Web3 CMO Stories

Unraveling the Power of AI in Marketing: An Expert Discussion with David White on ChatGPT, Productivity Boosts, and Web3 Mastery | S3 Bonus Episode

October 15, 2023 Joeri Billast & David White Season 3
Unraveling the Power of AI in Marketing: An Expert Discussion with David White on ChatGPT, Productivity Boosts, and Web3 Mastery | S3 Bonus Episode
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Web3 CMO Stories
Unraveling the Power of AI in Marketing: An Expert Discussion with David White on ChatGPT, Productivity Boosts, and Web3 Mastery | S3 Bonus Episode
Oct 15, 2023 Season 3
Joeri Billast & David White

Ever wondered what the pervasive impact of AI on marketing really means for businesses? This week, we're graced with the insights of AI marketing connoisseur, David White. Together, we take you through a tunnel-visioned view of the revolutionary large language model, ChatGPT. Despite its prowess, David highlights four key challenges with this model and shares how to harness its power for maximum gain.

In the dynamic world of marketing, speed is king and AI is its queen. As we navigate the labyrinth of AI's role in boosting productivity, we explore its practical application in crafting effective templates and prompts. We share real-life examples of AI tools in action and their best and worst use cases, from making emails clearer to decisions about resources. If you're an AI novice, make sure to tune in for some critical advice.

As we wrap up, we switch gears and look to the future - a future where AI is a business norm. We touch upon the potential societal divide AI could cause and the implications of deep fakes. We underscore the W3X Web3 Mastermind and Yuri Bilast's call to share AI knowledge. So buckle up, subscribe, and join us on this enlightening journey through AI and its marketing implications. You're in for a ride!

This bonus episode was recorded through a StreamYard call on October 4, 2023. Read the blog article here: https://webdrie.net/unraveling-the-power-of-ai-in-marketing-an-expert-discussion-with-david-white-on-chatgpt-productivity-boosts-and-web3-mastery-s3-bonus-episode

Join me next week at the free AI/Marketing Sessions from October 18th-25th. I'll discuss "๐‹๐ž๐ฏ๐ž๐ซ๐š๐ ๐ข๐ง๐  ๐€๐ˆ ๐…๐จ๐ซ ๐๐จ๐๐œ๐š๐ฌ๐ญ ๐‚๐ซ๐ž๐š๐ญ๐ข๐จ๐ง & ๐‘๐ž๐ฉ๐ฎ๐ซ๐ฉ๐จ๐ฌ๐ข๐ง๐ " and others will cover crucial AI marketing topics.

Ready to upgrade your Web3 marketing strategy? Donโ€™t miss Consensus 2024  on May 29-31 in Austin, Texas. It is the largest and longest-running event on crypto, blockchain and Web3. Use code CMOSTORIES to get 15% off your pass at www.consensus2024.coindesk.com

Show Notes Transcript Chapter Markers

Ever wondered what the pervasive impact of AI on marketing really means for businesses? This week, we're graced with the insights of AI marketing connoisseur, David White. Together, we take you through a tunnel-visioned view of the revolutionary large language model, ChatGPT. Despite its prowess, David highlights four key challenges with this model and shares how to harness its power for maximum gain.

In the dynamic world of marketing, speed is king and AI is its queen. As we navigate the labyrinth of AI's role in boosting productivity, we explore its practical application in crafting effective templates and prompts. We share real-life examples of AI tools in action and their best and worst use cases, from making emails clearer to decisions about resources. If you're an AI novice, make sure to tune in for some critical advice.

As we wrap up, we switch gears and look to the future - a future where AI is a business norm. We touch upon the potential societal divide AI could cause and the implications of deep fakes. We underscore the W3X Web3 Mastermind and Yuri Bilast's call to share AI knowledge. So buckle up, subscribe, and join us on this enlightening journey through AI and its marketing implications. You're in for a ride!

This bonus episode was recorded through a StreamYard call on October 4, 2023. Read the blog article here: https://webdrie.net/unraveling-the-power-of-ai-in-marketing-an-expert-discussion-with-david-white-on-chatgpt-productivity-boosts-and-web3-mastery-s3-bonus-episode

Join me next week at the free AI/Marketing Sessions from October 18th-25th. I'll discuss "๐‹๐ž๐ฏ๐ž๐ซ๐š๐ ๐ข๐ง๐  ๐€๐ˆ ๐…๐จ๐ซ ๐๐จ๐๐œ๐š๐ฌ๐ญ ๐‚๐ซ๐ž๐š๐ญ๐ข๐จ๐ง & ๐‘๐ž๐ฉ๐ฎ๐ซ๐ฉ๐จ๐ฌ๐ข๐ง๐ " and others will cover crucial AI marketing topics.

Ready to upgrade your Web3 marketing strategy? Donโ€™t miss Consensus 2024  on May 29-31 in Austin, Texas. It is the largest and longest-running event on crypto, blockchain and Web3. Use code CMOSTORIES to get 15% off your pass at www.consensus2024.coindesk.com

David:

So problem number one with chat GPT is that it was trained on they call it a corpus of knowledge. So they went out to the internet and they just got stuff and chat GPT basically just read all of it and learned all of it, which is amazing. But it also sucks, because chat GPT read really good marketing and it read really bad marketing.

Joeri:

Hello everyone and welcome to the Web3 CMO Stories podcast. And actually today we have a special bonus episode because I am a speaker at the AI marketing sessions which are organized by David Dwight and Hernan Vasquez. And actually today I'm excited to have David as a guest on my podcast to talk about AI and AI in marketing. Welcome, David, mate. Thank you for having me, glad to be here. Yeah, happy to have you. This time it's early for me and it's late from the guest on the other side. It always changes when I'm doing these podcast recordings. So, David, before we dive into AI marketing, tell us a little bit about yourself.

David:

I'll do this as fast as possible. So I got into marketing back in 2013. I was a health coach. I looked around at stuff that was going on the internet and I saw a lot of other health coaches making way more money than me by doing stuff and I thought I want to try that. So I started trying to build a health coaching business, which went really well, and then at some point, I realized you know what? I am hopelessly addicted to marketing. I like the health coaching stuff, but I love the marketing thing. So I dove headlong into that and I've been teaching that for getting on close to 10 years. And I've been teaching that working as a consultant.

David:

And then earlier this year, I stumbled across this new weird thing called artificial intelligence and at first I thought it was rubbish, and then I realized, oh my God, this is a game breaker. This is bigger than the internet. This is bigger than mobile apps and stuff like Facebook, and Instagram. This is enormous. I want to be the best in the world at teaching marketers and business owners, who I love. I love small business owners. I love digital marketers. I want to be the best in the world at helping these people through this transition. So that is kind of what I'm all about right now, okay.

Joeri:

Everyone has this interesting backstory. I love to hear from you, the same as I did in Web3. It also came on my path and I started to do that Then, combined with AI and marketing. So I love to hear from you because, of course, you have organized this event, but you know a lot about AI too. This is actually what you and Hernan are into. So tell me a bit. I know you like to talk about AI and marketing the right way, so I know you have like four steps that you're always talking about that you need to use for AI and your marketing. So, yeah, feel free to talk about that.

David:

So these are less four steps that you need to do and kind of more problems, four problems that you need to solve. And when I talk about this, I'm talking specifically about chat GPT, which, in my opinion, is at the moment, and will continue to be, the leading tool in the artificial intelligence world. There are other great tools out there, like Descript we have the head of business development speaking at our summit. From Descript, we have one of the co-founders of surf, seo great tool. But I think for general artificial intelligence purposes, chat GPT is going to be the thing. It's going to be where all the apps are going to get built. It'll become like the apple of artificial intelligence. But that has some problems and you need to know how to fix them.

David:

So I don't know about you, Joeri, but when I first dove into using chat GPT my initial uneducated opinion I came at it from an investor I was like, oh, Microsoft have got this thing. It's going to be really cool. I looked at it and I tried to do some stuff with it and I thought you know what? This is rubbish. These robots. They're like a robot's never going to be able to write as well as a human. Did you have kind of a similar vibe when you first started using it, or what was your thought?

Joeri:

So I was already using other AI tools, like Jasper, but of course I had a bit of the same feeling that it was not perfect. So it helped, but not like that. What we are seeing today, what is possible with chat, GPT so in the beginning was like it will help, but it's not yet like wow.

David:

I have the same impression and I realized, like there are so many people talking about how cool it is, I've got to be missing something. So I dove in and I went as hard as I could about learning about the large language model that is chat GPT and I want to really quickly share four major problems that I see with this tool. For the marketers who listen to your show so they can get better at using it, because this well, all large language models this is the kind of problem that you need to solve, but for chat GPT, this is specifically what's going on. So problem number one with chat GPT is that it was trained on they call it a corpus of knowledge. So they went out to the internet and they just got stuff and chat GPT basically just read all of it and learned all of it, which is amazing. But it also sucks, because chat GPT read really good marketing and it read really bad marketing. It read brand marketing, which is great if you do brand marketing, but it also read direct response marketing. It read marketing about dog food, marketing, about TVs, marketing about air conditioning, marketing, about accounting services, and all that sort of stuff. So it's trained on this massive corpus of knowledge, but because of that it tries to for one of the better terms, and this is the second problem reverts to the main. So if you say to it right, mean, add, it's going to get all these ads, all these different types of marketing that it knows, and just kind of smush them into one and you're gonna get something that frankly sucks if you say right now.

David:

So I have an example actually from a workshop I taught Share a prompt with you really quickly. Here's, here's what I found when I went to chatGPT and I gave it the most basic prompt right me. Five social media ads about my new gym that I opened, all that I just opened. Add one unleash your strength at our brand new gym. Number two elevate your fitness game at name of gym.

David:

Number three experience excellence at gym name. Now open trophy emoji. I did it through the emoji there. Number four your launch pad to fitness gym name grand opening. Number five unveiling gym name where dreams become games. That last one's kind of like dreams become games. That's Not like the most vanilla thing I've ever heard my entire life. But if you don't train chatGPT this is one of the problems it's going to give you the most basic vanilla like mean and median average kind of copy imaginable and you probably noticed this yourself here if you don't really prompt and say like hey, I need you to write me stuff for a youtube, you know you need to like give it really good instructions.

Joeri:

Yeah, exactly because that. I see people around me using chatGPT and they say it doesn't work. Of course, because you just ask, like you say, a vanilla question. It doesn't know what you're thinking, does know your situation. You should teach it and you should have a conversation with it. That's how I see it.

David:

Hundred percent. So the next problem I want to bring up with chatGPT is this idea of context. That's how I describe it. So the greatest advertiser of all time, in my opinion, was a man called Mr. David Ogilvy, the, and if he was alive today and you went to him and you said, write me an ad for my new gym that I'm just opening, he's going to write you a terrible ad because you didn't tell him who is the gym for. Is it for, like first- time Newbies? Is it a crossfit gym? Is it a boxing gym? Is it like a gymnastics gym? You didn't tell him where is it. Is like the only gym in some town in the middle of rural America. Is it the one of a thousand gyms in the middle of New York City? Is there something special and unique about the way that you train people in your gym? So if you don't give your right or whether that's ogle v or whether that's chatGPT, that kind of context and tell it, hey, I have a gym about x, I have an NFT project about x, I have this kind of accounting service, and our target market is these kinds of people. These are the things that we value and that we believe in. This is the way that we try and approach our audience. They should care about our products because x it's gonna write you a crappy ad.

David:

And then the final thing that is very difficult to get right with chatGPT is that it doesn't necessarily understand your tone of voice, and your personality and your writing style. So you can give it a lot of really good instructions and you can say something like write me a podcast or a Youtube description for a episode of my Show. The Web3 CMO show that I just hosted with David Whitewood spoke about artificial intelligence. We covered these bullet points and whatnot. If you don't say, like his three examples of YouTube descriptions that I've written in the past, it might not know that you like to open with a joke, it might not know. Hey, this guy is really technical when he talks about his show in a description already. He likes to keep things kind of interesting and engaging, or he likes to build a lot of curiosity, or he likes to use book points. If you don't do those sorts of things, then it doesn't matter what kind of tool you're using chatGPT or otherwise, it ain't gonna work.

David:

And this all comes down to a technical word that neural network engineers use Called alignment, which is what they use to describe getting what you want and what you ask for. Because a lot of people ask chat GPT for something Like write me a youtube description and they get what they asked for, but not necessarily what they want. And the example that I always use to put it in like human terms if I had a butler or a robot or an assistant or something like that, nice and hey, can you take this milk and go and put it in the fridge? Well, if they go to the fridge door and they open it up and they get the milk and they take the lid off and then they like pull the milk all through the inside of the fridge and then they walk away and leave the door open, I got what I asked for and I wanted, but I didn't ask properly. So that's alignment. You have to be very, very clear and specific with what it is that you're asking for.

Joeri:

Yeah, I love those problems and also those tips that you gave me. Also important, I think, is it's speed importance of speed in a I. What are your thoughts about that?

David:

Yeah. So we, Hernan, my co-founder of the company that we're training company and co-host of the marketing sessions. We have a thesis that artificial intelligence is only there for two reasons. It's not to make you More skillful, it's not to help you can, like I want to go from working five days a week to working three days, like, keep working five days a week. We're not. We're not at the point yet when you should be downsizing like that. We say artificial intelligence is meant to make you better at marketing. So if you're sitting down to write a sales page and use artificial intelligence, it'll help you do that thing better and it's also meant to make you faster.

David:

Now the boffins at where is it? Price waterhouse coupes say that artificial intelligence can increase your productivity by 40% 40% which, over the course of a week, is too full working days save. So I just want everyone to take a moment and think If you leaned in fully and you adopted artificial intelligence as much as you could, what would you do? What would you be able to do with your marketing, with your business, with your career, if you had an extra Two eight hour days every single week to learn a new skill, to do more marketing, to launch another product, to spend more time doing, you know, content, to run more split tests. What would that allow you to do? That's the scale of what we're talking about. That's kind of why I, why I think that this is so transformative, and that's like you know that 40% is now 40% efficiency. Now to GBT is 11 months old. Yeah, so that that begs the question like how does one increase their speed?

David:

My suggestion would be start building for yourself a library of prompts. So when you have something that you want to do, such as I just created a YouTube video, now I need to write a description about it. I'm going to host one of my weekly webinars. I have to email my list to invite them to it. I just wrote a blog. Now I have to post about it on linkedin.

David:

Whatever it is you do, think about a really well written blog that touches on all those problems that I covered earlier. So chat gbt doesn't know the context of your business and your values and who you serve. Write that down. Chat gbt doesn't know, for example, that a well written linkedin post about a blog contains these elements, or that a well written YouTube video description contains these elements. Have that library Of your own writing that you can share with it. And then when you go to write your new blog or publish your new YouTube episode or what have you, you'll have that template and you can go and kind of fill in the blanks. And that is where the speed comes from, because if we're not using artificial intelligence to increase our speed, what's the point?

David:

like there's no there's no reason to write out a 700 word prompt about a 500 word YouTube description. You might as well just write out the YouTube description.

Joeri:

Yeah, exactly, and that's what people also if they listen to the session I did with you guys. I also explained a few prompts that I'm using every time for my podcast and they are there like ready and I just adapt them and they just work for me. Another thing that I'm doing is for my LinkedIn newsletter. I also have like prompts ready and that's exactly as you say. It helps with being productive, with speed. You just know that it works and it goes fast and by using the prompts in the right way, it gives you results. So, yeah, speed is really important. I guess you know these days there are a lot of cases, places where you could use AI. So what are for you, like one of the best or maybe worst use cases to deploy AI?

David:

I'm gonna be not politically correct here. I'm gonna I'm actually gonna not answer that question and I'm going to give the users a warning. I spend all day, every single day, looking at artificial intelligence tools and trying to figure out how I can teach our students in our programs to use artificial intelligence better, and I see a lot of really crap tools out there. I'm gonna be frank there I have not seen a single good landing page artificial intelligence tool yet. That's one example. There are just a lot that sucks. So if you stumble upon something and it doesn't feel right, don't take the time to try and figure it out, because the tech is still brand new. The hype is way up here and there are a lot of people developing great apps, but it's going to take a while before we see our minds blown again, the way that chat GPT blew our minds. So not every artificial intelligence tool or every website that says hey, we use artificial intelligence on their homepage is worth paying attention to. That's thing number one. Thing number two disclaimer here in recording the presentations and getting to know so many of our guest speakers for the AI marketing sessions that we're launching later this month, I have had my mind changed quite a lot on many different things, and one of them was things that you should never use artificial intelligence for. So Hennan and I we always used to say don't use artificial intelligence for your strategy. It just the prompts that you would need to explain, like here's my business, here's the content, the products, the social media, the email strategy that I follow. Here's what I've been trying to mess with over the last week. Here's like the numbers and all that sort of stuff. Trying to do that over and over and over again. In my opinion, I just don't necessarily think that's the best thing that you could be doing. There are people who have some pretty cool approaches that they have figured out, but I would say don't try and start there. Don't try and start using chatGPT or whatever your tool of choice is, as kind of your CMO, like a human needs to be doing that, because that's a human brains made for that sort of stuff and a robot's brain is just not.

David:

One of the best case scenarios or best use cases for artificial intelligence, I would say, is marketing about stuff. So I have a YouTube video and I need to write an email to my list about it. I need to write a social media post about it. I need to write a description for it, needs, right, a headline and a thumbnail for it. I'm marketing about that YouTube video. Or I have a webinar and I need to write an invite sequence for it. Or I have a product launch that I'm doing and I need to write a sales email for it. Those sorts of things where it's like, hey, this thing exists and I'm marketing it with, like, this piece of writing or what have you, those are really effective.

David:

The next hardest use case for so if, like you know, marketing about something is the easiest way to get started, the next hardest thing is trying to generate something from nothing. So no webinar existed. Then I sat down at my desk for two hours and I have a webinar planned out. That's doable with chat GPT. Difficult to do it well and quickly. Or no sales page existed and then I wrote one. That's difficult, again, to do with chat GPT. I'm not saying it's not doable, but that's kind of get your head around. Using it for more simple stuff, I'm turning this YouTube video into an email. Or I'm turning this product launch into, you know, a social media post to get my audience to come, come register for it. Those are the best places to start.

Joeri:

Okay, yeah, you know, as you say, use it for simple things. Also, if people are listening and they are just starting with chat GPT and so on, just try these easy things like making an email better or more clear or, you know, make a blog post or post for social media. With that, it can really help. What I did for the landing page, by the way, is just make a competition with chat GPT, with Gary V, Russell Branson, Ryan Deiss and I said to chat GPT make the best landing page and then, in different iterations, that the result that came out was better than if you do it in only one iteration and, of course, with a lot of content. But it takes work. As you say, it's not the most easiest thing. So you mentioned these. You know problems, maybe the world's worst use cases that you could use AI for, or not so good use cases, but what are the threats that we need to be careful with when it comes to AI, that business audience to you.

David:

Yeah. So I know a guy who actually builds neural networks like chat GPT really smart fella and I've learned a lot from him about how these things actually work under the hood and the best way that he can kind of describe how chat GPT I can't believe I'm about to use this word experiences and interaction with you is kind of like it's on stage, it's an actor and you're talking to it and it's like oh, what am I supposed to say? So it kind of tries to guess it and it actually does guess, kind of tries to guess what it's supposed to do based on the cues that you give it. So if you write an average prompt, it kind of doesn't get like uh, where, what are we doing? So it'll sort of try to make something up. If you write a great prompt, it knows exactly what the play is and what's going on and it'll give you a good output. But one of the major things that I see people doing wrong not to say that this is wrong, but I see people doing it wrong it's having a really long conversation with chat GPT. So it does have a word limit and because it feels like it's an actor in a play as you converse with it. It has this limited memory but it's still trying to do its best to like be a good, good actor in the play.

David:

So you could uh, I don't know, let's say you could give it a trans. Well, what'd be a good example. So you wanted it to summarize a book for you. So you say like hey, I want you to help me summarize this book. Here's the first 5,000 words. Chat GPT goes cool, got it. Then you say here's the next 5,000 words. Chat GPT says cool, got it. It's already forgotten the first 5,000 words because it's got this kind of like really limited amount of memory. It'll do its best based on like the second 5,000 words that you gave it. If you say like, oh, summarize these first 10,000 words, it'll do its best to sort of like make it up. But these really long threads I don't feel like they were. So I would much rather see people say like here's 5,000 words, summarize this in 200 words. Completely new chat here's 5,000 words. Summarize it in 200. Or like write a long prompt that says you're going to write me 4 invite emails for my webinar and then start a brand new prompt. Copy all the information from sorry. Start a brand new chat. Copy all the information from that prompt and then just change it to instead of you're going to write me 4 invite emails, you're going to say write me 4 emails to get people to show up.

David:

So more chats, I think, is always going to be better. That's the first thing is the limited memory, and this will get solved pretty quickly. I believe that there is already a larger version of chatG PT. I haven't had a chance to check it out because I've been busy making a summit, but there is a larger version of chatG PT where you can go up to like 32,000 words. It is going to be more expensive because computing power is ridiculously expensive. I think it costs Microsoft or open AI $700,000 a day to run chatG PT. So that's going to be more expensive, but it'll be worth it. So that's the first thing.

David:

The second thing is this efficiency that we spoke about a minute ago. So if you're a marketer and you spend, let's say, two days a week doing social media, two days a week creating content and one day a week writing emails, maybe you can get that done in three days. Now, fantastic. What do you do with the other two days? Do you write more emails and like split test them? Do you create a lot more content? Do you create a lot more stuff on social media? Do you start to run experiments where you go on to different platforms? Do you think, well, okay, I've got two free days. Instead of just doing content type A YouTube, I'm going to start doing content type B and do like blogging?

David:

And those are really big questions that you need to answer, because your time is the most important thing and knowing how to use it properly is very important. And if you're a business owner or a CMO or a head of marketing and you have like four or five people on your team and you train them to use artificial intelligence and collectively they all free up two days a week, what do you get them to do with those two sorry, not two hours a week, two days a week? If you get them to free up two days a week, what are they supposed to do in that two days? Are they just supposed to do more of the stuff that they're doing? Are you supposed to expand out to a new platform? Are you supposed to try and launch a new product? Are you supposed to try and do more frequent launches?

David:

That's really hard and this is difficult stuff even for the smartest of smart folks to figure out.

David:

I read a book earlier this year I blank on the name of it, I think it'll come to me later but the guy who wrote it was talking about how to make really good decisions and he was referencing or interviewing someone in the book who was in charge of like a state's budget, like California's budget or something like that, and he was explaining.

David:

You know how difficult is it when, let's say, you get given a billion dollars, like let's go and do good stuff for the public, and you look at building a new bridge which is going to help traffic and you can build a two lane bridge for $200 million. Now you could turn it into a three lane bridge for $250 million. But that $50 million extra that you could spend on making that bridge cooler, that could build an entirely different park from scratch. So do we want to have like an okay bridge and a park where there was not going to be a park, or do we just want to have a cool like? That's really hard stuff to figure out. So if you are a head of marketing or a CMO or a business owner, you really need to think about this and you really need to be on your game with allocating your team's time? Does that sound kind of?

Joeri:

It makes sense. It's just like it's actually more a positive problem to have at that moment, you know because most business owners businesses. They feel like they don't have enough time. So if they can have time and you know how it is time gets filled, but it should be filled with useful stuff. Like you're just saying, doing more of the things that I want to be doing is maybe not what they should be doing, but yeah, you know, for me it's like if I have more time, I can do stuff that AI is not good at. Like you know, connecting with people, meaningful conversations, doing more of those kinds of things which also really add value.

David:

Just kind of round that out. I do feel like, for a business owner who has a team, artificial intelligence is actually going to make your job harder. I mean, it's going to make your job better because you're going to get a lot more customers, but you've got team members who are working five days a week figuring out what should this person be doing with their time? What projects should they be working on? What is the best next thing that I can add to their plate now that they've got all this free time? That's, those are big questions and you know, if you don't know how to answer those things, now would be a really good time to be asking for help.

Joeri:

Yeah, yeah, it makes a lot of sense that I think people that are now listening you make them think of okay, yeah, that's something we didn't thought of. You know, how should we use our time in the most effective way that we are freeing up? So, David, okay, we are now talking about what is happening today in AI. A lot of things are happening on a short time, but how do you see things evolve? If you can make a few predictions about the future of AI, what would you say?

David:

Yeah. So, Peter Diamandis, I'm sure you've heard of him before founder of the X Prize, modern dairy entrepreneur, and futurist. He owns like 400 trillion companies or something like that. Guys, just a legend, and he's heavily involved in this. And I heard him say something earlier this week and I want to let this hang in the air for a second. He said in a few short years, there will be two kinds of companies those who fully adopted artificial intelligence and those that went out of business in a few short years. That's what his prediction is. So I'm going to borrow that prediction. I'm going to say that's my prediction as well. But holy crap, dude, that's a scary thought.

David:

Like four years, yeah, I want everyone to think about. Like where did you think you would be in four years? Chances are, if you don't use artificial intelligence, according to one of the smartest people of all time in this kind of entrepreneur space you're going to be out of business. You are literally not going to have a business. Someone else is going to come along and take your lunch. So this is why I say the digital marketers and the business owners who do lean in to artificial intelligence and who do adopt it as fully as they can and embrace it, as this is a good thing for me. This is a good thing for my customers. They are going to get so good at acquiring leads, acquiring customers and making sales that no one will ever catch up to them, and that quote from Peter D Mandus that I heard earlier this week kind of backs me up on that. Like you know, if he says people are going to go out of business, that does mean that they're not going to catch up to the early adopters of artificial intelligence. So please, like I said, I do love digital marketers, I do love small business owners. Please don't sleep on this. That is not like a pleasant thing for me to think about. Is people missing out on this?

David:

And the stats about artificial intelligence usage right now are ridiculous. I was doing research on this a couple of weeks ago and I don't remember exactly, but the numbers shocked me. It was like 17% of Americans have used chat GPT. 7% of those people, approximately, are making this up, but like a shocking number, 7% of that 17% used it for work. That's like no one. I don't know what 7% of 17% is, it doesn't matter, that's a made up number. It's like less than 1% of Americans have used this for work. My God, like you, are an early adopter if you start now.

David:

So that's kind of my first prediction is that there's going to be this huge divide between the haves and the know hows and the have nots or the don't knows. That's the first thing. The second thing that I alluded to earlier is that chat GPT is going to be the hub of artificial intelligence. It'll be like the Apple or the Amazon. Microsoft in the space of six months between the end of last year and the start of this year, went from like your dad's kind of tech company to the most exciting tech company in the world. Chat GPT is insane and I think that that is going to be the thing. I think people are going to be building apps on it a lot and it's going to become more and more and more and more and more useful. Do you disagree with that, uri, or do you think that's on point?

Joeri:

No, for me. I have seen already, you know, evolutions until now. You know, when the internet came, when social media came, it's always good to be early and it seems like in the you know the times that we're living in, that everything is going faster and faster and faster. So now it is AI. You know it's not so long ago that, you know, chat, GPT was suddenly there and people started using it. And you see what already has been happening. There is already been. You know things are going on behind the scenes that we don't know or that is not shown to the audience because we are not yet ready for that. So a lot of things are happening. So it's like, you know, you want to, as a server, you want to catch the wave before it is too late. So I think it's really important for people to start to take action now. So, david, yeah.

David:

I do have, I do have more predictions, if you have a few more, I do.

David:

I think I think this one's especially relevant and important to share and I really hope that me saying this actually does make a change in the marketing space. But when everyone first started getting emails, we would like read our email inbox. Someone sends you an email, someone sends a model as an email. You know read it. And then the same thing happened with Facebook. Like you know, you'd go to your news feed and you would actually read it. You wouldn't skim it, you would read it. And then spammers came along and ruined our inboxes. And then the algorithm changed with Facebook and you just kind of liked way too much stuff and it started showing you all these suggestions of other things that I thought you might like, and you did actually like them. So you watched them and then you realized, my God, I'm three hours later. I'm done anything yet this morning, like what is this social media doing to me? So these things kind of get ruined. Spammers ruined email, the algorithms ruined social media. Arguably, I think they did.

David:

I suspect that we are going to see a lot of deep fakes coming up in the near future and I've already seen a couple of those. Famous TV presenter in Australia. I've seen ads like literal ads, not on social media, like you know. Banners on websites, literal ads of images that people have made with artificial intelligence of this guy getting arrested and he had to go on TV and say but God's sake, australia, I have not been arrested, not been fired, I'm still at work. If you see a photo of me in like a white t-shirt, getting dragged away by the cops in handcuffs, that's not me.

David:

Now, the problem is, when people see stuff like that, it messes with our sentiment for all sorts of different stuff. So, as an example, earlier this year my mom called me and she said hey, I bought this dress or whatever. I don't remember what it was. I bought this thing on Instagram. It's been like four weeks. I've emailed them twice and they haven't replied. I haven't gotten any shipping stuff yet. It shouldn't take this long. What do you think? And I said you got scammed. Call your bank, tell them what happened, get a charge back and that for me.

David:

Plus, like you know, occasionally you'll see an ad for something on Instagram, or I have seen ads for stuff on Instagram. I click on it and I look at it and I think to myself like that's probably really badly made crap. I'm not going to buy it. Those couple of experiences permanently taint my sentiment. So I would never buy an e-commerce product off Instagram. If I see an ad for it, I ain't buying it. That's tainted my perspective just like spam kind of ruin the inbox for me.

David:

So when we start seeing deep fakes and I don't even want to think what the US election is going to be like next year but once that sort of stuff starts to happen, people are going to trust marketers less than they already do, which is not a whole lot. So I mean, it's not going to be marketing people who are causing this problem, but I think it's very important to be aware of the fact that your audience are going to. Their sentiment is going to be tainted by the amount of fake stuff that's going to be online. So if you can shop face to face like this, if you can build a community don't care if it's a Facebook group, don't care if it's a circle group, don't care if it's by chatting to your customers on Instagram, whatever it might be if you can build a community and be there as an actual person, I feel like that's going to make a big difference, because I think humans are going to start to become biased towards human created content.

David:

They're like there's a big thing in Australia. If you see two products on the shelf and one of them has the little badge that says Made in Australia, you really should buy the Made in Australia one. We just we like that. We're like, yeah, australia is better than everyone else, yeah, let's keep the money here. And you know, we have that bias. I feel like, in a world of AI generated fakery, that we're going to become more prone to human like businesses, businesses that have a human at the front, businesses that have a story, businesses that show up with a person face to face those kinds of things are going to become a lot more important.

Joeri:

Yeah Well, thank you for adding that prediction to. I think this episode will really make people think you know about everything that's going on and if they want to learn more, as I already mentioned, you have those sessions planned later this month. There will be a link in the show notes for people who want to register. Can you say a few more things about it? About is it what is the cost or how will it be organized?

David:

So we aren't charging a damn cent for it. It's going to be awesome. In a word, I can say that because I've already recorded all the sessions at the time that you and I are chatting, so it's free to join. Please come check it out. I feel weird. Saying this like this is a really strong call to action. Don't sleep on this. You need to be learning somewhere. You might as well come learn from me, because I'm giving this stuff away for free.

David:

We have speakers talking about how do you optimize your funnel with artificial intelligence If you write a blog. This is one of the presentations that blew my mind. If you're a blogger, you need to show up to our sessions and learn from what the founder of Surfer SEO had to say about where blocking is that now? And how human bloggers are going to be well, how their world is going to change. We have people talking about video. We have people talking about prompts so many things that I can't even remember. So come along and join us. It's totally free. We'll be giving away three presentations a day between October 18 and 25. There'll be a lot of fun stuff. There'll be giveaways and whatnot, and if you're listening to this after October 25, click the link below this video. Anyway, that will take you to a page where you can purchase the recordings, so you can watch them whenever you want, and we'll have a stack of bonuses waiting there for you as well.

Joeri:

Amazing David. And if people want to reach out to you personally, are you active? Do you have time to be active on social media, on LinkedIn, because of the AI and so on? Where could people find you?

David:

Don't do LinkedIn. I'm scared of LinkedIn. I've never actually logged onto it, so I'm not doing anything right now. I worked 14 hours every single day last week trying to get this done already. It's a big job, which is why I'm so excited about it, because I know how much kind of work we've done to make this as amazing as possible. But we do have a YouTube channel, Hernan and I. It's called Learn Marketing AI. Come check us out there. We're also on Instagram, but we're not doing very much right now because we're so busy, but we will be a lot more busy in the future on YouTube and Instagram and our website, which is not currently. There's not much there at the moment because we're busy, but that's learnmarketingai. com. Go there, have a little read of the message that we've got for you and, if you're interested, come join us.

Joeri:

Okay, amazing. Thank you so much, David. It was really a pleasure to have you on the show.

David:

Thank you, sir. I've enjoyed being here. I hope that was helpful for everyone.

Joeri:

I think it was. So, guys, again, an amazing episode. It's a special one because there will be the summit or the different sessions later this month. If you think this is useful for people around you, really be sure to share this episode with them, to share the link below the episode, because you can have all this information, this knowledge, for free at the moment. So I think this is really an amazing opportunity and, of course, if you're not yet subscribed to the show, this is a really good moment to do and I would like to see you back for the next episode. Take care, bye. Web3 can take your biz to new heights and you're ready to harness its power, but feeling lost and overwhelmed. Therefore, join my W3X Web3 mastermind. Send me a personal message for more info. You can find me everywhere on social media. There's only one person with my name, Joeri Billast. Talk soon.

David, can you share a bit about yourself before we discuss AI marketing?
Can you explain the four key steps for using AI in marketing?
Is speed important in AI? What are your thoughts on its significance?
What, in your opinion, are some of the best and worst use cases for deploying AI?
What are the key threats that businesses should be cautious of when it comes to AI, in your view?
What are your predictions for the future of AI?
Could you share details about the upcoming sessions, including cost and organization?