From Alexa to Agentic AI: Conversational AI and the Future of Brand Communication - with Susan and Scott Westwater

As AI disrupts and reshapes our interactions with brands and people alike, how do we genuinely connect with the voices around us? Conversational AI challenges us to rethink engagement with both technology and each other. What does it mean for brands to have a voice, and how can this change redefine connection and accessibility? In this episode of The Trending Communicator, host Dan Nestle sits down with the dynamic duo behind Pragmatic Digital, a strategic marketing agency at the forefront of leveraging cutting-edge technology for tangible business results. Susan and Scot Westwater, authors of Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, share their journey from traditional marketing to becoming trailblazers in the world of voice and conversational AI. This episode offers a comprehensive look at the conversational AI ecosystem, from voice assistants like Alexa and Google Assistant to the integration of voice capabilities in mobile apps and customer service platforms. The Westwaters provide invaluable insights on how businesses can harness these technologies to enhance brand experiences, streamline operations, and create more meaningful customer interactions. They educate Dan on some of the finer points of conversational AI and discuss its impact on marketing and communications, offering strategies for implementing voice technology in various business contexts. The conversation highlights the importance of intentional design in creating effective voice experiences, balancing automation with human oversight in AI-driven customer interactions, and the future of agentic AI and its potential applications in business. Whether you're a seasoned marketer, a communications professional, or a business owner looking to stay ahead of the curve, this episode provides actionable advice on integrating conversational AI into your strategy. Susan and Scot's expertise demystifies complex concepts, making them accessible and applicable to businesses of all sizes. Don't miss this opportunity to learn from two of the industry's leading voices on how to leverage conversational AI to drive customer engagement and propel your business forward in the digital age. Listen in and hear about...  Embracing conversational AI as a powerful tool for customer engagement How voice technology democratizes information access and distribution Crafting brand personalities for AI-driven interactions with customers Balancing human oversight with AI automation in business processes Leveraging voice assistants and chatbots across multiple communication channels Practical steps for integrating AI into existing marketing and PR strategies The future of agentic AI and its potential impact on business operations Notable Quotes On the Power of Voice in Communication: "Spoken word suddenly became this way of being able to transfer information in a much more democratic method. You didn't have to be able to read. There were opportunities to put things in language. It was starting to get back to the roots again of how information was kind of pulling down some of the gatekeeping." - Susan Westwater [08:04 → 08:35] On the Evolution of Brand Personality: "These were all really interesting, rich experiences that come into play, which is what really geeked me out. Now, Scott was a lot. I would say I was more of the heart and emotion of the possible. I would say Scott was much more of the rational nut to put to." - Susan Westwater [08:35 → 08:51] On the Accessibility of Conversational AI: "It reduces friction. It removes literacy out of the equation. You don't have to know how to use a computer. Literally, as long as you can ask a question, you can get some sort of response." - Scot Westwater [10:08 → 10:21] On the Versatility of Conversational AI: "Chatbots are part of conversational, voice assistants are part of it. Voice Mode and ChatGPT, they're all different flavors of it. You're physically using your voice to ask a question and getting some sort of response from a system." - Scot Westwater [10:34 → 10:49] On the Importance of Intentionality in AI Voice: "We have to be intentional then, by the way, about who it is we want our audiences to speak with. And that can work from a B2B perspective just as much as it can work from an external customer engagement perspective." - Susan Westwater [17:02 → 17:17] On the Practicality of AI in Business: "In practical business you probably don't, you probably don't need AGI, quite frankly. A lot of what we're talking about is automating basic business processes, whether you're using AI or other tools." - Scot Westwater [1:01:22 → 1:01:37] On Getting Started with AI: "Do what you did and just get started now, whether it's learning or experimenting or use case identification, like, just start. There is so much fear out there. There's so much, quite frankly, misinformation related to AI and it's just a matter of getting in there, getting comfortable, getting those quick wins, seeing how it can actually help your process." - Scot Westwater [1:05:28 → 1:05:52] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Susan and Scot Westwater Susan Westwater | LinkedIn Scot Westwater | Linkedin Pragmatic Digital | Website Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement | Amazon Timestamped key moments from this episode (as generated by Fireflies.ai) 🎙️ Introduction to Conversational AI (00:00 - 01:10) Daniel Nestle expresses his journey towards embracing conversational AI and voice technology. Daniel acknowledges his initial reluctance to adopt video and voice chat despite being involved in AI. 🤝 Guest Introduction: Susan and Scot Westwater (01:10 - 02:17) Daniel introduces Susan and Scot Westwater, co-founders of Pragmatic Digital, highlighting their expertise in making AI accessible for businesses. They are recognized for their contributions to voice marketing and conversational AI. 🌐 Background of Susan Westwater (02:17 - 07:40) Susan shares her career journey from traditional marketing to digital and voice technology. Emphasizes the importance of voice as a democratic tool for information transfer, recalling historical shifts in communication. 🔍 Background of Scot Westwater (07:40 - 10:12) Scot discusses his background in visual design and user experience, focusing on the rise of voice assistants like Alexa and Google Assistant. Highlights the accessibility of voice technology, reducing barriers for users. 📊 Understanding the Conversational AI Ecosystem (10:12 - 13:00) Scot outlines the major players in conversational AI, including Amazon Alexa, Google Assistant, and Siri. Discusses the potential of voice-enabling mobile apps to enhance user experience. 📈 Applications of Conversational AI (13:00 - 17:00) Susan explains the concept of voice as part of brand experience, enhancing customer engagement. Discusses the importance of intentionality in voice interactions to create meaningful customer experiences. 🔧 Challenges in Voice Interaction Design (17:00 - 20:00) Daniel raises concerns about assigning personality to voice bots and the complexities involved. Scot emphasizes the need for careful consideration of voice attributes to align with brand identity. 🛠️ Integrating AI with Business Processes (20:00 - 27:00) Discussion on how conversational AI can streamline business processes, including customer service and sales. Scot highlights the importance of guardrails in AI interactions to maintain brand integrity. 🔍 Ethics and Management of Conversational AI (27:00 - 34:00) Daniel questions the ethical implications of using AI in customer interactions. Susan stresses the importance of human oversight in AI systems to manage sensitive interactions. 💡 Leveraging Conversational AI for Brand Reputation (34:00 - 39:00) Susan discusses how conversational AI can help manage brand reputation during crises. Highlights the need for consistent messaging across all channels to maintain brand integrity. 🚀 Future of Conversational AI and Agentic AI (39:00 - 42:00) Scot introduces the concept of agentic AI, which can perform tasks autonomously. Emphasizes the importance of starting small and iterating on AI implementations. 📈 Practical Steps for Businesses (42:00 - 48:00) Susan encourages businesses to experiment with AI and not be paralyzed by fear or misinformation. Scot advocates for identifying quick wins to build confidence in using AI technologies. 🔄 The Role of Education in AI Adoption (48:00 - 54:00) Susan highlights the ongoing need for education on AI and its applications in business. Stresses the importance of integrating AI into existing processes rather than treating it as a separate entity. 🔑 Final Thoughts and Call to Action (54:00 - 59:00) Scot urges listeners to get started with AI experimentation to see tangible benefits. Susan advises against fear-driven competition, encouraging a focus on collaboration and learning. 📚 Closing Remarks and Resources (59:00 - 01:09:20) Daniel thanks Susan and Scot for their insights and encourages listeners to check out their work at Pragmatic Digital. Promotes their book, "Voice Marketing," as a resource for understanding conversational AI. Timestamps for your convenience (as generated by Flowsend.ai) 0:00 Intro: Embracing new technologies and AI 5:00 Susan's journey from traditional marketing to AI 10:55 Scott's background in visual design and UX 18:16 Challenges of assigning personality to AI bots 25:49 Using conversational AI for customer service 31:32 Potential of AI for brand reputation management 37:15 The evolving ecosystem of conversational AI 43:46 Improving customer service with AI assistants 50:56 Speaking ideas into existence with voice AI 58:55 The need for human oversight with AI agents 1:05:28 Advice for getting started with AI in business   (Notes co-created by Human Dan and a variety of AI helpers, including Fireflies.ai and Flowsend.ai)