There’s a critical gap between artificial and human intelligence. The piece of the puzzle that fits that gap is something everyone is born with the capability to use: empathy. When deployed effectively, empathy can strengthen the quality and impact of marketing programs and increase customer loyalty. This presentation will show you how to speak the language of your consumers, even when using AI, to engage customers empathetically to drive business results.

According to recent studies, empathy increases advertising effectiveness by 23%; it can yield an incremental 10% in sales; 90% of consumers expect brands to display empathy with them through the brand’s messaging while 97% of customers say empathy is the most important element in customer engagement. Because empathy is seen as a soft skill, we ignore this superpower and driver of business results, turning to AI to craft strategy, campaign messaging, even communications.

Using real-world examples, Rob will demystify empathy and clear up the misconceptions of empathy and AI which can lead to mistakes in marketing strategy and messaging. The talk will explore the “5 Steps to Empathy” which can generate authentic connections to all the people who touch a brand –from customers to consumers to employees – leading to greater marketing effectiveness and improved business results.

Attendees will learn:

• How the use of empathy is a strength in marketing and branding
• How to overcome common barriers to being empathetic with customer segments

Practical application tips and examples for using AI and empathy in marketing

Meet Your Speaker

Rob Volpe, CEO and Founder, Empathy Activist, LLC

Rob Volpe is an astute observer of life and a master storyteller who brings empathy and compassion to the human experience. He is the author of the award-winning book Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time. Rob is also the Founder of Ignite 360, an insights and marketing strategy firm.

Rob is a thought leader with 30 years of experience. Rob works with organizations of all sizes in all industries to implement customized training, coaching and consulting programs that can help drive results through the strategic use of empathy in the workplace and life.

Rob has worked with clients across a range of industries, including Amazon, Starbucks, General Mills, Abbott Laboratories, Microsoft, Ulta Beauty, Whole Foods, Pernod-Ricard, Wells Fargo, Kraft Heinz, Nestle, and Cargill.

Rob is a contributor to Entrepreneur’s Leadership Network. He is a frequent and highly-rated speaker on topics of leadership, communication and collaboration. He has been quoted in Advertising Week, Mashable, Huffington Post, TheStreet, Hemispheres Magazine and the Chicago Tribune, among others. He is a regular contributor to the mid-morning lifestyle show Good Things Utah on KTVX-TV in Salt Lake City.

Rob is a graduate of Syracuse University’s S.I. Newhouse School of Public Communications and lives in San Francisco with his husband and 3 cats.

Platinum Sponsor:

We extend our sincere gratitude to our Platinum Sponsor, Brick Marketing, for their generous sponsorship. Your partnership is truly appreciated and instrumental to our success.

For more information, click here.

Want to become a sponsor of this event or a future AMA Boston event? Reach out to sponsorship@amaboston.org!

About the American Marketing Association (AMA) Boston:

The American Marketing Association (AMA) Boston is the networking and educational hub for New England marketers. Our mission is to build a community of marketers who can share experiences, learn about the latest marketing trends, and build a powerful professional network. AMA Boston empowers its members with the knowledge and resources they need to be leaders in their careers and organizations. Learn more at https://www.amaboston.org.

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Any questions? Please reach out to us at theoffice@amaboston.org!