Heidi Rhodes gets the same question in every room. As Global Director of Customer Success at Meta, she meets with executives all over the world, and they all want to know the same thing: how do I tell whether my AI agent is actually paying off?
Her answer starts with picking the moments that genuinely matter to the person on the other end, then using those moments to open a relationship instead of closing a transaction. That relationship is the whole basis of ROI from AI-enabled messaging.
“The key here is identifying those valuable touchpoints of engagement with your user,” Heidi says, “and using those to not just have a transactional moment, but really start to build a true relationship.”
There’s a tougher question underneath the ROI one. As customers get more comfortable talking to AI, brands risk losing their direct line to the people they serve. Heidi calls it brand disintermediation, and the solution is to not build the gap in the first place. Instead, meet customers in the apps where they already spend their day, so there’s no distance to close.
Where should an enterprise leader start? With a conversation. The work is deciding what your brand expression should look like in a world of conversational commerce, and the time to make those decisions is now.
Watch Meta In a Flash, our series on rapid-fire perspectives on AI and innovation, to hear Heidi Rhodes answer these key questions:
- What’s the #1 question enterprise buyers ask about AI agents, and what’s your honest answer?
- How can businesses maintain customer relationships as AI becomes more prominent?
- What’s the one thing every business leader should do right now to stay ahead?
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