Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Welcome to the latestinstallment of Brand of
Brothers.
I'm Doug.
And I'm Johnny.
Today we're talking about AIcontent.
All right, let's get to it.
Johnny Diggz (00:17):
All right, so today we're talking about AI
generated content.
Oh, are we?
Yes.
It's, uh, it's quite, uh, thehot topic these days.
Doug Berger (00:25):
Have you heard of ai?
Um, I, I assume you're talkingabout Albert Instein.
No, it's
Johnny Diggz (00:32):
Albert
Doug Berger (00:32):
Instein.
Johnny Diggz (00:33):
Uh, so chat, GPT.
And now there's Claude.
There's, uh, you know, GoogleGemini there gr um.
Uh, deep mind.
There's, there's so many ofthese I didn't even
Doug Berger (00:48):
mention Perplexity.
Johnny Diggz (00:49):
Oh, perplexity.
Well, perplexity, we'll get intoperplexity.
I, I kind of put that in aslightly different category, but
probably not necessary anymore.
Um, but, uh, so all of theseplatforms can.
Generate tons of content.
Um, and that's, that's kind ofwhat they do.
(01:11):
Sure.
You put, you ask a question andit will spit back, uh, an
answer.
Sometimes that answer is correct
Doug Berger (01:18):
and oftentimes
Johnny Diggz (01:19):
it's not so much.
Not so much, not so much so.
Uh, which creates, um, a wholenew realm of dilemmas, uh,
potential pitfalls, uh,potential benefits.
And, uh, so I thought that maybewe should discuss where, what,
what challenges that you'veseen, where you're using it in
(01:39):
your workflow, and what youthink, uh, what you, what, what
you're recommending to clients.
And how they do things.
So where do you wanna start?
Um,
Doug Berger (01:48):
so I, I'd like to discuss a few things.
So first, the benefits, um, thenthe challenges.
Okay.
Um, and then the ethics behindall of this.
And it doesn't have to be inthis order, right?
Sure, sure.
Uh, so, so benefits, um,actually perspective, so.
What is perplexity?
(02:09):
It's called perplexity.
So in, in this, in this context,what, what I wanna pay attention
to is why we're using tools likechat, GPT, and it is a tool,
right?
It is not supposed to be areplacement for talent.
Um, it should be so, so in myworld, in the world of branding.
(02:32):
Um, a, a typical tool that wetalk about is Adobe Creative
Cloud and Adobe Creative Cloudincludes, uh, Photoshop,
illustrator, InDesign.
These are all tools and can youget existing materials and
utilize those materials for alogo?
(02:54):
You can, but should you Right.
On a, on an ethics perspective,no, you shouldn't.
Right.
A, a client isn't coming to youto use a template.
They're coming to you to createsomething, unless, of course,
that's the agreement that you'vecome to where you explain to
them that you're using this tooland for the sake of expediency.
(03:16):
They're paying you to utilizethis tool and a series of
preexisting media.
So that takes us to things likechat, GPT, right?
Where where does chat GPT getits content?
Uh, how does it generate itscontent?
Um, I think this is really morefor you to speak to than for me.
(03:37):
Um, but my understanding is thatover the past several years.
Open AI specifically has beenfeeding content to their large
language models and thentraining it, training it with
content and, and effectivelyit's using other people's IP
(04:00):
and, and regurgitating it on acontextual basis.
Johnny Diggz (04:04):
There, there are multiple lawsuits, uh, active
lawsuits, the New York Times,and uh, I believe, uh.
Is it Sandra Bullock, one of themajor actresses?
Uh.
That, uh, no, no, no.
So not Sandra Bullock?
No.
Sarah.
Sarah.
Sarah Silverman, actually.
Oh, wow.
Uh, because one of her books,uh, was obviously ingested and,
(04:28):
um, and she could get hugeswaths of her book.
Uh.
Regenerated by Chad GPT, whichwould be copyright infringement.
And so, um, I, the, the courtshave not caught up to any of
this, so it's still kind of awild, wild west out there.
Right.
Um, which is why it's, it'simportant to, to, to note this,
(04:49):
especially as a firm who isgenerating content on behalf of
clients.
Doug Berger (04:55):
Right.
So.
There are are numerous aapproaches to how content is, is
generated and presented.
Um, I, I personally feel likebeing as transparent as possible
is, is critically necessary.
So when we talk about utilizingchat, GPT.
(05:16):
To our customers.
With our customers, we want tomake sure that they understand
that we're using it as a tool,not so much as a a content
generation resource, becausethat technically.
It's replacing a person and onthe ethics scale that, that
we've put together, um, thatgets flagged.
(05:38):
That's not in the green zone allof a sudden because when you're
replacing someone that is,that's destructive, um, but.
Being transparent that's in thegreen zone, making sure that the
customer knows that what isbeing delivered to them.
It depending on how you areutilizing chat GPT, that's safe.
(06:00):
That's fair.
Johnny Diggz (06:01):
Now when you say generating content, you're not
talking about like the, the,the.
The image generation stuff.
You, I'm not, yeah, you'retalking about the like,
generating content for socialmedia posts or,
Doug Berger (06:14):
or even articles.
Right?
Articles.
Okay.
It, so there, there's a time anda place, right?
So if you are, for example,wanting to employ a search
engine optimization and a IO,uh, method, AI optimization, uh,
thank you for the TLA.
I saw the look on your face.
Um, so you'll
Johnny Diggz (06:34):
throw out the, those TLAs and, uh Yep.
Doug Berger (06:37):
And those KPIs and all of those others.
Um, so anyhow, and, uh, wherewas I?
Which by the
Johnny Diggz (06:43):
way, it's not a A IO or, uh, LLMO, or, uh, I've
seen, uh, g uh, GAI as well.
Yeah, sure.
So they're all kind of the sameconcept of this, this, uh, uh,
optimizing content for.
Being consumed by these, these,uh, engines,
Doug Berger (07:05):
right?
And, and so, and it's importantthat a, as a brand, um,
especially as a, a commercialbrand, that you can be found
both on Google.
Regardless of Gemini and thatyou can be found on chat, GPT
because chat, GPT is quicklysurpassing, uh, other search
engines.
(07:25):
People are going to their, uh,LLMs that are in their pocket
because they can get faster and,and sometimes more reliable
information.
However, it's important toimplement the 80 20 rule, right?
80% of the content that you'regetting from chat, GPT is pretty
good.
It's not, not necessarily great,but it's pretty good.
(07:48):
Yeah.
But 20% of it is, it's worsethan garbage.
Right?
Right.
I mean, we're talking aboutprimordial ooze and, and so it,
it not, not
Johnny Diggz (07:57):
only just, uh, just like one of the good, the
things that chat GPT and andthese others do so well is
confidently lie.
It will come hundred percent.
Doug Berger (08:11):
And, and they will glad hand you, they will tell
you what you want, what itthinks you want to hear, right?
So you can argue with it, arguewith it, argue with it, and
eventually it will come aroundto your way of thinking, even
though you are completely wrong.
Um, but the other, the flip sidehappens too, right?
There have been times where I'veasked it for information, and
the information that's givenback is just patently false.
(08:35):
And so having.
Uh, uh, not necessarily anexpert level, uh, awareness of,
of a subject matter, but atleast having some degree of, of
awareness and education is kindof important because you might
put out content that's supposedto be representative of a
(08:56):
subject matter expert, and itturns out that it.
It's making them look like anidiot.
It's making them look like abuffoon
Johnny Diggz (09:04):
because there, there can be, um, telltale signs
that you're generating AIcontent, um, specifically in
formatting and stuff like that.
Oh yeah.
Doug Berger (09:14):
Because it uses Chicago style format, right?
Instead of AP style.
And so, you know, all of asudden look, the telltale sign
with chat GPT, if you wanna knowif content was generated by chat
GPT, not only.
Are, is there a rampant use of Mdashes?
I love
Johnny Diggz (09:31):
the M dash,
Doug Berger (09:31):
but there are no spaces surrounding the M dash
either.
So not only are you gonna getthe M dash, you're gonna get no
spaces around them.
And so if you see that, that's ared flag, that that means run,
that means that someonegenerated the 80%, but they
didn't do the last 20% of theassignment.
Johnny Diggz (09:48):
Well, and that last 20%, I mean this, this,
this concept of human in theloop.
Like that, that someone, uh,that you're not just generating
content and then delivering thatto the audience, right?
Yeah.
You are, you are using thecontent as maybe a starting
point as some foundational claythat an, that an expert is
(10:11):
molding into something that'susable, much like, like a
desktop publishing software.
Does, it's not going to lay outyour design for you.
I love
Doug Berger (10:20):
how you brought that back.
That's nice.
So it as, as it relates to, togenerative content, my biggest
issues are, are, are voiceconsistency.
Right?
The, there's a voice to a brandthat you're supposed to put
forward.
Johnny Diggz (10:38):
And in your tone that you established that in
your BrainScape.
Doug Berger (10:41):
Right?
And, and, and not only that, um,there's continuity, right?
So when you are writingsomething and you are authoring
it, originally, you're not.
Just editing something fromchat, GPT, for example, and, and
not to vilify chat GPT, but if,if, if you are just editing
(11:02):
something, then that level ofauthenticity and consistency
isn't necessarily there.
But when you write, we all havein an inherent style of writing,
and that begins to go away whenyou're implementing the use of
generative ai.
Johnny Diggz (11:21):
Um, let's talk about, uh, SEO for a second.
We touched on it already, but,um, I found that, uh, are you
seeing any kind of likepenalties or can, can, are the
search engines seeing when stuffis ai?
I mean, if, if you can see thatit's AI generated.
(11:41):
Are the search engines, are theyranking, are they changing their
rankings based on AI content?
Are you seeing anything like
Doug Berger (11:48):
that?
So it it, it's really hard tosay.
My gut instinct is yes.
Right.
There are definitely algorithmsthat are evaluating content on a
regular basis, how it'sevaluating the content and, and
whether or not it's, it'slooking at it.
Um, for example, from, fromGoogle.
(12:09):
I, I don't know, they mightfavorably look at, at, at crap
that's generated by Gemini and,and you know, I wouldn't put it
past them to look for some sortof, of digital fingerprinting on
content generated by chat GPT,for example.
But I use these tools toevaluate whether or not content
we generate, uh, appears to havecome from, uh, from ai.
(12:34):
And I do that for two reasons.
One is to make sure that whatwe're writing doesn't sound too
robotic.
Um, that's really the moreimportant part, that there's a,
that it feels human.
That's the
Johnny Diggz (12:47):
human in the loop, sort of.
Doug Berger (12:48):
Yeah.
Yeah.
And, and, and the, the otherpart is exactly what you're
talking about.
Is there a potential negative?
And the irony in all of this isthere are times.
Often where I author somethingand I put it into one of these
evaluation models and it's like,oh, that's definitely ai.
And it was 100% me.
(13:09):
Um, frankly, I prefer to takecontent that I originate and put
it into AI and ask it what itthinks of what I did and where
there are opportunities forimprovement.
I, I find that to be the betterutility.
Johnny Diggz (13:23):
I think that that's really where.
Ai, uh, at least the tools wherethey stand today are, are the,
the really strongest point is asa collaboration tool.
As, as a, uh, here's, here'swhat I'm thinking.
Help me flush out this idea.
Um, it's like having anotherperson.
(13:44):
That, that that can, you can do,yeah.
It's a sounding board.
It's a sound, it's literallylike a sounding board and can,
can help elevate your content,take you in directions that you
wouldn't have necessarilythought of solo.
But, um, but it's still notjust, it's not just the tool
generating, it, it for you onyour behalf.
(14:05):
You're actually collaboratingwith it as a tool.
Doug Berger (14:08):
Yeah.
And, and, and frankly, a, as AIevolves.
Its utility will evolve, itspurpose will evolve.
The challenges will also becomelarger and, uh, and, and, and
different, um, but the potentialbecomes greater.
The, the key part here is thatwe don't forget the human
(14:30):
element.
We don't forget the purpose ofwhy we're creating this content
and that we're not just creatingcontent for the sake of creating
content.
Johnny Diggz (14:40):
That sounds like a good, good.
Places to, uh, to top.
I, I know we have, uh, we wantto talk about this, this concept
of ethics and ai, but I think weshould save that for, for a
different, uh, because I, Ithink we can go a lot deeper
than we, we have this time intalking about the ethical
dilemmas and the potentialpitfalls there, because there's
(15:03):
a lot of them and icl, includingwhat you touched on, the, the
copyright issue.
Um, and, but one thing I wantedto talk about was, you know, I,
I've noticed, you know, in, inmy personal life, friends of
mine that, that start businessesor, or whatnot, that, you know,
they, they'll go to chat GPT orone of the ai, uh, image
(15:25):
generation tools and make theirlogo.
Oh gosh.
And I'm starting to see this a,a lot and, and you know, I, on,
on the one side.
It, it's, it's a really nice,easy way to generate a quick
logo.
Mm-hmm.
If you're just trying, ifyou're, you know, we've had
Doug Berger (15:41):
clients do it for us too, where they're like, Hey,
I was ideating using, uh, Wally.
Right.
Per,
Johnny Diggz (15:47):
yeah.
Perfect.
And we just said ideation andis, is a perfect tool way to use
it.
So, um, how, but like, I justhad a, a, a friend of mine, this
is not a client, but, uh, that,that built a logo.
She loves the logo.
That she built.
It is a complex, um, logo thatis a single bit mapped, you
(16:11):
know, uh, PNG file or whateverchat GPT generated.
And, you know, she went to putit on a t-shirt.
I.
And guess what happened?
Oops.
Doug Berger (16:21):
Yeah.
It, it has its ups and downs.
Yeah.
Um, from my perspective, listen,the people that are using AI to
generate a logo, um, they arethe same people that might use
a, uh, an offshore freelancerbecause they don't want to
invest in their brand and theydon't understand the value and
(16:43):
the benefit.
Of working with a professionalin that context and, uh, and,
and it's fine, right?
They will eventually discoverthere are are shortfalls, right?
That, that come with it.
Uh, first and foremost, youcan't own it, right?
You can't.
You can trademark it ish, right?
Um, it, it's a murky areabecause if you actually get the
(17:06):
trademark, it might be rescindedif it's found to infringe on
someone's intellectual property.
Um, and, and then there, thereare other, other aspects like
what you're talking aboutbecause it, it's a rasterized
image instead of a vector image.
And for those who are unfamiliara raster image, it is the
resolution in size and scale.
At which it's rendered, whereasa vector image can be scaled up
(17:29):
or down, uh, at, at, at a whim.
Johnny Diggz (17:32):
Yeah.
I think I, you know, and I, we,we may get to the point where.
Uh, an AI tool can generate alayered illustrator file for us.
But yeah, that doesn't existtoday yet.
Doug Berger (17:44):
Yeah, give it five minutes.
It, it actually by the time wehit stop on the record button,
it's probably a thing.
Johnny Diggz (17:50):
Well, I think that's a good place to hit stop
in the record button, so thatsounds great.
We'll see you guys next time.
Doug Berger (17:56):
Thank you for tuning in to Brand of Brothers.
Big thank you to our presentingsponsor, Remixed, the branding
agency, along with productionassistance from Johnny Diggz,
Simon Jacobsohn, and me, DougBerger.
We can't forget music by PRO.
Speaking of not forgetting,remember to do that like and
subscribe thing and find us atBrandShowLive.
com and follow us on the socialsat BrandShowLive.
Welcome to the latestinstallment of Brand of
Brothers.
I'm Doug.
And I'm Johnny.
Today we're talking about AIcontent.
All right, let's get to it.
Johnny Diggz (00:17):
All right, so today we're talking about AI
generated content.
Oh, are we?
Yes.
It's, uh, it's quite, uh, thehot topic these days.
Doug Berger (00:25):
Have you heard of ai?
Um, I, I assume you're talkingabout Albert Instein.
No, it's
Johnny Diggz (00:32):
Albert
Doug Berger (00:32):
Instein.
Johnny Diggz (00:33):
Uh, so chat, GPT.
And now there's Claude.
There's, uh, you know, GoogleGemini there gr um.
Uh, deep mind.
There's, there's so many ofthese I didn't even
Doug Berger (00:48):
mention Perplexity.
Johnny Diggz (00:49):
Oh, perplexity.
Well, perplexity, we'll get intoperplexity.
I, I kind of put that in aslightly different category, but
probably not necessary anymore.
Um, but, uh, so all of theseplatforms can.
Generate tons of content.
Um, and that's, that's kind ofwhat they do.
(01:11):
Sure.
You put, you ask a question andit will spit back, uh, an
answer.
Sometimes that answer is correct
Doug Berger (01:18):
and oftentimes
Johnny Diggz (01:19):
it's not so much.
Not so much, not so much so.
Uh, which creates, um, a wholenew realm of dilemmas, uh,
potential pitfalls, uh,potential benefits.
And, uh, so I thought that maybewe should discuss where, what,
what challenges that you'veseen, where you're using it in
(01:39):
your workflow, and what youthink, uh, what you, what, what
you're recommending to clients.
And how they do things.
So where do you wanna start?
Um,
Doug Berger (01:48):
so I, I'd like to discuss a few things.
So first, the benefits, um, thenthe challenges.
Okay.
Um, and then the ethics behindall of this.
And it doesn't have to be inthis order, right?
Sure, sure.
Uh, so, so benefits, um,actually perspective, so.
What is perplexity?
(02:09):
It's called perplexity.
So in, in this, in this context,what, what I wanna pay attention
to is why we're using tools likechat, GPT, and it is a tool,
right?
It is not supposed to be areplacement for talent.
Um, it should be so, so in myworld, in the world of branding.
(02:32):
Um, a, a typical tool that wetalk about is Adobe Creative
Cloud and Adobe Creative Cloudincludes, uh, Photoshop,
illustrator, InDesign.
These are all tools and can youget existing materials and
utilize those materials for alogo?
(02:54):
You can, but should you Right.
On a, on an ethics perspective,no, you shouldn't.
Right.
A, a client isn't coming to youto use a template.
They're coming to you to createsomething, unless, of course,
that's the agreement that you'vecome to where you explain to
them that you're using this tooland for the sake of expediency.
(03:16):
They're paying you to utilizethis tool and a series of
preexisting media.
So that takes us to things likechat, GPT, right?
Where where does chat GPT getits content?
Uh, how does it generate itscontent?
Um, I think this is really morefor you to speak to than for me.
(03:37):
Um, but my understanding is thatover the past several years.
Open AI specifically has beenfeeding content to their large
language models and thentraining it, training it with
content and, and effectivelyit's using other people's IP
(04:00):
and, and regurgitating it on acontextual basis.
Johnny Diggz (04:04):
There, there are multiple lawsuits, uh, active
lawsuits, the New York Times,and uh, I believe, uh.
Is it Sandra Bullock, one of themajor actresses?
Uh.
That, uh, no, no, no.
So not Sandra Bullock?
No.
Sarah.
Sarah.
Sarah Silverman, actually.
Oh, wow.
Uh, because one of her books,uh, was obviously ingested and,
(04:28):
um, and she could get hugeswaths of her book.
Uh.
Regenerated by Chad GPT, whichwould be copyright infringement.
And so, um, I, the, the courtshave not caught up to any of
this, so it's still kind of awild, wild west out there.
Right.
Um, which is why it's, it'simportant to, to, to note this,
(04:49):
especially as a firm who isgenerating content on behalf of
clients.
Doug Berger (04:55):
Right.
So.
There are are numerous aapproaches to how content is, is
generated and presented.
Um, I, I personally feel likebeing as transparent as possible
is, is critically necessary.
So when we talk about utilizingchat, GPT.
(05:16):
To our customers.
With our customers, we want tomake sure that they understand
that we're using it as a tool,not so much as a a content
generation resource, becausethat technically.
It's replacing a person and onthe ethics scale that, that
we've put together, um, thatgets flagged.
(05:38):
That's not in the green zone allof a sudden because when you're
replacing someone that is,that's destructive, um, but.
Being transparent that's in thegreen zone, making sure that the
customer knows that what isbeing delivered to them.
It depending on how you areutilizing chat GPT, that's safe.
(06:00):
That's fair.
Johnny Diggz (06:01):
Now when you say generating content, you're not
talking about like the, the,the.
The image generation stuff.
You, I'm not, yeah, you'retalking about the like,
generating content for socialmedia posts or,
Doug Berger (06:14):
or even articles.
Right?
Articles.
Okay.
It, so there, there's a time anda place, right?
So if you are, for example,wanting to employ a search
engine optimization and a IO,uh, method, AI optimization, uh,
thank you for the TLA.
I saw the look on your face.
Um, so you'll
Johnny Diggz (06:34):
throw out the, those TLAs and, uh Yep.
Doug Berger (06:37):
And those KPIs and all of those others.
Um, so anyhow, and, uh, wherewas I?
Which by the
Johnny Diggz (06:43):
way, it's not a A IO or, uh, LLMO, or, uh, I've
seen, uh, g uh, GAI as well.
Yeah, sure.
So they're all kind of the sameconcept of this, this, uh, uh,
optimizing content for.
Being consumed by these, these,uh, engines,
Doug Berger (07:05):
right?
And, and so, and it's importantthat a, as a brand, um,
especially as a, a commercialbrand, that you can be found
both on Google.
Regardless of Gemini and thatyou can be found on chat, GPT
because chat, GPT is quicklysurpassing, uh, other search
engines.
(07:25):
People are going to their, uh,LLMs that are in their pocket
because they can get faster and,and sometimes more reliable
information.
However, it's important toimplement the 80 20 rule, right?
80% of the content that you'regetting from chat, GPT is pretty
good.
It's not, not necessarily great,but it's pretty good.
(07:48):
Yeah.
But 20% of it is, it's worsethan garbage.
Right?
Right.
I mean, we're talking aboutprimordial ooze and, and so it,
it not, not
Johnny Diggz (07:57):
only just, uh, just like one of the good, the
things that chat GPT and andthese others do so well is
confidently lie.
It will come hundred percent.
Doug Berger (08:11):
And, and they will glad hand you, they will tell
you what you want, what itthinks you want to hear, right?
So you can argue with it, arguewith it, argue with it, and
eventually it will come aroundto your way of thinking, even
though you are completely wrong.
Um, but the other, the flip sidehappens too, right?
There have been times where I'veasked it for information, and
the information that's givenback is just patently false.
(08:35):
And so having.
Uh, uh, not necessarily anexpert level, uh, awareness of,
of a subject matter, but atleast having some degree of, of
awareness and education is kindof important because you might
put out content that's supposedto be representative of a
(08:56):
subject matter expert, and itturns out that it.
It's making them look like anidiot.
It's making them look like abuffoon
Johnny Diggz (09:04):
because there, there can be, um, telltale signs
that you're generating AIcontent, um, specifically in
formatting and stuff like that.
Oh yeah.
Doug Berger (09:14):
Because it uses Chicago style format, right?
Instead of AP style.
And so, you know, all of asudden look, the telltale sign
with chat GPT, if you wanna knowif content was generated by chat
GPT, not only.
Are, is there a rampant use of Mdashes?
I love
Johnny Diggz (09:31):
the M dash,
Doug Berger (09:31):
but there are no spaces surrounding the M dash
either.
So not only are you gonna getthe M dash, you're gonna get no
spaces around them.
And so if you see that, that's ared flag, that that means run,
that means that someonegenerated the 80%, but they
didn't do the last 20% of theassignment.
Johnny Diggz (09:48):
Well, and that last 20%, I mean this, this,
this concept of human in theloop.
Like that, that someone, uh,that you're not just generating
content and then delivering thatto the audience, right?
Yeah.
You are, you are using thecontent as maybe a starting
point as some foundational claythat an, that an expert is
(10:11):
molding into something that'susable, much like, like a
desktop publishing software.
Does, it's not going to lay outyour design for you.
I love
Doug Berger (10:20):
how you brought that back.
That's nice.
So it as, as it relates to, togenerative content, my biggest
issues are, are, are voiceconsistency.
Right?
The, there's a voice to a brandthat you're supposed to put
forward.
Johnny Diggz (10:38):
And in your tone that you established that in
your BrainScape.
Doug Berger (10:41):
Right?
And, and, and not only that, um,there's continuity, right?
So when you are writingsomething and you are authoring
it, originally, you're not.
Just editing something fromchat, GPT, for example, and, and
not to vilify chat GPT, but if,if, if you are just editing
(11:02):
something, then that level ofauthenticity and consistency
isn't necessarily there.
But when you write, we all havein an inherent style of writing,
and that begins to go away whenyou're implementing the use of
generative ai.
Johnny Diggz (11:21):
Um, let's talk about, uh, SEO for a second.
We touched on it already, but,um, I found that, uh, are you
seeing any kind of likepenalties or can, can, are the
search engines seeing when stuffis ai?
I mean, if, if you can see thatit's AI generated.
(11:41):
Are the search engines, are theyranking, are they changing their
rankings based on AI content?
Are you seeing anything like
Doug Berger (11:48):
that?
So it it, it's really hard tosay.
My gut instinct is yes.
Right.
There are definitely algorithmsthat are evaluating content on a
regular basis, how it'sevaluating the content and, and
whether or not it's, it'slooking at it.
Um, for example, from, fromGoogle.
(12:09):
I, I don't know, they mightfavorably look at, at, at crap
that's generated by Gemini and,and you know, I wouldn't put it
past them to look for some sortof, of digital fingerprinting on
content generated by chat GPT,for example.
But I use these tools toevaluate whether or not content
we generate, uh, appears to havecome from, uh, from ai.
(12:34):
And I do that for two reasons.
One is to make sure that whatwe're writing doesn't sound too
robotic.
Um, that's really the moreimportant part, that there's a,
that it feels human.
That's the
Johnny Diggz (12:47):
human in the loop, sort of.
Doug Berger (12:48):
Yeah.
Yeah.
And, and, and the, the otherpart is exactly what you're
talking about.
Is there a potential negative?
And the irony in all of this isthere are times.
Often where I author somethingand I put it into one of these
evaluation models and it's like,oh, that's definitely ai.
And it was 100% me.
(13:09):
Um, frankly, I prefer to takecontent that I originate and put
it into AI and ask it what itthinks of what I did and where
there are opportunities forimprovement.
I, I find that to be the betterutility.
Johnny Diggz (13:23):
I think that that's really where.
Ai, uh, at least the tools wherethey stand today are, are the,
the really strongest point is asa collaboration tool.
As, as a, uh, here's, here'swhat I'm thinking.
Help me flush out this idea.
Um, it's like having anotherperson.
(13:44):
That, that that can, you can do,yeah.
It's a sounding board.
It's a sound, it's literallylike a sounding board and can,
can help elevate your content,take you in directions that you
wouldn't have necessarilythought of solo.
But, um, but it's still notjust, it's not just the tool
generating, it, it for you onyour behalf.
(14:05):
You're actually collaboratingwith it as a tool.
Doug Berger (14:08):
Yeah.
And, and, and frankly, a, as AIevolves.
Its utility will evolve, itspurpose will evolve.
The challenges will also becomelarger and, uh, and, and, and
different, um, but the potentialbecomes greater.
The, the key part here is thatwe don't forget the human
(14:30):
element.
We don't forget the purpose ofwhy we're creating this content
and that we're not just creatingcontent for the sake of creating
content.
Johnny Diggz (14:40):
That sounds like a good, good.
Places to, uh, to top.
I, I know we have, uh, we wantto talk about this, this concept
of ethics and ai, but I think weshould save that for, for a
different, uh, because I, Ithink we can go a lot deeper
than we, we have this time intalking about the ethical
dilemmas and the potentialpitfalls there, because there's
(15:03):
a lot of them and icl, includingwhat you touched on, the, the
copyright issue.
Um, and, but one thing I wantedto talk about was, you know, I,
I've noticed, you know, in, inmy personal life, friends of
mine that, that start businessesor, or whatnot, that, you know,
they, they'll go to chat GPT orone of the ai, uh, image
(15:25):
generation tools and make theirlogo.
Oh gosh.
And I'm starting to see this a,a lot and, and you know, I, on,
on the one side.
It, it's, it's a really nice,easy way to generate a quick
logo.
Mm-hmm.
If you're just trying, ifyou're, you know, we've had
Doug Berger (15:41):
clients do it for us too, where they're like, Hey,
I was ideating using, uh, Wally.
Right.
Per,
Johnny Diggz (15:47):
yeah.
Perfect.
And we just said ideation andis, is a perfect tool way to use
it.
So, um, how, but like, I justhad a, a, a friend of mine, this
is not a client, but, uh, that,that built a logo.
She loves the logo.
That she built.
It is a complex, um, logo thatis a single bit mapped, you
(16:11):
know, uh, PNG file or whateverchat GPT generated.
And, you know, she went to putit on a t-shirt.
I.
And guess what happened?
Oops.
Doug Berger (16:21):
Yeah.
It, it has its ups and downs.
Yeah.
Um, from my perspective, listen,the people that are using AI to
generate a logo, um, they arethe same people that might use
a, uh, an offshore freelancerbecause they don't want to
invest in their brand and theydon't understand the value and
(16:43):
the benefit.
Of working with a professionalin that context and, uh, and,
and it's fine, right?
They will eventually discoverthere are are shortfalls, right?
That, that come with it.
Uh, first and foremost, youcan't own it, right?
You can't.
You can trademark it ish, right?
Um, it, it's a murky areabecause if you actually get the
(17:06):
trademark, it might be rescindedif it's found to infringe on
someone's intellectual property.
Um, and, and then there, thereare other, other aspects like
what you're talking aboutbecause it, it's a rasterized
image instead of a vector image.
And for those who are unfamiliara raster image, it is the
resolution in size and scale.
At which it's rendered, whereasa vector image can be scaled up
(17:29):
or down, uh, at, at, at a whim.
Johnny Diggz (17:32):
Yeah.
I think I, you know, and I, we,we may get to the point where.
Uh, an AI tool can generate alayered illustrator file for us.
But yeah, that doesn't existtoday yet.
Doug Berger (17:44):
Yeah, give it five minutes.
It, it actually by the time wehit stop on the record button,
it's probably a thing.
Johnny Diggz (17:50):
Well, I think that's a good place to hit stop
in the record button, so thatsounds great.
We'll see you guys next time.
Doug Berger (17:56):
Thank you for tuning in to Brand of Brothers.
Big thank you to our presentingsponsor, Remixed, the branding
agency, along with productionassistance from Johnny Diggz,
Simon Jacobsohn, and me, DougBerger.
We can't forget music by PRO.
Speaking of not forgetting,remember to do that like and
subscribe thing and find us atBrandShowLive.
com and follow us on the socialsat BrandShowLive.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.