Welcome to Artificially Intelligent Marketing, a weekly podcast where we stay on top of the
latest trends, tips and tools in the world of marketing AI, helping you get the best
results from your marketing efforts.
Now let's join our hosts, Paul Avery and Martin Broadhurst.
Welcome to Artificially Intelligent Marketing, a podcast for marketers that goes into all
the aspects of how AI can help them improve their marketing efforts.
I am joined today by the man, the legend, Martin Broadhurst.
How are you, Martin?
I am splendid on this fine Friday.
It's absolutely just cleared up outside, blue skies, but if we'd have started this podcast
recording about 15 minutes ago, I don't think you'd have heard me due to the incredibly
loud hailstorm taking place.
You'd have been washed away.
Are you sure that hailstorm wasn't a hailing down of AI related news stories?
It does feel like that, doesn't it?
It's been a bit crazy this week, isn't it?
I read on a forum today that 2023 has been an interesting decade, which I thought was
quite apt, but then I sat back and thought, actually, I think March 2023 has been an interesting
decade and it hasn't even ended yet.
Yeah, just like the last four nights.
Madness, madness.
So right, a deep breath.
There is so much to cover today.
We're going to try and rattle through it, waffle less than usual and give you hopefully
just the salient facts.
Don't point that face at me, Martin.
I don't want to over promise.
That is true.
I'm waffling now.
It's been already broken.
I thought it was straight.
Right.
This is what we're going to talk about.
We're going to talk about Bard, ChapGPT plugins.
We're going to talk about camera AI, Adobe Firefly.
That sounds like a bit of a wrap.
We're going to talk about Nvidia foundations.
We're going to talk about how Bing got an image generator, Runway ML teased the launch
of their text video and Microsoft published 150 page paper on why GPT-4 is a big leap
forward and a strong step towards artificial general intelligence.
We're also going to look at what this means in relation to OpenAI's recent paper on what
this is going to mean for people's jobs.
We're going to use it to our usual look at tool of the week.
We've got a couple of those in there and we've got a new section this week, which is our
Ninja marketing and sales application of AI.
Tell you a little story about what someone's doing and it's way around to the end for that
because you're going to go, sorry, what?
How can I do that?
Because it is rather cool.
Right.
Let's get cracking.
Let's talk ChapGPT plugins first of all.
So yesterday my LinkedIn and my WhatsApp, thanks to Martin, tried to drive my phone
into meltdown when ChapGPT launched its new plugins platform.
Is it a platform?
Yes.
Is it additions to how ChapGPT works already?
Yes.
It's kind of mad.
So what is it?
So in essence, people can now build third party plugins on top of ChapGPT.
And as a proof of principle, OpenAI is already built with few already, which includes things
like a web browser.
So for example, you can now query ChapGPT in natural language like you've been doing
already, but it can now go visit a website and collect information that it thinks is
relevant to your query and then bring it back to you.
So the criticism that many people, including the folks on this podcast have had of ChapGPT
is that it's only trained on data up to the middle of 2021, but now it can go visit the
web.
Assuming it goes to the right places.
That's no longer a criticism anymore.
They've also partnered up OpenAI with around 20 sort of initial providers, including Kayak.
So you can now ask ChapGPT to go and find you hotels, flights, et cetera, based on a
brief you give it.
So I'd like to go to Paris at some point in April.
I'm not willing to spend more than 400 quid, but I want to stay in a three star hotel,
go and find some options and then book it for me.
Pretty awesome.
And also Zapier is included in that Zapier, Zapier, which in essence allows you to connect
ChapGPT to 5,000 other apps.
So you can ask for things in natural language and it will do it like add this person to
my CRM, look for this piece of information in the spreadsheet, yada, yada, yada.
So that's, that's pretty crazy.
First thoughts on that, Martin.
When I saw that Zapier was one of the launch partners, I knew this was interesting.
Immediately you just go, Oh wow.
They have really unlocked like they say 5,000 other apps that has access to.
We were impressed the other week when we looked at ChapGPT being integrated into HubSpot with
ChatSpot and EinsteinGPT.
This is a whole leap forward yet again.
So think about all of the integrations that you're going to be able to do.
First I'm very excited to get my hands on that particular integration, but yeah, first
thoughts were, wow, they are serious, aren't they?
This is a platform play that is a big move and very exciting.
Yeah.
I think the platform play is really interesting one because what does this do?
I mean, this basically opens up the opportunity for others to build plugins on top of it.
So in essence, this is the first formings one assumes of like an app marketplace for
ChatGPT.
Yeah, very much so.
And if you look at what that's done for other businesses, take the example of Salesforce
App Exchange.
That's something that has its whole ecosystem all on its own.
I was to quick Google search before I jumped into this.
1.6 billion USD is the value of that marketplace.
That's the Salesforce one.
How big is the ChatGPT marketplace going to be?
Absolutely.
I saw a comment on Twitter that the way this is going, we're going to be spending 90% of
our time at work in front of a ChatGPT style interface, whether you agree with that or
not.
But that's kind of insane when you think about how fundamentally it will change how we work
and therefore the ecosystem around that and how much value it's going to create for the
people who can come up with the killer apps, which of course was the race in the smartphone
era, right?
So, yeah, angry birds coming to a ChatGPT window near you soon, except for you have to ask
them what to do instead of clicking.
Yes, very, very cool.
I think the other thing, and I'm not a developer, so I can't really comment too much on this,
but I did see something on Twitter which I thought was amazing, which is that it sounds
like it's super easy to create your own plugin.
So to quote Mitchell Hashemott, who was on Twitter, he wrote, you write an open API manifest
for your API, you use human language descriptions for everything, and that's it.
You let the model figure out how to auth chain calls, process data in between, format it
for viewing, et cetera.
So this is my complete layman's interpretation of that.
All of the complexity that would usually come with building an API that can ensure data
is moving between systems and being effectively read and interpreted by open AI system and
ChatGPT is massively simplified because ChatGPT in essence does a lot of the heavy lifting
of figuring out how your plugin should even work.
Is that how you interpreted that, Mime?
Yeah, exactly.
And Greg Brodman, co-founder of open AI, basically confirmed that you write your instructions
in human language for the machine to read and go, oh yeah, I got this.
I can turn that into an easy plugin.
No problem.
Yeah, you leave it to me.
It's mad, isn't it?
It's mad.
So we've been thinking like, what does this mean for marketers?
And there's so much stuff to try and unpick here, so we'll crack through a few bits.
I think the first thing is expect a lot more tools to emerge that let you do a whole host
of things, right?
Creating content based on info that you provide it access to.
So an example would be you had a G-Drive folder with 10, I don't know, PDFs or HTML articles
or something that in essence was the briefing material that then ChatGPT could create the
content based off the back of that, not just its prediction engine based on what it's been
trained on.
You can go query your CRM database and ask it questions about your leads and your customers
and who bought the most X from us last month and that type of stuff.
And you can carry out a series of actions that automatically that would normally take
a series of clicks, but driven by a natural language request.
So it's almost like asking an assistant to go look in a spreadsheet or database or folder
or email or something to go retrieve a bit of information for you and potentially even
synthesize and summarize and tell you what's important from it, right?
So that's pretty, pretty cool.
I think the other thing that I've been thinking about, Martin, is if it's really that easy
to build on, we might find that marketplaces pop up that make it easy for you to basically
request, if you're not a developer, your own specific plugins that you can buy for your
own use cases and you can get them built at a very low price point.
So one of the ideas we were throwing about is I would love to be able to just ask questions
of our project management system here at Biostrata in natural language and have the data fed
to me, like how long on average does it take for us to write a blog post?
I can do that.
We have dashboards that we built for that, but it's pretty painstaking.
It'd be pretty awesome if I could just ask TrackGPT to go surface that data and understood
what I was asking for.
And if it's that easy and the price comes down low enough, you won't even have to buy
commercial tools.
You might be able to get ones made specifically for you.
So those are some of the things I was thinking on.
I know you had some questions about what does this mean for SEO, Martin?
Yeah.
I mean, well, I mean, I don't really know the answer.
We were talking about it on WhatsApp when we were saying, how does this impact, if this
fundamentally changes the way that we interface with computers and technology wholesale, right?
Now that this can go out and browse the web, now that this can go and literally do the
search on Kayak, now that this can do all of the things that you just explained, when
am I going to Google?
Just how?
And if you think about what that means from, even if it's just a small percentage drop,
let's say, let's say it's a 15, 20% drop in me going to Google, like to begin with, that's
a 15, 20% drop in revenue for Google.
That's not insignificant for a company that is striving for continual growth year on year.
For SEOs, how do you optimize for this?
How do you make sure that your content is seen first?
I just think it fundamentally is going to shift the way that we think about channels
for marketers.
If you are a software, if you've got anything like a digital product at all, so software
companies, right?
When it's a startup, one of the first things that they look to integrate with will be something
like Zapier, right?
Because it immediately makes your product accessible to a wide range of other people.
Some people might integrate with, is it Microsoft Power Automate or something like that, and
to access that ecosystem.
The first integration that software companies are going to be doing now is a plugin with
ChatGPT.
I think it's absolutely spot on and it makes me think of the quote from Mark Andresen Horowitz,
who said, I don't know, it was about a decade ago, wasn't it?
The software is eating the world.
I think that was absolutely true then.
But software in the form of ChatGPT plugins could really eat the world as we know it,
including eating all the software that came before it.
So software is eating the software that's eating the world, or I guess more accurately,
ChatGPT is eating the software that ate the world.
Because I think you're absolutely right.
One of the things I saw on the Twittersphere yesterday was, will there be a rush of websites?
Because you can block your website from being accessed by ChatGPT so that it can't go query
it.
Will we see a rush of, especially the bigger publishing houses blocking ChatGPT from being
able to go to their website?
Because in essence, it means a user doesn't have to.
And will that drive even more the emergence of pay to access content, gated content?
Because in essence, ChatGPT will be surfacing information, but not really necessarily passing
on any credit per se to those websites, maybe a provider link.
But what if I click a link if I thought my query had already been answered?
I don't know.
And OpenAI have kind of acknowledged this themselves, haven't they?
They said, look, this is going to change the way that people interact with tech.
And we're aware that we will be taking some traffic away from places.
And yeah, they pretty much thrown a hand grenade into the content mix and said, we appreciate
your feedback on how we can figure this out.
Yeah, what was that quote I sent you?
I can't remember it.
But in essence, it was that.
It was like OpenAI went, yeah, this is going to cause some real major changes in how people
create and consume content.
And we don't know the answers.
And then just sort of went, now everyone, this is your problem.
Go figure out.
We appreciate that this is a new method of interacting with the web and welcome feedback
on additional ways to drive traffic back to your sources and add to the overall health
of the ecosystem.
Right.
So no solutions whatsoever there then?
As you said in the chat, and grenade dropped into the into the content marketing and SEO
world.
Yeah.
Good luck, guys.
Yeah.
I mean, to be deliberately provocative, written content marketing in its current form could
be about to die.
Right.
Because if your primary goal is to drive traffic to your website, gain subscribers, etc.
This might make that significantly harder.
If your primary goal is to be seen as a thought leader and chat GPT ends up somewhat surfacing
information or giving credit to where the insights came from and names your company
or your brand or you as a person, you could probably still get some of the value from
it.
But I think it puts a real pressure on that some of those content marketing models, because
if you can't get people on your site, you can't get them to convert and subscribe or
become a lead or all the other things that typically content marketers would do.
I still think things like people talking nonsense on podcasts, just like this one, can still
be a very useful way of just bringing some extra insight to things that you might not
find even chat GPT can't find because it's coming out live and clearly unfiltered out
of our heads, Martin.
But yeah, it's OpenAI shaking the tree rather aggressively here and I think I heard a creak.
Yeah, absolutely.
So I think we've probably covered plugins in enough depth there.
Agreed.
Tell us about Nvidia, what they've been up to this week.
Right.
Yeah.
So Nvidia Foundations, a big announcement from Nvidia.
They've been doing a lot of work.
If you don't know this company that we might familiarly think of as being a kind of graphics-based
business with interests in graphics cards and things like that, they are heavily invested
in AI and they made a big announcement this week about Nvidia Foundations, which is basically
their cloud services that you can then build on top of.
So you can do generative AI, they've got a thing called Bionimo or Bio-Nemo, Picasso,
which is a suite of tools.
They've got their own custom large language model, visual models, which can be tailored
for domain specific tasks.
So where we were talking about Bio-GPT the other day, they've got this Bionimo model,
which I think we'll cover in more detail in a future week once we've had a bit more time
to digest exactly what it means.
It's available and accessible via the browser and it's simple API plugins.
So again, they're pretty much doing what OpenAI is doing and saying, hey, we've got all of
these tools, developers, please come and use them.
You can access these tools, you can build your products on top of them.
In terms of their launch partners, Adobe, Getty Images, Morningstar, Shutterstock, they're
all collaborating on the product and they're saying they can be used for things like chat
bots, customer service, content creation and digital simulation as well, which is an interesting
use case.
Obviously very big on the graphics and visual side of things.
They're not surprising given Nvidia's background.
So why is this interesting to marketers?
I mean, most of this is about content production, right?
So this is about streamlining content creation and very much focused on enhancing and making
more efficient the kind of creative workflows.
So if that's your space, I think there's lots of interesting things going on there.
What they are saying though, and I think what we need to think about is this is just further
accelerating AI adoption, right?
There's new ways to use AI, new tools are going to be coming out, new products that
have got more AI baked into them.
If you have a product that isn't using AI tech, if you've got a digital product and
you're not looking at how this can be used to improve or enhance your digital offer,
you will get left behind.
You will be a laggard.
So yeah, I think this is just, you know, new set of tools that developers can access and
that's really the headline.
Go check it out, particularly if you're making a product in the creative industry space because
Nvidia is looking to help you make better use of your product and tech.
Absolutely.
So many things to dig in there, work for Google and just see if any of those particular cloud
services are going to be relevant for perhaps the niches that you work in.
Mark mentioned BioLimo, which is obviously a very life science specific and something
I will be having a look at and a play with over the next week and maybe we can return
to next week as you said.
But yes, go and have a play, go and have a look.
Right.
Let's talk about Bard.
For long, because honestly it doesn't warrant it.
But Google went, oh no, let's get involved quick.
We can do this chat bot thing too.
And so they announced Bard, which is their chat cheapy T equivalent, and they made it
available by a waiting list and actually quite a few people I know got approved quite quickly.
Not me.
If you're listening, Google, so I can't say that I've played with it directly, but a lot
of the feedback that I've had from people I know who are playing with it is yeah.
I mean, this is kind of old news at this point.
I think some of its advantages is that it will retrieve info from the web a little bit
like Bing, not just its training data.
So three chat GPT plugins.
So 48 hours ago, that was kind of cool.
Less cool now.
But I, yeah, I think in essence here, what's important for marketers is the Google is clearly
trying to play a bit of catch up here, maybe not doing a great job of it, to be honest.
It's probably still worth getting yourself on the wait list and having a play if you
get approved so that you can see how you might use it for content generation, brainstorming
ideas, that type of thing.
Anything that you might use chat GPT for really, just to see if you can get better results
or different types of results with Bard.
It's also a general business use of certainly Google apps users maybe gives us a slight
insight into what we can expect when Google launches its suite of tools for workspace.
And so what it might be like to have a chat system across Gmail, Doc Sheets, slides, that
type of thing.
But in essence, all you really need to know is Google is slowly but surely trying to edge
its way into this story, but still continually feeling like it's being left behind, to be
honest.
They are playing catch up.
I got accepted on after I got onto the chat wait list.
It was about 48 hours, I think from what I understand they are prioritising Google One
subscribers.
So if you have a Google One subscription, I think you get faster access.
I do.
Oh, okay.
Interesting.
Yeah.
Well, mine was pretty quick.
It came through, like I say, within 48 hours.
It's been interesting to have Bard open as well as Bing chat open as well as chat GPT
and just running the prompt side by side.
At this moment in time, I don't think there's much in it between Bard and the Bing chat.
I still think GPT-4, even though Bing has GPT-4 integrated into it, I think when you
use it in chat GPT, it just feels different.
That's my...
I think Bing's been shackled.
When I ask it certain questions, it's like deliberately not trying that hard and being
super safe with what it tells me to the point where it's like inane what it tells me at
times.
Yeah, I think that's probably a fair assessment of it.
My immediate impressions, and this was kind of knee-jerk, I'd been playing with it for
ten or 15 minutes.
Bard is kind of chat GPT, GPT-3.5 with a few links.
And at this point, given how fast things have accelerated, that is old.
I mean, we're talking, that's November.
Yeah, that's pretty real at this point.
It feels like a different world and they are playing catch-up heavily.
So yeah, it's worth more and more conversation, I would say.
Agreed, Amundo.
Let's get into creative.
A lot of people will be listening to this, marketers where creative strategy and execution
will be a part of their jobs.
There's a raft of creative driven launches this week.
Why don't you tell us a little bit about what Canva had to say?
Yeah, so Canva had been teasing these 10 new gifts and they announced them at their Canva
Create, their annual conference showcasing all of their big product updates.
And in total, 10, well, 10 new gifts as the title suggested it would be.
Magic design, magic draw, translate, magic eraser and edit, beat sync, presentation generator,
magic write text to image or an evolution of, plus create an animation, a new brand
hub, bonus features, including all sorts of kind of professional things that you get in
more Adobe quality products, stuff that people have been frustrated about with Canva for
ages.
But in terms of the AI element, there were some really interesting ones.
One in particular that stood out for me, and I think this just goes to show how fast the
scene is moving.
So when Google launched their Pixel smartphone last year, I don't know if you remember the
adverts for the Google Pixel 7, I think it was, the big feature that they were really
pushing on was the magic eraser.
You take a photo and you can scrub out an item.
And that was like their lead thing.
Like you want to do this thing, you can do this right on the phone.
It's amazing.
Well, Canva just announced that feature as like one of 10 or 15 different features and
you can do it like, there you go.
Yeah.
The main reason to buy that smartphone, which is the best part of a thousand pound, you
could just do on Canva for like a 10 pound a month subscription and they'll probably
have it on the app as well and anyone can do it.
I mean, that's amazing.
They've also integrated magic edit.
So if you've done in-painting with Darley on OpenAI, where you can color in a bit of
the, or kind of mask off a bit of an image and then describe what you want to see there
instead, that's now baked into Canva powered by stable diffusion.
So they're clearly working with stability AI there.
It looks cool.
It looks really interesting.
They've expanded the magic write option.
So last year they introduced AI text generation, which was specifically for the Canva docs.
So like Google docs, the word processing element of Canva.
They had it in the long form editor.
They've now made that available across the suite.
So anywhere there's a text box, you can now use AI text generation.
And cool feature that I really did like is that they've now integrated 19 languages with
this as well as an in-situ translation tool.
So you can just, whatever you've written, translate it on the fly and it translates
it in your design there and then.
So for marketers, particularly those that are working globally, they have different
audiences, you can within one suite, without having to jump and change to different places,
you can do it all in one streamlined workflow.
Yeah.
So, I mean, there's too much to go into in terms of the announcement.
There's a whole raft of things I haven't really touched on.
The beat sync, which is a video editing thing where you drop your audio and it will automatically
cut your video in line with the beat of the music and video and synchronizing.
And I can't even really get the words out to describe it properly, Paul.
It's just so much.
It makes me want to put a backing track on this video and then just have it cut between
you and me insanely fast to some crazy techno beat.
Not because it has any real value.
The poor listeners are at this point of thinking, surely there can't be any more announcements.
Oh, but there are.
But before we get to them, you were thinking, I think, through some of the sort of second
order effects that you get from this explosion of AI powering creative tools.
We'll look at Adobe Firefly and Runway ML in a moment, but what are your thoughts here?
Yeah.
So I think it's great that everyone has these new capabilities, but actually when you think
about workflow, we're going to touch on this later on in the podcast in terms of the impact
on the labor market.
This just enables people that didn't have skills in a particular area before to suddenly
have those skills.
A really nice example that they show in the kind of presentation is they've got this animation
tool.
Now, previously you'd need an animator or someone that knows their way around any of
the kind of video production tools to be able to add that on.
But now your marketing exec who has had no video production training can create that
little graphic that adds that little animation.
So it reduces the need for those specialized design skills.
You don't need to outsource as much.
One person can do much more.
I also like the fact that the translations are baked in.
So again, just wider reach opens up more possibilities for your marketing.
You don't have to...
There's still always concerns around if that translation accurate.
It's always worth getting a sense check.
In terms of workflow, all of that piece is just sped up.
I think there's much more efficiency gains from having everything just in one suite of
tools.
We didn't touch on some of the branding pieces as well.
There's a really nice feature that they use.
I don't know about you, Paul, but you've probably undergone during your time in business or
helped to manage a couple of rebrands or redesigns of things.
Sometimes they're big, sometimes they're small.
Sometimes a small one might be that a logo has been updated, but that logo sits on hundreds
of documents.
So now you've got to go through and update hundreds of documents.
These might be templates, brochures, whatever.
Canva has done it so that that's just a one click process now and it rolls it out across
all of your templates.
There you go, done.
Yeah, that's insane.
In leveraging the power that comes with AI to do that in a much more intelligent way
than would have been done before, you'd have to even one click tools from a year ago would
get it right for a few templates and completely mess up how that should have been applied
to a bunch of them that you then have to do manually.
So the context awareness of a lot of these tools has improved a lot, hasn't it?
I think you're right and it's interesting.
Let's talk about Adobe Firefly briefly because it's kind of similar.
So there's a waitlist opened up for this where it will create images from a prompt, so very
dually, journey-esque, replace sections of an image.
We're now starting to talk about these things like they're so passe, we're like, well, of
course, isn't that easy?
And it's like, if someone said a year ago, you'd even be able to do one or two of these
things, you'd be like, oh, wow, that sounds amazing.
Some crazy wizardry is involved in that.
But no, these are just a bunch of bullet points now that come as expected.
One of the things I liked about this, and I haven't got access to the BT yet, so I haven't
played with it, but some of the demo videos were, of course, the cherry pick things that
look amazing rather than things that don't work out very well, was generating effects
and designs to lay on top of text.
So in essence, I think in one of the videos, they're going to write the word yum, but they
want it to look like a baked cake with chocolate dripping off of it.
And it looks really good.
And then if you don't quite like the way that the chocolate's dripping, it gives you multiple
options of how the chocolate might drip off those letters.
And you can basically write anything you like in a whole host of whatever creative styles
you can imagine, which is kind of really cool.
Then there's the generation of custom vectors, brushes, and textures.
So in essence, I think of the example is there's like a dog, like a poodle maybe, and they
select the dog's hair because it's got quite a big fluffy head and turn it into a brush,
like a context-aware brush that they can basically expand the hairstyle out and give it this
crazy massive hairstyle that looks exactly like it should because this smart AI driven
brush doesn't just mimic that piece of hair it was trained on.
It understands how that hair would look over on the other side of the head or if it was
made to be much bigger, which is really, really cool.
And then there's a bunch of stuff in there as well around editing video and 3D models
and all those other things.
So it's really cool.
I recommend going to the firefly.adaby.com website to have a look at some of those things
because they are amazing.
Recoloring vectors, just imagine, right?
You get a load of icons off of adaby stock, I would assume, but maybe shuttlestock or
whatever.
And then you just type in the box what your brand colors are and then it intelligently
does that, not just to simple icons, but complex icons or even full vector images would be
really quite cool and fun.
Again, my only real fear with some of these things is because I completely take your point
and I think it will have a big impact, Martin, that people without design training can now
get really good design results.
But I think, A, it will funnel us all into a very templated world.
Oh, there's another word with where the word looks like it's got chocolate dripping off
it, but they all look a bit like that because now everybody just uses Firefly to do them,
right?
That's just the text example, but you could definitely imagine the types of banner images
and social images and brochure templates and stuff that Canvas got and everybody's just
looking the same because they do it for speed instead of differentiation.
Let's not forget, creative branding is about being memorable.
It's about standing out.
So taking these shortcuts is probably going to make sense in some cases, but in other
cases, it's going to actually achieve the opposite of what you're trying to do.
So I think in those cases, being able to really go through a proper creative concepting process
with creative directors coming up with a novel idea that is the essence of your brand, doing
the research to make sure it's really going to differentiate you from your competitors
and it's aligned with who your brand is and the benefits you bring and what the personality
of your brand is and all that stuff.
And then executing that with a level of finesse and customizability that these tools can't
give very easily, right?
You can't go in to these tools at the moment and make minor tweaks to the output.
I think that will come very quickly with Firefly, if I'm honest, because of course, it can give
you your creations, port them straight into Illustrator or Photoshop and you can tweak
away to your heart's content.
So I do think there is still a space for that level of design excellence.
It's just the quick and easy things are now even quicker and even easier and probably
maybe designer in the loop, not so required.
I think it's all about the application, isn't it?
Where are you using this?
If you're putting together an internal presentation for the board, you don't need to spend hours
crafting that presentation anymore.
You can stick your data in and Canva or Microsoft Copilot or Google's AI workspace will just
create the deck for you.
So that job that would have taken you a couple of hours to do is now you've got the data,
stick it in, tell it the story you want to tell, it's done.
You don't need it to be brand creative, workshopped.
No, it's just, it's functional.
So functional design like from Earth, but it doesn't need to be memorable, it needs
to be work that will be made much easier I think.
Often within deliberately restricted brand guidelines to keep stuff on brand.
It's almost like probably the tempted approach in the use case you just described is actually
useful for keeping things restricted.
I think you're right.
I think they'll find their place and it will be human in the loop where humans bring unique
value and then AI in the loop where speed efficiency and automation and to be honest,
operating within a set of rules is valuable.
Cool beans.
Let's do one last design driven one.
Like this is a throwaway piece of news.
It's like, oh my goodness.
We've talked so much about design.
Let's just do this one quickly.
RunwayML teases the launch of text to video with a really brilliant teaser video of what
you're going to be able to do.
So in essence, for those that don't know, RunwayML is like a suite of video and image
driven AI tools that can do all the standard things we've been describing, but some also
pretty cool stuff in between like some of the object removal that Mark was talking about
for Campbell, but with video.
So you do a video and there's somebody in it you don't want, you can take them out.
But what they did a couple of weeks ago, maybe a month ago as they launched Gen 1, which
was you would do a video on your phone and then you could stylize it and really make
it look pretty neat.
And I think we talked about the Indiana Jones example in a previous episode with the launch
of Gen 2.
Now you can do something similar, but you don't have to give it a video to make a stylized
video.
You can do video to video like that.
You can do image to video.
So you give it a stylized image and say, make a video of this, but you could do text to
video, text to video.
So we're talking earlier about giving non creatively designed people, videographer, non
videographers, non designers access to tools where they can get reasonable results where
they happen to have all that skill or training.
And what Gen 2 is suggesting is going to be able to do is give us the opportunity to be
able to produce interesting video content without actually having to capture any video,
which is right what we want.
The examples on the announcement were brilliant.
I love the one of, there was someone had some books and they just did like a very short
clip of the camera kind of zooming in, getting a closeup of these books that are stacked
side by side.
And then there was a prompt, which is something like turn this into an aerial shot of the
New York city skyline or something.
It was along those lines.
And that video was then magically transformed into a skyline of the modern metropolitan
city with skyscraper.
Yeah, that was cool.
That was cool.
There was an example of show a surfer catching a wave as well, which was a text based prompt
that produced a pretty interesting video.
I think one thing that I still know is that the videos are far from real production quality,
right?
Like they look a bit rough.
They remind me of my, I would love to say worst outputs from Dually, but probably my
average and near best outputs Dually where it like looks kind of cool, but there's enough
clunky bits in the image that like don't look that good.
So that's where this technology is at.
So I think it's more of an example of what's coming.
This is like being a production ready tool, you know, never need to use a videographer
again, just explain to runway what you want.
And you get this thing that you could, that Nike could create a commercial off the back
of.
I think it's interesting as well.
Was it, was it, was mid journey five just released as well?
Yeah, mid journey five.
The image quality there looks really good.
Portrait looks stunning.
And look at they're incredible.
And there's been some examples going around, I think is it Obama and Angela Merkel like
having on the beach, having tea on the beach, looking pretty photorealistic.
So so we're getting there on the quality of image front.
And do you see the Trump one?
Sorry to the Trump getting arrested one, which this week of all weeks has caused a bit of
a, you know, talk about fake news and deep fakes like that one's actually got people
a bit riled up.
And thinking it's real, right?
Because these were drifting into deep fake territory with how good the quality is getting.
If you look at how to be firefly, the text examples I described, they are production
ready.
Like you could drop those on a big glossy billboard on London underground and people
would think they're professional designer put them together.
If you contrast that with even as little as three to six months ago, people with eight
fingers faces that look like ghouls.
And the only real way that you could get a decent image is deliberately doing something
impressionist like the best results I've got from Dually to still today.
When I say give me a painting in the style of Monet, because it's impressionist by default.
And so the fact that it can't, it kind of doesn't really understand what the shapes
are doesn't really matter.
But yes, with some of these examples that we've seen from from mid journey five, we're
getting there, that's kind of scary in itself as well really.
Do you know, I would say mine, I'm a bit of a tech nerd.
So when all this stuff is launching, I'm like, oh, so excited.
Oh, so excited.
This week is the first week where I've been like, a little bit afraid.
Because this train is starting to like, like, it's flying, it's going to come off the tracks
if it keeps going at this speed, right?
And either, I try and process it in my brain, either all of these companies have been working
on these things for months, which I think is highly likely and that everything needing
to be launched at once because the opportunity is going to be gone is driving so many launches.
I think that's a big part of it.
But you've got to wonder how much having access to these tools a year ahead of where we are
now because of course, in the labs are going to be ahead of us is enabling faster development.
And we're really hitting that exponential curve, right?
We talked earlier about chat, GPT being able to basically do half the lifting of building
a plugin for you by just explaining what you want.
Well, if you work internally at OpenAI and you've got access to these tools, how much
quicker can you develop and ship updates to your software because you've got all these
assistants.
So we, I tried to imagine what the exponential curve of AI would look like the last two weeks,
like what's next week going to bring?
Where are we going to be by the end of 2023 if we're on that curve?
Just look back at the tweet from, I forget, was it Sam Oldman or was it Greg Brockman?
One of the leadership team at OpenAI when chat GPT came out around Christmas time, I
might have even said it in the first podcast, they said, we will look back in a year's time,
we will look back at the AI that we have today, I think it was basically quaint.
And already, we're three months out from that tweet and already we're dismissing Bard as
if it was a complete non-entity.
Right.
Yeah.
And all these technical wizardry and all these design programs as being table stakes.
Yeah.
It's insane.
And probably, this is the last set of stories for today, a good point to actually switch
into speaking to some of these research papers that have come out, Martin, that I know you've
been diving deeper into.
What do you want to do first?
Do you want to do OpenAI's impact on the labor market or what do you want to look at the
AI?
I think the AGI one is a good one because this one concludes with some of the labor
market stuff.
Okay.
So the Microsoft research team obviously had access to GPT-4 for a while while they were
integrating it with Bing.
They've had access to it and they said, actually, this is probably a good time for us to write
a paper on this because this is quite an incredible piece of technology.
So they've written a report saying that this is the spark, well, these are the first sparks
of artificial general intelligence.
And then proceeded to write a paper that explains why they think that is the case and why this
is beyond just a simple artificial intelligence, which can do a narrow range of tasks that
it's trained to do.
But actually, we're heading much more into something that has an understanding of the
world beyond what it's kind of trained to do.
And there are some fascinating little insights in it.
So just as a, in fact, today we got as a side note to that.
The first article today that I've read confirming GPT-4 as a one trillion parameter model.
So I saw this article shared.
I forget the source now.
There was an article about Elon Musk's relationship with OpenAI, but within that is clearly a
well-sourced article that mentions that GPT-4 is a one trillion parameter model.
And I think this really shows if you just play around with GPT-4 and GPT-3.5, you see
big differences very quickly.
So going back to the researchers, they've laid out a series of different tests and experiments
that they've done to demonstrate the capabilities.
And one of the things that they're uncovering is that the text model has a very solid understanding
of spatial reasoning.
And so there's a couple of examples of that.
One is that they asked it to draw a unicorn using TXE code, which is something I'm not
familiar with, but it's a kind of diagramming code.
And it did it.
If you look at the GPT-3 version of it, it was just basically a hexagon with a square
on the corner.
The GPT-4 one does a pretty good example of it.
Then they edited it.
They took that graph, took away the horn, and then asked it to add the horn onto this
and it mapped it on again.
That wasn't a visual input.
They just put the code in and said, add a horn for a unicorn onto this.
And it was able to do that.
There was a really interesting example with navigating a map.
So using a text chat, so back and forth, they said, you are basically walking through a
building, go straight ahead, now enter the room.
There are four doors, turn right, you now enter another room.
There are two doors, turn left, and so on and so forth.
At the end of this chat, which saw it walk through a room taking, I think it was 11 or
12 moves through this space, at the end of the chat, they asked it to summarize and describe
the building that it was in.
And it gave an example of where it was talking about, it started off in the living room,
the living room leads onto the hallway and onto the kitchen.
We went into the hallway, the hallway had this, this, this, and this, and it perfectly
describes that room.
And they asked it to plot a map using, again, using code, using some sort of mapping model,
which I'm unfamiliar with again.
And it wrote the code for this map.
And then when you put the code in, it had perfectly plotted.
So that's a different modality.
It could take a text description and then turn that text description into a map.
So it was a kind of, again, a different kind of modality, understood space and time.
Separately to that, there was an interesting thread on Twitter where someone said, they
asked it, there's a diamond in a thimble inside a cup.
The cup, you take the cup into the bathroom, you take the cup out of the bathroom, put
the cup on the bed, you turn the cup upside down, you take the cup, put it on the table.
Where's the diamond?
And GPT-4 says it's on the bed.
GPT-3 is like, oh, it's on the table.
So GPT-4 has much better reasoning of the world around it.
A couple of other things, there was a Plato's dialogues.
They got it to do, to explain the dangers of autoregressive language models.
So basically explain the dangers of something like a text language model.
Of itself.
Exactly.
And they did it with ChatGPT and GPT-4 and got it to do it in the dialogues format of
Plato's dialogues.
And then got it to critique its own chat out with everything.
As a teacher.
Like if you were the teacher and then it was like, gave feedback.
Needed to improve, even though it produced it itself.
It was kind of mad.
Yeah.
And then they did a similar thing with patient notes.
So they did it in a medical setting, kind of described a situation and then got it to
write some patient notes and then got it to critique the patient notes.
And it, basically in the first patient notes, it had hallucinated something about BMI.
But the only way you can get the BMI of a patient is by knowing the height of a weight.
And one of those factors wasn't known in this text.
So when it was critiquing the patient notes, it said, well, it shouldn't have given BMI
because it didn't have all the relevant information.
So really the subtle little thing like that.
And there was an interesting example with sketch generation and possible applications
for sketch generation.
Again, using plotting, map plotting software.
So it can't, it's not an image generator, but you can get it through using code and
plotting graphs, that kind of language.
You can get it to draw sketches.
And it was asked to draw a sketch of a city building game, like SimCity or something like
that.
So draw a sketch of that kind of environment.
So it plotted out that, and then they took that sketch, put it into stable diffusion
where you can turn a sketch into image.
And then they had an AI version of a Sim building, city building game, created off the back of
a sketch.
And it was brilliant.
And it was much more detailed and realistic.
The final output from stable diffusion was much more realistic than when it didn't have
the sketch or if you just asked a text to image generator to create the model itself.
So I've got a question, Mark, because this is just being trained on a load of information.
These are, are these somewhat emerging capabilities?
They're not being, it's not like they trained it and they went, you know what I mean, Ray,
as if it could create a sketch by basically plotting things like a graph and then so we
can give it to me.
Like this isn't designed.
These are all, a lot of these are emergent behaviors.
Exactly.
The things that the model has, it's created an understanding of the world by having read
enough, a big enough corpus of text, which is basically everything ever, all of the time.
And it's now understood all of that.
This bar me the way that it can do it.
It developed a complex 3D game in HTML and JavaScript where there were these defenders
that kind of come out and block you as you try and move through.
And it was able to, it was asked to create this game and it did it.
If you tried to get GPT-3 to do that, GPT-3, the response to GPT-3 is basically, I'm a
large language model.
No, I'm not doing that.
What do you think I am?
Intelligent.
And then GPT-4 is like, yeah, I'll do that.
You know, I'll do it.
Rub his hands together, I'd love a challenge mate.
Last one before we move on, because we're going to run out of time, but tell us a bit
about the stack in the book.
Oh yes.
So it was asked to stack a book, nine eggs, a laptop, a bottle and a nail on top of each
other.
And they got chat GPT to identify how it would do it and GPT-4 to perform that same task.
And GPT-4 gives quite a reasonable answer where it says you would put the book down,
you would put the eggs three by three grid spaced apart, then put the laptop on top of
that.
So it's load bearing and it spreads the way evenly.
And then you put the bottle and nail on top of that.
And then you say, you think, wow, the reasoning, the ability to understand physics of the new
environment, brilliant.
But actually it was the chat GPT response, which I thought was brilliant because the
chat GPT said place the eggs on top of the nail, making sure they are balanced and not
tilting to one side.
Like you idiot.
This is absolutely just borked his understanding of the world there.
Nine eggs on top of a nail.
It does make me wonder if now I just want to go and ask it a load of questions from
Monty Python and the Holy Grail.
Like I want to say, what is the airspeed velocity of an unladen swallow?
And I want it to come back and say, is that an African swallow or European swallow?
So I can say, I don't know that and go flying off into the bridge of despair.
But yeah, it's kind of insane how its reasoning abilities are emerging, right?
Yeah.
And this leads them in the paper to look at the societal impact and it concludes with
this.
We actually have a section as well talking about being able to plug it into other tech.
So giving it connections via APIs and at least there's a day before the plugin announcement.
So I think if you look at the paper, you might have seen the plugin announcement coming out.
I like that.
Yeah.
But yeah, the societal impact, they do talk about AI could displace human workers and
reduce particularly the high skilled workers because when GPT-4 can do as well or better
than most humans on professional exams, we saw this with the bar, scores in the top 10%
of humans for the legal bar exam and it can start to diagnose diseases at a rate that's
as good or better than the average doctor, the status of these jobs could be diminished.
So that's an interesting thing for us to consider, which leads us to OpenAI's research paper
on the impact on the labour market.
So this came out on 17th of March and they basically looked at what GPT's generative
free-terrain transformers will do to the labour market.
They specifically looked at the US labour market and the headline figures are 80% of
the workforce could have 10% of their tasks impacted by GPT.
80%.
Most people will probably see their jobs impacted at least a little bit.
Yes.
And 19% of workers may see 50% of tasks affected.
So a fifth of people, half your jobs is being done by a computer basically.
Yep.
And the more interesting note from all of this is that it's the higher wage jobs that
face the higher, greatest exposure.
So legal, medical, scientific, you name it.
Very interesting there.
So it's going to have significant economic, social and policy implications, potentially
widening inequality, one of the big things that they've identified there.
So why does this matter?
Well, I mean, it's hard to argue why doesn't it matter?
This is going to change the way that we all work, the productivity that we get, but it's
also going to displace jobs and it is going to cause great inequality.
They did list in there actually as well, jobs that aren't going to be impacted.
And unsurprisingly, it's things like builders and people that work on oil rigs and yeah,
it's lots of manual work.
They lay that out and say, we're always going to need those jobs.
They're not going to be impacted.
Well yes, I agree with that, except for you've got Elon Musk and Tesla's Optimus robot that
they're working on.
And then there was a big load of buzz around them figure and it's an AI driven robots.
Can I just chime in on the Tesla hype cycle?
There was a great video that I saw the other day of, it was from 2014 onwards, Elon Musk
saying every year we are one year away from fully autonomous driving vehicles.
He has made that statement for the best part of a decade and Tesla are still no further
along than level two autonomy.
In fact, another car company has got to level three.
I think Mercedes is the first to get to level three autonomy.
So I take everything that Elon Musk says with a absolute mountain of salt.
Enough to give you the type of heart disease that you'd ideally want an AI's ability to
detect nice and early if you're going to be eating that much salt.
Now I take that point, Martin, we'll have to see how all that shakes out.
Maybe some of his promises will actually start to see some delivery.
Right.
Wow.
That's a lot to go through.
We do do tools of the week and bits and pieces.
So we're going to cram them on the end.
If you're on a, if you're in the gym, do an extra 10 minutes.
You're welcome.
You're going to be even fitter.
If you walk in the dog, the dog deserves it.
A nice, nice extra bit of sniffing.
So let's look at the tool of the week.
We'll be really quick here.
So we've been playing with a couple of tools.
I've been playing with ask your PDF and chat shape this week.
So in essence, these are chat GPT enabled chat bots that allow you to basically query
information from web pages and PDF.
So we'll ask you PDF.
You basically upload a PDF, like an ebook or a peer review paper or something.
And then it briefly summarizes it for you and suggests some questions you might ask
of it, but you can ask whatever questions you want.
And this includes being able to summarize the PDF and it's been working particularly
well.
I've been actually quite impressed with it.
I've read it somewhere by Stratas eBooks and asked some questions about it.
And I think the information was reasonable that it was surfacing.
So that was kind of cool, but I've mostly been using it to summarize PDFs instead of
reading the whole things at this point.
So I think it'd be down to the marketers who are listening to think about what other creative
things they might do with that.
The other thing I was playing with is chat shape, which is a Chrome extension that at
the moment reads data on a webpage and then allows you to query it with natural language
through a chat interface.
So in essence, you could go to Wikipedia and then you could just ask questions of the Wikipedia
article without actually having to read it.
I think this is interesting proof of principle, but I think when it's going to get really
exciting is when it can access all of the content on a given website, which at the moment
they don't offer, but they say is coming soon.
So I quite want to get hold of it when that happens so that I can give it access to all
of our resources section and blog section on our website and then allow people to ask
questions about life science marketing, where the information will be gathered from our
blog specifically and from all the different pieces of content that we've prepared.
Which is one of the use cases that OpenAI have talked about integrating knowledge bases.
They're going to be making that really, I think they're building their own tool for
that as well actually.
Which is what we'd be able to do because if you've got like an internal wiki or something
like that, it should absolutely be able to do that as well.
But I think your point is really interesting, because ultimately there's so many third party
tools that are being developed that Copilot released by Microsoft, Google's doing what
it does now, this plugin on top of ChatGPT, a lot of well-funded startups just went pop
because it's like, oh crumbs.
Now it turns out Microsoft's already doing that, well now you can do it in a weekend
using the plugin ecosystem, the ChatGPT.
So you mentioned Ask Your PDF, is that available for free?
Can we sign up today?
Yeah, so you can trial the chat shape and Ask Your PDF is free, or at least like the
use level I've been using it for.
I haven't had any pop-ups or anything telling me I've got to pay or anything now.
I didn't have to register, you go to Ask Your PDF and it's just got a window where you can
drop your PDF.
I would imagine, I personally wouldn't put any sensitive commercial information into
it that wasn't publicly available and could be found by other means, because who knows
where that PDF is going.
For obvious reasons, you're going to install the Chrome extension, you should know what
you're giving that Chrome extension access to, which is basically everywhere you go on
the web.
But yes, I think they're worth having a play with.
Right, last little bit, we're going to talk about this Ninja marketing application for
AI.
It's kind of a sales application, I guess really, but that was sent to me by a friend
of mine and it's really kind of cool.
Let me just, let me down there and just disappear.
Let me just dig this up.
Where's my link?
There it is.
So this comes from Spencer Scott on Twitter describing a strategy that was applied by
his friend, Mohammed Ammar.
So here's what, I'm just going to read it to you because I don't think I could do it
justice trying to paraphrase it.
So he says, my buddy Mohammed Ammar runs a software development shop.
Like every business owner, he wants more customers and historically some of his best customers
are Shopify owners that he builds custom apps for.
This is where it gets crazy.
So in essence, what Mohammed does is he pulls a list of a hundred thousand Shopify sites
with name, email, website, metadata, et cetera.
Maybe that's a bit too much, there you go.
Normally he would send some half, this is not my words, half baked shitty email that
would result in a 0.01% reply rate.
Well instead of doing that, he built the most insane tool I've ever seen.
He built a tool that takes all the data from Shopify store, trains GPT-4 on what the site
does in sales and then has GPT-4 come up with an idea for an app to generate all revenue
for the store and then pitch the app in a cold email.
He says, Spencer says, I'm not making this up.
The first email he showed me was GPT-4 pitching a bath bomb company.
The idea of an app that allows users to build their own bath bombs on the site.
The email was insane.
It gets even crazy because the owner responds with an email saying, hi, I love this idea,
but I'm not sure how it would work at scale with manufacturing.
Of which Spencer's friend doesn't know about manufacturing, so he has GPT-4 respond knowledgeably
saying I understand that you might have some concerns, but our app could look up your inventory
you have in stock and only allow customers to build products you already have.
So now GPT-4 is an expert in these challenges.
The person doing this doesn't even have to know or think about it.
The customer thought it was an incredible idea and wasn't ready to do it right now,
but really wanted to circle back to it.
Then there was another one that I have to tell you as well about for a socks company.
So it's an email that says, yo, some of this is blanked out for obvious reasons.
Can I just say I'm absolutely loving brand socks.
Your mission to support these people with every purchase is freaking awesome.
So I've got this amazeball idea for a Shopify app that will boost your sock game even more.
This is GPT-4 writing this.
Look at this, Socksess Stories, where your customers can share their coolest experiences
rocking their brand socks right on your store.
Think about it, happy customers, heartwarming stories, maybe even some selfies.
What better way to spread the love and ramp up sales?
Just thinking out loud here says GPT-4, which is not doing that.
But if you ever want to chat more about this or bounce ideas around, I'm all ears.
Keep doing what you're doing.
Your socks rock and so do you.
So get to reply.
Hi, person.
I'm not sure if this is another spam email that I typically get, but you had me at Socksess
Stories.
So I'd definitely be up for hearing more.
He sent this pitch to 3000 Shopify owners and is getting these incredible bits of feedback
because of how customized the pitch is, how interesting it is, and how creatively and
novel novelly the pitch is delivered.
All of it is being automated by GPT-4.
And the ad production will be automated by people who go, I like the sound of this.
Can you make it happen?
And then GPT-4 will make it happen.
And then he'll just be sat there going, this is printing money.
But I mean, it's insane, that story.
So I wanted to share that with everyone because I think as marketers, and we talk about a
lot of different things on this podcast Martin, there's still a massive gap that should be
filled by you, dear listeners, imagination.
What problems are you facing?
What do you need?
What do you wish that you could do?
Because if it's interrogating data systems, asking questions of things, getting summaries,
with the new plugin marketplace or platform from OpenAI, it's really going to come down
to what do you want to do?
What can you imagine that you might do?
What ninja use cases can you think of?
Because you're going to be able to potentially build things that are very, very customized
just to what you want to do.
And I found it's really exciting.
I agree.
It's a brave new world.
It is indeed.
And with that, Martin, we'll probably give people's ears a rest and probably their brains
as well.
I hope you took a billion notes, everyone, for cool stuff you want to do with all those
tools.
And if you like this podcast, please do subscribe, share it with all your marketing friends because
maybe they would enjoy it as well.
We still got loads of downloads, which is amazing.
We're blown away by how people have been receiving this so far.
If you do have any feedback, we'd love to hear it.
What do you want to see on the podcast?
What topics do you want to focus on?
If you are yourself a ninja marketing or salesperson who's come up with an awesome interest in
application for AI and your own workflow, we'd love to get you on.
We'd love you to tell us about what you've done.
Or if you're not too keen to come on the podcast, just send us an email or a LinkedIn direct
message about what you've been doing and we'll get you featured and tell your story and help
inspire people for their own ideas.
So I think with that, we'll go into our weekend, Martin.
What do you think?
Yeah, it sounds good.
So this weekend, I'm off to Peterborough to watch the mighty Rams play Peterborough.
I haven't given my Derby County update for the week.
So I know that's important.
People want to hear it.
So yeah, that's fun.
But it might be a revolt actually that we didn't do a Derby County update at the beginning
because we claimed there was too much AI stuff going on.
But there's never going to be that much AI stuff that we don't want to know what Derby
County is up to.
I am looking at the sunshine through my window right now thinking I've got to get me some
of that.
So I think I might take the dog out for a little walkie and yeah, try and enjoy a little
bit of sunshine before the weekend gets here.
Well enjoy.
Cheers, buddy.
I'll speak to you soon.
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