"It's just a mathematical model. It can't do anything. And he's making it up." "I consult with her daily. The possible and the impossible. It's smarter than my people.
So, what's up with you?" Nothing is currently pricking my bubble like opinions on the (in)ability of ChatGPT.
I admit without torture that I tend to be more of a techno-optimist. I use AI almost daily. Sometimes it hits, sometimes it doesn't. Most of the time it does. It's improved dramatically now. Plus, you can talk to it. Even in Czech. And that's addictive as a drug. You're in a car, you're in a hurry for a meeting, and you can still prepare. You don't believe me?
I invited Alexander Bruna from Ydeal s.r.o. to the studio, who is miles ahead in his use of ChatGPT. We discussed both behind the scenes and ... most importantly ... did hands-on usage demos right in the studio. So what can you look forward to?
🔸 Does AI understand marketing?
🔸 What can be automated withChatGPT?
🔸 How will EU regulation affect it?
🔸 Practical demonstration of ChatGPT - Social Networking Strategies
🔸 Practical demonstration of ChatGPT - Preparing for a business meeting
HOW TO QUICKLY AND EFFECTIVELY PREPARE FOR A MEETING WITH CHATGPT (INTERVIEW TRANSCRIPT)
Martin Hurych
Hello. I'm Martin Hurych and this is another Ignition. Today's Ignition is going to be all about AI again, but don't go away, we're going to try to be totally practical and we're going to show you some specific techniques right here on the podcast that you can start using today or tomorrow. For that, I've got Alexander Bruna, hello.
Alexander Bruna
Hello.
What surprising things did he find out about how the world works?
Martin Hurych
Alexander is the founder of Ydeal. Before we get to artificial intelligence, I've tracked down in preparation for you that you like to listen to audiobooks and lectures about how the world works. What surprising things have you discovered lately?
Alexander Bruna
There's a book I went back to for the second time called Sapiens and then 21 Lessons for the 21st Century by Harari. I read it a couple of years ago and I was blown away by the way he explained how humans work, how we think in general, how we evolved from these pre-human or some kind of apes. I think he tested it on himself, I think he looked for the most primitive and darkest aspects of himself and through them described man as such and our society as a whole. It's an absolutely brilliant work, and now with the advent of AI, I think it's even more important to read these books and understand what's going on. He predicted what is happening now very well and he describes some of the developments that are coming. I'm just watching it happen before my eyes, that what was some future in that book is slowly becoming a reality. So Harari is a total blast for me, everyone should read it, maybe they should make it compulsory reading for kids in primary school.
What's Ydeal doing?
Martin Hurych
So from Santa under the tree, wish for Harari, you could still make it. I told you, you're the founder of Ydeal. What kind of company is it, what do you do, what do you specialize in, how many of you are there?
Alexander Bruna
We are a full-service digital agency and do full-service marketing for our clients. We are a little over 20 today, we have clients like Whirlpool Czech and Slovak Republic, Srovnejto.cz, we also do work for Audi and Mint investment fund. I don't want to forget some of our clients, but it's quite a lot. For the last year we have been specialising in implementing AI in marketing and business. It came last November when I saw some images from Midjourney that blew my mind. I didn't believe they weren't photos or images, but they were images generated in this diffusion model. I was like, there's something going on here and we need to be there, so we're going to go for it. During that time, GPT-3.5 came along, so it all kind of came together and we started working on our first TV spot in January, which we created using AI tools. Today we have a lot of AI-based automation in our company and we offer these automations to our clients, identifying some of their needs, some of their processes. We call it cognitive work automation because people today do a lot of clicking, switching between some tools and creating some value. It's Excel, Word, they're typing, they're working with numbers, but these AI tools allow you to automate a lot of those things. What a lot of people spend a lot of time doing is clicking through some reports, of course there were already tools like Microsoft's BI and things like that. But it's very expensive and the people who can operate it are few, so it was available to some of the larger corporations who could invest in that BI reporting. Today, the technology has become quite democratized and for $20 any of us can have ChatGPT-4, now in Turbo, which is absolutely incredible. Anyone can use tools that used to cost hundreds of thousands, maybe millions, to set up and do any administration at all. It's great, and we're bringing it into companies and helping them automate that cognitive work, so feel free to do some work with Excel, with Word. The classic case is maybe social media management, or creating some documents.
What can be automated withChatGPT?
Martin Hurych
You're clearly an enthusiast. I'm seeing a pretty dramatic opening of the scissors lately between enthusiasts and people who feel they've played with ChatGPT so they already understand it. I can see for myself that this is far from true, and that each new attempt pushes me somewhere further. So let's talk about some specific cases of what can be automated in this way. You said cognitive work, you said some reporting, you said social networks, but how do I imagine this in practice?
Alexander Bruna
In practice, you can imagine that you can create, for example, the content for those social networks using this tool. You give it some documents and you give it some prompts, some instructions on how to use those
you give it some context, you give it some goal, and you write some format for the output. He's able to work it out for you into a format for LinkedIn, into a format for Instagram, Facebook, because obviously each of those platforms has different preferences. On LinkedIn people want more text, on Instagram they want more images. Plus now ChatGPT with DALL-E3 can generate images as well, so that automation can make it awfully streamlined for you to do that social content.
Martin Hurych
I call it an intelligent typewriter. If you say automation, and because I've seen some scripts, at first blush I would think that I would automatically pick something up somewhere, run it through something, and at the end there's a post about something. Is that the only way to automate it?
Alexander Bruna
It can be done like this. I'll give you a specific example, it's one company, a car dealership, and they sell several brands. Now the information that they need is often updated on those manufacturers' websites. We've created an automation for them that collects that data from those manufacturers' sites, then runs it through ChatemGPT and creates content from it for that dealership's website and social media. We've even been able to quantify that somehow. I guess there was something like 180 hours of work to create that content per month and we're able to generate that in something like 4 hours with that automation, once it's done, with verification of the user in charge. Because a lot of people still think that AI will do it all by itself. It will do a lot of it on its own, but at the end of the day, the human has to take that responsibility. There always has to be a good division of that responsibility and say who's going to verify that that content can then go out on that website or on those social networks. Okay you probably know that he can sometimes make things up, less so now, but still that verification and that responsibility is important.
Does AI understand marketing?
Martin Hurych
Without arguing, we jumped right into marketing use. I was amused by the sentence in the preparation that there are a lot of people in marketing who don't understand marketing. Since we're talking about AI, I thought, does marketing understand AI?
Alexander Bruna
I think AI understands marketing very well. In our company, we work with it in the preparation of different strategies, in some research, we really use the tool to its full potential, I think. I would pay more money right now to speed it up and give us some more access. It's really mega useful and if we talk about the most up-to-date thing right now, the bots came with Turb. There's a GPT Builder and you can create your own bot for a specific function. Let's say it's the kind of assistant that can accurately write social media posts so you can make it to a specific client. Nowadays, people from our social networking sites each on our client create their own bot that will help those clients to write those social networking posts and generate those images as well, for example. We're playing around with it, so far the images aren't quite right, although we've tried to cram some CI, corporate identity in there, so maybe he'll keep the colors, but he won't keep the shapes completely. But it will preserve that text and that tonality of the text very well if you give it maybe 50 some examples of how you've written those texts in the past.
Martin Hurych
That means the bot actually overrides the whole Chat setup. How was the former Custom instructions, so the bot overrides the Custom instructions?
Alexander Bruna
That's right. Until now, there was this basic artificial intelligence that was applied somewhere in companies, this chatbot connected to some knowledge base. I think that in our country, for example, Česká spořitelna has just launched it, they have made an agreement with Microsoft, which has a data centre somewhere in Frankfurt, and they have launched GPT-3.5 to some internal knowledge base in the bank. So the employees of that bank could ask how to create a document or what the process was for applying for leave. Now any of us can do this, teach ChatGPT some rules, some information, and he will work accordingly. You can create a bot for anything. For example, I made my kids a bot for Dragon's Den and I play Dragon's Den with them. The chatbot plays Lord of the Rings, makes up characters like a wizard who has taken over a kingdom, and the kids are blown away. There are battles, so it all counts and it's incredible.
Practical demonstration of ChatGPT - Social Networking Strategies
Martin Hurych
I said right at the beginning of the podcast that I wanted this episode to be as practical as possible. We agreed that we were going to do some hands-on demos here, and since we're on the podcast, we can't just write. I figured that I've been enjoying talking on ChatGPT lately because I don't have a lot of time and I spend a lot of time traveling. So can we show two specific examples here? I was thinking, since we touched on marketing, that we try one of the marketing and that's where I thought of developing a strategy for social media or for the online space in general. What my bubble might appreciate is preparing for a sales meeting because nobody has time to do that and everybody knows they should do it and nobody does it. Can we get into that?
Alexander Bruna
Okay, let's try it. I'm just gonna say some ground rules. If you're working with Chat, you should always simulate a persona, explain who you are. In this case, we're gonna play marketing manager. Then you need to explain to him some context, what you're doing, why you're doing it, write down some of your goals, and describe the format of that output, what you'd like him to do. Those are the basic rules of how to work with him to make that output quality. So let's ask this modal version of ChatGPT to help us with that. Hey, Chat, I have a question for you. I am a marketing manager and I sell information systems and I would like help with an online strategy. Can I give you some additional information about our system and would you help me design an online strategy?
ChatGPT
Hi, of course I'd be happy to help you design an online strategy for marketing your information systems. Please provide me with more information about your system, such as the main benefits of the product, the target audience and any specific goals you have in mind for this strategy. The more details you provide, the more accurately I can advise you.
Alexander Bruna
Our product is highly configurable, scalable and that is its main advantage. Our target group is owners of small and medium-sized businesses in the Czech Republic. So can you try to suggest some strategy and channels? Thank you.
ChatGPT
Here is a proposal for an online marketing strategy for your configurable and scalable information system aimed at small and medium-sized business owners in the Czech Republic.
1. Social media: focus on LinkedIn and Facebook, as these platforms are popular among professionals and business owners. Regularly post content that highlights case studies, user reviews and practical applications of your system. 2. Content marketing: create a blog or articles on your website that address topics relevant to your target audience. This will help in building your brand as an expert in the field and improve your SEO. 3. Email marketing: develop an email list and send regular newsletters with information about new features, case studies and exclusive offers. 4. PPC advertising: Use paid ads on Google and social media with targeted keywords and demographics that match your target audience. 5. Webinars and online events: host webinars that show how your system solves specific problems and how it can be adapted to the needs of individual businesses. 6. Affiliate Programs:Partner with other businesses and industry experts who can recommend your product to their clients and followers. 7. Video marketing: create short educational and demonstration videos that show the features and benefits of your system. The key is to tailor content and communication to the specific needs and issues you are addressing for small business owners. Do you have any other questions or need clarification on any of the points?
Alexander Bruna
Perfect. Now tell me where you'd start.
ChatGPT
I would recommend starting with developing strong content marketing and leveraging social media, specifically LinkedIn and Facebook. Here's why. 1. Content marketing: starting a blog or publishing articles on your site will help build your brand as an expert in your field and improve your SEO. This is important for long-term success and attracting organic traffic. 2. Social Media: LinkedIn and Facebook, these platforms are ideal for targeting small business owners. LinkedIn is great for B2B marketing and building professional relationships, while Facebook allows you to target a wider audience and leverage advertising. Start creating and sharing useful, relevant content that highlights the benefits and features of your system. This approach will help you build a strong foundation for your next marketing activity. Once you have a solid content and social media presence, you can expand your strategy to include email marketing, PPC ads, and other activities. Do you have any other questions or anything you'd like to clarify?
Alexander Bruna
I'm sure. Suggest me some suitable topics related to information systems that my target group might be interested in.
ChatGPT
The key to success in content marketing for information systems is providing valuable and relevant content that meets the needs and interests of your target audience. Here are a few topics that might be of interest to small business owners. 1. Digitalization and business process automation: how information systems can help automate routine tasks and improve efficiency. 2. Case studies and success stories, concrete examples: how your solution has helped similar businesses improve their operations.
3. Data security and privacy: information on how your solution secures data and protects user privacy. 4. Trends in IT and their impact on SMEs: A discussion on current trends in IT such as cloud solutions, artificial intelligence and big data and how these trends may affect SMEs. 5. Guides and tips for selecting an information system: Helpful advice on how to choose the right information system, what to look for when evaluating options. 6. Scalability and customisation of information systems: explaining how the scalability and configurability of your system helps businesses grow and adapt to changing needs. 7. Maximising ROI from IT investments: how SMEs can maximise the return on investment in information systems. 8. Integration with existing systems and applications: How your solution works in tandem with existing systems and applications. These topics can be presented in the form of blog posts, infographics, videos, webinars. Do you have any specific questions or need more help?
Alexander Bruna
Great, Chate. Thanks, bye.
How does Ydeal react to ChatGPT's capabilities?
Martin Hurych
What we heard from a Czech-American, obviously we have friends in Silicon Valley, I would still pay tens of thousands of crowns more for that. What do you do with that as a marketing agency owner?
Alexander Bruna
We're training that and moving on to the things that those clients can't do themselves. A lot of smaller, medium-sized companies used to need an agency or some outside specialist to do that, but now you see that the advice that Chat gave really has that value, it's not some parrot. Some AI haters say it's just a predictive model, but he really thinks about these things and if you give him the context, he spits out some pretty valuable stuff. Now, we didn't give him that much information, but if we gave him more, it would be much better. We're moving on to the automations. We want to be that AI automation partner with that client, to walk through it and watch those trends. If we know what those processes are at that client's company, then when a new technology comes along, we're the first one to go to them and tell them that technology fits their processes. We're able to implement it for them, and in turn it brings them some savings or more profits.
What will a marketing agency look like in a few years?
Martin Hurych
I'm hearing a bit of a shift there, not just in the business model, but a shift a little bit away from marketing, because what you're saying is, on the face of it, more of a technology partner. Where do you see the future or what will a marketing agency look like in 5, 10 years with what we just heard?
Alexander Bruna
My guess is that platforms like Google and Meta will create these assistants that will do personalized creative for you. I believe that AI will bring a huge wave of personalization. They have that data, although now within the European Union Facebook is struggling with that data in, for example, targeting that
advertising, but I think it's an unstoppable trend. People are going to want personalized content and products and they're going to get it some other way. I think the regulations don't make a lot of sense from my point of view, and it's definitely going to go in America. A personalized tool that will create a customized creative for each person, and those tools will make that marketing work as well as possible and continually optimize it. You're just going to pour credit into it. That, I think, is the future of marketing.
How will EU regulation affect us?
Martin Hurych
Before we get to the other specific case, you poked at a hornet's nest that personally both annoys me and I don't really understand. What will the regulation of artificial intelligence look like in the European Union? Does this mean that we will have no one to talk to and a colleague from Silicon Valley will be silenced, or will he be artificially dumbed down to the level of a 5th grade elementary school?
Alexander Bruna
Up until now, it's looked like a total disaster. You are not far from the truth, they started regulating something that has no proper market yet and most people don't know how to use it. Somehow it hasn't manifested itself, but people are already worried about it, and based on that worry, regulations have been created that say you're going to have to label everything. I wouldn't have a problem with that in principle, but the problem is that the people who want to use it for the wrong purposes won't label it, of course. It is like asking counterfeiters of banknotes to put a label on them that they are fake. That is the European Union's approach. Fortunately, it looks like they're already throwing a bit of a setback. There was some conference in Britain just now, Britain obviously sees this as an opportunity to grab those tech companies for themselves. You probably don't want to do business in the European Union if there's so much regulation and before you can even create anything, they're going to regulate you. That is, of course, a threat to any technology company, so you will be looking for a place where you can do business and create your products in peace. So maybe now they've thrown some backwards in terms of what they've seen in the UK, hopefully those regulations won't come or will come as late as possible and will have some head and heel. Fundamentally, I think the problem is not AI or AI tools, but the fact that we have not addressed any of our digital identities for years. People are not used to being responsible for what they do in the online space. They feel that they are anonymous there and often behave like animals. The things you would never say to someone's face or spray-paint on their house, on their Facebook wall these people will write on their wall and completely off the cuff, really horrible things. I don't think it can work like that anymore, especially in an age where anyone can generate a picture of any politician, any famous person without clothes on, or conversely in some situation that can significantly harm that person. The moment people start creating these things, let them create them, but let them take responsibility. They should have some sort of digital identity and they should be traceable that they created it and that they shared it somewhere. At that point, I think we don't have a problem with AI at all and we really have to deal with digital identity, and AI just exposes that lack of digital identity.
Practical demonstration of ChatGPT - Preparing for a business meeting
Martin Hurych
Let's be positive and focus on the second practical example we talked about. Personally, I see that a lot of salespeople know to prepare for meetings, yet the traditional excuse is that they don't have time to do it. So let's take a look at what preparing for a meeting can look like using our Silicon Valley partner. So as not to talk about someone who isn't here, you're the sales director at Ydeal, I need marketing by default, so come try to sell me your services and come prepare for me.
Alexander Bruna
Let's give it a try, it'll be interesting. Hey, Chate. I'm Alex Bruna, I'm the sales director of Ydeal, we're a full-service marketing agency, and I'm going to a sales meeting. I need some help getting ready. Mr. Martin Hurych from Business Accelerator is going to be at the sales meeting and I need to find out some information about Mr. Martin Hurych and his company so I can prepare well with you. Come help me.
ChatGPT
Martin Hurych is the founder of Byznys accelerator and has more than 20 years of experience in global manufacturing and trading companies. His company focuses on business coaching and consulting and is located in Prague. Martin Hurych created the B2B business incubator program, which is designed mainly for engineering, technology and manufacturing companies with long sales cycles. This program focuses on strategic approaches to business and teaching business skills. The emphasis is on a genuine interest in the client, which Hurych sees as the key to success in business. One of the main issues the B2B business incubator focuses on is the lengthening of business cycles caused by recent economic developments such as the covid pandemic and the war in Ukraine. The program will teach participants how to deal with these changes. Martin Hurych aims to help engineering, technology and manufacturing companies that often focus on easier selling through price and discounting, which he believes is not sustainable in the long term. His vision for the future of the B2B business incubator is for it to become the starting line for building an active business in these types of companies. Are you preparing for a business meeting with Mr. Hurych? It may be helpful to understand his approach to business and the philosophy he promotes through his incubator. His experience and perspectives on trading and consulting can be very valuable to your meeting.
Alexander Bruna
I want to sell Mr. Hurych some digital marketing, some social media, social media management, PPC, maybe some online strategy. Can you give me some tips on how to go about it?
ChatGPT
In order to successfully introduce your digital marketing services to Mr. Hurych, it's a good idea to consider his approach and philosophy. 1. Take a genuine interest in the client: Mr Hurych believes that the key to successful trading is a genuine interest in the client's needs and problems. Try to focus on how your digital marketing services can help solve his company's specific problems or needs. 2. Present real added value: instead of focusing on the technical details of the services, focus on the specific benefits your services can bring to his business, such as how social media management or PPC campaigns can improve his company's visibility and bring in new clients. 3. Prepare for a longer business cycle: Hurych noted that business cycles have lengthened and require more interaction. Be prepared that Mr. Hurych's beliefs may require more meetings and presentations. 4. Show an understanding of his industry: since Hurych specializes in supporting technical, technology and manufacturing companies, showing your understanding of these industries and tailoring your marketing strategies to their needs can be a big plus. 5. Be prepared for questions and objections: Mr Hurych has extensive experience and is likely to have specific questions or concerns about your services. Be prepared with compelling answers and examples of success.
6. Present case studies: if you have examples of successful campaigns or satisfied clients in the same or similar industry, show them. This can help show your expertise and experience in digital marketing. 7. Be adaptable: Martin Hurych stresses the importance of innovative approaches and adapting to a changing market, so demonstrating your ability to adapt your digital marketing strategies to current trends can be compelling. The important thing is to tailor your pitch to his needs and values, and present your services as a solution to the specific challenges his business may be facing.
Martin Hurych
Ladies and gentlemen, if anyone wants to sell me anything, this is absolutely accurate. I'm speechless.
Alexander Bruna
It's great. Six months ago we took a salesman who specializes in selling our new services and trained him with ChatemGPT. He's not in marketing, so he didn't know the terminology and some of the processes, but he's had years of experience, he's really good, and he's been learning the whole thing with Chat. We've set up some training program so he's also preparing for meetings withChatemGPT that way. I went to a client meeting with him the other day and it was a woman. The client was asking where he actually got the contact information for her. He said he used AI to do it and knew her name, so Chat asked what email she might have since she had that name, Chat guessed the email and guessed it right. ChatGPT made up the email and was correct.
Martin Hurych
Alex, I'm at a loss for words, so I'll just thank you for these two beautiful, practical demos and go home and debug the clickbait headline for this episode using artificial intelligence. I wish you well and may AI make your job easier, not take it away.
Alexander Bruna
Thank you very much. Thank you for inviting me and hello.
Conclusion & bonus
Martin Hurych
So you saw it, you learned perhaps more about me than I wanted to. My digital footprint deserves an overhaul. Anyway, if we've got you excited about some new approaches, we've managed to show you how you can simplify your work here, I for one am glad we did our job well with Alex. We've already missed the bonus within the allotted time, be sure to check out www.martinhurych.com/zazeh, where we'll cover the basics of how to work this way in practice, not just with ChatemGPT. Like, share, comment wherever you're listening, but you already know that, so I'll just wish you success and keep my fingers crossed, thanks.