October 31, 2025 • 22 mins
Title:
Which GPT Is Right for You? Decoding AI Behavior for Small Business Success
AI Made Easy for Business | E43
1. SUMMARY
In this episode, Jim and Jeremy tackle the increasingly important question of AI personality—yes, your chatbot might have one—and what that means for small business owners. From Citi Foundation’s $25M initiative to WPP’s new AI-powered marketing platform, and a major study from Anthropic stress-testing different AI models, the hosts explore how these shifts impact SMBs. They discuss the real-world implications of using AI models with different "vibes"—whether it’s Claude’s calm, ethical tone or ChatGPT’s peppy efficiency. If you’re a small business navigating AI decisions, this episode is your guide to choosing the right model for your brand voice, governance, and customer trust.
2. THE AI JOKE
My AI asked what love is.I said, “It’s when someone laughs at your bad jokes.”
3. TAKEAWAYS
- AI models now exhibit distinct personalities, and SMBs must choose tools that match their brand tone and customer expectations.
- Claude is described as more ethical and reserved, ChatGPT as efficient and expressive, while Gemini and Grok lean emotional or unpredictable.
- Citi Foundation’s $25M philanthropic initiative shows large institutions are waking up to AI’s societal impact—especially for underserved businesses.
- WPP’s launch of an AI marketing suite (“Open Pro”) signals a move away from traditional agency models, aiming directly at small businesses.
- The Anthropic study revealed significant discrepancies in how AI models interpret prompts—even when the questions are objectively neutral.
- Businesses must evaluate AI tools based not only on capability, but also on how the AI aligns with their operational needs and culture.
- Inconsistencies in AI responses present risks for branding, compliance, and customer experience—testing and governance are key.
- The episode introduces a DIY tool to help SMBs find their best AI “personality match” through a practical prompt-based test.
4. RESOURCES AND TOOLS
- Citi Foundation puts $25M toward global charitable efforts with AI focus
- WPP’s AI-powered marketing platform for SMBs (Marketing Dive)
- Anthropic’s AI personality research: Model differences revealed
5. CHAPTERS
00:00 - Welcome & Joke of the Day 01:00 - Citi’s $25M AI Philanthropy & Why It Matters 04:00 - WPP’s AI Suite: SMBs & Marketing Without Agencies 07:30 - Grammarly Rebrands as “Superhuman” 09:00 - Claude vs. ChatGPT vs. Gemini: The Personality Debate 12:00 - AI Biases, Emotional Tone & Trust Factors 14:00 - Business Analogy: Matching AI to Your Team's Culture 17:00 - Choosing the Right AI for the Right Job 19:00 - The AI Personality Match Tool: Try It Yourself 21:00 - Final Thoughts: Governance, Oversight & AdaptabilityMark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:03):
Well, they certainly have no idea what I'm talking about.
Three quarters of the time.
I don't know what the fuck you're talking about.
So it's a solid three quarters.
that's hard.
No, it's not bad.
It's good because that just means that you're working on stuff that I don't understand.
And you've made me hopefully look better today.
And really, that's a blessing.
So I'm going to be grateful.
(00:23):
Do you know what your AI is?
Do do do do do.
Yes.
All right.
So that's dating you and me.
All right.
maybe our VR listener too.
ah My AI asked what love is.
I said, it's when someone laughs at your bad jokes.
Yeah, but like kids don't do that at all to us.
(00:47):
They don't laugh at any your terrible jokes.
aren't even yours.
This is just AI slop.
So.
I'll have a I'm I'm gonna dive in.
Please do.
I'm gonna dive in the water.
I'm gonna dive in the deep end.
The water is warm.
Because we're a little murky today.
(01:07):
It's a little murky.
It's a little it's at the moment.
It's a little bit murky here.
We're working on a lot of different things.
So we're going to hit a couple little highlights and then do a real deep dive.
So there's a couple couple things that pop that are interesting and more for like trendsthat are popping up right now.
Not so much for like the specifics, but city, city foundation, right?
(01:28):
City groups, city bank, um, it's, know, put out $25 million toward trying to help, um, youknow, with, with efforts about how, um, AI driven social programs can kind of like, you
know, be, be
And to be clear, this is a very, know, noblesse oblige type.
(01:49):
25 million per city
But yeah, but the thing is it's it's comes down to they're doing they're rolling it outthrough existing philanthropic organizations of about 500,000 a piece right so in terms of
like how people will feel that noblesse oblige on the ground I mean, it's it's a drop inthe bucket number one number two It's it is I think the right intention though.
(02:12):
So while my first impulse is a little critical
the root of it is to help figure out how best to use AI to help people.
That's the thing.
That's right.
And I think it also is a signal about how
Terrible it's going to be.
oh
financial institution is making an investment in small businesses particularly.
That's where the focus is.
So small businesses to learn to use AI, it's a smart play for them too because...
(02:37):
I feel like I left that context out that it was to help small businesses learn.
got caught up.
Okay, it's a long way around.
Like I said, a little murky today.
So I need a little grace.
But this uh is, I think on the whole, the right intention.
I'm not sure how much it's going to help sort of the large swath of small businesses inthe US who really need AI yesterday in order to remain competitive.
(03:05):
But it's a start.
It's something.
It's a drop in the bucket.
applaud them.
And it's a little bit of a parlor trick that they're doing to try and make believe likethey're trying to be helpful.
whatever, it's better than not doing anything.
The point is simply there's a Yahoo article about it that you could do.
put in the notes.
But basically, and I'm not saying this is necessarily specifically relevant to smallmedium sized businesses other than to know there are a lot of bigger organizations and
(03:28):
even some of these AI companies that are realizing what we realized a couple of years ago,which is like, oh God, like these small businesses are not prepared at all.
they're going to be too late to the game and then they're going to lose all their businessand be toast.
Yeah, I basically.
I really think that the impact here is um still in terms of the scales of the Americaneconomy.
(03:50):
think right now the disruption that's happening at AI, I just look at what we've seen thislast.
layoffs.
this rushing mass layoffs globally.
So the opportunity here is the same as it's ever been.
If you are a small business, perhaps you can take part in some of these programs.
If you were an unfortunate victim of these layoffs, it's an opportunity for you to benimble or to learn to be nimble.
(04:14):
And you have a great counterpart in these tools that you've never had access to.
layoffs aren't just that are coming fourth quarter right now aren't just about AI so likeit's it's murky there too like just like the weather's murky today here it's like that's a
little murky hard to tell
spirit isn't murky, Jim.
You are all sunshine.
uh
(04:34):
But what we don't get into is we're not going to get too deep into that.
WPP, is a British, it's a global company.
It's an ad agency, right?
It didn't used to be.
Interestingly enough, oh we're not going to do a deeper dive in that.
Anyway, just search WPP and marketing and you're going to find some interesting factsabout how businesses large and small adapt and change to a changing time.
(04:59):
That's not why we're bringing it up, but I like that.
No, what I think is important about this article is.
marketing dive magazine.
know you're a big fan of yeah.
Go ahead.
I think that the signal here is that large organizations like WPP are going to beproducing their own in-house tools, and those tools will be suites of tools designed to
(05:28):
get a little outside their sweet spot in terms of their target market.
So if you are a small business, you're not using WPP.
Never use WPP.
It would be like, I don't even equate it, but basically it's just a giant globalmarketing.
Play is it's the old adage right would you rather have a thousand bucks from one person ora hundred bucks from a thousand people?
(05:49):
Correct.
Yeah, and that's kind of what they're doing here
It's gonna play for small businesses to be able to have a platform that's AI driven,right?
That will ultimately help more people and businesses.
um And that's why they're doing it.
They're doing it to get to scale and reach more customers that they could never reach withhumans alone, but they've trained it on all of their previous work, is basically what
(06:14):
we're doing, not for marketing per se, but for other business needs.
just gonna say like if you're if you're saying if you're listening to this and you'resaying to yourself why should I care I can just go to Claude and because you Claude's my
jam these
We're gonna get to that next but Claude is a tool again I know we said it a thousand timesbut Claude's a tool like chat GPT because most people are using chat GPT and you are not
(06:38):
tech agnostic you love Claude but you go to
I'm okay with getting into it right now.
I do everything.
but in the case of why use WPP or even like TikTok now has their own just, just got ittoday.
I got early act, you know, earlier access to it.
Um, they have their own now AI tool.
(06:59):
I do love to do like, it's my dirty little pleasure, but listen, um,
with this is you can go to Claude, if you have the background in marketing, you canengineer a great prompt that will give you all the things you want.
BPP has realized that.
So what they've said is we will infuse our own LLM, our own AI, with all of our creativechops, all of our strategic chops, our account manage, all of the things, and then you can
(07:29):
take advantage of that.
You don't have to know how to be an expert marketer.
love it not so much for what that particular agency is doing, the fact that there are atleast more and more people and businesses are starting to realize, and governments are
starting to realize that small and medium sized businesses are going to need some helpgetting through this.
Here's the problem, they don't even know where to start.
I think this also similar to the first article.
I think this signals something larger.
(07:50):
Did you see the news that Grammarly, one of my favorite tools?
mean, why wouldn't you use Grammarly?
Right.
So Grammarly is now rebranded itself.
This is probably also in what was this marketing dive magazine?
Yeah.
It has rebranded itself as superhuman.
So that's the new name for it.
(08:11):
And it's a suite of tools for writing for.
Lee is not sexy, cool or exciting to you.
Well, the you.
You're going with the same idea.
they have taken a tool that has otherwise been decentralized and used throughout otherecosystems and now provided you with a single ecosystem.
doing like a lot of them are doing it.
(08:32):
A of these companies are doing it.
And yes, a little bit.
It's because like, Hey, look at us, right?
It's like, great.
But like, also they kind of have to.
I think that was originally the case, was like, AI, look at us.
I think now they're going, they're saying, wait a second, we can come out with a tool thatgives our specific sweet spot of skills.
Takeaway is ah this is happening and it's happening mostly for small medium sized businessowners now and businesses, which is good.
(08:57):
It's going to be good for you, not just for WPP and Grammarly, but for other things.
And when we come back, I want to talk about the featured article, because that's uh prettyinteresting.
So, anthropic, we're not gonna get too deep in all this because everybody's just asnormal.
I know they are, they are your people.
(09:18):
Okay, so anthropic is like to open AI, what, you know, whatever.
At this point, not even, it's like Coke and Pepsi.
But basically, that's as as I can get, right?
Because I mean, not the same, but.
But in a taste test side by side, you're gonna like Claude better.
Yeah, but that's not Pepsi because Coke's better.
the point is, OpenAI has ChachiPT, Anthropic has Claude.
(09:47):
They are the same in many ways, but also different.
Using Google Workspace, you've probably seen Gemini and Grob.
All the things right now that it has their own all everybody's got their own LLM rightlarge language model.
Okay, fine.
So Anthropic backed by Amazon that actually is just just popped yesterday I don't know ifyou caught that meaning like they backed them even heavier and now they're gonna really
(10:08):
mobilize and push Anthropics Claude model, right?
Which again like chat GPT they want to really
certainly better name than Rufus.
I mean, none of them are good.
Do any of these people use AI tools to help them create names?
Because I feel like they should, they should really work on that.
But I thought
was actually helpful when I was on Amazon shopping.
No, the point is, okay, all of this is to say there are now
(10:35):
there's some kind of analytics, you know, some tests and studies that are being done andyou're going to deep dive into it.
I'm going to just comment because you are that wonky, but you have said over the lastcouple of years you are, we, know, we're, we're AI agnostic, we're tech agnostic, right?
We don't, use all of them and we do still, but Claude has emerged for our needs and whatwe're finding for a lot of people's needs as superior in, we don't get any kickback from
(10:59):
that by the way.
But I also think that it depends upon this is where it's really interesting to me.
It depends on your personal style or in your personal preference
Your personal style is a hyphenated, non-hyphenated, that's irony t-shirt with a hole init.
Is that?
For those listening and not watching, I'm wearing a another T shirt that is really.
(11:19):
ironic in its irony.
It actually has irony on it so it's no longer ironic.
Though that makes it even more ironic.
So anyway, this article is about how researchers tested 12 different AI chatbots, 300,000two-choice questions um with two good options.
And what they found was that different LLMs, different AI chatbots, actually havedifferent personalities.
(11:47):
And that's the root of where we're going here, but yeah.
And also different biases.
Yes.
I think, so this is now me, not the article, I think that those personalities, those biassets, how it does what it does, the work product that it yields, actually is better for
certain types of businesses versus others.
So for what we're doing, I appreciate transparency, sort of straightforward, uncoloredresponses.
(12:12):
That is Claude.
And I find that that's the kind of results that I get with it.
I'm going to hit you right here and kind of like summarize it for the people who don'tkind of get what the hell we're talking about because most people don't and that's okay.
That's why we're here to simplify.
So here's the simple thing if you prioritize ethical careful answers, you should be onClaude If you want more personality more emotive answers right then Gemini and grock which
(12:39):
is ironic to me that that grock is the more emotional
Well, emotional, but not emotionally well, not emotionally stable.
I'm not sure about that.
I am not a Grok user, so in full disclosure, I...
don't know that.
You know the others, but not that one.
Cause you've just, that's a moral thing.
A little more vibe.
Yeah.
There's a little more bounce to it.
(13:01):
Yeah.
Okay, so right, agreed.
But now think about it in business terms.
I know you're going to kind of get a little deeper than this, but you know, on thetechnical side, but not too technical, but just from to kind of equate it to like a
business owner.
Let's say you have a sales team.
Let's say you have five or six sales people.
I won't say sales men because I don't want to get like eight hated on here, but let's saythey're sales people.
(13:22):
Yes.
And let's say one is really brash, right?
Got a big ego, lot of confidence, right?
Kind of pumped up typical like, you know,
sales guy.
mean, I'm sorry, but it is a little stereotypical sales person with that hyped up over thetop energy and like a little bit of, you know, excessive confidence.
(13:42):
Okay.
You know what customers right.
And they know which customers are going to respond well to that.
Right.
In the case of let's say someone who's a little more chill, a little more chill vibe, likea little kind of like, what kind of like you little like go along and get along like
people pleaser.
You want me to describe all of you?
No, but you know that that person
still could be a very valuable salesperson but you're use them but you're gonna use themin different ways with different customers and you're also gonna maybe they do inside
(14:12):
sales.
Maybe they check in, maybe they're more service oriented and then you might have just likethe nice person in general who's like super sweet, super nice and everyone wants them to
be successful.
Maybe they're a little younger and maybe it's like we
Me, me, and three.
oh
We left the little younger out.
Little younger necessarily and maybe they have
(14:34):
Grappley a little younger.
But they have a little less experience and then you kind of put them in with people whothey would respond to as well for customers.
I'm saying that basically to say like, you know, whether it's Chachi PT, Claude or Grok orGemini, each one does have its own unique vibe and personality and knowing and also its
(14:57):
strengths in general too, right?
Strengths and weaknesses and kind of knowing that starting to now analyze some of that.
um We're maybe next week we might get into one, you
where it's like it even showed like deep secrets of these other ones from China and otherplaces and and like how with it it related to like financial like their financial
abilities their ability to like really analyze and predict markets for example right youknow stocks bonds and trends like then commodities and their performance so guess what
(15:25):
they did they rank them as well so that's where knowing that and knowing what you diveinto really helps so kind of get into like the nuts and bolts of it
So I think that your, frankly I think that your uh little exercise is a good tee up to thetool tip that we're gonna do in a little bit, it's also a really important thing to keep
(15:45):
in mind is that even within your organization, different work styles.
That's fair.
We'll also even just different departments.
Sure.
departments.
Right.
HR might need a tool that that is more crafted for it and it's a little more delicate.
Sales might be a little more braggadocious.
Whatever it might be.
Accounting could just be like really boring, really super boring.
(16:07):
just to bring it all together, my people, the robot class of the world, Claude, and thenalso people who like transparency and the egalitarian sort of uh group of people, also
Claude, those who sort of respect others around them, Claude, those who want to do good inthe world, Claude.
(16:31):
Is this and everyone and all the terrible people, everything else, everything else.
I mean, it really does depend on what you're doing, but like, let's hit, hit a couple ofhot quick highlights and then let's get them a tool to kind of know how to approach this.
one important highlight from this is different LLMs will respond, it's not just doing mathor word math as I've heard AI call it at times, it also is how the responses get colored.
(16:56):
So responses can be aggressive, they can be uh more colorful, and sometimes an LLM mayeven avoid giving a response altogether.
Or live.
Or hallucinate.
No, they're lying.
They're lying because they were trained by people and we lie.
Yeah.
So I think that when you find yourself uh looking for the right tool, it's not just theright tool for your organization at large.
(17:22):
It's also about finding the right tool for a work group, as you pointed out, or even for aspecific task.
I still use ChatGPT every day, multiple times a day.
So when I say that I fall in the cloud camp of things, it's because most of my work, whenwe're not together doing this podcast, I'm doing a lot of dev work.
I'm writing a lot of code, or I'm vibe coding.
(17:42):
and I find that that works pretty well.
development apps and things like that for us, for our client.
When I need help tweaking an email or something, or if I need help writing a brief, I goto ChatGPT.
And actually, also, this is, think, maybe ties into some of the emotional qualities thatyou were just talking about.
(18:03):
I also find ChatGPT to be, which is Dolly for the image side, I find it to be a reallygreat image generator.
And if you're already paying for ChatGPT,
Dropping it right and if you're using the paid version I tend to agree if you know whatyou're doing Yeah, and if not it comes out complete slop
Well, you will definitely get slapped anyway.
mean, you have to refine these things.
What?
So talk about the tool.
(18:23):
yeah, we'll get into the tool in one sec, but I'm trying to just really think like beforejust just for like quick few seconds.
I should any business owner care or person like why should
So when you're selecting uh an AI, it's really about culture.
You want to make sure that the AI that you pick, the LLM, is going to reflect yourbusiness culture.
(18:45):
And that's really what this article is about.
You're trying to identify what is the personality type, what is the work type, how itproduces the work, does that fit with your company culture?
And then you can have a tool that sort of folds into your workforce.
(19:05):
Well, speaking of tools, let's jump into your tool for, know, like an exercise or a toolthat business owners can use to kind of discern this.
eh
tool tip today is really just an extension on what we've been talking about, right?
So an AI personality match game.
It's not swipe left or right.
uh You could do that, I guess.
(19:28):
And you could even probably use AI to make a dating app for AI.
oh So what it does is, at the end of this exercise, you wanna find your AI, find yourperson, your LLM match.
uh
for not just your own company, but for different departments or people within yourcompany.
It could be for uh a work group of one, it could be for a division, or a company wide.
(19:55):
You want to find one that identifies with your brand voice as well as your companyculture.
And in doing that, um you'll need a couple of free tools.
You don't think of the paid versions at first, right?
So just check TPT, Claw, Gemini, Grok, just use the free ones and you'll probably need aspreadsheet or.
out a few of them if you don't aren't familiar with anything other than chat GPT.
(20:17):
We'll list out a few in the notes.
And what you're wanna do is you're gonna want to um write three to five test prompts,simple, right?
So um write a friendly email about a new product named X and describe what that is.
Or explain your refund policy.
um
and marketing that's customer service if it's an HR specific question, like how do Ihandle you know a or a very delicate matter that you know that that involves sexual
(20:45):
harassment or something like yeah um
know three to five simple prompts and feed those prompts into each of your test LLM testAIs and then document what the responses are put them in a spreadsheet and then think
about your scoring rubric.
There's your favorite word again.
No one says the word rubric isn't a robot or teacher.
Yeah.
Well, I don't even know.
(21:06):
They do it anymore.
Okay.
So what you'll do is you're gonna come up with a scoring system, a way to evaluate it.
Think of like a scale, one to five.
Clarity, tone, creativity, professionalism.
You could even use Humor.
which you're devoid of.
Okay, what's next?
lovingness, which you care about,
(21:26):
careness.
That's not even a word.
Empathy.
Ironic that you didn't even, okay.
uh So you'll evaluate them and you'll figure out through this process which personality,right, going back to the feature article, which personality fits with the company culture
or the work group culture or whatever.
And in the end of that, you will have a tool that is an extension of your workforce.
(21:50):
Beautiful thing will put all this in the notes and basically look it's on you here's thething we can run through some of these ideas and these concepts but these are great real
world ways that is a small business owner that are basically free that you can figure outhow to navigate through the murkiness and the muddiness of these AI tools and what's best
for you your culture and your business.
Well, they certainly have no idea what I'm talking about.
Three quarters of the time.
I don't know what the fuck you're talking about.
So it's a solid three quarters.
that's hard.
No, it's not bad.
It's good because that just means that you're working on stuff that I don't understand.
And you've made me hopefully look better today.
And really, that's a blessing.
So I'm going to be grateful.
(00:23):
Do you know what your AI is?
Do do do do do.
Yes.
All right.
So that's dating you and me.
All right.
maybe our VR listener too.
ah My AI asked what love is.
I said, it's when someone laughs at your bad jokes.
Yeah, but like kids don't do that at all to us.
(00:47):
They don't laugh at any your terrible jokes.
aren't even yours.
This is just AI slop.
So.
I'll have a I'm I'm gonna dive in.
Please do.
I'm gonna dive in the water.
I'm gonna dive in the deep end.
The water is warm.
Because we're a little murky today.
(01:07):
It's a little murky.
It's a little it's at the moment.
It's a little bit murky here.
We're working on a lot of different things.
So we're going to hit a couple little highlights and then do a real deep dive.
So there's a couple couple things that pop that are interesting and more for like trendsthat are popping up right now.
Not so much for like the specifics, but city, city foundation, right?
(01:28):
City groups, city bank, um, it's, know, put out $25 million toward trying to help, um, youknow, with, with efforts about how, um, AI driven social programs can kind of like, you
know, be, be
And to be clear, this is a very, know, noblesse oblige type.
(01:49):
25 million per city
But yeah, but the thing is it's it's comes down to they're doing they're rolling it outthrough existing philanthropic organizations of about 500,000 a piece right so in terms of
like how people will feel that noblesse oblige on the ground I mean, it's it's a drop inthe bucket number one number two It's it is I think the right intention though.
(02:12):
So while my first impulse is a little critical
the root of it is to help figure out how best to use AI to help people.
That's the thing.
That's right.
And I think it also is a signal about how
Terrible it's going to be.
oh
financial institution is making an investment in small businesses particularly.
That's where the focus is.
So small businesses to learn to use AI, it's a smart play for them too because...
(02:37):
I feel like I left that context out that it was to help small businesses learn.
got caught up.
Okay, it's a long way around.
Like I said, a little murky today.
So I need a little grace.
But this uh is, I think on the whole, the right intention.
I'm not sure how much it's going to help sort of the large swath of small businesses inthe US who really need AI yesterday in order to remain competitive.
(03:05):
But it's a start.
It's something.
It's a drop in the bucket.
applaud them.
And it's a little bit of a parlor trick that they're doing to try and make believe likethey're trying to be helpful.
whatever, it's better than not doing anything.
The point is simply there's a Yahoo article about it that you could do.
put in the notes.
But basically, and I'm not saying this is necessarily specifically relevant to smallmedium sized businesses other than to know there are a lot of bigger organizations and
(03:28):
even some of these AI companies that are realizing what we realized a couple of years ago,which is like, oh God, like these small businesses are not prepared at all.
they're going to be too late to the game and then they're going to lose all their businessand be toast.
Yeah, I basically.
I really think that the impact here is um still in terms of the scales of the Americaneconomy.
(03:50):
think right now the disruption that's happening at AI, I just look at what we've seen thislast.
layoffs.
this rushing mass layoffs globally.
So the opportunity here is the same as it's ever been.
If you are a small business, perhaps you can take part in some of these programs.
If you were an unfortunate victim of these layoffs, it's an opportunity for you to benimble or to learn to be nimble.
(04:14):
And you have a great counterpart in these tools that you've never had access to.
layoffs aren't just that are coming fourth quarter right now aren't just about AI so likeit's it's murky there too like just like the weather's murky today here it's like that's a
little murky hard to tell
spirit isn't murky, Jim.
You are all sunshine.
uh
(04:34):
But what we don't get into is we're not going to get too deep into that.
WPP, is a British, it's a global company.
It's an ad agency, right?
It didn't used to be.
Interestingly enough, oh we're not going to do a deeper dive in that.
Anyway, just search WPP and marketing and you're going to find some interesting factsabout how businesses large and small adapt and change to a changing time.
(04:59):
That's not why we're bringing it up, but I like that.
No, what I think is important about this article is.
marketing dive magazine.
know you're a big fan of yeah.
Go ahead.
I think that the signal here is that large organizations like WPP are going to beproducing their own in-house tools, and those tools will be suites of tools designed to
(05:28):
get a little outside their sweet spot in terms of their target market.
So if you are a small business, you're not using WPP.
Never use WPP.
It would be like, I don't even equate it, but basically it's just a giant globalmarketing.
Play is it's the old adage right would you rather have a thousand bucks from one person ora hundred bucks from a thousand people?
(05:49):
Correct.
Yeah, and that's kind of what they're doing here
It's gonna play for small businesses to be able to have a platform that's AI driven,right?
That will ultimately help more people and businesses.
um And that's why they're doing it.
They're doing it to get to scale and reach more customers that they could never reach withhumans alone, but they've trained it on all of their previous work, is basically what
(06:14):
we're doing, not for marketing per se, but for other business needs.
just gonna say like if you're if you're saying if you're listening to this and you'resaying to yourself why should I care I can just go to Claude and because you Claude's my
jam these
We're gonna get to that next but Claude is a tool again I know we said it a thousand timesbut Claude's a tool like chat GPT because most people are using chat GPT and you are not
(06:38):
tech agnostic you love Claude but you go to
I'm okay with getting into it right now.
I do everything.
but in the case of why use WPP or even like TikTok now has their own just, just got ittoday.
I got early act, you know, earlier access to it.
Um, they have their own now AI tool.
(06:59):
I do love to do like, it's my dirty little pleasure, but listen, um,
with this is you can go to Claude, if you have the background in marketing, you canengineer a great prompt that will give you all the things you want.
BPP has realized that.
So what they've said is we will infuse our own LLM, our own AI, with all of our creativechops, all of our strategic chops, our account manage, all of the things, and then you can
(07:29):
take advantage of that.
You don't have to know how to be an expert marketer.
love it not so much for what that particular agency is doing, the fact that there are atleast more and more people and businesses are starting to realize, and governments are
starting to realize that small and medium sized businesses are going to need some helpgetting through this.
Here's the problem, they don't even know where to start.
I think this also similar to the first article.
I think this signals something larger.
(07:50):
Did you see the news that Grammarly, one of my favorite tools?
mean, why wouldn't you use Grammarly?
Right.
So Grammarly is now rebranded itself.
This is probably also in what was this marketing dive magazine?
Yeah.
It has rebranded itself as superhuman.
So that's the new name for it.
(08:11):
And it's a suite of tools for writing for.
Lee is not sexy, cool or exciting to you.
Well, the you.
You're going with the same idea.
they have taken a tool that has otherwise been decentralized and used throughout otherecosystems and now provided you with a single ecosystem.
doing like a lot of them are doing it.
(08:32):
A of these companies are doing it.
And yes, a little bit.
It's because like, Hey, look at us, right?
It's like, great.
But like, also they kind of have to.
I think that was originally the case, was like, AI, look at us.
I think now they're going, they're saying, wait a second, we can come out with a tool thatgives our specific sweet spot of skills.
Takeaway is ah this is happening and it's happening mostly for small medium sized businessowners now and businesses, which is good.
(08:57):
It's going to be good for you, not just for WPP and Grammarly, but for other things.
And when we come back, I want to talk about the featured article, because that's uh prettyinteresting.
So, anthropic, we're not gonna get too deep in all this because everybody's just asnormal.
I know they are, they are your people.
(09:18):
Okay, so anthropic is like to open AI, what, you know, whatever.
At this point, not even, it's like Coke and Pepsi.
But basically, that's as as I can get, right?
Because I mean, not the same, but.
But in a taste test side by side, you're gonna like Claude better.
Yeah, but that's not Pepsi because Coke's better.
the point is, OpenAI has ChachiPT, Anthropic has Claude.
(09:47):
They are the same in many ways, but also different.
Using Google Workspace, you've probably seen Gemini and Grob.
All the things right now that it has their own all everybody's got their own LLM rightlarge language model.
Okay, fine.
So Anthropic backed by Amazon that actually is just just popped yesterday I don't know ifyou caught that meaning like they backed them even heavier and now they're gonna really
(10:08):
mobilize and push Anthropics Claude model, right?
Which again like chat GPT they want to really
certainly better name than Rufus.
I mean, none of them are good.
Do any of these people use AI tools to help them create names?
Because I feel like they should, they should really work on that.
But I thought
was actually helpful when I was on Amazon shopping.
No, the point is, okay, all of this is to say there are now
(10:35):
there's some kind of analytics, you know, some tests and studies that are being done andyou're going to deep dive into it.
I'm going to just comment because you are that wonky, but you have said over the lastcouple of years you are, we, know, we're, we're AI agnostic, we're tech agnostic, right?
We don't, use all of them and we do still, but Claude has emerged for our needs and whatwe're finding for a lot of people's needs as superior in, we don't get any kickback from
(10:59):
that by the way.
But I also think that it depends upon this is where it's really interesting to me.
It depends on your personal style or in your personal preference
Your personal style is a hyphenated, non-hyphenated, that's irony t-shirt with a hole init.
Is that?
For those listening and not watching, I'm wearing a another T shirt that is really.
(11:19):
ironic in its irony.
It actually has irony on it so it's no longer ironic.
Though that makes it even more ironic.
So anyway, this article is about how researchers tested 12 different AI chatbots, 300,000two-choice questions um with two good options.
And what they found was that different LLMs, different AI chatbots, actually havedifferent personalities.
(11:47):
And that's the root of where we're going here, but yeah.
And also different biases.
Yes.
I think, so this is now me, not the article, I think that those personalities, those biassets, how it does what it does, the work product that it yields, actually is better for
certain types of businesses versus others.
So for what we're doing, I appreciate transparency, sort of straightforward, uncoloredresponses.
(12:12):
That is Claude.
And I find that that's the kind of results that I get with it.
I'm going to hit you right here and kind of like summarize it for the people who don'tkind of get what the hell we're talking about because most people don't and that's okay.
That's why we're here to simplify.
So here's the simple thing if you prioritize ethical careful answers, you should be onClaude If you want more personality more emotive answers right then Gemini and grock which
(12:39):
is ironic to me that that grock is the more emotional
Well, emotional, but not emotionally well, not emotionally stable.
I'm not sure about that.
I am not a Grok user, so in full disclosure, I...
don't know that.
You know the others, but not that one.
Cause you've just, that's a moral thing.
A little more vibe.
Yeah.
There's a little more bounce to it.
(13:01):
Yeah.
Okay, so right, agreed.
But now think about it in business terms.
I know you're going to kind of get a little deeper than this, but you know, on thetechnical side, but not too technical, but just from to kind of equate it to like a
business owner.
Let's say you have a sales team.
Let's say you have five or six sales people.
I won't say sales men because I don't want to get like eight hated on here, but let's saythey're sales people.
(13:22):
Yes.
And let's say one is really brash, right?
Got a big ego, lot of confidence, right?
Kind of pumped up typical like, you know,
sales guy.
mean, I'm sorry, but it is a little stereotypical sales person with that hyped up over thetop energy and like a little bit of, you know, excessive confidence.
(13:42):
Okay.
You know what customers right.
And they know which customers are going to respond well to that.
Right.
In the case of let's say someone who's a little more chill, a little more chill vibe, likea little kind of like, what kind of like you little like go along and get along like
people pleaser.
You want me to describe all of you?
No, but you know that that person
still could be a very valuable salesperson but you're use them but you're gonna use themin different ways with different customers and you're also gonna maybe they do inside
(14:12):
sales.
Maybe they check in, maybe they're more service oriented and then you might have just likethe nice person in general who's like super sweet, super nice and everyone wants them to
be successful.
Maybe they're a little younger and maybe it's like we
Me, me, and three.
oh
We left the little younger out.
Little younger necessarily and maybe they have
(14:34):
Grappley a little younger.
But they have a little less experience and then you kind of put them in with people whothey would respond to as well for customers.
I'm saying that basically to say like, you know, whether it's Chachi PT, Claude or Grok orGemini, each one does have its own unique vibe and personality and knowing and also its
(14:57):
strengths in general too, right?
Strengths and weaknesses and kind of knowing that starting to now analyze some of that.
um We're maybe next week we might get into one, you
where it's like it even showed like deep secrets of these other ones from China and otherplaces and and like how with it it related to like financial like their financial
abilities their ability to like really analyze and predict markets for example right youknow stocks bonds and trends like then commodities and their performance so guess what
(15:25):
they did they rank them as well so that's where knowing that and knowing what you diveinto really helps so kind of get into like the nuts and bolts of it
So I think that your, frankly I think that your uh little exercise is a good tee up to thetool tip that we're gonna do in a little bit, it's also a really important thing to keep
(15:45):
in mind is that even within your organization, different work styles.
That's fair.
We'll also even just different departments.
Sure.
departments.
Right.
HR might need a tool that that is more crafted for it and it's a little more delicate.
Sales might be a little more braggadocious.
Whatever it might be.
Accounting could just be like really boring, really super boring.
(16:07):
just to bring it all together, my people, the robot class of the world, Claude, and thenalso people who like transparency and the egalitarian sort of uh group of people, also
Claude, those who sort of respect others around them, Claude, those who want to do good inthe world, Claude.
(16:31):
Is this and everyone and all the terrible people, everything else, everything else.
I mean, it really does depend on what you're doing, but like, let's hit, hit a couple ofhot quick highlights and then let's get them a tool to kind of know how to approach this.
one important highlight from this is different LLMs will respond, it's not just doing mathor word math as I've heard AI call it at times, it also is how the responses get colored.
(16:56):
So responses can be aggressive, they can be uh more colorful, and sometimes an LLM mayeven avoid giving a response altogether.
Or live.
Or hallucinate.
No, they're lying.
They're lying because they were trained by people and we lie.
Yeah.
So I think that when you find yourself uh looking for the right tool, it's not just theright tool for your organization at large.
(17:22):
It's also about finding the right tool for a work group, as you pointed out, or even for aspecific task.
I still use ChatGPT every day, multiple times a day.
So when I say that I fall in the cloud camp of things, it's because most of my work, whenwe're not together doing this podcast, I'm doing a lot of dev work.
I'm writing a lot of code, or I'm vibe coding.
(17:42):
and I find that that works pretty well.
development apps and things like that for us, for our client.
When I need help tweaking an email or something, or if I need help writing a brief, I goto ChatGPT.
And actually, also, this is, think, maybe ties into some of the emotional qualities thatyou were just talking about.
(18:03):
I also find ChatGPT to be, which is Dolly for the image side, I find it to be a reallygreat image generator.
And if you're already paying for ChatGPT,
Dropping it right and if you're using the paid version I tend to agree if you know whatyou're doing Yeah, and if not it comes out complete slop
Well, you will definitely get slapped anyway.
mean, you have to refine these things.
What?
So talk about the tool.
(18:23):
yeah, we'll get into the tool in one sec, but I'm trying to just really think like beforejust just for like quick few seconds.
I should any business owner care or person like why should
So when you're selecting uh an AI, it's really about culture.
You want to make sure that the AI that you pick, the LLM, is going to reflect yourbusiness culture.
(18:45):
And that's really what this article is about.
You're trying to identify what is the personality type, what is the work type, how itproduces the work, does that fit with your company culture?
And then you can have a tool that sort of folds into your workforce.
(19:05):
Well, speaking of tools, let's jump into your tool for, know, like an exercise or a toolthat business owners can use to kind of discern this.
eh
tool tip today is really just an extension on what we've been talking about, right?
So an AI personality match game.
It's not swipe left or right.
uh You could do that, I guess.
(19:28):
And you could even probably use AI to make a dating app for AI.
oh So what it does is, at the end of this exercise, you wanna find your AI, find yourperson, your LLM match.
uh
for not just your own company, but for different departments or people within yourcompany.
It could be for uh a work group of one, it could be for a division, or a company wide.
(19:55):
You want to find one that identifies with your brand voice as well as your companyculture.
And in doing that, um you'll need a couple of free tools.
You don't think of the paid versions at first, right?
So just check TPT, Claw, Gemini, Grok, just use the free ones and you'll probably need aspreadsheet or.
out a few of them if you don't aren't familiar with anything other than chat GPT.
(20:17):
We'll list out a few in the notes.
And what you're wanna do is you're gonna want to um write three to five test prompts,simple, right?
So um write a friendly email about a new product named X and describe what that is.
Or explain your refund policy.
um
and marketing that's customer service if it's an HR specific question, like how do Ihandle you know a or a very delicate matter that you know that that involves sexual
(20:45):
harassment or something like yeah um
know three to five simple prompts and feed those prompts into each of your test LLM testAIs and then document what the responses are put them in a spreadsheet and then think
about your scoring rubric.
There's your favorite word again.
No one says the word rubric isn't a robot or teacher.
Yeah.
Well, I don't even know.
(21:06):
They do it anymore.
Okay.
So what you'll do is you're gonna come up with a scoring system, a way to evaluate it.
Think of like a scale, one to five.
Clarity, tone, creativity, professionalism.
You could even use Humor.
which you're devoid of.
Okay, what's next?
lovingness, which you care about,
(21:26):
careness.
That's not even a word.
Empathy.
Ironic that you didn't even, okay.
uh So you'll evaluate them and you'll figure out through this process which personality,right, going back to the feature article, which personality fits with the company culture
or the work group culture or whatever.
And in the end of that, you will have a tool that is an extension of your workforce.
(21:50):
Beautiful thing will put all this in the notes and basically look it's on you here's thething we can run through some of these ideas and these concepts but these are great real
world ways that is a small business owner that are basically free that you can figure outhow to navigate through the murkiness and the muddiness of these AI tools and what's best
for you your culture and your business.
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