March 5, 2026 • 40 mins
AI is not just changing the game — it’s rewriting the entire rulebook. If you think you know how to compete in today’s digital landscape, think again. Jitesh Keshwani drops truth bombs on how AI is creating unparalleled opportunities for founders, marketers, and creators to scale faster, smarter, and more effectively than ever before. This is your wake-up call to harness the power of AI and revolutionize your strategy before your competition does.In this electrifying episode, Jitesh shares how the marketing industry was the first to be disrupted by AI — and how rapid adoption is only the tip of the iceberg. You'll discover how AI fuels exponential speed in content creation, campaign testing, and market outreach. He reveals the secret behind AI's ability to generate hundreds of ad variants in hours, not weeks, and how guardrails and human oversight keep this technology both powerful and ethical.We break down:
- The real impact of AI on creative processes and how small teams can now create blockbuster-quality content
- The future of brand discovery as AI shifts consumer search from Google to ChatGPT and other LLMs
- The rise of vertical micro-productions and how indie creators are leveling the playing field with giant studios
- Practical advice for newcomers: how to prompt, develop taste, and adapt to relentless change
This episode isn’t just about tech — it’s about survival in a world where speed and agility are everything. Ignore it, and you risk falling behind. Embrace it, and unlock a world of endless opportunities for your business, your content, and your career. Get inspired, get equipped, and get ready to dominate the AI-powered future. Whether you're an entrepreneur, creator, or investor, this is the episode that will change how you see the game—and how you play it.
Jitesh Keshwani is the managing director of e-intelligence, a leader in transforming complex data into actionable marketing insights using cutting-edge AI and tech solutions.
This is your call to action: Dive in now. The future belongs to those who act today. This is the episode that could turn your next move into a game-changer.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to Film Tech and Finance, where we explore the
cutting edge technology and financial strategies driving the
film industry today. Welcome back to Film Tech and
Finance, the show where we explore the intersection of
creativity, technology, and money and how those forces are
shaping the future of business and media.
Today's guest is someone operating right at the center of
(00:22):
data, AI and strategic decision making.
Joining us is Jiddis Kaswani, the managing Director of Avi
Intelligence and company focus on transforming complex data
into actionable insights that help organizations make smarter,
faster and more informed decisions.
So if you're a founder, creativeinvestor or executive trying to
(00:46):
understand how intelligence and technology are redefining the
landscape, this conversation is for you.
Welcome Jiddis. Thank you.
Thank you so much. Constantino's very happy to be
here. Thank you for the lovely
introduction. Really appreciate it.
Thank. You nice?
OK, so tell us a few things about yourself.
(01:08):
So we want to know pretty much where you're based.
You're not in the US, right? And nice.
And then tell us a little bit about your company and what do
you do? Yeah.
Thank you for asking that, Constantino.
So I'm based in a beautiful Cityof London, United Kingdom.
(01:29):
I run a performance marketing digital marketing agency.
We primarily focus on AI discovery platforms, making sure
brands are visible on ChatGPT and other lens SEO and of
course, running ads on Google and Meta.
So that's where our focus is right now.
(01:50):
We've been doing this for a very, very long time.
We're a fully remote agency and we have clients mainly in the UK
and the US. Nice.
So pretty much the category of your of your customers, I would
say what are they just regular business people or their
(02:11):
specific niche? I mean we are industry agnostic,
so any mid market enterprise level business is really our
client. So it could be, you know, AB to
B IT company focused on finance or even manufacturing to some
(02:36):
degree, the product based manufacturing companies and even
some of the big franchise businesses.
One of our clients for example, it has over 100 franchises of
pest control. So they are they are one of our
clients where we do all the locations for them.
So things like that. Nice.
(02:59):
So one question that's very hot right now and very hot topics
AI. So do you utilize AI and how do
you integrate it with your business plan?
Pretty much. So I mean, marketing was, I feel
the, the first industry to get completely disrupted with, with
(03:22):
AI, even, you know, the, the very first iterations of people
using ChatGPT were to create content, right?
And, and that, that is, you know, as you know, a lot of
marketing agencies sell content as a, as a service, right?
So immediately when ChatGPT became popular, when the first
(03:43):
questions came about from clients was that now content is
free. So, you know, let's, why are we
producing 10 blogs and not 20 blogs every single month?
So I think we were right there when when you know, all of this
was happening. I'm sorry, what was your
question? I forgot the question, no.
No. How do you integrate AI pretty
(04:03):
much with your business that is like, yeah.
So, so because we got disrupted,I think that we adapted very
quickly. Most agencies did and right now
we're using AI for primarily fortwo things.
One is speed. So of course everything has
(04:27):
become faster like production, producing content, creative
videos, designs, tech, everything is fast now.
I mean 10X to speed more or lessand for scale.
So just as an example, if we have to run an ad before we
(04:48):
would create two or three variants, right, to do split
testing, AB split testing. But now we could do split tests
with 20 variants and it doesn't take a lot of time.
So at every level we have integrated AI into our
processes, but at the same time we have guardrails in place and
(05:10):
every process has the human in the loop.
So just to be, you know, safe and, and make sure we're not,
you know, we're not crossing any, any moral boundaries, so to
speak. Nice.
So just just to understand, you create content for them or do
(05:30):
you help them pretty much just like work on their company and
how to distribute their servicesor their how's that work
exactly? Yeah.
So every client is is different,but 99% of the times there's a
(05:51):
clear and goal defined. So for example, a client can
come to us and say I need more leads, or I need more sales, or
I need better brand visibility or whatever that goal might be.
So there's a clear goal defined,and then we work backwards from
that goal. So let's say if a client comes
to us and says this is the market and this is my product
(06:14):
and I need you to get me 1000 qualified leads within this
quarter for this product. And we would, you know, work
backwards from that goal and say, OK, in order to achieve
this, we need SEO in place, we need Google Ads in place, we
need Meta ads. And this is how we'll do it.
(06:37):
This is how the funnel is going to look like and then everything
required for it, from the tech side to the funnel to designs,
creatives, content, everything then is done by us.
Oh nice. OK.
So do you use studios? Because that's something that
would interest my viewers prettymuch from film, tech and
finance. So do you use studios to record
(07:01):
or is it all like AAI driven or is it?
As of right now, it's all AI driven, but every once in a
while the client might say, you know, I want to use real
production level ad. And then at that point we would
be like, you know, great, if youwant to do it, but that's not
(07:22):
our expertise. We can guide you in the sense
that this is what we want it to look like.
And then they create the, the adand, and they create the, the
footage and give it to us. And then we repurpose it for
our, our ads and, and wherever we want to use it within our
funnel. But historically, you know,
(07:43):
we've never really relied on high production value content
just because, because we are a lean team and, and we want to
keep budgets very lean. That's always been our
philosophy in terms of, you know, fail fast and and scale
rapidly. So production historically was
(08:04):
not very fast. Now it is becoming really fast.
So maybe something for us to consider.
Nice. And you said you work with the
UK and the US, right, OK. So your customers for example in
the US, how first of all, how could they find you, How do you
(08:27):
work with them? I'm sure remotely and what would
be like for example, our viewers, right, How could they
take take advantage of your services?
Yeah, no, I'm very active on LinkedIn.
So of course, find me on LinkedIn personally, Jitesh
Kiswani, very active, very responsive.
(08:50):
But our website, eintelligenceweb.com, you can go
there, see what we do and reach out to us.
Always happy to have a discussion.
All of our consultation is free.So happy to speak to any
business owners looking for any kind of help in marketing.
Nice. Now I'm going to ask you a
question about film media a little bit, just to get it with
(09:13):
our niche before we go there. I want to ask you constantly.
Yes, of course. In terms of, you know, with your
setup right now within, within the film production and tech,
how, how are you seeing AI beingintegrated?
At what degree have you noticed AI?
(09:35):
Yes, yes. A very nice question.
So AI right now, the way I see it is slowly becoming part of
our business and it's actually abig part of a business.
So especially for indie creators, smaller creators, not
big studios at the moment, they use AIA lot.
(09:56):
They use AI to create promo material, to create short
videos. It is a little bit dangerous at
the moment because yeah, yeah, no, the only reason I'm going to
say this is because there is some legal limitations with
rights. So you got to be careful.
(10:16):
You know, when you record something or use somebody's
liking, you can't just replicateit with AI and just create like
10 videos without, you know, consent or somebody getting so.
So those are little things, but if you bypass those, it's a very
good tool if you know how to useit.
And you can use it for audio, you can use it for video, you
(10:40):
can use it for script, script creating.
And you know, if you, if you useit as a tool, it's very nice.
And I, we use it, we use it all the time and, and I think every
indie creator should take advantage of it.
Yeah, with proper guard guard rails and with proper.
(11:02):
Exactly, exactly. So it is so you can't just, you
know, replicate anything you want and and, and try to sell it
right. There might be issues, but yeah,
right. And, and there's, there's a lot
of things that there's a lot of things out there you can find
about AI and there's a lot of videos out there and you can
(11:24):
create, you know, nice content, but you just got to do it with,
with, with thought in your mind and, and, and quality, right?
Quality, yeah. Right.
So companies like like yourself,right, if they use AI to help us
like promote our business, I think it's good.
(11:48):
I think it's good because you can create better things faster,
right? That's one thing right now with
editing for example, which is inour business, right, Editing AI
has been integrated there too, is very nice.
We can record and repair audio, we can repair picture color,
(12:10):
correcting anything like very fast and and the quality is
getting better and better. Right now there's some skeptics
because now they're saying, OK, if you use AI, you're not going
to need people, OK. And that is true.
Some part of the production is affected, but I think that's
part of. You really think so?
(12:33):
Well, you know what, what The thing is if, if, if I can do
audio editing fast without help by myself, right?
Because I'm not an audio guy, that means I don't need to hire
somebody, right? That's the thing.
But the way I see it is you use AI to make better work, not to
(12:57):
replace people. I mean, that's my, my take.
I mean, it's, it's like when we used to ride a horse and then
they, we made a car, right? We couldn't just not drive a car
because we don't need horses anymore.
But we just, you know, made our life better.
We could travel further, go faster, you know, That's my
(13:19):
take. Yeah, makes sense.
And then the other thing that I want to ask is something similar
to what you asked me before, like what with this podcast,
what is your, what is an ideal outcome for you?
Like are you looking for more speakers to come on your podcast
(13:39):
or are you looking for people looking for your services or are
you looking for investors? Is there any any set goal that
you have in mind? Yes, nice question.
So right now what the reason we created Film taken finance is
because with our group, Kovan's group, pretty much those are the
three industries that we worked with film technology and finance
(14:03):
and we had a lot of friends and and collaborators and we always
talked about the industry. So I thought of creating this
podcast, first of all, bringing creating creators together,
right? And not only from film tech and
finance directly with film, but in general.
So first of all, bring collaborators together and just
(14:26):
talk about their businesses, right?
Talk about the technology, talked about the industry,
right? That's one thing.
Now, if we can promote our services, that's fine, but I'm
it's not like a promoting business podcast.
It's more of the industry. No, the reason I said it like
that is, is we talked about the business and you will tell us
(14:50):
about your business and I'll tell you about my business.
But my my whole purpose is to meet people, talk to them face
to face. And if we can get something out
of it, that's a game for both, right?
We can't work all we, we can't work all together, right?
There's no way. I mean, there's so many
companies out there, but you canpick the people you want to.
(15:13):
Plus there's some companies thatwhen you find out what they do,
you didn't even know that you needed them, right?
So if I can find out, for example, that you can help me
promote my business or my videosor my productions, why not,
right? Or if I can create video for
you, why not, right? Plus, if I learned something
(15:38):
like I can learn something from you and your business and your
industry and I can use it, that's fine.
So my goal is right now is to create a community more, you
know, where people would just jump in, give me your feedback,
give me your ideas, give me your, your, your perspective of
the business and we'll take that.
And if we can use it fine. I mean, a podcast is this is a
(16:03):
free podcast so you don't have to pay.
There's no subscription. Anybody will listen to it.
So I can't really tell you, OK, You know, you'll talk about your
business. We can't promote it, but you'll
promote it, you know, and that'sthe whole purpose of that, you
know? I love the thought.
Building a community of creatorsand people in the industry.
Amazing. I love it.
(16:23):
Yeah, I love. It and then that's what we're
creating also, besides the podcast, even like our X, we're
trying to create a community where people can jump in and
just talk, you know, just just put their but this, those are
something we're building. We're going to be announcing all
this stuff. We have a newsletter on LinkedIn
Substack. So we're trying to build a
(16:43):
community and have people everywhere just jump in and, you
know, tell me about your business, Tell me about your the
industry. It's, you know, the world is
big, but with AI and technology is so small. 100% yeah, I agree.
Yeah, yeah. So the.
World is becoming smaller and smaller.
(17:04):
Right, exactly. So back to you, because you're
the guest, right? So, so with your company, how
many collaborators do you have? A lot of people working with
you? Yeah, we've got a team of close
to 50 people, fully remote. Everybody's all over the world.
But yeah, we've got a team of about 50.
(17:28):
Nice. And then back to the question of
media, how do you handle like the content or how do you create
it? What do you use?
What tools do you use? I mean, I don't want to go in
specific tools because there arejust so many of them right now.
(17:50):
Like instead if we talk about functional, you know, because
for example, just giving an example, like till few months
ago, we were using a photo editing tool and then Canva came
up with this amazing, you know, feature that solved a lot of our
(18:11):
problems, which this other tool was not solving.
And then we switched to like, you know, I think everybody
needs to be a little tool agnostic in general, as long as
you know, if you have an end goal in mind and if you are able
to find a tool that solves that problem in the cheapest possible
way and the fastest possible way, that's that's your tool.
(18:35):
So we are using right now tools in, in research, a lot of like
intense research, like looking at data analytics and, and
looking at opportunities within those.
Because if you think about it, there are so many metrics within
marketing that for one person tolook at all the data and put it
(18:57):
all in their heads and figure out where the opportunity lies
can take a lot of time, which AIis really good at.
And it can do that in minutes, right.
So we use a lot of that there, creative side, we use a lot of
AI and creative side because again, I mean, creating 505
hundred variants of the same ad is literally ours could have
(19:22):
taken weeks, months sometimes, right?
So we're using it there. We're using a lot of AI in in
fact, the platforms themselves are automated right now.
So for your viewers, platforms like Meta and Google Ads used to
require a lot of manual work, right?
(19:43):
So you had to manually select targeting and you could select
targeting based on demographics or on Google based on keywords
and intent and things like that.But now all of it is automated,
like Meta has automated everything.
So if someone's edge was. That they understand targeting
(20:04):
better than anybody else. Now that edge is gone because
you're not required to understand targeting.
You're just required to build a creative edge and the platform
takes care of itself. So really, I mean, it's, it's,
you know, at every level AI is integrated.
Nice. What is your take for the
(20:28):
future? What do you think?
Because right now we're, I thinkwe're moving fast with AI.
So how do you how do you see thenext 2-3 years with your company
for example? What do you, what do you, what
are the plans? It's a good question, but I, I,
(20:48):
I don't think I'm equipped to, to predict the future or, or
make any kind of prophecies, notbecause simply because none of
us have enough data to understand what's going to
happen in the future. Like it's very new.
All of this is very new. It's only been less than two
years since all of this has become mainstream.
(21:08):
And then people have, you know, if you think about it, agencies,
mainstream agencies only startedusing full AI automation and
full AI integration only in the last 12 or 18 months, right?
Like before that, people are still thinking and experimenting
and, and figuring out things only in the last 12 years.
So it's difficult to predict, but my theory is that any rapid
(21:41):
upward momentum from here doesn't seem very obvious like
it will be slow transition from here on out.
This is what I would say becauseagain, I mean, we've, we've
reached a point where everybody collectively understands what
the limitations are of AI and what those, like you said, what
(22:02):
those guardrails should be and how, you know, you have to be
careful and of course AI can give you speed, but if your
ideas were bad to begin with, you're just making, you know,
bad decisions faster, right? So, so it's one of those things.
(22:23):
Nice. Now one other question is I like
to ask people is if you would give one or a few advices or to
people that are new to AI, why would you tell them like just as
a as as a businessman or as a personal advice to them if they
(22:45):
would start now? So it depends where you are at.
So for example, if you are in a leadership role, then I would
say obviously have a clear end goal in mind before you know,
(23:07):
starting any AI implementation strategy.
Have a clear end goal in mind, have clear guardrails in place.
Have clear documents around how what guardrails you're putting,
How is the process going to looklike?
Where is the human in the loop? And then run experiments, like
short experiments to see what level of AI automation works
(23:27):
with you and whether there is a clear and measurable ROI in the
form of either actual dollars orefficiency.
So either of those ROI's are areacceptable without any of these
in place. I think any kind of AI
implementation might not work out really well.
If you're someone who's looking at it from your career
(23:48):
perspective or starting a careerand, and thinking about what
skills and tools do I need to learn about, then my advice
would be to focus on a few things. 1 is as basic as it may
sound, you need to learn how to prompt properly.
Like it is a, it is a skill which is very important to have
(24:12):
and, and I'm saying it prompt, but really it's a, it's a skill
of communication, communicating in, in, in the language that
that a software understands and LLM understands.
So prompting is a really good skill to have developing tastes.
I mean, I don't know how to, howto word it better, but literally
(24:34):
half of the time we are, you know, because with AI, you can
get 500 variants of the same ad,but it's you who's deciding
which ad to run, right? Like this is, these are
decisions that you're making now, you know, so you need to
have better taste and, and developing taste is, is now very
important. And then the third and final for
(24:55):
someone looking at it from a career perspective is learn to
be comfortable with constant change.
I think that's a skill, good skill to have anyway.
Like if you, you know, because the way things have changed
rapidly in the last two months and the way people have had to
learn new skills at the pace that they've had to do it, I
(25:16):
think it's always going to be a good skill to have to be able to
be comfortable with constant change.
Nice. OK.
Now, do you have anything to sayabout your community projects
that you're working on, something that or you're looking
forward to or you would want to work on or do you have any
(25:38):
future plans? Yeah, yeah.
Thank you for asking that. I'm very excited about what what
is being looked at as the next frontier in, in brand discovery,
right? So if you think about it like
for the last 20 plus years, let's say there is a buyer who's
(26:04):
interested in acquiring certain services, right?
And they're looking for vendors.If you think about it, there was
for the last 20 years, only one place all these buyers would go
to to look for service providers, right?
Like, you know, Google that would Google that I need this
service, whether it's, and all types of services, whether it's
(26:26):
pest control or a lawyer or an IT software.
Buyers would go to Google, look for new companies and and you
know, make purchase decisions based on what they find on
Google and and reaching out to potential service providers
right Only now that 20 year monopoly is being slightly
(26:50):
challenged, right? Like, of course, don't get me
wrong, like the bulk of traffic is still on Google, obviously,
but there is a growing trend of people now using LLMS,
specifically ChatGPT and publicity in Gemini to find
service providers. And this is very new for
(27:11):
everybody and that's why I'm quite excited about this part.
And and we are working with a lot of brands improving their
visibility on these platforms. And that is, you know, working
out really well for the brands. And for us, it's, it's an
amazing place to be. Only 757 days ago, ChatGPT Open
(27:32):
AI, the parent company announcedthat they're launching ChatGPT
ads, which is amazing, right? Like, if you think about it now,
you know, they're testing ads inthe US right now.
But exciting times, exciting times.
Bigger market, right? Bigger market.
Bigger market and then again, I mean, if you the entire
(27:55):
philosophy of brands and how they should be positioned on
different platforms is changing now because with Chad GPTS
entry, there is a big dominant player in the market now that
has a lot of attention, undivided attention that has,
you know, commercial intent clearly defined in terms of this
(28:16):
is what I want and I want it right now and now you have the
ability to show them ads right there.
This is, you know, I mean, I have not seen anything like this
in the last 20 years. Even if you, I mean, if you
think about it, when Meta launched ads, commercial intent
was not clear. You could target people, but
(28:38):
there was there was never clear commercial intent there, right?
Like it was only targeting basedon demographics.
But here there is clear commercial intent and you have a
ready buyer and it's I think it's going to be, it's going to
be amazing. Yeah, It opens the market.
Yeah, right, Right. It's like something like our
(29:00):
studio settings. In the past, it was only the
large studios that could do a movie, right?
It was impossible to do a movie.Now the market is where indie
creators can create very nice movies and make money.
You have Amazon, you have Netflix.
Now that you, you can promote your, you know, your video, so
(29:22):
plus social media, right? I mean, you can be a producer or
vertical producer as a column now and never show anything on
TV, right? Just have everything on social
media. Absolutely.
There are. I mean, there's a growing trend
in in Asia specifically of thosevertical producers that you're
talking about. Like, you know, one person
(29:45):
producing like series miniseriesis what they call it, right?
two-minute episodes and then it's, you know, 10/20/30
episodes of two minutes each. And then it's capturing
audiences attention and it's amazing.
And, and trust me, from the technical perspective, it is
like a production. It's not that easy, you know,
(30:08):
like people think, you know, it's, it's a full production.
OK. So I said believe it or not,
those productions or some of them are actually like real
production. So they have a crew and good
equipment, audio, video equipment, lights.
I mean, you, you might see it asa vertical on your phone, but
(30:29):
some are actually good productions.
Yeah, yeah. It it's a new medium pretty
much. And, and it helps a lot and it
helps the new creators pretty much get in the market.
Yeah, I mean, from my perspective, I again, it's, it's
an amazing time to be alive in the sense that with every
(30:51):
disruption there are opportunities, right.
Like if you think about it, and this is no different because
because AI is disrupting so rapidly, there are opportunities
for for small players and and the level playing field is even
now. So it's great for everybody, I
think. Yes, yes.
And it's a big market. It's it, it's small, but it's
(31:13):
big when it comes to money, right?
Social media, there's millions of dollars, if not more that are
given out. I I understand if you just do a
little video with a phone, I mean, that's different, but
still you can monetize it, right?
You can make different ways of money.
(31:34):
OK, perfect. So I don't know what is your
involvement because I've seen a little bit of your bio with
media, with film. You have done some things right,
I. Mean, yeah, I mean, so not film
per SE, but obviously we are constantly creating video ads,
(31:55):
right, for our clients, right. There's and a lot of those ads
until three years ago, we, we couldn't produce or create any
of those, right. But with AI, we are able to and
and we are doing a pretty decentjob because we understood
creative side, we just didn't have the tools to bring it to
(32:18):
life. Now we do have the tools to
bring it to life. So, so it's been going really
well from that perspective also,I mean, because we are able to
do 10's and hundreds of variants, there is we get to a
point where we have enough testing data to or we have, we
(32:44):
can test our creative hypothesisat 100th of the cost that it
would have otherwise taken, right.
Like if you think about it like if we if I have a creative
hypothesis today for example, I want to test that can we is
emotional storytelling form of ad doing better or is feature
(33:08):
LED commercial type of ad performing better.
Let's say if I have tested hypothesis before AI three years
ago, I would have to create fullblown 2 ads with spending
thousands of dollars plus it would have taken weeks, months.
(33:31):
And now we could just, we decidethis today, next week, we have
two of those ready. And then we run it with a very
small budget to see which one isgetting more click throughs,
which one is getting better conversions, which one is
getting more engagement and that's it.
You have and, and imagine doing this for 20 variations, right?
(33:53):
Like imagine doing this for 200.Imagine doing this in 30 markets
and then figuring out what is working in which market and you
know the logic behind it. So, so nice.
Yeah, so nice. Yeah.
You work with like you said market a lot of markets and
customers and it's, it's as you said in the past, it would take
(34:13):
a huge group of people working on those and and small companies
couldn't even do it. Right exactly to now, like I
said, level playing field for everybody like the small mom and
pop shop can compete with with abig brand company and and
because of the power of AI and you know, the ability to create
(34:36):
ads and reach the same audience at the same amount of money.
So I have another question and Idon't want many details, but
with your customers the way it seems, do you work per project
or can you have a customer that constantly pays you to create
content and promote their services or business?
(34:56):
That's a good question. Generally, it's retainers, like
monthly retainers. That's what we do because again,
I mean, there are a lot of things that have to be, there's
constant iteration, right? Like there's never one.
And like it's, you know, I wish it was, but you know, with
marketing, you require constant modification, optimization,
iterations and experimentation because as soon as something
(35:22):
starts performing really well, everybody catches on to it and
then it stops performing well. It's one of those things.
And then you have to come up with something else.
Nice. OK.
So all of our questions for muchwas with AI.
So because your company is called the intelligence anyway,
(35:44):
so I'm sure there's a lot of AI in the in the process.
Are there any services that you do that doesn't involve the AI?
That doesn't involve AII mean. The thing is that at every
process level there is some use of, of AI, right?
(36:05):
Like there's, you know, I want to say content creation.
We don't like using AI. But again, there is a part of
content creation which is research and coming up with
content ideas and doing researchabout, OK, you know, what are
the trends? What are people talking about on
different platforms for that? We use AI not for actual writing
(36:27):
of content or creative concepts,for example, we don't really use
AI that much on those because one of the things that I've
noticed is right now, people whoare winning on the creative side
because that's the only edge that you can have, right?
(36:48):
Like creative edge is the only edge targeting edge is gone,
right? So people are winning on
creative side are people who areable to anticipate pop culture
phenomena before metrics pick itup.
So if it shows up in metrics, then it's already too late,
right? Like you can't do much about it.
It's already there. But if you pick up on it before
(37:11):
it becomes a phenomena, that's where there's opportunity.
And a good example of that is like, if you think about it, no
AI model could have predicted how popular La Boo Boo dolls
will become. Like, it's impossible.
But you think about it's, it's aphenomena that no one could have
predicted. Like it's impossible.
(37:32):
Like, you know, for any machine to have predicted that something
like this could have. I mean, I'm saying impossible.
I don't know. Right, right.
Yeah, Yeah. It's not.
It's not a pattern that you could have followed.
Yeah. So, so, but someone came up with
the idea that, yes, there is a possibility that this can become
(37:52):
a cultural phenomena and yes, weshould invest in this.
And that's how we got La Bubu dolls.
And there are a lot of such micro phenomena that are
happening every single day across different markets.
You just have to find the right opportunity.
Nice. OK.
I think we can wrap it up right now because we covered
(38:14):
everything. We got very good idea what you
do in your business. It's it's interesting and it's
very, very interesting actually and exciting actually.
We're excited with the eye too. I mean we started integrating it
everywhere too. And I don't know what the future
(38:37):
is going to hold exactly, but we'll see.
Yeah, Yeah, it's exciting. I mean, from my perspective, I
think it's a very exciting time to be present and to be doing
any work with which relates to AI Right now.
It's things are changing rapidly.
It's amazing. I think more exciting things to
(39:00):
happen in the future. That's that's where, yeah,
that's where it's heading. Nice.
So thank you very much for your time and your, your perspective
of the market, that's for sure. Keep us posted on whatever you
do. We're going to be posting all
your information on our website so people can follow you and if
(39:22):
they can work with you, even better.
And so and yeah, thanks for yourtime and we'll stay in touch.
Thank you. Thank you so much for inviting
me. I really appreciate it.
And I of course, wish you the best with this podcast and and
all the other guests that you'recoming and that you're going to
(39:42):
bring on this. I hope everyone listening
follows you and subscribes you and you know, recommends your
podcast. I know I will be, so thank you.
Thank you so much. Thank you very much.
Have a great day. Bye bye.
Thanks for joining us on Film, Tech and Finance.
Don't forget to follow and subscribe for more insights and
(40:03):
updates.
Welcome to Film Tech and Finance, where we explore the
cutting edge technology and financial strategies driving the
film industry today. Welcome back to Film Tech and
Finance, the show where we explore the intersection of
creativity, technology, and money and how those forces are
shaping the future of business and media.
Today's guest is someone operating right at the center of
(00:22):
data, AI and strategic decision making.
Joining us is Jiddis Kaswani, the managing Director of Avi
Intelligence and company focus on transforming complex data
into actionable insights that help organizations make smarter,
faster and more informed decisions.
So if you're a founder, creativeinvestor or executive trying to
(00:46):
understand how intelligence and technology are redefining the
landscape, this conversation is for you.
Welcome Jiddis. Thank you.
Thank you so much. Constantino's very happy to be
here. Thank you for the lovely
introduction. Really appreciate it.
Thank. You nice?
OK, so tell us a few things about yourself.
(01:08):
So we want to know pretty much where you're based.
You're not in the US, right? And nice.
And then tell us a little bit about your company and what do
you do? Yeah.
Thank you for asking that, Constantino.
So I'm based in a beautiful Cityof London, United Kingdom.
(01:29):
I run a performance marketing digital marketing agency.
We primarily focus on AI discovery platforms, making sure
brands are visible on ChatGPT and other lens SEO and of
course, running ads on Google and Meta.
So that's where our focus is right now.
(01:50):
We've been doing this for a very, very long time.
We're a fully remote agency and we have clients mainly in the UK
and the US. Nice.
So pretty much the category of your of your customers, I would
say what are they just regular business people or their
(02:11):
specific niche? I mean we are industry agnostic,
so any mid market enterprise level business is really our
client. So it could be, you know, AB to
B IT company focused on finance or even manufacturing to some
(02:36):
degree, the product based manufacturing companies and even
some of the big franchise businesses.
One of our clients for example, it has over 100 franchises of
pest control. So they are they are one of our
clients where we do all the locations for them.
So things like that. Nice.
(02:59):
So one question that's very hot right now and very hot topics
AI. So do you utilize AI and how do
you integrate it with your business plan?
Pretty much. So I mean, marketing was, I feel
the, the first industry to get completely disrupted with, with
(03:22):
AI, even, you know, the, the very first iterations of people
using ChatGPT were to create content, right?
And, and that, that is, you know, as you know, a lot of
marketing agencies sell content as a, as a service, right?
So immediately when ChatGPT became popular, when the first
(03:43):
questions came about from clients was that now content is
free. So, you know, let's, why are we
producing 10 blogs and not 20 blogs every single month?
So I think we were right there when when you know, all of this
was happening. I'm sorry, what was your
question? I forgot the question, no.
No. How do you integrate AI pretty
(04:03):
much with your business that is like, yeah.
So, so because we got disrupted,I think that we adapted very
quickly. Most agencies did and right now
we're using AI for primarily fortwo things.
One is speed. So of course everything has
(04:27):
become faster like production, producing content, creative
videos, designs, tech, everything is fast now.
I mean 10X to speed more or lessand for scale.
So just as an example, if we have to run an ad before we
(04:48):
would create two or three variants, right, to do split
testing, AB split testing. But now we could do split tests
with 20 variants and it doesn't take a lot of time.
So at every level we have integrated AI into our
processes, but at the same time we have guardrails in place and
(05:10):
every process has the human in the loop.
So just to be, you know, safe and, and make sure we're not,
you know, we're not crossing any, any moral boundaries, so to
speak. Nice.
So just just to understand, you create content for them or do
(05:30):
you help them pretty much just like work on their company and
how to distribute their servicesor their how's that work
exactly? Yeah.
So every client is is different,but 99% of the times there's a
(05:51):
clear and goal defined. So for example, a client can
come to us and say I need more leads, or I need more sales, or
I need better brand visibility or whatever that goal might be.
So there's a clear goal defined,and then we work backwards from
that goal. So let's say if a client comes
to us and says this is the market and this is my product
(06:14):
and I need you to get me 1000 qualified leads within this
quarter for this product. And we would, you know, work
backwards from that goal and say, OK, in order to achieve
this, we need SEO in place, we need Google Ads in place, we
need Meta ads. And this is how we'll do it.
(06:37):
This is how the funnel is going to look like and then everything
required for it, from the tech side to the funnel to designs,
creatives, content, everything then is done by us.
Oh nice. OK.
So do you use studios? Because that's something that
would interest my viewers prettymuch from film, tech and
finance. So do you use studios to record
(07:01):
or is it all like AAI driven or is it?
As of right now, it's all AI driven, but every once in a
while the client might say, you know, I want to use real
production level ad. And then at that point we would
be like, you know, great, if youwant to do it, but that's not
(07:22):
our expertise. We can guide you in the sense
that this is what we want it to look like.
And then they create the, the adand, and they create the, the
footage and give it to us. And then we repurpose it for
our, our ads and, and wherever we want to use it within our
funnel. But historically, you know,
(07:43):
we've never really relied on high production value content
just because, because we are a lean team and, and we want to
keep budgets very lean. That's always been our
philosophy in terms of, you know, fail fast and and scale
rapidly. So production historically was
(08:04):
not very fast. Now it is becoming really fast.
So maybe something for us to consider.
Nice. And you said you work with the
UK and the US, right, OK. So your customers for example in
the US, how first of all, how could they find you, How do you
(08:27):
work with them? I'm sure remotely and what would
be like for example, our viewers, right, How could they
take take advantage of your services?
Yeah, no, I'm very active on LinkedIn.
So of course, find me on LinkedIn personally, Jitesh
Kiswani, very active, very responsive.
(08:50):
But our website, eintelligenceweb.com, you can go
there, see what we do and reach out to us.
Always happy to have a discussion.
All of our consultation is free.So happy to speak to any
business owners looking for any kind of help in marketing.
Nice. Now I'm going to ask you a
question about film media a little bit, just to get it with
(09:13):
our niche before we go there. I want to ask you constantly.
Yes, of course. In terms of, you know, with your
setup right now within, within the film production and tech,
how, how are you seeing AI beingintegrated?
At what degree have you noticed AI?
(09:35):
Yes, yes. A very nice question.
So AI right now, the way I see it is slowly becoming part of
our business and it's actually abig part of a business.
So especially for indie creators, smaller creators, not
big studios at the moment, they use AIA lot.
(09:56):
They use AI to create promo material, to create short
videos. It is a little bit dangerous at
the moment because yeah, yeah, no, the only reason I'm going to
say this is because there is some legal limitations with
rights. So you got to be careful.
(10:16):
You know, when you record something or use somebody's
liking, you can't just replicateit with AI and just create like
10 videos without, you know, consent or somebody getting so.
So those are little things, but if you bypass those, it's a very
good tool if you know how to useit.
And you can use it for audio, you can use it for video, you
(10:40):
can use it for script, script creating.
And you know, if you, if you useit as a tool, it's very nice.
And I, we use it, we use it all the time and, and I think every
indie creator should take advantage of it.
Yeah, with proper guard guard rails and with proper.
(11:02):
Exactly, exactly. So it is so you can't just, you
know, replicate anything you want and and, and try to sell it
right. There might be issues, but yeah,
right. And, and there's, there's a lot
of things that there's a lot of things out there you can find
about AI and there's a lot of videos out there and you can
(11:24):
create, you know, nice content, but you just got to do it with,
with, with thought in your mind and, and, and quality, right?
Quality, yeah. Right.
So companies like like yourself,right, if they use AI to help us
like promote our business, I think it's good.
(11:48):
I think it's good because you can create better things faster,
right? That's one thing right now with
editing for example, which is inour business, right, Editing AI
has been integrated there too, is very nice.
We can record and repair audio, we can repair picture color,
(12:10):
correcting anything like very fast and and the quality is
getting better and better. Right now there's some skeptics
because now they're saying, OK, if you use AI, you're not going
to need people, OK. And that is true.
Some part of the production is affected, but I think that's
part of. You really think so?
(12:33):
Well, you know what, what The thing is if, if, if I can do
audio editing fast without help by myself, right?
Because I'm not an audio guy, that means I don't need to hire
somebody, right? That's the thing.
But the way I see it is you use AI to make better work, not to
(12:57):
replace people. I mean, that's my, my take.
I mean, it's, it's like when we used to ride a horse and then
they, we made a car, right? We couldn't just not drive a car
because we don't need horses anymore.
But we just, you know, made our life better.
We could travel further, go faster, you know, That's my
(13:19):
take. Yeah, makes sense.
And then the other thing that I want to ask is something similar
to what you asked me before, like what with this podcast,
what is your, what is an ideal outcome for you?
Like are you looking for more speakers to come on your podcast
(13:39):
or are you looking for people looking for your services or are
you looking for investors? Is there any any set goal that
you have in mind? Yes, nice question.
So right now what the reason we created Film taken finance is
because with our group, Kovan's group, pretty much those are the
three industries that we worked with film technology and finance
(14:03):
and we had a lot of friends and and collaborators and we always
talked about the industry. So I thought of creating this
podcast, first of all, bringing creating creators together,
right? And not only from film tech and
finance directly with film, but in general.
So first of all, bring collaborators together and just
(14:26):
talk about their businesses, right?
Talk about the technology, talked about the industry,
right? That's one thing.
Now, if we can promote our services, that's fine, but I'm
it's not like a promoting business podcast.
It's more of the industry. No, the reason I said it like
that is, is we talked about the business and you will tell us
(14:50):
about your business and I'll tell you about my business.
But my my whole purpose is to meet people, talk to them face
to face. And if we can get something out
of it, that's a game for both, right?
We can't work all we, we can't work all together, right?
There's no way. I mean, there's so many
companies out there, but you canpick the people you want to.
(15:13):
Plus there's some companies thatwhen you find out what they do,
you didn't even know that you needed them, right?
So if I can find out, for example, that you can help me
promote my business or my videosor my productions, why not,
right? Or if I can create video for
you, why not, right? Plus, if I learned something
(15:38):
like I can learn something from you and your business and your
industry and I can use it, that's fine.
So my goal is right now is to create a community more, you
know, where people would just jump in, give me your feedback,
give me your ideas, give me your, your, your perspective of
the business and we'll take that.
And if we can use it fine. I mean, a podcast is this is a
(16:03):
free podcast so you don't have to pay.
There's no subscription. Anybody will listen to it.
So I can't really tell you, OK, You know, you'll talk about your
business. We can't promote it, but you'll
promote it, you know, and that'sthe whole purpose of that, you
know? I love the thought.
Building a community of creatorsand people in the industry.
Amazing. I love it.
(16:23):
Yeah, I love. It and then that's what we're
creating also, besides the podcast, even like our X, we're
trying to create a community where people can jump in and
just talk, you know, just just put their but this, those are
something we're building. We're going to be announcing all
this stuff. We have a newsletter on LinkedIn
Substack. So we're trying to build a
(16:43):
community and have people everywhere just jump in and, you
know, tell me about your business, Tell me about your the
industry. It's, you know, the world is
big, but with AI and technology is so small. 100% yeah, I agree.
Yeah, yeah. So the.
World is becoming smaller and smaller.
(17:04):
Right, exactly. So back to you, because you're
the guest, right? So, so with your company, how
many collaborators do you have? A lot of people working with
you? Yeah, we've got a team of close
to 50 people, fully remote. Everybody's all over the world.
But yeah, we've got a team of about 50.
(17:28):
Nice. And then back to the question of
media, how do you handle like the content or how do you create
it? What do you use?
What tools do you use? I mean, I don't want to go in
specific tools because there arejust so many of them right now.
(17:50):
Like instead if we talk about functional, you know, because
for example, just giving an example, like till few months
ago, we were using a photo editing tool and then Canva came
up with this amazing, you know, feature that solved a lot of our
(18:11):
problems, which this other tool was not solving.
And then we switched to like, you know, I think everybody
needs to be a little tool agnostic in general, as long as
you know, if you have an end goal in mind and if you are able
to find a tool that solves that problem in the cheapest possible
way and the fastest possible way, that's that's your tool.
(18:35):
So we are using right now tools in, in research, a lot of like
intense research, like looking at data analytics and, and
looking at opportunities within those.
Because if you think about it, there are so many metrics within
marketing that for one person tolook at all the data and put it
(18:57):
all in their heads and figure out where the opportunity lies
can take a lot of time, which AIis really good at.
And it can do that in minutes, right.
So we use a lot of that there, creative side, we use a lot of
AI and creative side because again, I mean, creating 505
hundred variants of the same ad is literally ours could have
(19:22):
taken weeks, months sometimes, right?
So we're using it there. We're using a lot of AI in in
fact, the platforms themselves are automated right now.
So for your viewers, platforms like Meta and Google Ads used to
require a lot of manual work, right?
(19:43):
So you had to manually select targeting and you could select
targeting based on demographics or on Google based on keywords
and intent and things like that.But now all of it is automated,
like Meta has automated everything.
So if someone's edge was. That they understand targeting
(20:04):
better than anybody else. Now that edge is gone because
you're not required to understand targeting.
You're just required to build a creative edge and the platform
takes care of itself. So really, I mean, it's, it's,
you know, at every level AI is integrated.
Nice. What is your take for the
(20:28):
future? What do you think?
Because right now we're, I thinkwe're moving fast with AI.
So how do you how do you see thenext 2-3 years with your company
for example? What do you, what do you, what
are the plans? It's a good question, but I, I,
(20:48):
I don't think I'm equipped to, to predict the future or, or
make any kind of prophecies, notbecause simply because none of
us have enough data to understand what's going to
happen in the future. Like it's very new.
All of this is very new. It's only been less than two
years since all of this has become mainstream.
(21:08):
And then people have, you know, if you think about it, agencies,
mainstream agencies only startedusing full AI automation and
full AI integration only in the last 12 or 18 months, right?
Like before that, people are still thinking and experimenting
and, and figuring out things only in the last 12 years.
So it's difficult to predict, but my theory is that any rapid
(21:41):
upward momentum from here doesn't seem very obvious like
it will be slow transition from here on out.
This is what I would say becauseagain, I mean, we've, we've
reached a point where everybody collectively understands what
the limitations are of AI and what those, like you said, what
(22:02):
those guardrails should be and how, you know, you have to be
careful and of course AI can give you speed, but if your
ideas were bad to begin with, you're just making, you know,
bad decisions faster, right? So, so it's one of those things.
(22:23):
Nice. Now one other question is I like
to ask people is if you would give one or a few advices or to
people that are new to AI, why would you tell them like just as
a as as a businessman or as a personal advice to them if they
(22:45):
would start now? So it depends where you are at.
So for example, if you are in a leadership role, then I would
say obviously have a clear end goal in mind before you know,
(23:07):
starting any AI implementation strategy.
Have a clear end goal in mind, have clear guardrails in place.
Have clear documents around how what guardrails you're putting,
How is the process going to looklike?
Where is the human in the loop? And then run experiments, like
short experiments to see what level of AI automation works
(23:27):
with you and whether there is a clear and measurable ROI in the
form of either actual dollars orefficiency.
So either of those ROI's are areacceptable without any of these
in place. I think any kind of AI
implementation might not work out really well.
If you're someone who's looking at it from your career
(23:48):
perspective or starting a careerand, and thinking about what
skills and tools do I need to learn about, then my advice
would be to focus on a few things. 1 is as basic as it may
sound, you need to learn how to prompt properly.
Like it is a, it is a skill which is very important to have
(24:12):
and, and I'm saying it prompt, but really it's a, it's a skill
of communication, communicating in, in, in the language that
that a software understands and LLM understands.
So prompting is a really good skill to have developing tastes.
I mean, I don't know how to, howto word it better, but literally
(24:34):
half of the time we are, you know, because with AI, you can
get 500 variants of the same ad,but it's you who's deciding
which ad to run, right? Like this is, these are
decisions that you're making now, you know, so you need to
have better taste and, and developing taste is, is now very
important. And then the third and final for
(24:55):
someone looking at it from a career perspective is learn to
be comfortable with constant change.
I think that's a skill, good skill to have anyway.
Like if you, you know, because the way things have changed
rapidly in the last two months and the way people have had to
learn new skills at the pace that they've had to do it, I
(25:16):
think it's always going to be a good skill to have to be able to
be comfortable with constant change.
Nice. OK.
Now, do you have anything to sayabout your community projects
that you're working on, something that or you're looking
forward to or you would want to work on or do you have any
(25:38):
future plans? Yeah, yeah.
Thank you for asking that. I'm very excited about what what
is being looked at as the next frontier in, in brand discovery,
right? So if you think about it like
for the last 20 plus years, let's say there is a buyer who's
(26:04):
interested in acquiring certain services, right?
And they're looking for vendors.If you think about it, there was
for the last 20 years, only one place all these buyers would go
to to look for service providers, right?
Like, you know, Google that would Google that I need this
service, whether it's, and all types of services, whether it's
(26:26):
pest control or a lawyer or an IT software.
Buyers would go to Google, look for new companies and and you
know, make purchase decisions based on what they find on
Google and and reaching out to potential service providers
right Only now that 20 year monopoly is being slightly
(26:50):
challenged, right? Like, of course, don't get me
wrong, like the bulk of traffic is still on Google, obviously,
but there is a growing trend of people now using LLMS,
specifically ChatGPT and publicity in Gemini to find
service providers. And this is very new for
(27:11):
everybody and that's why I'm quite excited about this part.
And and we are working with a lot of brands improving their
visibility on these platforms. And that is, you know, working
out really well for the brands. And for us, it's, it's an
amazing place to be. Only 757 days ago, ChatGPT Open
(27:32):
AI, the parent company announcedthat they're launching ChatGPT
ads, which is amazing, right? Like, if you think about it now,
you know, they're testing ads inthe US right now.
But exciting times, exciting times.
Bigger market, right? Bigger market.
Bigger market and then again, I mean, if you the entire
(27:55):
philosophy of brands and how they should be positioned on
different platforms is changing now because with Chad GPTS
entry, there is a big dominant player in the market now that
has a lot of attention, undivided attention that has,
you know, commercial intent clearly defined in terms of this
(28:16):
is what I want and I want it right now and now you have the
ability to show them ads right there.
This is, you know, I mean, I have not seen anything like this
in the last 20 years. Even if you, I mean, if you
think about it, when Meta launched ads, commercial intent
was not clear. You could target people, but
(28:38):
there was there was never clear commercial intent there, right?
Like it was only targeting basedon demographics.
But here there is clear commercial intent and you have a
ready buyer and it's I think it's going to be, it's going to
be amazing. Yeah, It opens the market.
Yeah, right, Right. It's like something like our
(29:00):
studio settings. In the past, it was only the
large studios that could do a movie, right?
It was impossible to do a movie.Now the market is where indie
creators can create very nice movies and make money.
You have Amazon, you have Netflix.
Now that you, you can promote your, you know, your video, so
(29:22):
plus social media, right? I mean, you can be a producer or
vertical producer as a column now and never show anything on
TV, right? Just have everything on social
media. Absolutely.
There are. I mean, there's a growing trend
in in Asia specifically of thosevertical producers that you're
talking about. Like, you know, one person
(29:45):
producing like series miniseriesis what they call it, right?
two-minute episodes and then it's, you know, 10/20/30
episodes of two minutes each. And then it's capturing
audiences attention and it's amazing.
And, and trust me, from the technical perspective, it is
like a production. It's not that easy, you know,
(30:08):
like people think, you know, it's, it's a full production.
OK. So I said believe it or not,
those productions or some of them are actually like real
production. So they have a crew and good
equipment, audio, video equipment, lights.
I mean, you, you might see it asa vertical on your phone, but
(30:29):
some are actually good productions.
Yeah, yeah. It it's a new medium pretty
much. And, and it helps a lot and it
helps the new creators pretty much get in the market.
Yeah, I mean, from my perspective, I again, it's, it's
an amazing time to be alive in the sense that with every
(30:51):
disruption there are opportunities, right.
Like if you think about it, and this is no different because
because AI is disrupting so rapidly, there are opportunities
for for small players and and the level playing field is even
now. So it's great for everybody, I
think. Yes, yes.
And it's a big market. It's it, it's small, but it's
(31:13):
big when it comes to money, right?
Social media, there's millions of dollars, if not more that are
given out. I I understand if you just do a
little video with a phone, I mean, that's different, but
still you can monetize it, right?
You can make different ways of money.
(31:34):
OK, perfect. So I don't know what is your
involvement because I've seen a little bit of your bio with
media, with film. You have done some things right,
I. Mean, yeah, I mean, so not film
per SE, but obviously we are constantly creating video ads,
(31:55):
right, for our clients, right. There's and a lot of those ads
until three years ago, we, we couldn't produce or create any
of those, right. But with AI, we are able to and
and we are doing a pretty decentjob because we understood
creative side, we just didn't have the tools to bring it to
(32:18):
life. Now we do have the tools to
bring it to life. So, so it's been going really
well from that perspective also,I mean, because we are able to
do 10's and hundreds of variants, there is we get to a
point where we have enough testing data to or we have, we
(32:44):
can test our creative hypothesisat 100th of the cost that it
would have otherwise taken, right.
Like if you think about it like if we if I have a creative
hypothesis today for example, I want to test that can we is
emotional storytelling form of ad doing better or is feature
(33:08):
LED commercial type of ad performing better.
Let's say if I have tested hypothesis before AI three years
ago, I would have to create fullblown 2 ads with spending
thousands of dollars plus it would have taken weeks, months.
(33:31):
And now we could just, we decidethis today, next week, we have
two of those ready. And then we run it with a very
small budget to see which one isgetting more click throughs,
which one is getting better conversions, which one is
getting more engagement and that's it.
You have and, and imagine doing this for 20 variations, right?
(33:53):
Like imagine doing this for 200.Imagine doing this in 30 markets
and then figuring out what is working in which market and you
know the logic behind it. So, so nice.
Yeah, so nice. Yeah.
You work with like you said market a lot of markets and
customers and it's, it's as you said in the past, it would take
(34:13):
a huge group of people working on those and and small companies
couldn't even do it. Right exactly to now, like I
said, level playing field for everybody like the small mom and
pop shop can compete with with abig brand company and and
because of the power of AI and you know, the ability to create
(34:36):
ads and reach the same audience at the same amount of money.
So I have another question and Idon't want many details, but
with your customers the way it seems, do you work per project
or can you have a customer that constantly pays you to create
content and promote their services or business?
(34:56):
That's a good question. Generally, it's retainers, like
monthly retainers. That's what we do because again,
I mean, there are a lot of things that have to be, there's
constant iteration, right? Like there's never one.
And like it's, you know, I wish it was, but you know, with
marketing, you require constant modification, optimization,
iterations and experimentation because as soon as something
(35:22):
starts performing really well, everybody catches on to it and
then it stops performing well. It's one of those things.
And then you have to come up with something else.
Nice. OK.
So all of our questions for muchwas with AI.
So because your company is called the intelligence anyway,
(35:44):
so I'm sure there's a lot of AI in the in the process.
Are there any services that you do that doesn't involve the AI?
That doesn't involve AII mean. The thing is that at every
process level there is some use of, of AI, right?
(36:05):
Like there's, you know, I want to say content creation.
We don't like using AI. But again, there is a part of
content creation which is research and coming up with
content ideas and doing researchabout, OK, you know, what are
the trends? What are people talking about on
different platforms for that? We use AI not for actual writing
(36:27):
of content or creative concepts,for example, we don't really use
AI that much on those because one of the things that I've
noticed is right now, people whoare winning on the creative side
because that's the only edge that you can have, right?
(36:48):
Like creative edge is the only edge targeting edge is gone,
right? So people are winning on
creative side are people who areable to anticipate pop culture
phenomena before metrics pick itup.
So if it shows up in metrics, then it's already too late,
right? Like you can't do much about it.
It's already there. But if you pick up on it before
(37:11):
it becomes a phenomena, that's where there's opportunity.
And a good example of that is like, if you think about it, no
AI model could have predicted how popular La Boo Boo dolls
will become. Like, it's impossible.
But you think about it's, it's aphenomena that no one could have
predicted. Like it's impossible.
(37:32):
Like, you know, for any machine to have predicted that something
like this could have. I mean, I'm saying impossible.
I don't know. Right, right.
Yeah, Yeah. It's not.
It's not a pattern that you could have followed.
Yeah. So, so, but someone came up with
the idea that, yes, there is a possibility that this can become
(37:52):
a cultural phenomena and yes, weshould invest in this.
And that's how we got La Bubu dolls.
And there are a lot of such micro phenomena that are
happening every single day across different markets.
You just have to find the right opportunity.
Nice. OK.
I think we can wrap it up right now because we covered
(38:14):
everything. We got very good idea what you
do in your business. It's it's interesting and it's
very, very interesting actually and exciting actually.
We're excited with the eye too. I mean we started integrating it
everywhere too. And I don't know what the future
(38:37):
is going to hold exactly, but we'll see.
Yeah, Yeah, it's exciting. I mean, from my perspective, I
think it's a very exciting time to be present and to be doing
any work with which relates to AI Right now.
It's things are changing rapidly.
It's amazing. I think more exciting things to
(39:00):
happen in the future. That's that's where, yeah,
that's where it's heading. Nice.
So thank you very much for your time and your, your perspective
of the market, that's for sure. Keep us posted on whatever you
do. We're going to be posting all
your information on our website so people can follow you and if
(39:22):
they can work with you, even better.
And so and yeah, thanks for yourtime and we'll stay in touch.
Thank you. Thank you so much for inviting
me. I really appreciate it.
And I of course, wish you the best with this podcast and and
all the other guests that you'recoming and that you're going to
(39:42):
bring on this. I hope everyone listening
follows you and subscribes you and you know, recommends your
podcast. I know I will be, so thank you.
Thank you so much. Thank you very much.
Have a great day. Bye bye.
Thanks for joining us on Film, Tech and Finance.
Don't forget to follow and subscribe for more insights and
(40:03):
updates.
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