In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

1. KEYNOTE
TORONTO, ON ~ APRIL 18 - 19, 2024
DIGIMARCONCANADA.CA | #DigiMarConCanada
Riding the Wave of AI
Disruption: Navigating the AI
Fear Cycle in Marketing
Kristin Wozniak
GLOBAL LEAD OF CUSTOMER SUCCESS
PLUS COMPANY

2. Riding the Wave of AI
Disruption: Navigating the AI
Fear Cycle in Marketing
April 18, 2024

3. Why are we here?

4. The AI hype is real.

5. 2023
The Year of
AI

6. “AI” search interest* in Canada over the past five
years, Google Trends
*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak
popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.

7. But it’s not all hype.

8. There’s
also fear.

9. https://www.gartner.com/en/articles/what-s-new-in-
artificial-intelligence-from-the-2023-gartner-hype-
cycle
Should
we be
surprised?
No.

10. We’ve seen this before.
https://www.vox.com/2014/7/8/5880931/the-19th-century-health-scare-that-told-women-to-worry-about-bicycle
The “problem”: “To men, the bicycle in the beginning was
merely a new toy, another machine added to the long list of
devices they knew in their work and play. To women, it was
a steed upon which they rode into a new world."
The “fix” = Bicycle Face: "Over-exertion, the upright
position on the wheel, and the unconscious effort to
maintain one's balance tend to produce a wearied and
exhausted 'bicycle face… usually flushed, but sometimes
pale, often with lips more or less drawn, and the beginning
of dark shadows under the eyes, and always with an
expression of weariness… often characterized by a hard,
clenched jaw and bulging eyes."

11. So why are we
so scared?

12. The In-Between Times
Learn more about the In-Between times with Avi Goldfarb here:
https://podcasts.apple.com/us/podcast/in-the-between-times-
and-embracing-opportunities-of-
ai/id1691340392?i=1000630728030

13. It’s not a fear
of change. It’s
a fear of loss.

14. What are we afraid of losing?
https://www.linkedin.com/pulse/employee-resistance-change-reasons-tools-application-deena-assem/

15. These are
human fears.

16. Fear
(and many other complex emotions)
in-person.

17. Fear
in action.
Anxiety’s Vicious Cycle
https://www.thecounselingcollectivefw.com/blog/
anxiety-understanding-the-vicious-cycle

18. We’ve all heard of FOMO but...
FOMO: Fear of Missing Out
FOBLO: Fear of Being Left Out
FOBO: Fear of Better Options
FOBO: Fear of the Mystery of Missing
Out
JOMO: Joy of Missing Out
ROMO: Realities of Missing Out
FOJO: Fear of Joining In
SLOMO: Slow to Missing Out
https://en.wikipedia.org/wiki/Fear_of_missing_out

19. And we’re not
helping.

20. ● New simple to use app!
● New measurement
approach!
● New software!
● New food bowl!
● New chew toy!
Them:
I’m scared!
Us:
Here! Have a…
Them:
I’m still scared!

21. ● New simple to use app!
● New measurement
approach!
● New software!
● New food bowl!
● New chew toy!
Them:
I’m scared!
Us:
Here! Have a…
What actually
works.

22. So, now what?

23. ➔ Clear goal setting: what does success look like?
➔ Collaboration + partnership.
➔ Acceptance of evolution.
➔ Rejection of perfection.
➔ Open, honest two-way communication.
➔ Willingness to accept praise and concern.
Break the cycle.

24. Ask questions.
(even ones you thought you weren’t allowed to ask)

25. We don’t know
what we don’t
know.
(Retronyms are my inspiration)
Answer:
What is snail mail?

26. THANK
YOU!
Have questions?
Get in touch!
kristin.wozniak@pluscompany.com