AI, Personalization, and Creativity: The Role of Human Input in Content Generation

[00:00:01] Jess Bahr: If you're watching this or listening to the replay, join us every Thursday live on LinkedIn because we will be rebroadcasting this on YouTube.
[00:00:09] Jess Bahr: We're on Spotify now.
[00:00:11] Jess Bahr: We're on TikTok.
[00:00:12] Jess Bahr: We're doing TikTok live too.
[00:00:15] Jess Bahr: We are everywhere.
[00:00:16] Jess Bahr: But we're only real humans in carbon form digitally on LinkedIn at 115 Eastern time every week.
[00:00:24] Jess Bahr: We're you can leave us questions, comments, et cetera.
[00:00:27] Jess Bahr: We'll see them in real time and respond all their just.
[00:00:32] Jess Bahr: It's Jess and Pavel from the just.
[00:00:35] Jess Bahr: We're just force Jedis.
[00:00:37] Pavel Konoplenko: We're omnipresent.
[00:00:40] Jess Bahr: I can't make Star Wars references, though.
[00:00:42] Jess Bahr: You don't get them.
[00:00:43] Pavel Konoplenko: I don't.
[00:00:43] Pavel Konoplenko: It's my immigrant experience.
[00:00:46] Pavel Konoplenko: I'll have Chad GPT summarize the Star Wars series.
[00:00:52] Jess Bahr: Please help me.
[00:00:53] Jess Bahr: Please take all Star Wars references made in this episode and explain them.
[00:00:58] Pavel Konoplenko: Translate it to Soviet style cartoon references.
[00:01:02] Jess Bahr: Yes.
[00:01:06] Jess Bahr: Oh, that'd be great.
[00:01:08] Pavel Konoplenko: Yeah.
[00:01:08] Jess Bahr: Very niche content.
[00:01:12] Pavel Konoplenko: And maybe that's the cool thing about AI.
[00:01:15] Pavel Konoplenko: It can make some of the cultural references more accessible to people.
[00:01:20] Pavel Konoplenko: And that's the great hope of AI.
[00:01:22] Jess Bahr: For I actually think that's a really good point because it definitely could.
[00:01:26] Jess Bahr: Sorry, I was just checking to see comments.
[00:01:28] Jess Bahr: We have those pulled up, too.
[00:01:30] Jess Bahr: But it definitely could.
[00:01:33] Jess Bahr: I think there's a magicalness that happens when you're with someone that you can make a really obscure joke about and they get it, and you have this think about you're at a Halloween party and you have the most obscure costume ever.
[00:01:50] Jess Bahr: Someone goes to I'm like a Star Wars reference.
[00:01:52] Jess Bahr: Someone goes to a Comic Con dressed as, like an ice cream bucket.
[00:01:55] Jess Bahr: Because in the original Star Wars, one of the extras was carrying an ice cream bucket as a prop.
[00:02:01] Jess Bahr: And it's kind of become this cult thing now in your ice cream bucket.
[00:02:05] Jess Bahr: The only people that will get that are people who know that.
[00:02:07] Jess Bahr: And so when you meet someone who knows what you're dressed as and understands it, it's like a magical bonding experience.
[00:02:14] Pavel Konoplenko: And that's why I don't think AI generated content will ever fully replace this creativity.
[00:02:23] Pavel Konoplenko: Like, I've heard people talking about, one day all TV shows are going to be hyper personalized, where you get just the perfect show for you and you're going to be watching this own movie.
[00:02:33] Jess Bahr: Black Mirror, season one season, whatever most recent season is episode one.
[00:02:38] Pavel Konoplenko: Spoilers ahead.
[00:02:41] Pavel Konoplenko: But yeah, because I think part of this mass consumption, part of the cultural experience of watching something or listening to music.
[00:02:50] Pavel Konoplenko: We've been seeing the news the past few weeks of artists voices being used for song creation.
[00:03:00] Pavel Konoplenko: Yes, but you can't make songs just for one person because the experience of music or the experience of watching a film that everyone else has seen to get those references, that's why we watch and that's why we connect about these things.
[00:03:18] Pavel Konoplenko: So I don't think we'll ever have this hyper personalized world.
[00:03:22] Jess Bahr: I wonder, though, if we get to a point where kids these days, where they're growing up with that as the norm, as the cultural accepted thing.
[00:03:31] Jess Bahr: So we recognize I think we're able to recognize a fakeness and AI generated things because we know what reality looks like.
[00:03:40] Jess Bahr: But if you came up and all you know is, like, AI generated images, I feel like that could start making you feel like that's real.
[00:03:48] Jess Bahr: And you would recognize I'm trying to think of what the equivalent would be in our time.
[00:03:55] Jess Bahr: Yeah, I'm trying to think of what the equivalent would be, but I'm just thinking like people before the advent of plastic surgery, when plastic surgery first started coming out, you'd be like, oh, that's like your nose was redone.
[00:04:05] Jess Bahr: That's not a normal natural nose.
[00:04:07] Jess Bahr: Where you could start to kind of see those differences.
[00:04:09] Jess Bahr: But for the current generation of kids being raised and coming up, if all they see is this AI generated content and AI generated images and all that as the norm, would they start then seeing I mean, it's similar to like, you watch a cartoon show that looks really real and you recognize, though sometimes stuff isn't.
[00:04:30] Pavel Konoplenko: Well, I think that's two separate questions.
[00:04:33] Pavel Konoplenko: One is the content medium of it, because a cartoon itself, that's not real, and everyone knows it's not real, but we can consume it and bond over it.
[00:04:44] Pavel Konoplenko: But I think the point about the hyper personalization is that however it's actually made, whether it's generated or it can't be hyper personalized.
[00:04:55] Pavel Konoplenko: It can't be a show just for you.
[00:04:57] Pavel Konoplenko: It can't be the perfect song for you because other people need to listen to it.
[00:05:01] Pavel Konoplenko: So you can make jokes and obscure references, so that you can feel, like, cooler and more interesting, because now you have something else to connect.
[00:05:10] Pavel Konoplenko: If you watch this great film that AI made just for you, that's less exciting because you can't dress up and be like, this is my dream.
[00:05:19] Jess Bahr: That's why people live Tweet, right?
[00:05:22] Jess Bahr: There's a handful of apps that were created just I used to have a client that did this where the app would you'd have the app open while the show played and so it would understand where you were in the show, and then it would have all the comments come in as if you were live Tweeting.
[00:05:37] Jess Bahr: So you could watch a show on the West Coast that had already premiered on the East Coast, and you could still get that live Tweeting experience because you missed it on Twitter because it already happened.
[00:05:46] Jess Bahr: Or like, you had to pee and you paused it, and then you came back on Twitter and got all these spoilers with it.
[00:05:51] Jess Bahr: There is the collective experience.
[00:05:53] Jess Bahr: Yeah.
[00:05:54] Pavel Konoplenko: But as far as the content generation, I think it's also in thinking about how do we consume not just media, but even people.
[00:06:04] Pavel Konoplenko: There's news about celebrities actually giving the rights to their voice or to their likeness so that other people can consume them and they can reuse their image I feel like it's going down this gray area of how do we maintain the trust and integrity of AI generated celebrities or even influencers?
[00:06:29] AI's Impact on Influencer Marketing and Upcoming Business Opportunities

[00:06:29] Jess Bahr: Well, this goes ogilvy is pushing for an AI standards and so Ogilvy has started for some of their campaigns indicating if the images they're using are AI generated.
[00:06:44] Jess Bahr: And their whole argument is when it comes to influencer marketing, the whole reason influencer marketing works is you trust this person who's recommending a product.
[00:06:52] Jess Bahr: I will say I think that trust has been degraded a lot.
[00:06:55] Jess Bahr: As we understand people just promote stuff because they're getting paid to do it.
[00:06:58] Jess Bahr: But their stance is if it's a fake person recommending it.
[00:07:02] Jess Bahr: You're almost being like duped because you think a real person recommended it.
[00:07:06] Jess Bahr: But again, that's kind of what influencer marketing is.
[00:07:08] Jess Bahr: A lot of times if they're getting paid to promote know they're going to be recommending it if they're human or I don't I don't think them being AI feels a lot more aggressive because a brand is making an AI generated person and pretending they're human to recommend a product.
[00:07:25] Jess Bahr: And you see, you go, oh my God, this mom in Utah loves this product.
[00:07:29] Jess Bahr: I should try it.
[00:07:30] Jess Bahr: The jump from the mom in Utah isn't real.
[00:07:33] Jess Bahr: It's just a made up avatar instead of a human avatar.
[00:07:36] Jess Bahr: It doesn't feel that drastic.
[00:07:39] Pavel Konoplenko: I mean, it's like watching a commercial.
[00:07:41] Pavel Konoplenko: You watch a commercial and there's like a happy family using the product.
[00:07:44] Pavel Konoplenko: You know, it's a commercial.
[00:07:45] Pavel Konoplenko: These are all paid actors.
[00:07:47] Pavel Konoplenko: There's no family that's using the soap and they're excited about it.
[00:07:52] Pavel Konoplenko: You accept it as a representation on some level.
[00:07:56] Jess Bahr: Even the number of advertisements I've seen for mascara where they're clearly wearing falsies, or advertisements for skincare products where they're wearing makeup, lying.
[00:08:09] Jess Bahr: And advertising is not new.
[00:08:11] Jess Bahr: I think they're grabbing onto it because it's AI and it feels like something that they can fear monger and grab into.
[00:08:17] Jess Bahr: When the reality is influencers who are recommending a lot of products often don't use them and don't care about them.
[00:08:23] Jess Bahr: And instead of paying someone to do it, you're saving the money and creating a little AI generated image of someone who's doing it.
[00:08:30] Pavel Konoplenko: And then I also wonder, similar to the conversation we had a few weeks ago about Sam Altman with OpenAI pushing for the regulations, how much of this is Ogilv using their moat that they established as one of the leading marketing agencies of the world, to be the ones who are leading the guidelines of how things should be labeled?
[00:08:51] Pavel Konoplenko: And we saw the same thing with even the banner sizes.
[00:08:56] Jess Bahr: Yes.
[00:08:57] Pavel Konoplenko: There's always this push for standardizing things.
[00:09:01] Jess Bahr: The IAB in general, if you opt in for IAB rules with advertising delivery, delivering impressions every day, how you run your campaigns, it feels like people are monetizing AI on the using it to produce things side, using it for efficiencies.
[00:09:21] Jess Bahr: And then they're finding ways to monetize it by really, I think, leaning into the fear mongering.
[00:09:25] Jess Bahr: There's someone, some yahoo, I can't remember who it was.
[00:09:29] Jess Bahr: And I should have wrote down some guy said, if you haven't had children yet, you should not consider having children because AI is such a massive threat to humanity that you should stop reproducing it's.
[00:09:40] Jess Bahr: Like what?
[00:09:42] Jess Bahr: Well, where does that come from?
[00:09:45] Pavel Konoplenko: That's crazy, first of all.
[00:09:47] Pavel Konoplenko: But then what about people?
[00:09:48] Pavel Konoplenko: So we're expecting a baby, like in the next one or two weeks.
[00:09:53] Jess Bahr: For those watching, we are in baby watch.
[00:09:55] Pavel Konoplenko: We are in baby.
[00:09:56] Jess Bahr: I say we I'm an internal viewer.
[00:09:58] Jess Bahr: I'm not involved in a baby.
[00:10:01] Jess Bahr: We as a pair are in baby watch.
[00:10:04] Pavel Konoplenko: And I'm curious, though, when people say that, what's their impetus for saying that?
[00:10:14] Pavel Konoplenko: I don't remember who it was who said that, but there was also rumors that forgot what company that they also had some internal memo that was saying don't have kids.
[00:10:25] Pavel Konoplenko: And all the researchers were afraid to have kids.
[00:10:27] Pavel Konoplenko: It's like, what is this pessimism that people have?
[00:10:31] Jess Bahr: And then you have Elon Musk, who's having children with employees.
[00:10:35] Pavel Konoplenko: Yes.
[00:10:36] Jess Bahr: To try.
[00:10:39] Pavel Konoplenko: Completely unrelated to AI.
[00:10:40] Pavel Konoplenko: I don't know if you saw he challenged Zuckerberg to a fight, like some MMA style fight.
[00:10:49] Jess Bahr: What is it going to be in the metaverse?
[00:10:54] Pavel Konoplenko: Is it like this idea of is this real?
[00:10:58] Pavel Konoplenko: When I saw that headline this morning, I'm like, this is no way that this is real.
[00:11:01] Pavel Konoplenko: This is definitely some AI bot wrote this headline.
[00:11:04] Pavel Konoplenko: Oh, but it's real.
[00:11:07] Pavel Konoplenko: I don't know if they're going to do it, but that would be hilarious.
[00:11:13] Jess Bahr: I don't think Zuckerberg would imagine he's, like, training MMA.
[00:11:19] Pavel Konoplenko: He's like, winning tournaments or something.
[00:11:22] Jess Bahr: I don't think he's training to fight Elon.
[00:11:24] Jess Bahr: I mean, maybe he know.
[00:11:26] Jess Bahr: There is a theory that Zuckerberg is an android, right?
[00:11:29] Jess Bahr: That he's not human.
[00:11:31] Jess Bahr: Maybe he is the terminator of our generation coming back in time to stop Elon Musk.
[00:11:38] Pavel Konoplenko: Yeah, I don't know.
[00:11:41] Pavel Konoplenko: It's interesting to see how these companies are battling it out.
[00:11:45] Pavel Konoplenko: And I think AI just opens up these new opportunities for companies that aren't the behemoths that Facebook and Tesla are, but are still established companies who are using AI to try to crack the next level for them.
[00:12:03] Pavel Konoplenko: Vimeo recently introduced a few tools that allow for using AI to improve video production and making video production easier and editing easier.
[00:12:15] Pavel Konoplenko: Dropbox opened up a $50 million fund for AI ventures.
[00:12:21] Pavel Konoplenko: Yeah, so it's interesting to see what's the next step for these companies, because they clearly have the cash, they clearly have brand recognition.
[00:12:29] Pavel Konoplenko: They're not like the YouTubes of the world.
[00:12:31] Pavel Konoplenko: But can this be a way for them to get to the top?
[00:12:36] Jess Bahr: Well, Dropbox is interesting because we've seen a lot of the on prem, traditional companies start to really see soaring sales for hardware.
[00:12:45] Jess Bahr: That really helps with AI generation.
[00:12:47] Jess Bahr: Nvidia again, Nvidia had record, not record earnings.
[00:12:51] Jess Bahr: Doesn't say that, but they exceeded analyst predictions because of their data center processing stuff AI related.
[00:13:00] Jess Bahr: And I saw a lot of headlines about a lot of the chips and stuff needed for processing just skyrocketing in price.
[00:13:07] Jess Bahr: Right.
[00:13:07] Jess Bahr: Which we already had during the Pandemic.
[00:13:10] Jess Bahr: Can't get vehicles because your chips are gone.
[00:13:12] Jess Bahr: And so I think for these ancillary players who traditionally haven't had a role in, I'm going to say, like bleeding edge technology when it comes to that, there's a chance for them to come back because end of the day, you need more computing power, you need more storage and reminding everyone the cloud is just someone's computer.
[00:13:32] Jess Bahr: The cloud doesn't exist.
[00:13:33] Jess Bahr: The cloud is on prem that it's accessible, virtually.
[00:13:37] Jess Bahr: See, I think we're going to see a lot of these companies, a lot of companies rise up because they have these ancillary things or they've been doing machine learning stuff for a long time and they haven't been calling it AI and they're just going to rebrand it as AI.
[00:13:52] Jess Bahr: Where's Watson in this?
[00:13:54] Jess Bahr: I was thinking about that the other day, though.
[00:13:56] Jess Bahr: IBM's Watson, the better question.
[00:13:59] Pavel Konoplenko: Where's Jeeves?
[00:14:00] Jess Bahr: Oh, my God.
[00:14:01] Jess Bahr: Where's Clippy?
[00:14:03] Jess Bahr: Clippy's coming back.
[00:14:06] Pavel Konoplenko: I think it's an interesting point about how these companies are using AI to try to regain dominance.
[00:14:11] Pavel Konoplenko: I think Microsoft is a really prominent example.
[00:14:15] Pavel Konoplenko: They kind of missed the boat on mobile computing, but they're one of the leaders in AI now, so it's kind of working out for them.
[00:14:23] Pavel Konoplenko: And ironically, that now Amazon and AWS, they have to try to keep up with Microsoft, which is not something that you would have expected five years ago.
[00:14:35] Discussing the Future of Generative AI and Need for Disruption in DevOps

[00:14:35] Pavel Konoplenko: AWS was like investing 100 million in an generative AI center as well.
[00:14:41] Pavel Konoplenko: So all of these companies see that there is a shakeup coming.
[00:14:45] Jess Bahr: Yeah.
[00:14:46] Jess Bahr: I feel like whenever Microsoft is dominating something, you know that there's just a ton of room for disruption because they don't move quickly.
[00:14:53] Jess Bahr: There's still like a behemoth.
[00:14:55] Jess Bahr: It was interesting.
[00:14:56] Jess Bahr: I think I'm going to misquote it.
[00:14:59] Jess Bahr: I saw someone who used to work, a leader at Microsoft.
[00:15:02] Jess Bahr: I can't remember whom, he's Irish, though spoke and they transformed their DevOps practice where they have like over a thousand deploys to prod a day across the company, which feels like a lot, but when you think about how big it is, it's still kind of slow.
[00:15:17] AI and Content Marketing: The Role of AI in the Print and Online World

[00:15:17] Jess Bahr: So is there anything that you're most excited about when it comes to what you've seen the last week?
[00:15:24] Jess Bahr: I ask you this every week.
[00:15:26] Jess Bahr: This is a recurring question.
[00:15:29] Pavel Konoplenko: I'm going to turn it around and ask you that.
[00:15:33] Jess Bahr: Okay.
[00:15:34] Jess Bahr: I have something prepared, though I do think it's most excited for me.
[00:15:38] Jess Bahr: So great timing.
[00:15:40] Jess Bahr: It's a magazine.
[00:15:41] Jess Bahr: It's a print magazine.
[00:15:42] Pavel Konoplenko: What on an AI podcast mid Journey.
[00:15:47] Jess Bahr: Is releasing a print magazine and it's $4.
[00:15:53] Jess Bahr: And did I subscribe?
[00:15:54] Jess Bahr: Yes, I subscribed.
[00:15:55] Jess Bahr: It's a $4 print magazine estimated to ship, I think, like end of this month, next month.
[00:16:01] Pavel Konoplenko: What does it contain?
[00:16:03] Jess Bahr: It's a bunch of images that were generated in Mid Journey.
[00:16:07] Jess Bahr: And from the previews they gave, there's also looks like editorial with it.
[00:16:12] Jess Bahr: I would assume it's all AI.
[00:16:13] Jess Bahr: I would love to see AI generated stories about the pictures, like, tell us the backstory of that.
[00:16:19] Pavel Konoplenko: That's a brilliant idea for them, because whenever I use Mid Journey, because you go into the discord, you go into the room, you scroll down so you could type in your prompt, but as you scroll, you're seeing all the other people who are putting their prompts in.
[00:16:32] Pavel Konoplenko: And oftentimes I'm just, like, awed at some of the images that are created where it's like this crowdsourced real time thing of people putting these ideas in and setting up different variations, and you just in real time watching new visions come to life.
[00:16:51] Pavel Konoplenko: And it's like, I watch that sometimes and I'm like, what are people doing?
[00:16:56] Pavel Konoplenko: So this magazine makes a lot of sense.
[00:16:58] Jess Bahr: Yeah, I think the fear mongerers out there want us to believe that AI is coming for our jobs, for our livelihood, especially in the creative industry.
[00:17:07] Jess Bahr: The tools aren't really that.
[00:17:09] Jess Bahr: I think it's not that easy to get a really good output, too.
[00:17:13] Jess Bahr: And so often when I look at those, I'll be like, what prompt did you put in to get that?
[00:17:18] Jess Bahr: Because that's awesome.
[00:17:20] Jess Bahr: But what prompted you?
[00:17:21] Jess Bahr: How did you get that?
[00:17:22] Jess Bahr: How did you actually get to that point?
[00:17:24] Jess Bahr: How many iterations did it take?
[00:17:26] Jess Bahr: And, yeah, I'm excited.
[00:17:32] Jess Bahr: I got Snapchat spectacles back here still on my shelf.
[00:17:35] Jess Bahr: I'm a sucker for this stuff.
[00:17:36] Jess Bahr: But I'm excited also because I think the print publishing world wouldn't view themselves as someone who would have to compete with AI for a print medium.
[00:17:46] Jess Bahr: They may think, like, how is AI going to disrupt us internal?
[00:17:50] Jess Bahr: And they may even say, like, hey, everything.
[00:17:52] Jess Bahr: They're only really digital.
[00:17:53] Jess Bahr: And so our print publication will be fine.
[00:17:56] Jess Bahr: It's really a digital concern.
[00:17:58] Jess Bahr: But now AI is coming for your tactile goods.
[00:18:03] Pavel Konoplenko: Yeah, well, I guess I view it less that it's coming for it.
[00:18:08] Pavel Konoplenko: I love the symbiosis between the print world and AI, which I think shows how the way forward will be paved where Mid Journey is not going to replace the print industry and magazines.
[00:18:24] Pavel Konoplenko: And they have to use the media that we've established for centuries before through print to try to get their brand out.
[00:18:33] Pavel Konoplenko: And I think this is just as much of a brand and play from Mid Journey as it is.
[00:18:40] Pavel Konoplenko: I think they're just like, hey, take us seriously, please.
[00:18:44] Jess Bahr: Yeah, it's interesting.
[00:18:46] Jess Bahr: I think Too Airbnb had a magazine for a while.
[00:18:49] Jess Bahr: I don't know if they still have it.
[00:18:51] Pavel Konoplenko: Magazines are so interesting.
[00:18:53] Pavel Konoplenko: I think it's like, what cool brands do.
[00:18:55] Jess Bahr: How is it $4, though?
[00:18:58] Jess Bahr: Is it advertiser?
[00:19:00] Jess Bahr: Subsidized?
[00:19:00] Jess Bahr: Is it anything subsidized like, $4 to print and bind a magazine feels, like, really low.
[00:19:10] Jess Bahr: Well, it'll qualify for Media Mail, which I think a lot of people don't know about, but Media Mail is extremely inexpensive.
[00:19:19] Pavel Konoplenko: If you ship a book with Medium, the publishing platform.
[00:19:23] Jess Bahr: But if you ship like a book or something, it's only fifty cents to a dollar.
[00:19:28] Jess Bahr: To ship a whole ass book, well.
[00:19:30] Pavel Konoplenko: That'S 25% of the cost.
[00:19:33] Jess Bahr: I know.
[00:19:34] Jess Bahr: $4.
[00:19:35] Jess Bahr: Well, a lot of magazines, right, because they're advertisers subsidized.
[00:19:38] Jess Bahr: I mean, there's a local magazine in business.
[00:19:40] Jess Bahr: I'm in Madison, Wisconsin.
[00:19:42] Jess Bahr: In business is a local business one.
[00:19:45] Jess Bahr: I said business like ten times in a row, but it's free and it's like a print glossy magazine, but it's all advertiser subsidized.
[00:19:53] Pavel Konoplenko: The more I see a lot of these news and mid journey doing print magazines, I think about how things don't change because the fear mongering will make you believe that the world is now completely different.
[00:20:05] Pavel Konoplenko: And I saw a headline recently that OpenAI had a breach of like a data breach, and hundreds, thousands of accounts were hacked or stolen or whatever it was.
[00:20:19] Pavel Konoplenko: And then it's like, I don't know.
[00:20:21] Pavel Konoplenko: For all of the fear mongering about things changing, it's like we're back to the same problems of data privacy, and they're advising their users to update their passwords and turn on two factor authentication.
[00:20:34] Pavel Konoplenko: And it's like the more things change, the more they seem to stay the same.
[00:20:39] Pavel Konoplenko: And we're kind of back at the stage that we were when Facebook came out, and it's like, oh my God, everything's going to be different.
[00:20:46] Pavel Konoplenko: And then they're dealing with the same exact things of data breaches and privacy and all that.
[00:20:53] Jess Bahr: Well, I think as marketers, we see this where AI can play a role, but if you don't have good marketing fundamentals, if you don't understand your messaging, your positioning, the pain points, if you don't have that together, AI is just accelerating you into.
[00:21:10] Jess Bahr: So Pavel and I, with a few others, have been working on a content project on the side too, which will be coming out in beta very soon.
[00:21:18] Jess Bahr: If you want in, let us know.
[00:21:19] Jess Bahr: But we've been working on content production end to end content production engine, because a lot of the AI tools that are producing content just produce content for you.
[00:21:28] Jess Bahr: But really, if that content doesn't have SEO strategy behind it, if it's not human readable, if it doesn't have a purpose, if you don't have a distribution engine for it, you're just producing it for nothing.
[00:21:40] Jess Bahr: You really need to take into consideration every stage of what is good content marketing principles and how AI can layer in to help accelerate that movement versus just saying, let me use AI to.
[00:21:52] Pavel Konoplenko: Produce more content and thinking how even the content marketing falls into the larger picture of the purpose of marketing and the processes and the structure set up.
[00:22:03] Exploring the Powers, Limitations, and Applications of AI in Content Creation

[00:22:03] Pavel Konoplenko: If you want in, you can go to Fillyourcontentcalendar.com to check it out.
[00:22:09] Pavel Konoplenko: The link should be in the comments.
[00:22:11] Jess Bahr: Yeah, we'll drop a link in the.
[00:22:12] Pavel Konoplenko: Comments so you could check it out.
[00:22:14] Pavel Konoplenko: But yeah, I'm very excited about delving more on the product side and developing some of these products because I think it's giving a whole other perspective on the powers and the limitations of AI.
[00:22:28] Pavel Konoplenko: And one of the things that we're implementing with this product is there's still going to be a human editor and a human review process, because there are limitations to AI, because it's not a panacea that solves everything and there are drawbacks and there are repeatable limitations that AI generated content has that you still have to work around.
[00:22:50] Pavel Konoplenko: And you have to think about how do you create an interesting story, how do you put articles together, all of these things that AI can't really do.
[00:22:59] Pavel Konoplenko: Because AI is good at filling in a blank, but you have to give it the sentence to fill the blank in.
[00:23:05] Pavel Konoplenko: But yeah, definitely very excited.
[00:23:07] Pavel Konoplenko: Check it out.
[00:23:08] Pavel Konoplenko: World of LinkedIn and everywhere else that we are, give us feedback and all that.
[00:23:14] Pavel Konoplenko: We're constantly iterating it and we're working with a great developer team to put this together and to integrate it into the larger marketing flow that companies have.
[00:23:26] Jess Bahr: Yeah, because that's what it all comes back to is how does it work with good systems?
[00:23:31] Pavel Konoplenko: Yeah.
[00:23:32] Pavel Konoplenko: And that's the opportunity.
[00:23:34] Pavel Konoplenko: And to go back to this idea of how are companies like Dropbox and Vimeo, how are they going to try to get to the top again?
[00:23:41] Pavel Konoplenko: It still goes back to the fundamentals.
[00:23:43] Pavel Konoplenko: If Vimeo can create a easier video production experience than YouTube, for example, creators will use it.
[00:23:52] Pavel Konoplenko: That's one of the reasons that TikTok has dominated the younger generation in Gen Z is because it makes it really easy to create videos that otherwise would have required a whole suite of software to do.
[00:24:07] Pavel Konoplenko: And you just have it right then and there.
[00:24:09] Pavel Konoplenko: It's a very market based system.
[00:24:12] Pavel Konoplenko: If you make it easier, if you streamline the process, then people will use it.
[00:24:18] Pavel Konoplenko: So if Vimeo can figure it out.
[00:24:19] Jess Bahr: Then this is kind of related.
[00:24:23] Jess Bahr: But my favorite marketing conspiracy theory, I say marketing it's not really just a marketing conspiracy theory, but my favorite one is that TikTok's algorithm is entirely set up to encourage content production.
[00:24:35] Jess Bahr: And so, yes, there's discoverability they're going to try and show you content they think is relevant to you.
[00:24:40] Jess Bahr: But their real focus is on how do we keep you hooked in creating content.
[00:24:44] Jess Bahr: Because they know if they have enough content, people will consume it never endingly where if you look at Instagram, like a majority of the Instagram reels that I see are TikToks.
[00:24:53] Jess Bahr: They're just TikToks repurposed for instagram.
[00:24:57] Jess Bahr: They're not unique.
[00:24:58] Pavel Konoplenko: And that's the supply and demand question because everything that we're consuming and all the media platforms, there's still fundamentally a supply and demand.
[00:25:07] Pavel Konoplenko: There needs to be creators as much as there needs to be consumers.
[00:25:10] Pavel Konoplenko: And anyone who's ever tried to launch a two sided marketplace or an app or anything knows that you can't just figure one part of it out.
[00:25:20] Pavel Konoplenko: You need to have the other part figured out.
[00:25:23] Pavel Konoplenko: It reminds me of the story of when Uber was launching.
[00:25:27] Pavel Konoplenko: They just paid drivers to drive around like Uber drivers so that when new users came onto the app, they saw available cars for them.
[00:25:37] Pavel Konoplenko: Because if you're driving people to the app to download and sign up and they log in and there's no cars available, they're never going to come back.
[00:25:45] Pavel Konoplenko: So on some level, these social networks are incentivized, and they have to try to pump up the content production so that when people are signing up, they're getting something relevant to them.
[00:25:58] New Opportunities for AI Experts in the Marketplace

[00:25:58] Pavel Konoplenko: I saw a really interesting TikTok ad yesterday, speaking of companies that you forgot about.
[00:26:04] Pavel Konoplenko: Fiver is like, I don't know if they're repositioning themselves, but the ad was about using Fiver to hire AI experts.
[00:26:15] Pavel Konoplenko: And I'm like that's.
[00:26:16] Jess Bahr: Interesting.
[00:26:16] Pavel Konoplenko: I haven't thought about Fiver in a while, and they've been around for 15 years.
[00:26:22] Jess Bahr: One of our good friends, Michael Pompicello, was in an ad for them.
[00:26:26] Pavel Konoplenko: Yeah, like a real life ad?
[00:26:29] Jess Bahr: Yeah, like on the train?
[00:26:31] Jess Bahr: Yeah.
[00:26:31] Jess Bahr: I walked in and I was like, what the fuck?
[00:26:35] Pavel Konoplenko: So again, maybe this is the way for Fiver.
[00:26:38] Pavel Konoplenko: Maybe they found their way of creating the shovels and the pickaxes for this gold rush.
[00:26:47] Jess Bahr: Well, I think it is interesting.
[00:26:49] Jess Bahr: I also realized the other day I said pitchfork instead of pickaxe.
[00:26:52] Jess Bahr: I just realized that.
[00:26:54] Jess Bahr: It's interesting though, because a lot of people want to do AI.
[00:26:56] Jess Bahr: They don't know how to do it, or they just don't have the time.
[00:26:59] Jess Bahr: They don't have the expertise.
[00:27:00] Jess Bahr: And so they need this person.
[00:27:02] Jess Bahr: And I think we're going to see this massive marketplace built of people who are saying, I'm an AI automation expert, I'm a prompt engineer who are going to really take advantage of it.
[00:27:13] Jess Bahr: But I think we're going to see it go the way that we saw social media agencies, where you have a ton of social media agencies where it's like some person who's doing it who says they're an expert, but really has never done and doesn't have expertise on how marketing many there's so many social media managers who will build a campaign on Facebook.
[00:27:34] Jess Bahr: Organic campaign.
[00:27:36] Jess Bahr: Don't use UTM tracking.
[00:27:38] Jess Bahr: don'tie it into email marketing.
[00:27:39] Jess Bahr: They miss the holistic view of it.
[00:27:41] Jess Bahr: And so I think we're going to see this rise of people saying, I'm an AI expert, hire me.
[00:27:46] Jess Bahr: Platforms like Fiverr Upwork I think are going to really take off with it.
[00:27:50] Jess Bahr: But there's going to need to be a massive quality control element like Braintrust, which is a client actually of my agency on their marketplace.
[00:27:59] Jess Bahr: Everyone who's a worker is vetted.
[00:28:01] Jess Bahr: So when you go there, you know if you have someone you're hiring through Brain trust, they are vetted talent that has proven their ability to work where with other ones, like fiver, you don't know.
[00:28:12] Jess Bahr: There's ranking systems, there's scores, there's reviews.
[00:28:15] Jess Bahr: But you can just make 50 accounts and buy 50 of your products and leave a ton of five star reviews.
[00:28:20] Jess Bahr: There's ways to game it, but I think there's a huge market opportunity for a company that creates a double sided marketplace for AI experts that vets them.
[00:28:31] Jess Bahr: Again, vetting, though, how long has AI really been a thing that's getting done but vets them so people know they're hiring good talent?
[00:28:38] Jess Bahr: Because if not, it's going to go the same way social media marketing agencies have gone.
[00:28:43] Pavel Konoplenko: Whenever people talk about vetting too, it's interesting, especially around new technology.
[00:28:48] Pavel Konoplenko: Because when we talk about social media and you try to vet social media consultants, a lot of times companies will hire their cousin's son who's in college.
[00:29:01] Pavel Konoplenko: Or something, and they just ran their own account and they're like, oh, well, you manage some account and you have some likes, and you're good enough.
[00:29:09] Jess Bahr: You're young, you know, social media.
[00:29:12] Pavel Konoplenko: So I think the vetting process too needs to be taught on some level because to this day, companies still have a hard time determining who is a good social media agency, who's a good marketing agency, what are the criteria, the KPIs that you're looking at?
[00:29:26] Pavel Konoplenko: So how do you do that for AI agencies?
[00:29:29] Pavel Konoplenko: And I think that's a never ending question.
[00:29:31] Pavel Konoplenko: That's going to be something that the good companies will know how to vet, they will know how to work with the right talent.
[00:29:38] Pavel Konoplenko: And we'll definitely see something, whether it's a marketplace that gives this pre vetted talent at a premium where I'll pay you extra money knowing that I'm going to get the best service possible from the best people because I don't want to do the vetting.
[00:29:53] Jess Bahr: Why do people buy?
[00:29:54] Jess Bahr: They buy to increase profit.
[00:29:56] Jess Bahr: They buy to reduce costs and they buy to reduce risk.
[00:29:59] Jess Bahr: And it's risk reduction because it's risky.
[00:30:03] Pavel Konoplenko: To work with someone who doesn't know what they're doing.
[00:30:05] Pavel Konoplenko: So we're going to see a lot of new agencies coming out saying we're going to do AI automation.
[00:30:11] Pavel Konoplenko: But what's the marketing background?
[00:30:14] Jess Bahr: Also, what are you automating?
[00:30:15] Jess Bahr: Why are you automating it?
[00:30:16] Jess Bahr: Do you need to automate it?
[00:30:18] Jess Bahr: I mean, that's a topic for another episode.
[00:30:22] Jess Bahr: We are at time though.
[00:30:23] Jess Bahr: But thank you everyone for joining us.
[00:30:25] Jess Bahr: Check out Fillyourcontentcalendar.com if you want to check out the beta that Pablo and I are working on.
[00:30:30] Jess Bahr: If you're working on AI content stuff like hit us up on LinkedIn.
[00:30:33] Jess Bahr: We'd love to hear about it, know potentially collab on anything.
[00:30:37] Jess Bahr: And again, thank you guys so much for joining us.
[00:30:39] Pavel Konoplenko: See you next week.
[00:30:40] Jess Bahr: Yeah, bye everyone.