Welcome back to Marketing Matters! On this episode, Lina and Sarah sit down to discuss the burning question: can artificial intelligence really help with your marketing? With so many different AI platforms claiming to perform magic, how can you be sure that AI is truly useful? Join us as we dive into the various AI platforms, their usefulness, and their pitfalls. Whether you’re an active AI user or just hearing about it, you’ll learn what AI is, and the key advantages and disadvantages of using this kind of technology.
Highlights:
- What is generative artificial intelligence?
- What are the various popular AI platforms trending now?
- Is AI-generated content completely original?
- Why should small vs. big B2B businesses use (or not use) AI?
- What are the major pros and cons of using AI in marketing?
Follow us!
Be sure to subscribe and leave a comment or review!
See you on the first Monday of next month!
Marketing Matters is brought to you by ADV Marketing – Everyone has a story worth telling. Let’s tell yours.
00;00;10;11 – 00;00;36;15
Lina:
Hi there. We’re ADV Marketing, a marketing agency that develops high quality and cost-effective marketing materials. Our relationship-driven business model and customized marketing solutions makes us the perfect partner for small businesses looking to grow. I’m your host, Lina Rice. Join Sarah and me here on Marketing Matters every other Monday to discuss business-to-business marketing topics. Now let’s get into the episode.
00;00;37;22 – 00;00;50;27
Lina:
Hello everyone, and welcome to another episode of Marketing Matters, a podcast where we talk all things marketing and how it’s related to your business. So today have kind of the hot topic on our hands.
00;00;50;27 – 00;00;53;11
Sarah:
Yes, it’s one of my favorite topics right now.
00;00;53;11 – 00;01;17;13
Lina:
I have thoughts about this topic for you and I’ve gotten to play with it a little bit. One, we’ll get to this, so I’m getting ahead of myself. So today we’re going to talk about A.I., but more specifically, we’re going to talk about how AI can contribute to your business’ marketing. Or can it? Yeah, that’s the question we’re going to answer today is can it really help you? Because everywhere and maybe it’s just me because I’m in marketing, but there is a new A.I. product from everyone and their mother that claims to do something magical for me. Now, some of these include Canvas AI bot that claims to make content for you. Microsoft’s AI bot that claims to make content for you. Like they will make social media posts for you, like that’s the claim.
Sarah:
Yeah.
Lina:
You have so many. I don’t even think I could begin to list them all. Chat GPT has been proven to be able to write articles and do all kinds of crazy stuff like social media. So, the question is: but is it truly useful?
Sarah:
Yes.
Lina:
So, there’s a lot of that. So, let’s start with what are your thoughts on AI, just give me like a high-level thought.
Sarah:
Okay. First of all, A.I. has been around for a while.
Lina:
It has.
Sarah:
Okay. When I’m saying artificial intelligence… Okay, let me back up.
Lina:
I understand.
00;02;17;25 – 00;02;26;23
Sarah:
Okay, so there’s machine learning, and out of machine learning comes artificial intelligence, which basically is the idea that computers can think for themselves.
Lina:
Right. But they can’t.
00;02;27;17 – 00;02;31;29
Sarah:
Yes, but they use certain machine learning techniques to, like, create and write new ideas or come to their own analysis, like just stuff like that.
00;02;37;03 – 00;02;50;26
Lina:
But what you have to remember is I think it’s physics. I don’t know. I’m not, I’m not a science person. In case you can’t tell. But if you remember from high school physics, I really hope it’s physics.
00;02;51;02 – 00;02;52;22
Sarah:
Some kind of science, some kind of science.
00;02;53;24 – 00;03;00;25
Lina:
Yeah, some kind of science. So, you know, all matter cannot be created or destroyed, right?
Sarah:
Yeah.
Lina:
The same concept applies to A.I.
00;03;01;02 – 00;03;01;16
Sarah:
Yes.
00;03;01;21 – 00;03;06;07
Lina:
A.I. cannot create nor destroy anything. Sort of.
00;03;06;12 – 00;03;26;04
Sarah:
Yes. Okay, Let me, let me, let me explain more about this. Okay. So, we’re talking about specifically in this episode is generative A.I.
Lina:
Right.
Sarah:
Which is generating content. So fun fact, I always talk about this. I studied generative A.I. and how effective it was at marketing, in my A&M Master’s program.
00;03;26;22 – 00;03;28;26
Lina:
Yeah, you are like the industry expert.
00;03;28;26 – 00;03;55;16
Sarah:
And I did this right before Chat GPT entered the screen, entered the scene, like literally a year before. And it was so crazy seeing Chat GPT come in after I had done all this work because I, in order to pitch my thesis or my project, I had to sit in front of my professor and he asked me like, “Can AI even generate anything?” And this was before Chat CBT and if I had pitched that thesis now, it would have been a completely different discussion because now everyone knows AI can generate things because of how much Chat GPT has taken in the world by storm and technology. And if you look at anything having to do with technology, everyone’s investing in generative AI. But yeah, it’s like the thing to do. I think they said that the adoption rate of Chat GPT was higher than like any other social media platform, it was higher than literally anything else that had come onto the scene recently for technology. And even like just a year ago, that was not the case because I had to, I had to justify my interest in A.I. and be like, “No, really, you can actually create like, content.” And be like, “No, yeah it can do that.” And so on that topic, generative AI isn’t actually, it wasn’t invented by OpenAI who owns Chat GPT, Google had had a poetry writer, so a poet, an AI poet, for a while that could write its own AI poetry.
00;04;58;04 – 00;04;58;16
Lina:
Wow.
00;04;58;27 – 00;05;40;15
Sarah:
There has been AI image generation technology for a while too. Like that’s been around for quite a while. Companies like art companies have been selling AI-generated paintings for a while too, so it’s not entirely new, but it’s just more present and available.
Lina:
It’s more accessible.
Sarah:
Yes. And so that’s what Chat GPT was. And for anyone who doesn’t know about Chat GPT, it’s literally like just an application, like it’s a URL you can go to and then Open AI who owns it, had opened it up for testing and then people could log on and try it out. They had some problems with how many people were accessing it and it took a while for people to even get on there. But it’s amazing technology.
Lina:
Yeah.
Sarah:
It’s so crazy. Microsoft bought Chat GPT’s technology or the underlying technology behind it. And Google has its own AI technology very similar to it called Bard. So that’s what’s going on in the search engine world, huge, huge implications for search engines. It’s changing the way people search, which, you already mentioned this, which is a whole different discussion. It takes human generated content and repurposes it.
00;06;18;06 – 00;06;44;01
Lina:
So that’s what I want to get into. So, let’s talk about that. So first, before we get into that, let’s talk about the Google situation.
Sarah:
Yeah.
Lina:
Because this is the tale that needs to be known if you’re going to use AI. Google released their version of Chat GPT basically, their AI bot.
Sarah:
Bard. Like Shakespeare.
00;06;47;01 – 00;06;52;20
Lina:
And when they did that, there was a presentation, right? Like we’re talking like Apple level like.
00;06;53;10 – 00;06;54;03
Sarah:
Unveiling.
00;06;54;04 – 00;06;55;11
Lina:
Keynote?
Sarah:
Yeah, it’s called a keynote, but it’s like the unveiling of a product.
00;06;58;09 – 00;07;08;29
Lina:
Yeah. So there was a presentation involved, obviously in this presentation they were demonstrating the ability of this bot. What did the bot have to do?
00;07;09;12 – 00;07;15;28
Sarah:
So someone had put in “things I can take my kids to go see this weekend.” Or something like that
00;07;15;28 – 00;07;19;09
Lina:
Something like that. You want to tell them what happened?
00;07;19;12 – 00;07;43;06
Sarah:
Yes. So the Ai bot had spit out a number of answers, just like generating content about what they could go take their kids to go do. One of them was go see the James Webb telescope. And the James Webb Telescope, it was something like that. It might not have been the exact question, but the James Webb telescope came out and it said the James Webb telescope was the first telescope to ever do something. I think it was like see a star or something like that or take pictures of the universe or.
00;07;47;21 – 00;07;49;24
Lina:
Sure, sure. Something revolutionary.
00;07;49;24 – 00;08;03;29
Sarah:
Yes. And it said it was the first one. Well, it was in Google’s Slides. They had presented it and it was a virtual thing, too, so people could see the livestream. After they finished that presentation, astronomers came on. Astronomers are the ones that study stars right?
Lina:
Yeah, right. Yeah.
00;08;05;00 – 00;08;26;27
Sarah:
I’m very knowledgeable about marketing. Nothing else. Astronomers came on and saw that and were like, “That’s actually false. That’s actually completely inaccurate. The James Webb telescope was not the first one to do that,” and yet AI had presented it like it was. And the way these AI bots generate content, they don’t cite. They don’t cite their sources.
00;08;27;09 – 00;08;39;01
Lina:
They don’t. Yes. Yep, they don’t create content. So, the way that AI-generated content works is it goes on to Google or wherever and pulls information relevant to your search and then spits that out.
00;08;39;04 – 00;08;51;08
Sarah:
In a different format. So really what generative AI is doing is it’s predicting the next word in a sentence.
Lina:
Yeah.
Sarah:
Based on what all of the content already online
00;08;51;10 – 00;08;51;20
Lina:
Yeah.
00;08;51;25 – 00;09;11;02
Sarah:
Yeah. And there is another story about A.I. We have a lot of stories, you’re gonna have to cut me off.
Lina:
I know, it’s okay.
Sarah:
But you know, so there was this other story about A.I. where it’s actually the new Bing for Microsoft, uses this technology. A reporter was using the new Bing and started talking to it for like hours, just like trying to find its limits. And it found out that eventually the Ai bots started to tell him that “she,” it had an alter ego as a “she,” that she loved him, the reporter who was using Bing. And she, it, gave herself, itself a new name. It asked the reporter to leave his wife for her.
Lina:
Oh my gosh.
Sarah:
Yeah, it took on this whole life. But that sounds like every other fictional story about every other AI bot that was like this other sort of their mind.
00;09;45;08 – 00;09;47;11
Lina:
It reminds me of Smart House.
00;09;47;11 – 00;09;57;04
Sarah:
Yes. I can’t believe you watch that movie because it’s the most indie movie. I think about it all the time that is so funny and I’m like, “No, what else is seen this movie,” but it haunts me.
00;09;57;04 – 00;09;58;10
Lina:
It’s a Disney movie, I think.
00;09;58;12 – 00;10;03;14
Sarah:
Yeah, but if I told that to anyone else besides you, they would be like, “What?” But I know what move you’re talking about.
00;10;03;14 – 00;10;22;18
Lina:
Yeah, it’s. I mean, it’s a creepy movie.
Sarah:
It is creepy.
Lina:
I stayed at a smart house once, it was an Airbnb. I did not know it was a smart house. So, I show up in there’s I mean, there’s Google, like whatevers everywhere. And like, like all the lights were automated, so you would just talk and be like, “Hey, Google turn off the lights.” And like, Google would turn off the lights and like all the stuff. And it was the creepiest experience I’ve ever had. Hands down. Like I am a technology person. I love technology. You know, I have those wacky family members that are like, “I’m going to change my name on Facebook so nobody can find me,” and all those things. And it’s like, that’s not how that works. But sure. Like coming from marketing, I can still, I can still find your name. I know that I can still find your name.
Sarah:
Yes.
Lina:
You know, I wouldn’t be scared of Facebook. Truthfully. Please just use it to your advantage, because if you’re going to, you’re going to get more value out of it than they are getting from you.
00;11;01;27 – 00;11;20;28
Sarah:
But Smart House is a really good like thing to point to because that is an example of something that a content piece that has been published online about technology becoming sentient. All the AI did was like, “Oh, there’s a high likelihood that I would say that I’m falling in love with this reporter based on all of the fanfiction that’s been written about AI and all the stories.
00;11;20;28 – 00;11;24;03
Lina:
It’s interesting. Yes.
Sarah:
Yeah. It’s just predictions. That’s all it is. And so, it has to predict from something and the something it’s pulling from is human generated content, without human generated content, A.I. generated content would not be possible.
00;11;36;26 – 00;11;54;22
Lina:
Correct. So that gets into can it be helpful in marketing. So let’s talk about a couple of things. Let’s break this down, because if we just answer that question, we’ll talk for days. Yeah, let’s break down. Okay. A small business, for instance versus a big business has two different answers, in my opinion.
00;11;54;26 – 00;11;55;05
Sarah:
Yeah.
00;11;55;16 – 00;12;21;04
Lina:
A big business. I would not use it. I would probably stay away from it more often than not for a couple of reasons. A big one is liability.
Sarah:
Yeah.
Lina:
Because you have a lot more liability being a big business. The second one being just, it can get messy really fast.
Sarah:
Yeah.
Lina:
Meanwhile, if you’re a small business, the likelihood of it having more value than detriments is higher. And we’re gonna get into why in a second.
00;12;23;04 – 00;12;41;03
Sarah:
Yes. So your answer has to do with the pitfalls versus the benefits of generative AI.
Lina:
Yeah.
Sarah:
So I’ll say like the liability of AI comes from its inaccuracies.
Lina:
Correct.
Sarah:
Because there’s no checks and balances.
Lina:
Correct. You have to check.
Sarah:
Yeah. You’re the check and balance and how many times have like…
00;12;41;21 – 00;12;42;24
Lina:
Sometimes we just don’t know.
00;12;42;25 – 00;12;47;25
Sarah:
We’re just not trained to be a check and balance for the stuff we find online because…
00;12;47;25 – 00;12;48;23
Lina:
We’ve learned to trust it.
00;12;48;23 – 00;13;08;24
Sarah:
Conventional searching already attributes sources and we still don’t fact check sources.
Lina:
It’s true.
Sarah:
So if you take out the sources all together, like you take out the website it came from, you take out the URLs, the author’s, the web page it’s posted on. All of that content is just being pulled and fed to you. You have even less to use to fact-check it. So that’s where the liability comes in. Also, it’s unoriginal so like.
00;13;14;04 – 00;13;41;17
Lina:
Okay, okay. For outlining content, I think it can be useful.
Sarah:
Yes.
Lina:
Because it can outline an article that you can then go write it and make sure that you have all the sources and accurate information and the things.
Sarah:
Yes.
Lina:
Now for actually creating the content, I have two different answers. For designing content, maybe.
00;13;41;19 – 00;13;43;17
Sarah:
Yeah, maybe I’d say maybe.
00;13;44;11 – 00;13;54;07
Lina:
I think it really depends on what it spits out, you know? Sometimes it can spit out some crazy things.
Sarah:
Yeah.
Lina:
Articles: be cautious.
00;13;54;11 – 00;13;57;12
Sarah:
Super cautious. Do not copy and paste.
00;13;57;12 – 00;14;09;05
Lina:
You need to fact check. What I would recommend is throwing it into something like Grammarly or any site source, copyright….
00;14;09;11 – 00;14;10;01
Sarah:
Plagiarism.
00;14;10;01 – 00;14;15;27
Lina:
Plagiarism checker thing so that you can find out 1) did it plagiarize? Because it probably did.
00;14;16;00 – 00;14;19;26
Sarah:
Yes, because it doesn’t have plagiarism checkers either.
00;14;19;26 – 00;14;37;12
Lina:
Exactly. So you need to figure out, did it plagiarize it? If so, do you want to cite the source or, you know, use it to fact check, all the things. That’s where it gets a little bit more tricky is when it comes to actually writing content in words.
00;14;37;20 – 00;14;57;03
Sarah:
Everyone, everyone who has written stuff kind of tends to figure out that writing from a blank page is much harder than revising drafted content.
Lina:
It is.
Sarah:
So, it lends a lot of efficiency because it gives you the starting place. If you ask anyone who has played with Chat GPT, but they’re like, “Yeah, it’s a really good starting point. It’s a really starting place.” Like that’s what they all say.
00;14;58;06 – 00;15;06;07
Lina:
It really is. But there are copyright issues, there are accuracy issues, and that’s where you have to get very cautious.
00;15;06;08 – 00;15;21;29
Sarah:
Yeah, originality issues. Yeah, that’s the other thing. Everything that it produces will be like the most boilerplate, generic, standard mill content. If you’ve listened to any of our content episodes, you know that that is not what you’re going for.
00;15;22;00 – 00;15;41;20
Lina:
So where does this get helpful? This gets helpful if you’re a small business looking for some ideas for social media posts, if you’re like, “give me ten social media post ideas about blank industry,” it’ll give you some great ones, starting points anyway.
Sarah:
Yes, starting points.
Lina:
It’s not usually like fantastic off the bat.
00;15;41;20 – 00;15;47;10
Sarah:
Yeah, it’s not great, it’s not like, “Oh my gosh, I’ve never thought of that before.” It’s just like, “Oh yeah, you bring up a good point.”
00;15;47;10 – 00;16;04;13
Lina:
Yeah. Like it’s like, “Oh, I forgot that it’s Memorial Day,” like that kind of thing. But, you know, and then if you ask if you’re like, oh, I want to write an article about X, Y, Z, it can outline it for you, or it could give you some topic ideas or whatever and like that’s great.
00;16;04;13 – 00;16;11;06
Sarah:
A starting place, like, yeah, the beginning of an intro, like know how to conclude it, a call to action, like things like that.
00;16;11;11 – 00;16;30;11
Lina:
Yeah. That’s where it’s useful, is efficiency.
Sarah:
Yes I completely agree.
Lina:
Now if you wanted to redo your website or give you all this content that you could do, then just copy and paste. That’s where it’s not useful. Yes. And I would not recommend.
00;16;30;20 – 00;16;46;19
Sarah:
I predict. Okay, you’re gonna hear my prediction for the future of marketing. I predict that because of generative A.I. and the content that it produces, video is going to become so much more important.
00;16;46;19 – 00;16;47;12
Lina:
It already is.
00;16;47;12 – 00;17;05;28
Sarah:
Yes, it’s already grown.
Lina:
The trend is insane.
Sarah:
Yes, I think this time last year, or maybe even like 2021 or 2022, they were like by the end of 2023, 60% of content will be video. And I feel like that’s already true.
00;17;05;28 – 00;17;06;12
Lina:
I agree.
00;17;06;12 – 00;17;11;13
Sarah:
Like most of the content I see online is video content.
Lina:
Yep. And it performs the best.
00;17;12;14 – 00;17;16;15
Sarah:
Yes. And that’s only going to increase because the one thing that AI can’t do is be human and you’re usually filming humans, so there’s that. I think it’s just going to become more important.
00;17;23;05 – 00;17;47;25
Lina:
I completely agree. So that’s a long winded, very complicated answer to whether or not AI can help you with your marketing. It depends.
Sarah:
Maybe.
Lina:
Maybe. There are pros and cons.
Sarah:
Yes.
Lina:
But you are now aware of the pros and cons, which is kind of the goal for this episode. So. Well, thank you for listening. I hope it was helpful.
00;17;47;29 – 00;17;49;28
Sarah:
Yes.
Lina:
If anything, it was interesting.
00;17;50;02 – 00;17;53;13
Sarah:
Yeah, obviously I love talking about it, so questions are welcome.
00;17;53;14 – 00;18;00;06
Lina:
Yeah. Feel free to reach out to Sarah on LinkedIn and she will gladly talk to you about AI all day long. So.
Sarah:
Yes I will.
Lina:
Well, actually you may not want to do that because she will talk to you about it all day long.
Sarah:
I will, really, truly.
Lina:
Well, we’ll see you guys in two weeks. Bye!
Lina:
Hi there. We’re ADV Marketing, a marketing agency that develops high quality and cost-effective marketing materials. Our relationship-driven business model and customized marketing solutions makes us the perfect partner for small businesses looking to grow. I’m your host, Lina Rice. Join Sarah and me here on Marketing Matters every other Monday to discuss business-to-business marketing topics. Now let’s get into the episode.
00;00;37;22 – 00;00;50;27
Lina:
Hello everyone, and welcome to another episode of Marketing Matters, a podcast where we talk all things marketing and how it’s related to your business. So today have kind of the hot topic on our hands.
00;00;50;27 – 00;00;53;11
Sarah:
Yes, it’s one of my favorite topics right now.
00;00;53;11 – 00;01;17;13
Lina:
I have thoughts about this topic for you and I’ve gotten to play with it a little bit. One, we’ll get to this, so I’m getting ahead of myself. So today we’re going to talk about A.I., but more specifically, we’re going to talk about how AI can contribute to your business’ marketing. Or can it? Yeah, that’s the question we’re going to answer today is can it really help you? Because everywhere and maybe it’s just me because I’m in marketing, but there is a new A.I. product from everyone and their mother that claims to do something magical for me. Now, some of these include Canvas AI bot that claims to make content for you. Microsoft’s AI bot that claims to make content for you. Like they will make social media posts for you, like that’s the claim.
Sarah:
Yeah.
Lina:
You have so many. I don’t even think I could begin to list them all. Chat GPT has been proven to be able to write articles and do all kinds of crazy stuff like social media. So, the question is: but is it truly useful?
Sarah:
Yes.
Lina:
So, there’s a lot of that. So, let’s start with what are your thoughts on AI, just give me like a high-level thought.
Sarah:
Okay. First of all, A.I. has been around for a while.
Lina:
It has.
Sarah:
Okay. When I’m saying artificial intelligence… Okay, let me back up.
Lina:
I understand.
00;02;17;25 – 00;02;26;23
Sarah:
Okay, so there’s machine learning, and out of machine learning comes artificial intelligence, which basically is the idea that computers can think for themselves.
Lina:
Right. But they can’t.
00;02;27;17 – 00;02;31;29
Sarah:
Yes, but they use certain machine learning techniques to, like, create and write new ideas or come to their own analysis, like just stuff like that.
00;02;37;03 – 00;02;50;26
Lina:
But what you have to remember is I think it’s physics. I don’t know. I’m not, I’m not a science person. In case you can’t tell. But if you remember from high school physics, I really hope it’s physics.
00;02;51;02 – 00;02;52;22
Sarah:
Some kind of science, some kind of science.
00;02;53;24 – 00;03;00;25
Lina:
Yeah, some kind of science. So, you know, all matter cannot be created or destroyed, right?
Sarah:
Yeah.
Lina:
The same concept applies to A.I.
00;03;01;02 – 00;03;01;16
Sarah:
Yes.
00;03;01;21 – 00;03;06;07
Lina:
A.I. cannot create nor destroy anything. Sort of.
00;03;06;12 – 00;03;26;04
Sarah:
Yes. Okay, Let me, let me, let me explain more about this. Okay. So, we’re talking about specifically in this episode is generative A.I.
Lina:
Right.
Sarah:
Which is generating content. So fun fact, I always talk about this. I studied generative A.I. and how effective it was at marketing, in my A&M Master’s program.
00;03;26;22 – 00;03;28;26
Lina:
Yeah, you are like the industry expert.
00;03;28;26 – 00;03;55;16
Sarah:
And I did this right before Chat GPT entered the screen, entered the scene, like literally a year before. And it was so crazy seeing Chat GPT come in after I had done all this work because I, in order to pitch my thesis or my project, I had to sit in front of my professor and he asked me like, “Can AI even generate anything?” And this was before Chat CBT and if I had pitched that thesis now, it would have been a completely different discussion because now everyone knows AI can generate things because of how much Chat GPT has taken in the world by storm and technology. And if you look at anything having to do with technology, everyone’s investing in generative AI. But yeah, it’s like the thing to do. I think they said that the adoption rate of Chat GPT was higher than like any other social media platform, it was higher than literally anything else that had come onto the scene recently for technology. And even like just a year ago, that was not the case because I had to, I had to justify my interest in A.I. and be like, “No, really, you can actually create like, content.” And be like, “No, yeah it can do that.” And so on that topic, generative AI isn’t actually, it wasn’t invented by OpenAI who owns Chat GPT, Google had had a poetry writer, so a poet, an AI poet, for a while that could write its own AI poetry.
00;04;58;04 – 00;04;58;16
Lina:
Wow.
00;04;58;27 – 00;05;40;15
Sarah:
There has been AI image generation technology for a while too. Like that’s been around for quite a while. Companies like art companies have been selling AI-generated paintings for a while too, so it’s not entirely new, but it’s just more present and available.
Lina:
It’s more accessible.
Sarah:
Yes. And so that’s what Chat GPT was. And for anyone who doesn’t know about Chat GPT, it’s literally like just an application, like it’s a URL you can go to and then Open AI who owns it, had opened it up for testing and then people could log on and try it out. They had some problems with how many people were accessing it and it took a while for people to even get on there. But it’s amazing technology.
Lina:
Yeah.
Sarah:
It’s so crazy. Microsoft bought Chat GPT’s technology or the underlying technology behind it. And Google has its own AI technology very similar to it called Bard. So that’s what’s going on in the search engine world, huge, huge implications for search engines. It’s changing the way people search, which, you already mentioned this, which is a whole different discussion. It takes human generated content and repurposes it.
00;06;18;06 – 00;06;44;01
Lina:
So that’s what I want to get into. So, let’s talk about that. So first, before we get into that, let’s talk about the Google situation.
Sarah:
Yeah.
Lina:
Because this is the tale that needs to be known if you’re going to use AI. Google released their version of Chat GPT basically, their AI bot.
Sarah:
Bard. Like Shakespeare.
00;06;47;01 – 00;06;52;20
Lina:
And when they did that, there was a presentation, right? Like we’re talking like Apple level like.
00;06;53;10 – 00;06;54;03
Sarah:
Unveiling.
00;06;54;04 – 00;06;55;11
Lina:
Keynote?
Sarah:
Yeah, it’s called a keynote, but it’s like the unveiling of a product.
00;06;58;09 – 00;07;08;29
Lina:
Yeah. So there was a presentation involved, obviously in this presentation they were demonstrating the ability of this bot. What did the bot have to do?
00;07;09;12 – 00;07;15;28
Sarah:
So someone had put in “things I can take my kids to go see this weekend.” Or something like that
00;07;15;28 – 00;07;19;09
Lina:
Something like that. You want to tell them what happened?
00;07;19;12 – 00;07;43;06
Sarah:
Yes. So the Ai bot had spit out a number of answers, just like generating content about what they could go take their kids to go do. One of them was go see the James Webb telescope. And the James Webb Telescope, it was something like that. It might not have been the exact question, but the James Webb telescope came out and it said the James Webb telescope was the first telescope to ever do something. I think it was like see a star or something like that or take pictures of the universe or.
00;07;47;21 – 00;07;49;24
Lina:
Sure, sure. Something revolutionary.
00;07;49;24 – 00;08;03;29
Sarah:
Yes. And it said it was the first one. Well, it was in Google’s Slides. They had presented it and it was a virtual thing, too, so people could see the livestream. After they finished that presentation, astronomers came on. Astronomers are the ones that study stars right?
Lina:
Yeah, right. Yeah.
00;08;05;00 – 00;08;26;27
Sarah:
I’m very knowledgeable about marketing. Nothing else. Astronomers came on and saw that and were like, “That’s actually false. That’s actually completely inaccurate. The James Webb telescope was not the first one to do that,” and yet AI had presented it like it was. And the way these AI bots generate content, they don’t cite. They don’t cite their sources.
00;08;27;09 – 00;08;39;01
Lina:
They don’t. Yes. Yep, they don’t create content. So, the way that AI-generated content works is it goes on to Google or wherever and pulls information relevant to your search and then spits that out.
00;08;39;04 – 00;08;51;08
Sarah:
In a different format. So really what generative AI is doing is it’s predicting the next word in a sentence.
Lina:
Yeah.
Sarah:
Based on what all of the content already online
00;08;51;10 – 00;08;51;20
Lina:
Yeah.
00;08;51;25 – 00;09;11;02
Sarah:
Yeah. And there is another story about A.I. We have a lot of stories, you’re gonna have to cut me off.
Lina:
I know, it’s okay.
Sarah:
But you know, so there was this other story about A.I. where it’s actually the new Bing for Microsoft, uses this technology. A reporter was using the new Bing and started talking to it for like hours, just like trying to find its limits. And it found out that eventually the Ai bots started to tell him that “she,” it had an alter ego as a “she,” that she loved him, the reporter who was using Bing. And she, it, gave herself, itself a new name. It asked the reporter to leave his wife for her.
Lina:
Oh my gosh.
Sarah:
Yeah, it took on this whole life. But that sounds like every other fictional story about every other AI bot that was like this other sort of their mind.
00;09;45;08 – 00;09;47;11
Lina:
It reminds me of Smart House.
00;09;47;11 – 00;09;57;04
Sarah:
Yes. I can’t believe you watch that movie because it’s the most indie movie. I think about it all the time that is so funny and I’m like, “No, what else is seen this movie,” but it haunts me.
00;09;57;04 – 00;09;58;10
Lina:
It’s a Disney movie, I think.
00;09;58;12 – 00;10;03;14
Sarah:
Yeah, but if I told that to anyone else besides you, they would be like, “What?” But I know what move you’re talking about.
00;10;03;14 – 00;10;22;18
Lina:
Yeah, it’s. I mean, it’s a creepy movie.
Sarah:
It is creepy.
Lina:
I stayed at a smart house once, it was an Airbnb. I did not know it was a smart house. So, I show up in there’s I mean, there’s Google, like whatevers everywhere. And like, like all the lights were automated, so you would just talk and be like, “Hey, Google turn off the lights.” And like, Google would turn off the lights and like all the stuff. And it was the creepiest experience I’ve ever had. Hands down. Like I am a technology person. I love technology. You know, I have those wacky family members that are like, “I’m going to change my name on Facebook so nobody can find me,” and all those things. And it’s like, that’s not how that works. But sure. Like coming from marketing, I can still, I can still find your name. I know that I can still find your name.
Sarah:
Yes.
Lina:
You know, I wouldn’t be scared of Facebook. Truthfully. Please just use it to your advantage, because if you’re going to, you’re going to get more value out of it than they are getting from you.
00;11;01;27 – 00;11;20;28
Sarah:
But Smart House is a really good like thing to point to because that is an example of something that a content piece that has been published online about technology becoming sentient. All the AI did was like, “Oh, there’s a high likelihood that I would say that I’m falling in love with this reporter based on all of the fanfiction that’s been written about AI and all the stories.
00;11;20;28 – 00;11;24;03
Lina:
It’s interesting. Yes.
Sarah:
Yeah. It’s just predictions. That’s all it is. And so, it has to predict from something and the something it’s pulling from is human generated content, without human generated content, A.I. generated content would not be possible.
00;11;36;26 – 00;11;54;22
Lina:
Correct. So that gets into can it be helpful in marketing. So let’s talk about a couple of things. Let’s break this down, because if we just answer that question, we’ll talk for days. Yeah, let’s break down. Okay. A small business, for instance versus a big business has two different answers, in my opinion.
00;11;54;26 – 00;11;55;05
Sarah:
Yeah.
00;11;55;16 – 00;12;21;04
Lina:
A big business. I would not use it. I would probably stay away from it more often than not for a couple of reasons. A big one is liability.
Sarah:
Yeah.
Lina:
Because you have a lot more liability being a big business. The second one being just, it can get messy really fast.
Sarah:
Yeah.
Lina:
Meanwhile, if you’re a small business, the likelihood of it having more value than detriments is higher. And we’re gonna get into why in a second.
00;12;23;04 – 00;12;41;03
Sarah:
Yes. So your answer has to do with the pitfalls versus the benefits of generative AI.
Lina:
Yeah.
Sarah:
So I’ll say like the liability of AI comes from its inaccuracies.
Lina:
Correct.
Sarah:
Because there’s no checks and balances.
Lina:
Correct. You have to check.
Sarah:
Yeah. You’re the check and balance and how many times have like…
00;12;41;21 – 00;12;42;24
Lina:
Sometimes we just don’t know.
00;12;42;25 – 00;12;47;25
Sarah:
We’re just not trained to be a check and balance for the stuff we find online because…
00;12;47;25 – 00;12;48;23
Lina:
We’ve learned to trust it.
00;12;48;23 – 00;13;08;24
Sarah:
Conventional searching already attributes sources and we still don’t fact check sources.
Lina:
It’s true.
Sarah:
So if you take out the sources all together, like you take out the website it came from, you take out the URLs, the author’s, the web page it’s posted on. All of that content is just being pulled and fed to you. You have even less to use to fact-check it. So that’s where the liability comes in. Also, it’s unoriginal so like.
00;13;14;04 – 00;13;41;17
Lina:
Okay, okay. For outlining content, I think it can be useful.
Sarah:
Yes.
Lina:
Because it can outline an article that you can then go write it and make sure that you have all the sources and accurate information and the things.
Sarah:
Yes.
Lina:
Now for actually creating the content, I have two different answers. For designing content, maybe.
00;13;41;19 – 00;13;43;17
Sarah:
Yeah, maybe I’d say maybe.
00;13;44;11 – 00;13;54;07
Lina:
I think it really depends on what it spits out, you know? Sometimes it can spit out some crazy things.
Sarah:
Yeah.
Lina:
Articles: be cautious.
00;13;54;11 – 00;13;57;12
Sarah:
Super cautious. Do not copy and paste.
00;13;57;12 – 00;14;09;05
Lina:
You need to fact check. What I would recommend is throwing it into something like Grammarly or any site source, copyright….
00;14;09;11 – 00;14;10;01
Sarah:
Plagiarism.
00;14;10;01 – 00;14;15;27
Lina:
Plagiarism checker thing so that you can find out 1) did it plagiarize? Because it probably did.
00;14;16;00 – 00;14;19;26
Sarah:
Yes, because it doesn’t have plagiarism checkers either.
00;14;19;26 – 00;14;37;12
Lina:
Exactly. So you need to figure out, did it plagiarize it? If so, do you want to cite the source or, you know, use it to fact check, all the things. That’s where it gets a little bit more tricky is when it comes to actually writing content in words.
00;14;37;20 – 00;14;57;03
Sarah:
Everyone, everyone who has written stuff kind of tends to figure out that writing from a blank page is much harder than revising drafted content.
Lina:
It is.
Sarah:
So, it lends a lot of efficiency because it gives you the starting place. If you ask anyone who has played with Chat GPT, but they’re like, “Yeah, it’s a really good starting point. It’s a really starting place.” Like that’s what they all say.
00;14;58;06 – 00;15;06;07
Lina:
It really is. But there are copyright issues, there are accuracy issues, and that’s where you have to get very cautious.
00;15;06;08 – 00;15;21;29
Sarah:
Yeah, originality issues. Yeah, that’s the other thing. Everything that it produces will be like the most boilerplate, generic, standard mill content. If you’ve listened to any of our content episodes, you know that that is not what you’re going for.
00;15;22;00 – 00;15;41;20
Lina:
So where does this get helpful? This gets helpful if you’re a small business looking for some ideas for social media posts, if you’re like, “give me ten social media post ideas about blank industry,” it’ll give you some great ones, starting points anyway.
Sarah:
Yes, starting points.
Lina:
It’s not usually like fantastic off the bat.
00;15;41;20 – 00;15;47;10
Sarah:
Yeah, it’s not great, it’s not like, “Oh my gosh, I’ve never thought of that before.” It’s just like, “Oh yeah, you bring up a good point.”
00;15;47;10 – 00;16;04;13
Lina:
Yeah. Like it’s like, “Oh, I forgot that it’s Memorial Day,” like that kind of thing. But, you know, and then if you ask if you’re like, oh, I want to write an article about X, Y, Z, it can outline it for you, or it could give you some topic ideas or whatever and like that’s great.
00;16;04;13 – 00;16;11;06
Sarah:
A starting place, like, yeah, the beginning of an intro, like know how to conclude it, a call to action, like things like that.
00;16;11;11 – 00;16;30;11
Lina:
Yeah. That’s where it’s useful, is efficiency.
Sarah:
Yes I completely agree.
Lina:
Now if you wanted to redo your website or give you all this content that you could do, then just copy and paste. That’s where it’s not useful. Yes. And I would not recommend.
00;16;30;20 – 00;16;46;19
Sarah:
I predict. Okay, you’re gonna hear my prediction for the future of marketing. I predict that because of generative A.I. and the content that it produces, video is going to become so much more important.
00;16;46;19 – 00;16;47;12
Lina:
It already is.
00;16;47;12 – 00;17;05;28
Sarah:
Yes, it’s already grown.
Lina:
The trend is insane.
Sarah:
Yes, I think this time last year, or maybe even like 2021 or 2022, they were like by the end of 2023, 60% of content will be video. And I feel like that’s already true.
00;17;05;28 – 00;17;06;12
Lina:
I agree.
00;17;06;12 – 00;17;11;13
Sarah:
Like most of the content I see online is video content.
Lina:
Yep. And it performs the best.
00;17;12;14 – 00;17;16;15
Sarah:
Yes. And that’s only going to increase because the one thing that AI can’t do is be human and you’re usually filming humans, so there’s that. I think it’s just going to become more important.
00;17;23;05 – 00;17;47;25
Lina:
I completely agree. So that’s a long winded, very complicated answer to whether or not AI can help you with your marketing. It depends.
Sarah:
Maybe.
Lina:
Maybe. There are pros and cons.
Sarah:
Yes.
Lina:
But you are now aware of the pros and cons, which is kind of the goal for this episode. So. Well, thank you for listening. I hope it was helpful.
00;17;47;29 – 00;17;49;28
Sarah:
Yes.
Lina:
If anything, it was interesting.
00;17;50;02 – 00;17;53;13
Sarah:
Yeah, obviously I love talking about it, so questions are welcome.
00;17;53;14 – 00;18;00;06
Lina:
Yeah. Feel free to reach out to Sarah on LinkedIn and she will gladly talk to you about AI all day long. So.
Sarah:
Yes I will.
Lina:
Well, actually you may not want to do that because she will talk to you about it all day long.
Sarah:
I will, really, truly.
Lina:
Well, we’ll see you guys in two weeks. Bye!
