Ready or Not: AI's Inevitable Upheaval in the Marketing Realm #AIintheSky

By Dan Sanchez · Episode published March 19, 2024

I recently launched a new experimental show format with my friend Marc Angelos called “AI in the Sky.” Our goal is simple: in a world where AI seems to be looming over everything like an ominous cloud (hence the name), we want to make these developments…

For those who missed our first episode, I wanted to share some key insights from our conversation about several important AI developments that are reshaping marketing right now.

Enterprise AI Is Taking Center Stage

The first trend we discussed was how AI companies are pivoting toward enterprise solutions. Anthropic recently released Claude 3, which is specifically focused on enterprise needs. Meanwhile, Microsoft’s Copilot and other enterprise-focused AI tools are gaining traction.

As Marc pointed out, “It’s almost like they smell money.” While individual creators jumped on AI early for efficiency and workflow improvements, large enterprises were caught off guard by how quickly the technology advanced. Now they’re scrambling to integrate these tools into their systems.

But this raises an important question: who should own AI within an organization?

Who Should Own AI in Your Organization?

Marc believes marketing departments should own AI initiatives: “That’s where you can get the most efficiency. It’s where you’re going to build connection with the customer… AI is just built for that.”

I have a slightly different take. After recording a dedicated episode on this topic with Courtney Baker, I’ve come to believe that AI is going to impact everything – from services to accounting, fulfillment, and manufacturing. It’s so pervasive that the CEO needs to be the one leading the charge company-wide.

The competitive edge with AI comes from data, which requires working across departments. Marketing can and should be the model department for AI adoption, but true transformation requires cross-organizational collaboration.

As we discussed, large companies may eventually create dedicated Chief AI Officer positions, but in the meantime, marketing leaders should position themselves as internal AI champions and thought leaders.

The Rise of AI Agencies

Another fascinating development is the emergence of AI agencies – the modern equivalent of what social media marketing agencies were a decade ago.

These agencies typically offer three core services:

Chatbots: Creating customer service interfaces as an entry-level offering
AI Workflows: Helping companies make their processes more efficient
Custom AI Buildouts: Developing custom GPTs and other AI applications tailored to a company’s specific needs

What’s particularly interesting is how these agencies are starting to automate thinking work – not just mechanical tasks. As I mentioned to Marc, “I’m taking hard thinking work… and automating what used to take someone. It’s not a step that you could have used with a machine before.”

This is where AI becomes truly transformative. It’s not just intelligent automation (IA) performing repetitive tasks; it’s beginning to handle creative thinking, storytelling, and strategic planning.

If you’re in marketing right now, you should be studying these developments closely. The skills required for this new field feel similar to marketing operations – defining inputs, processes, and desired outcomes – but with an added layer of AI capabilities.

AI-Generated Books: Opportunity or Threat?

One of the most surprising tools I discovered recently is Inkflow.io – an application that claims to generate a 20,000-word book from just a title prompt. For $100 (plus OpenAI API costs), it will create an entire book for you.

I decided to experiment with it by creating a book called “The Practical Guide to DIY Home Video Studios: How to Build Yours in Five Days” – a topic I know well.

The results? Let’s just say the book wasn’t good. It was filled with generic advice, poorly formatted numbered lists, and sections that missed the mark entirely. I’d give it a solid F grade.

But this experiment points to something important. As Marc noted:

“We’re going to get content shock in the book world. There’s going to be 1000 books a week that no one’s going to care about. And if you have nothing of importance to say, you’ll be able to say it faster and easier now.”

The real value will come from books that incorporate:

Genuine experiences that AI can’t replicate
Strong opinions that go beyond generic advice
Compelling storytelling that connects with readers

For marketers, the opportunity lies in using AI to accelerate the book creation process while still injecting human expertise and perspective. I’m planning to use my podcast content as the foundation for a book, leveraging AI to help organize and synthesize the material while adding my personal insights throughout.

AI Video Is Evolving Faster Than Anyone Expected

Perhaps the most dramatic development we discussed is the rapid advancement in AI-generated video. When OpenAI released Sora just a few weeks ago, it shocked everyone with its quality.

“I thought this was at least a year away,” I told Marc. When I saw Midjourney 6 launch in December, I assumed we were about a year away from seeing comparable quality in video. Sora arrived much sooner than expected.

The implications for marketing are enormous. As Marc put it: “Writing was always a marketing strength. Video required production, required money… You can now do this out of any company’s back room janitor closet.”

But this technological leap creates a strategic challenge: how do you use AI-generated video to build authentic relationships with customers?

We both agreed that live content – like the conversation we were having – gives marketers a competitive advantage in an AI-dominated landscape. People crave authenticity, and there’s something about live interaction that AI can’t replicate (at least not yet).

The Need for Brand Personality in an AI World

This led to an interesting discussion about company personalities and mascots. As AI makes it easier to create consistent characters and visual representations, companies need to decide: will they use real people as the face of their brand, or create artificial personas?

“These companies will have to decide for business purposes, what’s the personality of the firm? Literally, the voice, male or female? Literally, what does it look like?” Marc explained.

I suggested that companies might be better off creating obviously non-human mascots rather than hyper-realistic AI humans: “I’d be more afraid as a company to put out something that looked human. I’d almost want to run in the other direction and cartoonify it or make it a robot.”

This gives brands the ability to create a distinctive personality without falling into the “uncanny valley” that might make customers uncomfortable.

What This Means for You as a Marketer

So what should you take away from all these developments? Here are my key recommendations:

Position yourself as an AI champion within your organization, even if you don’t own the entire initiative
Study what AI agencies are doing and consider which of their services you could bring in-house
Focus on authentic experiences and perspectives that AI can’t replicate
Experiment with AI video, but balance it with live content that showcases real human interaction
Think strategically about your brand’s personality and how it should be represented in an AI-driven world

[Music]

welcome back to AI in the sky where we

take the 10,000 foot view of what's

going on with AI and bring it down to

the ground for marketers to talk about

how it's actually going to impact what

we're doing in marketing today I'm

joined with my friend Mark Angelos and

today we're going to be cover covering a

number of different news items things

that are going on to AI right now but I

wanted to kick it off with some

predictions not my predictions but the

predictions of um I'm blanking on his

name um Sam Alman that that guy like the

man who's become like famous in

everybody's Minds over the last I don't

know just year and a half may not even

like I didn't even know this guy's name

until open AI came out I mean I'm sure a

lot of people did he was big in Silicon

Valley but now it's like oh my gosh Sam

mman uh the open AI CEO has been like

the new Steve Jobs like Silicon Valley

right the amount of mentions he's get

but I wanted to cover like three

different predictions that he's put out

there that I think are crazy they're

crazy predictions and people have called

them crazy some people are like like

saying they're TR some people are saying

oh it's so far off but I'm like that's

the reason why we need to talk about it

to find out what it actually means for

marketing the first one uh is one that

you sent me Mark um that I somebody else

was covering I believe at the what was

it the AI marketing Institute oh yeah

you sent me a post from this I like I

had to sit down and like read it and

then think about it because it was such

an alarming stat um that I've been

mulling on over after taking a week off

last week but that is Sam Alman predicts

that 95% of current marketing work will

be done by AI what I can't remember what

the timeline for that was did did he

give a time a a time frame for that next

few years but yeah Than People yeah five

years would be so fast for for

95% think about how many people are in

marketing right now so he was saying

that when artificial general

intelligence which is the think can

think for real that's when it's really

going to hit but we're already the

argument is are we already scratching at

AGI Elon Musk says we

are well depends like everybody says it

depends on how you define AGI you know

is it self-aware is it just based on can

it trick humans into think making it

think it's a human it's the lines have

gotten so fuzzy um as they should be as

we really start to scrutinize this thing

but the just just the fact that it's

going to a 95% of current marketing work

I've had to take as a marketer I'm like

okay that means my job's going to

disappear hello or change like we should

all be thinking about this because we're

all seeing that AI is becoming

incredibly useful we're seeing it take

out things like writing like I even

posted recently where it's like just job

posts for writers on upwork have gone

down a

lot right video editors have gone up

we'll see what Sora does to that those

might go down um

um and you could draw correlations like

oh well there's just changing Trends and

I'm like now marketers are still doing a

ton of writing where but one writer a

team one writing team like a team of two

can now do more because chat GPT can

write the rough draft and then they can

just edit it and publish it yeah right

so it's already changing writing whether

you like it or not but it's coming for

all of marketing like 95% that's that's

a big thing if you think of what

marketing does generally it's a lot of

it is repetitive tasks it's creative for

sure but we know the machine can do

creative but that is what AI does well

is repetitive tasks Based on data like

this

fits yeah and we all know like this is

why I love being a a solo marketer now

because one of the things that I found I

was doing as a marketer inh house was I

spent like a insane amount of time just

convincing people of what I needed to do

or what or or of what I had already done

right so like 50% of my time was already

shot just telling them what I was going

to do or what I had already done um in

order to convince them that this is the

right plan of action all right I I just

had this conversation on LinkedIn this

morning ironically with our old buddy

Joe that I don't think it's so much that

B2B doesn't get marketing or the CEOs

don't understand it it's that the

systemic incentivization of these seite

Executives at these big farms is

quarterly results their their stock

options are tied their money are tied to

them not

understanding marketing if you will so I

think that you as a solo marketer Dan

and all the folks who are trying to do

their own thing right now have an

advantage for good it for

real so I just did a search for how many

marketers are in just the US not even

the world there's about over 400,000

marketers yikes employed in the US right

now as a as as marketers there's a lot

of us it's a huge industry I tell people

I love this job I love it I tell people

all the time like hey if it doesn't work

out so and so like there's always room

in marketing

because marketing can accommodate so

many different personalities and skill

sets and ways of thinking you know

there's content marketing there

strategic marketing you can get more

onto the math side or the art side

there's just so many different use cases

yeah or things that need to be done in

marketing and it's a never ending black

hole of stuff to do right never done no

you can always feed it more money or

more Talent or more stuff there's the

people side of marketing and there's the

data side of marketing and the both are

growing yep and so you're wrestling with

95% and I'm like well let's say let's

say he's off I still think it's going to

be high like maybe 70 80% over the next

let's just say give it a longer time

frame 10 years still but damn we've seen

that means it's gonna chip away over

time so over the next 10 years

everything's going to look different

there's 70% if you go back to when like

the the automobile replaces the horse

this is where we are right now like

what's I don't have a problem problem I

mean yes there's a big bumpy adjustment

and by the way I come out of the sales

world and that was the same thing there

automation of Outreach automation of

relationship building you can argue it

and it will take time and it won't be as

smooth as Sam thinks it will be but I

think Sam's right unfortunately yeah

there's going to be some pain pain in

that transition because that's and when

you're talking about big numbers like

95% that's and the a rate at which we're

accelerating with AI like that's that's

scary scary fast change and I don't

think people are going to be ready for

it iag

what the counter argument to it it's

like well it'll create new jobs I'm like

400,000 new jobs no I don't think so

actually there is an aspect that has to

be discussed the to bring some value

here to the audience I feel like the

things that will slow down and possibly

be offshoot jobs inside of marketing

these are the road bumps if you will for

what Sam is predicting data privacy

number one like privacy of data when you

can automate I can basically stalk you

online AI build your profile I can know

everything about you there's an issue

there

it's not known yet there's cyber

security right I'm this is more than

just cookies now there's intellectual

property they're fighting that one out

already if if these if you build a

custom llm for your marketing division

Dan and it's learning off of public data

that maybe isn't public like you know

there's there's a fine line there uh

authenticity people always struggle with

that and that's still going to be a

problem like all these things could

potentially slow down the process and

create new little niche areas of

marketing that aren't that big right now

but like brand standards that's not a

big deal inside of marketing you kind of

know but when there's an AI now you need

to have a voice you need to have a

personification of your firm there's

like other aspects that AI introduces so

there will be some growth but it's going

to shift yeah but I imagine like let's

say we we cut 70% of jobs and we get 20

to 30% back I know what you mean we're

still losing 40 50% that have that don't

aren't accounted for now that's what I

think will happen is like you will

create new jobs but it won't account for

all the jobs that were once existed but

maybe I've always said like marketing's

kind of a black hole you can always like

actually my boss told me this a long

time ago he was in charge of operations

at a large organization I was he's like

dude I could always throw more money and

talent and time into marketing it's like

a never- ending black hole of suck it

could just eat the whole budget of the

whole organization you still have room

left over to do more I always I always

walked away with that thinking like dang

okay so it's always an efficiency play

because it can always take more and I'm

like I wonder if you can actually fill

it with AI like I wonder if there gets a

point where it's like actually let's not

do more marketing because it's already

all being

done well two things one is you always

make more money from your existing

clients than from getting new ones

that's just a business truism so I think

that in the marketing world how do you

squeeze more out of the relationship is

there there's a whole world there I also

think that if you think of jobs as an

appendage of companies right that's why

they exist companies exist to solve

problems do we do problems go away like

do we just have a new set of them so I'm

not as Dow about it as most but I do

agree with Sam that the what we're

currently doing yeah man that's that's

it's time to start thinking about what

you do daily if you're in the marketing

space yep I think the safest thing to do

is to go all in on AI I mean clearly

that's that's what we're here doing

talking about it um investigating it

pouring into it we've talked about it on

a previous podcast and I think on the

previous AI live and we'll talk about it

again today like this needs to be the

priority to learn and to master and get

into it but I want to recall something

you said Dan a couple shows ago last

show I guess a few weeks back you

mentioned there might be a room at the

table of the sea suite for an executive

Chief AI officer oh yeah I don't think

that that's crazy and I think that who

becomes that would be the a guy like you

who's learned the thing and now knows

the space like that's that evolution of

what the inside corporate AI marketing

people look like that's not clear yet

and that's open wide open right now yeah

I mean and there could be a AI person or

like an AI director just within

marketing they're like the AI marketing

director just like there is like with

paid media like you'll have a director

of paid media like you'll have a

director of AI or Ops it'll be maybe

fall under the Ops person I don't know

but that that's part of the like the N

job creation or the people in charge of

AI or the people who specialize in

running all their AI Bots to accomplish

what was paid media it's not really new

job creation because you always had to

have like an avatar understanding of who

you're trying to sell to the marketing

person does does that it's just that

they're going to be doing that now with

an AI data oriented band so it's a

different way of doing the same

job so that was one of his he's made

multiple predictions that's the first

one we're covering here the second

prediction I thought was interesting

this this gets me excited like the other

one kind of scares me but this one gets

me excited in the future there will be a

one a billion doll oneperson business or

businesses because right now there's

multi-million dollar oneperson

businesses out there they're all over

the place like I think card that website

creation tool is one of those examples

he's probably doing over you know eight

figures or over 10 million in in revenue

for that single little simple website

builder and might might have a

bookkeeper or something but you know

it's mainly just one guy um but there

will be because of the efficiencies of

AI it'll be possible to scale to a

billion dollars in Revenue one two I

know you're familiar with uh with canva

that's uh if I'm not mistaken it's a

husband and wife team and there's only a

few employees there might only be two

employees but they're they're at like2

billion doll right now really they are

yeah they are canvas is huge they can't

be that small they got to be bigger than

that I'm like looking them up on

LinkedIn right now well in terms of like

the for the the profitability per

employee is what I'm getting at here

like it's it sounds sure when Alman

talks about a a billion doll one person

business so one person builds a billion

dollar business sounds crazy you look

like a Justin Welsh who's at $5 million

a year right now in a few short years

like that's you can scale now in a

manner and reach clients in a way you

couldn't before AI is not it's almost

it's your

Workforce so it makes sense if you just

extrapolate it

out yeah canva has 13,000 employees at

least according to LinkedIn right now oh

so I'm mistaken but the point is either

way there are definitely companies that

are highly efficient that you're like

they're doing 500 mil with only 20

employees you're like those exist

they're out there I think we're ways off

from this I think it will happen but

this won't be the first uh prediction I

see that coming in a few years time this

one's gonna be ways off but I still

think it's possible yeah I'm even

looking at it now as a solopreneur I

could do so much because of AI like I

can all of a sudden repurpose content

faster and just create more like people

like what used to be what used to take

Gary Vee like a team of 30 people to do

all the content syndication and

repurposing that he was doing like

literally one person would be able to do

easily in a year from

now like Gary ve level stuff there's a

year from now a single person could do

it years ago he rolled this out there

was the Gary V search engine it's still

there you can Google it and it's you can

look up any phrase or term and it'll

find it wherever he boasted it it was

whether it was written or video my point

is that's the whole concept of what

would that team have been to research

for clips for repurposing like that's

more than just 30 people he's going to

that model of I can just put a Institute

a whole network that I didn't need all

these people that's where this is going

for sure yep so a billion dollars I

could see it so the the reason why I

think this is important for marketers is

one if you're not building a personal

brand right now out on LinkedIn or

something it's getting easier than ever

to do it it's also noisier than ever but

at the same time the tools for doing it

are kind of easier so they kind of

balance out but because of the first

prediction we just talked about it's

probably a good time to start investing

in that it's easier than ever to be like

a little bit of everywhere all the time

um so Dan share some tips here as a guy

who's done that and as a model for

people who are maybe thinking about it

I'm in the marketing space I know that

this thing is changing and I'm not

really sure how would you recommend some

people start to think about getting

rolling and doing that it's a good

question I've I've run into many people

even Executives they're like I don't

know what to say like what would I

possibly have to give I I just read

everybody's stuff and it's good and I

implement it it's cool I'm like people

usually have way more to offer than they

think even if you're just starting out

but in case you feel like you have that

inferiority complex um I usually just

say start as a student like find an

objective that you want to go do go at

and just document your journey there I

mean Gary ve kind of talked about like

the document your journey it's a lot

easier when you set some kind of goal

whether it's a really hard Line in the

Sand like I'm G to try to run I mean

like if you're in Fitness space you're

trying to run a first marathon or

something but in the business space the

marketing space hey I'm G to try to

learn more about ABM and I'm gonna build

my first ABM and I'm I'm gonna try to

make the ultimate ABM campaign campaign

or I'm gonna try to do the cheapest ABM

campaign I'm gonna figure it out and I'm

GNA interview my way I'm gonna read all

the books I'm GNA document it on the way

there I'm gonna get in the conversations

about account-based marketing like is it

possible to do awesome account-based

marketing for $100 a month let's find

out that's the goal six months six

months from now I'll give you the report

here's first month of what I plan to do

I'm going to read this book and I'm

going to try to do it $100 a month

because that's all we have you know I

love it so trying to go small or try to

go big like what does big look like um

setting some kind of arbitrary goal and

something you want to learn and grow in

and then just documenting the journey

easiest thing you could do that's what

I'm currently doing now with AI because

nobody I I haven't mastered AI I have a

lot to learn um and I'm documenting my

my way there because I know a lot about

different parts of marketing but not

this one no one really does yet so the

only path forward was a student a

student position so take a student

position document your journey there

that's great advice uh something I would

share when when I was to come up the

chain when I was in sales I would always

try to share a tip a day in my case it

was on uh Instagram live but basically

here's a 30 second rundown on what I see

from the ABM side of things or how to

build relationships with clients just

rip it post it you know warts and all

and I think that that habit that ended

up going out for four years by the way I

tried to challenge myself for five

straight days and get it's like Seth

Goen is writing his blog for 20 years

now but like when people start to get in

the habit of it they'll get there and I

think you've done a masterful job of not

being embarrassed to go give it a try a

lot of people have to get over

themselves to be able to put themselves

out

there to me that's part of the fun is

learning and doing new things but I know

people do have a hard time the B2B World

public I guess yeah they don't encourage

falling on your face on it's in the

bigger businesses especially at the sea

Suite level like they don't want to for

executive branding if you run a company

they're very leery about foolish but in

a world that's changing this fast I

don't see any other way of doing it man

it's way easier to take the humble route

and just be like hey I don't know

everything I mean everybody already

knows you don't know everything already

so it's kind of like everybody knows

you're not perfect talk about it it

makes you way more relatable it's just

it's and it's easier don't I don't know

that's I get it though

like when you have a lot of eyes on you

and you're an executive if you're at a

bigger company like people will look for

the in the Army AR and take take

it take it apart right hence politics

right that's why politics it's hard to

be in because people are just looking

for faults um so I get it but tip of day

is definitely approachable and an easy

way to go if not learning in public one

thing I want to just Hammer before you

leave that point the future of business

one billion person1 billion dollars is

the personality really matters like you

need to build if you want to do a

personal brand you got to be personable

you what kind of person are you and I

think that that's the part where people

want to just be smart but but you also

have to be you and that's not as easy as

it sounds is that a tie into the next

one did you see the next one dude I'm

next one is Sam Alman alman's prediction

not a prediction it's more of like this

this less of a prediction and more of

like this is what's coming um in a

conversation he had with Bill Gates they

were talking about the future of GPT and

G CH GPT 5 and stuff and he talked about

the importance in future of

personalization because what they're

finding at open AI is that everybody

wants something different out of AI

different styles different assumptions

different data to draw from so a big

thing that's coming to AI is

personalization this is something that's

going to be dramatically important for

marketers because we all have different

use cases for it even Even in our one

use case of marketing it's going to get

stronger because we're going to have

more specific marketing tools with AI so

that's going to happen but even in

within our different Industries and the

different types of marketing we're doing

we're going to be able to customize and

hone to be able to get more out of it

these are some of these things that are

happening right now it's why I'm so

bullish on it because dang even if it

didn't change it's still going to change

the next 10 years like because we still

haven't even found all the places it can

currently fit in and solve existing

problems but it's going to get continue

to get better from things like this I

have two thoughts on this on the

positive side we personalization in the

old days it was as extensive as using

your name on the on the Outreach email

that was blasted to everybody see like

uniform email hey Dan but on the

downside of it when you can go in and

figure out like I had posted on the New

Jersey Devils back when and you say hey

go devils in the closing of the email

great but it can be abused as a

cheeseball aspect that's really got

that's the risk that companies that try

to hyper personalize and don't do a

great job of it it's no different than

in person when you you meet that the

meat head who's like hey hit you on the

arm and you're like all right guy like

relax so I think that there's an aspect

that companies need to be smart in how

they do this personalization definitely

more effective it's been proven uh if

you can reference someone's recent piece

of content in the Outreach if you can

more than just using their name if you

can share insights about shared

commonality in the sales days it was if

you saw a picture of H on the desk of

them playing soccer with their kid you

just talk about your kid in the soccer

games next thing you know you guys have

something in common that's going to

happen in the AI marketing world but

it's got to be managed the right way do

you remember there was this company

called job own they made speakers and

then they got into the wearables market

remember I had when I was part of a test

Market where they wanted me to leave a

review on Amazon they give me the

product for free whatever um and I got

one I remember using it it was really

cool as it was tracking your movement I

was tracking your sleep remember looking

at the app and being like I can't wait

to load this thing with data and get

some personalized feedback and it was

kind of disappointing it had lots of

data but like the amount of feedback it

could give was like ah I'm so looking

forward to like the personalized data

that I'm going to be able to get from AI

not just for my life and for my sleeping

but like for all the work that we're

doing all the marketing reports like how

many conversations have we as marketers

been in where we're just trying to like

look at the dashboard it's like well

like but what what's going on the

dashboard's broken we don't have the

right data like the AI will be able to

be personalized and actually make so

much more sense of what's going on

better than humans because it's

consistently checking things so much

more and faster this is like the world

that PE I know tech companies are

currently working on that isn't here

quite yet but even the AI at the ground

level is going to be able to better

customize the experience for it I'm here

for it so there's a really good point

there you talked a few weeks ago about

uh customizing your gpts to so it writes

like you do by feeding at your LinkedIn

data something to that effect is this

shines a spotlight on these companies

B2B marketing level where are they going

to get that data from on their current

client base remember you got to feed and

train Machinery to do this so at scale

and mass your access to the data around

your own client base becomes a an asset

that most companies don't have a strong

handle on you know if you're you at

salesforce.com or you're whatever CRM

you're doing you got to be able to pull

info out of that in an intelligent

fashion clean it and feed it and this is

a whole new headache yeah which if I'm a

marketer trying to predict like what's

going to be really important in the

future so like what can I start doing

now to be prepared a year or two from

now where future self is like ah good

job past self you made the right call

because this is actually everybody else

is catching up and we're ahead I think

thinking about what like knowing where

AI is at and will be in the future how

can you start collecting the right kind

of data so that two years from now ai

has way more to go off of and can make

way better forecasts way better

predictions like what kind of things

should we be thinking about now as

marketers that we need to start

collecting and architecting in a way

that AI can make sense of it even think

from a personal brand sense like even me

posting to LinkedIn a lot well I have

three years worth of post and data to go

off of now that I can download from

LinkedIn or I connect to something like

shield and it can give me like the

actual view counts on all my posts and

it'll be able to make correlations on it

but I have that data available but what

else is available to companies that we

should be thinking about in architecting

now so here's a real Handy tip and it's

going to apply to what you just said in

a meta sense you want to pull back the

camera and take look at why you whomever

you are make the decisions you do in

your daily work right so in other words

you want to understand that eventually

you're going to need to build templates

and blueprints of how you operate for

the machine to do it it's very similar

to when you hire an employee or you have

to figure out you know to tell them what

to do or if you don't understand why you

do it and I know I teach sales training

classes and oftentimes you know how do

you broker or conversation with a

customer and you have to stop and think

to yourself why do I okay things like

eye contact attack body language like it

doesn't always come to mind but from a

marketing perspective how do you know

what what you should be posting about

what goes into that decision in your own

head that you can then set that up as a

template later on so taking a look at

what you do and why you do it number one

number two what data do you actually use

to do that once I decide okay I need to

write a post right now I'm working on

something around sales and the

automation of sales yeah what data do

you then look at to make your decisions

from marketing and then finally how

effective was it you have to

self-analyze and be like okay that

campaign wasn't good this one was we

already do that you do that for yourself

now yeah it's weird I think to me it's

really about the qualitative data more

than anything like where what where am I

getting qualitative data and how am I

analyzing it like I had a podcast

episode where we talked about capturing

survey data qualitative survey data and

how they're using AI now to like

actually write analysis on it and then

do analysis on the analysis to like

speed up the process that it takes to

get the insights um I think every

marketer needs to be thinking about that

where is your data currently going qu

quantitative of course but then

qualitative

um you could be building a library for

to track the trends over time did you

give much thought to the qualitative

data you were doing back in the old

marketing days like it's not a natural

thing for most marketers to look at

themselves with a second pair of eyes

and be like okay what are we looking at

for data hear that unless that's the

project I mean I was I felt like I was

because my first real thing the first

first time I was really doing marketing

I was running AdWords and running split

test campaigns and so it was always data

driven from the beginning and I only got

more creative and Brandy and Social

Media stuff later on but I started off

in the Quant doing split testing my ads

campaigns with Perry Marshall was like

my my go-to guy and uh Flint mcclaflin

on the like cabs doing like these like

statistically valid split tests so I

knew which one was right and trying to

track it all the way through like yeah

but which ad and landing page combo made

more sense down the line you know at the

very beginning I didn't have the data to

track it through but I was thinking like

that so you built a muscle doing all

that which makes me think that maybe the

folks in that corner of marketing have a

leg

up I I don't know nobody knows but the

point is if you you thought through the

process in your own head and probably

when you doing your ab split tests or

whatever you were doing you did the same

thing every time to try toig you know

follow your own process so you got the

best data at the end that's a a way of

thinking let's call it a methodology

that marketers are gonna have to

adapt yeah my opinion every marketer

needs to start with that right I mean

that perform I think even Ogie said like

every every marketer should start with

Performance Marketing right but how many

brand guys are out there just like I'm a

graphic designer winging it and I know

my collar scheme it's all about the

story you're like yes but do you know

why it's all about the story can you

measure it you know which gets it human

psychology that's another that's another

aspect like how well do you understand

people that's an interesting that

combination of Quant and qual I think

becomes

y so you brought up some news just

before this call about Apple being in

talks with Google about integrating

Google's AI into Apple yeah tell me

about why that's catching your attention

so this is rumors right now but there's

a Bloomberg story came out recently like

I think it was yesterday that Apple and

Google may be in talks to potentially

bring Gemini onto the iPhone and the

reason I think that matters and I

mentioned you briefly at the start

respectfully speaking Apple's been a a

trailing horse in the race with AI right

Google and and open AI Microsoft and

Google have been the and then you've got

in the third place there Amazon with

Claude anthropic fine but Apple's been

nowhere to be seen they have so much

money you can't take them lightly but my

opinion is and I called them the Dr

Pepper of the Coca-Cola World they have

to pair up and partner to become either

with Amazon or or someone else to become

a relevant player and Google has had a

bad stumble with Gemini they they need a

way to reach a new user base if you will

and apple could give them that and apple

gets a horse in the race basically so

this is all just rumor right now but I

could you know it's been reported by

Bloomberg that they're in conversations

I could totally see it I've been paying

attention to the Apple stuff the

Bloomberg article you sent me was new

news to me with I'm I'm surprised and

I'm like apple and talks with Google I'm

like they're not exactly on like

friendly terms sometimes you these big

companies like they get on each other's

nerves because there's so much overlap

between these General products I mean

they all have their silos but there's

overlap too philosophically though

Apple's a freedom speech kind of company

and Google is a micromanagement you know

Facebook centralized Authority thing

right so that's not a great bed fellows

but meanwhile they both are trailing on

Microsoft is about to run away with the

race so that I could see this yeah I

mean Apple's typically the company that

like was working on it actually the

whole time and then like launches after

everybody else has kind of like run

through the mud and hit like the walls

and they come out with the thing that

makes it popular I mean like The Vision

Pro thing yeah like I just got off a

phone call with my brother this morning

and he he he took the phone call on

FaceTime and he had the Vision Pro on

his face and I was like do you just go

skiing

bro I'm like okay tell me how was the

experience how was it he's like dude I

was just standing in the middle of

Joshua

tree and I almost started crying because

I looked and it felt like I was there it

was so good when that even in the dino

dinosaur demo like we've all seen he's

like dude when that butterfly flaps next

to your hand you literally feel the

wings flap he he's like it's the

weirdest thing I'm like dang leave it to

Apple to really because I've I've tested

like the meta and all that kind of stuff

but I haven't tested Apple's thing but

I'm like leave it to Apple to make it so

good that people are like ah because he

told me he's like dude I thought $3,500

of this thing was stupid now I'm like I

can see it now I'm picturing a scene in

The Matrix where Neo says I thought it

wasn't real and Morpheus is like your

mind makes it real yeah your mind makes

it real dude I know that's that's the

comment I made I'm like we are plugged

into the Matrix aren't we it's a glitch

I remember a comment from Gary a couple

years back at a talk and he was like I

don't if these things are finally

working perfectly I don't see why anyone

would ever take them

off that's the yeah that's the scary

part all kinds of implications there but

the reason why I bring it up is because

Apple tends to wait and do things in

private in secret and then they launch

and it changes the game and I don't know

people have been talking a lot about

Apple over the last few months talking

about how they've actually made more AI

Acquisitions than Google or Microsoft or

any of the big companies over the last

couple of years saying no they're

they're probably ahead or at least on

par and they just haven't released their

thing yet and everyone's kind of

expecting that at the next big developer

conference they might be launching

something like this summer I have couple

thoughts on this this is kind of

controversial number one I didn't even

know they had the name for the thing

like have you ever heard of it it's

called Ajax which is their competitor of

Gemini or uh Claude like is that a code

language that's what they're calling

their llm this is Apple so there it's so

far secret as you put it that like it's

not it's not ready for release yet but

more importantly I want to just take a

look get past the tech and look at the

companies when you're in such a fast

changing space as AI you need a

Visionary leader who knows where we're

going you know like I'm not promoting

him but a guy like musk whether you

agree or not has his thoughts on where

it should go Apple doesn't have that

cook is a great manager of an existing

business line but they're not the

Visionary Steve Jobs company that they

were back when which is why they just

kept releasing new versions of the

iPhone and different screen sizes so

when you're dealing in AI you're going

to be severely challenged if you don't

have the Visionary inside to just keep

chasing which is what they've been doing

so I feel like they're not the company

for this because the space changes so

fast now you don't want to Short change

Apple they're great but it's I don't

know but look at look at watch did you

know like Apple watch sells more watches

than any other watch maker combined

right now cool though I can see apple

airpods dominated right it's

like or uh headphones and then Vision

we'll see where Vision Pro goes though

early indicators seem like it's very

much a gen one product but people's

experiences of it tell say that there's

going to be a gen two and a gen 3 and

it's gonna be way better do you remember

gen one iPad I do and then gen two came

out was like way better right so I'm

like well we'll see what Gen 2 is I'm

I'm curious to see where Apple lands the

reason why I'm curious because what

Apple does affects everything right like

as far as technology goes and when they

can make something mainstream and make

it easy so easy for people that

everybody's doing it

now changes it changes it for the pro

because it's so mainstream that there's

more money in the environment more more

people know how to use the stuff more

people educated on normal on new ways of

doing things that it just it opens up a

whole different category in a market

when Apple finally goes into it which is

why I think a apple and AI is so

interesting right now I think that you

nailed it that they come in and they

codify it for the public usage after

there's like when the rough asphalt gets

poured onto the pavement there and then

the steamroller comes through and makes

it smooth so people can drive on it

that's Apple and so they're going to

take what existed out there make a

better version make it all the stuff

that doesn't quite work right they get

it right yeah cords that you can't

unplug that you can't accidentally kick

out because they're magnetically

attached like that's silly stuff but

really usable stuff I think that you're

right Apple matters but they're just not

going to be the innovator right and the

the Achilles Hill they've had for a long

time is Siri so like you got to know

theyve thinking about Siri for a long

time like and thinking about that they

know it sucks like everybody knows

Siri's like last place even though it

was when they bought out that when it

was remember Siri when it was just an

app used to just be a separate company I

remember trying it being like huh

that'll be interesting someday yeah

become a meme at this point they needed

to do it's the ask Jeeps of like

L um so imagine if Siri actually caught

up to chat GPT and then got the Apple

Magic to it

and now you're having conversations with

AI and it's actually like it's more

personable than chat

gp4 and actually has conversation and

goes like huh okay yeah let me think

about that a little bit you know it's

actually having like real human

conversations yeah that'll be weird so

there's I feel like that's what Apple

will launch it'll launch the version of

Siri that we all saw in Sci-Fi movies

yeah like Jarvis and Ironman it'll be

like that fluid I I agree with you how

many iPhone users are there right now

it's it's got to be a billion right

there's

there's I'm Googling this right now the

point is like that's the access that

Google suddenly has to people who are

going to be because you know how it goes

once it's on your device you comfortable

with it you're not going to you're

cement it in I think that this is a

really interesting play for for Google I

also think that we're we're overlooking

the fact that Google really has an issue

with this whole woke AI backlash that

people won't use it if they think it's

too woke now you make it easy they don't

care everyone knows that they're giving

away their data when they surf the

Internet but it's so easy who cares y my

point is the iPhone integration would be

a huge thing for Google and yes it would

definitely bring Siri out of the Stone

Age and make it a competitive product

there's 1.46 billion active iPhone users

in the world there you go I was like no

it's not a billion oh it's bigger than

that it's a lot of people that suddenly

Google has permanently in their back

pocket literally yeah yeah well

craziness let's move on to chat GPT or

gp5 it's big conversation has been ever

since four came out when is five gonna

come like as soon as four drops that was

like the next question people had when

is five gonna come um and people some

people thought it was gonna launch like

a week ago or two weeks ago or so

thought it might be showing up in March

because it' kind of like be the yearlong

anniversary since four came out hasn't

come out yet but everybody's talking

about it um and a lot of people have

looked at what Sam Alman says like

patents um what other people within open

API have said about

it and everybody it's on everybody's

mind as far as what's going to come out

because right now chat GP or gp4 is the

standard for all Ai and every once in a

while you'll see like Claude putting up

Benchmark reports like oh we outperform

it but it's

like like slightly like GP the still the

standard congratulations you slightly

beat the standard but it hasn't really

taken the next step forward so we've had

this four as the standard for a year now

and everybody's wondering when when

it'll come next I think it matters in

marketing because right now we really

haven't even like figured out all the

ways to take advantage of four I was GNA

say we're still we're still in like the

beginning stages of figuring out even

what to do with four yet five is

probably around the corner and could be

released anytime so a couple thoughts

here one people's expectations are

hilarious to me this thing Advanced so

quickly at from November of 22 till now

it's astronomical and people are now

like stomping their feet where's the

next thing so we to your point Dan we

haven't even scratched the service of

what's something like Sora combining

that with GPT 4 Turbo like what you can

do so much that we don't even know about

yet forget about what's known but also

it reminds me of the uh wireless

internet Prov ERS when we went from 4G

networks to 5G networks like they just

decided it's the fifth generation this

is 5G there's no like standard of what

Wireless should be or is because it was

so new and we're there now with like AI

at what point does it go from you know

four to five when they say so then it

becomes a marketing thing of hey we got

the 5G one we got you know we got the 5G

1A so my point is that there's gonna

this will morph into a marketing

argument down the road of what's what

but reality is who gets the tools down

who can build workflows who can figure

how to use these things that that's how

it's going to separate the winners from

the losers in both companies and

individuals when when I was in my early

20s I think it was 20 and I was like I

was like one of those guys that's like

di I was like dying inside because I

wanted to get married really young but I

knew I wasn't ready yeah to get married

young I wasn't ready to get married at

19 I wasn't married to get ready at 20

I'm like in my mind I had it I'm like at

22 23 this is is this is it needs to

happen by 23 24 I mean it can only

happen as fast as like that can happen

but yeah I'm like in the meantime in the

meantime since even even if I was in a

relationship and ready to get engaged I

personally am not ready I'm not ready

financially I'm not ready like

emotionally socially like in all the

ways I'm not ready so I took it upon

myself to be ready in every possible way

I was like okay what does it look like

to be ready what does ready look like

what is what is a proper a young man

ready to be married look like and I

started just reverse engineering that

and taking the time I'm like well if I'm

not ready yet then let's start doing the

things to get ready right so that when

when I do meet the right woman like this

I'll be ready and then we can move

forward right um I think this that same

mindset is now how I'm thinking about

chat gp5 I'm like okay it's not here

it's gonna be here some day but let's

I'm going to do everything I can to be

ready for it when it does come because

we know it's going to be better it's

going to be more personalized like we

talk about it's a big priority for open

AI it's going to be and another thing

they've talked about is it's going to be

more rational right now sometimes it's

irrational yeah you're like only ask me

one question at a time and then it goes

and asks you two you're like did you

forget the one question rule they're

like oh yeah you're right and then it

asks you two questions again you know

it's just weird sometimes it has these

little in it I love when it gives you a

choice of answers and you're like what

knowing that that's won't that that'll

be fixed in the future how can we start

what assumptions can we should we that's

it's not an assumption of if it's going

to be better it will be better it'll

probably be within the next year even if

it's not till two years out what can we

start doing to learn and prepare and

take make the most out of four in this

season that we're in so that when five

comes we're we're already there like we

were already had processes in place we

just plug it in and now everything we

were doing was better so if the pass is

any indicative of the future here any

guide when we went from three to 35 to

four there were things that it couldn't

do previous and now it could right so

the text of speech got better the text

of video but then there were things that

it it just never could do that suddenly

it could and you wouldn't have known

that if you didn't dabble in it so when

you were at gpt3 trying to get it to do

stuff it just can't do but all of a

sudden it for it does that's type of

person it's what you're doing right now

that's what you need to be doing is like

well okay how can I

bang on this keyboard a little bit with

four turbo and see what it can't do

because guess what that's probably going

to be solved it will not meaning that

they're going to code it and program it

it will solve itself over time as it

learns so five is going to be marketly

better I don't know how like we won't be

able to predict this the one thing we

know is to expect the unexpected but the

people who jump on it first it's just

like marketing where you know when

funnels were first a thing or when the

webinar became the way to reach people

who did it here in my garage right

whoever did it first leverages the gets

an advantage that's what's going to

happen with this five when it gets here

but until then all you can do is

experiment gosh the first that lesson

that you learned there about being first

I think I in companies I would get mad

if I wasn't the first like if we adopted

a new big uh piece of software in the

marketing department or in the company

and I wasn't the first one in I was so

mad I wanted to be the first one to

learn it and do everything and at some

point they're like Dan you're a director

now you don't need to be the first one

learning it delegate that I'm like no

it's mine like because I understood like

if I'm the first one in making all the

mistakes I know everything about it I

can see you I become the master of

commander of this thing because nobody

else then what what does somebody else

do when they get stuck yeah but so how

many what's this is a real question

what's the ratio what would be the ratio

of people that you worked with that

would come to you and be like Dan I

don't have any of that knowledge should

I do how should we be using this versus

a guy like you there were other guys I'm

sure but not a lot who were like I'm

going to roll my sleeves up and just put

my hands in the blood and guts here yeah

I don't know I love going into the Maze

and hitting all the dead ends I'm like

now I know where all the dead ends are

and somebody gives you a map of the Maze

and knows how to go through it great you

know how to get through the maze but you

don't know what's in there right it's

totally different and it's different

when you like go into software that's

like sophisticated like HubSpot you know

every nook and cranny you know all the

Legacy things that are still there there

but you know are still actually useful

for some things like all the weird nooks

and crannies of software and it's going

to be the same thing for AI like there's

Legacy parts of AI now that if you're

like right now I'm starting to get into

the API and there's some Legacy Parts in

there that I tinkered with before where

it's like I don't even know what they

call it because I didn't use it enough

but like you could give it a rating on

like how strong like how concise or

loose you wanted it to be that's

becoming a like they're phasing that out

now temperature right

yeah so there's all those kinds of

things but if you're in it actively

using it wrestling with it not and

getting answers and wrestling with other

people on it there's such a massive

advantage in that I want to put that in

context for people to understand this

because I think you're it's worth

repeating this you're right people who

have the skill sets from having done it

are always going to be better at using

the tool from those who don't so if

you're a copywriter and you're an expert

copywriter you're going to get better

results out of this GPT thing than

someone who's like oh I can I can

replace my copyr and that's where the

benefit comes from digging into it

finding out what it can't do everything

you just described most people don't

want to do that they just want the

shortcut get me the blueprint uh you

know template that I can use and that's

that's a weakness now not when it's

changing this fast everybody needs to

take their expertise and see how AI can

amplify it copywriters designers if if

you're running PPC like I guess that's

even clich like old they call it PPC now

paid media right yeah if you're running

paid media like how could you be using

it to do everything that you do sure it

doesn't do it as well but learning how

it could and know might be more in the

future like help make helping you make

decisions and then you start to find out

where it can augment some of your work

some better some worse like you need to

be experimenting with all of that so

that you become the person that knows

how to do it with AI and your expertise

will be able to go farther faster um

because you already know the thing

better than everybody else yeah but most

businesses that the executive levels

anyway I run it to are making the

mistake of thinking that they they have

a Ferrari but they don't know how to

drive like it's matters it doesn't

matter the tool if you don't know how to

get the most out of it yeah I've heard

that scenario for like every major piece

of software I've ever installed in it's

we have a Ferrari in the garage and we

don't know how to take it out I've been

like well give me the

manual Dan's putting on his gloves hold

on a moment hold my beer like wait no I

I think that the the thing that people

should be doing right now is just

experimenting at night and you don't get

paid for this but if you want to have a

career you got to do that

so we've been talking a lot about all

the things that are coming like we've

talked about like 95% of marketers being

replaced everyone needs to be learning I

want to finish up with what you what you

think is the path to mastering AI we've

talked about dabbling we've talked about

correlating your expertise into it what

do you think are some like really clear

stepping stones for marketers to be

going Beyond logging in and using chat

GPT a little bit so my answer might

surprise you Dan number one believe it

or not I think the sales Discipline

matters I think that we're going to see

a coming together of sales and marketing

because profiling your customer your

client type and then automating Outreach

that those functions are not going to be

as separated as they used to be I could

be wrong but I really feel like if you

don't know your sales stuff you should

learn it and if you're a salesperson you

better know marketing secondly also non-

Tech related networking there's nowhere

to go to learn from this we talked about

this previous so chatting with people

like you and I or folks who that you

know are like you are that's where

you're going to learn there's no you

know we share articles Dan you and I and

that's really helpful for me especially

but if you don't have a network of

people that are kind of doing what

you're doing you're then you're just

going to read about in the Wall Street

Journal you're a little late and then

thirdly is sharing your mistakes you

you're Master at this I've dabbled in

this and here's what didn't work and

here's why is really educational for

both you and other people and it

encourages community building so those

three aspects I think if you really want

to master AI it's more than just knowing

the tools you can't keep up with all the

tools but all of us can if we share the

knowledge right if I'm dabbling in the

video side of it you're dabbling in the

copyrighting side of it and we compare

notes that's great my point is

networking sharing mistakes being able

to just do more than and and of course

experiment night obviously we should be

doing that too dang you just reminded me

I got some more failures to share too in

the AI world I'm like thinking some

failures right now I need to get out

there before they become too stale I had

a back and forth this morning that when

you share your failures it makes you

relatable people if it's a it's a

community building tool

yep coming back to your sales thing

though there's a lot there's a lot

there's books and books and books and

libraries filled with like sales

methodology books what are some of the

practicals you would give to a marketer

that has never been in

sales uh forget about all like the sales

you know the Challenger sale and all the

ways of selling it's not about that it's

the fact that your relationship building

extends Beyond just marketing it's just

relationship building if you think about

it as an overarching umbrella and that's

how I think of it it doesn't matter if

it's marketing where I'm outreaching to

you cold or if I'm selling where we're

having a I'm pitching you a closing you

know Discovery call whatever if you

think of it as relationship building and

you're truly trying to build rapport

extend that relationship right straight

through to past when you would normally

contact them there's no reason one

person can't ride that all the way

through now with these tools and I think

that that's the old role of the chief

Revenue officer it's just going to be

automated in terms of the uh execution

but the Strategic overarch of building a

relationship that you can close that's I

always say selling is helping but so is

marketing like proper marketing done

right isn't pressuring them pounding

them it's educating them and bringing

them along the funnel whatever you want

to call it I think that understanding

the the disciplines of both marketing

and sales and how to extend from one

into the other because I really don't

see them as different anymore like

marketing is the front end of

selling you

know that's really good and I think

that's well within a marketer's

capability of just building

relationships because you're right it is

while there's more to sales that's an

ultimate skill set that you can build

and it will it will make you a better

marketer but it also is the big big

piece that becomes part of sales um the

first big thing that I was doing in

podcasting because was sweet fish's big

big thing was what James called

content-based networking or building

Relationships by having people onto your

podcasts sometimes influencers sometimes

uh part potential Partners sometimes

prospects um I still have shows where I

do this for some of my clients where

we're we find prospects and we build

relationship with them not so we can

pitch them but like just so we can even

say hey how's it going what what are you

into like what what are you thinking

about as far as that your topic of

expertise goes

um and relationship building is the main

component of it um more than anything

because they might not even buy from you

now they might buy from you two

companies from where they're at now you

know you're right and that's the part

that most of B2B doesn't like but it's

the reality I'll give you a three-word

sales lesson for every marketer is the

easiest thing in the world tell me more

that's it when you get going and you

tell someone you know you're building

relationship with them through marketing

now you're actually speaking with them

it might be DM it might be through the

Machinery that's fine but when they say

something you just tell me more tell me

more about you childlike curiosity is

how horos puts it you want to explore

with them and let them guide it because

the thing about selling there's no

persuasion anymore not in a world of

digital connection there's only they

feel understood enough and feel like

they understand your solution that they

want to move forward and when you hit

that phase you don't have to say

anything tell me more tell me more

they'll tell you everything eventually

like this what we do and they'll be like

okay well the next step clearly becomes

evident it's not there's no more selling

the way we used to think of it

and if you're listening to this or

watching

this chances are you're based on the

amount of people I see View Post and

videos and who comment and it's always

the same people who comment right it's

so what they call the

99 uh the

909 one rule you know 90% are just

lurkers 9% are engagers and 1% are the

creators get out of the 90% and join at

least the 9% this is where relationship

building starts to happen you got to

start it's the safest place even if

you're the most timid introvert just

start engaging people in the comments

especially on LinkedIn LinkedIn is so

nice people are not out to get you

people are generally want to be as

helpful as possible they're incentivized

to be because most of the people in the

comments are the people selling

B2B right most of the people in there

are people that are trying to that have

some have an incentive to be engaged in

those relationships and they know that

being helpful is the game and honestly I

love that I love that about LinkedIn

people call it fake I'm like or

it's

just the right incentives making people

kind and helpful I'm like it's great um

so start on LinkedIn with commenting and

having conversations with people asking

questions like oh tell me more about

that can you give me an example of that

when did that work out for you how would

you approach it in this situation that

I'm in gosh people love answering that

and then you can follow up with the DM

and tell them that you did it um man

this is where relationship start to get

buil because there's nothing better than

going to someone telling you implemented

what they suggested then what you did

and then have a follow-up question man

you'll start to build relationships real

fast just by taking people's advice

telling them what you did and then ask

them more questions about it I'll give

you another sales tip here the one topic

no matter who they are that people love

to talk about one topic no matter who it

is in any scenario business or otherwise

is themselves yeah if you get them

talking about themselves and

specifically their mistakes if you had

advice to give what would be the one

thing you would tell me to do

differently because I'm trying to do

what you did there people love sharing

that stuff and not it's not cheesy it's

leg you can benefit from it and they

have lived the hard KNX life they want

to not have wasted

it and people are interesting they have

interesting things to say you never know

where good stories are G to come from um

so that's fantastic and when it comes to

mastering AI the one thing I come back

to just tactically over and over again

um I've started to I need to make like a

mini course on this because I've had

enough friends ask me now like hey this

is where I'm at how do I get to where

you're at at and I'm like I'm not even

sure where I'm at I'm still trying to

figure out where I'm at in the map here

um but one thing or two uh three three

steps that I find that anybody can take

to learn more about AI is one first step

assuming you've been playing around a

chat GPT and you've been in there and

you've prompted it and you've gotten

some stuff out of it Google the turn

Super prompt it's a massive step forward

just Google super promp watch a few

YouTube videos different people stack

super promps in different ways doesn't

matter learn what they are start using

them once you've used super prompts and

just again to give you an idea is

essentially it's a longer more specific

prompt every time you prompt AI you're

essentially delegating something to it

the more specific you can be the better

the answer back and there's also some

weird things about AI it's kind of like

hey if I tell it to be an expert lawyer

and I ask it for advice on law it's

going to give you better advice back for

some reason it takes on that Persona and

all of a sudden it does better there's a

bunch of little Oddities like that you

just kind of have to used to with AI but

it's great like it's how to get more out

of it we've all figured this out now um

so do the super prompt the people have

um that will level level you up from

your normal prompts now super prompts

from

there um what do they call this

um it's a I'm blanking on it it's like a

step-by-step prompt or a chain prompt

that's what they call it which is really

like a stepbystep super prompt it's

almost always has a super prompt

component to it but it has a hey load a

massive super prompt and I don't talk

about paragraphs a super prompt can be

as long as a one long sentence maybe

maybe two or three sentences as a super

prompt um and then it gives you an

answer but then you are specifically

ready with another prompt based on what

it gave you so it's like you're almost

helping it think through a multi-step

thing um learning how to do chain

prompts is learning how to get more out

of AI what it couldn't it's learning how

to draw it out rather than try to get it

all out in one chunk how did how to help

AI take baby steps in getting to a m a

master plan you can't just ask it for a

marketing plan you can but it'll give

you a crap marketing plan but if you

prompt it correctly you actually can

pull out quite a pretty good strategic

marketing plan if you give it the right

data and have it go through the right

steps in the right order just like a

human would have to do all of a sudden

the amount of work you can get it done

uh can get done with AI is way better so

prompting super prompts chain prompts

from there you start automating it with

custom gpts and the custom gpts are

literally just getting more out of your

your super your super and chain prompts

and that's it those are like the basic

building major major steps but steps you

can take the mastering AI Dan I'd love

to share like a six-step prompting

formula if that's okay I feel like this

is helpful I I something I use and in

the beginning I thought people would

might benefit from this so there's

there's an acronym called bright b r i

ght and this is how the six steps in

prompting that I feel is for a beginner

this is the way to start number one is

the brand what is your brand your

company what do you do just tell the

thing hey I am a Content marketer in the

fintex Bas and I whatever R is the role

you act as a right you're an expert in

copywriting you're an expert in

videography you're an expert in whatever

you know be Dan Sanchez you give it its

role I is the instructions I want you to

tell me exactly how to construct this

Outreach letter I want you to come up

with a script for YouTube I want you

whatever the thing is is these the

instructions the goal is the G the goal

of this exercise is I want to be able to

attract viewers to my YouTube channel I

want to be able to land customer

Outreach whatever the H is how to do it

I would like them to do this or I would

like to be able to get them on a phone

call I would like to be able to have

them sign up my landing page the how and

the t is the target who are the actual

people we're trying to reach these will

be you know Millennials in the marketing

space these will be middle-aged Boomers

whatever it is this describe in bright b

r g HT the brand role instructions goal

how and uh Target by doing that you'll

no matter what you'll get a better

output than you would have otherwise

just by saying write me a letter that

reaches these customers yeah and man

that's so good it has a lot of overlap

but I think this is the best one that

I've seen so far I've even taken other

peoples and try to make acronyms with it

to some degree I'm like well maybe not

an Acron maybe it's alliteration I'm

like so this one's already built I

haven't even come come across this one

yet but I think I'm just going to start

using we only deliver the best here at

AI in the

sky the AI Q Anda roll instructions goal

how to do it Target now the one as you

read through them the the two that

overlap the most uh is instructions and

how to do it what's the difference

between those two So the instructions

are here's what I uh I want you to do I

want you to write me an article about AI

it's just generally this is what the

thing needs to do the how to do it is

what you want the people to do in

response so I would like the the goal of

this is that we lend customers how they

call me they contact me they follow they

want to go attend the webinar the how

will I engage with the with the

prospects and then who are the prospects

so it's almost like the how is more the

context of where how the instructions

fit into the overall thing the how is

more what should happen next if this

thing is successful yeah so in a lot of

these super prompts there's usually a

place for context that I've seen so

that's it's

been kind of fudged in there with how

but still giving context like oftentimes

in when I'm building these AI Uh custom

gpts I'm often giving it a template to

go off of if it's crafting an email I

have a template of what a good email

looks like and then I have an example of

what properly executed looks like I give

it both sometimes with details in it to

like almost prompts within the template

to keep it going if I need it to be more

specific but the context matters so much

if you can give it almost like we've

said before it's like genius intern if

you can just make the super tiny baby

steps it's so good at executing it if

you just get are clear about what you

want see yeah this is the type of stuff

where you can put this into a prompt

template and pump this brid or whatever

you want to use into your own GPT and

just and these are the types of things

that people need to learn like you if

you're putting together a course stuff

like this most marketers don't get there

because they don't have the time they're

busy so it's helpful yep someone I'm

sure somebody's put together course on

it but usually the courses I see are

like here's the 100 prompts you need I'm

like dude don't I don't want a 100

prompts tell me how to

prompt you know what else I think is the

missing element here's the sales piece

again information is free in the Google

AI world I info doesn't matter I can get

everything I need from Chad GPT stories

matter when when Dan Sanchez tells me

here's the you know acronym to help you

prompt better and then tells me a story

of the actual prop he wrote for a

situation it sticks so that's the piece

where right all these courses are

lacking they're just

information that's good now I'm gonna

follow up with that gonna launch my

course I'm gonna put some stories in it

put out there for free of course but

let's wrap this up thanks for joining me

and or joining us so much uh wow I'm

really fumbling it at the end live live

is great this is what people love though

it's all right and usually I'm so used

to recording it and cutting out these

parts but I'm like ah fun to do it live

here we go uh thank you so much for

joining us for AI in the sky where again

we're covering these uh AI from a 10,000

foot view bringing it down to the ground

to bring some context for marketers

hopefully you found this helpful give us

some feedback uh find us on linkedin's

where we spend most of our time um and

let us know what you thought thanks for

listening

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