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Agency Exposed Podcast


Jun 23, 2021

Summary:

In this week’s episode, we explore the scientific world of AI and specifically AI copywriting. We discuss the pros and cons of AI in marketing and life. Throughout this episode, we dissect the importance of the human element, truth in marketing, the future, and false narratives. We also breakdown the difference between machine learning and AI. Although AI can eliminate tedious tasks and create opportunities for more creativity, there has to be a balance because, without failure, we will never improve or grow. It’s important to understand how to apply AI to certain areas of your agency to improve your marketing or make it more efficient while maintaining a genuine customer experience.

 

Top 3 Curtain Pulls in this episode: 

 

  • There are many pros and cons with AI. AI can be an awesome tool for marketing and improving efficiency, but it also makes mistakes, lacks depth, and can even put people out of jobs. Your perspective and priorities are what will help you determine whether you need AI in your agency or not. “it depends on what you measure, in your mind as the most important” 
  • AI makes mistakes. Nobody, even AI, is perfect. It’s limited in its understanding of human emotions and nuances. Because of this, it’s important to use AI in marketing as an assistant in a way that reduces the potential for error.AI gets a lot of things wrong, that humans wouldn't get wrong”
  • AI can never replace the human element. Although AI can bring massive efficiency to the way businesses market their products, it will never be able to add the human element. This is why it’s important to maintain an imaginative, genuine side to your agency. “What AI can't do is the human element, which is storytelling, nuance, and creativity.” 

 

 

For more tips, discussion, and behind the scenes:



About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000-2017. He is also the author of 3 books. More on Bob: 

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently, that knowledge is being applied to his boutique agency. More on Brad:

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

 

Show Notes:

[1:32] Bob opens today’s episode with a chat about Brad’s arm injury after riding his mountain bike as well as other bone breaking incidents.

[4:38] Brad begins today’s conversation about AI and how it can enhance marketing strategies. 

[6:23] Ken mentions that while AI can be a tool for marketing, it also has the ability to do things it should not be doing.

[6:42] Brad asks if there is a difference between machine learning and AI. 

[7:19] Bob explains his interpretation of the difference between programming and artificial intelligence. “Programming a computer to do certain tasks is machine learning. Intelligence is you take those things and ideas and reasoning and put them together and output something that appears to be something that only a human can do.”

[8:21] Ken gives his analysis on AI and machine learning. “Almost all AI right now, will use machine learning to get smarter. Machine learning is just taking inputs and adjusting the way you do things based on the results, good or bad, and then improving.”

[8:47] Brad points out that because of how advanced AI has become, many people believe that AI will be the demise of the human race.

[9:22] Ken mentions how AI can make mistakes and how this poses a danger to society. 

[10:11] Brad draws a comparison between how advanced AI is today and the movie Minority Report.

[10:20] Bob reminds the listeners that “AI can only do what it's programmed to do.”  

[10:29] Ken points out that while AI can use past data to try to project into the future, only humans have an imagination and can create the future out of nothing.  

[12:20] Bob talks about how people can understand emotions and nuance while AI can mistake these for things they are not. “Machines only understand ones and zeros, blacks and whites, and yes and nos.”

[12:44] Brad mentions that while there can be numerous negative effects to AI, it also has a positive impact on marketing.

[14:09] Brad asks, “what have you guys been using that you would consider AI that you felt are valuable in your work?”

[14:21] Bob contemplates how often we take AI for granted and the role it plays in everyday life.

[16:37] Brad talks about how people always talk about AI from an antagonistic point of view and the fear of AI.

[18:45] Bob considers how the narrative about AI may have become twisted and uses sharks as an example. “How many other things in my life do I just assume that that's the narrative? And that's the way it is when actually, well, maybe sharks don't hate humans, and don’t want to bite their arms off every single time. Maybe they're actually kind creatures that we can pat and get to know if we would take the time to do that. I think it’s  the same thing with AI.”

[19:42] Bob points out that by using AI in a positive way, we can become kinder and more creative.

[20:04] Brad talks about how Apple is leading the way with privacy and how focused they are on it. He also questions their reasoning and motivation behind this dedication to privacy.

[22:00] Ken talks about how businesses are made to make money and the difference between a nonprofit business and a for profit business.

[24:04] Ken talks about how AI is a double edged sword and it takes wisdom and discernment to prevent harm. “The more power the more responsibility”

[27:40] Brad chats about how AI and automation can take away jobs and how scary that is. 

[28:12] Brad considers the future of AI and asks, “Is there a point where your brand will be disingenuous and we know that it's all being generated by AI and it's all fake?”

[29:14] Bob talks about how AI can never replace the human element. “What AI can't do is the human element, which is storytelling, nuance, and creativity.” 

[31:37] Ken contemplates the idea that AI could take over all marketing.

[33:56] Ken talks about the challenge to find the truth and determine what is real in AI marketing.“Will the internet become just an AI? A machine? And you don't know what's real and what's not.”

[36:37] Brad talks about how our laziness and the convenience of AI doing research for us allows the AI to create the truth. “When I think about people, I think that they're mostly just sheep half the time.” “They don't want a challenge. They just want to take content and repurpose it as truth. 

[37:39] Bob mentions an email he received about an AI marketing tool. 

“They have some kind of facial recognition that will tell you people's response during that video and what ads are creating an emotional response and which ones are not.”

[39:44] Bob summarizes his opinion on AI and machine learning.

[41:20] Brad talks about the importance of human interaction and failure. “If we don't fail in life, we’ll never grow.”

[44:13] Ken talks about the pros and cons of AI and how, “it depends on what you measure, in your mind as the most important” 

[44:43] Ken asks, “if you run an agency, how do you use AI?” 

[46:59] Ken gives his take on practical application of AI. “as much as you can leverage effectively, you should, without degrading the quality of your work.” 

[51:54] Brad talks about humanity’s potential and how we are not just data to be analyzed. 

[53:43] Brad discusses the search for identity and how AI could potentially manipulate that. 

[56:44] Brad mentions his experience with AI and its impact on the healthcare/telehealth industry.

[1:00:06] Brad has one last tip for the listeners. “Even if you're not using a lot of AI in your practice or work, understand AI because every business is going to rely on it. And the more you understand your clients business, the better marketer you're going to be.”