Artificially Intelligent Marketing: Pope, Puffers & Pearl & Dean

Welcome to Throb, The Reality of Business podcast. Real business chat from real people without the shiny veneer of gurus anywhere near it.

With your hosts Bertie Cordingly and Paul Chapman and maybe some guests along the route, we'll talk about our experiences of running business, helping others run a business and sharing real stories based on real experience.

Good morning Paul. Hello mate. Hello. We're back. We are. We are back.

The briefest of brief hiatuses. Hey Ty.

It is. When did we last release the podcast? Some time ago. Yes, it was more than weeks.

But it's a good thing because we did do some recording. We did. And actually thought it's not as good as it could be.

Exactly. And I think that's a good thing. Yeah.

And there's so much shit out there.

There is. And we really do.

We did not need to add to the absolute plethora of gubbins that's out there. That's right. But we're back. We are. We are. Season three, episode one. Exactly.

In this new studio which doubles as my dining room. It's very nice. We might get interrupted by people shouting out on the bridge or police cars. Yeah. It happens. Yeah. So police cars just come by. Do you like, even now, as a grown apple, and I know that I've done nothing wrong, do you still get like, you hear a siren and you're like, shit, it's coming from me.

Not from a siren, but do you remember the, I think it's the Perlin D music. Ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba-ba

Something must have happened though.

But I don't... Maybe I've just blocked it out, but I don't genuinely don't think it is. It's just... It's not an uncomfortability thing. It's just... I don't know, it's just a weird... It's like... It's my Pavlov's dog.

I don't know what that is.

Pavlov's doggy experiment. What? It's not anymore for now, but basically... Pavlov... Right. Smart dog. Every time he gave his dog some food, he rang the bell. Oh, yeah. Yeah, and eventually you just ring the bell and the dog would just get really excited. Even though there's no food and you slammer and, you know...

Is that what happens with the Pearl and Deep music?

Imagine the stuff that we... Binned. This is what we're keeping. Imagine what we're binned if this is what we're keeping. But anyway, so yeah, no, I don't get concerned about police sirens.

My first experience was in a cinema. That was the first time that I could have lived my whole life without knowing that. Well, I'm just saying, but like... So I could imagine how I... So it goes the other way. Like...

Anyway, what podcast is this? It's the reality of business. Yes. Welcome, everybody. Welcome.

I hope you're very well, whatever this is. Yeah.

Well, welcome back. So, Paul. Yes. What are we going to talk about today?

We're going to talk about AI. We kind of have to talk about AI. We do. Do you know what? It's an interesting thing about our world. I think we get, as a kind of a unit, as a society, we get shallower or we are getting shallower as time goes on. Because AI has been around for quite a long time. It has. Different versions of it. And it's been in the marketing space, which is sort of our space a little bit for quite some time. But as ever, it takes a thing to put it to the surface so people can literally dip their, the underskin of their toe in and become an expert. I mean, they don't need to get it. You know, loads of people have been looking at this and thinking about this and kind of embracing it and using it in all sorts of different formats for a long time.

Yeah.

Chat GTP and others, but mainly chat GTP comes along. GP what? Chat GPT. GPT. Yeah. Brilliant.

Another well-researched episode, listener. This comes along and now everyone's, you know, talking about an expert and that sort of thing. So obviously we're doing what we do and a throb. It is going to be a thing. It is going to be a thing. I think, you know, we'll see as ever, we are seeing that divergence of those. I mean, I love the experts. People just appear. They've never talked about it on their team before. And they're sitting like, hey, you know what I'm great at? The I order IA thing. Yeah.

Maybe that's what they call it in France. I don't know.

But it is, it is going to be a thing. It is going to change business, businesses, how we do stuff. And I think probably it is worth us talking about today. You know, what our non-expert.

As I say, are we talking because we're now experts?

Well, no, hopefully we're not experts. I always worry about people that are experts in kind of too many things, which is why we keep our expertise to the bare minimum. But actually, you know, it is going to be a thing. It is something that people need to think about. And it's part of our job in this thing that we do is to kind of hopefully get people to think about it.

I agree. Yes. So, yeah, I've noticed on the Twitter.

Suddenly, suddenly now everyone is a fucking AI expert. It's like, oh, let's try these hundred tools, which I've just copied from the other person or just typed in the AI tool he's given them. That's it. It's almost people are now just a legitimate front for an AI bot.

And I mean, I don't know where we are. We perhaps should talk a bit about it. So, chat GTP, which is a thing that I mentioned.

Yeah.

In simplest terms, you can ask it a question. You can put some input into it. Yeah. And it will give you a result. So, you could, for example, put in, you know, write me an article about drainage in the style of William Shakespeare. Yeah. And it will do that. And it will do that. So, there's things like that. There are things. I think it's durable. I think durable is a web design platform where you can say, I want a website. And then, you know, AI will go and search the world and it will bring back that, okay, if you are a plumber in Nottingham, you should be using these kind of words in this kind of way, this kind of imagery. And it's all this kind of this information created by other information and scored by the relevantometer. Does that work? Relevantometer?

I think it should be.

Well, the mark of relevancy now is Google. Yeah. And it has been for some time. You know, if it isn't ranking high on Google, it is not relevant. And all the kind of clever stuff. So, this is this interesting thing. But, yeah, I just thought, you know, that's really what we're talking about. It's that kind of technology. And there's more so, you know, there will be stuff that can be analysed in data and all that kind of stuff, which is useful and important and it is worthy of our time. But I think it's how is that? I suppose, yeah, how are people using it? Should people use it? Shouldn't people use it? Yes.

Well, yeah, people absolutely should be using it. There we go. State of the ground. And if you are a business owner, if you are in marketing, if you are not utilising AI in some way, you will be left behind. That's my prediction. Okay. And in the same way that, you know, people dismissed the internet. Yes. Dismissed computers. You know, we've all, we've seen this, you know, time and time again where something new comes out. It's like, oh, social media, I'm not going to use that for my business. And then what happens? And just technology in general, you know, I mean, look at Kodak, right? Their shares were just like fucking nuts.

They had a thing, didn't they?

And then, you know, digital photography came along. They were like, oh, no, everyone's still going to want film. And now all that happens. Everyone's got a camera on them, a Kodak. You know, their shares are worth nothing. Yeah. So it's, you have to, when something new comes out, you at least have to acknowledge it, embrace it, and just make sure that you at least understand it. Because, I mean, yeah, there's chat GPT, I don't know if I'm saying it right now, you know, and there's probably a hundred other AI tools. There's probably a thousand other AI tools that have existed for years anyway that have not really been in the forefront of people's minds. But this is the thing that's now brought it into the mainstream. This is what everybody's using because it's so fucking useful. But I use it every day for so many things.

Yeah.

So it's, you know, I'll use it to write reviews for businesses that I've been to. I'll use it to, I'm giving you all my secrets now. I'll use it to write complaint letters for various things. I use it for marketing. We're going to use it after this to write the description for this podcast. Like, we are. Exactly. And it's just so clever the way that it all works. But I think with any new technology, people are fearful of it. And, you know, then you get the people that come out and say, well, you know, it's not going to be as good as a real person. I would challenge that now. It's, I mean, you know, it doesn't, there are ways to use it in the same way, you know, a computer doesn't do the work for you. But this is where AI is a little bit different. AI is a little bit different because it kind of does. But you have to know how to prompt it. You have to know how to talk to it. Like, if you've got a trainee person and you're just saying, you know, write me a marketing blog, for example.

It's shit in, shit out. Exactly. Yeah.

But if you're saying, write me a marketing blog in the style of, I don't know, Gary Vee about this subject.

Yeah.

Then, of course, you will get things. And where chat GPT is so smart is then you can prompt it again and keep asking and going back and poking the bear a little bit more and just make it better and better. Whereas previously, AI tools, you've got one singular response.

Yeah.

But then you would like, OK, right, well, let's, you almost had to start again. Whereas you can, you will just stay there in your chat history and you can just keep going back to it again and again and again. Yeah.

I think the thing that, I think that really kind of interests me kind of thinking about it, I think you're dead right. Those that aren't using it, being right, shocker. Those that aren't using it will get left behind.

Yeah.

I think, I think there is a really interesting thing here because as ever with everything, same with the internet, same with social, same with tech, say that. It's how you use it.

Yes.

People that are just putting in, write me a blog about, lifting it out, putting it on their socials. I get like doing the grunt work is good. But if you think about this and again, stop if I'm wrong here. What we've got here, we've got a bit of tech that is going to the relevancy marker of Google.

Yeah.

Writing a piece of content based on what it thinks is most relevant. Yeah. Yeah. And then spewing that out. So, you know, you and 50 other people can have broadly the same content. So there's a bit, there's a flag there for me. The fact that actually you're just going to see a genericism, generic sizing. Yeah. Of content. And then actually that is going to get more and more so because I'm going to ask it to write an article about, I don't know, how to sell this cup. Okay. So I'm going to get that. It's going to look at Google and look at that. Two weeks later, a different cup salesman is going to write, write me an article about how to sell this cup. And it's going to now look at my article. So actually you're going to get AI content creating from AI content. So actually it's going to get more and more generic. And I think, you know, it isn't a problem for a while. It will become a problem, but it will be the same as anything. If you are just using it as a copy and paste tool, I think that is just going to, over time, it's just going to get less relevant. Yes, absolutely.

And I think that's, I think, yeah, that's something, I think that's probably where it's been misused quite a lot. Like, you know, like it's, it would be very easy. Like it's, you could just go on there and you could just write like, you know, 10, 20,000 blog posts, stick them on your website and stuff like that. But that isn't what I'm saying. I'm not saying you should be using it forever. People will do it. They won't. Oh yeah, exactly. And, you know, Google has a way, like it can detect AI content.

And originally, you know, they said, and this is the thing, no one really knows what's happening with the algorithms. But, you know, originally it was going to be penalized and it wasn't penalized. Then they say, no, we're all for AI, but use it in the correct way. So, so as an example, the way that I would use it, what, where it's great for me is like, I have a very short attention span. And, uh, I don't know if you noticed.

It doesn't feel like new news.

Um, and yeah, sometimes like if I, if I can't get something straight away, it will overwhelm, you know, maybe, I mean, I definitely should be tested for ADHD because it's the amount of people that tell me that that's what I am. I don't know how it would make my life better if I knew, but anyway, it's, for me, it's great because now rather than sat, if I, I can't look at a blank piece of paper and think, where do I, like it's, that blows my mind. It's really difficult for me to start. So I, I can just use it and say, Oh, what should I do about this? And it will just give me an answer. And it's, it's almost like when I would be in an office or working within a team, it's like, you know, when we work together, we'll bounce ideas off and it's great. But when sometimes you're working on your own, solopreneur, entrepreneur, whatever you want to call yourselves, um, sometimes just that you need that little kick, that spark. And it gives me that. So I might say, Oh, I'm thinking about doing a course for something. What would be an outline? And it gives me, it's like, Oh, great. And then I'll build on that. And by the time I finished, it probably looks, looks nothing like the original contents that it gave me in the same way that, you know, if you say to somebody, Oh, why don't you do this? You know, as an idea for your business and that sparks a bit of creativity. I think it just, for me, it gives me a start point and that's brilliant for someone like me. Yeah.

I think it's a natural progression actually, because forever I've had a, um, a box of stuff at my desk that I just put any bit of marketing, anything interesting in there. And if I'm ever, I'm normally quite good actually, blank piece of paper. If I can just get my brain kind of calm ideas, I just, that's just what I do. I think I'm very kind of lucky in that sort of way. If that's something to be lucky about. But yeah, I've always got this swipe box where I can just go and sort of, you know, kind of flip through stuff. That's the idea and kind of get going. And it's there. And it, you know, it's not unlike dating. You know, if you think about where we've got to with dating, you know, you know, you went from bars and clubs or whatever to online. And, you know, you went from having a box of stuff by your desk to on there and it is massively powerful. I think, you know, people shouldn't be scared of it. People should approach it respectfully. I think the interesting thing for me is actually it then puts you in a position. Let's just say you're a buyer rather than a seller. It puts you in a position where you have to assume everything you're reading is fake. So this really, so I'm looking at someone to, you know, give me some business coaching, whatever. So I look at their stuff and their site. I have to consider the possibility that this is all written by someone else and they're not that good. And I think this is really interesting part of me. You like, we talked, you didn't see the Pope picture, did you?

The Pope picture.

So there was a picture doing the rounds three, four, five weeks ago, I don't know, of the Pope in a puffer jacket. Maybe I did. Yeah. And actually they're enormous, massively viral, sent all over the world, yada, yada, yada. And obviously, you know, three or four days later, it comes out as fake. It's very kind of clever fake. You can spot it. But this, this interests me.

It took four or five days for that to come out as fake. Yeah, yeah.

Because why wouldn't you? It's just a Pope in a coat, you know, but it was a puffer jacket, which again, it's like soap on a rope off of the 80s. But what, what interests me and what kind of terrifies Miss, because, you know, did you see the pictures of Donald Trump getting arrested? Yeah. Yeah. So that makes complete sense. You know, somebody on the internet, literally their, their tweet was creating pictures of Donald Trump getting arrested using AI while we're waiting for Donald Trump to get arrested. So from the get go, it was fake.

Yeah.

Yet these pictures went all over the world. And I think even, even, not necessarily the mark of quality, even shown on Russian news as real. Yeah. Okay. So he's been arrested. Now I get the, get the Donald Trump thing because there is an agenda. There is a political, there is an opinion. There is none of those things. There's a point to that as well. So there's none of those things with the Pope picture. So something as pointless as someone in a coat being taken as real, created by AI, it just kind of gives me that thing. Well, actually, you have to have that thing in your mind that everything you are reading, seeing, hearing is fake. So hang on, just before you go, so this is where you think, well, okay, so this is what I think, knowing that as a business owner, this is why you have to think, well, okay, how do I use it? Add my own spin on it and show that it's real. So I think things like, and of course you can AI video, but things like video led content will still, if actually people can see it, it becomes harder to cheat in inverted commas. And there's nothing wrong with that. There's all sorts of, wave at the camera. Oh yeah. We're filming. Hi.

We're doing the video led content. Yeah.

I was going to, well, nevermind. Yeah. Hi, everybody. This is my best side. But yeah, so all of this stuff, it just, my worry of this, because I think we are, it's slightly shallow as a world, is that people just take what they see and it's a thing. And I think, yeah, there will be this challenge over the coming kind of months and years to, you know, both for creators and let's just call them sellers to produce stuff that is useful, relevant, experience led and for buyers to be able to see it and try and cut through that. Yeah.

Yeah.

I get it. So, yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah.

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But yeah, it's amazing.

Yeah.

And it's, you know, you'd look at that picture and it is that person that you're looking at, but, you know, just with a very, very different body and with the wings of an angel. ! Yeah. I mean... Is there anything you want to add on before we wrap up today's talk?

No, I think go try it. You know, like all this stuff in business, you need to know it's there. You need to know what it does. You need to know how it works. Even if you then decide to not use it, you need to know it's there. Yeah. Lovely. Right then.

Well, on that then, shall we fuck off? Okay. Right. See you later. Thanks everyone. Bye! Bye! Bye! Bye! Bye! Bye! Bye! Bye! Bye! Bye!

Bye! Bye! Bye!

Bye! Bye!

Bye!

Bye!

Bye!

Bye! Bye! Bye! Bye! Bye! Bye! Bye! !