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In an interview with Charity Ovbiagele, Boom.AI Chief Revenue Officer Nate Clegg elaborated on the role of AI in the future of digital marketing

Starting with the background of the Boom.AI, Nate Clegg spoke about the firm’s origins in Utah and its mission to make customer service more representative.

Boom.AI is a communication platform that allows you to communicate with people using artificial intelligence, and in order to make marketing more representative, it needs to become smarter, and AI or artificial intelligence is the very definition of the concept of smarter. So as AI learns, grows, and gets better at communicating with people, it’s going to be better than a lot of things that currently exist in marketing, especially in terms of scale.

He also mentioned how this evolution will eliminate some of the most tedious aspects of customer service, both for businesses, allowing them to work better at scale and eliminating IVR, and for customers to enjoy a more personal, efficient, and (paradoxically) human experience. Talking about the firm’s origins, he talked about how the company actually preceded AI, even if its original business plan still put it on the path to automation.

So, we started about 15 years ago, not with artificial intelligence, because 15 years ago it didn’t really exist. We started as a call center, and our goal was to create technology that allowed people to play pre-recorded utterances and communicate with people from another country without their accent. So in the United States, for example, it’s very common for people from the Philippines to call because they understand English very well and they understand American culture, but their accent is still pretty palpable.

Well, our technology created this pre-recorded statement that they could play, and it sounded like they were talking to someone from the United States. So this interaction allowed people from the Philippines or elsewhere to connect with a different community and their native accent, and over time, it filled that void in the market.

This eventually led them to discover artificial intelligence, which proved to be a vital pillar for the next phase of the evolution of their services.

Charity then asked what sets Boom.AI apart from the competition as the digital marketing landscape becomes more and more competitive.

The communication we offer sounds very natural. Most of the time, when you talk to an AI voice bot, it sounds like an AI voice bot, you know it’s a machine, and it’s actually usually a negative consumer experience. Because we had 15 years to prepare this technology. You press a button on your keyboard to play a sound message. We’ve handled it so well and so smoothly that it sounds like a natural conversation with people. And that’s what makes us different.

Charity then asked if Boom.AI had any plans to expand into Europe.

We would like that. Some of us in our company have spent a lot of time in Europe or lived in Europe. We love to go back there. I lived in Italy for five years. I like to be in Europe as often as possible and our owner and CEO have lived in Italy for several years and we take every opportunity to come here, including to trade shows like Sigma.

Moving on to her final question, Charity asked Nate if it made any difference to believing that AI would take over the workforce, and if we were on the verge of seeing the beginning of an artificially driven workforce.

I think people are concerned that AI is more advanced than it actually is. And I always joke that if you knew our programmers, you wouldn’t worry so much. I don’t have to say that. They are very good, but we have not yet reached the stage where they will have a full-fledged replacement. But AI will surely replace some of the work we don’t want to do.

Using customer service workers as an example, Nate argued that this form of AI would do repetitive, tedious tasks, such as taking repetitive calls. This would invariably improve the quality of life of workers while maintaining, if not increasing, productivity.

AI will replace a certain number of jobs, but I think we’ll start to see more and more people get creative. You can see that with Sigma: I’m sure they have videos of all the crazy things that’s going on here, and AI can’t create, only humans can do that.

SiGMA 2022:

After the fascinating set of conferences that Malta Week 2021 has become, SiGMA Group plans to take the world by storm by visiting the golden domes of Kyiv and the snowy city of Toronto, where they will bring together the best and brightest representatives of the iGaming world. Our next exhibition will take us to the ultra-modern metropolises of the United Arab Emirates, where we will organize three days of networking, group discussions and celebrations. Stay up to date with the latest SiGMA News.