How Do You Know When to Trust AI?
AI will tell you it's right whether it is or not. So how does an email team work out what to hand over, what to check, and what to keep?
In this episode of Email Talk, Elliot Ross, Joe Cottam and Will Harvey look at trust in AI for email marketing and CRM teams. Elliot has just come back from Ogilvy's Nudgestock, where this year's theme was trust in the digital age. That sets up the conversation: how you learn when to trust AI output and when not to, and why this change is harder to manage than mobile or GDPR ever were.
Will talks about the themes coming out of CRM teams at the moment, Joe explains why AI is most useful in work you already know well. They also look at why AI can speed up an email build and still leave you with the same QA time at the end.
In this episode:
In this episode of Email Talk, Elliot Ross, Joe Cottam and Will Harvey look at trust in AI for email marketing and CRM teams. Elliot has just come back from Ogilvy's Nudgestock, where this year's theme was trust in the digital age. That sets up the conversation: how you learn when to trust AI output and when not to, and why this change is harder to manage than mobile or GDPR ever were.
Will talks about the themes coming out of CRM teams at the moment, Joe explains why AI is most useful in work you already know well. They also look at why AI can speed up an email build and still leave you with the same QA time at the end.
In this episode:
- The pattern this week: teams building their own AI tools vs teams doing nothing at all
- Nudgestock, Rory Sutherland and trust in the digital age
- How do you learn to trust AI, and when to stop?
- "AI doesn't replace humans, it surfaces what's irreplaceable"
- Using AI where you're the expert vs where you're not
- If you tried ChatGPT two years ago and gave up, try again
- Skills, context and codifying what "on brand" means
- Does AI save time if you still have to check its homework?
- The human sandwich: human, AI, human
If you run email or CRM at a brand, in Braze, Salesforce Marketing Cloud, Adobe or any other ESP, and you're working out how far to trust AI with your campaigns, this episode gives you a practical way to test it: try it first on the work you know best.
Tell us about the best time AI lied to you. Drop it in the comments.
Tell us about the best time AI lied to you. Drop it in the comments.
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Elliot Ross — Founder, ActionRocket; co-founder, Taxi for Email
https://www.linkedin.com/in/iamelliot/
Joe Cottam — Co-founder, EmailShepherd
https://www.linkedin.com/in/joe-cottam-80580352/
Will Harvey — EmailShepherd
https://www.linkedin.com/in/willharvey/
EmailShepherd — the agentic email creation platform to do what used to take days in just minutes:
https://www.emailshepherd.com/
ActionRocket — the independent CRM creative agency:
https://www.actionrocket.co/