Transcends

Summary of SupaHuman Podcast: Marketing, hyperscalers, AI and innovation

Our CEO, Ashleigh Vogstad, headed to New Zealand in March 2024 for the final event of the five city Microsoft AI Partner Innovate Road Show in Auckland. While there, she also sat down with Dave Howden, the CEO and Co-Founder of SupaHuman AI, on his SupaHuman AI podcast. Ashleigh and Dave’s conversation delved into the transformative power of AI in the marketing industry, how AI is revolutionizing the way we approach creativity and content generation, the importance of including marketplace in your go-to-market strategy for any AI offering, and so much more.  

 

How AI is transforming the marketing industry
With Copilot top of mind after the Microsoft AI Partner Innovate Road Show, Ashleigh kicked off the podcast discussing the benefits of AI, calling out the perceived benefits early users of Copilot reported, including the 87% of Copilot trial users that saw Copilot as a “competitive advantage”. Although there is a lot of excitement around AI and myriad of ways that it can be leveraged, Ashleigh and Dave acknowledge the challenges as well. Ashleigh refers to the Europol report that estimates that by 2026, 90% of content on the internet will be created by AI. While this may be a shocking statistic, she is keen to point out that AI is only producing the first draft. Human input is essential in producing finished and polished content. Dave shares a similar perspective, noting that with the help of AI, what used to take us hours, can now take us seconds as the “soul crushing” work is being taken care of by AI, allowing us to focus on the creative and fun stuff.  

As Ashleigh and Dave continue the conversation Ashleigh emphasizes the importance of productizing AI offerings and packaging them for marketplaces like Microsoft, AWS, and GCP. This approach not only aligns with the business priorities of these hyperscalers, but also caters to the massive cloud commitments of their largest customers.  

 

AI adoption in ANZ
They also discuss AI adoption and innovation in New Zealand, a place known for its “number eight wire” mentality and punching above its weight. Ashleigh notes that she often finds that New Zealanders “work ethic is just nose to the grind[stone]”, and their AI offerings usually enter the market at a greater stage of maturity than their US counterparts.  

Ashleigh refers to a Microsoft Executive Briefing Centre with Australian and New Zealand partners that she recently attended. While there, she was asked to imagine 500 years from now. Microsoft proposed that we will look back on this period of time as being the “most rapid” in terms of change. While Ashleigh comments that she is undecided whether that will be true or not, the prospect is exciting and illustrates the period of rapid innovation and change we are currently in.  

 

How we are adopting AI 

As a company that works with partners on the “bleeding edge of innovation”, Transcends Marketing is adopting AI into its every day. Ashleigh discusses her conversation with her team around how they are adopting AI into their daily work life, which bought up some interesting use cases, predominantly focused on using AI to generate initial creative ideas that the team develop into something exceptional for Transcends Marketing’s clients.   

This episode is a must-listen for anyone interested in the intersection of AI and marketing, or for partners looking for practical tips to navigate the AI landscape. The podcast is available on popular platforms like Spotify and Apple Podcasts, or you can listen and watch the full episode here and subscribe to the SupaHuman AI podcast here 

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