Investor Insight: A Conversation with Gordon Ritter on AI, Coaching, and Human Connection
Hi Marley’s CEO and Co-Founder, Mike Greene, recently sat down with Hi Marley Board Member, Gordon Ritter, for a company-wide fireside chat. Gordon, the Founder and General Partner at Emergence Capital, which is behind ventures, including Salesforce, and Veeva Systems, one of the world’s most successful vertical cloud and AI companies, shared his insights on innovation, leadership, and the evolution of vertical cloud and AI companies.
Their discussion explored how companies and investors navigate AI and how regulated industries can use AI to enhance human potential and unlock a competitive advantage.
Gordon noted there’s a herd mentality driving many AI innovations and investments, and the real challenge lies in identifying what’s truly valuable.
“There’s so much automation going on with AI right now, but it’s only going to go so far,” said Gordon. “Companies in all industries are automating tasks and making humans more efficient, not necessarily better. If this trend continues, what will be the end result?”
He continued, “Automation will be helpful, and then it will commoditize. We need to think long-term about what will matter in the future.”
AI for Coaching: Teaching Machines to Teach Us Better
Rather than using AI to replace humans, Gordon shared that companies using AI to coach humans and help workers of all types improve their performance will unlock a competitive advantage.
“I’m always trying new things like running, mountain climbing, and biking, and I constantly look for coaches,” said Gordon. “And, I might not listen to every single one of them, but I take an amalgam of what they say, make it mine, and apply it to my life and experience in a way that makes sense. That’s what humans are good at; we’re dynamic. There is rarely just one answer; every person needs to hear a prompt and solve for themselves.”
This principle applies to Gordon’s outlook on AI’s potential: instead of promoting AI and having models tell us what to do, what if companies create models that prompt humans by asking questions in ways that help us learn, make us think differently, and improve the way we approach problems and implement solutions?
“That’s an innately human talent,” said Gordon. “Imagine if all of Hi Marley’s customers who work on the platform feel they’re better today than yesterday because of Hi Marley?”
The Power of Authenticity in an Automated World
Gordon’s people-first mindset ties into his broader belief that human authenticity will set companies apart and help them remain competitive as AI continues to advance. According to Gordon, humans are the only mutation engine in the age of AI. Humans can adapt, transform and bring new ideas, something machines cannot do on their own.
“What’s going to matter in the future is the human element, because everything else will be automated,” said Gordon. “It’s exactly what Hi Marley is doing: Making an industry lovable. That is human. That is authenticity.”
That focus on humanity and trust is especially critical in regulated industries like insurance, which require more human intervention and oversight.
“The industry knows that people are going to matter as AI reshapes the way we live and work. So, being trusted by the industry is the most important thing for a company that focuses on insurance,” said Gordon.
Why Purpose-Driven Companies and Culture Outlast Every Cycle
Gordon credits Hi Marley’s strong culture, built on shared values, customer care, consistent support, transparency, and honesty, as the foundation for the trust and strong partnerships the company has across the industry.
“When Mike Greene discusses the idea of loving your customers and bringing love into the insurance industry, that’s what culture is all about,” said Gordon. “Culture is everything. It’s what brings in and retains the best and brightest talent. It’s what attracts customers to give you the benefit of the doubt and trust you will deliver on your promises. What’s that worth? That’s gold.”
The conversation closed with reflections on business cycles and the resilience of purpose-driven companies.
“We’ve seen enough cycles to know that the current state will not continue this way. And when this AI curve turns, culture is the thing that’s going to win,” said Gordon. “Not to say there isn’t going to be value in the long run, but disillusionment is inevitable. It’s happened in every other cycle, from the railroad to electricity to the first cloud space, and now with AI.”
From Gordon’s experience, the companies that outlast the cycles stay focused on their North Star—the mission and purpose they’re working towards. And for Hi Marley, that mission remains steadfast: empowering insurance to communicate simply, build trust and protect what people love.
