Latest / Age Defiantly with Mark Young / [Ep 36] AI Won’t Wait: Skills You Need So You Don’t Get Left Behind | Eric Steigelfest

Transcript

[Ep 36] AI Won’t Wait: Skills You Need So You Don’t Get Left Behind | Eric Steigelfest · Age Defiantly with Mark Young

• 0:00
  Welcome to Performance Driven Living, the podcast where we question everything.
• 0:05
  We don't tip to around tough topics, we walk right into them, not to provoke, but to
• 0:11
  get closer to what's real.
• 0:13
  You might not agree with everything you hear, and that's okay.
• 0:17
  The show isn't about being right, it's about being real.
• 0:20
  These conversations are meant to stretch your thinking, challenge assumptions, and spark
• 0:25
  something deeper.
• 0:26
  The views shared are those of our guests and may not reflect those of the host or team.
• 0:32
  And while we dive deep into health, performance, and transformation, this is not medical advice.
• 0:38
  Talk to your doctor before making changes to your health or lifestyle.
• 0:42
  Take what lands, believe what doesn't, but whatever you do, don't stop questioning.
• 0:56
  We're here on the Performance Driven Living podcast, and we are going to be talking about
• 0:59
  one of my recent favorite topics, this whole conversation revolving around AI, and I
• 1:06
  laughed.
• 1:07
  Somebody recently said to me, I read this article about AI, and it said, blah, blah, blah,
• 1:11
  blah, blah, blah, blah, and you know, my response to it was quite honest, and I'm like,
• 1:15
  well, by the time the article got published, it was probably outdated.
• 1:18
  Yeah.
• 1:19
  It might have been written by AI.
• 1:20
  It might have been written by AI, right, in confession.
• 1:23
  A bit of my, by the time it was even published, it was outdated.
• 1:26
  It's moving so fast.
• 1:28
  So that may not be honest with you, and today you probably have to stuff we'll talk about
• 1:31
  here.
• 1:32
  Today will be outdated by the time this podcast ever launches, to be honest with you.
• 1:35
  But I am joined by, and I'm going to read this, Eric, because my team puts together
• 1:40
  these things that I couldn't possibly do.
• 1:42
  So it's become a ritual on here that I always read the introduction.
• 1:47
  Today we're joined by Eric Stiegelfest, advertising leader and co-founder, CEO of PurePlay,
• 1:53
  and AI-powered media intelligence platform built to help challenge your brand's outsmart,
• 1:59
  not outspend.
• 2:01
  For nearly a decade, he's helped brands maximize impact across CTV, OLV, and display pairing,
• 2:09
  creative problem solving with discipline execution.
• 2:12
  With PurePlay, he connects creative, audience, and inventory into one actionable view so
• 2:17
  marketers can move faster with confidence.
• 2:20
  Inside work, Eric's proud girl dad, fitness and sports enthusiast, and lifelong Pokemon
• 2:26
  fan.
• 2:27
  That mix of heart curiosity and rigor shows up in how he builds teams and products, Eric,
• 2:32
  welcome to performance driven living.
• 2:34
  Thank you so much for having me in for the intro.
• 2:36
  I told you, I would never be able to say that.
• 2:38
  It was incredible.
• 2:39
  We wrote that.
• 2:40
  I really appreciate you.
• 2:41
  Exactly.
• 2:42
  Incredible.
• 2:43
  Sometimes I get these intros on podcast when I'm the guest and I'm like, wow, that person
• 2:45
  sounds really cool.
• 2:46
  I want to meet him.
• 2:47
  Can I get a copy of that?
• 2:49
  I know.
• 2:50
  Who is this guy?
• 2:51
  Well, Eric, I'm excited to talk to you today because as I mentioned during our intro,
• 2:56
  like, AI is all over the place and I work full-time in marketing as do you, but it keeps
• 3:01
  me awake at night because it's like, it's exciting to see where it's going.
• 3:06
  It's also terrifying in a lot of ways because business, the way that business has always
• 3:10
  been done isn't being done that way anymore.
• 3:14
  And then it's a, how do you react fastest?
• 3:16
  Right.
• 3:17
  How do you wiggle in?
• 3:18
  How do you stay competitive?
• 3:21
  And I'll say this, like, as a thought leader in the space and as an agency owner, I'll
• 3:26
  be it, I hate the word agency, but as an agency owner and as a, as a, I think thought leader
• 3:33
  and someone who's kind of on the forefront of what's going on with AI compared to a lot
• 3:37
  of people I know, it's equally as a half exciting and half terrifying, but I'm not worried
• 3:45
  about it for me.
• 3:48
  I'll say, I'm worried about it for a lot of other people.
• 3:51
  People even on my own team, I'm like, guys, like, you adapt or you're unemployed.
• 3:56
  Right.
• 3:57
  Just the world is going to change here.
• 3:59
  Right.
• 4:00
  Well, I think what it is is, right, there's, there's two kinds of fear and there's one
• 4:03
  that's the right kind of fear to be having right now.
• 4:05
  One is the fear of people who say, I don't want to use AI, robots are going to take over
• 4:09
  the world.
• 4:10
  I'm scared to give my data anything personal, right?
• 4:12
  That's a fear.
• 4:13
  The way I'm scared of AI is falling behind to your point, right?
• 4:18
  And again, every week it's something new, especially in the advertising industry, something
• 4:22
  I'm excited to talk about, you know, ad context protocol coming out literally yesterday,
• 4:28
  and you know, peer play being on the forefront of that not to get into it right away, but
• 4:31
  I think things like that, right?
• 4:33
  If I hear something that, that seems super exciting and I didn't know about it, I get
• 4:38
  some of that FOMO and that's, that's my fear, it's kind of falling behind and, you know,
• 4:42
  there's, there's, there's levels to interacting with AI right now and yet striving to be
• 4:47
  on the forefront on the innovative edges is all we can do.
• 4:50
  So so many, so many things to unpack and we talk about AI right now, but I, I want to
• 4:55
  actually, I want to start at the basics and I want to start at the human psychology impact
• 5:01
  of AI because I think that's the part that's rattling people most, right?
• 5:05
  This is a, my prediction has been, which I'm probably a couple months, I should stop
• 5:09
  using these numbers, but I've been saying 12 to 18 months from now.
• 5:13
  There will be an economic reset that people are not going to know what to do, right?
• 5:19
  Because I, my belief is that since AI has become such a pervasive part of our culture
• 5:25
  and it's been around five, six years, but in the last 12 months, like, it's everywhere.
• 5:31
  Yeah.
• 5:32
  Like all of a sudden being AI something is almost like a necessity.
• 5:35
  Yeah.
• 5:36
  I'm using the phrase that my own business, I'm like, I'm relationship forward, but AI
• 5:41
  fueled.
• 5:42
  Right.
• 5:43
  That we have to be AI feud.
• 5:45
  Like the collaboration is the word I use with AI because people like, well, it's a great
• 5:49
  tool.
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  I'm like, it's not a tool.
• 5:51
  Right.
• 5:52
  Well, what happens is a lot of people are scared.
• 5:54
  I think it's the same people that have the, the bad type of fear about this, which is it's
• 5:58
  going to take over the world.
• 5:59
  I don't want to give it my data.
• 6:00
  You're going to fall behind, right?
• 6:01
  If you're not, you're not at the very least using chat GPT to help you bounce ideas off
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  of, or whether, you know, Gemini, you're a perfect, perfectly called whatever you want
• 6:12
  to use.
• 6:13
  If you're not using those platforms, you're falling behind because those are just things
• 6:15
  to drive basic efficiency.
• 6:17
  Yeah.
• 6:18
  Go ahead.
• 6:19
  Yeah.
• 6:20
  I agree with you.
• 6:21
  I totally agree with you.
• 6:22
  And the idea is that things are happening and automations are happening and robot thinking
• 6:26
  is happening and it's like, I mean, we can get a whole conversation about the singularity
• 6:30
  and recurs well and all the other kind of stuff.
• 6:33
  But, you know, sentient robots, maybe that's a different conversation, but, but the reality
• 6:37
  is, is like, I find myself doing the work of about six to ten people now.
• 6:44
  Right.
• 6:45
  And that's not even automations.
• 6:47
  That's just, I can work that fast and that smart now because I've learned how to make
• 6:53
  this my best friend in collaboration.
• 6:56
  Yeah.
• 6:58
  I think, you know, that question comes up a lot as, you know, recently launched Pure
• 7:01
  Play.
• 7:02
  You know, are you hiring?
• 7:03
  Are you growing?
• 7:04
  Are you doing all these things?
• 7:05
  Like, how, how hard is it?
• 7:06
  And it's a lot easier now than I'm sure it was a year ago because a year ago, yeah, I
• 7:10
  was around, but wasn't adopted and did, was I as, you know, literate and prompt engineering
• 7:15
  as I am now?
• 7:16
  No.
• 7:17
  And I think something that is also important to recognize is that these AI tools are built
• 7:23
  to be the Robin to our Batman and support us.
• 7:26
  It's not.
• 7:27
  You take over our jobs and do those things, sure, certain jobs will be a lot easier for
• 7:32
  somebody, you know, like yourself, again, to say, do I really need another copywriter
• 7:36
  or can I work myself with JGBGD or, you know, Gemini or call it or whatever to, to get
• 7:41
  this right up?
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  But it's really right now all these tools are positioned to support you, rather than
• 7:46
  to say, I'm going to fully replace you and nobody trusts them to fully replace you.
• 7:50
  So the way that you're positioning it is, you know, AI-powered relationship led, right?
• 7:55
  That's how it has to be.
• 7:57
  There has to be that human level of, well, let me make sure this, this looks good because
• 8:01
  certain things are wonky and we can get into how that reflects, you know, and creative
• 8:06
  and video and certain things, you know, a generative AI.
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  It's at a certain point, but it's not, it's not all the way there.
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  It's not perfect.
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  It's still, I mean, there's still a lot, but I mean, it's moving at such a rate that
• 8:18
  it's going to be indistinguishable in months.
• 8:20
  Right.
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  Like that's the crazy thing right now.
• 8:22
  Like I laugh, we have a client who, if you're watching this, sorry, but who came to us the
• 8:28
  other day and was like, this image that's used on the website, it just looks to AI-generated,
• 8:34
  we need to replace it.
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  And I kind of laughed because I know where the image came from and I'm like, that's a photograph.
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  Right.
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  Like literally that's a real photo and in fact, that person uses it, it's a, I want to
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  use like an influencer endorsement and I'm like, no, no, that's a photograph.
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  And I know where the photograph came from, in fact, and look, here it is on another website
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  where she also gives an endorsement, like, right, like the person, it's not a, that
• 9:00
  gender, that AI image looks so real.
• 9:03
  It was like that photograph looks so AI and like, yeah, like you're mistaking real photographs
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  for AI photographs now, like I've seen AI be like, oh my, I thought that was a real
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  photo.
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  It's so good that we're mistaking real photos for being AI-generated photos.
• 9:19
  And I'm like, that guy had somebody do that recently, there was a post that I had put
• 9:23
  on social media, real photograph.
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  And somebody's was like, that's an AI photo, I'm like, no, no, that's an actual photograph.
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  Like, sure, I've got AI photos that are generated of myself and like, that one was real.
• 9:36
  Yeah, I know, I fight this battle every day and I wonder when it's going to shift back
• 9:39
  because, you know, like everybody should be, I work with, you know, these chatbots to help
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  me write, whether it's an email, whether it's, you know, you know, go to market material
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  and I kind of say, you know, here's what I'm trying to convey and make sure I can articulate
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  that as clearly and effectively as possible without using the brain power that, you know,
• 9:58
  type every letter out of time and give it some guide, right?
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  And when I do that, I think, you know, some of these chatbots have a tendency to like,
• 10:06
  use a ton of M dashes, right?
• 10:08
  And they're, that's in their form and I'm like, so funny, is it going to be obvious that
• 10:12
  I use chat to write this and is that bad?
• 10:14
  I got to like say, no M dashes, no M dashes, like make it right in my head.
• 10:19
  I'm like, whoever's reading this, I don't want them to feel that I just was lazy and
• 10:23
  run it with AI.
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  But in fact, it's, I'm actually, you want an AI, the opposite of lazy, I want to work
• 10:28
  even harder to say, I'm not just going to write this myself.
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  I want to balance some ideas, make sure everything is perfectly, you know, packaged up as I
• 10:35
  want it to be, then pass it along to you.
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  So I wonder at a certain point, if everyone's going to be thinking like that, it's like,
• 10:41
  well, now it's, I'm not going to try to hide the fact that I'm working with AI to make
• 10:45
  this better.
• 10:46
  I got an email last night from a client about some copy that I had sent over some email
• 10:50
  drafts and I had sent them over as I need you to review these so on.
• 10:53
  She replied to me at like 9 o'clock last night and I'm sitting at home watching a movie
• 10:57
  with my laptop and and she, her reply was, well, there's so many dashes that are in
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  here, you know, I see the dashes and it looks like AI and I think that really flags people
• 11:07
  for the use of AI and I replied and my reply to her was, well, I understand why you
• 11:13
  say that.
• 11:14
  Secondly, I don't believe that those types of flags are even happening anymore because
• 11:20
  that you're talking six months ago, technology.
• 11:23
  Right.
• 11:24
  And secondly, I use dashes when I actually write language and I also understand the proper
• 11:29
  use of a semicolon and I use semicolons when I write also because I find them pretentious
• 11:35
  semicolon and I also find pretension, endearing and she replied to me and she's like, okay,
• 11:42
  that was really cute use of her, but at the same time, I was like, the only reason people
• 11:47
  find this is going to sound terrible.
• 11:49
  The only reason people find text that's using that type of punctuation to be, oh, this
• 11:54
  is AI generated is because we've gotten so stupid that we forgot how to write properly.
• 12:00
  Exactly.
• 12:01
  And this is so much better than writing a lazy email with typos and misnads like that
• 12:06
  person obviously just fired this off in three seconds didn't think about it twice.
• 12:09
  If you get an email that you feel like is AI generated and it's not some cold outreach
• 12:13
  prompt, it's tailored to a conversation, you should be appreciative that this person cared
• 12:18
  enough to want to make this, you know, the best worker.
• 12:21
  I look at it and I'm like, okay, I'm excited that AI is actually using the King's English.
• 12:25
  Yeah.
• 12:26
  I'm tired of hearing everybody else's nonsense.
• 12:29
  Like, no, because I send you an email that was spelled correctly doesn't mean it's
• 12:32
  AI.
• 12:33
  That's how I've written emails for the last 20 years.
• 12:37
  But my team knows this is an example.
• 12:38
  I refuse to use an ampersand, not an ad copy, not an email.
• 12:42
  You will never see me use an ampersand because I have a funny story for you on that.
• 12:46
  Sorry to cut you off.
• 12:47
  Please.
• 12:48
  I listened to this one podcast, which was like one of the episodes of the year, you should
• 12:50
  check it out if you haven't.
• 12:52
  Basically, it was like, I don't know if you've heard about this, but it's like the Dave
• 12:54
  and Busters anomaly or phenomenon.
• 12:57
  And essentially, if you're using voice text, voice to text on an iPhone and you say,
• 13:05
  Dave and Busters, it doesn't register because, and it's something to do with the ampersand.
• 13:13
  That's about all I can really dig into, you should go listen to the podcast.
• 13:17
  It's a crazy thing.
• 13:18
  And then I tried it myself.
• 13:19
  I'm sure it's still.
• 13:20
  Excuse me.
• 13:21
  An unnamed podcast with an indistriminate story with no details and then tells me to
• 13:25
  look it up.
• 13:26
  But you dropped the ampersand, I'm like, wait, that's crazy.
• 13:30
  Funny.
• 13:31
  And I tested it on my phone.
• 13:32
  I'm like, I did it.
• 13:33
  And it didn't register.
• 13:34
  That's hilarious.
• 13:35
  Well, I got to fix it.
• 13:36
  Some of the AIs are pissing me off right now.
• 13:38
  I'm not going to lie because I was trying to, I was playing with some stuff with a client
• 13:41
  with ad creatives.
• 13:42
  And one of the clients has a digestive product.
• 13:45
  And I was trying to create an image of the digestive product in the tub.
• 13:48
  Like, it's a plastic tub filled with powder that you'd make a drink mix.
• 13:52
  And I was like, I need this and a roll of toilet paper.
• 13:54
  I just need an image of a person holding these two things next to each other.
• 13:58
  And Gemini's like, no, we cannot create images that have anything to do with toilets or
• 14:02
  toilet paper.
• 14:03
  Nothing related to bodily functions.
• 14:05
  And I get like this, like, shame message as if I'm trying to create porn on AI, right?
• 14:09
  And I'm like, it's a roll of damn toilet paper.
• 14:11
  I'm like, well, I don't know if you saw yesterday, Sam Altman.
• 14:14
  I got names now.
• 14:15
  Sam Altman.
• 14:16
  Open AI.
• 14:17
  Founder said that they're rolling out, I don't know what the word was, but like, erotic
• 14:22
  adult enabled chat bots for those, for those people when you, not when you want to create
• 14:29
  an image with toilet paper, but when you want to do some more dirty things.
• 14:32
  I said, yeah, I guess that didn't happen to me when I tried to create my fantasy football
• 14:37
  team logo.
• 14:38
  They said it was a little too vulgar, but it's a roll of toilet paper, like it's a digestive
• 14:44
  product.
• 14:45
  Maybe their tagline is, you know, enhances regularity, and I'm like, it made sense to
• 14:50
  me.
• 14:51
  But here's the deal.
• 14:52
  Like, with AI, one of the things that I look at, like I said, I'm six to ten times, and
• 14:57
  it could be exponentially more than that, more productive than I've ever been.
• 15:00
  I am brainstorming.
• 15:01
  I am having creative meetings with my AI, and I have had this conversation, and much to
• 15:07
  the, to the chagrin of my own team, because I think they're tired of hearing me, they've
• 15:11
  been tired me before AI, but yeah.
• 15:13
  And I'm sure they're tired of hearing about it, because it doesn't matter what question
• 15:18
  I ask, you know, my answer is don't tell me you didn't know.
• 15:23
  Right.
• 15:24
  And if the answer is I didn't know, we're going to go rounds on that, because we live
• 15:28
  in a world where not knowing is not an excuse.
• 15:32
  Right.
• 15:33
  Like, if you're not trying to get better, you will be left behind.
• 15:38
  Because there is, it is a world that, and I'll say like, you're an athlete, you understand
• 15:43
  this?
• 15:43
  Like, imagine the case that you were on the field, and there were all of these hacks
• 15:47
  to me.
• 15:48
  I mean, I'd be running the Super Bowl.
• 15:50
  There's no questions asked that if there was a hack that was able to do anything.
• 15:56
  And so Eric, I'm going to pivot here, because I could go off on that all day long, but
• 15:59
  I mentioned this 12 to 18 months.
• 16:01
  Yeah.
• 16:02
  My belief is that smart people are getting smarter right now, and the dumb people are
• 16:05
  getting dumber.
• 16:06
  Yeah.
• 16:07
  And I believe it's fair to say.
• 16:08
  Yeah.
• 16:09
  And it's crazy as it is.
• 16:10
  People getting dumber, I literally base that off of it.
• 16:13
  And I know I've mentioned it on the show before, but there were recent studies done by MIT.
• 16:18
  And they were actually showing that people who go to chat GPT as a first line of defense,
• 16:25
  and whatever answer it has, like, you know, what's the capital?
• 16:29
  They go there.
• 16:30
  They do this kind of stuff.
• 16:31
  They're actually noticing that after months of doing this, because it's not been years,
• 16:36
  they were already noticing.
• 16:38
  So think about that.
• 16:39
  Not after years of use, because it hasn't existed that long.
• 16:42
  Like this is only after weeks and months that people have been doing this.
• 16:47
  They're actually noticing entire regions of the brain that are grayed out and not even
• 16:52
  lightning up, indicating atrophy on an FMRI.
• 16:56
  So FMRI scans are showing that literally people are dealing with brain atrophy to the
• 17:02
  contrary, however.
• 17:05
  So that does not scare me about using chat GPT because my thinking, honestly, I feel
• 17:11
  like I've taken a limitless pill because I'm awake at night, you know, almost ashamed
• 17:17
  of all of the things that I didn't do that I could have done with my day because I feel
• 17:23
  invincible in so many ways.
• 17:25
  And I'm like, but they're also noticing that people who are using AI to unlock all of these
• 17:31
  different things are finding that they're they're automating the parts of life that
• 17:36
  are trivial, right?
• 17:38
  And doubling down on the areas that are requiring greater usage and greater prodigal solving,
• 17:44
  greater executive functioning.
• 17:48
  And those people are unlocking parts of their brain that they've never seen before.
• 17:53
  Like, yeah, that's nuts to me.
• 17:56
  Right.
• 17:57
  I think, you know, on one hand, you could say, oh, you know, kids these days in class,
• 18:01
  they could just throw their homework into chat GPT and then, you know, get these answers.
• 18:04
  I think that creates different problems for, okay, how are teachers going to make this,
• 18:09
  you know, AI proof or how are you going to, whatever, I'm serious on that, but go ahead.
• 18:13
  Yeah, I'm just thinking about a lot of things, but no, I completely agree.
• 18:16
  And I think, you know, it's if anything, it doesn't have to be when you're at work, you
• 18:21
  know, where I work in our, and then the ad tech world, it could be, you know, hey, I want
• 18:26
  some relationship advice about this, am I thinking logically, like, let me think through
• 18:30
  this.
• 18:31
  Am I being reasonable?
• 18:32
  Here's the situation.
• 18:33
  No matter what, that's just one example.
• 18:34
  It could be any aspect of your life.
• 18:36
  And I think, you know, you don't necessarily have to, you know, tap into the same amount of
• 18:42
  time that it took to cross check things or do research to your point on things that are
• 18:48
  trivial.
• 18:49
  Yeah, if I want to go on Google and look up a stat or a fact, then I could just do it
• 18:52
  more quickly on chat.
• 18:53
  And that's not taking any more or less brain power.
• 18:56
  So, yeah.
• 18:57
  Well, you mentioned college.
• 18:59
  So I've got a good friend of mine is actually a professor down at University of Miami.
• 19:03
  And I spent most of my, I went to, hey, I went to the U.
• 19:05
  There you go.
• 19:06
  Well, I spent most of my career as a college professor and worked in education for most
• 19:09
  of my career.
• 19:10
  We're a good portion of it anyway.
• 19:11
  I suppose I've been doing this for most of my career now.
• 19:13
  I should stop using that phrase.
• 19:15
  But anyways, a lot of my years were spent in higher education.
• 19:18
  So I'm very familiar with academic pedagogy and how we do this.
• 19:23
  And I was having a conversation with her the other day and we were talking about, how
• 19:28
  do you have people go do term papers to finish school?
• 19:31
  That was like the capstone of every class was writing a paper and I'm like, well, sure,
• 19:35
  I can do it on my drive to the gym, you know, write a paper on chat GPT and email it
• 19:41
  to you, right?
• 19:42
  Like, this is easy stuff now.
• 19:44
  And I'm like, we're going to get back to people having to do oral defense for a great
• 19:49
  like, I'm going to have to sit in a room with you and ask you to answer questions for
• 19:55
  me.
• 19:56
  And critically think through problems that I put in front of you and watch you do or essays
• 20:01
  where you're going to have to hand write answers without technology, like the education
• 20:07
  system, you couldn't pay me to go back and do that nowadays, by the way, because like
• 20:11
  I remember when plagiarism detection was a big tool, like all of a sudden now it's
• 20:16
  not, not, it's not even plagiarism, like this is original thought, yeah, it's just not
• 20:20
  yours.
• 20:21
  Right?
• 20:22
  No, and that, I think there's like, you know, AI bot detectors that are coming out.
• 20:27
  I've seen, you know, they're trying to keep up with the, hey, well, the students are
• 20:29
  going to be leveraging this to write and the teacher is going to be leveraging this
• 20:32
  to audit.
• 20:33
  It's, it's crazy.
• 20:34
  But yeah, and they're going to also, when they do that, they're going to have to make
• 20:36
  sure that, you know, students aren't wearing glasses because now with the gen two
• 20:40
  of gray bad, exactly, no, ugly meta, they're, it's basically like nudged, classified, you
• 20:45
  know, somebody asked you a question and you're like, only wait a second and then it pops
• 20:48
  up in your eye and in your ear, what to say, literally, it's going to turn into that
• 20:54
  I can be on stage and imagine the entire audience in their underwear, like, yeah, you could
• 21:01
  actually do this, I generated x-ray goggles and people in their underwear now, like that's
• 21:06
  actually going to be a thing.
• 21:07
  Who knew who thought?
• 21:09
  My question, I'm going to frame this in there because education to me is going to be, you
• 21:14
  know, it's going to be a weird thing and I'm going to say this and everyone who knows
• 21:18
  me knows that I collect degrees, but they mean nothing to me anymore because the reality
• 21:23
  is is that it used to be that if you had the degree, there was a respect for your ability
• 21:28
  to think there was a respect for your knowledge base and nowadays anybody with a phone has
• 21:34
  access to the exact same thinking to the exact same knowledge base.
• 21:37
  Now, I would arguably say that it doesn't mean that everything that you're getting is
• 21:41
  accurate, so you still need to have the acumen to know what isn't good, which we'll get
• 21:46
  into about marketing.
• 21:47
  Well, prompt engineering, but also just being able to have a bullshit filter.
• 21:51
  Yeah.
• 21:52
  So, that being said, there's definitely something to be said and we'll talk about that
• 21:56
  with marketing, but education anymore to me almost seems pointless because there's still
• 22:04
  the, you know, the academic side of, you know, academics for the sake of academics just
• 22:08
  doesn't do it for me anymore because I think what's going to happen is I'm almost at the
• 22:13
  point that I'm like, sure, if a kid goes and gets a bachelor's degree and uses AI to
• 22:17
  do the entire thing, that's fantastic.
• 22:19
  He's going to get fired within two weeks on the job if you don't know what you're doing.
• 22:23
  Right.
• 22:24
  Well, you're going to get fired.
• 22:25
  I think what's becoming obsolete is the way that, you know, schooling and, you know, testing
• 22:34
  and studying to get a degree was done in the past, like you have a textbook, we're going
• 22:38
  to read chapters, you're going to read through it, and then you're going to formulate your
• 22:41
  own thoughts and write papers and take tests.
• 22:44
  Like, that was going out the window, you know, and I was in high school in college, you
• 22:46
  got things like quiz lit and you're doing, you know, digitally focused testing to accelerate
• 22:53
  those things.
• 22:54
  Like, okay, the education vehicles need to evolve because, and, you know, I have a couple
• 23:01
  of friends that are driving innovation at a company called Subject and they're really
• 23:04
  focused on, you know, education and teaching lessons in an AI native world.
• 23:09
  And, you know, we, we mentioned, girl, dad, our daughter is almost 11 months old and we're
• 23:14
  hyper focused on like, well, what kind of schooling do we want for her?
• 23:18
  Do we want to put her in this?
• 23:19
  And, you know, and it doesn't want her to have screen time.
• 23:21
  And I'm like, I get that for developmental reasons, but also I don't want her to fall
• 23:25
  behind on, you know, being able to be digitally literate and leverage these kinds of things.
• 23:30
  So I think there's, you know, he's talking about an 11-month-year-old being digitally literate
• 23:36
  if you missed that.
• 23:37
  If you missed that, just to point it out.
• 23:39
  Listen, no, but I think it's no, but, you know, back to your point about is, you know,
• 23:44
  the degree may seem useless or obsolete at this point.
• 23:46
  I think it's going to catch up the way that, you know, the knowledge and the education
• 23:52
  and the, you know, material is delivered has to evolve based on the tools that are, you
• 23:57
  know, at all the students disposal.
• 23:59
  And yeah, maybe it's going to be more of, hey, no education allowed in this room.
• 24:03
  It's like one of those rooms in a movie where all the heroes lose their superpowers if
• 24:07
  they're in this chamber.
• 24:08
  But maybe that's how it's going to have to be when it comes to testing to say, I don't
• 24:11
  care if you're using Chad GVT or Gemini or Claude or any kind of assistant or certain
• 24:16
  glasses when you're in certain situations that are going to, that you're going to have
• 24:20
  access to when you're in real life situations.
• 24:22
  But when you're in a meeting with the client, giving a presentation, you better know how
• 24:26
  to think on the spot and pivot and, and, and critically think.
• 24:29
  Yes.
• 24:30
  And that, that's where I think, so we, we talk about, well, how is education going to change?
• 24:34
  And I'm going to, I'm going to up level that conversation and say, sure, we can talk
• 24:39
  about, you're not going to be able to wear glasses.
• 24:42
  You're not going to be able to, to have a computer about, you know, without them.
• 24:46
  But I also don't believe that we progress through exclusion.
• 24:50
  I think there's a, we need to step above the current education system and say, it's just
• 24:54
  different now.
• 24:55
  Yeah.
• 24:56
  And it's not about how do we protect the current system because protecting the current
• 24:59
  system would be, you're not allowed to use a computer, you're not allowed to turn
• 25:03
  into a paper.
• 25:04
  You can't use Google Glass.
• 25:05
  It's like, here's what I argue though, when I went to college, University of Miami,
• 25:09
  that's cool on earth.
• 25:11
  Yeah.
• 25:12
  The wrong you would go.
• 25:13
  Yeah.
• 25:14
  That's a really you event.
• 25:15
  Oh, okay.
• 25:16
  There's, yeah.
• 25:17
  Go blue.
• 25:18
  Well, I was literally a tour guide when I was at UM, so we could fight about school spirit
• 25:19
  later.
• 25:20
  But I think, you know, more value that I got through my college experience was, sure,
• 25:25
  I got value in the classroom and learned about these subjects and it was great.
• 25:29
  But I got more value in the opportunity to, you know, be on my own and get shit done.
• 25:34
  I can, you know, be the president of this club and this organization and actually make
• 25:38
  impact and, you know, create these organizations and host events and work with brands and do
• 25:45
  real life tangible things that you can kind of make happen in this setting.
• 25:49
  And I think, you know, when it gets the higher education, it can be the same type of thing.
• 25:53
  You're around these like-minded people and if you're able to kind of drive an impact
• 25:56
  sure, at the end of the day, you need to get certain grades and you have a degree and
• 25:59
  it shows what kind of rank you were.
• 26:00
  But I think those things are becoming more obsolete and it's how are you able to make
• 26:04
  an impact?
• 26:05
  How are you able to, you know, drive the most value based on your situation?
• 26:09
  And so I think, you know, that's just becoming more evident that the value of education is
• 26:14
  not necessarily just on paper and the books and the grading system and it goes beyond that.
• 26:19
  I'm going to argue and say that you're just going to see a collapse of the entire education
• 26:23
  system.
• 26:24
  I just don't think the education system, the way it exists now continues to exist.
• 26:28
  I'm old enough to remember going to school, college, even, or Google.
• 26:33
  So I went to school before the internet and definitely before Google and, I mean, writing
• 26:40
  papers because you had to go check out books in the library.
• 26:45
  And when Google came along, I remember the panic that this was going to cause in the
• 26:48
  education system because now you can go find anything you want and it's like, sure.
• 26:54
  And so I think AI is another version of that, but I think it's different and the reason
• 27:00
  it's different is because Google didn't think Google was able to search Google.
• 27:04
  Google was a really fast, dewey decimal system.
• 27:06
  And yes, I actually understood the dewey decimal system.
• 27:09
  Right.
• 27:10
  And it's pulling from data sources and if the data source doesn't exist, it can't help
• 27:14
  you.
• 27:15
  Whereas, you know, Tachy, BT can work critically, think and say, hey, help me solve all
• 27:17
  the math problems on the sheet and they can go, you know, pull some formulas and run
• 27:21
  that for you.
• 27:22
  But I think what will become, you know, available to maybe teachers is our questions and things
• 27:28
  that you can kind of propose to students that you may not be able to solve with Tachy,
• 27:33
  BT if it's like, hey, in your voice, blah, blah, blah, which you could of course ask, you
• 27:37
  know, you chat about, hey, right.
• 27:38
  This in my voice, but I think they're going to be ways to your point things are going
• 27:42
  to have to level up to keep up with the times, start to cut you off back as they did when
• 27:46
  when Google came out.
• 27:47
  It's like, all right, can't just ask basic research questions that you're going to have
• 27:50
  to read and memorize from a textbook.
• 27:51
  It's going to be more focused on critically thinking in the world where all this is available.
• 27:55
  Right.
• 27:56
  questions that you can solve with a calculator. It's not asking questions that you could get a
• 28:00
  better answer by asking, you know, to help you. In education, there's this pyramid that we talk about
• 28:08
  that bachelor's degrees are where you learn the vocabulary. You know, so high school and what not
• 28:14
  is where we train you on how you're going to learn once you leave here. Right. So you learn the
• 28:18
  skills. Bachelor's degree is where you learn the vocabulary. Master's degrees, you know, the graduate
• 28:25
  level is really training you on how to synthesize two thoughts together and postmasters or
• 28:33
  doctorate work is where you learn to create new knowledge. And I believe, and this has been my
• 28:41
  theory for a while, that Google kind of replaced the need for the vocabulary because I can look up
• 28:46
  anything anytime. Right. Like so when Google started, there was no need for me to remember the
• 28:51
  year that Sorbonne's Oxley became a thing, right? Like, I can go Google it, no deal. And when I
• 28:56
  was teaching, I used to tell my students, like, I don't care where you can memorize. I want you
• 29:00
  to be able to think. Right. Which meant I was expecting almost graduate level work out of what
• 29:05
  would have been an undergraduate task. Chat GPT sure were able to look things up, but we were
• 29:14
  always able to do that since Google. What I believe that AI is able to do now is AI is able to take
• 29:20
  and synthesize thought. How is this related to this and and draw me a parallel between these two
• 29:28
  things? Show me how this process is in this environment. Show me how my voice can tell this
• 29:35
  story. Like it's taking two disparate things and able to to merge them into a cohesive thought
• 29:42
  using that critical thinking, which by the way is what is taught in graduate level courses.
• 29:48
  It is requiring that the humans, I mean, if you think about this way, anybody with a master's
• 29:54
  degree or less, chat GPT can replace. Like, you have to be thinking in the top, top echelon of
• 30:03
  human intelligence at this point to do anything that a bot can't. So, I mean, one of the like,
• 30:10
  I need to be able to create knowledge. I need to creativity is still a human feature. Right.
• 30:16
  And as AI is getting really good at it, but again, that's prompt engineering that's causing
• 30:21
  that creativity. So, there's still human inputs. But, you know, I don't take a product bottle and say,
• 30:28
  here, give me an image that sells this because I'm going to get some wonky stuff. I have to tell it,
• 30:32
  like, here's my demographic is like, all of this stuff plays in, but it becomes that ability to
• 30:38
  create knowledge and to create creativity. And one step further, have human interaction
• 30:45
  that makes us different. And I believe is that this top of the pyramid here is where humans are
• 30:52
  going to live, or they're going to be way down here. Right. Well, first of all, what you said
• 30:58
  is perfect. Like, I 100% agree with the way I want an outtake on that. No, no, you got to clip that.
• 31:05
  When you said, yeah, you better clip that when you don't take on that one.
• 31:09
  When you can help you, you know, think together, but yeah, it's not necessarily creating new knowledge
• 31:14
  at this point, right, which, which maybe that's an area to get to. Right. And you mentioned creative
• 31:18
  creativity. That's kind of what we're focused on is creative is something that is kind of unstructured
• 31:25
  in a lot of ways. And when you use the word creative in advertising, you're talking about the
• 31:29
  actual spot. Yeah, you're talking about the video or the display banner that you're serving,
• 31:35
  you know, on the on the connected TV here on the in an article. And historically, it's like,
• 31:39
  okay, we can look at these things. We can look at, you know, the talent that's being used.
• 31:44
  We can look at the promotion and all these numbers. But it's still kind of unstructured because
• 31:48
  it's a video and all these things. But now, you know, there's a lot of measurement to be brought
• 31:53
  there with AI with multimodal analysis, which is a fancy way to say we're going to scan all the
• 31:56
  modes of this creative of this video. We're going to pull out the transcript, the audio,
• 32:00
  the storytelling format, what kind of audiences are being featured, what kind of audiences are
• 32:04
  being spoken to, what's the call to action. And pull out all those signals to better inform,
• 32:10
  well, who should we be targeting, you know, with this is that creative spot across which inventory,
• 32:15
  you know, should we be running this spot to maximize the value of the message that we are
• 32:20
  delivering. And I think, you know, one other thing to go back to what you were talking about
• 32:26
  creativity is something that, you know, maybe AI is still getting there on. You can kind of
• 32:32
  work with these AI bots to say, well, what is something that makes a viral or a, you know,
• 32:40
  attention grabbing post or video or this or that. And it can kind of, again, bring structure to some
• 32:46
  of this creativity or some of this abstract thinking and understand what makes thinking abstract,
• 32:51
  like what are these leaders and innovators doing to create new knowledge and how can I tap into
• 32:58
  that to help create new knowledge. So I think that's the next level. But I don't think it's there yet.
• 33:04
  I agree with you. And my urging to any human is find the ways that the bot can't replace you.
• 33:12
  What is it that you're bringing to the table that the bot can't do because anything that the bot
• 33:17
  can do is going to become a capitalistic conversation real quick. Yeah. I have no reason to employ
• 33:23
  people that I can get an automation to do. And people keep finding ways of putting themselves
• 33:29
  in the middle of a process. And I'm like, I don't need you in the process like you're missing the point.
• 33:33
  And I think we're seeing resistance because some people just can't think outside of what's going
• 33:39
  on there. But to your point in marketing, we talk about that synthesis of information. And
• 33:44
  here's a medium and you know, 40-year-old women who are unmarried and have children watching this
• 33:50
  TV show, whatever. And here's a creative. What I do love about what AI is able to do is it's able to
• 33:58
  say, all right, this creative mirrors this audience or this creative does not appeal to this audience.
• 34:06
  And it can predict that that's going to happen prior to having to spend the money to get the
• 34:11
  zero return on ad spend. Right. Because in days gone by, you take a really, I always say,
• 34:16
  marketing is a really good guess. It's educated guessing that is like, I think this is going to work
• 34:20
  with this audience. But I don't know until the numbers show us. And then you go run it. And when
• 34:26
  the numbers come back and say, you know, nobody bought anything, you're like, okay, well, that wasn't
• 34:30
  the right creative. But is it the wrong creative or was it the wrong audience? Right. Because I'll
• 34:36
  give you an example. So it used to do a lot of TV buying. And we knew the audience. I'll just give
• 34:44
  you a great example. We have a client right now that uses an animated character and they have a
• 34:47
  sleep product. And the sleep product is a the spokesperson or the sleep product is an animated
• 34:57
  sheep. And it's a whole deal about counting sheep and so on and so forth. And we actually
• 35:02
  animated them in wearing a red hat that says make sleep great again. Okay. So controversial
• 35:09
  but attention graphic only to half the population right to the other half of the population. It's
• 35:15
  actually very funny. So to the point, I can academically say, okay, red hats saying make sleep great
• 35:23
  again. If I were to put that as a TV commercial on Fox News is going to be a they're one of us.
• 35:30
  Right. If I put that on CNN, I'm probably going to get hate mail if not Molotov cocktails.
• 35:37
  Yeah. Right. But it's the intellect of knowing that this is going to match that. The issue is
• 35:44
  is that's a pretty obvious point of differentiation. If AI is able to analyze because you're working
• 35:53
  in ads. So I'm going to go into play and talk about a's effect marketing. If AI is able to look
• 35:58
  at a creative and say this creative based on these elements of the creative and that could be the
• 36:04
  text that could be the images that could be the messaging anything that we're talking about.
• 36:09
  It can predict failure that you don't need to spend the money to fail in order to get the learning.
• 36:17
  Right. You can actually predict the learning faster than having to human human into it. Is that
• 36:24
  the word I'm looking for? How that's going to pan out and we can guess really good. Yeah.
• 36:30
  But if you're able to data, you're not having to collect data over time. You're able to get a better
• 36:36
  guess forward. Right. And what we're able to do now bringing structure to these creatives is look
• 36:42
  at your brand's creative and look at all your competitive brands. Right. Their creatives do that
• 36:47
  deep multimodal analysis across the board and understand how you can pull out signals that are
• 36:52
  going to show you that these audiences are going to resonate better with this creative versus your
• 36:58
  competition's message or vice versa. Where can we really lean in there and validating those things
• 37:03
  through measurement once the campaign is live. Are you a kind of KPR? Are you trying to drive and
• 37:08
  that back which of these creative assets across these audience segments actually drove the outcomes
• 37:13
  that we're looking for? So just yesterday the ad context protocol platform or really marketplace
• 37:20
  our ecosystem was launched across the industry and it's extremely exciting and pure play is
• 37:26
  actually going to be launching one of the first campaigns ever through that workflow. And what's
• 37:29
  that what that's doing is essentially encouraging one ecosystem where all the data partners,
• 37:36
  all the inventory partners are bringing everything to one table so that buyers can say I want to buy
• 37:42
  more accurately. I want to have less waste with my ad spend to be as efficient as possible. So
• 37:46
  instead of saying okay I have all these different siloed elements of my media activation plan
• 37:52
  that I have to do separately. I have to go grab data segments from data store whether that be live
• 37:59
  ramp or another provider and say I want to target you know those that are in market for
• 38:05
  ATHLEASURE. And then I type in ATHLEASURE. My data store and there's 150 segments from a bunch
• 38:10
  of different providers and I have to decide based on who knows what kind of knowledge which of those
• 38:15
  are the best and most relevant toward my KPIs and when I'm trying to drive who I'm trying to serve
• 38:20
  my creative message to. And then I have to do the same thing when I'm sourcing inventory. So is it
• 38:26
  better for me to run on Netflix or Hulu or Paramount Plus or HBO Max at the ultra premium level?
• 38:31
  Is it better for me to run across HTV Food Network 10ish channel at the kind of mid-level
• 38:36
  and then is it better for me to run across Pluto TV or 2B or you know another fast channel at the
• 38:41
  kind of efficiency levels I like to call it and what you're able to do now through this new
• 38:46
  ecosystem is really have all that data at your fingertips and struck these AI agents this is
• 38:53
  exactly what our goals are and they're able to kind of scan across all these audience segments
• 38:57
  across all these inventory segments do things to say well this audience segment has x scale and
• 39:03
  it's going to cost you xcpm and it's 83% accurate based on these down funnel signals that we're
• 39:10
  collecting from the publisher so I know that that goes a long way but essentially you're able to
• 39:15
  take a lot of the silos away bring everything to the table so that there's less waste because that
• 39:21
  publishers want less ways too they want to sell inventory that's going to perform better
• 39:25
  based on outcomes based on KPIs so well because it's the lifetime value of their customer which
• 39:29
  is the advertiser exactly and and you know when you are able to now connect all the dots and you
• 39:34
  could say oh well this ad from paramount plus drove or all my you know the couple million impressions
• 39:40
  I've served on this publisher drove a conversion rate of 2% versus this publisher drove you know 0.5%
• 39:48
  I want to go in that way so there's incentive for everybody and yeah on the data side and on the
• 39:52
  publisher side it's a way for you to say my data and my inventory is more easily accessible to
• 39:57
  these buyers and the buyers are like great I don't have to go to 20 different publisher partners to
• 40:02
  source inventory I can just look on one marketplace and understand you know where I should move forward
• 40:08
  based on my creative and what it speaks to based on what my competition is doing so we're kind
• 40:12
  of trying to I guess to sum it all up we're able to bring more data to agencies and advertisers
• 40:18
  to inform why based on my creative one is it good to go or do I need to kind of level it up and
• 40:25
  create different versions to serve to different audiences and then once I have my creative solidified
• 40:29
  how can I maximize the value of that creative by pulling out those signals to inform this audience
• 40:34
  segment inform my by my creative and inform by my KPIs is most likely to resonate well and take
• 40:41
  the action that I want them to take and then same thing on the inventory side is this high attention
• 40:46
  inventory that we can measure with various third party partners is it contextually relevant to my
• 40:52
  creative message and again is it likely based on mapping deck mapping back at exposure to
• 40:58
  attribution likely to drive the outcomes that I want and so our goal as you mentioned at the
• 41:02
  beginning is to really unify that creative audience and inventory strategy to maximize outcomes and
• 41:07
  efficiency so many words there yeah sorry I'm probably hard to follow so that's on me no no it's
• 41:14
  good my question to you like yes I follow what you're saying because I work in the space
• 41:20
  yeah people who don't are probably like what the hell yeah yeah yeah yeah I could have probably
• 41:24
  broken that down no no no it's all it's it's good stuff but it you got my my head spinning on it
• 41:29
  though because I the question that I want to know is and what do the humans do you just told me
• 41:37
  you just told me everything about the automation tell the humans create the brief they create the goals
• 41:42
  they create the budgets they create some of these things right it's not like those things can just be
• 41:48
  made out of thin air there are decisions that need to be made there are approvals that need to be
• 41:51
  given and there's still that human touch that needs to you know have influence and what happens is
• 41:57
  you know you mentioned it's AI with the relationship focus a lot of times what still happens is these
• 42:02
  buyers are not given autonomy there's somebody on the brand side that has a relationship with a
• 42:07
  publisher and say we want to run at least x percent across that publisher so you can have some
• 42:11
  autonomy but a lot of what you're doing is just executing you know what I'm telling you to do as
• 42:16
  the brand which I'm sure you experience a lot of it and have a lot of fun when that happens um but
• 42:21
  I think you know it's still none of these tools at least that we're leveraging are being built to
• 42:29
  replace humans I think they're being built to support they're replacing humans they're replacing
• 42:34
  some of the operations absolutely like yeah add ups and and some of those again copy right
• 42:39
  there's no with those traffic manager anymore yeah but but you still do because what if that new AI
• 42:45
  tool makes a big mistake and traffic's the wrong creative because it had an ampersand and it
• 42:49
  couldn't it's like the david buster's thing and it couldn't pick it up so so those things are still
• 42:53
  there so no advertisers I mean maybe some are but most advertisers aren't ready to say you know what
• 42:58
  just do it all with AI I don't care I need I still want somebody keep keeping the eyeballs on my
• 43:04
  campaign how it performs and up to keeping an eye on those optimizations I think you know it's
• 43:09
  still designed at least with the tools that you know most of the industry is using to be again
• 43:13
  that rob into your Batman as the one acting and ultimately decision based on that hey okay well
• 43:19
  I have the relationship with these stakeholders that I need to kind of ensure that I'm you know
• 43:24
  answering to it and operating on behalf of well and and so working in the ad space and I'm
• 43:30
  fascinated by everything AI can do and but I'm always what I'm always working on is like what
• 43:35
  unique value do I bring to a client because why would a client not fire me and just go to AI yeah
• 43:42
  right and that's a question I have to constantly be thinking of because I'm like what would stop
• 43:47
  them from doing that so I'm always looking for what is the value proposition of working with me
• 43:52
  yeah because it's not because I'm a better graphic designer than than Gemini and it's not because
• 43:56
  I'm a better video editor than Opus and it's not because I'm a better copywriter than chat GPT
• 44:02
  maybe all of those things but it comes at a cost if you're hiring a human there's not a lot of
• 44:07
  cost if you're working with AI the challenge that I'm always looking for is like in this world
• 44:12
  of automation in this world of artificial everything I believe that humans are still
• 44:20
  longing for human interaction absolutely that there is a need for relationship there is a need
• 44:27
  to to look at a creative and while there may be multiple touch points and different you know
• 44:32
  multi-modal you know data points that are taking place within a banner ad I'm still looking at it
• 44:39
  and going but does it elicit the emotion that I would expect a buyer and as would a buyer feel
• 44:48
  that because I believe that we can we can we can script a lot of things right and we can you know say
• 44:55
  you know insert image of woman crying at funeral right but does the image actually make me
• 45:02
  feel something and I think it trickles down from the top right and if if AI is the one at the top
• 45:09
  creating the budgets and creating the brief and then AI is the one activating you know
• 45:14
  really just executing what that instruction is and then that you know formulates a creative
• 45:19
  it formulates a message and then it serves to an audience and across inventory that AI
• 45:23
  instructed it to to a human audience there's going to be that lack of feel and interaction so I
• 45:29
  think that's where you can bring that value is well I know certain things about you know I know
• 45:36
  what I know I know how to create certain knowledge again that maybe AI well and with my team like
• 45:41
  I'm always talking to them just like guys like I get that you want to automate this and I get the
• 45:45
  chat GPT wrote this and I get the claw did this and I sure I get it I'm glad about it I'm happy
• 45:50
  that we're leaning into this type of stuff and at the same time when I get an ad creative that I'm
• 45:56
  like what does that even say like that doesn't even make sense to me you know but it's more of
• 46:04
  like I'll get a headline and I'm like okay I get the fancy words but what does that mean and
• 46:09
  then people kind of stumble on it and it's like I'm constantly going guys if it doesn't make
• 46:15
  sense to you it doesn't make sense to a buyer either right like be human and during I mean my
• 46:22
  takeaway from this is that the more artificial intelligence becomes a part of our daily lives the
• 46:29
  more incumbent is on each of us to be as human as we've ever been like we are reversing time on
• 46:38
  humanity because we are having to get back to face-to-face conversations we are having to get
• 46:44
  back to people learning relational skills first like we went through generations of kids that were
• 46:50
  that were taught everything about how to use a computer and didn't know how to have a conversation
• 46:54
  yeah like I genuinely think we're at a point right now that that we're almost regressing back
• 47:01
  and I think it's progress truthfully but it's like we're erasing some of those mistakes
• 47:06
  getting back to being as human as possible so that we can harness this incredibly logical
• 47:12
  intelligent platform no but the phrase that I use with my team all the time is do the things that
• 47:20
  only the humans can do well there are still a lot of those things because if you think about it when
• 47:25
  you're lucky or you're leveraging AI tools to help you with anything you know data driven if you're
• 47:32
  missing a column or there's a letter wrong and and something's not aligned it's gonna spark up and
• 47:37
  not be able to compute what you put it so that's still a thing right that still exists whereas you
• 47:42
  know if you were to analyze that sure it may take you hell of a lot longer to analyze but you would
• 47:46
  say oh that that column is mislabel let me tweak that but that department used to have five people
• 47:50
  now it has one that that's my point absolutely entire agencies are firing their entire
• 47:57
  copywriting team and keeping the one best prompter right to review make sure it sounds correct
• 48:03
  the question the question collaborate with AI and then like you said that person five times as
• 48:08
  productive absolutely the question is not if somebody will still have a job the question is where do
• 48:13
  the other nine bodies go because there's not there's not going to be enough work for all of the
• 48:19
  humans if all the humans are just babysitting the AI what I'm saying is I believe that we it is
• 48:27
  incumbent on us for our own survival and I mean as individuals not as a not as a world but this whole
• 48:33
  idea and I won't get into depopulation and all the other stuff but the reality is is that as this
• 48:39
  becomes a more pervasive part of every day life the need for the cashier at the grocery store
• 48:43
  is going away you know self check out lanes you know I remember years and years ago I was standing
• 48:50
  in line at a target and the cashier was like well we've got all the automated lines open I'm like
• 48:54
  yeah but I believe in keeping humans and jobs well I'm standing in the line so that you can check
• 49:00
  me out because that way you still have a job yeah when it bothers me that the customers are doing
• 49:07
  all of their own cashiering because now someone's unemployed because of that and she looked and she
• 49:11
  went no one's lost a job over that and I'm like I'm just looking like sweetheart there's two cash
• 49:16
  years at target now yeah I think well yeah I think with COVID really accelerated a lot of this
• 49:24
  hold on when you know we're all forced to work from home for a while and everything's on
• 49:27
  video call I remember the first I mean I'm a tech salesperson like I'm not in the field doing
• 49:32
  events you know doing all these things I remember the first time I was back in person with
• 49:37
  with partners and clients it was like this is so refreshing to have that you know
• 49:41
  action that you know everybody still loves that and the same thing if you're grocery shopping like
• 49:44
  you know you may be in a mood where you don't want to talk to anybody okay then I want to go to
• 49:48
  the self checkout but maybe I want to have a nice interaction you know I think people still crave
• 49:52
  that as you mentioned so yeah sometimes it goes so far that it goes all the way back and I think
• 49:59
  that's happening and again I love what you're doing to that tech I love what we're doing
• 50:04
  with that tech different but at the same time like both leveraging this new collaborative
• 50:10
  you know entity I suppose I don't know what to call it anymore like but we're harnessing this
• 50:14
  intelligence to get greater outputs and faster times and the outputs that we're getting to
• 50:20
  are amazing I would say the people who don't know what they're doing with it are just getting
• 50:24
  to the mistakes faster right I mean all they're doing is just making eight times the number of
• 50:28
  mistakes well that's exactly why humans you still need maybe a team more than one because what
• 50:32
  if that one sure is bad and it's just you know sure amplifying the shittiness that I remember market
• 50:38
  research being a month long project and now market research is an hour like I can go pull everything
• 50:44
  on every brand that I'm competing against and pull out their entire history and challenge you
• 50:48
  know and stick it all on a competitive chart yeah and for roles that aren't creatively focused
• 50:55
  absolutely but I think yeah so yeah busy work is going to be gone right and it literally
• 51:02
  becomes a matter of you know as we become so artificial with our intelligence that it is again
• 51:09
  I'll just go back and say it's incumbent on the humans to do the things and only the humans can do
• 51:13
  that that the ability to think is going to be much more important than it is to memorize right and
• 51:18
  the people who are trying to just proceduralize their jobs like what you have this conversation with
• 51:24
  my own team in fact on Tuesday and it was guys like we're trying to automate things and you're
• 51:30
  trying to write the process for your job here's the problem if your job in the very near future has
• 51:36
  a process you don't have a job right if there's a process to your job your job is going to be automated
• 51:43
  because yeah there is a process yeah and I'm glad you bring that up because I think it's even more
• 51:48
  valuable than ever to be a people person and have that because I have friends now that are very
• 51:55
  leaned into AI and they may be on the innovative edge and you know pushing and pushing and pushing
• 51:59
  but they every word they speak is being listened to by AI and they just rely on it for everything and
• 52:05
  maybe not do a lot of the critical thinking themselves and you get into a room where it's important
• 52:09
  to be able to think on your feet and that's not happening all right it's like you know the ready
• 52:14
  player one world where you never leave your house and you're just in an you know artificial world
• 52:19
  right a virtual reality I guess I think you know that feels a lot more real for people that are
• 52:25
  leaning maybe too far in and maybe you know not critically thinking alongside the interactions
• 52:30
  they're having so I think at the end of the day yeah people facing roles that you know relationships
• 52:36
  as you put it at the beginning right AI led relationship driven I think is something like that
• 52:42
  is is the way that you can differentiate because you still have that human touch that warmth that
• 52:48
  that AI just I can't replicate right now I'm so grateful to have been born when I was born and I
• 52:53
  know a lot of people are like oh I was born into the wrong plate right right right no I'm so
• 52:58
  grateful to be born when I was born because I believe that there is a complete tear down of the
• 53:05
  economy that's going to happen because this is separating the house and the how-nots kind of
• 53:09
  situation it's like all of that's going to happen but I'm like I am young enough that I'm adapting
• 53:16
  faster than people have my age right because I'm smart enough to be able to do that and I see where
• 53:21
  things are going because I've had enough years had enough years to see the writing on the role
• 53:26
  not so many years that I'm not able to adapt right how do I work this it's not that in fact I tell
• 53:32
  my team all the time and I'm like you know you should be ashamed of yourself I'm twice your
• 53:35
  age and I'm teaching you about technology right but it's like I'm just I'm so happy to be in a
• 53:40
  space where I feel like I'm standing in both words like I've done traditional media buying and I
• 53:45
  work on digital all the time like I've stood in both of these words worlds I know where the
• 53:50
  connections are and I'm smart enough to see where we're going but also experienced enough to see
• 53:56
  where we've been and I think people my dad's age who's super smart and leaning into this as much
• 54:01
  as he came it is like he owns an agency also and it's all very traditional media yeah and in
• 54:07
  that traditional media site he's like how is this going like digital yeah we get it right you know
• 54:13
  but it's like he'll charge a hundred thousand dollars for a TV commercial and I laugh because I'm
• 54:16
  like I could have done that on a Saturday afternoon right like because it's just everything is so
• 54:22
  different but he may be selling back to somebody who says I don't trust it I don't want you to
• 54:27
  using it at all I want you to vow that you're not using it and then it's okay well we're both
• 54:32
  traditional and that's going to appeal to one of them so I think and even as even if you are using
• 54:37
  it you know like say I'm maybe AI can't comprehend certain things that you know you're able to because
• 54:44
  you were around before it ever existed you know or I was around for it just but like you know
• 54:49
  what I'm talking about I think that that's a huge advantage and again to feel those emotions
• 54:53
  though those human connections that you can understand all right I have to position this
• 54:57
  a certain way yeah in order to have the outcome that I want yeah I completely agree I believe
• 55:03
  that I'm the Jake greatest generation yeah but but truthfully I mean I look at it and I say like
• 55:10
  that there's a there's a time for being human there's a time for technology there's time for all
• 55:15
  of this kind of stuff it's very ecclesiastical in that respect right like to everything there's a
• 55:19
  time in a season you know and we're just in this and I'm grateful personally to be able to have
• 55:24
  seen the change or the company change of both of those seasons and remember what the world was like
• 55:29
  before Google and remember getting off the couch to change the channel on the television right and
• 55:34
  remembering the days before cell phones and having to like pull over to the side of the road to make
• 55:38
  a phone call on a pay phone like I remember those those days and not to date myself but
• 55:45
  where things are changing yeah it's like but there was a certain level of relationship that
• 55:50
  had to happen there there was a come home when the light when the street lights go on kind of world
• 55:55
  and now parents are trying to push the kids out of the house to even see sunlight right like
• 55:59
  that there's that there's a shift taking place I'm grateful to be in the middle but I'm grateful for
• 56:04
  people like you who are significantly younger than me but have that relational skill and have the
• 56:10
  what I'll call the EQ that that emotional intelligence to be able to understand that AI is a great
• 56:16
  way of seeing the future but it doesn't replace the human interaction of just solid relationship
• 56:23
  and face to face time and trust factors and that sort of stuff so thank you thank you for helping
• 56:28
  standing that gap in your generation to be able to see the difference between those two things and
• 56:33
  I think that's that's where we as a society need to be is more people that get both sides of this
• 56:40
  conversation and not one or the other yeah they're not the fear AI because the world is changing
• 56:45
  and they're not the stay in the basement and I never have to talk to humans again right I think
• 56:49
  it's like an ironic balance of being able to effectively communicate you know use advertising as
• 56:54
  an example when this started it was print and billboards and you know right traditional and then
• 56:59
  it became television and radio and then it became digital with programmatic buying and you know
• 57:04
  able to do real-time bidding and auctioning and now it's agent led by AI and then you know it's
• 57:10
  not necessarily like buyers and sellers have to interact it's they're the buying agent and selling
• 57:15
  agent are interacting I think to be able to articulate that effectively you need to be able to
• 57:19
  understand what it was like when that first phase was happening yeah so I think that that ability to
• 57:26
  humanize those things is a way to be more effective in communication well and I hope the humans
• 57:32
  still get to run the world because I like being human no no I know I'd rather be a penguin or
• 57:38
  something I don't know but yeah seriously go for free just let life go Eric I appreciate you being
• 57:44
  here having these conversations the AI conversation we could probably talk about it for 10 hours and
• 57:48
  not run out of topics because it's just it's so expansive and as I've said by the time this even goes
• 57:54
  on goes on error when people get a bot to edit it the bot to post it but the reality is by the time
• 58:00
  this even goes some of the stuff we talked about is probably outdated right like we're talking
• 58:04
  this like latest one last weekend when Sora too launched and it's like oh but it's all watermark
• 58:09
  and like for how long yeah like for how long oh it's already being used yeah yeah it's already
• 58:13
  ridiculous at the amount of things it can do and I mean personally it's really upleveled the memes
• 58:17
  oh yeah so like totally on board with that they get me for the first three seconds I'm like wait
• 58:22
  what and then I realize meme game so soon it's gonna be you don't realize yeah it's it is a reality
• 58:28
  that is becoming and get into all the conspiracy theories on it but the the reality of what's going
• 58:34
  on is like it's almost becoming indistinguishable and we're moving towards this singularity where
• 58:40
  where the artificial intelligence is not going to be artificial intelligence at all anymore it's
• 58:44
  going to have some other name yeah that's just going to be another thing well we used to call it
• 58:50
  the worldwide web like right nobody says that anymore and I was just the internet right right it
• 58:54
  what it wasn't something and it's like AI is just going to become a thing right and it's no
• 59:00
  it's like the umbrella and there's all these kinds of things like there's you know different versions
• 59:05
  of it there's a genetic and there's large language models and there's all these kinds of things
• 59:08
  it's just going to be intelligence the intelligence and we're just the robots yeah I mean the robots
• 59:14
  when they take over the but I just don't hear my here's my biggest caution to everybody always say
• 59:19
  please and thank you to your GPT because when the robots take over the world make sure they remember
• 59:25
  you fondly that that's my initiative that this is my contribution that's the perfect way to go
• 59:30
  out I always say please and thank you so Eric thank you so much I'll say this human to human but
• 59:36
  maybe he's not human maybe you're a bot I don't know anyways I would I would have more cleaner
• 59:43
  shape probably they're so good having you here today look forward maybe we can do another
• 59:47
  conversation getting deeper is this stuff starts to flesh out and we talk more about how AI
• 59:51
  and marketing get together but I will tell you Eric is the CEO of a company called pure play
• 59:56
  we'll put all the notes down below if anybody actually works in advertising works in marketing or
• 1:00:01
  works and owns a marketing department perhaps at a large model that's looking for a new way of
• 1:00:05
  dealing with programmatic buying that's what this guy specializes in so take a look at the notes
• 1:00:10
  learn more about that we'll put Eric socials and his company socials and everything down
• 1:00:14
  there below so that you can go follow him see what's going on in the AI world and until then keep
• 1:00:19
  it real see what I did there I love it that's good thanks for joining you thanks for performance
• 1:00:23
  you've a living we'll see you soon bye