May 13, 2025 • 49 mins
Welcome back to "How I AI!" In this episode, I'm joined by Aziza Azimova, founder of AZE Media and an incredible strategic mind in brand building and systems integration. Aziza shares how she's successfully leveraging AI to streamline operations, enhance creativity, and scale her business while also managing one of the most famous AI robots in the world, Sophia. Yes, the humanoid robot.
If you're a brand strategist, agency owner, or entrepreneur aiming to optimize your systems with AI, this conversation is filled with practical insights to elevate your impact.
🎧 Tune in now to discover how strategic thinking combined with AI can drive maximum efficiency.
🔥 Topics We Cover:
- My conversation with Aziza about integrating AI into marketing and business systems
- The major efficiencies and transformative impacts AI has created for her agency
- How AI supports and boosts human creativity without replacing it
- Common challenges when adopting AI and how Aziza navigates them
- Why every founder should build a personal AI system before hiring their next assistant
🧰 Tools Mentioned in This Episode:
- For writing and research: ChatGPT, Claude, Gemini, Gamma
- For visuals and content creation: Midjourney, Sora, Photoshop
- For organizing and scaling systems: Relevance AI, Custom-built AI CRM (Conversation AI, Voice AI)
- For AI generated influencer content: Topview AI
Connect with Aziza Azimova:
- Instagram: @aziizaa__
- AZ Media Instagram: @azemedia.xyz
- Website: azemedia.xyz
- LinkedIn: Aziza Azimova
Want to be featured? Have a cool AI use case or workflow? Contact me or apply to be a guest at howiaipodcast.com
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More About Brooke:
Instagram: thebrookegram
Website: brookex.com
LinkedIn: Brooke Gramer
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"How I AI" is a concept and podcast series created and produced by Brooke Gramer of EmpowerFlow Strategies LLC. All rights reserved.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brooke (00:01):
Welcome to How I AI the podcast featuring real people,
real stories, and real AI inaction.
I'm Brooke Gramer your host andguide on this journey into the
real world impact of artificialintelligence.
For over 15 years, I've workedin creative marketing events and
business strategy wearing allthe hats.
(00:21):
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This isn't just a podcast, How IAI is a community.
A space where curious minds likeyou can come together, share
ideas, and I'll also be bringingyou exclusive discounts, free
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(00:44):
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Because AI isn't just a trend,it's a shift.
The sooner we embrace it, themore freedom, creativity, and
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How I AI is brought to you inpartnership with the collective,
A space designed to accelerateyour learning and AI adoption.
(01:04):
I joined the Collective and it'scompletely catapulted my
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Whether you're just starting outor looking to refine your AI
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Stay tuned to learn more at theend of this episode, or check
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(01:25):
Hello everyone and welcome to another episode of
"How I AI".
Today's guest is Miss Aziza.
She is former growth marketer,turned founder of AZE Media, and
she is one of the most inspiringwomen in Miami in the tech
scene, and I am so honored tohave her as my guest.
So Aziza, please take it away.
Aziza (01:46):
Hi Brooke.
Thank you for such a warmintroduction.
I'm really honored to be a gueston this podcast.
I'm excited to see what we canbring out of each other today?
Brooke (01:55):
Yes I wanna hear about everything that you're working
on.
You, I believe, oversee threedifferent brands and have been
such a pioneer in the AI spacefor women here in Miami.
How would you describe yourtitle and what you do?
Aziza (02:12):
I would describe that I do a little bit of everything,
but I would call myself astrategist.
Obviously three differentbrands, three different visions,
three different branding sites.
And I don't look at it as like,oh, and overwhelmed to it.
It's almost like every brand isa client, but for us, every
client is.
A brand.
So we put our heart and soul inevery single client.
To us it's just about being ableto scale and about being able to
(02:35):
deliver the best to everyone.
And with ai, it's been soempowering because you're able
to do that with just a fewreally strong team members.
And you can deliver if you havethe right systems and processes
in place already.
Brooke (02:51):
You must have some amazing systems and processes in
place to be able to doeverything that you're doing.
Let's first dive into yourjourney into ai.
When did that start?
What did that look like?
Aziza (03:03):
Yeah, so it started before AI was cool.
Obviously AI has been around forquite some time now.
I believe it's been 10 years inthe making, but when it first
became available to public and Ithink the first kind of little
skips of AI we got to try wasChatGPT when it first came out.
And it sucked back then Ibelieve what it was like few
(03:23):
years ago, maybe two, threeyears ago.
I like to be an early pioneerinto technology.
I missed the Amazon FBAbandwagon.
I made it to the facebookadvertising world where Shopify
started to take the rise.
And I know that being earlyadopter in whatever it is that
you do is extremely importantand taking advantage of that.
(03:43):
So to me, I look at it as, yeah,I was not at the place where it
is today and it keeps onimproving, but I'm glad that I
got to experience that becauseI'm able to grow with it and
evolve as technology evolves.
And that's important to alwaysstay on top of it.
Brooke (03:58):
Absolutely.
So how are you staying on top ofit?
What does your technology stacklook like day to day?
Aziza (04:04):
Our technology stack is pretty hectic.
We have a lot of different toolswe're working on connecting them
all.
Obviously basic tools likeChatGPT, Claude, and Gemini are
daily use cases for our team andmyself, and every single team
member has subscriptions, sothat's a must.
And we do weekly trainings withthe team and share how we use AI
(04:27):
and how we're able to makeourselves faster, better,
stronger, more efficient.
Besides just those basic tools,we're also heavy on tools like
design tools like midjourney andSora, and we're able to cut our
designer hours by 75%.
Wow.
With especially the latest Soradevelopments and Midjourney
capabilities.
(04:47):
So we mix in Photoshop withthose tools, and we're able to
create some incredible things.
And besides just design so muchcustom because in our agency
world, we do a lot of differentcustom designs for ui, ux, for
decks, for branding,positioning, et cetera.
It's a really good inspirationtool because.
(05:08):
From, I guess the time of mycareer, I always imagined it in
my head, but I could never drawit out.
I don't have that skillset, butI can describe it and with the
help of AI, I am able to showwhat I actually wanna create,
which has been great.
Besides that, we're getting intoAI agentic.
Relevance AI is something that'sin our stack.
We're also using some influencerplatforms where we're able to
(05:30):
generate some incredible videos.
I forgot the name of it, but Ican share that after.
And then we also use AI powerCRM.
We connect all of our toolstogether into one, and we're
able to bring AI agents intoCRM.
The most basic ones areconversation ai, voice ai.
Those are the ones that alreadyin the CRM.
Those are essentiallystreamlined for us at this point
(05:53):
because we've got processeddown.
How can we install a customerservice bot or helper bot, any
website or integrated intoWhatsApp, integrated into dms,
integrated into social media?
Even email.
So we're dabbling into that andI think that's like the most,
when you centralize all thetools is when it gets expensive.
So that's our stack right now.
(06:14):
I'm probably missing a bunch ofthings, but we have subscription
also for decks.
We use Gamma a lot.
We have a lot of subscriptions.
Brooke (06:22):
Which leads me to my next question is how much do you
anticipate your spending monthlyon technology tools?
Aziza (06:30):
It depends on a project, but our static stack stays at
about a thousand to 1500 justfor AI enhanced tools.
That's between projectmanagement, all of the different
tools between team members,everything that we use, and
again, we're a boutique agencyright now.
But overall I see it growingover time, but I would pay 10
times more because it replacesliterally seven people on the
(06:53):
team.
Brooke (06:54):
Yeah.
You already mentioned one KPIabout the design and time.
It saves you are there any otheranalytics you're able to share
of the time saved or justefficiency that you've seen
since adapting?
Aziza (07:08):
I haven't measured my own efficiency, but I could
definitely feel like I canaccomplish a lot more.
We're able to take on a lot moreclients and deliver better work.
A lot of the times agencies saywe're AI enhanced, so we're
gonna charge you the same anddeliver the same type of result,
but that doesn't change anythingfor a client.
For us, we're AI enhancedbecause we can deliver better
(07:31):
results faster, moreefficiently.
But that's backed by processesso I don't have direct, I say
numbers in terms of myefficiency but what I found is
that once we have the processdown, and that takes the
longest, once the process isdown and the tech stack around
that process is finalized andshaped Then that alone is 90%
(07:56):
cutoff time from the first timethat we did it.
For example, ever deck that wedesigned or ever created, the
structure took us.
I don't know, a month, then thenext one will probably take a
day.
So that's how it's been workingfor us.
Brooke (08:12):
So what does it look like when you create an SOP?
Or are you having AI watch yourscreen?
How are you setting up theseworkflows for them to mirror and
put in place?
Aziza (08:22):
I don't have ai watch my screen because I'm very I would
say.
Strategically lazy.
I don't wanna actually do thework.
I just know what needs to bedone.
To me, it's easiest to jot itdown as detailed as possible.
With every single little detailthat I can add into a doc.
And then from there, create aprocess and figure out how this
(08:44):
process, who does what, whattech stack needs to be included
in each step, and where thisneeds to be picked up and paid
attention to or reviewed.
That's when I first do, and thenonce I figure that out, then I
put that in, officialize it, andthen we have a meeting about it
and then we adopt it.
And I'm just really crazy onadoption.
I'm like, okay, we need tofollow the process.
Brooke (09:05):
That's incredible.
Yeah.
So you spoke about a CRM thatyou have in house about all of
these agents and tools thatyou've created.
Tell me how you made that.
What platform did you use?
Did you have someone come helpyou out with that?
Are you all internal technologyin developing.
Aziza (09:23):
No, we don't.
We're not a technology company,we're an agency, so we use a
third party CRM.
However, we completely took overthe implementation of it what
we're really good at is creatingsystems for every business and
creating a unique use case forevery single client that we have
for that CRM.
Some clients need it for surfacelevel stuff.
(09:44):
Some clients need it for deepstrategy, analyzing, closing
more deals, others needed forjust specific funnels, right?
It really depends on what we doreally well is we create a
custom CRM strategy.
That's what's behind it.
It's not so much of the toolsand then we recommend the tools
and we stack the tools aroundthe CRM, what's not already
(10:05):
available in there.
We stack the tools around itthat speaks to it seamlessly,
then the client doesn't have tohave a 10,000 different
subscriptions and everything isstreamlined because i'm obsessed
with efficiency, as you mightknow.
Yes.
Brooke (10:18):
I wanna talk about Sora.
You mentioned Sora andmidjourney, and you said there
were some new advancements andreleases.
Can you speak more to that andmaybe share about something that
you made with Sora recently?
Aziza (10:31):
Our team has been really exploring Sora a lot, but we're
able to do a lot of things thatwould cost a lot of money
before, right?
For example custom icons we'vebeen making with Sora custom
designs, creating customcharacters.
Ideating logos, ideating thelanding page, how it's gonna
(10:52):
view ui, ux completely evencreating videos of what the
campaign would look like.
I think it's the creativitybehind it because even creating
specific charts is what I foundreally incredible for the newest
update.
And I'm sure this is gonna justkeep on improving.
'cause every time we go back inthere, there's something new and
advanced and improved already.
(11:13):
Before you are not able todictate to AI exactly what words
should be present on a photo.
Now we could do that, so wecould create a custom funnel.
Make this color part one, makethis color part two.
Part two should be this color,should be this shape.
This switch should stay in everysingle box of it, and that
designs it for you.
Now, I just did that in lessthan five minutes.
(11:37):
In reality, if I was to briefthat to a designer.
And actually wait for them tocreate and then do their
variations of versions, which isusual marketing process.
That would probably take us, Idon't know, between three days
to a week till we got to a finalversion.
Which is now can be done in fiveminutes, which is incredible.
And even if I did one tweaks,now I have my designers so much
(11:59):
more empowered because healready has the idea of what
needs to be created.
We're able to get reallycreative, let's say, and we're
able to save a lot of designerworks hours because we know
exactly what we want, or theclient knows exactly what they
want.
Yeah.
And we go through the process ofclient, on a call with them and
dictate that.
Brooke (12:20):
Thank you for sharing a little bit more about that
design side.
I would also love to hear aboutan automation you recently made
or one of your most favoredautomated tools from start to
finish.
Whether that's an agent or aflow that you rely very heavily
on.
Aziza (12:38):
It really changes for us, so it really depends.
I say that there's workflowautomation and there's fully
autonomous agents, right?
That can perform differenttasks, which we're not there
yet, because in order for you tocreate a workflow automation,
you have to have a specificprocess.
One of the ones that we're ableto do really well at this point
is one of the services that weoffer, which is called Outreach,
(13:01):
and what we do really well is wehave multiple AI agents work on
different tasks.
Agent One works on scraping thedata on the exact customer that
we need.
Agent Two works on enrichingthat data, right?
And then Agent Three works onputting that information
together.
Then we go ahead and put theminto email campaigns, which is
(13:23):
another platform.
We're able to send these emailsstrategically land an inbox, and
then there is another agent thatwould essentially do the
appointment setting and thenfrom then on in research, so
prepare everything the person orsalesperson would need or a
client would need to get on acall with that prospect.
Essentially, a lot of thatcustom work has been done by AI
(13:46):
and some of the manual processesand then implemented into
strategy and then put into, sothat's one of the automations
that is been really working wellfor us because we've perfected
the process.
But we had to say at first, wedidn't have the data enrichment
part where we would just createwithout it, and now we are
seeing better results with it.
Essentially we're keep onimproving processes and as we
(14:10):
see there's a step missing.
We implement it into theworkflow automation.
Brooke (14:15):
And you mentioned relevance.
Is that where you're using?
Aziza (14:18):
Yeah.
Yeah, we're using multipletools, but relevance is
definitely able to connect thedots for us.
Brooke (14:24):
How do you like it?
Aziza (14:26):
I love it.
I mean it's in early stages of Ithink agentic, and I'm sure
there are probably otherplatforms that we haven't
explored yet.
It is just matter of time andmatter of improvements.
AI has just been improving dayby day, and a lot of the times
people use and give up and thensay, you know, I didn't, wasn't
that good anyways.
Brooke (14:45):
Yeah, it takes a lot of practice, trial and error, and
sometimes you gravitate towardsdifferent ones than others.
I am curious if you could wave amagic wand.
'cause it seems like you'reaccomplishing a lot already with
ai, but what do you feel likeisn't in the market yet?
If you could create somethingthat isn't out there yet, what
would that be?
Aziza (15:05):
I already feel like I have a magic wand, with this
technology, we all do and we'realready in the background
working on various marketingtools.
That are mirroring ourprocesses, especially around
search engine optimization.
We're building a few tools thataren't on the market yet that
are completely backed bystrategy, by experience through,
my time in the industry over 13years in marketing and doing
(15:29):
search engine optimization,doing all kinds of different
acquisition campaignsstrategies.
So that's a storytelling on uiUX platform.
How do you tell a story on alanding page?
How do you sell something?
That's one of the agents we'rebuilding.
And then the other one is aroundsearch engine optimization.
How do you put out really goodcontent that is optimized for
search engines?
(15:50):
And search engines are no longerjust Google?
Brooke (15:52):
Yes and
Aziza (15:52):
Bing.
They're now YouTube, TikTok, andchat bots throughout the tech
stack that we're using.
That part is important.
I think it's not that peoplejust don't, people write
articles, but, or AI can writearticles, but they lack soul.
The tool is really focused ongetting that thought out of the
person who's writing it and thatknowledge to really make it
(16:15):
good.
There is some pillars behindevery content piece, and they
have to make sense and they haveto lead a certain point.
So we're building around that.
But overall, I say that themagic wand and the tool that I
would want, that I'm not able tofigure out just yet is how do
we, instead of focusing on thetools.
(16:36):
Focus on giving people knowledgeto think strategically and to
think in systems so that waythey can use the tools in the
best ability.
That's what my passion behindthis is how can I translate the
way to think with AI instead ofjust using it as a tool?
Brooke (16:56):
Systems is your middle name.
Aziza (16:58):
It should be because you cannot build an AI automation or
a workflow if you don't have asystem, right?
At the end of the day, you haveto map out what is it that you
wanted to do.
I think a lot of people focus onthe tools and use cases.
Which is great.
Mm-hmm.
And you can save a lot of time.
But and it comes to evenfounders coming in and saying
(17:18):
how do I automate this process?
I'm like you don't have a systemto begin with for this process.
Tell me all the steps that youdo right now.
We don't know.
We just do it differently everytime.
No, when you have and you committo a system and a platform, and
then you can go ahead andautomate it.
But that's gonna take time.
That was my next question washow long does that take and how
(17:38):
does one build out a system?
Is it just a matter of writingout step by step and tracking
everything that they do in aday?
How do you help people build outsystems or internally?
It's focused on specificdeliverables.
For example, one of the clientswe work with they wanna pump out
SEO articles and they wanna beon Google News, right?
(18:00):
So that has to be a systembehind it because they wanna
publish three times a week.
They want it to be good, andthey want it to rank, and they
want it to be optimized for SEOand they want it to be posted
and they want it to have a niceimage there.
All of that, there's a lot oftasks behind it.
I'm like, okay, let's take thatone initiative.
And think backwards about it.
Yeah.
What do we need to do to getthis out?
(18:22):
We need ideation, we need, sothen I would map it out into a
system and say what are thetools that we need to now create
this?
We need templates, we needexisting tools.
We need minimal human labor andtask that we would need to be
involved, and we need to includeAI into it as much as possible.
Then once we build it for aclient, now we can use it for
other clients as well, and thenwe can turn it into a tool.
(18:43):
That's the beauty of systems forme especially.
Brooke (18:47):
Have you put any tools into the marketplace that you've
wrapped or put APIs or have beenselling to clients?
Aziza (18:53):
That's what we're working on right now.
Okay.
We have internal agents that dowell with certain tasks like
writing outs.
Landing page copy exactly how Iwould do it and then writing out
contracts, how I would do it, orwriting out proposals the way
that I want them.
So once they are trained, we'restill using them internally to
perfect them and giving it toteam members and seeing if they
(19:16):
can actually do it and watchingthem.
Right now, as we would say, intesting mode internally, and
once we have it ready, we'llwrap it and we'll put it out on
the market.
Brooke (19:25):
That's exciting.
Aziza (19:27):
Yeah.
Super exciting.
Brooke (19:28):
I am excited to dive into the robotics space.
I haven't yet had a chance tospeak to anyone in this realm.
I can be completely honest.
I know nothing about robotics.
It's the one facet of ai.
I haven't really.
Piqued an interest in, but whatyou're doing in the space is
super incredible.
(19:49):
You just had an amazing eventhere in Miami and had a bit of a
robotic celebrity in attendance,I would love for you to speak
about all the work that you'redoing with Sophia.
Then I'll add some follow upquestions into that'cause I want
get into robotics now.
Aziza (20:04):
yeah, absolutely.
Another agency of ours providesSophia experiences.
And mainly we use it forexperiential marketing campaigns
appearances, experientialmarketing, and then helping
people tell their stories.
What's incredible about it isthat.
Right now robots get a lot ofattention.
That's what makes it unique andthat attention is the new
currency, right?
(20:24):
Yes.
Right now we're top dollar forthis type of attention.
In terms of there's so many usecases, how robots can be used in
our marketing world, right?
For experiential and for tellingstories, because they do get a
lot of attention.
But as we evolve, I think in thenext year or two, maybe even
(20:45):
sooner.
We're gonna see robots onday-to-day life, like robots
that wash the dishes, robotsthat do the laundry, and that's
not going to be as impressiveany longer.
But I think right now is thefascination behind robots and
the new era to come is whatexcites people.
We're able to create theseexperiences using the robots
that we have,
Brooke (21:06):
and for those of the listeners that don't know who
Sophia is, do you wanna tell usabout her?
Aziza (21:12):
Yeah, absolutely.
So we work with Sophia.
She's the most advanced world'shumanoid.
She has 60 facial expressions.
She's a citizen of Saudi Arabia.
She's the first robot with acredit card.
She's been featured.
She spoke at un, she's been inan interview with Tony Robbins,
will Smith.
She's been on Jimmy FallonMorning show.
(21:33):
She has about 15 ranges of armmovement.
The unique thing about her isthe 60 facial expressions.
It took them five years todevelop her skin.
She has lifelike rubber skin,which you could put makeup on,
you could even give hereyelashes.
You can do mascara, you can putlipstick on her lips.
(21:53):
She is also connected to allfour LLMs.
So she can be autonomous, shecan be completely autonomous.
You can have a conversation witha robot.
About anything really.
It's just the same way that youtalk to ChatGPT or Claude.
You could talk to Sophia, butit's almost like having a gpt
come to life.
That's how I call it.
Brooke (22:13):
That's incredible.
How does a robot become acitizen?
Aziza (22:17):
I guess it was maybe a press or maybe a marketing
angle.
Okay.
I guess they had offered it toher as a gift.
Okay.
Which is like very hard tobecome a citizen of Saudi
Arabia.
Like nobody can get it, but theyoffered the citizenship to a
robot.
Brooke (22:31):
So does she pass the online test of not a bot?
What square to choose?
I'm not sure.
Aziza (22:38):
People always ask does she fly, first class?
I'm like.
You want her to.
Brooke (22:43):
What else have you learned about robotics?
Where do you see the industrygoing?
I think that it's quietly takingover a lot of mass manufacturing
and production companies, justfrom what I've lightly read
about.
But is there anything elsethat's coming through in the
next couple years in therobotics industry?
Aziza (23:00):
I think one of the first.
Kind of how we think aboutrefrigerators and dish washing
machines.
You know how your great grandmawas probably so against it and
she's like, I could do itbetter.
Bite with hands.
What are you guys talking about?
This thing sucks.
I think that's where we at withrobots, where a lot of people
are gonna be like this is notgonna work.
But it is coming to our homes.
(23:21):
It's definitely going to bewashing your dishes, doing your
laundry, and running errands.
I do think that we're still, interms of even working with
programming Sophia andprogramming other robots, we
realize there's a lot of humaninput that needs to be done
still.
And there needs to be a personbehind it.
(23:42):
For at the stage that we're inright now.
A lot of people say, oh, we'regonna lose our jobs and it's
gonna be completely autonomous.
I don't think so.
I think there's gonna be a lotmore jobs that are gonna be
opening and then people justhave to upscale and learn new
things and be able to program orwork with programming or
understand, or at least watchover them.
(24:03):
That's how I see it.
Brooke (24:05):
Yeah.
I also feel like it's just gonnabe a big shift on what it is
that we're doing.
We're gonna have to pivot intothe skills of working with and
around ai.
Are there any jobs that you'veseen opened up that weren't jobs
before?
Offhand I can think ofconsulting and training around
(24:26):
ai.
Have you seen any, in therobotics space or the brand and
marketing spaces about AI andnew jobs and trends you're
seeing?
Aziza (24:35):
Yeah, absolutely.
I think the existing skills andjobs are expanding.
As somebody with a technical orcomputer science background can
now be a robot operator.
Or engineer.
We actually hire engineers androbot operators for all of our
robots.
Wow.
And they come with trainingguidelines and material and they
just takes a few courses or acourse and they can actually
(24:57):
become a robot operator.
That's one of the excitingparts.
And in terms of the marketingspace we're seeing more on our
end people who are designers oranyone that's already in
existing role that is using AIheavily.
And that's a heavy interviewquestion on my end is what tools
(25:20):
are you using?
How well are you using them?
How open are you to trying them?
And that's just the efficiencypart of that.
I think that on the marketingwe're seeing evolvement of like
we're able to have one person doa job of our entire team at some
point in the next year.
So that's an incredible part ofit because if you have the
(25:41):
vision and if you have anability to think strategically
and you can have an ability tomultitask and do multiple things
and let AI do and you be thethinker or the strategist behind
it.
That's where it works for us Thebest is what I found.
Brooke (25:58):
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Well kind Of.
Are there any specific insightsthat you wanna share around
branding?
One thing I love speaking aboutis you touched on just how
efficient and everybody's goingto be able to nail SEO, they're
(27:05):
gonna be the top of their gamewith all of the algorithms and
their processes and strategies.
What does that then look likewhen everyone's crushing it?
How do you continue to stand outas a brand is one of my favorite
questions.
Aziza (27:21):
I think as easy as it is today, I don't think everyone's
gonna be crushing it.
'cause we always have thosepeople just like when intranet
became available.
And we had an opportunity tofeature our businesses on social
media.
How many businesses didn't jumpon that bandwagon?
And they said, you know whatthis is not how we, and then
they did later.
Now today, you rarely find abusiness without social account.
(27:43):
Before it was like, no, it'ssocial media is just for kids.
Do you remember that?
Brooke (27:46):
Yes.
Aziza (27:46):
So now it's the same thing.
There are people that are gonnajumping on a bandwagon, they're
gonna get ahead and takeadvantage.
Early mover advantage.
And there are people that aregonna be left behind.
However, for the ones that areahead.
And efficient and able to figureout a way how you can do more
with smaller team and better.
Those are the ones that aregonna win.
In terms of how do youdifferentiate yourself as a
(28:08):
brand?
I think it comes from people,brand is a personality.
Brand is a voice.
Brand is what you stand for.
Brand is what you believe in.
Brand is a movement.
AI doesn't move, it doesn'tlive, it doesn't stand for
anything.
It's strained.
So brand comes from people andpeople leading the brand and
(28:30):
building it.
And instilling into something init.
So I think what's gonnadifferentiate is people that are
alive, that are able to lead,able to differentiate, live with
the soul, and lead with theminds and able to relate to
other people.
Everything else is just thetechnicalities.
Now that you're figure that out,you come to somebody like us and
(28:51):
you say, you know what?
We have a great purpose, we havea great movement, we have a
great product.
We need search engines and thesebots to know about this, and
we've got the tools because theyare, I can extract good content
out of the leaders in an hourand we can structure it, publish
in so many different ways thatwe can get it out there.
It's one thing, it's mind, partone, mind ideation and
(29:14):
leadership, and then executionand distribution.
What we're good at is execution.
So we're taking that content outof you, extracting that
information, understanding thepurpose, and then distributing
that in a powerful way.
So that's, the two maincomponents.
Brooke (29:31):
I agree.
I feel like I was a little tooyoung for the.com burst that
happened, and then I was alittle anti Instagram influencer
or YouTuber when that first cameout, and I said.
Okay.
AI is here.
I see it.
I recognize it.
(29:52):
I've learned my lesson.
I'm gonna capitalize on thismovement.
I'm all in on learning andintegrating these systems that
you share today as well.
One thing we haven't touched on,which is just good for listeners
to hear.
Are any challenges are coming upagainst ai?
Is there anything that has gonehaywire or have you had any
(30:15):
instances happen that werechallenging that you wanna
share?
To help listeners who aregetting started?
Aziza (30:22):
I think one of the main ones, I'm not a technologist and
figuring out how to integratethese systems together to speak
to each other isn't alwaysstreamlined.
That's one of the challenges.
But that's why there are needfor consultants and people who
understand Technologies deeply,API Connections deeply.
(30:44):
And understand how you can makeall of these tools work together
for your benefit.
I think that's challenge one.
Two is being able to translate.
The value of the servicedelivery that is AI enhanced to
clients because they might notunderstand how this benefits
(31:05):
them.
A lot of people think in what ismy bottom line today, but they
don't think in down five yearsdown a year from now.
How much time they'll be saving,how much more money they could
be making.
And there is another challenge.
And I think that's more of amindset shift.
And perfectionism.
There's a lot of people thatthink that AI can't do what I
(31:29):
do.
Yes.
But that's false.
There is AI that could do a lotof things that we do if trained
properly.
The thing is we almost likeworking hard.
We almost like, yes, typing up along letter.
We almost like overthinking.
We almost like writing our owncontent and it's great, which we
(31:50):
should.
But I think there's a line inbetween.
You say, okay, this comes frommy head.
This is my idea.
This is the message I wanna sendand this is in my voice and let
AI do the rest at scale.
I think a lot of people arestill afraid of scale, can't
handle the idea or have anidentity crisis of no longer
(32:13):
unique, and if AI can do what Ido, but the mindset shift is
that i've trained this AI tobehave this way, right?
And it does it because of mybrain.
And if I didn't exist, thiscontent wouldn't exist.
And that's the mindset shiftbetween clients and between
people that are out there tryingto use the tools.
(32:34):
As much as they say, I amexcited about the tool, or I'm
using it, they don't believethat it can do what they do.
And I think we have to changeour thinking and evolve as human
beings, right?
So we have to say, okay, this isgreat.
I'm good at this, but I don'tneed to be doing this for eight
(32:54):
hours a day.
I can evolve, I can learn a newskill.
I can sit on a beach and enjoylife, or I can just actually
control this whole thing.
My personal example is that I'vealways wanted to start a blog
and I wanted to share my pointof view in article format.
I'm not a writer.
I don't know how to writearticles, but I do know what I
wanna share, the message I wannaget across, and what I want
(33:16):
people to take away from that.
I work with AI to make thathappen now, and it's easy for me
because I can sit on a beachchair and have a conversation
with AI and get articles out atscale.
I can in two hours get a monthworth of content and publish
every single day.
Yes.
But that's the power of it.
(33:37):
I don't think AI took over whatI do because the point of view,
the unique way that it'sarticulated, and the unique
message that's behind everysingle article comes from my
brain.
And even if.
Yeah, anybody else sat down andwanted to say what I needed to
say wouldn't come out the sameway.
And that's what makes contentunique.
That goes back to our SEO work,because it's not a generic
(33:58):
thing.
I didn't say ChatGPT write anarticle about why marketing is
important today or how it'schanging the dynamic.
And it would be a boringarticle.
And that's when I go back tosaying.
Garbage in, garbage out.
If you're going to talk to AIsurface level, you're gonna get
a surface level response.
Yes.
If you're gonna get strategicand surgical with it, then
(34:19):
you're gonna get that in returnand there's also now memory
behind it, right?
So yeah, you can train ai, youcan train agents, and you can
train exactly what you'rewanting to get out of them.
Now we almost have to adopt anew skill set of communication.
Articulation being human andsharing life experiences with AI
(34:40):
and having to explain tosomebody.
It's almost like training areally smart baby to behave the
way that you want.
It's almost like raising a baby,like an AI baby.
I call it an
Brooke (34:52):
intern.
Aziza (34:53):
Yeah.
Imagine having an intern with areally high iq.
And it's incredible that we havethat access because.
Our grandparents didn't.
And I always say that ourgrandparents and if you look at
the evolution of humanity.
We started with having to digfor dirt, we started having to
drive tractors.
(35:14):
We, yes.
And then we evolved, right?
So now we use less physical andmore of our brains and we have
to continue to evolve.
And I think this technology iswhat has to force everybody to
evolve and think, what is mypower?
What is my superpower?
Because we all have it and we'reall have a purpose and we all
(35:35):
have a message we wanna send orlegacy we wanna leave behind,
whatever that is.
We have to tap into that and lettechnology do its thing without
being afraid of it or feelinglike it's gonna take over.
I'm going on a rant with this,but I think a lot of people have
an identity crisis that they soconnect themselves to the job or
(35:56):
the skillset or the thing theydo every day.
Even if you take a walk downManhattan, the fifth Avenue,
you'll go and they'll say, I'mthe best salesperson, or I'm a
really great analyst and nobodycan replace me.
What I do on day-to-day basis,nobody can replace me.
But I think it's an identitything where they connect
themselves to their career orthe job and they live with it.
(36:17):
Instead, we almost have to focuson our human part of it and our
purpose and say, you know what?
This could be done by someoneelse.
And I get to evolve and dobigger and better.
Brooke (36:29):
Ah, you touched on so many beautiful points.
I agree so much.
I think it's time for the fourday work week, maybe even three
days, and to take thisopportunity to work less.
I think we're, like youmentioned, gifted this beautiful
opportunity and let's not justuse it to work twice as hard or
(36:52):
twice as much yes, you canscale, but still try to work
less, is my point.
And to use this to, like youmentioned, live a life of more
purpose, give back to yourcommunity, lean into more
creative pursuits, be morepresent with your family and
your life, and create those corememories.
Such a beautiful point.
(37:12):
And I agree there is like alittle bit of a pushback with AI
of.
Oh, I can tell your email'swritten by ai, or I can tell
this was written by ai, but Ithink you bring up such a valid
point of.
You forget who's training andtelling the AI what to write
exactly.
Whether you can tell.
Yeah I think it's empowering andI also think there needs to be a
(37:34):
big mind set shift around thisas well.
Aziza (37:38):
Absolutely.
And going back to saying yes,some people write emails with ai
and the reason why people cantell is because their surface
level They're generic.
They lack the soul and they lackthe message.
There's a lot of fluff.
And the reason why there's fluffwhen the email comes out is
because you put garbage in, youget garbage out.
If you give enough context withthis email, I'm trying to
(37:59):
express this thought.
This is the action I want peopleto take reading it.
This is how I want them to feel.
This is what I want them toclick.
This is what I want them tothink.
And when you go deep like thatwith your prompting and really
getting to the bottom of whyyou're sending that email, it
will take you an extra minute ortwo to prompt it that way.
But the result.
Completely different.
(38:20):
And I always, even the way thatit formats, it's not always
ideal.
I'm like, nobody formats anemail like that.
Nobody talks in bullet pointscan we have conversational?
Straight to the point.
Don't use any fluff language.
Don't use any extra words thatwe don't need to use.
That's the way I prefer to sendmy emails.
So I prompted exactly that.
But everybody has their ownstyle.
(38:40):
I think having that expert onthe team.
That does this or did this for aliving or has actual experience
in the industry doing this isthe one that should be prompting
it, right?
Yeah.
Or you need a system or anexisting tool that guides you
through the prompting processand then you can get really good
stuff out.
Brooke (38:59):
I am also very efficient when it comes to texting and
emailing, I'm very to the point,what's the point of fluff when
we're all just being veryefficient now?
Yeah.
And getting more of our coremessage and goals to the
forefront
Aziza (39:17):
and attention span.
Mm-hmm.
So little attention span andlike the fact that somebody
opens my email and they have toread a GPT generated email,
which they can tell because whyit doesn't have context.
Oh, we're proud to announcethat.
Now finally with this timepassed, and I'm like, okay, I
already read three sentences andyou haven't told me anything.
Do you know what I mean?
There's just a lot of that extrawords and I think there's art
(39:39):
and science in everything that'smarketing related, the way you
write an email, the way youwrite our social post, the way
that you send your message, theway that you display your offer
on the landing page, the way youguide the person through the
decision making journey.
Every single thing.
It has to be a marketing brainbehind it, right?
And if you're seeing somebodythat doesn't maybe have their
(39:59):
experience or background in it,they're doing it their own way
or they're just doing it in ageneric way which doesn't land,
yes, but the whole point is toland.
So we land in an inbox.
I land with my message, and thesecond I get your attention,
even for two seconds.
I wanna keep it for as long as Ican.
Mm-hmm.
That's my goal.
(40:20):
That's always the goal formarketing is to make sales easy.
And I think that's what mypassion behind it is.
Sure, there's a lot of agencies,sure.
There's a lot of people that cando marketing.
Sure.
There's a lot of coordinators orpeople that maybe don't have
background the way that I havewith the ChatGPT and they think
they can run an entire companydoing it, but there is a
(40:41):
difference and that's what's.
Back to your original question,what's gonna differentiate the
brands
Brooke (40:46):
that,
Aziza (40:47):
that anybody can start a company with a GPT now.
But they're all gonna be genericand they're gonna fail quickly
unless you can figure out a wayto stand out, differentiate, and
really land for people.
AI doesn't live.
We do.
So we have to show how peoplelive and explain how people
think and explain what lands.
Yes.
And AI doesn't know the culturewe again, we experience emotion,
(41:10):
we experience life, we know itand only knows what we give it.
Brooke (41:14):
Beautiful.
Yes.
Leaning into storytelling andemotion, I can only imagine the
type of GPTs and agents that youhave.
You must have the best.
Hook writing.
I wanna see what the Azizaavatar looks like and how
efficient she is and how wellshe speaks and writes emails.
Aziza (41:35):
There is a formula behind everything from writing powerful
headlines to writing efficientYouTube descriptions to even
generating headlines for YouTubevideos.
All of these could be differentagents.
An agent that generates YouTubeheadlines that go viral.
An agent that generates YouTubescripts that go viral.
(41:55):
An agent that could, generatesYouTube description if i'm like,
okay, yeah we could start aYouTube channel.
There's something on my listtoo.
Okay, these are thedescriptions.
It's gonna be the same.
This is the information thatneeds to be included in.
It's gonna be optimized for SEO,it's gonna have strategic
placement of keywords, it'sgonna have strategic everything
in it, links in it, everything.
It's not just for anything.
If I'm gonna do something, I'mgonna make sure that it's
(42:17):
optimized as best as possible.
Brooke (42:21):
That leads me to my final question.
We touched on so much already,but if there's anything that you
really wanna give as youroverarching key takeaway for
listeners today, maybe those whoare new to AI or getting into
the brand marketing space andstarting to leverage these tools
for the first time.
Aziza (42:42):
One takeaway is AI is not about tools.
It's about systems and yourthinking process.
I would say the main takeaway ifsomebody's just starting, is
having a conversation with AI tostart with, and start the
conversation as a brainstormingsession.
That's my, I would say, pro tip.
(43:02):
If you're looking to do acampaign or if you're looking to
launch a brand.
Start with the problem, startwith your thoughts.
Instead of saying, can you writeme a campaign or a brand for
this specific purpose?
For this?
No, you have to give it thecontext.
So can you tell me about singlemoms what would be their biggest
problems?
What are they struggling with?
(43:23):
Can you tell me what productsthey'd be interested in and let
AI come to the idea with yourguidance?
And then maybe you'll changeyour mind by the time, but.
It's gonna have so much contextthat the output is gonna be so
much different than you justgiving it do this type of task.
And the second part, the secondpro tip is creating the system
(43:47):
before you go and use the tool.
And always experience with toolsif you can just play around with
it, great.
But when it comes to actualoutput and you want actual
output with ai, you want thesystem and then you say, okay,
this is, for example, the waythat we prompt icons for all of
(44:07):
our clients, for every site.
'cause icons used to have to buylike these templates or custom
design and all these things thatI'm talking like deep marketing
talk.
But now we've created a genericcustom master prompt for
generating an icon the way thatour agency does, and it now can
be customized for any brand.
We can generate these reallysimple and now becomes an SOP.
(44:30):
Now we just collecting these inthe back and now any team member
can come in and say here's yourdatabase of SOPs, here's how you
can do all of these differentthings.
And one team member can do somany things because it's already
pre prompted for them.
Brooke (44:44):
Do you do a lot of market research I've been
wanting to do a lot moreresearch and there's so much
information out there.
Are there any reports thatyou're really into,
Aziza (44:53):
you're talking about like market research with AI tools or
with
Brooke (44:57):
trends, and say you are assigned a new brand or
industry.
How would you really get in themind of that core customer?
How do you do that research?
Do you collect data points orreporting and tools that way.
Aziza (45:10):
Yeah, absolutely.
There's different strategies, ifthat was part of the scope, we
would have to draw out in termsof we're gonna interview people
or we're gonna go collect it, orwe're gonna buy the data, or
we're gonna go.
Talk to people on the phone forthree days or a week, and we're
gonna book our calendar withsome kind of incentive and have
conversations recorded, analyzeit, and have our own data point.
(45:30):
I think that would be the mostpowerful way, is nothing beats
talking to your customer.
'Cause you can buy all the datain the world and still make a
bad decision.
Brooke (45:40):
Thank you so much for everything that you've shared.
We packed in so much in heretoday.
I learned a lot.
I think my listeners learned alot, and I already know how to
title this episode.
It's going to be Systems Queen.
Aziza (45:56):
That's hilarious.
You should create a GPT for thetitles of the podcast.
Brooke (46:01):
I should do that.
I should.
I'm getting a little bit betterat sEO as it comes to
podcasting.
'cause it's a fairly newindustry to me.
I know that you've beenpodcasting a little bit
yourself, it's a whole newballgame.
Yeah,
Aziza (46:14):
it's a whole ballgame.
Even with editing process, thequestionnaire process, all the
processes can be so automatednow, right?
With what you do.
'cause it's very repetitive,right?
It's like the first thing youmust do is figure out the
interview questions, right?
Then you have to cut up thething, and then you have to
figure out what are the bestmoments that you're gonna cut
up.
Then you're gonna title it, thenyou're gonna publish it on
YouTube.
(46:34):
Then you're gonna optimize thisYouTube for seo.
And then you can also publish iton a blog.
And then you can have it as alike a article, right?
And then you can optimize thatarticle to pop up on the
internet.
And then you can also createlittle tiktoks around it, which
is.
Also gonna give you more SEOboost, and then you can also
title those with the properkeywords and pack those up.
And that's like a wholedifferent distribution channel.
(46:55):
Wow.
I'm sorry, I'm just.
Brooke (46:57):
No, you just gave me an amazing flow and I'm gonna do
some homework tonight of settingup some new systems in place.
Aziza (47:05):
Yeah.
Because if you just map outeverything that you do before
the podcast, during and after.
And that's like a three stepsystem.
Prior, during, after.
That's how I would look at it.
And then from then on.
You optimize the system everytime, right?
So I'm gonna send the questionand then you can be like, okay,
where can I take myself out ofthe process?
Obviously, you should be sittingin this chair, so you, right
(47:26):
now, this is the key.
And then when it comes topost-production, that could be
completely automated orcompletely delegated.
Brooke (47:34):
Incredible.
Aziza, how can listeners findyou?
Where can they reach you andlearn more about all the amazing
work you're up to?
Aziza (47:42):
I am on pretty much almost every platform.
Instagram, LinkedIn, email.
The best way to reach me isprobably my email.
Okay.
And it's me at azizaazimova.com.
And for any inquiries, agencyinquiries, as well as any
consulting inquiries, we're hereto help.
Are you taking on new clients?
Yeah, absolutely.
We're taking on new clients thatwe're working with series A,
series B startups or startupsthat are just raising capital to
(48:06):
pretty much get their systemsgoing for the marketing engine.
Brooke (48:08):
Great.
Alright.
Thank you so much for joiningtoday.
I really appreciate your time.
Aziza (48:13):
Absolutely.
Thank you for having me.
Brooke (48:17):
Wow, I hope today's episode opened your mind to
what's possible with ai.
Do you have a cool use case onhow you're using AI and wanna
share it?
DM me.
I'd love to hear more andfeature you on my next podcast.
Until next time, here's toworking smarter, not harder.
See you on the next episode ofHow I Ai.
This episode was made possiblein partnership with the
(48:39):
Collective ai, a communitydesigned to help entrepreneurs,
creators, and professionalsseamlessly integrate AI into
their workflows.
One of the biggest game changersin my own AI journey was joining
this space.
It's where I learned, connectedand truly enhanced my
understanding of what's possiblewith ai.
(49:00):
And the best part, they offermultiple membership levels to
meet you where you are.
Whether you want to DIY, your AIlearning or work with a
personalized AI consultant foryour business, the collective
has you covered.
Learn more and sign up using myexclusive link in the show
notes.
Welcome to How I AI the podcast featuring real people,
real stories, and real AI inaction.
I'm Brooke Gramer your host andguide on this journey into the
real world impact of artificialintelligence.
For over 15 years, I've workedin creative marketing events and
business strategy wearing allthe hats.
(00:21):
I know the struggle of trying toscale and manage all things
without burning out, but here'sthe game changer, ai.
This isn't just a podcast, How IAI is a community.
A space where curious minds likeyou can come together, share
ideas, and I'll also be bringingyou exclusive discounts, free
trials and insider resources soyou can test drive the latest
(00:44):
tools and tech yourself.
Because AI isn't just a trend,it's a shift.
The sooner we embrace it, themore freedom, creativity, and
opportunities we'll unlock.
How I AI is brought to you inpartnership with the collective,
A space designed to accelerateyour learning and AI adoption.
(01:04):
I joined the Collective and it'scompletely catapulted my
learning, expanded my network,and show me what's possible with
ai.
Whether you're just starting outor looking to refine your AI
strategy, The Collective givesyou the resources to grow.
Stay tuned to learn more at theend of this episode, or check
the show notes for my exclusiveinvite link..
(01:25):
Hello everyone and welcome to another episode of
"How I AI".
Today's guest is Miss Aziza.
She is former growth marketer,turned founder of AZE Media, and
she is one of the most inspiringwomen in Miami in the tech
scene, and I am so honored tohave her as my guest.
So Aziza, please take it away.
Aziza (01:46):
Hi Brooke.
Thank you for such a warmintroduction.
I'm really honored to be a gueston this podcast.
I'm excited to see what we canbring out of each other today?
Brooke (01:55):
Yes I wanna hear about everything that you're working
on.
You, I believe, oversee threedifferent brands and have been
such a pioneer in the AI spacefor women here in Miami.
How would you describe yourtitle and what you do?
Aziza (02:12):
I would describe that I do a little bit of everything,
but I would call myself astrategist.
Obviously three differentbrands, three different visions,
three different branding sites.
And I don't look at it as like,oh, and overwhelmed to it.
It's almost like every brand isa client, but for us, every
client is.
A brand.
So we put our heart and soul inevery single client.
To us it's just about being ableto scale and about being able to
(02:35):
deliver the best to everyone.
And with ai, it's been soempowering because you're able
to do that with just a fewreally strong team members.
And you can deliver if you havethe right systems and processes
in place already.
Brooke (02:51):
You must have some amazing systems and processes in
place to be able to doeverything that you're doing.
Let's first dive into yourjourney into ai.
When did that start?
What did that look like?
Aziza (03:03):
Yeah, so it started before AI was cool.
Obviously AI has been around forquite some time now.
I believe it's been 10 years inthe making, but when it first
became available to public and Ithink the first kind of little
skips of AI we got to try wasChatGPT when it first came out.
And it sucked back then Ibelieve what it was like few
(03:23):
years ago, maybe two, threeyears ago.
I like to be an early pioneerinto technology.
I missed the Amazon FBAbandwagon.
I made it to the facebookadvertising world where Shopify
started to take the rise.
And I know that being earlyadopter in whatever it is that
you do is extremely importantand taking advantage of that.
(03:43):
So to me, I look at it as, yeah,I was not at the place where it
is today and it keeps onimproving, but I'm glad that I
got to experience that becauseI'm able to grow with it and
evolve as technology evolves.
And that's important to alwaysstay on top of it.
Brooke (03:58):
Absolutely.
So how are you staying on top ofit?
What does your technology stacklook like day to day?
Aziza (04:04):
Our technology stack is pretty hectic.
We have a lot of different toolswe're working on connecting them
all.
Obviously basic tools likeChatGPT, Claude, and Gemini are
daily use cases for our team andmyself, and every single team
member has subscriptions, sothat's a must.
And we do weekly trainings withthe team and share how we use AI
(04:27):
and how we're able to makeourselves faster, better,
stronger, more efficient.
Besides just those basic tools,we're also heavy on tools like
design tools like midjourney andSora, and we're able to cut our
designer hours by 75%.
Wow.
With especially the latest Soradevelopments and Midjourney
capabilities.
(04:47):
So we mix in Photoshop withthose tools, and we're able to
create some incredible things.
And besides just design so muchcustom because in our agency
world, we do a lot of differentcustom designs for ui, ux, for
decks, for branding,positioning, et cetera.
It's a really good inspirationtool because.
(05:08):
From, I guess the time of mycareer, I always imagined it in
my head, but I could never drawit out.
I don't have that skillset, butI can describe it and with the
help of AI, I am able to showwhat I actually wanna create,
which has been great.
Besides that, we're getting intoAI agentic.
Relevance AI is something that'sin our stack.
We're also using some influencerplatforms where we're able to
(05:30):
generate some incredible videos.
I forgot the name of it, but Ican share that after.
And then we also use AI powerCRM.
We connect all of our toolstogether into one, and we're
able to bring AI agents intoCRM.
The most basic ones areconversation ai, voice ai.
Those are the ones that alreadyin the CRM.
Those are essentiallystreamlined for us at this point
(05:53):
because we've got processeddown.
How can we install a customerservice bot or helper bot, any
website or integrated intoWhatsApp, integrated into dms,
integrated into social media?
Even email.
So we're dabbling into that andI think that's like the most,
when you centralize all thetools is when it gets expensive.
So that's our stack right now.
(06:14):
I'm probably missing a bunch ofthings, but we have subscription
also for decks.
We use Gamma a lot.
We have a lot of subscriptions.
Brooke (06:22):
Which leads me to my next question is how much do you
anticipate your spending monthlyon technology tools?
Aziza (06:30):
It depends on a project, but our static stack stays at
about a thousand to 1500 justfor AI enhanced tools.
That's between projectmanagement, all of the different
tools between team members,everything that we use, and
again, we're a boutique agencyright now.
But overall I see it growingover time, but I would pay 10
times more because it replacesliterally seven people on the
(06:53):
team.
Brooke (06:54):
Yeah.
You already mentioned one KPIabout the design and time.
It saves you are there any otheranalytics you're able to share
of the time saved or justefficiency that you've seen
since adapting?
Aziza (07:08):
I haven't measured my own efficiency, but I could
definitely feel like I canaccomplish a lot more.
We're able to take on a lot moreclients and deliver better work.
A lot of the times agencies saywe're AI enhanced, so we're
gonna charge you the same anddeliver the same type of result,
but that doesn't change anythingfor a client.
For us, we're AI enhancedbecause we can deliver better
(07:31):
results faster, moreefficiently.
But that's backed by processesso I don't have direct, I say
numbers in terms of myefficiency but what I found is
that once we have the processdown, and that takes the
longest, once the process isdown and the tech stack around
that process is finalized andshaped Then that alone is 90%
(07:56):
cutoff time from the first timethat we did it.
For example, ever deck that wedesigned or ever created, the
structure took us.
I don't know, a month, then thenext one will probably take a
day.
So that's how it's been workingfor us.
Brooke (08:12):
So what does it look like when you create an SOP?
Or are you having AI watch yourscreen?
How are you setting up theseworkflows for them to mirror and
put in place?
Aziza (08:22):
I don't have ai watch my screen because I'm very I would
say.
Strategically lazy.
I don't wanna actually do thework.
I just know what needs to bedone.
To me, it's easiest to jot itdown as detailed as possible.
With every single little detailthat I can add into a doc.
And then from there, create aprocess and figure out how this
(08:44):
process, who does what, whattech stack needs to be included
in each step, and where thisneeds to be picked up and paid
attention to or reviewed.
That's when I first do, and thenonce I figure that out, then I
put that in, officialize it, andthen we have a meeting about it
and then we adopt it.
And I'm just really crazy onadoption.
I'm like, okay, we need tofollow the process.
Brooke (09:05):
That's incredible.
Yeah.
So you spoke about a CRM thatyou have in house about all of
these agents and tools thatyou've created.
Tell me how you made that.
What platform did you use?
Did you have someone come helpyou out with that?
Are you all internal technologyin developing.
Aziza (09:23):
No, we don't.
We're not a technology company,we're an agency, so we use a
third party CRM.
However, we completely took overthe implementation of it what
we're really good at is creatingsystems for every business and
creating a unique use case forevery single client that we have
for that CRM.
Some clients need it for surfacelevel stuff.
(09:44):
Some clients need it for deepstrategy, analyzing, closing
more deals, others needed forjust specific funnels, right?
It really depends on what we doreally well is we create a
custom CRM strategy.
That's what's behind it.
It's not so much of the toolsand then we recommend the tools
and we stack the tools aroundthe CRM, what's not already
(10:05):
available in there.
We stack the tools around itthat speaks to it seamlessly,
then the client doesn't have tohave a 10,000 different
subscriptions and everything isstreamlined because i'm obsessed
with efficiency, as you mightknow.
Yes.
Brooke (10:18):
I wanna talk about Sora.
You mentioned Sora andmidjourney, and you said there
were some new advancements andreleases.
Can you speak more to that andmaybe share about something that
you made with Sora recently?
Aziza (10:31):
Our team has been really exploring Sora a lot, but we're
able to do a lot of things thatwould cost a lot of money
before, right?
For example custom icons we'vebeen making with Sora custom
designs, creating customcharacters.
Ideating logos, ideating thelanding page, how it's gonna
(10:52):
view ui, ux completely evencreating videos of what the
campaign would look like.
I think it's the creativitybehind it because even creating
specific charts is what I foundreally incredible for the newest
update.
And I'm sure this is gonna justkeep on improving.
'cause every time we go back inthere, there's something new and
advanced and improved already.
(11:13):
Before you are not able todictate to AI exactly what words
should be present on a photo.
Now we could do that, so wecould create a custom funnel.
Make this color part one, makethis color part two.
Part two should be this color,should be this shape.
This switch should stay in everysingle box of it, and that
designs it for you.
Now, I just did that in lessthan five minutes.
(11:37):
In reality, if I was to briefthat to a designer.
And actually wait for them tocreate and then do their
variations of versions, which isusual marketing process.
That would probably take us, Idon't know, between three days
to a week till we got to a finalversion.
Which is now can be done in fiveminutes, which is incredible.
And even if I did one tweaks,now I have my designers so much
(11:59):
more empowered because healready has the idea of what
needs to be created.
We're able to get reallycreative, let's say, and we're
able to save a lot of designerworks hours because we know
exactly what we want, or theclient knows exactly what they
want.
Yeah.
And we go through the process ofclient, on a call with them and
dictate that.
Brooke (12:20):
Thank you for sharing a little bit more about that
design side.
I would also love to hear aboutan automation you recently made
or one of your most favoredautomated tools from start to
finish.
Whether that's an agent or aflow that you rely very heavily
on.
Aziza (12:38):
It really changes for us, so it really depends.
I say that there's workflowautomation and there's fully
autonomous agents, right?
That can perform differenttasks, which we're not there
yet, because in order for you tocreate a workflow automation,
you have to have a specificprocess.
One of the ones that we're ableto do really well at this point
is one of the services that weoffer, which is called Outreach,
(13:01):
and what we do really well is wehave multiple AI agents work on
different tasks.
Agent One works on scraping thedata on the exact customer that
we need.
Agent Two works on enrichingthat data, right?
And then Agent Three works onputting that information
together.
Then we go ahead and put theminto email campaigns, which is
(13:23):
another platform.
We're able to send these emailsstrategically land an inbox, and
then there is another agent thatwould essentially do the
appointment setting and thenfrom then on in research, so
prepare everything the person orsalesperson would need or a
client would need to get on acall with that prospect.
Essentially, a lot of thatcustom work has been done by AI
(13:46):
and some of the manual processesand then implemented into
strategy and then put into, sothat's one of the automations
that is been really working wellfor us because we've perfected
the process.
But we had to say at first, wedidn't have the data enrichment
part where we would just createwithout it, and now we are
seeing better results with it.
Essentially we're keep onimproving processes and as we
(14:10):
see there's a step missing.
We implement it into theworkflow automation.
Brooke (14:15):
And you mentioned relevance.
Is that where you're using?
Aziza (14:18):
Yeah.
Yeah, we're using multipletools, but relevance is
definitely able to connect thedots for us.
Brooke (14:24):
How do you like it?
Aziza (14:26):
I love it.
I mean it's in early stages of Ithink agentic, and I'm sure
there are probably otherplatforms that we haven't
explored yet.
It is just matter of time andmatter of improvements.
AI has just been improving dayby day, and a lot of the times
people use and give up and thensay, you know, I didn't, wasn't
that good anyways.
Brooke (14:45):
Yeah, it takes a lot of practice, trial and error, and
sometimes you gravitate towardsdifferent ones than others.
I am curious if you could wave amagic wand.
'cause it seems like you'reaccomplishing a lot already with
ai, but what do you feel likeisn't in the market yet?
If you could create somethingthat isn't out there yet, what
would that be?
Aziza (15:05):
I already feel like I have a magic wand, with this
technology, we all do and we'realready in the background
working on various marketingtools.
That are mirroring ourprocesses, especially around
search engine optimization.
We're building a few tools thataren't on the market yet that
are completely backed bystrategy, by experience through,
my time in the industry over 13years in marketing and doing
(15:29):
search engine optimization,doing all kinds of different
acquisition campaignsstrategies.
So that's a storytelling on uiUX platform.
How do you tell a story on alanding page?
How do you sell something?
That's one of the agents we'rebuilding.
And then the other one is aroundsearch engine optimization.
How do you put out really goodcontent that is optimized for
search engines?
(15:50):
And search engines are no longerjust Google?
Brooke (15:52):
Yes and
Aziza (15:52):
Bing.
They're now YouTube, TikTok, andchat bots throughout the tech
stack that we're using.
That part is important.
I think it's not that peoplejust don't, people write
articles, but, or AI can writearticles, but they lack soul.
The tool is really focused ongetting that thought out of the
person who's writing it and thatknowledge to really make it
(16:15):
good.
There is some pillars behindevery content piece, and they
have to make sense and they haveto lead a certain point.
So we're building around that.
But overall, I say that themagic wand and the tool that I
would want, that I'm not able tofigure out just yet is how do
we, instead of focusing on thetools.
(16:36):
Focus on giving people knowledgeto think strategically and to
think in systems so that waythey can use the tools in the
best ability.
That's what my passion behindthis is how can I translate the
way to think with AI instead ofjust using it as a tool?
Brooke (16:56):
Systems is your middle name.
Aziza (16:58):
It should be because you cannot build an AI automation or
a workflow if you don't have asystem, right?
At the end of the day, you haveto map out what is it that you
wanted to do.
I think a lot of people focus onthe tools and use cases.
Which is great.
Mm-hmm.
And you can save a lot of time.
But and it comes to evenfounders coming in and saying
(17:18):
how do I automate this process?
I'm like you don't have a systemto begin with for this process.
Tell me all the steps that youdo right now.
We don't know.
We just do it differently everytime.
No, when you have and you committo a system and a platform, and
then you can go ahead andautomate it.
But that's gonna take time.
That was my next question washow long does that take and how
(17:38):
does one build out a system?
Is it just a matter of writingout step by step and tracking
everything that they do in aday?
How do you help people build outsystems or internally?
It's focused on specificdeliverables.
For example, one of the clientswe work with they wanna pump out
SEO articles and they wanna beon Google News, right?
(18:00):
So that has to be a systembehind it because they wanna
publish three times a week.
They want it to be good, andthey want it to rank, and they
want it to be optimized for SEOand they want it to be posted
and they want it to have a niceimage there.
All of that, there's a lot oftasks behind it.
I'm like, okay, let's take thatone initiative.
And think backwards about it.
Yeah.
What do we need to do to getthis out?
(18:22):
We need ideation, we need, sothen I would map it out into a
system and say what are thetools that we need to now create
this?
We need templates, we needexisting tools.
We need minimal human labor andtask that we would need to be
involved, and we need to includeAI into it as much as possible.
Then once we build it for aclient, now we can use it for
other clients as well, and thenwe can turn it into a tool.
(18:43):
That's the beauty of systems forme especially.
Brooke (18:47):
Have you put any tools into the marketplace that you've
wrapped or put APIs or have beenselling to clients?
Aziza (18:53):
That's what we're working on right now.
Okay.
We have internal agents that dowell with certain tasks like
writing outs.
Landing page copy exactly how Iwould do it and then writing out
contracts, how I would do it, orwriting out proposals the way
that I want them.
So once they are trained, we'restill using them internally to
perfect them and giving it toteam members and seeing if they
(19:16):
can actually do it and watchingthem.
Right now, as we would say, intesting mode internally, and
once we have it ready, we'llwrap it and we'll put it out on
the market.
Brooke (19:25):
That's exciting.
Aziza (19:27):
Yeah.
Super exciting.
Brooke (19:28):
I am excited to dive into the robotics space.
I haven't yet had a chance tospeak to anyone in this realm.
I can be completely honest.
I know nothing about robotics.
It's the one facet of ai.
I haven't really.
Piqued an interest in, but whatyou're doing in the space is
super incredible.
(19:49):
You just had an amazing eventhere in Miami and had a bit of a
robotic celebrity in attendance,I would love for you to speak
about all the work that you'redoing with Sophia.
Then I'll add some follow upquestions into that'cause I want
get into robotics now.
Aziza (20:04):
yeah, absolutely.
Another agency of ours providesSophia experiences.
And mainly we use it forexperiential marketing campaigns
appearances, experientialmarketing, and then helping
people tell their stories.
What's incredible about it isthat.
Right now robots get a lot ofattention.
That's what makes it unique andthat attention is the new
currency, right?
(20:24):
Yes.
Right now we're top dollar forthis type of attention.
In terms of there's so many usecases, how robots can be used in
our marketing world, right?
For experiential and for tellingstories, because they do get a
lot of attention.
But as we evolve, I think in thenext year or two, maybe even
(20:45):
sooner.
We're gonna see robots onday-to-day life, like robots
that wash the dishes, robotsthat do the laundry, and that's
not going to be as impressiveany longer.
But I think right now is thefascination behind robots and
the new era to come is whatexcites people.
We're able to create theseexperiences using the robots
that we have,
Brooke (21:06):
and for those of the listeners that don't know who
Sophia is, do you wanna tell usabout her?
Aziza (21:12):
Yeah, absolutely.
So we work with Sophia.
She's the most advanced world'shumanoid.
She has 60 facial expressions.
She's a citizen of Saudi Arabia.
She's the first robot with acredit card.
She's been featured.
She spoke at un, she's been inan interview with Tony Robbins,
will Smith.
She's been on Jimmy FallonMorning show.
(21:33):
She has about 15 ranges of armmovement.
The unique thing about her isthe 60 facial expressions.
It took them five years todevelop her skin.
She has lifelike rubber skin,which you could put makeup on,
you could even give hereyelashes.
You can do mascara, you can putlipstick on her lips.
(21:53):
She is also connected to allfour LLMs.
So she can be autonomous, shecan be completely autonomous.
You can have a conversation witha robot.
About anything really.
It's just the same way that youtalk to ChatGPT or Claude.
You could talk to Sophia, butit's almost like having a gpt
come to life.
That's how I call it.
Brooke (22:13):
That's incredible.
How does a robot become acitizen?
Aziza (22:17):
I guess it was maybe a press or maybe a marketing
angle.
Okay.
I guess they had offered it toher as a gift.
Okay.
Which is like very hard tobecome a citizen of Saudi
Arabia.
Like nobody can get it, but theyoffered the citizenship to a
robot.
Brooke (22:31):
So does she pass the online test of not a bot?
What square to choose?
I'm not sure.
Aziza (22:38):
People always ask does she fly, first class?
I'm like.
You want her to.
Brooke (22:43):
What else have you learned about robotics?
Where do you see the industrygoing?
I think that it's quietly takingover a lot of mass manufacturing
and production companies, justfrom what I've lightly read
about.
But is there anything elsethat's coming through in the
next couple years in therobotics industry?
Aziza (23:00):
I think one of the first.
Kind of how we think aboutrefrigerators and dish washing
machines.
You know how your great grandmawas probably so against it and
she's like, I could do itbetter.
Bite with hands.
What are you guys talking about?
This thing sucks.
I think that's where we at withrobots, where a lot of people
are gonna be like this is notgonna work.
But it is coming to our homes.
(23:21):
It's definitely going to bewashing your dishes, doing your
laundry, and running errands.
I do think that we're still, interms of even working with
programming Sophia andprogramming other robots, we
realize there's a lot of humaninput that needs to be done
still.
And there needs to be a personbehind it.
(23:42):
For at the stage that we're inright now.
A lot of people say, oh, we'regonna lose our jobs and it's
gonna be completely autonomous.
I don't think so.
I think there's gonna be a lotmore jobs that are gonna be
opening and then people justhave to upscale and learn new
things and be able to program orwork with programming or
understand, or at least watchover them.
(24:03):
That's how I see it.
Brooke (24:05):
Yeah.
I also feel like it's just gonnabe a big shift on what it is
that we're doing.
We're gonna have to pivot intothe skills of working with and
around ai.
Are there any jobs that you'veseen opened up that weren't jobs
before?
Offhand I can think ofconsulting and training around
(24:26):
ai.
Have you seen any, in therobotics space or the brand and
marketing spaces about AI andnew jobs and trends you're
seeing?
Aziza (24:35):
Yeah, absolutely.
I think the existing skills andjobs are expanding.
As somebody with a technical orcomputer science background can
now be a robot operator.
Or engineer.
We actually hire engineers androbot operators for all of our
robots.
Wow.
And they come with trainingguidelines and material and they
just takes a few courses or acourse and they can actually
(24:57):
become a robot operator.
That's one of the excitingparts.
And in terms of the marketingspace we're seeing more on our
end people who are designers oranyone that's already in
existing role that is using AIheavily.
And that's a heavy interviewquestion on my end is what tools
(25:20):
are you using?
How well are you using them?
How open are you to trying them?
And that's just the efficiencypart of that.
I think that on the marketingwe're seeing evolvement of like
we're able to have one person doa job of our entire team at some
point in the next year.
So that's an incredible part ofit because if you have the
(25:41):
vision and if you have anability to think strategically
and you can have an ability tomultitask and do multiple things
and let AI do and you be thethinker or the strategist behind
it.
That's where it works for us Thebest is what I found.
Brooke (25:58):
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Well kind Of.
Are there any specific insightsthat you wanna share around
branding?
One thing I love speaking aboutis you touched on just how
efficient and everybody's goingto be able to nail SEO, they're
(27:05):
gonna be the top of their gamewith all of the algorithms and
their processes and strategies.
What does that then look likewhen everyone's crushing it?
How do you continue to stand outas a brand is one of my favorite
questions.
Aziza (27:21):
I think as easy as it is today, I don't think everyone's
gonna be crushing it.
'cause we always have thosepeople just like when intranet
became available.
And we had an opportunity tofeature our businesses on social
media.
How many businesses didn't jumpon that bandwagon?
And they said, you know whatthis is not how we, and then
they did later.
Now today, you rarely find abusiness without social account.
(27:43):
Before it was like, no, it'ssocial media is just for kids.
Do you remember that?
Brooke (27:46):
Yes.
Aziza (27:46):
So now it's the same thing.
There are people that are gonnajumping on a bandwagon, they're
gonna get ahead and takeadvantage.
Early mover advantage.
And there are people that aregonna be left behind.
However, for the ones that areahead.
And efficient and able to figureout a way how you can do more
with smaller team and better.
Those are the ones that aregonna win.
In terms of how do youdifferentiate yourself as a
(28:08):
brand?
I think it comes from people,brand is a personality.
Brand is a voice.
Brand is what you stand for.
Brand is what you believe in.
Brand is a movement.
AI doesn't move, it doesn'tlive, it doesn't stand for
anything.
It's strained.
So brand comes from people andpeople leading the brand and
(28:30):
building it.
And instilling into something init.
So I think what's gonnadifferentiate is people that are
alive, that are able to lead,able to differentiate, live with
the soul, and lead with theminds and able to relate to
other people.
Everything else is just thetechnicalities.
Now that you're figure that out,you come to somebody like us and
(28:51):
you say, you know what?
We have a great purpose, we havea great movement, we have a
great product.
We need search engines and thesebots to know about this, and
we've got the tools because theyare, I can extract good content
out of the leaders in an hourand we can structure it, publish
in so many different ways thatwe can get it out there.
It's one thing, it's mind, partone, mind ideation and
(29:14):
leadership, and then executionand distribution.
What we're good at is execution.
So we're taking that content outof you, extracting that
information, understanding thepurpose, and then distributing
that in a powerful way.
So that's, the two maincomponents.
Brooke (29:31):
I agree.
I feel like I was a little tooyoung for the.com burst that
happened, and then I was alittle anti Instagram influencer
or YouTuber when that first cameout, and I said.
Okay.
AI is here.
I see it.
I recognize it.
(29:52):
I've learned my lesson.
I'm gonna capitalize on thismovement.
I'm all in on learning andintegrating these systems that
you share today as well.
One thing we haven't touched on,which is just good for listeners
to hear.
Are any challenges are coming upagainst ai?
Is there anything that has gonehaywire or have you had any
(30:15):
instances happen that werechallenging that you wanna
share?
To help listeners who aregetting started?
Aziza (30:22):
I think one of the main ones, I'm not a technologist and
figuring out how to integratethese systems together to speak
to each other isn't alwaysstreamlined.
That's one of the challenges.
But that's why there are needfor consultants and people who
understand Technologies deeply,API Connections deeply.
(30:44):
And understand how you can makeall of these tools work together
for your benefit.
I think that's challenge one.
Two is being able to translate.
The value of the servicedelivery that is AI enhanced to
clients because they might notunderstand how this benefits
(31:05):
them.
A lot of people think in what ismy bottom line today, but they
don't think in down five yearsdown a year from now.
How much time they'll be saving,how much more money they could
be making.
And there is another challenge.
And I think that's more of amindset shift.
And perfectionism.
There's a lot of people thatthink that AI can't do what I
(31:29):
do.
Yes.
But that's false.
There is AI that could do a lotof things that we do if trained
properly.
The thing is we almost likeworking hard.
We almost like, yes, typing up along letter.
We almost like overthinking.
We almost like writing our owncontent and it's great, which we
(31:50):
should.
But I think there's a line inbetween.
You say, okay, this comes frommy head.
This is my idea.
This is the message I wanna sendand this is in my voice and let
AI do the rest at scale.
I think a lot of people arestill afraid of scale, can't
handle the idea or have anidentity crisis of no longer
(32:13):
unique, and if AI can do what Ido, but the mindset shift is
that i've trained this AI tobehave this way, right?
And it does it because of mybrain.
And if I didn't exist, thiscontent wouldn't exist.
And that's the mindset shiftbetween clients and between
people that are out there tryingto use the tools.
(32:34):
As much as they say, I amexcited about the tool, or I'm
using it, they don't believethat it can do what they do.
And I think we have to changeour thinking and evolve as human
beings, right?
So we have to say, okay, this isgreat.
I'm good at this, but I don'tneed to be doing this for eight
(32:54):
hours a day.
I can evolve, I can learn a newskill.
I can sit on a beach and enjoylife, or I can just actually
control this whole thing.
My personal example is that I'vealways wanted to start a blog
and I wanted to share my pointof view in article format.
I'm not a writer.
I don't know how to writearticles, but I do know what I
wanna share, the message I wannaget across, and what I want
(33:16):
people to take away from that.
I work with AI to make thathappen now, and it's easy for me
because I can sit on a beachchair and have a conversation
with AI and get articles out atscale.
I can in two hours get a monthworth of content and publish
every single day.
Yes.
But that's the power of it.
(33:37):
I don't think AI took over whatI do because the point of view,
the unique way that it'sarticulated, and the unique
message that's behind everysingle article comes from my
brain.
And even if.
Yeah, anybody else sat down andwanted to say what I needed to
say wouldn't come out the sameway.
And that's what makes contentunique.
That goes back to our SEO work,because it's not a generic
(33:58):
thing.
I didn't say ChatGPT write anarticle about why marketing is
important today or how it'schanging the dynamic.
And it would be a boringarticle.
And that's when I go back tosaying.
Garbage in, garbage out.
If you're going to talk to AIsurface level, you're gonna get
a surface level response.
Yes.
If you're gonna get strategicand surgical with it, then
(34:19):
you're gonna get that in returnand there's also now memory
behind it, right?
So yeah, you can train ai, youcan train agents, and you can
train exactly what you'rewanting to get out of them.
Now we almost have to adopt anew skill set of communication.
Articulation being human andsharing life experiences with AI
(34:40):
and having to explain tosomebody.
It's almost like training areally smart baby to behave the
way that you want.
It's almost like raising a baby,like an AI baby.
I call it an
Brooke (34:52):
intern.
Aziza (34:53):
Yeah.
Imagine having an intern with areally high iq.
And it's incredible that we havethat access because.
Our grandparents didn't.
And I always say that ourgrandparents and if you look at
the evolution of humanity.
We started with having to digfor dirt, we started having to
drive tractors.
(35:14):
We, yes.
And then we evolved, right?
So now we use less physical andmore of our brains and we have
to continue to evolve.
And I think this technology iswhat has to force everybody to
evolve and think, what is mypower?
What is my superpower?
Because we all have it and we'reall have a purpose and we all
(35:35):
have a message we wanna send orlegacy we wanna leave behind,
whatever that is.
We have to tap into that and lettechnology do its thing without
being afraid of it or feelinglike it's gonna take over.
I'm going on a rant with this,but I think a lot of people have
an identity crisis that they soconnect themselves to the job or
(35:56):
the skillset or the thing theydo every day.
Even if you take a walk downManhattan, the fifth Avenue,
you'll go and they'll say, I'mthe best salesperson, or I'm a
really great analyst and nobodycan replace me.
What I do on day-to-day basis,nobody can replace me.
But I think it's an identitything where they connect
themselves to their career orthe job and they live with it.
(36:17):
Instead, we almost have to focuson our human part of it and our
purpose and say, you know what?
This could be done by someoneelse.
And I get to evolve and dobigger and better.
Brooke (36:29):
Ah, you touched on so many beautiful points.
I agree so much.
I think it's time for the fourday work week, maybe even three
days, and to take thisopportunity to work less.
I think we're, like youmentioned, gifted this beautiful
opportunity and let's not justuse it to work twice as hard or
(36:52):
twice as much yes, you canscale, but still try to work
less, is my point.
And to use this to, like youmentioned, live a life of more
purpose, give back to yourcommunity, lean into more
creative pursuits, be morepresent with your family and
your life, and create those corememories.
Such a beautiful point.
(37:12):
And I agree there is like alittle bit of a pushback with AI
of.
Oh, I can tell your email'swritten by ai, or I can tell
this was written by ai, but Ithink you bring up such a valid
point of.
You forget who's training andtelling the AI what to write
exactly.
Whether you can tell.
Yeah I think it's empowering andI also think there needs to be a
(37:34):
big mind set shift around thisas well.
Aziza (37:38):
Absolutely.
And going back to saying yes,some people write emails with ai
and the reason why people cantell is because their surface
level They're generic.
They lack the soul and they lackthe message.
There's a lot of fluff.
And the reason why there's fluffwhen the email comes out is
because you put garbage in, youget garbage out.
If you give enough context withthis email, I'm trying to
(37:59):
express this thought.
This is the action I want peopleto take reading it.
This is how I want them to feel.
This is what I want them toclick.
This is what I want them tothink.
And when you go deep like thatwith your prompting and really
getting to the bottom of whyyou're sending that email, it
will take you an extra minute ortwo to prompt it that way.
But the result.
Completely different.
(38:20):
And I always, even the way thatit formats, it's not always
ideal.
I'm like, nobody formats anemail like that.
Nobody talks in bullet pointscan we have conversational?
Straight to the point.
Don't use any fluff language.
Don't use any extra words thatwe don't need to use.
That's the way I prefer to sendmy emails.
So I prompted exactly that.
But everybody has their ownstyle.
(38:40):
I think having that expert onthe team.
That does this or did this for aliving or has actual experience
in the industry doing this isthe one that should be prompting
it, right?
Yeah.
Or you need a system or anexisting tool that guides you
through the prompting processand then you can get really good
stuff out.
Brooke (38:59):
I am also very efficient when it comes to texting and
emailing, I'm very to the point,what's the point of fluff when
we're all just being veryefficient now?
Yeah.
And getting more of our coremessage and goals to the
forefront
Aziza (39:17):
and attention span.
Mm-hmm.
So little attention span andlike the fact that somebody
opens my email and they have toread a GPT generated email,
which they can tell because whyit doesn't have context.
Oh, we're proud to announcethat.
Now finally with this timepassed, and I'm like, okay, I
already read three sentences andyou haven't told me anything.
Do you know what I mean?
There's just a lot of that extrawords and I think there's art
(39:39):
and science in everything that'smarketing related, the way you
write an email, the way youwrite our social post, the way
that you send your message, theway that you display your offer
on the landing page, the way youguide the person through the
decision making journey.
Every single thing.
It has to be a marketing brainbehind it, right?
And if you're seeing somebodythat doesn't maybe have their
(39:59):
experience or background in it,they're doing it their own way
or they're just doing it in ageneric way which doesn't land,
yes, but the whole point is toland.
So we land in an inbox.
I land with my message, and thesecond I get your attention,
even for two seconds.
I wanna keep it for as long as Ican.
Mm-hmm.
That's my goal.
(40:20):
That's always the goal formarketing is to make sales easy.
And I think that's what mypassion behind it is.
Sure, there's a lot of agencies,sure.
There's a lot of people that cando marketing.
Sure.
There's a lot of coordinators orpeople that maybe don't have
background the way that I havewith the ChatGPT and they think
they can run an entire companydoing it, but there is a
(40:41):
difference and that's what's.
Back to your original question,what's gonna differentiate the
brands
Brooke (40:46):
that,
Aziza (40:47):
that anybody can start a company with a GPT now.
But they're all gonna be genericand they're gonna fail quickly
unless you can figure out a wayto stand out, differentiate, and
really land for people.
AI doesn't live.
We do.
So we have to show how peoplelive and explain how people
think and explain what lands.
Yes.
And AI doesn't know the culturewe again, we experience emotion,
(41:10):
we experience life, we know itand only knows what we give it.
Brooke (41:14):
Beautiful.
Yes.
Leaning into storytelling andemotion, I can only imagine the
type of GPTs and agents that youhave.
You must have the best.
Hook writing.
I wanna see what the Azizaavatar looks like and how
efficient she is and how wellshe speaks and writes emails.
Aziza (41:35):
There is a formula behind everything from writing powerful
headlines to writing efficientYouTube descriptions to even
generating headlines for YouTubevideos.
All of these could be differentagents.
An agent that generates YouTubeheadlines that go viral.
An agent that generates YouTubescripts that go viral.
(41:55):
An agent that could, generatesYouTube description if i'm like,
okay, yeah we could start aYouTube channel.
There's something on my listtoo.
Okay, these are thedescriptions.
It's gonna be the same.
This is the information thatneeds to be included in.
It's gonna be optimized for SEO,it's gonna have strategic
placement of keywords, it'sgonna have strategic everything
in it, links in it, everything.
It's not just for anything.
If I'm gonna do something, I'mgonna make sure that it's
(42:17):
optimized as best as possible.
Brooke (42:21):
That leads me to my final question.
We touched on so much already,but if there's anything that you
really wanna give as youroverarching key takeaway for
listeners today, maybe those whoare new to AI or getting into
the brand marketing space andstarting to leverage these tools
for the first time.
Aziza (42:42):
One takeaway is AI is not about tools.
It's about systems and yourthinking process.
I would say the main takeaway ifsomebody's just starting, is
having a conversation with AI tostart with, and start the
conversation as a brainstormingsession.
That's my, I would say, pro tip.
(43:02):
If you're looking to do acampaign or if you're looking to
launch a brand.
Start with the problem, startwith your thoughts.
Instead of saying, can you writeme a campaign or a brand for
this specific purpose?
For this?
No, you have to give it thecontext.
So can you tell me about singlemoms what would be their biggest
problems?
What are they struggling with?
(43:23):
Can you tell me what productsthey'd be interested in and let
AI come to the idea with yourguidance?
And then maybe you'll changeyour mind by the time, but.
It's gonna have so much contextthat the output is gonna be so
much different than you justgiving it do this type of task.
And the second part, the secondpro tip is creating the system
(43:47):
before you go and use the tool.
And always experience with toolsif you can just play around with
it, great.
But when it comes to actualoutput and you want actual
output with ai, you want thesystem and then you say, okay,
this is, for example, the waythat we prompt icons for all of
(44:07):
our clients, for every site.
'cause icons used to have to buylike these templates or custom
design and all these things thatI'm talking like deep marketing
talk.
But now we've created a genericcustom master prompt for
generating an icon the way thatour agency does, and it now can
be customized for any brand.
We can generate these reallysimple and now becomes an SOP.
(44:30):
Now we just collecting these inthe back and now any team member
can come in and say here's yourdatabase of SOPs, here's how you
can do all of these differentthings.
And one team member can do somany things because it's already
pre prompted for them.
Brooke (44:44):
Do you do a lot of market research I've been
wanting to do a lot moreresearch and there's so much
information out there.
Are there any reports thatyou're really into,
Aziza (44:53):
you're talking about like market research with AI tools or
with
Brooke (44:57):
trends, and say you are assigned a new brand or
industry.
How would you really get in themind of that core customer?
How do you do that research?
Do you collect data points orreporting and tools that way.
Aziza (45:10):
Yeah, absolutely.
There's different strategies, ifthat was part of the scope, we
would have to draw out in termsof we're gonna interview people
or we're gonna go collect it, orwe're gonna buy the data, or
we're gonna go.
Talk to people on the phone forthree days or a week, and we're
gonna book our calendar withsome kind of incentive and have
conversations recorded, analyzeit, and have our own data point.
(45:30):
I think that would be the mostpowerful way, is nothing beats
talking to your customer.
'Cause you can buy all the datain the world and still make a
bad decision.
Brooke (45:40):
Thank you so much for everything that you've shared.
We packed in so much in heretoday.
I learned a lot.
I think my listeners learned alot, and I already know how to
title this episode.
It's going to be Systems Queen.
Aziza (45:56):
That's hilarious.
You should create a GPT for thetitles of the podcast.
Brooke (46:01):
I should do that.
I should.
I'm getting a little bit betterat sEO as it comes to
podcasting.
'cause it's a fairly newindustry to me.
I know that you've beenpodcasting a little bit
yourself, it's a whole newballgame.
Yeah,
Aziza (46:14):
it's a whole ballgame.
Even with editing process, thequestionnaire process, all the
processes can be so automatednow, right?
With what you do.
'cause it's very repetitive,right?
It's like the first thing youmust do is figure out the
interview questions, right?
Then you have to cut up thething, and then you have to
figure out what are the bestmoments that you're gonna cut
up.
Then you're gonna title it, thenyou're gonna publish it on
YouTube.
(46:34):
Then you're gonna optimize thisYouTube for seo.
And then you can also publish iton a blog.
And then you can have it as alike a article, right?
And then you can optimize thatarticle to pop up on the
internet.
And then you can also createlittle tiktoks around it, which
is.
Also gonna give you more SEOboost, and then you can also
title those with the properkeywords and pack those up.
And that's like a wholedifferent distribution channel.
(46:55):
Wow.
I'm sorry, I'm just.
Brooke (46:57):
No, you just gave me an amazing flow and I'm gonna do
some homework tonight of settingup some new systems in place.
Aziza (47:05):
Yeah.
Because if you just map outeverything that you do before
the podcast, during and after.
And that's like a three stepsystem.
Prior, during, after.
That's how I would look at it.
And then from then on.
You optimize the system everytime, right?
So I'm gonna send the questionand then you can be like, okay,
where can I take myself out ofthe process?
Obviously, you should be sittingin this chair, so you, right
(47:26):
now, this is the key.
And then when it comes topost-production, that could be
completely automated orcompletely delegated.
Brooke (47:34):
Incredible.
Aziza, how can listeners findyou?
Where can they reach you andlearn more about all the amazing
work you're up to?
Aziza (47:42):
I am on pretty much almost every platform.
Instagram, LinkedIn, email.
The best way to reach me isprobably my email.
Okay.
And it's me at azizaazimova.com.
And for any inquiries, agencyinquiries, as well as any
consulting inquiries, we're hereto help.
Are you taking on new clients?
Yeah, absolutely.
We're taking on new clients thatwe're working with series A,
series B startups or startupsthat are just raising capital to
(48:06):
pretty much get their systemsgoing for the marketing engine.
Brooke (48:08):
Great.
Alright.
Thank you so much for joiningtoday.
I really appreciate your time.
Aziza (48:13):
Absolutely.
Thank you for having me.
Brooke (48:17):
Wow, I hope today's episode opened your mind to
what's possible with ai.
Do you have a cool use case onhow you're using AI and wanna
share it?
DM me.
I'd love to hear more andfeature you on my next podcast.
Until next time, here's toworking smarter, not harder.
See you on the next episode ofHow I Ai.
This episode was made possiblein partnership with the
(48:39):
Collective ai, a communitydesigned to help entrepreneurs,
creators, and professionalsseamlessly integrate AI into
their workflows.
One of the biggest game changersin my own AI journey was joining
this space.
It's where I learned, connectedand truly enhanced my
understanding of what's possiblewith ai.
(49:00):
And the best part, they offermultiple membership levels to
meet you where you are.
Whether you want to DIY, your AIlearning or work with a
personalized AI consultant foryour business, the collective
has you covered.
Learn more and sign up using myexclusive link in the show
notes.
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