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.
Hello everyone.
Welcome to episode nine of Artificially Intelligent Marketing.
We're glad that you're here with us today.
There's lots and lots of stuff for us to get through.
We're going to look at some top stories where we're going to go into some depth.
So today we're going to cover the EU's proposed new copyright laws for AI, very important
for marketers to know what's going on there.
We're going to look at OpenAI's release of Code Interpreter as a chat GPT plugin.
That's pretty cool as well.
Stability AI announcing Deep Floyd IF.
This text image generation with text tool.
We're going to look at tool of the week and we're going to look at the Bing sidebar on
that one.
And we're also going to look at a few other things that interested us like this anime
movie trailer that someone made with Runway's Gen 2 text video tool, which was pretty cool.
Outside of that, there was a bunch of other stuff that happened this week that we won't
have time to go into detail about, but that we did still want to cover briefly on the
podcast.
So we're going to cover all these short snippets and we're going to look at some of those very
quickly before we get into the big stories of the week.
I'm going to crack through these, Martin, and if there's a particular one that you want
to chime in on, jump in and let us know what your thoughts are.
The first one was chat GPT is now allowed to operate in Italy again after introducing
a number of privacy disclosures and controls in there.
So that's back in play.
Anthropic raises $580 million in their series B, which is further evidence of all the cash
that continues to flood into the AI company space.
Tech layoffs continue with Dropbox laying off 16% of people in its team and IBM, as
we saw today, pausing hiring.
And much of these layoffs are reported to be driven by augmenting existing staff with
AI, although none of the companies are actually confirming this.
And I guess in many ways it could be driven by some of the economic challenges in the
market.
But this is what people are thinking are happening is that AI is going to start to play a bigger
role in the workforce as some of these companies.
What are your thoughts on this one, Martin?
I know you had some thoughts.
Well it's a continuation of those tech layoffs that we've seen over the past 12 months or
so, but this one is particularly interesting that the IBM one talking or commentators around
the issue were saying that, yeah, this is AI and what they're looking to do is basically
replace jobs that were more or less filing paperwork or moving data from one place to
another, quite, you know, back office jobs, kind of admin jobs.
They're the kind of roles that they're looking to replace and these will be automated using
AI ML technology.
So I think it's interesting to see whether those jobs are fully replaced.
You know, sometimes we see big tech companies make huge rounds of layoffs and then before
you know it, they're rehiring people again.
So it was, you know, a bit of a full Xeron to go and do that in the first place.
But yeah, if they are jobs that are lost for good, we're certainly starting to see the
thin end of the wedge for AI job replacement.
I don't think jobs are going to be replaced overnight, but we're starting to see a creep
in.
It did make me think about another topic that we, well, we covered this topic on a recent
episode looking at the OpenAI report on disruption in the labour market through GPT technology.
And it brought to mind an article that I read this week, which looked at a study that was
done where healthcare professionals were asked to judge the responses to patient emails and
they were shown two responses.
One of the responses was from a real healthcare professional responding to the patient and
their inquiry.
And the other was a response written by Chad GPT and GPT-4.
Now the healthcare assessor, as it were, didn't know which was which.
So these were blind tests.
And in 79% of cases, they rated Chad GPT's response as being the better response in terms
of higher quality, in terms of the information provided and having a better understanding
and higher empathy, which is fascinating to me.
So we're starting to see real world peer reviewed or at least, you know, assessments done by
people that know what they're talking about, looking at outputs from humans versus robots
and saying the AI is as good or better in this case, better nearly four fifths of the
time.
Wow.
I saw that story.
I had not taken home the empathy part, right?
If you're a blind assessor and it could be a human, you see empathy in it.
It would be fascinating to run that experiment again where it was unblinded and would knowing
it was a robot change someone's interpretation of the empathy.
A, that would be interesting.
B, does it matter?
And would this therefore make an argument for not telling people when they're getting
certain types of support by a robot almost as part of a placebo effect, right?
Just like for mental health support, we talked about this a bit on the podcast previously.
Rating the large language model as being more empathetic than the humans.
That's a little bit mind blowing.
Cool.
Thank you for sharing that with mine.
One last quick snippet.
I saw a graphic this week, showing the evolution of mid journey from version one to version
five and the quality of the images and the improvement, especially in the photo realism
of the images and getting rid of some of the junk that told you it was an AI image like
hands that had 42 fingers and stuff like that.
That's kind of mind blowing because version one was launched just over a year ago and
the rumors are that version six is probably going to come out in the next month or two,
which would be in line with the release schedule around mid journey so far.
We talk a lot on this podcast about the pace of change.
You just have to look at it.
If you can find online anywhere, just Google and find those graphics that show the comparison
from V1 to V5.
Yikes.
Where will we be in six to 12 months?
The pace of change is astonishing.
On the way back from a client meeting this afternoon, I was watching a YouTube video.
I highly recommend everyone go and check it out.
The title is The AI Dilemma and it was filmed at the San Francisco event on March the 9th
and it's had 1.3 million views already.
Basically it's two of the journalists or whoever it was, the people have put together the Netflix
film The Social Dilemma and they're now looking at AI and kind of presenting where AI is.
Now I should say this came out or this talk was done before GPT-4 was announced.
In that they talk about basically the whole theme is AI poses a catastrophic risk to humanity,
which is a recurring theme.
Every week we have to have the doomsayers, the doomsayers call it what you will.
But actually one of the things that they talk about in this is we're hitting double exponential
territory in terms of the capabilities of AI.
They said it's really hard for people to grasp quite what that means.
Even people that are working in AI ML research day in, day out, even though they rationally
understand what exponential growth and exponential capabilities of development, they understand
what it means.
They struggle to bring that into the kind of reality.
So they give an example of AI experts that were asked to say when they thought AI would
be capable of more than 50% of the time being able to answer competitive maths questions.
So like real high level, cutting edge, leading edge maths, competition level maths questions.
And they got it wrong by years.
They said, I think it was in the, they thought it was going to be four years.
That was it, and it was actually one year from when the survey was done.
And then they're now saying, so this was a few years ago, they're now saying that the
AI capability is beating the questions quicker than they can really be written, like 80,
90% of the time.
This is, and we're seeing this kind of in the real world.
We're seeing this happen in real time in front of us and all of the products that we're using
day to day.
This growth in capabilities mid journey, as you say, the transition from one to five to
six around the corner is breathtaking and kind of exciting, frightening.
I'm glad, yeah, I would agree with it in that order.
But I definitely, yeah, we've talked ad infinitum about the risks of AI and some of the other
things that we try not to go into too much detail on this podcast.
Although they should absolutely be recognized.
Yeah, so there's a guy, I don't know if you know him, called Peter Diamandis, and he's
like a futurist to a certain extent, but he's got a PhD in some biological discipline.
He is a medical doctor.
He founded the X Prize.
I don't know if you heard of the X Prize.
And he is an investor in a number of different companies in a number of different areas.
His whole thing is about basically the exponential change in a number of areas in the world,
drifting towards a world of abundance because he's very positive about the future.
He's got a podcast called Moonshots and Mindsets.
People should look that up.
It's really, really interesting.
But he always talks about how our brains are linear.
We count the thing that our brains are organized and evolved to count the things in front of
us.
Four trees over there in that forest, 16 trees over there in that forest, 32 stones on the
floor.
We cannot imagine exponential change because you don't easily see it in front of you in
nature in terms of macro scale, right?
Just looking.
You could probably observe exponential division of cells, but even that happens over a time
period that's quite hard for a human to sit and watch.
You'd have to time lapse it, you'd need a microscope.
So yeah, it's a funny old world and it makes it hard to imagine because the other thing
is we should also still remember that humans have been very good at predicting we'd have
flying cars by like 1999 in the 60s and stuff like this.
So we're both simultaneously spectacularly overly optimistic and yet for certain changes
unable to comprehend how fast they're going to move.
That's fascinating.
I guess that's what keeps all the futurists in work.
But yeah, let's move on to the actual bigger stories of the week.
The first one is the EU's proposed new copyright laws for AI and for all of you working in
marketing who are thinking about using generative AI tools to produce content and images and
other things for your brand, understanding the copyright landscape is critical.
Tell us a bit about what you learned from this recent story, Mike.
This is a big development and we have covered the regulation changes and the AI act that
the EU has been bringing out for a while now.
It's been in the works for I think a couple of years and it's the EU commission's attempt
at addressing AI technology regulation.
And one of the things that to date they've had in the regulation is that tools needed
to have, where AI or ML technology was being used, it had to have some sort of risk classification.
So it would have to say high risk, low risk, medium risk.
So for instance, if it was like spam detection on emails, that would be low risk.
And if it was saying who can get healthcare insurance, that would be high risk, those
kinds of things.
But this new development in the regulation has been brought about specifically in response
to generative AI and it addresses the big topic of copyright.
So as we know, training data for large language models and text to image generators and all
of these kinds of technologies consumes lots of copyright data.
They crawl the web.
They watch lots of video.
We've seen stability and stable diffusion creating image with shusha stock, watermarks
all over them.
So we know that it is doing that.
And what the EU is now saying is that where models have been trained using copyright data,
the people who have produced the model or trained the model have to disclose that as
part of the, they just have to disclose that.
This is an interesting solution given where they could have landed because there were
some people that were calling for an outright ban.
And until these tools can be sorted out, some of the more extreme voices were saying that
they should just ban it completely.
And this is seen as being a more moderating approach.
And I think it serves the good middle ground.
I certainly think from a marketer's perspective or a content producer or a content creator's
perspective, we need to start thinking a bit more like Wired.
So Wired magazine's publication about how they're using generative AI spoke about that
they're not, spoke exactly how they are going to use it.
And one of the things they said for text to image generation was they're not going to
use it until the copyright issue is resolved.
Now all of a sudden we can start to see that, well, actually the copyright issue is going
to be a real differentiator for people using a model or not.
If Wired magazine are saying, well, we're not going to use models that have been trained
on copyright data, a tool like Adobe's Firefly, which has as one of its leading value propositions,
we are not training our models on copyrighted data.
Well that becomes a real sell because you think, oh, well, I will use that and I'm not
at risk of ripping anybody off.
So that becomes a competitive advantage for people that are creating these models that
aren't trained on copyrighted data, which leads you to think that the likes of Shutterstock,
the likes of Getty Images, the likes of Adobe, who have access to huge amounts of these kind
of data sets that they own.
Big image repositories and stuff.
Yeah.
They will be able to create the better, more compliant models in the future.
Yeah.
It's absolutely fascinating.
I think I can imagine a world where certainly the bigger brands almost have to lean into
those types of tools.
It's just not worth their time to get caught up in any of these copyright issues.
My experience playing with and reading about and looking at the ones that are trained on
data that's owned by like Shutterstock images or Adobe is that they are limited in comparison.
I think I saw online an example where someone was trying to create some interesting images
with Deadpool.
And of course, I think it was Adobe Firefly.
Basically it couldn't.
It didn't know what Deadpool was because that's an owned likeness by Disney at this point,
I would guess.
And so it couldn't be in the training set.
Right.
But of course, those that are using images from here, there and everywhere could do it.
So I could imagine a world in which smaller businesses that were willing to risk it could
probably create quite maybe higher quality potentially as well images.
But that's the risk that they're taking.
Whereas bigger brands probably lean into these types of images.
We've talked previously, how will this end up?
Probably a little bit like Spotify, like some type of mechanism where everybody whose image
was used in the training data set gets 0.00000100010001 pence every time someone generates an image
and there's some sort of fees that come out the back of it.
I still think we may see something like that, to be honest.
Did you see the Grimes updates?
Tell us about it.
So yeah, the Grimes, I don't really, I'm not even going to pretend to really know who Grimes
is other than they're, I think, a pop star.
I sound so old.
They make the popular music that goes into the hit parade.
I think she has cassette singles.
I think they're on the wireless.
Yes.
You can get the one CD single.
And is Grimes married to Elon Musk?
Is that the right person?
I think was.
Hard to keep up.
So yeah, Grimes has said that feel free to make music using AI versions of Grimes' voice.
Absolutely.
Go wild and Grimes will share any revenue with you 50-50.
It's a very interesting approach and I think very smart because if she doesn't have to
do any, you know, or they don't have to do any work, then, and then they made the revenue
and also the person who did the work gets some revenue.
Yeah, absolutely fascinating.
How some of these innovative business models come about is going to be fascinating.
I would really want to keep an eye on the early movers who put themselves out there
and say things like that because I think it will be fascinating to see how it plays out.
Yeah, good story.
Thanks for flagging that one for us, mine.
Story number two is OpenAI has made a new plugin available called Code Interpreter through
ChatGPT.
So for those that are on the wait list like me still waiting to get access to plugins,
please give me access to plugins so I can have a play that could tell all the lovely
people who listen to this podcast and give them the absolute honest review of just how
good or not they are because I read that they're good at times and still really buggy at other
times.
This new one is making a few waves this week because it allows you to analyze and interpret
data.
So I've seen some reports suggesting it can deliver the same sort of value as a junior
level data analyst.
The inference being it could replace a junior level data analyst.
The way that it works is you upload a data file via CSV and then you ask for trends,
insights on the data.
You can get it to plot things for you.
And all of this is driven by natural language prompts.
So a lot of tools have been promising some level of automation and AI and the ability
to do data analysis without having to be a coder, but actually you still needed to know
how to manipulate SQL and all this other stuff.
Whereas with this plugin, it's natural language.
You upload it, you ask a question of the data and you get an answer.
You can ask it to provide you with a report.
I saw an example where someone basically asked code interpreters to pull out what it thought
was two or three key trends from a large bulk of data and then write an abstract for the
paper that they would draft based on it.
And then I think also, I think they even drafted the paper using TrackGBT as well.
So this is absolutely fascinating.
Why is it important for marketers?
Fundamentally, it makes it easier for marketers.
Many of us don't know, we certainly don't, how to manipulate data using SQL and other
fancy techniques.
So it could bring that to non-developer marketers, which I think is really interesting.
And I think making data analysis open and accessible like this is especially powerful
for small and mid-size businesses that would never have perhaps interrogated their data
in this way.
If you don't have a data analysis team, because you're a small or mid-size company, you just
don't do it.
And that's been my experience anyway, because you don't have the bandwidth anyway, because
you've got a hundred other things to do and you don't have the expertise in the business.
But now, if you can basically outsource that to the level of junior data analyst in TrackGPT
with this plugin, you can start to surface insights in your data that you might not have
otherwise.
So that's pretty cool.
I think the one caveat that springs instantly to mind is the caveat of TrackGPT forever
and ever and ever, which is, will it hallucinate?
Will it report trends that weren't there?
If it's only able to perform at a certain level, it's best piloted.
This has been my experience with TrackGPT at least, by someone who has more insight than
the tool, right?
You ask it to put together 10 points for a blog post on a particular topic.
You need to be an expert yourself in the topic to make sure that those 10 points are all
accurate and relevant and interesting and that it's not full of hallucinations and junk.
And I could imagine that could end up being the case here.
So the reality is it might help senior data analysts get more done and it might not quite
open up the power to non-developer data analyst people potentially.
But yeah, so I thought that was fascinating.
Any thoughts on this, Brian?
I think actually using it as a non-data analyst will be a bit of a stretch for a lot of people
for the reasons that you've identified.
But I think you don't know when you don't know.
That's the issue.
So you can stick a load of data and then be like, tell me some things or produce some
interesting graphs.
But when I was, this sprung to mind when I was reading a thread, I've got a Twitter thread
open now and it says, where is it?
So creating charts to basic video editing to converting files, it does it all.
Basic video editing, what?
How does that even work?
I don't even understand how that makes sense.
That's just demonstrating my lack of knowledge about what a tool like this should be able
to do.
It goes on to give some really interesting visualizations that it does plotting onto
maps and kind of showing geographic data and spatial analysis and all sorts of kind of
cool things.
But if you're not a data analyst, you don't know what graph to...
You're probably talking about, give me a pie chart.
Give me a pie chart.
Give me a bar chart.
Whereas this thing is laughing at your ineptitude when you ask it to give you a basic pie chart.
I think you're right.
One of the things I've noticed as I've got older is smart people ask great questions.
And if you don't know what great questions to ask of your data, then the insights are
going to be, you're not going to access them.
And the ability...the example I mentioned did see ChatGPT's code interpreter try and
pull insights from the data by asking itself questions about the data.
But obviously some people have reported that it's more like a junior analyst.
So one assumes its ability to ask great questions and great follow up questions.
They always say like...
Who's that?
Who's that guy?
If you really want to get to the number of the subject, there's models like the five
Ys.
It's not the first question where the real interesting stuff is.
Okay, well what drove that?
And what drove that?
And what are the underlying factors of that?
And then you get something interesting.
So yeah, can these tools really do that?
I think you're right, Martin.
I think that's where experts piloting the machines are still going to be super valuable.
I think you're absolutely bang on.
Alright, let's get ourselves onto story number three, which is Stability AI have announced
DeepFloid IF, which is a text to image generation tool, but it actually produces nice text,
which has obviously been a major bugbear of most of the tools available so far.
Tell us about this one, Martin.
Yeah, so the only one that I'd seen do this before, the only text to image generation
model I'd seen produce text was the research paper that Google published with Google Party
last year.
They announced it just after they announced Google Imagen.
And that was a huge data set.
It was a massive amount of parameters.
It was, I think it was like 20 billion or something, which is far, far greater than
than the others.
But Stability AI have released a DeepFloid IF, a state of the art text to image model
that generates high quality images from text prompts.
So it uses the same underlying interface.
So we were all familiar with the writing some words and you get an image.
Incredible abilities with photo realism.
And it can generate in different aspect ratios and the text generation on it.
There's a couple of interesting examples with shop signage and graffiti and things like
that is incredible.
Now when you look at it, it's a different model to, it's a different text generation
style to the diffusion models that we've seen to date.
That's the technology, the way the model creates the image was through diffusion, hence stable
diffusion on the previous model.
With this one, it creates a 64 by 64 pixel image and then kind of upscales it from there.
And it's a really interesting approach to completely reading the paper.
I mean, it gets far more technical than my small brain can handle, but just seeing a
different approach to image generation was quite fascinating to understand how you can
get text created.
It's much easier to create text when you kind of scale it down to 64 by 64 pixels and then
expand out from there.
So yeah, another interesting model for marketers to look at because this is really going to,
let's be honest, we've all been itching for the moment we can create images with real
text in them.
It's been one of the things holding back text to image from being something that's kind
of truly useful in a lot of instances.
Text was always one of those things that was an artifact that you would spot straight away.
And now we can see good high quality images.
Potentially seeing this being integrated into tools like Canva, that'll be very interesting
for marketers to get their hands on it, not having to kind of, well, as with all of these
kind of tools, you want a good UI.
You want a nice easy way to interface with it.
I wouldn't be surprised if Stability AI implemented within Clip Drop.
That was the tool of the week from a recent episode.
I would expect them to make it nice and easy for people to use from there.
Obviously, as with all of these things that we're seeing, new models that are just bigger,
better, more capable, this increases the risk of potential disinformation and fake news.
But I think we've always had fake news problems anyway.
And the same methods for filtering images, the same sense checks, the same fact checking,
the same general common sense levels of discernment that we should bring to any media we see online
should apply anyway.
And whether it's a new text to image model or just a Photoshop image, the risks always
present themselves.
I don't think that's too much of a concern.
But yeah, have you had a look at any of the images?
Have you checked it out?
Yeah, I've had a bit of a play with it.
And it's kind of, but all the reasons you just said, it's actually kind of fascinating
to use because obviously you start with a really small image that looks blurry and then
you upscale it and the upscale actually looks good.
Like in a lot of cases when I've played with it, not many artifacts, although I'm sure
it's probably quite easy to get artifacts on.
I'm sure there's a lot of iteration here to get the actual image you want.
Come back to your previous point about producing images, like the amount of images that I've
produced that end up a bit crap because it's tried to put text in them.
And it's like, how am I supposed to crop the text out of that?
And you end up, depending on the tool you're using, you're trying to use one of the repair
tools where you can actually select a bit of the image and do another generation.
It's almost like you needed actually to generate images deliberately without texting and then
try and add it later.
And not only is that a bit of a pain in the bottom from a workflow perspective, it actually
cuts down also on the creative possibilities.
I remember one of the first things I did was I tried to get Dually2 to create a new logo
for ByStrat just to see what it would look like.
And it was horrific.
It didn't understand at all.
It couldn't get the word in at all.
So you could imagine how this might be applied very quickly to something like logo generation,
whereas we're often going to be including the company name and stuff in there.
So yeah, no, I think it's going to be fun to play with.
I think having had a play with it, I see this again as like fairly early.
I think it will get better from here.
But yes, I think it solves one of the problems that we've all been having.
Right last story and then a quick tool of the week.
So this is a quick one.
We saw this on the Twitters this week, right?
Somebody made a whole trailer for an anime movie using text to video using RunwayML's
Gen 2.
It's about two minutes long and it is incredible.
When was Gen 2 even released?
Like what, two weeks ago or something?
I don't know.
Yeah, two or three weeks.
It's no time at all.
Gen 1, which was the precursor to Gen 2, makes a lot of sense.
How did they come up with this invention?
Honestly, that must have been an incredible four-hour workshop to figure out how they
were going to get that to work.
Gen 1, I think was you made a video and then he basically stylized it.
But now this is just text based and we thought it was amazing.
You should check it out.
Search for, I don't know, anime movie, Runway Gen 2.
You'll probably find it.
We'll share a link and we'll embed it on the website.
Let's do that.
Why don't we help the people out?
Embed it on the website.
Check out the website.
Go to artificiallyintelligentmarketing.com, which I hope is the actual name of the website,
because Martin's the master of that domain.
It sounds like it probably is.
Go there.
You'll see it there.
But one of the things that's kind of interesting about it is it's full of crazy artifacts.
There's a quick scene where in the city where a car is driving along the road and it just
disappears into the road and it's never seen again.
Completely becomes the road.
Yeah, it's kind of mad.
There's a character stood at a bar, like a desktop doing some work and they've only got
one leg.
And so this is far away from being production quality.
But if you think about where we were like a month ago in terms of, oh, you can generate
images and they're kind of a bit photorealistic, but people's fingers are a bit weird.
Now we've got Mid Journey version five, which has fixed a lot of those issues.
And now we've got text to video of the point where someone could create an anime movie
trailer.
We're back to that exponential speed of development and how we're supposed to get our heads around
it, Martin.
It did feel watching it.
It was a bit like watching a Studio Ghibli film on acid.
Yeah.
It gave me a nosebleed a bit.
I don't disagree with you because of the bits that were hazing in and out.
But the person who put it together, applause.
Yeah, yeah, top marks.
I bet it took ages just from our experience playing with image and video generation tools
99 times out of a hundred.
No, that's too many, but nine times out of 10, you don't get what you want.
So iterating every single one of those scenes until the person got what they wanted was
probably a labor of love.
But as this technology progresses for marketers, how is text to video going to impact your
marketing strategy?
In terms of how accessible video becomes and how you might turn to video for certain campaigns
or content that you want to create where video would have been too time consuming or perhaps
expensive, especially animationy type video where obviously I think this is sitting, you
now can turn to it and maybe you can even create pretty good quality video at scale
for things like your social media programs.
There's little bits of B-roll footage that you want to just stick on a social post.
Yeah, that's where I can see this being really useful.
Absolutely.
And I think if we look at second order consequences, and this is probably true for all the tools,
as they start to become more mainstream in terms of use, it's the creativity of the idea
and its ability to be interesting to your audience, to disrupt their attention and grab
their attention.
That's what becomes the premium and that's the human part.
So I think when we end up with easier access to tools that can produce a high quality output,
the cream that will rise to the top was the people who think of really excellent creative
ideas to drive the machine and have the creative eye and the tenacity to keep prompting it
to get closer to the thing that they actually want to see.
Yeah, these outputs are never just a one shot done.
There we go.
I've created the masterpiece I had in my mind.
It's always a constant iteration, tweaking, refining.
But yeah, I think that's ultimately going to be the role of the AI artist.
It's iterating, improving and prompt engineering.
I think so.
And I think we'll see those people really rise to the fore.
In fact, there's a metagent this week called Chris Branch who's doing some really interesting
work using generative creative tools to produce really stunning stuff.
And I connected with him on LinkedIn and you should all look him up.
Sharing so many creative approaches to image generation.
To really open my mind to just how important the creative person is in getting inspirational,
arresting, provocative things out of the tools.
I've seen from him different animals like fish and things like leaping out of sands.
I think they took sand shark as an inspiration and then riffed on that with a bunch of other
animals and these images are incredible, right?
They are borderline photorealistic.
Certainly all the elements are, it's just your brain is like, well, I know that's not
real, right?
And I think about a lot of the work on creative campaigns that I've done where a gifted creative
has come up with that idea and then had to execute it by seamlessly blending two, three,
five more images in something like Photoshop to get that effect.
But they're getting that out of mid-journey, presumably iteratively.
So not in one minute, but maybe in 15.
It's pretty cool and pretty inspiring.
So we're going to get Chris, I had a chat with Chris last week.
We're going to get Chris on the website because I think he could tell us some really fantastic
stories about that.
But hopefully you can find that video online, everyone.
It will inspire you to think about where video is heading and what creative ideas that you
have that now you can have realized.
And also maybe if you look up Chris Branch on LinkedIn and see some of the things that
they're doing.
What's the name of Chris's company?
Where's he working?
I think it's Cedar League.
Maybe I'll put that on the show notes and not try and check that in real time.
But yeah, and be inspired.
Go have a play.
You can probably do some really cool stuff with just a bit of patience and Googling around
to get some advice on how to come up with prompts.
And I know that Chris and his team actually offer mid-journey training as well for people
who want to get some insights into how they achieve what they achieve.
So that's worth looking into.
Right.
One last bits and piece and then we'll be all done for the week.
Tool of the week this week is a strange one.
Probably doesn't sound like much of a tool, but I've been playing with it this week and
I think I'm going to change my behavior quite a lot based on it.
It's not particularly new, although it's relatively new.
I think it came out in maybe mid-March.
So for users of Edge, the browser from Microsoft, of which I was not one, I have been a Chrome
user for many, many, many years.
You can now access the Bing chatbot in the sidebar.
And actually, as much as it gives you access to a lot of the things that you can access
through Bing when you go to the chatbot thing, which includes a lot of chat GPT like tools,
like creating, copy, writing blog posts, summarizing things, all with the power of the ability to
actually browse the web, which for those of us who don't have the access to that plugin
within chat GPT yet is a great way to start experimenting with how that functionality
might work for you by using Bing.
But you can use it in the sidebar.
Where did this get a bit ninja for me was when I was inspired to try some of the tools
within there by opening up Google Drive files like Google Docs and also OneDrive files like
Microsoft Word documents, both of which obviously you can do in the browser.
Now you can select text in those documents and you can click a button and it pushes it
instantly into the Bing sidebar, which you've got open side by side.
And then you get a bunch of options like you can ask it to explain the text, revise the
text, summarize the text or expand the text.
And why I thought this was cool is in essence, this is like a mini preview of what copilot
Microsoft copilot might be like.
Right.
So for those of you that do a lot of editing in the browser, if you're doing it in edge,
you can actually now start to edit your emails and your text in your documents that you're
writing and you can tap into some of this generative AI power from the play that I've
had.
It's very text driven, so it doesn't appear to have any of those upgrades from the copilot
launch video in terms of you can't manage data or do anything cool in Excel.
And I don't think you can particularly do anything easily.
I think it does image generation.
You can do image generation, but I don't know if you can do it within say the PowerPoint
environment.
No, you can't.
It's almost like it's limited to the edge environment.
Yeah.
It's kind of like a Dali type prompt to get yourself image.
Fascinating nonetheless.
We talked about what this would do to the Google ecosystem a couple of weeks ago.
And I seem to remember us coming to the conclusion that getting people to change their behavior
and move from one system to another would be quite hard.
But if they added enough value, then you might.
I'm seriously having to think about binning all of the ecosystem I built for myself in
Chrome.
I've got all these lovely plugins and all this other stuff and move into edge because
I want access to this power now.
And to my understanding, other than third party tools that I could install as Chrome
plugins, if I'm honest, I don't entirely trust because I don't know where my information
is going.
I'm working on a sensitive internal project here by Stra.
I don't necessarily want to highlight a piece of text, send it off through a third party
tool where the third party provider gets to see it.
And I have more trust in Microsoft, right?
But we've talked previously as well about how one of the valuable parts of their ecosystem
is to appeal to enterprise and have that level of security and data management within it.
I'm thinking about it.
I'm thinking about going to edge so that I can get this power.
I've been playing with it for a few weeks and I have it open.
I have two browsers open at any given time.
Now I ditched Chrome a while ago.
I find it a bit of a resource hog, but I have Vivaldi, which is my daily driver.
And I have on my second screen edge with, at the other day, I found myself in the absurd
situation where I had barred open on my main chat with a sidebar of Bing chat with Claude
by Anthropic on my main screen in Vivaldi.
And I was jumping between the three of them, putting in different prompts, trying to get
the best outputs.
But yeah, as a tool just integrated into something that's just always there, having it in the
sidebar is really neat.
It's so convenient.
And it does give.
It's got GPT-4.
It gives high quality outputs.
I love the compose option as well.
Again, as with all AI tech at the moment, I think the big developments are really coming
out in the UI.
How easy do they make it for the end user?
And Microsoft have done a good job with that by saying, hey, look, you can have a chat
with us in the chat mode, but if you click on the compose mode, you can write a blog
post and do you want a small, medium or long blog post?
Yeah, that compose window is cool.
Do you know how long the long is, so to speak?
I haven't played with it in enough detail to say.
So I did one, I was in a live demo with a group the other day and it came out around
700, 800 words for the long.
Okay.
I think in general, I'm finding my generation needs a more than that, which I think is one
of the things that's put me off the Bing ecosystem as well.
And I probably still use chat GPT-4 for that, for that reason.
But yeah, okay.
I think it's definitely something to play with.
On your multiple tabs, I mean, I think you've got a software problem, honestly, don't mind.
I have a problem.
They tried to make him go to rehab and he said, no, no, no.
And he asked chat GPT whether he should go and how he should deal with his addiction.
And he found that the therapist is very empathetic.
Chat GPT said, I'm not a trained therapist.
I can't possibly advise you.
So he jailbroken instead.
And then it gave him all the goods and it was like, yeah, it's no hope for you, Martin.
I've been watching you and I've been looking at all your prompts and you can't try and
give up.
You'll never be able to just embrace the darkness.
Some of that might be true, but most of it's probably Chuck.
Cool.
So that's tool of the week.
Go and have a play with the Bing sidebar if you haven't, because it's kind of very interesting
and how it might augment your work and make actually a few things all in one place a bit
easier.
I think that's it from us this week, Martin.
Was there anything else you wanted to share with the lovely folks at home?
I just want to make everyone aware that Derby County play Sheffield Wednesday this weekend,
final game of the season.
If we win, we're in the playoffs.
If we draw and Peter Brewer don't beat Barnsley by three goals to nil.
We're in the playoffs.
It's all to play for.
Come on, you Rams.
Let's have it.
I love the fact you've shared that like all of the listeners don't already know.
Like Derby County for our listenership is the new Wrexham.
Like they want to know when the Disney Plus series is coming out.
I desperately want you to get in the playoffs because we all know that the most Derby County
thing that Derby County can do is lose the playoffs 2-1 having been one nil up in the
89th minute.
I would predict, I'd put money on that happening, honestly.
And then I can tease you about it.
I will weep into my GPT powered therapist's arms.
Don't worry, you can just get another AI software subscription to play with and you'll forget
all about it.
Right.
That's quite enough absolute nonsense for one week.
We hope you've all enjoyed this.
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If you've got any feedback, please hit us up on the Twitter or the LinkedIn.
We'd love to hear it.
If there's topics you'd like us to feature, let us know.
If there's ninja applications of AI and marketing that you've read about or seen sharing with
us, we want to see them.
We'd love to hear what you've got to say.
Anybody who's doing cool stuff with AI and wants to come on the podcast as an interviewee,
we'd love to hear from you as well.
Just get in touch with us really.
We'd love to hear from you.
Have a lovely week everyone and we will catch up with you next week.
Cheers Martin.
Cheers.
Bye.
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