Jason Downie, US CEO at Making Science. A knowledgeable industry leader with an entrepreneurial mindset, Jason Downie is the US CEO at Making Science, a global digital acceleration agency. As a seasoned global martech executive and sales leader, Jason has a background in strategy, enterprise digital transformation, and entrepreneurship. He has deep experience generating global sales from Fortune 1000 clients and his experience includes leadership roles at Google, Lotame, and Bain and Company.
Hello Jason! We are happy to offer you an opportunity like an interview to tell a wider audience more about you and your experience.
You have an impressive background, and first, our readers and I would like to know more about how you started your career and got into this field?
After my consulting and boyband/bar owner days (for real), I stumbled on Lotame, an ad tech firm. The new field and the challenge of learning the ins and outs fascinated me, and I was quickly hooked. Now, since spending the last 15 years in ad tech/martech, I am enjoying the continuous learning and everything about this wild ride.
Everyone knows that AI is heavily used in marketing and content, but they don’t know how to use it correctly. Could you share practices and algorithms for using AI?
Absolutely. 2024 is the year when we turn “AI What?” into “AI How.” What I mean by that is that most know they need to take advantage of AI tactics and tools. So at this point, they understand what AI does (for the most part) and have a general sense of how it works and what it can do for their business. But applying AI to various aspects of business and operations to show measurable results is the next phase of the AI evolution – and honestly, it is the hard part. In general, we recommend that companies start (or continue) using predictive AI and ML. They can use these tools to build business models that align with their business goals. The AI and ML models can be used to drive higher ROI for their marketing and advertising dollars, and the intended outcome is what most companies are aiming to achieve, which is increased revenue. Notably, AI can streamline operations and create efficiencies, but the technology must be activated in a way that is complementary to the rest of the business and, of course, is compliant with rules and regulations.
In your opinion, what are the benefits of AI in marketing?
AI offers the ability to “do more with less.” In essence, leveraging AI helps marketers get better results in a shorter period of time – and potentially requires fewer resources (albeit, humans and not necessary less tech). Implementing AI effectively creates better results and increases overall efficiency.
And what disadvantages can you highlight?
Learning to use an implement AI can bring with it a fairly steep learning curve. From regulations to tech integrations, it will take businesses adopting a culture of “test and learn” and experimentation to fully leverage its power. In addition, companies must harness the willingness to fail fast to get ahead. There are also watchouts when it comes to “machine hallucinations” that need to be addressed for purposes of brand safety and performance. Understanding AI’s limitations, mistakes, and potential pitfalls are essential to ensuring AI is working for the business and not against it.
Many believed that AI will replace or has the potential to replace marketers and content managers in the near future. What is your opinion on this?
I believe that humans won’t be replaced. Instead, human efforts and responsibilities will be shifted to accommodate and work alongside the technology. I recommend that all professionals research how AI will impact their individual role and field of work so they can learn how to leverage AI to be more efficient and, ultimately, to improve their company’s results (that is already a valuable skill and differentiator in today’s market).
Could you tell us more about your company? What is your mission? How did you come up with the idea to create this company?
Making Science is a global innovative tech and digital transformation and acceleration partner for brands and agencies. Our motto is “tech and data at the service of media improvement and ROI.” We have a portfolio of technology products – GaussAI, ad-machina, and others – that help companies be more efficient and get better results from their marketing efforts. In addition, we are a premier Google partner in the US and some of our tools are available in the Google marketplace.
Give 5 tips for aspiring marketers who don’t know how to start using AI in their work?
- Read industry literature (like this publication) for continuous education and to align with industry trends and thought leaders. The more you know, the better off you will be.
- Determine your goals and how machines can help you reach them more efficiently. If you know where you want to go, you can determine what you need to get you there.
- Learn what your customers’ needs are, and how you can help them improve their results and metrics using AI. Then, educate your customers so they understand what you are recommending and how it will benefit them.
- Learn the different types of AI: automation saves time, predictive AI is modeling for smarter performance, and generative AI is used to create new and different content. Understanding the differences and applications will help you design solutions that actually work.
- Stay calm and curious. Avoid thinking that AI and robots will take over the world because that creates a fearful mindset and environment. Instead, stay calm and be curious about new tools and technologies, and learn as much as you can about each when they start to gain momentum.
Now let’s move on to other questions that will help our readers learn something new about you. What was the most memorable travel experience of your life?
I love traveling, so this is tough, but I would say the time I hiked the Inca Trail to Machu Picchu with my wife. For one, I love being outdoors. And two, I love a good challenge. We also summited Mt Kilimanjaro, trekked to Mount Everest Base Camp, and visited Antarctica and the Galapagos Islands. Actually, it’s really hard to chose one out of those incredible experiences.
What country or city would you like to visit?
Oh wow, there are so many. To name a few, I would say Budapest, Prague, and Vilnius.
Where do you feel like the happiest person in the world?
One hundred percent, being outdoors. It is truly my happy place. It energizes me and brings me back to life if I ever start to feel defeated or deflated.
How do you combine life and work? Do you have any successful practices that help you distract yourself?
I am very passionate about what I do and these days, I live in my work. Since our kids are grown, my wife and I have time to really throw ourselves into our work, so we do. But, we also make time to travel and experience places around the world. Ultimately, we strive to combine our passions for our work and exploring as much as possible, so we work together to balance both. In terms of successful practices, it’s really about living life to the fullest and making every day count.
What’s your favorite movie?
Good Will Hunting, how ‘bout them apples?
What resources for learning (books, blogs, courses) can you recommend to marketers?
My top three are: Adexchanger.com, Think with Google articles (and other Google content), and LinkedIn because you can dive into the platform and connect with like-minded people.
Thank you for answering the questions!
