Generative artificial intelligence has become core to every industry across the globe, and at VMware Explore 2023, VMware Inc. revealed its new vision for AI.

It was the first time that the company had revealed its plans for AI to customers, but it was something it had been planning for a while. That’s because the company wanted to deliberate its own responsibilities internally so as to not make any mistakes, according to Laura Heisman (pictured), chief marketing officer at VMware Inc.

“Everything that we’ve come out with today is that first step to be able to talk about how we’re helping with privacy, with security, with enterprises — things that VMware can do that a lot of other companies can’t do,” she said. “We can be part of the core of what they’re doing to invest in both AI and their generative AI plans.”

Heisman shared more details about the company’s strategy with theCUBE industry analysts Dave Vellante and Lisa Martin at VMware Explore 2023, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed the benefits of AI for marketing teams and the impacts of the technology moving forward. (* Disclosure below.)

Access to AI within marketing

When it comes to use of AI within marketing, a big question remains: How does it benefit the customer? In the life of a consumer, there’s an expectation that not only will things be connected, but that they will also experience a connection that is relevant and personalized.

“Relevant” is the key word in this conversation, according to Heisman. But the big change for marketing teams today is that they won’t be starting with just a blank page any longer.

“We use proprietary tools that we’ve bought into so that it’s not just open for everyone to be able to use. And [you can] do everything from, ‘I need this for the infrastructure buyer’ to ‘I need this for the CIO. Pretend like I’m a CTO,’” Heisman said. “You can do a lot of that. It’s time savings; it’s better messaging to our audiences. There’s so many great opportunities, and it’s not that it’s a change in a job or it’s a loss of a job, it’s about being able to not start from that blank page.”

Here’s the complete video interview with Laura Heisman, part of SiliconANGLE’s and theCUBE’s coverage of VMware Explore 2023:

(* Disclosure: VMware sponsored this segment of theCUBE. Neither VMware nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE