4
design, and construct have on communities, cities, states, countries, and the world. We are part of the stakeholders; we are part of the “personas.” What moves us probably moves them. Summarizing and synthesizing large datasets are two of the many areas we can excel at with the proper use of AI tools. After figuring out which groups are part of the blended persona you want to target, use AI to come up with the characteristics commonly shared by those stakeholders. “In the ongoing conversations about AI and its impact on the AEC space, we rarely touch on how AI can be leveraged to enhance our marketing and business development efforts by making them ‘personal.’” Yann LeCun, a French computer scientist said, “Our intelligence is what makes us human, and AI is an extension of that quality. Artificial intelligence is extending what we can do with our abilities. In this way, it’s letting us become more human.” Let’s wield these tools to get personal, emphasize empathy, and connect. Javier Suarez is a principal marketing manager with Geosyntec Consultants. Contact him at jsuarez@geosyntec. com.
JAVIER SUAREZ, from page 3
enhance our marketing and business development efforts by making them “personal.” Seeking connections, we must dig into the trenches of the items we are passionate about, passionate for “us” and for “them.” AI provides opportunities to bolster our knowledge and understanding of our intended audiences while also supporting our efforts to refine our messages so they can resonate with a stronger impact. We can utilize these AI tools to learn about the interests, preferences, and behaviors of diverse groups, including personal contacts, current and targeted clients, stakeholders, potential recruits, and current staff. AI is a tool that can be added to our existing well of knowledge, which includes lessons learned from past/current working relationships, interactions with client staff, contacts through professional organizations, friends of friends, etc. We are able to conduct additional research in short amounts of time to fill our well with more information and create “personas” which will inform our messaging and communication processes. Social scientist and business leader David Burkus talks about how purpose resonates stronger when presented in the context of the “who” rather than the “why.” Stipulating the “who” is also an exercise in empathy. I don’t know about you, but one of the things that resonated and influenced my decision to stay in the AEC space as a marketing professional was the impact the projects we develop, analyze, permit,
© Copyright 2024. Zweig Group. All rights reserved.
THE ZWEIG LETTER FEBRUARY 26, 2024, ISSUE 1526
Made with FlippingBook flipbook maker