This article comes from Christopher Dessi’s insightful talk at our 2024 AI for Revenue Summit. Check out our collection of world-class keynote insights.

Chris is now the Founder & CEO of Torque AI

How can AI transform the way we run our organizations—and is it as groundbreaking as it seems?

I’m Chris Dessi, and I’ll be diving into how AI has reshaped our approach at Diamond Standard to drive growth and increase our efficiency. For a little context, we’re the world’s first regulated diamond commodity. Our mission is to make diamonds an accessible and reliable investment, much like gold or silver. 

I’ve been lucky enough to work with cutting-edge tech over the years, and I can truthfully say that today’s AI landscape feels like déjà vu of the early days of social media—a powerful tool just starting to go mainstream. 

Back then, I watched social media evolve from niche to necessity, and I can see AI following the same trajectory. But here’s the thing: just like social media a decade ago, AI is so new that no one, including myself, can truly call themselves an “expert.” 

And that’s the exciting part! AI is still evolving, and organizations that dive in now can adapt and grow with it. Today, I’ll walk you through how we’ve strategically applied AI to refine our customer experience, streamline operations, and ultimately, enhance our revenue goals. 

Let’s explore what AI can do for your organization’s efficiency, and how you can harness it without needing a huge team or advanced technical expertise.

Reaching the right people with the right message

Being lean and ambitious, we realized early on that AI could provide a level of support and scale that a small team like ours couldn’t achieve manually.

AI allowed us to compete with larger companies by amplifying our marketing, streamlining our sales processes, and creating engaging customer experiences. This wasn’t a quick pivot, but once we started, it became clear how essential AI would be in almost every part of our strategy.

To grow effectively, we needed a laser-focused approach. Our strategy boils down to finding the right people with the right message at the right time and place. 

While that sounds straightforward, we moved away from the traditional “spray and pray” tactics that target broad audiences with generic messages. Instead, we’re creating what I call a “branded viral loop,” which personalizes messages based on user data, reaching the people most likely to engage with our brand.

This shift allowed us to build a stronger connection with potential investors by meeting them on platforms they already trust. We’re using data insights to better understand where these customers are engaging with our content and refining our approach to keep them coming back.

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