Episode 41 - David Anderson on AI Technical Sales and Industrial Marketing to LLMs

Industrial Growth Institute

Episode 41 - David Anderson on How Manufacturing Marketers Need to Handle AI and why Industrial Sales Reps May be Extinct

Summary

In this conversation, Ed Marsh speaks with Dr. David Anderson, an expert in machine learning and engineering design, about the transformative potential of AI in the engineering sector.

They discuss the importance of tacit and explicit knowledge in engineering, the role of automation in streamlining processes, and the implications for sales and marketing in an increasingly automated world.

David shares insights from his journey in founding Engora, a company focused on leveraging AI to enhance engineering efficiency and knowledge transfer. They explore:

• the evolving landscape of industrial supply chains
• role of latent knowledge
• transformative potential of large language models (LLMs) in engineering
• challenges of creating comprehensive ontologies
• importance of context in information retrieval
• lessons learned from startup development.

The conversation also delves into the future of 3D printing, the significance of information security in AI solutions, and the changing expectations of buyers in the industrial sector. David emphasizes the need for companies to adapt their marketing strategies to leverage AI effectively and the importance of providing comprehensive content to meet buyer needs.

Takeaways

• Machine learning can significantly enhance engineering design processes.
• Tacit knowledge is often unstructured and hard to capture.
• Automation can eliminate repetitive tasks in engineering.
• Sales and marketing roles may evolve due to automation.
• LinkedIn is a powerful tool for startups to connect with decision-makers.
• The boundary between tacit and explicit knowledge is constantly shifting.
• Generative AI can handle ambiguity in natural language but may lack precision.
• The ideal users of Engora's technology are early-stage engineers.
• Knowledge transfer is crucial for effective engineering practices.
• Understanding the conflict between AI and engineering precision is essential. Latent knowledge in industrial supply chains is crucial.
• LLMs can help contextualize information for engineers.
• Prototyping is essential but can lead to wasted efforts.
• 3D printing requires a rethink of traditional engineering principles.
• Information security is a major concern with AI solutions.
• Sales reps must understand engineering trade-offs to add value.
• Marketing must shift towards comprehensive content creation.
• Websites need to serve both users and AI effectively.
• Companies should prepare for AI's impact on their operations.
• Tacit knowledge is vital for effective AI prompt writing.

Takeaway Quotes from David Anderson

• "We can help automate the sourcing process."
• "The goals of GenAI and engineering are orthogonal."
• "We want a future where rote work is automated."

Check out David's website and the Engora chatbot

LinkedIn: David Anderson and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript

Chapters

00:00 Introduction to Machine Learning in Engineering
02:47 The Role of LinkedIn in Startup Growth
06:00 Understanding Tacit and Explicit Knowledge
08:52 The Vision for Automation in Engineering
12:01 Sales and Marketing in the Age of Automation
15:00 The Need for Efficient Knowledge Transfer
17:57 David's Journey to Founding Engora
20:54 The Evolution of Engora's Technology
23:57 Applications of Engora in Engineering
30:04 Understanding Machine Learning and Generative AI
33:04 The Conflict Between AI and Engineering Precision
39:00 Navigating Latent Knowledge in Industrial Supply Chains
41:57 The Role of LLMs in Engineering Knowledge
45:02 Learning from Mistakes in Startup Development
48:11 The Future of 3D Printing and Digital Fabrication
51:00 Addressing Information Security in AI Solutions
53:06 Building Trust with Sales Reps
56:02 The Shift in Marketing Strategies for AI
01:00:05 The Importance of Comprehensive Content
01:03:01 The Role of Websites in the AI Era
01:05:54 Preparing for the Future of AI in Industry
01:10:03 Tacit Knowledge and AI's Limitations
01:12:08 Recommendations for Understanding AI in Industry
01:15:02 The Future of Industrial Marketing and Sales Is Technical Sales actually Sales?

Calling it technical sales may actually cause problems. It's typically not even really sales. More on the technical sales challenge here.

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