The AI Marketing Masterclass: Transformative Adoption and Inclusive Strategies with Liza Adams

Episode Summary:

In this episode of the FutureCraft Marketing Podcast, hosts Ken Roden and Erin Mills explore the future of AI in marketing with guest Liza Adams. Liza shares her insights on how AI can elevate the strategic value of marketing and drive business growth. She introduces her three-step AI adoption accelerator approach, which focuses on inspiring marketers, aligning use cases with strategic initiatives, and implementing responsible AI operations. Liza also discusses the challenges and opportunities of AI adoption in different industries and provides practical advice for bridging the skills gap in organizations. The episode concludes with a tech review of Copy AI, a tool that helps marketers get started with AI-powered content creation.

About our Guest:

Liza Adams is a visionary leader with over two decades of experience steering businesses and marketing teams through pivotal industry changes. As a co-founder at GrowthPath Partners, she spearheads the adoption of responsible AI through a practical three-step AI adoption accelerator approach. Liza is an influential voice in AI and has been recognized at G2's reach event. She was also named one of the 50 CMOs to watch in 2024 by Pavilion. With a focus on growth strategies and global brand building, Liza is passionate about leveraging AI to make businesses more profitable while positively impacting society and fostering inclusive growth.

 

Chapters:

00:51 Exploring AI Innovations with Ken and Erin

02:55 AI's Role in Marketing and Beyond: Insights and Predictions

00:01 Introducing Liza Adams: A Visionary in AI and Marketing

08:58 The Three-Step AI Adoption Accelerator Approach

24:41 Practical Steps to Start with AI: Liza's Advice

27:58 Exploring the Skills Gap in AI Adoption

28:38 Three Key Strategies for AI Proficiency

30:06 Leveraging AI for Diversity, Equity, & Inclusion

32:10 Promoting Diverse Voices in AI

34:55 AI and Organizational Diversity Initiatives

46:13 Wrapping Up: The Human Aspect of AI Innovation

47:41 Tech Review: Exploring Copy AI

Key Takeaways:

• AI can elevate the strategic value of marketing by providing deep market insights, personalization, and automation.
• Liza's three-step AI adoption accelerator approach includes inspiring marketers with use cases, aligning use cases with strategic initiatives, and implementing responsible AI operations.
• Companies should start with what they have in terms of AI tools and gradually expand their adoption as trust and performance improve.
• Responsible use of AI is crucial, and organizations should establish guardrails and involve cross-functional teams to ensure ethical and secure implementation.
• Bridging the skills gap in AI adoption requires providing access to tools, promoting responsible use, and inspiring curiosity and experimentation.

Notable Quotes:

• "We can't out-campaign a bad product-market fit." - Liza Adams
• "Understanding, access, and acceptance are key to unlocking the value of AI." - Liza Adams
• "We cannot blog post our way to 2.6 trillion dollars." - Liza Adams
• "Curiosity is a skill that we need to have in the changing world of AI." - Liza Adams

Resources:

• Liza Adams' LinkedIn profile: Liza Adams
• GrowthPath Partners website: GrowthPath Partners
• Templates & Frameworks: https://www.growthpath.net/resources/

Episode Transcript

(00:19):
Thanks for tuning in to the marketing Let's get it started.
Hey there.
Welcome to the FutureCraft Marketing Podcast, where we're exploring how AI is changing all things from brand to demand.
I'm Ken Roden, one of your guides on this exciting new journey.

(00:39):
and I'm Erin Mills, your other co host.
And together we're here to unpack the future of AI and marketing.
We're going to share some insights, test latest technology, interview industry pioneers, and talk to folks doing really cool things.
.999So Ken, what cool things have you been up to? I tried. 12 00:00:57,139.999 --> 00:01:04,359.999 Giving ChatGPT a role to play in a specific conversation that I was looking to have with a stakeholder. 13 00:01:04,509.999 --> 00:01:09,894.899 And I asked ChatGPT to give me objections, as well as help me learn. 14 00:01:09,994.899 --> 00:01:15,854.899 Have the right vocabulary and set the right tone in presenting the program to this individual. 15 00:01:15,984.899 --> 00:01:17,964.899 And it prepared would be pretty well for the conversation. 16 00:01:18,64.899 --> 00:01:18,854.899 That's really cool. 17 00:01:18,854.899 --> 00:01:22,999.638 I think as marketers alignment is one of the key things that we have to focus on. 18 00:01:22,999.638 --> 00:01:28,779.638 Did you change your language or did you use those objections to craft your message up front. 19 00:01:28,879.638 --> 00:01:35,479.638 What were some of the key takeaways there? Yeah, I think the two biggest were how I teed up the conversation. 20 00:01:35,579.638 --> 00:01:42,99.638 I think the biggest change that I made was the opening that I had for this particular stakeholder. 21 00:01:42,199.638 --> 00:01:47,49.638 I was able to get in front of some of the objections that they were going to have. 22 00:01:47,149.638 --> 00:02:01,209.636 And then at the end, I was able to address some of the topics in an addendum that had more of the analytical aspects of the program I'm trying to launch so that their questions could be at least answered in the right direction. 23 00:02:01,209.636 --> 00:02:07,239.637 I didn't have all the answers, but it made me feel more confident going into the conversation and it made me feel more prepared. 24 00:02:07,239.637 --> 00:02:08,359.637 And I was more prepared. 25 00:02:08,459.637 --> 00:02:22,79.736 What about you? What have you been doing with AI? One fun one I did recently is, my beau is going to Pinehurst very tough golf courses I put in, you're Tiger Woods and you're prime and you're playing Pinehurst number two. 26 00:02:22,249.736 --> 00:02:23,729.736 Give me a strategy for each hole. 27 00:02:23,829.736 --> 00:02:31,279.735 And it was really cool because it actually gave the off the tee and the approach shot and all the things that, golfers care about. 28 00:02:31,419.736 --> 00:02:32,579.735 There's apps that also help. 29 00:02:32,589.736 --> 00:02:45,889.736 I love 18 birdies, but this was another level of really being able to dive into a strategy so I think the future is caddies are going to have ChatGPT in their pockets and be able to, leverage those insights that are out there, which is cool. 30 00:02:45,889.736 --> 00:02:46,319.736 Yeah. 31 00:02:46,419.736 --> 00:02:48,363.61355102 And that's of an interesting thing to think about. 32 00:02:49,173.61355102 --> 00:02:52,542.04922676 it's just going to continue to evolve and be more embedded in everyone's lives. 33 00:02:53,312.04922676 --> 00:02:55,242.04922676 I was reading a quote the other day it said A.I. 34 00:02:55,262.50222676 --> 00:03:00,262.50322676 is as rudimentary and unembedded as it will ever be in our lifetimes. 35 00:03:00,362.50322676 --> 00:03:03,828.17200454 So we are just scaling up from here in all parts of our lives. 36 00:03:04,578.17200454 --> 00:03:28,213.32022676 one of the things I think that is cool in our next conversation with Liza Adams, we're going to get into is really about how to get people to adopt and, whether it's in our personal life or at work, I think one of the things that's really interesting is this hesitation for some folks to, Embrace AI and how to get started, how to really create, the guardrails where people feel comfortable to use it. 37 00:03:28,213.32022676 --> 00:03:29,143.32022676 Yeah, I agree with you. 38 00:03:29,143.32022676 --> 00:03:41,953.32022676 I'm really curious to hear what she thinks about the change management aspect, but also how to get different types of people involved in the conversation because, individual contributors, managers are different types of people and are using AI differently. 39 00:03:41,953.32022676 --> 00:03:43,633.31922676 So I can't wait to hear what she has to say. 40 00:03:43,733.31922676 --> 00:03:49,53.31972676 And one thing that's interesting about Liza and her practice is she is not just focusing on marketing. 41 00:03:49,53.31972676 --> 00:03:55,83.31972676 I think one of the things that some of us are struggling with is really how to get widespread adoption at our organizations. 42 00:03:55,83.31972676 --> 00:04:04,533.31972676 And is there an opportunity for marketing to take the lead on that? Because there's so many use cases, obviously within marketing, but how do we create a broader strategy? And that's what I'm excited to get into. 43 00:04:04,633.31972676 --> 00:04:05,953.31872676 Yeah, I think it'll be great. 44 00:04:06,103.31872676 --> 00:04:09,953.31872676 Hi, today we're joined by a visionary leader, Liza Adams. 45 00:04:10,3.31872676 --> 00:04:16,123.31872676 Liza has over two decades of experience in steering businesses and marketing teams through pivotal industry changes. 46 00:04:16,223.31872676 --> 00:04:26,823.31872676 And as a co founder at GrowthPath Partners, she spearheads the adoption of responsible AI through a practical three step AI adoption accelerator approach. 47 00:04:26,923.31872676 --> 00:04:32,913.31872676 This includes interactive workshops, strategic planning, and hands on guidance in AI operations. 48 00:04:33,13.31872676 --> 00:04:35,53.31872676 And she's an influential voice in AI. 49 00:04:35,53.31872676 --> 00:04:58,493.31972676 I always wait for her posts to come out, learn something every time I see something she is recognized at G2's reach event and recently been named one of the 50 CMOs to watch in the 2024 by pavilion, congratulations, Liza, by the way, she brings a wealth of knowledge from initiating machine learning efforts in 2010 to today's cutting edge generative AI technologies. 50 00:04:58,643.31972676 --> 00:05:08,433.31972676 she serves as a fractional CMO, consultant, and advisor, a woman of very many talents with a focus on growth strategies and global brand building across various sectors. 51 00:05:08,533.31972676 --> 00:05:16,53.31972676 Liza's mission here is to leverage AI to make business more profitable while positively impacting society and fostering inclusive growth. 52 00:05:16,53.31972676 --> 00:05:18,453.31972676 Liza, such a pleasure to have you on the show. 53 00:05:18,653.31972676 --> 00:05:20,933.31972676 Delighted to be here, Erin and Ken. 54 00:05:21,43.31972676 --> 00:05:22,343.31972676 All right, let's just dive in. 55 00:05:22,343.31972676 --> 00:05:26,33.31972676 So Liza, you've been at the forefront of guiding companies through their AI journey. 56 00:05:26,133.31972676 --> 00:05:32,743.22172676 What initially drew you to helping companies focus and adopt generative AI? Yes. 57 00:05:32,853.21972676 --> 00:05:38,63.11972676 I've always had a passion for Elevating the strategic value of marketing. 58 00:05:38,163.11972676 --> 00:05:49,303.12072676 I think in our craft and in our field, there's so much focus on the campaigns, the ads, events, the emails basically the beautiful and effective things that we do. 59 00:05:49,403.12072676 --> 00:05:56,323.12172676 But I think people tend to forget all of the really hard work that happens to deeply understand markets. 60 00:05:56,423.12172676 --> 00:06:17,253.12322676 To understand customer behaviors, get some customer insights, do the strategic work around segmentation and targeting and positioning and messaging, understanding how people buy with our preferences, right? And we need to have a good pulse on the market before we can do these rate campaigns, right? As I talk to many people. 61 00:06:17,253.12322676 --> 00:06:21,893.12322676 I always say, you just like we can't out exercise a bad diet. 62 00:06:21,993.12322676 --> 00:06:25,83.12322676 We can't out campaign a bad product market fit. 63 00:06:25,193.12322676 --> 00:06:49,433.22422676 So this passion for the voice of the customer, deeply understanding the market, being so strategic that, it is incumbent on marketers to be that voice of the customer and not relinquish that power, right? It's what drove me to AI because largely in the past, when it comes to research and, doing customer surveys or customer interviews, people are like, Oh, we don't need that. 64 00:06:49,433.22422676 --> 00:06:56,588.12522676 It's going to take a long time, all sorts of things, right? But now with AI, it allows us to really get a pulse on the market. 65 00:06:56,688.12522676 --> 00:07:02,378.12522676 Almost instantaneously, depending on how you're rolling this out, right? Yeah, we can get a lot more insight. 66 00:07:02,448.12522676 --> 00:07:09,298.12522676 Lots more data is available at our fingertips and as AI advances and personalization becomes more prevalent. 67 00:07:09,398.12522676 --> 00:07:11,988.12522676 We can get deeper into that customer. 68 00:07:11,988.12522676 --> 00:07:14,958.12522676 It's not just about segments like verticals or roles. 69 00:07:15,58.12522676 --> 00:07:32,298.12722676 It's now about actual human beings, right? So it's Erin it's Ken, right? So my passion for AI really stemmed from elevating marketing from a strategic perspective, plus I'm also just very passionate about using business as a force for good. 70 00:07:32,398.12722676 --> 00:07:43,698.12722676 And I know that AI is here to impact the world, and I want to ensure that it makes an impact for the betterment of humanity rather than harms it. 71 00:07:43,798.12722676 --> 00:07:44,758.12722676 I totally agree. 72 00:07:45,708.12722676 --> 00:08:07,211.81139342 as marketers, there oftentimes is that focus around the tactics and campaigns And those are all wonderful, but it's really about how do you fit those together to drive strategic business decisions? One of the things I love that you've done is develop that three step AI adoption accelerator approach, because I think it helps people to grasp that more strategic vision of adopting AI. 73 00:08:07,211.91139342 --> 00:08:35,911.91089342 Can you talk us through, the methodology and how it addresses some of the unique challenges in marketing? I love frameworks because it simplifies many things, I came up with it because there's just this challenge that we have as marketers, we're so busy we're constantly doing so many things from strategy to campaigns to metrics to board meetings and all sorts of things that it became daunting to really lean into AI and start adapting and adopting. 74 00:08:36,11.91089342 --> 00:08:55,811.80889342 And for us marketing leaders, it's not just about ourselves, it's also caring about the people on our teams because it's helping them upskill and reskill and investing in their careers, right? So as I thought about how to help people through that change I thought about this three step process because this is not just about technology. 75 00:08:55,911.80889342 --> 00:09:05,731.81289342 Technology is absolutely one part of it, but for the most part, I believe that this is change management and it's largely about the people, right? Just any kind of change is hard. 76 00:09:05,831.81289342 --> 00:09:16,261.81089342 If you've been doing things for many years, and then now there's this new innovation that you need to learn, you need to somehow be able to upscale and find some passion to go do it. 77 00:09:16,361.81189342 --> 00:09:24,851.81189342 And I always tell people it is as if OpenAI dropped off a bunch of really powerful Lego pieces at our doorstep in November, 2022. 78 00:09:24,951.81189342 --> 00:09:26,861.81189342 Unfortunately, it didn't have. 79 00:09:26,961.81189342 --> 00:09:40,171.81089342 A box with a picture, your instructions for what to build, right? So with no best practices and no instructions, it's like, how do we do change management, right? People don't even know what to do with this. 80 00:09:40,171.81089342 --> 00:09:46,121.81189342 They, we go into ChatGPT and we see a conversational box and we're supposed to just start typing. 81 00:09:46,221.81189342 --> 00:09:49,971.81189342 So it is back to your question on this three step process. 82 00:09:49,971.81189342 --> 00:09:57,381.81189342 I was like I think the first step should be inspiration, inspire us for what is possible, right? Cause that's what a Lego box does. 83 00:09:57,481.81189342 --> 00:10:01,201.81189342 When it shows a picture at the back of what the end product is. 84 00:10:01,211.81189342 --> 00:10:03,801.81189342 It's an inspiration of what you can build. 85 00:10:03,901.81189342 --> 00:10:07,741.81189342 There's other things that you can build, but here's one thing that you can build. 86 00:10:07,821.81189342 --> 00:10:11,351.81289342 So that first step of the process is really inspiring people. 87 00:10:11,451.81289342 --> 00:10:19,121.81289342 And generally in marketing, I feel like they get more inspired if you can come up with two or three use cases by function. 88 00:10:19,221.81289342 --> 00:10:39,721.81289342 Not general capabilities of ChatGPT or Gemini, or, some AI capabilities of HubSpot, but actual use cases by quotient, right? So product marketing, they're probably going to be interested in a competitive analysis or segmentation and targeting brand and cons they're probably interested in. 89 00:10:39,821.81289342 --> 00:10:43,281.81289342 Thought leadership, brand and voice demand generation. 90 00:10:43,291.81289342 --> 00:10:49,931.81289342 They're going to be interested in how to personalize campaigns and how to create experiences that are more personalized along that journey. 91 00:10:50,31.81289342 --> 00:11:01,91.81189342 And then digital marketing, lots of work there that AI can really influence, right? How now do we make ourselves irrelevant to these AI assistants so that our brand, our products, and our content. 92 00:11:01,191.81189342 --> 00:11:12,141.81189342 Are actually cited and referenced in ChatGPT in Gemini and Claude and perplexity, right? That's a whole different ballgame that digital marketers now need to think about. 93 00:11:12,141.81189342 --> 00:11:16,691.81189342 So once they see how AI can help them with their work. 94 00:11:16,791.81189342 --> 00:11:19,631.81189342 In these types of use cases, that's inspiration. 95 00:11:19,631.81189342 --> 00:11:22,471.81189342 Then their mind goes, Oh, I didn't realize I could do that. 96 00:11:22,571.81189342 --> 00:11:23,781.81189342 So that's just step one. 97 00:11:23,881.81189342 --> 00:11:29,862.67189342 But, it's not a one and done, right? Change management is not okay, we're done. 98 00:11:29,862.67189342 --> 00:11:33,505.22189342 This is like a lather, rinse, repeat kind of process. 99 00:11:33,605.22189342 --> 00:11:43,35.22189342 So the second step is, How do we pick a set of use cases? Because we can't do everything, right? I always believe in a big start small move fast. 100 00:11:43,135.22189342 --> 00:11:46,505.22189342 Okay, what's our start small? Maybe it's a handful of use cases. 101 00:11:46,505.22189342 --> 00:11:48,335.22189342 Maybe it's a dozen of use cases. 102 00:11:48,435.22189342 --> 00:11:53,505.22189342 And let's pick the most important ones, the ones that we feel will have the biggest impact to the business. 103 00:11:53,605.22189342 --> 00:11:57,305.22189342 And my thought is, let's align those to strategic initiatives. 104 00:11:57,405.22189342 --> 00:12:06,445.22189342 So as marketing leaders, we always have three to five strategic initiatives, right? Let's choose those use cases, start mapping them to the strategic initiatives. 105 00:12:06,545.22189342 --> 00:12:12,955.22189343 And the reason why I was suggesting that is anything attached to a strategic initiative typically gets an owner. 106 00:12:13,55.22189343 --> 00:12:14,515.22189342 It has timelines. 107 00:12:14,615.22189342 --> 00:12:16,75.22189343 It has a goal. 108 00:12:16,175.22189343 --> 00:12:18,15.22189342 It has some performance metrics. 109 00:12:18,25.22189342 --> 00:12:19,285.22189342 It has a budget. 110 00:12:19,445.22189343 --> 00:12:20,705.22189343 It has resources. 111 00:12:20,805.22189343 --> 00:12:21,845.22189343 Then we have. 112 00:12:21,945.22189343 --> 00:12:30,995.22089343 A bigger likelihood that people are going to do something with it, they're going to adopt it, and they're going to make sure that it gets done on time. 113 00:12:30,995.22189343 --> 00:12:40,575.22089343 They're going to use the tools and they're going to ask for budget, all sorts of things, right? So that in and of itself just gives us a better shot at getting adoption driven. 114 00:12:40,575.22089343 --> 00:12:44,955.22089343 The last thing is, really, this is not just about experimentation. 115 00:12:45,105.22089343 --> 00:12:55,505.22189343 we need to ultimately expand and scale it across the business or even to start within marketing, right? It can be wild west where everybody's cleaning their own data. 116 00:12:55,555.22189343 --> 00:12:58,295.22189343 Everybody has their responsible AI principles. 117 00:12:58,395.22189343 --> 00:13:26,935.22189343 So that third step, while it's the third one, it's super important to do it fairly quickly as well, because there's certain things that we need to do, like having an AI council where you have a cross functional team that thinks about the responsible use of AI, right? So for what use cases will we use AI for? How do we what do we consider confidential? How do we redact information? What tools do we need? Those types of things, right? And there's questions around the Martech stack. 118 00:13:27,35.22189343 --> 00:13:42,855.22189343 What do we need to do on the market? Do we just buy every single AI tool out there for 20 bucks a month? Or do we leverage what we have? How do we integrate these things? And then data is a huge part of this, right? We got Salesforce data, HubSpot data, Power BI data. 119 00:13:42,855.32189343 --> 00:13:57,455.12189343 How do we curate these things and make it available for everybody such that it's already in a format that is easily consumable by the AI tools? So then, there we also need to involve IT and legal and all sorts of things. 120 00:13:57,455.22189343 --> 00:13:57,525.02189343 Thanks. 121 00:13:57,625.02189343 --> 00:14:02,205.02189343 So anyway, that's a huge third step, and that third step is really all about AIOps. 122 00:14:02,215.02189343 --> 00:14:04,765.02189343 So it's really inspiration with use cases. 123 00:14:04,865.02189343 --> 00:14:08,795.02139343 Second thing is aligning use cases to strategic initiatives. 124 00:14:08,845.02139343 --> 00:14:11,55.02139343 And then the last one is AI operations. 125 00:14:11,155.02139343 --> 00:14:14,985.02139343 I love the idea of just packaging this into a framework that people can break it down into chunks. 126 00:14:15,55.02139343 --> 00:14:20,25.12139343 I like that mentality of, do small, Implement quickly, see if it works on, keep going. 127 00:14:20,125.12139343 --> 00:14:34,415.12039343 We've been talking to a lot of marketers and there's a little bit of resistance and even starting getting into this what are some of the common hurdles that B2B marketers might face when trying to implement this at their company that they should be aware of? Yeah. 128 00:14:34,515.12039343 --> 00:14:58,845.12139343 So I always talk about Paul Reitzer's law of even AI distribution, and what that really means is the value that you get out of AI depends on your understanding, your access, and your acceptance of it, right? Understanding, regardless of where you are in the spectrum of truly believing in AI, you're going to lean in to, I fear AI is going to take my job. 129 00:14:58,845.12139343 --> 00:15:15,205.12039343 I'm not going to touch that thing, I think there needs to be some level of understanding so that you can make decisions for yourself, for your family, society, and the world, right? That part of it, the understanding part of it is, I think, something that we all just need to embrace. 130 00:15:15,305.12039343 --> 00:15:31,265.11839343 Do a little bit of something so that we understand like ignorance is bliss, but this is one of those transformations where a little bit of understanding will do you wonders, right? what the possibilities are with AI, right? So at the very least, do one month. 131 00:15:31,365.11839343 --> 00:15:38,805.01839343 Of GPT 4, 20 bucks, right? A couple lunches, right? You can do a couple lunches or maybe one lunch in, in New York City. 132 00:15:38,905.01839343 --> 00:15:39,795.01939342 Maybe a cup of coffee. 133 00:15:39,795.11939342 --> 00:16:13,875.12189342 And just try it, right? My next question is, what are you using, right? If it's the free version, try the 20 a month, just for one month, and then just see what's possible, right? And acceptance basically says you have to feed AI some things, some data, to get something back, right? If you don't feed it a lot of things and you just allow it to browse the web, You're going to get very general data, but if you give it first party data customer interviews redacted, or you have some performance data that's not confidential, then the results are more tailored for you, So I think people need to understand that. 134 00:16:13,975.12189342 --> 00:16:20,145.12189342 People are in different spectrums right now with their understanding, with their access. 135 00:16:20,155.12189342 --> 00:16:23,515.12189342 Some companies are not allowing the use of AI. 136 00:16:23,515.12189342 --> 00:16:47,395.1228934 So if they don't have access, then that's a problem, right? And I'm not on either camp, there are some industries that are like we're not doing that for the following reasons, that they have their own reasons, And then people certainly have, are in different ends of the spectrum on their acceptance of it, When we go into agentive AI, where it's about AI that now does things on our behalf, rather than just answers or questions. 137 00:16:47,495.1228934 --> 00:16:51,225.1228934 will I allow it to sign me up for a webinar? Maybe. 138 00:16:51,355.1228934 --> 00:16:51,725.1228934 Great. 139 00:16:51,825.1228934 --> 00:16:52,265.1228934 Awesome. 140 00:16:52,365.1228934 --> 00:17:13,675.1198934 But will I allow it to book all of my travel and excursions internationally in a developing nation? I'm not sure I'm ready for that, right? Or file my taxes, or, whatever it is, right? I think, part of this thing is, it is a journey people need to trust, and our level of trust will be different, and we need to be super empathetic. 141 00:17:13,775.1198934 --> 00:17:16,575.1198934 And compassionate for wherever people are in this journey. 142 00:17:16,675.1198934 --> 00:17:27,125.1198934 Yeah, you mentioned the aspect of some companies and industries or maybe over here that they're maybe embracing AI and then there's some over here who are maybe saying we're not doing it. 143 00:17:27,215.1198934 --> 00:17:30,585.1198934 I know you've worked with a lot of different companies and different sizes and industries. 144 00:17:30,685.1198934 --> 00:17:44,275.1198934 What differences are you seeing and how is that playing out to their implementation of AI? I haven't seen one that's Completely on one end of the spectrum or the other that I've worked with, right? A lot of the companies that I work with are in the middle. 145 00:17:44,505.1198934 --> 00:18:04,95.1188934 They're more accepting of AI in some use cases and not accepting of AI in other use cases, which is fine because you do have to start somewhere, right? And that as you gain trust, And as you get better performance and technology advances that I think these companies will start to expand their use of AI. 146 00:18:04,95.1198934 --> 00:18:13,255.1208934 there was an announcement from OpenAI and Moderna, the COVID shot company where Moderna has 100 percent adoption of. 147 00:18:13,335.2208934 --> 00:18:21,585.2208934 AI and their company and they have over 400 GPTs that are being used in the company, right? I'm like, wow, that's crazy. 148 00:18:21,685.2208934 --> 00:18:24,395.2208934 So they're like getting the, hey, we're leaning in. 149 00:18:24,425.2218934 --> 00:18:59,185.3188934 This is, our future, they're saying, hey, it would, it would take maybe 100, 000 people to do the work, but now they can do the work and scale with 6, 000 people, right? The companies that are seeing are adopting this think big, starting small, moving fast, and I think it will begin to expand as we gain more trust and on the trust piece, I think people want to know a little bit more about how these models are trained, a little bit more transparency on what data is being used, security and those types of things that will get a little bit more sophisticated about the implementation. 150 00:18:59,185.4188934 --> 00:19:24,600.2168934 The other thing that's not being talked about is implications on jobs, right? Great, lots of experimentation, but how does it change the way people work and how do we organize and then what about the roles, right? So I think companies are beginning to think about that, not necessarily from a layoff perspective, but being able to do more with the people that they currently have today. 151 00:19:24,700.2168934 --> 00:19:26,270.2168934 Yeah, I think that's such a great point. 152 00:19:26,300.2168934 --> 00:19:46,880.2178934 as you think about jobs evolving what are you seeing or what advice would you give to marketing leaders who are still deciding how to integrate, what to integrate into their strategy? What are some of the things that you might tell them? Would there's some really easy ones, right? So the most typical ones, Erin, are, AI is known to help with blogs. 153 00:19:46,980.2178934 --> 00:19:51,400.2168934 They use it for blogging, or they use it to help with an email, or grammar. 154 00:19:51,500.2168934 --> 00:19:55,990.2168934 Or they use it to create an image for a post, those kinds of things. 155 00:19:56,90.2168934 --> 00:20:01,80.2168934 And what I oftentimes tell people is start expanding your thinking beyond that. 156 00:20:01,180.2168934 --> 00:20:08,120.2158934 Hey, there's this stat that the investment in AI and sales and marketing will result in a 1. 157 00:20:08,160.2158934 --> 00:20:08,690.2158934 4 to 2. 158 00:20:08,790.2158934 --> 00:20:11,320.1148934 6 trillion of added business value. 159 00:20:11,320.2148934 --> 00:20:12,460.2148934 And that's a McKinsey stat. 160 00:20:12,610.2148934 --> 00:20:15,580.1148934 We cannot blog post our way to 2. 161 00:20:15,580.2148934 --> 00:20:16,530.2148934 6 trillion dollars. 162 00:20:16,630.2148934 --> 00:20:19,570.0148934 There's not enough blog posts in the world that will get us to 2. 163 00:20:19,570.1148934 --> 00:20:20,990.1148934 6 trillion dollars. 164 00:20:21,90.1148934 --> 00:20:21,900.1148934 Oh, I love that. 165 00:20:22,0.1148934 --> 00:20:29,509.9158934 So the other things that I think marketers need to think about are ideation and collaboration. 166 00:20:29,690.0158934 --> 00:20:31,270.0158934 Like you could actually use. 167 00:20:31,370.0158934 --> 00:20:36,360.0158934 These AI assistants is thought partners, right? Just like we're having a conversation here. 168 00:20:36,500.0158934 --> 00:20:41,150.0158934 I have the same kind of conversation with ChatGPT, right? Or Gemini or quad. 169 00:20:41,300.0158934 --> 00:20:46,780.0168934 The other aspect that they need to start thinking about is analytics, right? Data analysis. 170 00:20:46,880.0168934 --> 00:20:53,700.0168934 So I love eating ChatGPT with just any kind of data that I find, online when I first started doing this. 171 00:20:53,800.0168934 --> 00:21:05,760.0178934 In GPT Launch Advanced Data Analysis, I found, publicly available Disney World data on ride times and wait times for each one of their rides for the last 20 years. 172 00:21:05,910.0178934 --> 00:21:08,120.0178934 So I said, all right, upload the darn thing. 173 00:21:08,220.0178934 --> 00:21:20,30.0173934 And I just started asking him questions, right? Tell me, what are the top rides that generally have wait times that are about the same as their actual times, put it in a chart for me. 174 00:21:20,180.0173934 --> 00:21:25,620.0173934 Then you just start seeing the possibilities, right? the fourth area is around automation. 175 00:21:25,720.0173934 --> 00:21:28,240.0173934 You can begin automate a lot of things. 176 00:21:28,240.0173934 --> 00:21:41,260.0173934 So especially with GPTs, right? And then if you get a little bit more sophisticated that you can automate things that go outside of chat, GPT or outside of open AI using Zapier and make and those types of tools. 177 00:21:41,410.0173934 --> 00:21:48,980.0163934 Think about using it as a thought partner for ideation, analytics, research, automation, and then finally, personalization. 178 00:21:49,80.0163934 --> 00:22:05,510.0163934 When you're talking about integrating AI into marketing I think some people are, like, a little overwhelmed because it can be daunting and it's complex, right? Especially when you're talking about integrating your tech stack or integrating AI into your strategy, particularly Gen AI. 179 00:22:05,610.0163934 --> 00:22:35,440.0153934 What advice would you give to someone who has that mindset that wants to dive in but they're a little hesitant? Yeah so much is happening in the tech stack, You've seen the slide that shows the logos of the bar tech stack and you can't really see anything, can't read anything because they look like ants, right? So my guidance to people is start with what you have, right? Because even the existing tech stacks today, that the people have known and loved and used for many years. 180 00:22:35,540.0153934 --> 00:22:45,129.9153934 They all have AI capabilities, right? HubSpot has it, Sixth Sense has it, Salesforce has it, Optimizely, you name it. 181 00:22:45,139.9153934 --> 00:22:47,689.9143934 They all have some sort of AVI capabilities. 182 00:22:47,749.9143934 --> 00:22:50,179.9133934 I think that is just low hanging fruit. 183 00:22:50,279.9133934 --> 00:23:03,349.9143934 Times are tough, budgets are constraints, start with what you have, right? And, these Martech vendors are so willing to talk about their AI capabilities today and their So I think at the very least start there. 184 00:23:03,449.9143934 --> 00:23:18,99.9153934 And then a very close second is these generative AI, more general tools like, Microsoft Copilot or ChatGPT enterprise or teams anything that's enterprise oriented begin playing with those things. 185 00:23:18,99.9153934 --> 00:23:18,159.9153934 Thanks. 186 00:23:18,259.9153934 --> 00:23:27,249.9143934 And, it's funny that people always ask me, how do you start? Liza, what did you do? How did you start? And I think it just requires a little bit of curiosity. 187 00:23:27,349.9143934 --> 00:23:29,919.9153934 And then at some point, intense curiosity. 188 00:23:30,69.9153934 --> 00:23:36,639.9163934 The example I gave you around, Hey, I just found some Disney World data and I shoved it in there and I started asking questions. 189 00:23:36,739.9163934 --> 00:23:48,629.9153934 Anytime you find publicly available data, put it in there and start asking questions, right? I would ask questions of, Oh, which rides are generally the most crowded in the afternoon? And it gave me an answer. 190 00:23:48,629.9163934 --> 00:23:55,39.9173934 I'm like, Oh, wow, I could do that, right? The other thing is an easy way to start is with images as well. 191 00:23:55,139.9173934 --> 00:23:58,709.9183934 So take a picture of something, upload it, ask it a question about it. 192 00:23:58,849.9183934 --> 00:24:00,279.9183934 What is this? Red beet. 193 00:24:00,379.9183934 --> 00:24:03,509.9183934 So what do you think of this? Tell me about the colors. 194 00:24:03,609.9183934 --> 00:24:05,519.9183934 And then you just start seeing the power. 195 00:24:05,619.9183934 --> 00:24:07,519.9173934 Write me a poem about this image. 196 00:24:07,619.9173934 --> 00:24:15,539.9173934 I give people the example of my open pantry that I took a picture of when chat TPT vision came out. 197 00:24:15,639.9173934 --> 00:24:21,319.9173934 I took a picture of the open pantry and I put into chat TPT and I said I have to cook dinner for the kids tonight. 198 00:24:21,369.9173934 --> 00:24:26,299.9173934 I don't have, I don't have any ideas for what to cook, but this is all I have in my pantry. 199 00:24:26,399.9173934 --> 00:24:31,329.9163934 Can you give me two or three recipes using any of these ingredients? And it gave me recipes. 200 00:24:31,429.9163934 --> 00:24:36,69.9153934 Guess what? That was my inspiration for, oh my gosh, just think and analyze images. 201 00:24:36,169.9153934 --> 00:24:46,539.9153934 What if I took a picture of a side by side comparison of customer reviews in GD2? Will it analyze that for me? So that became the inspiration for a competitive analysis use case. 202 00:24:46,639.9153934 --> 00:24:53,459.9153934 And the Disney World ride data became the inspiration for analyzing customer behaviors for campaign. 203 00:24:53,559.9153934 --> 00:25:00,969.9143934 So it's just even those little things that we do in our daily life, you started going, Oh my gosh, it just did that. 204 00:25:00,969.9153934 --> 00:25:02,89.8153934 I could use that for work. 205 00:25:02,90.0153934 --> 00:25:18,589.8143934 It is because I think the curiosity is a skill that we need to have just in general with the way that the world is changing and just to understand and as marketers having that skill set so you can uncover what you just shared. 206 00:25:18,689.8143934 --> 00:25:23,279.8143934 I do get worried that we don't maybe have the skills yet to prepare us. 207 00:25:23,379.8143934 --> 00:25:30,979.8143934 There's a skills gap growing and it's not just the technical ability to use ChatGPT, but it's actually some of those human skills that are going to be really important. 208 00:25:31,79.8143934 --> 00:25:39,359.8133934 What do you think organizations can do to help bridge that skills gap for their employees? And what could an individual do? Yeah, I think three things. 209 00:25:39,459.8133934 --> 00:25:44,509.8133934 The tools are important, right? Because if you don't have the tools, then everything's conceptual. 210 00:25:44,609.8133934 --> 00:26:00,39.8143934 And this is one of those where you gotta get your hands on it, right? Regardless of whether you're an analyst in the company or the CEO of the company, this is one where you actually need to Hands on keyboard, be curious enough and, to get your hands on the keyboard. 211 00:26:00,169.8143934 --> 00:26:03,199.8133934 So I think availability of the tools is one. 212 00:26:03,299.8133934 --> 00:26:06,229.8123934 The second thing is it's responsible use. 213 00:26:06,329.8123934 --> 00:26:17,689.8133934 I'm so big into this because used irresponsibly, it could go haywire, right? And when I talk about responsible use it's, what can you use it for? What we shouldn't use it for? It's like guardrails. 214 00:26:17,689.8133934 --> 00:26:23,169.8133934 It's like those bumper guards at a bowling alley, right? The kids will never have a gutter ball because they have bumper guards. 215 00:26:23,339.8133934 --> 00:26:26,59.8113934 We need bumper guards for the use of AI. 216 00:26:26,159.8113934 --> 00:26:39,989.8113934 And then the last thing in terms of just Really getting started is this inspiration, because not everybody has the curiosity, right? right, so just shifting gears a little bit, wanted to talk about DE& I and AI adoption. 217 00:26:40,39.9113934 --> 00:26:53,679.9103934 one of my favorite articles that you wrote is around using the Justice League as a metaphor for team building and really understanding how can leaders promote a culture that values diverse perspectives and inclusive practices leveraging AI. 218 00:26:53,680.0103934 --> 00:26:53,979.8103934 Yeah. 219 00:26:54,79.8103934 --> 00:26:54,579.8103934 Yeah. 220 00:26:54,639.8103934 --> 00:26:56,819.8103934 Thank you for noting that article. 221 00:26:56,849.8103934 --> 00:27:03,609.8093934 It is actually one of my favorites because I live it, right? It is how I build teams. 222 00:27:03,709.8093934 --> 00:27:12,149.8093934 So for your listeners who are not familiar with the article, basically I described by my philosophy around building teams that it's like. 223 00:27:12,249.8093934 --> 00:27:42,839.8093934 The Justice League, and if you're a superhero fan and you know about the Justice League, it's basically seven superheroes that come together to save the world with Batman as its leader, and then he pulls together this team that has Superman and Wonder Woman and Aquaman, Flash, Cyborg and they have different superpowers, right? So the idea behind it is we can't have six or seven wonder women or six or seven supermen. 224 00:27:42,939.8093934 --> 00:27:50,329.8078934 What we need is a team that has complementary superpowers, right? And that's what I tend to do when I build teams. 225 00:27:50,329.8078934 --> 00:27:57,149.8078934 As an example, me as a CMO, I came up from a go to market strategy and product marketing background. 226 00:27:57,209.8078934 --> 00:27:59,319.8078934 A lot of my strength is in that area. 227 00:27:59,419.8078934 --> 00:28:05,109.8078934 So I tend to work really well in teams where that expertise is complimented. 228 00:28:05,129.8078934 --> 00:28:21,29.8078934 So I've got somebody who's super good in digital or super good in the mansion and, or in Braden, right? And then when we, you put us all together and you can't really tell the difference because we're all working together and it's not about individual achievements, it's about the team's achievement. 229 00:28:21,129.8078934 --> 00:28:23,939.8078934 And I think, it's even more important in AI. 230 00:28:24,39.8078934 --> 00:28:42,729.9083934 The reason being is this is now about, not just business, but ultimately affecting humanity, right? It's economics and social and, environmental impacts to not just society, but the world and women and people with diverse perspectives and underrepresented groups. 231 00:28:42,879.9073934 --> 00:28:44,579.9083934 We hold the sky together. 232 00:28:44,589.9073934 --> 00:28:47,739.9073934 So we all need to have our perspectives. 233 00:28:47,839.9073934 --> 00:28:54,129.9073934 Be a part of AI, what I'm finding right now, I've been in B2B tech for decades. 234 00:28:54,169.9073934 --> 00:29:26,129.9063934 We won't say how many decades and there's not a lot of women and, Asians are underrepresented and there's also this notion called the invisible race, because there are a lot of Asian cultures that there's races like Filipinos and Vietnamese and Laotians and Hmongs that are basically lumped into a homogenous Asian category, right? So I'm very passionate about underrepresented groups, not just from a race and gender perspective, but also from. 235 00:29:26,229.9063934 --> 00:29:42,899.9083934 A cultural and perspective diversity to really share their voice, lean into AI, take up space and be be heard because now's the time to do that, right? There's actually not that many to talk about these things and take the stage. 236 00:29:42,900.0083934 --> 00:29:45,740.0083934 Part of the reason why I'm so prolific and I. 237 00:29:45,840.0083934 --> 00:29:53,280.0083934 I speak, I write is because of this, right? I want to inspire others to actually have their voices heard. 238 00:29:53,380.0083934 --> 00:30:02,240.0083934 So I think that just from a B2B tech and women and underrepresented groups, I think from an AI perspective, it's super important moving forward. 239 00:30:02,340.0083934 --> 00:30:02,620.0083934 Yeah. 240 00:30:02,810.0083934 --> 00:30:10,140.0083934 I saw a post you did a couple weeks ago about how important mentorship is and how important it is to see someone who's like you in the future. 241 00:30:10,140.0083934 --> 00:30:11,700.0093934 And that really spoke to me because I think. 242 00:30:11,800.0093934 --> 00:30:18,240.0093934 Being in a group that's maybe not always present or visible, seeing someone there can inspire you to do greater things. 243 00:30:18,240.0093934 --> 00:30:32,250.0103934 I think we owe that to our future, professionals, future marketers, given that opportunity what role can organizations play while on adopting this AI journey? To ensure that they're upholding kind of good D and I practices. 244 00:30:32,250.0103934 --> 00:30:41,580.0113934 Do you have a few ideas on how they could? Yeah, I think the cross functional AI council is first and foremost, I think, that's the eye right there. 245 00:30:41,590.0113934 --> 00:30:48,310.0113934 So it's diversity of perspectives, right? You got a digital marketer working with the manager when we're working with product marketing. 246 00:30:48,440.0113934 --> 00:30:50,670.0113934 If there are different races and genders, even better. 247 00:30:50,680.0113934 --> 00:30:50,720.0113934 Yeah. 248 00:30:50,820.0113934 --> 00:30:55,960.0113934 It can't just be a bunch of product marketers doing this thing, or a bunch of digital marketers doing this thing. 249 00:30:55,960.0113934 --> 00:30:57,500.0113934 Have something cross functional. 250 00:30:57,600.0113934 --> 00:31:16,40.0113934 And then ultimately, when you go beyond marketing, cross functional across the different functions outside of marketing, right? Legal, and product management, and so on and so forth, right? So I think having an AI council begins to reinforce the importance of diverse perspectives. 251 00:31:16,140.0113934 --> 00:31:18,250.0113934 So that, that's a really good starting point. 252 00:31:18,350.0113934 --> 00:31:18,660.0113934 Yeah. 253 00:31:18,760.0113934 --> 00:31:20,770.0103934 And I think that's a great call out. 254 00:31:20,870.0103934 --> 00:31:32,175.0113934 And one thing that I think Aaron and I are looking at is like, how can us as leaders, use AI to potentially advance DE& I within our organizations? Do you have any ideas for us? Yeah. 255 00:31:32,275.0113934 --> 00:31:51,720.0123934 Always talk about there are sometimes certain groups are not as vocal or are not given the space to be vocal, right? To the extent that we can do, lunch and learns to the extent that we can do a lot of sharing, right? Especially in AI where there are no best practices, there, there are no. 256 00:31:51,820.0123934 --> 00:32:19,749.9143934 Like perfect examples, we're literally learning from each other every day, right? When I learned something the night before I put it on LinkedIn the next day, and I'm like, this is what I found out, right? What did you guys find out? And I always say, Hey, if you do this on your own time, can you give us your perspective? I think same thing in companies have this culture of sharing, have this culture of experimentation and allow everyone to do that, like literally everyone. 257 00:32:19,849.9143934 --> 00:32:36,409.9128934 And in that everyone state, whether it's a lunch and learn or every Friday to give people the opportunity to say and share what they learned, and I'm hoping that you will get, a lot more diverse opinions and diverse perspectives and make different kinds of people shine. 258 00:32:36,509.9128934 --> 00:32:38,959.9128934 Along the way, right? So you accomplish two things. 259 00:32:39,59.9128934 --> 00:32:42,859.9128934 You accomplish learning and sharing from an AI perspective. 260 00:32:42,869.9128934 --> 00:32:48,579.9128934 And then secondly, you give space and time to all different kinds of people. 261 00:32:48,679.9128934 --> 00:32:49,659.9128934 That's such a great tip. 262 00:32:49,689.9128934 --> 00:32:53,69.9128934 you hit it right on the head is that there are no best practices yet. 263 00:32:53,89.9128934 --> 00:32:56,939.9128934 We're in this even playing field in terms of we're learning together. 264 00:32:57,139.9128934 --> 00:33:01,369.9128934 And I think that creates some really unique opportunities that, we didn't have before. 265 00:33:01,409.9128934 --> 00:33:08,39.9118934 And, as marketers, you can build on all your experience, but somebody coming in has the same access, which is really, I think, exciting. 266 00:33:08,189.9118934 --> 00:33:15,239.9108934 One thing about what you just said there, Erin, this is a space, I think, where we can't really have imposter syndrome. 267 00:33:15,339.9108934 --> 00:33:16,519.9118934 Because no one really knows. 268 00:33:16,619.9118934 --> 00:33:17,9.9118934 Yeah. 269 00:33:17,109.9118934 --> 00:33:17,709.9118934 Wow. 270 00:33:17,809.9118934 --> 00:33:30,40.0118934 Why are you judging me? You don't know either, right? It's even Sam Altman says, those, the AI leaders say, just like we don't know how the human mind works, we don't exactly know how AI works. 271 00:33:30,140.0118934 --> 00:33:34,350.0118934 So I'm like, hey, don't worry about people judging you, because they don't know. 272 00:33:34,450.0118934 --> 00:33:46,310.0118934 So I think that in and of itself should give us the confidence, and I think that's part of my confidence, right? My confidence comes from just being intensely curious and experimenting with this thing and just sharing it. 273 00:33:46,430.0108934 --> 00:33:50,280.0103934 And I'm like, I don't know if this is a best practice, but this is what I found out. 274 00:33:50,280.0103934 --> 00:33:53,210.0108934 What do you guys think? And people are like, Oh that's amazing. 275 00:33:53,260.0108934 --> 00:33:55,120.0108934 Back to the imposter syndrome thing. 276 00:33:55,220.0108934 --> 00:34:00,300.0108934 I think it's so common, especially for marketers, women, in tech and all sorts of things. 277 00:34:00,400.0108934 --> 00:34:05,250.0118934 Lean in, because this one is a place where not a lot of people can judge. 278 00:34:05,445.0113934 --> 00:34:06,765.0113934 that's such a powerful message. 279 00:34:06,805.0113934 --> 00:34:15,859.9098934 And, looking ahead, what do you think is the most promising opportunity for the intersection of AI and DE& I in an organization or just even as professionals? so much. 280 00:34:15,979.9098934 --> 00:34:16,539.9098934 Oh, wow. 281 00:34:16,549.9098934 --> 00:34:17,539.9098934 That's loaded. 282 00:34:17,540.0098934 --> 00:34:20,839.8098934 That is loaded. 283 00:34:20,939.8098934 --> 00:34:36,39.8108934 I think, AI is one of those that's going to change not just the way we work, but the way we live, right? And one of the most powerful things that we can do is to ensure that we are having conversations. 284 00:34:36,139.8108934 --> 00:34:39,639.8108934 On both sides of the supply and demand equation. 285 00:34:39,659.8108934 --> 00:34:41,469.8108934 And let me just break that down a little bit. 286 00:34:41,569.8108934 --> 00:35:01,49.7108934 There's so much conversation on the supply side, meaning advancing advancements in AI technology, lots of data centers, chips features, functionality, all sorts of capabilities being announced almost every day, right? Use cases, new platforms, new technologies, all sorts of things. 287 00:35:01,149.7108934 --> 00:35:41,859.7128934 On the demand side, there's crickets not so much conversation around what does responsible use mean, right? How do we ensure that we have all voices heard? How do we ensure diverse voices are heard, right? Those kinds of things, or what a future of work, The demand side conversation is not there, right? Or there's that regulation, there's not enough conversation about that, right? I'm not even saying we need to solve for those things, but can we just have a little bit more conversation about it, right? Because the lack of conversation on that side creates a gap, right? I think the opportunity here, the intersection, is when we get that balance right. 288 00:35:41,959.7128934 --> 00:36:00,684.6128934 When we don't get that balance that I think it's It begins to teeter on perhaps more risk to humanity rather than more benefits to humanity, right? And we can't stop this thing, the cat's out of the bag, right? And I feel like the demand side of AI is playing catch up. 289 00:36:00,784.6128934 --> 00:36:07,554.6128934 And it might be where it has to get super bad before real conversation happens. 290 00:36:07,654.6128934 --> 00:36:09,944.6118934 And hopefully that doesn't happen. 291 00:36:10,144.6118934 --> 00:36:21,194.6108934 I think that's where the opportunity is to the extent that AI leaders, companies, and more voices begin elevating these conversations around the demand side. 292 00:36:21,294.6108934 --> 00:36:25,384.6108934 I think that could help mitigate some of the potential risks moving forward. 293 00:36:25,484.6108934 --> 00:36:29,134.6098934 I completely agree, especially, we need more discussion about regulation. 294 00:36:29,234.6098934 --> 00:36:34,54.6098934 And ethical AI governments as well as companies need to be doing that right now. 295 00:36:34,154.6098934 --> 00:36:34,644.6098934 Okay. 296 00:36:34,754.6098934 --> 00:36:37,64.6098934 This has been a phenomenal conversation. 297 00:36:37,74.6098934 --> 00:36:40,904.6093934 I could do this for hours, but I know that we can't have you for all that time. 298 00:36:40,904.6093934 --> 00:36:46,354.6098934 So to wrap us up here at FutureCraft marketing, we're all about giving our listeners practical tips. 299 00:36:46,454.6098934 --> 00:36:48,924.6098934 And tricks on how to use AI. 300 00:36:49,24.6098934 --> 00:36:53,514.6098934 So I'm going to ask you four questions and just give me your four, quick ideas on it. 301 00:36:53,554.6098934 --> 00:36:53,914.6098934 Okay. 302 00:36:54,24.6098934 --> 00:36:54,694.6098934 Rapid fire. 303 00:36:54,854.6098934 --> 00:36:55,124.6098934 Okay. 304 00:36:55,134.6098934 --> 00:36:55,864.6098934 Rapid fire. 305 00:36:55,964.6098934 --> 00:36:56,534.6108934 First one. 306 00:36:56,554.6098934 --> 00:37:00,394.6118934 What's your best quick AI tip? Best quick AI tip. 307 00:37:00,494.6118934 --> 00:37:04,924.5123934 I gave it earlier, but take a picture, start asking AI about it. 308 00:37:05,24.5123934 --> 00:37:05,284.5123934 Yeah. 309 00:37:05,284.5123934 --> 00:37:10,774.5123934 Data, redacted, don't use confidential information, put it in a, in AI assistant of your choice. 310 00:37:10,874.5123934 --> 00:37:11,694.5123934 Ask it about it. 311 00:37:11,794.5123934 --> 00:37:16,414.5123934 So I think it's a super quick way to understand the power of AI. 312 00:37:16,514.5123934 --> 00:37:16,974.5123934 Love it. 313 00:37:17,74.5123934 --> 00:37:24,264.5113934 What's your best prompt, workflow, or GPT that you love to use? My best prompt or workflow, oh, I love this one. 314 00:37:24,364.5113934 --> 00:37:31,104.5113934 I like using AI as a thought partner, but I don't stop with using just one AI tool. 315 00:37:31,204.5113934 --> 00:37:36,224.5113934 So I might be having a conversation with ChatGPT and it's telling me about a picture, right? ChatGPT. 316 00:37:36,224.6113934 --> 00:37:36,232.0113934 ChatGPT. 317 00:37:36,232.0113934 --> 00:37:36,239.4113934 ChatGPT. 318 00:37:36,339.4113934 --> 00:37:38,249.4113934 or analyzing some data. 319 00:37:38,349.4113934 --> 00:37:46,799.4103934 I take that response, cut, paste into Claude, and I say, Claude, here's a conversation I'm having with ChatGPT, and here's what it said. 320 00:37:46,809.4103934 --> 00:37:50,159.4113934 What do you think of it? Claude answers. 321 00:37:50,259.4113934 --> 00:37:52,649.4123934 And sometimes they agree, sometimes they disagree. 322 00:37:52,749.4123934 --> 00:37:57,169.4123934 And then I cut and paste back into ChatGPT, and I said, ChatGPT, Claude has a different opinion. 323 00:37:57,169.4123934 --> 00:38:00,789.4123934 What do you think of this? So I love having. 324 00:38:00,889.4123934 --> 00:38:13,309.4133934 Two thought partners in the process, it one, it mitigates hallucinations just in case one of them is hallucinating, right? The other one, it just makes your idea so much better because now you've got two, two ideas sets of ideas to play off of. 325 00:38:13,409.4133934 --> 00:38:13,709.4133934 Yup. 326 00:38:13,829.4133934 --> 00:38:14,709.4133934 That's fantastic. 327 00:38:14,809.4133934 --> 00:38:21,769.4143934 What is your best tip for keeping up with all of this AI and marketing news? Like it seems like there's a lot coming at us. 328 00:38:21,869.4143934 --> 00:38:25,129.4143934 Yeah, I don't follow everyone because I would go nuts. 329 00:38:25,229.4143934 --> 00:38:36,309.4123934 There is one podcast that I do not miss and it is the the AI show from the Marketing AI Institute and it's with Paul Reitzer and Mike Caput. 330 00:38:36,409.4123934 --> 00:38:38,99.4123934 It drops every Tuesday. 331 00:38:38,199.4123934 --> 00:38:42,169.4123934 And I listen to it when I'm walking the dog or on the treadmill. 332 00:38:42,269.4123934 --> 00:38:42,709.4123934 Nice. 333 00:38:42,809.4123934 --> 00:38:46,249.4123934 You mean other podcasts you don't miss besides this one, right? Yes. 334 00:38:46,349.4123934 --> 00:38:46,809.4123934 Yes. 335 00:38:46,869.4113934 --> 00:38:48,289.4123934 This is the one that I don't miss. 336 00:38:48,399.4123934 --> 00:38:49,939.4123934 The other ones that is a great show. 337 00:38:49,939.4123934 --> 00:38:51,599.3123934 I listen to that one too. 338 00:38:51,649.4123934 --> 00:39:03,309.4123934 Last one, what technology specific to Gen AI or AI should our listeners check out that they may not know about? Okay, I don't know who knows and doesn't know, so I'm going to tell you like my four technologies. 339 00:39:03,409.4123934 --> 00:39:07,709.4123934 Geez, did I pay for it? ChatGPT class is at the top of my list. 340 00:39:07,809.4123934 --> 00:39:10,849.4133934 The next one is Claude III Opus. 341 00:39:10,949.4133934 --> 00:39:16,159.4143934 Mainly because I like the way it writes and I don't like the way the ChatGPT writes. 342 00:39:16,259.4143934 --> 00:39:21,609.4143934 And the third one is perplexity, which I use for research and search. 343 00:39:21,709.4143934 --> 00:39:24,739.4133934 Sorry, Google, but I am a perplexity fan right now. 344 00:39:24,839.4133934 --> 00:39:29,59.4123934 And then the last one that I just discovered was recently. 345 00:39:29,159.4123934 --> 00:39:33,549.4123934 And it's 39 bucks lifetime, so it's not a monthly thing, so I just paid my 39 bucks. 346 00:39:33,649.4123934 --> 00:39:36,189.4123934 It's called chathub. 347 00:39:36,189.5123934 --> 00:39:36,599.3123934 gg. 348 00:39:36,699.3123934 --> 00:39:37,639.3123934 And don't put chathub. 349 00:39:37,689.3123934 --> 00:39:41,69.3123934 com because you might end up in a place where you don't want to be. 350 00:39:41,169.3123934 --> 00:39:41,729.3133934 But Just kidding. 351 00:39:41,829.3133934 --> 00:39:43,129.3133934 Maybe you want to be there, I don't know. 352 00:39:43,229.3133934 --> 00:39:44,49.3133934 And it's chathub. 353 00:39:44,109.3133934 --> 00:39:57,939.3133934 gg, but basically you enter your prompt, and then it gives you, It's up to six windows and those six windows are six different assistants, AI assistants, and it shows you the responses simultaneously side by side. 354 00:39:58,129.3133934 --> 00:40:06,149.2133934 So you can have Gemini next to Claude next to ChatGPT next to Mixtral, Mistral, and so on. 355 00:40:06,149.2133934 --> 00:40:12,409.2133934 So it's super powerful and it's always interesting to see how the different AI assistants respond to the same. 356 00:40:12,509.2133934 --> 00:40:12,909.2133934 Wow. 357 00:40:13,19.2133934 --> 00:40:14,379.2133934 I'm definitely going to have to check that one out. 358 00:40:14,379.2133934 --> 00:40:15,559.2133934 I didn't know about that one. 359 00:40:15,659.2133934 --> 00:40:17,59.2133934 Yeah, make sure it's Gigi though. 360 00:40:17,159.2133934 --> 00:40:17,479.2133934 Gigi. 361 00:40:17,529.2133934 --> 00:40:19,489.2133934 com, just a reminder for everyone listening. 362 00:40:19,499.2133934 --> 00:40:21,689.2123934 No, it's tat hub dot Gigi. 363 00:40:21,689.3123934 --> 00:40:22,149.3123934 Gigi. 364 00:40:22,249.3123934 --> 00:40:24,219.3133934 Liz, this has been amazing. 365 00:40:24,309.3133934 --> 00:40:36,729.3133934 One thing I really appreciate about this conversation today was we really talked about the human aspect of all of this innovation that's happening and from adoption to, Ethical AI and then D and I, which we all think is really important. 366 00:40:36,739.3133934 --> 00:40:42,859.3123934 So thank you so much for joining us and everyone, please follow Lisa on LinkedIn follow our content. 367 00:40:42,859.3123934 --> 00:40:43,609.3133934 It's amazing. 368 00:40:43,649.3123934 --> 00:40:45,629.3128934 And we'll be back And we're back. 369 00:40:45,729.3128934 --> 00:40:47,389.3128934 That was a great interview with Liza. 370 00:40:47,459.3128934 --> 00:40:49,429.3128934 Erin, what did you think? I loved it. 371 00:40:49,599.3128934 --> 00:40:55,669.3108934 I always get so much out of Liza's presentations and, she has some really great LinkedIn posts as well. 372 00:40:55,669.3108934 --> 00:41:03,949.3118934 I've used a lot of her, artifacts and insight in my everyday one of the things I thought was a interesting was the idea of chat hub. 373 00:41:03,959.3118934 --> 00:41:07,959.3118934 gg actually have tried that and it's so cool. 374 00:41:08,59.3118934 --> 00:41:12,679.3118934 It really gives you a view of all of the different chat bots out there. 375 00:41:12,679.3118934 --> 00:41:15,79.3118934 And so you can compare, what do you like best? I found that. 376 00:41:15,179.3118934 --> 00:41:24,659.3118934 clod I like for the writing capabilities, but ChatGPT, I can go a little bit deeper in of some of the personas that I'm building, but it's it's a really cool tool. 377 00:41:24,659.3118934 --> 00:41:25,869.3118934 So I really love that tip. 378 00:41:25,969.3118934 --> 00:41:28,359.3118934 What'd you think? Yeah, I thought that was a great one, too. 379 00:41:28,489.3118934 --> 00:41:32,719.2118934 The one that really stuck out to me was towards the end when we were talking about DE and I. 380 00:41:32,719.3118934 --> 00:41:35,759.3108934 I think that this is a topic that we need to be aware of. 381 00:41:35,859.3108934 --> 00:41:43,99.3108934 There's a bit of an ethical aspect to how AI is going to be used, but there's also an accessibility component as well. 382 00:41:43,109.3108934 --> 00:41:47,739.3118934 And as we're learning together, I think it's just something we should keep in the back of our heads. 383 00:41:47,739.3118934 --> 00:41:49,89.3118934 So I really appreciated that. 384 00:41:49,189.3118934 --> 00:41:49,499.3118934 If. 385 00:41:49,599.3118934 --> 00:41:54,639.3118934 You out there have it checked out Liza Adams, LinkedIn her content is phenomenal. 386 00:41:54,709.3118934 --> 00:41:57,629.3108934 She's got some great frameworks on there, so I encourage you to check them out. 387 00:41:57,629.3118934 --> 00:42:01,389.3108934 They will save you a ton of time and really help you get a better understanding. 388 00:42:01,489.3108934 --> 00:42:02,479.3108934 That was a great session. 389 00:42:02,579.3108934 --> 00:42:03,89.3108934 Yeah. 390 00:42:03,189.3108934 --> 00:42:10,419.4103934 For our tech review today, Erin, who do we have in store to review? Copy AI gives you an opportunity of where to start. 391 00:42:10,449.4093934 --> 00:42:14,299.4113934 So it gives you these prompts that are a little bit more pre baked. 392 00:42:14,399.4113934 --> 00:42:18,559.4113934 you don't have to come up with your own and you don't have to have the background of how to prompt really well. 393 00:42:18,659.4113934 --> 00:42:24,929.4113934 And I'm curious about that because I feel like at the output is only as good as the prompt that you give. 394 00:42:25,109.4113934 --> 00:42:48,504.3108934 So do you feel like it helps with, getting started with content or headlines or how do you use it? Yeah, so there's those things certainly in terms of creating content and building up, different assets, but I think one of the things that's really cool is they've got this prompt library, which I know, some of the others out there like Jasper have as well, but really being able to use like a jobs to be done framework. 395 00:42:48,514.3108934 --> 00:42:51,604.3108934 I love this one where you can Select jobs to be done. 396 00:42:51,614.3108934 --> 00:42:54,114.3108934 It gives you the prompt you put in what you're looking for. 397 00:42:54,144.3108934 --> 00:43:16,774.3123934 And then the outputs are really pretty good I think the other thing that's really cool establish your brand voice So and you can have multiple so if you're let's say you have somebody that's a certain voice in your organization or you have your normal, overall brand voice that you're using actually load that up so that the responses when you're creating content or even just doing different strategies will give you the output in your brand voice. 398 00:43:16,929.3123934 --> 00:43:27,599.3123934 Obviously you're still gonna have to edit like any, ChatGPT type or any sort of a tool where, you need that human element, but it gives you a little bit more of the brand voice from the outset. 399 00:43:27,699.3123934 --> 00:43:37,109.3123934 The other thing I think that's really cool is you actually have this info base and info base will give you, you can upload all of different artifacts, case studies, of that nature. 400 00:43:37,209.3123934 --> 00:43:39,914.2123934 And when you're thinking through different whether it's. 401 00:43:40,34.3123934 --> 00:43:46,264.3123934 Persona building or content creation to actually reference the content and you can almost use it as a CMS, which is cool. 402 00:43:46,264.3123934 --> 00:43:54,464.3093934 So if you're thinking I'm going to craft a nurture I can actually reference the nurture pieces and it will pull from those that library that you have, which is neat. 403 00:43:54,564.3093934 --> 00:43:55,134.3093934 Wow. 404 00:43:55,134.3093934 --> 00:44:00,114.3093934 So it can actually almost help you build your nurture by assessing what you currently have. 405 00:44:00,114.3093934 --> 00:44:04,594.3093934 And then it sounds like it also could help you create new content, or at least get you started. 406 00:44:04,694.3093934 --> 00:44:06,324.3093934 Is that right? Yeah, that's right. 407 00:44:06,354.3093934 --> 00:44:07,234.3093934 it's not perfect. 408 00:44:07,264.3093934 --> 00:44:07,864.3093934 Like anything. 409 00:44:07,864.3093934 --> 00:44:10,904.3093934 It's got a little bit of, duplicative functionality. 410 00:44:10,944.3093934 --> 00:44:20,994.3103934 So I think if your team or you're more comfortable in creating your own prompts, then ChatGPT Pro or Clod or any of the other, tools out there might be a little better. 411 00:44:21,94.3103934 --> 00:44:24,404.3103934 That being said, It does give you a starting point. 412 00:44:24,434.3103934 --> 00:44:33,314.3108934 And I think a lot of adoption challenges coming back to, really, how do we get people to use it more and be comfortable with it? It gives you that starting point, which I think is a real benefit. 413 00:44:33,374.3108934 --> 00:44:40,694.3108934 Know, the outputs, if I compare apples to apples, sometimes I think that the outputs and other tools are better, Yeah, that's an interesting point. 414 00:44:40,714.3108934 --> 00:44:51,684.3098934 You think about sometimes when we're using AI, we want the output, right? We're thinking about content creation, but sometimes we just need a, place to get started or we need to get a little bit of direction or even to know what's possible. 415 00:44:51,784.3098934 --> 00:45:01,334.3088934 Do you think that this is a good tool for that? Yeah, I think so I'm going to give it a seven out of 10, It does have some limitations, obviously around imagery and things like that. 416 00:45:01,344.3078934 --> 00:45:09,84.3088934 You're still gonna have to use another tool, yeah, I actually used copy AI a few years ago, and I am curious to see how it's changed. 417 00:45:09,134.3088934 --> 00:45:20,14.4078934 I'm especially curious about the content management aspect of that, because helping me know how to leverage the current contents that I have could be helpful in just executing a little bit faster, yeah, totally. 418 00:45:20,24.4078934 --> 00:45:21,574.4078934 Jasper does a similar thing. 419 00:45:21,574.4078934 --> 00:45:31,544.4078934 There are other tools out there that certainly do a similar thing, but it does help when you're able to reference the different types of assets that you have, that, really accelerates some of the content that you're able to create. 420 00:45:31,624.4068934 --> 00:45:34,954.4068934 and that's a wrap to our episode for today. 421 00:45:35,54.4068934 --> 00:45:37,944.4068934 Thanks again, Liza Adams, for joining us. 422 00:45:38,44.4068934 --> 00:45:39,694.4068934 And thank you all for listening. 423 00:45:39,844.4068934 --> 00:45:43,444.4068934 And until next time, let's craft the future of marketing together.