As automation speeds up, relationships will reign

I recently shared a glimpse into the “ bad side of AI “, where I’m starting to get some automated comments on social media and it’s likely to get much worse.

The side I fear a bit more is the coming glut of AI-personalized email spam, at huge scale. Microsoft has unveiled Viva Sales and Salesforce announced Einstein GPT, both of which use generative AI to help further automate the sales process via email.

Salesforce isn’t even pretending it’s something else, as one of the features they tout is that “ Einstein GPT can generate personalized emails for salespeople to send to customers “. Horrible.

As I’ve shared before, cold outreach is the domain of spammers. It’ll be a little trickier to detect, as these AI-generated emails will probably become quite convincing, but it’s unsolicited spam no matter how you try to spin it. Building relationships, which have always been the key to solid partnerships, will reign.

As Gary Vaynerchuk recently said, “ the advantage becomes the things that are not automated… that are human-based, and this will be accelerated dramatically with AI “.

AI can still help

I’m still excited for how AI can help in these conversations and I see a few great ways to incorporate it: