what I was interested in... it's just really neat to be able to do that."
Understanding Client Intelligence
Defining Client Intelligence in Professional Services
Courtney explains that client intelligence for professional service firms differs significantly from customer relationship management (CRM) in sectors like SaaS or e-commerce. Professional service firms rely heavily on relational data rather than transactional data, making traditional CRMs inadequate for their needs.
Courtney Baker [05:08]: "What you have is rich relational data... and provide an objective view of what's going on in the health of that relationship with that client."
Challenges with Traditional CRMs
Traditional CRMs often fall short in capturing the nuanced relationships professional service firms maintain with their clients. As firms scale, maintaining a personal touch becomes challenging, leading to potential blind spots in client relationships.
Courtney Baker [07:31]: "It's a customer relationship management... it's really an acquisition platform. It really is actually a terrible way to track what's happening in your client relationships."
The Role of AI in Enhancing Client Intelligence
Scaling Relationship Management with AI
AI emerges as a solution to bridge the gap between maintaining personalized client relationships and scaling operations. KnownWell utilizes AI to analyze communications—such as emails, Slack messages, and meeting transcripts—to provide an objective assessment of client relationship health.
Courtney Baker [05:08]: "Use AI to help us humans do what only humans can do... to be in relationship with their customers."
Objective Insights vs. Subjective Assessments
AI offers an objective layer of analysis that complements human intuition, reducing reliance on subjective assessments that can lead to blind spots and unexpected client churn.
Courtney Baker [12:20]: "It's not that you're not going to need subjective, it's just that you're going to use both and really create kind of a powerhouse of knowing, confidently knowing that you know what's actually happening with your clients."
The Five Levels of AI
Courtney introduces her framework, "The Five Levels of AI," which outlines the progression of AI integration within businesses and its impact on various functions.
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Manual Labor
The foundational level where AI applications like robotics handle repetitive physical tasks. -
Execution
AI automates core knowledge work, enhancing individual performance. Tools like ChatGPT fall into this category, assisting professionals in their daily tasks. -
Operations
AI facilitates collaboration across organizations, driving business results beyond individual performance. Platforms like KnownWell operate at this level by providing organizational insights. -
Strategy
Although nascent, AI begins to influence strategic decision-making within organizations, shaping long-term business goals. -
Ideology
The pinnacle where AI intersects with the core values and purposes of a business. This level requires careful consideration to balance technological advancement with human-centric values.
Courtney Baker [15:09]: "At the very top we have, you know, the ideology of our businesses... hopefully we retain that."
Current AI Adoption in Marketing Firms
Execution Level Dominance
Most marketing and professional service firms currently operate at the execution level, leveraging AI to enhance individual productivity and streamline operations. However, integration at the operational level remains limited due to the nascent nature of such AI tools.
Courtney Baker [20:06]: "Most marketing firms today... are still before that [operational level]. KnownWell is one of them."
Future Prospects for Operational AI Tools
As AI technology matures, more operational-level tools are expected to emerge, offering mid-market and smaller firms affordable solutions to leverage AI without the high costs of developing proprietary systems.
Courtney Baker [22:08]: "With AI, you can actually bend that curve of that growth curve... get more out of their individual contributors."
Addressing Blind Spots and Reducing Churn
AI platforms like KnownWell help organizations identify and mitigate blind spots in client relationships, reducing the risk of unexpected client churn. By providing objective data-driven insights, firms can make informed decisions rather than relying solely on gut feelings.
Courtney Baker [25:11]: "Help you make decisions from data... from the person on the ground dealing with the client to the CEO."
Impact of Podcasting on Understanding AI and Marketing
Courtney shares how hosting her own podcast, AI Know How, has deepened her understanding of AI's impact on business and society. Engaging with technologists and business leaders has been instrumental in translating complex AI concepts into practical strategies for executives.
Courtney Baker [26:52]: "It's been really helpful for me... to share it with people that are listening."
Staying Agile in a Rapidly Evolving Landscape
When asked about maintaining agility, Courtney emphasizes the importance of surrounding oneself with smart, collaborative individuals who challenge and inspire continuous growth and adaptation.
Courtney Baker [29:53]: "It's so much of it is the people around me... hang on to them, they're worth it even when it's hard."
Conclusion
In this episode, Courtney Baker elucidates the transformative potential of AI in enhancing client intelligence for professional service firms. By moving beyond traditional CRM systems and embracing AI-driven insights, firms can maintain personalized client relationships at scale, reduce churn, and make data-driven decisions. The discussion underscores the importance of integrating AI thoughtfully across different organizational levels to build an agile brand poised for long-term success.
Notable Quotes:
- Courtney Baker [05:08]: "Use AI to help us humans do what only humans can do... to be in relationship with their customers."
- Courtney Baker [12:20]: "Create kind of a powerhouse of knowing, confidently knowing that you know what's actually happening with your clients."
- Courtney Baker [15:09]: "Hopefully we retain that [ideology level]... thinking about it in this frame really helps maybe unlock what could the future look like."
- Courtney Baker [25:11]: "Help you make decisions from data... from the person on the ground dealing with the client to the CEO."
Additional Resources
- KnownWell: Explore more about Courtney Baker's work and KnownWell's client intelligence platform by visiting their website.
- AI Know How Podcast: Dive deeper into AI discussions by tuning into AI Know How.
- The Agile Brand: Access more episodes and resources at theagilebrand.com.
This summary captures the core discussions, insights, and conclusions from Episode #668 of The Agile Brand with Greg Kihlström®. For a more in-depth understanding, listeners are encouraged to listen to the full episode.