Are You Missing the Boat with AI in Your Marketing?

Carter Breaux 0:00
What chat GPT is really good at is stuff like essays, reports. It’s not very good at writing ads. I’ve never gotten it to do anything really special, and that’s because it’s pulling everything from the internet and using it as its input. So everything it spits out sounds like everything else, right? That’s why, yeah, that’s why it’s good at writing a blog that’s very informational. ChatGPT’s, goal is to blend in. Our goal as ad writers is to stand out.

Brandon Welch 0:37
Welcome to the Maven Marketing Podcast. Today is Maven Monday. I’m your host, Brandon Welch, and I am joined by my co host, Carter, big haircut, Breaux. Oh, back. So soon I am it’s good to be back. This is the place where we answer your real life marketing questions to help you eliminate waste and advertising, grow your business and achieve the big dream. And this week, our big dreamers want to know all about ai, ai. And I said, Hey, I know a guy. So Carter was the earliest adopter at Frank and Maven, and therefore the resident guru for artificial intelligence. And for that, I say, data. Boy. You like these good bite sized jokes. So it’s a huge that one was

Carter Breaux 1:24
a flop. That was a flop. Okay, it’s a huge topic, yeah, way bigger than a lot of people realize. I think that’s what Carter

Brandon Welch 1:30
is going to tell us all about. But if you’ve been hearing about AI, or if you’re already using it, or if you don’t know what the heck we’re talking about, this episode is most definitely for you. We’re going to unpack the tools you can be using for AI and marketing, particularly for small business marketing, we’re going to talk about what, what it can do, what it can’t do, what you need to keep your eye on. How do we use AI for SEO? Maybe sem writing. Can it replace certain tasks in your business? And what our best guess is for the future of AI and how you can stay in the know? Does that all sound reasonable? Yeah,

Carter Breaux 2:01
it’s, I mean, it’s a big topic. The biggest thing I think we want to share with people, we want them to come away with, is we just want to demystify this whole new thing of AI,

Brandon Welch 2:12
it’s a fairly Shiny, shiny object, right, right now it is, yeah, there’s a lot of flashy

Carter Breaux 2:16
things saying they can do lots of things, and we just want to provide a path for that.

Brandon Welch 2:22
So, yeah, confession, I must be getting old, because I used to be the guy that was the first in line for the iPhone. I would, you know, camp out all night and get the latest technology. I’d have it all in pre order, and now I just dread those moments. I’m also sort of the skeptic, even though I’ve grown up. I was born into digital marketing. We’ve built a phenomenal agency. That’s how we get phenomenal results for our clients, but shiny object syndrome is rampant in marketing, and so anytime you hear it’s the greatest thing since sliced bread, and you promise all these things, by the way, we’re going to do an episode on that, how to avoid shiny object syndrome and marketing that’s coming up here in a few episodes, but generally, I’m the skeptic, but it didn’t take long to figure out that AI is actually different. The threat or the promise of AI is actually real, and we’re going to break through what that means for you. Are you missing the boat? What are some things that are going to happen in the next one, three and five years? And what would you say about that? Just in general? I just

Carter Breaux 3:25
want people to realize how big it is and how big it’s going to be this. I truly believe that this is going to be bigger than the introduction of the internet and search engines. If you look at, you know, our lives before that, I didn’t experience that. I’m not sure if, oh, I did. You did? Yeah,

Brandon Welch 3:44
yep. We got our first computer when I was like eight, so Wow, and the Internet was like a year or two after that. So

Carter Breaux 3:50
yeah, and, I mean, I just think that the impacts of this are going to be at that magnitude and even greater, really, yeah.

Brandon Welch 3:57
So think about something you use so natively 20 times before you leave the house, that’s probably going to be AI or AI is going to be incorporated into those things and just enhance it all together. So we’re going to start with the obvious question for for those who are just not quite in the know, what is AI and what is generative AI? We’re going to break it down into three things. So this is, this is this is your in or out moment. We’re going to talk about how to create more things with AI, like maybe automatically, how to do customer curation, basically get your customers to the finish line faster or more consistently. And then productivity. What are some things that you can speed up in your business and get more out of less time? So but, but first start us with what is we’re hearing this term AI and generative. Ai, yeah, break it down for us.

Carter Breaux 4:44
So for all of mankind, tools have been passive. Is the term, if you’re, you know, you want to break a rock in your caveman, you have to move your your hammer, your stone, to crack something open, you know, and put out. But even you know, the nicest. Supercar in the world, you have to hit the pedal in order for it to go. We’re moving into an era where machines can do things on their own based on prompts. So you can give them a prompt and say, you know, design a car for me, and it can design you 100 cars, and you can pick your favorite, wow, you know. And that applies to writing, image generation, all these things we’re going to talk about. So they can make, they can make very complex decisions based on a small amount of information, as they’re pulling from a pulling from a giant pool of data, images, text that they can use. So I think

Brandon Welch 5:36
of this as like things that Google does for us on a daily basis, or search engines. Yeah, it’s finding stuff that’s already been created, right? And really, the system of Google is just sorting through what it believes to be the best information that’s already been created, whereas AI is going to be, it’s going to already have that, you know, sort of life experience, if you will, of information, and then it’s going to find its own path based on how you ask the question, right? Yes. And that, that is, that is the mind blowing thing, because it’s going to think about things that have never been created. It’s going to find connections that have never been created by other human beings. And then eventually, I don’t know what the term for this is going to be, but instead of generative AI, where it’s just creating it, it’s going to, you know, with a prompt, it’s going to be able to create it without a prompt, and that’s it’s called general intelligence. General Intelligence, yeah, see, that’s why Carter here, AI, know a guy like I said, so, like I said, we’re breaking down the concept of AI in your business to content creation, customer curation and productivity. And so some of the major things within content creation, really marketers or salespeople or anybody who is sort of customer facing with a brand at the end of the day, are our our job is to create content, whether that’s images or words that inspire people or video scripts or sometimes music and scores. And the first most obvious one we think of content creation is SEO. So every business wants to rank higher on Google. We have done, you know, over a decade of work at SEO. We build sites that rank really well for our clients. And so this, this whole promise, like when, when AI started to sort of enter the marketing scene in the last year, really heavily. You saw these people saying, Oh, we can, you know, you can instantly automate your blogs. Is what we know. You know, the more pages you have on your website with the more word count, generally on a nuances to it. But generally that’s helpful for a website’s ranking. And so if you can tell in the tool, we’re going to talk about a lot is chat GPT. You’ve heard of that. It’s just a it’s probably the most mainstream generative AI, where you can ask it questions and it will produce content for you. Yeah, in that, in that generative way we just talked about, right? Yes. And so if you could imagine going to it and saying, Hey, write a 750 word article on things you should consider for estate planning, and then it does. It proceeds to do that, and you go, Cool, copy, paste and upload to my website. I got a new page, and that took me five minutes, and I didn’t have to hire a writer. Well, what is the problem with that?

Carter Breaux 8:12
You know, that might work right now, but it’s not going to work in the future. Yeah,

Brandon Welch 8:17
it hasn’t been explicitly expressed yet, but I believe Google is already detecting robot written content. But probably more importantly, if it really comes down to it, if it’s truly a expert subject matter, the person can probably already tell that it’s bot written because AI’s job is to take a bunch of different information and sort of generalize a response, if you’re just uploading content from, say, chat, GPT, and creating a bunch of page on your website. I believe Google’s already finding that out. I don’t have any hard proof, but I believe that’s happening everything we know about Google. Google does not want to be cheated. Google does not want to show generic content. They, you know, even past they’re already analyzing reading levels. They can already tell sentence structures. They can already compare your sentence to a billion other sentences online and figure out, did you write it or somebody else? So it’s a bad idea, and it’s really when you when you see some of these things, you go, you look at it, you go, Wow, that’s impressive, that a machine just did all that work. But then you really look at it, and you go, but did it really help somebody? And I’ve entered a number of prompts just around the things we’re talking about today. And I would say I’d put in the category. We’re gonna say this a lot. It’s a really good idea generator, yeah, it’s a really good structure generator. So it’ll create a good outline, it’ll create a good prompt for you to then insert your humanness, or, hopefully, your unique brand voice, or your unique personality as an expert, and so that’s what you want to use it for. And I do think it could speed up things. It’s it speeds up idea generation for all sorts of content. Definitely,

Carter Breaux 9:51
it’s a great first draft tool. It’s great for brainstorming. There’s a lot of that stuff that’s good for but it still needs a human touch. Research to go with it.

Brandon Welch 10:00
Awesome. So we’re talking about content creation and on the on the topic of SEO, one other thing I want to say, Where is AI going? So Bing, and I remember being most of us don’t use that, but they made a big play, like earlier this summer, and said, Hey, we’re going to be the first to integrate AI into our search. Everybody freaked out for a minute, and they’re like, Oh, this is awesome. And if you can think about, you know, in the olden days, staying with the example of estate planning, where you might have previously Googled one of our clients, estate planning attorney in Long Island, New York, right? And you would expect to get what business listings and websites of local companies, right? AI is going to allow, as people adopt and understand how to ask it questions you could ask. Hey, what are the pros and cons of the top three estate planning firms in Long Island, New York? Yeah, and so that’s something that nobody has a page on their website for. That’s not even going to be a web result. It’s going to be a dialog, and almost like you were texting this robot. It’s just going to text you back. Well, here’s this competitor, here’s this competitor, here’s this competitor. So what do you do if you’re in that just looking ahead? What are we doing knowing that that’s kind of where the utility of search is going. I think that the business directory use of Google won’t ever change, because sometimes we don’t, we’re not in research mode. We’re just looking for the lookup, and it’ll kind of be like a true, traditional phone book. But looking forward, what is there to know about what SEO is going to look like with AI involved, my personal thinking and what, what the experts that I trust are talking about is long tail when we’re talking about long tail, meaning the search is long tail. So that example I just gave the pros and cons of the top three estate planning attorneys. We’re asking it longer questions with very, very specific outcomes. And you might, you might find yourself as a content creator or a business wanting to write longer answers, I would say, right now, AI’s purpose is not to deliver web results, but I think it’ll be integrated in the future. And so if you want to be one of these ones that are going to be favored in those results, you’re writing longer answers and longer specific questions that that websites can easily find. And so it might be, what are all the ways I need to prepare for my estate plan and will? And you make a page completely about that. And you might think of all the ways that question could be asked. What are the five things I need to have before I go to an estate planning attorney, whereas before it would be more generalized information on a local, local website, even if it was a really good website. And so the big takeaway for SEO is that you’re it’s going to favor long form, very specific content. So you might think of your website instead of being, you know, 50 pages that are categorical about your services, it might be 500 pages that are a wealth of knowledge. Think of like what a forum would be, or a or a Cora website. Any anything to add to that,

Carter Breaux 13:02
nothing. It’s good, yeah. But that’s, that’s what these AI tools can offer. Is very specific questions and a very specific answer to go with it.

Brandon Welch 13:13
And ultimately, they are learning that sort of on their own by looking at the billions of pages that they have available to it. They creators of chat GPT essentially upload the entire internet in certain forms to these tools, and that’s how they’re able to do that. But it’s not doing a live query of web pages. It’s creating its own content, if that makes sense. So take away write really specific content, or hire somebody to write really specific content for your website, and you’ll have the best chance of staying on top of that. While we’re on the topic of search engines, one more thing, if you are doing your own SEO or, sorry, your sem like Google ads, Search Engine Marketing, chat, GPT can be a great idea generator. There are some really sophisticated tools that are really expensive. We’ve used them for years and years and years. I can’t say that chat GPT or any of the AI tools are better than that yet. But if you’re just running your own Google account, for example, you can get some really good prompts by saying, what are the most valuable keywords and phrases for an auto injury attorney or a mechanic or, you know, an HVAC company or something like that, might

Carter Breaux 14:19
give you something you never thought of at all. You’re like, Oh, I didn’t know that that was even, yep, a good one. It

Brandon Welch 14:24
does a lot of critical thinking and sort of predictive learning for you. I don’t think it’s to the level of being super awesome yet, but you could ask it to write, you know, 12 headlines for ads that you could try and test. And the point is that you as a human being, if you have any skill at all as a communicator, you can look at it and go, ah, three of those are garbage. Yeah, six of them are probably good enough. Three of my could tweak and make better, right? So that’s getting pretty nerdy. That’s that’s really experts using the tool just to speed the job up and maybe get more done in a shorter amount of time. And hopefully that means that instead of just saying, Oh, we did air. Of work and six we did six hours of work so we could do two more hours and get even better results for our client, right? That’s kind of our posture. So chat. GPT is your tool there? Jasper AI is also a good marketing tool that will actually write content a little bit more with a little bit more specific input. One

Carter Breaux 15:19
of the things that It specializes in is, let’s say you upload a piece of content, something you wrote, and you say, make this more lighthearted. And it can do that,

Brandon Welch 15:27
or make it sound younger, yeah, make it sound like a fifth grader wrote it. Or, yeah, make it

Carter Breaux 15:33
more empathetic, right? You know? And it can, it can adjust your wording to make it sentence structure,

Brandon Welch 15:37
yeah, yeah. Writing, there’s a tool that I use, even Grammarly, that started to have some AI sentence structure additions, and it’ll say, Hey, here’s two or three other ways you could write that sentence. Probably one out of 10 times. I’m like, oh, yeah, that’s better, and nine out of 10 I’m like, yeah, no, you know. So they’re getting better. But the point is, they’re doing a lot of work. It’s not just a spell check or a word replace, or at the source anymore. It’s saying, if you wanted to do that in fewer words or wanted to sound like this, those are some of the tools. So Jasper, AI, chat, GPT and Grammarly, one

Carter Breaux 16:08
of the ways that this has helped when I’ve used it a lot, is by giving me something that’s not good, and I go, Oh, that doesn’t work for this reason and that reason, and then I just have a jumping off point to make something better. It just does that first draft that allows you to see something and move forward. So

Brandon Welch 16:25
you think about the human tank of energy. We make all these decisions in a day. And if you’re a creative or an artist, you’re doing all of this processing, and the more you do that, the more our batteries drain. I personally get about two hours of solid creative energy a day, and the rest of my day. I’m not good for the best ideas, right? AI can speed up some of those mundane decisions and give you can connect the dots faster. So we’re reserving some of that energy and getting a little bit more quality human creative with the aid of artificial intelligence. Yeah. So something I’m really fond of that we’ve used is image generation and editing and Carter and Nate, the camera guy brought this to us. We take a ton of photos around, do a lot of photography for clients. Sometimes it’s super important that it’s spot on, you know, a very, very specific product or something. But other times it’s lifestyle or background imagery or texture. Talk to us about mid mid journey.

Carter Breaux 17:19
Yeah, mid journey is my favorite thing of the last several years. It is an image generation tool. Basically, you can insert any prompt, as crazy as you want, and it will give you several photo realistic, perfect images of that. They’re really real, like blew my mind. Well, we’ll put some up on the screen. Yeah, of the various things that you can do with it. So give

Brandon Welch 17:42
us an example of a prompt you’ve used for a client or a project. Goodness,

Carter Breaux 17:46
we had a specific we were actually doing this for a Facebook ad. We wanted to generate a like an oil painting of a modern bass fisherman in a speed boat on like a stormy sea, and I would just type it in, and it gave us a whole bunch of options. That’s

Brandon Welch 18:01
something that does not exist in the real world. Nobody’s ever taken a picture of that. Probably, yeah, right. But

Carter Breaux 18:05
it has so much data about what old paintings look like and what a bash bass fisherman that it’s able to synthesize from scratch.

Brandon Welch 18:13
If you’re on YouTube, you’ll see that picture right about now, yeah, and see how it did that. Every

Carter Breaux 18:18
style you need, photography, logo design is a big thing that it can do 2d stuff like that. It’s just great for brainstorming and trying to figure out what you want something to look like.

Brandon Welch 18:29
So talking to my small business owners here, this is going to up the level of production and the level of what you have access to, what might have cost $50,000 before to go take some really wicked artistic picture, or to have some illustrator do something really crazy, AI is getting really dang close to that, and it’s going to be able to allow you just to stretch the bounds of the imagination and do stuff that gets people’s attention, if you know how to think of it, if you know how to ask for wacky stuff like that, right? And

Carter Breaux 19:01
that’s the big skill set that comes out of this. Is prompt engineering, is what they call it, of just knowing what to say and how to say it, communicating with

Brandon Welch 19:08
that. I think Gen Z and beyond their superpower is going to be how to prompt and get out of AI what you know, what it’s capable of. So definitely. So mid journey, check that out. You can tell it what you wanted to see, and it will create an image for you. All sorts of uses for that. There’s another

Carter Breaux 19:26
free one called Dall-e, that comes from the same people that make chatGPT, that one’s free. You can just get on and try it. So

Brandon Welch 19:34
this is also really useful Photoshop. It’s a beta feature, but one

Carter Breaux 19:39
of the things we use it for is to expand an image. So if I took a picture of you right here, I can stretch the sides out and it will fill in what’s on either side of you.

Brandon Welch 19:48
So I like to think of this. Think of a picture somebody took on a Polaroid camera in 1996 there’s no going back to that moment. That’s a total that’s a very specific style of image. I upload that into Photoshop, and you say, well, I need that image to be bigger to fill this billboard or this print ad or maybe even this TV screen or whatever, this perfect Facebook size, but I stretch it, and I don’t have enough picture to go it will recreate that image and things that were around it, and it will make it look like a panoramic instead of a square picture, right? Yeah. There

Carter Breaux 20:20
are great examples where people take the Mona Lisa and remove and add around it and show you the whole scene of everything that’s around and Photoshop

Brandon Welch 20:29
just, it just knows how to predict what billions of other images have had around it, so it guesses, hey, well, this could be around it at least makes it look real, right? Yeah, and it’s, it’s pretty seamless, it’s pretty creepy, is what it is. But,

Carter Breaux 20:40
and with that, another thing you can do is select a specific thing. Maybe you want to put something in your hand. You can lasso the area around the hand and say, put a spatula in there, and it’ll create a spatula and put it Yeah,

Brandon Welch 20:53
so all sorts of scary things. Personal theory, this is going to be really it’s going to lead to a lot of misleading things in the human experience. I think of political ads. I’m not sure why, but I think of just like the the they call them deep fakes. Yeah, you can make so, so and so look like they’re, you know, punching their wife or something, and it never happened. Personal theory, I think as we cross the lines of AI into like human necessity for the truth. I think there’s going to be a third party agency that somehow verifies Is this real or fake, and sort of like in the college world, where you’ve had to prove your citations over and over for you to have like the badge of approval. And this is a real piece of content, humans are going to be like, just so overrun with doubt and media that it’s going to mean less and less and less. There’s this badge of truth, personal theory, brilliant business idea, I think if you’re the one to make that sort of like the BBB or any sort of verification. But yeah, so this one’s really cool. Talking about content creation. What are some things you can use AI for to make your words pictures sounds better in your small business, marketing or presentations, audio enhancement. So I’m going to do a real live test here, and we actually use this few episodes back something glitch with a computer. And we had recorded this on these big, expensive microphones, 1000s of dollars of, you know, preamps and mics and stands and all that. And the audio recording from these mics right here, that one right there, got it just basically failed, and so we had this great episode. And the audio on these tiny cameras, which is not near as good as this, it’s actually really nasty. And we’re in a room that it sounds like, sounds like this. There’s echo and stuff. So I’m gonna, I’m gonna say this is what audio sounds like on a little, tiny camera microphone. And that’s what we had to work with. And there’s this thing called Adobe enhancement, an eighth camera guy and Carter were like, hey, it’s totally good. We’ll just throw it through this new AI enhancement. I’m like, you’re full of it. Like, that’s not going to work out. And so, like, 48 seconds later, they sent me the whole file of of an audio enhanced recording from a crappy microphone, and it sounded like this. So here’s crappy small camera audio. Here is enhanced because they just did that in post production. And then here it is on the regular microphone, and you tell the difference. So if you’ve got a, if you’ve got a video you’ve recorded on your iPhone, maybe you’re doing a walkthrough of a house your realtor, and it’s bad audio, and you can’t, you know, afford the big, expensive production, or if you did what we did, and you lost your fancy production, or you’re just wanting to make things sound better in general, Adobe, it’s called Adobe podcast enhance, right

Carter Breaux 23:51
yeah, it’s just a tool you can get online. It’s free. Just type in Adobe podcast enhance, and right now, yeah, it’s free right now. Scary. Just removes any sort of echo, room tone, background noise, and it makes everything studio quality.

Brandon Welch 24:04
Made me mad, to be honest with you. It made me so mad because we spent days getting our audio right in here, and it just did it with software. So Adobe audio enhance, that’s great for Facebook videos. That’s great for anything you have an audio thing on podcast, for that matter. So we talked about chat GBT, Google Bard is like another version of chat GBT, where it’ll generate paragraphs of text for you. Yeah,

Carter Breaux 24:28
that’s Google’s answer to chat GPT, and what they’re doing. Google freaked out for a minute. Google freaked out for a minute.

Brandon Welch 24:34
They moved resources big time when they saw being do that, yep. Um, the last one was, uh, 11 labs for voiceovers. Talk about that

Carter Breaux 24:42
one? Yeah, so 11 Labs is just one specific I’m sure there are more, but it is a AI voiceover website that basically you go, enter your script and do a little box, click, there’s like 10 voices you can choose from, and it will give you a very human, very realistic voiceover for your video. So. That most people would never be able to tell is synthesized. So,

Brandon Welch 25:04
so we’re familiar. For quite a while, there’s been tools. You can go type text and it will, you know, make like Siri, repeat it back, but you can tell it’s a computer. This is like, sounds as real as a human being, right? Yeah, yeah. So that’s 11 labs. Check that out, so that that gets us to the end of the content creation part of AI. And hopefully you’re seeing that these tools can help you do access your talent faster. Can help you skip over some of the beginning brainstorming phases and get you off on that second best draft faster. Yeah, second section customer curation. And this is if I was excited about the promise of AI in the last couple few years, this is probably the thing I’m the most excited about. I think it has the most real use for the people that are in a business right now, going, hey, you know, my experience is going to always be brick and mortar. It’s always going to have some human element to it. I’m not trying to be some online, digital only product, but one of the biggest burdens in a service based business, or a even a high end retail sales environment, is that it takes a lot of touch points to talk to customers. Now, while that’s a worthy thing to have an employee, for employees when you have hundreds of customers, can’t always get to them, you know, often. So customer curation, we’re talking about chat bots. And so these are AI driven things that can start conversations with customers, and really based on what the customer types back, when they type back, how short they type back, it can determine their tone. They can determine what they’re probably thinking and wanting to hear next, and it can create a dialog that, in the absence of a real human, can get them to the finish line faster. Yeah, so we generate 1000s of leads every week for our clients, and what we’re starting to use is tools like hatch and Wu sender, and there are others, but these are the ones I’m most familiar with in the lead when it comes in, if somebody fills out a website form, or maybe goes starts a chat on the website, these robots, these chat bots, will follow up and say, Hey, Carter, saw you were looking at the, you know, black, midnight, f1 50. Isn’t that an awesome color? And and cars like, yeah, I really like it, you know, yeah, that because that’s better than going, when would you like to schedule your appointment? And the chat bot might go, I’d be happy to, you know, find a time you could come test drive that, right? Cars like, well, that’d be cool, yeah. And so then the chat bot goes, you know, is Saturday at 8am good for you. Or I could have it ready for you to take a spin at 1130 you know? And it’s that kind of language, right? We’re using this a lot with lead generation clients, Home Improvement, even some of our higher end retail stuff. So in the back background, we’re telling our clients, if it’s a real human doing it, they need to be talking 15 to 20 times to this person before they probably get a solid appointment. Well, the robot’s doing that, and they’re doing it in such a empathetic, convincing format that humans are buying it like and it’s and it’s easy, makes the experience easier. So check those out. If you have any more, any amount of lead generation going on in your business, and you want to have a higher set, set rate for your appointments, we’ve had as much as a 20, 30% lift for the clients that are using that and they’re the tools are well worth the money we have to spend on them. So I didn’t put this down, but there’s another tool called Get Response, that writes emails for you based on it goes and finds the jargon of that particular type of customer, and it will write like a sales or promotional email for you. Grammarly also has a fair amount of that built into it. So, yeah, check those tools out. So that’s customer curation last productivity. And I think there’s really no end to this, if you know what you’re doing with AI, we’re going to talk about some of the big ones. Because the thing I would say is, if you are a skilled laborer or a skilled artist or expert, I think it’s gonna be a while before AI has anything to do about disrupting your skill set. But if it’s an unskilled clerical type task such as sorting Excel list or data entry or data sorting, AI is going to kick your butt with one arm, one arm tied behind its back. Yeah. So the first thing I put down here was like sorting an Excel list. You can literally, right now, upload the last 10 years of your customer data, and you can say, find the zip codes of my most profitable customers. Isn’t that crazy? Yeah. I mean you, if your QuickBooks is tracked in the amount of that accounting data. You can just say that, or you can say, what is the you could say you could upload a year’s worth of transactions if you’re a POS, you know, terminal. And you could say, what is the most likely time I have a full store of customers? So you could use that to set your client, uh. Employee schedules, right?

Carter Breaux 30:01
And you could put someone in a room for three days and just make them sit there and dig through it if you wanted, and they might be able to, probably wouldn’t find it, to be honest with you. Or these tools can do it in 30 seconds,

Brandon Welch 30:12
literally, 30 seconds. Amazing. So that’s really the profound the data driven stuff is the most profound use for it, yeah. You could say, find my most profitable products, or find my employee who’s making the most mistakes.

Carter Breaux 30:26
I An example of that. I had a period where I was, you know, buying and selling things on Facebook, marketplace and eBay and deliver. I was flipping stuff, yeah, and I uploaded my year of all my sales and when things were bought and sold, and I said, you know, find me any insights that I may not have seen. And one of the things it said is, the items you buy in April and May are more profitable than any other month. You said, Hey, I never thought of that. Hey, I never thought of that. And I realize now it’s garage sales and spring cleaning, that those are more profitable because people are ready to get rid of their junk. Never would have caught that, you know? And there’s so many things like that that it shared with me,

Brandon Welch 31:06
because otherwise you just got a big pile of stuff, and you’re selling it as it goes, and you didn’t really stop to think about where it came from, when it came from, because you got hundreds of things sitting

Carter Breaux 31:14
there, right? Yeah, certain things that I’ve sat around on for a while and didn’t realize, Oh, that’s my most profitable item. And so there’s all sorts of efficiencies that it can just pull out of data like that.

Brandon Welch 31:24
Yeah, I’m thinking of my contracting guys, and the products that have the most failures or the most callbacks. Find the list of products that had the most customer callbacks, and maybe you find some skew that you didn’t realize was a problem, or something like this. Yeah. Maybe you could edit your process or the manufacturers you use. So I would advise you, there’s a bunch of great, like, free videos just on any given category. I’ve seen a bunch of them for different industries. And if you’re going, how can I use AI in my roofing business or my, you know, window business, or whatever? Specifically,

Carter Breaux 31:58
that is chat GPT. It’s GPT four in the code interpreter, if you’re trying to look for this, that’s what

Brandon Welch 32:04
the code interpreter. Tell him. Carter, bro sent you, okay, summarizing meeting notes. This one’s cool. I don’t know I could see us using this. So you can record a meeting using something

Carter Breaux 32:18
like otter AI, is one that we use. Yeah, upload a transcript

Brandon Welch 32:22
and say, give me a 200 word summary. So maybe you’re a non profit, you’re running a big board meeting, and everybody had to say their thing, and it just gets two hours long, and everybody’s glazed over, and so you’re glazed over, and you just upload the whole transcript and say, give me a 200 word summary, and I’ll send it out to everybody in an email. And

Carter Breaux 32:42
on top of that, it, as you go, it will come up with action items. So when someone mentions, Oh, that’s good, let’s, let’s circle back on that, or whatever, it makes a note of when that was said, and it will create like a reminder for you. Otter,

Brandon Welch 32:53
yeah, you otter, give that a try. Yeah. Otter, AI, yeah. So many tools this, so, so actionable. You can use chat, GPT or a number of tools to do research. So an example I saw was, how does the logistics of raw material shipping work? And it spit out, you know, an explanation that was really complex. And then you can say, again, explain it to me like I’m a high school student and I use lots of statistics and data, and it’ll re word that answer to just to give you a rundown and kind of make you a quick in the know person on that topic, yeah. Another example that we had was give me five creative ideas for small, thoughtful gifts to give employees for their birthday, right? And that might have taken an assistant two hours of searching all over the internet before, yeah, Riley. And although I would put Riley up against any dumb old chat bot, you’re gonna like your birthday gift better if she picks it but, but let’s just say you’re just trying to do something quick like that. Please don’t use this on your wife. Here’s an

Carter Breaux 33:58
example of that. Me and some friends were in IKEA, and my buddy was buying a rug. Oh, man, and we had to put it in the back of my car. And we’re like, is this gonna fit? What do we do? Do we buy it and go see if it fits and then return it if it doesn’t? I got on chat GPT and said, Can a rolled up nine foot, 10 inch rug fit in the back of a 2013 Toyota rav4 with the back seats put down, and it ran all the numbers, found the stats, and said, Yes, you can do that if you put it over the center console, straight through the middle. And it

Brandon Welch 34:27
did. And that was

Carter Breaux 34:27
like a 30 second ordeal, yeah. So just shows there’s so many weird little applications that

Brandon Welch 34:34
it’s nobody would have thought, would have thought to write a page about that on their website. Yeah. How creative can you get? And frankly, nobody would have benefited from that. IKEA wouldn’t have really benefited from that, because you’re going to buy the rug anyway, yeah, Toyota rav4 wouldn’t have benefited from that. That’s just, that’s just user friendly information like so that’s awesome.

You need a Carter time savers, yeah, you need a Carter. To help you know what to ask these just gave me like, 20 ideas. How do I get my kids to clean their room before 745, every night? Yeah, you could have chatGPT create you a recipe that’s never been done before. How do I blend these three ingredients?

Carter Breaux 35:16
There’s, yeah, on that topic, there’s a feature now where you can take a picture of your the contents of your fridge. Upload it and say, What can I make with this? And it analyzes everything in your fridge and gives you recipes.

Brandon Welch 35:26
Even your fridge Nate the camera guy,

Carter Breaux 35:29
maybe not mine. I’ve got, like, mustard, some Chick fil A sauce packets.

Brandon Welch 35:33
I’d like to see what that would be, eggs. Yeah, I like this one. We talked about writing emails seven cents also figures out the best time to schedule emails that where people will actually open them. So It studies the past history of your, you know, basically your list. And it might find that, you know, these five people open emails at 231 every day, and these people only open emails before, you know, 5am and so it’ll kind of customize your sending schedules, leave that pairs with HubSpot. So for using that CRM and then kind of the last one customer satisfaction. So if you’re a big brand, or you have a lot of locations or a lot of customers, and you you want to keep an eye on what people are saying about you brand 24 there’s other tools, but this is the one that I liked the best. Listens to mentions about your brand, determines if they’re positive or negative, and will, I think, suggest responses that you can give to people say across Google, Yelp, Yext, things that you probably haven’t thought of, where people might be talking about your company. So tons of tools out there that can do that. So we’ve gone through content creation, all the things you can ask, chatgpt to help you generate ideas for blogs and images and video scripts. We’ve gone through customer curation, chat bots like who sender and hatch to help you contact your customers quicker and with better speed and better conversations. And we’ve gone through some productivity things. Is there anything else that you’d like to add? Carter, about SEO in general? I

Carter Breaux 37:12
think you covered it. I think there’s some really good stuff there. I think the big thing that I’m not sure if we mentioned this about, particularly writing with with chat, GPT or these tools, is, what is it good at? What is it fail at? And a big thing there is, you know, it can write things like blogs, although we’ve kind of explained why. You don’t want to just take what it writes and put it on your website, right? But it can write something that is indistinguishable from a human for the most part, you know, right? That’s why high school students are using it for their essays on The Great Gatsby or whatever. Can

Brandon Welch 37:47
AI write good ads? No, why?

Carter Breaux 37:50
I’ve tried many times. I have

Brandon Welch 37:52
Carter’s trying to out outsource his job. He’s trying to have like, five jobs and write ads. Carter is the writer here, by the way. So if anybody knows this, this is true Carter. So

Carter Breaux 38:02
what chat GPT is really good at is stuff like essays, reports. It’s not very good at writing ads. I’ve never gotten it to do anything really special, and that’s because it’s pulling everything from the internet and using it as its input. So everything it spits out sounds like everything else, right? That’s why, yeah, that’s why it’s good at writing a blog that’s very informational, chatGPTS goal is to blend in. Our goal as ad writers is to stand out and to boom, break through the noise, to sound different, to use words that people haven’t used in the past, get attention in weird ways. That’s our goal, and that’s what chatGPT cannot do,

Brandon Welch 38:45
and AI is not really set up to do yet. And

Carter Breaux 38:49
in the future, that may be possible, but it’s really tough right now. There’s

Brandon Welch 38:53
a whole human experience that is just missed when the robot’s created. That’s really good. I want to land there big takeaways. You’re probably not missing the boat entirely. Yet. You can increase productivity, but you can’t replace the human factor. You can keep your customer front and center and run everything through a filter about, how does this make their life better? If you’re wondering, yeah, does this does is AI? The thing I should do here say, Is it best for the human does it make their life better if you’re getting them something faster or more in line with their habits and preferences? Yes, if you’re trying to automate something to make it kind of as good, but you didn’t have to put the work in. The answer is no. Skilled labor is probably safe for now, mundane tasks or not. And the final thing is, it will always change, yeah, and it’s going to be big, so pay attention. This is not even close to the last episode we’re going to be doing on AI that’ll be a regular fixture. And Carter, I think you did an awesome job. Well, thank you. Thank you for being a great job. Our resident expert. Thank you so much for listening. We’ll be back here every Monday. Bye. Answering your real life marketing questions, because marketers who can’t teach you why are just

Carter Breaux 40:04
a fancy lie. Have a great week.