GrowthPath Partners LLC

Empowering Purpose-Driven Growth

Liza Adams

When AI Filters Brands: Will Marketing Go Physical?

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What if AI becomes the new gatekeeper of brand perception, forming opinions about your brand before humans ever do?

Had this wild idea watching ChatGPT Operator demo ordering pizza and groceries, while Gemini and ChatGPT are already doing deep research and analysis for us.

These AI agents will soon filter our content, manage our research, and influence our buying decisions. They’ll analyze thousands of reviews, social posts, and brand content in seconds. They will form opinions before a human sees anything. (Here’s an example: https://lnkd.in/ghFDH4cr)

So I wonder… will this push marketing to the physical world? Will brands find new ways to reach people directly to avoid being completely filtered out?

We might see more:

  • Physical ad placements in business districts and transit hubs

  • High-impact direct mail campaigns

  • In-person industry events and conferences

  • Executive briefing centers to showcase innovation

Maybe as AI gets better at managing our digital lives, brands will fight harder for these direct human touchpoints. After all, humans still make the final call.

Just thinking out loud here. But I’m curious… how are you thinking about maintaining human connections when AI increasingly stands between you brand and your audience?

#B2BMarketing #AIAgents #FutureOfMarketing #HumanCentered

I shared some related thoughts here: https://www.linkedin.com/feed/update/urn:li:activity:7295448472105754625?commentUrn=urn%3Ali%3Acomment%3A%28activity%3A7295448472105754625%2C7295486204987277312%29&replyUrn=urn%3Ali%3Acomment%3A%28activity%3A7295448472105754625%2C7295517573930962944%29&dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287295486204987277312%2Curn%3Ali%3Aactivity%3A7295448472105754625%29&dashReplyUrn=urn%3Ali%3Afsd_comment%3A%287295517573930962944%2Curn%3Ali%3Aactivity%3A7295448472105754625%29

Anthropic: AI Augments Work, Doesn’t Just Replace

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Published on 2025-02-11 14:31

AI is changing how we work, and Anthropic, an AI company, has a way to track its impact in real time.

A new study from Anthropic (see link in the comments) analyzed millions of AI interactions instead of relying on surveys. It shows where AI is helping the most and how it is changing different roles.

► AI is heavily used in software and writing jobs.

Engineers, data scientists, and copywriters rely on it the most, as shown in the chart below.

► AI is spreading to many other jobs.

More than 1/3 of occupations use it for at least 1/4 of their tasks.

► AI is helping more than replacing.

57% of AI use is about augmentation (improving human work), while 43% is automation, where AI does the work with little guidance.

► Some jobs see little AI use.

Roles that involve physical work, like construction and healthcare, have not integrated AI much.

A year ago, I shared how I use AI for strategic thinking. By guiding AI with your knowledge, perspectives, and frameworks, you unlock its true value.

This new research reinforces that AI isn’t just about automation. It’s a collaboration tool that helps us refine ideas, challenge assumptions, and improve work.

For those interested, see my collaboration with AI about my perspectives on how AI is changing marketing workflows and teams here: https://lnkd.in/g6nKkMXT

The shift is happening fast. Where is AI making the biggest impact for you?

#FutureOfWork #AI #Marketing #Automation #Augmentation

Chart showing AI usage and impact across various job roles

AI at Work: Anthropic’s New Data on Impact & Augmentation

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AI is changing how we work, and Anthropic, an AI company, has a way to track its impact in real time.

A new study from Anthropic (see link in the comments) analyzed millions of AI interactions instead of relying on surveys. It shows where AI is helping the most and how it is changing different roles.

  • AI is heavily used in software and writing jobs. Engineers, data scientists, and copywriters rely on it the most, as shown in the chart below.

  • AI is spreading to many other jobs. More than 1/3 of occupations use it for at least 1/4 of their tasks.

  • AI is helping more than replacing. 57% of AI use is about augmentation (improving human work), while 43% is automation, where AI does the work with little guidance.

  • Some jobs see little AI use. Roles that involve physical work, like construction and healthcare, have not integrated AI much.

A year ago, I shared how I use AI for strategic thinking. By guiding AI with your knowledge, perspectives, and frameworks, you unlock its true value.

This new research reinforces that AI isn’t just about automation. It’s a collaboration tool that helps us refine ideas, challenge assumptions, and improve work.

For those interested, see my collaboration with AI about my perspectives on how AI is changing marketing workflows and teams here: https://lnkd.in/g6nKkMXT

The shift is happening fast. Where is AI making the biggest impact for you?

#FutureOfWork #AI #Marketing #Automation #Augmentation

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Agentic Go-to-Market: How AI Transforms Customers

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Published on 2025-02-10 15:11

Last week, I shared practical tips and insights https://lnkd.in/gCH8d6Mk on how AI agents are becoming both our customers’ helpers and our teammates.

One small example of this shift: we use AI to create strong content that will then be reviewed by our customers’ AI tools. But this is just the beginning. AI is changing how we attract, sell to, and serve customers throughout their entire journey.

Join Alina Vandenberghe 🌶️, Jonathan M K., Matthew D., Kevin White, Kelly Hopping, and me this Wednesday, February 12th at 11:30 AM PT for an executive roundtable on Agentic Go-to-Market.

We’ll be discussing how AI is transforming every customer touchpoint, from marketing to sales to customer success.

Join us and let’s learn together. Register for free below to access this session and more throughout the summit. Let me know if you’ll be there!

AI & Agentic GTM: Transforming the Customer Journey

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Last week, I shared practical tips and insights on how AI agents are becoming both our customers’ helpers and our teammates.

One small example of this shift: we use AI to create strong content that will then be reviewed by our customers’ AI tools. But this is just the beginning. AI is changing how we attract, sell to, and serve customers throughout their entire journey.

Join Alina Vandenberghe 🌶️, Jonathan M K., Matthew D., Kevin White, Kelly Hopping, and me this Wednesday, February 12th at 11:30 AM PT for an executive roundtable on Agentic Go-to-Market.

We’ll be discussing how AI is transforming every customer touchpoint, from marketing to sales to customer success.

Join us and let’s learn together. Register for free below to access this session and more throughout the summit. Let me know if you’ll be there!

See original post here