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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Houston startups win NASA funding for space tech projects

fresh funding

Three Houston startups were granted awards from NASA this month to develop new technologies for the space agency.

The companies are among nearly 300 recipients that received a total agency investment of $44.85 million through the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) Phase I grant programs, according to NASA.

Each selected company will receive $150,000 and, based on their progress, will be eligible to submit proposals for up to $850,000 in Phase II funding to develop prototypes.

The SBIR program lasts for six months and contracts small businesses. The Houston NASA 2025 SBIR awardees include:

Solidec Inc.

  • Principal investigator: Yang Xia
  • Proposal: Highly reliable and energy-efficient electrosynthesis of high-purity hydrogen peroxide from air and water in a nanobubble facilitated porous solid electrolyte reactor

Rarefied Studios LLC

  • Principal investigator: Kyle Higdon
  • Proposal: Plume impingement module for autonomous proximity operations

The STTR program contracts small businesses in partnership with a research institution and lasts for 13 months. The Houston NASA 2025 STTR awardees include:

Affekta LLC

  • Principal investigator: Hedinn Steingrimsson
  • Proposal: Verifiable success in handling unknown unknowns in space habitat simulations and a cyber-physical system

Solidec and Affekta have ties to Rice University.

Solidec extracts molecules from water and air, then transforms them into pure chemicals and fuels that are free of carbon emissions. It was co-founded by Rice professor Haotian Wang and and was an Innovation Fellow at Rice’s Liu Idea Lab for Innovation and Entrepreneurship. It was previouslt selected for Chevron Technology Ventures’ catalyst program, a Rice One Small Step grant, a U.S. Department of Energy grant, and the first cohort of the Activate Houston program.

Affekta, an AI course, AI assistance and e-learning platform, was a part of Rice's OwlSpark in 2023.

Houston energy tech startup Molecule closes series B funding round

Big Bang

Houston-based energy trading risk management (ETRM) software company Molecule has completed a successful series B round for an undisclosed amount, according to a July 16 release from the company.

The raise was led by Sundance Growth, a California-based software growth equity firm.

Sameer Soleja, founder and CEO of Molecule, said in the release that the funding will allow the company to "double down on product innovation, grow our team, and reach even more markets."

Molecule closed a $12 million Series A round in 2021, led by Houston-based Mercury Fund, and has since seen significant growth. The company, which was founded in 2012, has expanded its customer base across the U.S., U.K., Europe, Canada and South America, according to the release.

Additionally, it has launched two new modules of its software platform. Its Hive module, which debuted in 2022, enables clients to manage their energy portfolio and renewable credits together in one scalable platform. It also introduced Elektra, an add-on for the power market to its platform, which allows for complex power market trading.

"Four years ago, we committed to becoming the leading platform for energy trading," Soleja said in the release. "Today, our customers are managing complex power and renewable portfolios across multiple jurisdictions, all within Molecule.”

Molecule is also known for its data-as-a-lake platform, Bigbang, which enables energy ETRM and commodities trading and risk management (CTRM) customers to automatically import trade data from Molecule and then merge it with various sources to conduct queries and analysis.

“Molecule is doing something very few companies in energy tech have done: combining mission-critical depth with cloud-native, scalable technology,” Christian Stewart, Sundance Growth managing director, added in the statement.

“Sameer and his team have built a platform that’s not only powerful, but user-friendly—a rare combination in enterprise software. We’re thrilled to partner with Molecule as they continue to grow and transform the energy trading and risk management market.”

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This article originally appeared on EnergyCapitalHTX.com.

Rice University professor earns $550k NSF award for wearable imaging tech​

science supported

Another Houston scientist has won one of the highly competitive National Science Foundation (NSF) CAREER Awards.

Lei Li, an assistant professor of electrical and computer engineering at Rice University, has received a $550,000, five-year grant to develop wearable, hospital-grade medical imaging technology capable of visualizing deep tissue function in real-time, according to the NSF. The CAREER grants are given to "early career faculty members who demonstrate the potential to serve as academic models and leaders in research and education."

“This is about giving people access to powerful diagnostic tools that were once confined to hospitals,” Li said in a news release from Rice. “If we can make imaging affordable, wearable and continuous, we can catch disease earlier and treat it more effectively.”

Li’s research focuses on photoacoustic imaging, which merges light and sound to produce high-resolution images of structures deep inside the body. It relies on pulses of laser light that are absorbed by tissue, leading to a rapid temperature rise. During this process, the heat causes the tissue to expand by a fraction, generating ultrasound waves that travel back to the surface and are detected and converted into an image. The process is known to yield more detailed images without dyes or contrast agents used in some traditional ultrasounds.

However, current photoacoustic systems tend to use a variety of sensors, making them bulky, expensive and impractical. Li and his team are taking a different approach.

Instead of using hundreds of separate sensors, Li and his researchers are developing a method that allows a single sensor to capture the same information via a specially designed encoder. The encoder assigns a unique spatiotemporal signature to each incoming sound wave. A reconstruction algorithm then interprets and decodes the signals.

These advances have the potential to lower the size, cost and power consumption of imaging systems. The researchers believe the device could be used in telemedicine, remote diagnostics and real-time disease monitoring. Li’s lab will also collaborate with clinicians to explore how the miniaturized technology could help monitor cancer treatment and other conditions.

“Reducing the number of detection channels from hundreds to one could shrink these devices from bench-top systems into compact, energy-efficient wearables,” Li said in the release. “That opens the door to continuous health monitoring in daily life—not just in hospitals.”

Amanda Marciel, the William Marsh Rice Trustee Chair of chemical and biomolecular engineering and an assistant professor at Rice, received an NSF CAREER Award last year. Read more here.

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