This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.
The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.
Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced. In Episode 1 they focus on the first two: critical thinking and sensemaking.
For critical thinking, abductive reasoning will become more important as AI improves deductive and inductive logic. Abductive reasoning involves making informed leaps and using "fuzzy logic" to arrive at nuanced conclusions with imperfect information.
Sensemaking involves seeing the big picture interconnectedness of events and piecing together an understanding of how the world works. It requires intellectual confidence to bring together different disciplines.
Developing these skills will allow strategists and marketers to crystallize issues, see connections others miss, and pull together coherent narratives from disparate information.
In future episodes, they will cover the other power skills: creativity, storytelling, foresight, systems thinking, empathy, and learning agility.
Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).
David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.