Let's break it down
even further for you.
I'm Carolyn Bathour,
and here to discuss the
importance of agents
driving impact in the
media and entertainment
industry is
Salesforce Senior
Product Marketing Manager
Ishmael Brown. I am
so excited for this
conversation because you
are on top of all of the
media and entertainment
industry tech trends
and the business
needs. So let's talk
first about what impact
agents are having on
this industry today.
First and foremost,
it's completely rewriting
the entire script
from productivity to
production, unleashing
efficiencies across
the entire operational
journey. With AI
-powered solutions, media
entertainment companies
can deliver tailored
media experiences
across all channels,
scale productivity
in lieu of freeing
up human resources
to focus on
higher revenue
-generating activities,
implement simplified
and automated processes
at scale, and it can
deliver proactive,
personalized subscriber
engagement. Well, I
can imagine, too, that,
you know, when you're
trying to put together
a package, I think
that some of the
things that you brought
up earlier is before
you'd have to understand
the audience segments
in each and every
individual target
platform. And now with
agents, you can actually
build agents that
help you understand
where those audiences are
across, optimize the
media spend for those
and deliver a more
tailored proposal to
your customers. And I
think, too, like on the
other end of that,
when I am seeing
advertisements that really
do fit the needs that
I need, it's just a
well-rounded experience.
So the use cases are
vast here. So tell
us about some of the
use cases that you think
customers should or
could start with if
they haven't started
yet. Well, you mentioned
it with advertising
sales, for example.
All of us have been
exposed to things that
are irrelevant to us,
and that's completely
wasteful from a budget
perspective. So when
you're leveraging data
360 and you're able
to generate these
audience segments that
are literally feeding
directly into these
agents, it's maximizing
that spin. And then
from an end user
perspective, you're getting
only the things that
are relevant to you.
And unfortunately, you
know, we end up spending
too much money. But
who's complaining?
Well, I'm the perfect
target, right? We
used to call me Carolyn
Adjikart Bathour
because I actually
appreciate that targeting.
Because for me, it
saves me time and
energy. But I also
like to spend with
those organizations
that know me. And I
think that tailoring
is super important.
So I think that's a
great first use case.
But at the at the
foundation, all of this is
the data and data
strategy. I think that
unified data strategy
is so critical. Can you
tell us why it is so
important? It's the
foundation of everything
that needs to be
constructed from a media
entertainment perspective.
perspective. So when
you think about it,
you're leveraging
these various audience
segments. You want to
ensure that they're
reaching their audiences
within the right context
across the right
channel and at the right
time. But you can't do
that if your data is
completely all over
the place and it's not
this clean, seamless
experience. So it's
really a foundational
principle in which all
decision makers have
to prioritize. It's no
longer something that
can be an afterthought
or this aspect of we'll
get to it when we're
ready. You have to do
it today. Yeah, and I
think too, a lot of
the conversations I've
had with customers
this week, and I'm sure
you have too, is
there's such a two-sided
advantage to this. It's
you're giving agents to
your internal teams
and your employees to
help them be more
productive so that they can
focus on those tasks
that really move the
needle, those conversations
about the strategy,
not necessarily pulling
all of that data
together to present.
And then also your
customers, are more
satisfied, when they can get
the help that they
need or that they're
being targeted
appropriately. And so that we
are just at the beginning
of all of this. So
there's so much more
to come. So when you
look at the industry as a
whole and the technology,
what are you most
excited for that's
coming up? We've barely
scratched the surface
on the capabilities of
AI agents. And that's
what's so exciting
about this time in our
history as an organization
with AgentForce.
We're literally going
to change how business
is constructed. And
you mentioned the
internal usage of
agents. I've also seen an
organization that's
leveraging external agents
to instill brand equity
and to grow awareness
as far as what their
organization does. And
it's helping bring
their customers closer
to their business model.
So again, there's so
much that we can look
forward to. We're
living in exciting
times. Yeah, it's very
exciting. And I think,
you know, as you know, you
have these customer
conversations, is there
any tips and tricks
that you can share that
they have shared with
you? Or, you know,
what is everybody else
most excited about as
well? You have to
upskill. This is no longer
the time where you
can be a lagger as it
pertains to technology.
And what I love about
AI, it's not new by any
means, right? Right.
We're just in a new
evolution of use cases
that can be deployed
and the capabilities
and functionalities of
it. Right. So now is
the time to get even
closer to the thing that
may necessarily be
like, ah, I don't know.
You have to run
directly into it. Yep.
And we use it so
much in our personal
lives. And so now the
expectation is it's
provided for us in
our business lives.
So, Ishmael, thank
you so much for all
of your insights.
Great conversation, as
always. And to learn
more about Agent Force
for media, scan
the QR code on your
screen or go to sforce
.co slash media AI.
