(upbeat music) – AI is a really big thing for marketers right now. How can AI help marketers become better marketers? – How many times are we going where we’re taking our long form content, and we’ll end up moving it into short-^ form content? Now there’s an artificial intelligence tool that will take all of your long form content and rewrite all your short form content for you – Wow. – Saving you four hours of work. – We’re talking about AI assisting humans with simple tasks. Is it a threat, is it a benefit, is it both? (birds chirping) (upbeat music) Talk to me about your thoughts on AI.
– It depends on how you define AI, right. There’s machine learning, there’s artificial intelligence. When you actually look at AI as something that’s actually making up a if-this-then-this scenario on its own, that’s truly AI, otherwise it’s machine learning. It’s actually doing exactly a sequence of what you set it to do. So most things right now are actually machine learning and we’re calling it AI. There are some things out there that are thinking on its own, and there’s the light side and the dark side. The light side is when you’re keeping it in doing just one specific task. An example of a light side is if you’re gonna do scheduling, and that’s all the tool does.
You tell the tool, “I need to schedule you “and Mike, me and Mike–” – By the way, he’s got a killer tool. Tell them about that. – It’s a great tool. If you go on and just Google artificial intelligence scheduling, you’ll see like two or three of ’em pop up, they all do the same thing, and you can go in and specifically one of ’em, you choose whether you want Amy or Andrew, and then you say to Amy, “Hey Amy, I wanna meet “with Mike next week, can you organize it? “Here’s his email address.” it has all your preferences in the background, and then it’ll go make sure that you are scheduled with me. – So this is an AI that’s kind of augmenting a task, a simple task that we have to do all the time anyways, and it’s doing it without any human interaction at all, is that right? – Well, only with the other person, so the person on the receiving end.
– That’s the non-scary side of AI. Talk to me about the flip side of it, what’s some of the stuff that people are concerned about? – In the dark side, it’s when they start making decisions on their own. Right now, Google has an AI, I think it’s probably the most AI that I’ve seen, I can call and say, “Google, I want a haircut next Thursday, “can you make that happen?” Google, the voice, will call over the phone my hairstylist, say hello, I’m calling for Bryan Kramer. I would really like to make this happen Thursday afternoon, do you have any available appointments? They say on the other end, “No, we don’t have Thursday, “how does Friday work?” Well, Friday is okay, let’s do it at 10am, how does that sound? And Bryan would love a trim cut around the back with rounded corners, and I just wanna make sure that’s in the notes.
– Is this real? – This is real. – They have no idea this isn’t a person? – They have no ideas this isn’t a person. – We’re talking about AI assisting humans with simple tasks. How can AI help marketers become better marketers? – Data and metrics is the biggest way. There’s repetitive tasks, that’s what we were talking about before. Repetitive tasks in social media is another one. As a marketer I mean, how many times are we going where we’re taking our long form content and we wanna move it into short form content? Now there’s an artificial intelligence tool as they’re calling it, that will take all of your long form content, and write, rewrite all your short form content for you, saving you four hours of work. – It’ll create like a Tweet version of it? – And LinkedIn, and Facebook, all at the same time with variation of pictures and photos, and all your hashtags so that you don’t have to have somebody go do all that.
Because how many hours of time does it take us to actually pull this? – It’s enormous. And can they actually schedule it too? – They can schedule out bulk schedule, it can repeat, it can do everything that you’d expect it to do. – So the threat there obviously is for agencies that do this for a living. I mean, the upside is they can use it to not have to staff as many people. But at the same time, it also could be a threat if it’s better than humans, and therefore agencies, they might become the equivalent of virtual agencies that are not real humans, right? – That’s exactly right. We’re talking about time saving, that’s one bucket. If we move over to actually having metrics, and having that served to us, that’s a totally different thing. A lot of times marketers don’t know what they’re looking for. – In Google Analytics, especially if you go on your phone, it has this insights thing, and it’s intelligently looking at your data, and it’s telling you hey, you may not realize, but there is a little bit of a problem right here.
– That is AI analyzing the data, and giving you things that you didn’t know that would take you hours of time to actually go look at. – And I think that’s gonna make marketers smarter. – The next evolution of that is that it actually takes that data, and it knows what to do with it, so that you don’t actually have to decide. What I want with that data, is I wanna know that all of my retargeting ads, out of all of it, only six of the ads actually worked out out of 100 variations. So that’s one set. Now, I just want it to actually go create the variation of those six ads for me, and go test those ads for me. – Will there be a day where we’ll just say here is $1000, write me the ad, schedule the ad, find the winners. I mean, is it there already? – It’s almost there. – It’s coming there? – It’s like within the next six to 12 months.
– I personally see, even when I’m using Gmail, the fact that it auto completes sentences for me, I’m beginning to see the utilitarian value of AI, and I think it’s making my life better, and I think that as we marketers begin to see how this can help us make smarter decisions, faster decisions, better decisions, we’re gonna probably fully embrace it, don’t you think? – Yeah, I think we’re gonna embrace it and then we’re gonna screw it up, ’cause it’s gonna be abused, we’re going to try and automate it too much. You know like when you look at bots right now, if you’re programming a bot, which anybody can go out and do for free or for ten bucks if you really wanna do that, a lot of people are saying they’re hiding behind that fact that it’s a bot, and pretending that they’re human, and you can’t yet. That’s not there yet. And still Messenger marketing is, even though it’s, you know, who knows where it’s gonna go in a year or two years, right now it’s onboarding an incredible amount of lead generation for a lot of different companies that are learning to use it right.
So there’s some pretty awesome things that you can do with that, but if you start to over-automate and there’s no human interaction, which is what I love, right. I’m the human guy, so I’m always rooting for like where the human touch points in that whole thing, ’cause you can’t not have it. I know that there’s one podcast that started for AI marketing. It’s by Mark Fidelman, and he just started an AI for marketers podcast. – Hey you guys, be sure to check out this video on Bryan’s YouTube channel. Just go like this with your hands..