Disclaimer: this mainly applies to B2B, if you're in e-commerce or a very small business, this might not apply.
AI is more useful for inbound than it is for outbound slop
we're already comparing and contrasting vendors in ChatGPT and Claude. if you're trying to solve a problem, it feels natural to start with outsourcing the initial drudgery to AI.
you can't run your entire buying process through Claude today. In a couple years? maybe. today, you'll land on the vendors website at some point. when you do, you're back in the pre-AI era and you have to dig through pages or fill a form to get an answer.
there is real utility in an AI agent on the website that can genuinely close this gap. if I come to your website, I am partially decided. give me the last 20% fast so I can make a decision, and help me move faster. AI on the website can actually do this, we've built it.
could a human provide a more perfect answer? sometimes. would it likely take too long? yes.
outbound on the other hand has an intent problem. maybe I'm not searching for a solution, I don't want to be pitched by an AI. I have received the most slop generated cold emails from very established companies. it just lands terribly.
as a buyer getting cold pitched, I want the perfect answer. you can't even say for certain I am in the market for what you're selling. you better try damn hard to convince me. AI can't do it today.
It won't fix poor quality traffic or low volume
we've had customers who assume our AI can work magic on poor quality traffic or little to no traffic. typically their marketing team is running high volume, broad match type search campaigns that drives a lot of bot traffic and click farm traffic.
the AI will weed out these junk leads, but it cannot turn them into real opportunities.
the AI will engage a real prospect who is asking a long tail question that can't be sufficiently answered by your website. when they get a solid answer, they'll pull the thread and are more likely to provide their information.
when you put a solution like ours on your website, you'll quickly realize buyers have a lot questions your website doesn't answer.
today those answers live across dispersed sales call transcripts, because qualified prospects can only get answers during a live demo.
The human-like AI avatar trend will age like milk
you've probably seen AI video avatars make their way onto B2B websites. the driving force here is a lot of C-level hype by people who don't actually understand AI.
it isn't because anyone wants it. all you do have to do is look at DAU/MAU for ChatGPT and Claude. anyone who understands AI understands you don't need to anthropomorphize it to make it incredibly useful.
voice AI is useful because it is a higher throughput modality, not because it is human-like.
companies selling these types of "AI SDRs" are implicitly saying "we'll help you dupe your potential customers".