Become a Super Marketer in the Age of AI w/Gen Furukawa

By Dan Sanchez · Episode published May 17, 2024

Gen Furukawa and I discuss learning from practitioners, repurposing original content, using data analysis, and building a practical AI stack for small marketing teams.

AI gives small marketing teams a chance to produce more, but output alone is not the strategy. Gen Furukawa built SuperMarketers after years in SaaS marketing, and his approach combines practical experimentation with a stack that helps a small team compete with larger organizations.

Learn by doing the work

Gen's podcast became a way to learn from practitioners. Speaking with people who are actually using AI creates a useful loop: ask specific questions, test what you learn, and share the lessons with other marketers. That is more useful than waiting for a perfect book or course to explain a field that is changing every month.

The same mindset applies inside a business. Start with a task that is already important, then test how AI can reduce the work or improve the result. Keep the human responsible for the goal, the judgment, and the final decision.

Repurpose what already works

Gen described repurposing original content as one of his most practical uses of AI. A strong podcast, article, or video can become several formats without asking the model to invent an idea from nothing. The source gives the model something grounded, while prompts define the audience and the format.

That approach improves efficiency without turning every channel into generic filler. The marketer still decides which ideas deserve emphasis and checks whether the adaptation preserves the original point.

Use data and tools with purpose

Advanced data analysis can help marketers move from raw information to useful insight. The value is not the feature name. It is asking a better question of the data and then applying the answer to a real marketing decision.

The AI stack should stay practical. Use tools that remove a bottleneck, make research easier, or help a small team execute a repeatable process. Then document what works and keep testing as the models change.

Becoming a super marketer is less about mastering every tool than about building the habit of connecting AI to strategy, content, analysis, and action.

[Music]

welcome back to the aid driven marketer

I'm Dan Sanchez my friends call me danz

and I'm still on this journey to master

AI in 2024 it's the premise of this

podcast currently and I'm so excited to

have Jen fua on the show because he's

one of my favorite podcasts on this

topic of AI marketing and I came across

your show just because I was I was uh it

was December and I was looking for paths

forward to learning Ai and there was

only probably like a handful maybe like

a half a dozen AI marketing podcasts

like last December yours was one of them

I wouldn't subscribed to all of them

started listening to all of them and I

found that yours is one of my favorites

because I'm like ah like here's somebody

who's handling podcasts like how I would

handle it somebody that understands the

strategy but un is still playing in the

weeds of the tactics and just gu diving

into the specifics and I was like yes so

a lot of my episodes are like this

because I just like to get down into the

dirt be like no but how do you do this

thing tell me how you're using it so

I've loved your show and I can't wait to

kind of like unpack your story and talk

about like the premise behind your show

which is superm marketers uh essentially

using AI to become get like a 10x 100x

output because that's what's becoming

possible now with the tools so welcome

to the show Dan Dan chz thanks so much

for having me um yeah I I really

appreciate it because sometimes you know

like especially when you start a podcast

you kind of just put it out there and uh

that's the fun part because you have the

flexibility to make mistakes and learn

um but that's really why I started it

too is so that I could speak with

practitioners experts people who are

doing it so I could learn and then share

and and um it's kind of like a nice

virtuous cycle same it's like the

ultimate hack to learning I feel like

yeah that people don't use nearly enough

because I feel like people are

intimidated by podcasts I think I've

done enough that I'm just like oh it's

really easy how come everybody doesn't

do this but like being able to call

people I mean I reached out to you and a

few other people in the podcasting space

who are doing similar

podcasts and I have

you and two others to interview who are

also running these same kind of podcasts

and everyone's got their own unique take

everyone's learned different things

being able to use a show to learn from

people actually doing the work I don't

know how else to learn this topic

because no one's WR like there's very

few books on this topic AI or AI

marketing particularly right

totally so ultimate I mean I I kind of

like I just went down this path just

almost out of necessity or or a little

bit of frustration so uh last year I

ended up selling a SAS product it was a

quiz builder for Shopify Merchants

called pre hook basically helps Shopify

Merchants ask a few questions capture a

lead whether email or SMS and then

recommend a product so it was a nice

like micro SAS product and so I've been

in uh SAS marketing since

2015 I was part of the founding team at

jungle Scout and um basically leading

the marketing team for four years there

all the way through you know $110

million fund raise from top private

Equity Firm and it it was a great

experience great product great uh Team I

really enjoyed it um and I will always

wanted to do my own thing had tried

several things in the past uh to no

great Avail but now i' had some some

success leading marketing and getting a

better understanding of SAS so I started

pre hook with two of the other uh

founding members at jungle Scout they

were both product and Dev I was doing

marketing and everything customer facing

and yeah we worked really hard it was it

was a small Niche product marketing is

not necessarily so easy especially if

your price around $50 per month so you

really need a high volume uh as opposed

to you know a more Enterprise brand

which is a slower sales cycle but higher

arpo or average revenue per user um

anyway after selling it realized that

there was AI there was opportunity to

leverage far beyond what I was doing as

a bootstrap marketer we wanted it stay

bootstrapped and so I just I wanted to

focus now I had the time instead of just

kind of doing 10 things at once as a uh

marketer and and Partnerships affiliate

uh support success all these other

things uh I could focus solely on

learning and and so that's how I ended

up really focusing on uh how AI could be

a leverage point for marketers and so I

started doing this uh Consulting with

other B2B SAS companies um because I did

have extensive experience in that

and then just sharing some of what I was

learning um on the internet with the

podcast and and Linkedin and um and so

it's just a nice way like I've always

been a little bit more behind the scenes

and not always so comfortable like uh

sharing things and and like oh am I

being self-promotional but I think it's

so important because like that's how we

connected and that's how like you just

share and you learn and and so I'm glad

that I am on this path for sure it's

funny is I don't really feel like it's

the way you're doing it and the way I

try to do it sometimes I I change if I'm

not careful is it becomes it's not

self-promotional it's like hey look at

this cool thing we I found out or I

learned you're just sharing like hey I'm

learning some stuff look at this cool

thing look did you know you could

automate this process I didn't here's

what I did you know it's just sharing

what you're learning either by doing or

from reading and learning from others

which I

find is less selfish and is just helpful

yeah absolutely and then also there is

that mental shift in terms of podcasting

where you don't need to be the expert in

fact like you are a better interviewer

or conversationalist if you are not

trying to be an expert you can just ask

questions because ultimately that's what

you're like the representative of your

audience and the people listening so the

more you can pursue that Curiosity or

put on your beginner's mind mindset uh

the better a podcast it would be in in

my opinion I love the frame of your

podcast around superm marketers because

I feel like it actually does like it's

it's better than my show which is a

driven marketer which isn't bad it'll

probably win the SEO game a little bit

more but yeah like superm marketers I'm

like that's the outcome that I think

people are looking for looking to

achieve how when did you make the the

premise of your show that and how is

your focus how how why have you been

drawn to that in

particular yeah so remember like it was

you know whatever November

2022 uh chat gbt launch and there's just

Euphoria and excitement like oh my God

look at all these like tricks cool

things that you could do and then it

maybe morphed more into like how can you

mold these prompts to be more helpful

and I was coming it from it uh from the

perspective of a marketer and like how

can I actually use this and be more like

tactical and and um take take use case

use cases or like what I'm doing

manually takes a lot of time and mental

energy how can I use chat GPT or other

AI tools to get done what I want to get

done in a far faster and more efficient

way so uh yeah just narrowing the focus

on marketing and even in that case I

think it's still quite Broad in terms of

like are you doing it for video email

content social uh design there are so

many elements of marketing superm

marketers is quite broad still um but I

think that that's one thing where AI

does help is it levels a playing field

and it accelerates the learning process

or your ability to level up so that all

of a sudden you know I I can do some

video marketing AI video marketing uh

where I don't have formal training in

editing or composition or lighting or

anything um but all of a sudden it it

does make it more accessible um but by

the same token you know it creates this

larger mass of the mean the average and

so those that are a little bit better

can stand out because you know we're

seeing this in Google's March update for

example the March core update that

ideally or so they say will knock out

you know 40% of spam on the internet

that's a result of this AI generated

content so yeah from from the premise of

how can we do more as a marketer with AI

and not only do more but kind of

like build out on your zone of genius

and kind of like be better than just the

average remember three three years ago I

was working for a podcast agency and we

were just doing some thinking about what

would disrupt the agency it was the

largest B2B podcast agency and it had

about 100 clients the next largest B2B

podcast agency had maybe 44 clients so

like we were by far like double double

the next one and our prices were

increasing we're doing well and they're

like What's going to disrupt us and we

were looking at different models or

different agencies and upand cominging

and we realized I'm like it's it's not

going to be another Service

Company it's going to be some SAS

company that puts us out of business

because it used to take sweet fish two

weeks to turn around an episode with all

the editing the video work the blog post

the social content and all just all the

content it took two weeks and it had to

go through a lot of hands in order to do

that now because of all the AI tools out

there it's three years later and I'm

like I can do everything sweet fish did

but in like 90 minutes just solo yeah is

ridiculous it took a team of like four

to five people and a producer to turn it

in two weeks what now is with one person

is doable in 90 minutes plus plus more

with all the video clips and all that

kind of stuff you know I'm like the heck

it's like now possible to do superhuman

or what was was considered superum now

and not everybody's doing it like that I

wish more more would and I think as it

gets easier it'll be more and more

possible but I think that's kind of like

a representation of what is happening

right now is some do you think all

marketer this is going to be like a

thing for all marketers do you think

people will get left like in the dust

because we know uh

our the the guy everybody's watching in

the AI space Sam Alman has made the

prediction there's going to be a billion

dollar unicorn possible with AI like

they'll be so efficient they'll be able

to actually earn a billion in Revenue

probably a SAS individual SAS company

because that's there's multiple like

maybe1 million doll apps out there that

are doing that kind of money with just

one person in

charge that AI will make it possible to

hit a billion and but he's also

predicted like 95% of marketing tasks

that are currently taking place will be

automated in five years or something

like that so where do you think it's

going to go as far as like do you think

a few select marketers will just be

doing all the work and then everybody

will be let go or do you think it'll be

like more across the board well I I

don't think people I mean you've

probably heard this common phrase now

it's not going to be the people that uh

it's not going to be AI that replaces

people but there are still human that

are necessary for pulling some select

dials and levers but the the need for

all these extra hands um and so I was

just at SAS the past few days um and AI

was was a a big part of the of the

tracks and the curriculum and what

people were talking about um but it's it

is clear I think that every product is

going to infuse AI in some sense and

then it's going to reduce some of this

duplicacy um duplicative

uh headcount and so yeah imagine you

know like an org um would just be a few

developers and uh maybe a marketer maybe

an Ops person maybe like an AI Ops

engineer um Chief AI off officer or

somebody to kind of like manipulate all

of these automations um but the the

capacity of one person who knows how to

leverage how to build out these agents

how to train these agents and um use a

different tools is going to be enormous

I mean a billion dollars yeah I I I

don't know that's numberers far beyond

my capacity to like think about it but

like what we're seeing with these

solopreneurs who are doing so much by

setting up these systems and automations

and using AI prompts to to basically

you're you're creating these like set it

and forget it systems um where yeah you

you can see it's uh it's certainly

feasible um and in terms of like 95% of

marketers being out of work in 5 years

yeah I mean I I don't necessarily

believe that but I think that there's it

is moving towards that where there's

going to be a lot of overlap uh where

people aren't going to be as necessary

especially once the knowledge Gap

decreases so that people know what tools

are available how to leverage those

tools or even just using general large

language models like chat GPT you know

we're talking on the heels of 4 just

releasing GPT 40 um so it's now

multimodal in terms of the media that it

can ingest text video audio images uh or

text video audio Yeah images um and then

you know s it can output all those

except video at this point video is

coming Google just announced video um

with there at their Google IO event um

and so the the rapid change of

development and what's possible and and

I think people that are learning you

know like you that are learning and

sharing um is going to make this like

all the more possible so um you know for

those that might get left behind and I'm

sure there there will be I've spoken to

uh many people that just don't believe

that the quality or the output or um

that they they they don't use Ai and

what maybe it's due to habitual nature

of like liking to do things their old

way um I I think like it's going to come

you know and we've seen this 20 years

ago with the Internet or 10 years ago 15

years ago with smartphones um it's just

kind of like a foret be stopped where do

you think we are with the adoption curve

oh so this is there's Quantified data on

this um there is oh dang where is it I'd

love to see uh so Sam Rush well so for a

Content marketer Sam Rush did a study uh

released in April

2024 um and so they did several nice pie

charts and so maybe if you can bring it

up you know later or in your show notes

and so I think yeah they they did the

the benefits of it how they're using it

uh and then the number of people that

are not using it and if I remember

correctly there maybe about a third of

people that don't use uh AI in their

content creation and then those that

do you know it's had tremendous impact

in terms of the time invested in their

content in uh in their output in their

uh speed to ranking content in the serps

in the search engine results page um so

yeah are you finding it yeah I'm looking

at it but I'm not seeing like a St

straight up pie chart of the graphic but

if I do find it afterwards I will add

that in and post and you will be seeing

that right now yeah yeah okay nice if I

find it it is a it's an optin so you

gotta opt in I'll add the link to the

it's a sem Russia's blog

under see SE is it 78 artificial

intelligence statistics and trends for

2024 is that the report yeah yeah yeah

but there there I'll link to it in the

show notes and I'll put that specific

graph of market share here if I can find

the right one

but uh so if it even even at onethird

that's

still gosh where does that put in the

adoption curve that probably still puts

it at like the very beginning that that

means it's cross the chasm at

oneir but I don't even know if we've

gotten that far it will cross the chasm

because I just find it so useful and so

once people figure out how to just make

it easy like loom loom uses AI now or at

least if you upgrade but you don't have

to do anything that you weren't doing

before it just automatically writes the

title and creates a summary of every

video you make right it's effortless Ai

and totally that will just be I feel

like AI will be a there every every

software tool will get a layer of AI and

some of it will be you have to interact

with it some will be effortless it's

just doing it based on what you're

already using it using the tool for like

Loom it just it adds

value or I mean there will be some

products where you have to interact

directly with AI and build out your own

AI automations and stuff but yeah I mean

Loom is a great example of in terms of

like doing more with less like just a

few days ago I think that they launched

an Sops feature where basically you know

like normally you might have if you work

with VA you might be recording your

screen here's what I do when I'm doing

this and you're clicking around yeah

Loom actually does that it would track

it it would create images and Sops with

the screen share and the text I mean now

now that that was actually um I tried

something earlier with that with uh a

product called guide guid DDE it's still

a little bit clunky and a little bit um

it took a little time um but that's just

you know that would take so much time uh

where I wouldn't do it but now you know

do it once and you get the Sops as a

result um that's saving time that's

maybe maybe that like that's an

operations person's like takes a lot of

time for them to do that from that the

benefit there is the the output of um

kind of shared knowledge no longer are

things siloed where there's you know

only danz knows how to do this for the

BWB SAS um podcast Network you know or

whatever it is like it's it's kind of

like more automated and people can do

this and then imagine once you know a

agents are a little more capable and

what they can do and so it all kind of

compounds these step step function

improvements so it's going to move

forward it's still early I've even I I

do find it it like while we say 33% I'm

just kind of like I still even my techie

friends

like are just now signing up for like

chat GPT

plus and they're not using it regularly

sometimes you and I can get caught in a

bubble of like a handful of people that

do use it like every day all day yeah

and we forget like most people aren't

quite leveraging it the same way yet no

that that is true um and I I've um

especially I think at at the Enterprise

levels where by necessity there are more

precautions in terms of security or

privacy there has to be there so they're

far more hesitant um and so it's

definitely not operationalized and in

some ways it's restricted so I think

that's you know for good reason but yeah

at the Enterprise level for sure uh far

behind what do when you think about Ai

and how it'll impact marketing are there

any ways that you kind of categorize it

or think about the different parts of it

at all have you done some thinking there

yeah um so like probably the easiest is

just either content creation or

summarization but I think and and even

though that's the easiest I still think

that there is a lot of value and and uh

Power to that that wasn't there before

when you can just take a kernel of an

idea and maybe you know say you're

you're putting it on LinkedIn it it gets

some engagement you like um some of the

feedback that in itself can become the

uh a long form blog post can become your

email or email newsletter it can become

the script for your YouTube video can

become the topic of your next podcast um

and so I think once you once you use

that and then use it to expand and say

you already have a a library of prompts

to help you repurpose from uh one media

type or platform to another uh that

that's a great use case and it's a

relatively low uh barrier to entry um

it's really just about understanding

what you want to do and then how you're

going to structure the prompts and get

the ideal output yeah I almost wonder a

lot of people are coming up with content

with just pure AI but I find I'm like I

I don't even know if anybody anytime

soon will be coming up with any good

content unless it's repurposing original

content that's like the only way I use

AI for content is repurposing either me

just like literally talking in like I'm

looking for I just got the desk the new

chat GPT desktop app I'm so excited

because I could literally open up the

mic now because I don't have a I don't

use an iPhone so I haven't been able to

use it that way but now I can just like

dialogue and tell just spit thoughts

into it and be like hey turn that into a

LinkedIn POS please you know it's so

much smoother so but I feel like all

content has to go through some kind of

repurposing to be good have you seen any

content where people are coming up with

original content with AI I

have like on LinkedIn Luke

Matthews you I I don't know um so he

says he he does it um Matthew Lev um I

think it's Lev la k a j

jev has has done he's got great LinkedIn

content and and he says it comes

from with help from Ai and I think what

they do what they've said that they do

is basically just like have this

repository of their previous experiences

or perspectives and then that just

becomes part of uh the output and so

they're kind of combining still kind of

feeding it original content though it's

still repurposing it's just instead of

repurposing one input it's pulling from

a multitude of inputs and then creating

an output sure yeah yeah yeah yeah but

but you know and we were talking before

you know like the the value of a custom

GPT I mean yeah somehow you're GNA have

to give it some seed of an idea of yeah

otherwise it's too easy to rip off right

you got to have some kind of angle to it

yeah I guess the one idea I've had

before that I haven't executed yet but I

gosh I want to so bad I just I just

haven't had the time for it is coming up

with like an AI mascot

like or coming up with a totally

fictitious character yeah like Mickey

Mouse but not Mickey Mouse it'll be my

own character could be bite bot I don't

know and you just give it a personality

a backstory and then you just give it a

profile on social and let it like

interact with people as the thing as a

mascot of the company or or personality

just out there you know ripping on

people or giving interesting insights or

just being silly out there I'm like

that's that would be original content

content that he'd be coming up with

based on how you framed it how did put

that together for marketing though I

don't know yet but I'm like it would

still be interesting it'd be original

content I mean basically that's like the

simplified version of itana Lopez that

that pink cared Spanish AI yeah the the

fake influencer yeah you know her or um

character. a or I forget what it's

called like cupid yeah but you could be

able to do it for a company like imagine

imagine the company comes up with a

fictitious villain you know how like

there's that insurance company that has

chaos as a as a as a personified villain

right that shows up and damages your car

I'm like that could easily be done with

AI oh yeah yeah okay I like that and it

would just be interesting like he was

showing up and just terrorizing every

time and he just showed up to as the

epitome of the problem like an overp

personified villain that your company

then combats with their their sword or

whatever they're selling you know yeah I

interesting you know when uh one of the

more useless things of Chachi BT is to

like roast you you know you could upload

a photo and so I've had some fun with

that I do like that style of Comedy too

but I need to find an automated you know

how there's like LinkedIn automated

LinkedIn AI

spam you know what would be really cool

is if you bought one of those tools

right now they suck I don't think

they're capable of this but soon they i'

be able to do it and you just gave it a

fictitious personality and then every

every time they commented it was like

some kind of Slam on something oh from a

villain's point of view but because

they're a villain it's every it's all

funny it's like serious but it's a

villain so it's like if Darth Vader was

showing up and slamming you he'd be like

yeah but it's Darth Vader you know yeah

that'd be kind of fun I love

it AI bber that'll be fun for at least a

year until everybody does it and then

it'll be annoying yeah exactly that's

the it goes like it's just like one step

forward that's how it is with everything

so first to it is going to make a

difference so you have content

production as a category are there any

other categories you're looking at with

AI and

marketing yeah data analysis so that's

with uh Advanced Data analysis um and

you know I I used to be using it a lot

um not as much anymore but you know for

example you can just draw correlations

you can like so for example if you're uh

exporting your search console data and

you're looking at uh your blog post

titles and clickthrough rate and and

Impressions and so you can

identify what's working what topics are

good um just based on um looking at the

clickthrough rate or the position U and

then expand on that more so that becomes

like the core content cluster uh and

then you're expanding on that uh or you

know you could do the same with um you

YouTube data you know in terms of like

uh analytics there also interestingly

you can uh use a the visual element of

it where you take a screenshot of like

let's say for example you go to a like

Mr Beast um videos and you sort by most

popular you can take a screenshot of

that and then you can say all right what

would

be the St the trends of why they're

popular yeah or what common reoccurring

thing that's across his popular videos

yeah or maybe if it's you know in in

your case um you know like Matt wolf is

a big AI YouTuber like what type content

does best for him um and so you can look

at that or you can even look at like vid

IQ or tubebuddy um for that so uh yeah

the the data analysis and incorporating

visuals um could be interesting to

identify patterns that are harder to

find if you're just looking at

it any so we have content production

data analysis do you have any other

buckets buckets um one uh I mean I don't

know if you'd consider this like content

produ but like programmatic SEO um that

I think

is you know Hit or Miss like I think

some of these sites um might have been

impacted in the March core update but if

you can incorporate some proprietary

data or something that's more unique and

so programmatic SEO is basically

creating content at scale around certain

themes or um following certain templates

uh like you

know pretty good at it yeah zapier does

it with their Integrations Yelp does it

with their you know best blank in blank

like best coffee shops in

Austin yeah and so creating that at

scale done that uh a couple times and

has been has been good uh in terms of

the content output uh and the results um

so the the tools there are basically

using Google Sheets and then GPT for

sheets so GPT for Sheets is just a a

Chrome extension or or an add-on in

Google Sheets that allows you to make um

a open AI calls or just to create

prompts in Google Sheets and what's nice

is you can like create very detailed

prompts and then you're creating the

output but it's a very very narrow

section of the page like it would be you

know so we're doing it one glossery um

you know a definition of the term then

you're doing the use case and you're

doing the pros and cons and you're doing

um you know the history of it and so

each one you create a prompt for Sheets

yeah you can I Wonder has Google like

pushed their AI into Google Sheets yet

like they just made a bunch of

announcements that's not one that I

heard though well I mean with with um

Gemini you can access data from anything

in your Google Suite so you could in

theory pull data from a sheet I know

Microsoft co-pilot you can do it with

Excel now but I like the use case I saw

for it is like what formula would I need

to do this and this with these two cells

you know and it'll be like oh well you

want this formula here's what the data

would look like is that about right

you're like yes execute that across the

whole freaking column which is really

cool but part of me is like yeah but can

you ask it questions and be like hey

based on this

data like what trends do you see you

know that's that's a whole another level

that I haven't seen a lot of people

doing yet but I'm excited for it like

man it's getting close do you use what

do you do you use Microsoft co-pilot at

all or no I don't yeah you know I I pay

for Gemini uh I I used to use it but now

I just kind of use chat GPT and Claude

yeah yeah I'm just all in on chat GPT

right now because I haven't seen

anything useful I'm I'm really close to

getting Microsoft Cod pilot just because

one I actually really love even though

most people in SAS hate Microsoft I'm

like 365 is really good I love 365 even

though for some reason PE I don't know

what I think that past Apple campaigns

like put their brand Equity down in

Silicon Valley's ey so low from from

long ago that people that they're still

recovering from that but I find 365 to

be pretty good but I can't wait to like

see how co-pilot can work with all that

stuff I think it's still early days and

it's still hard to integrate these

things but I just found out you can

build custom gpts in co-pilot like they

have a feature like that oh okay now the

one thing that I'm like yeah but is it

going to have that voice feature that g

chat GPT just launched or is rolling out

right now

yeah level too that's Gonna Keep Me on

chat GPT now instead of moving over to

co-pilot yeah I was using voice on

desktop it's uh a Chrome extension

called Mia Mia so I don't have access to

the desktop app yet I tried yesterday I

think they just let it go today I just

downloaded it but it didn't have the new

I so I have I just got the desktop app

today but they hadn't they haven't

released the updated voice feature it

has the old voice feature that that

people had access to on phones oh okay

so it's getting close maybe tomorrow

maybe next week it'll be out

nice um there's a few other areas that

I've been thinking about for marketing

as far as functions go I I actually sat

down and probably spent two hours just

thinking about like where does AI fit in

marketing and I put together five five

different functions you named like two

of them the other ones I and I want to

see if you agree with them if these are

like major categories to put them in I

have at the center is like an internal

co-pilot like every team across the org

but including marketing will have like

co-pilot systems like a shared gpts and

some like Microsoft co-pilot or

something as an internal AI resource I

feel like that'll just be cross-

departmental maybe organization wide but

at least within your department you'll

have something like that yeah but from

there two other categories I have are

like like conversational AI essentially

chat

Bots I think it's going to add more and

more value and have to be engineered to

I think can go AC cross from site chat

to uh social media to text messaging

like handling conversations with people

and and Prospects uh not in a spammy way

but like in a inbound way that helps

people answer questions serve them with

best resources you know and it's just

doing what a like an entry-level

employee would be doing

and then the last one I have is hyper

personalization where it's like taking

things and actually like I imagine

that's where a lot of owned media is

going your email marketing your text

message marketing your owned websites

like they're going to be personalized by

AI eventually in real time but for now

like email newsletters will be like like

in the hustle you can kind of pick like

oh I want these things in my newsletter

and these things not in my newsletter so

it kind of customizes it again but

pretty soon AI will be able to like

really personalize it to where people

are getting different kinds of content

based on what it knows about you or what

you've engaged with

before so those are the kind of five

categories analysis content production

conversational AI hyper personalization

and then uh Co internal co-pilots those

are kind of like the five areas that I'm

thinking and I'm like are there more are

those do those overlap too much it's

kind of where I'm at with it yeah I mean

one would be

like somehow video

I don't know if video is part of the the

content creation or personalization but

um I think AI videos is obviously going

to be only getting more uh traction and

and um Improvement maybe another might

be um like IRL you know like real world

and that was kind of like the premise of

that 40 demo is when your phone becomes

you know you can take images of your

phone it can capture the context of what

you are it can capture capture the

Nuance of a conversation or the

different voices in a conversation or

real-time

translation what is IRL I'm like in real

life in real life yeah I'm like wait a

second what term is that I'm like is

that a Tik Tok term or a marketing

term probably a gen Z term I'm trying to

adopt

yeah so in real life like real

time customization or yeah yeah like you

know maybe this is where the Apple

Vision Pro fits in in some ways too

where there's you know you're using it

and you have like a heads up display or

something and and um it's kind of

becomes this o overlay of of the real

life and I actually don't even think

it's that far away as crazy as crazy as

it might sound yeah um but yeah that

that was a few few months ago the rabbit

was like getting all this hype turns out

to be it was just hype and and not a lot

of substance there uh but yeah combining

like the visual the audio and uh text

yeah I could see it being real time just

around the corner I mean I don't think

any of us were even prepared for where

Sora was going to be just in February

we're like Oh I thought that was like a

year way and then bam it hits you're

like oh well and then uh meta's AI tool

can do image generation in real time

like as your typing it's changing the

image which if you haven't tried that is

just mindblowing how fast it's loading

Dolly level images as you're typing it

so you're like a girl and then it has a

girl sitting at the corner and it's got

a r the street of a diner and then it's

changing to diner it's like morphing as

you're typing it and it has the girl and

it's just changing it as you go you're

like what the freak how fast it's so

fast in time how you access it and I'm

like it's yeah it's free try it try it

it's the image creation on it is just so

freaking fast that you can make little

gift videos of the transformation some

part of me is I'm like how do I turn

that into content because that's kind of

cool to watch it

transform but I haven't thought of a

good marketing application of that

little clip yet well I mean that that's

combining personalization with you know

ad so ads might be uh content creation

um but when you're able to create a a um

an advertisement that hooks you based on

your particular problem um and speaks to

you contextually you know know then in

Nashville again in Austin uh yeah that

that resonates far more yeah there's

yeah it ends up falling somewhere

between like content production and

personalization where you're like

creating content personalized content at

scale through ads or or owned Media or

whatever I don't know it's going to be

an interesting world what are you

finding as like the most helpful

AI processes you're using on a regular

basis like what are you coming back to

over and over again it's just so

helpful probably well content generation

and

repurposing um those two just because I

like I'm doing that a lot for uh for

clients um then also like the

transcription so uh using video and

using that as a basis for um creating

like other assets mainly blog post email

and social I mean again that's

repurposing but um it is like the go-tos

um but yeah for anybody listening like

one helpful thing is if say for example

you watch a YouTube video that you like

you can get the YouTube transcript U but

a nice extension is glasp

g.co and so that pulls in the transcript

in in a nice way that's um you know can

be the basis for you to uh replicate

repurpose use it as an inspiration for

your own post where you can just copy

the transcript or you can go directly

into chat GPT um and then glasp has its

own repository of sorts of like the best

or or most uh saved content online from

you know clasp

users

yep what other than J chat GPT and

Claude like what are your favorite AI

tools right

now you know one that I use a lot is

descript and I it's you know not like an

AI tool per se but it is because the

transcription is really good uh and then

it just makes it very easy to do um to

again to multi-purpose things um I'm

starting to shift from zapier to make

and you know that's one of the things

I'm working on for myself is just to be

more efficient operationally and um to

to make things automated uh and to kind

of like force that part of my time and

my brain to put things down and and

create systems around it as opposed to

doing it again and again again um so

yeah YouTube's been following me around

with like how to automate things with

make and I've like watched one or two

but now it's starting to show me more

and I'm like oh yeah what like what are

you working on making in make uh so a

repurposing um repurposing tool so you

know taking that one piece that one blog

post and going to LinkedIn um yeah the

carousel um text social email um so you

can do that all you do is you're you're

basically you have one node and then

you're uh creating branches from it and

each has its own specific prompt and you

can change the prompt all the time so

you you can continue to improve and

iterate on it um so that's one um and

then working with like the team uh in

particular like editors copy editors uh

designers to um to improve like the flow

of how work goes from like me

creating it to uh getting like reviews

or help or or making sure all assets are

done in that um so that kind of like

reviews uh uses make andf

frame.io interesting so you're just

using it to fill in the processes a

little bit more because chat GPT is good

for creating those things but it's still

kind of a manual process you got a

prompt to move it along even if it's

multi-step and you have to like you

can't automatically send it somewhere

you have to everything you do from there

has to copy and paste it out yeah yeah

correct so man I'm still make make is

okay I think I mentioned on your show

that Cassidy is the one I'm kind of

playing with sure yeah still kind of

like so so with all of them I'm still I

think everybody's starting to learn

right now of how to bridge the gap

between Automation and AI right now like

how do I put the input in automatically

do some AI stuff and then output it

that's the trick I feel like a lot of us

are pushing on the edge of trying to

make AI a a fast task in into just an

automated task because you want the same

thing every time with same prompt yeah

make has a little bit more of a learning

curve but it's significantly cheaper

than zapier uh and going to be for more

flexible so something you can grow into

uh I zapier to be really

confusing as much as they're going to

this area with this canvas and stuff I

got in there and I was like what is this

did youy Le I can't yeah the AI Builder

can like help at least like set up the

framework of like how you're doing

things but yeah it can be a little

confusing for

sure and what are you looking forward to

to doing like what do you see like

within the next six months being

something that even is something you've

done and or like even reselling as a

service since it's something you're

doing with clients now that's maybe not

possible yet but is just like on the

horizon what do you think where do you

think it's going over the next six

months yeah I think like outbound is

something that I I'm not using now but I

think

has a lot of potential and I'm like I

should be but um maybe I'm just not

there yet like for for my own self or

even like having a an offer nailed down

but uh by outbound I basically mean like

you just have your your conception of

like here's my ideal customer Persona

here's uh their position their their uh

type of company like let's say for

example it's B2B SAS companies of um in

doing 1 to 10 million in the US and

focus specifically in like e-commerce

and AI uh so you can use different tools

to find that whole entire universe of

those people even it it could even just

be sales Navigator uh and then you're

basically creating Outreach campaigns so

it might be with a tool like instantly

or LM list um where where you're like

actually contacting them maybe it's

using clay to enrich the data and yeah

personalize more at scale um but I think

like that type of um campaign and output

is has high value and I think now is a

good time because there's Arbitrage but

again like as more people learn that

we're just all going to be inundated

with a lot more inbound junk or inbound

stuff U unless your your promise of

personalization is true and and you know

those that really Master it can stand

out from the crowd yeah I still feel

like it's still going to be like the

more personalized and more targeted you

be the better it's going to perform

whether it's automated or not so but

right now like the amount of time it

takes to make it that

personalized still takes more time than

making it less personalized yeah so it

just depends on what you want to do I

almost wonder really it's like you

wonder like where's the breakdown like

is it worth me putting into that much

more effort as far as a conversion rate

goes maybe maybe not I'm sure the the

the the higher up you're targeting and

the bigger the companies you're

targeting probably changes that

dramatically yeah for sure you want a

referral ideally you want CMOS of

Fortune 100 well that probably shouldn't

be automated at all you probably should

do a custom Outreach thing and it's all

hand done but the farther down you go

and the less expensive it is then it

makes sense

totally cool and are there any last tips

you'd love to give to the audience as

far as things you've learned that you

wish you would have

known like six months ago

uh six months ago yeah I think I think

it it would be I mean I was playing

around and I think like that might be a

necessary part of the learning curve is

like getting your hands dirty and uh

learning I

would want to go if I could rewind time

like start earlier with like playing

around with make or zapier and like how

can you use these open AI um API calls

or how can you use actions or how can

you like kind of get the the found ation

of these agents um to do more uh once a

process is more more defined in your own

mind say you've done it like three five

times you know you're going to continue

doing it at that point invest a little

bit T of time upfront to work on the

automation part I think like if I had

focused on that more I would have been

kind of like in this hamster wheel of

sorts of like doing things that I'm

doing repetitively um even though I

think it's important and ultimately I

think anything that requires or that

pass off to a client requires human

intervention I think that there's a lot

more that can be done with Automation

and good prompts uh rather than manually

going through and doing it well thank

you so much for joining me on the show

if you're listening to this go and

listen to superm marketers it is a

fantastic show I'm listening to it I

highly recommend if you want to get more

out of AI in marketing this is a show

you have to go listen to so again thanks

for joining me today d thanks so much

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