Latest / Beyond the Needle: The Aesthetics Business Podcast / How To Use AI in Your Aesthetics Business with Emma Michael

Transcript

How To Use AI in Your Aesthetics Business with Emma Michael · Beyond the Needle: The Aesthetics Business Podcast

• 0:12
  SPEAKER_01: Welcome to Be on the Needle of the Aesthetics Business Podcast.
• 0:15
  SPEAKER_01: Each week, I'm here to share real actionable strategies and bring on expert guests to help you level up, attract more patients, and build a standout brand.
• 0:24
  SPEAKER_01: Let's turn your passion into a thriving business together.
• 0:34
  SPEAKER_01: Hello everybody and welcome back to the Beyond the Needle podcast.
• 0:37
  SPEAKER_01: Today I am delighted to be joined by Emma Michael, AI trainer, business strategist, and founder of Emma Michael AI Solutions, where she helps business owners get to grips with AI in a way that actually makes sense for their business.
• 0:50
  SPEAKER_01: And I think this episode is going to be really useful for a lot of you because AI is something I am being asked about constantly at the moment.
• 0:57
  SPEAKER_01: Everybody wants to know how to use it, what tools to use, how to get better results from it.
• 1:01
  SPEAKER_01: But most of the information out there is either really technical and overwhelming or so kind of surface level that it's not actually helpful at all.
• 1:08
  SPEAKER_01: And obviously, we know that AI is on the rise.
• 1:10
  SPEAKER_01: I do have quite a few strong opinions on it, which do come up with Emma, and we talk about, you know, not just the best ways to use it as a business owner, but also the ethical side of it and how to make sure you're staying within the law.
• 1:23
  SPEAKER_01: Emma's approach with AI is a little bit different.
• 1:25
  SPEAKER_01: She is all about finding what's actually going to save you time in your business, knowing how to use it properly so you get outputs that are actually good and helpful, and understanding the stuff around AI that most people just aren't thinking about, like the legal side of things that I just mentioned, but also why what you put into your prompts matters so much more than people realise.
• 1:45
  SPEAKER_01: Her whole philosophy with AI is built around keeping things simple, judgment-free, and accessible, which I think is exactly the type of energy that this topic needs.
• 1:53
  SPEAKER_01: So I was really excited to have Emma on and have this conversation, and I think people will take a lot away from it.
• 1:59
  SPEAKER_01: And I do think it's amazing the sheer amount of things that AI can do for you once you really understand how to use it properly.
• 2:06
  SPEAKER_01: So whether you've tried AI and felt that it wasn't working for you, or you haven't started yet and just don't know where to begin, this episode is going to give you something really useful to take away.
• 2:16
  SPEAKER_01: Before we dive in, just a very quick reminder don't forget to subscribe to the podcast if you enjoy these episodes and you'll be notified when a new one goes live every single week.
• 2:24
  SPEAKER_01: And do leave me a little review as well.
• 2:25
  SPEAKER_01: I really do appreciate them.
• 2:27
  SPEAKER_01: Okay, let's get into it.
• 2:33
  SPEAKER_01: Welcome to the podcast, Emma.
• 2:35
  SPEAKER_01: It's so lovely to have you on.
• 2:37
  SPEAKER_01: I'm so excited to have this conversation.
• 2:39
  SPEAKER_01: I've wanted to speak to an AI expert for a really long time on here.
• 2:42
  SPEAKER_01: It feels like a very kind of topical topic.
• 2:46
  SPEAKER_01: So before we get into it, tell us a little bit about you and what you do.
• 2:50
  SPEAKER_01: Introduce yourself to the listeners a little bit.
• 2:53
  SPEAKER_00: Will do.
• 2:53
  SPEAKER_00: And thank you so much, Emily, for having me.
• 2:55
  SPEAKER_00: I've been really looking forward to this.
• 2:57
  SPEAKER_00: So yeah, really appreciate it.
• 2:59
  SPEAKER_00: So my name is Emma Michael, and my business is called Emma Michael AI Solutions.
• 3:04
  SPEAKER_00: And I work with business owners to help them reduce the mental load to save time in their business by using AI tools.
• 3:14
  SPEAKER_00: And also I kind of take them from feeling AI curious to AI confident.
• 3:19
  SPEAKER_01: Amazing.
• 3:20
  SPEAKER_01: And you said to me when we had a chat initially that a few years ago you were exactly where a lot of your clients are now.
• 3:26
  SPEAKER_01: You know, you were looking at a lot of these AI tools and feeling completely lost.
• 3:30
  SPEAKER_01: So what changed for you and what made you want to help other people through that same learning curve?
• 3:35
  SPEAKER_00: Yeah, great question.
• 3:37
  SPEAKER_00: So I discovered Chat GPT in 2023 and I used it like people would use Google.
• 3:46
  SPEAKER_00: So I would like to open it up and go, Wow, look how it can give me this instant information.
• 3:52
  SPEAKER_00: So it kind of blew my mind.
• 3:54
  SPEAKER_00: And I was using it, but didn't really know any other way to use it.
• 4:00
  SPEAKER_00: Because obviously, we've all grown up with Google.
• 4:02
  SPEAKER_00: We've grown up with that small context window.
• 4:05
  SPEAKER_00: We put a question in there and Google gives us response.
• 4:07
  SPEAKER_00: And I found ChatGPT was the same.
• 4:10
  SPEAKER_00: And then I decided to kind of look into it a little bit more and I did a three-day AI training boot camp, which I invested in, and then realized that I knew nothing about AI at all.
• 4:21
  SPEAKER_00: So I was like, right, okay, I really, and then I'm late diagnosed ADHD.
• 4:26
  SPEAKER_00: So the dopamine that I was getting from AI, I was like, right, if I'm struggling to understand this, I know other people are going to struggle.
• 4:36
  SPEAKER_00: So I want to go and learn and learn as much as I can so that I can share that to help other people.
• 4:42
  SPEAKER_00: And that was really sort of you know how it how I got started.
• 4:45
  SPEAKER_00: Amazing.
• 4:46
  SPEAKER_01: And do you know what?
• 4:47
  SPEAKER_01: AI is a skill, and I think that's something a lot of people don't realise.
• 4:50
  SPEAKER_01: It's something you need to learn.
• 4:52
  SPEAKER_01: And I think a lot of people using it the way you just described, they're opening up, they're giving it a very basic prompt, and then kind of taking the first thing that it gives them as the answer rather than actually really learning how to because it's just like anything, it's a tool, and you need to learn how to use it to the best of its ability.
• 5:11
  SPEAKER_01: So, what kind of mistakes do you think people are making most at the moment with these tools?
• 5:17
  SPEAKER_00: Yeah, so they're not giving it enough context, they're not giving it the kind of character that they want it to be.
• 5:25
  SPEAKER_00: And I think also it's because they don't understand how AI works.
• 5:30
  SPEAKER_00: So, in its very simplest form, if you think about it, like generative AI, which is what Claude or Chat GPT is, it generates information.
• 5:40
  SPEAKER_00: You know, it it's basically it's taken all that stuff, it's scraped the internet to get that information.
• 5:47
  SPEAKER_00: So it works on like patterns and probability, and so it has no real-world experience.
• 5:54
  SPEAKER_00: And then also what it lacks is human judgment, which is why it should always be AI plus human.
• 6:01
  SPEAKER_00: And I'm really, really passionate about that.
• 6:04
  SPEAKER_00: The fact that we don't just dump it all on AI, it needs to have our beautiful brains, you know, still doing a lot of the task.
• 6:13
  SPEAKER_00: It should be outsourcing the stuff we don't like, like think about the bottlenecks in our business.
• 6:20
  SPEAKER_00: That's the kind of stuff that AI can help with, but it has to have our human judgment over it as well.
• 6:26
  SPEAKER_00: So if you think about it, you could have like a university professor writing this most incredible paper that is shared to the internet, and then you've got like gossip columns on Reddit, and so that is where AI is taking all your information from.
• 6:44
  SPEAKER_00: So if we don't, you know, use it correctly, and when I say correctly by prompting it, which you've rightly said, so there's a really simple formula that you can use called the three C's, which is you give AI a character, so act as my social media strategist, you then give it some context, you tell it what you're looking for.
• 7:06
  SPEAKER_00: So it could be, you know, I want you to write me or do me some research on what's trending in the beauty industry at the moment, you know, and give it real specifics, like, you know, is it last, what's the latest like Korean lash treatment, what's whatever their the topic that you want to like just you know, write about, get it to go and do that deep research, but also ask it for sources so that it doesn't make stuff up because hallucination, which is another term, AI hallucinates, which means it makes things up, because if you think about it, it is a bot, it's designed to please you.
• 7:47
  SPEAKER_00: And so what people don't realise is that if it can't find the right answer, it will very convincingly still give you an answer, but it's made it up.
• 7:57
  SPEAKER_00: So if you're not giving it, you're asking it to check its sources, it can give you really bad information.
• 8:05
  SPEAKER_00: And I mean, this has happened with really big international companies, not just like your salon owner in a little local town, you know.
• 8:14
  SPEAKER_00: So it's it but because we're still all learning, and this is the thing, what you don't know, you don't know with AI.
• 8:21
  SPEAKER_00: Yeah, that is so true.
• 8:23
  SPEAKER_01: It's not just taking its first answer and rolling with that.
• 8:26
  SPEAKER_01: I think that's the thing a lot of people are missing with it at the moment, is they're they're using it to because they're time poor, right?
• 8:34
  SPEAKER_01: So they're using it to kind of do the jobs for them, for them, you know, whether that's their social media content or writing a blog for their website or whatever, and they're just taking the first thing that it gives them and also not feeding it enough information because I don't really think that we should just be saying, write me a blog post about microneedling or write me a blog post about skin boosters.
• 8:55
  SPEAKER_01: You know, we need to be giving it the general gist of what we want to be getting across within that blog post so that it still sounds like us and still has gives the right type of information and still says what we would say as experts.
• 9:07
  SPEAKER_01: I think that is really important.
• 9:09
  SPEAKER_01: I think that's something that probably people aren't doing, but like you say, people are still learning.
• 9:13
  SPEAKER_00: Yeah, no, very much so.
• 9:14
  SPEAKER_00: Yeah, I completely agree.
• 9:15
  SPEAKER_00: We we we we shouldn't be losing.
• 9:17
  SPEAKER_00: And it actually reminds me of a client that I've been working with who is a beauty salon owner, she's also a trainer in the industry, and what we did to for her to outsource her social media in-house to one of her younger team members, what we did is we I created for her a custom bot, so a custom assistant, and it was trained on all of the salon's information.
• 9:47
  SPEAKER_00: So what we did was we fed it like 10 key pieces from the website about the business.
• 9:53
  SPEAKER_00: We then went into uh like what the brand voice is, like what words she wouldn't use, what words she liked to use, so that very much it was like AI was taking her like blueprint because that's really important, as you've mentioned.
• 10:10
  SPEAKER_00: Otherwise, it sounds really generic.
• 10:12
  SPEAKER_00: We then also fed it lots of customer reviews, we gave it examples of what good output looked like.
• 10:20
  SPEAKER_00: So all of this then fed into a system that then meant we added in social media strategy so it could then create like 30 days of content for her, but very much mapped on what her offers were that month.
• 10:35
  SPEAKER_00: Because again, it was not just about, you know, using testimonials and using, you know, it's a balanced strategy of all the kind of things that people need to see on social media to help nurture them and warm them up to working with that salon.
• 10:50
  SPEAKER_00: So that's kind of working smarter, not harder with the AI, because then you're getting it uh, it knows what good looks like and it has all of that information.
• 11:00
  SPEAKER_00: And so it meant that also we did them a QA one.
• 11:04
  SPEAKER_00: So for the staff.
• 11:06
  SPEAKER_00: So if there was rather than having to keep going to the salon director, they had a QA where they the AI could pull in all the regularly asked questions so it saved time for the team and it just replaced the bottleneck of them having to wait till she was free to be able to support.
• 11:24
  SPEAKER_00: So yeah, it can be it's amazing.
• 11:27
  SPEAKER_00: It's just all down to looking at like the kind of workflows and and knowing what's possible again, which we always come back to.
• 11:34
  SPEAKER_01: I really like that QA one.
• 11:36
  SPEAKER_01: That sounds really good and probably not something a lot of people are doing or thinking about at the moment.
• 11:41
  SPEAKER_01: Tell me more about that.
• 11:42
  SPEAKER_01: Like, what does that actually look like?
• 11:45
  SPEAKER_00: So, again, it's just taking like the regular questions that you know that are going to keep coming up.
• 11:51
  SPEAKER_00: It's almost similar to also having like your standard operating procedures.
• 11:56
  SPEAKER_00: So you can, if you have got a document, what you can do is you could train the AI on that document and you could set this up within say a project within Claude or ChatGPT, and within that project, that basically will just have that information.
• 12:13
  SPEAKER_00: So rather than going off and scouting the internet, it can't, it will just read the file that you've given it.
• 12:20
  SPEAKER_00: So again, if you had say a new junior or new member of staff join, you could give them this and they could ask it questions and it will pull all that data out.
• 12:30
  SPEAKER_00: So again, it's about, you know, we're here to save time.
• 12:34
  SPEAKER_00: Everybody's busy.
• 12:36
  SPEAKER_00: And so if we can give them consistent answers by using that project, it just means it's a win, it's a win-win for the business owner.
• 12:45
  SPEAKER_01: I like this.
• 12:46
  SPEAKER_01: So, in the case of a clinic owner, assess it clinic owner, assess it practitioner, someone with a small or maybe slightly larger team, you could have like literally like a clinic owner agent on Claude or ChatGPT, and then the clinic owner just has to initially set that up, give it lots of information, all the processes, how it would deal with XYZ, all these different situations that might come up.
• 13:10
  SPEAKER_01: And then that junior member of staff or whoever it might be can literally ask the agent, what would you do in this situation or how would you respond to this?
• 13:18
  SPEAKER_01: Yeah, well exactly trying to deal with that.
• 13:21
  SPEAKER_00: And then it's super time efficient as well, because you know, in real time, that member of staff can get the answer instantly, and there is no, you know, it just means that it speeds the process up.
• 13:34
  SPEAKER_00: And you know, if you're working in a service industry, service is so important.
• 13:39
  SPEAKER_00: So if you've got, you know, if there's a client wanting to know the answer to a question, they've got to wait for somebody else, it just takes longer.
• 13:47
  SPEAKER_00: Whereas if you be sick and efficient, that's where I see AI being super helpful.
• 13:52
  SPEAKER_01: What I feel like some people might be thinking as they listen to this is how do I prevent it giving bad information or making things up if someone asks something that maybe it doesn't have the full, like the AI agent does have the full picture on.
• 14:07
  SPEAKER_01: Are there ways to stop that?
• 14:09
  SPEAKER_00: Yeah, so that's the difference between using just your chat GPT as a bot when you build something called a project, it can only look at the files you've given it.
• 14:20
  SPEAKER_00: It can't go off and look at Reddit and the internet, it's like a closed container.
• 14:25
  SPEAKER_00: So that's where then you would load up your files into the project and it would only read those files.
• 14:34
  SPEAKER_00: So obviously, that information's come from you as the business owner.
• 14:37
  SPEAKER_00: So it's yeah, so that's how it it protects that information.
• 14:41
  SPEAKER_00: And obviously, then you just need to remember to update anything for any changes in the business.
• 14:46
  SPEAKER_00: You just need to, you know.
• 14:48
  SPEAKER_00: So, like for instance, say you had different summer times for opening and winter, you know, winter with perhaps shorter hours, you're just remembering to go in and update the the project with with that information.
• 15:00
  SPEAKER_01: Okay, yeah.
• 15:01
  SPEAKER_01: No, that yeah, that sounds good.
• 15:03
  SPEAKER_01: I think that's something that you know everyone should be utilising.
• 15:06
  SPEAKER_01: It sounds like a really good way of saving time and helping your team like streamline things.
• 15:12
  SPEAKER_01: What other things when when someone comes to you and they they want to start using AI in their business, what are they usually doing with AI at that moment in time and what's not working and where are the kind of common gaps that you see?
• 15:25
  SPEAKER_00: Yeah, so that's a great question.
• 15:27
  SPEAKER_00: So often the fur very first thing we look at is something like the AI literacy and what that means is they come in because they're using it like Google, they don't know its capabilities, they don't know what it can do for their business.
• 15:41
  SPEAKER_00: They often are hearing everyone saying, Oh, you know, Claude is amazing or ChatGPT is amazing.
• 15:47
  SPEAKER_00: And, you know, don't get me wrong, they are all amazing, but what will happen is one will go ahead and then the other will catch up.
• 15:54
  SPEAKER_00: You know, everyone was going on about Claude, and I've been using both for a couple of years, so I'm not I'm at all agnostic.
• 16:02
  SPEAKER_00: I basically will pick the tasks that I'm doing and then choose the tool.
• 16:05
  SPEAKER_00: But what will happen is people come and say, Oh, I need to use Claude, but I really don't know how to use it.
• 16:09
  SPEAKER_00: So that's kind of the first thing.
• 16:11
  SPEAKER_00: So what we then look at is kind of like where the where their workflows, where their bottlenecks are in their business.
• 16:19
  SPEAKER_00: So it's like I get them to write down a list of all the repeatable tasks that they do, the tasks that they don't enjoy.
• 16:26
  SPEAKER_00: And then it's about making seeing whether that is a task that AI can do because I'm not all about handing all over to AI, it's like having that human judgment, which is still really important.
• 16:38
  SPEAKER_00: There are certain things that you would never want AI doing, and then other things that yes, AI can do, so it's just knowing what is what's possible and how to do it in the most sort of efficient way, really.
• 16:51
  SPEAKER_01: What are a few of the things that you think AI can do very well in terms of taking tasks off of business owner's plates?
• 16:57
  SPEAKER_00: So, content is definitely a really good one.
• 17:01
  SPEAKER_00: Um, in terms of, as I've said, you can create like a custom bot that can go and do that for you.
• 17:09
  SPEAKER_00: It can do competitive research.
• 17:11
  SPEAKER_00: So, for instance, if we look at Claude, Claude is very much the human-sounding.
• 17:17
  SPEAKER_00: And I often will run prompts in both Claude and Chat GBT and almost play them off against each other and see what response I get.
• 17:27
  SPEAKER_00: So it's very much good for, like I said, customer research as well.
• 17:33
  SPEAKER_00: Um, so researching products, but again, it's making sure that you prompt it correctly so it gives you the right information.
• 17:40
  SPEAKER_00: Note-taking has been a game changer for me.
• 17:43
  SPEAKER_00: So I use a note-taker called Otta AI.
• 17:46
  SPEAKER_00: So if I'm on any calls, if I'm working with a client, what I will do is I will then take the recording of the transcript, I will then take that over to Claude or Manus or Chat GPT, whichever one I'm, you know, whichever one I'm working on at the moment.
• 18:04
  SPEAKER_00: And what I will then do is I will get it to say, for instance, act as a coach, and I will ask it then to analyze Michael with my client and see what pain points I've missed, because then that's a great way of taking that information and perhaps going and creating, you know, content.
• 18:22
  SPEAKER_00: You can another way of using it is I use a tool called Whisperflow, and with Whisperflow, you can download it onto your desktop, and for instance, you can open up the notes app in your phone, you press your button on your uh on your laptop, and then you start freely talking into Whisperflow.
• 18:45
  SPEAKER_00: So, for instance, you could say to it, you know, I'm going to the shop, I need to remember remember all things, these things, because again, late diagnose ADHD, my brain, I can get really overwhelmed with all the information out there.
• 18:59
  SPEAKER_00: So, what you can then do is say, Oh, I want, you know, some chicken, some rice, or you know, whatever it is, list it out.
• 19:06
  SPEAKER_00: And then if you suddenly say, Oh, actually, um, I didn't know rice, I've already got rice, what it will do will automatically correct that list for you.
• 19:14
  SPEAKER_00: So it's very, very specific on what it will write down for you.
• 19:19
  SPEAKER_00: So again, you could use this actually to create content.
• 19:23
  SPEAKER_00: So if you've got an idea in your head and you're out like, because you can also put it on your phone, you're out going for a walk.
• 19:29
  SPEAKER_00: Sometimes our best ideas can download when we're out in nature, away from technology, and then you can literally voice note it, and it's got all of your thoughts, everything down on there, which I find fascinating.
• 19:43
  SPEAKER_00: And also, for instance, for me, when I do my emails, I really struggle to sit down and articulate my thoughts because my mind gets really distracted.
• 19:53
  SPEAKER_00: However, if I talk into Whisperflow, I then can take that transcription out of Whisperflow and then put it into my email.
• 20:03
  SPEAKER_00: So it's still me talking, but I'm using AI to help me speed up that process.
• 20:08
  SPEAKER_00: So for me, that has been such a useful, you know, useful way of being more productive and saving me time.
• 20:17
  SPEAKER_01: I love the idea of Whisperflow.
• 20:18
  SPEAKER_01: I think I need to try that myself.
• 20:20
  SPEAKER_01: So if you were like for emails, for example, because this is something I struggle with, and probably a lot of people struggle with, you know, normally I let my emails build up a tiny bit and then I'll kind of go back to everyone at once because I cannot be on my emails all day, every day, otherwise I wouldn't get anything else done.
• 20:32
  SPEAKER_01: But I'm the same, I can really procrastinate on replying to an email if I think, you know, if I need if I really need to articulate my thoughts, like you say, that is something I I do also really struggle with.
• 20:40
  SPEAKER_01: So if I were to speak into WhisperFlow, would it then tidy that up and polish it for me in terms of uh an email?
• 20:49
  SPEAKER_00: Or would I then need to go and put that transcript on Claude and it would just no, you would need to put the the how I do it is I do it into my notes first of all.
• 20:59
  SPEAKER_00: There may be other ways of doing it, this is just how I do it.
• 21:01
  SPEAKER_00: I put it into my notes first of all, but one, because you can also use this kind of voice feature in Claude and Chat GPT, but the problem with that is it doesn't take out the ums and the ahs, it will literally record it literally.
• 21:20
  SPEAKER_00: So if you make mistakes and you said add oranges and lemons and mascara and makeup remover, and then go, oh no, I've got that.
• 21:31
  SPEAKER_00: Claudine chat will still have all of that down there.
• 21:35
  SPEAKER_00: But whisper AI will tidy up for you, and then it will just write it out in that, like you know, in that format.
• 21:42
  SPEAKER_00: So you can just copy and paste it and then do whatever you need to do with it.
• 21:46
  SPEAKER_00: So that feels just a really nice tool to to share with everybody.
• 21:51
  SPEAKER_01: Yeah, no, I think that's a good one.
• 21:52
  SPEAKER_01: I think that could be quite helpful for a lot of people, especially like you say, when you're when you go for a walk or you're out, you know, at the weekend, that is.
• 22:00
  SPEAKER_01: Normally, when when you've stepped away from the business, when you've stepped away from technology, like you say, and your brain's a little bit emptier, your best kind of thoughts come and you get inspired by things, and that happens to me a lot.
• 22:10
  SPEAKER_01: And I'll normally be like typing away in my notes app ideas as and when they come to me, but being able to have it in one space where I just talk it freely would be a dream.
• 22:20
  SPEAKER_00: Yeah, I know absolutely.
• 22:21
  SPEAKER_00: Check that one out.
• 22:22
  SPEAKER_00: Yeah.
• 22:23
  SPEAKER_00: And actually, that then reminds me because this is sorry, my brain does ping pong a little bit.
• 22:28
  SPEAKER_00: When we're talking about prompting and actually using Claude or Chat GPT, if you use the voice activation within the app, I find that rather than me sitting there typing a prompt, I will actually you know speak into ChatGPT or Claude and actually say, act as an open AI prompt engineer.
• 22:54
  SPEAKER_00: So I'm giving it its character, and then I'll say to it, oh, you know, I want to do market research on 10 AI trainers in Wiltshire, Somerset, Devon, Cornwall, for instance.
• 23:08
  SPEAKER_00: So I'm giving it the contents.
• 23:10
  SPEAKER_00: I'll then say to it, you know, I want to know the offers, the pricing structure, etc.
• 23:16
  SPEAKER_00: So this is the same if you were like a if you had a clinic or a beauty salon, you could look at all your competitors, look at all of the products that they've got and get it, and then ask it to do a deep dive and now give me a prompt that will give me a really good strong response.
• 23:34
  SPEAKER_00: So what you're then doing is you're getting the AI to create a better prompt for you.
• 23:40
  SPEAKER_00: It's called meta prompting, where you will because where AI has got so clever now, the way almost we use it is changing.
• 23:47
  SPEAKER_00: So by meta prompting, you're asking AI to give you the prompt that you know that it knows will it give all the information it actually needs.
• 23:58
  SPEAKER_00: So what it will then do is create this amazing prompt that will be way more detailed than anything we could think of, and will often bring in things that you haven't thought of, and you can then use that to get some like really good like responses.
• 24:13
  SPEAKER_00: So that's been sort of you know really useful.
• 24:17
  SPEAKER_01: Talk me through some specific ways a business owner could use that response for or that prompt that Chat GPT or Claude might give them.
• 24:23
  SPEAKER_00: Yeah, so if I was, I'm trying to think of what I've been because I use it often all the time.
• 24:29
  SPEAKER_00: So I'm gonna have a quick look in my ChatGPT just to see something that I've just done recently.
• 24:36
  SPEAKER_00: So I've been asking to create a I've got an AI training plan because obviously I go out and train and I work with local businesses and I do a sort of done for you service as well as you know online service.
• 24:50
  SPEAKER_00: So at the moment, I've given it the context of I've told it what I'm looking for in the AI training.
• 24:56
  SPEAKER_00: So I'm still using my human brain, I'm still telling it what I want, but then I'm saying to it, you know, now help me generate a training plan.
• 25:06
  SPEAKER_00: But I've been really specific.
• 25:09
  SPEAKER_00: And what it's then done is because I've explained that potentially my audience may be over 40, so they have like a, you know, where they could be overwhelmed, they're busy business owners, they might be a mum, they've got children, they've got a husband, or they may be single, it doesn't matter, but they've all got lots of other different hats of just being a business owner, and then often what will happen is that prompt then will really dig down into that like ideal client, because again, it's really important to understand the ideal client, and then it will give me something that I can then go away and create a tangible training just by that information.
• 25:47
  SPEAKER_00: So it saves hours of work, but of course, it's really important then for me to read through it and check it and not just accept what it gives me, it has to sort of be in line with you know what I know is correct, and that that's the you know the beauty of it.
• 26:04
  SPEAKER_00: But often it will come up with stuff that I go, oh my god, I I forgot to add that or I didn't think of that.
• 26:10
  SPEAKER_00: But I have to know my subject because that's how I can fact check.
• 26:15
  SPEAKER_00: If I don't, if you don't know your subject, so for instance, I'm not a blog writer.
• 26:21
  SPEAKER_00: If I asked it to do a blog, I wouldn't necessarily know what good or bad look like.
• 26:27
  SPEAKER_00: So this is where the human skills still come in.
• 26:30
  SPEAKER_01: Yeah, and I think human skills is a really good thing to touch on, and I think especially with things like social media, marketing and content creation and blog writing, like you say, because yes, AI is great for helping to speed up the process of creating content, but it still does need skill.
• 26:48
  SPEAKER_01: And I think from my side, as somebody who obviously specializes in social media marketing, you know, what a lot of people get wrong, and I've always got wrong about social media marketing, is they think it's just simply posting when it isn't.
• 26:59
  SPEAKER_01: There is a strategy behind what we're doing, you know, like you mentioned earlier, it's creating content for people at different stages of the buyer's process to warm them up, to build trust with them, to nurture them, to move them through that journey.
• 27:10
  SPEAKER_01: And you need to understand the different types of content that you need to be creating in order to do that effectively, and you know, and the right way to uh talk about things and how to connect with different people in your content and to really understand your target audience and their needs and what they want.
• 27:23
  SPEAKER_01: And that still is going to take skill, but yes, you can do some of that with ChatGPT or with Claude or with other AI tools.
• 27:30
  SPEAKER_01: And I find AI tools really helpful for doing things like market research and like competitor research and for really feeding it, you know, a target audience, you know, really deep dive telling it what target audience looks like and helping it come up with different types of content ideas that we might want to, you know, create to speak to that specific target audience.
• 27:54
  SPEAKER_01: But I do think that we are maybe losing a lot of what used to make content great in terms of there's now what a lot of people are calling AI slop out there when it comes to content.
• 28:08
  SPEAKER_01: People are kind of losing touch with what content creation should be about.
• 28:12
  SPEAKER_01: You know, we've got these very generic-looking AI designs that seem to be popping up everywhere.
• 28:19
  SPEAKER_01: I'd love to know your thoughts on this and where you think people are maybe going wrong with this kind of thing at the moment, and whether you think that we might reach a point where we're all just a bit bloody fed up with seeing the same thing over and over and what and reading the same sort of thing over and over and actually go back and not and go back and not be using AI as much as we are.
• 28:41
  SPEAKER_00: Yeah, and it's a great bad question because I'm seeing that all over the place.
• 28:46
  SPEAKER_00: You only have to open up Facebook and your local fate or your local, even you know, my local village kind of people had created something of the church and they did it with AI, and it was in this beautiful rural location, which so clearly AI, and it just gives me the ick.
• 29:04
  SPEAKER_00: And there are so many better uses of AI, and sadly, because ChatGPT will use the same font, the same layout, so it doesn't matter if you've got different images in there, it's still that same generic approach.
• 29:24
  SPEAKER_00: And what happens now is as soon as I see an AA image, I scroll past, I don't even read it, so it could have the best information on there, but my brain is so attuned to scrolling past now that I won't even stop.
• 29:40
  SPEAKER_00: And the whole point from what I understand with social media is we're there to stop the scroll.
• 29:46
  SPEAKER_00: We want somebody to stop and go, oh, I need that.
• 29:48
  SPEAKER_00: And so it has the opposite effect.
• 29:51
  SPEAKER_00: I do know, I mean, and I do get it because you know, I understand it feels like it's clever, and you know, I'm not knocking anyone that is doing it.
• 30:01
  SPEAKER_00: All I'm saying is there are better ways of getting to your ideal client, and you know, you're just gonna disappear in the sea of everything if you don't stand out.
• 30:13
  SPEAKER_00: So, where we're trying to actually stand out on social media, you know, and it doesn't matter how clever you think ChatGPT is, it's still AI-generated image, and it will just, yeah, it will just turn people away.
• 30:26
  SPEAKER_00: And of course, I'm also seeing a huge backlash.
• 30:29
  SPEAKER_00: There is a lot of people that are still very anti-AI, and this is just kind of adding fuel to the feed.
• 30:36
  SPEAKER_00: And interestingly, there's something that's happened last week, I believe, with Canva, because what you can do is you can take your AI image and you can actually edit it into Canva, and then you can use some of the Canva tools to change it around.
• 30:53
  SPEAKER_00: But because of the EU AI Act, which has been around for a while, but there's been more transparency rules that came in on the 2nd of August, what will now happen is if you say use background eraser in uh Canva, it will actually flag up a normal image as AI generated.
• 31:16
  SPEAKER_00: So there's that's still kind of there's no real definitive answer on that.
• 31:20
  SPEAKER_00: That's still that's something that's really new.
• 31:22
  SPEAKER_00: But going back to these posters, please don't do it.
• 31:25
  SPEAKER_00: Go stick go to Canva or Adobe, use something else because your brand it will affect, it will hurt your brand, and that isn't what we want.
• 31:36
  SPEAKER_01: I completely agree.
• 31:37
  SPEAKER_01: I think it will massively end up hurting people's brands, and like you say, you know, what is the point in using social media if you are just going to blend in with the noise of everyone else?
• 31:48
  SPEAKER_01: You want to stand out, you want, I mean, look like we see thousands of pieces of content every single day.
• 31:56
  SPEAKER_01: And if we are, and if 50% of those end up being just AI generated looking very, very similar, how are you supposed to compete with all of that if you're just creating stuff that looks exactly the same?
• 32:04
  SPEAKER_01: And it's the same with you know, the copy as well.
• 32:07
  SPEAKER_01: I think a lot of people, and like you say, it's it's it's about learning, it's about teaching your AI and helping it really understand you, and also keeping the human element very, very active and not just spitting a very quick prompt into AI and taking it at face value and just using that without any kind of human input or editing, it loses that, you know, people will follow you and want to follow you.
• 32:28
  SPEAKER_01: You need to give them a reason to follow you, but and but they will do that because they like you as a person and they feel like they connect with you as a person.
• 32:34
  SPEAKER_01: As soon as 90% of what you're putting out there is just AI generated, how are you supposed to connect with anybody?
• 32:41
  SPEAKER_01: And I do think, you know, I really hope that these chat GPT designs that we're seeing are just a kind of face that dies out pretty quickly.
• 32:51
  SPEAKER_01: And I've seen a lot of them with mistakes on as well because I think people are just literally putting the prompt in, saving them, and then using them without really double checking them.
• 33:00
  SPEAKER_01: I've seen them with like people's business names spelt incorrectly.
• 33:03
  SPEAKER_01: I've seen, you know, there was one that someone had printed and put outside a local pub when the World Cup was going on, and it was advertising the fact that they were open, showing a certain game.
• 33:15
  SPEAKER_01: I can't remember what game it was or what which countries were playing, but the one of the country's flags was completely wrong.
• 33:21
  SPEAKER_01: It was like AI had made up a flag and no one had noticed, and they had put it on, and I just think it like, and that is the kind of thing that can really hurt a brand.
• 33:32
  SPEAKER_00: Absolutely.
• 33:33
  SPEAKER_00: Yeah, it's a real it reminds me because I saw one last week where there was a local village fate being advertised, but it was spelled F-A-T-E, and no one had picked it up, and it was being posted everywhere.
• 33:51
  SPEAKER_00: And it to me now it becomes it feels like it's lazy, it's lazy use of AI.
• 33:58
  SPEAKER_00: And also, if we think about when AI copy first started coming out, and everyone was going on about the end dashes, which is the long dash, because AI you know uses that massively, you know, and then we were easy to spot that kind of you know, the copy that was being written, and now exactly so then that gave AI a really bad name.
• 34:20
  SPEAKER_00: And the same's happening with these generic, you know, posters.
• 34:24
  SPEAKER_00: It's yeah, it's it's not good.
• 34:25
  SPEAKER_00: And and like I said, if we want to be ethical and you know, thinking about the environment as well, which can be a really big thing with AI, using these posters is not the best use of our time.
• 34:38
  SPEAKER_00: Let's get it working smarter, not you know, and and doing other things for our business rather than the AI slop.
• 34:46
  SPEAKER_00: And interesting, LinkedIn now has brought in a button where you can now, uh, when a post is put out, you can now go in and and tap AI slop if you think it is generated by AI.
• 34:59
  SPEAKER_00: The trouble with that is it is open to interpretation because some people will not use it ethically.
• 35:05
  SPEAKER_00: You know, they may have a competitor, and that competitor can put out a really good post that they've created, and you would still have the ability to go in and say it's AI slop.
• 35:16
  SPEAKER_00: So, again, still very new with that, and I'm not quite sure how that will run out.
• 35:22
  SPEAKER_00: But I would love to see more transparency on social media with images and videos.
• 35:30
  SPEAKER_00: I think that if any AI is used in the creation of it, it should be fully disclosed, fully transparent.
• 35:39
  SPEAKER_00: I remember a couple of years ago there was an AI video of Will Smith eating spaghetti, and it was so obvious that it was AI, he had extra fingers, it's that he was missing his mouth, it was awful.
• 35:51
  SPEAKER_00: Now, like two years later, which in AI world, two years is like 20 years, the development of that video is unbelievable.
• 36:01
  SPEAKER_00: So now we have to be, you know, I'm really passionate about being transparent in our world of AI.
• 36:07
  SPEAKER_00: I just think, you know, we need to know what we're seeing is is true.
• 36:12
  SPEAKER_00: And so if it's not, let's label it, let's bring in and make you know, make it sure it is AI.
• 36:18
  SPEAKER_00: And if I ever use an AI image, and I've I probably have used like three in the whole of my social media, I will always put a comment in that says this image has been generated by Chat GPT.
• 36:32
  SPEAKER_00: So for me, transparency is is just really important, but yeah, just that I believe that.
• 36:38
  SPEAKER_01: I completely, yeah, completely, completely agree.
• 36:41
  SPEAKER_01: And I would love to see more transparency as well.
• 36:44
  SPEAKER_01: I think, like you say, the video and photo has has developed massively over the last couple of years, and now things that people create are very realistic and it can be quite hard for some people.
• 36:55
  SPEAKER_01: I think I've got quite a good eye for it.
• 36:56
  SPEAKER_01: Like I can normally tell when something's been created by AI.
• 36:59
  SPEAKER_01: I don't really know why some people are better at that than others.
• 37:02
  SPEAKER_01: I don't know if it's just because I spend a lot of time online, I create a lot of content that maybe it stands out to me when it's not, you know, when it hasn't been created by a by a human.
• 37:10
  SPEAKER_01: So, but but one big issue in aesthetics is people creating before and after videos and photos with AI.
• 37:19
  SPEAKER_01: And this is a huge issue that I'm seeing, you know, only get worse.
• 37:24
  SPEAKER_01: Literal clinics are creating AI-generated before and after photos that look very realistic, but are completely like the results that they're demonstrating are completely impossible to create by what they're saying they've created them with.
• 37:38
  SPEAKER_01: So you, you know, and there's also, I think, still with AI, even though it has developed a lot recently, you can tell when a person isn't a real human if you look hard enough.
• 37:50
  SPEAKER_01: You know, there's like a weird kind of tinge to their skin, they kind of just voice, yeah, and they just look a bit like I don't know if it's like Uncanny Valley, like it's just a way of telling, I think, but they still do look super realistic.
• 38:06
  SPEAKER_01: And I see this a lot on TikTok, normally not by medical professionals, because a medical professional would have their license taken off of them for something like that.
• 38:14
  SPEAKER_00: Yeah, completely, but but I do think it's a real a real issue, and it is, and I totally agree.
• 38:20
  SPEAKER_00: And I've actually because what happens is when they show the treatment, AI will tweak other bits, it doesn't look perfect, so that's why it then gives this false impression.
• 38:31
  SPEAKER_00: And it's the same with I know my hairdresser we were talking about the other day, because people keep going in with chat GPT-generated images of themselves in different haircuts, but their haircuts are impossible to recreate because they're not real, and so this is where the lines get a little bit blurry, and yeah, I just think we need to be fully transparent and because it we're in a almost a trust recession at the moment with AI.
• 39:00
  SPEAKER_00: I'm noticing it more and more people aren't sure what to trust.
• 39:03
  SPEAKER_00: So when you're putting out your content, it's another reason to be, you know, show it real life.
• 39:11
  SPEAKER_00: Don't don't use AI for that.
• 39:13
  SPEAKER_01: Yeah, and like just keep like be yourself as well, and like show yourself and don't just rely on AI generated things because that's what's gonna help you stand out online, like you, like no one else can be you, you are the only person that can be you, and that's ultimately what is going to help build trust and and attract people to you.
• 39:32
  SPEAKER_00: And I love that because that that's just reminded me that what people want to see more now, because they are getting overwhelmed with this AI stuff, is they actually want to see us on camera, and it we don't need to be perfect if ever there's a time to actually be more active on your social media, get in front of the camera, have a you know, chat about stuff.
• 39:57
  SPEAKER_00: It's a really quick way to speed up the no-like in trust to help your audience warm up to you.
• 40:04
  SPEAKER_00: So I'm a great advocate of that.
• 40:06
  SPEAKER_00: And in fact, I did just that very much last week.
• 40:08
  SPEAKER_00: I just did a reel and I was like speaking real and I'm just and it was done.
• 40:13
  SPEAKER_00: Because I I we all do it, we all pull ourselves apart, we're all really critical, and then we think, oh gosh, you know, look at that wrinkle, look at that spot, or whatever it may be.
• 40:22
  SPEAKER_00: But actually, our audience don't care what we look like, they just care what we've got to say because you know, we're the expert in whatever it is that we're we're talking about.
• 40:32
  SPEAKER_00: So yeah, I think we need to kind of just stand out in an AI world, you know.
• 40:38
  SPEAKER_00: As much as I love AI, there's just certain things that I I believe we need to be really human with.
• 40:44
  SPEAKER_01: Yeah, there's certain things it will never, never replace.
• 40:47
  SPEAKER_01: And I think now more than ever, people are craving that authentic that authenticity in people's content.
• 40:53
  SPEAKER_01: And, you know, if you are going to jump on camera and be yourself and share your thoughts and you know, right from the heart and as you that is going to help you m stand out now more than ever, but amongst, you know, a lot of content that is clearly generated by AI.
• 41:07
  SPEAKER_01: So I think business owners who keep themselves very present in their content actually have a huge advantage because that, like I say, more than ever, you know, is going to help stand out.
• 41:16
  SPEAKER_01: I actually, there's a there's quite a lot that I want to talk to you about, but I do want to touch on, you know, regulations and the law and where lines are getting crossed.
• 41:26
  SPEAKER_01: Now, obviously, you talk about this new uh European AI Act.
• 41:30
  SPEAKER_01: Also, something I want to I want to ask you about is people using AI to create images of celebrities.
• 41:39
  SPEAKER_01: So, you know, like when the when the World Cup, I'm gonna bring up the World Cup again, was going on, and uh what's that footballer everyone was talking about?
• 41:45
  SPEAKER_01: Harlan.
• 41:46
  SPEAKER_01: Harlan, yeah.
• 41:47
  SPEAKER_01: Everyone was using his image, right, to create memes and things because he was like, you know, everyone's talking about him.
• 41:53
  SPEAKER_01: He's like a funny character, that kind of thing.
• 41:56
  SPEAKER_01: What does the law say about that, right?
• 41:59
  SPEAKER_01: Because he is a person and people are using his image in their own content and creating AI images of him and using that as a business in their content in one way or another.
• 42:10
  SPEAKER_01: You know, it was normally you it was being used more as like a meme and that kind of thing, or or actually what a lot of people were doing was creating images of them and other members of the England football team in their clinic with them and saying, you know, helping the boys get ready for the for the game tonight, you know, that kind of thing.
• 42:27
  SPEAKER_01: Obviously, it was a joke and a meme.
• 42:28
  SPEAKER_01: But what where like where does the law sit with that kind of thing?
• 42:33
  SPEAKER_00: Yeah, so there is with like the IP, and I know with memes, for instance, they what they're saying is everything is like there's no original source anymore.
• 42:46
  SPEAKER_00: So everything with AI is copied from somewhere, and I know that Matter, they've got some big legal cases going on a lot of the big and other open AI, other companies are kind of you know, if Disney are trying to sue one of the AI companies, and Disney are really hot on like copyright, but it all still feels very much like there isn't a definitive law on it because it's still so new, and because AI is rapidly advancing so quickly, it's almost like there is no, yeah.
• 43:21
  SPEAKER_00: I can't because I I'm not a legal bod, obviously, but I just know that it's something that is not, we can't give a definitive on it.
• 43:31
  SPEAKER_00: And in fact, I saw a few of the things with Harling where they interviewed him himself, and actually he takes that as like uh he thinks it's really funny that people are recreating him.
• 43:41
  SPEAKER_00: And in fact, I saw there's one of him eating, and then I saw the video where he's kind of doing his hands like this.
• 43:49
  SPEAKER_00: Not that's useful for podcasts, but he's throwing it into like his mouth, and it actually came from like I think a Japanese guy, and so they did impose Harling's head onto the Japanese.
• 44:00
  SPEAKER_00: And made that into AI.
• 44:01
  SPEAKER_00: So yeah, there's copyright is not is not clear cut at the moment.
• 44:05
  SPEAKER_00: So that's probably not the best answer to give you.
• 44:08
  SPEAKER_00: But I can't, yeah, I can't give you any any more on that.
• 44:12
  SPEAKER_01: So it's unlikely for a business to get sued at the moment for using someone else's face in their concentration.
• 44:17
  SPEAKER_00: Yeah, at the moment.
• 44:18
  SPEAKER_00: But then again, why like why would you, if you go back to like ethics and things, it's like, why would you, you know, want to do that?
• 44:27
  SPEAKER_00: But then I suppose it, yeah, if we go back to looking at memes, be memes that aren't even generated by AI, people are using famous people, it almost becomes like it's the normal because so many people do it.
• 44:41
  SPEAKER_00: So yeah, I guess it's the same with AI, really.
• 44:44
  SPEAKER_01: Yeah, it's almost like there isn't a clear line because it's something we've done for years, like you say, with memes, but in a slightly different way.
• 44:51
  SPEAKER_01: Now we've just got a bit more control over it because we can take that meme image and make it more bespoke to whatever we want it the meme to say.
• 44:59
  SPEAKER_00: To say, yeah, absolutely.
• 45:00
  SPEAKER_00: And like you said, these court cases they go on for years.
• 45:04
  SPEAKER_00: So there's no, it doesn't happen overnight.
• 45:07
  SPEAKER_00: There is they can't just clamp down and go, oh, right, you know, this is it.
• 45:12
  SPEAKER_00: That does remind me of a case though in 2022 when Chat GPT first came out.
• 45:19
  SPEAKER_00: A lawyer had actually gone, there was a case against airline, and the airline were being sued by the chap.
• 45:28
  SPEAKER_00: He'd found himself a lawyer who had 20 years' experience, and he's like, Oh, amazing, I've got a lawyer that's gonna be really good and like fight my case against this airline for me.
• 45:37
  SPEAKER_00: And the lawyer went into court and he used Chat GPT to help him do his paperwork.
• 45:44
  SPEAKER_00: And basically, what happened is he quoted a law, he gave it to the judge.
• 45:49
  SPEAKER_00: The judge was like, you know what, that's not a law I recognise.
• 45:52
  SPEAKER_00: Go back and do a bit more research on it, and then we'll reset and we'll come back.
• 45:57
  SPEAKER_00: Long story short, ChatGPT had hallucinated, it had made the law up, the law didn't exist, so the good he got fined, and it was all over the New York Times, and he was like a laughing stock, and that completely ruined his business.
• 46:14
  SPEAKER_00: So, this is where we have to be, you know, careful of what we're doing with AI.
• 46:21
  SPEAKER_01: A great example, and a lot of my listeners are medical professionals, so it's like, you know, as a medical professional, we need to make sure that we're not just talking about things and and claiming things without actually fact-checking.
• 46:32
  SPEAKER_01: And and then that again, that's why the human element of of this is so so important.
• 46:36
  SPEAKER_01: Okay, so what other things do people need to know about when it comes to the law and AI?
• 46:40
  SPEAKER_01: Like what things do people maybe not thinking about and ethics and that kind of thing?
• 46:44
  SPEAKER_01: I'd love to hear more about that.
• 46:45
  SPEAKER_00: Yeah, so the the AI EU doesn't actually apply to the UK because obviously we're not in the EU at the moment.
• 46:53
  SPEAKER_00: However, if you've got a business that is in the EU, it means that you need to have like an AI policy.
• 47:00
  SPEAKER_00: So that could be like somebody in Northern Ireland, if you've got a clinic in Northern Ireland, you need to be showing how you are using AI.
• 47:08
  SPEAKER_00: So I have a membership called AI Made Easy, and in my membership, I've given everybody like a template of how they can now add onto their website their AI usage policy.
• 47:21
  SPEAKER_00: And it says things along the lights of, you know, that my I may use AI to help me generate content.
• 47:28
  SPEAKER_00: However, there is always a human that looks at the, you know, looks at it before I publish it.
• 47:35
  SPEAKER_00: So certainly if you've got staff, it's a really good idea to make sure that actually they're all seen from the same page.
• 47:43
  SPEAKER_00: Because one of the other things that I've noticed is that where I'm training, and when I train businesses, what can happen is the staff are given, say, co-pilot, for instance, which is through Microsoft, and Microsoft will run its stuff, and often what happens is the salon owner might buy a license.
• 48:06
  SPEAKER_00: And I think Forest is the one that I know a lot of salon owners use, and so I don't know enough about Forest, but just using Microsoft as an example, and then they'll buy the license for it, then they give it to the staff to go on and do emails and do whatever they want to do with it.
• 48:21
  SPEAKER_00: But what will happen is there is no training for that staff member, and so then what will happen is they will naturally resort back to Chat GPT.
• 48:30
  SPEAKER_00: Now, what will then happen is they're using their own private account, and so there's no security in there, and so they can then potentially disclose like client information, uh, you know, sensitive data that should never be going into AI.
• 48:47
  SPEAKER_00: And so then we have this, and it's just what's called shadow AI, and it's just where the you know the staff member doesn't know properly how to use AI, so defaults back to what they think is okay.
• 49:00
  SPEAKER_00: And obviously with Microsoft, they'll have like you know high levels of security, which is why the business owners perhaps bought into that to that AI, and that will be potentially the same with you know any industry.
• 49:11
  SPEAKER_00: So that's something that it's making sure your staff are you know up to date on things as well, and it's it's about upskilling them so that they know it's not just like, oh, just go and create that with Chat GPT.
• 49:25
  SPEAKER_00: You need to like like look at the goals, look at the system, what you're trying to do with the AI, like match and then match the problems to the tools, and then it's about implementation, but also then monitoring the staff and upskilling them to make sure because AI is moving so fast, I've never seen anything like it.
• 49:47
  SPEAKER_00: Literally, almost on a daily basis, something is changing.
• 49:51
  SPEAKER_00: You know, I'm in AI 24-7, and even I struggle to keep up.
• 49:55
  SPEAKER_00: So I think it's really worthwhile remembering that you can't keep up and don't even try to, but be aware of you know the key things.
• 50:06
  SPEAKER_00: I mean, you can actually set up tasks on ChatNubt to go and search the internet for any industry.
• 50:12
  SPEAKER_00: So if you're in the Bruce industry and there's anything happening, you can set up an alert and it will send you an email to like check it out, which I think is you know really helpful.
• 50:21
  SPEAKER_00: It's what I'm doing at the moment with when I send out my emails, I get the AI to go off and do the donkey work and come back and give me a list of any AI changes in the last seven days because I haven't got the brain space to keep researching it all.
• 50:38
  SPEAKER_00: And again, it's just using that AI to be well smarter but not and not harder.
• 50:43
  SPEAKER_01: I like that.
• 50:44
  SPEAKER_01: That's a really good way for practitioners to be using this as well.
• 50:48
  SPEAKER_01: So setting up prompts for it to alert them of any new change, anything within the industry that's newsworthy, anything that comes out in the press that's going on, you know, any big stories, also any new treatments that are kind of maybe coming out, things on social media that would be like, you know, any trends on social media that are going on at the moment.
• 51:05
  SPEAKER_01: How do people do that?
• 51:06
  SPEAKER_00: Talk us through like so one of the best ones to use to do that will be one called perplexity as well, because perplexity is another AI tool, very similar to is a chatbot, but it's very much specializes in research.
• 52:15
  SPEAKER_00: So with all AI tools, you always get a free option.
• 52:19
  SPEAKER_00: So it's something that you can, you know, perhaps go in and try.
• 52:23
  SPEAKER_00: If you and you only get so many uses, and then it will then say you need to pay.
• 52:28
  SPEAKER_00: And you know, obviously at the end of the day, you don't have loads and loads of tools that you're not going to use.
• 52:33
  SPEAKER_00: So if you don't want to pay and don't want to add another tool to it, you can go into your chat GPT and you can literally voice note it, like I said earlier, tell it what you want.
• 52:43
  SPEAKER_00: So be very specific, tell it then to set up a task and then ask it to email you, be again specific.
• 52:51
  SPEAKER_00: Do you want it at 7 a.m.
• 52:53
  SPEAKER_00: on a Monday, 9 a.m., 12 noon?
• 52:55
  SPEAKER_00: Whatever works for your, you know, your energy, that's what you then get it to do, and then it will go off and and do that.
• 53:02
  SPEAKER_00: So AI is getting so clever that it will almost you only need to tell it now what you want it to do for it to be able to go out and work it all out for you.
• 53:12
  SPEAKER_00: So I think it's just having again, it's writing all those things down that you feel are our bottleneck in your business.
• 53:20
  SPEAKER_00: Where does your time go that's not really the best use of your time?
• 53:27
  SPEAKER_00: Because you know, we can turn AI into our own little assistants, and especially with the use of what we call agentic AI now.
• 53:34
  SPEAKER_00: So agentic AI, that's where so with Chat GBT and Claude have a version called generative AI, which means it generates stuff for us.
• 53:44
  SPEAKER_00: Agentic AI means it actually goes and does stuff for us.
• 53:48
  SPEAKER_00: So for instance, there is uh Claude co-work that I you can set it up to go and actually do things, it can go and read all your emails.
• 53:58
  SPEAKER_00: So I've connected it to my Microsoft, and I will ask it to scan once.
• 54:05
  SPEAKER_00: So say, for instance, you're wearing holiday, you can ask it to go away and scan seven days worth of emails, telling it any urgent ones, what you know, telling it what to look out for.
• 54:16
  SPEAKER_00: Say you're at your moving house and you're expecting an uh email from your lawyer, for instance, you just tell it to then alert you when that email comes in.
• 54:26
  SPEAKER_00: So again, it's just these things it can just go off and do as long as it's given the the levels to understand what you know what you want to do with it.
• 54:35
  SPEAKER_00: That's the important bit.
• 54:36
  SPEAKER_00: And I suppose with co-work, it's constantly can go and do work in the background for you.
• 54:43
  SPEAKER_00: So what you can do is you can say you've got like 10,000 photos on your like on your computer, you could ask it to go and sort all of those out for you, and it will go and do that.
• 54:54
  SPEAKER_00: However, there is a caveat to that, you need to be doing it safely, not given access to all your files, because otherwise it can run a mock.
• 55:03
  SPEAKER_00: And there are still, you know, AIs are getting hacked constantly, which is always the same with new technology.
• 55:10
  SPEAKER_00: So we just need to be cautious with what we give it to, you know, look at.
• 55:16
  SPEAKER_00: So I set up a file in this purely for co-work.
• 55:20
  SPEAKER_00: And what I will do rather than have access to all of my files, I just put any work into the one file that I want it to do because that way it keeps it safe.
• 55:30
  SPEAKER_00: I don't want it looking at any of my client stuff.
• 55:33
  SPEAKER_00: That isn't, you know, what it's about.
• 55:35
  SPEAKER_00: And again, it's remembering to like sanitize documents, not giving it all the client name and address.
• 55:42
  SPEAKER_00: And I know it sounds really obvious, but you just don't know where that is, you know, gonna be going.
• 55:48
  SPEAKER_00: You can also get your AI to do a quick privacy check.
• 55:54
  SPEAKER_00: If you go into your settings on say ChatGPT or Claude, and then if you go to your data uh controls, you can then there's a button and it will say improve the model for everybody.
• 56:07
  SPEAKER_00: If you switch that off, that will stop it training on your data.
• 56:12
  SPEAKER_00: So this is where the at the moment you can use Chat GPT for free.
• 56:16
  SPEAKER_00: And the reason it is free is so that they can use your data.
• 56:20
  SPEAKER_00: So there's always a payoff with anything that's free, and yeah, you don't want it necessarily training on your data, so I would always go in and switch that off.
• 56:29
  SPEAKER_01: Fine, okay, that makes total sense.
• 56:31
  SPEAKER_01: And yeah, I've heard about these AI agents that a lot of people are kind of setting up at the moment that are running tasks for them in the background and doing things like their emails.
• 56:39
  SPEAKER_01: And I, you know, I listen to a lot of stuff about AI, I think it's really interesting, and I would like to incorporate it more into my offering as people try and bring these things into their business.
• 56:48
  SPEAKER_01: And one of the things that I've heard and I would like to set up and trial myself is an AI agent that that it basically is like a bit of a PA, right?
• 56:58
  SPEAKER_01: So it will look at your emails and then it WhatsApps you and says, You've got an email from this person, what would you like to say, or how would you like to respond to this?
• 57:05
  SPEAKER_01: You can just give it like a brief run view overview of what you want it to say and response, and it will go and formulate an email response in your tone of voice because you've trained it, you know, and how you would respond to an email, and it will literally reply on your behalf in your tone of voice, exactly as you would write an email with the you know, and after it's understood the brief things, the you know, the the points that you want to cover in your response.
• 57:26
  SPEAKER_01: And I think that's so fascinating.
• 57:28
  SPEAKER_01: Is this something that you kind of do and help set up for people?
• 57:31
  SPEAKER_00: And and and not through WhatsApp, I do it through projects.
• 57:36
  SPEAKER_00: So I have got an email, I can't think what you would call it, but a project purely to write my email, so like a copywriter.
• 57:44
  SPEAKER_00: So that's the way I would then do it because then it's got all of my brain stuff in there, all my stuff, and get it to to do an email that way.
• 57:54
  SPEAKER_00: But yeah, I mean, I don't do WhatsApp automations because I'm completely non-technical.
• 57:59
  SPEAKER_00: So, but I love the idea.
• 58:01
  SPEAKER_00: I think that it's yeah.
• 58:02
  SPEAKER_01: Yeah, I just love the idea of it being like like a PA that's messaging you going, You've just had an email from Sam.
• 58:08
  SPEAKER_01: Yeah, she says this, how would you want to respond?
• 58:10
  SPEAKER_01: Then you could be like, right, these are the key things that I want to say in my response, and it just does it for you.
• 58:14
  SPEAKER_01: Yeah, yeah.
• 58:15
  SPEAKER_01: And does it for you, absolutely.
• 58:16
  SPEAKER_01: My emails are like the the thing that I really need to get grasp on in my business because I do find it so hard to keep on top of them.
• 58:23
  SPEAKER_01: So that for me just sounds like a dream.
• 58:24
  SPEAKER_01: But yeah, I love this.
• 58:25
  SPEAKER_01: Yeah, yeah, I love this.
• 58:26
  SPEAKER_01: These are the you know, and everything you're saying, these are things that I think people just don't think about when it comes to AI, you know, they're just using it in a very basic way and they're really not getting the the most out of it.
• 58:37
  SPEAKER_01: Okay, so on this note, I do want to ask you about AI characters for somebody, you know, so for building an AI avatar character, whatever you want to call it, that really understands you, your tone of voice, and what how you would deal with certain things, how you would respond to certain things, rather than it just kind of spitting out some generic nonsense or what we like to call AI slob.
• 59:00
  SPEAKER_01: So, what does that mean in practice for a clinic owner that's listening to this who's never done it before?
• 59:03
  SPEAKER_01: Like, how do you start and build something that really, really understands you?
• 59:08
  SPEAKER_01: Yeah, so what you would do is basically take all the information.
• 59:14
  SPEAKER_00: So if you've worked with, say, a marketing expert and they've got all of your brand details, that's obviously your key starting point.
• 59:22
  SPEAKER_00: So it's giving it the information about your brand, all the things that are unique about you, and then it's going into this is my ideal client.
• 59:33
  SPEAKER_00: So it may be that you have three different ideal clients, and each of them might have, you know, one might be coming in for anti-aging, somebody else might be coming in for a different kind of thing.
• 59:45
  SPEAKER_00: So it's it's teaching the AI all the information about your ideal clients, and it used to be done on a like a Google document, for instance, but now what we're learning is that if you can change that information to something which is called an MD file, and I will actually use AI to do that for me, or I will ask it, turn this into an MD file, what that then?
• 1:00:14
  SPEAKER_00: It's like a line of code.
• 1:00:16
  SPEAKER_00: So rather than blocking up your AI with all of the documents with all this information on, you just take the same information, put it into an MD file, and then it can read it a lot quicker.
• 1:00:28
  SPEAKER_00: So it and it becomes a lot more accurate because it's not hunting through like 20 pages of your ideal client and all your information.
• 1:00:37
  SPEAKER_00: So that is how you do that.
• 1:00:40
  SPEAKER_00: But interestingly, these were up until last week, I was building these kinds of things for my clients, and of course, in the world of AI, what happens?
• 1:00:52
  SPEAKER_00: We have yet another change.
• 1:00:54
  SPEAKER_00: OpenAI said, I think on the first of last week, that unless you have an enterprise license, so I have the plus license, which is£20 a month, which for me is a no-brainer.
• 1:01:07
  SPEAKER_00: Now they're saying that you need to have a different license that and you have to have a minimum of two people on it, and I think that's how it's£25 per month.
• 1:01:16
  SPEAKER_00: So you'd look in an hour spend of say£50 a month.
• 1:01:19
  SPEAKER_00: If you haven't got that license, you can't now build the custom GPTs.
• 1:01:25
  SPEAKER_00: So that's been a and I I haven't had a chance to look into that enough to see now what the next thing is going to be.
• 1:01:33
  SPEAKER_00: So potentially, what I think I'm gonna be doing is taking all of the information, all the custom GPTs out that I've built and turning them into something called a skill.
• 1:01:46
  SPEAKER_00: So a skill is something you can use on Claude, and you basically you can create a skill for any task that you do constantly.
• 1:01:54
  SPEAKER_00: So for instance, I've got like an AI trainer skill that I know is trained on all my AI training knowledge, and I literally do, I can't even think what you call it, is it like a backspace?
• 1:02:07
  SPEAKER_00: It's a slash that goes that way, that backspace.
• 1:02:09
  SPEAKER_00: Yeah, and you can literally put in and it'll bring up that skill.
• 1:02:13
  SPEAKER_00: So straight away it knows that it's just gonna be talking about that information.
• 1:02:18
  SPEAKER_00: So I imagine that's the way it's gonna go, but I need to have some because we're hit with AI changes like daily, so it's it's just keeping up with it.
• 1:02:27
  SPEAKER_00: So it yeah, this time in a like two weeks' time, perhaps we'll I'll know exactly what it is is gonna be happening.
• 1:02:34
  SPEAKER_00: So the and also this is a really good lesson that there is another company that is called Manus that I've been a huge fan on, an AI company that was bought by Meta for two billion pounds.
• 1:02:49
  SPEAKER_00: It was owned by the Chinese.
• 1:02:52
  SPEAKER_00: Meta have really struggled, so Meta own Facebook and Instagram.
• 1:02:56
  SPEAKER_00: They've really struggled to create their own AI, so they decided let's take our money and buy someone else's.
• 1:03:02
  SPEAKER_00: And it was brilliant because what you could do is you could connect Manaus to your Instagram, and it could go in and read on your Instagram, it could analyse everything using like Meta's knowledge, which for me was so powerful because it could do a full like social media strategy report on it, would look at like what's performing, what carousels are working.
• 1:03:27
  SPEAKER_00: So rather than you having to sit down and do like a monthly report and go for everything, it would just do it in minutes.
• 1:03:34
  SPEAKER_00: Amazing.
• 1:03:35
  SPEAKER_00: But now what's happened is the Chinese have decided they've made the deal void.
• 1:03:42
  SPEAKER_00: So now MATA are having to withdraw, they're giving the two billion back to Manus.
• 1:03:48
  SPEAKER_00: So everything that's built on MAS will disappear once the the plug is pulled.
• 1:03:56
  SPEAKER_00: So, you know, again, this is one thing where where we're giving all our data and relying just on one, whether it's Claude, whether it's chat, whether it's manus, it just shows that we need to almost have a central place without getting too technical, is something called obsidian, where you can actually house all this data.
• 1:04:18
  SPEAKER_00: But yeah, that's just so but again, it's because technology is also new.
• 1:04:22
  SPEAKER_00: We're gonna make mistakes, and this is how we're all gonna learn with it.
• 1:04:26
  SPEAKER_00: Yeah, but it can, yeah, things are gonna change.
• 1:04:29
  SPEAKER_00: So many changes happening.
• 1:04:30
  SPEAKER_00: Yeah, completely, completely.
• 1:04:32
  SPEAKER_00: And like, you know, anthropic who are behind Claude, they had some big data breaches, they were hacked.
• 1:04:39
  SPEAKER_00: OpenAI, they've been hacked, you know.
• 1:04:42
  SPEAKER_00: So it's gonna happen to all of them.
• 1:04:44
  SPEAKER_00: It's just making sure we're safe and secure with it.
• 1:04:46
  SPEAKER_01: Yeah, I mean, the data thing is one thing that really worries me.
• 1:04:49
  SPEAKER_01: And I think, especially for clinic owners listening, it's like, you know, you've got to be really careful what you're using these tools for and what data you're giving it.
• 1:04:57
  SPEAKER_01: Because if you're giving that patient information, or like even like that's one thing that would worry me about giving it access to my email inbox is is clinics are gonna have patient emails in there, like patients emailing them sensitive information, you know, inquiries with very personal kind of histories on there and and concerns.
• 1:05:16
  SPEAKER_01: What's the kind of potential issues that that could flag up?
• 1:05:19
  SPEAKER_00: Yeah, so something I would always recommend is always check the security.
• 1:05:23
  SPEAKER_00: So always go onto the website of whichever provider it is and have a look at their security levels.
• 1:05:31
  SPEAKER_00: And often it's in legal jargon that we don't understand.
• 1:05:36
  SPEAKER_00: So I would take that information, I would put it into your AI, and I would ask it to pull out the key things that are relevant to your business, but I would also ask it to source it.
• 1:05:46
  SPEAKER_00: So give me a source because you don't want it to hallucinate on this.
• 1:05:50
  SPEAKER_00: And also when it then gives you a response, and this is key for anything really that you're asking any AI to do, ask it to rate that response out of 10.
• 1:06:01
  SPEAKER_00: Because what the AI will then do, it will then turn on itself again, and it will then say to you, actually, that's a really good point.
• 1:06:09
  SPEAKER_00: I've missed this.
• 1:06:11
  SPEAKER_00: I'm gonna rate this as seven and a half out of ten.
• 1:06:14
  SPEAKER_00: And then you can say to, okay, now I want you to turn it into a 10.
• 1:06:18
  SPEAKER_00: And that little iteration can make a huge difference in getting some, you know, clarification and giving you the right information.
• 1:06:27
  SPEAKER_00: So yeah.
• 1:06:28
  SPEAKER_00: That's a good point.
• 1:06:29
  SPEAKER_01: What would you say?
• 1:06:29
  SPEAKER_01: And that's actually made me think of something.
• 1:06:31
  SPEAKER_01: What would you say to people who are like struggling with the responses they're getting from AI at the moment?
• 1:06:37
  SPEAKER_01: And I I kind of know what you're probably going to say, but say they're like asking it to help them write something or create, you know, content for something or whatever, and they they're going like back and forth and saying, This sounds rubbish, you know, this sounds so generic.
• 1:06:50
  SPEAKER_01: And, you know, I really don't like the tone that you're writing here.
• 1:06:53
  SPEAKER_01: If someone's going Really back and forth with the AI agent, whatever it is that they're using.
• 1:06:58
  SPEAKER_01: What and they're getting really frustrated and they're just not kind of getting the tone or the kind of responses they're looking for.
• 1:07:04
  SPEAKER_01: What do they need to do to fix that?
• 1:07:06
  SPEAKER_00: Yeah, so what they need to do is they need to be really clear on what the task is that they they want the AI to do.
• 1:07:13
  SPEAKER_00: And so, and then they need to give it context.
• 1:07:16
  SPEAKER_00: So, for instance, like we're a um a beauty clinic in London, you know, these are our social media channels, this is what we do, you know, give it all of that information.
• 1:07:28
  SPEAKER_00: If you've already trained the AI on you, you can actually go into your settings and give it a lot of this information so you don't need to keep repeating it.
• 1:07:38
  SPEAKER_00: And again, this is why you potentially could have a skill built that has all of that information on there, so you don't need to keep asking it every time.
• 1:07:49
  SPEAKER_00: So you basically would just give it in, and then you say to it, you ask it for expectation, like what output would that be?
• 1:07:56
  SPEAKER_00: So, for instance, it could be a table with bullet points, it might be uh a customer service method.
• 1:08:04
  SPEAKER_00: You you need to give the AI needs to know what good looks like.
• 1:08:08
  SPEAKER_00: So I would always then give it an example of what you want it to look like because AI doesn't know.
• 1:08:16
  SPEAKER_00: It's like, for instance, if you you know, you could what would a lot of people would do is um like help me, I I want to create social media, I'm a beautiful, and it's like that is so generic and woolly, you need to give it much more structured.
• 1:08:34
  SPEAKER_00: If you think about it, think about if you had an intern come into your business on day one, you wouldn't go to them and say, Here we go, go and take this blog, go and write a blog for me.
• 1:08:45
  SPEAKER_00: So you would use the skills, the human skills, to talk them through it step by step.
• 1:08:52
  SPEAKER_00: This is what I expect from you, and this is how you get there, and these are the steps.
• 1:08:56
  SPEAKER_00: That's exactly the same with your AI.
• 1:08:59
  SPEAKER_00: Just train it, train it on.
• 1:09:01
  SPEAKER_01: Yeah, I think that's the key thing that everyone needs to take away from this episode is like AI is not to replace human effort and everything that we have done in the past as human beings, like it is a tool, we need to train it, we need to work with it, we we we need to put that that put that human effort and voice into what we are doing.
• 1:09:23
  SPEAKER_00: Yeah, because also what will happen is AI doesn't know what a perfect post looks like, so it will just give you something really average.
• 1:09:32
  SPEAKER_00: That's why, and if you do give it the examples, that's when you can then say, ah, it's got something to like compare it against, because then it can, you know, work out.
• 1:09:43
  SPEAKER_00: And you know, you give it three or five examples, you don't need to just sort of give it give it one.
• 1:09:49
  SPEAKER_00: I think when I did uh when I set up my like brand voice guide, I gave it like five examples of writing that I loved that you know was sounding like me.
• 1:09:59
  SPEAKER_00: And a brilliant way to do that is you can do have you heard of these personality questionnaires as well?
• 1:10:07
  SPEAKER_00: Like there's one called 16 personalities, and you can you can do those for free, and basically we'll give you a report at the end of it, and it will kind of look at all your strengths and weaknesses.
• 1:10:19
  SPEAKER_00: So I fed that into my AI so it understood my way of working, which was like really useful.
• 1:10:27
  SPEAKER_00: Another thing that I will do to it is when I've done used Otter AI for a transcript of a call, I will take that call and say to it, look, this is my tone of voice, this is the language I use, pull out what phrases are relevant.
• 1:10:42
  SPEAKER_00: So again, it's then it's that voice recognition because remember it works on patterns, it then will create a really good tone of voice because it's actually hearing your own voice.
• 1:10:53
  SPEAKER_00: So there's loads of like ways that you can do it to rather than just opening up and go create me an Instagram post for my salon.
• 1:11:02
  SPEAKER_00: You know, it's lazy.
• 1:11:03
  SPEAKER_01: I I get why people do it, but yeah, yeah.
• 1:11:06
  SPEAKER_00: But but if you don't know, you don't know.
• 1:11:09
  SPEAKER_00: So this isn't calling anybody out, this is more about saying, like, once you know better, do better.
• 1:11:15
  SPEAKER_01: And those are some really good tips, actually, on how to help it really understand gene.
• 1:11:19
  SPEAKER_00: Yeah, and you could even do this for like um a topic.
• 1:11:23
  SPEAKER_00: So you could like talk about a latest beauty treatment, for instance.
• 1:11:28
  SPEAKER_00: You can then transcribe that with your note taker, you get the AI to turn that transcript into a blog post as long as you've given it the right like blog, the blog instructions.
• 1:11:39
  SPEAKER_00: You can then get the blog and break that down into social media posts.
• 1:11:43
  SPEAKER_00: So then, like basically one week of rambling thoughts, you could then turn that into your blog and your social media content.
• 1:11:52
  SPEAKER_00: So then it all becomes a much smarter system rather than you know, you struggling for days trying to get social media content.
• 1:12:00
  SPEAKER_01: I love that, love that.
• 1:12:01
  SPEAKER_01: Yeah, it's just inputting yourself into it and and really taking the time, I think, and not just expecting it to be able to do everything at the click of a fingers, at the click of your fingers, I think that is the key, key message to get across here.
• 1:12:12
  SPEAKER_01: I mean, I could literally sit here and talk to you about this all day because there is so much one pick, like you say.
• 1:12:16
  SPEAKER_01: I mean, AI is a huge subject, there's so much to it, it's changing so much, it's evolving all the time.
• 1:12:21
  SPEAKER_01: I mean, I could literally ask you questions all day about it, but I know we need to wrap up soon.
• 1:12:25
  SPEAKER_01: So just a couple of questions to kind of wind us down a little bit.
• 1:12:29
  SPEAKER_01: If someone's listening, because we've we've covered a lot here today.
• 1:12:32
  SPEAKER_01: If someone is listening who wants to start using AI more in their business but doesn't know where to start, what are two or three things that they could do this week that would actually make a difference without overwhelming them?
• 1:12:41
  SPEAKER_00: Yeah, so that it's a great question.
• 1:12:44
  SPEAKER_00: So I think first of all, it's important to think about the problem, think about the problem you're trying to solve, then think about like the process that you go through to do that.
• 1:12:56
  SPEAKER_00: So most people tend to start with social media content, but as I said, it could be team onboarding, it could be an admin task, it could be your marketing, for instance.
• 1:13:06
  SPEAKER_00: So think about the problem you're trying to solve, look at your actual process and then see where AI can like take some of that off for you.
• 1:13:15
  SPEAKER_00: So market research is is a great one.
• 1:13:19
  SPEAKER_00: I'm trying to think what else, you know, invoicing, even invoicing, people can set up things to help them with invoices.
• 1:13:27
  SPEAKER_00: So there's lots of different things that when it's just really working out does the human need to do this or does AI need to do it?
• 1:13:37
  SPEAKER_00: And I think unless you know what is possible with AI, this is the problem that a lot of people have.
• 1:13:43
  SPEAKER_00: They just tend to use it straight away for for the writing and not knowing that it can do sort of other things.
• 1:13:49
  SPEAKER_01: Yeah, okay.
• 1:13:50
  SPEAKER_01: Yeah, that's a great answer.
• 1:13:52
  SPEAKER_01: And what is one common mistake that people make when first when they first start trying to bring AI into their business?
• 1:13:59
  SPEAKER_01: And how can they kind of you know get it right, you know, from the off-start?
• 1:14:04
  SPEAKER_00: Yeah, so again, I think it's probably back to what we sort of discussed earlier.
• 1:14:07
  SPEAKER_00: The most common mistake I see is people trying treating it like Google.
• 1:14:12
  SPEAKER_00: They literally open up the context window of Chat GPT, they say to it, write me a social media post.
• 1:14:19
  SPEAKER_00: I mean, that's all they give it.
• 1:14:20
  SPEAKER_00: So it's very much back to the three C's, which is give it a character, act as an experienced social media content creator with decades of experience in the beauty industry.
• 1:14:32
  SPEAKER_00: Be really specific, give it that character, and then give it the you know, the context of what you actually want it to do.
• 1:14:40
  SPEAKER_00: You know, it could be that you want it to research like trending Instagram posts in the beauty industry, be very specific about what you want, and then get it to clarify.
• 1:14:51
  SPEAKER_00: And obviously, using that response of mark this out of 10 is a really good way to get the AI to give you a better response.
• 1:15:02
  SPEAKER_00: And eventually the AI starts to learn and it also actually starts to say to you, Oh, that's a nine.
• 1:15:08
  SPEAKER_00: I need to do something else.
• 1:15:09
  SPEAKER_00: The more you train it, the more you use it, the better it will get.
• 1:15:12
  SPEAKER_01: Yeah, love that.
• 1:15:13
  SPEAKER_01: Really, really good response.
• 1:15:14
  SPEAKER_01: And obviously, like we've said, AI is moving very, very quickly every single day.
• 1:15:19
  SPEAKER_01: New models, new tools, new capabilities, you know, it's ever evolving.
• 1:15:23
  SPEAKER_01: For someone who isn't a tech person, which I would imagine a lot of people listening aren't, they just want to keep up enough to stay relevant.
• 1:15:30
  SPEAKER_01: What is your honest advice on how to do that without it becoming a full-time job when it comes to like understanding AI and what they should be doing with it?
• 1:15:37
  SPEAKER_01: I know you said earlier about you can set up a prompt on AI so that it does that research for you in the background.
• 1:15:42
  SPEAKER_01: Would you say that's the best way to do it for them to set up something today that was going to tell them?
• 1:15:46
  SPEAKER_00: Yeah, or find, you know, find a source.
• 1:15:49
  SPEAKER_00: I mean, there's various emails people will send out, find sources that you trust that can, you know, find this out in the beauty industry or whatever industry that you're in.
• 1:15:59
  SPEAKER_00: So something I do from a membership is as soon as there's a change to Claude, we have a WhatsApp group, and anything that I feel is relevant, rather than having to worry about keeping up with all the changes, I pop it into the WhatsApp group so that instantly they go, Oh, that's great, or I don't need to worry about it.
• 1:16:16
  SPEAKER_00: Because, you know, not all changes in AI are gonna affect you, and you don't need to know all of them.
• 1:16:22
  SPEAKER_00: You know, that's why I'm subscribed to probably about 20 different AI specialists, you know, so I get all of the news, but then that's my job.
• 1:16:30
  SPEAKER_00: I'm training in it.
• 1:16:31
  SPEAKER_00: Well, whereas other people don't necessarily need to know that information, you don't want to get bogged down, it's that fine line.
• 1:16:39
  SPEAKER_01: Because then it gets overwhelming.
• 1:16:41
  SPEAKER_01: Like you say, it only needs to be relevant.
• 1:16:42
  SPEAKER_01: Completely industry, completely, yeah, completely.
• 1:16:45
  SPEAKER_00: And you know, what's happening with AI is they're all getting really clever, whichever one you use.
• 1:16:51
  SPEAKER_00: So I tend to focus on like Claude and Chat DBT, but also other AI tools.
• 1:16:56
  SPEAKER_00: So I use, I work with gamma a lot.
• 1:16:59
  SPEAKER_00: So gamma AI is this really incredible tool that will create presentations, customer quotes, for instance.
• 1:17:08
  SPEAKER_00: And I'm really passionate about it because for me, when I go into Canva to create a presentation, my brain goes, Oh, pretty picture, oh, look at that image.
• 1:17:20
  SPEAKER_00: And I can be in Canva for an hour, which is a complete waste of my time because it's not productive.
• 1:17:26
  SPEAKER_00: Whereas with gamma, what I can do is I can say I've my like AI workflow is if I have a discovery call with a client, what I would do is I would record it on my note taker.
• 1:17:40
  SPEAKER_00: So then I'm 100% present for my client.
• 1:17:44
  SPEAKER_00: I then take my note taker over into Chat GPT, I export the transcript, I then ask Chat GPT, because it knows me, so it knows what I'm looking for.
• 1:17:55
  SPEAKER_00: We pull out what the client wants to do.
• 1:17:58
  SPEAKER_00: So, what are the clients' pain parts?
• 1:17:59
  SPEAKER_00: How can I solve them?
• 1:18:01
  SPEAKER_00: And then I will then ask it to put this together into a quote presentation, but I will then be very specific and say, create me this in a format so that I can input into gamma AI.
• 1:18:15
  SPEAKER_00: So what it will then do is take, I take, I copy and paste that information, I pop that into gamma AI.
• 1:18:22
  SPEAKER_00: Gamma AI will then in 20 seconds create me the most beautiful presentation, and it's all done.
• 1:18:31
  SPEAKER_00: And that, you know, it that literally I can now do that in 10 minutes.
• 1:18:36
  SPEAKER_00: That used to take me hours, absolute hours to get that done.
• 1:18:41
  SPEAKER_00: So for me, these kind of these are the tips that just smart, you know, shorten our working day by letting us focus then on perhaps money-making activities rather than the admin that has to be done.
• 1:18:56
  SPEAKER_00: But again, just knowing that we can do that is is so useful.
• 1:19:00
  SPEAKER_01: So much out there now, isn't there, that can do whatever.
• 1:19:04
  SPEAKER_01: I mean, it's it's endless.
• 1:19:05
  SPEAKER_01: Yeah, and there seems to be something new every week.
• 1:19:06
  SPEAKER_01: But I have discovered gamma recently and I think it's great.
• 1:19:09
  SPEAKER_01: So yeah, I would encourage people to go and check that out for things like you know, any templates and things that you might need to create within your business, but it's so good for presentations.
• 1:19:17
  SPEAKER_01: So I think for anyone listening, you know, the best first thing you can do is like Emma said earlier, make a list of all those activities and jobs and things that you're doing every week that you don't necessarily need to be doing or that you could get Claude's input on and start thinking about different ways that you could be utilising AI in your business.
• 1:19:34
  SPEAKER_01: Would you agree, Emma?
• 1:19:35
  SPEAKER_01: I think that's probably the best thing for people.
• 1:19:36
  SPEAKER_01: Yeah, we might do that for starting and then looking at different, you know, and then researching, you know, and then maybe taking tips from this episode into how they can start to actually implement those.
• 1:19:45
  SPEAKER_01: But this episode has been so helpful for me.
• 1:19:48
  SPEAKER_01: I've learned a lot, and uh hopefully people listening have too.
• 1:19:51
  SPEAKER_01: I'm sure they have.
• 1:19:52
  SPEAKER_01: And like I said, I could literally just talk about the subject for hours because I find it fascinating.
• 1:19:56
  SPEAKER_01: But before we go, please do let people know if they want to learn more about you, Emma, or how you could possibly help them within their own business, learning more about AI, getting things set up in their business with AI.
• 1:20:06
  SPEAKER_01: Tell tell us where people can find you.
• 1:20:08
  SPEAKER_00: Yeah, of course.
• 1:20:09
  SPEAKER_00: So a couple of places you can find me.
• 1:20:12
  SPEAKER_00: I am on Instagram.
• 1:20:14
  SPEAKER_00: So my Instagram is emma michael.ai, and Michael is spelled M-I-C-H-A-E-L.
• 1:20:22
  SPEAKER_00: So there is also a link over there to a document I've got, which is like called an AI quick start guide.
• 1:20:30
  SPEAKER_00: So for anyone that's not really familiar with AI, there's a free guide on how to get started and some useful tips.
• 1:20:36
  SPEAKER_00: So that link is in my bio.
• 1:20:38
  SPEAKER_00: So you know, feel free to go over there.
• 1:20:41
  SPEAKER_00: And you can also find me on LinkedIn and I obviously just on my name on LinkedIn.
• 1:20:48
  SPEAKER_00: So yeah, that would be lovely.
• 1:20:50
  SPEAKER_00: And I can share, obviously, share those links with you as well.
• 1:20:53
  SPEAKER_01: Yeah, amazing.
• 1:20:54
  SPEAKER_01: I'll put all of those links in the show notes as well.
• 1:20:56
  SPEAKER_01: So if anyone wants to go and download that guide or find Emma over on Instagram or LinkedIn, have a look in the description.
• 1:21:02
  SPEAKER_01: You should, yeah, you should be able to just go straight there.
• 1:21:06
  SPEAKER_00: And also I have got my membership, which works out is£27 a month.
• 1:21:11
  SPEAKER_00: And basically, what happens with that is you can come in there, there's training already done, it's bite-sized training because I know that AI can be really overwhelmed.
• 1:21:21
  SPEAKER_00: It's very much geared at the non-techie individuals that are perhaps a bit curious, a bit frightened, they don't know where to start.
• 1:21:28
  SPEAKER_00: So it's very much just a nice place, very much strong community.
• 1:21:33
  SPEAKER_00: We have sessions where I do training, but also we have sessions where you just come and actually implement something.
• 1:21:42
  SPEAKER_00: So that's like a really nice place.
• 1:21:44
  SPEAKER_00: And we've got a range where it's I've got some beauty salonies in there, I've got some ADHD coaches, nutritionists, I've got bookkeepers, I've got a real range.
• 1:21:53
  SPEAKER_00: I've got people up in Scotland, people down in Cornwall, so a real range, but it's uh yeah, really lovely.
• 1:21:59
  SPEAKER_00: So if you're feeling stuck with AI, you're not really sure where to go, that's the you know, easiest thing.
• 1:22:05
  SPEAKER_00: I also offer an introductory call where you can come and have a chat with me for 30 minutes completely free.
• 1:22:11
  SPEAKER_00: Come and tell me like what your problems are with AI.
• 1:22:15
  SPEAKER_00: And I think that's one of the things about being a neurodivergent.
• 1:22:18
  SPEAKER_00: I can often spot the opportunities of where it could help you in your business that you might not be aware of.
• 1:22:24
  SPEAKER_00: So yeah, always happy to chat.
• 1:22:26
  SPEAKER_01: Amazing.
• 1:22:27
  SPEAKER_01: I'll put all of the details in the show notes.
• 1:22:29
  SPEAKER_01: So yes, please go and check out Emma and see how she can help you more because she is, yeah, pop of wisdom.
• 1:22:34
  SPEAKER_01: So yes, when it comes to AI.
• 1:22:36
  SPEAKER_01: But thank you so much, Emma.
• 1:22:37
  SPEAKER_01: This has been a such a great episode and it's been such a pleasure having you on and picking your brain.
• 1:22:42
  SPEAKER_01: So thank you again.
• 1:22:43
  SPEAKER_00: Oh, no problem.
• 1:22:44
  SPEAKER_00: It's been lovely to chat to you.
• 1:22:45
  SPEAKER_00: Thank you everyone for listening.