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Today’s Biggest Trends in Marketing Innovation with David Berkowitz

Today’s Biggest Trends In Marketing Innovation With David Berkowitz
Reading Time: 24 minutes

Are you wondering how the latest tech in AI is shaking up marketing?

It’s no longer just about big data or automation. Today, AI is at the forefront of how companies understand their customers and create their campaigns. But with all these changes, it can be tough to keep up.

What specific AI tools are marketers using right now? How exactly are they enhancing their strategies with this technology?

Join us as we dive into these questions with David Berkowitz, an experienced marketer and the founder of the AI Marketers Guild. David is on the cutting edge of using AI in marketing, and today he’ll break down the complex world of AI into practical strategies that real businesses are using to get ahead.

AI in Marketing: Unpacked host Mike Allton asked David Berkowitz about:

Current AI Tools and Uses: Discover what AI tools are currently popular among marketers and how they are applying them to real-world campaigns.

Benefits of AI in Marketing: Learn about the tangible benefits that companies are achieving by integrating AI into their marketing strategies.

Navigating AI Trends: Get insights into the future of AI in marketing and tips on how to stay ahead of the curve with upcoming technological advancements.

Learn more about David Berkowitz

Resources & Brands mentioned in this episode

Powered by Magai – why choose one AI tool when you can have them all? And Descript, the magic wand for podcasters.

Full Transcript

(lightly edited)

AI in Action: Today’s Biggest Trends in Marketing Innovation with David Berkowitz

[00:00:00] Mike Allton: For marketers who want to start today, implementing AI either in their own businesses or wherever it is they work, what would some of the first steps be that you’d recommend? [00:00:08] David Berkowitz: Well, what are you already using, right? And so if you’re using HubSpot or Salesforce, if you’re using Adobe or Canva, let alone anything in the Google or Microsoft or Amazon or Metasuite products, like if you AI is increasingly infused.

And so what can you tap into there? Are there some new features maybe you don’t know about yet? Are there some things where you can learn and expand your knowledge, but from a really comfortable base? So much of the best learning is built where there’s scaffolding to then build and learn on it. So much of how the brain works.

And so the scaffolding is probably already there. Even if you’re. Not used to jumping on the latest thing. Some of it is also just being willing to try stuff yourself, experience it.

[00:00:57] Mike Allton: Welcome to AI and marketing unpacked, where we simplify AI for impactful marketing. I’m your host, Mike Alden here to guide you through the world of artificial intelligence and its transformative impact on marketing strategies. Each episode, we’ll break down AI concepts into manageable insights and explore practical applications that can supercharge your marketing efforts.

Whether you’re an experienced marketer just starting to explore the potential of AI, this podcast will equip you with the knowledge and tools you need to succeed. So tune in and let’s unlock the power of AI together.

Greetings program. Welcome back to AI and marketing unpacked where I selfishly use the sign to pick the brains of experts at keeping up with and integrating or layering artificial intelligence into social media, content, advertising, search, and other areas of digital marketing. Oh, and you get to learn to subscribe to be shown how to prepare yourself and your brand for this AI revolution and come out ahead.

Are you wondering how the latest tech and AI is shaking up the world? It’s no longer just about big data or automation. Today, AI is at the forefront of how companies understand their customers and create their campaigns. But with all these changes, it can be tough to keep up. What specific tools are markers using right now?

How exactly are they enhancing the strategies with this technology? Join us as we dive into these questions with David Berkowitz, an experienced marketer and the founder of the AI Marketers Guild. David is on the cutting edge of using AI in marketing. And today he’ll break down the complex world of AI into practical strategies that real businesses are using to get ahead.

Hey, David, welcome to the show.

[00:02:33] David Berkowitz: Thanks so much, Mike. Great to be here. [00:02:35] Mike Allton: I am really excited to just dive into this with you, but I’d love for you to just kind of set the stage and share briefly how your journey into the marketing world and how it led you to integrate AI into your strategies. [00:02:47] David Berkowitz: Yeah, , what’s first important is that I’m an accidental marketer, and I was actually trying to explain. To someone just today who is a rising senior. And I was like, you know, I knew so much less than you did when I was in your shoes, so you don’t have to have any answers for me because I sure didn’t then. But fell into marketing, fell into the agency space and quickly saw that there was this idea to really help make these connections between all these technologies and trends that were.

Brewing early days of blogging and Facebook , to how can big brands and agencies try to figure out what to do with them. And that’s been part of my journey for the past 20 years. And so I’m also a longtime community builder and founder. And last year I saw that there was really no way for marketers to connect with each other around some of these developments in AI.

And I wanted to create this space where there were opportunities for peers to learn from each other and for brands and agencies and tech founders and others in the space to all be able to go and, hear each other out , and try to make sense of this together.

[00:03:54] Mike Allton: Yeah. And that’s the AI Marketers Guild which I’ve recently joined and I’ve been just so impressed with the quality of the conversation, the amount of conversation that’s going on in that Slack community, we’ll have links , to find out more about that in the show notes.

But I’d love for you to share, David, what you’re seeing when it comes to trends in AI, specifically ones that might be making what seems to be a significant impact in marketing today.

[00:04:18] David Berkowitz: Well, I mean, one of these things that I think we’re all seeing with AI is that it impacts everyone and that it can and that it can be used in all parts of the org.

And I think that that we’re getting to a lot of the push and pull right now, right? How secure are the major platforms and how much can you trust them with sensitive data? And, when do you not need to, right? How effective are they as the you know, rich seem to get richer.

And we see every day that the Open AIs and Google and Meta, Breakthrough announcements, but we, but there’s also a lot of attention on what they get wrong. So trust is going to be a really, really big issue. In the marketing space, I think we’re, we’re also trying to figure out what our jobs should look like now, what they’re going to look like down the road.

And so , there’s a lot of debate in terms of. Whose jobs AI will affect the most and, and will it replace them? But I think , there’s more of an appreciation that it can be part of just about everyone’s workflow. And so, we’re. Seeing this across creative and media and analytics and just about every application you can think of

[00:05:34] Mike Allton: completely agree.

And you touched on the fact that we’re already seeing, you know, major, major releases, upgrades, new features coming from open AI, from Google, from meta. How are some of these AI innovations, as it were being applied, do you think to some of the leading marketers and brands already?

[00:05:53] David Berkowitz: One of the biggest, I’d say most transformative aspects of AI is not something see a lot in, you know, because a lot of the creative gets more attention, right?

It’s visual, it’s fun. It’s a exciting and really kind of scary and even help. Bring on major strikes in the entertainment industry last year. But on the data side, this idea that you can talk to your data and get insights from it. That’s transformative. You know this is something.

Where now you can actually have just more of these human interactions with it, we saw like hints of this. And then it was some of the promise when, agencies were putting Alexis and like every one of their conference rooms, there was that wave and it’s like, , okay. That was a little trickier, but , , the idea was there, just the technology to deliver.

Now the technology delivers in the same way that I worked for a social listening firm was their head of strategy. About eight years ago. And one of the first things I did was say, we can’t talk about insights because cause that’s not what we sell. Now, when we’re lucky, the human folks who are using our products, though, and derive insights that are better or faster, thanks to them.

But we’re not in the insights business. We’re in the data and trends business and added a really nice UX to make all that easier. Now, I’d say it is actually possible to have actionable insights. that , an algorithm derives from data. And, just even the idea of that, I think is something that is transformative and that we’re just starting to scratch the surface up.

[00:07:33] Mike Allton: It’s interesting you put it that way, because in our previous episode (AI as Your Creative Partner: Transforming Social Media Engagement with Claudia Sandino), we were talking to Claudia Sandino and she was talking about an instance where she had been giving a lot of data to chat GPT and she was asking for insights. And the answers were not great. But when she asked for trends and insights, then she got the kind of output she was expecting.

So I think we’re I think we’re moving that way. But I love how you really honed in on the fact that it’s when it comes to data, that’s where we’re seeing truly innovative and interesting responses. That’s what our previous episode with Andy Crestodina was all about was covering (Filling the Void: How AI Identifies and Closes Content Gaps with Andy Crestodina). How can we use AI to uncover gaps in our content strategy by letting the I analyze?

You know, a thousand URLs and compare that to a thousand competitive URL, something that a human being maybe could do if they had the time. But even then we’d struggle to identify what’s not there. And he says, that’s something that AI really settles at those, those gap analysis, because that’s nothing to AI for a human being.

It’s really hard for us to just look and see, Oh yeah, this is not missing or this is not there, but I’m curious, are there specific sectors or industries where you’re seeing these kinds of innovations in AI have maybe more impact than others?

[00:08:50] David Berkowitz: Well, I mean, the fact is it, it can affect everyone everywhere.

They’re, they’re Areas where, especially on this front, where the, just the volume of data is so intensive, then you see just more opportunities for some of that upside. There’s a company that we just had featured in a marketers guild recently called Neuralift for instance. And so they’re able to take millions of data points from e commerce records and pretty quickly come up with segmentation or rather, and all these very I’d say unintuitive segments well named, well described, and that give you a sense of who the customer groups are.

And, then, and increasingly everything’s moving into what you should what you should do about them. I now. Now, from people seeing this in action, even the reaction from the community, it’s like, well, how do we know how this, how valid this is compared to what human analysts are doing?

And I think that there should be a lot of skepticism and, distrust until proven trustworthy. But. At first glance, like you see this and see how quickly at the very least you have the starting point. And now you start checking the work and see how well it compares with some of the research you’ve done already.

And this is the kind of thing that can save So much time. And especially if you’re trying to go into new markets, you know, trying to reach groups that you don’t have a lot of data on, like, how can you make those emphases really quickly and not just constantly wait for the rest of the picture to be fleshed out.

[00:10:35] Mike Allton: That really fascinating use case. What about specific campaigns? Have you seen any just individual campaigns from brands or marketers where AI has been a prominent driver of that? And. To some extent, made it more effective. [00:10:50] David Berkowitz: Yeah. Well, I’d say probably some of the most prominent ones are not ones.

Brands are as quick to talk about. It’s like, right. So there’s been a secret sauce. I will say what, one of my favorite use cases, like there, are a bunch of these case studies and campaigns have come up that are more show pieces and you have like, . Kit Kat using a AI for talk about taking an AI break.

And Heinz did a great video of how AI engines tend to think that ketchup bottles just look like Heinz ketchup, right? So it’s just reinforcing its market leadership. Position. I think that’s great for that zeitgeist around AI and, and, and and showing the brand leadership terrific.

But it’s not necessarily any kind of breakthrough either. One of my favorites that I’ve seen is Beck’s so they did this campaign for autonomous beer. And so they say from recipe to ads, it is a beer made from ai. And what I love is that they. Broke down this process is 150 year old company, and they looked at everything from the initial ideation to the manifesto to the logo to the storyboarding web design, ad campaign, radio spots, and launching this product with and I as essentially this co pilot every step of the way.

Does this wind up being better beer than what’s out there? I guess that’s a bigger question, but right now, especially as we see All of these areas. And if you look at the 13 or 14 areas that Beck’s mentions that where they use AI, like every single one of them is either improving directly every single day, or we’re getting some of this like two steps forward, one step back, you know, but there are at least attempts at improvement.

Then it, I mean, I think this is going to be one of those, moment in time, like a time capsule that we can just keep looking back on and say, well,, okay, , what can we do now if we do this today?

[00:12:58] Mike Allton: That is really fascinating folks. I’ll find that campaign or some examples of it and pop it in the show notes.

So you can check it out because it sounds super interesting. We’re talking with David Berkowitz about the transformative power and the impact of AI and marketing. I’ve got a few more questions that you’re not going to want to miss, but first I’d like to share with you the AI tool I’ve been using predominantly.

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No fuss, no hassle, just results. Ready to simplify your AI journey? Visit Magai today to learn how their solutions can revolutionize the way you engage with your content. Don’t just market, market smarter with Magai. Tap the link in the show notes. So David, I’ve been writing about digital marketing since the, you know, late 2000s.

Blogging, social media, different networks coming and going, different technologies. And I don’t know that I’ve ever seen the adoption of a new technology as fast. Certainly no technology change as fast as, as AI has. What do you think is driving that rapid adoption within, The marketing industry right now?

[00:14:52] David Berkowitz: Yeah, so a big thing that’s driving it is that you can feel the impact of this really quickly. It’s something that’s so many of these technologies are so accessible, you can try them from the privacy of your own home, unlike, say, the wave of social media, then you look like you didn’t need to share anything.

You don’t need to follow people Unlike the wave of mobile, you didn’t need to go and upgrade to a smartphone or some other kind of technology. And actually the hardware for AI right now, especially on more like the consumer prosumer side is more joke than not. But, but you can do this. for free.

You could try this out for 20 bucks. You could have enterprise grade technology that you could play with. So, you just can feel the impact of it. You can create something even if you don’t necessarily see yourself as a creator. And this idea where, like, even for TikTok or something like that to initially catch on from like back when it was musically at first and even once TikTok had 100 million users, there were still so many folks who are trying to convince brands like, Oh, this is a thing.

This is real. This isn’t just 15 year olds. Like people are going crazy over this and spend all their time there. And it’s like, And then some lies on, it’s like, I don’t get it. Right. And, and, and I was one of those people too. I logged on, I’m like, like their algorithm sucks. I can’t find anything I like here, I’ll stick to Instagram.

But you’ve got to look beyond your own experience. So, I think that’s a big part of it right now where it’s like,, you know, you can. If someone hasn’t tried something already on a demo call within five minutes, like you can blow someone’s mind. And that’s also like, that alone, like when it hits close to home, like that can help drive adoption a really big way.

[00:16:47] Mike Allton: David, that is. Incredibly Insightful because as soon as you start explaining this concept, I realized dang. That’s me That’s why I’ve typically not jumped in You know feet first into you know YouTube or tick tock to your example or any other technology in the past because you’re right. It’s all been public facing It’s really challenging to learn If you’re afraid of failing in public, right?

Live streaming is a great example. I’ve been live streaming for a long time back to when we started Google plus hangouts on air. So I’m going to go back 12 years and I never enjoyed it. And I always struggled with the fact that I don’t need to be perfect, but I still want to come off as polished and professional and everything that I’m doing.

And when you are, Trying to live stream to Facebook. You are by definition sharing that to a public platform. And there’s workarounds that you can figure out. You can create a private group and share to this private group. But those are challenges and those are hurdles. So you’re right. If I can simply open my phone or my tab in my browser and start having a private conversation with The A.

I. And like you said so well, throw in an extra 20 bucks and get the paid version because it’s night and day difference. You’ll be so more impressed with the results and the experience. It’s absolute. I think why you’re right. So many people are just finding it easier. to jump in. So I appreciate you sharing that.

What about the actual benefits that marketers are reaping? Talking about R. O. Y. Since you’re talking about, you know, some of us are investing. Some people are investing in more than one tool because they want to kind of test experiment. They’re probably paying for a I powered tools, not just the large language models.

How have you seen other marketers talk about the benefit?

[00:18:32] David Berkowitz: Well, I think this is also where it comes into whatever you’re Doing having a I as this copilot that you can work with, and I think it’s brilliant Microsoft that they’re so heavily branding copilot as their own and building that iconography into all their new hardware because it’s a great way to describe this.

where now you have this virtual assistant, like I was doing some market research and was doing some interviews with potential customers for certain product and, and go really deep there. First of all, I could be really focused on the interviews because I knew that I’d have AI to help me do that.

Analyze the notes later. And I didn’t have to constantly like scribble everything down. And , so that alone was just a huge burden lift off me. Then when I started uploading some of these transcripts to in AI instance, then I was able to go really deep and ask questions that would have taken me.

Weeks to sift everything through. What , what did each of the respondents have to say about this one specific thing, what, were the benefits they mentioned? What are some of the challenges that they’re all facing? What do they have in common? What’s different among them? What are some of the action items that the client should Go and consider doing based on all of this and so then I could keep going where my role was It went from interviewing the prospects to interviewing the AI and then making sure that I got a really compelling story out of that.

And so now what I was able to share with the client was so much richer and way faster , than anything I, Could have delivered before.

[00:20:21] Mike Allton: That makes a lot of sense. The efficiencies that we’re seeing by using AI as that partner co-pilot research assistant, I use it for these podcasts. Shout to Dan Sanchez is my showrunner my showrunner runner.com ai podcast assistant.

It helped me set up a custom GPT or a persona, which I use in, in Magai. So that I plug in your name. David. I plug in a link to your LinkedIn profile and it scans and understands and instantly. Everything that you’ve been talking about recently as, as a potential guest and it feeds that back to me and I say, Hey, look, David wants to talk about trends or whatever the case might be.

And it helps me come up with the questions and frame the entire conversation. Something that took me two hours on average to do before. Now it takes me 20 to 30 minutes to build out the process and everything before I go into that interview. So it’s a huge time savings, particularly when I’m doing, I have five shows with Agorapulse and this show that I’m doing on the on, that’s a lot of podcasts and a lot of, well, I do it with AI now.

So how are you envisioning the role of AI in the future? How are you using this evolve? We’re talking about assistants that, that are helping us on our day to day. Are you seeing that change and evolve in time?

[00:21:36] David Berkowitz: Well, what you’re talking about right now and how you’re Zoom Agile, for instance, it is something that I think is going to be old hat for just about everyone in business and personal worlds alike of having their own repositories of information that AI can draw from and then put You know, craft something faster.

I use this with a custom LLM instance to be able to analyze some of the proposals that I write and so that I can then enter some of the parameters and come up with a new proposal way faster. It’s just like. start thinking of the kinds of things that you dislike doing the most, right.

And just bog you down. And that you basically like that you need to do maybe yourself, you can’t necessarily just hand it off to someone else. But it’s always the last thing you want to do, even if it’s really high value, having something with a knowledge repository like that becomes really helpful where we’re also, I think, going to see things that where it’s going to get more.

Fascinating, but also like, like this is the area that’s going to turn some people off and creep some folks out as we get into the sort of uncanny valley is where voice and, and video play in with this. And it’s an unintentional segue to mention play. ai where I went and created a voice assistant version of myself, and you can record 30 seconds of your own audio and set this up so quickly, but then not just train it on your voice.

And there’ve been a few other things like 11 labs that do this, but create a custom file library. And maybe for you, Mike, it’s creating one for each of your different shows. And so now if you want a guest coming on, they can ask you about it. Like all those all the FAQs and everything that, One would want to know about your shows and what kinds of guests have resonated?

What kinds of topics to really talk about? And and how should I be prepared? I could just have a conversation with you without actually calling you and saving both of us a heck of a lot of time as much as I’d love to spend more time with you personally.

[00:23:50] Mike Allton: Yeah, you’re, you’re right. That’s, that sounds fascinating yet.

It’s also kind of bordering into the creep factor, right? Okay. So now DEI is having conversations without me on my behalf. With who knows who, but that’s, that’s definitely for the future. For marketers who want to start today, implementing AI either in their own businesses or wherever it is they work, what were some of the, what would some of the first steps be that you’d recommend?

[00:24:17] David Berkowitz: Well, some of the first steps are. Or what are you already using? Right? And so if you’re using HubSpot or Salesforce, if you’re using Adobe or Canva, let alone anything in the Google or Microsoft or Amazon or MetaSuite products, AI is increasingly infused. And so what can you tap into there? Are there some new features maybe you don’t know about yet?

Are there some things where you can learn and Expand your knowledge, but from a really comfortable base. So much of the best learning is built where there’s scaffolding to then build and learn on it so much about the brain works. And so the scaffolding is probably already there, even if you’re.

Not used to jumping on the latest thing. Some of it is also just being willing to try stuff yourself and experience it, right? Like, so maybe you hear me mention play. ai and that kind of scares you, but is there a version of this? Someone else like me recorded that you could just test out for a couple of minutes and see how this stuff works.

Or are there as people are talking about alternatives to the chat GPTs of the world, then it’s like, like there’s all this buzz now about how well Google gem and I works or how it doesn’t work. Like, why don’t you see for yourself? Right. It’s just, it’s basically the same as, Search it again, built on your existing behavior.

And if there’s something new out there and you hear about one of these things like perplexity, that that’s gained a lot of steam, especially for doing research or one of my favorites pie dot AI. Which is like almost like a coach and therapist and just a great sounding board, even if it doesn’t replace the kinds of humans you turn to for counsel and then again, it can just really expand your thinking around this.

I there was an example of someone else who came on with a, a marketer scale, Matt Britton, the CEO of Susie. And so he was set now CEO of this series. Something very far along company. I mean doing amazing work actually in the consumer research space. And so Matt was saying he went as far as actually to upload things like medical records of his to chat, GBT.

And then start asking all these detailed questions about it. That might be outside of most people’s comfort zones. That’s okay. But for Matt, like taking things that far actually then led him to think, well, wait, if it can analyze this now, there’s actually a parallel with something that I want my company to do.

And now can we find a safe, secure way to do this for our customers? But it all started. With those personal tests.

[00:27:00] Mike Allton: That’s really great advice. It’s in line with something I heard on the think fast, talk smart podcast out of Stanford. And he was talking to a couple of guests about AI and they were saying, look, open, open PI or open chat GPT on your phone and start asking it questions.

About something that’s really important to you personally, some decision that you’re kind of struggling with right now and have that conversation with the A. I. Because if you’ve never done this before, you’re gonna be blown away by how the A. I. Responds. And you’re gonna If you ask the AI to ask you questions, that’s one of my favorite things to do.

It’s gonna start asking you about these things. It’s going to cause you to think through that decision. And then from there, the sky’s the limit as to the kinds of conversations and processes you can have.

[00:27:42] David Berkowitz: I’ll tell you one of my favorite uses of chat GPT is actually for creating recipes. And so my daughter and I, she’s love to cook a ton together and often that involves trying to cook something new or do something in a new way.

I just kind of on a whim picked up a couple of slabs of pork belly at Whole Foods had never touched the stuff before. I love it. it but never even attempted to make it. I had no clue what I was doing. I went to chat GPT and I said, so what do I do with this? And it kind of scared me.

And that gave me something really involved. It was going to take hours and hours. And, but because it’s chat GPT, I could say, is there any way to do this faster? And it’s like, oh yeah, here’s a couple of ways to save steps. I did wind up Googling a couple of things. I’m like, can you really boil it? Like, is this just like a, like a totally boneheaded idea here?

Am I going to just have this like drab bit of meat? Anyway, I wound up like found, find a couple of posts on Reddit to validate what Chachi Petit was saying. And then I went with it. And it is literally one of the best dishes my family’s ever had. I had to then make it for some more family over Memorial Day weekend.

And I did it just like chat GPT told me. So yeah, taking something that’s near and dear to you and seeing like, what would happen, right. And like, worst comes to worst, I would have thrown out a couple pounds of pork belly and I had to go and order in. But like the best case scenario is like whole new experience and a kind of mind opening one and something that I could do with my family.

Right.

[00:29:14] Mike Allton: What a fun example. And you’re right. The technology is basically there. We’ve got the new version of ChatGPT that’s rolling out, which means very soon you’ll be able to use your phone and your camera and your phone to show ChatGPT where you are and the things that you’re doing. Which means you’d probably be able to show it your refrigerator contents and your pantry contents and say, look, I’ve got a couple of pork bellies.

Here’s the other ingredients I have. What recipes can I make or show it all the alcohol that you happen to have in your in your looking cabinet? Say, Hey, I’d like to make a new cocktail. Here’s what I’ve got. I don’t want to go shopping. What do you got? Catchy PD. Give me something cool to make.

[00:29:47] David Berkowitz: And actually at, at the consumer electronics show this January a number of the major manufacturers, like, like Samsung LG were showing off devices like that now seem like that took way too much effort to manage.

And there was also a hardware device that was announced at the same time that enough to do with CS, the rabbit are one, this little pocket size screen essentially had an amazing demo. I pre ordered it. It was 200 bucks. No subscription, which I was pleasantly surprised by. I got this thing could barely connect it to the wifi.

The camera really couldn’t identify anything. But one of the things in their video that I was so excited about was like literally showing my partner and daughter and others was like, look, it can take a picture, you know, open your fridge. It’ll tell you what you know, what he cooked with it. And it could like recognize a few things, but definitely wasn’t saved me any time.

But then I’d say the most important word when discussing anything around AI right now is yet.. And so any of the stuff that we make fun of, I think like the best example of this is there were like three to six months last year where everyone in the industry or you watch john Oliver or wherever you go, people are making fun of.

Of how AI could not get fingers, right? You see all these mangled hands going on and like AI, it can’t do fingers, right? AI is worthless, but this is the way I’m making fun of it. And then like without anyone even just realizing what happened to that mid journey four and five come out and Dolly three come out and all these models keep evolving.

And the next thing you know, it’s just not something you can make fun of, because sure, it’ll get anything wrong sometimes, but I created a number of images from people today using kind of like a low end image engine, and I think they all did Had the right number of fingers and toes and eyes and everything that they should.

So this stuff changes very quickly, usually without us even noticing.

[00:31:50] Mike Allton: A hundred percent. Right. So let’s talk about trends. What’s coming up next? What should marketers keep their eyes on? This is our last question. And I, and I really just want to wrap it up with this opportunity for you to kind of look at the crystal ball and see, tell us what you think is coming, even though I know that’s challenging in the technology that’s changing so rapidly. [00:32:12] David Berkowitz: Well, I think where we’re getting is, it is veering into what sci fi has done so well, right? Like, I mean, one of the funniest things about how pop culture and entertainment predicted AI is if you look at Steven Spielberg, one of the great prophets of the modern era no one talks about his movie AI.

Right. Everyone needs to pay attention to minority report, right? Minority report is really what foresaw this, this age of AI, especially when it comes to personalization and, you know, the ads that talk to you and respond to you and know exactly who you are. Even if it’s not exactly going to be using, you know, Iris scanning and the like meta.

And if you look at Tom Cruise movies in general, he’s also a good one to watch here because cause so many things that I thought were just either the coolest thing or the scariest thing I ever saw in a mission impossible movie. And now wait a second, like you can get this on your watch or your phone or something.

I’m like, what and the, the other ones that, that come up a lot, her for sure, which is. Which is scary as we’ve got a society in the U. S. And more broadly, especially in a lot of rapidly aging societies that are having major loneliness problems. And so I think Trying to find the right ways where AI can be helpful.

And also where you need to draw the line, and essentially cut it off and where those, guardrails need to be built into the technology versus also how you’re using them even for one’s own teams, right? Like you can surround yourself with this whole AI team. But A. I. Is not going to be designed to challenge you might give you a different answer.

Something like that. But A. I. Is really going to be designed to prop you up there. So, this idea that we’re going to have to grapple. With potentially a further declining social skills and how we correct for that. I mean, I think that there’s some Big social factors just beyond where the job market’s heading that are going to be big challenges.

And then, the other movie and comic book reference that was also brilliant is Jarvis from Iron Man. And so We increasingly have elements of that today. And what it did with play. ai, that gets us a little bit closer. There’s a fascinating company called Haygen where you’ve got video versions of that or Sunday Sky, where you can create personalized videos at scale, whether you’re using, say your head of sales is that persona or an entirely AI generated one.

Where does that build trust among your prospects and customers help save them time and deliver on some of your brand’s promise? And where does that really weird them out? Where does that then work against you? This kind of push and pull and stuff we’re gonna be grappling with for quite a while.

[00:35:27] Mike Allton: I love your reference of Jarvis. That’s spot on. And Minority Report in particular, that was very prescient. That’s something that Katie Richman and I talked about a lot last year. She’s going to be here on the show in a few episodes. In fact, her AI startup, Is very much inspired by and doing a lot of the same things that we saw in Minority Report, the contextual advertising.

As someone’s walking down the street, they will get advertising based in combination of where they are physically and their past preferences and the people around them. It’s fascinating where this industry is going. And thank you, David, so much for sharing all these insights. It’s been a Absolute joy. I have this conversation with you.

For those who want to learn more about you, where can they go out and find you?

[00:36:11] David Berkowitz: I’m Dee Berkowitz. Most channels probably more active on LinkedIn these days. And always welcome to have your guests be part of A. I. Marketers Guild and just go to A. I. Marketers Guild dot com and also pretty easy to reach from there, too. [00:36:25] Mike Allton: Fantastic. Thanks, David. We’ll have all the links in the show notes. Thanks to all of you for listening today. Don’t forget to find AI and marketing unpacked on Apple and leave us a review. We’d love to know what you think until next time. Welcome to the grid. Thanks for joining us on AI and marketing unpacked.

I hope today’s episode of AI in Marketing: Unpacked has inspired you. Actionable insights to integrate AI into your marketing strategies. If you enjoyed the show, please subscribe on your favorite podcast platform and consider leaving a review. We’d love to hear your thoughts and answer any questions you might have. Don’t forget to join us next time as we continue to simplify AI and help you make a real impact in your marketing efforts until then keep innovating and see just how far AI can take your marketing.

Thank you for listening and have a fantastic day.


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Today’s Biggest Trends in Marketing Innovation with David Berkowitz

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