Ever wondered how the latest AI breakthroughs are shaking up the marketing landscape? Get ready for a riveting discussion on the release of ChatGPT 4.0 and its massive implications for your business strategy in 2024. From my own experiences with AI's uncanny knack for churning out content that sidesteps conventional search engines, to its game-changing role in ensuring compliance in the electronics industry, we'll unravel the ways AI is driving growth and spurring innovation for marketers and small businesses alike.
Strap in for a deep-dive into the AI-powered tools redefining content creation and SEO. Discover how Clarity Scribe AI is using the PASTOR method to craft compelling copy that boosts productivity by leaps and bounds, and how SEO giants like Surfer SEO and Clearscope are leveraging AI to dominate search rankings. But it's not all smooth sailing. We'll tackle the thorny issues that come with AI-generated content, like maintaining authenticity and navigating the tricky waters of potential regulations and copyright complications.
Wrapping things up, we're not just talking about the potential of AI—we're living it. I'll share some personal tales of AI in action, from podcasting with the help of Opus Opus Clip to delving into AI's ability to parse complex sports footage. And with sage advice from Cliff Ravenscraft on the endless possibilities AI brings to the table, we're inviting you to join the conversation. Share your AI ventures and let's together ride the wave of this transformative tech that's redefining what's possible in marketing and beyond.
Resolutions off the rails? You’re not alone. But there’s still time to turn things around. The ALIGN Productivity Challenge is a proven system to help you achieve your goals in just 90 days—no fluff, no overwhelm. Head to AlignProductivity.com and start your comeback today.
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Episode Transcript
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Speaker 1 (00:00):
Episode 265.
Speaker 2 (00:04):
Late Night Internet Marketing.
Speaker 1 (00:09):
This week on the Late Night Internet Marketing
Podcast, we're going to talk allabout the recent release of
ChatGPT 4.0.
That's the letter O, not thenumber O.
We'll get into that and moreabout how you can use ChatGPT
and other tools like it in yourmarketing in 2024.
(00:31):
All this and more on the LateNight Internet Marketing Podcast
.
Speaker 2 (00:40):
The Late Night Internet Marketing Podcast.
Yes, you can do it right whenit's late at night.
At the end of the day, yourdreams burn in your sights.
Speaker 1 (01:10):
Keep it up and you will find that you're building
your business one night at atime and now broadcasting late
at night from a little studio inthe big state of Texas, Mark
Mason.
Hey, hey, hey, how is everyonedoing?
(01:30):
I am your host, mark Mason, andI'm coming to you from the
little studio in Dallas, texas.
I almost said live, but we'renot live.
This was recorded earlier.
If you're listening to this,it's because I recorded it
earlier, not live, but it'sgreat to talk to you.
I hope you're having a fantasticweek, and this week I just had
(01:52):
to talk about AI in marketingand how it's shaking things up
Because, as I'm sure you'veheard, several days ago OpenAI
released Chat GPT 4.0.
And by O I mean the letter O,which they use to stand for the
word omni, which means thatthey're combining the large
(02:16):
language model, the text part ofAI, with vision and some other
stuff to create a ubiquitous,omnipresent model and getting us
one step closer to a worldwhere AI behaves like a person,
one step closer to general AI,and I tell you it's a pretty
(02:39):
exciting announcement.
If you haven't seen that demoby now, I definitely recommend
you check out the show notesover at late night.
I am dot com forward slash two,six, five.
I'll post them there and makesure that you can find that
original open a press conferenceVery impressive.
(03:02):
So that made me think, hey, howshould people like us best use
AI in marketing?
Because, after all, if you'relistening to this podcast,
you're a small business owner,quite likely, and you are doing
your own marketing or you have asmall team, and AI can be
(03:22):
leveraged in those situations toenhance growth, to make your
team more efficient, to innovatein ways that probably none of
us have even thought about, andI was thinking about this today.
It's really changing the futureof content creation.
A lot of people, I think, theyfear AI because they don't know
(03:44):
what to expect, in the same waythat factory workers feared
robotics, that they think changeis coming and people, I think,
naturally fear change.
And today I recognize, boy, itreally is coming, because I have
this problem in my house.
This is kind of an asiderelated to AI, but I have this
problem in my house.
(04:04):
This is kind of an asiderelated to AI, but I have this
problem in my house.
I have a lot of home automationand, generally speaking, in my
home a lot of the automation isa little bit outdated in the
sense that the protocol that'sused for some of the switches in
my house are based on atechnology called Z-Wave.
Z-wave is not the most modernprotocol.
(04:26):
It works great, but it's notthe most modern protocol and
generally speaking, it's notstrictly true, but generally
speaking.
Homekit, which is supersecurity focused, does not play
well with Z-Wave, and so one ofthe things that you need to do
is you need to put stuff in themiddle to get Siri HomeKit to
put stuff in the middle to getSiri home kit to talk to Z wave
(04:48):
devices, and you can use hubs,and there are several of these
home automation hubs on themarket.
So I asked chat GPT just on aLark what it thought were the
best home automation hubs andwhy.
I just just asked it thatquestion and it created
dynamically for me essentiallywhat amounts to a review article
(05:11):
with pretty up-to-dateinformation.
I was actually quite surprisedand that was super helpful to me
and I had absolutely zero needto go to Google and look at this
.
I just went straight to Amazonto look at the different things
that it recommended.
I bypassed Google and blogposts and the internet
(05:33):
completely.
So this is going to be aninteresting thing as it develops
.
I think a lot of the thingsthat have traditionally helped
us get visitors to our websitesand to our content.
I think a lot of that's goingto change us get visitors to our
websites and to our content.
I think a lot of that's goingto change, and I'm not exactly
sure how, but I know Google,gemini and tools like ChatGPT
are going to play a big role indoing that.
And then you know there's otherways that this is impacting us.
(05:55):
The other day in my day job,one of my day job
responsibilities is to move AIforward in my part of the
company, and so I was runningsome experiments with AI, and
not just for content creationbut for actually doing work.
So in my business in theelectronics industry, we have a
(06:17):
lot of industry standards thatwe need to comply with, and
they're long documents withnumbered paragraphs that sound a
lot like laws when you readthem, or legal documents, and we
have to comply with those andwe have to show evidence that we
comply.
So the way that we do that isinternally.
We have a list of rules that weuse to run the company, our
(06:41):
quality specs that we use totell us how we have to do things
, and they're written in such away that they automatically mean
that if we follow our own rules, we'll comply with this pile of
different standards that coverdifferent topics.
And so one of the things wehave to worry about is are all
the requirements called out in abig stack of standards, are
(07:04):
they all comprehended andcovered in our own internal
rules?
And so I ran an experimentwhere I gave actually, in this
case it was Claude Opus I gaveClaude Opus a stack of industry
standards and I said identifyevery requirement that applies
to my company that's in thisgiant pile of standards and I'm
(07:27):
talking about, you know, ahundred or 200 pages of of
gobbledygook standards.
And I fed it to Claude Opus.
I said identify every thingthat we need to worry about in
this pile.
And then I asked Claude Opus nowread my internal specifications
and identify where we comply inour internal specifications and
(07:51):
tell me how we comply and ifthere's any gap between what
we're doing according to our owninternal specifications and
what we're asked to do by theindustry specifications, and
report that as a table.
And it generated this gianttable of items that we needed to
(08:11):
go look at.
And either, in most cases therewas no action and it explained
why, but in a couple of cases itinterpreted these industry
specifications in a way thatmade us go hmm, maybe we need to
look at that.
This is very interesting.
Now, this is the kind of workthat people have been doing in
this space for decades, but itwould have taken days and days
(08:35):
to do that with a human, and AIdid it literally in 20 minutes.
It was quite amazing and theresults came out as an Excel
spreadsheet that then this teamcould go line by line and
validate what the AI had saidand take actions to close gaps.
So all of this and more and ifyou're really interested in AI,
you know this is not an AIpodcast, this is a marketing
(08:56):
podcast.
If you want an AI podcast man,have I got something for you?
My very good friend podcast man.
Have I got something for you?
My very good friend, michaelStelzner, who is the world
famous owner of Social MediaExaminer and is the host of the
Social Media Marketing Podcast,which has been going on.
All of that has existed formore than a decade.
(09:18):
Thousands of people go to hissocial media conference every
year.
He has started a new podcastcalled AI Explored.
There's going to be a link tothat in the show notes over at
latenightimcom forward slash 265.
And I definitely recommend thatyou go listen to that.
Michael Stelzner is one of thesmartest guys that I know I know
(09:41):
a lot of smart people, okay.
He is insightful, and sometimesso much so that I think he can
kind of see the future.
He's very good at anticipatingthings to come, and so I'm
really excited about everythingthat he's got going on over at
the AI Explored podcast.
(10:02):
Go check that out.
Okay.
So let's talk about threedifferent things.
Let's talk about what you canuse AI for today to help grow
your business, what you shouldavoid, and then, as a third
thing, let's talk about creativeways that you might consider
using AI as we move forward intothe future.
(10:23):
So obviously, the thing thateveryone talks about in fact,
we've already talked about it onthis episode is the use of AI
tools for content creation,right?
So this all started.
You probably remember Jarvis,which I think Disney forced them
to rename.
Jasper Jarvis.
Ai, and later Jasper AI, wasthe first version of these large
(10:48):
language models to help peoplegenerate blog posts and copy and
social media content, and weall kind of looked at that and
said, yeah, that's kind ofinteresting, but it's not that
great.
The very first versions ofJasper weren't great.
They hallucinated a lot, whichis what you say in AI when you
talk about a large languagemodel making things up, and
(11:11):
their language wasn't very good.
And, quite frankly, ai createdby those tools was pretty easy
to detect, required a lot ofediting, so I thought those were
good sometimes for creatinglists of interesting ideas, but
not really all that great forcreating content directly.
Of course, jarvis is muchbetter.
(11:32):
Now there are other tools likeWriteSonic and many other tools.
A lot of people are usingChatGPT and Claude to create
things directly, to createthings directly.
But I think you know when youhave a purpose built situation
like you want to create contentspecifically for blogs for a
specific purpose, I think a lotof these specific tools can do a
(11:58):
better job than just having yousit in front of chat GPT, even
though they're using chat GPTand Opus as their backend.
And the reason is most of thesetools, the way they work is
they will ask you questionsabout what you're trying to do,
specific questions as an inputto the process, and then they
(12:18):
will use that to engineer theprompts that they're using on
the backend of this process sothat they can get a really,
really good result with aspecific level of quality and
specific format.
The best example that I know ofthat is my buddy Ray Edwards
tool called clarity scribe AI.
(12:39):
It is a copywriting tool forcopywriters and it writes
amazing copy and it uses theframework that Ray teaches for
copywriting, called the pastormethod P A S T O R.
We've talked about that on thepodcast many times and it
creates amazing copy.
(13:00):
And of course, the benefit ofthis is speed and cost.
Right when I started creatingcontent, we were paying one
penny a word to get thingswritten offshore that we had to
edit heavily and Jarvis kind ofput those people out of business
.
And now tools like ChatGPT areputting real writers out of
(13:20):
business in the sense that thecontent is starting to get so
good that a lot of people it'sgood enough for what they're
doing, and you can increase yourblog post productivity and
output by sometimes a factor of10 in some cases, and for me,
the difference is just betweenstarting with a blank piece of
paper or starting with anoutline that is created by chat
(13:44):
GPT and even if I throw half ofit away okay, even if I junk
half of it I'm still way aheadof where I would be if I just
started with a blank piece ofpaper.
So this is a real thing and Ithink you know content creation
is something that is here tostay.
With regard to AI and, in fact,the Content Marketing Institute
(14:06):
just released a study recentlysays that businesses that using
AI for content creation haveseen at least a 60% increase in
efficiency in their contentcreation processes, and I'm here
to tell you that as AI getsbetter and better, that's going
to go up another 40%.
They'll get 10 times moreefficient than they were.
(14:27):
At the end of all this, thesecond thing I'd say is that can
use AI-driven tools to improveSEO, traffic and audio
engagement.
One of the interesting waysthis has been happening is SEO
tools are now using AI to decidehow to recommend for you what
(14:47):
to write about, and then writeit with SEO in mind.
Then write it with SEO in mind.
So, for example, surfer SEO,which is a pretty famous SEO
tool, now has a tool that usesAI to analyze the top ranking
pages and provide databaserecommendations on exactly what
to write, and then uses AI toactually write the article with
(15:11):
all of the SEO in mind.
That's really cool.
I haven't tested that, but Ihear people are getting
fantastic results, at least forthe moment, when it comes to
ranking, and, again, that's notany different than what we've
been doing for years.
We've been telling people foryears hey, if you want to rank
number one for a keyword, golook at what your 10 competitors
are doing and do that, but justdo it better.
(15:34):
And that's what Surfer SEO isdoing.
They're just using AI to dothat.
So, instead of taking a week tocreate a really strong blog
post that's designed to rank fora particular keyword, you can
do it in a minute and that'sreally amazing.
Clearscope is another tool whereyou know it takes content and
(15:55):
tries to make it more relevantby suggesting keywords and
optimizing the article so thatit will rank better.
It looks at your content withregards to seo and makes
recommendations.
And you know, uh, people havereported this isn't just for
blog posts.
Works for works for YouTube aswell.
We've heard reports of peopleincreasing views by 40, 50%
(16:22):
using Surfer SEO, and I know oneof my buddies actually hires a
consultant to help understandwhat the title of YouTube videos
should be, what the thumbnailsshould be, and I know those
consultants are using variouskinds of AI to help them win at
YouTube SEO, and they'relayering on top of that their
(16:45):
own expertise.
But I think increasingly thatexpertise is just more
validating what these tools arecoming back.
Clearscope has a study on theirwebsite where they had a user
report a 30% increase in organictraffic just by refining their
blog content using theClearScope tool.
(17:05):
Brightedge said that businessesthat implement AI-driven SEO
strategies are seeing 50% higherclick-through rates, which is
very interesting, as the AIsmodify the call to action and
the pre-selling that happens inthose posts to get the
click-through All superinteresting ways.
(17:26):
And then the other way that youcan use this is in analytics.
You know Google Analytics hasalways used machine learning not
always, but GA4, for sure, hasused machine learning, which is
kind of the underpinnings ofthings like ChatGPT.
So ChatGPT is a large languagemodel, right, it's a program
(17:49):
that recognizes and generatestext and does some other things
too, and it's trained on a hugeset of data.
That's where the large partcomes from.
So it's a large language modelbecause it's built on a huge set
of data.
Llms, these large languagemodels they're built on top of
machine learning andspecifically there's this kind
(18:12):
of neural network technologyunderneath this, called
transformer models.
So, simply, these largelanguage models have been fed
enough examples to be able torecognize and interpret human
language, and we use machinelearning, called deep learning,
in order to take advantage ofthat.
(18:32):
So that's how all those thingsare related.
Google Analytics has been usingthis underlying machine
learning technology to seepatterns in data for a very long
time, and that's how they dothings like optimize who sees
your ads and stuff like that.
Hubspot and Marketo both ofthose are really good places to
learn more if you want to seehow AI is being used in
(18:55):
marketing.
There are lots of good articlesover there.
This applies to email, too, andwe've heard of people doubling
their email open rates withHubSpot using their
personalization algorithms,where, instead of segmentation,
they dynamically personalize theemail kind of person by person.
(19:15):
That's kind of where we'reheaded right, instead of sending
10,000 emails and segmentingthem into two or three segments,
like in my case one for peoplewho haven't started their
business yet, one segment of newbusiness owners and one segment
of people who have lots ofexperience in online business.
Why do that?
(19:36):
If I've got enough data, whydon't I just have the AI
personalize every email to everysubscriber before it goes out
with stuff that I know aboutthem based on blog posts.
They've read purchases, theymade things they've clicked on.
That's where we're headed withemail marketing.
So lots of opportunities to usethese kind of tools.
(19:57):
We're just at the very, verybeginning of that, so that's how
we can use them.
Today let's talk about themistakes that we make, and the
obvious one is people wantsomething for nothing.
They over rely on AI to createcontent.
They lose their personal touchand really the authenticity of
their voice, and really that'sour only defense against where
(20:21):
AI is going.
If you want to differentiateyourself from everyone else
who's using AI, when AI is atthe limit and can create content
just like you, your personalityand the authenticity of your
voice, that's pretty much allyou're going to have left.
And we've heard some examplesof companies that turned AI
(20:42):
loose to answer their socialmedia posts and people detected
that and there was backlashthere.
People started unfollowing.
Now AI is going to get betterand I think eventually you won't
be able to tell.
I really do believe that, butit's something you need to be
really careful about.
And then there's some ethicaland legal considerations.
We're probably going to seesome legislation eventually
(21:06):
where you've got to disclose.
If you're presenting yourselfto be human and you're not human
, you'll have to disclose that.
I would imagine that theFederal Trade Commission or
other regulatory bodies willstart putting rules in like that
.
And then there's always thequestion of if AI creates a blog
post.
What's the copyright situationon that?
(21:28):
I mean, I didn't create it.
Ai is creating it based onother people's work that it read
on the internet, so it'sderivative.
That's usually okay from acopyright standpoint, but does
it belong to me?
Does it belong to open AI?
I think there's a lot of workto do there in the legal space,
(21:48):
and I think Gartner, which isone of these data reporting
companies.
They did a survey and reportedthat 30% of businesses have
faced some sort of legalchallenge due to AI, and I know
in my day job, our lawyers areall over this, making sure we
understand what the legalimplications are of the use of
AI, not only from a datasecurity standpoint, but also
(22:12):
from just the aspect of who ownswhat's generated.
All of those things Prettyinteresting.
And then there's the issue ofquality control.
I think a lot of people areputting out AI generated content
that contains inaccuracies,because they're writing about
stuff that they don't knowanything about, which is a
feature of AI.
It allows you to talk aboutthings you don't know anything
(22:33):
about, which is a feature of AI.
It allows you to talk aboutthings you don't know anything
about.
We call those hallucinations.
In the AI space, the AIhallucinates something that's
not true.
That's getting better, much,much better, with the current
models, and one of the reallycool things that we've been
experimenting with in my day jobare these so-called RAG models
for AI, where each thing thatthe AI says has to be annotated
(22:57):
back to a particular piece ofdata in a controlled data set.
I think that's a really powerfulidea.
So here's an idea.
Here's a place where you coulddifferentiate.
Let's say that all of mypodcast episodes were
transcribed and fed to an AI.
You could ask Mark Mason aquestion that AI could answer
(23:18):
based on things that I had said,or maybe things that it could
determine based on what I hadsaid, but only things that I had
said in previous podcastepisodes.
Then you start to talk aboutpersonalized AI, where my AI
gives a different answer thanchat, gpt or someone else's AI.
That's really interesting.
(23:40):
Now I think you know there's allkinds of questions about people
generating content that thengets busted by AI detectors kind
of like we used to do with copyscape back in the day and I
tell you my son has even hadthis problem.
This is hilarious.
My son's a really good writer.
Copyscape back in the day, andI tell you, my son has even had
this problem.
This is hilarious.
My son's a really good writer.
He's a junior in high schooland that's just one of the
things he's good at.
(24:00):
He reads voraciously.
He's probably read a hundredbooks this year.
He's into spy novels, he lovesto read, and so he tears them up
.
I mean, it costs me a fortuneto keep him in books when he
starts ripping through one ofthese spy novel series I'm
talking about, like Tom Clancy,that kind of stuff.
(24:21):
So he was in English class andhe had to write an essay.
So in their class they haveChromebooks which makes me cry
because Chromebooks are horrible, but they have.
They have Chromebooks whichmakes me cry, because
Chromebooks are horrible, butthey have Chromebooks and so
they have these special browserswhere you can't get to the
internet and all this stuff.
So they're locked down and sohe writes this essay in some
(24:42):
special software that monitorsyou while you're right.
And he turned his essay in.
He wrote it in class.
Class is an hour and a halflong.
It's a Tuesday, thursday class,really interesting.
His high school is set up kindof like college and he has
classes that he goes to everyother day.
Anyway, he writes this essay,turns it in.
It's I don't know 1,500 or2,000 words, something like that
(25:06):
.
He turns it in and the teachercalls him out in the hallway
because the software flagged itfor AI creation.
Here's the thing.
Right, he was on his schoolChromebook.
Ai is blocked by every firewallyou can imagine.
The browser is locked down.
He looked at the teacher andhe's like and how would I do
that?
Exactly?
(25:26):
And I think she didn't evenreally understand what the AI
tool was telling her what thetechnology did.
I mean, she's just like waybehind.
She didn't understand that itwas impossible.
So she's like oh, I didn't knowthat.
But he got busted for writingAI content.
So the story is Google'sprobably going to make that same
(25:47):
mistake.
I think, as Google tries tosort this out and remove the AI
content, I think we're going tohave some problems with noise in
the rankings because Google isgoing to think some really great
content is too AI generated andtry to demote it.
This is going to be a challenge.
I don't know what Google isgoing to do.
You know Google is facing somechallenges here and it's going
(26:10):
to be really interesting to seehow they continue to maintain
their ad model, how they pay forcontent that they're using to
train their models.
All of this is really going tobe interesting going forward.
But getting busted by Google isdefinitely something you need
to worry about, just like my kid, zach, who got busted by his
teacher for doing nothing.
(26:32):
Just to be clear, we'remaintaining Zach's innocence he
did nothing.
Okay, so let's talk about someunexpected uses of AI.
I think this is where it's toyour advantage to not just use
AI like everybody else is usingAI, but to get clever and use AI
in clever ways.
We have all kinds of tools nowthat are creating pictures from
(26:56):
text, and I think what's now aretools that create videos from
text.
In fact, one of the things thatI've been experimenting with.
Some of you may know that thispodcast, in addition to being an
audio podcast, which is how thevast majority of you find this
podcast, I also release it toYouTube now, and there's a video
(27:16):
of my talking head looking intomy camera at my desk and that's
interesting for about 13seconds.
And so I've been experimentingwith B roll, mixing B roll in
and having the B roll berelevant to what I'm talking
about.
Well, mixing B roll in andhaving the B roll be relevant to
what I'm talking about Well,that's a perfect job for AI.
So those kinds of things whereyou're synthesizing video
(27:38):
content from text or othercontent, that's coming, and some
of those tools like pictory arealready starting to do that.
There are tools out there thatare generating AI avatars for
video content.
I think this will also be thething.
We're already starting to seecompanies who have customer
(27:58):
service avatars that will talkto you with a talking head
that's fake, you know, kind of amax headroom sort of talking
head.
So this is all coming.
How that content will rank inYouTube is a question I'm not
sure.
I've talked many times aboutOpus Opus Clip, which creates
these little short clips out ofthe content that I create for
(28:22):
publication of social media.
It does that mostlyautomatically.
I'm using Descript to recordthis podcast, and one of the
things that Descript does that'sreally cool is it will remove
retakes.
So if I say something like ohoops, I messed that up.
So one of the things Descriptdoes really good is it removes
(28:44):
retakes.
Okay, so you see how that was aretake of a retake.
Descript will detect that andremove it out.
And in fact, to get that in thefinal copy, I'm going to have
to go put it back in, because nodoubt Descript detected that as
a retake and it just cast it tothe side.
And then another use is anexample.
(29:04):
I'm starting to see things likebaseball videos where you can
use AI.
So you know, if I record abaseball game, I'm interested in
just the times when the ball isin play.
I don't know what percentage ofthe time in baseball the ball's
not in play, but it's most ofthe time.
And so what I usually have donein the past especially like
(29:24):
when my son's pitching and Iwant video of every pitch is I
have a keystroke sequence that Iuse and I scrub through the
video and manually, one by one,delete every sequence between
each pitch, so I'm left withjust the pitches.
Well, that's the perfect usefor AI.
So all of that kind of stuff iscoming, and we've all been
(29:45):
using Dolly and Art Breeder andtools like that to do this.
So that's all coming and Irecommend that you explore that.
I think the other thing that'scoming is more interactive
content.
So let's say I go to yourreview article about home
automation hubs and I've got aquestion.
(30:06):
Well, wouldn't it be cool ifthere was an AI bot right there
on the page that I couldinteract with to get your
opinion about my question?
That would be really neat.
It makes a lot of sense and Ithink AI coaching is also
something that's going to come.
I've been experimenting withthis with the current version of
(30:27):
chat GPT in my car.
This is a really cool way touse AI.
Next time you're drivingsomewhere, instead of listening
to classic rock on the radio andhearing a song that you've
heard 50,000 times, put yourearpiece in and start talking to
chat GPT about a problem thatyou're working on.
For example, let's say you'vegot a project, get chat GPT to
(30:49):
help you break that project downin steps to identify resources
that you need to think of,creative ideas to create to do
lists and all these kinds ofthings, schedules, to write
emails to people that need tohelp you all of this stuff and
then, when you get to yourdestination, bring up chat GPT
on your laptop and right therewill be the transcript of that
(31:11):
entire conversation.
Cut, copy and paste the stuffthat you want.
I think that Siri, when it'sannounced at WWDC in June, is
going to have that kind ofcapability, and I'm very excited
about that.
That's my guess is that,finally, siri 2.0, which, for
all I know, will even have a newname, although I doubt it, but
(31:32):
might have a new name it willperform like chat GPT 4.0, which
is what you're seeing, what yousaw in that video above that I
mentioned from OpenAI.
Lots of exciting stuff you cando, but my tip there for you is
start talking to chat GPT likeit's a person and ask it for
advice Super interesting.
(31:56):
I'll tell you another reallyinteresting use that you can use
chat GPT or other AI tools forGo, do a survey of your audience
and ask them open-endedquestions.
Get as many pieces of feedbackas you can and, instead of
asking these one through fivequestions, which have a lot of
bias, ask good questions likeyou would ask at a coffee shop,
(32:20):
and get people to respond tothem by typing Now you can't do
too many of those because thosetake a long time, but ask them
two or three questions, askhundreds or thousands of people,
and then feed that data into alarge language model and ask it
to generate a report regardingtrends and ideas and summaries
of the data.
(32:40):
You'll be amazed at thecapability of these large
language models to pull bigideas out of open-ended content
like that.
It's really quite remarkable.
I definitely think that you canstart using more surveys in
your marketing which surveys bythemselves, or quizzes, can make
great lead magnets and then useAI to both improve those for
(33:05):
better conversion rates and toextract insight from the data.
Really interesting stuff.
So what have we talked abouttoday?
Really, we've talked about thefact that AI is coming and,
instead of being scared, weshould be excited.
We should immediately enhanceour efficiency with AI and check
out Michael Stelzner's podcastover at AI Explored.
(33:26):
There's going to be a lot ofdiscussion about that.
We talked about the fact thatwe need to avoid the common
mistakes and pitfalls thatpeople seem to be falling into
with AI these days, particularlyjust spewing AI garbage out
there.
That's just not going to work.
It's not a sustainable businessstrategy.
And then, finally, we talkedabout a few just a few of the
(33:47):
many novel and unexpected usecases for AI.
I hope this is helpful for you.
I hope, if you have a question,you'll send me an email at
feedback at latenightimcom.
Tell me how you're using AI,tell me about the ideas that I
missed that you think I shouldhave covered, and I would love
to do a second episode based onall of the things that are going
(34:10):
on that I didn't even mentionin this episode.
Until that time, I hope youhave a fantastic week.
We'll talk to you next week.
I hope your business is amazingbetween now and then, and I
hope something in this helps youmake it even more amazing.
Ciao.
Speaker 2 (34:28):
You can do it right when it's late at night.
You've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visit LNIMpodcastcomtoday to leave feedback for
Mark, Download special bonuscontent, access the show notes
and more.
See you there.
Until then, go and make somegreat progress on your internet
(34:51):
business one night at a time.
One night at a time.
Speaker 1 (35:04):
Yeah, this AI stuff is amazing and my advice to
everyone is understand changeand adapt to it.
Don't fear it.
Look for opportunities in thechange.
That's how people haveoverwhelming success is they see
(35:24):
disruption as a way to moveforward and do amazing things
that have never been done before, to do them before everyone
else.
Take that mindset.
Don't spend time thinking abouthow woe is me, AI is going to
take my job.
Spend your time asking thequestion that Cliff Ravenscraft
(35:45):
taught me how to ask All this AIstuff what does it make
possible, right?
Don't spend time fretting overwhat is gone.
Think about what is to come.
It is an amazing time to bealive and this makes an
unlimited number of thingspossible.
We haven't even startedscratching the surface, Ciao.
Episode 265.
Speaker 2 (00:04):
Late Night Internet Marketing.
Speaker 1 (00:09):
This week on the Late Night Internet Marketing
Podcast, we're going to talk allabout the recent release of
ChatGPT 4.0.
That's the letter O, not thenumber O.
We'll get into that and moreabout how you can use ChatGPT
and other tools like it in yourmarketing in 2024.
(00:31):
All this and more on the LateNight Internet Marketing Podcast
.
Speaker 2 (00:40):
The Late Night Internet Marketing Podcast.
Yes, you can do it right whenit's late at night.
At the end of the day, yourdreams burn in your sights.
Speaker 1 (01:10):
Keep it up and you will find that you're building
your business one night at atime and now broadcasting late
at night from a little studio inthe big state of Texas, Mark
Mason.
Hey, hey, hey, how is everyonedoing?
(01:30):
I am your host, mark Mason, andI'm coming to you from the
little studio in Dallas, texas.
I almost said live, but we'renot live.
This was recorded earlier.
If you're listening to this,it's because I recorded it
earlier, not live, but it'sgreat to talk to you.
I hope you're having a fantasticweek, and this week I just had
(01:52):
to talk about AI in marketingand how it's shaking things up
Because, as I'm sure you'veheard, several days ago OpenAI
released Chat GPT 4.0.
And by O I mean the letter O,which they use to stand for the
word omni, which means thatthey're combining the large
(02:16):
language model, the text part ofAI, with vision and some other
stuff to create a ubiquitous,omnipresent model and getting us
one step closer to a worldwhere AI behaves like a person,
one step closer to general AI,and I tell you it's a pretty
(02:39):
exciting announcement.
If you haven't seen that demoby now, I definitely recommend
you check out the show notesover at late night.
I am dot com forward slash two,six, five.
I'll post them there and makesure that you can find that
original open a press conferenceVery impressive.
(03:02):
So that made me think, hey, howshould people like us best use
AI in marketing?
Because, after all, if you'relistening to this podcast,
you're a small business owner,quite likely, and you are doing
your own marketing or you have asmall team, and AI can be
(03:22):
leveraged in those situations toenhance growth, to make your
team more efficient, to innovatein ways that probably none of
us have even thought about, andI was thinking about this today.
It's really changing the futureof content creation.
A lot of people, I think, theyfear AI because they don't know
(03:44):
what to expect, in the same waythat factory workers feared
robotics, that they think changeis coming and people, I think,
naturally fear change.
And today I recognize, boy, itreally is coming, because I have
this problem in my house.
This is kind of an asiderelated to AI, but I have this
problem in my house.
(04:04):
This is kind of an asiderelated to AI, but I have this
problem in my house.
I have a lot of home automationand, generally speaking, in my
home a lot of the automation isa little bit outdated in the
sense that the protocol that'sused for some of the switches in
my house are based on atechnology called Z-Wave.
Z-wave is not the most modernprotocol.
(04:26):
It works great, but it's notthe most modern protocol and
generally speaking, it's notstrictly true, but generally
speaking.
Homekit, which is supersecurity focused, does not play
well with Z-Wave, and so one ofthe things that you need to do
is you need to put stuff in themiddle to get Siri HomeKit to
put stuff in the middle to getSiri home kit to talk to Z wave
(04:48):
devices, and you can use hubs,and there are several of these
home automation hubs on themarket.
So I asked chat GPT just on aLark what it thought were the
best home automation hubs andwhy.
I just just asked it thatquestion and it created
dynamically for me essentiallywhat amounts to a review article
(05:11):
with pretty up-to-dateinformation.
I was actually quite surprisedand that was super helpful to me
and I had absolutely zero needto go to Google and look at this
.
I just went straight to Amazonto look at the different things
that it recommended.
I bypassed Google and blogposts and the internet
(05:33):
completely.
So this is going to be aninteresting thing as it develops
.
I think a lot of the thingsthat have traditionally helped
us get visitors to our websitesand to our content.
I think a lot of that's goingto change us get visitors to our
websites and to our content.
I think a lot of that's goingto change, and I'm not exactly
sure how, but I know Google,gemini and tools like ChatGPT
are going to play a big role indoing that.
And then you know there's otherways that this is impacting us.
(05:55):
The other day in my day job,one of my day job
responsibilities is to move AIforward in my part of the
company, and so I was runningsome experiments with AI, and
not just for content creationbut for actually doing work.
So in my business in theelectronics industry, we have a
(06:17):
lot of industry standards thatwe need to comply with, and
they're long documents withnumbered paragraphs that sound a
lot like laws when you readthem, or legal documents, and we
have to comply with those andwe have to show evidence that we
comply.
So the way that we do that isinternally.
We have a list of rules that weuse to run the company, our
(06:41):
quality specs that we use totell us how we have to do things
, and they're written in such away that they automatically mean
that if we follow our own rules, we'll comply with this pile of
different standards that coverdifferent topics.
And so one of the things wehave to worry about is are all
the requirements called out in abig stack of standards, are
(07:04):
they all comprehended andcovered in our own internal
rules?
And so I ran an experimentwhere I gave actually, in this
case it was Claude Opus I gaveClaude Opus a stack of industry
standards and I said identifyevery requirement that applies
to my company that's in thisgiant pile of standards and I'm
(07:27):
talking about, you know, ahundred or 200 pages of of
gobbledygook standards.
And I fed it to Claude Opus.
I said identify every thingthat we need to worry about in
this pile.
And then I asked Claude Opus nowread my internal specifications
and identify where we comply inour internal specifications and
(07:51):
tell me how we comply and ifthere's any gap between what
we're doing according to our owninternal specifications and
what we're asked to do by theindustry specifications, and
report that as a table.
And it generated this gianttable of items that we needed to
(08:11):
go look at.
And either, in most cases therewas no action and it explained
why, but in a couple of cases itinterpreted these industry
specifications in a way thatmade us go hmm, maybe we need to
look at that.
This is very interesting.
Now, this is the kind of workthat people have been doing in
this space for decades, but itwould have taken days and days
(08:35):
to do that with a human, and AIdid it literally in 20 minutes.
It was quite amazing and theresults came out as an Excel
spreadsheet that then this teamcould go line by line and
validate what the AI had saidand take actions to close gaps.
So all of this and more and ifyou're really interested in AI,
you know this is not an AIpodcast, this is a marketing
(08:56):
podcast.
If you want an AI podcast man,have I got something for you?
My very good friend podcast man.
Have I got something for you?
My very good friend, michaelStelzner, who is the world
famous owner of Social MediaExaminer and is the host of the
Social Media Marketing Podcast,which has been going on.
All of that has existed formore than a decade.
(09:18):
Thousands of people go to hissocial media conference every
year.
He has started a new podcastcalled AI Explored.
There's going to be a link tothat in the show notes over at
latenightimcom forward slash 265.
And I definitely recommend thatyou go listen to that.
Michael Stelzner is one of thesmartest guys that I know I know
(09:41):
a lot of smart people, okay.
He is insightful, and sometimesso much so that I think he can
kind of see the future.
He's very good at anticipatingthings to come, and so I'm
really excited about everythingthat he's got going on over at
the AI Explored podcast.
(10:02):
Go check that out.
Okay.
So let's talk about threedifferent things.
Let's talk about what you canuse AI for today to help grow
your business, what you shouldavoid, and then, as a third
thing, let's talk about creativeways that you might consider
using AI as we move forward intothe future.
(10:23):
So obviously, the thing thateveryone talks about in fact,
we've already talked about it onthis episode is the use of AI
tools for content creation,right?
So this all started.
You probably remember Jarvis,which I think Disney forced them
to rename.
Jasper Jarvis.
Ai, and later Jasper AI, wasthe first version of these large
(10:48):
language models to help peoplegenerate blog posts and copy and
social media content, and weall kind of looked at that and
said, yeah, that's kind ofinteresting, but it's not that
great.
The very first versions ofJasper weren't great.
They hallucinated a lot, whichis what you say in AI when you
talk about a large languagemodel making things up, and
(11:11):
their language wasn't very good.
And, quite frankly, ai createdby those tools was pretty easy
to detect, required a lot ofediting, so I thought those were
good sometimes for creatinglists of interesting ideas, but
not really all that great forcreating content directly.
Of course, jarvis is muchbetter.
(11:32):
Now there are other tools likeWriteSonic and many other tools.
A lot of people are usingChatGPT and Claude to create
things directly, to createthings directly.
But I think you know when youhave a purpose built situation
like you want to create contentspecifically for blogs for a
specific purpose, I think a lotof these specific tools can do a
(11:58):
better job than just having yousit in front of chat GPT, even
though they're using chat GPTand Opus as their backend.
And the reason is most of thesetools, the way they work is
they will ask you questionsabout what you're trying to do,
specific questions as an inputto the process, and then they
(12:18):
will use that to engineer theprompts that they're using on
the backend of this process sothat they can get a really,
really good result with aspecific level of quality and
specific format.
The best example that I know ofthat is my buddy Ray Edwards
tool called clarity scribe AI.
(12:39):
It is a copywriting tool forcopywriters and it writes
amazing copy and it uses theframework that Ray teaches for
copywriting, called the pastormethod P A S T O R.
We've talked about that on thepodcast many times and it
creates amazing copy.
(13:00):
And of course, the benefit ofthis is speed and cost.
Right when I started creatingcontent, we were paying one
penny a word to get thingswritten offshore that we had to
edit heavily and Jarvis kind ofput those people out of business
.
And now tools like ChatGPT areputting real writers out of
(13:20):
business in the sense that thecontent is starting to get so
good that a lot of people it'sgood enough for what they're
doing, and you can increase yourblog post productivity and
output by sometimes a factor of10 in some cases, and for me,
the difference is just betweenstarting with a blank piece of
paper or starting with anoutline that is created by chat
(13:44):
GPT and even if I throw half ofit away okay, even if I junk
half of it I'm still way aheadof where I would be if I just
started with a blank piece ofpaper.
So this is a real thing and Ithink you know content creation
is something that is here tostay.
With regard to AI and, in fact,the Content Marketing Institute
(14:06):
just released a study recentlysays that businesses that using
AI for content creation haveseen at least a 60% increase in
efficiency in their contentcreation processes, and I'm here
to tell you that as AI getsbetter and better, that's going
to go up another 40%.
They'll get 10 times moreefficient than they were.
(14:27):
At the end of all this, thesecond thing I'd say is that can
use AI-driven tools to improveSEO, traffic and audio
engagement.
One of the interesting waysthis has been happening is SEO
tools are now using AI to decidehow to recommend for you what
(14:47):
to write about, and then writeit with SEO in mind.
Then write it with SEO in mind.
So, for example, surfer SEO,which is a pretty famous SEO
tool, now has a tool that usesAI to analyze the top ranking
pages and provide databaserecommendations on exactly what
to write, and then uses AI toactually write the article with
(15:11):
all of the SEO in mind.
That's really cool.
I haven't tested that, but Ihear people are getting
fantastic results, at least forthe moment, when it comes to
ranking, and, again, that's notany different than what we've
been doing for years.
We've been telling people foryears hey, if you want to rank
number one for a keyword, golook at what your 10 competitors
are doing and do that, but justdo it better.
(15:34):
And that's what Surfer SEO isdoing.
They're just using AI to dothat.
So, instead of taking a week tocreate a really strong blog
post that's designed to rank fora particular keyword, you can
do it in a minute and that'sreally amazing.
Clearscope is another tool whereyou know it takes content and
(15:55):
tries to make it more relevantby suggesting keywords and
optimizing the article so thatit will rank better.
It looks at your content withregards to seo and makes
recommendations.
And you know, uh, people havereported this isn't just for
blog posts.
Works for works for YouTube aswell.
We've heard reports of peopleincreasing views by 40, 50%
(16:22):
using Surfer SEO, and I know oneof my buddies actually hires a
consultant to help understandwhat the title of YouTube videos
should be, what the thumbnailsshould be, and I know those
consultants are using variouskinds of AI to help them win at
YouTube SEO, and they'relayering on top of that their
(16:45):
own expertise.
But I think increasingly thatexpertise is just more
validating what these tools arecoming back.
Clearscope has a study on theirwebsite where they had a user
report a 30% increase in organictraffic just by refining their
blog content using theClearScope tool.
(17:05):
Brightedge said that businessesthat implement AI-driven SEO
strategies are seeing 50% higherclick-through rates, which is
very interesting, as the AIsmodify the call to action and
the pre-selling that happens inthose posts to get the
click-through All superinteresting ways.
(17:26):
And then the other way that youcan use this is in analytics.
You know Google Analytics hasalways used machine learning not
always, but GA4, for sure, hasused machine learning, which is
kind of the underpinnings ofthings like ChatGPT.
So ChatGPT is a large languagemodel, right, it's a program
(17:49):
that recognizes and generatestext and does some other things
too, and it's trained on a hugeset of data.
That's where the large partcomes from.
So it's a large language modelbecause it's built on a huge set
of data.
Llms, these large languagemodels they're built on top of
machine learning andspecifically there's this kind
(18:12):
of neural network technologyunderneath this, called
transformer models.
So, simply, these largelanguage models have been fed
enough examples to be able torecognize and interpret human
language, and we use machinelearning, called deep learning,
in order to take advantage ofthat.
(18:32):
So that's how all those thingsare related.
Google Analytics has been usingthis underlying machine
learning technology to seepatterns in data for a very long
time, and that's how they dothings like optimize who sees
your ads and stuff like that.
Hubspot and Marketo both ofthose are really good places to
learn more if you want to seehow AI is being used in
(18:55):
marketing.
There are lots of good articlesover there.
This applies to email, too, andwe've heard of people doubling
their email open rates withHubSpot using their
personalization algorithms,where, instead of segmentation,
they dynamically personalize theemail kind of person by person.
(19:15):
That's kind of where we'reheaded right, instead of sending
10,000 emails and segmentingthem into two or three segments,
like in my case one for peoplewho haven't started their
business yet, one segment of newbusiness owners and one segment
of people who have lots ofexperience in online business.
Why do that?
(19:36):
If I've got enough data, whydon't I just have the AI
personalize every email to everysubscriber before it goes out
with stuff that I know aboutthem based on blog posts.
They've read purchases, theymade things they've clicked on.
That's where we're headed withemail marketing.
So lots of opportunities to usethese kind of tools.
(19:57):
We're just at the very, verybeginning of that, so that's how
we can use them.
Today let's talk about themistakes that we make, and the
obvious one is people wantsomething for nothing.
They over rely on AI to createcontent.
They lose their personal touchand really the authenticity of
their voice, and really that'sour only defense against where
(20:21):
AI is going.
If you want to differentiateyourself from everyone else
who's using AI, when AI is atthe limit and can create content
just like you, your personalityand the authenticity of your
voice, that's pretty much allyou're going to have left.
And we've heard some examplesof companies that turned AI
(20:42):
loose to answer their socialmedia posts and people detected
that and there was backlashthere.
People started unfollowing.
Now AI is going to get betterand I think eventually you won't
be able to tell.
I really do believe that, butit's something you need to be
really careful about.
And then there's some ethicaland legal considerations.
We're probably going to seesome legislation eventually
(21:06):
where you've got to disclose.
If you're presenting yourselfto be human and you're not human
, you'll have to disclose that.
I would imagine that theFederal Trade Commission or
other regulatory bodies willstart putting rules in like that
.
And then there's always thequestion of if AI creates a blog
post.
What's the copyright situationon that?
(21:28):
I mean, I didn't create it.
Ai is creating it based onother people's work that it read
on the internet, so it'sderivative.
That's usually okay from acopyright standpoint, but does
it belong to me?
Does it belong to open AI?
I think there's a lot of workto do there in the legal space,
(21:48):
and I think Gartner, which isone of these data reporting
companies.
They did a survey and reportedthat 30% of businesses have
faced some sort of legalchallenge due to AI, and I know
in my day job, our lawyers areall over this, making sure we
understand what the legalimplications are of the use of
AI, not only from a datasecurity standpoint, but also
(22:12):
from just the aspect of who ownswhat's generated.
All of those things Prettyinteresting.
And then there's the issue ofquality control.
I think a lot of people areputting out AI generated content
that contains inaccuracies,because they're writing about
stuff that they don't knowanything about, which is a
feature of AI.
It allows you to talk aboutthings you don't know anything
(22:33):
about, which is a feature of AI.
It allows you to talk aboutthings you don't know anything
about.
We call those hallucinations.
In the AI space, the AIhallucinates something that's
not true.
That's getting better, much,much better, with the current
models, and one of the reallycool things that we've been
experimenting with in my day jobare these so-called RAG models
for AI, where each thing thatthe AI says has to be annotated
(22:57):
back to a particular piece ofdata in a controlled data set.
I think that's a really powerfulidea.
So here's an idea.
Here's a place where you coulddifferentiate.
Let's say that all of mypodcast episodes were
transcribed and fed to an AI.
You could ask Mark Mason aquestion that AI could answer
(23:18):
based on things that I had said,or maybe things that it could
determine based on what I hadsaid, but only things that I had
said in previous podcastepisodes.
Then you start to talk aboutpersonalized AI, where my AI
gives a different answer thanchat, gpt or someone else's AI.
That's really interesting.
(23:40):
Now I think you know there's allkinds of questions about people
generating content that thengets busted by AI detectors kind
of like we used to do with copyscape back in the day and I
tell you my son has even hadthis problem.
This is hilarious.
My son's a really good writer.
Copyscape back in the day, andI tell you, my son has even had
this problem.
This is hilarious.
My son's a really good writer.
He's a junior in high schooland that's just one of the
things he's good at.
(24:00):
He reads voraciously.
He's probably read a hundredbooks this year.
He's into spy novels, he lovesto read, and so he tears them up
.
I mean, it costs me a fortuneto keep him in books when he
starts ripping through one ofthese spy novel series I'm
talking about, like Tom Clancy,that kind of stuff.
(24:21):
So he was in English class andhe had to write an essay.
So in their class they haveChromebooks which makes me cry
because Chromebooks are horrible, but they have.
They have Chromebooks whichmakes me cry, because
Chromebooks are horrible, butthey have Chromebooks and so
they have these special browserswhere you can't get to the
internet and all this stuff.
So they're locked down and sohe writes this essay in some
(24:42):
special software that monitorsyou while you're right.
And he turned his essay in.
He wrote it in class.
Class is an hour and a halflong.
It's a Tuesday, thursday class,really interesting.
His high school is set up kindof like college and he has
classes that he goes to everyother day.
Anyway, he writes this essay,turns it in.
It's I don't know 1,500 or2,000 words, something like that
(25:06):
.
He turns it in and the teachercalls him out in the hallway
because the software flagged itfor AI creation.
Here's the thing.
Right, he was on his schoolChromebook.
Ai is blocked by every firewallyou can imagine.
The browser is locked down.
He looked at the teacher andhe's like and how would I do
that?
Exactly?
(25:26):
And I think she didn't evenreally understand what the AI
tool was telling her what thetechnology did.
I mean, she's just like waybehind.
She didn't understand that itwas impossible.
So she's like oh, I didn't knowthat.
But he got busted for writingAI content.
So the story is Google'sprobably going to make that same
(25:47):
mistake.
I think, as Google tries tosort this out and remove the AI
content, I think we're going tohave some problems with noise in
the rankings because Google isgoing to think some really great
content is too AI generated andtry to demote it.
This is going to be a challenge.
I don't know what Google isgoing to do.
You know Google is facing somechallenges here and it's going
(26:10):
to be really interesting to seehow they continue to maintain
their ad model, how they pay forcontent that they're using to
train their models.
All of this is really going tobe interesting going forward.
But getting busted by Google isdefinitely something you need
to worry about, just like my kid, zach, who got busted by his
teacher for doing nothing.
(26:32):
Just to be clear, we'remaintaining Zach's innocence he
did nothing.
Okay, so let's talk about someunexpected uses of AI.
I think this is where it's toyour advantage to not just use
AI like everybody else is usingAI, but to get clever and use AI
in clever ways.
We have all kinds of tools nowthat are creating pictures from
(26:56):
text, and I think what's now aretools that create videos from
text.
In fact, one of the things thatI've been experimenting with.
Some of you may know that thispodcast, in addition to being an
audio podcast, which is how thevast majority of you find this
podcast, I also release it toYouTube now, and there's a video
(27:16):
of my talking head looking intomy camera at my desk and that's
interesting for about 13seconds.
And so I've been experimentingwith B roll, mixing B roll in
and having the B roll berelevant to what I'm talking
about.
Well, mixing B roll in andhaving the B roll be relevant to
what I'm talking about Well,that's a perfect job for AI.
So those kinds of things whereyou're synthesizing video
(27:38):
content from text or othercontent, that's coming, and some
of those tools like pictory arealready starting to do that.
There are tools out there thatare generating AI avatars for
video content.
I think this will also be thething.
We're already starting to seecompanies who have customer
(27:58):
service avatars that will talkto you with a talking head
that's fake, you know, kind of amax headroom sort of talking
head.
So this is all coming.
How that content will rank inYouTube is a question I'm not
sure.
I've talked many times aboutOpus Opus Clip, which creates
these little short clips out ofthe content that I create for
(28:22):
publication of social media.
It does that mostlyautomatically.
I'm using Descript to recordthis podcast, and one of the
things that Descript does that'sreally cool is it will remove
retakes.
So if I say something like ohoops, I messed that up.
So one of the things Descriptdoes really good is it removes
(28:44):
retakes.
Okay, so you see how that was aretake of a retake.
Descript will detect that andremove it out.
And in fact, to get that in thefinal copy, I'm going to have
to go put it back in, because nodoubt Descript detected that as
a retake and it just cast it tothe side.
And then another use is anexample.
(29:04):
I'm starting to see things likebaseball videos where you can
use AI.
So you know, if I record abaseball game, I'm interested in
just the times when the ball isin play.
I don't know what percentage ofthe time in baseball the ball's
not in play, but it's most ofthe time.
And so what I usually have donein the past especially like
(29:24):
when my son's pitching and Iwant video of every pitch is I
have a keystroke sequence that Iuse and I scrub through the
video and manually, one by one,delete every sequence between
each pitch, so I'm left withjust the pitches.
Well, that's the perfect usefor AI.
So all of that kind of stuff iscoming, and we've all been
(29:45):
using Dolly and Art Breeder andtools like that to do this.
So that's all coming and Irecommend that you explore that.
I think the other thing that'scoming is more interactive
content.
So let's say I go to yourreview article about home
automation hubs and I've got aquestion.
(30:06):
Well, wouldn't it be cool ifthere was an AI bot right there
on the page that I couldinteract with to get your
opinion about my question?
That would be really neat.
It makes a lot of sense and Ithink AI coaching is also
something that's going to come.
I've been experimenting withthis with the current version of
(30:27):
chat GPT in my car.
This is a really cool way touse AI.
Next time you're drivingsomewhere, instead of listening
to classic rock on the radio andhearing a song that you've
heard 50,000 times, put yourearpiece in and start talking to
chat GPT about a problem thatyou're working on.
For example, let's say you'vegot a project, get chat GPT to
(30:49):
help you break that project downin steps to identify resources
that you need to think of,creative ideas to create to do
lists and all these kinds ofthings, schedules, to write
emails to people that need tohelp you all of this stuff and
then, when you get to yourdestination, bring up chat GPT
on your laptop and right therewill be the transcript of that
(31:11):
entire conversation.
Cut, copy and paste the stuffthat you want.
I think that Siri, when it'sannounced at WWDC in June, is
going to have that kind ofcapability, and I'm very excited
about that.
That's my guess is that,finally, siri 2.0, which, for
all I know, will even have a newname, although I doubt it, but
(31:32):
might have a new name it willperform like chat GPT 4.0, which
is what you're seeing, what yousaw in that video above that I
mentioned from OpenAI.
Lots of exciting stuff you cando, but my tip there for you is
start talking to chat GPT likeit's a person and ask it for
advice Super interesting.
(31:56):
I'll tell you another reallyinteresting use that you can use
chat GPT or other AI tools forGo, do a survey of your audience
and ask them open-endedquestions.
Get as many pieces of feedbackas you can and, instead of
asking these one through fivequestions, which have a lot of
bias, ask good questions likeyou would ask at a coffee shop,
(32:20):
and get people to respond tothem by typing Now you can't do
too many of those because thosetake a long time, but ask them
two or three questions, askhundreds or thousands of people,
and then feed that data into alarge language model and ask it
to generate a report regardingtrends and ideas and summaries
of the data.
(32:40):
You'll be amazed at thecapability of these large
language models to pull bigideas out of open-ended content
like that.
It's really quite remarkable.
I definitely think that you canstart using more surveys in
your marketing which surveys bythemselves, or quizzes, can make
great lead magnets and then useAI to both improve those for
(33:05):
better conversion rates and toextract insight from the data.
Really interesting stuff.
So what have we talked abouttoday?
Really, we've talked about thefact that AI is coming and,
instead of being scared, weshould be excited.
We should immediately enhanceour efficiency with AI and check
out Michael Stelzner's podcastover at AI Explored.
(33:26):
There's going to be a lot ofdiscussion about that.
We talked about the fact thatwe need to avoid the common
mistakes and pitfalls thatpeople seem to be falling into
with AI these days, particularlyjust spewing AI garbage out
there.
That's just not going to work.
It's not a sustainable businessstrategy.
And then, finally, we talkedabout a few just a few of the
(33:47):
many novel and unexpected usecases for AI.
I hope this is helpful for you.
I hope, if you have a question,you'll send me an email at
feedback at latenightimcom.
Tell me how you're using AI,tell me about the ideas that I
missed that you think I shouldhave covered, and I would love
to do a second episode based onall of the things that are going
(34:10):
on that I didn't even mentionin this episode.
Until that time, I hope youhave a fantastic week.
We'll talk to you next week.
I hope your business is amazingbetween now and then, and I
hope something in this helps youmake it even more amazing.
Ciao.
Speaker 2 (34:28):
You can do it right when it's late at night.
You've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visit LNIMpodcastcomtoday to leave feedback for
Mark, Download special bonuscontent, access the show notes
and more.
See you there.
Until then, go and make somegreat progress on your internet
(34:51):
business one night at a time.
One night at a time.
Speaker 1 (35:04):
Yeah, this AI stuff is amazing and my advice to
everyone is understand changeand adapt to it.
Don't fear it.
Look for opportunities in thechange.
That's how people haveoverwhelming success is they see
(35:24):
disruption as a way to moveforward and do amazing things
that have never been done before, to do them before everyone
else.
Take that mindset.
Don't spend time thinking abouthow woe is me, AI is going to
take my job.
Spend your time asking thequestion that Cliff Ravenscraft
(35:45):
taught me how to ask All this AIstuff what does it make
possible, right?
Don't spend time fretting overwhat is gone.
Think about what is to come.
It is an amazing time to bealive and this makes an
unlimited number of thingspossible.
We haven't even startedscratching the surface, Ciao.
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