When it comes to analyst relations, the game has changed. Artificial intelligence has changed the way search functions, with a lot more vanilla content emerging.

It’s a tough nut to crack. But research has shown that people trust analysts more than they trust marketing materials, according to Shelly Kramer (pictured), managing director and principal analyst with theCUBE Research.

“You’re not paying us to say good things about you,” she said. “What you’re paying us for is our insights, our ability to guide and help you reach your goals. I think that’s a really important part of the equation today.”

Kramer spoke with theCUBE industry analyst John Furrier at the “Supercloud 5: The Battle for AI Supremacy” event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed Kramer joining theCUBE and how analyst relations has changed.

Making sense

Having recently joined theCUBE, Kramer is anxious to bring some unique perspectives to the table. Many of Kramer’s focus areas aren’t ones currently being studied.

“Whether that’s CX and all the things that fall under that bucket, Collab Contact Center, CRM, employee experience, all of those things, the whole future of Workspace, anything having to do with security,” Kramer said. “We have so many clients in the security space, Cisco, Dell, IBM, AWS. That’s a huge space.”

Although theCUBE already covers security, there’s so much to cover. That includes AI security, according to Kramer.

“My expertise is deep in the automation space and all of that. And that sector is evolving as we’ve got the advent of gen AI,” she said. “That’s kind of a little sneak preview. The other thing that we have in the works that I’m really excited about is … working with the analyst community.”

Recently, Kramer had a meeting with someone who was griping about the traditional analyst relations model that everyone is tired of. There are a few vendors out there that everyone groans when it comes to the thought of working with them.

“They call this the tax that we have to pay. There’s got to be a better way, and we know there’s a better way,” Kramer said.

Watching the AI announcements roll out at AWS re:Invent, it’s important to remember that the real magic is in the adoption, according to Kramer. Part of what the data is showing right now is that enterprise adoption is fairly slow, but there are some similarities in mentality when it comes to the history of Amazon and the history of theCUBE.

“Where we’re seeing adoption is with the younger startups with that mentality. And it’s really the mentality that we have — move fast, break stuff, figure it out, fix it as you go along,” Kramer said. “Good is the enemy of perfect, or perfect is the enemy of good. But I just think that there are so many things to be excited about ahead.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the “Supercloud 5: The Battle for AI Supremacy” event:

Photo: SiliconANGLE