November 3, 2025 • 49 mins
This week on The Whisker Report, hosts Mary Tan and Pet Life Radio Executive Producer, Mark Winter, welcome Jolanta Smulski, founder of Pet Pro Media, a marketing agency helping pet businesses and rescues thrive in today’s fast-changing digital world. From Wall Street to the pet industry, Jolanta brings her global luxury brand experience and data-driven strategy to help companies grow, retain customers, and stand out in the $100+ billion pet market. She shares practical, budget-friendly marketing tips for small businesses and nonprofits, plus insights on how artificial intelligence is transforming the way we connect with pet lovers. Whether you’re an entrepreneur, rescue leader, or animal advocate, this episode is packed with expert advice to help you unleash your brand’s full potential.
EPISODE NOTES: Unleashing the Future: How AI is Transforming Pet Marketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
EPISODE NOTES: Unleashing the Future: How AI is Transforming Pet Marketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/whisker-report-pet-pr-publicity-pet-life-radio-original--6669416/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
This is pet Life Radio. Let's talk pets.
Speaker 2 (00:14):
Welcome to the Whisker Report. We're a new podcast dedicated
to helping anyone in the pet industry, whether you're an
animal welfare or a for profit pet company, get some
PRN buzz for your nonprofit or organization. Hello everyone, I'm
Mary Tan, one of.
Speaker 3 (00:31):
The hosts of the show.
Speaker 2 (00:32):
Typically we have alexand Ricard who is my co host.
She's a cat rescuer and public relations professional based out
of Vancouver, Canada, but she is unable to make it today,
so you get myself and Mark Winter of pet Life Radio.
He's the one responsible for getting us to you each
and every week. Heymark, what's going on with pet Life Radio?
Speaker 4 (00:56):
Well, fun stuff coming up. We have some creepy Halloween
episodes on our podcast, Paranormal Pets. Our show host Brandy
actually just bought a bright red hearse that she drives
around town. Oh my gosh, let's know what kind of
show that is?
Speaker 2 (01:13):
So that sounds crazy?
Speaker 4 (01:16):
Yeah.
Speaker 2 (01:16):
Pet Life Radio has how many shows all pet focused?
Speaker 4 (01:20):
A total eighty five shows, about half our current and
the others are archived. Lately, we've had I guess I
told you last time we just had Neil Patrick Harris
and his husband David Burka on Rappaport to the Rescue.
Speaker 2 (01:35):
Uh huh.
Speaker 4 (01:36):
We also just had on the same show, we had
Sierra Bugis, who you might not know by name, but
she was the original Ariel on The Little Mermaid. Oh
and we had fashion influencer Ivy Geddy and I'm sure
you recognize the Getty name. Yes you did not, family
(01:59):
and on O behave with ourd More we've had Nick
Lache from ninety eight Degrees, just Don and Brandon Bruno
from Hoarders. No sure of all kinds of celebrities and
fun people on all the time.
Speaker 1 (02:15):
Wow.
Speaker 2 (02:16):
Well, you have to go to pet Life Radio dot
com so that you can check out all these shows.
These co hosts are absolutely wonderful. People love them to death.
And speaking of this show, we are so lucky Mark
we have You'll want to Smolski the founder of pet
pro Media, our marketing agency dedicated to helping pet businesses
(02:39):
thrive in the ever evolving and confusing, for me at least,
digital landscape of the one hundred billion dollar pet industry.
You'll want to specialize in lead generation, sales and retention strategies.
That boost revenue and expand market share for her clients.
And this is interesting Mark, she actually started her career
(03:02):
on Wall Street and that led to driving marketing campaigns
for luxury brands all over the world. I'm obsessed. Grace Cottington,
who used to be with Vogue magazine, just launched a
collab with Louis Vauton called the Catagram. This is the
second year obsessed. But I don't know if I can
I just can't justify spending five thousand dollars on a
(03:23):
cat carrier that my dog will puke all over or cat.
And Yolanta brings strategic planning and a data driven approach
to her work and focus on optimization and maximization to
help her clients unleash their full potential. So welcome, Yolanta.
This is an impressive resume. And Yolanta, you know, Mark
(03:47):
and I were just talking before the show started. There's
so much happening. And one of the things you're really
focused on is AI and you know people are worried
about it for numerous reasons, But can you tell tell
us a little bit more like how should people use it?
Especially small pet businesses and rescues.
Speaker 3 (04:05):
Absolutely well, First off, Mary and Mark, thank you so
much for having me on the show. It's an honor
to be able to reaching Pet Life radios listeners and subscribers.
Thank you so much for that lovely intro. To tie
into that a little bit more insight on what I
do with AI, you see, since AI became publicly available
to the general public since twenty twenty two, my mission
(04:27):
has essentially become to help pet businesses win customers, hearts,
minds on wallets by using smart AI powered marketing that's
going to save them time and build connections and generate
revenue through those business development activities, but while also maintaining
themselves as the heart of the expertise and the messaging
behind the business, right, because that's what makes them especially unique,
(04:49):
right and unlike any other. So I do this by
bringing education to different stages, speaking on shows like this one,
as well as writing for different publications and doing trainings,
because what I'm seeing is that, especially in the pet industry,
AI is such a big buzzword, but not everybody knows
what to do with it, and they come to me
because they've been dabbling, they've been experimenting, they're trying to
(05:12):
figure out like, how do we get this integrated into
our marketing workflows so that we can truly measure the
impact of saving that time and then generating that ROI. Right,
So I've been obsessed with, you know, really honing in
on that and teaching people how to do it, because
guess what, Mary, I'm going to be out of a
job as a marketer very shortly if I don't personally
(05:37):
adapt to you know, the new innovative technologies that are
coming onto the scene. Everything is changing. It used to
change every quarter, Now every single week there's a new
release on some of the big AI platforms. And that
leads into the other thing, which is the complexity of
which tool stack do you use? A lot of people
(05:57):
ask me like, I'm confused. You know what am I
supposed to What's actually going to work for my business?
So that's why I spend a lot of time experimenting
with those and you know, really honing in on specifically
for types of businesses like the pet care service providers
or the small independent pet retailers or the small brand manufacturers. Right,
(06:18):
Because here's why I focus. I also present and work
with big businesses, but this small local, mom and pop
businesses that need the most help, right, and they can
most truly and they can see impact almost immediately because
they can do personalization at a scale that these bigger
(06:40):
businesses can't, right in terms of knowing their customers, they
get to interact with them. This all leads back into
the core philosophies around marketing. You know about attracting that
right fit client, how do you convert them? And then
how do you turn that into loyalty that's going to
bring back business either prom that customer from their referrals.
(07:01):
So I love to marry those concepts with AI and
show people exactly what are the steps to create those
workflows that you can wash, ronce, repeat, but also teaching
them how to also evolve with it, right because of
all these new releases and updates, how to keep up
and how to experiment and understand. Okay, once you have
(07:22):
this foundation, what is the system that's going to go
ahead and help you optimize and maximize your marketing efforts
so that you end up seeing.
Speaker 2 (07:29):
That ROI got it. So this is a really loaded question.
How does a business start? How does a small business
or rescue start like using IE? What is your suggestion
to begin the process that.
Speaker 3 (07:43):
Is a great question. And the interesting thing is a
lot of people have already started, right, But it's that
next level that is a little bit tricky. When I
started educating pet professionals on AI back in twenty twenty two,
twenty twenty three, most people, when I asked them to
raise their hand if they were using AI on a
(08:03):
regular basis, which could mean daily or weekly, most of
them did not raise their hand. These days, when I
present and I still ask this question, you know, just
to take a pulse of the room, almost every single
hand goes up. But then when I ask the follow
up question as to you know, who has integrated it
into their marketing or even into their operations, right into
(08:25):
their business functionality, most people's hands don't go up for
that yet. Right, But I am basically measuring that trend
because everybody has at some point opened up chat, TPT
or MEMNI or maybe Claude AI and tried a few
things and saw less than hostelled our results.
Speaker 5 (08:47):
Right.
Speaker 3 (08:48):
That's very a common experience where if you don't know
exactly how to prompt, like what formula potentially to use,
you might not be very happy with the output, right,
the content that gets generated. This I see especially common
for any visual generation like images or video. But my goodness,
(09:10):
ever since these platforms got released to the public. Initially
it was a slow roll, and now it's escalating really
fast in terms of the releases and updates that are
making it even easier. You don't have to be what
they used to call it, prompt engineer. You don't have
to be an expert at prompting anymore. I still teach
that because I think that it's very helpful to get
(09:31):
those results much faster if you know how to feed
into AI the context, the instructions, and the format of
what you're looking for. I call it the prompt sandwich.
But beyond that, you know understanding, okay, how do we
take this to build out your entire customer profile? How
do you build an entire marketing strategy, not just content.
(09:53):
AI used to be very popular, especially the large language
models right which is your chat chipt's claud Ai in
Geminis of the world. These to be very popular for
generating social media captions. But now the capabilities are so
much more advanced that you're approaching agentic. AI has always
been on the horizon, but it's almost at the point
(10:16):
where so much can be automated for you once you
build those foundations within these platforms. So that can be
scary for anyone who's starting out because it sounds very techy,
it sounds a little bit complex, but repetition is the
mastery of skill, right, use AI every single day, figure
(10:36):
out what works, and then save those prompts, wash rents,
repeat them and then tweak them a bit. And also
another element to that I would add is when you're
dissatisfied with the output that you get, tell the model
that you're using, give it feedback, Challenge it and you
will be surprised by what you get back in response.
(10:59):
Or if you, you know, don't feel comfortable challenging a
robot in case you're afraid it's going to come after
you later on, you can simply say, hey, I like
what you started with. How would you make it better
to make it sound really stellar?
Speaker 5 (11:10):
Right?
Speaker 3 (11:10):
If you want to be very nice to the bot.
Speaker 2 (11:12):
Yeah, so give us some examples. Okay, small pet business
has never used AI before, they want to start. What
would be something they could dabble into?
Speaker 3 (11:22):
Start?
Speaker 2 (11:22):
Is it social media posts? I mean, what would you suggest?
Speaker 3 (11:27):
So I actually have this ninety day framework that I've
been teaching, and what basically it encompasses is building out
a business profile, building out your ideal customer profile, and
then building out the marketing strategy for top three channels.
Right that you're going to post consistently for the next
ninety days because a lot of these small pet businesses
(11:50):
they don't or refuse, they just don't have the capacity
to post consistently, right, And we fighting against the algorithm
in order to increase visibility, and you know, so in
order to you know, feed into that, you do have
to You can't just post and ghost once a month, right,
we all know that, Yet so many pet professionals are
(12:11):
guilty of it, and I don't blame them. They're wearing
so many hats in the business that marketing consistently is
a very big challenge. But that is the first I
think big win that a small business can get is
if they build their business profile, they understand who what
is the customer they're trying to reach. Right, We're not
trying to reach every single pet parent. We have a
(12:32):
very specific niche that we want to bring into our
business and to the rescue. And that's going to make
your marketing messaging so much more effective because it's targeted
and then building out. Okay, if these are the top
three channels that those types of customers hang out on
or consume, then what is the strategy behind promoting on those,
(12:53):
publishing to them, and then building out the content for
the next ninety days? Just testing it out. And what
I like to do is take pet awareness days or holidays,
turn them into a NACT day calendar. There's if you
google for it, there's tons of that list for the
whole year, right, all of those holidays and pet awareness days.
(13:14):
Grab those, feed it into the AI model that you're using, right,
and then generate content. I start with the outline so
that you can review it and if you're satisfied, great,
but if you should find some things to tweak. AI
is not perfect, right, the human eye and review is
so critical and important here because AI can make mistakes.
(13:35):
It can make what they call hallucinations. It makes up information,
facts and figures all the time, still right, or it
will assume things, so you have to catch it right.
You have to read this stuff. So that's why I
always say start with an outline when you're generating content.
Once you've gone through the other steps that I mentioned
and then once you are satisfied with what the outline
(13:57):
for your next ninety day marketing roadmap like that, I'm
going to post on Instagram, Facebook and LinkedIn, whichever those
platforms are at such frequency at these these types of
format of content, whether it's video or if it's long form,
if it's for example, for LinkedIn long form writing, if whatever, whatever,
(14:18):
have you, uh specify the parameters, what is going to
be the theme and topic, what is the basic content
on a basic level going to be, and then review
it within the I model, and then have it help
you co write that content, because when I say co write,
you have to. Initially might feel like you're putting a
(14:39):
lot of time and effort, but initially, if you're just
starting out, AI doesn't know your voice, doesn't know your brand,
doesn't know how you want to sound to your customers,
so you have to train it right. So that's why
that human review is so critical as well, is to
make sure uh that your customers or your audience, your
(15:00):
followers don't catch you just copying and pasting AI generated
content on the internet, because inauthenticity is the fastest way
to lose, right, So you want to make sure it
voice stays at the center of it, and then once
you do that for the next ninety days. Right, there's
automations that you can actually integrate between a large language
(15:23):
model like CHATCHPT, especially if you're using Zapier or make
to help you post different platforms. If you are at
that level where you're using different social media posting calendars
and whatnot, there's you know, there's a huge long list
of those that I've tried over the years, but basically
you can you can automate it too, or you can
(15:44):
you know, continue to post if you for example, like
I mentioned Instagram and Facebook, you're using the Meta Business
Suite right to publish them. There's a little bit of
a manual process there. But I'm telling you, once you
get through this, then you're going to be excited about, Okay,
how can I make this even more efficient? Like what
does a gentic AI look like? And that's what's on
the frontier right now. I mean it's not even the frontier,
(16:05):
it's here already. And when people first use any technology,
there's always going to be some friction, right because it's
not about text s having this But even when chat
GPT recently launched GPT five. I was so excited about
building a metrics dashboard inside PT to help like measure
(16:27):
different KPIs, and it wasn't working very well. Be patient.
This is technology. It's revolutionizing at the speed of light,
so be patient with it because in case it's not
as up to speed as you hope it is, because
it's constantly being improved every single day. But you have
to continue that consistency of using it in your business
(16:48):
for you to develop that confidence to integrate it in
the future.
Speaker 2 (16:52):
Oh my god, this is also fascinating. Mark. Do you
think that it's a Mark uses a lot.
Speaker 4 (16:58):
I use it for let's art with the audio, Like
right now you're in a room, it's a little echoey.
And when I'm done with all this and I'm ready
to produce this, I put it into an AI audio
program and it fixes the audio and it makes you
sound like you're right here in the room with me.
So all our podcasts now sound like fantastic. And then
if say, Mary forgets to give me a description for
(17:20):
this week's episode, I will take the audio and then
upload it to another AI program which will transcribe it,
and then I take the transcription, I put it into
chat GPT. I say, can you take this transcription and
can you write a podcast summary? Give me some clever titles,
and in five seconds I have everything I need to post.
(17:41):
And then if I need a photo and the photo
is blurry, I put it into another AI program and
it makes it all clear and it enlarges it for me,
and then I guess. The other thing that I used
a lot is if you go to the pet Life
Radio homepage, we have an AI agent, so you know,
she'll ask you anything that you're looking for, and you
can type in, oh, I want something about allergies and pets.
(18:04):
At first, like you said, it would just give me like, oh,
you could check out this article, h this article, and
then I had to tell it, no, no, no, I
want you to only search through pet Life Radio and
find episodes of our shows that deal with allergies and pets.
And so you know, it takes a little while, but
it gets it after a while. And now if you
ask that, it'll tell you, oh, yeah, you can check
out you know, ask the vets with doctor Jeff. You
(18:26):
can check out er vet. It tells you which episodes
to look for. So that's how I use it. The
most for pet Life Radio.
Speaker 2 (18:32):
Now, Wow, had no idea Mark that you were this
advanced and AI that is amazing.
Speaker 4 (18:39):
I like to be up to date on everything that
goes on.
Speaker 2 (18:43):
Well, we're going to take a quick break and when
we come back, I'm going to ask you to get
a little bit more into the basics of like which
program to use and that sort of thing. We will
be right back.
Speaker 6 (18:57):
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(19:18):
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Speaker 2 (19:41):
Let's done pets oncom at Life.
Speaker 7 (19:43):
Radio, Hetline Radio, petlfradio dot com.
Speaker 2 (19:56):
And we are back with the amazing Yo Lunta Small
Speed of Pet pro media you want to. I wanted
to follow up on some of the things you talk about.
You had mentioned a lot of programs out there. You
know people are confused. Is Chat GPT the same as
open AI? Is it part of it? Can you describe
the whole AI landscape and what what specifically do you
(20:19):
think would be great for a pet business to start
out using one hundred percent?
Speaker 3 (20:24):
This is a question that I get all the time
because if you look at the landscape, you're facing thousands
and thousands of apps being released all the time, right,
anyone and everyone is building a GPT, even within these platforms, right,
these large language models. So there's in order to simplify it,
(20:45):
I like to recommend to small businesses or pet professionals
focus on your top three and you obviously need one
for text generation, and there's many out there. My preference
changes quarter to quarter, to be honest with you. You
know why, because of the new updates and releases that
(21:08):
may create friction, may change all the foundations of what
I've built to then no longer be as consistent in
the output. I noticed this happened especially recently with GPT
five in chat Chipatigi, which is by open AI, and
(21:30):
I was not the only one. There was a lot
of uproar in the AI world about GPT five and
the fact that it changed the output quite significantly compared
to GPT four to oh, which was a very impressive
model in my opinion, and in terms of you know,
being able to respond to prompts and generate really high
(21:52):
quality output without needing so much editing and correction. Right,
because we're talking, we're trying to play the efficiency game
here with AI, right, as well as empowering businesses to
get their messaging out there. Right. So maybe businesses are
too overwhelm to want to try to be consistent with
(22:12):
their marketing, but they're not even doing emails. Let's say
they're not even sending out emails, right, So having a
text generation tool under your belt just for you know,
to help fill that void gap in one piece of
your marketing is going to make a huge difference.
Speaker 2 (22:29):
Right.
Speaker 3 (22:29):
If you can get started on emailing your customers at
least you know, once a week, if not every few days,
then that's going to be a huge game changer. Not
everybody is born a writer, you know. I can't tell
you how many times, even myself and a lot of
professionals I talk to get overwhelmed by staring at a
blank page, so a text generation tool can help eliminate
(22:51):
that obstacle. Now, my personal favorite today as of October
of twenty twenty five is claud Ai. The reason for
that is the output. First of all, I think that
we had a really nice relationship when we've talked to
each other. I'm talking to Claude, and it understands what
I'm looking for. And so I'm going to caution about
(23:15):
letting an AI model think for you. But it's a
little bit scary because it kind of knows what I
know what I'm thinking without even me saying it. Right,
Because AI models they've seen this pattern before. I'm not
the first person to prompt it this way, or they've
been trained on data that helps it understand Okay, this
is the pattern this user is looking for, right, so
let me generate it. The quality of the output, but
(23:38):
also the voice. It picks up the nuances of what
I'm looking for, whether I'm working on my own marketing
or whether I'm working on my clients marketing. And here's
the interesting thing is I'm very transparent with my clients
about when I use AI right. Transparency about using AI
in your communication is important when it's especially when it's
(24:01):
public facing, you're actually getting flagged. These days, there's a
lot of things coming into place in terms of flagging
AI generated content, so you might as well, for example,
in meta and Instagram when you can add an AI
label when, for example, your copy your visuals are AI generated,
just to prevent you from being obviously having your reach
(24:25):
or visibility restricted because they caught it, they flagged it.
So you want to pay attention to that.
Speaker 2 (24:31):
Now.
Speaker 3 (24:31):
I mentioned just a few minutes ago about letting AI
think for you. Some professionals come to me and they say, okay,
can I just use AI for absolutely everything? And I'm like,
what do you mean? And they're like, well, anytime my
customers have questions or whatever, and I say yes, in
the form of a bot. Sure, But if you're on
the other side of a phone or a screen, you
(24:53):
need to also share you have expertise, right, Don't let
AI constantly think for you or write for you. You
still have to Here's something I'm actually concerned is because
this text generation especially is the most easy to enter
entry level AI usage right for any AI user. You know,
(25:15):
if you lean on AI too much to create not
just content, to create thoughts for you, right, or to
create your voice, then your customers are gonna basically uncover that.
They're going to realize that there's been a shift. They're
going to catch you when you are, you know, stumbling
or you don't really know what you're talking about because
what AI gave you is sounds a little bit foreign, right,
(25:37):
even when you're trying to communicate it. So you have
to be very careful about I always emphasize this AI
is not your replacement. It is your partner, right. It
can be your strategic partner, your creative partner. So that
first level is the text generation that I mentioned right,
the other aspect, and you can still use a model
(26:00):
like Claude or chat, GPT or Gemini. There's many out there,
but those are the top three that most users in
the United States are leaning into and to help you
come up with a strategy. Right, So understanding you know, so,
for example, we're not born marketers, right, we had some
kind of training, some kind of education, some kind of
(26:21):
certification to get us to where we are today. Most
pet business owners don't have any formal marketing training or education.
So when they are wearing all the hats in the
business and they have to come up with their marketing
plan and their marketing strategy, they have specific targets that
they want to reach. I want to, you know, scale
my business to x revenue or to X number of locations,
or expand services to such and such regions. They might
(26:45):
not know or have the answers on how to do that.
So this is where AI can be incredibly impactful because,
you know, this kind of information used to be gate
kept right, used to have to pay a consultant and
agency a coach for this kind of information. But AI
large language models, They've been trained on so much data
(27:05):
that they can tap into this and help you devise
a strategy to answer all of these questions for you. So, yes,
while I always recommend working with experts to you know,
help could take your business to the next level because
you know, they've been doing it for X number of years,
They've worked with businesses like yours, and they are you know,
very well positioned to help you reach your goals. AI
(27:27):
can be such an amazing starting point right in order
to help you bridge that gap between where you are
and where you're trying to go in your business. Right.
So on the strategy side, now, when we're talking about visuals,
the interesting thing is, and this is not even limited
to visuals, even in copy generation, a lot of platforms
that we used pre AI right, pre AI era, are
(27:50):
integrating it into their software or suite of tools. You
know we're looking at for example, Adobe Photoshop. I remember
in cop taking Adobe Photoshop as a class for credit
that I pay okay, do ah, and now I few clicks,
it does it all for you. It is beautiful, it
(28:12):
is amazing. So whatever tools you're already using you're familiar with,
look into their AI functionality. Another one is Canva, right.
Canva has Magic Studio, and I know that initially when
they launched AI Magic Studio it wasn't it wasn't creating
much very interesting visuals, right, But now it's at the
point where it is like it can even create amazing videos.
(28:35):
I'm not kidding. I use them in my presentations all
the time because it is pretty outstanding what they can generate. Now,
when you're using these different tools, I do want you
to keep in mind, especially for visual generation, that they
are trained again on data right, so they may these
tools may have been fed, you know, content that is
(28:57):
based on other artists or creative professionals work. So when
you are creating something, let's say you're using another tool
that I like is mid Journey, or if you're using
even Chat GPT for image generation, it's actually built into
their main chat function already. Now it's not a separate tool.
(29:18):
If you are trying to create something like a logo
or brand visuals. The unfortunate thing is it's a great
starting point, but at the end of the day, it's
based off of something that somebody else created. So there's
a lot of legal issues coming up with intellectual property.
I caution if you are using AI to help you
generate visuals that are you know, you're trying to make
(29:42):
part of your legal brand material. You're potentially going to
get flagged and land in some you know, hot water
overdoing that if someone comes forward and says like, hey,
that's exactly like the logo that I designed for this
company that's trademarked a whatever. So you want to be
a little bit careful when you're using visuals. It's really great.
(30:05):
For example, if you don't have access to a photographer
to you know, create some brand photos. You know, photography
for your website or videos you know, for your social media.
That's great, and as I said, you know, on your
on those social platforms, if they require you to disclose
it was by AI do it. But if you're trying
(30:26):
to create you know, legally protected brand images, that's where
you want to be very careful.
Speaker 2 (30:32):
Right.
Speaker 3 (30:33):
And the interesting thing is it's not that hard to
design your own logo these days, right. You don't necessarily
I recommend working with a brand creative agency if you
can afford it. But if you're doing it yourself, you
can still do it yourself. You can have AI create
the inspiration for you, right. But if you're going to
trademark something, the best thing is to marry the two, right,
(30:53):
don't rely completely on AI. So those are just some
of the different ways that I've been seeing a lot
of users benefit from using platforms. Like I mentioned mid journey,
Gemini's Photogenerator is amazing as well Video Vio within Gemini.
You've actually probably seen by I'm now on a streaming
(31:14):
service or on TV an ad that was created by
Gemini vo or online, Like the brands are actually using
this tool, So it's that good. A lot of these
different tools I'm mentioning require an investment, right, So if
you are a Google Workspace user professionally, it's not that
hard to act Gemini pro in order to use it
(31:36):
for your business. And what I think is really cool
is that and a lot of these tools now can
read actually across your Google Suite drive for example. Oh wow, Yes,
they can read across Microsoft or one edrive they have.
They can tap into your different databases for your own
uh documents, imagery, visuals, et cetera. But I like how
(32:00):
well integrated Gemini is. So if you're a Google Workspace user,
that's a really easy win for you. But with the
interesting thing is when people ask me about opening an eye.
They are releasing so many different types of things, Like
they have chat ChiPT, they have Sora, they now now Dolly,
which was initially a standalone app, is integrated into chat
(32:23):
Chipet's image generation. But they have an audio generator, and
there's a I don't know, hundreds of other audio generators
out there as well. But these different big platforms are
trying to be so multi modal, multifaceted as possible, because
the more integrated a lizard gets, the harder it is
(32:46):
to leave. So when you decide to commit to one
of these platforms, uh, you want to make sure that
it aligns with the functionality of your business. Right, So
that's why I mentioned if your Google Workspace user and
you really like it, Gemini may be the way to go.
But if you really like chat, GPT's workflows and the
(33:07):
different apps that are built within it, access to GPTs.
Just to give some context, everybody listening, a GPT is
basically a dedicated bot that is instructed already. It is
designed and tailored to create very specific output for any purpose.
Speaker 2 (33:24):
Right.
Speaker 3 (33:24):
So I know people who have a GPT for every
area of the marketing, for their copy, for their video,
for their image generation. For when I say video, I
mean like for example, video scripts, right you can create
or storyboards, you can do that within it, for their
marketing strategy or their virtual assistant. You know, they have
GPTs for you can build your own, which is really cool.
Speaker 2 (33:48):
All right, Oh my gosh, that is just a wealth
of information. But you know, we've got to take a
quick break and we're going to be right back with you, Alanta.
All right, oh my god, that's so great. All right,
three two one, and we're back with you, Alan to,
(34:08):
I have a question following up to what you said before.
So you go into chat GBT and like in order
to upload a documentary file. They're like, you can do
one an evening one in a twenty four hour period
or something. Is it more.
Speaker 3 (34:26):
Subscribe to to somebody euying many minute free ones out
there grade the other people who sell them as part
of a package, but you don't need to do that.
You can save yourself money there. But going back to
the financial side of things, a lot of these platforms
are still entry level in my opinion in terms of
access for small business. So it's worth trying any one
(34:48):
of them from Long thirty days just to see how
it goes and if you like it great, and if
you don't switch to another one, find the one that
feels the most intuitive for you as a business owner,
because we have all these different levels of tech savviness
or comfort level working with technology, so you want to
find one that's the right fit for you. And then
the last piece is what in terms of marrying the
(35:12):
output that's created to the implementation is automation, right, so
leveraging platform click, Zap, year and make And I understand
that Automation as a word may sound scary to people.
They're like, I don't know how to do that. You know,
how do I connect the two. There's a wealth of tutorials,
buy these platforms themselves on their websites, and then you
(35:34):
have YouTube University to walk you through exactly how to
set up these automations. So I'm telling you if you
sit down and dedicate the time, so it's going to
save you more time in the long run, right, because
you don't want to just be generating output. You want
to also help streamline your processes in your business. So
that's the last piece that I think, not the very last.
(35:55):
There's more that you can do. That's one piece in
that workflow, but I think is really important that a
lot of people miss out on. So to overcome anything,
we have to take the step, right, So I encourage listening.
You know, try these different tools, try these different strategies,
challenge yourself to automate where possible.
Speaker 2 (36:18):
All right, Oh my gosh, that is just a wealth
of information. But you know, we've got to take a
quick break and we're going to be right back with you.
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Speaker 5 (37:28):
Com and we're back with you.
Speaker 2 (37:39):
Alanta. I have a question following up to what you
said before. So go into chat GPT and like in
order to like upload a documentary file. They're like, you
can do one an evening one in a twenty four
hour period or something. Is it worth it to invest
in buying their you know, to upgrade the services?
Speaker 3 (38:02):
Sure? So when you start using a platform like chat chept,
obviously there's a free version and it has limitations, right,
because they want you to upgrade, they want you to subscribe.
So in my opinion, the first tier, the first paid tier,
is sufficient, absolutely sufficient. It's not a big investment. At
the time of this recording, it's approximately twenty bucks a month, right,
(38:24):
and then they have other tiers that are accessible. They
have their you know, pro plan, which is for more
for example, if you want to do research, if you
want to do more complex tasks, that's a couple hundred
bucks a month, right, So I don't recommend that as
a starting point for most businesses. Right, start with the
first tier, and then you also have teens so you
can actually have other users collaborate on what you are
(38:48):
creating inside a platform like chat cpt, right, And that's
also quite an inexpensive investment. So I would say, if
you are enjoying the free version, just go to the
first paid tier, because it's going to enable you access
to create projects, which I really really love because you
can then organize your threads, write your chats, and in
(39:13):
terms of you know what kind of projects you're working on,
and you can you know, upload much much more, significantly
more in terms of files and attachments. And again, if
you are trying to overcome the hurdle of maybe you
attached too much to a project at some point, tapping
into your drive because you can connect there's something called connectors,
(39:36):
so you can sync to your drive that you use
in your workspace to help pull those documents or files.
It makes it really really easy. So, like I said,
if you're a free user, give the paid version a
shot to see, because you're you're going to see it's
actually quite similar across other models in terms of what
(39:57):
functionality they have in the paid version versus free version.
So you know what I like about chat GPT is
that once I'm in that first tier, I don't really
I haven't hit any limits, right, it doesn't stop me.
Which brings another issue to mind, which is environmental impact. Okay,
in terms of how much electricity is used worldwide, you
(40:19):
know by chat GPT users, and because there aren't these
barriers in place, you know, you can go on and on,
and it's there's a lot of talk and concern about
the environmental impact that it's having. You are environmentally minded,
you know what I mean. Claude is one that has
those barriers in place. Right, So after you've used it
(40:42):
to a certain capacity, even in the paid version, it
will say you have run out of chats for the
next four hours, which is or you cannot upload morephiles
for x amount of time or project. And so when
you look at the philosophies of the different businesses, it's interesting.
You know, claud markets itself as more science science driven
(41:04):
or research driven and more ethical.
Speaker 4 (41:08):
Right.
Speaker 3 (41:08):
Uh. It gets challenged here and there because sometimes people
find things interesting things that they're doing through their permissions
that they are settings that might you know, not users
that might not be aware of. So pay attention to
those things, right if they matter to you. One common
question that I get all the time is how do
I stop and a platform from training on my information?
(41:30):
Right the information that you feed into it.
Speaker 4 (41:32):
Uh.
Speaker 3 (41:32):
You can actually turn those settings off, right so that
way your information doesn't get uh filtered into the whole database.
Speaker 6 (41:40):
Uh.
Speaker 3 (41:40):
And then the other concern is is information private? Like
is it secure? And what I always say is, UH,
don't put sensitive confidential information out there that if God
forbid it was leaked, you would be in legal trouble, right,
because we see that happen all the time on all
these different websites and platform you do not want to
(42:01):
be responsible for that. So if you are, you know,
for example, building your customer profile, please don't upload a
spreadsheet with their phone numbers and addresses and birth dates.
Please please, You know that's very much common sense. Just
take a couple seconds to remove that information. Because here's
the thing with these different platforms you mentioned files, right,
(42:22):
I highly recommend if you can download reports, sales reports, KPIs,
and metrics from your marketing, from your emails, from your
social media and feed it into these AI models it's going.
You can use it to help you analyze your marketing
performance and help you pivot if necessary, to help you
(42:42):
reach the targets that you've defined, or even you adjust
the content that you have coming up based on performance
to boost whatever performed really well and minimize whatever didn't.
There's so many different uses. And the great thing is
see chat you and Claude. They're in such direct competition
(43:02):
with each other. They're both working at high speed to
try to outdo each other in these capabilities. So you know,
my preference today is using Claude, but next quarter it
might be chatchept. You just have to. So I like
to be flexible because I also educate and teach and
work with my clients on AI. But if you are
a business owner, pick one, stick to it as long
(43:23):
as you feel like it's worked for you, and if
it doesn't, it's not that hard to just switch to
another platform.
Speaker 2 (43:29):
Wow. I mean we could talk about this for hours
and hours, but let's get in a little bit about
like what you do and how you can help business
owners and you know, tell us like where people can
find you.
Speaker 3 (43:42):
Sure. Thank you so much, Marian Mark. I really appreciate
the opportunity to bring more about you know, AI education
and information. I this is a huge, huge focus for
me since it became open to the public, because I've
seen the kind of impact that it can make on
a business small or large, in the customers that they're
(44:02):
reaching and the messaging in their marketing strategy. And so
it's made my job and much easier but also much
more interesting because I started out over five years ago
just being a marketing consultant and working with small local
businesses here in New York on just you know, helping
(44:22):
them do their social media campaigns or their email marketing
and now it has expanded so much where I'm directly
involved in businesses of all size in their marketing, strategic marketing,
and their planning and their roadmaps, and then also in
their execution implementation. And I like to bring in different
partners that I work with, that I have collaborated with
(44:45):
over these years to help fill in those gaps, right,
because one person is not the master of all skill,
or all knowledge or all expertise. So I have a
whole team of people that I work with inside something
I call the Pet Industry Network, which I co founded
over three years ago. So you know, having pet pro
Media and Pet Industry Network under my toll belt has
helped allowed me to help even more businesses, not only
(45:08):
just you know, working directly one on one, but bringing
this education to stages, to podcasts like these, to publications
and you know getting as you know, trying to reach
as many professionals as possible, as often as possible. Right
thanks to AI allows me to do that, and you know,
getting you know, the most new important current information in
(45:30):
front of these pet professionals because this landscape is changing
so fast. So you'll see these talk on different stages
in person throughout the year as well as virtually and
then I host my own webinars and you can learn
all about the education that I've been doing and will
be announcing soon for twenty twenty six at pet ProMedia
(45:51):
dot com. That is pet ProMedia dot com and there
you'll find all my talks from this year, and I'll
be very soon releasing all the new amazing stuff that's
coming up for twenty twenty six because as I mentioned,
AI is changing so fast, so we got a scale up,
you know, you know, giving access to this kind of information.
(46:14):
So I'm excited for what twenty twenty six will bring
and to take everybody along for the ride, because you know,
there's that expression the arising tide raises all ships, right,
And I fully that I really am committed to helping
every pet professional in any capacity make progress towards their goals,
(46:36):
specifically in marketing with AI.
Speaker 2 (46:38):
And you know, I have seen so many pet businesses
that they can do their pr for themselves using AI.
I have to point out though that you know a
lot of them will say to me like, Okay, I
wrote this press release on AI, but now who do
I send it to?
Speaker 5 (46:55):
Right?
Speaker 2 (46:56):
And one thing I think AI cannot be is relationships, right,
There's there's nothing better than meeting somebody in person talking
to them. I mean, I think relationships are still going
to be critical no matter what happens in AI. Would
you agree with that as well? One thousand percent? Mary,
And that's why building those relationships, having a network that
(47:20):
you can lean on for that expertise, right because AI can't,
you know, build relationships or you know, it can suggest
people for you to contact, but guess what, you then
have to go out there and make those relationships and
maintain them and grow them. So you know, AI is
(47:41):
an amazing.
Speaker 3 (47:43):
Enabler, but you do have to do the work. And
what I love about the pet industry is that it
is sole relationships based, right we It's actually quite a
small industry. I can't believe after five and a half years,
how many people I know and all these people that
I have built relationships with have helped me take not
(48:06):
just my business but my impact to another level. So
it is worth investing that time to build those relationships
and to lean on a network of collaborators and experts
and connectors who can help you elevate your business.
Speaker 2 (48:23):
All right, well, oh my goodness, We could talk about
this for hours, but it is time, unfortunately, and we
must go. And that's a wrap for this show. Thank
you so much. She'll want to one quick thing, Where
can people find you? So everybody can find me at
petpromedia dot com. You're welcome, and to also send me
(48:45):
and email a message on my social channels at pet
pro Media on Instagram, Facebook and LinkedIn. All right, well,
thank you again, and of course we're always excited to
be doing this as a service to you who are
making life better for animals. Do you have a question
you want to ask us in regards to public relations,
(49:07):
We'll reach out to Alex and I on Instagram or
Facebook under Whisper Media and we'll try to answer it
in a future podcast episode. So, as we always say,
bark loud and for smart. We'll see you guys next week.
Speaker 1 (49:21):
Let's Talk Pets every week on demand only on Petlifradios
dot com
This is pet Life Radio. Let's talk pets.
Speaker 2 (00:14):
Welcome to the Whisker Report. We're a new podcast dedicated
to helping anyone in the pet industry, whether you're an
animal welfare or a for profit pet company, get some
PRN buzz for your nonprofit or organization. Hello everyone, I'm
Mary Tan, one of.
Speaker 3 (00:31):
The hosts of the show.
Speaker 2 (00:32):
Typically we have alexand Ricard who is my co host.
She's a cat rescuer and public relations professional based out
of Vancouver, Canada, but she is unable to make it today,
so you get myself and Mark Winter of pet Life Radio.
He's the one responsible for getting us to you each
and every week. Heymark, what's going on with pet Life Radio?
Speaker 4 (00:56):
Well, fun stuff coming up. We have some creepy Halloween
episodes on our podcast, Paranormal Pets. Our show host Brandy
actually just bought a bright red hearse that she drives
around town. Oh my gosh, let's know what kind of
show that is?
Speaker 2 (01:13):
So that sounds crazy?
Speaker 4 (01:16):
Yeah.
Speaker 2 (01:16):
Pet Life Radio has how many shows all pet focused?
Speaker 4 (01:20):
A total eighty five shows, about half our current and
the others are archived. Lately, we've had I guess I
told you last time we just had Neil Patrick Harris
and his husband David Burka on Rappaport to the Rescue.
Speaker 2 (01:35):
Uh huh.
Speaker 4 (01:36):
We also just had on the same show, we had
Sierra Bugis, who you might not know by name, but
she was the original Ariel on The Little Mermaid. Oh
and we had fashion influencer Ivy Geddy and I'm sure
you recognize the Getty name. Yes you did not, family
(01:59):
and on O behave with ourd More we've had Nick
Lache from ninety eight Degrees, just Don and Brandon Bruno
from Hoarders. No sure of all kinds of celebrities and
fun people on all the time.
Speaker 1 (02:15):
Wow.
Speaker 2 (02:16):
Well, you have to go to pet Life Radio dot
com so that you can check out all these shows.
These co hosts are absolutely wonderful. People love them to death.
And speaking of this show, we are so lucky Mark
we have You'll want to Smolski the founder of pet
pro Media, our marketing agency dedicated to helping pet businesses
(02:39):
thrive in the ever evolving and confusing, for me at least,
digital landscape of the one hundred billion dollar pet industry.
You'll want to specialize in lead generation, sales and retention strategies.
That boost revenue and expand market share for her clients.
And this is interesting Mark, she actually started her career
(03:02):
on Wall Street and that led to driving marketing campaigns
for luxury brands all over the world. I'm obsessed. Grace Cottington,
who used to be with Vogue magazine, just launched a
collab with Louis Vauton called the Catagram. This is the
second year obsessed. But I don't know if I can
I just can't justify spending five thousand dollars on a
(03:23):
cat carrier that my dog will puke all over or cat.
And Yolanta brings strategic planning and a data driven approach
to her work and focus on optimization and maximization to
help her clients unleash their full potential. So welcome, Yolanta.
This is an impressive resume. And Yolanta, you know, Mark
(03:47):
and I were just talking before the show started. There's
so much happening. And one of the things you're really
focused on is AI and you know people are worried
about it for numerous reasons, But can you tell tell
us a little bit more like how should people use it?
Especially small pet businesses and rescues.
Speaker 3 (04:05):
Absolutely well, First off, Mary and Mark, thank you so
much for having me on the show. It's an honor
to be able to reaching Pet Life radios listeners and subscribers.
Thank you so much for that lovely intro. To tie
into that a little bit more insight on what I
do with AI, you see, since AI became publicly available
to the general public since twenty twenty two, my mission
(04:27):
has essentially become to help pet businesses win customers, hearts,
minds on wallets by using smart AI powered marketing that's
going to save them time and build connections and generate
revenue through those business development activities, but while also maintaining
themselves as the heart of the expertise and the messaging
behind the business, right, because that's what makes them especially unique,
(04:49):
right and unlike any other. So I do this by
bringing education to different stages, speaking on shows like this one,
as well as writing for different publications and doing trainings,
because what I'm seeing is that, especially in the pet industry,
AI is such a big buzzword, but not everybody knows
what to do with it, and they come to me
because they've been dabbling, they've been experimenting, they're trying to
(05:12):
figure out like, how do we get this integrated into
our marketing workflows so that we can truly measure the
impact of saving that time and then generating that ROI. Right,
So I've been obsessed with, you know, really honing in
on that and teaching people how to do it, because
guess what, Mary, I'm going to be out of a
job as a marketer very shortly if I don't personally
(05:37):
adapt to you know, the new innovative technologies that are
coming onto the scene. Everything is changing. It used to
change every quarter, Now every single week there's a new
release on some of the big AI platforms. And that
leads into the other thing, which is the complexity of
which tool stack do you use? A lot of people
(05:57):
ask me like, I'm confused. You know what am I
supposed to What's actually going to work for my business?
So that's why I spend a lot of time experimenting
with those and you know, really honing in on specifically
for types of businesses like the pet care service providers
or the small independent pet retailers or the small brand manufacturers. Right,
(06:18):
Because here's why I focus. I also present and work
with big businesses, but this small local, mom and pop
businesses that need the most help, right, and they can
most truly and they can see impact almost immediately because
they can do personalization at a scale that these bigger
(06:40):
businesses can't, right in terms of knowing their customers, they
get to interact with them. This all leads back into
the core philosophies around marketing. You know about attracting that
right fit client, how do you convert them? And then
how do you turn that into loyalty that's going to
bring back business either prom that customer from their referrals.
(07:01):
So I love to marry those concepts with AI and
show people exactly what are the steps to create those
workflows that you can wash, ronce, repeat, but also teaching
them how to also evolve with it, right because of
all these new releases and updates, how to keep up
and how to experiment and understand. Okay, once you have
(07:22):
this foundation, what is the system that's going to go
ahead and help you optimize and maximize your marketing efforts
so that you end up seeing.
Speaker 2 (07:29):
That ROI got it. So this is a really loaded question.
How does a business start? How does a small business
or rescue start like using IE? What is your suggestion
to begin the process that.
Speaker 3 (07:43):
Is a great question. And the interesting thing is a
lot of people have already started, right, But it's that
next level that is a little bit tricky. When I
started educating pet professionals on AI back in twenty twenty two,
twenty twenty three, most people, when I asked them to
raise their hand if they were using AI on a
(08:03):
regular basis, which could mean daily or weekly, most of
them did not raise their hand. These days, when I
present and I still ask this question, you know, just
to take a pulse of the room, almost every single
hand goes up. But then when I ask the follow
up question as to you know, who has integrated it
into their marketing or even into their operations, right into
(08:25):
their business functionality, most people's hands don't go up for
that yet. Right, But I am basically measuring that trend
because everybody has at some point opened up chat, TPT
or MEMNI or maybe Claude AI and tried a few
things and saw less than hostelled our results.
Speaker 5 (08:47):
Right.
Speaker 3 (08:48):
That's very a common experience where if you don't know
exactly how to prompt, like what formula potentially to use,
you might not be very happy with the output, right,
the content that gets generated. This I see especially common
for any visual generation like images or video. But my goodness,
(09:10):
ever since these platforms got released to the public. Initially
it was a slow roll, and now it's escalating really
fast in terms of the releases and updates that are
making it even easier. You don't have to be what
they used to call it, prompt engineer. You don't have
to be an expert at prompting anymore. I still teach
that because I think that it's very helpful to get
(09:31):
those results much faster if you know how to feed
into AI the context, the instructions, and the format of
what you're looking for. I call it the prompt sandwich.
But beyond that, you know understanding, okay, how do we
take this to build out your entire customer profile? How
do you build an entire marketing strategy, not just content.
(09:53):
AI used to be very popular, especially the large language
models right which is your chat chipt's claud Ai in
Geminis of the world. These to be very popular for
generating social media captions. But now the capabilities are so
much more advanced that you're approaching agentic. AI has always
been on the horizon, but it's almost at the point
(10:16):
where so much can be automated for you once you
build those foundations within these platforms. So that can be
scary for anyone who's starting out because it sounds very techy,
it sounds a little bit complex, but repetition is the
mastery of skill, right, use AI every single day, figure
(10:36):
out what works, and then save those prompts, wash rents,
repeat them and then tweak them a bit. And also
another element to that I would add is when you're
dissatisfied with the output that you get, tell the model
that you're using, give it feedback, Challenge it and you
will be surprised by what you get back in response.
(10:59):
Or if you, you know, don't feel comfortable challenging a
robot in case you're afraid it's going to come after
you later on, you can simply say, hey, I like
what you started with. How would you make it better
to make it sound really stellar?
Speaker 5 (11:10):
Right?
Speaker 3 (11:10):
If you want to be very nice to the bot.
Speaker 2 (11:12):
Yeah, so give us some examples. Okay, small pet business
has never used AI before, they want to start. What
would be something they could dabble into?
Speaker 3 (11:22):
Start?
Speaker 2 (11:22):
Is it social media posts? I mean, what would you suggest?
Speaker 3 (11:27):
So I actually have this ninety day framework that I've
been teaching, and what basically it encompasses is building out
a business profile, building out your ideal customer profile, and
then building out the marketing strategy for top three channels.
Right that you're going to post consistently for the next
ninety days because a lot of these small pet businesses
(11:50):
they don't or refuse, they just don't have the capacity
to post consistently, right, And we fighting against the algorithm
in order to increase visibility, and you know, so in
order to you know, feed into that, you do have
to You can't just post and ghost once a month, right,
we all know that, Yet so many pet professionals are
(12:11):
guilty of it, and I don't blame them. They're wearing
so many hats in the business that marketing consistently is
a very big challenge. But that is the first I
think big win that a small business can get is
if they build their business profile, they understand who what
is the customer they're trying to reach. Right, We're not
trying to reach every single pet parent. We have a
(12:32):
very specific niche that we want to bring into our
business and to the rescue. And that's going to make
your marketing messaging so much more effective because it's targeted
and then building out. Okay, if these are the top
three channels that those types of customers hang out on
or consume, then what is the strategy behind promoting on those,
(12:53):
publishing to them, and then building out the content for
the next ninety days? Just testing it out. And what
I like to do is take pet awareness days or holidays,
turn them into a NACT day calendar. There's if you
google for it, there's tons of that list for the
whole year, right, all of those holidays and pet awareness days.
(13:14):
Grab those, feed it into the AI model that you're using, right,
and then generate content. I start with the outline so
that you can review it and if you're satisfied, great,
but if you should find some things to tweak. AI
is not perfect, right, the human eye and review is
so critical and important here because AI can make mistakes.
(13:35):
It can make what they call hallucinations. It makes up information,
facts and figures all the time, still right, or it
will assume things, so you have to catch it right.
You have to read this stuff. So that's why I
always say start with an outline when you're generating content.
Once you've gone through the other steps that I mentioned
and then once you are satisfied with what the outline
(13:57):
for your next ninety day marketing roadmap like that, I'm
going to post on Instagram, Facebook and LinkedIn, whichever those
platforms are at such frequency at these these types of
format of content, whether it's video or if it's long form,
if it's for example, for LinkedIn long form writing, if whatever, whatever,
(14:18):
have you, uh specify the parameters, what is going to
be the theme and topic, what is the basic content
on a basic level going to be, and then review
it within the I model, and then have it help
you co write that content, because when I say co write,
you have to. Initially might feel like you're putting a
(14:39):
lot of time and effort, but initially, if you're just
starting out, AI doesn't know your voice, doesn't know your brand,
doesn't know how you want to sound to your customers,
so you have to train it right. So that's why
that human review is so critical as well, is to
make sure uh that your customers or your audience, your
(15:00):
followers don't catch you just copying and pasting AI generated
content on the internet, because inauthenticity is the fastest way
to lose, right, So you want to make sure it
voice stays at the center of it, and then once
you do that for the next ninety days. Right, there's
automations that you can actually integrate between a large language
(15:23):
model like CHATCHPT, especially if you're using Zapier or make
to help you post different platforms. If you are at
that level where you're using different social media posting calendars
and whatnot, there's you know, there's a huge long list
of those that I've tried over the years, but basically
you can you can automate it too, or you can
(15:44):
you know, continue to post if you for example, like
I mentioned Instagram and Facebook, you're using the Meta Business
Suite right to publish them. There's a little bit of
a manual process there. But I'm telling you, once you
get through this, then you're going to be excited about, Okay,
how can I make this even more efficient? Like what
does a gentic AI look like? And that's what's on
the frontier right now. I mean it's not even the frontier,
(16:05):
it's here already. And when people first use any technology,
there's always going to be some friction, right because it's
not about text s having this But even when chat
GPT recently launched GPT five. I was so excited about
building a metrics dashboard inside PT to help like measure
(16:27):
different KPIs, and it wasn't working very well. Be patient.
This is technology. It's revolutionizing at the speed of light,
so be patient with it because in case it's not
as up to speed as you hope it is, because
it's constantly being improved every single day. But you have
to continue that consistency of using it in your business
(16:48):
for you to develop that confidence to integrate it in
the future.
Speaker 2 (16:52):
Oh my god, this is also fascinating. Mark. Do you
think that it's a Mark uses a lot.
Speaker 4 (16:58):
I use it for let's art with the audio, Like
right now you're in a room, it's a little echoey.
And when I'm done with all this and I'm ready
to produce this, I put it into an AI audio
program and it fixes the audio and it makes you
sound like you're right here in the room with me.
So all our podcasts now sound like fantastic. And then
if say, Mary forgets to give me a description for
(17:20):
this week's episode, I will take the audio and then
upload it to another AI program which will transcribe it,
and then I take the transcription, I put it into
chat GPT. I say, can you take this transcription and
can you write a podcast summary? Give me some clever titles,
and in five seconds I have everything I need to post.
(17:41):
And then if I need a photo and the photo
is blurry, I put it into another AI program and
it makes it all clear and it enlarges it for me,
and then I guess. The other thing that I used
a lot is if you go to the pet Life
Radio homepage, we have an AI agent, so you know,
she'll ask you anything that you're looking for, and you
can type in, oh, I want something about allergies and pets.
(18:04):
At first, like you said, it would just give me like, oh,
you could check out this article, h this article, and
then I had to tell it, no, no, no, I
want you to only search through pet Life Radio and
find episodes of our shows that deal with allergies and pets.
And so you know, it takes a little while, but
it gets it after a while. And now if you
ask that, it'll tell you, oh, yeah, you can check
out you know, ask the vets with doctor Jeff. You
(18:26):
can check out er vet. It tells you which episodes
to look for. So that's how I use it. The
most for pet Life Radio.
Speaker 2 (18:32):
Now, Wow, had no idea Mark that you were this
advanced and AI that is amazing.
Speaker 4 (18:39):
I like to be up to date on everything that
goes on.
Speaker 2 (18:43):
Well, we're going to take a quick break and when
we come back, I'm going to ask you to get
a little bit more into the basics of like which
program to use and that sort of thing. We will
be right back.
Speaker 6 (18:57):
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(19:18):
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Speaker 2 (19:41):
Let's done pets oncom at Life.
Speaker 7 (19:43):
Radio, Hetline Radio, petlfradio dot com.
Speaker 2 (19:56):
And we are back with the amazing Yo Lunta Small
Speed of Pet pro media you want to. I wanted
to follow up on some of the things you talk about.
You had mentioned a lot of programs out there. You
know people are confused. Is Chat GPT the same as
open AI? Is it part of it? Can you describe
the whole AI landscape and what what specifically do you
(20:19):
think would be great for a pet business to start
out using one hundred percent?
Speaker 3 (20:24):
This is a question that I get all the time
because if you look at the landscape, you're facing thousands
and thousands of apps being released all the time, right,
anyone and everyone is building a GPT, even within these platforms, right,
these large language models. So there's in order to simplify it,
(20:45):
I like to recommend to small businesses or pet professionals
focus on your top three and you obviously need one
for text generation, and there's many out there. My preference
changes quarter to quarter, to be honest with you. You
know why, because of the new updates and releases that
(21:08):
may create friction, may change all the foundations of what
I've built to then no longer be as consistent in
the output. I noticed this happened especially recently with GPT
five in chat Chipatigi, which is by open AI, and
(21:30):
I was not the only one. There was a lot
of uproar in the AI world about GPT five and
the fact that it changed the output quite significantly compared
to GPT four to oh, which was a very impressive
model in my opinion, and in terms of you know,
being able to respond to prompts and generate really high
(21:52):
quality output without needing so much editing and correction. Right,
because we're talking, we're trying to play the efficiency game
here with AI, right, as well as empowering businesses to
get their messaging out there. Right. So maybe businesses are
too overwhelm to want to try to be consistent with
(22:12):
their marketing, but they're not even doing emails. Let's say
they're not even sending out emails, right, So having a
text generation tool under your belt just for you know,
to help fill that void gap in one piece of
your marketing is going to make a huge difference.
Speaker 2 (22:29):
Right.
Speaker 3 (22:29):
If you can get started on emailing your customers at
least you know, once a week, if not every few days,
then that's going to be a huge game changer. Not
everybody is born a writer, you know. I can't tell
you how many times, even myself and a lot of
professionals I talk to get overwhelmed by staring at a
blank page, so a text generation tool can help eliminate
(22:51):
that obstacle. Now, my personal favorite today as of October
of twenty twenty five is claud Ai. The reason for
that is the output. First of all, I think that
we had a really nice relationship when we've talked to
each other. I'm talking to Claude, and it understands what
I'm looking for. And so I'm going to caution about
(23:15):
letting an AI model think for you. But it's a
little bit scary because it kind of knows what I
know what I'm thinking without even me saying it. Right,
Because AI models they've seen this pattern before. I'm not
the first person to prompt it this way, or they've
been trained on data that helps it understand Okay, this
is the pattern this user is looking for, right, so
let me generate it. The quality of the output, but
(23:38):
also the voice. It picks up the nuances of what
I'm looking for, whether I'm working on my own marketing
or whether I'm working on my clients marketing. And here's
the interesting thing is I'm very transparent with my clients
about when I use AI right. Transparency about using AI
in your communication is important when it's especially when it's
(24:01):
public facing, you're actually getting flagged. These days, there's a
lot of things coming into place in terms of flagging
AI generated content, so you might as well, for example,
in meta and Instagram when you can add an AI
label when, for example, your copy your visuals are AI generated,
just to prevent you from being obviously having your reach
(24:25):
or visibility restricted because they caught it, they flagged it.
So you want to pay attention to that.
Speaker 2 (24:31):
Now.
Speaker 3 (24:31):
I mentioned just a few minutes ago about letting AI
think for you. Some professionals come to me and they say, okay,
can I just use AI for absolutely everything? And I'm like,
what do you mean? And they're like, well, anytime my
customers have questions or whatever, and I say yes, in
the form of a bot. Sure, But if you're on
the other side of a phone or a screen, you
(24:53):
need to also share you have expertise, right, Don't let
AI constantly think for you or write for you. You
still have to Here's something I'm actually concerned is because
this text generation especially is the most easy to enter
entry level AI usage right for any AI user. You know,
(25:15):
if you lean on AI too much to create not
just content, to create thoughts for you, right, or to
create your voice, then your customers are gonna basically uncover that.
They're going to realize that there's been a shift. They're
going to catch you when you are, you know, stumbling
or you don't really know what you're talking about because
what AI gave you is sounds a little bit foreign, right,
(25:37):
even when you're trying to communicate it. So you have
to be very careful about I always emphasize this AI
is not your replacement. It is your partner, right. It
can be your strategic partner, your creative partner. So that
first level is the text generation that I mentioned right,
the other aspect, and you can still use a model
(26:00):
like Claude or chat, GPT or Gemini. There's many out there,
but those are the top three that most users in
the United States are leaning into and to help you
come up with a strategy. Right, So understanding you know, so,
for example, we're not born marketers, right, we had some
kind of training, some kind of education, some kind of
(26:21):
certification to get us to where we are today. Most
pet business owners don't have any formal marketing training or education.
So when they are wearing all the hats in the
business and they have to come up with their marketing
plan and their marketing strategy, they have specific targets that
they want to reach. I want to, you know, scale
my business to x revenue or to X number of locations,
or expand services to such and such regions. They might
(26:45):
not know or have the answers on how to do that.
So this is where AI can be incredibly impactful because,
you know, this kind of information used to be gate
kept right, used to have to pay a consultant and
agency a coach for this kind of information. But AI
large language models, They've been trained on so much data
(27:05):
that they can tap into this and help you devise
a strategy to answer all of these questions for you. So, yes,
while I always recommend working with experts to you know,
help could take your business to the next level because
you know, they've been doing it for X number of years,
They've worked with businesses like yours, and they are you know,
very well positioned to help you reach your goals. AI
(27:27):
can be such an amazing starting point right in order
to help you bridge that gap between where you are
and where you're trying to go in your business. Right.
So on the strategy side, now, when we're talking about visuals,
the interesting thing is, and this is not even limited
to visuals, even in copy generation, a lot of platforms
that we used pre AI right, pre AI era, are
(27:50):
integrating it into their software or suite of tools. You
know we're looking at for example, Adobe Photoshop. I remember
in cop taking Adobe Photoshop as a class for credit
that I pay okay, do ah, and now I few clicks,
it does it all for you. It is beautiful, it
(28:12):
is amazing. So whatever tools you're already using you're familiar with,
look into their AI functionality. Another one is Canva, right.
Canva has Magic Studio, and I know that initially when
they launched AI Magic Studio it wasn't it wasn't creating
much very interesting visuals, right, But now it's at the
point where it is like it can even create amazing videos.
(28:35):
I'm not kidding. I use them in my presentations all
the time because it is pretty outstanding what they can generate. Now,
when you're using these different tools, I do want you
to keep in mind, especially for visual generation, that they
are trained again on data right, so they may these
tools may have been fed, you know, content that is
(28:57):
based on other artists or creative professionals work. So when
you are creating something, let's say you're using another tool
that I like is mid Journey, or if you're using
even Chat GPT for image generation, it's actually built into
their main chat function already. Now it's not a separate tool.
(29:18):
If you are trying to create something like a logo
or brand visuals. The unfortunate thing is it's a great
starting point, but at the end of the day, it's
based off of something that somebody else created. So there's
a lot of legal issues coming up with intellectual property.
I caution if you are using AI to help you
generate visuals that are you know, you're trying to make
(29:42):
part of your legal brand material. You're potentially going to
get flagged and land in some you know, hot water
overdoing that if someone comes forward and says like, hey,
that's exactly like the logo that I designed for this
company that's trademarked a whatever. So you want to be
a little bit careful when you're using visuals. It's really great.
(30:05):
For example, if you don't have access to a photographer
to you know, create some brand photos. You know, photography
for your website or videos you know, for your social media.
That's great, and as I said, you know, on your
on those social platforms, if they require you to disclose
it was by AI do it. But if you're trying
(30:26):
to create you know, legally protected brand images, that's where
you want to be very careful.
Speaker 2 (30:32):
Right.
Speaker 3 (30:33):
And the interesting thing is it's not that hard to
design your own logo these days, right. You don't necessarily
I recommend working with a brand creative agency if you
can afford it. But if you're doing it yourself, you
can still do it yourself. You can have AI create
the inspiration for you, right. But if you're going to
trademark something, the best thing is to marry the two, right,
(30:53):
don't rely completely on AI. So those are just some
of the different ways that I've been seeing a lot
of users benefit from using platforms. Like I mentioned mid journey,
Gemini's Photogenerator is amazing as well Video Vio within Gemini.
You've actually probably seen by I'm now on a streaming
(31:14):
service or on TV an ad that was created by
Gemini vo or online, Like the brands are actually using
this tool, So it's that good. A lot of these
different tools I'm mentioning require an investment, right, So if
you are a Google Workspace user professionally, it's not that
hard to act Gemini pro in order to use it
(31:36):
for your business. And what I think is really cool
is that and a lot of these tools now can
read actually across your Google Suite drive for example. Oh wow, Yes,
they can read across Microsoft or one edrive they have.
They can tap into your different databases for your own
uh documents, imagery, visuals, et cetera. But I like how
(32:00):
well integrated Gemini is. So if you're a Google Workspace user,
that's a really easy win for you. But with the
interesting thing is when people ask me about opening an eye.
They are releasing so many different types of things, Like
they have chat ChiPT, they have Sora, they now now Dolly,
which was initially a standalone app, is integrated into chat
(32:23):
Chipet's image generation. But they have an audio generator, and
there's a I don't know, hundreds of other audio generators
out there as well. But these different big platforms are
trying to be so multi modal, multifaceted as possible, because
the more integrated a lizard gets, the harder it is
(32:46):
to leave. So when you decide to commit to one
of these platforms, uh, you want to make sure that
it aligns with the functionality of your business. Right, So
that's why I mentioned if your Google Workspace user and
you really like it, Gemini may be the way to go.
But if you really like chat, GPT's workflows and the
(33:07):
different apps that are built within it, access to GPTs.
Just to give some context, everybody listening, a GPT is
basically a dedicated bot that is instructed already. It is
designed and tailored to create very specific output for any purpose.
Speaker 2 (33:24):
Right.
Speaker 3 (33:24):
So I know people who have a GPT for every
area of the marketing, for their copy, for their video,
for their image generation. For when I say video, I
mean like for example, video scripts, right you can create
or storyboards, you can do that within it, for their
marketing strategy or their virtual assistant. You know, they have
GPTs for you can build your own, which is really cool.
Speaker 2 (33:48):
All right, Oh my gosh, that is just a wealth
of information. But you know, we've got to take a
quick break and we're going to be right back with you, Alanta.
All right, oh my god, that's so great. All right,
three two one, and we're back with you, Alan to,
(34:08):
I have a question following up to what you said before.
So you go into chat GBT and like in order
to upload a documentary file. They're like, you can do
one an evening one in a twenty four hour period
or something. Is it more.
Speaker 3 (34:26):
Subscribe to to somebody euying many minute free ones out
there grade the other people who sell them as part
of a package, but you don't need to do that.
You can save yourself money there. But going back to
the financial side of things, a lot of these platforms
are still entry level in my opinion in terms of
access for small business. So it's worth trying any one
(34:48):
of them from Long thirty days just to see how
it goes and if you like it great, and if
you don't switch to another one, find the one that
feels the most intuitive for you as a business owner,
because we have all these different levels of tech savviness
or comfort level working with technology, so you want to
find one that's the right fit for you. And then
the last piece is what in terms of marrying the
(35:12):
output that's created to the implementation is automation, right, so
leveraging platform click, Zap, year and make And I understand
that Automation as a word may sound scary to people.
They're like, I don't know how to do that. You know,
how do I connect the two. There's a wealth of tutorials,
buy these platforms themselves on their websites, and then you
(35:34):
have YouTube University to walk you through exactly how to
set up these automations. So I'm telling you if you
sit down and dedicate the time, so it's going to
save you more time in the long run, right, because
you don't want to just be generating output. You want
to also help streamline your processes in your business. So
that's the last piece that I think, not the very last.
(35:55):
There's more that you can do. That's one piece in
that workflow, but I think is really important that a
lot of people miss out on. So to overcome anything,
we have to take the step, right, So I encourage listening.
You know, try these different tools, try these different strategies,
challenge yourself to automate where possible.
Speaker 2 (36:18):
All right, Oh my gosh, that is just a wealth
of information. But you know, we've got to take a
quick break and we're going to be right back with you.
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Com and we're back with you.
Speaker 2 (37:39):
Alanta. I have a question following up to what you
said before. So go into chat GPT and like in
order to like upload a documentary file. They're like, you
can do one an evening one in a twenty four
hour period or something. Is it worth it to invest
in buying their you know, to upgrade the services?
Speaker 3 (38:02):
Sure? So when you start using a platform like chat chept,
obviously there's a free version and it has limitations, right,
because they want you to upgrade, they want you to subscribe.
So in my opinion, the first tier, the first paid tier,
is sufficient, absolutely sufficient. It's not a big investment. At
the time of this recording, it's approximately twenty bucks a month, right,
(38:24):
and then they have other tiers that are accessible. They
have their you know, pro plan, which is for more
for example, if you want to do research, if you
want to do more complex tasks, that's a couple hundred
bucks a month, right, So I don't recommend that as
a starting point for most businesses. Right, start with the
first tier, and then you also have teens so you
can actually have other users collaborate on what you are
(38:48):
creating inside a platform like chat cpt, right, And that's
also quite an inexpensive investment. So I would say, if
you are enjoying the free version, just go to the
first paid tier, because it's going to enable you access
to create projects, which I really really love because you
can then organize your threads, write your chats, and in
(39:13):
terms of you know what kind of projects you're working on,
and you can you know, upload much much more, significantly
more in terms of files and attachments. And again, if
you are trying to overcome the hurdle of maybe you
attached too much to a project at some point, tapping
into your drive because you can connect there's something called connectors,
(39:36):
so you can sync to your drive that you use
in your workspace to help pull those documents or files.
It makes it really really easy. So, like I said,
if you're a free user, give the paid version a
shot to see, because you're you're going to see it's
actually quite similar across other models in terms of what
(39:57):
functionality they have in the paid version versus free version.
So you know what I like about chat GPT is
that once I'm in that first tier, I don't really
I haven't hit any limits, right, it doesn't stop me.
Which brings another issue to mind, which is environmental impact. Okay,
in terms of how much electricity is used worldwide, you
(40:19):
know by chat GPT users, and because there aren't these
barriers in place, you know, you can go on and on,
and it's there's a lot of talk and concern about
the environmental impact that it's having. You are environmentally minded,
you know what I mean. Claude is one that has
those barriers in place. Right, So after you've used it
(40:42):
to a certain capacity, even in the paid version, it
will say you have run out of chats for the
next four hours, which is or you cannot upload morephiles
for x amount of time or project. And so when
you look at the philosophies of the different businesses, it's interesting.
You know, claud markets itself as more science science driven
(41:04):
or research driven and more ethical.
Speaker 4 (41:08):
Right.
Speaker 3 (41:08):
Uh. It gets challenged here and there because sometimes people
find things interesting things that they're doing through their permissions
that they are settings that might you know, not users
that might not be aware of. So pay attention to
those things, right if they matter to you. One common
question that I get all the time is how do
I stop and a platform from training on my information?
(41:30):
Right the information that you feed into it.
Speaker 4 (41:32):
Uh.
Speaker 3 (41:32):
You can actually turn those settings off, right so that
way your information doesn't get uh filtered into the whole database.
Speaker 6 (41:40):
Uh.
Speaker 3 (41:40):
And then the other concern is is information private? Like
is it secure? And what I always say is, UH,
don't put sensitive confidential information out there that if God
forbid it was leaked, you would be in legal trouble, right,
because we see that happen all the time on all
these different websites and platform you do not want to
(42:01):
be responsible for that. So if you are, you know,
for example, building your customer profile, please don't upload a
spreadsheet with their phone numbers and addresses and birth dates.
Please please, You know that's very much common sense. Just
take a couple seconds to remove that information. Because here's
the thing with these different platforms you mentioned files, right,
(42:22):
I highly recommend if you can download reports, sales reports, KPIs,
and metrics from your marketing, from your emails, from your
social media and feed it into these AI models it's going.
You can use it to help you analyze your marketing
performance and help you pivot if necessary, to help you
(42:42):
reach the targets that you've defined, or even you adjust
the content that you have coming up based on performance
to boost whatever performed really well and minimize whatever didn't.
There's so many different uses. And the great thing is
see chat you and Claude. They're in such direct competition
(43:02):
with each other. They're both working at high speed to
try to outdo each other in these capabilities. So you know,
my preference today is using Claude, but next quarter it
might be chatchept. You just have to. So I like
to be flexible because I also educate and teach and
work with my clients on AI. But if you are
a business owner, pick one, stick to it as long
(43:23):
as you feel like it's worked for you, and if
it doesn't, it's not that hard to just switch to
another platform.
Speaker 2 (43:29):
Wow. I mean we could talk about this for hours
and hours, but let's get in a little bit about
like what you do and how you can help business
owners and you know, tell us like where people can
find you.
Speaker 3 (43:42):
Sure. Thank you so much, Marian Mark. I really appreciate
the opportunity to bring more about you know, AI education
and information. I this is a huge, huge focus for
me since it became open to the public, because I've
seen the kind of impact that it can make on
a business small or large, in the customers that they're
(44:02):
reaching and the messaging in their marketing strategy. And so
it's made my job and much easier but also much
more interesting because I started out over five years ago
just being a marketing consultant and working with small local
businesses here in New York on just you know, helping
(44:22):
them do their social media campaigns or their email marketing
and now it has expanded so much where I'm directly
involved in businesses of all size in their marketing, strategic marketing,
and their planning and their roadmaps, and then also in
their execution implementation. And I like to bring in different
partners that I work with, that I have collaborated with
(44:45):
over these years to help fill in those gaps, right,
because one person is not the master of all skill,
or all knowledge or all expertise. So I have a
whole team of people that I work with inside something
I call the Pet Industry Network, which I co founded
over three years ago. So you know, having pet pro
Media and Pet Industry Network under my toll belt has
helped allowed me to help even more businesses, not only
(45:08):
just you know, working directly one on one, but bringing
this education to stages, to podcasts like these, to publications
and you know getting as you know, trying to reach
as many professionals as possible, as often as possible. Right
thanks to AI allows me to do that, and you know,
getting you know, the most new important current information in
(45:30):
front of these pet professionals because this landscape is changing
so fast. So you'll see these talk on different stages
in person throughout the year as well as virtually and
then I host my own webinars and you can learn
all about the education that I've been doing and will
be announcing soon for twenty twenty six at pet ProMedia
(45:51):
dot com. That is pet ProMedia dot com and there
you'll find all my talks from this year, and I'll
be very soon releasing all the new amazing stuff that's
coming up for twenty twenty six because as I mentioned,
AI is changing so fast, so we got a scale up,
you know, you know, giving access to this kind of information.
(46:14):
So I'm excited for what twenty twenty six will bring
and to take everybody along for the ride, because you know,
there's that expression the arising tide raises all ships, right,
And I fully that I really am committed to helping
every pet professional in any capacity make progress towards their goals,
(46:36):
specifically in marketing with AI.
Speaker 2 (46:38):
And you know, I have seen so many pet businesses
that they can do their pr for themselves using AI.
I have to point out though that you know a
lot of them will say to me like, Okay, I
wrote this press release on AI, but now who do
I send it to?
Speaker 5 (46:55):
Right?
Speaker 2 (46:56):
And one thing I think AI cannot be is relationships, right,
There's there's nothing better than meeting somebody in person talking
to them. I mean, I think relationships are still going
to be critical no matter what happens in AI. Would
you agree with that as well? One thousand percent? Mary,
And that's why building those relationships, having a network that
(47:20):
you can lean on for that expertise, right because AI can't,
you know, build relationships or you know, it can suggest
people for you to contact, but guess what, you then
have to go out there and make those relationships and
maintain them and grow them. So you know, AI is
(47:41):
an amazing.
Speaker 3 (47:43):
Enabler, but you do have to do the work. And
what I love about the pet industry is that it
is sole relationships based, right we It's actually quite a
small industry. I can't believe after five and a half years,
how many people I know and all these people that
I have built relationships with have helped me take not
(48:06):
just my business but my impact to another level. So
it is worth investing that time to build those relationships
and to lean on a network of collaborators and experts
and connectors who can help you elevate your business.
Speaker 2 (48:23):
All right, well, oh my goodness, We could talk about
this for hours, but it is time, unfortunately, and we
must go. And that's a wrap for this show. Thank
you so much. She'll want to one quick thing, Where
can people find you? So everybody can find me at
petpromedia dot com. You're welcome, and to also send me
(48:45):
and email a message on my social channels at pet
pro Media on Instagram, Facebook and LinkedIn. All right, well,
thank you again, and of course we're always excited to
be doing this as a service to you who are
making life better for animals. Do you have a question
you want to ask us in regards to public relations,
(49:07):
We'll reach out to Alex and I on Instagram or
Facebook under Whisper Media and we'll try to answer it
in a future podcast episode. So, as we always say,
bark loud and for smart. We'll see you guys next week.
Speaker 1 (49:21):
Let's Talk Pets every week on demand only on Petlifradios
dot com
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