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In this episode, Frank and Andy speak to Christopher P. Willis about Using AI to Create a Better User Experience with Better Content.
Certainly, if you have ever you read instructions or product documentation that left you annoyed and confused, then you can appreciate the work he does with Acrolinx.
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00:00:00 BAILey
Hello and welcome to data driven.
00:00:02 BAILey
In this episode Frank and Andy speak with Christopher Willis about how artificial intelligence can help bake brands create congruent content across cultures, languages and writers.
00:00:13 BAILey
One quick word of correction.
00:00:15 BAILey
Frank made the assumption that CPO was chief product Officer.
00:00:19 BAILey
Chris is actually Chief pipeline officer.
00:00:21 BAILey
In addition to being chief marketing Officer, Acrolinx currently does not have a chief product officer.
00:00:28 BAILey
Frank should know by now what happens when you assume anything.
00:00:32 BAILey
I'll have a chat with him later.
00:00:34 BAILey
For now, enjoy the show.
00:00:44 Frank
Hello and welcome to data driven, the podcast where we explore the emerging fields of data science, machine learning and artificial intelligence.
00:00:52 Frank
If you'd like to think of data as the new oil, then you can think of us like Car Talk because we focus on where the rubber meets the virtual road and with me on this epic road trip down the information.
00:01:04 Frank
Superhighway as always is Andy Leonard.
00:01:07 Frank
How's it going Andy?
00:01:08 Andy
Good Frank, how are you doing?
00:01:10 Frank
I'm doing great, I'm doing great.
00:01:11 Frank
It's a beautiful Tuesday morning here in the DC area.
00:01:14 Frank
We're recording this on September 28th and I can't believe it's already October.
00:01:22 Andy
Almost gosh, yeah, yeah.
00:01:23 Frank
Almost October.
00:01:25 Andy
It's it's been beautiful fall weather.
00:01:28 Andy
Past few days here in sunny Farmville, VA.
00:01:33 Andy
And I'm really enjoying that.
00:01:35 Andy
Got a lot of outdoors work done in the past few days and that's always a good thing.
00:01:40 Frank
Yeah, we just built the trampoline for the kids and that was a was a lot of fun.
00:01:46 Frank
'cause the.
00:01:46 Frank
Instructions were horrible.
00:01:50 Andy
Did you get one with that big net around it?
00:01:53 Andy
Keep from bouncing off and 'cause otherwise it should come with a coupon for a free cast.
00:01:58 Frank
Freecast and free healthcare that'd be funny.
00:02:00 Andy
Yes, yes, that's right, yeah.
00:02:03 Frank
Yeah, so without further ado I'd like to introduce we have this.
00:02:07 Frank
Awesome guest today.
00:02:08 Frank
We've been really lucking out on terms of folks coming to us and and suggesting guests for us, which is quite refreshing, actually.
00:02:17 Frank
So so today we have with us Christopher Willis, Acrolinx Chief Marketing Officer and Chief Product Officer.
00:02:25 Frank
Christopher is an expert in technology, marketing and brand alignment alignment with over 20 years of experience in with some of the world biggest tech names including Perfecto.
00:02:35 Frank
Kmag and Cambridge technology group.
00:02:39 Frank
And through his work at Acrolinx, he's become a renowned thought leader on the topics of content governance and brand alignment.
00:02:46 Frank
He's also an expert on AI and how AI can help.
00:02:50 Frank
Big brands can great create congruent content across cultures, language and writers.
00:02:56 Frank
Acrolinx creates tools for developing content that feels human, relatable, and compassionate.
00:03:01 Frank
It's already used by some of the biggest brands in the technology world today, so welcome to the show, Chris.
00:03:09 Christopher
Thank you, I'm excited about your trampoline.
00:03:12 Frank
Well, thank you.
00:03:12 Frank
Thank you.
00:03:13 Frank
You should come on down I.
00:03:14 Frank
I think you're on the East Coast somewhere in Boston.
00:03:17 Christopher
I am outside of Boston, yes?
00:03:18 Frank
Awesome cool cool you never know 'cause sometimes people will put where they used to live on LinkedIn and not update that so.
00:03:26 Christopher
Nope, haven't gone anywhere in what a year?
00:03:27 Christopher
And a.
00:03:27 Christopher
Half if not.
00:03:28 Frank
Right, right?
00:03:29 Christopher
A lot, not a lot of travel, yeah?
00:03:30 Frank
Year and a half in the two week lockdown.
00:03:35 Frank
Well, welcome to the show so so.
00:03:38 Frank
Tell me about what so, so you're a CMO and a CPO.
00:03:43 Frank
That's that's, uh.
00:03:45 Frank
That's an interesting mix I I can see how the two are related, but can you explain kind of like what it is you do for acrolinx and maybe a little bit about.
00:03:54 Christopher
So I do a bunch of things.
00:03:55 Christopher
I I I joined the company to run marketing and marketing has.
00:04:00 Christopher
A lot of.
00:04:00 Christopher
Reach in this organization because of what we do and who we sell to.
00:04:05 Christopher
So I reach into pipeline.
00:04:07 Christopher
I reach into the product process on product marketing in there and come from a background where this approach really resonates and makes a lot of sense and the way that we collect and build and use data is very aligned to the way that I've.
00:04:24 Christopher
I've built content in the past.
00:04:28 Frank
Interesting, interesting.
00:04:29 Frank
So the the product at acrolinx it it.
00:04:33 Frank
It uses AI to create content.
00:04:36 Frank
So, so like what does that do is?
00:04:38 Christopher
Different so we are.
00:04:38 Frank
It kind of NLP.
00:04:40 Christopher
We're improving content, so we're we're about being improving the quality and effectiveness of enterprise.
00:04:47 Christopher
Content so the easiest way to think about what we do is everybody that writes everybody that owns a content organization, whether that's in a development group with technical documentation or product manuals, or marketing content enablement content, internal education.
00:05:04 Christopher
All these folks have a whiteboard in their office and.
00:05:07 Christopher
On that whiteboard are all the components of language, the way that they want to create their content.
00:05:12 Christopher
It's the tone of voice.
00:05:13 Christopher
It's the clarity level education level of their of their readers.
00:05:17 Christopher
It's the amount of compassion, emotion, inclusiveness that they want in their contents.
00:05:22 Christopher
The words that they want to use and that they don't want.
00:05:24 Christopher
Use, it's all up there on the whiteboard.
00:05:26 Christopher
They feel good about it.
00:05:28 Christopher
They've defined essentially the voice of their group or their organization.
00:05:32 Christopher
The problem with that whiteboard is that it's in their office and nobody can see it, and even if they could, we don't have a writers pool in the world anymore.
00:05:40 Christopher
We're all writers when you go to work, a byproduct of your work...
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