Why this Houston innovator isn't afraid of AI coming for her job

Guest Column

The advent of AI pushes us humans to acquire new skills and hone our existing abilities so we can work alongside these evolving technologies in a collaborative fashion. Image via Getty Images

Over the past 10 years of my career, I have been afforded unique opportunities to work in many roles across the healthcare industry. This includes stints in HR, sales, marketing, and operational roles at a myriad of organizations including small start-up companies, hospital networks, and even my own single-member LLC.

The uncertainty of the job market is ever evolving with close to 200,000 tech workers being laid off last year alone. The rise of AI is changing the employment structure across all industries which is why I feel fortunate to have a plethora of experiences and skills to pull from.

There is mounting concern about AI taking away our jobs, but in reality, we have been living harmoniously with AI tools for quite some time (think – spell check or autocorrect on your text messages). In many instances, we appreciate the benefits that AI brings including automation of repetitive tasks, data entry, and increased efficiencies. Don’t get me wrong, AI is certainly being exploited in some use cases like deepfakes so it is essential to stay vigilant. Overall, I am optimistic about AI improving healthcare, an area where we are experiencing significant financial strains, an overburdened workforce, and clinician shortages.

The advent of AI pushes us humans to acquire new skills and hone our existing abilities so we can work alongside these evolving technologies in a collaborative fashion. AI augments human capabilities rather than replacing us. I believe it will help our society embrace lifelong learning, creating new industries and jobs that have never existed before. These are some reasons why I am not worried about AI eliminating my job in the near future:

AI does not have human skills

AI may be able to beat humans at intelligent tasks like chess, yet prowess such as communication, teamwork, leadership, and emotional intelligence are increasingly important and difficult to automate. According to LinkedIn, the most in-demand skills for professionals are all uniquely human abilities, working in tandem with AI to drive organizational success. In addition, many jobs require some level of creative thinking, making them less susceptible to automation.

AI is not a physical being

Even after living through a global pandemic where many jobs existed only virtually, there is no replacement to the physical being or human touch. Technology can fill a lot of gaps but sitting face to face with another human being is not one of them. In fact, Forbes reported that 90 percent of companies will return to the office in 2024. There will always be power in bringing people together, whether one-on-one meetings, team gatherings, or company wide events.

AI alone cannot implement change

Technology is only as powerful as the people who use it. Sometimes, the hardest part of innovation is not adopting new technology or implementing different protocols but simply getting people to change. Nonetheless, adaptability has proven time and time again to be one of the strongest human traits. Change takes time and trust, both of which AI cannot solve on its own.

While working on this article, I wanted to see what the AI expert thinks and asked “Should I be worried about AI taking away my job?” Here is what Chat GPT responded:

While there is potential for AI to automate certain jobs, it also creates opportunities for new roles and enhances productivity. The key to mitigating the risk is to stay informed, continuously learn, and adapt to new technologies. Emphasizing uniquely human skills and exploring how AI can be a tool rather than a replacement can help secure your place in the evolving job market.

I appreciate Chat GPT’s confidence that humans and AI can co-exist. The future is already here.

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Arielle Rogg is the principal and founder of Rogg Enterprises, a Houston-based company providing digital marketing for health care innovators. 

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How you can use your data to improve your marketing efforts. Photo via Getty Images

Houston expert breaks down how B2B companies should leverage data for growth

guest column

When focusing on revenue growth in business to business companies, analyzing data to develop and optimize strategies is one of the biggest factors in sales and marketing success. However, the process of evaluating B2B data differs significantly from that of B2C, or business to consumer. B2C analysis is often straightforward, focusing on consumer behavior and e-commerce transactions.

Unlike B2C, where customers can make a quick purchase decision with a simple click, the B2B customer journey involves multiple touchpoints and extensive research. B2B buyers will most likely discover a company through an ad or a referral, then navigate through websites, interact with salespeople, and explore different resources before finally making a purchasing decision, often with a committee giving input.

Because a B2B customer journey through the sales pipeline is more indirect, these businesses need to take a more nuanced approach to acquiring and making sense of data.

The expectations of B2B vs. B2C

It can be tempting to use the same methods of analysis between B2C and B2B data. However, B2B decision-making requires more consideration. Decisions involving enterprise software or other significant business products or services investments are very different from a typical consumer purchase.

B2C marketing emphasizes metrics like conversion rates, click-through rates, and immediate sales. In contrast, B2B marketing success also includes metrics like lead quality, customer lifetime value, and ROI. Understanding the differences helps prevent unrealistic expectations and misinterpretations of data.

Data differences with B2B

While B2C data analysis often revolves around website analytics and foot traffic in brick and mortar stores, B2B data analysis involves multiple sources. Referrals play a vital role in B2B, as buyers often seek recommendations from industry peers or companies similar to theirs.

Data segmentation in B2B focuses more on job title and job function rather than demographic data. Targeting different audiences within the same company based on their roles — and highlighting specific aspects of products or services that resonate with those different decision-makers — can significantly impact a purchase decision.

The B2B sales cycle is longer because purchases typically involve the input of a salesperson to help buyers with education and comparison. This allows for teams to implement account-based marketing and provides for more engagement which increases the chances of moving prospects down the sales funnel.

Enhancing data capture in B2B analysis

Many middle-market companies rely heavily on individual knowledge and experience rather than formal data management systems. As the sales and marketing landscape has evolved to be more digital, so must business. Sales professionals can leave and a company must retain the knowledge of the buyers and potential buyers. CRM systems not only collect data, they also provide the history of customer relationships.

Businesses need to capture data at all the various touchpoints, including lead generation, prospect qualification, customer interactions, and order fulfillment. Regular analysis will help with accuracy. The key is to derive actionable insights from the data.

B2B data integration challenges

Integrating various data sources in B2B data analysis used to be much more difficult. With the advent of business intelligence software such as Tableau and Power BI, data analysis is much more accessible with a less significant investment. Businesses do need access to resources to effectively use the tools.

CRM and ERP systems store a wealth of data, including contact details, interactions, and purchase history. Marketing automation platforms capture additional information from website forms, social media, and email campaigns. Because of these multiple sources, connecting data points and cleansing the data is a necessary step in the process.

When analyzing B2B data for account based marketing (ABM) purposes, there are some unique considerations to keep in mind. Industries like healthcare and financial services, for instance, have specific regulations that dictate how a business can use customer data.

Leveraging B2B data analysis for growth

B2B data analysis is the foundation for any sales and marketing strategy. Collecting and using data from multiple sources allows revenue teams to uncover gaps, trends, and opportunities for continued growth.

Acknowledging what’s different about B2B data and tracking all of the customer journey touchpoints is important as a business identifies a target market, develops an ideal customer profile, and monitors their competitors. Insights from data also single out gaps in the sales pipeline, use predictive analytics for demand forecasting, and optimize pricing strategies.

This comprehensive approach gives B2B companies the tools they need to make informed decisions, accelerate their sales and marketing efforts, and achieve long-term growth in a competitive market.

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Libby Covington is a Partner with Craig Group, a technology-enabled sales and marketing advisory firm specializing in revenue growth for middle-market, private-equity-backed portfolio companies.

A panel of experts discussed decentralized web and Web3 technology — and its potential for impacting communities. Photo courtesy of DivInc

Web3 technology has the potential to bring communities together, say Houston innovators

discussing DWeb

Houston innovators dispelled some of the misconceptions about the decentralized web and Web3 technology at a recent Ion panel, highlighting the technology’s ability to bring communities together.

DivInc, a Texas-based accelerator focused on helping BIPOC and female founders on their entrepreneurial journeys, hosted a panel to discuss the benefits of transitioning to DWeb for entrepreneurs, personal success stories of using Web3 technology, and promoted its inaugural DWeb for Social Impact Accelerator.

The panelists included Giorgio Villani, founder of Spindletop Digital; Akeel Bernard, community development manager of Impact Hub Houston; and Ayoola John, co-founder and CEO of Astronaut. The discussion was moderated by Cherise Luter, marketing director of DivInc.

With the application for the DWeb 12-week accelerator program live, announced earlier this year, Luter says the panel was initiated to help explain the links between impact entrepreneurship and DWeb, two areas that people may think are very separate.

“This is our first time hosting a social impact accelerator here in Houston and we’re really excited about it. We added this extra piece of Web3, DWeb – how social entrepreneurs are utilizing this new technology to push forward their vision and bring about their startups,’” Luter says.

Villani, a founder of multiple companies that employ Web3 innovation, defined this technology as a tool of decentralization in which users are responsible for their own data and transactions are kept transparent by being publicly accessible. Villani contrasted this setup to the modern internet, known as Web2, in which users entrust third parties with encrypting their personal data, allowing them to mine and profit from this information.

“Web3 is a flipping of the script a little bit – it’s where we’re focusing primarily on the individual, where the individual is being empowered. Everybody manages their own keys and you don’t have to trust a third party to do anything within the system … you don’t have to cede your power to third party entities – it’s really an empowering thing to do,” Villani explains.

Villani addressed the misunderstanding that the decentralized web is too complicated for the average person to use by highlighting his partnership with multimedia Houston artist J. Omar Ochoa. Ochoa is incorporating Web3 technologies like AI and NFTs into an exhibit, allowing him to interact directly with buyers.

“The misconception is that (Web3) is difficult or too technical and it’s really not. There’s some stuff that takes a little bit of work but once you’ve done that the whole world of Web3 opens up in front of you,” Villani says.

For Villani, Web3 technologies are about the opportunity for connection.

“When you look around you, a lot of people these days are lonely and it’s funny because we have these platforms like Facebooks, Instagrams, WhatsApps, Snapchats and they’re all designed to bring us together but if you really look around you we’re not together,” Villani explains. “For me fundamentally, we have to reimagine how we build social networks, how we connect people.”

Web3 technologies are not all inherently about decentralization of the internet so much as rethinking how to rebuild the web to bring people together based on shared interests, adds John, co-founder of a social impact company that uses Web3 to help brands build online communities.

In contrast to much of the tech world, John also says that NFTs and cryptocurrencies, both of which are considered Web3 tools as they operate on blockchains, are not components of DWeb because they are tied up by monopolies. As the majority of NFTs are sold on one website and Bitcoin continues to dominate the cryptocurrency market, John explains they can not qualify as decentralized.

“I believe I can make an argument that crypto at its core is not about decentralization. What I believe crypto is and the Web3 movement is about reimagination,” John shares.

Bernard, who works directly with social impact entrepreneurs at Impact Hub Houston, says he anticipates founders looking to secure investors for their DWeb related companies will struggle, at first, because they must concisely explain the technology and business model at play. Bernard says he previously coached entrepreneurs on how to explain to investors that investing in social impact companies is not charity but a typical investment that will pay returns. Bernard expects DWeb focused companies will face similar uphill battles of getting investors to understand their concepts.

“I think with DWeb because it’s a newer network it’s going to require social impact entrepreneurs to educate investors and also users on the benefits of DWeb,” Bernard explains. “You’re going to have to be able to explain to them in a clear and consistent way especially to the investors, folks that have the means but don’t understand what DWeb is, how it can be utilized for success.”

Photo courtesy of DivInc

P97 Networks has again raised $40 million to support its growth. Photo via Getty Images

Houston e-commerce company raises another $40M round to support growth

money moves

For the second time in just over a year, a Houston business that provides mobile commerce and digital marketing to the mobility and fuel industries has raised $40 million.

P97 Networks, which has developed a cloud-based mobile commerce platform that helps brands securely do business with customers, announced that it has closed its series C round at $40 million. The equity financing round was led by Portage and included participation from existing investors. The fresh funding will go to support growth strategy.

"In this highly connected world, retail brands are looking for new ways to increase consumer engagement — the power of network effects in the digital world will be a key contributor to revenue growth and margins," says Donald Frieden, CEO of P97 Networks, in a news release. "With consumers of all ages further adopting mobile payment solutions, we are proud to have built the leading connected commerce and digital marketing platform for the convenience retail, energy marketing, and transportation industry."

In January of 2022, P97 raised $40 million, and, according to Crunchbase, the company has secured a total of $109 million in funding since its founding in 2012.

The company's unique platform is used by a majority of the retail fuel market in North America, per the release, with the intention of expanding further into the fleet, connected car, and EV charging markets. The technology also enables engagement and secure transactions, using tokenized payments and personalization.

"P97 has quickly established itself as a dominant mobile commerce solution for the North American retail convenience and fuel market," says Dan Ballen, partner and co-head of Portage Capital Solutions, in the release. "The company will continue to benefit from accelerating consumer adoption of mobile payments, while also leveraging its best-in-class technology to capitalize on compelling opportunities in adjacent verticals."

Toronto-based Portage is focused on the fintech and financial services sectors, and its investment derives from the recently launched Portage Capital Solutions strategy.

"We are thrilled to partner with P97 on our first Portage Capital Solutions investment and look forward to helping Don and the team drive their long-term vision," says Adam Felesky, CEO of Portage, in the release.

FanReact is now Truss, and the company will be able to reach a greater audience. Photo by PeopleImages

Exclusive: Houston sports tech company rebrands to attract a wider range of clients

Name change

A Houston company that's specialized in digital sports fan engagement is reinventing itself to grow its client base.

FanReact, which earlier this year spun off its esports business into a new company called Mainline, is now known as Truss. The transition opens doors for the company to reach new clients that aren't in the sports industry — but that maybe want to take a page out of the fan experience's book.

"Our team has done an incredible job creating great digital experiences for our customers in the sports and athletics space," says Patrick Schneidau, CEO of Truss, in a news release. "At the same time, we have heard from organizations outside of sports that they want to create a similar 'fan experience'' for their customers, employees, partners and volunteers by providing content and connections the same way that athletic teams do."

According to Schneidau, there's also some market dissatisfaction that has left Truss with this opportunity for growth.

"Those organizations and their audiences – while not wanting to sacrifice great user experience and engagement – don't trust current options that host their communities at the expense of a loss of privacy," he adds. "All of these organizations focus on the need for a privacy-focused community platform."

The rebranding ties into some technological expansions Truss now has to offer, including branded digital web and mobile experiences, verified user profiles, community-defined moderation standards, and person-to-person and group chats.

"With our new mission to serve people who share a passion for any organization, our customers can now create the same level of engagement already available with your favorite sports team," says Schneidau. "Whether your organization supports critically ill patients, service men and women, university students or people of faith, Truss can create the communication, collaboration and connections that so many organizations desire for their community."

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3 Houston innovators who made headlines in May 2025

Innovators to Know

Editor's note: Houston innovators are making waves this month with revolutionary VC funding, big steps towards humanoid robotics, and software that is impacting the agriculture sector. Here are three Houston innovators to know right now.

Zach Ellis, founder and partner of South Loop Ventures

Zach Ellis. Photo via LinkedIn

Zach Ellis Jr., founder and general partner of South Loop Ventures, says the firm wants to address the "billion-dollar blind spot" of inequitable distribution of venture capital to underrepresented founders of color. The Houston-based firm recently closed its debut fund for more than $21 million. Learn more.

Ty Audronis, CEO and founder of Tempest Droneworx

Ty Audronis, CEO and founder of Tempest Droneworx

Ty Audronis, center. Photo via LinkedIn.

Ty Audronis and his company, Tempest Droneworx, made a splash at SXSW Interactive 2025, winning the Best Speed Pitch award at the annual festival. The company is known for it flagship product, Harbinger, a software solution that agnostically gathers data at virtually any scale and presents that data in easy-to-understand visualizations using a video game engine. Audronis says his company won based on its merits and the impact it’s making and will make on the world, beginning with agriculture. Learn more.

Nicolaus Radford, CEO of Persona AI

Nicolaus Radford, founder and CEO of Nauticus RoboticsNicolaus Radford. Image via LinkedIn

Houston-based Persona AI and CEO Nicolaus Radford continue to make steps toward deploying a rugged humanoid robot, and with that comes the expansion of its operations at Houston's Ion. Radford and company will establish a state-of-the-art development center in the prominent corner suite on the first floor of the building, with the expansion slated to begin in June. “We chose the Ion because it’s more than just a building — it’s a thriving innovation ecosystem,” Radford says. Learn more.

Pharmaceutical giant plans $5.9B Houston facility and more news to know

Trending News

Editor's note: It's time to look back at the top Houston innovation news from the second half of May 2025. From exciting VC raises to major manufacturing facilities in the works, here are the most-read InnovationMap stories from May 16-30.

1. Pharmaceutical giant looks to bring $5.9 billion facility to Houston

Eli Lilly is looking to build an active pharmaceutical ingredient manufacturing facility at Generation Park. Rendering courtesy of McCord

Pharmaceutical company Eli Lilly and Company is looking to build a $5.9 billion active pharmaceutical ingredient (API) manufacturing facility in Houston, according to a recent filing with the state of Texas.

The proposal states that the project plans to employ 604 full-time direct employees at the site upon ramp-up completion. Construction is projected to begin in 2026, with a completion target of 2030 and commercial operations beginning in 2031. Continue reading.

2. Houston VC firm closes $21M fund for underrepresented founders

Zach Ellis, founder and general partner of South Loop Ventures, which recently closed its debut fund. Photo via LinkedIn

Houston-based South Loop Ventures recently closed its debut fund for more than $21 million, led by investments from Rice Management Company and Chevron Technology Ventures.

The funds will go toward teams with at least one underrepresented founder of color working in the energy, health, space, sports and fintech sectors. Additional investments came from The Great Commission Foundation of the Episcopal Diocese of Texas, Texas CapitalBank and others organizations. Continue reading.

3. Houston-founded startup raises $1.2M and moves headquarters to Detroit

ChurchSpace, founded in Houston by Day Edwards and Emmanuel Brown, is moving to Detroit. Photo courtesy ChurchSpace.

Houston-founded ChurchSpace, known as the Airbnb for churches, has formed an official partnership with the City of Detroit and will relocate its headquarters.

The announcements come as the company successfully closed a $1.2 million oversubscribed funding round. The round was led by California-based Black Ops Ventures, with participation from Michigan Rise and Dug Song of Minor Capital, who is also the founder of the Song Foundation, another Michigan-based organization. Continue reading.

4. Houston aerospace co. soars with first U.S. test flight of hypersonic engine

Venus Aerospace successfully completed the flight test of its hypersonic engine, the first of an American-developed engine of its kind. Photo courtesy Venus Aerospace

Houston-based Venus Aerospace successfully completed the first U.S. flight test of its proprietary engine at a demonstration at Spaceport America in New Mexico.

Venus’ next-generation rotating detonation rocket engine (RDRE) is supported by a $155,908 federal Small Business Innovation Research (SBIR) grant from NASA and aims to enable vehicles to travel four to six times the speed of sound from a conventional runway. The recent flight test was the first of an American-developed engine of its kind. Continue reading.

5. Houston regenerative medicine company expands lab for future trials

FibroBiologics has opened a new 10,000-square-foot Houston lab to scale up research efforts and pave the way for in-house manufacturing. Photo via Fibrobiologics.com

A Houston regenerative medicine company has unveiled new laboratory space with the goal of expanding its pioneering science.

FibroBiologics uses fibroblasts, the body’s most common type of cell, rather than stem cells, to help grow new cells. With its new space, the publicly traded company, which has more than 240 patents issued or pending, will be even better equipped to power forward with its research. Continue reading.

Houston university to launch artificial intelligence major, one of first in nation

BS in AI

Rice University announced this month that it plans to introduce a Bachelor of Science in AI in the fall 2025 semester.

The new degree program will be part of the university's department of computer science in the George R. Brown School of Engineering and Computing and is one of only a few like it in the country. It aims to focus on "responsible and interdisciplinary approaches to AI," according to a news release from the university.

“We are in a moment of rapid transformation driven by AI, and Rice is committed to preparing students not just to participate in that future but to shape it responsibly,” Amy Dittmar, the Howard R. Hughes Provost and executive vice president for academic affairs, said in the release. “This new major builds on our strengths in computing and education and is a vital part of our broader vision to lead in ethical AI and deliver real-world solutions across health, sustainability and resilient communities.”

John Greiner, an assistant teaching professor of computer science in Rice's online Master of Computer Science program, will serve as the new program's director. Vicente Ordóñez-Román, an associate professor of computer science, was also instrumental in developing and approving the new major.

Until now, Rice students could study AI through elective courses and an advanced degree. The new bachelor's degree program opens up deeper learning opportunities to undergrads by blending traditional engineering and math requirements with other courses on ethics and philosophy as they relate to AI.

“With the major, we’re really setting out a curriculum that makes sense as a whole,” Greiner said in the release. “We are not simply taking a collection of courses that have been created already and putting a new wrapper around them. We’re actually creating a brand new curriculum. Most of the required courses are brand new courses designed for this major.”

Students in the program will also benefit from resources through Rice’s growing AI ecosystem, like the Ken Kennedy Institute, which focuses on AI solutions and ethical AI. The university also opened its new AI-focused "innovation factory," Rice Nexus, earlier this year.

“We have been building expertise in artificial intelligence,” Ordóñez-Román added in the release. “There are people working here on natural language processing, information retrieval systems for machine learning, more theoretical machine learning, quantum machine learning. We have a lot of expertise in these areas, and I think we’re trying to leverage that strength we’re building.”

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