December 9, 2025 • 31 mins
We unpack how agentic AI shifts marketing from reactive prompts to proactive systems that watch behavior, answer real questions, and stretch budgets. Hope Bellair joins us to map practical steps for independent jewelers, from product data hygiene to Reddit-driven relevance, plus a few warnings about AI ads and synthetic influencers.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:01):
Welcome to In the Loop.
What is up everybody?
My name is Michael Burpo.
Thanks again for listening to Inthe Loop.
This week, after a nice littletwo-week break, I'm joined by my
friend Hope Belair, the digitalmarketing manager at PunchMark.
And we're talking about agenc AImarketing.
(00:21):
So agenc is this reallycutting-edge marketing
technique.
It kind of reminds me of SEO,when SEO was kind of breaking as
this marketing technique.
And it feels like the wild, wildwest right now.
What's interesting about it isthat because it's so open, there
are a lot of ways to capitalizeon it, but also the ways that
(00:42):
you capitalize on it areprobably going to change over
the course of the next severalmonths.
So it's about being nimble andstaying on top of what's going
on to be able to capitalize onas much as possible for your
business.
So I speak with Hope to have herexplain it to me like I'm five.
Alright, enjoy!
SPEAKER_00 (01:05):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, Punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:25):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
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PunchMark's website andmarketing services were made
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It's never too late to transformyour business and stitch
(01:47):
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achieves tremendous growth andresults.
Schedule a guided demo today atpunchmark.com slash go.
And now back to the show.
SPEAKER_01 (02:06):
What is up, everybody?
My name is Michael Purple.
I'm joined by Hope Bel Air.
How are you doing today, Hope?
SPEAKER_02 (02:11):
I'm doing well.
How are you?
SPEAKER_01 (02:13):
Doing all right.
Digital marketing uh leader atPunchmark.
Uh, we're gonna be talking allabout agentic marketing.
And this is, it's so funny.
I've been doing in the loop longenough.
We're going into our seventhseason next year, and season one
was all about SEO.
And now, I if I had to guess,season seven is going to be all
(02:34):
about agentic.
Um it SEO still important, butit almost is kind of like taking
on a new flavor.
For the people listening athome, Hope, can you explain
maybe the fundamental explainlike I'm five, uh agenc
marketing?
SPEAKER_02 (02:50):
Sure.
So I think everybody at thispoint knows what AI is.
And basically, you go toChatGPT, you search something,
and it gives you a response.
Very reactive type of stuff.
Agentic AI in regards tomarketing, um, is basically an
agent that is a bit proactive.
So what you do is you take yourAI model, whether that be let's
(03:14):
say a chat GPT agent in thiscase, you go ahead and you train
it and say, Hey, I want to knowum, you know, add to current
behaviors on my website and andknow what to do from there when
someone's adding to a wish list,if there's any snags on websites
(03:34):
or marketing, etc.
And basically optimizing budgetsto make an a thousand dollar
budget make it work like a fivethousand dollar budget type of
thing.
So agentic AI is cool, and youcan kind of what I like to think
is it's kind of like a littlebeehive.
You've got your agents runningaround the beehive, and you are
the queen.
(03:54):
You are just, you know, kind ofmanning the ship and your worker
bees are doing everything elsefor you.
SPEAKER_01 (04:01):
It's really interesting.
So I have been using AI a tonlately.
Um, I've been using it a lot ofthe times.
It's just for rewriting some ofmy copy.
But the thing that's reallyfascinating is that uh
increasingly, sometimes I justlike it's not a hundred percent
the right solution.
It doesn't give me the rightsolution every single time.
(04:21):
So sometimes what I'll do isI'll just pull up the app on my
phone and I'll just ask itsomething that's like, uh, you
know, what's the fastest way toget to this location?
And it if it's like an houraway.
And they'll give me twodifferent options, but it'll
also explain it a little bitmore to me.
But it also does it withshopping as well.
(04:42):
And I had a I've been buying alot of stuff for my house um
this this holiday season becauseI try to get the deals when I
can.
And I have found that the AIsuggestions and then going to
the website and then talkingwith a bot.
And I used to hate it being abot, and now I'm kind of at the
point where I'm like, oh, Idon't, I don't actually mind it.
(05:04):
What's your feeling when itcomes to like interacting with
AIs in a shopping behavior?
You personally, I guess.
SPEAKER_02 (05:12):
So me personally, I like it because you can kind of
get that comparison acrossmultiple different websites,
stores, etc., without having tobe like, okay, well, I'm on this
webpage here, and then this tab,I have this webpage.
And basically, it's just kind ofbringing everything together.
And honestly, it's kind of funnybecause as we're sitting here
talking, I've got my twoscreens, and on my second screen
(05:34):
where I have AI pulled up, itliterally says, shop smarter
this season.
Let Chat GPT do the digging foryou with in-depth research into
the best deals and gifts.
And honestly, just across theboard, that's enticing.
Keeping my time valuable more tomy family and personal
relationships while AI figuresout my shopping guide.
(05:55):
I'll take it.
SPEAKER_01 (05:57):
Yeah.
You know, it's really uh here'san example.
Just for people that are arelistening in, uh, if you haven't
done this yet, I assume mostpeople have flirted with AI at
some point, like gotten a chanceto kind of see how the uh how it
can fit into your life.
Uh, I've done a ton of episodeson it, so you know, maybe go
back and check out one of those.
(06:17):
But what's fascinating is Iwanted to see in preparation for
this episode, what would a uhlike a shopper around my area
see if I searched uh engagementrings?
So I was like, hey, uh ChatGPT,what um I'm looking to buy an
engagement ring um in the nextyou know little while.
(06:39):
I want to capitalize on deals,which I do.
So first it gives me the uh thestore down the way, and then it
gave me secondary, it gave me uhZales, which is you know,
bigger.
We like independent jewelersover here.
Uh no offense, maybe offense, Idon't know.
Um and then the third optionthat it gave me was a pawn shop,
(07:04):
which I think is fascinatingbecause it nails the answer, and
then it gives me an option thatlike maybe I don't like, but
like someone would like.
And then it gives me one thatuh, in my opinion, was a miss.
Like uh, I don't know.
It seemed like it was kind oflike a flyer answer.
So you can see how it'stangentially related, but at the
same time, maybe it's not alwaysthe answer.
(07:25):
I'm sure that there's otherexamples with like buying like
sofas and stuff like that, thatlike this would be even a better
expressive answer.
Like maybe it starts suggestingstuff off Facebook Marketplace.
But that was my kind of liketwo-second interaction with it
in preparation.
SPEAKER_02 (07:40):
Yeah, it's very interesting just to kind of see
because AI does like to have acomprehensive answer for sure,
just across the board and makesure that they make everybody
happy.
And yeah, some some folks mightbe looking at that pawn shop for
an engagement ring.
SPEAKER_01 (07:57):
I don't know.
SPEAKER_02 (07:58):
Yeah.
SPEAKER_01 (07:59):
So when it comes to these types of things,
everybody's trying to get anedge.
When when I did my first episodeon SEO, one of the things that
we had talked about was like thehistory of SEO and how like the
original way, uh search engineoptimization, so we're
optimizing for the searchengines, usually Google.
And what was funny about it wasthe Google rolls out this way of
(08:24):
um indexing all these websites.
And then what do people do?
They uh, I mean, they're lookingfor keywords.
What do people do?
The original SEO was crammingjust tons of keywords into your
footer or into your head, orsometimes putting them in
invisibly as like anon-clickable object in the
(08:44):
background.
That was the original one, andthen Google, it's like a cat and
mouse, and then Google would belike, oh, you it has to be
relevant words, and it has to beyou can't pack them or whatever
it is.
All these different things.
I feel like we are in the early,early arms race of the cat and
mouse game that is agenc AI oragentic um marketing.
(09:07):
Can you just kind of give me anidea of where we're at when it
comes to optimizing for AI andagenc uh use?
And then if you're able to,maybe just like predict like
kind of what what techniques aregoing to have a longer shelf
life?
SPEAKER_02 (09:22):
Yeah, so I know I've touched upon this a couple times
already in in previous podcasts,but make sure you're answering a
question on every single landingpage.
Um better for you to have kindof a couple answers to a couple
different questions in that samein the same, you know, vein.
(09:45):
Um, if it's about engagementrings, let's say um maybe you
have five different paragraphs,and in those five different
paragraphs you have a questionor rather an answer that answers
why Oval might be best forsomeone versus a round or you
know, a marquee or somethinglike that.
Basically, having answers onyour landing page to help.
(10:08):
Now, when it comes to productsand such, basically how your
website overall ranks in AI,which there are a ton of
different platforms now to checkwhere you rank in AI, and also
it's kind of a little subjectivebased on where you're looking at
(10:28):
that point too, but I digress.
Um your products will then beshowcased and promoted on that
specific um engine that you'reusing.
So whether it be ChatGPT, GeminiClaud, all the big you know,
different AIs and stuff.
But my prediction is for AI,it's only gonna make things
(10:54):
easier for independent jewelersfor sure.
Obviously, I can't speak to thesearcher.
Obviously, I think you know,chat GPT is pretty easy for us
right now to just be like, hey,what am I gonna do tonight after
work?
Or like give me some suggestionson restaurants to go to tonight
because I'm hungry and I've beencraving XYZ.
(11:15):
But for for jewelers andspecifically with agentic AI,
cleaning up product data isgonna be huge.
Um getting summaries of howcertain products are performing
online.
So, like, let's say you shouldpreemptively stock more lab
grown studs because last year,you know, you guys sold out XYZ
(11:37):
at this date.
Um, you know, getting trends onyellow gold versus white gold
and what's performing better inyour area and in your
demographic that you're you'retargeting.
Um and then from there it's justgoing to you know promote
cleaning up Google listings, addadded structure to your content,
(11:57):
again, kind of answering aquestion for certain landing
pages, but for productsspecifically, what makes it
unique and why is it related toyou and why should they buy it
from you?
SPEAKER_01 (12:08):
Yeah, I mean there's a quickly ask this question.
So you say um answering aquestion.
So do you mean like my mindimmediately goes to FAQ um
accordions, you know, like theones that can expand um FAQ
accordions on like every everylanding page, just towards the
bottom.
Is that gonna kind of uh likehelp with that?
(12:30):
I guess I don't or would thatding you are they looking at
that kind of information?
SPEAKER_02 (12:36):
Yes, so they are looking at that kind of
information.
Um it can be beneficial,obviously, if you have a fact
page, that's great.
If you're answering questions inblogs specifically on trends
that are, you know,skyrocketing, that's the kind of
thing that I'm thinking likesomething that's not necessarily
frequently asked.
So, like, you know, um pearlnecklaces were big in baseball a
(13:00):
couple years back, right?
And then we obviously saw thatin the jewelry industry.
If you had a landing page, let'ssay, that answered a few
questions about maybe why thosebaseball players were chose to
wore pearls or why your pearlsare different than you know,
other pearls, etc., AI wouldbenefit that.
So just kind of having a it'sit's very structural because AI
(13:25):
doesn't necessarily, you know,it's not gonna play the SEO game
the traditional way where it'slike, oh, you just bunch put a
bunch of fun keywords in thisone paragraph, yay.
It's gonna be like, no,actually, what information in
this paragraph is relevant tothe search that I just got, and
why should I pick you?
So that's kind of the answeringthe question portion of things,
(13:47):
and keeping everythingrelatively up to date.
So AI doesn't love to putanything outside of the last 10
months.
It doesn't even like to pullfrom a year ago.
Wow.
So whereas Google SEO sometimeshonestly you can wait years for
something to take.
SPEAKER_01 (14:06):
Self-life is better, actually, yeah.
SPEAKER_02 (14:08):
Yeah, for sure.
But AI is like, oh, okay, well,that might be outdated, so let
me actually search the othermillions of websites, you know,
that I have that maybesomething's a little bit more
up-to-date and relevant for thisspecific um answer or question,
rather.
SPEAKER_01 (14:24):
That's really really quite interesting.
To me, it's almost like thinkingabout the same problem uh just
differently, in that SEO wasalways about like proximity.
It was like always about like uhbeing as close to the search as
possible.
It seemed like it's like umthat's why people were always
making like best Charlottejewelry page and best Charlotte
(14:51):
place place to get engaged inCharlotte, because they were
always just trying to get asclose as possible to these
searches because then you getserved higher.
Now it seems like it's almostlike about relevancy, which is
similar, but now it's like thecontent is actually the
relevancy.
And in talking to um uh to StoneAlgo about this uh in my uh in
(15:15):
my interview with them, it wasreally fascinating because he
used the term uh source oftruth, and I find that term uh
very um fascinating butprovocative because anybody
who's making content and uh justinteresting information is going
(15:36):
to be the what everybody isdrawing from and mimicking.
So I think to me, if I was goingto be making an approach to like
how can I get these things toappear better, it's about
putting my name in the sameconversation as often as
possible.
Not necessarily like nailing thewords, to me, it's like about
(15:56):
just like being in the same roomand eventually it'll like
recommend you.
Is that kind of all in the samekind of stratosphere of what
you're kind of targeting?
SPEAKER_02 (16:07):
A little bit, yeah.
Because I mean, I like that yousaid, you know, obviously
relevancy and everything likethat.
And it is true because AI isagain kind of going off of user
intent and user content.
So kind of back to that Redditthread.
I will beat this drum until I'mblue in the face because of what
I found at Inbound in Septemberand here at the Digital Summit
(16:30):
marketing conferences a fewweeks ago.
Reddit is actually surprisinglyhuge for AI.
And that is what is going tojust because that is like the
town square, if you will, ofreviews and you know, um, is
this a good jewelry store to do?
Oh, I'm looking for a XYZengagement ring.
(16:52):
Where are some good spots?
You know, um, that's wherepeople ask questions for other
humans really to answer.
So AI loves that, right?
They're asking the question andthey're getting the answers, so
then they're like, oh, well, ahundred people said that this
place was good to go inCharlotte, but 250 people said
that this was a better place togo.
So I'm gonna recommend both, butI'm obviously gonna prioritize
(17:15):
the 250 over the 100.
So that's that's kind of yeah, Ithink a little bit more of that
same vein relevancy and askingquestions and making sure that
the answers are relevant forsure.
SPEAKER_01 (17:27):
What a really interesting kind of thought,
though, is Reddit right now.
So I'm a huge, huge fan ofReddit, huge uh huge user, have
been for a really long time.
And what I find interesting isthat I think the way that I use
Reddit and how most people useReddit is very much in a similar
vein to how I think uh likeChatGPT is actually digesting
(17:51):
information, which is it's kindof like like squinting at the
threads and just scrollingreally fast and seeing what
sticks and bubbles to the top.
Of course, it's much morecomplicated and in-depth than
that.
But to me, it's like uh yeah,I've seen I've I've made
purchases off of Reddit threadsum by being informed.
(18:12):
And you go on, here's anexample.
I uh love that thread that'slike, what's the most what's an
expensive item that you boughtthat is worth it?
And I I love those ones becauseI'm all about that.
And I went through and I found auh a whole thread on Red Wing
boots, and they're these bootsthat have like a lifetime
warranty, they're made inDetroit, and they are uh a
(18:34):
classic design and they are umlike really well designed.
And it's funny because I I readthrough it, someone suggests Red
Wing boots, and then there waslike 50 comments that were
talking about them, but likegiving really detailed and in
and in good explanations aboutlike what was nice about them.
Oh, yeah, like one time I rippedthe soul off and they replaced
(18:57):
it, and stuff like that.
And I think that that is kind oflike the content that you're
looking for these days, asopposed to just like 500 landing
pages that say engagement ringsin Charlotte, North Carolina,
uh, over and over again, whichis kind of what the game used to
be, more or less.
SPEAKER_02 (19:17):
Yeah, absolutely.
It was like, oh, I'm here inCharlotte, North Carolina, and
we are the best in Charlotte,North Carolina.
It is very yeah, yeah.
Making sure that we're relevant.
SPEAKER_01 (19:28):
Do you think that this is gonna be the next
frontier of marketing?
Is it feels increasingly that uhhow AI is going to, you know,
show information is going to beso important to the immediate
future of businesses.
They've already talked about howthey're gonna start having ads
(19:48):
in them.
And the thing that's scary to meis that uh you're not even gonna
sometimes know if they're ads.
I I I bet.
I bet you they're who's to saythat they can't just slip it
into an article and make it.
X, you know, say like, oh yeah,this is a good one.
I start getting skeptical ofthat kind of information, but
for the time period, uh timebeing, it's very wild west.
(20:11):
This is kind of what Google feltlike in 2013 through 2017.
But I don't know.
I'm I is this where you thinkwe're going?
SPEAKER_02 (20:19):
Yeah, for sure.
You know, one of the things thatI took away from Digital Summit
was specifically, I was in thisseminar and we were talking
about meta-ads specifically, andhow AI is changing the game for
that.
So one of the things about agentagentic AI just in general is
(20:43):
it's great once you have trainedit, but you have to train it,
and you really have to makesure, like, hey, this is my
brand voice, this is what I wantto do, this is the audience that
I'm targeting.
Nobody else but that.
So agentic AI, it's gettingthere.
It is, you know, it's kind oflike a baby.
(21:05):
You've gotta make sure that itcan walk and talk a little bit
on its own before you're like,okay, yeah, go do this for me,
right?
Meta-ads specifically, they'rechanging the game because now
it's almost a little bit um moredifficult, I'd say, on the
marketer side, on on our side,just because AI will sometimes
(21:28):
some take something and just runwith it.
SPEAKER_03 (21:30):
Yeah.
SPEAKER_02 (21:31):
Regardless if that is your your brand voice or
that's what you even put outthere.
You have to make sure thatthere's a lot of things checked
off before you launch a campaignto get everything out there
because all of a sudden thenyou're gonna see some random it
might be your product, but itmight be some random background
that Meta deemed worthy ofputting on this picture because
(21:54):
it was going to then reachsomeone that might be, you know,
miles away from the targetaudience that you're trying to
get to.
So it is a little bit like awild, wild west, both on I'd say
meta ads and obviously oncebecause it's inevitable at this
point to me, in my opinion, thatevery search engine or um every
(22:16):
AI engine will have adseventually.
I mean, it's it's a matter oftime at this point, I I believe,
because everybody's likeeverybody is searching on on
Chat GPT.
What did you say?
It was I think it was prior tothe call that um searches on
Chat GPT for gifting.
SPEAKER_01 (22:34):
Yeah.
What was it?
SPEAKER_02 (22:35):
Like 1600%.
SPEAKER_01 (22:37):
Yeah, the um I think it was the number of people who
purchased items recommended froma AI was up 1600%.
And that was from uh I Ifollowed this guy, uh Scott
Galloway.
He's a um a business guy, and heseems like he believes that
increasingly the space is goingto be um where people start
(23:00):
getting suggested.
It's like the voice of uh, youknow, it's it's there, it's the
advice, it's what Google wasbefore it started.
You know, honestly, like I feellike Google has fallen off.
I the only reason why I've beenusing Google is when I am I have
Google Chrome.
And even that, I'm actuallytrying to switch away from
(23:20):
Google Chrome because it tanksmy computer so much from so much
processing.
I just think that AI is sowithout guardrail right now that
eventually someone is going tocapitalize on it.
And I'm personally hoping thatsome our government will step in
(23:42):
and make it um make it haveguardrails, some type of
guardrails.
You know, I think that there'sit it freaks me out how easy it
would be to um convince myparents of something.
You know, I for sure I've I'veset up um safe like uh security
(24:03):
words uh with them if I ever goto ask them for money.
And if I uh if if you even if itsounds like me, I want you to
ask me this question.
And we're never gonna put it inwriting, but I want you to ask
it.
And I think it just increasinglyAI is just uh it's so wild west.
It it's kind of I was I wasn'taround for the um like the
(24:25):
advent of the internet.
But from what I've gathered fromreading books is that people
thought the exact same thing.
I mean, we had the entiredot-com um boom back in the
2000s, and you could see wherethat resulted.
But at the same time, uh thisisn't just about the the dollar
principles of it or like the thedollar effect of it.
(24:46):
To me, it's just like almostlike the winners here are going
to be people who find a way tocapitalize on it.
And I'm just I really wouldwould make me feel feel a lot
safer at night if they were tomake it so that there are some
type of restraints or guardrailson these tools, or like make it
so that you're guaranteed toknow if this is an ad and not
(25:09):
just a suggestion.
You know what I mean?
SPEAKER_02 (25:12):
Right.
Yeah, I know.
It's it's tough.
And I mean, honestly, even toowith ads and influencer
marketing, that's been ohdefinitely yeah.
SPEAKER_01 (25:22):
Have you seen AI influencers?
That's the that is gonna be thefuture, I think.
SPEAKER_02 (25:26):
They haven't popped up on my algorithm yet, so I'm
hoping that that that's notright.
SPEAKER_01 (25:32):
There's this one girl, there's this one girl who
I am certain is AI.
And I I went through her accountto see if it said, like, oh,
this is AI.
It's not, but something is off.
And I think what tells me thatit's the size of her eyes in her
head.
They are slightly too big.
And I'm like, oh, maybe she'sjust like, but I think that the
(25:54):
I think the eyes are just alittle bit too big.
And but I don't know if you'veseen it, but like, um like some
of these global global um designhouses are starting to build
their own AI ambassadors.
And I can just probably see why.
I'm sure that they have to pay agajillion dollars to have you
know Lisa from Blackpinkrepresenting Louis Vuitton or
(26:17):
having um, you know, and andname who you want as far as a
celebrity.
If I was a celebrity, I'd feel,you know, maybe a little
threatened by that, but uh howdystopian is that to have an AI
influencer?
Yikes.
SPEAKER_02 (26:30):
Yeah, I mean, I think, you know, obviously, and
I I tell clients this all thetime, I you know, try to be a
little bit more optimistic withit.
Human nature is always going toprefer actual humans, for sure.
There's no, you know, there'sobviously there's outliers.
(26:51):
But generally speaking, whenyou're scrolling through TikTok,
Instagram, Facebook, Pinterest,the nine, you're gonna look for
someone that you at leastperceive to be real.
And hopefully, you know, it is.
I know AI is getting pretty goodhere with their imagery and
their videos and stuff likethat.
(27:12):
Um, but you know, I thinkthere's ways like agentic AI
that can, you know, capitalizeon the the tasks that we want
them to focus on, just because Iknow AI obviously is taking big
strides in the creative andentertainment types of
industries, but what AI can dothat would make your life
(27:33):
better, like um optimizingtarget audiences and product
feeds and all the things thatyou don't want to be sitting
behind your computer doing allthe time.
Let's let your worker be do it.
So that's where I think AI isgonna be great, and especially
when it comes to client telling.
Um obviously, you know, if youremail marketing is pretty good
(27:56):
um and you're you've got flowsset up, think of it as an
abandonment cart checkout flow.
That's actually probably thebest way I can I can describe
agentic AI.
So obviously you set it up, yousay, hey, after this amount of
time delay, or they did this,send this email.
If they don't respond in threedays, send this email, and if
(28:19):
they do respond, send thisemail.
Agentic AI kind of works in thatsame vein, and you have to work,
work really hard for it, likeobviously in the training
portion of it.
But that's the AI that I'mexcited about because then it's
just making everybody's lifeeasier, not the oh, I'm not sure
if this is an actual personsitting behind my screen.
SPEAKER_01 (28:38):
Yeah.
And there was this, I saw thisthing, it was like, I want AI
to, you know, do the laundry andand wash the dishes so I have
more time to do art instead ofdoing the art for me, and so I
can have more time to do thedishes and the laundry.
And I don't know, I justincreasingly am um there's going
(29:00):
to be a point when I get got bya uh a really convincing uh bot
situation.
I know it's coming, it's comingfor all of us where we're going
to like I'm gonna thinksomething's real and it's not,
whether it's a news article oryou know, someone tries to like
fish my password, something likethat.
I know it's going to come, butit hasn't gotten there yet.
(29:23):
And I think that's a that's agood thing.
But at the rate that it'sprogressing, it might, it might
be this time next year.
So the good news is is that um Ido think it does it serves
independent jewelers more thanit does the big boxes.
It levels the playing field alittle bit more, and anything
for for independent stores to tomake them have more of a dog in
(29:46):
the fight would be great.
But when it comes to um, youknow, like the AI influencer
stuff, it's a little bitdystopian for me.
So we'll see how it progresses,I guess.
SPEAKER_02 (29:57):
Yes.
So if you take anything awayfrom this podcast, don't create
your own AI influencer.
SPEAKER_01 (30:04):
And if you do, maybe send it to me and I'll take a
look.
And I I'll I'll let you knowwhat I think of it.
But hope, I really appreciateit.
Anything before we uh wrapthings up?
SPEAKER_02 (30:15):
I don't think so.
I think that's kind of the gist.
Obviously, you know, we'll beexpanding expanding more on the
entire thing here in 2026, bothat Punchmark and in our
marketing department.
So excited to see what's comingdown the pipe.
SPEAKER_01 (30:31):
I can't wait to look back on this episode in one
year, two years, five years, andbe like, wow, we were doing
things totally.
This was the stone age.
And that's kind of what it waslike uh for SEO.
It's like, man, things weretotally different when we
started, and now it's you know,we gotta play by the rules that
we're that we're playing in.
So uh can't wait to see where wego from here and um yeah, see
(30:54):
how how the stores kind of adaptwith it.
But thanks everybody forlistening.
We'll be back next week,Tuesday, with another episode.
Cheers, bye.
All right, everybody.
That's the end of the show.
Thanks so much for listening.
This week my guest was HopeBelair, the digital marketing
(31:15):
manager at Punchmark.
And we were talking aboutagentic AI marketing.
And this episode is brought toyou by Punchmark and produced
and hosted by me, Michael Burpo.
This episode was edited by PaulSuarez with music by Roth
Cockroom.
Don't forget to rate the podcaston Spotify and Apple Podcasts,
and leave us feedback onpunchmark.com slash loop.
(31:37):
That's L O U P E.
Thanks, we'll be back next weekwith another episode.
Cheers.
Bye.
Welcome to In the Loop.
What is up everybody?
My name is Michael Burpo.
Thanks again for listening to Inthe Loop.
This week, after a nice littletwo-week break, I'm joined by my
friend Hope Belair, the digitalmarketing manager at PunchMark.
And we're talking about agenc AImarketing.
(00:21):
So agenc is this reallycutting-edge marketing
technique.
It kind of reminds me of SEO,when SEO was kind of breaking as
this marketing technique.
And it feels like the wild, wildwest right now.
What's interesting about it isthat because it's so open, there
are a lot of ways to capitalizeon it, but also the ways that
(00:42):
you capitalize on it areprobably going to change over
the course of the next severalmonths.
So it's about being nimble andstaying on top of what's going
on to be able to capitalize onas much as possible for your
business.
So I speak with Hope to have herexplain it to me like I'm five.
Alright, enjoy!
SPEAKER_00 (01:05):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, Punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:25):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth, or campaignsthat drive traffic and sales,
PunchMark's website andmarketing services were made
just for you.
It's never too late to transformyour business and stitch
(01:47):
together your digital andphysical world in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmark.com slash go.
And now back to the show.
SPEAKER_01 (02:06):
What is up, everybody?
My name is Michael Purple.
I'm joined by Hope Bel Air.
How are you doing today, Hope?
SPEAKER_02 (02:11):
I'm doing well.
How are you?
SPEAKER_01 (02:13):
Doing all right.
Digital marketing uh leader atPunchmark.
Uh, we're gonna be talking allabout agentic marketing.
And this is, it's so funny.
I've been doing in the loop longenough.
We're going into our seventhseason next year, and season one
was all about SEO.
And now, I if I had to guess,season seven is going to be all
(02:34):
about agentic.
Um it SEO still important, butit almost is kind of like taking
on a new flavor.
For the people listening athome, Hope, can you explain
maybe the fundamental explainlike I'm five, uh agenc
marketing?
SPEAKER_02 (02:50):
Sure.
So I think everybody at thispoint knows what AI is.
And basically, you go toChatGPT, you search something,
and it gives you a response.
Very reactive type of stuff.
Agentic AI in regards tomarketing, um, is basically an
agent that is a bit proactive.
So what you do is you take yourAI model, whether that be let's
(03:14):
say a chat GPT agent in thiscase, you go ahead and you train
it and say, Hey, I want to knowum, you know, add to current
behaviors on my website and andknow what to do from there when
someone's adding to a wish list,if there's any snags on websites
(03:34):
or marketing, etc.
And basically optimizing budgetsto make an a thousand dollar
budget make it work like a fivethousand dollar budget type of
thing.
So agentic AI is cool, and youcan kind of what I like to think
is it's kind of like a littlebeehive.
You've got your agents runningaround the beehive, and you are
the queen.
(03:54):
You are just, you know, kind ofmanning the ship and your worker
bees are doing everything elsefor you.
SPEAKER_01 (04:01):
It's really interesting.
So I have been using AI a tonlately.
Um, I've been using it a lot ofthe times.
It's just for rewriting some ofmy copy.
But the thing that's reallyfascinating is that uh
increasingly, sometimes I justlike it's not a hundred percent
the right solution.
It doesn't give me the rightsolution every single time.
(04:21):
So sometimes what I'll do isI'll just pull up the app on my
phone and I'll just ask itsomething that's like, uh, you
know, what's the fastest way toget to this location?
And it if it's like an houraway.
And they'll give me twodifferent options, but it'll
also explain it a little bitmore to me.
But it also does it withshopping as well.
(04:42):
And I had a I've been buying alot of stuff for my house um
this this holiday season becauseI try to get the deals when I
can.
And I have found that the AIsuggestions and then going to
the website and then talkingwith a bot.
And I used to hate it being abot, and now I'm kind of at the
point where I'm like, oh, Idon't, I don't actually mind it.
(05:04):
What's your feeling when itcomes to like interacting with
AIs in a shopping behavior?
You personally, I guess.
SPEAKER_02 (05:12):
So me personally, I like it because you can kind of
get that comparison acrossmultiple different websites,
stores, etc., without having tobe like, okay, well, I'm on this
webpage here, and then this tab,I have this webpage.
And basically, it's just kind ofbringing everything together.
And honestly, it's kind of funnybecause as we're sitting here
talking, I've got my twoscreens, and on my second screen
(05:34):
where I have AI pulled up, itliterally says, shop smarter
this season.
Let Chat GPT do the digging foryou with in-depth research into
the best deals and gifts.
And honestly, just across theboard, that's enticing.
Keeping my time valuable more tomy family and personal
relationships while AI figuresout my shopping guide.
(05:55):
I'll take it.
SPEAKER_01 (05:57):
Yeah.
You know, it's really uh here'san example.
Just for people that are arelistening in, uh, if you haven't
done this yet, I assume mostpeople have flirted with AI at
some point, like gotten a chanceto kind of see how the uh how it
can fit into your life.
Uh, I've done a ton of episodeson it, so you know, maybe go
back and check out one of those.
(06:17):
But what's fascinating is Iwanted to see in preparation for
this episode, what would a uhlike a shopper around my area
see if I searched uh engagementrings?
So I was like, hey, uh ChatGPT,what um I'm looking to buy an
engagement ring um in the nextyou know little while.
(06:39):
I want to capitalize on deals,which I do.
So first it gives me the uh thestore down the way, and then it
gave me secondary, it gave me uhZales, which is you know,
bigger.
We like independent jewelersover here.
Uh no offense, maybe offense, Idon't know.
Um and then the third optionthat it gave me was a pawn shop,
(07:04):
which I think is fascinatingbecause it nails the answer, and
then it gives me an option thatlike maybe I don't like, but
like someone would like.
And then it gives me one thatuh, in my opinion, was a miss.
Like uh, I don't know.
It seemed like it was kind oflike a flyer answer.
So you can see how it'stangentially related, but at the
same time, maybe it's not alwaysthe answer.
(07:25):
I'm sure that there's otherexamples with like buying like
sofas and stuff like that, thatlike this would be even a better
expressive answer.
Like maybe it starts suggestingstuff off Facebook Marketplace.
But that was my kind of liketwo-second interaction with it
in preparation.
SPEAKER_02 (07:40):
Yeah, it's very interesting just to kind of see
because AI does like to have acomprehensive answer for sure,
just across the board and makesure that they make everybody
happy.
And yeah, some some folks mightbe looking at that pawn shop for
an engagement ring.
SPEAKER_01 (07:57):
I don't know.
SPEAKER_02 (07:58):
Yeah.
SPEAKER_01 (07:59):
So when it comes to these types of things,
everybody's trying to get anedge.
When when I did my first episodeon SEO, one of the things that
we had talked about was like thehistory of SEO and how like the
original way, uh search engineoptimization, so we're
optimizing for the searchengines, usually Google.
And what was funny about it wasthe Google rolls out this way of
(08:24):
um indexing all these websites.
And then what do people do?
They uh, I mean, they're lookingfor keywords.
What do people do?
The original SEO was crammingjust tons of keywords into your
footer or into your head, orsometimes putting them in
invisibly as like anon-clickable object in the
(08:44):
background.
That was the original one, andthen Google, it's like a cat and
mouse, and then Google would belike, oh, you it has to be
relevant words, and it has to beyou can't pack them or whatever
it is.
All these different things.
I feel like we are in the early,early arms race of the cat and
mouse game that is agenc AI oragentic um marketing.
(09:07):
Can you just kind of give me anidea of where we're at when it
comes to optimizing for AI andagenc uh use?
And then if you're able to,maybe just like predict like
kind of what what techniques aregoing to have a longer shelf
life?
SPEAKER_02 (09:22):
Yeah, so I know I've touched upon this a couple times
already in in previous podcasts,but make sure you're answering a
question on every single landingpage.
Um better for you to have kindof a couple answers to a couple
different questions in that samein the same, you know, vein.
(09:45):
Um, if it's about engagementrings, let's say um maybe you
have five different paragraphs,and in those five different
paragraphs you have a questionor rather an answer that answers
why Oval might be best forsomeone versus a round or you
know, a marquee or somethinglike that.
Basically, having answers onyour landing page to help.
(10:08):
Now, when it comes to productsand such, basically how your
website overall ranks in AI,which there are a ton of
different platforms now to checkwhere you rank in AI, and also
it's kind of a little subjectivebased on where you're looking at
(10:28):
that point too, but I digress.
Um your products will then beshowcased and promoted on that
specific um engine that you'reusing.
So whether it be ChatGPT, GeminiClaud, all the big you know,
different AIs and stuff.
But my prediction is for AI,it's only gonna make things
(10:54):
easier for independent jewelersfor sure.
Obviously, I can't speak to thesearcher.
Obviously, I think you know,chat GPT is pretty easy for us
right now to just be like, hey,what am I gonna do tonight after
work?
Or like give me some suggestionson restaurants to go to tonight
because I'm hungry and I've beencraving XYZ.
(11:15):
But for for jewelers andspecifically with agentic AI,
cleaning up product data isgonna be huge.
Um getting summaries of howcertain products are performing
online.
So, like, let's say you shouldpreemptively stock more lab
grown studs because last year,you know, you guys sold out XYZ
(11:37):
at this date.
Um, you know, getting trends onyellow gold versus white gold
and what's performing better inyour area and in your
demographic that you're you'retargeting.
Um and then from there it's justgoing to you know promote
cleaning up Google listings, addadded structure to your content,
(11:57):
again, kind of answering aquestion for certain landing
pages, but for productsspecifically, what makes it
unique and why is it related toyou and why should they buy it
from you?
SPEAKER_01 (12:08):
Yeah, I mean there's a quickly ask this question.
So you say um answering aquestion.
So do you mean like my mindimmediately goes to FAQ um
accordions, you know, like theones that can expand um FAQ
accordions on like every everylanding page, just towards the
bottom.
Is that gonna kind of uh likehelp with that?
(12:30):
I guess I don't or would thatding you are they looking at
that kind of information?
SPEAKER_02 (12:36):
Yes, so they are looking at that kind of
information.
Um it can be beneficial,obviously, if you have a fact
page, that's great.
If you're answering questions inblogs specifically on trends
that are, you know,skyrocketing, that's the kind of
thing that I'm thinking likesomething that's not necessarily
frequently asked.
So, like, you know, um pearlnecklaces were big in baseball a
(13:00):
couple years back, right?
And then we obviously saw thatin the jewelry industry.
If you had a landing page, let'ssay, that answered a few
questions about maybe why thosebaseball players were chose to
wore pearls or why your pearlsare different than you know,
other pearls, etc., AI wouldbenefit that.
So just kind of having a it'sit's very structural because AI
(13:25):
doesn't necessarily, you know,it's not gonna play the SEO game
the traditional way where it'slike, oh, you just bunch put a
bunch of fun keywords in thisone paragraph, yay.
It's gonna be like, no,actually, what information in
this paragraph is relevant tothe search that I just got, and
why should I pick you?
So that's kind of the answeringthe question portion of things,
(13:47):
and keeping everythingrelatively up to date.
So AI doesn't love to putanything outside of the last 10
months.
It doesn't even like to pullfrom a year ago.
Wow.
So whereas Google SEO sometimeshonestly you can wait years for
something to take.
SPEAKER_01 (14:06):
Self-life is better, actually, yeah.
SPEAKER_02 (14:08):
Yeah, for sure.
But AI is like, oh, okay, well,that might be outdated, so let
me actually search the othermillions of websites, you know,
that I have that maybesomething's a little bit more
up-to-date and relevant for thisspecific um answer or question,
rather.
SPEAKER_01 (14:24):
That's really really quite interesting.
To me, it's almost like thinkingabout the same problem uh just
differently, in that SEO wasalways about like proximity.
It was like always about like uhbeing as close to the search as
possible.
It seemed like it's like umthat's why people were always
making like best Charlottejewelry page and best Charlotte
(14:51):
place place to get engaged inCharlotte, because they were
always just trying to get asclose as possible to these
searches because then you getserved higher.
Now it seems like it's almostlike about relevancy, which is
similar, but now it's like thecontent is actually the
relevancy.
And in talking to um uh to StoneAlgo about this uh in my uh in
(15:15):
my interview with them, it wasreally fascinating because he
used the term uh source oftruth, and I find that term uh
very um fascinating butprovocative because anybody
who's making content and uh justinteresting information is going
(15:36):
to be the what everybody isdrawing from and mimicking.
So I think to me, if I was goingto be making an approach to like
how can I get these things toappear better, it's about
putting my name in the sameconversation as often as
possible.
Not necessarily like nailing thewords, to me, it's like about
(15:56):
just like being in the same roomand eventually it'll like
recommend you.
Is that kind of all in the samekind of stratosphere of what
you're kind of targeting?
SPEAKER_02 (16:07):
A little bit, yeah.
Because I mean, I like that yousaid, you know, obviously
relevancy and everything likethat.
And it is true because AI isagain kind of going off of user
intent and user content.
So kind of back to that Redditthread.
I will beat this drum until I'mblue in the face because of what
I found at Inbound in Septemberand here at the Digital Summit
(16:30):
marketing conferences a fewweeks ago.
Reddit is actually surprisinglyhuge for AI.
And that is what is going tojust because that is like the
town square, if you will, ofreviews and you know, um, is
this a good jewelry store to do?
Oh, I'm looking for a XYZengagement ring.
(16:52):
Where are some good spots?
You know, um, that's wherepeople ask questions for other
humans really to answer.
So AI loves that, right?
They're asking the question andthey're getting the answers, so
then they're like, oh, well, ahundred people said that this
place was good to go inCharlotte, but 250 people said
that this was a better place togo.
So I'm gonna recommend both, butI'm obviously gonna prioritize
(17:15):
the 250 over the 100.
So that's that's kind of yeah, Ithink a little bit more of that
same vein relevancy and askingquestions and making sure that
the answers are relevant forsure.
SPEAKER_01 (17:27):
What a really interesting kind of thought,
though, is Reddit right now.
So I'm a huge, huge fan ofReddit, huge uh huge user, have
been for a really long time.
And what I find interesting isthat I think the way that I use
Reddit and how most people useReddit is very much in a similar
vein to how I think uh likeChatGPT is actually digesting
(17:51):
information, which is it's kindof like like squinting at the
threads and just scrollingreally fast and seeing what
sticks and bubbles to the top.
Of course, it's much morecomplicated and in-depth than
that.
But to me, it's like uh yeah,I've seen I've I've made
purchases off of Reddit threadsum by being informed.
(18:12):
And you go on, here's anexample.
I uh love that thread that'slike, what's the most what's an
expensive item that you boughtthat is worth it?
And I I love those ones becauseI'm all about that.
And I went through and I found auh a whole thread on Red Wing
boots, and they're these bootsthat have like a lifetime
warranty, they're made inDetroit, and they are uh a
(18:34):
classic design and they are umlike really well designed.
And it's funny because I I readthrough it, someone suggests Red
Wing boots, and then there waslike 50 comments that were
talking about them, but likegiving really detailed and in
and in good explanations aboutlike what was nice about them.
Oh, yeah, like one time I rippedthe soul off and they replaced
(18:57):
it, and stuff like that.
And I think that that is kind oflike the content that you're
looking for these days, asopposed to just like 500 landing
pages that say engagement ringsin Charlotte, North Carolina,
uh, over and over again, whichis kind of what the game used to
be, more or less.
SPEAKER_02 (19:17):
Yeah, absolutely.
It was like, oh, I'm here inCharlotte, North Carolina, and
we are the best in Charlotte,North Carolina.
It is very yeah, yeah.
Making sure that we're relevant.
SPEAKER_01 (19:28):
Do you think that this is gonna be the next
frontier of marketing?
Is it feels increasingly that uhhow AI is going to, you know,
show information is going to beso important to the immediate
future of businesses.
They've already talked about howthey're gonna start having ads
(19:48):
in them.
And the thing that's scary to meis that uh you're not even gonna
sometimes know if they're ads.
I I I bet.
I bet you they're who's to saythat they can't just slip it
into an article and make it.
X, you know, say like, oh yeah,this is a good one.
I start getting skeptical ofthat kind of information, but
for the time period, uh timebeing, it's very wild west.
(20:11):
This is kind of what Google feltlike in 2013 through 2017.
But I don't know.
I'm I is this where you thinkwe're going?
SPEAKER_02 (20:19):
Yeah, for sure.
You know, one of the things thatI took away from Digital Summit
was specifically, I was in thisseminar and we were talking
about meta-ads specifically, andhow AI is changing the game for
that.
So one of the things about agentagentic AI just in general is
(20:43):
it's great once you have trainedit, but you have to train it,
and you really have to makesure, like, hey, this is my
brand voice, this is what I wantto do, this is the audience that
I'm targeting.
Nobody else but that.
So agentic AI, it's gettingthere.
It is, you know, it's kind oflike a baby.
(21:05):
You've gotta make sure that itcan walk and talk a little bit
on its own before you're like,okay, yeah, go do this for me,
right?
Meta-ads specifically, they'rechanging the game because now
it's almost a little bit um moredifficult, I'd say, on the
marketer side, on on our side,just because AI will sometimes
(21:28):
some take something and just runwith it.
SPEAKER_03 (21:30):
Yeah.
SPEAKER_02 (21:31):
Regardless if that is your your brand voice or
that's what you even put outthere.
You have to make sure thatthere's a lot of things checked
off before you launch a campaignto get everything out there
because all of a sudden thenyou're gonna see some random it
might be your product, but itmight be some random background
that Meta deemed worthy ofputting on this picture because
(21:54):
it was going to then reachsomeone that might be, you know,
miles away from the targetaudience that you're trying to
get to.
So it is a little bit like awild, wild west, both on I'd say
meta ads and obviously oncebecause it's inevitable at this
point to me, in my opinion, thatevery search engine or um every
(22:16):
AI engine will have adseventually.
I mean, it's it's a matter oftime at this point, I I believe,
because everybody's likeeverybody is searching on on
Chat GPT.
What did you say?
It was I think it was prior tothe call that um searches on
Chat GPT for gifting.
SPEAKER_01 (22:34):
Yeah.
What was it?
SPEAKER_02 (22:35):
Like 1600%.
SPEAKER_01 (22:37):
Yeah, the um I think it was the number of people who
purchased items recommended froma AI was up 1600%.
And that was from uh I Ifollowed this guy, uh Scott
Galloway.
He's a um a business guy, and heseems like he believes that
increasingly the space is goingto be um where people start
(23:00):
getting suggested.
It's like the voice of uh, youknow, it's it's there, it's the
advice, it's what Google wasbefore it started.
You know, honestly, like I feellike Google has fallen off.
I the only reason why I've beenusing Google is when I am I have
Google Chrome.
And even that, I'm actuallytrying to switch away from
(23:20):
Google Chrome because it tanksmy computer so much from so much
processing.
I just think that AI is sowithout guardrail right now that
eventually someone is going tocapitalize on it.
And I'm personally hoping thatsome our government will step in
(23:42):
and make it um make it haveguardrails, some type of
guardrails.
You know, I think that there'sit it freaks me out how easy it
would be to um convince myparents of something.
You know, I for sure I've I'veset up um safe like uh security
(24:03):
words uh with them if I ever goto ask them for money.
And if I uh if if you even if itsounds like me, I want you to
ask me this question.
And we're never gonna put it inwriting, but I want you to ask
it.
And I think it just increasinglyAI is just uh it's so wild west.
It it's kind of I was I wasn'taround for the um like the
(24:25):
advent of the internet.
But from what I've gathered fromreading books is that people
thought the exact same thing.
I mean, we had the entiredot-com um boom back in the
2000s, and you could see wherethat resulted.
But at the same time, uh thisisn't just about the the dollar
principles of it or like the thedollar effect of it.
(24:46):
To me, it's just like almostlike the winners here are going
to be people who find a way tocapitalize on it.
And I'm just I really wouldwould make me feel feel a lot
safer at night if they were tomake it so that there are some
type of restraints or guardrailson these tools, or like make it
so that you're guaranteed toknow if this is an ad and not
(25:09):
just a suggestion.
You know what I mean?
SPEAKER_02 (25:12):
Right.
Yeah, I know.
It's it's tough.
And I mean, honestly, even toowith ads and influencer
marketing, that's been ohdefinitely yeah.
SPEAKER_01 (25:22):
Have you seen AI influencers?
That's the that is gonna be thefuture, I think.
SPEAKER_02 (25:26):
They haven't popped up on my algorithm yet, so I'm
hoping that that that's notright.
SPEAKER_01 (25:32):
There's this one girl, there's this one girl who
I am certain is AI.
And I I went through her accountto see if it said, like, oh,
this is AI.
It's not, but something is off.
And I think what tells me thatit's the size of her eyes in her
head.
They are slightly too big.
And I'm like, oh, maybe she'sjust like, but I think that the
(25:54):
I think the eyes are just alittle bit too big.
And but I don't know if you'veseen it, but like, um like some
of these global global um designhouses are starting to build
their own AI ambassadors.
And I can just probably see why.
I'm sure that they have to pay agajillion dollars to have you
know Lisa from Blackpinkrepresenting Louis Vuitton or
(26:17):
having um, you know, and andname who you want as far as a
celebrity.
If I was a celebrity, I'd feel,you know, maybe a little
threatened by that, but uh howdystopian is that to have an AI
influencer?
Yikes.
SPEAKER_02 (26:30):
Yeah, I mean, I think, you know, obviously, and
I I tell clients this all thetime, I you know, try to be a
little bit more optimistic withit.
Human nature is always going toprefer actual humans, for sure.
There's no, you know, there'sobviously there's outliers.
(26:51):
But generally speaking, whenyou're scrolling through TikTok,
Instagram, Facebook, Pinterest,the nine, you're gonna look for
someone that you at leastperceive to be real.
And hopefully, you know, it is.
I know AI is getting pretty goodhere with their imagery and
their videos and stuff likethat.
(27:12):
Um, but you know, I thinkthere's ways like agentic AI
that can, you know, capitalizeon the the tasks that we want
them to focus on, just because Iknow AI obviously is taking big
strides in the creative andentertainment types of
industries, but what AI can dothat would make your life
(27:33):
better, like um optimizingtarget audiences and product
feeds and all the things thatyou don't want to be sitting
behind your computer doing allthe time.
Let's let your worker be do it.
So that's where I think AI isgonna be great, and especially
when it comes to client telling.
Um obviously, you know, if youremail marketing is pretty good
(27:56):
um and you're you've got flowsset up, think of it as an
abandonment cart checkout flow.
That's actually probably thebest way I can I can describe
agentic AI.
So obviously you set it up, yousay, hey, after this amount of
time delay, or they did this,send this email.
If they don't respond in threedays, send this email, and if
(28:19):
they do respond, send thisemail.
Agentic AI kind of works in thatsame vein, and you have to work,
work really hard for it, likeobviously in the training
portion of it.
But that's the AI that I'mexcited about because then it's
just making everybody's lifeeasier, not the oh, I'm not sure
if this is an actual personsitting behind my screen.
SPEAKER_01 (28:38):
Yeah.
And there was this, I saw thisthing, it was like, I want AI
to, you know, do the laundry andand wash the dishes so I have
more time to do art instead ofdoing the art for me, and so I
can have more time to do thedishes and the laundry.
And I don't know, I justincreasingly am um there's going
(29:00):
to be a point when I get got bya uh a really convincing uh bot
situation.
I know it's coming, it's comingfor all of us where we're going
to like I'm gonna thinksomething's real and it's not,
whether it's a news article oryou know, someone tries to like
fish my password, something likethat.
I know it's going to come, butit hasn't gotten there yet.
(29:23):
And I think that's a that's agood thing.
But at the rate that it'sprogressing, it might, it might
be this time next year.
So the good news is is that um Ido think it does it serves
independent jewelers more thanit does the big boxes.
It levels the playing field alittle bit more, and anything
for for independent stores to tomake them have more of a dog in
(29:46):
the fight would be great.
But when it comes to um, youknow, like the AI influencer
stuff, it's a little bitdystopian for me.
So we'll see how it progresses,I guess.
SPEAKER_02 (29:57):
Yes.
So if you take anything awayfrom this podcast, don't create
your own AI influencer.
SPEAKER_01 (30:04):
And if you do, maybe send it to me and I'll take a
look.
And I I'll I'll let you knowwhat I think of it.
But hope, I really appreciateit.
Anything before we uh wrapthings up?
SPEAKER_02 (30:15):
I don't think so.
I think that's kind of the gist.
Obviously, you know, we'll beexpanding expanding more on the
entire thing here in 2026, bothat Punchmark and in our
marketing department.
So excited to see what's comingdown the pipe.
SPEAKER_01 (30:31):
I can't wait to look back on this episode in one
year, two years, five years, andbe like, wow, we were doing
things totally.
This was the stone age.
And that's kind of what it waslike uh for SEO.
It's like, man, things weretotally different when we
started, and now it's you know,we gotta play by the rules that
we're that we're playing in.
So uh can't wait to see where wego from here and um yeah, see
(30:54):
how how the stores kind of adaptwith it.
But thanks everybody forlistening.
We'll be back next week,Tuesday, with another episode.
Cheers, bye.
All right, everybody.
That's the end of the show.
Thanks so much for listening.
This week my guest was HopeBelair, the digital marketing
(31:15):
manager at Punchmark.
And we were talking aboutagentic AI marketing.
And this episode is brought toyou by Punchmark and produced
and hosted by me, Michael Burpo.
This episode was edited by PaulSuarez with music by Roth
Cockroom.
Don't forget to rate the podcaston Spotify and Apple Podcasts,
and leave us feedback onpunchmark.com slash loop.
(31:37):
That's L O U P E.
Thanks, we'll be back next weekwith another episode.
Cheers.
Bye.
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