Transcript
welcome to the Flow State podcast I am Flow State founder and managing director Stuart P Turner in this five episode mini series we’re talking about the implications of AI cutting through the hype to talk about real world use cases real examples and what it means to people in their day-to-day jobs welcome to the show Eve thanks for coming on um so you’re I was trying to do like a short intro but as you’re a woman with many accolades and feathers in your cap it was hard to summarize but um most recently your uh published author growth experts uh a fellow expat but over in Colorado um is there anything else that you you want to call out from your expansive career that you think is important for people to know well I think that another one I can probably add to that so lazy uh recently I got invited by the state department and I’ll be representing the U.S government um to go to Bulgaria wow to basically do some economic development exchange amazing so uh yeah I’ll be heading over there in.
**** September then um pretty exciting and I just had a meeting this morning actually it’s a sales like I’ll be doing a couple classes that are in Bulgaria as well so um possibly one entrepreneur Institute and another one is um possibly like a college environment wow that’ll be amazing that’s pretty cool yeah really really looking forward to it and I believe in that is actually my first time to go to Europe so really looking forward to it oh that’ll be mate I hope you’ve got some some travel time and some you know sort of personal time to go and see the see the country as well I hope so but uh we’ll see because um I I also have a lot answer back in Colorado here so I’ll be pretty pretty tight in terms of time and I need to get back I’m pretty sick I like it just keep keeping busy that’s the way forward right yeah absolutely absolutely and did I tell you I’m also writing my second book now then you didn’t actually know how has that been going oh okay so um that second book is actually going.
**** to be interesting it’s a um going to focus on Gross product management uh which is another uh buzzword that is um starting to become pretty popular lately and so really it’s um um teaching a product manager to step to the next level and really focus on strategic components of product management product development side of things so okay yeah I’m kind of like a certain way through the book and that are working with the publisher this time so um wow totally different board games that they certainly know what they’re doing have they been putting putting the pressure on a little bit a little bit more pressure that’s for sure I can’t really do it on my own turn this time well look that’s actually quite a good segue because I’ve been uh I’ve actually started reading your first book which I’m finding very interesting so far um and given that we’re kind of loosely here to talk about you know Ai and the the general implications um I’ve kind of taken them from what I’ve read so far I’ve taken a.
**** way there’s a very sort of human Focus from your first book so are you now that you’re into the second like how do you feel about the explosion of AI tools within the context of of what you’ve written and the things that you’ve kind of created and recommend in your books you know um I think artificial intelligence really that it really becomes um you know the end of the mainstream um lately right especially after chat GPT open AI launched it uh via platform right and then you know you start hearing about you know obviously Park is um trying to actually they’ve been working on that for a number of years now then yeah just a little bit slow to Market but um I’m sure that this you know coming out with a very competitive products on Google as well but you know AI has really been around for a long time um I don’t know like if your audience know about the backgrounds and um I see it Trace all the way back to like 1951 and yeah it was invented you know um but in UK I think that’s where you co.
**** me from right it sure is where all the bad stuff comes from Eve yeah without a doubt like a lot of like really uh Innovative um truly evolutionary technology come from the UK markets and um so it has been around and um it certainly has tons of implication just like social medias and internet and there’s always pros and cons to it right and depending how you use it you know how you view it and you can go either way you know you can go down really negative then you can go also become really positive and Empower humans and um you know to do our jobs better and this Focus us on the uh where we can really add value that machine cannot do it so I personally you know um your grandma book and my book is really more strategic and it’s a it’s a really I position that as a mini MBA book for marketers and uh really you know um game marketers to think beyond their functional role and start thinking about you know how their job matters in the broader sense you know uh in the 10 elements that I spoke.
**** about with the revenue generation the uh value chain and um it goes into like you know you process your structures and uh also technologies that be components um you know starting to really think like a general manager instead of a functional marketing about campaign about you know go to market awareness and those kind of those kind of tactical strategies so um yeah you know I guess I did mention a little bit you know um about AI not not you know to any depth whatsoever uh in my first book um but you know it is you know in this context with AI you know it’s exploding um that book is written right and also uh the book is written really during pandemic as well yeah and pandemic also became uh catalysts you know uh really pushing digital transformation to another level um you know and also giving a lot of companies that opportunity to test out you know we actually can do it uh virtually yeah and a lot of a lot of tasks can be performed that way then um so it has again it has good and bad.
**** and um you know I know some companies trying to bring people back to the office um again that you know uh AI technology you know um you know I I guess that you know to help out with marketers uh given that and you and I both and marketers you know uh we can uh leverage that technology to do our jobs um you know both in person both remotely and remotely and to really Elevate the productivity side of things and uh even that increasing that accuracy because um machine you know uh really has less arrows um you know humans we can make a lot more mistakes that machine if we Trend in accurately right yeah so um yeah you know um but you know having said that you know my first book really is that managerial concept and also um really teaching uh marketers with that growth mindset um you know it is a valuable in a way that you know um but we look at looking at the AIS uh from the negative component I think first thing A lot of people are thinking that oh no it’s going to take my job right about.
**** you know if you’re talking about a lot of that well you know but that’s why human humans what we’re really good at is continue to strive for excellence continue to improve ourselves right and my book really is trying to challenge marketers to think strategically and that is something that you know if we can jump to the next level um you you don’t need to be scared about artificial intelligence in in fact it can enhance um um you know your day-to-day execution of your strategy I I totally agree with you I think there’s a lot of uh I guess you would say like tactical Panic about the um you know the impact currently maybe because people don’t don’t really fully understand how it kind of can’t be leveraged or maybe they just haven’t really been keeping up with um you know with the times and Technology available but I think the point you just made about efficiency and reducing errors is a really interesting one because I’m sure I’m sure you’re aware as well there’s a lot of wasted time and.
**** money in marketing for various reasons across various different areas so um I guess not to put you on on the spot too much but if you if you were going to pick sort of your top three areas where you think that um you know but based on the um the principles you put forward in in the book like where do you think the the best kind of use of these kind of generative tools or models is for a marketer like right now that you could just say okay if I was going to do these three things tomorrow they would really make a difference um do you do you have anything that’s your kind of current go-to found right I think the biggest adoption when AI when mainstream is the content generation side of things right so yeah is uh uh text format or imagery so um yeah AI has you know really um produced you know this powerful um machine that you know it can really do things you know I don’t know probably 100 times faster right and more accurate um and more professional as well and um so you know but having s.
**** aid that you know if I was to apply down down to the um one of the um the areas you know I talk about about know your customer so that is not uh one of the 10 elements that I focus on in the revenue generation uh value chain um so using machine um you know to develop content But ultimately you know you still need to have that strategic um you know elements in place to really understand who is the ideal customer and you know what do they look like and you know b2c and B2B very very different you know in terms of how you would go about to craft that Persona profile and um be a bio Journeys as well then um get to the point that you know um AI will be super powerful if you apply uh once you have the strategy in place and then you know you can use AI to do those research as well as you know uh getting to predictive learning and really to get you know improve your um uh customer Persona and get a really accurate um level in a very short um you know space of a time yeah um also then you know.
**** um matters you know I don’t need to mention anymore but uh we all kind of challenge with time um you know when I was in-house marketers you know I’m basically you know being brought in to do three persons job so then you know typically the way right you know you’re kind of brought in Fair for one job that turns into many yeah so um but AI you know uh really helped in that context you know you can actually some of the um I guess in more low lower um you know skill levels and more kind of repetitive and um you can actually you know count down the AI to do things better than you can so um I think the combination is really powerful you know um any marketers you know jumping to that um to really uh using AI technology to um really get your customer profile to more accurate levels and then you know using AI to generate appropriate content along that bio journey I think you know it is absolutely a positive and a very powerful tool right yeah and um and then you know if I look at you know um a.
**** nalytic point of views and they are now that you know marketing attribution platforms out there and um again that AI has that ability to get into that predictive you know um stage right so um a lot of the platform actually I just recorded um another podcast you know with my show and with the expert on data and uh yeah okay yeah yeah so in um they have a uh he’s a co-founders of marketing attribution platform called the caliber mind and they started to building you know looking into AI how would that actually apply with the marketing attribution and how can they you know because you know model Holy Grail right getting to the uh the dream picture of how everything comes together some of us said and and at this High you know uh is uh it really is a skill of science but at the same time uh analytics you know in marketing context is never accurate um you know if you tell people it’s you know all the data is gonna pinpoint down to the uh at the exact you know uh result that you’re expecting.
**** um I think that’s a that’s exaggeration so uh and you know true to understand his will tell you exactly that and it’s never going to be accurate right so it is a combination of Arts and Science so um but with you know um now that a lot of the um I guess the data scientist is starting to explore you know the rounds of artificial intelligence how to leverage that into their platform to really optimize that accuracy so um that is all coming and a lot of people are out there developing those technology right now and um so we’ll see I think you know from that point of view I’ll also become extremely powerful and really enhancing the value of marketers because um I think the days you know um not being able to justify the value of your spin is gone so all marketers you know required by you know the demand from the sea level suite CEOs CEO CFO um food marketers to justify you know why should you be spending you know so much funds right and what is the result we are getting and how can you prov.
**** e that is the direct result of your marketing effort all of that so um AI can be kind of really powerful friend you know to answer that equation as well um yeah I think that’s a lovely way of characterizing it actually and I think um this is also the bit I’m probably the most excited about because it’s interesting to hear you talk through that just the whole obviously being like a relatively technically minded person like you would have seen as well over your career like the the rise of the fact that as marketers and to you know to your point to be properly strategic in marketing you need to be across technology like you don’t need to know all the details and how everything works but right you get in my opinion you cannot be an effective marketing person and you know speak to all of those things that you just spoke about without having a good grasp of like how all these pieces go together and it you know it would be great I was chatting someone then last time we quoted a session about.
**** this about how you know if you had as you said your AI friend who can be like look there’s a million options for like for every single use case so you could be like which is the best you know thing to use for that as you said marketing attribution like how do I tie all these platforms together because that is a nightmare problem that nobody I don’t think has has solved currently so yeah yeah I actually think that would be super exciting and I think it’s quite a good time or as good a time as any I guess to be to be coming into marketing or to be a senior marketer in in command of money and be able to say look like we want to spend our budget on these things and then our 10 testing is actually going to be on something that’s genuinely sort of uh you know drives digital transformation instead of just like let’s throw all our money at you know media and you know do an event which uh has this sort of simple old old school approach right 100 100 embossing acquisition retention AI can you kn.
**** ow play um a very very significant significant role um you know the chatbuilder has been around for a long long time right you know it’s um it’s a I would say it’s all technology now but that is that is why technology and you know it is um executed Wells and um you know you can actually you know deliver better customer service and um you know if you’re a startup uh strapped with you know resources right um it is a really powerful tool you know well help your customers answer ton of things that they can the the robots can certain way so um yeah from technology one one of the elements is about technology um the downside is obviously you know uh from for marketers um there’s enough technology out there already just like you said you know to understand now more platforms and more Tech it’s got to be mind um boggling a lot of marketing yeah and look I think that’s um you’re kind of zooming in on a current challenge that I found I’m sure you’re the same um over in the US where you’re every p.
**** latform that I have ever used now has the letters AI on its website it doesn’t matter what it is like I saw like Zoom info we’re trying to pitch themselves as like an AI platform there’s like you know random crms who are like Hey we’re launching AI Miro has like got some kind of AI for like I don’t even know what it does like drawing boards or something but but effectively and I’m like you don’t you know I know everyone likes to stay on Trend but it just seems a bit like everybody’s making my life a bit harder now because I know that a lot of this stuff is not AI as you’ve said it’s probably just you know either just effective sort of you know Automation in the platform or just some basic process automation that I’m a big fan of I’m not saying that’s a bad thing I just think it’s a bit annoying that they’re all trying to label it as some kind of Next Level evolution of their platforms when you know I know that it isn’t because I’m deep in them but so the average person it would seem th.
**** at AI is now everywhere when it sort of isn’t really I think um I mean what your thoughts on that if you’re you’re in a much bigger Market than I am how is it over there like you seem the same thing yeah I know um that’s a really good point you know I think you know just like a Web 2.0 right when it came yeah they fuck everybody something onto that Ben wagons and um you know it is a buzzword nails and you know even with my podcast you know almost every episode I will add a bit of an AI compilation to her and um but you know um other than that the weather is a legitimate artificial intelligent the bigger question and more important question I will ask is is that really helpful yeah well that particular technology even that is really having that you know um the the technology has you know leveraged artificial intelligence but what is the outcome what is it really uh um this piece of technology driving towards too is everything you know um improving your customer experience is that really.
**** improving your productivity what is it you know you’re trying to achieve um so I think that is a far more important question to ask you know when um you know a company or a person is looking at adopting a piece of technology um don’t get just you know kind of like excited about um the buzzwords um still you know always go back to that strategic components you know um AI is there to perform a certain function yeah you know to really help out with you know uh really is whether it’s like like a process optimization or you know to really improving that um productivity or customer engagement um so you know understand that you know uh what are you trying to solve the problem you find yourself and then before you jump into a technology um you know assessment so having that framework what what is the problem you’re solving and then what is that what type of Technology might be useful you might not even need AI to be honest to solve some of the the issues yeah look I think that’s actually a re.
**** ally good point is like you know because obviously as you say as marketers everyone gets quite excited about you know new new stuff which is great but um I’ve been listening to a lot of um uh like hard Fork one of my other favorite podcasts recently so if you guys are listening it’s amazing um but they they talked about a lot of um a lot of very real world application stuff um that people have been doing with all these generated models so they talked a lot about chat GPT um yeah a few episodes ago and how people were using that to like plan their meals or build shopping lists and how they can you know buy the buy the uh the best priced ingredients and where to get them from and stuff which I thought was really cool because I that’s you know I was getting carried away with like you know how do I do exactly as you said how could I do customer analysis with this which is obviously very specific to my uh yours and my use case um but on a recent episode they were talking to somebody about t.
**** his um and about the quality of the data that these models have been trained on yeah and this lady was saying looks like for you know you sort of basically like Western food is great like if it’s any sort of you know generic Western type dish is really good but I think she was trying to get it to put together a recipe for a um it was either a Thai curry or some sort of sort of Asian themed food and she was like you know chat’s idea of like I think it was Thai is like you know throw some coconut milk and like some I think maybe it was an Indian one I think she was talking about garam masala so she was like you know it’s pretty it’s a pretty bland kind of effort you know that that type of Cuisine um which obviously speaks to as you said the kind of quality of the data and the use cases but yeah are you kind of concerned about the fact that a lot of these models have been trained on a sort of very specific set of data that doesn’t it’s not super inclusive necessarily like in that are you.
**** seeing any issues around that or um any potential pitfalls that that could cause um yeah 100 like um the machine um you know they have to take you know the data they have to actually learn based on the data you feed them right and like using your example like you know the machine is not gonna know how it really tastes tastes like right yeah exactly yeah yeah you can come up with you know really you know bogus really to be honest you have a language but you know um when Chachi video was launched and it is not particularly very good at you know uh factual research yeah and um you know based on uh histories or um people data and um I have uh one of my the one of the hats that wears you know on non-profits and um so that is a volunteering work you know I do I I help out when I have time right and so you know I I have this like content I have to write about you know it’s kind of similar to like human of New York books type of Storytelling yeah cool um I’m punching you know to chat GPT and t.
**** rying to research at that time you know I wasn’t very aware about it um I guess the deficiency over chat GPT so um I just you know punching asking chat you video to write me a bio about this personality who’s um Australian pro tennis player and um speak well a beautifully written um article about this person even to the point that you know how she was inspired by her fathers and um you know how much she was taking home in earnings and all the um uh competitions she won wow and um you know obviously I didn’t fact check the uh chat GPT which you know is a big mistake right you know I should have done that and if I sent it to the um the person you know who is um the tennis player she said this is absolutely amazing I wish that’s me please help you know like that’s the rookie must say I made right and I would just say oh you know I was pretty oppressed so I don’t have time so I feed adding to tattoo Beauty there you go chat even if things really highly of you well look I think it does a pe.
**** rfect example though is like obviously you know I wouldn’t beat yourself up too much either because I think perhaps to you and I like you would immediately think oh that he’s a bit of a rocky Aaron that’s a fact check but then most people probably do just trust what comes out of there right they’re like oh well it must be finding facts from from somewhere not realizing that it’s been trained on just whatever people have put on the internet which is we would know is not necessarily accurate in any way from from the years of content going on there yeah you know what people say charging but he can write you even write you a book right and um what ackrology is you know it doesn’t have any reference so um it’s you know I’m sure it’s all coming right because now that obviously Microsoft boards uh chat GPT Google has their own bark and you know once you link out a search capability with the AI um the machine learning the uh language model right I’m sure that you know they will get there but a.
**** t the moment it’s still not quite there right um so yeah you know this definitely um I would really caution marketers you know um and there’s tons of you know incidents you can Google um that you know hiccups sell this and to the point that even litigation happening yeah and I believe that there was a law firm that actually used to chat GPT and then cited the wrong case and imagine that that that is that’s embarrassing oh absolutely in the court of law right what’s your uh bio faux power into a good context I think you know if someone’s uh citing that in a legal context yeah I agree with you I think that whole um I mean as you would well know right like fact checking is a is an ongoing issue for for everyone who spends a lot of time online um but I am I actually think um going back to what you were saying earlier where I found it’s been a lot more helpful is um like we use it quite a lot like my team and I to do that kind of know your customer analysis because we do a lot of like work.
**** on social media so we will like pull a load of data from you know people that we’re trying to get to know but then we just give much smaller sets of data to like chat we’ve been using this quite a lot for just to to do that like Fast analysis to say you know from this body of three months of social posts you know like what were the what were the most prevalent themes what were people talking about the most you know what sites were they linking to for that stuff I found it’s really really useful because we’re asking it for something very specific in a predictive model is built for that kind of analysis right like it’s just you know very specific use case back to your point we have a very specific outcome that we want right and that saves us like hours of time because otherwise we’ve been messing around in spreadsheets and you know pivoting stuff and trying to I don’t know script something to do it a station they fell you know like um there’s no way that the um humans can catch up with t.
**** he machine in terms of speed you know analyzing Big Data you know machine minutes right you’ll come up with analysis whereas you know humans will be days or if not work our weeks or amount of work yeah yeah and that just isn’t really high value time right I mean it’s just shuffling shuffling numbers around and trying to trying to make something work to give you to just to get you to the point that you’re trying to get to right I think I think that’s where where it really works but um also you just reminded me actually going back to your legal point I read a story recently about um this sort of funny sort of knocks there’s obviously some tragic like mental health things going on but in the UK there was a guy I think it was 2021 who um thought he was in a relationship with it was either chat GPT or a similar similar model and he um he was talking to it over the course of I assume quite a quite a few years and it helped him to justify a plot to go and attempt to assassinate the now late Q.
**** ueen with a with a crossbow um and he was caught breaking into one of her residences and then all this all this came out after he was arrested but um you know this kind of shows the this the slightly darker side of these models where he um yeah he he obviously was using it as a way to sort of you know plot like you know this crazy attempt to murder the queen and apparently that set quite a there was a legal precedent set around it in the UK because he was uh you know he’s arrested obviously and that was a core component of um his justification for what he was doing but it was it was the first kind of similar to you the first case I’d heard of where it had actually sort of supported a very you know kind of dark use case basically those are horrific think um you know cases you know we can see uh machine robots you know um that that’s being applied in our our life rights and real world and yeah and on top there’s also ethical dilemmas right and um I I was you know helping uh AI companies.
**** and um uh sitting on their boards and giving some advisories and um yeah you know like um they can literally replicate someone who’s alive today and they bring that person um into the classrooms or whatever contacts right and then students and the audience can ask that person and you know almost like um answer like that person if there’s enough data to Trend that machine right and then they can even like you know bring that person alive in your Holograms and you know 3D video modelings and um you can be so realistic right and um but what about copyright you know who owns that data yeah no we already seeing like lawsuit in the U.S here some you know AI um companies that they’re using uh certain artists that they are work to train the machine so there is being litigation that those artists actually take those companies to court because you know um again you know it’s a copyright issue right and uh you’re using my data my content my artwork to train this machine um then you know I’m not g.
**** etting any benefit out of the you know you are or not so you know that is a huge uh open a can of worm um you know in terms of Ethics point of view I I agree with you I think this is a real sort of um an area that needs probably more attention with less of the panic to me where um you know in both those in both those examples where you’ve got like the the data that these models are trained on is largely just you know stolen I guess or used used without permission in in the most positive case and then the models themselves like and this is obviously a broader issue online it’s not much of a safety net for um for people who are struggling and you know picking up the warning signs of people who might be in like a a bad kind of situation mentally themselves like there’s not really anything there like I’m sure like you’d be aware as well that there’s a lot of stories about how um you know people who are either depressed or in you know sort of difficult situations and not like they’re not ne.
**** cessarily looked after like it’s very easy for them to slip under the radar as it is in normal life so yeah it’s um you know it’s rare that I agree with um just broadbrush we need to regulate stuff but I think in this instance there’s a lot of justification for putting the brakes on in certain areas and just saying look like as you were saying earlier you know models like chat all they do is play things back to you that you’re putting in so if you’re putting in really negative things all it’s going to do is reinforce those things right it’s like just it’s there to effectively tell you what you want to hear like the uh you know the courtiers of some kind of medieval you know kind of Monarch right they’re just like oh yes no what whatever you’re saying is a great idea definitely do that and that’s that’s quite dangerous right yeah 100 now there is already you know platform else there um using uh chatbots and to do counseling right and um it’s really really cost effective and the people a.
**** nd some you know some of them I I think there’s it’s you’ve had three platforms you can actually use that to do counseling work but it’s a feedback look you know you’re 100 you know you you’re feeding and then not necessarily come out the the answer is going to be helpful um so yeah there’s definitely you know we definitely need to actually take a lot of cautions in that space as well in health kids and um in space that you know it can actually um you know kind of infringe like intellectual properties and um that’s why a lot of companies you know want their they forbid that their employees to feed the um you know charging PT with any information about the company data right and because you know the more you feed the more open you know um uh it becomes you know to to your competitors you know to anyone right yeah yeah looking like I think um yeah as you said I think it’s an area that just requires a bit of um a bit of forethought which often people don’t uh don’t apply to this stuff bec.
**** ause I always joke about like marketing you know not really being like a real job um and I think in this what I mean by that is within this context it has limited you know real world human impacts like it’s hopefully No One’s Gonna you know sort of off themselves off the back of a marketing campaign right whereas somebody you know who is depressed who is talking to chat GPT about how everything’s terrible in their life like that is a dangerous you know kind of real world use case I think it’s a tough one right like I don’t know I don’t know what the solution to that problem is but I think um yeah we definitely need to I guess just think more carefully before rolling these things out to things like therapy right like that’s a scenario where just cutting costs is not the best way to deliver the best outcome as you were saying earlier in a risk right you know um if you think about the um nvidia’s you know the omnipone so only Birds right only first platform and you can you know build digi.
**** tal twins you know it’s all artificial intelligence space and our BMW has you know created a factory the vision is that you know the robot can talk to the next robot and perform all the tasks yeah yeah right um but you know it opens another can of ones you know um if there is a cyber um attack it literally can shut down everything right yeah so you know companies you know when they are adopting this technology you know really think about the negative the consequences you know you will open up to the dark you know internet and then the cyber cyber crime criminals and um it can you need to have a contingency plan in place otherwise you know it can have a really detrimental impact that you don’t want yeah yeah I mean that is again an area that I don’t think people are sort of fully I mean people in it I’m sure are fully across this but um probably just waiting to say I Told You So Eddie give it opportunity here like um but they I mean you look at the recent you know data breaches was it l.
**** ast year that Optus got um got hacked and then you know it suddenly came out that they’ve been sat on loads of information that they shouldn’t have been storing like there’s just already there isn’t you know proper sort of procedure in place for data management and you know sort of deprecation and stuff so it’s yeah I agree with you I think if you become a fully digitized business without any fallback options then you you’re a pretty big risk at the moment I guess 100 100 yeah you know similar to you know uh we went through industrial revolutions and um you know and then the internet and um you know then we have all these you know social media ads and um you know have you seen the documentary social dilemates and no actually no is it is it worth a watch it’s really really great um documentary and it’s all about and these are the you know the people who Pioneer and then really develop social platform and then they realize that they create a monster right there’s a lot of social negative.
**** social impact a lot of this you know ctOS and you know Innovation offices and they don’t even allow their keys to go on the platform that they yeah yeah yeah and right you know and the AI is the same you know I already um funny stories and um I think it was a couple years ago and that’s when my daughter was only 80 years old and um I one day I received a phone call I answered her and I started you know talking to this person and two minutes later I realized that I don’t think I’m talking to a person I think this is like a robot and you know Alexa those kind of you know um machine is already available right and um they are realizing my daughter Poppy and then she say that was me pranking you yeah so into your life I found a website and they’re dying my numbers and then I got a phone for from a robot great and I was chatting to a robot you’ve obviously taught her too well well there are kids these days right you know they’re so small they grow up in the um you know iPhones and they know.
**** how to swap things and then two-year-old my daughter is already breaking my past password yeah that’s crazy yeah so you know that then you know it comes yeah you know it will it will force the Next Generation Um they will become smarter you know do things that you know we can’t battle we can’t imagine but at the same time they will come with a lot of negative consequences for them as well yeah I think again not just you know business and marketers and we need to be you know really when we are using a piece of technology think about the implication for your company but at the same time for the broader you know Community as well and parents too you know parents really need to be on top of that yeah look I think that’s a really sort of interesting point to raise is that um you know back to what you were saying about about being sort of strategically minded about this stuff um and the fact that you don’t need to be you know you don’t need to know all the ins and outs but you need to know.
**** the the potential implications as yeah as you said um I was reading another article about this because I think in the UK there’s a there’s a body of universities who’ve all signed up to some opt-in you know we should teach people how to use these generative models properly and it just made me laugh really good because I was thinking as I was reading it like is that not what you should be teaching people anyway like to think critically about like what you’re actually doing day to day um but they were like oh no we’re going to do this now like and I was obviously having done a Philosophy degree that was like pretty core component of everything we were doing at the time but right yeah it just sort of surprised me because to your point I guess most people don’t apply that level of thinking you know they just kind of use stuff and they’re like you know well it’s it’s out there it must be fine um and I’ve been thinking about a lot of it obviously for my son as well because he’s got sort of a.
**** t that age where he’s getting into watching things online they’re doing you know they use Google classroom in school which is a bit of a sort of you know dystopian thing for me but I’m like they’ve got a lot of good tools fair play they’re not sponsoring school yet but I’m sure we’re not far away from that but um you know he’s he’s curious and I don’t want to scare him off but at the same time um you know I am I am scaring off a bit because I’m like look there’s there’s a lot of things you need to be aware of that are on the internet that you as a an enthusiastic child just like do not understand their behind the scenes um yeah it’s been a real eye-opener trying to explain that and let him explore without exposing him to stuff that I know is potentially very dangerous oh totally you know I get you know when the you know the what was that called the lenso is that right yeah the image I think yeah yeah you know everybody was using it right I didn’t because I don’t want to give my photo a.
**** way and um now that you already have like you know um Australia doesn’t have a severe problem but U.S here I’ll receive scamcor every day yeah right right you know there’s a from Human based this game called a robot called and now that you have eye visual intelligence okay imitating your family members voice yeah that’s pretty scary and then you know really starting to staging sounds sort of like a ransom scenario and that is really scary and a friend of mine actually receive a call like that and um lucky that she’s straight away cool her sister overseas and they realized that it was a scam call but that voice it sounds just like her sister’s voice yeah that’s pretty scary it is really scary and um so you know there is in a positive application uh we were doing a duality world right you know the the black and white the darkness and the you know the positive side is never going to go away it’s always going to be coexisting so um yeah you know we just need to be very cautious you know ho.
**** w we expose our uh personal data um into you know feeding into those machines yeah look I I totally agree and I think um it’s funny actually because the worst we have to deal with down here is you know like Oz posts text message scams at the moment so that makes me very happy that that’s the the worst thing that’s gonna happen you know someone’s like oh you’ve you’re receiving a parcel click this link and I’m like I know I know what I’ve ordered from the Internet thanks it’s not it’s not that difficult to crack the code there but um yeah look I think I think that point is probably quite a good one to kind of wrap underneath like that whole um as you say there’s you know there’s a sort of there’s a good side and the bad side of all these things like it’s not like one or the other but based on you know kind of the the area you’re focusing in what do you think is going to be the most um effective I guess kind of step forward in the you know the the generative models or the the process aut.
**** omation space that you think will actually be really positive and useful as opposed to you know just causing loads of problems or loads of other random legal issues um I certainly thinking the rounds will be to be marketing is that um the customer engagement that is um really really powerful using AI to you know to get our better engagement um because you know out of your intelligence what we talk about like you can get your customer profile a lot more accurate are accurate and as well as the content that you um develop that you know speaking to those Persona will become more relevant more engaging so from customer experience point of view I think definitely you know a marketer can leverage that and to improve their retention and acquisition right yeah um so you know just have to you know uh provide it obviously the machine is being trained well obviously so um on that note that you know I’ll go back to my first point you know don’t ever forget about that you know that strategic thinki.
**** ngs and also you know um don’t forget that you know end of the day they are machines and you need to actually review thoroughly of the work that’s been produced as well so I do see that that is one area you know within the next 12 months you know I think it’s gonna go berserk and yeah right I I do feel like you know content marketers that do need to step to the next level machine are not very good with our creativity this is where that you know counts them up and need to be really strategic you know um instead of a do do the doing and now you have powerful tool right you know you need to actually you know step up to do the guiding and also you know think think about like uh strategically how would you engage with yourself with your customer to get a better result you want no I like that Eve I think that’s a good uh that’s a good kind of more positive note rap which I which I like like I think uh we’re agreeing that robots aren’t coming for our jobs yet but maybe they will in the future.
**** which is like good enough for me I think yeah yeah no absolutely well look Eve thanks so much for for jumping on and chatting like I think we covered some like super interesting stuff there and as usual it’s a fairly broad-ranging discussion so um really appreciate you coming on and having a chat no thank you so much still for having me and um yeah I hope that is um or what I should is use both of you you’re listening oh it’s a pleasure yeah it’s a great show to you thank you very much for listening this I’m afraid is the end of the show super interesting discussion with Eve I think the point she raised about the fact that ai’s been with us for quite a long time but nobody really cared apart from in certain niches but it’s now suddenly been pushed up to the public conscious was pretty interesting largely I guess due to the ease of use in the open source aspect the big question that came out of it I think though was is the current tactical excitement undermining.
**** longer-term growth strategy question mark who knows if you’d like to find out a bit more about who we are and what we do feel free to head over to our website theflowstate.io.