December 30, 2024 • 38 mins
In this special edition of Chatter That Matters, which airs today on radio and across my podcast platform, I explore the key branding and societal trends of 2024. I emphasize the importance of authenticity, understanding your audience, and adaptability.
I highlight successful campaigns like the Paris 2024 Olympics, which captivated audiences through unfiltered athlete stories, and Taylor Swift’s Eras Tour, which underscored the power of compelling narratives. On the other hand, I analyze notable missteps, such as ELF polarizing diversity campaign, 'What a Dick,' to illustrate how brands must balance boldness with sensitivity and maintain transparency during crises.
I also explore artificial intelligence's transformative impact, encouraging you to embrace its potential while being mindful of its risks. Shifting focus to Canada, I address our challenges as a nation, calling for greater voter literacy, fiscal responsibility, and an education system that prepares future generations for an AI-driven world.
Reflecting on the lessons of 2024, I urge Canadians to work together to overcome these challenges and create a brighter future.
Thank you for listening. Thank you to everyone at RBC and our collective belief in sharing stories of positivity and possibility.
Happy New Year. Here's to 2025.
Key Takeaways:
- Branding Success Stories
- Paris 2024 Olympics: Celebrated for exceptional consumer engagement and compelling human stories.
- Taylor Swift's Eras Tour
- Branding Failures:
- ELF Beauty: Controversial campaign that backfired.
- Bumble: Misfired billboard campaign.
- Ticketmaster: Suffered a significant data breach.
- Jaguar: Faced issues with its rebranding efforts.
- Kamala Harris: Unsuccessful presidential campaign.
- Impact of AI:
- Rapid advancements in AI technology.
- Potential to disrupt various industries and job markets.
- Importance of adapting and leveraging AI capabilities.
- Challenges in Canada:
- Need for increased voter literacy.
- Importance of financial accountability.
- Advocacy for educational reforms to prepare future generations.
- Call to Action: Encourages a more informed and engaged electorate to ensure a better future for Canada.
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:17):
Hello everybody, and welcome to the special edition of Chatter That Matters.
You might normally hear me as a standalone podcast
to show about positivity and possibility. Each week I interview someone that's overcome circumstances.
And when they do, they get to chase their dreams and change their world and often ours for the better. And this year I had a stellar lineup of guests, including Malcolm Gladwell,
(00:42):
Olympians, Nobel Peace Prize winners, Oscar nominees, and so much more.
I'm also a frequent commentator on this station,
as well as in the mainstream and social media.
What I focus on is identifying and commenting on those things that matter most to me and I hope you.
The stories and lessons we can learn from to help us get to where we need, want, and deserve to go. Today's show, I'm gonna focus on 4 things. The first part, the brand stories that mattered in 2024.
(01:12):
The ones that really captured our attention.
2nd segment, I'm gonna identify the big branding blunders, the campaigns that sounded so good on the drawing board,
But when they came alive, they either fizzled or worse, invited a massive backlash.
3rd segment, I'm gonna talk about all things AI. If you've listened to me on this station over the years, you know
(01:34):
that I think this is gonna be the most disruptive technology that humanity's ever faced.
You're either gonna ride a wave
and unleash possibilities like you've never imagined, or you're gonna be hit so hard by that wave. And I'll talk to you about how you can future proof your career.
In my final segment, I'm gonna talk to you about Canada.
(01:56):
And in many ways, I feel like that fable of that frog just swimming so lovingly in that warm water, not realizing it's being turned up. And one day, it's gonna boil them to oblivion.
What do we need to do as citizens to man so much more from the people who govern us?
So let's get into the first segment, the brands that matter.
(02:18):
I have to say the undisputed champion of consumer engagement this year, the Paris 20 24
Olympics.
Grabbed the gold medal over the whopping 37%
of global consumers
recognizing it as the top brand story of the year.
And this global spectacle transcended more than sporting events. It became a masterclass in brand storytelling and audience connections.
(02:41):
But it wasn't just about the budgets that could rival a small nation's GDP
or the massive global reach.
Why the Paris Olympics mattered and resonated because of the human stories at its heart. I I might just be, like, a random girl from Campbell River, but that didn't mean I couldn't do really incredible things.
I had the opportunity to interview
Avalon
(03:02):
Weston Hayes, our gold medalist, just before she embarked on her Paris rowing adventure. So we were just training on our own. So we really had to just create this sense of,
sense of belief within the crew.
We, made this commitment to one another that we were going to,
redefine excellence.
So we were going to perform
(03:23):
no matter what. And performance didn't necessarily have to be a gold medal but we had to walk away feeling like we had contributed to the sport of rowing, and we had made it better in some way.
For the first time, athletes were empowered to share their authentic, unfiltered experiences directly with fans through their personal social media channels.
(03:43):
It took us behind the curtain of the Olympic Village, the triumphs, the struggles, the camaraderie,
and even their obsessions.
Think back to that heartwarming story of Henrik Christiansen, a Norwegian swimmer,
who he dubbed the muffin man after his TikTok videos celebrating the simple joys of Olympic village muffins garnered millions of views. Do you know
(04:03):
the muffin man? The muffin man? The muffin man.
How about the unexpected
rise of Ray Gun? Give it up to Ray Gunner.
The basketball squad comprised of Olympians from different countries,
united by their love for the game and their infectious enthusiasm. I mean, wasn't that what the Olympics should be about?
(04:27):
These organic, unscripted moments fueled by social media and genuine human connections,
well, I think they prove that sometimes the most powerful stories
are the ones that unfold naturally.
I wanna now turn our attention
to big pharma.
I'm always cautious with stories of the impossible.
(04:49):
Drink from the fountain of youth and your hair will grow back. You'll
live 30 years longer.
Overnight, you can transform who you are. Well, that was the promise of Ozempic, wasn't it? I just asked.
I
asked.
(05:09):
The weight loss drug, and it was adopted by celebrities and championed reflecting society's complex relationship with aging and body
reflecting society's complex relationship with aging and body image. I mean, I worked on the Dove brand for years that these false beauty stereotypes
that we chase, that we wanna look like the celebrities
on magazines
or on the movies that have been so retouched.
It creates such anxiety.
(05:30):
I mean, you think about the eating disorders and you think about
the psychological impact of saying, why can't I be like that person in social media? Look, it really can help people who are overweight to
require help in in weight loss, and it may even reduce other risk factors like developing type 2 diabetes, cardiovascular disease, but it needs to be done under the
supervision
(05:51):
of of of, you know, medical supervision.
That's what Ozempic promised.
There are potential risks to your pancreas,
your kidneys, you know, your gallbladder, and these are all things that need to be discussed with your patient rather than just ordering it online.
And it really went on this deep seated desire to defy time, conform to societal expectations,
(06:13):
and achieve this often elusive ideal of health and beauty.
But as high cost raises questions of accessibility and privilege,
the disparities in our health care system,
and time will tell
if it is in fact too good to be true.
That by simply taking a simple pill, you can melt away the pounds without any negative repercussions to your health. What happened when you stopped taking Ozempic?
(06:37):
For the first, I'd say, week and a half,
you still had that numbness to food cravings.
And then suddenly, it was like your body woke up
and discovered, hey,
I like bread.
And, of course, no discussion of Brand's stories would be complete without acknowledging
(06:58):
the empress of cultural influence, Taylor Swift.
Her whirlwind romance with football star Travis Kelce captivated the world, securing their place as the top pop culture moment of the year according to 43% of consumers. I've just never been as happy as I am now, so I'm pretty protective of that. I wanna keep this happiness
(07:21):
going as long as I possibly can. That's my girl. That's your girl. You know what I mean? That's that's my lady. So it's it's like I'm proud of that. Mhmm. So it's like I'm not sitting here
trying to juggle, like, how can I keep this under wrap? This power couple blended music, sports, and undeniable charisma,
dominated headlines and social media feeds,
her massive fan base. I think the cameras spent more time on
(07:45):
Taylor Swift and the audience versus the players on the field. Taylor Swift is going to the Super Bowl. This will be a Taylor Swift Super Bowl. Taylor Swift
Super Bowl. Super Bowl 50 8, Taylor's version. Some people are already calling it the Swifty Bowl. The Super Bowl will be the 13th game Taylor Swift attends, which is her lucky number.
Never underestimate the power of captivating love, especially when Taylor Swift is involved.
(08:10):
And then the eras tour. You're gonna just, like, do a show with, like, all all the albums in it?
And I was like, yeah. It's good it's gonna be called the Eris tour.
Our prime minister
tweeting to beg her to come to Canada, and then RBC steps in to make Canada the final leg of her tour. They give away tickets to Boys and Girls Club. It's no wonder
(08:36):
why RBC won Canada's brand of the year for the 5th year in a row, because a big part of that reason was making Taylor Swift happen.
But before we crown Taylor and Travis the undisputed rulers of 2024,
we can't ignore the voices of Gen z, a generation that often defines trends and shapes the future consumption.
(08:58):
Now while Swift and Kelsey resonated across demographics,
Gen z had a different favorite.
The rap feud between Kendrick, Lamar, and Drake. This battle fueled by diss tracks, online sparring, showcases the influence of digital platforms and a unique way in which different generations
engage with culture.
Brands take note. Understanding the nuances of generational preferences is crucial for crafting stories
(09:24):
that truly matter.
So as we bid farewell to 2024,
what are the key lessons learned for brands and would argue for all of us as we are all in fact brands?
Embrace authenticity.
Consumers create genuine connections, not contrived narratives.
User generated content is king. The most memorable moments of 2024
(09:46):
often emerge organically from real people sharing their passions and experiences.
Always remember that your story matters,
and brands should actively seek out and amplify user generated content,
embracing the power of influencers and authentic voices.
And finally, know your audiences inside and
out. Generational preferences matter.
(10:07):
The controversial
appeal of Taylor and Travis versus the Kendrick Drake feud highlights the importance of really understanding the nuances of your target audience's values,
their media consumption habits, and cultural touchstones.
Don't be afraid to experiment,
don't sacrifice clarity,
and focus on stories of positivity and possibility.
(10:33):
So let's dive into the brands that fumbled in 2024.
It's fascinating
how quickly things can change in the ever evolving world of marketing.
One minute you're riding high, and the next you're facing a wave of criticism, boycotts, and plummeting sales.
Analyzing these failures is how we learn. So let's look at some of the most notable marketing flops of 2024,
(10:56):
and impact the key lessons they offer.
One that really caught my attention
and fired so many social media slingshots at the brand
was the campaign, so many dicks
for ELF beauty, a bold attempt to advocate for boardroom diversity.
We actually decided to craft one that was gonna be attract attracting,
(11:17):
was newsworthy,
and was actually gonna be able to create impact and inspire others. By talking about and highlighting the fact that men with the name Richard, Rick, or Dick actually outnumber
the number of groups of underrepresented
people.
Why their heart was in the right place, this edgy execution.
So many dicks and plastering this phase around New York's financial district, it drew mixed reactions,
(11:42):
demonstrating the tight rope brands must walk when they tackle sensitive societal issues.
Next is Bumble.
Bumble's a dating app known for empowering women,
but they stumbled with a billboard campaign in Los Angeles. You know full well a vow of celibacy is not the answer. Now
(12:02):
it was meant to be cheeky and attention grabbing, and it was, but it landed with a thud. Users on TikTok
slammed Bumble. Their new marketing strategy has been to attack women
who are not jumping into bed with men. They went from women make the first move to,
yeah, let's attack women for wanting to be celibate and not be with men in general.
(12:22):
Accusing Bumble of undermining personal autonomy
and reinforcing tired relationship
stereotypes. Because how would society possibly go on without casual sex and hooking up with a different person every other week just for fun? Instead of Bumble creating buzz, Leigh got stung with backlash.
Well, what went wrong? For starters, humor is subjective,
(12:42):
but respect is not. Bumble's message failed to consider the diverse values and experiences of its audience.
While some might find it funny, others might find it offensive.
The ad also ignored the ongoing conversation about women's rights and autonomy,
their right to choose,
making it feel especially tone deaf. And to make matters worse, Obama was so slow to respond to the criticism,
(13:06):
initially remaining silent, and then offering a response that lacked
a direct apology and empathy.
So what can we learn? The Bumble blunder underscores the importance of context in marketing, and it underscores the importance of context in what you talk about. A message that might work in one setting could backfire in another. Brands need to be mindful of the social and cultural landscape when crafting their messages,
(13:29):
especially when dealing with sensitive topics.
To me, empathy is key.
Bumble could have avoided this misstep by testing its messaging with diverse audiences before launching the campaign.
And finally, when you step across the line, you got a lead with a sincere
response.
Silence only fuels the fire while a genuine apology can help put down those flames.
(13:54):
They actually haven't said
how many customers may have been affected by this. Could it be 1,000? Could it have been 1,000,000? We just don't know. Ticketmaster was another one that was no stranger to criticism. But this year, what a PR nightmare when the data breach exposed the personal information
of 560,000,000
users. And to add insult to injury,
(14:16):
they remain silent, feeling to
master a public apology or address a breach, leaving their customers feeling vulnerable and ignored. There's 2 things. The cyber bad guys will probably try to use that information
themselves. More likely, though, they will be sold online and forms on the dark web.
So where did they go wrong?
Listen, we're in an era of cyber attacks,
(14:40):
and we need to do everything we can as a consumer to build a moat around our privacy.
Their silence was a massive mistake. It demonstrated a complete lack of transparency and a disregard
for our concerns.
Failing to promptly address the breach, they missed a vital opportunity to mitigate reputational damage.
What's the takeaway? We're all gonna make mistakes.
(15:03):
Key is when you're dealing with sensitive information, clear and prompt communication is essential.
Acknowledge the issues, outline the steps you're taking to address it, and express empathy for those affected.
Failing to do so can severely damage your brand's reputation,
put you in the penalty box, and sometimes without a key to get out of it.
(15:23):
Now let's talk about a brand that tried to reinvent itself. Failing sales, they needed to do something, and that brand was Jaguar.
Controversy
has always surrounded
British creativity
when it's been at its best.
What I can't understand is they had one of the most iconic
logos
in the history of branding, that Jaguar Leaping. And if you've studied the Jaguar as an animal,
(15:48):
it's the only one in the animal kingdom that if it's being hunted will turn around and haunt you. It has all the swagger and prowess you want with a sports car. And if I think of a color and brands that own a color
are brands that have an asset that you treasure.
And to me, British racing green was the Jaguar.
(16:09):
But instead, they abandoned their logo, abandoned their color,
abandoned the fact that they're even a racing car, the retro notes of a Jaguar,
the chrome and the spoke wheels, all of that was thrown away
in this wild attempt
to connect with a whole new generation. David Bowie, Lillian Westwood were some of my
(16:32):
creative heroes.
They were
British
trailblazers.
In the same way, when Jaguar was at its best,
it threw away the car design rule book.
And their new ads showed a whole line of electric vehicles that might be extraordinary by design. But by the time they arrived,
(16:54):
most of the universe were questioning
whoever was in charge of jaguar,
and how did they let that roar turn into a whimper?
So what did we learn here? Rebranding can be a powerful tool, and there's gonna be times when you need to rebrand your career. But it's essential to understand your core values
and understand how they resonate with your audience.
(17:14):
Sure, Jaguar tried to appeal to a younger, more progressive audience, but in doing so, they alienated their traditional customer base.
They played different notes than not the notes I hear when I think of Jaguar. It failed to capture the essence of luxury,
craftsmanship,
heritage,
exclusivity,
and a reminder of the good old days.
(17:36):
And finally, in terms of brand flops, I wanna turn my attention to the 2024
US presidential election
and the campaign of Kamala Harris and her bid to become the 1st female president of the United States.
In this election, we each face a question.
What kind of country do we want to live in? We choose freedom.
Freedom. Freedom. And how it ended the defeat,
(17:58):
leaving many to wonder what went wrong. Thank you very much. Wow.
Christopher Hall, a democratic consultant strategist,
offers some insightful observations.
He points to a disconnect between the democratic party and the working class,
particularly in the communities of color. Hale argues that the Democrats focus on what he terms woke policies,
(18:18):
particularly around transgender issues,
alienated a significant part of the traditional base.
Here's where I think they went wrong.
I think there's an awful lot of people in our society
that are worried about whether they can put a meal on their kid's table.
Can they keep a roof over their head?
How secure is their job? What is the future that they're working so hard for?
(18:42):
And the democrats
talking about big, media important issues like climate change and and rights
certainly resonated, but they didn't matter to the person that was worried about their kids going hungry.
And to me, that's where the Republicans really focused on.
The situation you're in is because of the government that's in play.
(19:05):
We're gonna find a way to reclaim the America
where the dreams that you had could be chased.
Whether that's gonna happen or not, time will tell, but their message certainly resonated
with the people that mattered most. And if you look at the map of United States and where the Republicans
triumphed, that's also where
(19:26):
Americans are struggling.
So what's the lessons for you? It's essential to understand the values and concerns of the people that matter most to you. You're going after a job? You need to understand what those people value. Where are they heading in life? What quest are they on as a company?
What can you offer to help them get to where they need, want, deserve to go?
(19:48):
People can spot a a disingenuous message or a message that's out of touch of what really matters to me.
So find a way to engage,
to find a way to be more granular with your message,
and lead with manners of the heart.
Adapt your strategies and always strive to connect with your audience in a meaningful and authentic way.
(20:11):
Up next, we'll be diving into the exciting world of
AI. And whether that wave is one you're gonna ride
or one that's gonna hit you with such force,
you might feel like you're drowning.
Hi. It's Tony Chapman.
Thank you for tuning into this special edition of chatter that Matters presented by RBC.
(20:34):
Chatter That Matters is a podcast about positivity and possibility.
Each week, I share a story of someone who's overcome extraordinary circumstances
to chase their dreams, and when they do, they not only change their world, but often ours for the better.
And thanks to incredible people like you, Chatter That Matters is now ranked in the top 1% most popular podcast worldwide.
(20:56):
And through your support, subscriptions, rating reviews, we keep finding new audiences.
So I hope you join me every Thursday morning for a fresh episode packed with stories that matter.
It's Tony Chapman. Let's chat soon.
That's weird. Right? That I'm bonding with an OS. No, it's okay. It's weird. Well, I don't think so. Actually, the woman that I've been seeing, Samantha,
(21:24):
I didn't tell you, but
she's an OS. I feel really close to her, like when I talk to her, I feel like she's with me. Are you falling in love with her?
Welcome back to the special edition of Chatter That Matters. We started the show by exploring the year's biggest brand success stories. I just did a great segment on brand flops
(21:45):
and their underlying causes.
Now it's time to ride the wave of AI.
Artificial intelligence has become so advanced, it has now surpassed surpassed human performance on several basic tasks. Is that faster than we expected? And what does it tell us about the speed of AI going forward? It certainly is faster than we expected.
(22:07):
The rapid development of artificial intelligence into the mainstream
dominated so many headlines.
More than half of workers are now using generative
AI on the job. There has been plenty of excitement and concern about how the coming revolution in artificial intelligence could upend parts of our lives.
But one giant benefit could be changes in medical care. AI is here to stay, and it's creating all kinds of sea changes in different industries across the globe.
(22:34):
For those who've been tuning in for years,
you know that
I've talked about AI as a force that's gonna reshape our world. I've had counter arguments where people say it's gonna create more jobs and it's gonna take away, and I
continue to disagree. And now I'm I'm talking to you from context because I've launched an AI agency called Chatter AI.
(22:55):
Because you're gonna have to make a decision. You're either gonna ride the wave of AI
to possibilities
or you're gonna be hit with it so hard
that I'm not sure you're gonna recover. I know that's a very dystopian message,
but let's stay with me.
What is AI?
AI or artificial intelligence is a simulation of human intelligence and machines.
(23:19):
They're programmed to think and learn like humans, and increasingly to feel like us.
They develop algorithms and computer programs capable of performing tasks that typically require
human intervention and human intelligence.
She snaps a picture from the Google app of this smart toaster oven and upcoming reviews and online price comparisons.
(23:40):
Here we see the price in store is the same as it is online at other retailers. What's so interesting about this is it blends the in store
brick and mortar experience with the online experience. It really does feel like a hybrid. Exactly.
Yeah. Doing the best of And the most extraordinary thing about AI
is they're getting faster and better and learning from each other.
(24:01):
And there's not a human listening
that won't be impacted by AI.
And many of you are gonna compete for your jobs against AI,
knowing that AI never takes a holiday,
works 20 47, 365
days a year.
So AI began in 1956 with John McCarthy defining as the science and engineering
(24:25):
of making intelligent machines.
Early AI focused on logic based tasks demonstrated by Shakey, the robot pushing boxes in 1969.
Of course, Deep Blue defeating the chess grandmaster,
Garry Kasparov in 1997. And now he has a killer and
a magnificent
display by Deep Blue.
(24:48):
It's a sometime
computer plays,
very human moves. We have to praise machine for understanding,
very, very deeply,
positional factors.
I, I think it's outstanding,
scientific achievement.
One of the key figures in AI's evolution is Geoffrey Hinton. He's a Canadian scientist, often referred to as the godfather of AI. He just won the Nobel Peace Prize in Physics for his work.
(25:15):
His work on artificial neural networks
laid the ground for for what we're seeing today.
There's really 4 main types of AI. There's reactive AI. This basic form of AI lacks memory and operates solely on stimulus response. It's So ideal for specialized tasks. Then you have limited memory
which captures and utilizes past data to inform future actions. So it's it's it's like a knapsack of learning
(25:39):
that creates a compass to decide where to go next.
Theory of the mind AI still in development, aims to understand respond to human emotions bringing the gap between humans and machines closer.
Self aware AI is the most advanced and hypothetical form,
It would possess consciousness,
and with that, numerous ethical and existential questions.
(25:59):
Scientists say artificial intelligence is streamlining medicine.
AI is already being used to diagnose rare illnesses,
develop new prescription drugs, and find alternate treatment options.
You think of adoption.
Over a 100000000 people started using ChatGPT in just 2 months.
(26:20):
So it's a good part of AI. It optimizes
processes across industries from cybersecurity and finance to healthcare and manufacturing,
enhances productivity,
provides
inaccessible
information leading to smarter decision making,
Could help address important global challenges like climate change. It's going to have a profound impact on our health care system.
(26:42):
But it raises some concerns about biases, discrimination, and privacy.
Lots of artists are up in arms because they feel AI has taken their intellectual property. You know, I think it's gonna change dramatically.
The way that we film movies are gonna change dramatically,
and I think stunts are gonna change dramatically,
and,
(27:02):
you know, animation is gonna change, AI is gonna change everything.
And the ugly
is how many jobs are gonna be lost. And I know there's pundits that say, yeah, but it'll create many more. Technology's always done that.
But, you know, it has the potential, some people to say, to take 300,000,000
jobs out in the next decade.
(27:24):
Even Hiten has become increasingly vocal about its potential dangers.
The bad actors that are using it, the existential threat to humanity,
it's using weaponry.
Even in his Nobel Prize acceptance speech, he stressed the urgency of addressing AI's short term and long term risks. I think we're the kind of bifurcation point in history where in
(27:44):
history where in the next few years, we need to figure out if there's a way to deal
with that
threat. So I think it's very important
right now for people to be working on the issue of how would we keep control.
We need to put a lot of research effort into it.
I think one thing governments can do is force the big companies
(28:05):
to spend a lot more of their resources on safety research.
Urgent and forceful attention to these issues, particularly the threat surpassing human intelligence.
He also criticized technology companies driven by short term profits, arguing that their pursuit of financial gain might overshadow crucial safety considerations.
We have a situation where there's something that is going to be far smarter than the smartest human. We're not stronger or faster than other creatures, but we are more intelligent.
(28:34):
And here we are for the first time really in human history
with something that's going to be far more intelligent than us. It's not clear that we can actually control such a thing, but I think we can aspire to guide it in a direction that's beneficial to humanity.
So what do we need to do? Well, I'm doing at Chatter AI is I'm using AI to help my clients
(28:55):
future proof their marketing department.
I'm using AI to go
dive deep into understanding who their consumer is, what the intent of their competitors are,
what kind of topics that their audiences are interested in, and then calibrating
their marketing based on the needs of their audience
versus
self proclamations
(29:15):
like, we're the world's fastest network.
If I was you, what I would be doing is immediately
stopping
searching Google,
spending time with mindless scrolling,
get chatty PT and start playing with it or perplexity
and ask it questions and start topics that you like. I don't know. You might be a landscaper,
(29:38):
a florist, you might be interested in quantum physics,
you might be a recreational sports gambler. No matter what you're interested in, start applying
AI
and seeing how it changes how you think,
feel, and act.
Experiment with Google LM.
Perplexity is this extraordinary
(30:00):
answer engine where you ask it a question instead of searching and offering you 15,000
sites, it responds with what they believe is the answer and then gives you other questions to ask it.
Spend some time with AI and learn it.
And then in terms of young people,
what you really need to do is to understand that many of the instruments in the orchestra that you might have set out to play will be done by AI.
(30:24):
What you need to do is become the conductor of the orchestra. You need to understand
creativity, critical thinking,
prompt engineering. You need to know how to get the most out of AI
so that you can apply it to getting the most out of your career. Focusing on AI's future existential risks is a distraction from its current very tangible impacts and the work we should be doing right now for reducing these impacts. Yes. AI is moving quickly,
(30:52):
but it's not a done deal. We're building the road as we walk it, and we can collectively decide what direction we want to go in together.
The final thing I wanna talk to you about is Canada.
I really believe we're like that frog swimming in this lovely warm water,
not realizing that the temperature's being turned up.
(31:14):
And before long,
it's gonna get to the boiling point. That's how I see this country.
We have this extraordinary country called Canada, 2nd biggest land mass in the world,
with only 40,000,000 people. One fifth of the fresh water is in our Great Lakes alone.
We have natural resources, farmable land,
rare minerals.
(31:36):
We have intellectual capital,
a highly educated group of people, and a diverse population
to learn from.
We share a border, language,
and freedom and values with the largest economy in the world, the United States of America.
We have so much going for us. I feel like overall
we are pretty respected country, I would think. A lot of people like Canadians. They think we're very friendly. I know it's easy to travel anywhere as a Canadian. People really like Canadians around. So My family are immigrants.
(32:07):
Canada is viewed more like, the peacemakers.
Canada is more of like a, oh, you can express your religion and all these things. I'll be, like, graduating in the next, like, year or so. And so I think finding a job that's very, very undetermined.
I'm hoping that things will stabilize, but it it's hard to predict right now. Being a student living at home, you know, rent free, I do have a job. I'm hopeful that I will be one day able to,
(32:32):
own or rent.
But I wonder
what has happened?
How can we be pouring so much debt on the next generations? They're no longer just knee deep in debt.
It's at their thighs and quickly approaching their neck. They're gonna be drowning in debt.
$80,000,000,000
a year is gonna go to servicing our interest payments before a dollar can go to healthcare or education
(32:55):
or creating a new economy.
We're taxing
the entrepreneurs
to a point where they're leaving because they operate in the cloud. They're not tethered to Canada. They'll go wherever they can find the greatest advantage
to bring their dreams to life.
We have so much money going to working our government versus working for us.
(33:16):
And when I look at this $1,400,000,000,000
of federal debt, where's this money gone?
I don't see massive new infrastructure.
I don't see a buoyant new economy.
I see ourselves bribing for ballots and every election,
boring more and more money. And I don't think it by just voting someone out and voting someone else in, it's gonna change things.
(33:41):
The only way we're gonna change as a country
is by understanding
that it's on the voters' shoulders.
We gotta stop voting
for immediate gratification.
What's in it for me in this election? And start voting
for a better Canada. Being able to vote means an opportunity
to decide the future. And I really feel that
(34:04):
both the future state of our economy and climate change
are very important
to the future of our country.
I feel it's a great opportunity
for me to have my voice heard on those topics.
We gotta start demanding transparency and accountability.
There's no sitting government
should be allowed to sit on documents
(34:27):
if we feel they've abused
the faith we've given in them by electing them.
The first thing we need to do is we need to raise the voter literacy of this country.
Growing up, my parents were very open about the importance of voting
and having my own political view. So casting my vote for the first time, I felt very proud and powerful that I was finally able to have my voice heard.
(34:52):
The only way we can be informed
is if we understand the math.
Every promise comes with a price tag.
You know, it's great to say you can have free Medicare, free dental care. God, I would love free dog walking and a free car wash.
But who's gonna pay for this? Is it right to put all of this on future generations
(35:13):
or the 1,000,000,000 of dollars that seems to have gone missing or lacks accountability.
We need every politician to treasure our tax dollars
and our borrowed dollars as precious
and finite
versus infinite.
And it's gonna come to voter literacy.
We need to inform
(35:33):
everybody that if it's our country's gonna prosper,
if we're gonna succeed like other nations that are rich in resources,
that chase dreams, it's gonna require all of us to be shoulder to shoulder.
We gotta take out so much of the working dollars going into government.
We have government in municipal level, provincial level, and federal level. It's so bureaucratic.
(35:57):
We're way down in bureaucracy and rules and red tape.
We have better free trade with dozens of countries around the world than we have within our own borders, with our provinces
putting up their own moats and fences.
We're going into a discussion with the United States. We've got to lead with a position of strength.
(36:18):
We gotta be shoulder to shoulder.
We gotta include the interest of all of Canada, not some ideology. Canadian prime minister Justin Trudeau in a speech yesterday promised to retaliate if the US imposes tariffs on goods from Canada.
Trudeau said people in America were, quote, beginning to wake up to the reality that tariffs on everything from Canada would make life a lot more expensive, close quote. Now early this morning, mister Trump responded in appointed truth social post saying it was a pleasure to have dinner the other night with governor
(36:48):
Justin Trudeau of the great state
of Canada Canada.
And then the final thing I wanna talk about is our education. Are we preparing our children for their future? Were they gonna compete for jobs with people in the cloud, or in the machines that work 247?
Schools shouldn't be about ideology.
(37:08):
Schools shouldn't be about
pontificating
on past mistakes.
It should be about a future, about celebrating
our diversity.
Celebrating what we can do as Canada going forward. It should be
having Canadian kids come out with critical thinking and being collaborative
and creative
(37:28):
and enterprising and entrepreneurial.
Capitalism and entrepreneurs shouldn't be thought of as a
scorched earth, but thinking about what we can do with integrity and sustainability
and ethics to build an economy that's has purposeful jobs. And I think a lot of people, they'll feel a lot of pressure from multiple different sides, whether it's parents, friends, online
(37:51):
to vote for, a specific candidate. But you really have to look at the information presented to you and believe in yourself that you're making the right decision. And that's super empowering, I think, for a lot of young people to really take control,
of their own future when they're casting that ballot. So that's my final message to you this year.
Raise the financial literacy of this country so we can raise the voter literacy.
(38:14):
Stop thinking democracy is voting someone out, but voting in,
demanding that our politicians that are elected stick to the playbook of what they were elected their campaign for. And if we feel they're offside,
we've got to pass laws that they're not allowed to sit
on information
that's material
to decide
were they for the people and by the people,
(38:37):
or were they for their partisan interests?
It's Tony Chapman. I hope you follow me and chatted it matters. Here's to 2024, the past, a tough year, but a year that we can learn from, and here's to a better 2025.
Hello everybody, and welcome to the special edition of Chatter That Matters.
You might normally hear me as a standalone podcast
to show about positivity and possibility. Each week I interview someone that's overcome circumstances.
And when they do, they get to chase their dreams and change their world and often ours for the better. And this year I had a stellar lineup of guests, including Malcolm Gladwell,
(00:42):
Olympians, Nobel Peace Prize winners, Oscar nominees, and so much more.
I'm also a frequent commentator on this station,
as well as in the mainstream and social media.
What I focus on is identifying and commenting on those things that matter most to me and I hope you.
The stories and lessons we can learn from to help us get to where we need, want, and deserve to go. Today's show, I'm gonna focus on 4 things. The first part, the brand stories that mattered in 2024.
(01:12):
The ones that really captured our attention.
2nd segment, I'm gonna identify the big branding blunders, the campaigns that sounded so good on the drawing board,
But when they came alive, they either fizzled or worse, invited a massive backlash.
3rd segment, I'm gonna talk about all things AI. If you've listened to me on this station over the years, you know
(01:34):
that I think this is gonna be the most disruptive technology that humanity's ever faced.
You're either gonna ride a wave
and unleash possibilities like you've never imagined, or you're gonna be hit so hard by that wave. And I'll talk to you about how you can future proof your career.
In my final segment, I'm gonna talk to you about Canada.
(01:56):
And in many ways, I feel like that fable of that frog just swimming so lovingly in that warm water, not realizing it's being turned up. And one day, it's gonna boil them to oblivion.
What do we need to do as citizens to man so much more from the people who govern us?
So let's get into the first segment, the brands that matter.
(02:18):
I have to say the undisputed champion of consumer engagement this year, the Paris 20 24
Olympics.
Grabbed the gold medal over the whopping 37%
of global consumers
recognizing it as the top brand story of the year.
And this global spectacle transcended more than sporting events. It became a masterclass in brand storytelling and audience connections.
(02:41):
But it wasn't just about the budgets that could rival a small nation's GDP
or the massive global reach.
Why the Paris Olympics mattered and resonated because of the human stories at its heart. I I might just be, like, a random girl from Campbell River, but that didn't mean I couldn't do really incredible things.
I had the opportunity to interview
Avalon
(03:02):
Weston Hayes, our gold medalist, just before she embarked on her Paris rowing adventure. So we were just training on our own. So we really had to just create this sense of,
sense of belief within the crew.
We, made this commitment to one another that we were going to,
redefine excellence.
So we were going to perform
(03:23):
no matter what. And performance didn't necessarily have to be a gold medal but we had to walk away feeling like we had contributed to the sport of rowing, and we had made it better in some way.
For the first time, athletes were empowered to share their authentic, unfiltered experiences directly with fans through their personal social media channels.
(03:43):
It took us behind the curtain of the Olympic Village, the triumphs, the struggles, the camaraderie,
and even their obsessions.
Think back to that heartwarming story of Henrik Christiansen, a Norwegian swimmer,
who he dubbed the muffin man after his TikTok videos celebrating the simple joys of Olympic village muffins garnered millions of views. Do you know
(04:03):
the muffin man? The muffin man? The muffin man.
How about the unexpected
rise of Ray Gun? Give it up to Ray Gunner.
The basketball squad comprised of Olympians from different countries,
united by their love for the game and their infectious enthusiasm. I mean, wasn't that what the Olympics should be about?
(04:27):
These organic, unscripted moments fueled by social media and genuine human connections,
well, I think they prove that sometimes the most powerful stories
are the ones that unfold naturally.
I wanna now turn our attention
to big pharma.
I'm always cautious with stories of the impossible.
(04:49):
Drink from the fountain of youth and your hair will grow back. You'll
live 30 years longer.
Overnight, you can transform who you are. Well, that was the promise of Ozempic, wasn't it? I just asked.
I
asked.
(05:09):
The weight loss drug, and it was adopted by celebrities and championed reflecting society's complex relationship with aging and body
reflecting society's complex relationship with aging and body image. I mean, I worked on the Dove brand for years that these false beauty stereotypes
that we chase, that we wanna look like the celebrities
on magazines
or on the movies that have been so retouched.
It creates such anxiety.
(05:30):
I mean, you think about the eating disorders and you think about
the psychological impact of saying, why can't I be like that person in social media? Look, it really can help people who are overweight to
require help in in weight loss, and it may even reduce other risk factors like developing type 2 diabetes, cardiovascular disease, but it needs to be done under the
supervision
(05:51):
of of of, you know, medical supervision.
That's what Ozempic promised.
There are potential risks to your pancreas,
your kidneys, you know, your gallbladder, and these are all things that need to be discussed with your patient rather than just ordering it online.
And it really went on this deep seated desire to defy time, conform to societal expectations,
(06:13):
and achieve this often elusive ideal of health and beauty.
But as high cost raises questions of accessibility and privilege,
the disparities in our health care system,
and time will tell
if it is in fact too good to be true.
That by simply taking a simple pill, you can melt away the pounds without any negative repercussions to your health. What happened when you stopped taking Ozempic?
(06:37):
For the first, I'd say, week and a half,
you still had that numbness to food cravings.
And then suddenly, it was like your body woke up
and discovered, hey,
I like bread.
And, of course, no discussion of Brand's stories would be complete without acknowledging
(06:58):
the empress of cultural influence, Taylor Swift.
Her whirlwind romance with football star Travis Kelce captivated the world, securing their place as the top pop culture moment of the year according to 43% of consumers. I've just never been as happy as I am now, so I'm pretty protective of that. I wanna keep this happiness
(07:21):
going as long as I possibly can. That's my girl. That's your girl. You know what I mean? That's that's my lady. So it's it's like I'm proud of that. Mhmm. So it's like I'm not sitting here
trying to juggle, like, how can I keep this under wrap? This power couple blended music, sports, and undeniable charisma,
dominated headlines and social media feeds,
her massive fan base. I think the cameras spent more time on
(07:45):
Taylor Swift and the audience versus the players on the field. Taylor Swift is going to the Super Bowl. This will be a Taylor Swift Super Bowl. Taylor Swift
Super Bowl. Super Bowl 50 8, Taylor's version. Some people are already calling it the Swifty Bowl. The Super Bowl will be the 13th game Taylor Swift attends, which is her lucky number.
Never underestimate the power of captivating love, especially when Taylor Swift is involved.
(08:10):
And then the eras tour. You're gonna just, like, do a show with, like, all all the albums in it?
And I was like, yeah. It's good it's gonna be called the Eris tour.
Our prime minister
tweeting to beg her to come to Canada, and then RBC steps in to make Canada the final leg of her tour. They give away tickets to Boys and Girls Club. It's no wonder
(08:36):
why RBC won Canada's brand of the year for the 5th year in a row, because a big part of that reason was making Taylor Swift happen.
But before we crown Taylor and Travis the undisputed rulers of 2024,
we can't ignore the voices of Gen z, a generation that often defines trends and shapes the future consumption.
(08:58):
Now while Swift and Kelsey resonated across demographics,
Gen z had a different favorite.
The rap feud between Kendrick, Lamar, and Drake. This battle fueled by diss tracks, online sparring, showcases the influence of digital platforms and a unique way in which different generations
engage with culture.
Brands take note. Understanding the nuances of generational preferences is crucial for crafting stories
(09:24):
that truly matter.
So as we bid farewell to 2024,
what are the key lessons learned for brands and would argue for all of us as we are all in fact brands?
Embrace authenticity.
Consumers create genuine connections, not contrived narratives.
User generated content is king. The most memorable moments of 2024
(09:46):
often emerge organically from real people sharing their passions and experiences.
Always remember that your story matters,
and brands should actively seek out and amplify user generated content,
embracing the power of influencers and authentic voices.
And finally, know your audiences inside and
out. Generational preferences matter.
(10:07):
The controversial
appeal of Taylor and Travis versus the Kendrick Drake feud highlights the importance of really understanding the nuances of your target audience's values,
their media consumption habits, and cultural touchstones.
Don't be afraid to experiment,
don't sacrifice clarity,
and focus on stories of positivity and possibility.
(10:33):
So let's dive into the brands that fumbled in 2024.
It's fascinating
how quickly things can change in the ever evolving world of marketing.
One minute you're riding high, and the next you're facing a wave of criticism, boycotts, and plummeting sales.
Analyzing these failures is how we learn. So let's look at some of the most notable marketing flops of 2024,
(10:56):
and impact the key lessons they offer.
One that really caught my attention
and fired so many social media slingshots at the brand
was the campaign, so many dicks
for ELF beauty, a bold attempt to advocate for boardroom diversity.
We actually decided to craft one that was gonna be attract attracting,
(11:17):
was newsworthy,
and was actually gonna be able to create impact and inspire others. By talking about and highlighting the fact that men with the name Richard, Rick, or Dick actually outnumber
the number of groups of underrepresented
people.
Why their heart was in the right place, this edgy execution.
So many dicks and plastering this phase around New York's financial district, it drew mixed reactions,
(11:42):
demonstrating the tight rope brands must walk when they tackle sensitive societal issues.
Next is Bumble.
Bumble's a dating app known for empowering women,
but they stumbled with a billboard campaign in Los Angeles. You know full well a vow of celibacy is not the answer. Now
(12:02):
it was meant to be cheeky and attention grabbing, and it was, but it landed with a thud. Users on TikTok
slammed Bumble. Their new marketing strategy has been to attack women
who are not jumping into bed with men. They went from women make the first move to,
yeah, let's attack women for wanting to be celibate and not be with men in general.
(12:22):
Accusing Bumble of undermining personal autonomy
and reinforcing tired relationship
stereotypes. Because how would society possibly go on without casual sex and hooking up with a different person every other week just for fun? Instead of Bumble creating buzz, Leigh got stung with backlash.
Well, what went wrong? For starters, humor is subjective,
(12:42):
but respect is not. Bumble's message failed to consider the diverse values and experiences of its audience.
While some might find it funny, others might find it offensive.
The ad also ignored the ongoing conversation about women's rights and autonomy,
their right to choose,
making it feel especially tone deaf. And to make matters worse, Obama was so slow to respond to the criticism,
(13:06):
initially remaining silent, and then offering a response that lacked
a direct apology and empathy.
So what can we learn? The Bumble blunder underscores the importance of context in marketing, and it underscores the importance of context in what you talk about. A message that might work in one setting could backfire in another. Brands need to be mindful of the social and cultural landscape when crafting their messages,
(13:29):
especially when dealing with sensitive topics.
To me, empathy is key.
Bumble could have avoided this misstep by testing its messaging with diverse audiences before launching the campaign.
And finally, when you step across the line, you got a lead with a sincere
response.
Silence only fuels the fire while a genuine apology can help put down those flames.
(13:54):
They actually haven't said
how many customers may have been affected by this. Could it be 1,000? Could it have been 1,000,000? We just don't know. Ticketmaster was another one that was no stranger to criticism. But this year, what a PR nightmare when the data breach exposed the personal information
of 560,000,000
users. And to add insult to injury,
(14:16):
they remain silent, feeling to
master a public apology or address a breach, leaving their customers feeling vulnerable and ignored. There's 2 things. The cyber bad guys will probably try to use that information
themselves. More likely, though, they will be sold online and forms on the dark web.
So where did they go wrong?
Listen, we're in an era of cyber attacks,
(14:40):
and we need to do everything we can as a consumer to build a moat around our privacy.
Their silence was a massive mistake. It demonstrated a complete lack of transparency and a disregard
for our concerns.
Failing to promptly address the breach, they missed a vital opportunity to mitigate reputational damage.
What's the takeaway? We're all gonna make mistakes.
(15:03):
Key is when you're dealing with sensitive information, clear and prompt communication is essential.
Acknowledge the issues, outline the steps you're taking to address it, and express empathy for those affected.
Failing to do so can severely damage your brand's reputation,
put you in the penalty box, and sometimes without a key to get out of it.
(15:23):
Now let's talk about a brand that tried to reinvent itself. Failing sales, they needed to do something, and that brand was Jaguar.
Controversy
has always surrounded
British creativity
when it's been at its best.
What I can't understand is they had one of the most iconic
logos
in the history of branding, that Jaguar Leaping. And if you've studied the Jaguar as an animal,
(15:48):
it's the only one in the animal kingdom that if it's being hunted will turn around and haunt you. It has all the swagger and prowess you want with a sports car. And if I think of a color and brands that own a color
are brands that have an asset that you treasure.
And to me, British racing green was the Jaguar.
(16:09):
But instead, they abandoned their logo, abandoned their color,
abandoned the fact that they're even a racing car, the retro notes of a Jaguar,
the chrome and the spoke wheels, all of that was thrown away
in this wild attempt
to connect with a whole new generation. David Bowie, Lillian Westwood were some of my
(16:32):
creative heroes.
They were
British
trailblazers.
In the same way, when Jaguar was at its best,
it threw away the car design rule book.
And their new ads showed a whole line of electric vehicles that might be extraordinary by design. But by the time they arrived,
(16:54):
most of the universe were questioning
whoever was in charge of jaguar,
and how did they let that roar turn into a whimper?
So what did we learn here? Rebranding can be a powerful tool, and there's gonna be times when you need to rebrand your career. But it's essential to understand your core values
and understand how they resonate with your audience.
(17:14):
Sure, Jaguar tried to appeal to a younger, more progressive audience, but in doing so, they alienated their traditional customer base.
They played different notes than not the notes I hear when I think of Jaguar. It failed to capture the essence of luxury,
craftsmanship,
heritage,
exclusivity,
and a reminder of the good old days.
(17:36):
And finally, in terms of brand flops, I wanna turn my attention to the 2024
US presidential election
and the campaign of Kamala Harris and her bid to become the 1st female president of the United States.
In this election, we each face a question.
What kind of country do we want to live in? We choose freedom.
Freedom. Freedom. And how it ended the defeat,
(17:58):
leaving many to wonder what went wrong. Thank you very much. Wow.
Christopher Hall, a democratic consultant strategist,
offers some insightful observations.
He points to a disconnect between the democratic party and the working class,
particularly in the communities of color. Hale argues that the Democrats focus on what he terms woke policies,
(18:18):
particularly around transgender issues,
alienated a significant part of the traditional base.
Here's where I think they went wrong.
I think there's an awful lot of people in our society
that are worried about whether they can put a meal on their kid's table.
Can they keep a roof over their head?
How secure is their job? What is the future that they're working so hard for?
(18:42):
And the democrats
talking about big, media important issues like climate change and and rights
certainly resonated, but they didn't matter to the person that was worried about their kids going hungry.
And to me, that's where the Republicans really focused on.
The situation you're in is because of the government that's in play.
(19:05):
We're gonna find a way to reclaim the America
where the dreams that you had could be chased.
Whether that's gonna happen or not, time will tell, but their message certainly resonated
with the people that mattered most. And if you look at the map of United States and where the Republicans
triumphed, that's also where
(19:26):
Americans are struggling.
So what's the lessons for you? It's essential to understand the values and concerns of the people that matter most to you. You're going after a job? You need to understand what those people value. Where are they heading in life? What quest are they on as a company?
What can you offer to help them get to where they need, want, deserve to go?
(19:48):
People can spot a a disingenuous message or a message that's out of touch of what really matters to me.
So find a way to engage,
to find a way to be more granular with your message,
and lead with manners of the heart.
Adapt your strategies and always strive to connect with your audience in a meaningful and authentic way.
(20:11):
Up next, we'll be diving into the exciting world of
AI. And whether that wave is one you're gonna ride
or one that's gonna hit you with such force,
you might feel like you're drowning.
Hi. It's Tony Chapman.
Thank you for tuning into this special edition of chatter that Matters presented by RBC.
(20:34):
Chatter That Matters is a podcast about positivity and possibility.
Each week, I share a story of someone who's overcome extraordinary circumstances
to chase their dreams, and when they do, they not only change their world, but often ours for the better.
And thanks to incredible people like you, Chatter That Matters is now ranked in the top 1% most popular podcast worldwide.
(20:56):
And through your support, subscriptions, rating reviews, we keep finding new audiences.
So I hope you join me every Thursday morning for a fresh episode packed with stories that matter.
It's Tony Chapman. Let's chat soon.
That's weird. Right? That I'm bonding with an OS. No, it's okay. It's weird. Well, I don't think so. Actually, the woman that I've been seeing, Samantha,
(21:24):
I didn't tell you, but
she's an OS. I feel really close to her, like when I talk to her, I feel like she's with me. Are you falling in love with her?
Welcome back to the special edition of Chatter That Matters. We started the show by exploring the year's biggest brand success stories. I just did a great segment on brand flops
(21:45):
and their underlying causes.
Now it's time to ride the wave of AI.
Artificial intelligence has become so advanced, it has now surpassed surpassed human performance on several basic tasks. Is that faster than we expected? And what does it tell us about the speed of AI going forward? It certainly is faster than we expected.
(22:07):
The rapid development of artificial intelligence into the mainstream
dominated so many headlines.
More than half of workers are now using generative
AI on the job. There has been plenty of excitement and concern about how the coming revolution in artificial intelligence could upend parts of our lives.
But one giant benefit could be changes in medical care. AI is here to stay, and it's creating all kinds of sea changes in different industries across the globe.
(22:34):
For those who've been tuning in for years,
you know that
I've talked about AI as a force that's gonna reshape our world. I've had counter arguments where people say it's gonna create more jobs and it's gonna take away, and I
continue to disagree. And now I'm I'm talking to you from context because I've launched an AI agency called Chatter AI.
(22:55):
Because you're gonna have to make a decision. You're either gonna ride the wave of AI
to possibilities
or you're gonna be hit with it so hard
that I'm not sure you're gonna recover. I know that's a very dystopian message,
but let's stay with me.
What is AI?
AI or artificial intelligence is a simulation of human intelligence and machines.
(23:19):
They're programmed to think and learn like humans, and increasingly to feel like us.
They develop algorithms and computer programs capable of performing tasks that typically require
human intervention and human intelligence.
She snaps a picture from the Google app of this smart toaster oven and upcoming reviews and online price comparisons.
(23:40):
Here we see the price in store is the same as it is online at other retailers. What's so interesting about this is it blends the in store
brick and mortar experience with the online experience. It really does feel like a hybrid. Exactly.
Yeah. Doing the best of And the most extraordinary thing about AI
is they're getting faster and better and learning from each other.
(24:01):
And there's not a human listening
that won't be impacted by AI.
And many of you are gonna compete for your jobs against AI,
knowing that AI never takes a holiday,
works 20 47, 365
days a year.
So AI began in 1956 with John McCarthy defining as the science and engineering
(24:25):
of making intelligent machines.
Early AI focused on logic based tasks demonstrated by Shakey, the robot pushing boxes in 1969.
Of course, Deep Blue defeating the chess grandmaster,
Garry Kasparov in 1997. And now he has a killer and
a magnificent
display by Deep Blue.
(24:48):
It's a sometime
computer plays,
very human moves. We have to praise machine for understanding,
very, very deeply,
positional factors.
I, I think it's outstanding,
scientific achievement.
One of the key figures in AI's evolution is Geoffrey Hinton. He's a Canadian scientist, often referred to as the godfather of AI. He just won the Nobel Peace Prize in Physics for his work.
(25:15):
His work on artificial neural networks
laid the ground for for what we're seeing today.
There's really 4 main types of AI. There's reactive AI. This basic form of AI lacks memory and operates solely on stimulus response. It's So ideal for specialized tasks. Then you have limited memory
which captures and utilizes past data to inform future actions. So it's it's it's like a knapsack of learning
(25:39):
that creates a compass to decide where to go next.
Theory of the mind AI still in development, aims to understand respond to human emotions bringing the gap between humans and machines closer.
Self aware AI is the most advanced and hypothetical form,
It would possess consciousness,
and with that, numerous ethical and existential questions.
(25:59):
Scientists say artificial intelligence is streamlining medicine.
AI is already being used to diagnose rare illnesses,
develop new prescription drugs, and find alternate treatment options.
You think of adoption.
Over a 100000000 people started using ChatGPT in just 2 months.
(26:20):
So it's a good part of AI. It optimizes
processes across industries from cybersecurity and finance to healthcare and manufacturing,
enhances productivity,
provides
inaccessible
information leading to smarter decision making,
Could help address important global challenges like climate change. It's going to have a profound impact on our health care system.
(26:42):
But it raises some concerns about biases, discrimination, and privacy.
Lots of artists are up in arms because they feel AI has taken their intellectual property. You know, I think it's gonna change dramatically.
The way that we film movies are gonna change dramatically,
and I think stunts are gonna change dramatically,
and,
(27:02):
you know, animation is gonna change, AI is gonna change everything.
And the ugly
is how many jobs are gonna be lost. And I know there's pundits that say, yeah, but it'll create many more. Technology's always done that.
But, you know, it has the potential, some people to say, to take 300,000,000
jobs out in the next decade.
(27:24):
Even Hiten has become increasingly vocal about its potential dangers.
The bad actors that are using it, the existential threat to humanity,
it's using weaponry.
Even in his Nobel Prize acceptance speech, he stressed the urgency of addressing AI's short term and long term risks. I think we're the kind of bifurcation point in history where in
(27:44):
history where in the next few years, we need to figure out if there's a way to deal
with that
threat. So I think it's very important
right now for people to be working on the issue of how would we keep control.
We need to put a lot of research effort into it.
I think one thing governments can do is force the big companies
(28:05):
to spend a lot more of their resources on safety research.
Urgent and forceful attention to these issues, particularly the threat surpassing human intelligence.
He also criticized technology companies driven by short term profits, arguing that their pursuit of financial gain might overshadow crucial safety considerations.
We have a situation where there's something that is going to be far smarter than the smartest human. We're not stronger or faster than other creatures, but we are more intelligent.
(28:34):
And here we are for the first time really in human history
with something that's going to be far more intelligent than us. It's not clear that we can actually control such a thing, but I think we can aspire to guide it in a direction that's beneficial to humanity.
So what do we need to do? Well, I'm doing at Chatter AI is I'm using AI to help my clients
(28:55):
future proof their marketing department.
I'm using AI to go
dive deep into understanding who their consumer is, what the intent of their competitors are,
what kind of topics that their audiences are interested in, and then calibrating
their marketing based on the needs of their audience
versus
self proclamations
(29:15):
like, we're the world's fastest network.
If I was you, what I would be doing is immediately
stopping
searching Google,
spending time with mindless scrolling,
get chatty PT and start playing with it or perplexity
and ask it questions and start topics that you like. I don't know. You might be a landscaper,
(29:38):
a florist, you might be interested in quantum physics,
you might be a recreational sports gambler. No matter what you're interested in, start applying
AI
and seeing how it changes how you think,
feel, and act.
Experiment with Google LM.
Perplexity is this extraordinary
(30:00):
answer engine where you ask it a question instead of searching and offering you 15,000
sites, it responds with what they believe is the answer and then gives you other questions to ask it.
Spend some time with AI and learn it.
And then in terms of young people,
what you really need to do is to understand that many of the instruments in the orchestra that you might have set out to play will be done by AI.
(30:24):
What you need to do is become the conductor of the orchestra. You need to understand
creativity, critical thinking,
prompt engineering. You need to know how to get the most out of AI
so that you can apply it to getting the most out of your career. Focusing on AI's future existential risks is a distraction from its current very tangible impacts and the work we should be doing right now for reducing these impacts. Yes. AI is moving quickly,
(30:52):
but it's not a done deal. We're building the road as we walk it, and we can collectively decide what direction we want to go in together.
The final thing I wanna talk to you about is Canada.
I really believe we're like that frog swimming in this lovely warm water,
not realizing that the temperature's being turned up.
(31:14):
And before long,
it's gonna get to the boiling point. That's how I see this country.
We have this extraordinary country called Canada, 2nd biggest land mass in the world,
with only 40,000,000 people. One fifth of the fresh water is in our Great Lakes alone.
We have natural resources, farmable land,
rare minerals.
(31:36):
We have intellectual capital,
a highly educated group of people, and a diverse population
to learn from.
We share a border, language,
and freedom and values with the largest economy in the world, the United States of America.
We have so much going for us. I feel like overall
we are pretty respected country, I would think. A lot of people like Canadians. They think we're very friendly. I know it's easy to travel anywhere as a Canadian. People really like Canadians around. So My family are immigrants.
(32:07):
Canada is viewed more like, the peacemakers.
Canada is more of like a, oh, you can express your religion and all these things. I'll be, like, graduating in the next, like, year or so. And so I think finding a job that's very, very undetermined.
I'm hoping that things will stabilize, but it it's hard to predict right now. Being a student living at home, you know, rent free, I do have a job. I'm hopeful that I will be one day able to,
(32:32):
own or rent.
But I wonder
what has happened?
How can we be pouring so much debt on the next generations? They're no longer just knee deep in debt.
It's at their thighs and quickly approaching their neck. They're gonna be drowning in debt.
$80,000,000,000
a year is gonna go to servicing our interest payments before a dollar can go to healthcare or education
(32:55):
or creating a new economy.
We're taxing
the entrepreneurs
to a point where they're leaving because they operate in the cloud. They're not tethered to Canada. They'll go wherever they can find the greatest advantage
to bring their dreams to life.
We have so much money going to working our government versus working for us.
(33:16):
And when I look at this $1,400,000,000,000
of federal debt, where's this money gone?
I don't see massive new infrastructure.
I don't see a buoyant new economy.
I see ourselves bribing for ballots and every election,
boring more and more money. And I don't think it by just voting someone out and voting someone else in, it's gonna change things.
(33:41):
The only way we're gonna change as a country
is by understanding
that it's on the voters' shoulders.
We gotta stop voting
for immediate gratification.
What's in it for me in this election? And start voting
for a better Canada. Being able to vote means an opportunity
to decide the future. And I really feel that
(34:04):
both the future state of our economy and climate change
are very important
to the future of our country.
I feel it's a great opportunity
for me to have my voice heard on those topics.
We gotta start demanding transparency and accountability.
There's no sitting government
should be allowed to sit on documents
(34:27):
if we feel they've abused
the faith we've given in them by electing them.
The first thing we need to do is we need to raise the voter literacy of this country.
Growing up, my parents were very open about the importance of voting
and having my own political view. So casting my vote for the first time, I felt very proud and powerful that I was finally able to have my voice heard.
(34:52):
The only way we can be informed
is if we understand the math.
Every promise comes with a price tag.
You know, it's great to say you can have free Medicare, free dental care. God, I would love free dog walking and a free car wash.
But who's gonna pay for this? Is it right to put all of this on future generations
(35:13):
or the 1,000,000,000 of dollars that seems to have gone missing or lacks accountability.
We need every politician to treasure our tax dollars
and our borrowed dollars as precious
and finite
versus infinite.
And it's gonna come to voter literacy.
We need to inform
(35:33):
everybody that if it's our country's gonna prosper,
if we're gonna succeed like other nations that are rich in resources,
that chase dreams, it's gonna require all of us to be shoulder to shoulder.
We gotta take out so much of the working dollars going into government.
We have government in municipal level, provincial level, and federal level. It's so bureaucratic.
(35:57):
We're way down in bureaucracy and rules and red tape.
We have better free trade with dozens of countries around the world than we have within our own borders, with our provinces
putting up their own moats and fences.
We're going into a discussion with the United States. We've got to lead with a position of strength.
(36:18):
We gotta be shoulder to shoulder.
We gotta include the interest of all of Canada, not some ideology. Canadian prime minister Justin Trudeau in a speech yesterday promised to retaliate if the US imposes tariffs on goods from Canada.
Trudeau said people in America were, quote, beginning to wake up to the reality that tariffs on everything from Canada would make life a lot more expensive, close quote. Now early this morning, mister Trump responded in appointed truth social post saying it was a pleasure to have dinner the other night with governor
(36:48):
Justin Trudeau of the great state
of Canada Canada.
And then the final thing I wanna talk about is our education. Are we preparing our children for their future? Were they gonna compete for jobs with people in the cloud, or in the machines that work 247?
Schools shouldn't be about ideology.
(37:08):
Schools shouldn't be about
pontificating
on past mistakes.
It should be about a future, about celebrating
our diversity.
Celebrating what we can do as Canada going forward. It should be
having Canadian kids come out with critical thinking and being collaborative
and creative
(37:28):
and enterprising and entrepreneurial.
Capitalism and entrepreneurs shouldn't be thought of as a
scorched earth, but thinking about what we can do with integrity and sustainability
and ethics to build an economy that's has purposeful jobs. And I think a lot of people, they'll feel a lot of pressure from multiple different sides, whether it's parents, friends, online
(37:51):
to vote for, a specific candidate. But you really have to look at the information presented to you and believe in yourself that you're making the right decision. And that's super empowering, I think, for a lot of young people to really take control,
of their own future when they're casting that ballot. So that's my final message to you this year.
Raise the financial literacy of this country so we can raise the voter literacy.
(38:14):
Stop thinking democracy is voting someone out, but voting in,
demanding that our politicians that are elected stick to the playbook of what they were elected their campaign for. And if we feel they're offside,
we've got to pass laws that they're not allowed to sit
on information
that's material
to decide
were they for the people and by the people,
(38:37):
or were they for their partisan interests?
It's Tony Chapman. I hope you follow me and chatted it matters. Here's to 2024, the past, a tough year, but a year that we can learn from, and here's to a better 2025.
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