Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 197 - Scaling Your Business with AI Without Losing the Human Touch

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197 - Scaling Your Business with AI Without Losing the Human Touch · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. You don't have to go very far
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  today in the world of entrepreneurship to hear AI
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  this, AI that. And there's been billions of
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  dollars that have moved towards AI in the world of business.
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  And yet there was an interesting stat recently that said what we
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  realized with all this AI is that we need to stay human.
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  And so I'm super excited to bring our guest into the program
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  today because she has got this balance right.
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  How do we scale our businesses with great technology and how do
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  we do it without losing our humanness?
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  So please give a very warm welcome today to our guest,
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  Michelle Rund. Welcome to the show.
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  Excited to have here. Thank you so much, Christina.
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  I am super excited to be here with you today.
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  Thank you for having me. My pleasure.
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  So the first thing is for business owners, particularly
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  those that serve B2B, which is where you and I play most of our
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  business day, how come we actually do this?
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  Because the aspiration is hugely interesting, but we see it not
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  working effectively. So what's your take on this?
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  How do we actually win the game? I think the 2025 was a year of a
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  lot of lessons learned. Everybody when they in 2025
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  thinking, hey, we're going to set up all these agents, we're
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  just going to have everything run.
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  We'll set it and forget it. It didn't work.
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  AI is not there yet in my opinion.
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  And the way that I like to frame this for a lot of business
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  owners is think of AI as your sous chef, OK?
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  AI works best in conjunction with human creativity and
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  capability. So if you think about a world
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  class chef in a restaurant, there's a sous chef, right?
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  The chef heads up the visionary. He's the visionary or she they
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  create the recipes, they make the calls on the flavor, they
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  build their relationships and the sous chef executes, right.
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  They follow the recipe with precision, they speed up the
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  work and they handle the preparation.
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  Think of AI as that sous chef. But you are always the one who's
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  going to be in charge and your voice, your judgment, your
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  expertise, your experience is what is going to guide this
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  amazing tool. And as long as you can do that,
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  you're going to have a lot better success.
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  Any of the content that you create is going to be, it's
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  going to sound like your brand of human and I have some things
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  I'm going to share today that can help people do that.
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  This is so important because I think we have lost sight that
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  we're still the architect, we're still the person who must think
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  before we can ask somebody else to implement it.
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  And that was true whether you were using human labour or in
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  the newer world, the AI bots that are becoming very prevalent
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  and early adoption has been really interesting to watch.
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  Yeah, we are still responsible for this.
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  And without us at the table, without our creativity, without
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  our brains at the power, we really truly see what we've
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  created, which is a whole bunch of hot mess that we're
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  wondering, well, why is it broken?
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  How does it fix? And so we're kind of going back
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  to the drawing board. I think it's kind of refreshing
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  because we brought our brains to the table.
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  So there's a lot of mistakes we've made.
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  What are some of the biggest AI mistakes we have experienced
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  when implementing AI as you've seen it?
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  Let's start with that first. There's a whole list, but the
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  one that I would say is the most prevalent is when people try to
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  automate processes that are broken.
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  So my sound bite here for everybody is don't automate what
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  you can't articulate. AI only amplifies what you give
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  it. So if your process is messy or
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  broken, AI is going to make it messier at scale.
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  So you need to fix the process 1st and then use AI to speed it
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  up. It's just that simple.
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  I can give an example of a a company that I think did a
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  really great job with this if you like.
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  Sure, please. OK.
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  There was a publishing company that had an employee, we'll just
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  call her Sarah for the sake of this example.
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  And her job was to create author BIOS and book descriptions.
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  Simple, right? So she would send an e-mail to
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  the author and she would ask them for that.
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  And it turned into this painful process because everybody came
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  about it a little bit differently.
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  Sometimes what they gave was incomplete or just was really
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  off brand for what the publisher needed.
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  So she ended up in these, like, unbelievably long e-mail
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  threads. And she was spending about 35
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  hours a week just on this task. Her her leadership sat down with
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  her and they took a look at what the actual process was.
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  They wanted to document what done right looked like, because
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  at this point she couldn't even really articulate it.
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  So they went back to basics. What does a great author bio bio
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  include? What makes a really compelling
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  book description? And they had a ton of data that
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  they could take a look at to see what are the elements that we
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  need to include. So then once they define that
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  standard, they put together a standardized group of questions
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  for the author intake process, and they deployed it using a
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  custom GPT, which, if you are not familiar with that, it's
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  something you can do with ChatGPT.
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  It's essentially like a question and answer framework.
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  And they gathered all the information.
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  Now, once that foundation is in place, the AI could create the
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  first draft of every bio and book description automatically.
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  And at this point, Sara's job shifted tremendously.
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  She went from 35 hours a week for this down to just three
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  hours a week. That's an 87% reduction in
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  operational efficiency. And every business would love
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  that. Yes, absolutely.
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  So all she had to do was refine and review, and this freed her
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  up to focus on more valuable work.
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  And this is what I think is like one of the best use cases for AI
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  because she was able to then focus on building strategic
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  partnerships with the authors. The other ripple effect of this
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  that I really love, and it's one of the reasons I like to tell
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  this transformational story is the the publishing company began
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  to scale. They began to add additional
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  authors to their book of business because now they had
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  the they had the capacity to do it and they didn't have to start
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  adding additional people. So it was a win, win, win across
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  authors Sarah and the company. What's so important guys, and I
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  know you've heard this here for sure many times when amplifier
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  marketing message is that you must bring your brain to the
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  table. What does success look like?
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  What does our standard be modeled around?
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  And this is the starting point. It's not the haphazard after.
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  Do not let a I tell you this. I think that's really, I know
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  I've seen it, but it's dangerous because remember what a language
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  learning model is. It's a people pleaser on
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  steroids. So if you say do this and it
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  will go, I give you the Gold Star.
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  We can get off course. So I love in this example we
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  talked about, let's dial this back.
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  What are our foundations? What do we see as hallmarks of
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  success? What do we want to create?
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  And then we can still synthesize the data fast, but we still are
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  in control of what does the outcome look like.
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  And to your point, is it on brand?
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  Is it reflecting what we want to put into the marketplace?
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  Because without that, you're losing the plot with your
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  audience. And that will slow down for
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  sure. The yes, as you get with people
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  who say here we want to partner with you, here's my credit card.
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  So what is another mistake that people often make in the world
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  of AI? What have you seen?
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  So I think the four big ones really are, they don't want to
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  start with documenting the process.
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  You have to be crystal clear on what the process is, Get it out
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  of your head and onto, you know, a document so that you can have
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  the AI take a look and say, hey, you can actually ask the AI,
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  here's my process. Is there anything missing?
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  And it'll tell you if it needs something else in order to
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  really execute the plan. So documenting first.
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  The other thing, I think that happens quite a bit, especially
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  if you do something right and you get a really good result
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  from your first AI implementation, is they want to
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  go and they want to just start putting AI into everything.
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  And it really is best to start small.
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  Pick one thing, one small thing, get a quick win instead of
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  trying to boil the ocean overnight.
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  And from there you want to scale thoughtfully, grow what's
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  working and pause what isn't. Not everything is going to work
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  and it's OK. These tools change weekly.
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  So, you know, just be willing to be flexible because that's
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  something else that's going to be really important.
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  And then the last thing is you humans need to stay central.
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  A human needs to stay in the loop to help with the decisions
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  and let the AI assist. The a lot of these AI tools,
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  once you set up, somebody needs to check in on it just like an
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  employee. Is it still doing what's
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  expected? Sometimes if you're not feeding
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  additional data or it's not, they tend to get less and less
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  accurate. So a human needs to stay in
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  there the whole time. I, I talk about how 2025 is
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  probably going to be the beginning of the time when
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  almost, well, most people will end up with AIT mates that they
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  are managing OK. So these teammates will be doing
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  a lot of the behind the scenes work, the repetitive things, but
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  somebody still needs to make sure that they're staying on
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  track. So those are probably the four
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  biggest ones. That last one I think is
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  colossally important and I had it at unfortunately as a
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  nightmare story in my network. Appear of mine relies heavily on
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  AI to provide the services that she has sold.
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  And when you are using AI, like if you're using social media,
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  you're on a rented platform where the rules are changing and
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  you don't get briefed Monday morning and the standing meeting
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  around that. So she showed up one day with a
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  multi 6 figure business and suddenly her product wasn't
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  performing and she went, wow, I've rented space and they've
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  changed the rules and we've all been through that social media.
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  If you lose your social media, I've gone, I've had so many
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  calls. Christine, what do I do?
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  You start again, right beginning.
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  And they're like, wow, because it does change and it does need
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  to be edited and it does need to be reasoned with, which is is it
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  still what we want to create? Is it doing the job we intended?
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  And I love, love, love that you're suggesting we are going
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  to be managing the systems and saying, is it doing what we want
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  like you would any other human if you're in a leadership
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  official management role. Because she watched her business
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  crater and it was a huge wake up call.
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  Unfortunately very expensive. And I said you just paid a
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  lesson tax. You need to rethink about this
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  and make the decision when you go in to your point, start
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  small. How much exposure do you want to
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  have your business change when you are least expecting it
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  because it is moving so fast and programs we loved last week,
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  we're not loving this week with something new is coming.
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  And if you're watching this currently, you're watching the
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  world fall out of love to a degree of chat and in love with
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  Claude. And I will tell you that pattern
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  will only accelerate. You've got to really watch your
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  balance and risk exposure because it can have huge winds
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  but you also need to know there's no such 3 is a risk free
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  win. OHP always have to be managing.
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  This. And I love those.
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  Things, yeah, risk is something that I'm so glad you mentioned
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  that, Christine, because this is something that's really critical
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  that I talk to clients about. It's very exciting to have all
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  of these connectors, right? You can connect any of the AI
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  tools to your e-mail, to your calendar, to your, you know,
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  your like your Google Drive and that's great for efficiency.
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  But all of these connections also can create vulnerabilities
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  in your business. These AI agents can be
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  vulnerable to something that's called negative prompt
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  injections. So if somebody out there who has
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  bad intentions tries to talk, you know, that AI into giving it
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  your e-mail address or your password, you just have to go in
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  eyes wide open and really do your due diligence when you're
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  when you're doing this. We're in an age where
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  information is king and you want to guard your data and make sure
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  to keep it safe. And everything comes with a
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  little bit of risk, but you can still manage it.
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  Well, I remember a year ago I was in an incredible event
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  called The Marketers. Those guys, if you want to know
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  about the Marketers cruise, come ask me about it.
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  You should be in that room with me.
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  But I was sitting with somebody who who unfortunately that week
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  honestly had had been hostile taken over as part of a Co owned
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  business in a AIAI direction because there was friction of
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  principle. So he found himself ejected and
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  he said we have the capabilities.
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  The question we're asking is should we?
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  And our leadership is not aligned.
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  And I just lost my job because of it.
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  And so this is really important where you set your true north.
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  Yeah. What do we want?
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  What is our values? What is our principles?
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  That's our risk tolerance. And we have to check this
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  because I think it will also evolve like the AI is evolving
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  and different people will have different appetites.
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  You always need to bring yourself and your brain to the
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  table and check in with, am I OK and am I doing the greatest good
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  for everybody? Recognizing, as you've heard me
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  say, this leadership is not a popularity contest.
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  There will be lots of times you're not applauded and it is
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  OK to recognize that your role is about the survivability of
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  you, your business, your clients.
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  And sometimes that means, I heard you say, you pull the
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  plug, you take a course correction and you take a pause.
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  So I love still that I think we can manage the risk and that we
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  can still bring in our brain and our thinking power.
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  How and where do we start as a small business to figure out?
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  I like this. Where do we start for us in
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  early adoption to that small piece you're suggesting we begin
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  with? Yeah, I, I love the, you already
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  touched on one of the points that I was going to talk about
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  at this point, which was, you know, instead of asking the
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  question, can I do this? Because they can do just about
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  anything. The the better question is
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  should AI be doing this or is this something we're human, a
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  human needs to do it. So one of the most simplified
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  frameworks that I've heard about is one that's called the C5
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  framework. And this was created by my
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  mentor, Alicia Little. And essentially it's five lenses
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  for looking at your business and trying to figure out where I
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  genuinely makes sense versus where your human expertise has
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  to stay. So you start with cutting costs,
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  right? That's the first SEA.
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  Lot of times this is going to be your quickest way to some ROI if
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  it's cutting costs for repetitive process.
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  Customer experience is another one.
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  One of those FAQ's is a great place to start.
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  Competitive advantage, knowing, knowing what's going on in your
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  market with your competitors. Creativity is the 4th 1 and
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  that's not just marketing, that's giving yourself time to
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  be able to think about strategic long term planning.
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  And then the last SEAS colleagues were team efficiency.
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  So I'll give you a couple of examples, just might give you
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  one example. There was a marketing firm that
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  was spending about $1500 a month on stock photos for their client
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  campaigns and they decided to introduce AI image generation
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  and they use tools by like Mid Journey and Ideogram.
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  Now that transition reduced their monthly cost from 1500 to
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  200. That's over a savings of over
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  $15,000 a year. That is not nothing.
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  Now, their clients were actually really thrilled because the
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  marketing team now could create images that were exactly what
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  was needed. They didn't have to try and find
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  a stock photo that was close enough, and they didn't have to
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  pour through stock photos or pay too much and take the loss just
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  because it was the best photo. But here's what's cool that
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  state human with them. They still chose which images
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  actually fit the brand. They approved all of the final
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  selections, and they maintained the creative vision and the AI
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  handle the execution for creating the images.
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  The humans kept that creative strategy.
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  So that's one example. There's other examples that I
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  can give, but I want to be conscious of our time here too.
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  And I think this is interesting. I know when I have played and
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  again, we guys, we have to, we have to really think about the
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  questions we ask, the vision we see and check its interpretation
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  because we know we all think we're amazing communicators
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  truthfully. So we think we're communicating
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  awesome even with the human. Never mind we think we're
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  awesome talking with an AI who says you're awesome, but we're
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  not actually great at this. Stats would say 70% of us are
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  actually really could use improvement in our
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  communication. And I know when I played with
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  that creative element in the graphics, I said I I've I've
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  just gone. It's really not right.
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  And that's not due to the a not being capable.
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  It's been through what prompting I am giving and what I love is
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  using stuff that you don't contort yourself around that's
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  genuinely authentic to fuel it. So you can say here's what I
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  liked, here's what I did and I use mentioned earlier, you know,
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  take a process and and use things to create frameworks.
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  Sometimes one of our biggest challenges, I don't know what my
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  framework is. I don't know what my style is.
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  I don't know how to do this because if you're not been
• 17:58
  through the marketing engine, you're not a.
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  Marketer, right? You don't have the language that
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  the AI might be expecting, but you can say here's 7 phone calls
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  it mean in this example, pull from that my framework.
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  Here's all the images that aesthetically I have in my
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  phone. Pull from that and tell me what
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  you're interpreting. And I think one of the most
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  important prompts to check the logic of your AI is tell me what
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  you're seeing. And then you say, surprisingly,
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  yes, that's right. Or wow, I didn't know that's how
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  it was being interpreted. And it can be that fine tuning.
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  So we love the savings. We love that idea because it
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  does mean you commit to being coached, hmm, to asking those
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  questions. And you cannot excuse the human.
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  So if your dream was that this will all operate without humans,
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  just imagine. Yes, your business can be
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  enduring, but if you disappeared, it falls apart
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  because you're leading it, right?
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  There's still more risk to that. Yeah, right.
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  Yeah, exactly. We're the face of the business.
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  I I love what you were just saying about interacting with
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  the AI and asking it a question. What do you see?
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  Another question that I found is unbelievably helpful in a lot of
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  instances is asking what questions do you have for me?
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  Like what information do you need from me to fill in the
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  blank of what you're asking it to do?
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  It always has really good questions.
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  Most of the time their contextual is asking for context
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  or it's asking for intent. What, what, what are you going
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  to use this for you trying to get, you know, what's, what's
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  the end goal here? And once you give it the context
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  and once you start asking those questions, you are truly
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  inviting it to be a thought partner.
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  Sounds weird, but to your point, they see patterns, they see
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  trends and they're sharp. They I do this with Claude a lot
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  and Claude has pointed out things that I'm like.
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  OK, I guess so. I I didn't really think about
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  that, but it's, it's an amazing experience.
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  It is, and it's an interactive one.
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  That's evolutionary guys. So this is also like how you
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  evolve the systems and the tech behind it is evolving, but also
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  it's interpretation is involving.
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  So always bring yourself to the conversation.
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  This is going to be the key to creating this scalability, this
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  improvement in the ROI. And what's really going to be
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  clear is still the human director, architect, thought
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  person. And it needs to be true.
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  And that's a very human gut response because I always say
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  when people create content in the company said this is what
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  the market says it needs. That's what the AI told me this.
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  I said it also told that to 100 other million other people.
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  What's your lens in this? Never forget you're going to get
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  hired for your opinion. And your opinion is what is
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  directing the AI, your thought patterns with directing the ISO.
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  Please bring that and embrace it because truthfully, without it,
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  I will say it's shiny, it sounds good, but it's not true.
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  And what does the world need right now?
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  Truth. Exactly.
• 21:15
  And that comes from thinking. So bring your brain to work
• 21:18
  today my. Friends and I give my AI
• 21:21
  permission to push back and to say when I'm off track and what
• 21:25
  it really thinks. I've already said, look, I don't
• 21:27
  need a cheerleader. I don't need you to tell me
• 21:29
  you're awesome every day. Yes, exactly.
• 21:35
  But yeah, don't be afraid to tell it what you really need.
• 21:38
  If you really need a thought partner to push back and tell
• 21:41
  you. Like Claude really good at
• 21:43
  telling me when I'm spinning or I'm overthinking.
• 21:45
  Good. That's awesome.
• 21:46
  It helps. Helps, of course, correct fast.
• 21:49
  I love this. So I always want to ask my
• 21:51
  guests this because everyone builds their business
• 21:52
  differently. But what's working right now for
• 21:54
  you to amplify your message to get in front of more of the
• 21:56
  right people who are saying, tell me more about your
• 21:59
  services. What's working right now?
• 22:01
  So what I do essentially is I help mostly B to B, whether it's
• 22:07
  consultants, coaches or service providers figure out how they
• 22:12
  can implement AI for their specific needs.
• 22:14
  Every company is different. And one of the things that I'm
• 22:18
  working on doing more of I've used AI quite a bit to help me
• 22:22
  create my footprint on LinkedIn because this is where a lot of
• 22:24
  buyers are. I have used it to help me put in
• 22:28
  create my website and I, I had it help me create a complete SEO
• 22:33
  strategy that I then checked with an SEO professional.
• 22:38
  Like are we on track? Because I don't know anything
• 22:40
  about this. I'm working now on my marketing.
• 22:45
  I've never been a marketer. I've been in sales and customer
• 22:48
  success. And so I'm, I'm moving slowly
• 22:51
  into that and I need to get some systems in place.
• 22:54
  I'm generating leads, but I'm not doing as much with them as I
• 22:57
  should. So my next step that I'm in the
• 22:59
  process of doing right now is setting up some nurture
• 23:02
  campaigns and some automations that can help these leads
• 23:07
  continue on to the point where they're like, hey, Michelle, we
• 23:09
  need to talk. That's the latest.
• 23:12
  This evolution for two reasons, guys, most of us have a strength
• 23:16
  and a skill set. When we start, we all need to
• 23:19
  recognize how long we want to own it, but we always have to
• 23:21
  own the leadership of the questioning.
• 23:24
  And without systems like most of us, we do an amazing job getting
• 23:28
  the lead. Let's do something amazing with
• 23:30
  the lead to support them to create the result.
• 23:33
  And that's really where 80% of people lose their momentum.
• 23:36
  So you're not alone, but we want to improve that.
• 23:38
  I love that you've already seen it and committed to it.
• 23:40
  So people want to know how you're using AI and how you
• 23:43
  might be able to help them leverage AI more effectively in
• 23:45
  their business. How do people find you?
• 23:48
  You can get me on LinkedIn, Michelle Rungie RUNG.
• 23:51
  There's another Michelle Rungi on there and she's with a
• 23:54
  different company. My company name is AI Edge
• 23:57
  Consulting. I also have a website which is
• 24:00
  AI Edge consult.com. It's got all the details about
• 24:04
  the different things that I do. I do speaking, I do training,
• 24:07
  got some products out there. So yeah, those are probably the
• 24:11
  best places. You want to be somebody who's in
• 24:15
  this game and sees their brain as integral to it.
• 24:18
  I think Michelle is an amazing resource.
• 24:20
  Go connect to her on LinkedIn as her preferred platform.
• 24:23
  Connect, learn, grow, implement and go today and amplify your
• 24:27
  message. Your next client is out there.
• 24:29
  They are ready to spend. It's up to you to get found, you
• 24:32
  to make the bold ask, and you to help them get the result they
• 24:35
  seek. Thanks for being our guest
• 24:36
  today. It's a pleasure to have you
• 24:38
  here. Thank you, Christine.
• 24:39
  It's been pleasure. That's a wrap on another amazing
• 24:46
  episode of Amplify Your Marketing Message with me, your
• 24:49
  host, Christine Campbell Rappin. Be sure to subscribe on your
• 24:53
  favorite podcast platform so you don't miss another great
• 24:56
  episode. And be sure to visit
• 24:58
  christinecampbellrapping.com/podcast to get a free resource on how to
• 25:03
  master your marketing message. We'll see you.