AI, self-paced courses, and shifting demand for instructor-led classes—what’s next for the future of training content? In this podcast, Sarah O’Keefe and Kevin Siegel unpack the challenges, opportunities, and what it takes to adapt.

There’s probably a training company out there that’d be happy to teach me how to use WordPress. I didn’t have the time, I didn’t have the resources, nothing. So I just did it on my own. That’s one example of how you can use AI to replace some training. And when I don’t know how to do something these days, I go right to YouTube and look for a video to teach me how to do it. But given that, there are some industries where you can’t get away with that. Healthcare is an example—you’re not going to learn how to do brain surgery that someone could rely on with AI or through a YouTube video.

— Kevin Siegel

Related links:

• Is live, instructor-led training dying? (Kevin’s LinkedIn post)


• AI in the content lifecycle (white paper)


• Overview of structured learning content


• IconLogic

LinkedIn:

• Kevin Siegel


• Sarah O’Keefe

Transcript:

Introduction with ambient background music

Christine Cuellar: From Scriptorium, this is Content Operations, a show that delivers industry-leading insights for global organizations.

Bill Swallow: In the end, you have a unified experience so that people aren’t relearning how to engage with your content in every context you produce it.

SO: Change is perceived as being risky; you have to convince me that making the change is less risky than not making the change.

Alan Pringle: And at some point, you are going to have tools, technology, and processes that no longer support your needs, so if you think about that ahead of time, you’re going to be much better off.

End of introduction

SO: Hi, everyone, I’m Sarah O’Keefe. I’m here today with Kevin Siegel. Hey, Kevin.

KS: Hey, Sarah. Great to be here. Thanks for having me.

SO: Yeah, it’s great to see you. Kevin and I, for those of you that don’t know, go way back and have some epic stories about a conference in India that we went to together where we had some adventures in shopping and haggling and bartering in the middle of downtown Bangalore, as I recall.

KS: I can only tell you that if you want to go shopping in Bangalore, take Sarah. She’s far better at negotiating than I am. I’m absolutely horrible at it.

SO: And my advice is to take Alyssa Fox, who was the one that was really doing all the bartering.

KS: Really good. Yes, yes.

SO: So anyway, we are here today to talk about challenges in instructor-led training, and this came out of a LinkedIn post that Kevin put up a little while ago, which will include in the show notes. So Kevin, tell us a little bit about yourself and IconLogic, your company and what you do over there.

KS: So IconLogic, we’ve always considered ourselves to be a three-headed dragon, three-headed beast, where we do computer training, software training, so vendor-specific. We do e-learning development, and I write books for a living as well. So if you go to Amazon, you’ll find me well-represented there. Actually, one of the original micro-publishers on this new platform called Amazon with my very first book posted there called, “All This PageMaker, the Essentials.” Yeah, did I date myself for that reference? Which led to a book on QuarkXPress, which led to Microsoft Office books. But my bread and butter books on Amazon even today are books on Adobe Captivate, Articulate Storyline, and TechSmith Camtasia. I still keep those books updated. So publishing, training, and development. And the post you’re talking about, which got a lot of feedback, I really loved it, was about training and specifically what I see as the demise of our training portion of our business. And it’s pretty terrifying. I thought it was just us, but I spoke with other organizations similar to mine in training, and we’re not talking about a small fall-off of training. 15, 20% could be manageable. You’re talking 90% training fall off, which led me to think originally, “Is it me?” Because I hadn’t talked to the other training companies. “Is it us? I mean, we’re dinosaurs at this point. Is it the consumer? Is it the industry?”

But then I talked to a bunch of companies that are similar to mine and they’re all showing the same thing, 90% down. And just as an example of how horrifying that is, some of our classes, we’d expect a decent-sized class, 10, a large class, 15 to 18. Those were the glory days. Now we’re twos and threes, if anyone signs up at all. And what I saw as the demise of training for both training companies and trainers, if you’re a training company and you’re hiring a trainer, one or two people in the room isn’t going to pay the bills. Got to keep the lights on with your overhead running 50%, 60%, you know this as a business person, but you’ve got to have five or six minimum to pay those bills and pay your trainer any kind of a rate.

SO: So we’re talking specifically about live instructor-led, in-person or online?

KS: Both, but we went more virtual long before the pandemic. So we’ve been teaching more virtual than on-site for 30 years. Well, not virtual 30 years, virtual wasn’t really viable until about 20 years ago. So we’ve been teaching virtual for 20 years. The pandemic made it all the more important. But you would think that training would improve with the pandemic, it actually got even worse and it never recovered. So the pandemic was the genesis of that spiral down. AI has hastened the demise. But this is instructor-led training in both forms, virtual and on-site. I think even worse for on-site.

SO: So let’s start with pandemic. You’re already doing virtual classes, along comes COVID and lockdowns and everything goes virtual. And you would think you’d be well-positioned for that, in that you’re good to go. What happened with training during the pandemic era when that first hit?

KS: When that pandemic first hit, people panicked and went home and just hugged their families. They weren’t getting trained on anything. So it wasn’t a question of, were we well-positioned to offer training? Nobody wanted training, period. And this was, I think if you pull all training companies, well, there are certain markets where you need training no matter what. Healthcare as an example, they need training. Security, needed training. But for the day-to-day operations of a business, people went home and they didn’t work for a long time. They were just like, “The world is ending.” And then, oh, the world didn’t end. So now they’ve got to go back to work, but they didn’t go back to work for a long time. Eventually people got back to work. Now, are you on-site back to work or are you at home? That’s a whole nother thing to think about.

But just from a training perspective, when panic sets in, when the economy goes bad, training is one of the first things, you get rid of it. Go teach yourself. And the teaching yourself part is what has led to the further demise of training, because you realize I can teach myself on YouTube. At least I think I can. And I think when you start teaching yourself on your own and you think you can, it becomes, the training was good enough. So if you said, “Let’s focus on the pandemic.” That’s what started it, the downward spiral. But we even saw the downward spiral before the pandemic, and it was the vendors that started to offer the training that we were offering themselves.

SO: So instead of a third-party, certainly a third-party, mostly independent organization offering training on a specific software application, the vendors said, “We’re going to offer official training.”

KS: Correct. And it started with some of these vendors rolling out their training at conferences. And I attended these conferences as a speaker. I won’t name the software, I won’t name the vendor, but I would just tell you I would go there and I would say, “Well, what’s this certificate thing you’re running there?” It’s a certificate of participation. But as I saw people walking around,