Operative AI vs. Performative AI with Garin Hobbs of InboxArmy

We keep it in-house this episode. Scott Cohen and Garin Hobbs discuss AI in email marketing and how there are differences between "Operative" AI and "Performative" AI. We also discuss the importance of human expertise as well as the limitations of AI in fully understanding and responding to human emotions and motivations.Key takeaways:AI can be applied in email marketing to improve efficiency and effectiveness.Operative AI focuses on the building, composition, launching, and management of campaigns, while performative AI drives performance and impacts campaign KPIs.Examples of operative AI include automation, list management, and responses to customer inquiries.Examples of performative AI include predictive analytics, AB testing, and understanding the customer lifecycle.When implementing AI, marketers should focus on problem areas in their campaigns and customer journeys and look for solutions to address those areas.AI can provide cost savings, time savings, and faster time to value in email marketing.Drawbacks of AI include the need for human oversight, the potential degradation of marketers' expertise, and the limitations of AI in understanding human emotions and motivations.AI is not expected to replace human marketers but can enhance their capabilities and improve campaign performance.Marketers should approach AI technology with a practical mindset and focus on its application to solve specific problems in their campaigns.