Research Reveals How Many Marketers Are Using AI

Episode Transcript
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Blythe Brumleve (00:00):
Welcome into another episode of everything is

(00:02):
logistics, a podcast for thethinkers in freight. I am your
host, Blythe Milligan, and weare proudly presented by SPI
logistics, the best home forfreight agents in the logistics
industry. Go show them some loveand show them some support,
since they have been a day onesupporter of this podcast, and
so just want to give them alittle bit of extra shout out as

(00:25):
we start talking about the topicthat most people are, frankly,
kind of sick of. You can't walkinto a conference or a trade
show floor without hearing thephrase AI. But if you clicked on
this episode and you'relistening to this right now,
then you probably want to hearabout some of the latest
research that has been revealedon how marketers in just

(00:47):
marketers in general, are usingAI, if they're using it at all,
and then how maybe we can applysome of that to the logistics
industry. Because I don't haveto tell any of you that it's
been sort of a chaotic start tothe year. We are almost six
months into this year, and itstill feels like we're trying
to, you know, get our bearingsstraight. But anytime there's

(01:10):
I'm a firm believer that anytimethere is chaos among the
industry, that there isopportunity in chaos, so maybe
you have a little bit ofdowntime, maybe you're looking
for ways to kind of restructureor figure out your processes.
This is going to be the perfectepisode for you, because we've
got some hard data to go off of,and that is courtesy of what's

(01:32):
called the marketing AIInstitute. Now if you've never
heard of them before, it'sbasically a company out of
Cleveland, Ohio that has beentalking about AI and marketing
for, I think, the last decade.
So not necessarily, you know,kind of, you know, one of these
companies that just popped upwhenever chat GPT launched, they
have been around talking aboutthis topic for a long time, so

(01:54):
they've seen a lot of theinternal challenges that arise
when a company decides, hey, Iwant to start implementing an AI
methodology into our differentdepartments, into our different
workflows, they release a weeklyepisode over on YouTube. It's
called The Marketing AIInstitute, and they release a
weekly episode that is sort ofmy saving grace when it comes to

(02:16):
trying to just keep up with allof the different news cycles,
especially around all of thesedifferent platforms. What
platform to choose, what tool touse, it can become very
overwhelming very quickly, andthat podcast is my saving grace.
It's how I keep my sanity whenit comes to just the constant
news cycle around AI andimplementing large language

(02:39):
model workflows into yourcurrent tech stack, and it's a
lot. But they also, in additionto this, host regular webinars.
I knew they do some likecorporate training and things
like that, but they host anannual AI for writers summit
that I've attended. This is mysecond year in a row attending.
It's a virtual summit you canattend in person if you would

(03:01):
like. But I'm, you know, I'mjust one person, so I can't go
to all the conferences. I haveto be picky about the
conferences that I go to. AndI'm sure most of you feel my
pain on that, on deciding whichones to go to and which ones not
to go to, but they put togetherall of these resources and all
of this research, and theysurvey hundreds of marketers

(03:23):
that are using AI and howthey're using it, and so thought
it would be fun to kind of havea little like mid year check in
on what's working, what's notworking, what we're
experimenting with, and thenwhat Some of these stats and
takeaways that might be helpfulto the folks out there trying to
figure out along with us, and wecan kind of try to figure it out

(03:45):
all together. So with all thatsaid, One early stat that I
wanted to share with all of youis that only 30% of media
companies have integrated AIinto their strategy 30% of media
companies. That's not even likeregular companies, but media
companies only 30% and I couldargue that media is the place
that AI is disrupting the most,because it's so easy to go into

(04:08):
chat GPT and ask it to write you1000 word blog article and it
will spit it out in two seconds.
It's probably going to be slop.
It's probably going to be, youknow, kind of like one of those
articles in a sea of sameness.
But I found that stat reallysurprising, that only 30% of
media companies have haveintegrated AI into their overall

(04:31):
strategy, which I think is ahuge missed opportunity,
especially when you think aboutit sites. I think it was Shopify
that just a couple of weeks ago,their CEO announced privately
through, you know, an email tothe everybody that works at the
company, but then also publiclyon social media, after some
people started sharing ascreenshot of that email, so he

(04:53):
just let everybody know that we.
Are now an AI, first company youmight remember Shopify as sort
of leading the charge withgetting rid of recurring
meetings on their calendars acouple of years ago, and it led
to an enormous amount ofproductivity gains, and they
were able to launch products andfeatures so much quicker because
they got rid of the monotony ofrecurring meetings, and there

(05:16):
was a couple of other strategiesthat that they implemented
around, you know, just creatingmeetings and who should be part
of meetings. Thought was superinteresting. Go google it. I've
written about it before in aLinkedIn newsletter of how you
can get some of your time backwith meetings that just don't
make sense. But now they'redoing that. They're leading the

(05:38):
charge on AI as well, where theyare freezing all hiring, and you
are not allowed to have extrabudget or hire someone unless
you prove that AI cannot do it.
And I think that that is sort ofa force multiplier, and that the
biggest problem with techadoption is that most people
don't want to change whatthey're doing, and most people

(06:01):
with especially within anorganization, if it ain't broke,
don't fix it. That's sort of themindset that they have. And
while that can be true using AI,I think about it as a way of
gaining more efficiency andbeing able to do things that
maybe you wouldn't have beenable to do before like me, I'm
not a graphic designer. I knowsomewhat of graphic designs that

(06:24):
I want to create, and I knowwhat's in my head. And now I can
use a tool like Chachi PT to getthe ideas out of my head and
then get it into imagegeneration models, have it
create a few images, and then Ican use those images as source
material to go and hire adesigner, and I have a better
idea of what I want and what Iwant them to create and them to

(06:46):
tweak, so they can turn aroundand give me what I want faster,
quicker, and hopefully a littlebit cheaper. So that is the
that's just one strategy ofusing AI, but Shopify leading
the charge in that regard, Ithink you're going to see a lot
of other companies take notice.
Duolingo is one that is alsomaking this claim that they're
going to be an AI first company,but they did it in a very like

(07:08):
poor way, in my opinion, where Ithink it was just a CEO just
decided, hey, we're going to getrid of everybody and just turn
it everything, all of ourhelpful. If you don't know what
Duolingo is, it helps you learna new language, but they're
basically going to get rid ofall of the people that helped
with teaching differentlanguages, and they're just

(07:31):
doing going straight to aI don'tknow if it's going to work for
them. I much prefer the Shopifyroute, where you are constrained
to try to think about theprocesses behind what you do and
why you do it, and wheredifferent tools can fit in and
play a role without adding extrabudget to the revenue line or to
the expense line, I should say.

(07:54):
And so that I much prefer theShopify route. It is one that I
am taking seriously. It's an avery serious approach that I'm
taking in all of my businesses,whether it's the podcast, like
what you're listening to now, orit's cargo Rex, or it's digital
dispatch, you know, we're tryingto figure out where it makes
sense to have aI take over andnot take over, but add an extra

(08:17):
element into the mix, where aspecified tool a specific tool,
which is, I'll get into more ofthose a little bit later on
about you know, the specifictools that we're using and
finding value in. But just torethink some of the processes,
why we do them? What's importantto revenue, what's important to
customer connection and andrelationship management, and

(08:39):
just, we're just trying to get alittle bit better each day, and
we're trying not to spend a tonof money doing it, because
money's tight and budgets aretight. And I'm sure I'm I'm
preaching to the choir here withall of the different, you know,
things that we have to thinkabout and things that we have to
juggle. So knowing that stat,you're not alone if your company

(09:02):
feels like it's very slow toadopt some of these new things
and some of these newer ways ofthinking. But I am also of the
opinion that you know, when youhave a little bit of a downtime,
it is the moment to think aboutthese kinds of things. What are
we doing? Why are we doing it?
Are we heading in a positivedirection? Are there some, you
know, parts of a leaky faucetthat we could be fixing and we

(09:25):
could be addressing so itdoesn't become a bigger problem
later on down the line? And sothat's the approach I'm taking
with AI. I'm mostly positivewhen it comes to this kind of
stuff, much tothe, I guess, the, I guess the
gripes of truck drivers outthere, because truck driver
shout out to y'all. Y'all do notlike most of y'all, I should

(09:47):
say, not all of you, but most ofyou do not like a lot of this
tech entering into our space. Itis taken over. It feels like
every aspect of it, but it's notgoing away. And I am mostly. Be
a tech optimist, and so tryingto find ways to make it work
within my own companies, andsharing that with you on
episodes like this, andhopefully, you know, you can

(10:09):
find a few tips that will helpyou out in your work day as
well. Now first, what I wantedto get started with are some of
the tools that I have beenusing, you know, if you see any
of our video clips, you know, wehave podcast interviews just
like this, not interviews, butpodcast shows just like this. We
also have interviews with guestson in order to speak about their

(10:30):
subject matter expertise, andwhat guests love the most is
being able to have clips thatthey can share with their own
audience. And so we use a toolcalled Opus clips in order to
take a YouTube video,whether it's a Dropbox video or
a private video that you have,maybe it's a webinar, maybe you
spoke at a conference, even notetaking apps, things like that.

(10:51):
Well, not note taking apps forthis particular use case, but
Opus is able to take all ofthose different video sources
and be able to intelligentlyfind some of the best moments,
and you can kind of play aroundwith the time limit. It doesn't
have to be a minute long. Itcould be up to 10 minutes long.
I choose three minutes andunder, because I feel like

(11:11):
that's kind of a sweet spot forsocial media clips. And so we
use Opus clips for that. We usenow grok. I don't grok is based
on Twitter slash x if you have apremium account, so you have to
pay, like, you know, the 10bucks a month to Twitter. And if
you don't mind doing that,because that's a whole other

(11:31):
bucket of worms. I'm not gettinginto people's feelings about
that platform, but grok isreally incredible. The deep
research available on grok isunlike any other platform that
I've experienced. It's actuallybecome vital in our research
process when it comes to comingup with research dockets for

(11:52):
interview guests in thisindustry, in the logistics
industry, I know it feels likethere's a ton of podcasts out
there, but I frequently run intooccasions where I am not able to
find any interviews that a guesthas been on, and I'm not able to
find anything that they've done,you know, previously, but
outside of their LinkedInprofile that I'm able to kind of

(12:12):
listen to or or hear theirmannerisms, or hear the stories
that they're telling. So grokhas become an essential part of
the research process for a, youknow, a interview guest or a
complex topic that I don't knowmuch about, hello tariffs, and
that has been a really pivotalmoment in my AI journey is being

(12:34):
able to use, rely and Trust grokmore and more. The deep research
reports that I can get from grokare incredible, to the point
where I can take that deepresearch and I can bring it over
to chat GPT, and I candisseminate even more, and I can
re I can ask questions of thatresearch document. I can then

(12:56):
put it into a chat what's calleda chat GPT project, which is
brand specific to this podcast.
Everything is logistics. Youknow, we have a certain tone, we
have a certain content that we'dlike to cover on this show. And
then the guests, and how do theyfit into that? How do they fit

(13:17):
into the audience, what theaudience wants to see? And a
chat GPT project, I can uploadall of my brand visuals and
style guide and tone guides,and, you know, previous
episodes, most popular episodes,I can upload all of those files
into a chat GPT project, andthen I can go over to grok and
get a deep research report, plugit into chat gbts project, and

(13:40):
then be able to come up with ashow plan that is ideal for my
audience based on the analyticsfrom you guys. And so the
analytics meaning like, howmany, how many podcast downloads
Did you know a particularepisode get? Are certain
categories more popular withothers, technology and AI, are

(14:00):
huge popular categories for uson this show. That's why we're
starting to cover more of it.
Cargo crime is another big one.
Freight agents, obviously, is ahuge one. So just being able to
use knowing when to use certaintools in certain use cases helps
dramatically where to prep foran interview used to take me

(14:21):
hours. Now I would say I've cutit down from about six hours to
about two hours. I still find itvery important to listen to
other interviews if it'savailable that the guest has
been on, because it really Ijust remember it more. I connect
with it more. And so by no meansas like the grok research or

(14:42):
even chat GPT have they replacedthat research process for me,
but it has made just combingthrough so much information so
much easier, and puts it into amore manageable format, versus
having 30 tabs open and. Tryingto, you know, come up with
clever interview questions,whereas I can have a deep

(15:04):
research report, and then I canalso have the the guest
interviews that I can listen to,and be able to connect the dots
myself, and then use a tool likechat GPT to put all of that
stuff together and say, What amI missing? This has been the,
the biggest unlock for me. So Idon't maybe this will be helpful
for for some of you folks outthere who are, you know, maybe

(15:26):
planning some content yourself,but being able to take all of
the information that I'vegathered and what I'm thinking
in my head as kind of like abrain dump, throw it into chat,
GPT, and then saying, What am Imissing? Poke holes in my own
arguments give me another pointof view, and that has been
hugely successful at being ableto find, I guess, checking my

(15:49):
own biases and trying to findthe different angles that I
might have missed in my ownresearch process. So those are
some just high level tools thatI feel have just, frankly,
changed the game for me and howI run my business, and how I
make the show, and how I doresearch for the show. And then

(16:10):
to take it a step further, andwhere I kind of started this
entire conversation is, what doyou do after you have all of
that damn text? What do you doafter you have all of this
information? How do you put itin a way that's going to make
sense for your audience and youraudience could be a podcast
audience. It could be a meetingthat you're leading. It could be
it could be a variety ofdifferent things. You just want

(16:33):
to make yourself look like lessof a moron, or maybe not a moron
at all. You want to makeyourself look like a smart
person. So one of the thingsthat I wanted to highlight with
this new tool that I discovered,it's called Gemma, G, E, M, M,
a, and it's essentially aMicrosoft PowerPoint on
steroids, where coming back toall of that information that so

(16:57):
say, let's use the marketing AIInstitute report. They had a
full day summit that everyonewas allowed to attend. Each
Summit, each creator or eachspeaker within the summit had
their own PDF of slides. Wasable to download all of them
because they had research pointsin in each one of them. And so I
was able to download all of themand load it up into chat GPT,

(17:18):
pick out the stats that I likedthe most. But then also ask it,
what are some other takeaways?
What are some other stats thatI'm missing from this, that or
that I have it noted already,and it was able to pull out
several different stats, and I'mlike, Oh yeah, that was a good
one. That was a good one. Let'scross check it, make sure that
everything is is verifiable andeverything is good so we can
have our proper sources and allthat. So you take all that

(17:39):
information once you've verifiedit, and it kind of does all of
the legwork for you. The magichappens is when you go to a tool
like Gemma, and I'm going tobring up a presentation on the
screen right now, if you werejust listening, I'm just going
to explain it for you, becauseit's one of those things that it
you don't necessarily need towatch this show. You can just

(18:01):
listen to it, but it's basicallya full deck. That was, if you
look at the images, it'sobviously created by AI. I
didn't do any kind of editing tothis presentation because I just
wanted y'all to see how good itlooks without doing any kind of
editing whatsoever. And thenjust think of how it could look
when you put your own spin onit, when you put your own sort

(18:23):
of, you know, your brand fonts,colors, things like that. And
this is just, I took all of thenotes from chatgpt, plugged it
into Gemma, and I said, Make mea presentation. And this is the
presentation that it came upwith. So we have a title page
here. We have a couple niceimages, and it says, AI for
logistics creators, a 2025 gameplan, a strategic roadmap for

(18:45):
logistics marketers navigatingthe AI revolution. We'll explore
data, insights, legalconsiderations and practical
applications to keep you aheadof the competition. Then, as my
adds my name, room forcollaboration, but we're going
to use this for this show. I'lllink to it in the show notes, in
case you're on podcast and youwant to kind of follow along,

(19:07):
but it's absolutely notnecessary. Okay, so now that you
are able to see the presentationup on the screen, I got a little
bit of a better format. We'rejust going to be using this as,
sort of like, background fodder.
It's going to be off to be offto the side, and we're going to
scroll through it. I just wantedto be able to show you,
essentially what this looks likewhen you can take all of the

(19:28):
information that you'veprepared, throw it into a
presentation, and you can haveit like that. And I'm saying it
Gemma created. I think it'sGemma severance. Spells the
error. Pronounces the name likethis, and spells it like this.
So I'm hoping I'm pronouncing itright. It could be, yeah, I
don't know. Gemma, G, E, M, M, Ais the presentation tool that I

(19:49):
am using, and this was free, soI have to do that caveat as
well. And so obviously, anotherAI image. But let's get into
some of these. Take. Ways herenow. Takeaway number one, the AI
adoption gap. 70% of agencies,brands and publishers, have not

(20:09):
fully integrated AI, despite itsobvious benefits, the adoption
by role. Let's talk a little bitabout that. So agencies, only
40% have adopted AI publishers,35%
brands, 20% which brands? Mostlogistics companies here? Yeah,
most of you, only 20% haveadopted AI fully into their

(20:35):
company. Then the stack goes on.
It says, well, 80% use generalAI tools like chat, GPT. Only
45% use custom tools, and then24% of people use proprietary
solutions. So translation forall of those different stats is
we are just scratching thesurface when it comes to AI
adoption. And if you feel me onthe the stress I talked about

(20:56):
earlier that it just all of itfeels so overwhelming. You're
not sure what direction to kindof go into, and you feel like
you're being pulled in a milliondifferent ways. You're not
alone. And there's a lots ofcompanies that are out here that
are dealing with the same exactset of frustrations and
confusion and not exactly surewhich way to go. And I think
that the takeaway here is thatyou it's still very early in

(21:19):
this AI adoption process. It'sstill very early for a lot of
these tools. And so you don'thave to try out all the tools.
You don't have to do all thethings. You need to be able to
define your processes and thenfigure out where a tool could
make sense to implement it andtake sort of the Shopify mindset

(21:40):
of all right, these are ourcurrent processes. I'm not going
to buy a tool because I think itcounts buying a tool and hiring
somebody. I think you shouldhold off on both of those things
until you figure out if the damntool is actually going to be
worth it, if it's actually goingto do the thing that it says
it's going to do. I can't tellyou how many AI agents I have

(22:00):
tried to figure out for my ownbusiness and just have failed at
it. But it's also one of thosethings where I just don't think
for my business that AI agentsare there yet to do the things
that I needed to do. I do thinkthat it will become a reality,
short, you know, very in thenear future, but it's one of

(22:22):
those things where right now, AIagents for my business just
don't make a whole heck of a lotof sense, because of the limited
capabilities and the monitoringthat has to take place for me to
be able to fully utilize thesetools. Some of them. It also it
takes me so much longer to setup the damn AI agent than it

(22:43):
does to just do the thing that Ineeded to get done. And so I
think for marketing, I think forfor a lot of, you know, creative
angles, it's just not there yetnow for, obviously, our own, you
know, purposes they we there areother solutions out there that
are agent AI, Agent focused,clone ops, I would be remiss if

(23:05):
I did not mention them, but theyare helping from a call log
standpoint, where you don't haveto make the annoying track and
trace phone calls get loadupdates, you know, those types
of things that you know, a lotof brokers, a lot of folks are
making On a regular basis, a lotof drivers as well. Need, you
know, updates. That's where, youknow, an AI agent can fit much

(23:27):
more, I think, much more nicely,versus something like with my
business, it just doesn't. I'vetried. I want, I want to love AI
agents when it comes tomarketing. I just don't think
it's there yet. But hopefully,you know, in certain use cases,
in certain situations, I thinkthat we are, we'll get there

(23:47):
sooner rather than later.
Especially, we're working onsome things for for cargo wrecks
that hopefully will have morenews on that soon. But there are
some use cases there, I justdon't think it's a good use case
for the podcast right now. So,but we're still early. All of
that to say we are still 100%early. So window of opportunity

(24:09):
is to is there for folks tolead? Don't wait for your
competitors to play catch up. Sothat's TAKEAWAY NUMBER ONE.
Takeaway number two, the legallandscape, copyright and AI
content because a federal courtruled that AI generated art and
content cannot be copyrightedonly humans can legally be

(24:30):
credited as authors. Promptsdon't qualify as creativity
under copyright law. So thismatters for creators using mid
journey dolly or even Chachi PT.
So you want to be careful whenit comes to some of those images
that you are creating. I thinkit helps with image generation,
which we'll get into in a verynext takeaway, actually, but it
doesn't from a legalperspective. You do not own the

(24:54):
rights to that image, to thatdocument, to that. White Paper,
if you used AI to create it, thelegal RAM, they're not
necessarily ramifications,because there haven't been any
cases like that yet. There are,you know, several news agencies,
or several you know, like NewYork Times is famously suing
OpenAI, who is the owner ofchatgpt because they trained

(25:18):
their system on their contentthat is different than you know,
using a tool to create contentor to create an image and then
passing it off as your own,passing it off as if you
copyright it, you might havecome up with the prompt to make
that image, but that does notmean the image now legally
belongs to you, where no oneelse can use it. So that's

(25:40):
something to keep in mind. Idon't necessarily think it's
going to be a huge deal for themajority of marketers out there,
because if you think about it,where are you using these image
generation tools? You'reprobably using them for social
media posts, email newsletters,blog posts, maybe even some
images on a website. I don'tthink we have used any AI images

(26:02):
in our website builds trying tothink just off the top of my
head, no, not even on, ondigital dispatch, not even on,
on cargo Rex, which is our mostrecent, you know, personal site
that that we've launched, but wedon't have any AI images on
there. I hired an illustrator tomake you know, if you're on
cargo wrecks, and you see a lotof the map drawings that we have

(26:23):
on the site, and it's kind ofthemed around the age of
exploration. Hired anillustrator for those and so
that's just something to keep inmind the legal liability around
some of these things. Let me seeif this oh, here we go. Here's
more. You know, graphics fromthe Gemma presentation, as you
can see, like look, as youhighlight, as you kind of hover

(26:46):
over some of these differentblocks with these different
numbers, it gives you it's veryinteractive, too. And that just
blown away that this was createdin like 30 seconds based on my
own notes, and I didn't do anykind of editing to this
whatsoever, so it's making mewant to go back in and tweak it
to make it more look look likethe everything is logistics

(27:10):
brand, so I should, I shouldprobably done that before this.
But I just for the sake ofshowing the audience of what
these kinds of tools look likeand how it can get you 80% of
the way there, I think is veryvaluable, because then I could
be able to theoretically be ableto take this, send it off to,
you know, a graphic designer andillustrator, and be like, just

(27:30):
tweak this to make it look likeour brand, and add your own
little flair to it. GraphicDesigner doesn't necessarily
want to be out here making bargraphs, but they would maybe
like to add their own specialflair to, you know, other parts
of this page. So let's move onto, oh, there's a legal
landscape graphic which shows alittle the hammer that you pound

(27:50):
on the desk. That's that imagefor the podcast listeners, and
it talks about the court ruling,the human element and the prompt
limitations. And the takeawayadvice is, use AI as a co pilot,
not the driver. Add your humanvoice to maintain copyright
eligibility. So that's a really,really important takeaway for
that next takeaway we kind ofhinted at it. It's around

(28:13):
images, but chatgpt, theirvisual tools, have changed the
game, and we're seeing and Allright, so let me, let me back up
recent chatgpt image updatesequals huge potential. And this
is based on this marketing AIInstitute survey. So first step
is ad generation is now drag anddrop Instagram lever level
filters from just a prompt,slides and presentations,

(28:37):
visuals are on demand, as we seewith this Gemma
PowerPoint. Let me see if I canget to the next image too, just
in case. There we go. Aha. Okay,so back to the images. Old books
can become comic panels, whichmass Excel accessibility, which

(28:58):
I don't know. I think a lot ofbook readers out there, and
probably comic readers as well,would unite in being very anti
using chatgpt visuals for thisspecific use case, because they
don't want their content stolen,which is essentially what
happens if you do this. But thenthey also don't, you know, from
a comic perspective, there'slots of visuals, and my husband

(29:21):
is a big comic book nerd, so Ihave to sort of say this, right,
he is absolutely against a lotof these AI tools. He will use
chatgpt in order to help him,you know, sort of clarify his
thoughts and get an extra eyeon, you know, certain content
that he's creating. But any kindof visuals that he creates is
very much he does it himself. Hedesigns them in Canva and uses

(29:44):
comics as like inspiration inorder to make that different
sort of show, promo art. He'salso a podcaster, but when it
comes to making a comic, youtypically will have all of these
different the pages or panels,then you'll have writers who
write. You know, all thestoryline, and then you'll have
an illustrator that goes in andcreates all of the drawing. And

(30:05):
then you have a separate personthat does what's called all the
coloring. And so, you know, youhave different artists that are
all playing a role anytime yousee one single comic book. So I
don't know if that one is goingto actually, I don't know if
chat GPT is going to help, youknow, turn old books into comic
panels. But might be interestingto see you might have noticed,

(30:25):
you know, Studio Ghibli thatsort of art style. Who Studio
Ghibli actually hates anythingAI art related. So it was kind
of interesting that once chatgptlaunched this visual tool, that
that was the Studio Ghibli artstyle was what kind of took off
across the internet. You all,you know, there was also, like,

(30:46):
action figures and things likethat, of people kind of making
of themselves using this chatGPT visual tool. But you can
kind of see a world in the verynear future, and I think Google
has actually already adopted alot of AI integrations into
their ad placements. But thinkabout it from the lens of
creating ads, where, if you areresponsible for managing the ad

(31:09):
budget, maybe you know, maybeyou don't know, but the creative
is so important when it comes tocreating an ad, the title, the
limited text based you'reallowed, the graphic that you
choose, you, frankly, don't haveany idea what is going to
resonate with your audienceuntil you throw that ad out
there. Now, for the best adagencies, they will have a

(31:32):
handful of graphics that they'regoing to use, a handful of
different headings andsubheadings and CTAs and all of
that different stuff. They'llhave several different versions
of that. If you add AI intothis, add AI onto this mix,
you're I could see a world inthe very near future where you
don't have a single personthat's or maybe it is only one

(31:54):
single person that's managingall of that. In reality, most
companies are going to go inthis. Are going to choose the
chat GPT route. They're going togo into their, you know, their
Google ads platform, and have aIhandle it for them. And so
you're going to see highlyprogrammatic ads that are
completely created, generatedfrom idea to launch, that are

(32:20):
all specifically based on AI.
Now Google will probably lovethis, because they can get more
ads, they can get them faster,and then they can kind of make
the decision on what to show andwhat not to show. Think there's
probably going to be a littlebit of I think you should be
watching that a little bitcloser if, if I'm monitoring
those kinds of differentadvertisement campaigns, because
I want to make sure that, youknow, it's not just going to a

(32:44):
broad audience, it's going tothe right audience. And then
hopefully, I could see a worldwhere this is something, where
you can refine the audienceyourself, and then be able to
come up with different imagesand tags and headlines based on
your own customer data, maybeyou take meeting notes and
things like that and use thatterminology we've talked

(33:04):
previously. I've actually talkedabout this for years on how you
should have a customer lingolibrary, where too often in this
industry, we get caught up inour own acronyms. We get caught
up in our own sort of industryslang, and we forget that we're
creating marketing and salesmessaging for folks that might
not have any idea what thosephrases mean. And this is where

(33:27):
you know a tool like the youknow, the different ad
integrations and the differentcreative assets that could go
along for a campaign or adifferent ad campaign can be
utilized and utilized in a waythat makes sense to the target
audience you're trying to reach,which is ultimately what we're
trying to do. So different pairof eyes on text and now also

(33:49):
images. So let's go on to thenext slide, and let's talk about
some of the key stats fromenterprise AI adoption. So if
you're feeling a littleoverwhelmed and you're maybe a
one person marketer, or you're afounder who's trying to manage
it all yourself as well, peopleare kind of struggling at the

(34:10):
enterprise level too. So don'tfeel so alone. I know that a
couple of these stats made mefeel a little bit better. So
let's go the four key stats fromthe enterprise AI adoption
survey, and that is 88% ofemployees and 97% of execs say
that AI has improved their work,but 72% of companies have hit
major obstacles with adoption.

(34:32):
Stat I heard recently,separately from from this study,
is that for all of the majortech platforms, you're lucky if
your users know how to utilize30% of your platform features,
30% so now just imagine that youtake AI and you plug that into
the mix where you have peoplewho want to use it, and they're

(34:54):
I mainly use it as a replacementto Google search just to be able
to get an answer quick.
Basically not having to scrollthrough this awful websites with
too many advertisements. Thereare other obstacles that the
enterprise level people arerunning into as well. So back to
the study. It says 41% ofmillennials and Gen Z are
resisting, AI, even sabotagingrollouts, which I think is so

(35:17):
fascinating, because, as a sidenote, we're we're seeing some of
the same reaction. So 41% ofmillennials and Gen Z are
resisting AI and sabotagingrollouts. You will see the same
thing in warehouses when itcomes to robotics and adoption
of robotics, where a key part oftraining. Whenever a warehouse

(35:40):
decides that we're going tobring in robotics, you know,
we're going to whatever type ofrobotic, there's lots of
different types of robotics. Itdoesn't necessarily have to be
the humanoid, you know, type,you know, creepy level. I don't
want to say creepy level,because I could use a robot that
does my laundry and maybe, youknow, meal preps for me. But as
a workplace, these companieshave to have training in order

(36:05):
to position market, no less, tothe employees to look at the
robot as their friend, as theircompanion. They even go as far
as to name the robot, to give ita name, so then that way you
feel more connected to it.
Because there's also plenty ofstudies out there that will show

(36:28):
you know the robots, you knowthe people who stand on like the
side of the road, and they'rekind of flipping the signs all
around in order to garnerattention for whatever business
that they, you know, arepromoting. But then there's the
other side of it, where I'veseen some of the wacky
inflatable, man, you know,that's holding up a different
sign, trying to, not holding upa sign, but a wacky inflatable,

(36:51):
I don't know, blow up. Man,that's, you know, kind of on the
side of the road, waving hisarms all around, kind of like
how I'm doing the show, but theyare putting those on the side of
the road. But then anothercaveat is that I've seen it
where it was a kind of like amannequin, but they made the arm

(37:12):
move from side to side, waving aflag. And then on the mannequin
itself, it had a sign, and ittook less than 24 hours for that
mannequin robot waving a sign tobe vandalized. A lot of delivery
like residential deliveryrobots, those pilots have failed

(37:33):
because people see these littledelivery robots going throughout
the neighborhood, and they justwant to hurt them. They just
want to destroy them, which isvery interesting from a
psychological perspective. Andso that stat, I knew these other
things, I knew these othercaveats, but 41% of millennials
and Gen Z are resisting AI andeven sabotaging ROAs. That is a

(37:55):
really surprising stat to me,but I could if I think about all
of these other angles, where youhave to see AI and robotics as a
companion. Maybe that could be alesson at the enterprise level.
Is to, you know, look at chatGPT as a friend. Maybe you just
need to name it something else.
Instead of, you know,regurgitating chat GPT every
single time, we have to findside note. We have to find a

(38:18):
better way to refer to chat.
GBT, it's too much. It's toomuch. It's too wordy. I need a
shorter version. I needsomething quick like Claude. I
hate the name, but it's so mucheasier to say than chat. GPT, I
don't want to have to say thefull name every time. So we as a

(38:40):
collective society, need to comeup with a way to talk about this
platform without having to say17 more words than what we have
to Okay. Back to the study thatI got a last couple stats here,
35% of employees are paying forbetter tools out of pocket,
which I think is wild, becauseI've even heard of workers who

(39:01):
are secretly using AI andpretending to get their work
done faster without telling theboss, so that they won't give
them any extra work to do, whichis low key smart, if you think
about it, because then your bossis like, wow, how are you
getting all of this done? It'slike, Well, I'm just super smart
and I'm super valuable, whateverit takes to keep your position

(39:21):
within a company if you're theone wanting to adopt these new
tools, I would caution, however,if you are thinking about doing
this, that you want to becareful about legality. We just
talked about some of the legalissues that are being faced
around certain content that'sbeing created and copyright
protections or lack thereof. Andyou also want to think about it

(39:42):
from how are you using certaindata? For me, where I find the
most value is a lot of ourmeeting notes. So for a lot of
our meeting notes, we have themcategorized by brand, so we have
a certain category of an otteraccount, so it join auto joins
all of my meetings. Yes, andthen we have different folders
for like everything islogistics. We have a folder for

(40:05):
all of our podcast guests, so Ican go into otter and I can say,
find me that conversation thatyou know XYZ said about XYZ. But
then what has been reallyhelpful is we're developing a
chatbot for the digital dispatchwebsite, and so we have taken
all of our client calls, all ofour lead calls. We've anonymized

(40:27):
the data to where we remove allnames and company names, but we
just all we want from thoseconversations are the questions
being asked, the lingo thatthey're using, and then have
those questions and then be ableto pull those into a data source
and then use them as the contentsource for the chat bot on the
site. And so the goal with thatis that if somebody's going to

(40:48):
book a meeting on digitaldispatch, then I want to make
sure that we're not going towaste each other's time. If you
have 200 bucks to spend on awebsite, I'm not a good fit for
you. But if you are trying tospend 200,000 I'm probably also
not a good fit for you. I might,I'll do my best, but I'm just
being honest. We, you know, wehave a small operation over
here, where, as you know,probably at the enterprise

(41:12):
level, you don't necessarilyneed a shop. If you're a
publicly traded company, youprobably wouldn't hire a company
like mine. That's just not a,maybe a good fit. You probably
have an internal marketing team,an internal development team, so
we just want to get better atqualification. And I would hate
to waste anybody's time, and Ihate my time being wasted. So
that's the reasoning fordeveloping that bot. Is to be

(41:34):
able to to get that work donequickly and efficiently without
having to worry about some ofthe legal ramifications or legal
issues, and so we take thoseextra steps. But I do think that
that note of 35% of employeesare paying for better tools out
of pocket, that just screams tome, like a lack of communication
within the company itself, ormaybe a level of frustration I

(41:57):
could definitely see where, youknow, maybe somebody is using,
as, I don't want to name names,but a subpar AI tool, and you
found a better one that worksfor your processes. So if you're
willing to pay out of pocket forit, then why not? But you might
want to, might want to do somechecks to make sure you're not
breaking anything, like breakingany company rules, breaking any

(42:18):
legal rules, and yeah, and just,you know, I think the next thing
on this list is the biggestbarriers to adoption they list
out at the enterprise level forso the biggest barriers to
adoption at the enterprise levelis number one, poor tool
quality. Number two,misalignment across departments,
lack of training and securityconcerns. And so the kind of

(42:42):
takeaway here is that AIadoption isn't just about tools.
It's about culture. You want tothink about starting small and
then figuring out which toolsmake sense to trial, which tools
make sense to pay for, whichtools that you still need to
have an expert or a subjectmatter expert be involved in
that process, and then fromthere, you can just start to

(43:03):
slowly build it out. The easiesttip I give people is to keep
chatgpt open as a tab on yourcomputer, and so anytime you
have a question that you wantanswered,
use it in order, instead of likea Google A perfect example is
I'm I'm going through some,like, health upgrades right now.
Just got some recent blood work.
I'm getting you know, news andnotes on my different

(43:26):
biomarkers. And I'm like, Okay,how can I adjust my diet in the
kitchen in order to, you know,address some of these concerns
that I have, and so being ableto take a photo of my fridge and
say, here are my diet andfitness goals. Here's what I got
in my fridge. Can you come upwith some recipes for me for the
week, something like that, thatyou can use, and that's when it

(43:49):
will start really clicking foryou to be able to start using it
in ways that you never thoughtwere possible. I rarely use
Google Now, unless I'm goingjust to find the website name,
like, say, if I even my own,some of my own websites like
cargo Rex, like, I know if Ijust open up new tab, you know,
Control T to open up a new tab,and I just write C, then I know

(44:12):
that no cargo Rex is going to bethe first one that kind of pops
up in my Google Auto Fill, justbecause you know my own user
history. But there could beother websites out there that
you don't remember the domainname, and it's mainly a pass
through channel. I damn suredon't want to be searching
through all of these recipeblogs anymore, trying to find
the damn recipe instead ofgetting someone's life story or

(44:35):
30,000 ads that are popping upand covering the entire recipe
that I'm trying to see. Sothat's where Chachi BT has
really come in clutch has reallycome in handy for a lot of you
know, those different things.
Let's see if we have any more ofthe graphics on this

(44:55):
presentation. So there is, youknow, a next graphic that I
could talk. About where it'scalled the next gen AI for
creators. And this talks aboutthe different levels of adoption
where you can kind of scale yourorganization. This is kind of
just high level information.
I'll be honest, this slide isnot that valuable, but let's,
let's briefly cover it, becausethey talk about level zero as

(45:17):
being all human. That means yourentire team is not using any
kind of AI adoption. So you areat a level zero. Most of us are
at a level one to two, whereit's aI assisted, and it's ideal
for content creators now levelfour, which is where a lot of
folks, lot of lot of tech bros,think that the industry is
headed, which they have afinancial interest. And saying

(45:39):
this, but level four is fullyAI, not really recommended for
thought leadership, not reallyrecommended for marketers,
because you're in if everybodyis going off of the same data,
you are just going to beswimming in a sea of sameness,
and your thought leadership ishow you are going to stand out.

(46:00):
I often look to differentcreators. Chad Olsen comes to
mind, CEO of Avril. And if youfollow him on LinkedIn, his
posts, you could tell that someof them, he just comes up with
off the RIP, and people resonatewith that kind of stuff, but
it's still insightful. There'sstill a lesson, there's still a

(46:22):
takeaway to be had. So I thinkfor stuff like that, absolutely
no AI should be involved in thatkind of thought leadership. Now,
if you wanted to maybe take apost and say, spell check this
for me, or format it a littlebit better, there's different
use cases, and we've discussed alot of them earlier. There is

(46:43):
one more study that I wanted tobring up, and that was from this
other call that I was a part of.
And it's a company called Airops, and they are an

Unknown (46:53):
agent, an AI agent company who focuses

Blythe Brumleve (46:57):
on marketing, but some of their slides that
they shared in a recent talk,because I've been trying to wrap
my head around, what does SEOlook SEO was such a big part of
my marketing life for so long,and then I've kind of stopped
doing it and just, you know,just doing, like the technical
side of SEO, rather thanwriting, you know, The 3000 word

(47:20):
blog articles that don'tnecessarily work anymore. So I'm
doing less of like the 3000 wordblog articles, and more of just
using SEO in from the technicalaspect and from the high intent
aspect. If you heard myconversation with Josh Lyles
over at sales dash, CRM, greatshow. Find it on YouTube, but we

(47:41):
talked about our different SEOWhat does SEO strategy even look
like in 2025 and beyond? And theFrank answer is nobody, nobody
knows, because we don't know howthese large language models are
treating SEO. We don't know howthey're getting their data
sources. We don't know howthey're sourcing this traffic
even to begin with. And sothere's a lot of theories around

(48:04):
it. They're just following thethe search engine models
playbook. That's where theyscraped all this information to
begin with. And so they're usinga lot of that already collected
data to present it and includemaybe some sources in the
results. And then there's also,you know, Google's approach to
it. If you're using Googlesearch, you've probably noticed

(48:24):
the AI overview at the top,which can be helpful in
answering some differentquestions, especially if you're
trying to just find an answersuper quick, like I needed to
find out how to, you know,change the sharing settings on a
dropbox folder or a Dropboxaccount, and I couldn't I tried
googling it, it didn't come upwith a good answer. I just asked
chatgpt, and it gave me theright answer in 10 seconds. So

(48:48):
all that to say, I'm trying tofigure out SEO. Air Ops is
trying to figure out SEO, andthey've got some really
interesting data that came fromtheir recent webinar that they
hosted, and they talk about thefour stages of AI adoption for
SEO and content teams. I thoughty'all might find this helpful,
but it talks about content teamsare in various stages of using
AI today. Each stage comes withits own challenges, processes

(49:11):
and next steps. So 32% are inthe experimental pilot stage.
Then 38% are in the partialintegration. 17% are in full
integration, and 9% no AIimplementation at all when it
comes for SEO or content, whichthat 9% that's That's wild. Even

(49:34):
this the full integration of 17%I think is wild too, because,
no, I just don't think contentis there, yet you still need a
human in the mix of your owneditorial style and how you want
to convey certain points ofview. Now, there are certain
content types, like FAQ pages oreven some website copy. It also,

(49:57):
again, depends on the source ofwhere you're getting. Your data
for content, there's a night andday difference if you can use
anonymized meeting notes andplug it into and say, help me
write an FAQ page. That FAQ pageis going to be light years
better if you can use meetingnotes versus just saying, Hey,

(50:20):
look at my website and come upwith some questions that users
might have, which is, you know,maybe a good use case to try as
well, but you would probably bebest off trying both of those
things versus, you know, justnot trying it at all, or just
relying fully on it. So thosetwo, the 17% of full integration
and 9% of no integration is iswild. So I think we're, we're,

(50:44):
most of us are at that partialintegration phase, which I think
is, is where that it probablyshould. I don't want to say,
stay, but partial integration, Ithink, is that the best bang for
your buck when it comes to timemanagement and also not paying
for a bunch of tools you'reprobably not going to use, you
know, all of those things thatyou don't really think about.

(51:04):
When you just start thinkingabout what to adopt and how to
adopt it, and you don't the lastthing you want to do is go and
buy, you know, a milliondifferent tools. Okay, so by
next slide is five big shifts,reshaping content teams. Number
one, AI, is changing how teamswork. Kind of duh. Statement.
The next one is, quality is thenumber one concern. Yes, I would
agree there. The next one is,teams need new skill sets. Yes,

(51:27):
I would agree there. I'm not agraphic designer. I gave that
example earlier, but I can getideas out of my head and into a
couple different images, andpick the image that I like the
best and then send it off to agraphic designer to make the
final image, the one that I'mgoing to love, and, you know,
plaster everywhere. The budgetsare also shifting fast. I could
definitely see that. And thenthe last one on this slide is

(51:49):
Research and Production remainbottlenecks. I think they should
probably try grok in order toget their research up to speed.
The next slide on here, it talksabout technology implementation.
AI isn't just shiftingworkflows, it's changing how
content teams are built, staffedand supported. Our data shows
clear trends and how orgs arethinking about headcount, roles

(52:12):
and budgets, all in the age ofAI. So it kind of goes back to
that Shopify point that Imentioned earlier. 80% of teams
use AI to draft creation orideation and the content
generation phase. 80% then forSEO optimization. 73% use AI for
keyword research and contentoptimization. Next one is

(52:35):
analytics and reporting. 55%employee AI for performance,
prediction and analysis forGod's sakes, Google fix Google
Analytics. If you made Geminiand plugged it into Google
Analytics, you would solve a lotof problems in the marketing
ecosystem, because GA four isfrankly unusable. I have

(52:59):
switched over some of myanalytics are completely away
from Google, because I've justkeep waiting for them to figure
it out, and they haven't figuredit out yet. So the 55% that are
using AI for analytics andreporting, what are you doing? I
want to know. Send me your tips,because I am struggling in the
analytics department to thepoint where I'm I'm have

(53:20):
recently as of this week, as oftime of recording, we are
creating and readapting ourLooker studio reports. Because I
just think that it's just GoogleAnalytics is not there, but
Looker studio hopefully cansolve those problems for me and
but we're going to have to takethe custom route, because what
Google has been giving me inGoogle Analytics and what it
gives my clients is just notsomething that we can take

(53:40):
action on. And I think that'sthe most frustrating part, is I
don't want analytics and reportsjust for the sake of it, I need
to be able to know what to takeaction on. And so inside Looker
studio, we're kind of rethinkinghow we're presenting our data,
so that we can present the datathat makes the most sense, that
we can take action on. So butagain, I'm begging you, Google,

(54:02):
figure it out. Figure out GoogleAnalytics. All right. Last one
on this, as I'm rounding out mymy bitch fest is that workflow
automation, 40% have implementedAI driven project management and
workflow tools. I think it'skind of a no brainer. You have
to figure out what yourprocesses are in order to figure
out what you can automate andwhat you can where you can add
AI. So figure out your processesFirst, figure out what's most
important to drive revenue, andthen work backwards from there

(54:24):
and really detail out every stepthat's involved in your
processes. Okay, next slide whatwinning teams are doing
differently. This comes from theinterim CMO of air ops, where
she says content teamsdefinitely need to evolve and
change. AI is a tool not usingit will make content teams
uncompetitive, but using itpoorly will make content teams

(54:47):
unreliable and not credible. Thekey is to learn to use AI to
structure and iterate on contentwithout depending on AI to
deliver quality, usable,reliable content on its own. I
think that hit. The nail on thehead, because using this line of
but using it poorly will makecontent teams unreliable and not

(55:07):
credible. You can ruin a lot ofyears of trust and goodwill if
you put out a shit post. And I'mjust in a lot of AI slop is just
that it's slop. You have toconsider where you're how you're
prompting these different largelanguage models. The data you're
feeding it is it, hopefully it'sanonymized, and then hopefully

(55:33):
you can create it in a way thatit gets you 80% of the way
there, and then from there, youcan use the human Magic Touch in
order to make it really standout, really spectacular, because
otherwise it could be very branddamaging. All right, last couple
slides here. AI is also changingteam structure. 48% of companies
are adding AI specific roles,like prompt and content

(55:55):
engineers. Next one is balanceautomation with editorial and
oversight. Technical skills arebecoming as important as
creative ones. And then last oneis, teams are reallocating time
and headcount away fromexecution and towards strategy
and analysis. And so there's avery interesting theory around

(56:16):
this. Is that, you know, withAI, we wanted it to be the tool
that was going to, you know, doyour laundry and clean your
house and things like that. Butit's actually taking away the
creative aspect that, you know,the art aspect, the things that
we really love as a humanspecies, love doing. And so

(56:36):
there, I like this mindsetchange of reallocating time and
headcount away from executionand towards strategy and
analysis, I think that's reallywhere you're going to find the
most valuable especially for themarketers that kind of have to
do it all, or the founders thatkind of have to do it all. I've
been in both of those buckets,and I can speak very confidently

(56:58):
on how much AI has impacted andjust given me a second pair of
eyes on things. I can't tell youhow many times I've started to
write an angry email, and I'lljust plug it into chat GPT. And
I said, make this sound nicer,and it has saved me a few times.
Next slide is rethinking metricsfor the AI era.
We need to really think aboutthis like, what is value brand

(57:21):
impressions in a zero clickworld, if people are getting
their information and Google'sAI overview, how do you measure
success? How do you measure thesuccess of that SEO focused
content that you created? If thesummary is just going to answer
the question, the user doesn'thave to click at all, there's
also a shift in cost of content,and so I think that that's
something that we need to bemade aware of too. But I think

(57:44):
highly, I think there's going tobe a really good blend and a
really good mix of the peoplewho can kind of dabble in it
all, who could be the conductorof the orchestra, and then
utilizing the people that haveplayed an instrument for more
than 10 years. And I think thatmarrying those two different
opportunities is really, ifyou're an organization that can
do those two things and you cando them, well, I think the sky

(58:06):
is the limit in this sort ofnext era. Let's talk about, oh,
I guess you know, there are acouple more interesting slides
here that I will share. Talksabout the air ops study. Talks
about the most time consumingcontent processes. 65% say it's
research and ideation. 40% sayit's outlining in the first
drafts. 37% said editing andapprovals, which I definitely

(58:30):
would cosign there the first 2605% research and ideation takes
up the most time, and then 40%outlining in first drafts, like
those are the biggest areas ofopportunity for using AI is
right staring me right in yourface. Next one on the list is
33% struggle with promotion andperformance tracking. I hear you

(58:53):
on that. My rant on GoogleAnalytics, I'm not going to
repeat again. And then next is26% spend significant time on
SEO and optimization. I'm goingto have an episode in the future
on on SEO. I have some differentcontent experiments that are
running right now. I just can'tconfidently speak on what's
working and what isn't working.
I like to try differentexperiments myself before I tell

(59:15):
my clients to do them. I'm justnot confident in some of these
results yet, but I will besharing some of that insight
here in the near future. Andthen last one on this list is
20. 21% say final delivery canstill cause friction for
publishing in distribution. Idon't really know what that

(59:36):
means, so let's just move on.
But I think the most surprisingone, as far as, like, the most
time consuming contentprocesses, research and ideation
and outlining and first drafts,where, that's exactly where AI
can help, you know, get you yourfirst draft, get you 80% of the
way there, and then you go inwith a human and you do some of

(59:59):
your own. And custom editing,again, depends on the data you
are originally feeding it. Ihighly, highly suggest creating
a chat GPT project where you canfeed it a bunch of different
base files that it can work offof so it knows your tone, it
knows your language. It knowsthe words you like to use, the
words you don't like to use. Youcan use transcripts, you can use
meeting notes, brand guidelines,and then previous Analytics, you

(01:00:23):
know, any any type of stuff likethat, that you can feed it, you
can feed that as a customproject, and then from there,
you'll be able to build off ofthat, and you'll get much better
results when it comes to yourcontent creation journey. Last
slide here that I want to talkabout is, where is the market
going. And so this is, accordingto AI, not AI ops, AR ops, that

(01:00:45):
AI is becoming table stakes. AndI definitely agree with that,
even though it would kind ofcontradict the earlier study
that we were sharing frommarketing AI Institute, where
majority of people are not usingit at all. I think it's What was
that number, 70% that have notimplemented AI as a strategy,
but air ops believes that AI istable stakes. I would agree with

(01:01:06):
that statement. Their nextstatement is teams without AI
capabilities risk fallingbehind. Agreed. The next one,
early adopters are alreadyseeing scale speed and cost
advantages. Sure depends famousmarketing answer, and then the
last one, it says, where shouldleaders invest over the next 12
to 18 months? And this wasobviously a discussion on the

(01:01:30):
webinar for air ops. And so I'm,you know, can't really reveal
what, because I honestly, Iforgot what they said. But in my
expert opinion, where shouldleaders invest over the next 12
to 18 months? I would reallytake a look at what is driving
your revenue today, and thenbackwards engineer how you get

(01:01:51):
to that revenue spot. Is itthrough case studies? Is it
through white papers? Is itthrough sales calls? Maybe it's
a combination of all of thosetrade show visits, email
outreach, cold calling. Youcould reverse engineer a lot of
those different things, but youhave to track what's working or
what's not working. How did youhear about us? Are you asking

(01:02:13):
that on your high intent leadforms, on your site, when people
want to book a meeting, are theytelling you exactly where they
hear about you where they'veheard about your company. That
is the most important data pointthat you could be gathering. I
lamented on this for years. Itstill is the number one data
point you should be acquiring,because, as I mentioned earlier,

(01:02:36):
Google is a pass throughchannel. If you are saying all
of our leads come throughGoogle, that's because they
don't remember your website URL.
They're going to Google, to justgoogle your company, and then to
be able to land on that landingpage, then they can make the
conversion. So what is movingthe needle? And that's what you
have to figure out. And so ifyou have the How did you hear
about us? Report, establish, andyou're collecting that data,

(01:02:58):
start there. Add How did youhear about us? To all of your
high intent forms all throughoutyour website. So your book, a
call, your book, a meeting book,a demo, all of those different
forms. Ask it, how did you hearabout us? Make it a required
field, no drop downs, no checkboxes. Make it a free text
field. So then that way,whatever has impacted that user

(01:03:18):
the most. That's what they'regoing to put in the box. I've
used this client example before,but we have a trucking company
that we have been working withfor years, and so we implemented
this on their driver recruitingforms. And you wouldn't believe
the amount of people that said,I saw your truck driving down
the road, saw your truck at arest stop, you would never be

(01:03:40):
able to measure that, and notthat, you know, maybe a
marketer, maybe a marketer coulddo something with that kind of
information, but what they coulddo with that kind of information
is to make a decision on, maybeI don't need to spend $1,000 a
month on, you know, Facebookads. Maybe we could just park a

(01:04:00):
truck at a rest stop at a hightraffic area and then get leads
that. I mean, I'm justspitballing here. That's
obviously not a very goodexample. I'm just kind of going
off the rim or off the domehere, but that's something to
think about. So you have tohave, what are your revenue
goals? What's driving therevenue? How are you measuring
what's actually working, andthen detail the processes of

(01:04:23):
what it takes to make a whitepaper, what it takes to set up
an ad campaign, what it takes toschedule a podcast, and then
write down all of those steps,the research process, the the
gathering the guest photos,social media, links, getting a
bio on the person you're talkingto, even if it's, you know, an
internal podcast, or maybe it's,you know, developing an FAQ page

(01:04:46):
resource for your website. Can Iget the meeting notes from
different sales calls, and can Ianonymize the data in order to
come up with the questions thatpeople are asking? And then
guess what? All. Of those FAQsturn into content that you can
individualize, meaning that youtake one question and you have
your executive team answer it.

(01:05:08):
You have your executive teamwrite a LinkedIn post about how
they answer this frequentlyasked question when they're on a
call. And so just being able tothink outside of the box, but
using it from a revenuegeneration standpoint and
reverse engineering, that'swhere you figure out where these
different AI tools can play arole, where they make the most
sense and where they moreimportantly, where they don't

(01:05:30):
make sense. You don't want towaste a bunch of time on tools
that don't make sense for thegoal that you're trying to
achieve. And I think that's areally a good place to leave it,
because I will link to themarketing AI Institute in the
show notes, just to make sure.
If you want to check them out,check them out on YouTube as
well and be able to sign up forone of their future classes.

(01:05:51):
They have a lot of free eventsthat they put on, and they do
them virtually. So highlyrecommend checking those out as
well. You can also check out airops, if you're interested in
some of their SEO and contentsolutions, I have it. I can't
speak for the platform. Ihaven't actually tried it, but I
do like a lot of the contentthat they are creating, so feel
free to check them out. I'llalso link to the presentation

(01:06:11):
that was created by Gemma, andthen we will put those all in
the show notes, just to make iteasy for y'all. But until then,
that about does it? I did wantto also ask if you have any use
cases of how you're using AI inyour marketing. I would love to
hear it and then have a chanceto be featured on a future show.
So if you want to email me, ifyou want to DM me on any of the

(01:06:33):
social media platforms ofchoice, feel free to shoot me
over that message and let meknow how you're using AI, and
hopefully we can include it infuture episode, because, you
know, as I mentioned earlier, weare running some different
content examples and contentexamples, but experiments. And
it's not really a ton of data toshare yet, but I will have that
in the near future. So thank youguys for tuning in, and I hope

(01:06:58):
you enjoyed it and that aboutdoes it for this episode.
Thanks for tuning in to anotherepisode of everything is
logistics, where we talk allthings supply chain for the
thinkers in freight, if youliked this episode, there's
plenty more where that camefrom. Be sure to follow or
subscribe on your favoritepodcast app so you never miss a

(01:07:20):
conversation. The show is alsoavailable in video format over
on YouTube, just by searching.
Everything is logistics. And ifyou're working in freight
logistics or supply chainmarketing, check out my company,
digital dispatch. We help youbuild smarter websites and
marketing systems that actuallydrive results, not just vanity
metrics. Additionally, if you'retrying to find the right freight
tech tools or partners withoutgetting buried in buzzwords,

(01:07:43):
head on over to cargorex.iowhere we're building the largest
database of logistics servicesand solutions. All the links you
need are in the show notes. I'llcatch you in the Next episode
and go jags. You.

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