Ep. 35 – Fixing the fundamentals of the web: Sharing 55 years of omnichannel experience w/ Steven Pemberton

Noz Urbina joins Larry Swanson to explore a critical question: as AI becomes universal, how will we distinguish real from synthetic? Their discussion delves into Truth Collapse - the AI-accelerated metacrisis that could make or break the world. They examine the challenges facing our institutions, cultures, and individual stability when both simple and sophisticated AIs become an integral part of daily life, and what this means for our collective future.   What you'll learn: The importance of humility and understanding our vulnerabilities to predict and prepare for the future. The psychological manipulation techniques used by tech companies, such as Skinner boxes and addictive design. The role of AI in cultural participation and the associated risks. The potential dangers of AI in terms of emotional manipulation and truth collapse. Legislative measures that could mitigate the negative impacts of AI.

Noz Urbina and Larry Swanson examine the fundamental aspects of AI ethics as artificial intelligence becomes increasingly embedded in society. Their discussion covers five key insights into AI ethics that help safeguard our future, exploring big tech manipulation tactics, corporate power dynamics throughout history, and the role of government regulation in technology. The conversation addresses how we can better understand and navigate these ethical complexities as AI integration deepens. What you'll learn: Understand the dual aspect of AI and technology: potential benefits and significant ethical dilemmas How technologies, particularly AI, are designed to exploit human psychology for profit (e.g., social media platforms using addiction mechanics) Historical roots of corporate power and its implications for modern-day technology practices Insight into the necessity for governmental intervention and effective policy-making to regulate tech companies and protect societal interests An exploration of personal and collective responsibility in fostering a healthier relationship with technology and governance.    

Noz Urbina and Robyn Eastlake discussed the current state of omnichannel in the financial services sector, emphasizing its crucial role in meeting users' needs and staying connected with businesses. They highlighted the importance of content efforts being connected and omnichannel, and offered tips on how to implement successful omnichannel strategies. They discussed the challenges of creating a successful content strategy in the financial services industry, including balancing short-term goals with long-term thinking and leveraging AI in content design and automated experience design. They also explored the potential of AI in content production while maintaining the value of human creativity, and emphasized the need for a hybrid approach that leverages the strengths of both AI and human creativity. "The challenge is always how do you remind everybody in the day to day that [long-term relationship building] is the goal. You have your setup where you have your manufacturing side of the business deciding lending policy and then you have your distribution, still pretty much set up by channel. They're not usually pretty well connected... Making sure that users feel valued, they feel safe, they're protected, and that the things that are being served to them are appropriate to them is hugely valuable for businesses." – Robyn Eastlake Listen now   What you'll learn Omnichannel Mastery: Insights on navigating omnichannel strategy in financial services. Content Meets AI: How AI is shaping content strategies and what pitfalls to avoid. User-Centric Design: The importance of aligning content with user needs and expectations. Navigating Challenges: Key strategies for overcoming common obstacles in financial services. Future Trends: Predictions on the evolution of content and digital experiences.

Noz Urbina sits down with Ashley Faus, Head of Lifecycle Marketing at Atlassian and contributor to TIME, Forbes, and The Journal of Brand Strategy. Together they unpack the power of content intent in boosting demand, exploring the distinction between learn vs. use intent, funnel phases in intent-focused strategies, and AI's role in content creation. The discussion covers streamlining content roles for team synergy, ensuring message harmony, and aligning marketing with audience needs. “I actually think the funnel is a retrospective measurement tool, not a forward-looking strategy tool. Nobody wakes up in the morning and says, ‘Today I shall be in the awareness phase.’ People don’t behave that way. So, I like to frame up the audience journey in terms of a playground, where people can go up, down, sideways; they can chart their own journey.” – Ashley Faus   By the end of the episode, you’ll learn:   The Importance of Content Intent: Understand the difference between learn intent and use intent, and how this knowledge can dramatically improve demand generation and pipeline generation. Redefining the Funnel: Learn how the traditional top-of-funnel, middle-of-funnel, and bottom-of-funnel model is evolving to accommodate content by intent, and why a mindset shift is necessary for effective marketing. AI in Content Creation: Discover the spectrum of content creation from 100% human to 100% AI, and learn how to match the intent with the appropriate approach for creating meaningful content. Audience Intent Mapping: Gain insights into mapping the customer journey to a “playground” model where consumers can chart their own path, moving beyond the linear funnel model to understand consumer behavior more accurately. Content Planning and Strategy: Find out how breaking down content into actionable steps and clear CTAs can guide users more effectively towards their goals. Effective Marketing through Understanding: Learn the importance of tailoring marketing messages to individual preferences and interests, and how understanding the job or message behind each piece of content can lead to more successful engagement. Collaboration and Strategy in Content Marketing: Discover the critical role of collaboration across teams to create consistent messaging, the importance of a multichannel approach, and how to scale content marketing strategies effectively.

Noz Urbina, alongside our host Larry Swanson, go deeper into the transformative power of artificial intelligence across business, creativity, and more. This discussion will uncover how AI is revolutionizing our methods of problem-solving, content creation, and decision-making. Join us as Noz shares his journey through the evolution of AI, highlighting its potential to enhance human creativity and challenge our understanding of technology's role in society. Tune in to explore the complexities, opportunities, and future directions of AI in our rapidly evolving digital landscape. "AI enables us all to be programmers without being coders. It's about understanding the problem, its context, its constraints, and the intended results, and being able to express that logically and clearly, understanding both your own bias and the AI's bias. That's what lets us win the future." - Noz Urbina

Noz Urbina explores the future of web development and content strategy with Steven Pemberton, a researcher whose contributions have shaped the World Wide Web, particularly in markup languages and web standards. Their conversation untangles the complexities of web technologies, focusing on structured content approaches and innovations in digital experiences. "My fundamental point of view is that if it works, you should do it... My problems with AI is that firstly, there's no I in there yet, that it's machine learning but it's not artificial intelligence. So that you can't trust it." - Steven Pemberton

Noz Urbina delves into omnichannel strategy with Cliff Hazell, a founder, manager, and coach who has spent two decades dismantling barriers to exceptional work. Their discussion explores how to unify engagement and communication strategies across multiple touchpoints, moving beyond parallel approaches to create complementary experiences. They examine how organizations can orchestrate content, design, governance, and systems to align with people's journeys and deliver what audiences truly need. "If you automate stuff that is the wrong idea. You now have the bad things automated." - Cliff Hazell

Noz Urbina and Tony Byrne, Founder of Real Story Group, explore the evolving landscape of content management systems and digital asset management. Their discussion spans from the emergence of headless CMS to AI's growing influence in content strategy, offering a comprehensive look at how organizations can navigate modern content technologies. The conversation covers crucial developments in DAMs, practical approaches to technology selection, and the rise of Omnichannel Content Platforms (OCPs), providing listeners with strategic insights for making informed decisions in their digital transformation journey.   By the end of the episode, you'll learn: Evolution of Content Management Systems: Understand how DAMs and CMS have evolved over the years, including the rise of headless CMS and the impact of AI Strategic Technology Decisions: Learn the importance of having a clear strategy and vision when choosing content management technologies The Future of DAMs: Explore how DAMs are expanding their capabilities, managing a wider range of assets, and playing a crucial role in the content lifecycle The Role of AI in Content Strategy: Gain insights into how AI is transforming content creation and management, not just at the customer touchpoint but throughout the content lifecycle Challenges with Headless CMS: Understand the limitations and potential pitfalls of headless CMS and the importance of hybrid solutions Emerging Omni-channel Content Platforms: Discover the concept of Omni-channel Content Platforms (OCPs) and how they differ from traditional DAM and CMS solutions Making Informed Technology Choices: Learn practical tips for navigating the complex content technology market and making decisions that align with your organization’s needs.

Noz Urbina and Brian Piper, Director of Content Strategy and Assessment at the University of Rochester, examine how digital marketing and content strategy continue to evolve with AI and emerging technologies. Their discussion covers practical applications of analytics for understanding user journeys, approaches to content optimization, and the potential of AR/VR in education. Drawing from his experience at the University of Rochester, Brian shares perspectives on measuring content performance and preparing for future digital experiences in the metaverse.     What you will learn: Understanding the evolution and future of digital marketing and content strategy Insights into the application and impact of AI and the metaverse in various fields Strategies for optimizing content performance and user engagement The role of analytics in understanding and improving user journeys The potential of AR/VR in educational and professional settings.

In this enlightening episode of the podcast, host Noz Urbina sits down with Thomas Stilling, a seasoned expert in Digital Asset Management (DAM) and digital strategy. With his extensive background at Forrester Research and 20th Century Fox, Thomas delves into the intricacies of DAM systems, their evolution, and their crucial role in powering omnichannel experiences. The discussion also touches on the differences between DAMs and Content Management Systems (CMS), the emerging role of AI in DAMs, and the importance of effective governance and change management in maximizing the potential of digital assets. This episode offers valuable insights for professionals grappling with the complexities of digital asset storage, findability, and efficient use in a multi-faceted digital environment.