# How AI is Transforming Demand Generation: Insights from the MarTech Podcast In this recent episode of the MarTech Podcast, the focus was on how artificial intelligence (AI) is reshaping the world of demand generation. The discussion explored the advantages and challenges of integrating AI into marketing strategies, with a particular emphasis on AI-driven sales and customer support. Here's a summary of the key takeaways from the discussion. ## The Rise of AI-Driven Demand Generatio nBenjamin Shapiro, host of the MarTech Podcast, sat down with an expert in demand generation to examine the impact of AI in this space. The conversation highlighted how AI tools, like the AI-powered Sales Development Representative (SDR) named Piper, are revolutionizing demand generation by operating at a scale impossible for human SDRs. The use of AI in demand generation allows businesses to reach the right people with the right message at the right time. This precision can lead to higher engagement rates, as evidenced by Sarah's mention of a 55 to 65% open rate across all programs and clients. ## Choosing Between AI-Driven Sales and Customer Support One of the lightning round questions posed during the episode was whether it's more advantageous to invest in AI-driven sales or customer support. The guest preferred AI-driven sales, suggesting that if a company's pipeline stems from new business, AI sales would be the wiser investment. Conversely, if revenue comes primarily from existing customers and their retention, AI-powered customer support could be more beneficial. While the potential for AI-driven customer support was acknowledged, both speakers expressed frustrations with its current shortcomings. The experience of navigating AI customer support often parallels dealing with outdated automated phone systems, leaving much to be desired. ## The AI Customer Support Conundrum AI-driven customer support systems were some of the first AI technologies brought to market. Unfortunately, they developed a reputation for being ineffective. This negative perception stemmed from their inability to address customer needs fully, leading consumers to default to seeking human interaction for resolutions. Despite the challenges, there's optimism about the evolution of AI in customer support. As these technologies learn and improve, there is potential for them to become valuable assets rather than sources of frustration. ## Concluding Thoughts As AI technology continues to advance, its application in demand generation is set to grow. The conversation from the MarTech Podcast offered insights into the current landscape and the considerations businesses must weigh when deciding where to allocate their AI investments. Investing in AI for demand generation, particularly in sales, can offer substantial returns. However, the same ca ot always be said for customer support, which often falls short of consumer expectations. The podcast concluded with a call to action: focus on keeping customers happy, regardless of the technological tools at your disposal. After all, customer satisfaction remains at the heart of successful demand generation. By leveraging AI thoughtfully and addressing its current limitations, marketers can unlock new opportunities for growth and build stronger relationships with their customers, ultimately driving success in the digital age.