Hormozi Is Posting AI Slop? (New Content Strategy)

Dude, so let me tell you something. I was on the couch the other night and I was looking at YouTube. I kept seeing these Hormozi highlights pop up. So, he has this other channel where it's like he does these workshops, right? And then he has these 5 to 15-minute clips where he's coaching people basically, okay? I'm like, what the heck is going on? I'm like, how come these keep popping up on my feed? And then, so check this out, Neil. I look at this channel, this Hormozi highlights channel. Check this out. So, He is basically— I looked at it this morning and it looks like he's publishing like 10 videos per hour. Check this out. I just pulled it up. Okay, so Neil, you see on the screen? So 6 minutes ago. Okay, 1 hour ago, 1 hour ago, 1 hour ago. Look, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10. And so 10, and then 2 hours ago, 11, 12. So 12 videos in the last 2 hours. And so he's publishing all this at volume and I'm like, What the heck is going on, right? So I take the link from this channel and I just dump it into my OpenClaw. I'm just like, dude, what is going on with this channel, right? Is this all AI generated? And it analyzes the channel through the YouTube API and it's like 99% chance this is all AI, okay? And I'm like, tell me how this channel has been performing over time. So I actually want to show you, Neil. So I want to show you my interactions with OpenClaw and what it actually built because this week, You heard from Jensen Huang himself, every company needs to have an open claw strategy. So I'm like, oh, thank God. The last 7 weeks of me spending time on this crap has not been a waste of time. So let me show you my screen over here.

Do you see this? Let me move over.

Okay, you see this?

Yes.

Okay. So again, I'm like, hey, if you use the API and look at this channel, what are the odds All this clip content is using AI. And how would we reverse engineer this? Okay, so it's like 99% chances AI clip. The data is a smoking gun. 74 uploads in a day. No human can do that, right? Identical descriptions on every video. Okay, fine, great. And so I'm like, I'm not gonna read all that crap. Okay, then I'm like, okay, I'm just not gonna read that. How has this channel grown over time? Is this a viable way to grow? And then it's like, here's the full picture. Created in 2025, 58,000 subs. 8.2 million total views. And it's like, it shows the trajectory over time. So you can see in February, he published 500 videos, got 4.3 million views from it. Okay. And then 341 in March to date. And then it's like, the pattern is clear. Here's what's happening. Average views declining. But I'm like, is it viable for growth? And it's like, yeah, volume is lottery ticket. So it does all this analysis. And then I'm just like, okay, whatever. And then I'm like, can you just do this for me? And it's like, yeah, you know, if you spend $5 to $10 a day, we can do this for you. I'm like, just give me an MVP version. Okay. So Neil, all it does, it shows me this entire process. It signs up for all these different things, um, or it uses them and it makes me, based on our clips from marketing school, uh, it makes me 6 clips that have nice titles that are at the right moment as well. And it neatly organizes them into Google Drive.

I'm curious what the results will be in the long run. My hypothesis with Hormozi's is, yes, sure, every once in a while there'll probably be a video or two that's a lotto ticket that gets tons of views, but the algorithm is going to say, hey, your channel puts out a lot of stuff, it's not performing well, we shouldn't push you as hard, is my guess on what's going to happen.

Yep. So what I want— there's a good chance you're probably right, but I want to call out the fact that I can literally just take a channel, reverse engineer it, and then it creates a process and it dumps all these clips in here. I sent it to the editing team because Neil, if we made a highlights channel, your highlights channel, my highlights channel, whatever, it's not— if you have the AI doing all the work, it kind of just doesn't matter, right? Because it's a channel that's not affecting your main one. And so it basically creates an SOP for me. And then I'm like, the fact of the matter that you can sit on your couch and do this, reverse engineer something, have it tie into your goals and have it do the work and gift wrap it for you, that to me is the unlock here.

Yeah. The technology is amazing. And the cool part about this is you can take this and you can improve upon what was done with that strategy. Because as Eric agreed to, and Eric knows this, and just like I know this, we've both been doing the marketing game for a long time. Typically algorithms hurt you if you just keep pumping out crap. I'm not saying that content that he's pushing out is crap, but if you're putting out 80 videos a day or whatever the number is, It's hard for every single one to be amazing in quality. So if you can take that strategy and take some human hours, call it even like an hour, 2 hours, and fine-tune it a little bit. Like Eric even mentioned when he was showing me his, I'm assuming he's not using the same description over and over again, right? It's more of a fine-tuned version. So then as you start adjusting, you can take a version that maybe I wouldn't say Hormozi's spamming, he's just mass-producing. I would consider it quote unquote some AI slop in theory. If you produce a higher quality version of it, you can actually do something that can gain long-term traction and potentially even drive revenue from it.

Yeah, I actually think, I will say I watched some of the videos and I think they're pretty good because, Neil, you know he does the workshops in Vegas, right? So there's a lot of content he can pull from that. And then you and I obviously have a lot of, a big library of content we've done or events we've spoken at, right? And I would say even the early days, the first 3, 4 years marketing school. That's probably us front-loading our marketing knowledge. And then now this is more like news-related, right? So let me show you an example here. I look at this as, you know, even if I'm not competing with the top, you know, 0.04% over here, 2.5 million, it's better for me to just look at the fact that maybe I am competing with them, right? Because that's gonna push me because the fact of the matter is it's evolving so quickly right now. So my point of calling this out, like I was just showing Neil the video on the moments it's pulling, it's not doing a bad job. And I showed my internal content team this and they're like, this is actually really good. It gives us like a lot of, we call them atoms, like the right moments, but Neil, after that, I was like, oh, well, you know, we kind of don't do it. Well, let me finish this part first and I'll answer your question. So like, but then I was like, hey, we can do it for the, the, the, the mid-form stuff, but why don't we do it for short form? There's a lot of stuff we can do for short form because I don't think we do a good job of finding the right moments. And so my point is you watch something, you refine the idea to Neil's point, and then you can even make idea babies from it. But go ahead, Neil.

So if you can go back, Eric, for any of those listening, what Eric was showing you is a clip of him There was this chart on X that actually shows AI penetration, and it's actually very low compared to what people actually think. And it shows, look at how far we've gotten from AI with so little penetration. Like, what's going to happen when it actually gets penetrated? I believe that was what the clip was from, from last week or the week before Marketing School. You can correct me if I'm wrong, Eric, but it sounded like that.

What hotel do you look like you're in here? Is it the Hong Kong one?

Uh, Hong Kong. Yeah, I think I was in Hong Kong.

Yeah.

But the point I'm getting at is like, it was a good clip. It sounds like AI went through the whole video to find the clip. Is that correct, Eric? Pulled it out. And then what did it put as a description or title or anything like that?

The title is 84% of people have never used AI. Yeah.

So that's a great title. Um, and yes, it could be improved, but you have to keep in mind this is AI doing it. So it's not a bad first take. Does it do a description for you as well? If not, you can create one.

I think it does a description, but Neil, let me just show you this. So after it did that, it made an SOP. I had it make an SOP for me, and there's like, this is a, it's like a 17-page SOP. So you can literally dump this into whatever AI tool that you're using.

So do you want to break down what the SOP is for everyone listening?

Here, let's have Gemini do it. Summarize, summarize this document. See, this would be a good moment, Neil, where it's like, hey, this would be a good lead magnet, but like, I don't want to spend the time to make a lead magnet, right?

Yeah.

So, okay, so can I make this bigger? You know how this works?

So Gemini did a good job of titling it. It said this is an SOP for end-to-end, I think, YouTube publishing using AI clipping or something like that.

Yeah. So this pipeline has been validated by MVP results, which produced 15 standalone clips for 3 60-minute leveling up episodes in about 30 minutes wall clock time. The strategy is based on the success of Hormozi Highlights channel, which achieved 8.2 million views and 58,000 subscribers in 6 months by publishing approximately 6 videos a day, a lot more than that now. So the process, I'll just make this really easy to not bore people. First step is to download. So downloads the YouTube URL to an MP4 file. Okay, cost per episode free. I like how it has the cost here too, Neil. Number 2, it transcribes. So it uses Whisper, which I don't know what that is. The way, transcribes the MP4 file to a JSON with word-level timestamps. This is free local CPU. Okay, segment, then use the Claude API. This is the secret sauce. This costs 50 cents to a dollar per episode, which is actually pretty expensive. I hope it doesn't cost that. And then analyze the transcript to identify the 3 to 5 best segments for clips, applying criteria like a clear hook, complete thought, and an ideal length of 3 to 15 minutes. So this is like more like a mid-form clip, and then it cuts it up using FFmpeg. Um, that's free. And then uploads, YouTube Data API, that's also free. So I do think with this Claude API one, these costs are going to come down over time too. Or you can use like a, like a, you know, like, like an open source model if you want.

Yeah. By the way, you read something in there, it says 30 minutes of wall clock time. What the heck does wall clock time mean?

Yeah, so this is interesting because I, um, whenever I work with an AI, I tell it to give me 2 timelines. So, you know, Neil, I tell it to give me the human timeline and the AI timeline. So Wall clock time is really just human timeline because, oh, okay. You know how the AI is trained on human work, right? It's like, oh, this is going to take like, you know, 2 weeks or whatever. I'm like, no, no, stop giving me AI timelines. Start giving me human timelines. Give me AI timelines. How long is it going to take? It's like 15 minutes.

I'm like, great. Do that. Because I was like 30 minutes. I'm like, this couldn't have taken AI 30 minutes to do this. It should have been quicker.

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I was in London before, a few days ago. I was in Austin in between those trips as well.

So give us an update. Whenever these trips happen, at least for me, when you bunch them all together, there's takeaways. So what do you got?

So I'm still seeing a few things. When they're using AI, we're finally starting to see marketing departments get efficiencies out of AI. So they're seeing, in essence, cost savings. And depending on the country I am, laws are very different. Like in France, it's harder to fire people than the US. US, you can just say, hey, I'm eliminating 40% of my jobs because of AI. Like, you can't do that in certain countries, right? Because of laws and stuff like that. And by the way, I'm not saying someone should do one or another. I'm not advocating for firing or not firing or anything.

Yeah.

It's just more so I'm just telling you the reality. So A, we're starting to see efficiencies in organizations through marketing in which they're able to save time. B, organizations in marketing haven't really figured out what to do with that free time. So people are starting to save time, but the common thread that I'm seeing, especially when managers aren't in the room and I ask people on a one-to-one basis, because in an audience they don't want to admit it, Eric, if you had to take a guess, what do you think most people are doing with their free time by using these AI tools and getting more, getting stuff done faster? What do you think they're doing with those extra hours? extra 10, 20, 30% of their time now?

Nothing.

Yes, you nailed it. We're both laughing if you can see us on video, which I think is going to create a bigger problem. And I don't know when, but I would say within a year or 2, this is going to create this whole new issue, right? We're still not seeing corporations generate more revenue. Through AI yet, other than the AI-backed companies, but the non-AI-backed companies, traditional businesses, they're not really seeing AI grow their top line. They're more so seeing it create efficiencies. A lot of them actually haven't seen the efficiencies. They're measuring the efficiencies on people, but when I ask them, have they seen a reduction in cost, they're like, no, we see more costs. And then when I talk to the individuals, they're telling me like, yeah, we pay for these tools, it helps me do my job. I have more time to go hang out in the sun or the beach or take vacations, right? Which I think businesses will eventually adapt As for ads on social platform, I'm not social, AI platforms, whether it's ChatGPT or whether you're using like AI Max, a lot of businesses haven't adapted it yet. Now you could say, oh, ChatGPT ads isn't available everywhere, not everyone has access to it, but AI Max has been running for a while. And what we're seeing is companies are starting off with AI Max and testing it every once in a while. And because they're not getting the impressions right now, they just dump it and they're moving on. And this is like, well, you shouldn't do that because they're going to grow this channel and expand it and get it more inventory over time. So you want to keep fine-tuning it so then that way when it is driving or when it has a potential drive volume, you're already up in there and going versus having to start from scratch. But yeah, those are the main things when it comes to LLMs and AI, when it comes to revenue generation and cost savings. And dude, still the same thing. For both your and my business, I did this interesting thing because I was doing my talk on, you know, GEO. I said, if you had to guess what's the number one way we generate new revenue for my ad agency, EcoSodas, everyone's like, AI. I was like, no, it's referrals. And I was like, if you had to guess the number 2 way, what would it be? And I'm bucketing stuff like RFPs, referrals, because some RFPs are, you know, someone referred us into it, but I'm just bucketing in high levels. They're like, number 2, what do you think? Like AI. I'm like, nope. It's employees, you know, people worked with employees in the past.

Which are also kind of referrals to me.

Yeah, which is also kind of referrals. Um, and then the third one, uh, the first group, when I say referrals, more like client referrals. Uh, yeah, they can be bucketed all in referrals. And then I was like, what's a, you know, I'm like, if you had to pick one marketing channel, what do you think it would be? Right. So then I started narrowing it down and they're like, hey, I'm like, ding, ding, ding. I'm like, we're actually getting More, and I did preface this with everyone when I was talking about revenue, I was telling them about enterprise revenue, qualified revenue, like what we, you know, and I broke down what we consider ideal client. And I was like, and they're like, yeah, AI. And I was like, yes, we get a lot of business from ChatGPT. And what's funny is, dude, I know you've seen this. Whenever you ask anyone in the audience if they use ChatGPT or Claude, Yeah. Almost everyone raises their hand. Okay? When you ask them if their company's actually optimizing their business to be found on ChatGPT and Claude, almost no one raises their hand. I'm like, so you guys all use it, look around the room, but yet none of you think about optimizing for this channel when you all use it. It's massive. And the other interesting thing is when I ask about Claude, you and I are heavy on Claude. I believe Claude will overtake ChatGPT in revenue run rate sometime this year. That's just my thesis because—

Oh, for sure. Actually, they're like adjusting their business model now to follow what Anthropic's doing. Yeah.

So I believe Claude will overtake ChatGPT. I think Claude will win a larger chunk of the B2B market than OpenAI. And when I ask people outside of the United States, in the US, everyone has heard about Claude, use it. Dude, the penetration in Europe and Asia and Latin America for Claude is really terrible. And I look at that as a massive opportunity because Claude, from a business and a marketing standpoint, to me is way more useful than OpenAI. But yet businesses don't really use Claude in a lot of these countries.

Dude, it's interesting that you say that. It's— and I actually didn't know the penetration was less. So that's helpful to know because I do think Claude has a better product right now and they've done some pretty cheeky marketing, which is— but OpenAI has the mindshare. They were the first mover. too, right? And so, but that mindshare is kind of continuing to drop over time. Um, but you know, that's interesting. So anyway, all that to say, guys, that is it for today, and, uh, we'll see you tomorrow.