4 AI Tools To Help You Create Viral Content & Get Leads Ft. Clay.com

Hey, everyone. On today's show, we are sharing four AI ideas that are going to turn your business to a money printing machine. We've got two experts from CLAY who are going to do some screen sharing around what they've built. A couple I'm really excited about. One is using AI to let your entire network within your business create content for you to drive leads. And another is how do you get those big deal introductions from those scary companies you don't yet know? They're going to unlock the secret for you. Let's get into today's episode.

All right, welcome to a special episode. We have two incredible people joining us. We have Scott and Bruno from klei. You've probably seen a bunch of their stuff all over LinkedIn. Scott, a longtime ex hubspotter, we're excited to have him back. So welcome on the podcast, guys. We're excited to go through all of the AI workflows you've been building.

Sweet.

Thank you, Kieran.

This is going to be an in depth tactical session. A lot of screen sharing.

Kieran, we should preface though. These are surprises for you and I.

These are surprises.

There's stuff and Bruno have built. So we're not faking any of this. We're getting real, real time reaction. And you're going to get our questions like, like we were running this marketing project being like, all right, how do you do this? Or why did you it this way? That's what's coming in now.

All right, Bruno, you're up first.

Okay, cool. So just some context here. Clay, in general, we focus a lot on content creation and a lot of ugc. We have a lot of service providers using clay, so freelancers and agencies and they kind of need to create content to grow their business. And we had this hypothesis as a team that we should enable these people to create more and more content. And these are people that are within our, our creators program. So the hypothesis, like, how can we actually enable them to create more and more content? Right. So Tommy and our team, he was like, what if we used some sort of like, AI workflow that automatically. So we choose some sort of like, asset that we want them to create and then we can kind of personalize to their business and their agency. So can they actually create content about?

This is exactly what I want to do. We've been testing, but I'm going to, I'm interested to see how you guys have built it. It's going to be fun.

Yeah. So I'll go ahead and kind of share my screen and kind of Go through some, some of the things that we did. And I will share. I would actually show. This is Yarn, which is like a really small team. They just went through, through YC and they allow us to actually create AI videos at scale.

I'm looking at their website now. It's yc. They have a waitlist. So you sign up for Yarn. What do you do now? Like, how do you start to use that product?

It's a video sort of like editor interface. You can create different types of content pieces, specifically on video side here. And you can use AI to actually add specific personalization elements to this video. So you can go ahead and create a new draft. You can add a lot of different things to this. You can add images, you can add a bunch of different elements. You can plug specific data points. Like here, you see, we have a lot of people on our program. Then this clay table generates an er link that we can send to these people and it becomes very personalized.

It's like a canvas, a video. It sounds like it's super easy to templatize video. Drag and drop things in there.

That's exactly it.

Then they actually have a data sync. So you can integrate into any data source. I assume you could integrate into Clay or HubSpot and. Yeah. And you have dynamic parameters in the video. And then because of that, you can personalize the video. What is the, what is the thing you think they figured out? Because there's a lot of video tools, like, are they templatized in a certain way? Like, what's the AI component? And why. Why is that product so good? Because there are a lot of. Like, I could use canva. I could use a lot of other kind of video tools. Hey, Jen, what's the use? Yeah, why do you use this tool?

So we use it because of the flexibility of adding specific data points and variables here. And I think that's the power. We tried to use other tools and it wasn't able to actually make specific data points at scale. And I'm going to send you. So this is where things get a little interesting here.

Okay.

And something that we actually send to our creators.

All right, so you've. You've created a video, you've used some dynamic parameters, and then you've sent me this.

Yeah.

Share your screen.

All right, so I'm like, yo, what is this thing they have sent me? Is this it?

Yeah.

Was this the right thing?

Choose the, like the orange color, for example.

Yeah. I have to go full HubSpot or let's see. Can I Choose anything I want.

Yeah, you can choose whatever you want here.

I'm going to have to go big pants.

There you go. That's the right choice. I'm like, if you don't pick disco, we're going to have issues.

Use library voice.

Yeah, you can use library voice.

Yeah, that's fine.

Hi, I'm Daniel.

All right, let's just say Daniel.

Yeah.

And then if you scroll down, you can generate the video and this will load and you would actually get a. You're going to get a download link. Okay. And basically we did this for a lot of our creators, people like in our creator program. And in here they're like, I'm actually showing some examples. So we just send it to 200 people. We actually get like 50 people generating these. And these are very personalized to their agency. And he's a clay Creator.

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Okay, that's pretty cool. Like you created a personalized video, then you send it to the creators and they record their style, they record their color and voice and then you have the. Their voiceover on the same video.

Exactly, exactly.

That's, that's a dope creator play because it's the friction. Because part of this, Bruno.

Right.

Is that these folks are as you said, like they're agency professionals, their service providers, they're not full time creators. Right. So you don't have like this sick video editing flow and set up where they're just like, oh cool, five minutes, I'll just do a quick record and be good. No, it's like, I don't have the time to do this. But you've enabled them so that within a few minutes, once they do, basically the steps Kieran walked through, they can have a great video that's customized to them perfectly on brand and highlights the features that you want to highlight 100%.

Like with clay in general, I think taking a step back, like we know how we, we grow through UGC and through and UGC from these creators. Like you said, they are operators like, so how can we make it easy for them if they don't have time to actually dedicate to content creation? Can we actually enable them using this to, to scale content creation and distribute that on social.

Right.

I think that's a super cool use case. But I know what our listeners are asking. They are asking, yeah, but how do I do get people to want to post about my product? So what's the incentive for the creator to post that? Because it's not a audience building video, it's a promote clay video. So yeah, maybe just talk to us about like the incentive for the creator to post that video.

So for us in general we have a program, right which is like the creators program and they apply to be a clay creator. So there's already a motivation for them to actually be part of this program. And these sort of like taking a step back. The reason why they want to be part of this program is because they want to be associated with our brand. Because this gives them validation that they know they are an expert within this ecosystem which is the ecosystem of clay.

Right.

So for the creator is they're always sharing cool new workflows that they are building within Clay. This is just a way for us to reduce friction so they can actually create content that they are already creating. So they are already sharing a lot of these workflows on how you use clay with HubSpot, how this cool workflow that I built because clay makes them look good, right? They are building these different types of workflows so how can we actually decrease the friction in there? So that's sort of like the motivation for them being associated with our brand and make them look good.

So I think we should get into the next use case. But I think there's immediate things that people can do here. First of all you can go check out yarn and start to replicate this. If you have an affiliate program, it's actually a pretty great tool to have your affiliates post things like this. If you have a customer referral program and have customers who are actually referring your product, I think you can integrate it. You can integrate it into like your customer referral program. And so there are some like ways that you can immediately start to do this.

There's also like other use cases that are like, are not like top of Funnel that I can see people using which is there's some sort of like onboarding video that you want to make to people. Like if you have like a really high scale business like welcoming people to your, to your product that and make it making a little bit more personalized. There's some other elements that are not specific on only top of Funnel. We haven't used this for this, but I think there's probably some place.

Have you used 11 labs, Kieran or GIF?

Yeah, we were using it in the. In some of our AI work.

Okay, yeah, yeah. I mean, it's similar, right? Like you record on 11 labs and it will read your voice back to you and whatever. Same general concept.

Yeah.

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Onto the second use case. I will share my screen for this one, but first I'll just provide a little bit of context. We found a sort of a gap in the market where you have people who are operators and they are doing really interesting work. You know, we'll bring in customers like from anthropic or from OpenAI who are using clay and what they share, they're building is completely mind blowing. It's so fascinating what they're building, but they don't spend the time creating content. They don't post on LinkedIn, they don't go to conferences, they don't do podcasts like this. They're just focused on building. And so we said, what if we can completely reduce the friction in a way where they just need to show up on a call that just appears on their calendar. If they opt in and they can start sharing the cool things that they're building is that's like the background for what, what the second example is. So I'll share my screen.

Cool.

So we launched this network called the Guild and it's essentially this, right? It combines the people that are doing really cool things with those that have really big podcasts like the one we're on right now. And the concept here is that if someone is interested and if they would want to appear as a guest, all they do is they click this and then they fill out a type form and it with just a little bit of information about them. This then goes into a clay table that we have built where all we really asked for in the form is what are you interested in doing, what is your LinkedIn profile and what do you want to talk about? Because then that comes into clay. And so we get everyone's LinkedIn profile and what we do then is we run an enrichment and so we can pull the information from their profile, such as their name and their title and everything. Then this comes in and if we like the profile that comes in and we think it would be a good fit, all we do is we click this button which checks a box and then that runs basically a zap. And so it goes into zapier, we post it and then it comes back into this product called Bridge. And so now if we just want to basically build this network of people, all we have to do is quite literally check a box and then it appears here. And so you're looking at my side of the network, but the public side of the network looks very similar. And when you click Request Intro, that then will come to me from the person who wants to get an intro to, let's say Josh, and then I can facilitate the intro. So we wanted to set it up this way because one, there's a lot of people that were interested when we asked and number two, we want to figure out how can we provide value here and be a bridge, like quite literally like the product to connect the two parties. So that's interesting. And you know, it's like, so what, how can that apply to me? I think if you have this two sides of any network in your business, you can build something along these lines where you're making connections and you're making intros. And another use case that Bruno will show later, maybe next is related to this, right? Like getting intros to people can be such a faster way to reduce the friction or just provide more value for the product.

You really, you're really trying to solve this age old problem of I have customers, the customers are doing really cool things with my product or service and I want to showcase what those customers are doing. And it used to be like, oh, I'll hire a person, they'll do a few case studies every month and that's how I'll. And that's how I'll do it. Then it was like we could have a forum and customers will share what they learn. And now you're basically like, hey, I want to apply that to the creator economy and say, how can I build a database of customers, the examples of what they're doing and match them with people who are actually telling those stories and get them in front of a much bigger audience versus just like a small page on my website that might get visited by a couple hundred people every year.

Exactly, yeah. So imagine, you know, this is the first version, but imagine for Jonathan from Retool or whoever we're talking about, they have this profile page of what they've built, the cool things that they're actually building and what they've done. And then anyone who creates content, a podcast, does webinars, does live conferences, and is looking for. For great talent, they can essentially peruse the profiles and extract that information and then request an intro.

Can we step through this again? So I want to make sure I'm clear on the value add here. Maybe just like I get. So, like, you basically have the form fill. Someone can fill out the form and say they are interested in being a participant, as in, like, I'm interested in getting connected to, like podcasts and things like that. They fill out that it goes into a clay table. You enrich that data. What do you enrich the data with?

Yeah, like what are the values? Let me pull that up and show you. I have a couple that have been really helpful to look at. So, you know, you get the basics. Title, company, company, domain, yada, yada. What I actually find really helpful are two things. Number one is number of followers, so I can get an idea for. I like to think of them as like hidden gems. So you can. There's some people that have 200,000 followers, but their engagement isn't very high. You know, find essentially followers. The other is you have people with actually not a lot of followers, but their engagement is quite high. And so there's another column in here that I run as an enrichment, which basically I do something where you can find posts from someone. So show me all the posts that one person has done. And so I can see post one, I can see post two. Then I use clay to essentially look at all the total number of reactions and then give me, you know, then I do divided by the total posts and I get the average reactions per post. Then this is my favorite metric is looking at essentially the reaction rate. And so this is the ratio between how many followers do you have relative to the engagement you get per post. And it's not perfect because you can see sample size can be really small for some of these. But basically the lower number the better and the higher number the worse, ultimately. And so it's really interesting because you can find just like fascinating people. It's almost validating in Itself for some of these folks who we know personally that are truly, truly incredible, but they don't post that much and they don't talk that much, therefore they don't have many followers. But for the number of followers that they do have relative to the engagement they get, it's extremely high. So.

Okay.

It's really. That's like, probably the most helpful metric that we use.

Yeah, Yeah, I think there's some really good stuff in here, actually, because that's the thing I was curious about. It was just like, if some. If all these people are sending out the form, like, are you really having to look through the profile to figure out if they're worth adding to the program or not? But it sounds like you actually have some data enrichments and values that you use and formulas you use to figure out really quickly. Are they. That they hit, Are they in a certain framework where you actually think because of these values that they are worth actually adding to the program. Like, they are high engagement, but under monetized because they don't have a lot of value. They don't have a lot of followers. I really think it's interesting that you could. So you can basically pull in. You could pull in someone's, like, post. When you say posts, you could pull in all their, like, Twitter posts or LinkedIn posts or like their social posts.

Yeah, like, pull in their LinkedIn posts. So I can have. I mean, your profile's in here, Karen. So I can pull in, I have your profile, and then I'm reading all your posts and I'm looking at the amount of engagement you get, and I'm looking at your number of followers you have on LinkedIn relative to the average engagement per post you get. And then I can benchmark your profile to Bruno's, to Kips.

One interesting thing there is actually, if you add, you could add in the AI step to run all the posts through an AI step to like, categorize and top get the categories and top topics that that person posts about? That would be kind of interesting. And then the other thing you do is, okay, then you accept the person and you say, well, this person actually is the kind of person we want in the program. What's the value add then for the podcast? Like, do you pitch the podcast or do you just say to that person, this is a podcast, or this is a asset that you should go and talk to and see if you can get on as a guest? Like, what's the. If I join and you're like, I'm the right person. What's the value add to me then.

To you as if you're operator or if you're the, an operator.

An operator actually. But, but, but I know what the value is for the podcast. Like the value for the podcast is going, you're going to say, hey, I can find you under like people who are truly great at their craft, but they're underrepresented that you would never, you would actually never see them because you're looking on social for people who have high baller accounts. Yeah, what's the value? But what's the value for the operator?

It's just unlocking, you know, career growth broadly. Like you get leverage.

But do you pitch. I, I get that part too. But do you pitch them? But do you, do you pitch them to the podcast or they have to pitch themselves?

Yeah, no, we do that basically on behalf. And so what we're doing is we have specific podcasts where like we're going to only send you the best people that we can. And essentially it's a trust building exercise. So we send them someone, they say that was really good, we got someone else, we send them another person. And so it's more of a long term play because it's a little bit of a gamble. You don't know who you're going to get or the quality. And then for the person who's coming on, it's, I don't usually get to do this, so this is exciting. And they may not have confidence coming in because they're not used to doing it, but what they say is so fascinating and so interesting. They just don't get a mic put in front of them that often.

So I want to say the most important thing in this segment and then we can go into the next thing that you've, that you've done. But actually we haven't really, we haven't really kind of flagged is that what this really is is like a traditional B2B offer for a group of people that you want to build a relationship with. Right. So in the, in the most common form of B2B marketing, it's an ebook or a template or a downloadable asset. And you've built something quite unique where you're saying, well, we're going to build a relationship, but the offer for us is we are going to help your career growth, which is actually the thing that most people want help with. And that's the way you're going to build a relationship. We're not giving you a media asset or something like that. We're actually going to give you career growth. And that career growth is based upon. We can pair you with these media assets. Right. Because your objective here is to build the relationship with these people because they are potential buyers and users of Clay. Right. And the network is an offer for those people to build a relationship with Clay.

And.

And I just want to stress that because I think it's a really important takeaway from this segment that you've actually crafted an offer. But that offer is like, very differentiated from what most B2B companies done. But it's kind of rooted in, like, what is the core value that that person wants to get and how can I offer that in a free way so I can start to build a relationship? So at some point they give us money. Right. Like, let's be honest about it, that's what we're all here to do. So I think that's. I think it's super cool.

The only thing I'll add to Kieran is like, yes, they give us money if they are not already a custom. But another, like, very important piece for us is just affinity. And so if we already have a customer, we want them to really love us. Not just love the product, but they did. They. We want them to love us, the brand, the people that work there. And so if we can help them grow their own career completely agnostic to the Clay product, that will only help grow the level of affinity and love they have for the brand. So that's another just important thing to call up.

Yeah. The only thing I'll end with is like, coming back to the. Because everything has to be deeply rooted in how we can integrate AI. AI would be pretty incredible to write the pitch there, because I'm sure you're doing that. But, like, you can pull the post, you can figure out how to build a pretty great pitch and do the outreach automatically. All right, cool. Let's get into the next one. I think we're going back to Bruno.

Yeah, going back to me, somewhat similar of like an area that Scott was touching in.

Basically.

This is. It's actually like on our sort of like demand generation area, we had this hypothesis that people buy enterprise software through introductions. It's much more about the personal connection that you make, similar to what you're just saying. And this one was, okay, we kind of know how we generate pipeline in this, so how can we actually automate these introductions? But from an investor point of view. So let's say we have our account list of people of companies that we want to sell into. Let's say we have like 300 accounts. How many of them actually we have overlapping investors with. Because we work in tech, there's a lot of commonalities between investors and common ground. So can we build some sort of a system that helps us scale this motion? Because conversion rates tend to be much, much higher.

Right.

If your investor is asking you to talk to this company, because we actually know that you can provide value, you're probably going to jump into their call. So the opportunity to actually sell into them is much higher.

Right.

So we kind of built this workflow that uses AI. Open up this clay table and in here you can see we have the company name, the domain. So I'm going to type, for example, Airbnb here. We found the company, we found a common investor that we have with, which is Sequoia. And I'm going to select, show how we're actually using AI, which is we could probably figure out how to do this formula here, but we're all marketers, it's going to be a struggle. So we actually use AI to look at the investor list that this company has, Airbnb in this case, and see if they have common investors to us, which is like Sequoia Boastart, First Round, Maritech and etc. And then we actually generate this formula. Don't ask me how, but we generate it and it's in here. And then we have Sequoia as a, as a common investor. And so we have Sequoia here. And then the other area that is very interesting, okay, we know Sequoia, it's an accommodative. But who's that? The actual partner within Sequoia that invested in Airbnb that we want to get into. So we actually use this prompt like, hey, search the web, look for the domain, the common investor, and actually try to see if you can find who the person is. And in this case, this is the partner. Greg. So what we did here with actually using this workflow, using AI to one, find the investor, find the partner is here's all the companies that you want to get into. Here's the overlap with Sequoia. How can we automate a lot of this work using AI to find the investor, find the partner, and find the people that we want to talk to. I was actually debating with Scott if I wanted to share this, because this is because it's a really strong pipeline generation for us. And Scott was like, do it, Brenner, do it. So we have this large amount and we automate using AI, we automate who to talk to Filter who the investor is. And then we actually, we then do the outreach, like, hey, we want introductions to these companies.

So this is cool.

It's a little bit simpler one, but typically the simpler one actually is the one that drives results. So this is the one that it's pretty.

This is what people don't understand, right? It's. It's usually something simple, but you approach it in a creative way and you just keep on doing the thing until it doesn't work. Right? Like, I talked to a person who I think was one of the best people I've talked to in a long time in terms of demand gen, because there's a lot of B2B dimension. Marketers are awful. And this person was awesome. And they were like, hey, I've just figured out how to do direct mail. But in a way that was really creative, right? And it was just. He's like, it's a money printing machine. So I just print money until it won't work. I was like, yes, that is the kind of thing you want to do. And it's not that direct mail worked, it's just the way that they did it and the data they used at work. And so I want to kind of go back to showcase what you did real quick and then I'll hand it over to Kip. But I just want to make sure our listeners understood what you did because there's core components there. First of all, you have a clear end. Like, it's really hard to get an into upmarket. You've decided you are like, oh, well, what is our in, Right? And in is basically what's our hook. And the hook here is that we share a common invest in company, which gives us an instant in, and then we look for the partner and the partners incentivize to help you connect with those companies because they're a partner company that's invested in you all. And so that outreach is not completely out of context, right?

Yeah, exactly.

Now you actually have a real hook, which is like, we have some overlap here. We actually have a connection already. And so there's an end there. But even just doing that, I think you would agree, Kev, like, most people don't even do that. Maybe most people don't even look for their hook.

So there's a couple of things that I want everybody to take away. The smart people will take these tactics and kind of think about them and think about how they can use them. The really smart folks will also take the thinking that you, Bruno and Scott have applied. And like, I Think the most recent example you just walked through Bruno was like the perfect example of that thinking. It's not just like, hey, here's this opportunity. It is like, how do I build a system that refines how I capture that opportunity? Most people would have just stopped at like, oh, we have the same investor. All right, I'm going to hand that off to a human and that human could go manually. Figure it out. What you're saying is, no, I'm going to find an investment partner. I'm going to figure out a way to get the warm introduction. I'm going to automate and make this system as powerful as possible by like building this system. And if you're out there, you want to build a system or you want to think about Bruno system and then apply it to your business. Like, for example, there are a lot of businesses that are contingent on financing, right. That they know if their customer has a certain type of financing, they're going to be a customer. You can use finance partners, you can even use competitor. If you've got a great customer in one market, you could use the same thing to then go sell to every other company in that market and use the competitive wedge. It is like, what is the wedge that is interesting in this case, it's investors. And then what's the system I'm going to build around it. And I think you gave a really awesome example of how you use good data from clay and, and AI to do that in a way that like, actually scales. And isn't just this, like one off thing where I send some contacts to a sales rep, which is where a lot of people fall down?

I think the most underrated question in startup growth is like, how are we growing? And the reason is. And so like, knowing this, okay, how are we here? We were getting some business through introductions, right? So we kind of like know that this is how we're growing today in these larger accounts. And we built this hypothesis that like warm intros investors is one like you just said. But we also have agencies that work with some of these accounts that we could also get in. Warm intro, right? And knowing that, how can we actually make this process a little bit more efficient and automate some. Some. Some of these workflows using AI to start to actually scale this. And this is a kind of like a money printing machine.

Money print, exactly. That's what that person. Exact word. They use the exact same words. I. There's two quick things. This is why I said I believe most marketing teams would benefit from an engineering. They should just be Engineer LED. And someone, a well known name on LinkedIn said I was not just engineering.

System thinking with a real clear option.

That's what I was trying to say.

Don't oversell the technical side of it. Most people would just not think, hey, I want to build a money printing machine. Most people are like, oh, I have this problem. We have this goal. I need to get a meeting. It's like, no, no, I need to build a system that prints money. 100 meetings is going to be trivial after I build it. That's like the challenge that I think most people are in.

I agree with that. That's actually my LinkedIn post. Like it was pretty 50, 50 split down the middle and people thought I was dumb and people thought it was right. But I actually, the reason people got confused is because I said engineer mindset. I actually meant. I should have said systems thinker. I didn't mean someone who literally coded. I meant someone who builds systems in this automated way. The last thing I just wanted to ask before we kind of moved on here is how many iterations did you go through of finding the right intro before you figured out that this was like the right one and you don't have to go through them all. I'm just curious about how many failures did you have?

You only sort of figure these things out when you do it right? So we went through an iteration and for example, we had some of the companies in there. They're like, in this case, let's say Sequoia, they invest on this company in the 90s, right? So it's kind of weird for us to say, hey, we want this introduction. But like, who is even the partner? You know? So like that's like one iteration.

They invested in pets.com exactly.

So like it's sort of like. And then we, okay, this is like one iteration and then the other one is like, okay, we actually want to get both the executive buyer and the end user. Can we actually find both here and add it in there so we can give them options on who to talk to? And then the other one is adding some context on like why we think we are a good fit for this company. Because let's say in this case they have a really huge inbound motion that they need to enrich. And we have companies like Anthropic doing this within clay, right? So adding this additional step was something that we actually didn't think of. So there's some iterations. The one thing that I would say too is we populate all of this data but these are our investors. Right. It's not anyone that we need to treat them a little bit careful. So we're not. The final part, we're not automating the final part of actually sending the email. It's not fully automated because we kind of want to make sure we give them a little care, you know, I think we are ready for just one note from your. On your comment about engineering, Kieran. We have a ton of engineers on our marketing team here, so that's like, just like to some validation here.

Yeah. I think again, I think system, if you're, if you're going to build marketing through the lens of being an incredible system thinker team, I actually do really mean there should be a lot of engineers on that team. But I think people just, I think people instantly thought what I meant is everyone should code. And that's not what I meant at all. Right. I don't think you need to, you don't really need to code with AI anyway. You have the ability for AI to create things. But I think you actually are much better placed if you are a systems thinker and think in very technical ways about solving problems.

But before we get to the last one, we have a team. It's go to market engineering. It's led by Everett Berry at Clay. And that entire team, that's the entire mindset, is how do we solve these types of problems for folks in a way that scales and they're actually in the thick of it with the person who's trying to solve the problem. And similar to the podcast you had with Varun, the co founder of Clay, where he was walking through the reverse demo and some of those examples, it sort of carried over to an entire team. The whole team has that mindset, like systems thinking mindset.

Love it. Cool.

We want to wrap up with a big one, Scott.

All right. This one, it's a little bit different to where it's not quite as operations heavy, such as some of the ones we talked about with the Guild and with the investor intros, it's actually more aligned with the creative side of marketing. But how do we scale the creative side? And so one of the biggest challenges often is you have someone who runs the brand side or the brand team and they are creative visionaries. They're so incredible. I always feel like I am a creative, aspiring creative trapped in an analytical mind and I've always appreciated people that are so wildly creative. So we have two people at CLAY in particular that are just absolutely fascinating, Puneet and Sarah, and they essentially are running the brand side. And so what we've done is I'll share my screen. And so if you go to, I'm just going to take one example and go to the blog and you can see the COVID art is actually pretty similar along the same lines. And you know, typically how things have worked, let's just isolate it to content in the past. Usually if you want to create images, whether that's you're putting them in slide decks or in articles or possibly on landing pages, you typically have to make them yourself or you hire a designer or you use, God forbid, stock photos. And so now with all of these interesting AI image generation products that are coming out, you can do this at scale. So in a way, how we think about this, it's almost like scaling the brain of Puneet and Sarah to the entire marketing Org. And so we use a tool called Visual Electric where you can do this so you can take a prompt essentially and then have a particular style. So I'll pull up our style that we have for the Clay blog so you can see what that looks like. And so this is the literal style prompt that we created in a way that it feels like our brand. And so not only do we have go to market engineers in sales or an engineering mindset in marketing, but a little crazy is we actually do have this engineering mindset within the brand and creative team with like style prompts. And so let's come up with, I'm going to say, Kieran, can you give me an image to generate?

Okay, give you an image to generate. Damn, you've put me on the spot.

Kieran image about systems thinking for marketing. Something like that.

How about Batman creating an AI web app?

I like this. Let's keep going. Batman.

When you say systems thinker, that's exactly what I think of as Batman creating a.

It's definitely Batman.

Well, let's go with what they are. There we go. Batman creating a signal in Gotham with luminescent batwing drones. So anyway, you can put in whatever you want, but ultimately it's going to spit out the style. And so if you're talking about, you know, signal based marketing or you're talking about anything, any topic that you have in mind, it can create the image in the style that goes with the brand, which was set by the brand leads.

This is cool.

And so it's this fascinating use case where you can do it for anything, any topic that you have. You can create images in a way that feels like your brand and that has never been possible before where someone who's trapped in an analytical mind but wants to be creative like me. You can't do that. And so this, this new technology and we love this Visual Electric product is so, so, so, so interesting.

What you're really talking about, Scott, is an AI brand style guide. It used to be that you'd have this PDF brand style guide of this is the fonts we use. This is what our photography looks like. And now there are prompt versions that translate what you want that style guide to be into a prompt so that image or video or other creative AI generation tools can just do that work for you. Right. And I think Visual Electric is cool. I haven't used it yet. Karen. This is, this is a new one for me.

This is super cool.

Leave a comment in the YouTube video if you want us to do a full like AI brand style guide and Visual Electric show. It's because it's super interesting.

I actually just want to say that again, this demonstrates one of the core pushback I got on the system thinking for marketing is that part of marketing is creative. And again, what I meant was AI and system thinking can be interwoven across all teams. And this is another example that you're able to like take brand and creative and use a tool to do them much, much better and more consistently across a team if you know how to instrument that stuff. And so I think it's a really, I think it's a really cool example of how you can apply systems thinking in AI to creative elements of the marketing team as well. Doesn't always have to just be how you acquire and convert customers. Awesome. Well, this was a really great episode. We appreciate you and like, we just appreciate you coming on and being so open with all of the cool things you're building over at KLEI and how you're doing them. And I know our audience is going to love this episode.

Awesome. Yeah, it was fun. It was fun. Thanks for having us guys.

Thank you guys. Thank you guys for coming.

See everybody real soon on the next episode of Market against the Grain.

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