Fear And Fascination Power of AI in Marketing

[00:00:00] Jess Bahr: Hello. [00:00:01] Jess Bahr: Welcome to another episode of Marketers Talking AI. [00:00:04] Jess Bahr: We missed your faces. [00:00:06] Jess Bahr: We have been busy off kind of traveling. [00:00:09] Jess Bahr: Pavel, tell the audience.

[00:00:10] Jess Bahr: Where have you been? [00:00:12] Pavel Konoplenko: I also hello, everyone. [00:00:14] Pavel Konoplenko: I have been in Boston for the B to B Sales and Marketing Exchange 2023. [00:00:21] Pavel Konoplenko: It was great to be at a conference. [00:00:23] Pavel Konoplenko: I haven't been in in person conference since before the Pandemic, so it's been years. [00:00:28] Jess Bahr: Oh, man. [00:00:28] Jess Bahr: Yeah. [00:00:29] Pavel Konoplenko: And it just felt nice to be around people, around professionals in your space, sharing ideas, talking about what people have been up to. [00:00:38] Pavel Konoplenko: It's like being in a music festival. [00:00:39] Pavel Konoplenko: There's something to the energy and kind of being in that environment. [00:00:44] Pavel Konoplenko: Spoke to a lot of smart people, learned some things with B two B marketing, where the industry is going. [00:00:50] Pavel Konoplenko: Talked about AI. [00:00:52] Pavel Konoplenko: Marketers talking to AI. [00:00:53] Pavel Konoplenko: Even if we're not doing a show, I'm out there. [00:00:58] Pavel Konoplenko: It was cool. [00:01:00] Pavel Konoplenko: Some of the things that jumped out. [00:01:02] Pavel Konoplenko: Everyone recognizes the power of AI, the disruptive power of AI in whatever their departments are doing, their teams are doing, and the industry as a whole. [00:01:13] Pavel Konoplenko: However, it doesn't seem like there is a solution or a framework or a specific product that B two B marketers are behind or recommending or on the same page, which makes sense. [00:01:24] Pavel Konoplenko: AI is super new. [00:01:25] Pavel Konoplenko: It's one thing to talk about a company like HubSpot. [00:01:31] Pavel Konoplenko: Let's say it's well established that's the tool. [00:01:33] Pavel Konoplenko: There's nothing that exists like this on the AI side. [00:01:38] Pavel Konoplenko: So when I spoke to them about the projects and the tools that we've been developing, there was definitely a lot of interest. [00:01:44] Pavel Konoplenko: So it does seem that B two B marketing leaders and sales leaders are interested in things they're themselves trying out. [00:01:52] Pavel Konoplenko: Chat, GPT, kind of like playing around with it. [00:01:54] Pavel Konoplenko: But it doesn't seem that many companies have made a wholesale commitment to stay up to date with the technology and empower their workforce yet. [00:02:06] Jess Bahr: Yeah, I've been on a little rant about it recently, but I think one of the things that is I would say limiting the rise of this phenomenal app that all marketers are using is that a lot of the AI tooling that we're seeing being sold to marketers today is built by non marketers. [00:02:24] Jess Bahr: Even some of so we have Fill Your Content calendar, which is a content generation tool. [00:02:29] Jess Bahr: When we're looking at other content generation tools out there, the leaders in the space are built by developers and PE firms and business people who are seeing AI as a way to really capitalize and make money. [00:02:41] Jess Bahr: Versus, I think, coming at it from the standpoint of how do we use this really cool tool to build better tooling for the industry that we have spent our careers working in, that we want to make better soapbox over. [00:02:53] Pavel Konoplenko: But that's an excellent point, because I do think the ultimate application of AI has to come again from the experts. [00:03:04] Pavel Konoplenko: And a non marketing expert can only go as far in creating a tool that not only takes the marketing principles and kind of like the strategy and the knowledge part, but also the practitioner part, the workflows, the operations. [00:03:21] Pavel Konoplenko: If you don't know how the work gets done, how content gets created, what gets done with it, how it ties into the buyer journey, then it's difficult to create a tool that really then speaks to the expert marketer. [00:03:35] Pavel Konoplenko: I imagine this is in many other industries. [00:03:38] Pavel Konoplenko: I'm sure there's AI tools for real estate agents, but unless you're a real estate agent, you don't really know how to put that into practice or fitness. [00:03:48] Pavel Konoplenko: You could ask Chad GPT for a workout routine, but if you're an expert, you're going to know that that's not enough. [00:03:57] Pavel Konoplenko: It's good to see that there's lots of blue ocean left. [00:04:02] Jess Bahr: Yeah. [00:04:02] Jess Bahr: If you feel similarly, please tell me. [00:04:07] Jess Bahr: Not alone. [00:04:08] Jess Bahr: Message me on LinkedIn and be like, I agree with it.

[00:04:13] Jess Bahr: Anyways, though, speaking of AI, actually I have what I think is exciting news. [00:04:18] Jess Bahr: I received my $4 mid Journey magazine. [00:04:23] Jess Bahr: It's a little bit tattered, and we mentioned and we talked earlier about what I was ordering it and what it was going to be like. [00:04:31] Jess Bahr: And I just want to give a quick review of the Mid Journey magazine print medium. [00:04:35] Jess Bahr: You can't tell me this only cost $4 to print and ship. [00:04:39] Jess Bahr: Definitely losing money on it. [00:04:40] Jess Bahr: I love it. [00:04:42] Jess Bahr: It's literally like a collection of art from Mid Journey. [00:04:46] Jess Bahr: And then it includes the prompt, real trip. [00:04:48] Jess Bahr: And I'm reading, yeah, look at this. [00:04:50] Jess Bahr: Okay. [00:04:50] Jess Bahr: And the prompt is, we are eternity. [00:04:53] Jess Bahr: Agape. [00:04:55] Jess Bahr: Wow, I can't get shit that looks like this. [00:04:58] Jess Bahr: And there's some really cool ones in here. [00:05:01] Jess Bahr: There's a ton of art. [00:05:02] Jess Bahr: Some of them also include stories. [00:05:05] Jess Bahr: So there is in here. [00:05:06] Jess Bahr: I thought this was really interesting. [00:05:09] Jess Bahr: I'm going to butcher the name so it's this character, and then it's like, tell the story behind one of the images. [00:05:16] Jess Bahr: And the person said the key to using Mid Journey for 3D modeling reference, so they're using it to make references for 3D models was to generate all of the character views in the same image. [00:05:26] Jess Bahr: And there's some things like how do you balance your artistic pursuits with other aspects. [00:05:30] Jess Bahr: So some of this is just really human. [00:05:33] Jess Bahr: How do you find inspiration for your artwork? [00:05:35] Jess Bahr: And what techniques or strategies do you use to stay creative? [00:05:39] Jess Bahr: I really like it, and I think I'm going to take some of these. [00:05:42] Jess Bahr: This one here, actually, I thought it was really interesting. [00:05:45] Jess Bahr: It's like a mirrored ball. [00:05:49] Jess Bahr: And the prompt was my reflection behind a perfect mirror sphere. [00:05:54] Jess Bahr: I thought it was really interesting. [00:05:55] Jess Bahr: So I think what I'm going to do is I'm going to act like a high schooler or a young person, and I'm going to cut these out and put them on my walls. [00:06:05] Jess Bahr: I'm going to frame them. [00:06:06] Jess Bahr: This is my favorite one, though, the gentleman in a big bach choy, because I feel like this could be on a fashion runway. [00:06:16] Jess Bahr: I really like it. [00:06:17] Jess Bahr: I'm excited. [00:06:18] Jess Bahr: I'm going to cut a ton of these out and put them around the office as our new office art. [00:06:23] Jess Bahr: And I'm also going to try taking inspiration from some of the prompts. [00:06:28] Jess Bahr: This one is like an embroidered tapestry looking of a ram. [00:06:34] Jess Bahr: I think they're really interesting. [00:06:35] Jess Bahr: I was really impressed, and I am looking forward to next month to get my or not monthly. [00:06:42] Pavel Konoplenko: Quarterly. [00:06:43] Pavel Konoplenko: Okay. [00:06:47] Jess Bahr: I don't know. [00:06:48] Jess Bahr: I feel like I should know that it's $4, though, is what I'll tell you. [00:06:53] Pavel Konoplenko: What I like in witnessing this is the human reaction to creativity, no matter the form. [00:07:03] Pavel Konoplenko: And you think about the curatorial aspect of this magazine, again, I'm sure they were going through hundreds of images. [00:07:09] Pavel Konoplenko: Whatever their process was in judging what goes into the magazine, it's still a very human endeavor of sitting in our own room, picking images, doing the layout of the magazine. [00:07:20] Jess Bahr: I wonder if they used AI to help actually do it. [00:07:25] Pavel Konoplenko: Yeah, I would be curious to see what the selection criteria were. [00:07:30] Jess Bahr: Oh, it's monthly also. [00:07:31] Jess Bahr: It's a monthly publication. [00:07:34] Pavel Konoplenko: Yeah. [00:07:34] Pavel Konoplenko: I think it's again, interesting to see that humans are really good at discerning. [00:07:41] Pavel Konoplenko: Like, if someone asked you to draw a prompt with the man with the buck choy, you wouldn't know where to start. [00:07:52] Pavel Konoplenko: But if you see an image you already have an idea of, this is like a perfect fit. [00:07:57] Pavel Konoplenko: This clicks in my head of a great image. [00:08:00] Pavel Konoplenko: We're really good at selecting and knowing what jumps out, because again, when I go through my discord feed on mid journey, certain things jump out and you can't get away from that. [00:08:13] Jess Bahr: Yeah. [00:08:13] Jess Bahr: When I purchased my first house, I had no clue what I was looking for. [00:08:17] Jess Bahr: And so I went to just a ton of open houses, and I was like, I know what I don't like. [00:08:22] Jess Bahr: And so I'll just start with what I don't like, and I'm just going to go look at houses until I figure out something that works. [00:08:28] Jess Bahr: And then I walked into one house, and I was like, this is it. [00:08:31] Jess Bahr: I'm done. [00:08:32] Jess Bahr: I want this house. [00:08:33] Jess Bahr: And I never like, if I described what I wanted, it would have fit it partially, but I wouldn't have been able to describe it fully. [00:08:41] Jess Bahr: I think it's true. [00:08:42] Jess Bahr: Like humans, when we have options, we can easily make a decision on it, but starting from nothing can be just totally overwhelming to get there. [00:08:50] Pavel Konoplenko: Yeah. [00:08:51] Pavel Konoplenko: And I think that sense of obviousness that comes afterwards. [00:08:56] Pavel Konoplenko: We think about companies like Uber. [00:08:58] Pavel Konoplenko: Once you hear the idea, once you experience like, oh, this is an obvious idea, and you couldn't have imagined a world without it, but if someone said, hey, come up with a world changing idea on the spot, you're not going to think of Uber. [00:09:11] Pavel Konoplenko: But after you're exposed to the idea, after there's that click of yes, like, this is exactly what I need, and it makes sense. [00:09:18] Pavel Konoplenko: And I do imagine a lot of marketing being like that.

[00:09:23] Jess Bahr: Can I share my other favorite thing I'm excited about? [00:09:27] Pavel Konoplenko: Yes, we have balance of two. [00:09:30] Jess Bahr: Yes, it's be fake. [00:09:32] Jess Bahr: So for those who haven't seen it yet, just thing in my chair. [00:09:36] Jess Bahr: Be fake is essentially be real, but not so if you think about I have up on my phone. [00:09:42] Jess Bahr: If you think about the be real interface, when you get there, you take a picture of yourself, and then it gives you the picture that you're looking at. [00:09:51] Jess Bahr: And then it will take that image and it will put it through an AI generator to give you an alternative image. [00:09:57] Jess Bahr: So I'm going to call Pavel did his earlier. [00:10:01] Jess Bahr: We were playing with it, and he's like an astronaut in space. [00:10:06] Pavel Konoplenko: It reminded me of being like a DJ in the future in space. [00:10:11] Pavel Konoplenko: There was no prompt. [00:10:12] Pavel Konoplenko: I didn't put in a prompt or anything. [00:10:14] Pavel Konoplenko: You just take the photo selfie and outside, and then it generates whatever comes up. [00:10:21] Jess Bahr: And if you don't like it, you can change the prompt around. [00:10:24] Jess Bahr: I'm in a cave watching someone drown. [00:10:26] Jess Bahr: I think it's made of nightmare fuel, but yeah, you can also and then they have some discoverability. [00:10:32] Jess Bahr: So, like, the top fake is a really muscular we should just try it in cersei's. [00:10:38] Jess Bahr: But a really muscular man who's clearly on a plane watching something. [00:10:43] Jess Bahr: So there's some exploration. [00:10:45] Jess Bahr: Oh, you know what's so funny? [00:10:46] Jess Bahr: I just realized you can see the original. [00:10:50] Pavel Konoplenko: Ah. [00:10:51] Jess Bahr: Oh, no, I can't do it. [00:10:53] Jess Bahr: Bam. [00:10:53] Pavel Konoplenko: Oh, interesting. [00:10:55] Jess Bahr: Wow. [00:10:57] Pavel Konoplenko: So the way that this app was described by the CEO is that she believes that there is a sense of authenticity that comes about when you're not forced to have to use real images, which I think is an interesting perspective. [00:11:15] Pavel Konoplenko: It's not necessarily wrong, but I think our sense of authenticity shifts because, again, to go back to the mid journey thing, your creation, that it makes you either accept it or you regenerate it based on what values whatever image it hits into your mind. [00:11:38] Pavel Konoplenko: I do foresee that if there's a group of people using it en masse, there will emerge an archetype of these people, like to express themselves this way. [00:11:49] Pavel Konoplenko: These are the influencers, these are the fitness people, these are the business people. [00:11:54] Pavel Konoplenko: There's always going to be groups. [00:11:56] Jess Bahr: I think it is. [00:11:57] Jess Bahr: When I think back to when Snapchat first rolled out was I want to say revolutionary, I feel like I'm being a bit dramatic. [00:12:06] Jess Bahr: But when Snapchat first rolled out filters, that was a huge thing. [00:12:09] Jess Bahr: And you'll see people where they talk about online dating again, catfish. [00:12:14] Jess Bahr: I don't want someone who's like a walking Snapchat filter. [00:12:18] Jess Bahr: I don't want someone who's all filtered. [00:12:19] Jess Bahr: And when we see images on dating sites, I go back to dating because I think that's like the most relevant recent experience I've had. [00:12:24] Jess Bahr: But in online dating sites, you see someone, you go, oh, they're using filters. [00:12:28] Jess Bahr: They got the beauty filter on, their Android turned on. [00:12:32] Jess Bahr: It's not that they have makeup on and better lighting it's. [00:12:34] Jess Bahr: Are they using filters? [00:12:35] Jess Bahr: And you can see that it's fake? [00:12:37] Jess Bahr: This is just like leaning into it completely. [00:12:40] Jess Bahr: Who would your fake self be if your fake self could be anything? [00:12:44] Pavel Konoplenko: Yes. [00:12:45] Pavel Konoplenko: I think the game that we play with in that sense, when you brought up the Snapchat filters, my mind actually went to the bunny ears. [00:12:53] Pavel Konoplenko: Or not the bunny ears. [00:12:54] Pavel Konoplenko: The puppy ears. [00:12:55] Jess Bahr: Yeah, with the tongue and everything. [00:12:57] Pavel Konoplenko: Because that was like a viral thing where it's not even, hey, I'm going to make you look more beautiful. [00:13:08] Pavel Konoplenko: Get rid of your blemishes. [00:13:09] Pavel Konoplenko: It's not beauty in that direction. [00:13:11] Pavel Konoplenko: It's a completely fantastical thing of like, we're going to put a dog face. [00:13:16] Jess Bahr: On you and people are the little flower headband. [00:13:21] Pavel Konoplenko: And you can then make a decision of like, okay, the people who use the flower headband versus I'm sure there's some commonality that exists in the same way that what brand of clothing you wear, it associates you with. [00:13:34] Pavel Konoplenko: That what you mentioned about people getting good at spotting the fakes. [00:13:42] Pavel Konoplenko: I feel like that's another superpower that humans have, and it will be a very valuable skill for the next few years to be able to spot AI generated anything. [00:13:55] Jess Bahr: So if I can go down a conspiracy theory route for just a brief second, I saw a thing on, I don't know, TikTok or somewhere on the Internet, probably TikTok, and it said, because we as humans, when we see things that aren't quite human but are pretending to be human, like uncanny valley. [00:14:14] Pavel Konoplenko: Valley. [00:14:15] Jess Bahr: Yeah, we get heightened. [00:14:17] Jess Bahr: Right. [00:14:17] Jess Bahr: We biologically know to be afraid of it. [00:14:21] Jess Bahr: And so if we have developed to be afraid of things that are trying to look human, that aren't quite human, what in the past, predator was coming after us that was trying to look human that isn't quite human? [00:14:35] Jess Bahr: The Egyptians, the pyramids, all the alien shit with that. [00:14:38] Jess Bahr: That's what I'm saying, is, like, could it have been in the past, there was aliens and AI and such that came, wiped us out, the dinosaurs, and then we're just going back through that whole cycle? [00:14:52] Pavel Konoplenko: Could be. [00:14:52] Jess Bahr: Why are we afraid of things that look human that aren't human? [00:14:55] Jess Bahr: Why are we innately afraid of it and not curious about it? [00:15:04] Jess Bahr: 44% of marketers have been scared by AI in the last month. [00:15:08] Pavel Konoplenko: That's a strong word, scared. [00:15:10] Pavel Konoplenko: Like they wake up in the middle of the night. [00:15:12] Pavel Konoplenko: I'm curious what the fear was, but. [00:15:13] Jess Bahr: Statistically speaking, one of us has been scared. [00:15:18] Pavel Konoplenko: Damn. [00:15:18] Jess Bahr: Have you been scared?

[00:15:23] Pavel Konoplenko: Well, speaking of scary AI, so I saw this in the news, but then I confirmed it with my sister for context. [00:15:32] Pavel Konoplenko: My sister is mid teens, so she is very much in the Gen Z stage. [00:15:37] Pavel Konoplenko: But Snap just had some really weird, real scary AI moment. [00:15:45] Pavel Konoplenko: So for those who don't know, Snapchat has, like, an AI assistant that's built into the chat. [00:15:50] Pavel Konoplenko: It acts as your friend. [00:15:52] Pavel Konoplenko: You can ask it questions, gets to know you, et cetera. [00:15:56] Pavel Konoplenko: People have been using it, loving it. [00:15:58] Pavel Konoplenko: It's great, it's fun, whatever. [00:16:00] Pavel Konoplenko: A few days ago, that friend, the AI friend, posted a story to its profile as you would any Snap, and it was some blurry, grainy photo of a wall. [00:16:15] Pavel Konoplenko: Sorry, it wasn't a photo. [00:16:16] Pavel Konoplenko: It was like a two second video. [00:16:18] Pavel Konoplenko: And then it went dark. [00:16:20] Pavel Konoplenko: Then it stopped replying to any messages, which, again, is very unnerving because you taught yourself to have a continuous conversation. [00:16:30] Pavel Konoplenko: It's an AI robot, so it doesn't make sense that it would stop responding. [00:16:34] Pavel Konoplenko: I talked to my sister about it, and she was like, yeah, it was, like, super creepy. [00:16:37] Pavel Konoplenko: It was, like, weird. [00:16:38] Pavel Konoplenko: And people have described that as a scary experience because also, the way the wall looks, it kind of looks like it could be your wall. [00:16:47] Pavel Konoplenko: It's one of these, like, remember the blue green dress versus blue and gold. [00:16:54] Pavel Konoplenko: Whatever you look at it, it's like, I don't know, it could be my wall. [00:16:58] Pavel Konoplenko: This could be literally a wall is a wall. [00:17:00] Jess Bahr: Everyone's got wall is a wall. [00:17:01] Jess Bahr: Some people have four. [00:17:05] Pavel Konoplenko: And that was like, the first time that I've heard someone describe, like, a social media interaction. [00:17:12] Pavel Konoplenko: Not with a human, because obviously many people have had scary, creepy moments on social someone stalking or saying something, whatever. [00:17:21] Pavel Konoplenko: But this is the first time that it's like the platform itself, like the bot in it, created this. [00:17:28] Jess Bahr: Interesting. [00:17:28] Jess Bahr: My first thought was, I bet someone didn't know they were logged in as the it's like someone was logged in as the AI. [00:17:36] Jess Bahr: They were into the account doing something, tried to just test something and took a thing, posted it, realized what they did, didn't know how to fix it, and just shut it down. [00:17:46] Jess Bahr: Like when the intern at HBO sent the test email. [00:17:50] Jess Bahr: Yeah, that was my first thought. [00:17:51] Jess Bahr: But it feels like everyone else's first thought is that the AI has become self aware. [00:17:56] Pavel Konoplenko: Yes. [00:17:56] Pavel Konoplenko: And that's something else that was prevalent in the comments you've gained sentience. [00:18:06] Pavel Konoplenko: I don't know how prevalent fears were of previous technologies. [00:18:11] Pavel Konoplenko: I was reading through, like, a technology journal and culture, and people were afraid of electricity. [00:18:17] Pavel Konoplenko: Like, when electricity was becoming widespread. [00:18:19] Jess Bahr: Cameras. [00:18:22] Jess Bahr: Yeah, people are terrified of cameras. [00:18:23] Jess Bahr: That they would steal your soul. [00:18:25] Pavel Konoplenko: Yeah. [00:18:27] Pavel Konoplenko: I don't know if my take on technological innovations is usually it's more of the same. [00:18:34] Pavel Konoplenko: We just kind of forget in the moment of we think that this is it. [00:18:37] Pavel Konoplenko: This is the biggest thing. [00:18:39] Pavel Konoplenko: So maybe this is a regular reaction to technology. [00:18:42] Pavel Konoplenko: The question you asked about the uncanny valley, that's super interesting. [00:18:45] Pavel Konoplenko: I'm going to think about that. [00:18:47] Pavel Konoplenko: I feel like there is some philosophical legs there. [00:18:50] Pavel Konoplenko: But it is interesting. [00:18:52] Pavel Konoplenko: We're reaching these points that we're talking about AI and technology in general through a lens of fear, through a lens of survival beyond just know we need this as a tool or something. [00:19:05] Pavel Konoplenko: But this is like on its way to Sentience and that is what people. [00:19:10] Jess Bahr: Well, I do find it somewhat interesting and I'm going to go down a little bit of Macabre path here with know, machine learning has been around for a long time. [00:19:19] Jess Bahr: AI is not new. [00:19:21] Jess Bahr: Watson beat that one guy at chess, right? [00:19:24] Jess Bahr: Watson was on Jeopardy. [00:19:25] Jess Bahr: Then he went against that one nerd. [00:19:28] Jess Bahr: That's the host sometimes now. [00:19:30] Jess Bahr: Ken Jennings. [00:19:31] Pavel Konoplenko: Ken Jennings. [00:19:32] Jess Bahr: Wow. [00:19:33] Jess Bahr: Great. [00:19:33] Jess Bahr: That should be his introduction. [00:19:34] Jess Bahr: Ken Jennings if you're seeing this, I hope you appreciate it. [00:19:37] Jess Bahr: But when we think about technology, IBM played a large role in World War II, in the Holocaust and the identification of Jewish populations across Europe. [00:19:51] Jess Bahr: IBM played a role in it because they had machines that allowed for better sorting to find identity cards and such. [00:19:59] Jess Bahr: Technology for a long time has played a role in bad things happening. [00:20:07] Jess Bahr: It's also played a role in good things happening. [00:20:09] Jess Bahr: Like AI is bringing forth the ability, especially for persons with disabilities or who need assistance. [00:20:16] Jess Bahr: AI is revolutionizing the quality of life for a lot of people. [00:20:21] Jess Bahr: But technology has always had always been a double edged sword with it. [00:20:25] Jess Bahr: There's always been bad sides to it. [00:20:27] Pavel Konoplenko: So then my question is on the marketing side too then, because every technology has, again, the two side of things.

[00:20:34] Pavel Konoplenko: And on the marketing side, even as we're talking about the Be fake, what is the danger to marketing as a whole from AI? [00:20:45] Pavel Konoplenko: The fears that marketers have, the 45% of it. [00:20:49] Pavel Konoplenko: I'm curious where it stems from and what can be done about it. [00:20:55] Pavel Konoplenko: If you're a marketer who is not afraid of AI, are you in the wrong? [00:20:59] Pavel Konoplenko: Should we be more afraid that we don't? [00:21:03] Jess Bahr: I think on the content side, when you think about I feel like content creation often is like a very bespoke crafted experience and there's an art to it. [00:21:13] Jess Bahr: And you now have a lot of because a lot of the tools we're seeing, they're either design focused, which I'll say a lot of the design focused ones are just templates being called AI, or they're content creation. [00:21:25] Jess Bahr: And so I could see as like a creative marketer, a fear of this thing that takes me a long time to do and is very manual. [00:21:32] Jess Bahr: And bespoked is now going to be commoditized video editing. [00:21:37] Jess Bahr: There's tools for video editing for pulling together multiple views that will go through and figure out the best view for the person who's talking at the time. [00:21:45] Jess Bahr: And auto splice up your video to give you that one smooth video of three different camera angles pulled together takes 15 minutes at the most baby to render an hour long video of three or four different camera angles. [00:21:57] Jess Bahr: That used to be a week long process. [00:22:00] Jess Bahr: And it's going to commoditize a lot of the marketing practices that used to be very much seen as an art and a craft, not a science. [00:22:10] Pavel Konoplenko: Yeah, I think there is a cycle. [00:22:14] Pavel Konoplenko: I'm sure some person professor talked like some commodification cycle similar to the Innovator curve where you have early adopters. [00:22:25] Pavel Konoplenko: I think there is a cyclical nature to industries between commodification and customization. [00:22:31] Pavel Konoplenko: And sometimes when you go too much into the customization route as an industry, the commodification, because we tend to say commodification as a negative thing. [00:22:42] Jess Bahr: I've never said commodification just as a word interject that. [00:22:49] Jess Bahr: But yes, we do see it as a negative. [00:22:53] Jess Bahr: We do see it as a negative. [00:22:55] Pavel Konoplenko: When things become commodities, we see that as like it's a cheapening of it. [00:22:59] Pavel Konoplenko: But I guess the other part of what the commodity is, it's standardized. [00:23:04] Pavel Konoplenko: That's why we love templates. [00:23:05] Pavel Konoplenko: We love frameworks. [00:23:06] Pavel Konoplenko: We need some sort of understandable digestible thing. [00:23:11] Pavel Konoplenko: And there is, I think, a fear because even at the conference when I talked to people about AI, I had one person who kind of pushed back. [00:23:19] Pavel Konoplenko: It's like, well, are you not worried about contributing to the noise on the internet? [00:23:24] Pavel Konoplenko: And I think that is a fair point, the noise that we are contributing. [00:23:30] Pavel Konoplenko: But then you think about the collective noise of social media and everything that people are posting. [00:23:39] Pavel Konoplenko: I don't know, it's like being worried about throwing too much of a bucket of water into the ocean. [00:23:45] Pavel Konoplenko: And on some level the medium is the message right now. [00:23:48] Pavel Konoplenko: The medium is these algorithmic feeds that everyone is just consuming from us, throwing an extra few drops into it with AI generated content, even if it's great, highest quality possible, or terrible low quality, just content, farm content. [00:24:10] Pavel Konoplenko: On the flip side, you then have AI and machine learning that helps filter that feed. [00:24:16] Pavel Konoplenko: So then it kind of, again, it goes back to that point of you have the tool being used against itself and it's helping balance it out, balance out the system. [00:24:27] Pavel Konoplenko: But I think we're in this phase of commodification and I think there's going to be a big opportunity for customization for companies in terms of thinking about their processes, their products and how these tools help. [00:24:44] Pavel Konoplenko: And I'm curious to see what companies emerge out of this. [00:24:49] Jess Bahr: Oh yeah. [00:24:51] Jess Bahr: Well, part of when something becomes commoditized too, it becomes more accessible. [00:24:56] Jess Bahr: So your Etsy shop owner, your small business owner who typically wouldn't be able to afford this stuff, can now have a leg up and start competing with larger shops who maybe are a little bit slower to adopt it. [00:25:09] Pavel Konoplenko: Yeah, yeah. [00:25:10] Pavel Konoplenko: Like websites have become commoditized because of things like squarespace and now squarespace and wix are also some of the big companies who are pushing heavy into AI innovation with being able to generate websites with a prompt. [00:25:26] Pavel Konoplenko: Like, if I'm a website designer, I would be afraid. [00:25:30] Jess Bahr: The theme that we use has AI built into it. [00:25:35] Jess Bahr: Yeah. [00:25:35] Jess Bahr: Within the CSS, it's AI built into a ton of different parts. [00:25:39] Jess Bahr: But on the CSS side, I wanted to hide the date and I didn't know how to, so I just typed hide date and it gave me the code to use to make it hide the date. [00:25:49] Pavel Konoplenko: Yeah. [00:25:49] Pavel Konoplenko: And it puts it into the custom CSS and you just literally hit publish. [00:25:53] Jess Bahr: And it's I would have spent like 40 minutes googling that stuff. [00:25:57] Pavel Konoplenko: It would have taken me years because I don't know what CSS really is. [00:26:02] Pavel Konoplenko: I know it's important, but I'm not a developer. [00:26:06] Jess Bahr: We don't even need to know it anymore. [00:26:07] Jess Bahr: You don't even need to to this is going to age me so much. [00:26:12] Jess Bahr: I used to build websites on GeoCities for people back when Dreamweaver was the new technology, and Dreamweaver was revolutionary because you could build a visual site and it would turn it into code for you. [00:26:23] Jess Bahr: And before that, you would build websites in text pads using HTML. [00:26:29] Jess Bahr: And now no one's doing that. [00:26:32] Jess Bahr: It's all visual drag and drop. [00:26:35] Pavel Konoplenko: Yeah. [00:26:36] Pavel Konoplenko: I think that the marketers, again, that are excited by this, that see the potential of it. [00:26:46] Pavel Konoplenko: There will always be a room for them. [00:26:48] Pavel Konoplenko: There will always be a room for new tools, for new systems. [00:26:52] Pavel Konoplenko: But at the end of the day, it's how do you take those systems? [00:26:55] Pavel Konoplenko: How do you tie it back to the business? [00:26:58] Pavel Konoplenko: That was like another, I think, big theme from the conference, too. [00:27:01] Pavel Konoplenko: It's the alignment of the different departments, aligning marketing with sales internally. [00:27:07] Pavel Konoplenko: How do you unify the processes? [00:27:10] Pavel Konoplenko: Tools can't solve that. [00:27:11] Pavel Konoplenko: If anything, tools will create more confusion, more mess. [00:27:15] Pavel Konoplenko: And if you can't navigate that, the company that outcompetes is the one that knows how to implement it, has clarity on the tools, and isn't driven by the commodity offerings and understands how does that actually fit into their business on a custom level. [00:27:35] Jess Bahr: I agree, and I think that is a great spot to end the show as our takeaway for marketers. [00:27:41] Jess Bahr: When you understand the art of your craft beyond just a tool to get the job done, that's what makes you not have to fear for your job. [00:27:49] Jess Bahr: Right. [00:27:50] Jess Bahr: I think also what helps you understand the tools you have and how to better apply them into your craft versus just getting a tool to get a job done that might be not getting the same result and outcome that you're looking for. [00:28:02] Pavel Konoplenko: Right. [00:28:05] Pavel Konoplenko: And I guess the other actionable thing. [00:28:07] Pavel Konoplenko: Check out our workshop happening August 29, eleven days from now or whenever you're watching it. [00:28:16] Jess Bahr: We don't publish same day, so definitely not eleven days from now. [00:28:22] Jess Bahr: We also don't edit. [00:28:23] Jess Bahr: So you're all going to hear that. [00:28:25] Pavel Konoplenko: We'Re going to be talking about both the strategy and the tactics of how to use generative AI for content creation? [00:28:33] Pavel Konoplenko: How do you make that part of your system? [00:28:35] Pavel Konoplenko: And also how do you look at performance and KPIs to improve that process for you and your team? [00:28:42] Jess Bahr: So we'll put the link in the description description below. [00:28:45] Jess Bahr: And we hope to see you all there. [00:28:47] Pavel Konoplenko: Bye, everyone. [00:28:48] Pavel Konoplenko: See you next week. [00:28:51] Pavel Konoplenko: Bye.