Artificial Intelligence and CX

I can’t help it; when I hear ‘Artificial Intelligence’ I still immediately think of robots. The friendly kind, but robots nonetheless. Now, I realise this isn’t what AI is all about, but I, like many others, still do not understand this large, daunting, and ever-growing field. For example, did you know that data has now overtaken oil to be the most valuable resource we can get our hands on? I didn’t, but on hearing this, I realised I needed to learn more, much more.

I decided to do something about this lack of knowledge. This morning, thanks to IBM Watson’s AI Inspiration Series, I learnt more about AI and how it’s being used to huge advantage in the marketing industry. I was in good hands, with presentations from Gus Quiroga, AI Leader A/NZ, Watson Customer Engagement, Jeff Clark, Chief Strategy Officer, MicroChannel and Alexander Mahr, Head of Strategy, Watson Customer Engagement AP, as well as an insightful discussion panel featuring Jonathan Waecker, CMO, The Warehouse Group (New Zealand’s largest retail group), Oliver Rees, Chief Analytics Officer, Virgin Velocity Frequent Flyer and Michelle Rappaport, Head of Member Marketing & Communications, HCF Australia.

AI can capture data, segment your audience, unify systems and personalise your output. It can identify, understand, fix your CX problems and even suggest how to go the extra mile to really please your customers. Now, this all sounds a bit scary, but when you break it down it’s actually really achievable; even on a small scale.

So, here are my key learnings:

It’s all about data. Obviously.
Therefore the quality of your AI will be reliant on the quality of your data. AI is only smart if you feed it the right data, and then give it time to learn. Often the first step in introducing AI to your marketing strategy is to clean and streamline the data you already possess. Make sure your data is all in one place, ready, useable and relevant to your customer's needs!

Start small.

You don’t necessarily need a huge budget or massive customer base for AI to make a positive impact on your marketing activities. Understanding your customers better, finding one reoccurring customer journey error or optimising your eDM subject lines could result in more successful campaigns and better CX.

Sell into the threats in your business.

Find a small problem to fix; even a 1% difference can provide savings for your organisation and therefore a dollar value to report to your finance team. This is likely to make them kinder when you ask them for the budget towards the next stage of your AI project!

The intelligence may be artificial, but your audience is not.

Remain customer-centric and know your value proposition. Learn about your customer; what matters most to them? For example, Rees talked about the importance of redeeming rather than earning Frequent Flyer points, and how this is a key driver for members of the program.

The weather and traffic can make a difference, so use it to your advantage.

This is the role of hyper-personalisation which can be achieved through IBM WeatherFX, location services and local traffic data. Using this type of data can enable your marketing team to create up-to-the-minute timely ads and content. A good example of how this could create a great customer experience is in the travel industry where such insights can provide an opportunity to go that extra mile and recommend your customer leave extra time to get to the airport as the rain is causing traffic jams.

There are some issues.

One such issue discussed was how to use AI to create personalised, targeted messaging without narrowing your information so much that you miss out on demonstrating the full depth and breadth of your brand and market offering. A good example made in reference to this was about customers who purchased toilet seats (or other rarely purchase goods) from The Warehouse. Once the loo seat has been bought, the customer doesn’t want to receive ad after ad of others available! Whilst being a recent purchase, this doesn’t reflect their typical buying behaviour, so retargeting ads are pretty pointless.

Finally, the robot thing really is real.

Connie works for Hilton Hotels, and she was arguably the first AI-powered concierge bot - Go Connie!

For more information on AI and how it can help you improve the CX of your brand, take a look at IBM Watson.

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Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.