At a recent social event, I ran into a gentleman who I had several times advised on digital marketing for his medium-sized business. Our conversation got round to AI – and he just rolled his eyes and shook his head.
Twenty-odd years ago he had consulted me on how his
organisation could best use email. I had advised him that as around 80% of his
outgoing email was the same few messages that he should create templates, so
that all staff sending ‘repeat’ emails [e.g. confirming delivery of goods and
confirming receipt of an order] sent out emails in the same layout, same font
and in the agreed ‘voice’ of the organisation. Each message was clear and
concise, checked by his solicitors to ensure there would be no legal issues raised
by addressees of the emails. As a result – even when employees changed – all
outgoing messages remained consistent.
The owner had then retired, and his son had taken over the
business. Last year his son decided that all the templates could be scrapped
and staff use AI for email generation. The result was – in the old man’s words –
‘utter chaos’. Every outgoing email was different, different style different
voice, different colours … different everything.
My client knew nothing of this until news of a legal claim
against the company arose because an outgoing email had not made clear what was
required or what should happen. As a result, a customer lost [a lot] of money
and was claiming that money – and expenses – back from the business.
I suggested he get someone in to advise his son on the use
of artificial intelligence in the business.
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