Episode 2:
Operative vs. Performative AI with Garin Hobbs of InboxArmy
March 9, 2024
We keep it in-house this episode. Scott Cohen and Garin Hobbs discuss AI in email marketing and how there are differences between “Operative” AI and “Performative” AI. We also discuss the importance of human expertise as well as the limitations of AI in fully understanding and responding to human emotions and motivations.
What you will learn
- 01:22 - Understanding AI in Email Marketing
- 03:42 - Examples of Operative AI
- 04:50 - Examples of Performative AI
- 07:25 - Approaching AI Technology
- 09:02 - The Audience of One
- 10:25 - Incrementality and AI
- 12:18 - Upsides of AI in Marketing
- 12:46 - Drawbacks of AI in Marketing
- 20:31 - Getting Buy-In for AI
- 22:41 - AI's Impact on Jobs
- 27:31 - The Future of AI in Marketing
- 36:12 - Conclusion
Our Hosts
Scott Cohen
Chief Executive Officer
Winner of the ANA Email Experience Council’s 2021 Stefan Pollard Email Marketer of the Year Award, Scott is a proven email marketing veteran with 20 years of experience as a brand-side marketer and agency executive. He’s run the email programs at Purple, 1-800 Contacts, and more.
Garin Hobbs
Experienced Martech Expert
With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for growing email impact and revenue, launching new programs and products, and developing the strategies and thought leadership to support them.Interested In Working with InboxArmy?
Get in touch today!
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Our company needed to revamp our entire email system for our main brand of bicycles, Sixthreezero. We hired InboxArmy to build out new automated flows, post purchase email flows, marketing campaigns, and anything else we could come up with to stimulate our sales. I worked with the director and his designers to develop the emails that would connect with our target market. InboxArmy managed me, I literally had to keep up with how fast they work.
Immediate increase in revenues, our return customer conversion rate increased by roughly 50%, and our open to click rates all increased. The ROI was about 26 to 1. Zero complaints, our resources were not wasted hiring InboxArmy.
