EP 40: How To Improve Your Advertising with AI

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Is there more AI than humans right now in advertising? That's one of the things that we're going to be talking about today on Everyday AI. This is your daily live stream, podcast and newsletter helping everyday people like you and me keep up with what's going on in the world of AI. It changes literally every day. That's why we come to you every weekday with this show. So before we talk about that and bring our guests on and talk about just what's going on in the world of advertising, because there's way more AI than you might think. But before we get there, let's talk about what's going on in the world of AI news. So probably one of the bigger pieces that I'd want to start with is talking about Meta's new kind of voice cloning technology. So it's called Voicebox and they just recently announced it and it is going to bring some next level voice cloning in this generative AI space. So Meta is obviously Facebook's parent company. So it's going to be interesting to see how they're going to be using this. There's not a lot of details on that yet, but one of the more interesting pieces because there's a couple big companies, Google as well has gotten into this space. But something that I think is very interesting with Meta's new offering is it's going to learn other styles without it's being trained on. So, you know, without getting too dorky. There's different types of AI, there's different types of, you know, supervised learning, unsupervised learning. So this one's pretty, pretty interesting that Meta's new voice box technology is apparently going to be able to learn new things, blend styles without being trained on it. So very interesting thing there. Second, second big news piece of the day, a Guardian report. Very interesting. We talked about this on the show before, but it really dives in depth. Just talking about is AI going to make us dumb? That's literally what they ask. You know, AI is making it so easy for us to both read, you know, summarize long haul articles, but also to write. So it's a very interesting piece here from the Guardian talking about are we as humans becoming less intelligent? Are we even losing our own ability to read and write? So very interesting piece there that's going to be in the newsletter. Our third piece before we bring on our guest for today is a new GitHub survey show that 92% of programmers are using AI. So not only does AI obviously help with to be able to summarize and write and brainstorm, but also it's pretty good for programming to help not just troubleshoot code that is wrong for different web developers and coders, but also just to write it from scratch. So you might see that 92% and say oh, that seems like a lot. I'm actually as weird as this sounds, I'm wondering about the 8%. I'm wondering about the 8% of those people who aren't using any sort of generative AI to help them code better. Because in terms of an output and return on your time in using something like ChatGPT or Bard to be able to spit out code as quickly as these platforms do, it's actually astonishing. We have a lot more in our daily newsletter, more on these stories and something else about supply chains that I think you guys will find interesting. So make sure to go to your everydayai.com Sign up for our free daily newsletter. Our team spends countless hours a week making this all this AI news easily digestible for you all. So let's now bring on our guest for today and talk about AI and advertising. So I'm very excited to have our guest today, Pierre Paul Couron. He is a Digital Marketer from LearningMarketing. Co Pierre Paul, thank you for joining us.

Thank you. Thank you for having me here Jordan. I'm really excited about this chat. I've been following your stuff for a little while now and it's great stuff you're putting out there.

Awesome. I appreciate that. I think the contents of what we're putting out is better than my pronunciation of names. So appreciate you on that one. So let's, let's talk real quick. But Pierre Paul, just kind of explain to people what it is that you do. Because you do media buying, you put your own kind of content out there as well. Just helping people with advertising. But just explain a little bit what your day to day looks like.

Cool, Sounds good. So I do a lot, I like to keep busy. So mainly I work also at an agency called Impact Media. So you can find them at ImpactAgency IO. It's an agency that basically focuses on brands that are purpose driven. So anything that is like trying to do a positive impact in the world. So in that position I do a lot of media buying in regards to Facebook. So I do a lot of Facebook campaigns, a lot of research, a lot of strategies, setting up different ads. And I also do some freelancing in regards to SEO and content marketing. Yeah, yeah. And so, yeah. And like you mentioned, with LearningMarketing CEO, I'm putting together basically a blog, kind of like Essential Hug, where I'm trying to help small businesses kind of get their, their business online. Love it.

Love it. And as a reminder, if you are joining us on the live stream, please feel free to drop a question for Pierre Paul or myself or just, you know, about advertising, you know, about AI's role in advertising. So let's actually start there. Pierre Paul, so what role do you think that AI, at least right now, and you can talk about it through, through your own experience or just, you think the industry, but what role is AI playing right now in advertising?

That's a great question. So I think that there's two ways to look at that. I think that there's the role of supporting advertisers, so supporting digital marketers that are using it for anything from ad copy to putting together video scripts to analyzing data. So like basically the marketer, the human that is putting together the campaign strategies, leveraging AI to facilitate everything. And then there's also, as we kind of touched base on before this chat, the, the platforms themselves, right, the different advertising platforms. So Google, Facebook, they're also leaning into using a lot of the AI to make our days and make our jobs easier. I guess, in a way.

Yeah.

I don't know that's their motive, but it is that, that's what's happening as well, right?

Yeah, I guess, you know, if, if they make our jobs easier, in theory, they can charge more money, correct?

Right, Exactly.

But yeah, that's, that's another thing. So if you aren't in advertising, you know, obviously, you know, Pierre Paul, myself, you know, we have, we have a background in advertising, but maybe Pierre Paul just, just kind of talk about how these platforms are now, you know, not just, but actually in their own platforms, starting to introduce, you know, generative AI features. You know, talk about what that is starting to look like and even what that means for kind of consumers on the back end.

So something that I've noticed just recently, I think it just happened this week. So when I started doing media buying, the person that was kind of getting me into it had mentioned that like, you know, these platforms were going to eventually require less and less targeting efforts because that's a big chunk of the work right now. Right. Was basically doing a deep audience research, understanding your customer avatars, find out where they are, how to reach them, that's a big part of what we do in advertising. And so I know that Meta just put out Advantage plus shopping campaigns which isn't available to everybody just yet. But I had the chance to like see it available in some of the accounts that I'm working with. So like I'm excitingly testing it out and it kind of strips away a lot of that targeting. It's just like, okay, you have enough conversion data, you have enough historical data for us to know like how to get your products sold. So it's a huge change because a big chunk of understanding how to reach those people is not just being handled by the platform. It's very new. I don't know myself how much I trust it just yet, but it's there and I'm definitely testing it out and I'm excited to see what kind of results we get out of it.

Yeah, I think it's kind of still the early days of AI being in advertising, even though I think advertisers were some of the first to start using, you know, tools like ChatGPT in, you know, in their everyday workflow. But let's, let's kind of fast forward because that's, that's what I'm most interested in is you know, as there's more AI capabilities in the actual tools. So you know, in, you know, within Facebook and Meta, you know, when they're starting to introduce generative AI within their own platforms, Google has obviously already started to enroll that and you know, know they had some big announcements around that as well. But kind of one of my questions and how I open the show is, is do you think that there's, we're getting to a point where there's too much AI in our advertising. What's, what's your take on that?

So there's a lot of people using AI for a lot of things. And so myself like I, I use, I, I find it almost silly not to use it if you, if you need it on your day to day job. If you're like writing copy, if you're doing anything of the sort, like it's much easier to start with ChatGPT for example to write some ad copy or website copy as a first draft. I think that people really need to be mindful to not just rely on just that you need to second revision, third revision, you need to personalize it. Right. And so in that sense I do think that we're going to be seeing a lot more content over the next few years that's just purely generated by AI. And I'M not sure how I feel about that. If there's too much AI in general, I think it also allows people to get distracted really quickly. So what happened with the AI boom is that everybody started building new tools, right? So now of a sudden we have like, new software is being sent out every other hour. And it's great because some of it helps you streamline and make your job a lot easier. But if you're trying to build a process that is best for your client, you also don't want to get distracted too often. Like I used the example earlier, you don't want to build and rebuild and rebuild the plane mid flight. You know what I mean? You got to find what works for you and kind of like stick with it. So there is such a thing. I think it's too much AI where you get too distracted, basically.

Sure. And maybe there is a sweet spot. So let's talk about it from the consumer perspective. So maybe what this means for consumers is they're going to start seeing ads that they feel are more tailored to their needs, to their pain points, because the advertisers on the front end have access to more tools and technologies and capabilities than ever before. Is that something that you see happening? Maybe consumers just getting better ads on the back end?

That's a very good point. So a big change that's been happening with like, you know, the post iOS 14, all that, a lot of the people become more mindful about their data. And so as that happened, it's a good thing. But as that happened, retargeting capacities have also been changing a lot. So that was one of the ways that advertisers used to be able to get the most relevant ads in front of the consumers was by retargeting things that they were interested in. As that's being stripped away more and more, there's less of that being involved in the industry right now. I think that leveraging artificial intelligence to just like, the focus needs to be on the ad now, it needs to be on the creative. So, yeah, I do think that using AI will allow us to like you said, create better ads, which more entertaining, more edutainment. Right. Like creating entertaining and educational content that really resonates with the right audience and then they can make the choice to like, yes, this is for me, you.

Know, for sure, for sure. I get that because it's, it's one of those things. And, and maybe this is more because of my background in advertising and marketing, but I, I don't mind very tailored, highly targeted ads. Because it's like, at least to me, it's like I'd rather be flooded with ads that are addressing some of my pain points and to see them everywhere than to just seem, you know, ads that aren't relevant.

So, yeah, absolutely. Yeah, I agree.

Cool. And as a reminder, if you are tuning in, if you want to know anything from here, Paul, if you want to know anything about AI and advertising, please drop us a comment. This is, I think, really cool to learn from kind of experts about what's going on in the world of AI. So let's, you know, Peter, Paul, I think something that you said that will resonate with the everyday person, you know, even if they're not in advertising, is just doing different aspects of their role in ChatGPT or Google Bard, or, you know, Microsoft Bing. So, you know, you talked that you spent a lot of time in ChatGPT. What's that look like? You know, just quickly walk us through that process of how you're using ChatGPT for different aspects of your role.

I think one of the most obvious use cases there was copy. Like we were saying not to start with a blank page, if you're writing ad copy, if you're writing website copy, whatever it is. But I think people are pretty familiar with that now, and I've been using it quite a bit. One of the things that I've been testing out a lot, which is really fun, is analysis, just analyzing the data that is available. One of the clients I was working with had organized an event that we had promoted earlier this year, and there was 10,000 plus people at this event. It was an online event, and so he had sent customer surveys. So we got all that data back, which is a lot of data. And as a, I'm not a data analyst, but as a marketer, I want to leverage that data, right? So I plugged in as much of it as possible into ChatGPT and had it look for commonality. I had it look for like, okay, what are some of the things that people are liking, not liking, like, help me reinforce my avatar, basically. So you know how we like, in the process of building a marketing strategy, you need to have a good idea of your, your buyer Persona, your avatar. Well, ChatGPT, I think, will takes away a lot of the biases. Like all that data that's being collected, we can analyze and be like, yes, these are the actual pain points, you know.

Yeah, I think, I think that's such a great and underutilized right now use case for ChatGPT and other, other AI systems is being able to take just mountains of data and being able to not just better analyze but also to talk to it and to produce something better on the back end. So, so maybe Pierre Paul, for, for people that, which I think is a lot of companies that are dealing with, you know, surveys, customer data, how would you recommend that they get started in that process of using ChatGPT or another AI tool to make use of that data?

I myself am just starting off with it, right. So it's hard for me to build out a process here on the start. But I think that what I going to say is just start collecting whatever information you do have because a lot of companies have been doing a lot of data collection, collecting, right. So like through Google Analytics or surveys or whatever it is. And so I've noticed a lot of brands don't often use that. They just collect it, right. And then they just expect that somebody in the future will be able to use it for something. Right. But in the world of also data processing and data collecting, there's a lot of changes that are happening constantly as we know, with Universal analytics, switching to GA4, all this stuff. So I think just taking action, prioritizing the data that you already have and yeah, just have fun with it, run it through ChatGPT, running through any other AI that you trust. Because that's the other thing, right? You want to trust wherever you're putting it.

Yeah, yeah, that's, that's a great point. You know, without getting overly technical. But I think it does, it will impact the everyday person. So in 2024, Google is planning to migrate the majority of, you know, Chrome users off of like third party cookies. So from an advertise perspective and just for the everyday person, what that means is, you know, companies aren't going to be able to, you know, quote unquote, track you as, as much as normal. So that first party data is extremely important. What's, what's one other way, Pierre Paul, outside of you know, writing ad copy or you know, looking at customer, customer data, what's one other way that you've really been able to use, you know, ChatGPT or other AI in your day to day workflow?

So this one's a bit unrelated to my. What's on that. It's unrelated. So I've been using this one tool called Beautiful AI and I know there's probably a couple of other ones out there that do the same thing, but presentation. So making like decks of presentations for your clients, for your reporting, for your pitches, for whatever it May be that used to be one of the things that I, let's say, dislike the most on my day to day. It's not that I don't like, it's just that I'm not super artistic. It's not really like I understand the importance of art in marketing, but it's not my strong suit. So I love the fact that there's an AI that will allow me to just say like, hey, this is what I want in my presentation. And it just like boom, makes it like in front of you. And so I think that's really impressive. Yeah, exactly. It has a couple of features in here where you can just literally tell it like, hey, I want a presentation about search engine optimization and it will build it for you and then I can combine with like the proper text and whatnot. So it's really, really interesting. Another tool that I've been using in AI is scheduling. So as I mentioned earlier, I do a few things right. So I have my personal branding with LearningMarketing Co I work with Impact Media. I am also building a course. There's a lot of partnerships and collaborations that are happening and managing multiple schedules is kind of challenging. There's a few tools out there that lets you do that with AI now. So I think there's, I don't know if it's called Motion, but I use Reclaim. So there's a couple of different options at Reclaim. Exactly.

Yeah, that's, that's great points. And if you are kind of listening on the podcast, you know, here in the live stream, just kind of showing some of these different websites that Peter Paul's talking about, you know, both beautiful AI and this Reclaim. So that's another thing, you know, I get, I get people asking pretty often, you know, hey, hey Jordan, how, how can I use, you know, AI in my, in my everyday life? And kind of what my recommendation to people is start where you're spending the most time. Right. Like Pierre Paul says that he's spending, you know, four, five, six hours a day inside of ChatGPT because he's integrated his day to day workflow within there. But you know, maybe Chat GPT is not for you, but, but think of where you're spending your most time. Yeah, maybe you're building presentation decks all day. So you know, ChatGPT might not, you know, make the most sense for, for everyone out there. So that's a great point, Peter Paul, that there's other great AI systems buil some of these workflows.

Sorry, I don't mean to interrupt you. I was just going to say really quickly, if I may add on to that. Thought you could also ask GPT, right? You could be like, here's my job, here's what I do. Like how can you save me some time? And it'll tell you, right? It's a conversational, it's a chat. That's what's cool about it.

Yeah. Oh, exactly. That's, that's one of, I think for, even for power users of ChatGPT, one of the things that most people are falling short on is asking questions at the end. That's something, you know, we have a, a prompting course and you know, before you actually give a prompt you need to prime the chat and before you get started you say what other information do you need from me before I give you this prompt? Yeah, but that's, that's a great point. Peter Paul is just asking the question. So, so I will ask one more question as, as we wrap up this, this episode of Everyday Live. Everyday AI Live. But what is maybe your, your one piece of advice to people who maybe are not hesitant necessarily, but maybe they just don't know how yet to integrate ChatGPT into their day to day lives or, or other AI systems. So Peter Paul, what, what's your, your recommendation or your tip for the everyday person who hasn't yet started that journey?

I would say start small. Start with something simple. Like if you feel like it can also be overwhelming, right, like you are messing with like an artificial, artificial intelligence. We have a lot of history and sci fi movies kind of telling us like don't do that. But I think if you're trying to get into it, I say start small. Start with some small tasks and then see if you, how comfortable you are with it with like adding new tasks to it. Like that's what happened to me, but now like I'm five, six hours in the day, you know what I mean? Like it quickly took over a lot of my job flow. So. But you want to stay relevant. You have to, right? Like this thing's not going away. You want to stay up, like up to date with it. So yeah, that would be my recommendation.

That's such, such a great tip is, you know, yeah, start small and all of a sudden you're gonna, you're gonna find that, you know, chatgpt or something else is, is a great copilot that can help you, you know, from the beginning of your day to the end. So with that, Pierre Paul, thank you so much for joining Everyday AI. It was a pleasure having you on and talking about AI in advertising. So thanks for joining.

It was awesome. Jordan, thank you so much. I appreciate it.

Honored to be here. Absolutely. So as a reminder, please go to your everydayai.com that's your everydayai.com so a lot of things that Pierre Paul is talking about during this episode, we're going to share about those things and more in our daily newsletter. It's a free newsletter, so make sure to sign up. And if you are listening on the podcast on Apple or Spotify, thank you for doing that. Or you can always join us live every morning, 7:30am Central Standard Time, Monday to Friday. So thank you for joining us and we hope to see you back tomorrow and every day on Everyday AI. Thank you.

Cheers everyone.

And that's a wrap for today's edition of Everyday AI. Thanks for joining us. If you enjoyed this episode, please subscribe and leave us a rating. It helps keep us going. For a little more AI magic. Visit your everydayai.com and sign up to our daily newsletter. So you don't get left behind, go break some barriers and we'll see you next time.