How to Harness AI, Build Communities, and Rethink Business Models

In this episode of Marketing in the Madness, Katie Street sat down with Matt Desmier, an industry leader and speaker with a wealth of knowledge, for a dynamic discussion that explores human-centric marketing, the evolving role of AI, and the importance of building a community.

With differing opinions this episode makes for a lively debate and asks some important questions about how we should approach marketing, the use of AI and how we engage in conversations online.

Here’s what you can expect from this duo:

The Power of Membership Organisations: Matt reveals an interesting finding from his research: “businesses that actively participate in membership organisations tend to generate eight times more revenue than those that don’t”. Memberships transform how businesses approach growth and collaboration, fostering a mindset of value extraction and proactive engagement.
Community as a Business Strategy: Matt highlights his work with BIMA (British Interactive Media Association), showcasing how connecting leaders and sharing challenges under Chatham House rules creates a space for collaboration, learning, and mutual support.
Authenticity vs Oversharing: While Katie champions being real and relatable, Matt challenges the idea of oversharing, advocating for a strategy tailored to one’s audience and business goals. Their different perspectives encourage businesses to find their unique voice rather than following a cookie cutter approach.
The Role of AI in Shaping Business Models: AI was another hot topic. Rather than focusing solely on efficiencies, Matt urges businesses to rethink how AI can revolutionise their models.
Human-Centered Marketing: Both speakers emphasise the increasing need for businesses to prioritise human connections. Whether it’s through engaging LinkedIn posts, participating in community events, or simply being consistent in quality, people want to engage with businesses that feel real, relatable, and trustworthy.

If you’ve ever wondered how to balance innovation, authenticity, and community-building, you NEED to listen to this episode!

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Here’s what you can expect from this duo:

Matt Desmier

Katie Street

Street Agency