Are you feeling the stress to leap on the AI bandwagon? You’re not alone. As small and medium-sized companies race to undertake AI, many are overlooking a essential step that would make or break their success. What if I informed you that the important thing to unlocking AI’s true potential for your corporation isn’t within the newest chatbot or predictive analytics software, however in one thing you have already got – your information?
The issue is, whereas AI guarantees to revolutionize how we do enterprise, with no strong information technique, it’s like making an attempt to construct a skyscraper on quicksand. Many SMBs are speeding to implement AI options with out first understanding and organizing their information, resulting in disappointing outcomes and wasted sources.
However right here’s the excellent news: with the proper method to your information, you may set your corporation up for AI success. And that’s precisely what we’re diving into at this time with our skilled visitor, Tim Hayden.
Tim is the CEO of Mind+Belief Companions, a strategic consultancy that helps firms navigate digital transformation. With over 20 years of expertise in constructing and managing profitable firms, Tim is a pioneering enterprise chief identified for his experience in data-driven advertising, buyer expertise, and rising applied sciences. He’s labored with main manufacturers like Dell, Bacardi, and AMD, and is a frequent speaker at business occasions. Tim actually wrote the ebook on cellular commerce and has been on the forefront of digital advertising innovation for many years.
In the present day, Tim goes to interrupt down why an information technique is the important first step for any SMB seeking to harness the facility of AI, and he’ll present sensible insights on easy methods to get began. So, whether or not you’re simply starting to discover AI otherwise you’re seeking to optimize your present efforts, this episode is your roadmap to constructing a strong basis for AI success.
AI in Advertising: Unpacked host Mike Allton requested Tim Hayden about:
✨ Knowledge First, AI Second: Understanding why a strong information technique is the muse for profitable AI adoption.
✨ High quality Over Amount: Studying easy methods to deal with accumulating and organizing the proper information to your particular enterprise wants.
✨ Begin Small, Suppose Large: Sensible steps for SMBs to start constructing their information technique with restricted sources.
Be taught extra about Tim Hayden
Sources & Manufacturers talked about on this episode
Full Transcript
(evenly edited)
Why Your SMB Wants a Knowledge Technique Earlier than Adopting AI with Tim Hayden
[00:00:00] Tim Hayden: It’s actually a two approach race for firms to construct a system that’s smarter and may assume in each completely different course sooner than people do. And when you can perceive how that might be extraordinarily precious, precious for analysis or that can assist you save time, however on the finish of the day, the info that your organization has collected that’s in your advertising automation system, your e mail, that what you’re capturing with social analytics, all of that information, you’ve labored onerous, you’ve really paid for it, proper?
You’ve gotten an incredible quantity of what I’d name intelligence earlier than it’s made synthetic and automatic. Why wouldn’t you have a look at the place AI Your Means is feasible and AI Your Means contains coaching it in your information, proper? And ensuring that what a mannequin tells you, it’s telling you one thing that’s completely on model.
Or it’s, it’s biased simply in the proper approach to be model centric and buyer centric.
[00:00:56] Mike Allton: Welcome to AI in Advertising: Unpacked, the place we simplify AI for impactful advertising. I’m your host, Mike Allton right here to information you thru the world of synthetic intelligence and its transformative impression on advertising methods. Every episode, we’ll break down AI ideas into manageable insights and discover sensible purposes that may supercharge your advertising efforts.
Whether or not you’re an skilled marketer simply beginning to discover the potential of AI, this podcast will equip you with the information and instruments you have to succeed. So tune in and let’s unlock the facility of AI collectively.
Greetings program. Welcome again to AI in Advertising: Unpacked the place I selfishly used this time to select the brains of specialists at maintaining with and integrating or layering synthetic intelligence into content material, promoting, social media, search, and different areas of digital advertising. And also you get to study to subscribe to be proven easy methods to put together your self and your model for this AI revolution and are available out forward.
Now, are you feeling the stress to leap on the AI bandwagon? Properly, you’re not alone as small to medium sized companies race to undertake AI. Many are overlooking a essential step that would make or break their success. What if I informed you that the important thing to unlocking AI is true potential for your corporation isn’t within the newest chat pod or predictive analytics software, however in one thing you have already got, your information.
Downside is whereas AI guarantees to revolutionize how we do enterprise with no strong information technique. It’s like making an attempt to construct a skyscraper on quicksand. Many SMBs are speeding to implement AI options with out first understanding and organizing their information, resulting in disappointing outcomes and wasted sources.
However right here’s the excellent news with the proper method to your information. You possibly can set your corporation up for AI success. And that’s precisely what we’re diving into at this time with our skilled visitor, Tim Hayden. Tim is the CEO of Mind Belief Companions, a strategic consultancy that helps firms navigate digital transformation with over 20 years of expertise in constructing and managing profitable firms.
Tim’s a pioneering enterprise chief identified for his experience in information pushed advertising and digital transformation. Buyer expertise and rising applied sciences. He’s labored with main manufacturers like Dell, Bacardi and AMD, and is a frequent speaker at business occasions. And Tim actually wrote the ebook on cellular commerce and has been on the forefront of digital advertising innovation for many years.
Hey, Tim, welcome to the present.
[00:03:15] Tim Hayden: Hey, Mike, it’s nice to be right here. Thanks for having me. And thanks for all that great hyperbole. That’s simply pumped me up. I recognize that. Yeah.
[00:03:23] Mike Allton: It’s my pleasure. Like I all the time inform people, you’re the one who did all the nice work to get there. I’m simply sharing the outcomes of these years of labor.
So I recognize you approaching right here, taking your time. I do know you’re at an occasion in Vegas as we converse, you realize, chatting with that time about how you’re a speaker certainly, however should you may begin by simply Explaining why an information technique is so essential and why particularly for SMB is seeking to undertake AI.
[00:03:49] Tim Hayden: You already know, I, I feel what lots of people appear to miss is how language fashions, how public language fashions have been constructed within the first place.
You already know, there, there was fairly a bit made about what Chat GPT was educated on or what Claude was educated on or is educated on you realize, and we see this rising tide of particularly for small and medium companies, the chance so that you can have AI your approach with Llama and Llama 3. 1 most lately.
And it has to coach on information, proper? In order that’s a, that’s a approach of me beginning with the tip, the mannequin, which all people sees, proper? That’s inside their browser. That’s what their immediate engineering and so they’re on the lookout for that particular, distinctive output coming from it. How did it get there and what makes it occur there?
Actually, it’s, it’s the info and there’s about 5 different issues we will speak about on the subject of safety and information privateness. The way in which that whenever you go and make a media plan otherwise you work together with an advert community or a requirement aspect platform, most likely the, the medium of this small and medium companies actually are going to have some expertise with their businesses who use first get together information to be very precise about lookalike audiences and likewise participating prospects that you just’ve already had Knowledge is the important thing to all these issues. So I feel you realize the on the finish of the day what we’re going to see and this might tee it up for us to tear aside with a few of these different questions that you just and I put collectively however is can be a world forward the place firms giant and small could have their very own language fashions.
They’ll have their very own AI fashions. They’ll have their very own automation made potential via machine studying and AI. It’ll are available small quantities and small packages and small software program techniques. It’ll are available very giant ones. However the future is actually going to be, I feel, a possibility for extra firms to regulate their future quite than simply outsourcing it to a 3rd get together, the way in which we did with social media.
And and I’ll, I’ll dangle it up there for you proper now. However it’s a, it’s an enormous alternative.
[00:06:04] Mike Allton: It’s. We’re doing one thing like alongside these strains, I feel at Agorapulse, the place we’ve arrange our personal RAG system that’s ingested all of our weblog content material, our, our help content material, our tales. And it’s built-in in Slack in order that our gross sales crew can go to a Slack channel and say, Hey, this Do we’ve any sources about this?
Or what’s the functionality of Agorapulse? These sorts of issues, proper? It’s all inner. And I do know already Tim, you and I most likely dropped a few items of jargon that, that a few of you listening could not likely know what we’re speaking about, like once I say RAG or a distinct giant language fashions or Llama hit pause.
Go all the way down to the present notes, obtain my AI Advertising Primer. It’ll, it’ll simply stroll. It’s free to stroll you thru quite a lot of that verbiage after which you may resume as a result of Tim’s obtained much more to share and I don’t need you to really feel such as you’re completely overwhelmed. That doesn’t should be that approach. So should you may begin subsequent, by simply sharing what you assume among the misconceptions are that SMBs have about their information and its readiness for the sorts of AI purposes we’re gonna be speaking about.
[00:07:05] Tim Hayden: Properly, I feel you realize, SMBs naturally have been afforded some extraordinarily environment friendly applied sciences that, you realize, that I put within the class of applied sciences that do one thing for everybody.
And I imply that with love. I do imply that in a constructive sense. We’ve all constructed efficiencies. We’ve all been capable of study to do extra with much less via Google Workspace. What was, what was, you realize, what was one thing completely different than that as Google has actually moved in that can assist you construct one thing you may handle and handle your corporation with?
Similar factor with Microsoft and Outlook and the issues which can be capable of plug into it should you’re a salesforce consumer or a HubSpot consumer you even have a cadre of apps a complete cottage business that’s on the market that may provide help to Combine issues out and in of your CRM. On the core of that You already know You could be wanting on the approach you merchandised it earlier mike whenever you have been speaking about among the tactical issues which can be in advertising operations. That’s unbelievable.
Completely. However should you peel it again, what’s driving all the above? It’s information. And I feel SMBs are just a little bit misplaced proper now as a result of, very naturally, they’ve discovered it doesn’t price a lot, you realize, 20 bucks a month and also you’ve obtained a, a Chat GPT Professional account, proper? It, it, it doesn’t price a lot so that you can get on the market and discover one thing that may provide help to create content material, may also help you write recipes, may also help you do a tough draft of an e mail that you just wish to ship out to prospects, all these items.
I feel there’s two sides to this that I simply would say is the info that you just do have in your CRM that you just do have in your e mail your e mail system or your e mail advertising system, advertising automation system. Speaking about HubSpot or Marketo a few of these others what you’ve gotten in there, and even, even, even that which was in Agorapulse that you’ve got by way of the T’s and C’s of Meta and, and X and TikTok and a few of these others.
You already know, you do have some skill to make use of information that you just’re capturing with that system and, and to take action to make higher selections. So with that, I feel, will we all the time wish to again to Chat GPT, again to public AI fashions Ethan, Ethan Mollick at, at Wharton that I do know lots of people comply with, proper. He, he has stated it finest, I feel, is that.
The factor you must perceive is, and I’m going to paraphrase what he stated, nevertheless it’s nearly, it’s nearly humorous that accidentally, these firms are making hundreds of thousands of {dollars} with hundreds of thousands of customers proper now, when in reality they don’t care in any respect about your use instances. They’re not constructing this for advertising.
ChatGPT was by no means constructed for advertising. Claude was by no means actually constructed for advertising. That’s altering. I can I can speak about that just a little bit later. However you realize, these public fashions have been are actually on one course, proper? Particularly between Gemini and what we all know is ChatGPT between OpenAI and Google and Alphabet behind Google and Microsoft beside OpenAI.
It’s actually a two approach race for firms to construct a system that’s smarter and may assume in each completely different course sooner than people do. And when you can perceive how that might be extraordinarily precious, precious for analysis or that can assist you save time and among the examples you gave earlier, Mike, I feel it’s, that’s unbelievable.
However on the finish of the day, the info that your organization has collected that’s in your advertising automation system, your e mail that what you’re capturing with social analytics, that what you’re, you could have in one other, one other system or one other advertising op system, all of that information, you’ve labored onerous, you’ve really paid for it, proper?
You paid for it with media and time and advertising ops to get that information. And I feel you’ve obtained a accountability now to take a look at how you are able to do what you simply stated, proper? With AgoraPulse having its personal retrieval and augmentation operation, proper? Its personal RAG with its owned content material, proper? How do, how do you make it possible for the Agorapulse, I feel that’s what you’re suggesting, Mike, you may, you may inform me if I’m mistaken, is that the, is it the gross sales crew or the shopper going through crew of Agorapulse has, and also you, and also you defined that they’ll entry it via Slack.
They’ve entry to that, which could be very model centric content material, proper? And, and that will be my argument is that should you’re a small and medium sized enterprise and that covers quite a lot of floor that covers, you realize, what the federal authorities, quite a lot of people say might be 80 % of companies in the US alone are SMBs.
You’ve gotten an incredible quantity of knowledge. You’ve gotten you’ve gotten an incredible quantity of what I’d name intelligence earlier than it’s made synthetic and automatic. You’ve gotten an incredible quantity of intelligence on each your model and your prospects. And on the finish of the day, it’s your model. That’s the reason folks purchase from you and subscribe from you and skim your e mail newsletters.
As a result of they consider in you and so they consider in your model, why wouldn’t you are taking management of that? Why wouldn’t you? Why wouldn’t you have a look at the place AI your approach is feasible and AI your approach contains coaching it in your information, proper? And ensuring that what a mannequin tells you. Simply as you stated about Agora Pulse doing it proper now, it’s telling you one thing that’s completely on model or it’s, it’s biased simply in the proper approach to be model centric and buyer centric.
[00:12:53] Mike Allton: And also you make it such an excellent level concerning the goal, the course of the fashions. We’re recording this in mid October. The founding father of Anthropic simply dropped was like a 15, 000 phrase essay for his imaginative and prescient of not simply the place Anthropic Claude goes, however. A. I. Generally, not simply A G. I. However I generally over the following few years, I don’t consider he actually talked about advertising a lot in any respect.
That was not the purpose of that essay. He was speaking a lot broader scopes about all of the issues that AI was going to do for us proper as a society, which is simply fascinating.
[00:13:25] Tim Hayden: Properly, let’s be trustworthy after we take into consideration that, when you concentrate on how Professor Mollick, you realize, Affiliate Professor Mollick, let’s be clear.
In order that was love, Ethan, I promise. However however on the finish of the day, you realize, the factor we’ve to know is that these techniques that PricewaterhouseCoopers is on the market now making an attempt to persuade giant firms to combine an API from OpenAI with the enterprise, proper? I’m unsure the place I sit on that.
I’m unsure what I actually, you realize, how a lot I belief that to come back in there for the easy indisputable fact that OpenAI has no vested curiosity. In my enterprise, proper? They, they could put a account govt or a buyer success supervisor in opposition to me if I subscribe to the, to their API and I’m capable of construct wrapper know-how with apps and issues, you realize, instruments that my crew makes use of that’s powered by that mannequin, however you come to, you develop into depending on that third get together.
Proper. And we’ve seen the place this has occurred earlier than. We’ve seen. We we keep in mind the times the place Fb has gone down for a lot of hours in a day and and trigger the companies who arrange and handle actual property in Fb, particularly in the event that they have been operating an e commerce operation there or they have been doing customer support via it the place you realize, they’re handicapped they’re kneecapped for a number of hours within the day Or they’ll again within the outdated days the fail whales of twitter, proper?
[00:14:56] Mike Allton: You
[00:14:56] Tim Hayden: know, it could paralyze It could it could paralyze folks and and we’ve the identical state of affairs proper now with you realize folks changing into very depending on the opposite aspect of it, the half we received’t discuss actually go into, however an organization that’s simply boiling via billions of {dollars} a bit rudderless as a result of they by no means meant for folks to be utilizing it the way in which that they’re.
It’s onerous for them to forecast a price range and plan in opposition to that as a result of individuals are doing so many issues. Tens of millions of various issues with it, which drives up compute energy and information storage prices and a bunch of issues they’ll’t forecast now. So, you realize, it, it, it simply has query marks with out me completely throwing them underneath the bus or, you realize is I wish to be clear is, is there’s, there’s query marks when impulsively you’ve gotten now Llama 3.
1, which is available in a number of completely different packages. If you wish to name it that you would even have it run in your iPhone, proper? You could possibly even have it run, discuss concerning the information that’s in your iPhone. Let’s, let’s overlook concerning the the SAS record I went via earlier. And simply say, take into consideration the deep, deep meta.
And I don’t imply that with is in Fb, however all of the gobbledygook that’s in your telephone, that tells a narrative about the place you’ve been and, and what you do together with your life and, the correlation between the identical individual in your Fb app and your and your e mail, proper? These sorts of issues. Now you bought a mannequin that you could simply discuss to and begin to say, Hey, assist me perceive the final 5 conversations I had with.
With Chad Smith, you realize, whoever, I simply made that up. I don’t know any Chad Smiths, however you realize, so, you realize, it’s there, however doing so you’ve gotten it managed all in your setting, proper? That’s the, that’s the factor that I feel is Particularly fascinating is that Fb, for higher or worse, excelled as an organization by bleeding over the sting of privateness, proper?
They, they did what they may. We’ve heard, we’ve all heard tons of of tales of individuals speaking about Cancun at a Tremendous Bowl get together, after which they get up the following day and go to Fb, and there’s a bunch of adverts for resorts in Cancun, proper? No matter Fb has finished previously, they’re a knight in shining armor proper now, the way in which that they’re exhibiting as much as empower folks to construct their very own fashions, to construct their very own language fashions and to regulate their compute energy and to, and to have uptime and that, after which that, that biased output that we actually need.
You already know, that’s so particular to our model and particular to the viewers as we wish to serve
[00:17:41] Mike Allton: Actually fascinating parallels, as you talked about, I imply, people like Joe Polizzi and I’ve been railing for years in opposition to people to lean, you realize, don’t lean too closely on social media, notably not on a specific social community.
You’ve obtained to personal your content material. And now, principally, we’re coming round circle and saying. It is advisable to personal your information, proper? And it’s humorous that you just speak about Fb and Mark Zuckerberg. Clearly, he felt that walled backyard of the Apple iOS system. And now, such as you stated, he’s our champion. However you realize, a lot of the people that we’re speaking to aren’t working with, with PwC.
They’re, they’re small to medium companies, mid market companies, proper? HubSpot, completely. Salesforce, such as you talked about, they’re utilizing, you realize, Fixed Contact and different e mail techniques. They’re utilizing Google analytics. MailChimp.
[00:18:25] Tim Hayden: Yeah. Yeah.
[00:18:26] Mike Allton: MailChimp. Yeah. You already know, stroll us via what you assume a few of these key elements may be for somebody in these conditions, whether or not it’s a enterprise proprietor, the marketer, and so they need a strong information technique as they’re shifting into this AI revolution.
[00:18:40] Tim Hayden: You already know I feel each information technique has obtained to begin with safety. And once I speak about safety, not everybody’s going to have the ability to afford to have a sock to in place and and do month-to-month or quarterly penetration testing in opposition to their enterprise. However what is feasible is that you just begin to perceive password hygiene throughout your entire staff, as an illustration and, and I’m, I’m making an attempt to, I’ll go down the low hanging fruit right here for you, Mike.
And and the, and the SMBs out there’s , at, at apps like LastPass or Dashlane, as an illustration, they do two various things. One, they permit you to have a distinct password for each single app or each single web site. Or, or system or portal that you just log into together with your, your financial institution accounts, together with your suppliers.
Whenever you, whenever you go fill out order kinds with them whenever you’re, whenever you’re doing something with anyone by way of e commerce, proper, you’ll should log in with a username and a password. Let’s be sure to’re not utilizing the identical password in one in all a couple of place. There’s, there’s that it’s 2024 and we nonetheless should remind folks in firms, giant and small, that that must be finished.
Secondly is consider do you’ve gotten a screensaver in your pc? Is it the default one which got here with it? Are you able to, should you work in an setting the place a lot of folks might be passing by your desk, proper? And you could have delicate info, which might be simply buyer info, simply an e mail handle.
A fast reminder for everyone. With an e mail handle and a cellular phone quantity for this reason cybersecurity is so delicate proper now. The dangerous actors of the world, they absolutely want to get their palms on bank card numbers and social safety numbers. However with simply an e mail handle and a cellular phone quantity, they’ll discover out something they wish to about you.
They’ve methods of having the ability to bounce that in opposition to information brokers that many occasions function on the darkish net to search out no matter they’ll related to that mixture of an e mail handle and a cellular phone quantity. So in case you have that type of info in your pc, should you’re storing it in your pc, take into consideration the easy truth of creating certain that nobody else will get their palms on it and never even simply strolling by your desk.
So screensavers, password managers. Take into consideration the issues that you’ve got in place to observe different vulnerabilities vulnerabilities similar to are your staff Truly updating the working system on their on their desktops or their pocket book computer systems with regularity as a result of every a type of working updates working system updates.
Pardon me, you realize, is available in and it’ll really provide the bug fixes within the patches safety patches that you just want because the world of cybersecurity modifications and shapeshifts. So you realize, these are these are some desk stakes. There’s three concepts proper there. There’s three issues that I’ve. I wish to share with folks.
After which from that’s begin to consider the reverse movement that individuals went via with customized audiences. If if everybody can keep in mind the times when it was actually easy for us to simply obtain a CSV from our CRM after which go to Fb and create a customized viewers or all people who preferred our web page and all people that’s in our CRM.
You already know, take into consideration take into consideration that movement at this time. Do we actually wish to share our all of that information with with Fb in that state of affairs? Go backwards from that and take into consideration how one can obtain your entire LinkedIn connections, proper? You possibly can obtain all of that info from linked in. You possibly can obtain all of it from among the different social media networks that you just work with.
Your follower lists any of that you’ve got your CRM among the issues we talked about earlier your advertising automation or your e mail system something that you just’re utilizing it has buyer info in it and you’ve got the chance to carry it collectively and construct a golden document if you’ll and salesforce and hubspot each have matured drastically Previously two years if I wish to keep in that Smb lane Each of them have actually matured by way of their skill to undergo what’s referred to as entity or id decision to say that you’ve got the identical buyer.
That, you realize, follows you on LinkedIn, who has purchased one thing via you from you by way of e commerce, maybe via an e commerce system. They are saying their title is Robert right here and Bobby there. They use a bank card that claims their title is Bob and that’s in your fee processing system. There’s information in your fee processing system.
All of that. You possibly can carry that in and HubSpot and Salesforce after which a few of their companions will really have the ability that can assist you clear that up and say that’s not 5 completely different folks. It’s only one individual that create that one document for them. What does that do for you? It principally put you in a spot the place you’re not sending three catalogs to the identical home or 4 emails to the identical individual or worse.
Attempting to execute a media by and placing far more show adverts and paying for too many clicks across the one particular person that you just solely wanted to place two issues in entrance of or possibly two touches inside every week in entrance of you realize, cleansing up issues that approach as effectively. And what I’m speaking about there, too, is, is as I stated earlier about issues changing into economically possible or extra price pleasant down market into SMBs, this know-how has been round for the higher a part of a decade with enterprises, with buyer information platforms and grasp information administration techniques, we’re beginning to see increasingly.
Programs that you need to use that don’t price you hundreds of {dollars} a month, however could price you lower than 500 a month that may provide help to carry your information collectively and handle that information to, to construct these information and to do higher segmentation together with your audiences. And the very last thing on that too, is quite a lot of these techniques are literally shifting ahead with.
Extra subtle and methods to orchestrate your e mail campaigns, even SMS campaigns or noble, pardon me, cellular push notifications, which that each one falls within the class of what I feel you have been giving a nod to earlier. Mike, and that’s, you realize, how will we, how do you go peer to look together with your prospects?
How do you, how do you not function via an middleman? How do you, how do you shield information on the identical time having the ability to meet the shopper the place they’re with out having to. Pay Fb to achieve them or with out having to pay Google to achieve them. I imply, these are, these are actual, these are actual alternatives that individuals have had, and I’d argue they’ve had them since most likely 2014 or 15, when 80 % of individuals began carrying a smartphone.
However. Now there’s software program that I feel will scale down if we wish us to name it that for SMBs to have the ability to handle way more interpersonal and direct relationships with prospects than they may earlier than.
[00:25:54] Mike Allton: That’s precisely proper. It begins with safety and information hygiene. After which we’ve a complete raft of instruments which can be accessible at this time at a lot, a lot decrease budgets, so that they’re way more accessible to SMBs.
And I feel most likely Tim and I’ll get into these in a second, however we’re speaking with Tim Hayden concerning the significance of getting an precise information technique, earlier than you begin to get into making an attempt to implement AI throughout your total group, and we’ll get into a few of these instruments and techniques, like I discussed, however earlier than we do a fast phrase from my sponsor.
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So Tim, one of many approaches we tackle this present on a regular basis is to speak about particular examples and use instances. Trigger we’ve, we’ve usually discovered with AI, because it’s a know-how and never a software, the methods that you could implement it or not are simply enumerable. And so on this case, I’d love should you may share an SMB that both you’re acquainted with, or possibly you labored with straight and the way they’ve efficiently applied an information technique earlier than adopting AI.
[00:28:01] Tim Hayden: Yeah, I imply you realize, one of many, one of many examples that I like to speak about is my household has a, has a pizza downside or higher but a pizza behavior with East Facet Pies in Austin, Texas, and You already know, one of many issues they, they do the final word in personalizing your pizza, you realize, you’ve gotten the left half and you’ve got the proper half of your pizza.
And you’ll simply dial up. You possibly can’t change the dough contiguously throughout a pizza, however every part that goes on high of it may be completely different on every half, proper? There’s, there’s, there’s that, which they do with personalization, however there’s, there’s that on the opposite aspect of it, too, that from a telematic standpoint, whenever you name in to order a pizza, and, you realize, The way in which that it prolonged that to toast and favor, which permit you the chance to do a pickup with, you realize, with pickup with toast, you are able to do both a pickup or a supply with favor, it’s going to be supply.
Proper. However with that. Your skill to take a look at your previous orders, proper? These apps are doing that for Eastside Pies in that state of affairs. However what Eastside Pies does is should you name them your buyer profile comes up on no matter they’ve in entrance of them, a pill or a POS system that principally says what your final 5 or 6 transactions have been.
That is, that is. Early A. I. That is that is machine studying to a sure diploma, however that is positively synthetic intelligence. That’s permitting that enterprise to drag in what you most lately finished. And should you work at a small financial institution otherwise you’re a buyer of a small financial institution, you’ve most likely began to see simply within the final two or three years that whenever you name the financial institution they could ask you to substantiate a final couple of transactions, or if in the event that they sense that you just’re coming in with an inquiry or a criticism.
They could have a I that’s already dialing up precisely what the issue state of affairs could also be. So I’ve seen a few banks begin to do that. And you realize, and it actually take into consideration that is whenever you name the financial institution. It’s now not a state of affairs the place I’ve to provide you my mom’s maiden title and inform you precisely what my problem is.
I’ll should do one thing else to substantiate my id, however on the finish of the day, the folks within the contact heart have gotten every part that they want in entrance of them and so they can preempt me and say, Hey, Tim, are you calling about this cost that’s in your account from final Tuesday? Proper? Are you, are you calling about it?
As a result of it, It’s it’s pretty large, and we’ve by no means seen it earlier than, proper? They could know that simply from internally. They despatched me an e mail asking me if I knew about it, proper? As a result of quite a lot of banks are doing that to say, affirm this or not. However the truth that they’re bringing all of it the way in which again to the opposite aspect, it’s a techniques integration story.
However it’s additionally an AI story to say, let’s floor to the highest based mostly on what we all know on, you realize, when, when it’s, what day it’s. Mhm. And what number of days because the transaction or these sorts of issues to correlate {that a} common CRM shouldn’t be going to do for you, proper? And advertising automation has not been ready to do that for us is permitting a I to have the ability to take a few disparate indicators, put them collectively and put them in entrance of somebody to serve you higher or so that you can self serve your self higher.
So, you realize, I feel You already know, I’ve, I’m fascinated however I’ve query marks round it by the various firms now which have made their very own GPTs with Open AI, proper? They don’t have any management over the bottom mannequin and the, and the bottom mannequin is just educated on, I simply, I wish to speak about, you realize, I feel most individuals wish to consider that as AI, and it’s not restricted to that, proper?
However I’ll go in that course for these of you who, who luxuriously get pleasure from your immediate, your immediate engineering prowess, proper? I’ll, I’ll, I’ll dangle, I’ll dangle with you a second, however, you realize, as you’re making a chat GPT, as you’re making a GPT wrapper or your personal jobs, GPT, or one in all these different issues that I’ve seen folks discuss loads about, You haven’t any, you’ve gotten completely no management over that.
You’ve been capable of put some swim, swim lanes in opposition to it, some enterprise guidelines in opposition to it, and create a little bit of a consumer expertise with it. However on the finish of the day, the bottom mannequin is identical factor. It isn’t customizable, not educated in your information. And I feel that’s the place we’re going to see increasingly firms that have nice development within the AI period are going to be those who put money into that which may be very bespoke with their information, with their prospects, with their staff, their merchandise and their operations. All of those, should you have been to take a look at them individually, are sources of indicators and intelligence. Once more, information is intelligence. They’re, they’re sources of it. They usually really, since you might need a approach to reconcile that in opposition to sure efficiency metrics, whether or not that’s clicks and follows and downloads and subscriptions, or if it’s precise buy information, you’re capable of correlate issues over time.
And I’m seeing quite a few small companies which can be capable of. Correlate issues like I’ll see in my Fb reminiscences possibly the way in which the climate was a 12 months earlier than and simply occurred to note that two or three of those native boutiques that, that I’ve purchased clothes from earlier than and Austin have simply properly timed you realize a message to me a few sweater or one thing like that, you realize?
So you realize, You already know, possibly I’m overthinking it. Possibly I’m assuming one thing there, however you realize, that is that is what being actually good about advertising is about. That is about understanding {that a} language mannequin and a public language mannequin. Won’t have all of the solutions for you and it actually received’t do it in a customized tremendous hyper related or bespoke method and that’s that’s once more the place I feel the entire market’s going to go and You already know I’ve talked about Llama three or 3.
1 just a few occasions I’d love for smbs to type of have a look at it because the Toyota Camry of public fashions. It’s It which means that you could drive it anyplace and you’ll simply discover individuals who can help it by way of You customizing it, configuring it and coaching it on that information. We listed off a few information sources earlier that you’ve got for you to have the ability to try this to have.
A really in the proper approach, biased and related chat bot, one that’s particular to your model or your corporation and to your prospects. I imply, I feel that’s that’s a technique that’s only one Avenue. I feel that we’ve obtained a possibility to do this.
[00:35:07] Mike Allton: I really love the East Facet Pizza instance. Not, not solely as a result of I like pizza in Austin, Texas, however as a result of you realize what they’re clearly doing there’s they’ve obtained a Level Of Sale System and or one thing else that’s driving alongside of it that’s monitoring buyer orders and tendencies and tendencies and that kind of factor in order that the following time you name, you may both have already got your favourite pizza loaded up with one click on, having the ability to put that in your cart, which eases your ordering course of. Or should you don’t order it, they’ll suggest it. Say, Hey, Tim, did you overlook? That is what you often order. Do you additionally need that pizza? Which ensures not solely are you ensuring that you just’re upselling the orders every time potential, however when Chad Smith opens his pizza place down the road, you’re going to be much less prone to order from Chad.
As a result of Eastside’s already obtained your favourite pizza able to go together with one click on. In order that’s, that’s, that’s such a boon to small companies. Now we’ve been speaking about, you realize, Claude and Llama and that kind of factor. Are there different instruments or applied sciences that you just suggest for SMBs that may handle and execute?
Analyze their information in preparation for bringing in a I or is it actually simply you’re wanting on the giant language fashions themselves,
[00:36:20] Tim Hayden: you realize, and I, I imply, I’ll most likely share just a few issues right here which can be pretty frequent and identified. However I imply, should you’re should you’re having quite a lot of distant conversations as we’re utilizing Stream Yard right here, however utilizing Zoom or or Microsoft Groups another instruments, Video conferencing software should you’re doing that In case you’re not utilizing learn.
ai otherwise you’re not utilizing otter or one in all these different transcription companies You’re lacking an enormous alternative there to have the ability to transcribe your conversations in actual time Permitting you and the individual you’re speaking to to have the ability to see notes being written as you as you host the dialog Which I feel helps with recall within the second it actually does However the factor I like to I personally do, proper, is that if I’m not discussing something that’s delicate or personal, or is confidential info with a shopper or a prospect is I’ll use Learn. ai on my Zoom calls and once I’m finished, it does a unbelievable job of sending me a abstract and what the takeaways or subsequent steps are, after which it provides me entry to the total transcript. I’ll take the total transcript after which I’ll go to Claude and I’ll ask Claude to, and I’ll say. That is who I used to be speaking to.
It’s a, it’s a reasonably lengthy immediate, however I’ll say, that is who I used to be speaking about, that is what we have been speaking about. Right here’s what my purpose is. Can, are you able to do me a fast job and a fast favor and draft for me an e mail to them, you realize, that’s you realize, 80 phrases or much less recap of what we mentioned after which the 5 concepts that we shared and the 2 issues which can be subsequent steps.
And naturally, as soon as I try this, and I’ve uploaded that transcript. It’s, it’s a matter of, you realize, two to 5 seconds, the drafts in entrance of me, I’m capable of copy it, paste it into the e-mail shopper after which wordsmith it and ship it sounds prefer it’s extra steps than it must be. And it’s extra steps than it’ll most likely be a 12 months from now, as a result of we’ll begin to see a mixture of those instruments working together with your e mail shopper in actual time, however for now, Simply take into consideration the way you, you simply can’t miss a beat whenever you do one thing like that.
You, you’re capable of cowl the excessive factors, the low factors, the following steps for you by way of duties by way of the actions that you just signed up for and dedicated to delivering. It’s helped me with accountability, nevertheless it’s additionally put me ready to the place I’ve obtained that recall. I’m capable of put again in entrance of the prospect or the shopper to maneuver issues ahead whether or not it’s a brand new assertion of labor, it’s a brand new venture or the consideration for them to increase the work they do with us.
So, you realize, at, on the, on the finish of the day, I feel there’s, there’s, there’s low hanging fruit like that. After which there’s. You already know, Pocket book LM earlier than you really go discuss to a brand new buyer or should you’re in recruiting and earlier than you discuss to a candidate, take the LinkedIn profile of that individual and, and go to Pocket book LM and ask it to whip up a pleasant podcast for you.
After which these podcasts laughs anyplace from, from what I’ve seen in my expertise and what folks have been sharing. 10 to fifteen minutes. They’re not very lengthy, however get that as a preamble, some storytelling about who you’re about to satisfy in that recruiting capability with the candidate. However higher but, should you’re in gross sales and also you’re making an attempt to go meet any person and making an attempt to know every part you may about them, in the event that they’ve been nice about sharing content material on LinkedIn, which isn’t all the time the most effective place, typically their web site could be one other hyperlink or a distinct hyperlink that you just’d wish to, you’d wish to present there.
However by doing that, you realize, you’re really capable of have Pocket book Lm in a short time offer you an audio file that you could take heed to as you’re driving throughout city or maybe as you’re selecting up your rental automobile on the airport and driving to. The prospect assembly. So I, I like that, you realize, after which, you realize, tactically with content material, there’s, there’s that the place Canva going, you realize, and what, what Adobe even introduced at this time, proper?
I imply, simply, simply they’re going deeper into AI, deeper into generative AI. And and having it are available and, and principally quick, you realize, quick monitor the artistic course of again to my, you realize, my, my textual content file with Claude and saying, draft an e mail for me, you, you’ve now obtained quite a few instruments that may enable you gamma is one other one which I take advantage of with outdated PowerPoints that I do know I had content material.
Truly when Joe Polizzi would have me come converse at content material advertising world, quite a lot of what I’d speak about with cellular technique is straight associated to what I’m making an attempt to inform folks to do with AI now by way of management and peer to look you realize, controlling your information and never having to function via intermediaries, quite a lot of these outdated decks that I’d use, I’ll go to gamma and I’ll say, would you You have a look at have a look at this deck that that we made final week after which have a look at this deck that’s eight years outdated 9 years outdated and would you’ll you seize what you wish to from it and And you realize make make what’s on every slide just a little extra colourful or simply give me some language to work from I try this with gamma i’ve performed round with Canva with it, too, however To the purpose I feel you’ve already made is that this this deck This takes issues that will have taken me hours to do prior to now, simply minutes.
And, and that’s, that’s what we’re speaking about right here. It’s not concerning the content material itself. It’s not concerning the reasoning of the mannequin or the issue fixing to your level concerning the Anthropic govt doc that’s floating round proper now. You already know, Claude or, you realize, Anthropic is an organization, actually OpenAI is an organization.
Google with Gemini. They’re out to treatment most cancers and provides us world peace. They’re not out to do something within the interim. They’re actually not. They’re simply going to make use of us to coach these fashions to assume in a different way and get extra superior to allow them to go clear up large world issues. So I like a few of these smaller little apps and smaller little operational instruments which can be beginning to come up which can be simply serving to us with that.
Not likely lower corners, however you realize, have the ability to shave a couple of minutes off of a job or an hour off of some process. And and the chance to do it that approach.
[00:42:38] Mike Allton: Yeah, these are nice examples. I like Pocket book LM. I did a complete episode for instance of Pocket book LM. I’ll hyperlink to that within the present notes beneath.
And I’m utilizing Learn AI most likely on daily basis at Agorapulse. I’ve it tied into my Google Meet system. So each time we’re doing a one on one assembly or a bunch assembly or a Tiger squad assembly, no matter. I’ve obtained these automated notes. And to your level, meaning I don’t essentially should be fairly so diligent in my observe taking.
I don’t want to ensure I seize each motion merchandise that’s all going to be captured for me by the assistant. It’s simply necessary should you’re not assembly internally, should you’ve obtained exterior people, I feel you need to ask them and allow them to know, Hey, are you okay? You already know, my synthetic assistant and gosh, don’t have the A. I be part of for you. Have the A. I be part of with you. Paul Roetzer has railed on that a few occasions already on his present, and I couldn’t agree extra. That’s completely agree. That’s completely agree. No, no. Yeah. However I feel to your level the place we’re shifting is having these techniques with their brokers which can be, pervasive and doing all these items for us.
Like I can’t think about Google received’t quickly have its personal AI agent that may sit inside Google Meet after which it’s already related to my calendar and my Gmail. So it will possibly mechanically ship a abstract with motion objects to all people who participated within the assembly, if that’s what I’m on the lookout for, what else do you see approaching the quick time period?
And I do know we’re nearly out of time. So that is gonna be my final query to you, Tim. You wager. Notably on the subject of information technique and AI evolving, what ought to SMBs be getting ready for?
[00:44:18] Tim Hayden: Properly, I feel it, you realize, your, your information is your ticket to the long run. Your corporation goes to alter. AI will slowly push some folks out of jobs or, or sure operational roles.
That you’ve got inside your group. The larger halo impact that’s going to have is that firms themselves are going to search out themselves you realize, the place they should decide on whether or not or not they maintain promoting issues and constructing issues that they promote the identical approach that they all the time have.
So your information is your key to the long run. It’s the intelligence that tells you you. What your prospects need, how they behave, what their preferences are. You’ll more and more have instruments that may come from lots of the distributors that we’ve mentioned right here, not the general public fashions, however lots of the simply customary operational instruments, software program as a service.
That you simply’re utilizing increasingly of that software program as a service goes to not simply have a co pilot, however have AI on the again finish, which helps you correlate info and have higher, clearer insights on what to do. Take into consideration income diversification, proper? Take into consideration what else may you do to promote one thing completely different to the identical viewers?
Your information can inform you that your information has these solutions. After which it will possibly, it may be additional enriched via surveys and polling and different varieties of analysis. However you’re sitting on a gold mine already, proper? You’re sitting on what your prospects have trusted you to handle and to study them.
And with that, if you wish to iterate your you realize, iterate your corporation, should you wanna iterate the, the way in which that you just make income via completely different means, it’ll be the info that it tells you to do it. It’ll be the info that leads you into no matter’s subsequent after that. The massive, the massive reply to you’re your main first half of that query, Mike, is, is AI brokers the place fairly quickly we’ll see the flexibility for SMBs to begin to construct customized brokers that truly carry out actions for you as a enterprise proprietor or as a, as a supervisor or a frontrunner in a company to you realize, have the ability to execute sure duties, have the ability to go and seize sure information or insights and produce it to you at sure occasions of day.
So you realize what to say earlier than you stroll in a gathering, earlier than you, you realize, begin to go to the whiteboard and work out what it’s you’re planning on doing subsequent week or subsequent month based mostly on what’s happening within the enterprise at that second. I feel you hear me say that, I don’t assume anyone on the market actually has their head wrapped round AI holistically.
I don’t assume anyone has their thoughts completely wrapped round the place AI brokers are going to play an enormous position in enterprise, however know that they’re coming and it’ll be for you again to my level about customization and customized configuration of what’s a really malleable know-how kind. If we wish to name the class of know-how, we wish to name AI that.
It’s, it’s way more than that, however if you wish to consider it that approach, you’ve obtained each alternative in a malleable approach to make it be just right for you and make it work for precisely what your geography, tradition, buyer conduct, product, vertical place, market place, all of these items which can be distinctive to you.
You’ve obtained a possibility to leverage it and also you’ll have extra alternative to do it over the approaching months.
[00:47:51] Mike Allton: And I simply love the way you began that reply as a result of we don’t wish to concern monger or set off folks on this present, however the fact is a few roles, some jobs, some duties, a lot of duties are going to be rendered out of date.
And we have to simply know that we should be ready for that. And so I recognize you laying out lots of the subsequent steps for SMBs, however I do know people are going to have much more questions. They’re going to search for extra solutions. The place can they go to attach with you, Tim, in the event that they wish to begin to choose your mind and work together with your firm?
[00:48:23] Tim Hayden: Properly, you may all the time discover me on LinkedIn. I’m I’m one in all a number of Tim Hayden’s which can be on the market. In case you are you acquainted with should you’re acquainted with Linkedin, we’ll we will most likely put it within the present notes, however Linkedin. com ahead slack swash in ahead slash saddle up. That’s me likewise our web site mind belief companions and you realize, I inform folks should you can’t discover what you’re on the lookout for in both of these locations, simply hit me a message on Linked In and we’re continuously issues.
I imply, our core enterprise is buyer information platform and grasp information administration implementations and configurations. We try this. Upscale with what I’d say medium to giant scale companies and enterprises. However as we try this, we’re principally uncovered to tens of hundreds of various sorts of software program as a service and techniques that individuals are utilizing.
And with that, I feel I’ve realized loads and positively my crew shares loads and experiences again to me on the issues they run into. I’m completely satisfied to go alongside among the issues we’ve realized or seen. And you realize, wish to be a useful resource it’s on the market for people, as a result of it’ll take a village for all of us to get via how AI goes to alter what we do and the way we function.
So for all boats to rise, we started working collectively.
[00:49:40] Mike Allton: That’s superior. Thanks a lot, Tim. We, in fact, we’ll have all of Tim’s hyperlinks within the present notes beneath and thanks all of you. For tuning in, that’s on a regular basis we’ve obtained for at this time. However as I discussed earlier than, if that is your first foray, that is the primary time listening to this podcast or fascinated by the way you’re going to implement AI in your personal enterprise, try the AI Advertising Primer that I’ve linked beneath. It is going to provide help to get began. It is going to ease quite a lot of these issues and worries and FOMO and every part else that’s happening with AI. That’s on a regular basis we’ve obtained. Thanks a lot. Welcome to the grid.
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