artificial intelligence, social media and app technology easy to understand and accessible for everyday people. • Her clients include Fortune 100 companies, including Google, American Express and Pfizer. • As one of Forbes’ 50 Leading Female Futurists, she appears weekly on season two of the Emmy-nominated show Life 2.0. • She’s also the author of One Tech Action and The Social Media Why. In terms of social media platforms that promo pros should be mastering to meet their customers, Washington says that while LinkedIn remains the top social media platform for professionals, YouTube is an increasingly important option. “You can showcase ‘How To’ videos for using your technology to create these products, or more importantly, tell the stories behind what you’ve created for your clients and how they’ve impacted their businesses and the community,” she says. When it comes to implementing AI strategies without worrying employees about their futures, Washington says there’s nothing you can do to keep people who are opposed to technological change from being scared of technology. But you can show them how to leverage these tools to be better at their jobs. For example, desktop computers didn’t replace administrative assistants or different positions. But the people who refused to use desktop computers rendered themselves obsolete. “It’s super important to help employees understand that AI is like their superhero armor,” Washington says. “If they refuse to put on the armor, they’ll be the only regular person in an industry full of superheroes. We can see how that could be problematic. “So, make the training easy and fun. Give them permission to experiment, because there will never be a point in AI, especially generative AI, where you’re all caught up. It’s always updating and doing something new.” “It’s super important that the promo industry ensures clients have the tools to do things on demand without having to fill out a lot of forms or make a lot of calls, because DIY is the new service.” PPAI • MAY 2025 • 79 Inside PPAI | Community
RkJQdWJsaXNoZXIy NzU4OQ==