Help to Grow: Management Course | Kingston University

Impactful communication: In the world of AI, ChatGPT

Staying relevant in the world of Artificial Intelligence AI
By Maliha Haider
June 18, 2024

Businesses are still struggling to create an impact and establish strong connections with their customers despite the available help from emerging AI-powered digital tools such as ChatGPT, etc. So what is missing?

Recently, Jude Faultless has delivered a session on impactful communication at Kingston Business School. The session was part of the Future of Work Summit, organised by Kingston Chambers of Commerce.

The overall session was insightful, but it particularly brought forward some interesting perspectives on how communication could create a far greater impact if the needs of a buyer are kept at the heart of a business. Yet some of us fixate on what we want to sell instead of what needs there might be of a person who is going to buy. We can change that and do the opposite instead – find where our customers are and know what problems they are facing. With this reversing, we can create a value in our product that our customers need.

Some of the other takeaways from Jude Faultless’ session are, assessing what communication strategies, tools and frameworks are working and also realising what needs to go. One of the ways to test is by checking, Who stops scrolling when we want to speak to them? We can invest hundreds of pounds targeting larger sections and bring our marketing content in front of the queue but if a user still scrolls past our call for action post, what value does the reach have? Measuring reach and regularly assessing organic and paid socials are important in understanding fast-moving and disruptive trends and the implications for a business.

Another interesting factor discussed in the session was to create a bigger impact requires staying relevant. Relevance is a bridge between a business and its customer. If a business is not relevant to its customers’ needs, there is no quantifiable success; no matter how exceptionally great a product or service is.  This applies to all aspects and stages of a business. From content creation to the delivery channels, choosing what problem is a product solving for its user is the key. Find out why they need it, where they need it, and where they might need it. If a customer is watching Tiktok, don’t use email marketing. Jude Faultless emphasised on staying relevant.

Lastly, nearly all products and services have an emotional value even if it may not look like there is. What problem is your business solving and what strings of emotion is it touching?