Shivkant Singh on Embracing AI While Retaining the Human Touch

Let's explore a fascinating insight from Shivkant Singh as he delves into AI, skillfully navigating its implications in our daily lives and its pervasive impact across diverse industries, particularly in content marketing. Singh posits a counterpoint to the prevailing notion, asserting that AI is not a menace but rather a valuable instrument that amplifies our abilities and efficacy.

Focusing on the indispensable essence of human ingenuity, he further explores the concept of a hybrid model, wherein AI collaborates seamlessly with human inventiveness. Seize is a prime vantage point as he also sheds light on his trusted tools for monitoring the customer journey within digital marketing.

Akash Kalp, Category Head at Pepper Content, talks to Shivkant Singh, Head of Marketing at ALLEN Career Institute Overseas, about all this and more.

1. Please tell us about your journey.

My journey into content marketing, especially digital marketing, has been quite a ride. It all began with my introduction to digital marketing concepts while with Iyogi Technical Services. However, when I delved into the world of actual content and digital marketing, things indeed took off. The year was 2010 when I stepped into the digital landscape to conduct digital marketing workshops. These workshops were conducted primarily in three major cities: Delhi, Bangalore, and Mumbai. This marked the early days of social media and digital marketing when these concepts were still unfamiliar to many.

Back then, the interest in learning about digital marketing was developing, and our workshops served as a platform for people to quench their curiosity. Throughout more than two and a half years, we interacted with numerous individuals, and a pattern emerged. People wanted to grasp the theories and find out how to execute digital marketing strategies practically. Responding to this demand, we initiated a six-month digital marketing course at Digital Vidya, one of the pioneers in online instructor-led training.

Unlike traditional courses, we emphasized a hands-on approach, guiding our students to immerse themselves in the practical aspects of digital marketing. This experience was akin to a digital marketing laboratory, where we explored various means of communication through digital channels. It was a transformative phase that altered the course of my career.

Subsequently, I took up a position as the head of digital marketing at Bajaj Capital. I encountered a significant challenge – navigating the shift to digital adoption. Many individuals were resistant to embracing digital tools and products. However, the scene changed drastically with the onset of the COVID-19 pandemic. Within a matter of weeks, the necessity of remote work and communication propelled everyone into the world of virtual meetings and digital interactions, erasing the previous hesitations.

My journey continued as I joined ALLEN Career Institute and subsequently took charge of the marketing efforts for ALLEN Overseas. Here, my role involved spreading the institution's commitment to delivering exceptional educational value to students worldwide.

All the machines can help you enhance your capabilities. They are not here to replace you. Any innovation coming into our lives is there to ease our lives.

2. Given the current global transformation driven by AI developments like OpenAI's ChatGPT 4, how do you interpret the present role of AI?

My perspective on this matter is crystal clear. Machines are designed to enhance our abilities, not supplant them. The fear of machines overtaking jobs isn't novel; a similar apprehension arose when computers were introduced in India. However, history has demonstrated that such advancements don't render human roles obsolete. The intention behind innovations isn't to dictate our existence but rather to streamline it. Once this notion is understood, the integration of new technologies becomes second nature.

Regarding AI, my encounters with tools like ChatGPT have fortified my belief in the irreplaceable value of human contribution. While these tools excel at providing precise technical information, they lack the human touch and genuine connection. A human perspective is indispensable for imbuing responses with depth and resonance. In my endeavors, ChatGPT optimizes research efforts, conserving around 20 to 30% of the time, which is undeniably beneficial. However, when it comes to crafting authentic content, the human touch remains unparalleled.

Achieving harmony between technology and human input is the trajectory of progress. This equilibrium ensures that technological advancements bolster rather than diminish the essence of human involvement. In this interplay, the potential for innovation and evolution is immense.

Machines cannot replace humans. We have used ChatGPT a lot but even after getting the answers from ChatGPT, we will have to give it a human angle.

3. As a content and digital marketing trailblazer, what tools, like software, Chrome extensions, or email add-ons, do you use daily to boost efficiency?

Before delving into metrics from any tool, it's crucial to outline what precisely you aim to track and comprehend. Understanding their trajectory is paramount in the broader context of a client, customer, or student's journey. Each stage of this journey demands distinct tools. Early on, as users explore your website, various mechanisms come into play. I believe tool choice hinges on trust in the data it provides.

Two key facets stand out. Firstly, comprehending the entire journey and pinpointing the specific aspects to track is vital. Accuracy in tracking is essential. Secondly, selecting tools is pivotal. I, for instance, place my faith in analytics tools, viewing them as a reliable source. When implemented accurately with precise tracking codes, these tools yield accurate results, bolstering trust.

At the outset of a journey, my preference leans toward analytics, accompanied by additional tools like Overly Analytics. While various tools cater to SEO tracking and social media engagement, I prefer not wholly relying on social media data. Instead, I emphasize gauging engagement, aligning with my defined KPIs.

Diverse tools populate the market for each journey phase, particularly for social media. Buffer, Knowledge Insight, and several others offer tracking solutions. The crux, however, is selecting tools grounded in trust and personal belief. After all, it's about aligning your chosen device with your faith in its outcomes.

Before using your metrics from any tool, first, you need to understand what exactly you want to track and understand in the larger journey of a customer.

4. If you could craft a tool-driven platform to simplify your life, considering your digital marketing expertise, what unsolved challenge would it tackle, and how would you shape it?

The saying "a blessing can transform into a curse" holds true in digital marketing. Initially, we celebrated its remarkable advantage – the ability to track various aspects comprehensively. This tracking capability was touted as one of the cornerstones of digital marketing's allure. However, as time has passed, this advantage has gradually taken on a new facet, presenting a challenge that digital marketers now face.

The demand for specific, detailed data has surged in today's landscape. Stakeholders and decision-makers seek insights that dig deeper and provide a nuanced understanding of digital marketing performance. This trend has created a situation where the initial boon of comprehensive tracking has turned into a potential predicament. The expectations have grown exponentially, outpacing the existing capabilities of many digital marketing systems.

As digital marketers, we find ourselves in a position where our past successes have inadvertently elevated the bar of expectations. The quest for data that goes beyond the conventional metrics has led us to grapple with the limitations of our current tools and platforms. This disparity between stakeholders' desires and what we can provide has created a significant dilemma.

What once seemed like an incredible asset has now revealed its complex nature. The data landscape has evolved, and so have the demands from it. As marketers, we have sowed the seeds of elevated expectations, and now we must address the challenge of fulfilling them. The transformation from a boon to a potential curse highlights the dynamic nature of digital marketing and underscores the need for innovative solutions.

Imagine a tool that could aggregate and centralize diverse data points amid this challenge. Imagine a platform that could seamlessly cater to the varied queries posed by different management levels. Regardless of its nature, every business seeks answers to similar core questions. However, these questions often take various forms, shaped by the unique contexts of each business unit.

A transformative tool would be one that not only gathers data but also provides tailored responses. This tool would bridge the gap between the intricate questions management asks and the insights digital marketing efforts generate. Such a tool could be a game-changer, offering structured responses and insightful, templated answers.