Brand Survival Guide: Adapting to the AI Era, Tackling Deepfakes, and Upholding Ethics with Karrie Sanderson

Episode Summary: 

In this episode, hosts Ken Roden and Erin Mills talk AI and brand marketing with guest Karrie Sanderson. They discuss how AI is reshaping marketing and the importance of leveraging AI for customer research and deeper insights. Karrie emphasizes the need for brands to maintain authenticity and build trust with customers in the age of AI. She also shares strategies for safeguarding brand reputation, handling PR and crisis management, and educating customers about AI ethics. The conversation highlights the role of AI in enhancing media outreach, finding the right influencers, and differentiating brands in a crowded market.

00:53 AI in Everyday Life: Ken's Fashion Experiment

04:40 AI's Impact on Brand Marketing

16:58 AI in PR and Brand Protection

24:42 Navigating AI Adoption: Tips and Cautions

25:47 AI's Role in PR and Crisis Management

28:52 AI as a Differentiator in Recruitment

34:18 Practical AI Tips and Tools

41:10 Tech Review: Descript

44:51 Final Thoughts and Takeaways

 

Key Takeaways:

• AI is reshaping marketing by providing valuable insights and streamlining processes across the entire marketing team.
• Leveraging AI for customer research can provide deeper insights and better brand positioning.
• Balancing AI and human creativity is crucial for maintaining authenticity and building trust with customers.
• Brands should be proactive in preparing for deepfakes and establishing crisis communication plans.
• Organizations should have AI ethics committees to ensure responsible and ethical AI usage.
• AI can optimize media outreach, monitor trends, and enhance PR efforts, but human judgment is still essential in PR and crisis management.

About our Guest:

Karrie Sanderson is a visionary marketing leader known for driving growth and innovation across industries, including SaaS, healthcare, consumer products, and more. With a background in engineering, Karrie leverages her data-driven approach to provide effective strategies for brand and market development. She is the founder of KES Consulting and has held leadership positions at companies such as Coca-Cola, Starbucks, Typeform, and Smartsheet.

Notable Quotes:

• "Understanding that brand is about reputation and credibility is key when discussing AI and brand." - Karrie Sanderson
• "AI tools allow you to inject your brand voice and key messages, making it easier to stay on brand." - Karrie Sanderson
• "Humans are emotional decision-makers, so injecting emotion into your brand messaging is crucial for authenticity." - Karrie Sanderson
• "Using AI for proactive PR efforts can help identify emerging trends and topics to pitch and avoid oversaturation." - Karrie Sanderson
• "Educating employees about AI and encouraging them to report any suspicious content can help protect your brand." - Karrie Sanderson

Resources:

• KES Consulting
• Marketing AI Institute

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Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

Episode Transcript

(00:00):
.999Hey crafters.
Just a reminder, this podcast is for informational and entertainment purposes only and should not be considered advice. 3 00:00:08,330.0000000002 --> 00:00:18,10.001 The views and opinions expressed our own and do not represent those of any company or business we currently work with are associated with, or have worked with in the past. 4 00:00:18,360.001 --> 00:00:20,920.001 Thanks for tuning in to the future craft marketing podcast. 5 00:00:21,190.001 --> 00:00:22,160.001 Let's get it started. 6 00:00:27,560.001 --> 00:00:28,130.001 Hey there. 7 00:00:28,170.001 --> 00:00:34,580.001 Welcome to the Future Craft Marketing Podcast, where we're exploring how AI is changing all things from brand to demand.

(00:35):
I'm Ken Roden, one of your guides on this exciting new journey.
And I'm Erin Mills, your other co host, and together we're here to unpack the future of AI and marketing.
We'll share some insights, test the latest technology, interview industry pioneers, and talk to folks doing really cool things.
So Ken, tell me a really cool thing you've been doing with AI.

(00:57):
.998Well, Erin, I continue to find use cases for AI throughout my life, so I am getting ready to go away. 13 00:01:06,299.998 --> 00:01:15,499.998 On vacation, and I needed some help understanding what outfits match because I don't have a, I for fashion at all. 14 00:01:15,819.997 --> 00:01:26,419.998 And so I started with a shirt and I said to ChatGPT, I have these other items, what would go well with it? And it said, Oh, it would go well with one of these two things. 15 00:01:26,449.998 --> 00:01:29,339.998 And then I combined it with that, took a picture of it again. 16 00:01:29,679.998 --> 00:01:30,269.948 Uploaded it. 17 00:01:30,269.948 --> 00:01:31,979.998 And I was like, this is a perfect match. 18 00:01:32,229.998 --> 00:01:35,719.998 And then it was like, it would be complimented by a pair of khaki shorts. 19 00:01:36,69.998 --> 00:01:38,549.998 And so now I'm using it to help me dress myself. 20 00:01:38,899.998 --> 00:01:42,439.898 It's, it saves me time and makes me confident in my decisions. 21 00:01:42,839.898 --> 00:01:43,699.898 That's incredible. 22 00:01:43,759.898 --> 00:01:50,469.898 Have you taken it out into the world and used one of these outfits? I am wearing the shirt right now that I did ask it about. 23 00:01:50,669.898 --> 00:01:52,929.898 And it said this shirt matched my. 24 00:01:53,279.898 --> 00:01:55,869.898 I don't know what to call it, my palette, if you will. 25 00:01:56,69.898 --> 00:02:13,799.897 So I've been doing that, but I will let you know how this goes when I take this out into the wilderness and if people stare at me cause my clothes clash or something, What about you? What cool things are you doing with it? Well, I've been working on our episodes as you and I are new to podcasting. 26 00:02:13,819.897 --> 00:02:16,679.897 We have been testing out a lot of tech. 27 00:02:17,149.897 --> 00:02:22,509.897 We'll also talk about this a little bit later in the tech review, but have been doing a ton of stuff in Descript. 28 00:02:22,899.897 --> 00:02:36,599.897 And so one of the things that is really great is I've been testing a lot the AI functionality Whether it's cutting out the ahs and ums, which apparently you and I do a lot of, I don't agree. 29 00:02:36,999.897 --> 00:02:41,909.897 it's been really interesting to see how much faster the editing process goes. 30 00:02:42,99.897 --> 00:02:45,789.896 As opposed to our first episode where I really didn't leverage the AI tools. 31 00:02:46,289.896 --> 00:02:49,299.896 I did try one piece of AI. 32 00:02:49,339.896 --> 00:02:51,229.896 I'll talk about a little bit later. 33 00:02:51,579.896 --> 00:02:53,269.896 Did not work out real well. 34 00:02:53,539.896 --> 00:02:57,789.896 But Descript has a little bit of work to do on that piece, but until later. 35 00:02:58,189.896 --> 00:03:02,969.896 Who are we talking to today? Erin, I know sometimes you're really excited to talk to our guests. 36 00:03:03,319.896 --> 00:03:10,449.896 Our guest today, I am nerding out talking to Karrie Sanderson, who's the founder of KES consulting. 37 00:03:10,709.895 --> 00:03:27,779.895 She is a brand marketing expert and I've been following her for a little while now, and I just love how she really thinks about how AI is going to impact brand beyond logos or taglines, but actually like the human element and the perception of. 38 00:03:28,159.895 --> 00:03:30,769.895 You're branded the market in this world of AI. 39 00:03:30,859.895 --> 00:03:31,939.895 I think it's going to be a great interview. 40 00:03:32,289.895 --> 00:03:33,359.894 Yeah, I can't wait. 41 00:03:33,449.895 --> 00:03:38,839.894 She's got a really good customer centric way she goes about the things that she's doing. 42 00:03:38,839.894 --> 00:03:41,249.894 After this, we'll get into that interview. 43 00:03:41,599.894 --> 00:03:41,909.894 All right. 44 00:03:41,929.894 --> 00:03:42,809.894 And we're back. 45 00:03:43,59.894 --> 00:03:46,139.894 Really excited for today's guest, Karrie Sanderson. 46 00:03:46,139.894 --> 00:03:55,949.894 Karrie Sanderson is a visionary marketing leader known for driving growth and innovation across industries, including SAS, health care, consumer products, and more. 47 00:03:56,199.894 --> 00:04:03,529.894 Her superpower is leveraging customer and marketing insights for effective strategy, brand and market development, and driving overall growth. 48 00:04:03,879.894 --> 00:04:09,399.894 She leverages various AI technologies and strategies to unlock added potential in these core areas. 49 00:04:09,819.894 --> 00:04:18,289.895 Karrie recently founded KES Consulting and is providing go to market guidance for clients from tech startups to the Fortune 500. 50 00:04:18,639.895 --> 00:04:28,749.895 After leading the brand efforts as companies such as Coca Cola and Starbucks Karrie moved into SAS and was most recently CMO at Typeform and VP of Marketing at Smartsheet. 51 00:04:29,99.895 --> 00:04:31,509.895 Karrie, really excited to hear from you today. 52 00:04:31,559.895 --> 00:04:32,869.895 Thank you so much for joining us. 53 00:04:33,219.895 --> 00:04:33,759.895 Hi, Erin. 54 00:04:33,779.895 --> 00:04:34,629.895 Thank you so much. 55 00:04:34,629.895 --> 00:04:36,879.896 Karrie, I am so excited to have you here. 56 00:04:36,889.896 --> 00:04:39,929.896 Brand is one of my favorite topics to cover in marketing. 57 00:04:40,219.896 --> 00:04:43,199.896 To kick us off, can you share how. 58 00:04:43,539.897 --> 00:04:48,259.897 AI is currently reshaping marketing specifically in the brand arena. 59 00:04:48,609.897 --> 00:04:48,899.897 Yeah. 60 00:04:48,899.897 --> 00:04:54,69.896 I think the first thing is, brand is a word that people can attach a lot of different definitions to. 61 00:04:54,109.897 --> 00:04:58,499.897 So my definition of brand is it's about your reputation. 62 00:04:58,549.897 --> 00:05:00,829.896 It's about your credibility as a company. 63 00:05:00,879.896 --> 00:05:06,379.896 It's more than just logos and style guides and messaging frameworks, right? It's more than that. 64 00:05:06,429.896 --> 00:05:12,709.896 Understanding that frame that I have is really important to how I talk about AI and brand. 65 00:05:13,59.896 --> 00:05:17,209.896 I think the most important thing is in marketing in general, AI is coming. 66 00:05:17,219.896 --> 00:05:18,529.896 It's here whether you want it or not. 67 00:05:18,529.896 --> 00:05:20,999.896 It's already been embedded in many of the tools that we've used. 68 00:05:21,349.896 --> 00:05:27,879.896 It's now that we have the keys and as marketers, we can decide how we want to do it versus how whatever tool we're using is doing it. 69 00:05:28,379.895 --> 00:05:34,479.895 I think it should be used all the way from the leadership and marketing to understand what's happening in markets. 70 00:05:34,489.895 --> 00:05:49,339.895 You can leverage AI for research to understand where you should be focusing from a go to market perspective, all the way to the most junior people in your organization who can use it to vet ideas, AB test headlines, draft some content that they can then take and shape their own. 71 00:05:49,779.895 --> 00:05:50,769.896 It's really limitless. 72 00:05:50,829.895 --> 00:05:55,359.797 But I think it needs to be used across the entire marketing team in order to be effective. 73 00:05:55,859.797 --> 00:06:05,449.797 I think it's really interesting thinking about how AI can impact every part of the organization and also how the brand positioning actually impacts every part of the organization. 74 00:06:05,454.797 --> 00:06:11,204.797 So I love what you said there and you've mentioned the importance of customer research in shaping brand messages. 75 00:06:11,504.797 --> 00:06:25,904.797 How do you think AI can enhance the process to provide deeper insights for better brand positioning? Yeah, this is one of my favorite use cases for ai, for marketing, because I'm an engineer by education, so I'm very data driven and insight driven in how I approach brand and marketing. 76 00:06:26,284.797 --> 00:06:40,724.796 And a lot of what we used to take either a lot of time and a lot of manual research and took a human bias into it, if you will, of, collecting market insights, collecting, feedback, looking through all the reviews that maybe somebody posted. 77 00:06:41,74.796 --> 00:06:45,594.796 Now you can take all of that pretty quickly, consolidate it, and then put it into. 78 00:06:45,864.796 --> 00:06:56,604.796 Whatever AI tool you're using and ask it to summarize the insights for you and understand at levels that either took a lot of legwork to do or simply weren't possible. 79 00:06:56,614.796 --> 00:07:03,404.797 So starting from there, leveraging AI as a research assistant and a way to get that market insight, I think is the first piece. 80 00:07:03,809.797 --> 00:07:08,429.797 Of the puzzle and, you can use your online reviews, G2, Trust Radius. 81 00:07:08,429.797 --> 00:07:13,499.797 You can look at your community of people on your website as well and see what they're saying just to get sentiment. 82 00:07:13,839.797 --> 00:07:15,599.796 So there's a lot of really good ways to use it. 83 00:07:16,99.796 --> 00:07:25,749.796 Yeah, I think the other thing that's really interesting is around just the fear about you get all these insights, but then you start to create things and it feels really impersonal. 84 00:07:26,149.796 --> 00:07:35,669.797 how do we as marketers, strike a balance between leveraging AI for efficiency, but really maintaining an authentic human tone? to me, the way that I leverage AI is. 85 00:07:35,949.797 --> 00:07:42,269.796 first of all, you have to think about consistency, and especially if you're in a fast moving tech environment. 86 00:07:42,769.796 --> 00:07:44,149.796 Everybody's creating things really quick. 87 00:07:44,159.796 --> 00:07:44,769.796 You want to get out there. 88 00:07:44,769.796 --> 00:07:45,689.796 You want to respond. 89 00:07:45,689.796 --> 00:07:50,719.796 It's super easy to lose track of the brand, right? Even if you try to put it out there and communicate it. 90 00:07:50,769.796 --> 00:07:55,219.7965 AI tools allow you to inject, incorporate, here's our brand voice. 91 00:07:55,219.7965 --> 00:07:56,99.796 Here's our brand tone. 92 00:07:56,109.797 --> 00:07:57,179.796 Here's our key messages. 93 00:07:57,189.797 --> 00:07:58,559.796 Here's insights about the audience. 94 00:07:58,569.796 --> 00:08:02,89.797 So that as you're developing content, it's a lot easier to stay on brand. 95 00:08:02,419.797 --> 00:08:04,649.797 So I think that's the first piece that's really important. 96 00:08:04,999.797 --> 00:08:11,359.797 I stay authentic is if your brand positioning and your go to market messaging, and you really understand your customer is strong. 97 00:08:11,709.797 --> 00:08:13,939.797 Then you are more likely to have messages that resonate. 98 00:08:13,939.797 --> 00:08:15,789.797 That's the first piece, the second piece. 99 00:08:15,789.797 --> 00:08:18,59.797 Anyone who knows me knows that I type books all the time. 100 00:08:18,59.797 --> 00:08:28,379.796 It's so easy to get caught up in the features and the benefits, but humans by nature are emotional decision makers 95 percent of decisions are made emotionally and then we justify them later rationally. 101 00:08:28,389.796 --> 00:08:42,419.796 a way to keep your authenticity is to make sure that you're Injecting some emotion into what you're putting out in the market, But when you use customers language, when you tell stories that resonate with them, you create an emotional reaction that is, and feels authentic. 102 00:08:42,419.796 --> 00:08:43,709.796 And that makes your brand stand out. 103 00:08:44,209.796 --> 00:08:52,909.796 You mentioned fear and emotion, right? And I think about a time in the last year where I worked with a team trying to get them to use AI. 104 00:08:52,919.796 --> 00:09:00,289.796 And it was a marketing team who did content, demand gen, and product marketing, And I said, go out there and just explore. 105 00:09:00,289.796 --> 00:09:01,219.796 See what's possible. 106 00:09:01,569.796 --> 00:09:04,229.796 And Regroup to collect everyone's findings. 107 00:09:04,329.796 --> 00:09:09,89.796 I was fascinated because all of them were like, it's going to take creativity from marketing. 108 00:09:09,99.796 --> 00:09:12,349.795 Marketing is going to become boring or like it's all over. 109 00:09:12,599.796 --> 00:09:18,599.796 And they were afraid that this was going to take the fun out of marketing and what makes it so human. 110 00:09:18,599.796 --> 00:09:27,649.796 So I'm curious, Karrie, what are some best practices for keeping, the human aspects of marketing, like creativity and, judgment. 111 00:09:27,989.796 --> 00:09:44,139.796 And how do you link that up with, the analytical capabilities of AI? What I look for is using AI for the repeatable sort of the tasks that no one wants to do anyway, and using it in your processes, in your systems, look for things, whether you're a content leader or. 112 00:09:44,154.896 --> 00:09:53,634.895 PMM, what are those routines that you could leverage AI to free up some of your time, get them going on the processes and tasks and automation that way, that frees up your time. 113 00:09:53,634.896 --> 00:09:57,164.895 So you can be more creative and you can spend more time on deep thinking. 114 00:09:57,404.896 --> 00:10:00,124.8965 It's always hard for each of us to carve out time on our calendar. 115 00:10:00,324.8955 --> 00:10:02,174.8955 how do you get more of that? I would start there. 116 00:10:02,574.8955 --> 00:10:09,974.8955 even if you use AI tools for creating content, and keeping the human in the loop, you hear that a lot right now. 117 00:10:10,324.8955 --> 00:10:17,964.8955 You still need as a human to put your experience, your judgment, your final understanding of is this going to resonate or not on it. 118 00:10:18,454.8945 --> 00:10:24,924.8945 So there's a lot of opportunity to be creative in how you apply AI, how you use it to free up time so you can be more creative. 119 00:10:25,274.8945 --> 00:10:30,814.8945 And I think it actually has a potential to allow more creativity than less, but it will be a shift. 120 00:10:30,864.8945 --> 00:10:32,624.8945 It will be an adjustment of how we work. 121 00:10:33,134.8945 --> 00:10:43,224.894 I think that it's this competitive element to the every company right now is thinking about how do I get ahead with AI? How do I move faster? it's often a crowded market. 122 00:10:43,224.894 --> 00:10:46,594.894 And, a lot of the competitors out there are saying a lot of the same things. 123 00:10:46,764.894 --> 00:10:52,294.894 Curious how you think about AI tools and techniques and differentiating yourself from the competition. 124 00:10:52,674.894 --> 00:11:03,424.895 I think the first thing is you, same as I mentioned at the beginning of our discussion around how you should use AI for understanding your own market, your own customers, your own product offering and how that's resonating. 125 00:11:03,744.894 --> 00:11:14,424.8935 You can do the same thing with your competitors, right? So you can still leverage AI to understand like where are there similarities, where are there parts of the landscape that maybe nobody's talking about or addressing. 126 00:11:14,434.8935 --> 00:11:19,624.8935 there are tools out there now that you can literally put better websites in your own websites. 127 00:11:19,624.8935 --> 00:11:21,934.8945 It's incredible where that shortcuts. 128 00:11:22,284.8945 --> 00:11:26,294.8945 Just the foundational understanding of what's going on to differentiate risk competitors. 129 00:11:26,294.8945 --> 00:11:27,654.8945 I think it's still the same thing. 130 00:11:27,704.8945 --> 00:11:36,364.894 The first piece is how is your product market fit, right? it's going to force everybody to be a lot more honest with themselves about the product market fit of what you do have. 131 00:11:36,364.894 --> 00:11:39,144.8935 And are you really offering something to customers that is. 132 00:11:39,494.8935 --> 00:11:42,974.8935 Meeting a need or a pain that they have, or they have, they don't realize. 133 00:11:43,464.8935 --> 00:11:50,744.8945 And then secondarily, what's ownable by you, where are those differences versus your competitors? So it's the same marketing principles that we've always been using. 134 00:11:50,774.8945 --> 00:11:55,754.8945 I think AI just allows us to get at those insights more quickly and a little bit more objective way. 135 00:11:56,294.8955 --> 00:12:07,944.8955 So to me, that's how I would approach it is get the foundations, look for those opportunities and then lean in as much as you can on in an authentic way and a consistent way with what's different and unique about what you have in the market. 136 00:12:08,294.8955 --> 00:12:08,464.8955 Yeah. 137 00:12:08,464.8955 --> 00:12:17,4.8955 It almost feels once you ran the foundation, AI even makes it more of a gap between you and your competition if you can really find product market fit. 138 00:12:17,504.8955 --> 00:12:18,84.8965 It really is. 139 00:12:18,124.8965 --> 00:12:32,474.8975 I think the other thing too is super interesting and I'll be interested to see where the landscape goes because the digital world, it's going to be so much easier to uplevel, create, be more consistent, lead the market, which I think we're seeing in some cases of content that it. 140 00:12:32,574.8975 --> 00:12:33,984.8975 almost becomes overwhelming. 141 00:12:34,154.8975 --> 00:12:48,864.8955 And I wonder at what point will consumers say enough and start craving either very differentiated experiences, in person experiences not to say that our events should just be all the kinds of things we've always done, but we have little micro meetings, micro events. 142 00:12:48,874.8955 --> 00:12:55,314.7965 I think it's going to challenge us as marketers and then go to market in general to think differently about how we create these experiences. 143 00:12:55,314.7965 --> 00:13:04,4.7965 Engagements with customers outside the digital world, because I think the digital world as everyone gets up to speed on AI and content creation, like the bar will be raised. 144 00:13:04,354.7965 --> 00:13:08,914.7965 And people will start to maybe feel a little bit overwhelmed and crave something different. 145 00:13:09,264.7965 --> 00:13:10,204.7965 That's spot on. 146 00:13:10,254.7965 --> 00:13:13,304.7965 I think that's what consumers and buyers are going to be looking for. 147 00:13:13,634.7965 --> 00:13:25,284.7965 It's crazy to me, the number of LinkedIn comments that you see now that are just, you can tell are generated by And people are, no, no shame to your game, but it's not connecting with your buyers. 148 00:13:25,284.7965 --> 00:13:27,444.7965 And so that's going to impact trust. 149 00:13:27,704.7955 --> 00:13:36,44.7955 One of the things that I really appreciate about the work that you do specifically is around how brand is about connecting with the customer. 150 00:13:36,94.7955 --> 00:13:49,794.7945 How can brands maintain that transparency and build that trust with their customers? When all of this is happening and how can we prevent the risk of, having bias in our AI systems? I think that's a two part question. 151 00:13:50,104.7945 --> 00:13:53,204.7945 Yeah, the first one, yeah, the bias one, I'll hold that one for a second. 152 00:13:53,334.7945 --> 00:13:57,894.7945 I've always felt the biggest gift we have as marketers is the feedback that we get from our customers. 153 00:13:57,954.7945 --> 00:14:03,184.7945 And in some ways it's the feedback we get from people who chose not to be our customers even more valuable. 154 00:14:03,534.7945 --> 00:14:06,824.7935 When I started marketing, digital marketing was in its infancy. 155 00:14:06,824.7945 --> 00:14:16,544.7945 And so the marketing world was create the thing, put it out there, wait a few months for, to see if it worked, right? So there's a blessing and a curse of that immediate feedback. 156 00:14:17,44.7945 --> 00:14:38,604.6945 When you have this opportunity, though, and I think customers now expect to be able to give you feedback immediately on your social channels through chatbots, whatever those things may be, if you treat that as a gift, as a rich resource for understanding what's still not working for your customers where there may be gaps, where the things that you should absolutely amplify and lean in on, what are the things that they really love about you. 157 00:14:38,954.6945 --> 00:14:44,594.6945 there's so much information there, whether it's from a gone call or the chat bot or social feedback and DMs. 158 00:14:44,944.6945 --> 00:14:49,974.6945 the whole company should treat that as gold, because it's really the place where those rich insights. 159 00:14:50,4.6945 --> 00:14:56,744.6945 And as a marketer, I always really want to understand exactly the language the customers are using when they give you that feedback. 160 00:14:56,774.6935 --> 00:15:04,24.6935 Because when you take their words, as opposed to putting into all kinds of jargon that we feel like we need to do, you take their words and play them back to them. 161 00:15:04,374.6935 --> 00:15:05,354.6935 They feel heard. 162 00:15:05,754.6945 --> 00:15:10,24.6945 They feel validated in their decision to choose you or to even consider you. 163 00:15:10,354.6945 --> 00:15:18,544.6945 So I think that as marketers it'll be super tempting to replace that customer voice with whatever comes out of an AI tool that we're using. 164 00:15:18,994.6945 --> 00:15:27,724.6935 I think you should make sure you're capturing that customer voice and feeding that into the AI tool and making sure that it's consolidating it for you so that you can use it back. 165 00:15:28,224.6935 --> 00:15:29,954.6945 Unbiased, second move. 166 00:15:30,304.6945 --> 00:15:40,24.6945 I think the most important thing is being aware that it exists and understanding educating your team on looking for implicit bias things that. 167 00:15:40,374.6945 --> 00:15:48,874.6935 May come through in terms of personal bias, right? Gender, race, ethnicity sexual orientation, religion that may be coming through. 168 00:15:49,224.6935 --> 00:16:01,244.6945 That I think we think of as human bias, but also be careful about bias amongst, markets, So there's a lot of places where if you don't have an AI council yet at your company, you need to get one, establish one. 169 00:16:01,244.6945 --> 00:16:03,814.6945 There's a lot of good resources out there now where you can find it. 170 00:16:03,864.6945 --> 00:16:10,664.6945 I'm looking through any of the providers have that as a part of your AI council, you should have some tenants that are. 171 00:16:11,14.6945 --> 00:16:17,224.6945 Put out to the rest of the organization on how to address bias and look for it and being aware of it is the first piece of addressing it. 172 00:16:17,224.7945 --> 00:16:20,384.795 I think the most important thing is the, there's some bias that you want to create in the system. 173 00:16:20,384.795 --> 00:16:28,444.7955 I don't know if I'd call it bias, but if you're using an AI tool that is helping you write content, You're of course going to want to put your tone of voice, your brand guidelines, your key messaging. 174 00:16:28,454.7955 --> 00:16:30,64.7955 You're going to want to put all the things in there. 175 00:16:30,74.7955 --> 00:16:31,134.7955 So that's important. 176 00:16:31,414.7955 --> 00:16:39,744.7945 But you could also put some other guardrails around balanced use of gender pronouns or things like that, that can help. 177 00:16:40,94.7945 --> 00:16:42,154.7945 But it really is, again, this is the human in the loop. 178 00:16:42,184.7945 --> 00:16:45,404.7945 you should not be publishing things that haven't been reviewed by a human. 179 00:16:45,404.7945 --> 00:16:46,34.7945 AI is not. 180 00:16:46,329.7945 --> 00:16:47,339.7945 ready for that yet. 181 00:16:47,639.7945 --> 00:16:49,549.7945 It's important to still take a look at it. 182 00:16:49,559.7945 --> 00:16:55,369.7935 Somebody who's thinking about it individually in those pieces that are created, but also cohesively and comprehensively across your content. 183 00:16:55,869.7935 --> 00:16:58,189.7935 Yeah, I think that's a really interesting point. 184 00:16:58,239.7935 --> 00:17:02,29.7935 switching gears a little bit to PR, but brand influences PR so much. 185 00:17:02,29.7935 --> 00:17:06,59.7935 And also we're in this 24 hours news cycle where brand really matters. 186 00:17:06,409.7935 --> 00:17:14,759.7945 How do you think about AI to leverage and optimize media outreach and also find the right influencers? Cause there's a lot of risk around. 187 00:17:15,204.7945 --> 00:17:18,794.7945 Somebody says the wrong thing, or, represents something else. 188 00:17:18,854.7945 --> 00:17:22,844.7945 And that can be really challenging for a brand, and also to really cut through the noise. 189 00:17:23,324.7945 --> 00:17:34,294.6945 Yeah, that's one area where I feel like I'd be hesitant to use AI for PR at this point because I think that's an art still that is around quickly reading the room. 190 00:17:34,304.6935 --> 00:17:44,754.6945 You can use it for things like what topics oversaturated right now, or what's becoming hot to think about how you're pitching what you want to put out there in the world, what you want to get picked up from an earned media perspective. 191 00:17:45,104.6945 --> 00:17:58,544.6945 But for me Influencer perspective, I'm always really cautious because Any influencer or sponsorship or anything that you tie to your brand, should make sense, right? People should say, I understand why that makes sense to me why they would do it. 192 00:17:58,614.6945 --> 00:18:08,264.5965 Whether that's an emotional connection or expertise connection, but as soon as you do that, you need to be ready for the, what if scenarios, what if, There's a scandal. 193 00:18:08,264.5965 --> 00:18:22,774.5955 What if something happens to that person? So anytime you add in any type of influencer into your PR thought leadership strategy, you have to also add another dimension of being prepared for crisis comms, responsive comms, for all the different scenarios that can go wrong. 194 00:18:23,124.5955 --> 00:18:27,444.5965 So it's easy to say let's get an influencer, but there's a lot more that has to go into it. 195 00:18:27,944.5965 --> 00:18:39,794.5965 that really sparks the importance of brand protection Especially in the era of AI, what are some key strategies that companies should adopt to safeguard their brand reputation? That's a great question. 196 00:18:39,794.5975 --> 00:18:57,274.5975 It's something that's on my mind and also on my clients minds for sure is crisis preparedness and the kind of crises that we've been prepared for in the past, especially if you're in tech, is the app go down or the website go down or something happened, maybe a senior leader passes away or something really unfortunate like that. 197 00:18:57,624.5975 --> 00:19:05,54.5955 The level of things you need to be prepared for now which is the brand PR, crossover, if you will, is a deep fake. 198 00:19:05,84.5955 --> 00:19:23,174.595 If somebody deep fakes your CEO saying something that they wouldn't ever say, Are you ready? So I think there needs to be some scenario planning, some, what if, planning scenarios that the team should do just enough to get okay, we're 60 percent ready with a response, get something drafted so that you, and a communication plan internally. 199 00:19:23,524.595 --> 00:19:33,864.595 Who is authorized to speak about this issue, make sure all of that's in place so that not if, but when something like that happens, you're a little bit more prepared. 200 00:19:34,214.595 --> 00:19:45,459.595 The other good news is if you've been showing up authentically as a brand, if you've been building an emotional connection, And something that tangential to your brand shows up, it's a lot easier for people to believe you when you say, that wasn't us. 201 00:19:45,809.595 --> 00:19:58,89.594 But if your brand's all over the place, you haven't been paying attention to it, you haven't been cultivating it in a consistent voice tone, it's a lot harder to explain to people that whatever that thing was that someone created for you via AI. 202 00:19:58,374.594 --> 00:19:59,44.594 is not real. 203 00:19:59,494.594 --> 00:20:06,334.595 it's a problem but as I think it's an added dimension to PR and thought leadership, brand leaders that, didn't exist maybe even a year ago. 204 00:20:06,684.595 --> 00:20:07,744.595 that's great advice. 205 00:20:08,244.595 --> 00:20:15,714.595 I feel like we're just finally getting to the point where we're used to fishing and we know how to spot some of those, but deep fakes just take it to another level. 206 00:20:16,104.594 --> 00:20:16,424.594 Yes. 207 00:20:16,434.594 --> 00:20:24,174.594 Some of the things I've seen where, it's give us 15 second video clip and, a little bit more and you can, Text type and it'll create videos of anything. 208 00:20:24,184.594 --> 00:20:32,24.594 They're a little bit easy to spot if you're looking for them, but it's super easy for someone who isn't paying that close attention to see it, share it. 209 00:20:32,144.593 --> 00:20:33,544.594 And before you know it, you have an issue. 210 00:20:33,564.593 --> 00:20:38,74.594 So being ready for that kind of thing with a response plan and some is really important. 211 00:20:38,524.594 --> 00:20:41,564.593 It's interesting because you have brands. 212 00:20:41,909.594 --> 00:20:50,409.594 That maybe need to flesh out their perspective a little bit more so that their customers and their audiences know when there's deep fakes. 213 00:20:50,409.594 --> 00:20:54,489.595 They say, wait a minute, that's not how they actually talk or they don't feel that way. 214 00:20:54,489.595 --> 00:21:02,779.595 So it's almost more important for you to have a strong brand perspective and have people understand what you're about so that they don't fall trap to it. 215 00:21:02,879.595 --> 00:21:05,444.495 I'm actually surprised we haven't seen more of this at this point. 216 00:21:05,544.595 --> 00:21:07,884.595 I'm seeing a few more places on those scenarios. 217 00:21:07,894.595 --> 00:21:15,364.595 I always think, if that happened to a company, what would they do? I think you can bring up a really good point, Ken, though, is it's not just your customers, but your employees. 218 00:21:15,659.595 --> 00:21:22,149.595 So educating your employees about if they see something that they think is, wait, this doesn't sound like something we would do. 219 00:21:22,209.595 --> 00:21:34,59.5945 how can they report it? How can they flag it? What's the process? So educating your employees, a little bit of, if you see something, say something so that you can get ahead of it as well, because they're all eyes and ears for you in the marketplace as well. 220 00:21:34,59.5945 --> 00:21:38,99.595 Not just what your PR agency may be tracking or your sentiment trackers may find. 221 00:21:38,599.595 --> 00:22:02,559.596 Yeah, what are maybe one or two other recommendations you would give to an organization to help prepare them for deepfakes? I think just making sure that the leadership is most likely it'll be a leadership person if they try to do that, that they understand how to react and how not to react to let it be handled by the PR crisis team versus that maybe there'll be an initial temptation to respond. 222 00:22:02,569.596 --> 00:22:06,149.596 Giving a really good media training to it's more proactive. 223 00:22:06,579.596 --> 00:22:18,409.596 It's not so AI deep fake, but if you have really good media training for your leadership team but in speaking on your behalf, there's less likely for them to create something that can create a viral moment, be messed with a little bit of AI and then run from there. 224 00:22:18,689.594 --> 00:22:22,799.5945 I think just proactively making sure that your leadership team understands what's happening. 225 00:22:23,299.5945 --> 00:22:26,849.5945 Speaking of being proactive I want to shift to. 226 00:22:26,849.5945 --> 00:22:48,659.5945 Organizations that are coming out, all these companies who are AI companies or all these companies who are launching and releasing AI products, how can these companies build trust and educate their customers about AI, the ethics of AI, how to, properly use it in a responsible way. 227 00:22:49,159.5945 --> 00:22:59,689.5945 Yeah, I think, there's so much innovation happening right now, things that people get a spark and realize that, maybe this solution wasn't possible before AI, and it is now, and they get excited and they want to build that. 228 00:23:00,189.5945 --> 00:23:13,719.5945 What I'm seeing is a lot of skepticism, especially at the enterprise level around bringing on new tools, what are the risks? How will it play well with others? How do I operationalize this? What's onboarding look like? How does it play well with my other tools? Like it's very similar before. 229 00:23:14,59.5945 --> 00:23:24,299.5955 I think with AI, there's extra hurdles around how is my data being used? Is with whatever I'm doing internally being used to train your tool and then someone else will get ahold of it. 230 00:23:24,649.5955 --> 00:23:46,969.5945 What's the data protection look like? So things that I'm sure will be caught if you're a large enterprise will be caught in, the contract process and the MSA process, but for small to midsize businesses, the companies that have these AI tools, the more proactively they can talk about the operations, the data security, the data safety of whatever they're building and then how It plays well with the rest of your tech stack. 231 00:23:47,319.5945 --> 00:23:50,69.5945 So it's not just the underlying benefit of what you built. 232 00:23:50,119.5945 --> 00:23:58,599.4945 It's the how you get there and how you can give people the assurances that, that there won't be some unintended consequence down the road from using your product. 233 00:23:58,999.4945 --> 00:24:24,259.494 I think about all of these AI tools that are coming out with free trials, or you can upload your first video for free and I'm like, what are you doing with that data? It's almost like filling out a lead gen form 10 years ago where you were like, I'm filling out this form, but I didn't know that you were going to sell it, my phone number to 400 agencies who are just going to spam robot call me and what are you going to do with that video or what are you going to do with the insights you get from that video? Yeah. 234 00:24:24,279.494 --> 00:24:25,439.494 Proceed with caution. 235 00:24:25,469.494 --> 00:24:30,559.495 I'm, I pretty much won't try any new AI tool unless I've heard about it from a trusted source. 236 00:24:30,559.495 --> 00:24:31,369.494 there's so many out there. 237 00:24:31,369.495 --> 00:24:32,429.495 It's hard to sort through. 238 00:24:32,459.495 --> 00:24:42,849.494 So some of the, places that I go for my insights and learning about new tools and once let them do it for me and then understand I belong to some CMO networks, some AI communities. 239 00:24:42,924.494 --> 00:24:46,704.494 Where it feels a little bit safer to ask questions and try. 240 00:24:46,714.494 --> 00:24:51,434.494 So for your listeners, I would say start following and find some, trusted sources. 241 00:24:51,784.494 --> 00:25:04,754.493 Ask your professional communities that you're in for recommendations and be, just be really careful about what you sign up for and what you try without really reading the fine print and knowing what you might be giving away or what the privacy is. 242 00:25:05,44.492 --> 00:25:06,304.492 It's so tempting. 243 00:25:06,354.492 --> 00:25:08,324.492 there's just so much innovation happening. 244 00:25:08,324.493 --> 00:25:09,624.493 It's just insane right now. 245 00:25:09,864.493 --> 00:25:10,834.493 It's exciting. 246 00:25:10,844.492 --> 00:25:11,734.493 It's exciting. 247 00:25:11,744.492 --> 00:25:15,334.492 It's things kind of change and shape things in ways that we haven't thought about. 248 00:25:15,684.492 --> 00:25:25,454.492 I do think that there's a happy medium between just jumping in with both feet without thinking through what the downstream consequences might be. 249 00:25:25,514.492 --> 00:25:31,504.491 But I think those that are in the wait and see mode right now that time has passed, you should be adopting, starting your AI council. 250 00:25:31,854.491 --> 00:25:34,264.491 Even if you're at a small company, have a conversation. 251 00:25:34,274.491 --> 00:25:35,414.491 Make sure you have guardrails. 252 00:25:35,424.491 --> 00:25:45,724.491 Can I use this for personal use or not? What version am I using? how are we going to use it? How aren't we? Just having those conversations will give people some guardrails and protect your company and your brand along the way. 253 00:25:46,224.491 --> 00:25:47,484.49 Yeah, I think that's interesting. 254 00:25:47,534.491 --> 00:25:50,874.492 Coming back to PR and the crisis situation. 255 00:25:51,374.492 --> 00:26:03,274.492 what role do you think AI can play, whether it's the real time monitoring or rapid response? Where do you think AI could fit in today? Yeah, PR is such an art, right? And, it's relationship driven. 256 00:26:03,674.492 --> 00:26:10,534.492 when you're looking to hire a PR person, you're looking for somebody that always has a lot of contacts with whatever industry publications that you're looking to get to. 257 00:26:10,884.492 --> 00:26:24,814.4915 I think to me again, going back to my foundational insight is how can I use AI to tap into, emerging trends, topics that people think are going to come up that I can, reasonably bring my brand into that conversation. 258 00:26:24,814.4915 --> 00:26:29,994.4915 And use that to help me understand where I should be pitching, what I should be pitching, where things saturated. 259 00:26:30,44.4915 --> 00:26:38,24.4915 We don't need another, I think back to the days of early COVID, how do we adapt through COVID? At some point it was like, we don't need another top 10 list of how to do this. 260 00:26:38,424.4915 --> 00:26:40,296.1425 I think AI can be used really well. 261 00:26:40,646.1425 --> 00:26:47,796.1435 In the proactive side when you're pitching and then of course in scanning the digital universe for what your mentions are and how it's working. 262 00:26:48,296.1435 --> 00:26:56,896.1425 You said something earlier that really stuck with me about People who are using AI already really need to start doing it. 263 00:26:56,956.1425 --> 00:27:10,856.1425 And it reminded me a couple of weeks ago, I was at a conference and I asked the audience how many of you have used AI? And of course, everyone raised their hand, right? And I said, how many of you are using AI weekly? And a lot of hands dropped. 264 00:27:10,906.1425 --> 00:27:15,196.1425 And then I said daily, and it was maybe like four or five people. 265 00:27:15,496.1425 --> 00:27:16,926.1425 And I was shocked. 266 00:27:16,986.1425 --> 00:27:46,651.1405 Just in my day to day, I use AI to help me answer questions really quickly because it's better than Google right now, and I think we're seeing that it's not actually being adopted at the rate we think it is, we're all into the topic, right? And for marketing teams, especially in the enterprise, who are maybe not adopting AI at the rate that we think they should, What advice would you give to them, to the marketers, the marketing leadership to deal with internal resistance? Maybe they don't have the direction. 267 00:27:46,661.1405 --> 00:27:51,91.1405 They don't have an AI strategy and really address that skills gap that's growing really quick. 268 00:27:51,491.1405 --> 00:27:57,871.1415 I think the first thing is if you are listening to this and your company hasn't been talking about it, you drive it. 269 00:27:58,141.1415 --> 00:27:59,51.1415 You make it happen. 270 00:27:59,131.1415 --> 00:28:03,61.1415 Do some research, understand what's out there, raise your hand and say, I'd like to take this on. 271 00:28:03,561.1415 --> 00:28:11,11.1405 Because I guarantee you that if you don't have a council, somebody's still using it at your company and it's probably putting you at risk if they're putting in company data or not using it properly. 272 00:28:11,361.1405 --> 00:28:18,971.1405 The second thing is you just have to try it, right? So I think if you're in an enterprise, it's a little bit harder because there are rules, especially around data security. 273 00:28:18,971.1405 --> 00:28:27,641.1415 So are you on an enterprise version or a version where they've committed to not use your data to train the model? And then sit down and just do lunch and learns. 274 00:28:27,641.1415 --> 00:28:28,721.1415 Let's do some use cases. 275 00:28:28,721.1415 --> 00:28:29,521.1415 Let's try it out. 276 00:28:29,561.1415 --> 00:28:30,231.1415 Let's share. 277 00:28:30,631.1415 --> 00:28:40,21.1405 So whether you're the, marketing leader and you haven't done that yet take a person who is really smart and loves to figure things out, take some of their stuff off their plate and give it to them to run with, have them do it. 278 00:28:40,121.1405 --> 00:28:49,871.1415 But if you do, you haven't seen usage adoption yet, figure out ways to build into their routine, lunch and learns, best practices, sharing, let's all tackle this one use case together. 279 00:28:50,221.1415 --> 00:28:52,31.1425 Is frankly, I think it's going to become. 280 00:28:52,381.1425 --> 00:28:54,901.1425 A selling point for recruiting. 281 00:28:55,291.1425 --> 00:29:14,931.1425 If you are, depending upon where you're in your career, if you're looking to join an organization and they are way behind on ai, do you wanna really join that organization? Or do you want to go somewhere where you're learning the skills of the future? Employee engagement, retention, attraction, I think AI and the way that companies use it are going to start to be a differentiator in an employee brand. 282 00:29:15,281.1425 --> 00:29:24,541.1425 Yeah, it's almost like on a job description where they say you get a choice between a PC or Mac, it is something to consider it could be a differentiator for you to recruit top talent. 283 00:29:24,971.1425 --> 00:29:30,81.1425 And retain talent is they feel like they're being left behind because companies, dragging their feet. 284 00:29:30,81.1425 --> 00:29:33,861.1425 It could be a reason for someone to leave and look for a job somewhere else where they can build that skill set. 285 00:29:34,361.1425 --> 00:29:35,431.1425 That's such a great point. 286 00:29:35,871.1425 --> 00:29:50,791.1415 Do you think we're going to start seeing in the job descriptions themselves, more of a requirement for AI? I know I'm thinking about it from a marketing lens and, marketers that come on my team I would like them to, be experimenting Yeah, I think that will absolutely happen. 287 00:29:50,921.1415 --> 00:30:11,501.142 We understand like how do you use it in your day to day? How are more effective, more efficient? Give me an example of when you used it to tackle a problem that was previously unsolvable What tools do you use, or would you use if you had the opportunity to just get a little bit of AI literacy gauge on people I could see that becoming a part of job descriptions or for sure a part of an interview process. 288 00:30:11,511.142 --> 00:30:13,231.141 It's a question that I would absolutely ask. 289 00:30:13,651.141 --> 00:30:24,251.142 Yeah, especially right now, I would deem it as a qualification of are you curious, right? And that curiosity to me is one of the most important skills a marketer has to have. 290 00:30:24,491.142 --> 00:30:26,291.142 I think people should at least be curious. 291 00:30:26,351.142 --> 00:30:32,101.142 I would love to know who are you following and, what have you tried? And I think that curiosity is important. 292 00:30:32,501.142 --> 00:30:34,951.142 It should be a tool that we use. 293 00:30:35,396.142 --> 00:30:39,186.142 To drive our business and drive customer satisfaction. 294 00:30:39,196.142 --> 00:30:41,6.142 It shouldn't be AI forward. 295 00:30:41,6.142 --> 00:30:43,916.142 It should be customer journey, customer focused forward. 296 00:30:44,236.142 --> 00:30:48,86.142 How can AI enable that? I think that's the flip that needs to happen. 297 00:30:48,196.142 --> 00:31:00,426.141 A little bit more like when we all got PCs or, the novelty was the tool itself, I think when that starts to wear off and it's like, how do you use it? To continue to drive things forward, that will be a nice turning point. 298 00:31:00,926.141 --> 00:31:08,896.141 remember how they had solitaire to teach people how to use a mouse? To line sweeper, like I know enough to remember all that. 299 00:31:09,76.141 --> 00:31:13,136.141 And it's almost a similar thing, especially with the launch of four o. 300 00:31:13,598.641 --> 00:31:32,488.641 no barrier to entry there You don't even have to put you don't have to pay the 20 bucks, Are there other emerging trends or technologies that you think are really going to revolutionize brand marketing? Yeah, From a brand perspective, companies I've worked at before, onboarding and how to, or how do I make a dashboard or how do I build a form or all those things. 301 00:31:32,943.641 --> 00:31:37,83.641 You have to go and record a video, a how to video. 302 00:31:37,83.641 --> 00:31:39,783.641 Maybe there's some in app help as well, which is amazing. 303 00:31:40,133.641 --> 00:31:43,3.641 I think about some of these technologies as a brand. 304 00:31:43,103.64 --> 00:31:49,263.641 How do you get people to that first aha moment where they really get the value that you're bringing. 305 00:31:49,633.641 --> 00:32:04,13.642 So how do you embed it in the product to bring people on the journey to get them to success more quickly? Those are all brand moments because they feel instead of frustrating, which is takes away from your brand, reputation and credibility to supportive and helpful. 306 00:32:04,363.642 --> 00:32:14,753.642 I look forward to seeing how AI and those types of tools can inspire people to think really just out of the box, like not how can it make another demo video? Maybe I don't need demo videos anymore. 307 00:32:15,123.642 --> 00:32:19,853.6425 Maybe I have a way to embed this in my product and the video will say, what are you trying to do? I'm trying to make this. 308 00:32:19,883.6425 --> 00:32:23,613.6425 Oh, what if you do that? It's right there versus the back and forth. 309 00:32:23,673.6425 --> 00:32:27,953.6425 from a brand perspective, all of those are emotional connection moments with your product. 310 00:32:28,303.6425 --> 00:32:38,763.6435 with your help desk with, customer service, that AI can take care of those moments so that you can focus more on the human part that needs to be done. 311 00:32:39,313.6435 --> 00:32:43,318.6935 I've gotta believe those UX folks are thinking about this too and how they leverage it. 312 00:32:43,318.6935 --> 00:32:49,498.6935 Because the product and the website are the two biggest brand assets you have, right? If your product over delivers, it adds to your brand. 313 00:32:49,508.6925 --> 00:32:57,468.6935 So the relationship I have with the product team is always priority for me, before I came to tech, when you work in CPG, I was a brand leader. 314 00:32:57,508.6935 --> 00:33:00,338.6935 I owned the product and the brand and the PNL. 315 00:33:00,348.6935 --> 00:33:01,188.694 I think that's right. 316 00:33:01,238.694 --> 00:33:21,426.195 Like talking and connecting with your internal counterparts on what does the journey feel like? How do you keep them, attached and, connected? Building upon the trust that you're building and having great experiences from the, when they hit purchase through, being a customer for years, how do you build that? And I think AI's gonna have amazing impacts all along that journey. 317 00:33:21,776.195 --> 00:33:22,196.195 Yeah, because. 318 00:33:22,546.195 --> 00:33:33,886.195 The way that I solve technical problems, like one of the software we're using to make this podcast, I've been struggling with I use ChatGPT to help me QA it right. 319 00:33:34,146.195 --> 00:33:40,576.195 And tests why isn't working? And I tried this and what about this? But if I'm a brand I would want you to do that. 320 00:33:40,781.195 --> 00:33:44,261.195 In my help section, and I provide the solution to you. 321 00:33:44,511.195 --> 00:33:52,841.195 And so I think this is going to be an interesting like challenge for these vendors that, think they want people to go to their community or their help center. 322 00:33:53,91.195 --> 00:33:56,461.196 And I'm using chat GPT because it's so fast and it's right there. 323 00:33:56,591.196 --> 00:33:58,21.196 And that plays out. 324 00:33:58,371.196 --> 00:33:59,471.196 That's actually a really good point. 325 00:33:59,821.196 --> 00:34:06,921.196 How will communities evolve, right? There's a lot of brands out there that have very well established, highly visited, large communities. 326 00:34:06,921.196 --> 00:34:18,481.196 How will that evolve as people can get, because they start off usually as like, how can we help each other? Has anybody ever done this before? What's the formula for that? But how will those evolve? I think that's still an open question. 327 00:34:18,831.196 --> 00:34:23,741.196 Karrie, this has been an awesome interview, but I just have one set of questions left for you. 328 00:34:24,241.196 --> 00:34:28,791.195 Here at FutureCraft Marketing, we are all about the practical tips and tricks for our listeners. 329 00:34:28,811.196 --> 00:34:32,91.195 So I'm going to give you four questions and I want your quick hit answers. 330 00:34:32,151.195 --> 00:34:34,531.195 Your best quick AI tip. 331 00:34:35,431.195 --> 00:34:36,171.195 Perplexity. 332 00:34:36,221.195 --> 00:34:37,911.195 I really don't use Google anymore. 333 00:34:38,321.195 --> 00:34:42,211.195 Perplexity is my go to for research and understanding when you want to go find something. 334 00:34:42,561.195 --> 00:34:45,591.195 And then I pit the others against themselves. 335 00:34:45,601.195 --> 00:34:48,201.195 So Chad, GPT, Claude, Gemini. 336 00:34:48,551.195 --> 00:34:50,931.195 I started using Meta just to see what it looks like. 337 00:34:50,941.196 --> 00:34:52,841.096 So I have those tabs open at all times. 338 00:34:53,191.096 --> 00:34:56,301.095 And I use them more for summarizing, start playing. 339 00:34:56,311.096 --> 00:34:57,721.096 You have to start using it. 340 00:34:58,171.095 --> 00:35:00,861.0945 And it doesn't have to be, the other day I was like, I don't know what I want to make for dinner. 341 00:35:01,131.0945 --> 00:35:02,331.0945 I got this in my fridge. 342 00:35:02,391.0945 --> 00:35:03,611.0945 I took a picture on my phone. 343 00:35:03,611.0945 --> 00:35:06,171.0945 I have all the apps on my phone, gave me recipes. 344 00:35:06,291.0945 --> 00:35:06,531.0945 Perfect. 345 00:35:06,531.0945 --> 00:35:07,881.0945 It doesn't have to be work related. 346 00:35:08,191.0945 --> 00:35:10,121.0945 The more you create that muscle memory, the better. 347 00:35:10,121.1945 --> 00:35:10,140.9945 All right. 348 00:35:10,640.9945 --> 00:35:11,100.9945 I love it. 349 00:35:11,350.9945 --> 00:35:13,470.9945 Perplexity AI is incredible. 350 00:35:13,520.9945 --> 00:35:14,220.9945 Next one. 351 00:35:14,290.9945 --> 00:35:28,720.9945 What is your best prompt, workflow, or GPT that you'd recommend to our listeners? My best workflow is probably more what we talked about at the beginning of the podcast is what I'm trying to understand and research. 352 00:35:29,70.9945 --> 00:35:40,960.9945 I go out and find everything I can either direct link it in or PDF it, and then use GPT to summarize for me what are the insights? What did you find? I use it for summarizing research all the time. 353 00:35:41,460.9945 --> 00:35:54,820.8945 What is your best tip for keeping up with all of the news around AI and marketing? I subscribe to several different newsletters and follow a set of people on LinkedIn. 354 00:35:55,320.8945 --> 00:36:03,110.8935 my learning journey with AI began with the Marketing AI Institute and Paul Retzer, Kathy McPhillips, Mike, but that team. 355 00:36:03,555.8935 --> 00:36:08,95.8935 And really was, is a great place for anyone who's getting started to begin. 356 00:36:08,145.8935 --> 00:36:15,125.8935 And then the last one is what technology should our listeners check out that they may not know about? I think they probably know about it. 357 00:36:15,475.8935 --> 00:36:24,635.8915 Unless you're an expert user of the basics already, I would just stick with Plexity and the top four tools to just play with AI. 358 00:36:24,635.9915 --> 00:36:28,595.8925 I think if you get those down, any other tool that comes along, you'll be able to use. 359 00:36:29,95.8925 --> 00:36:29,965.8925 maybe this is a tip. 360 00:36:30,465.8925 --> 00:36:32,625.8925 I asked it to write the prompt for me. 361 00:36:32,980.8925 --> 00:36:39,160.8925 So it's a weird like recursive tool where you can say, I need to write a prompt that helps me figure this out. 362 00:36:39,160.8925 --> 00:36:41,200.8925 Will you write one for me? Then it writes the prompt. 363 00:36:41,240.8925 --> 00:36:42,370.8925 Then I try to run and use that. 364 00:36:42,640.8925 --> 00:36:45,30.8925 So you don't have to be a prompt writer. 365 00:36:45,30.8925 --> 00:36:47,440.8925 You just have to know what you want to do and ask it to write the prompt. 366 00:36:47,550.8925 --> 00:36:49,760.892 I used to try to write the prompt and make it perfect. 367 00:36:49,760.892 --> 00:36:51,80.8915 I'm like, I don't do that anymore. 368 00:36:51,580.8915 --> 00:36:54,230.8915 Karrie, thank you so much for joining us. 369 00:36:54,670.8915 --> 00:36:59,470.8915 I learned a lot and we covered brand and then the crisis communication stuff. 370 00:36:59,500.8915 --> 00:37:00,640.8915 think I'll be thinking about that for a while. 371 00:37:00,640.9915 --> 00:37:02,780.8915 It's coming. 372 00:37:02,840.8915 --> 00:37:03,550.8915 Thank you, Ken. 373 00:37:03,550.8915 --> 00:37:04,230.8915 And thank you, Erin. 374 00:37:04,230.8915 --> 00:37:06,30.8905 I really appreciate you having me on the show. 375 00:37:06,380.8905 --> 00:37:07,20.8905 Anytime. 376 00:37:07,280.8895 --> 00:37:08,390.8905 You're welcome back anytime. 377 00:37:08,390.8905 --> 00:37:13,350.791 This was really great, especially thinking about those deep fakes that now I'm going to be up at night. 378 00:37:13,400.891 --> 00:37:16,0.891 yeah, and it's true for your family also. 379 00:37:16,0.891 --> 00:37:17,610.891 And then also I'll give my plug for this. 380 00:37:17,960.891 --> 00:37:28,370.89 If you and your family do not have a safe password or a password yet that only you know, should there be a deepfake call about somebody stranded on the side of the road or something like that, make sure you do that. 381 00:37:28,420.891 --> 00:37:29,660.89 That's just a PSA. 382 00:37:30,10.89 --> 00:37:30,880.891 Super critical. 383 00:37:31,230.891 --> 00:37:32,180.891 That is a great tip. 384 00:37:32,680.891 --> 00:37:35,700.9583333 We we'll be right back after this quick break. 385 00:37:36,0.9583333 --> 00:37:37,710.9583333 And we're back, Erin. 386 00:37:37,730.9583333 --> 00:37:42,60.9583333 What did you think of our interview with Karrie Sanderson? I really enjoyed it. 387 00:37:42,160.9583333 --> 00:37:52,360.9583333 Most of my career been more on the revenue marketing side as a CMO, obviously have the purview of brand and PR and crisis comms and all of the things in between. 388 00:37:52,640.9583333 --> 00:38:01,290.9583333 But I think what Karrie was talking about is so relevant as brands become more and crossing between UX and all the things that they're doing. 389 00:38:01,640.9583333 --> 00:38:05,860.9583333 It's going to become more critical to to be ahead of a lot of these crisis comms. 390 00:38:06,280.9583333 --> 00:38:08,550.9573333 Yeah I'm still surprised we haven't seen more of them. 391 00:38:08,570.9573333 --> 00:38:24,660.9563333 I'm not asking for it, but it just seems like there's so much there, out there already, voice recording that can imitate your voice and, I even get, I don't know if you've ever gotten that text message in a previous job that it's it's your boss texting you asking you to send them gift cards. 392 00:38:24,910.9573333 --> 00:38:26,940.9573333 What's the future of that going to look like? I'm just waiting. 393 00:38:26,940.9573333 --> 00:38:29,600.9563333 Not, I'm not eager, but I'm waiting for it to happen. 394 00:38:30,95.9573333 --> 00:38:38,335.9573333 I think the frightening thing in talking to Karrie, if frightening is the right word is the deep fake, preparing for deep fakes. 395 00:38:38,835.9563333 --> 00:38:40,565.9563333 I think that is such great advice. 396 00:38:40,745.9573333 --> 00:38:48,195.9573333 sure it's going to happen where these very realistic looking deep fakes out there of our CEOs or leaders. 397 00:38:48,195.9573333 --> 00:38:52,525.9573333 And I think that's going to create a whole new dimension of things we need to look out for. 398 00:38:52,875.9573333 --> 00:39:15,805.9593333 Yeah, I think the deep fakes thing as well as just the flood of content that's coming out because it's so easy to create stuff now, it's now more important than ever for brands to have a strong perspective about who they are and a strong brand identity so that your audience and your employees, can spot a deep fake and that they have an understanding of what you're about. 399 00:39:15,975.9593333 --> 00:39:16,185.9593333 This. 400 00:39:16,535.9593333 --> 00:39:20,195.9593333 Generalized content is just going to be spewing out over the next few years. 401 00:39:20,235.9593333 --> 00:39:25,875.9593333 And if you don't have a perspective, you're just going to get caught in the tidal waves, yeah. 402 00:39:25,875.9593333 --> 00:39:31,45.9583333 And a tidal wave it is, but I don't know, Ken, what was your biggest takeaway? Yeah. 403 00:39:31,315.9583333 --> 00:39:45,225.8583333 So I, after noodling it on a little bit, the thing that I'm taking away from that chat is really around the need for an AI ethics committee at your company. 404 00:39:45,535.8583333 --> 00:40:16,15.8573333 And I want to expand that a little bit more and actually say, We need AI steering committees at companies because it's not just what the ethical implications are, what the guidelines are, which are important, but also how should your organization and your employees leverage AI to do their work? And I think we're not organizing as well as we could collectively about where do you store prompts that are good? There's some communities out there, but how organizations. 405 00:40:16,360.8573333 --> 00:40:23,710.8563333 Putting that together and how do safely incorporate data into a GPT or, another LLM. 406 00:40:23,990.8563333 --> 00:40:27,90.8573333 So I think that's where we really need to go towards. 407 00:40:27,90.8573333 --> 00:40:31,20.8573333 And I thought it was great that Karrie pointed that out and it drives a little bit of brand. 408 00:40:31,50.8573333 --> 00:40:39,410.8583333 If you have an AI ethics committee, the steering committee, but what you're all about, that's something communicate to your customers to build that trust and transparency, which is just so important. 409 00:40:39,760.8583333 --> 00:40:40,150.8583333 Yeah. 410 00:40:40,270.8573333 --> 00:40:45,960.8578333 the other interesting thing that Karrie mentioned was if you don't have a person be that person. 411 00:40:46,310.8578333 --> 00:40:51,440.8578333 And, I think there's a lot of opportunity for marketers to lead the charges we've been talking about. 412 00:40:51,940.8578333 --> 00:40:53,820.8578333 that is why we're doing this podcast. 413 00:40:53,850.8578333 --> 00:41:05,380.8583333 And it's great to hear that Karries focusing on all of that work or on customer centricity, but then brand and really establishing yourself as an AI forward thinking organization. 414 00:41:05,730.8583333 --> 00:41:10,820.8583333 This has been a great episode for me, probably a highlight for me on this one. 415 00:41:11,0.8583333 --> 00:41:26,902.949 little bit earlier, but how about today's tech review of Descript? Descript has been pretty interesting as we put together this podcast, we've tried out a lot of technology and Descript is one that really stands out as being one of the more valuable ones. 416 00:41:27,402.949 --> 00:41:46,402.95 It really helps with the process in of getting this podcast out the door, but I was talking about some of the AI benefits that it offers and one of the things that's really interesting is it gives you The opportunity to remove a lot of the filler words, which manually done takes a lot of time. 417 00:41:46,402.95 --> 00:41:55,742.95 I can tell you as someone who also says a lot of ums and uhs, and it gives you opportunities to summarize and create chapters and. 418 00:41:56,52.95 --> 00:41:59,502.95 Do a lot of different pieces that would normally take a lot of time to do. 419 00:42:00,2.95 --> 00:42:10,952.95 Do you think that, I know we're, we're creating just a fir our first set of episodes right now, but if you're an organization that's maybe has a podcast or is editing a lot of video script, handle this at scale. 420 00:42:11,302.95 --> 00:42:13,742.95 I think it's probably even better for people at scale. 421 00:42:14,102.95 --> 00:42:20,592.949 I think that the folks that are doing a ton of videos, the transcription alone is really powerful. 422 00:42:20,872.949 --> 00:42:32,472.95 And being able to, as an individual marketer, edit those videos quickly without having to have Final Cut Pro or some of those more advanced video capabilities. 423 00:42:32,797.95 --> 00:42:35,827.95 That, that do require a bit more technical expertise. 424 00:42:36,57.95 --> 00:42:44,767.95 This is a really good entry point for folks that are, that, that need to get videos done quickly, need the transcription, and don't necessarily have the technical expertise. 425 00:42:45,117.95 --> 00:42:47,787.95 Yeah, I would agree with you and using it. 426 00:42:47,787.95 --> 00:42:54,407.95 I do think that it's a little bit easier to use than some of the other tools that we've trialed. 427 00:42:54,847.95 --> 00:42:57,917.95 So I do think it's good for for people just getting started. 428 00:42:58,267.95 --> 00:42:58,677.95 Okay. 429 00:42:58,967.95 --> 00:42:59,977.95 Scale of one to 10. 430 00:43:00,67.95 --> 00:43:05,957.95 What are you going to rate it? Before I get into the rating, I'm going to tell you, there is a little bit of work on the AI features. 431 00:43:06,317.95 --> 00:43:18,97.847 One feature in particular, if you are out there trying Descript, the AI, Oh, goodness Beta that's right now it is a little bit insane. 432 00:43:18,597.847 --> 00:43:20,317.847 is beyond insane. 433 00:43:20,327.846 --> 00:43:20,977.846 Everyone. 434 00:43:21,277.846 --> 00:43:24,857.846 I, my eyes, it looks like googly eyes. 435 00:43:24,907.846 --> 00:43:40,997.8783333 It gave me googly It did give you googly eyes, but it gave me at least an hour of laughter was looking at it, so for that reason alone, I may do it again, just slip it in there for another episode, but that does need a little bit of work. 436 00:43:41,347.8783333 --> 00:43:41,807.8783333 It's funny. 437 00:43:41,807.8783333 --> 00:43:43,907.8783333 I forgot about that until you just brought it up. 438 00:43:43,907.8783333 --> 00:43:46,757.8783333 And now I'm like what's your rating now? Cause I've got a rating. 439 00:43:47,107.8783333 --> 00:43:51,537.8788333 I lived a script, I Seven and a half out of 10. 440 00:43:51,887.8788333 --> 00:43:55,627.8788333 say, I think some of it is due to the latency of my computer. 441 00:43:55,647.8788333 --> 00:44:05,947.8778333 I wish it was just a little bit faster and editing, but overall, such cool tool makes my life much, much easier and makes doing this podcast a reality. 442 00:44:05,947.8788333 --> 00:44:12,37.8788333 Because if we had to do the editing ourselves with another tool or something that was a little harder might not happen. 443 00:44:12,387.8788333 --> 00:44:15,857.8788333 Yeah seven and a half is I think your highest score so far. 444 00:44:15,857.8788333 --> 00:44:22,797.8778333 So this is a strong contender to be entered into this race of AI driven technology. 445 00:44:22,977.8788333 --> 00:44:27,197.8793333 I think it's, for the googly eyes, I, I, for the laughter piece of it, I might just give it a nine. 446 00:44:27,617.8793333 --> 00:44:28,437.8793333 my gosh. 447 00:44:28,807.8803333 --> 00:44:31,127.8803333 By the way, you can never share. 448 00:44:31,627.8803333 --> 00:44:33,887.8803333 The googly eyes, which is, I will die. 449 00:44:34,387.8803333 --> 00:44:35,27.8803333 might happen. 450 00:44:35,527.8803333 --> 00:44:43,557.8813333 How about this? How about when we get how many listeners should we get when we can post the googly eyes? Ooh, a thousand. 451 00:44:43,907.8813333 --> 00:44:44,327.8803333 A thousand. 452 00:44:44,497.8803333 --> 00:44:44,737.8803333 Okay. 453 00:44:44,787.8803333 --> 00:44:48,907.8808333 When we hit a thousand listens, we will get we will post the googly eyes. 454 00:44:48,957.8818333 --> 00:44:51,197.7818333 I will commit to that. 455 00:44:51,202.8818333 --> 00:44:54,562.8818333 Thank you to Karrie Sanderson for a great interview. 456 00:44:54,572.8818333 --> 00:45:00,412.8818333 Really enjoyed speaking with her and thank you to all of our listeners for coming on this journey with us. 457 00:45:00,762.8818333 --> 00:45:04,992.8818333 And until next time, let's keep crafting the future of marketing together.