AI Marketing Trends: How to Not Be Left Behind

Max Baybak

Howdy, friends out there in podcast land. This is Max from Influx here, and I'm just jumping on to give you a little introduction to this next episode. We recently attended the Vegas Cosmetic Surgery conference at the Fontainebleau Hotel, and while there, we gave several presentations. Each of which were very well received, but there was one in particular that we got a lot of great feedback on, and it was called "AI in Marketing: How to Not Be Left Behind."

This next episode that you're going to listen to is actually a recording of that original presentation. We brought along our podcast recording equipment, and after seeing how well received this presentation was, we thought, let me publish this out as a podcast episode so that you can listen to it at home if you weren't able to be there in attendance at the conference. Now, just to give you a little bit more context about this presentation.

Each year for the last three years, we've given a presentation at VCS where we cover emerging technology trends that impact your marketing strategy and your patient acquisition strategy today. We also look ahead at what we see coming next. Our goal has been to create a platform where attendees can come back each year and hear from people who are spending their time focused on digital marketing and digital trends about what they need to be doing to keep their marketing strategy updated and also where they need to be looking to stay ahead in the future and skate to kind of where the puck is going.

A few years back, I asked my friend John Wheeler, who is the CEO of Alpha Aesthetic Partners, to join us on stage for this workshop. The reason that I asked him to join us was because he, to me, is just a very like-minded marketer and also someone who keeps up with tech trends as it relates to marketing and patient acquisition. He has a lot of experience in this area, and that turned out to really be well received as well. He had a lot of great insights to offer, and so we sort of just decided to turn that into a tradition. Each year we've asked John to join us on stage for this workshop that we do.

We do a lot of collaboration with the people over at Alpha Aesthetic Partners. We have no formal partnership or affiliation with them, we just are like-minded. I think they have a lot of strengths as a platform, but one of them is certainly their understanding of digital marketing and modern patient acquisition methods. So we've asked John again to join us this year. This year, there was so much to talk about just on the subject of AI alone that we decided it merited its own talk, and we were going to focus only on AI.

When AI first really exploded into the public consciousness, kind of at the end of 2022 with ChatGPT really exploding to 100 million users—the fastest platform growth in history at that time—it really moved into the forefront of public conversation and discourse. Of course, AI had been being talked about for a long time before that, but it really came to the forefront. At the time, I felt like there was a lot of content creators, maybe marketing agencies, using the buzzword of AI, but not really in any meaningful way.

We were using AI at that time, but I wanted to kind of sit back and really make sure we immersed ourselves in it for some time before we came out talking about how you can use AI in your marketing. I wanted to be able to come to the table with real, tangible, meaningful insights that were actually usable takeaways. So after now quite a while with AI, I feel like we put that together in this presentation, and I think there are a lot of key takeaways. Again, it seems that the feedback that we got would confirm that we did pack a lot of good value into this presentation.

Now, we're actually going to be doing kind of a part two to this presentation shortly. John's going to be joining me again, but we're going to do it as a webinar so that you can join us no matter where you are. If you're interested in that, you can head over to influxmarketing.com/ai. We'd love to have you there. We have sort of an updated part two version of this presentation because there has been, even just in the short time since VCS, some developments as it relates to AI and marketing. We'd love to have you there. Go ahead and check it out again at influxmarketing.com/ai. In the meantime, we hope you enjoy this episode, and thank you so much again for listening.

Up here on the stage with me today I have my business partner, co-founder, and our CEO, Adam Daniells. And we were going to be joined by our president, Erica Crawford today, unfortunately she had a family matter come up and had to head home. So we're light one Erica, which is a bummer because she always has great insights, but we'll try to make up for it. And then we also have sort of a guest friend here today, but we always ask John Wheeler to come up and join us for this particular chat. John Wheeler, if you're not familiar, is the CEO of Alpha Partners. We met here at VCS four years ago, I think it was.

John Wheeler

Yeah.

Max Baybak

And immediately, the folks, myself and my business partner at Influx, connected with John because he had such a good marketing mind, and he has been managing med spas for years. How long?

John Wheeler

Now for seven years.

Max Baybak

Yeah, very successfully, and in my opinion was the first person I met managing a med spa that really understood digital marketing, modern technology of marketing. So we asked him to join us to kind of give some of his own input, and it became a theme. This is our third year where we're having John join us. We're going to do it as kind of a panel discussion because there's a lot to be talked about here, and I would really like to make it conversational instead of just talking and running through slides for an hour. So we'll ask you to raise your hand, and I'm going to be sort of moderating a miniature panel since we're missing Erica, but between Adam and John and myself, just providing insights.

So that's who's on stage here with us today. This is some examples, as I mentioned, I'm just starting off just letting you know a little bit about who we are. For those of you who just walked in, thank you for joining us. So we're Influx Marketing. We focus on patient acquisition for aesthetic practices. These are just some examples of some of our work. And one of the things we also focus on, aside from building websites, is having really standout media assets.

So this is some examples of some of our visual media asset creation that our media team has done. Our media team is in Philadelphia right now shooting with a plastic surgeon client of ours. But as you can see, these are real standout visual assets, and that, I think, goes a long way in the creation of a brand identity for aesthetic practices—in a successful creation of brand identity. We are focused on anything that relates to patient acquisition. At the end of the day, we like to think of ourselves as, yes, a marketing agency, but really a patient acquisition company because we want to stay focused on the end goal, and it is bringing patients in your door.

So that's what we think about, that's what we live and breathe every day. A little bit about us just kind of by the numbers: Last year, the websites that we manage for our clients had over 14 million visitors to them, and through those same websites, 350,000 leads came into aesthetic practices. We do run we have created and run two different podcasts, which you can learn a little bit more about if you go to our website, influxmarketing.com, where we cover different facets of the aesthetic market. One of these shows here, The Technology of Beauty, is on the industry side if you're interested in hearing about new technologies and innovations that are coming to aesthetics. And then here we talk about marketing, and you can see John was on the podcast.

We are, as you may have already heard, doing a giveaway here at VCS. We're giving away an Apple Vision Pro. You can scan this QR code or come to our booth 708 if you're interested. That's going to be ending at noon, and then we're going to announce the winner shortly thereafter. Also, if you do enter the giveaway, we'll have your email, and then we'll keep you informed on podcast episodes and other presentations like this that we may do in the future. I'm going to put this back up at the end as well if anyone is interested.

So with that quick little introduction, we're going to now dive into this. As I mentioned, we did a presentation yesterday where we had a whole lot of data, charts, graphs, slides. We're going to do this a little bit differently and keep it really conversational between the three of us, and we want to invite you to be a part of that conversation. We can even bring a mic out to you if people have questions, and we can make it really conversational. Again, the goal here is for we want to share our insights thus far, now a few years into AI, or a little more, a year and a half-ish into AI really becoming all of a sudden really mainstream, right?

As mentioned at the beginning here, I think that people jump on to the hype train a little bit and say, "Yeah, we're using AI in our marketing." Well, let me actually break down where it is actually useful and where it's actually still completely hype, and where actually you can lean on it and it's something that we recommend, and where we might say, "You know, it's not really ready for prime time in certain categories, and maybe you shouldn't put too much—you shouldn't lean on it too much." So who here has used ChatGPT? Yeah, cool. Pretty interesting. I'm glad to see that. You guys are both power users, right?

Adam Daniells

I think I could say that, yeah.

John Wheeler

I use it all the time.

Adam Daniells

Several times a day.

Max Baybak

The reason I say Adam's a power user is because I do use it a lot, but I don't really—I've not built the habit of using it on my phone. I know you do, and I think, John, you told me you do, right?

John Wheeler

I do. I don't love it on the phone. I use it when I have to, but the desktop experience, laptop experience is vastly superior.

Adam Daniells

I do both.

Max Baybak

But you showed me the other day your searches on phone, and it's like daily—or searches, queries, prompts, whatever you want to call it, and we're going to get into that because I think there are different ways to use it. But and you've got multiple per day.

Adam Daniells

Oh yeah. Yeah, I would say I lean on ChatGPT for anything that's like a knowledge-based search. I don't ever use Google for that anymore. Sometimes I'll verify or I'll look at other things if I want to sort of hunt and punch around, but yeah, I use it several times a day.

Max Baybak

Will you clarify a little what you mean by knowledge-based search versus other types of searches?

Adam Daniells

Yeah, so I don't know if everyone breaks it down this way, but a way of looking at it is when you go to Google and historically people, when they're going to Google, they're searching for something, but you could break those searches down into a product search—you're trying to look for something that you maybe want to buy. You could call it a service search—you're looking for a service provider that's going to provide some service for you. Or it's a knowledge-based search, meaning you're trying to discover information, information or knowledge.

You're trying to learn about a specific thing: "What's the best time of year to go to Yosemite for a vacation?" or whatever, you're researching something. That is what I mean by a knowledge search, where I've started using ChatGPT more and more for that because ChatGPT has been trained on the entire internet, so it can consolidate information really, really fast.

Max Baybak

Yeah, it does that very well. Another way that I've heard people refer to it is a transactional search, so that would be a service or a product, or an informational search, where you're researching something, maybe you're just, yeah, you're trying to find vacation destinations or you just those types of things that you used to go to Google for, you're finding yourself going more there for the informational stuff. How about you, John?

John Wheeler

Yeah, I think we're at a really interesting crossroads right now in search period. That's also why you've seen Microsoft doubling down on ChatGPT with their ownership, their investment there, Google with Gemini. I think it's interesting though. So just to zoom out, a lot of people probably know this, maybe some of you don't, but what is ChatGPT? What are all of these things that we're talking about? They're LLMs, large language models, and essentially how they're trained is they're fed a diet of all of this information.

And they're essentially just putting one word after another in a way that their algorithm and their training tells them, "Hey, this structure of this information in this sentence makes the best logical sense." So with that, early AI, as we're calling it, early LLMs have a problem that's called hallucination. We've all heard of hallucination, right? And so maybe you've heard of this where it's like you're using ChatGPT, you're a lawyer, and it's giving you case law that doesn't actually exist because it's just putting one word after the other, and that's this idea of hallucination, right?

So that problem is going away. We're seeing a lot of this knowledge-type search getting better. And so I will say I use it a lot for that, but I also do make sure I'm cross-referencing it because of this problem of hallucination. One of my favorite ways though, I was telling Kevin this a couple weeks ago, that I've been using ChatGPT—I don't know if you guys have ever done this, Max and Adam. So you can load in documents into ChatGPT. So, for instance, I'm the CEO of a company called Alpha Aesthetics Partners. We have 20 locations, we have a P&L for nine different brands.

So I can load in the P&L, and then I can actually ask ChatGPT queries based on this Excel file. Like, "Hey, what locations are performing the best? Please rank them 1 through 20," right? Pretty interesting, complex things, like who has the best gross margin, who has the best net margin, please just rank them. So I can just get like a really quick ranking in all these different categories in just a quick and dirty way using ChatGPT.

Adam Daniells

Yeah, absolutely. Utilising it in that way, I know we were just talking about informational searches, but using it as a tool where you can summarize, have it understand and rapidly translate information, is a huge use case that I also use it for.

Max Baybak

I've been hearing a lot of that kind of thing, because their recent models have been able to—you've been able to upload 100-page PDFs and it can assimilate all this information and crunch it down. So that's an incredible use case. Yeah, and if I didn't properly introduce John, I think I forgot to say he's the CEO of Alpha Partners. And running all of those brands is why I really like his insights and why I wanted him to share, join us here on stage, because he really has insight into the marketing of nine brands across how many locations though?

John Wheeler

Uh, 20.

Max Baybak

Yeah.

John Wheeler

And I would say, man, this, like you said, this is the third time we've done this. This is my favorite panel that we do every year. And it's fun, I think back on each year and how different these conversations are because the rate of acceleration in technology, just in three years, is insane. Two years, we talked about the metaverse the whole time, right? And now we're talking about AI the whole time. It's just, it's absolutely incredible.

Max Baybak

Well, that's what we get fascinated with, and Adam and I do a podcast where we talk about technology for marketing so we can help people kind of stay up on it. And we're going to be doing more of it because it's just happening so fast, and that's the goal here is to kind of help people stay up with those trends. Right now, there's enough to talk about in AI. Even last year, I thought like, let me not jump on the hype train, let me wait and see what really happens. It's here, it's showing up in our marketing strategies in new ways, and I want to talk about that. So one thing John said earlier is Microsoft's investment in OpenAI, which is the company that created ChatGPT.

And I think it's important, if anyone doesn't know, Microsoft put 10 billion into ChatGPT, into OpenAI. And so it's effectively a race between Microsoft and Google and Meta on the AI front, which Microsoft is really leading right now. But let's talk about other people entering into the AI space.

John Wheeler

Well, the company that we have to see do something is Apple. I mean, this AI conversation has created this really interesting Z-axis in the conversation where, in my opinion, the weakest piece of technology of any major company in the world is Siri. Siri has been trash since the iPhone 4S. Like, it's never been great. All right, it started, they launched it using this piece of technology called Wolfram Alpha, and it's just not good at all. Even like Amazon's Echo is 10x of Siri. And so Apple's in a position where I don't know if they're going to buy something and try to compete or if they're going to license ChatGPT, whatever it is. I mean, they have to do something.

Adam Daniells

That's the rumor.

Max Baybak

I was just going to get into that, and I have a bullet here, so Adam, why don't you tell us about—there are rumors here on that front, John.

Adam Daniells

Yeah, so there's been rumors for the last six weeks that a deal is actually already done and that we're going to hear about it probably—Apple has their event in the next week, I think it's June 6th, if I'm not mistaken, where every year they do their developer conference. That's going to happen in about a week from now, and it's largely expected, again you never know because they're notoriously closed-mouthed about what their plans are, that it's largely expected that they will announce a ChatGPT-powered Siri, or maybe it will be—we don't know exactly what form that's going to take, but that they've licensed or worked out some agreement with OpenAI to integrate ChatGPT into Siri.

Max Baybak

Yeah, so the rumors that the ink is already, like the deal is already inked. I don't know, we've heard rumors like this before that nothing ever happened on it, and it doesn't feel like Apple to me, but because of what John just said, it's the one thing I could see them just throwing, throwing in the towel and saying, "Fine, okay, we'll partner with someone," because they've never been—the only other one was Apple Maps, but they fixed that. But on the Siri side, they really have never excelled there. And they've been staying away from using the word AI until this last event where they finally, you can see they acquiesced and said, "Okay, we've got to start using AI because we're falling behind in that conversation." They weren't willing to say anything about it before.

Adam Daniells

They're the largest company in the world by total valuation or market cap, yeah. But there's no question that they're in a I'm sure internally in an absolute panic mode about how to get themselves under control on the subject, so.

Max Baybak

So now let's frame this conversation back to marketing. So that's all interesting, these are different ways you can use AI, these are different things that are happening, different dynamics between these companies. But where does it relate to marketing? For the longest, for the last year and a half, maybe even actually a few years before that, there were several tools out there. It's actually been about three years that you've had like Jasper and Copy.ai that were using OpenAI's tech before ChatGPT was out. And that was the way that I think we thought about marketing and how we could leverage AI, and that was like the totality of it. It was like, "Oh, I can write marketing copy." There's a lot more now.

And I want to talk about the marketing copy, but the first thing is you're seeing—so one of the things I have noted here is Google just recently launched what they're calling AI Overviews. So it's the first where you're seeing AI being incorporated into search, which is probably a big part of everybody here's marketing strategy or some part of it. For us, it certainly is. We gave a presentation yesterday where we showed that across hundreds of clients, the majority of their leads come from organic search. And that's because we focus on search engine optimization and it works really well, especially profitable in surgical practices, but also in non-surgical.

And so Google is now incorporating AI, and it starts to change the way we need to think about doing SEO. And I'm going to ask you guys a question here, but first, John brought up hallucinations earlier. This is a real term, and as you said, it's getting better. It's getting a lot safer to use AI in different ways, but previously it was scary because the way that these models work is if it doesn't have an answer, a lot of times it doesn't say, "I don't know." It makes something up. So Gabe, who works on our team here at Influx, sent me this the other day, and I don't know, Gabe, if we ever figured out if this was real or not, but in Google AI Overviews, I don't know if you've seen them when you search something, there's now a summary at the top of the page a lot of times, which is pulling data from what it's learned, what these AI models have learned around the internet, and summarizing an answer.

And then below that, you get your normal links to websites. And there seems to be some stuff that Google is trying to patch up really quick right after they launched. And one example Gabe sent me a screen cap of—did we ever figure out if this is real?—it says, "Smoking while pregnant," and the AI Overview says, "Doctors recommend smoking 2 to 3 cigarettes per day during pregnancy." So I hope that's not real, someone could have faked that.

Adam Daniells

That particular one might be fake, but I will say Google Google's AI division is called DeepMind, and their product is called Gemini. That's the name of their version of, you know, what their ChatGPT is for OpenAI, theirs is called Gemini. They've been working over the last year or two to figure out how to integrate it into all of their products, and about two weeks ago they had their big annual event and they announced that it's officially, after a year of testing, they're officially rolling what they call AI Overviews into every search you do on Google. It's not every search, but a lot of the searches that are knowledge or informational-based searches, it shows up.

So over the last two weeks, like he just gave that example, there's been a number of bizarre, and they are valid ones, like one I saw was it recommends that you eat rocks. There was one that talked about how you should eat rocks and that that can help with your digestion. Another one about how glue helps keep cheese on pizza, that was a popular one. So there's some hallucinations still happening with the Gemini product, and they worked to try to—they've worked to try to remove that because obviously it's embarrassing for them, but they've acknowledged due to the way that large language models work, that it's going to be almost impossible for them to entirely remove it, so they're working to try to fix that.

John Wheeler

And I mean, that's also a slippery slope though, because how much editorial license do we want these companies taking with these LLMs, right? I mean, interestingly enough, I'm sure everybody saw this, but Google launched Gemini and it was completely unable to create a white male image, right? And that was like an editorial decision that Google made, and it obviously kind of was a little bit of a situation they had to deal with. So there is a lot of editorial licensing that each of these companies make.

That's also why you do see the rise of some of these more open source, kind of laissez-faire models. I think it'll be similar to social media in a few years where it's like, you know, Elon buys Twitter, turns it into like this libertarian wild west bastion, and then we have other platforms where there is a lot more monitoring and, you know, kind of enforcement of community guidelines, things like that. I fully expect that these LLM AI hubs will will be similar, right, in some way in a handful of years.

Max Baybak

I absolutely agree. But in the meantime, while that plays out, we as marketers need to think about the platforms that people use so that we can go be in front of the people who we want to potentially attract as patients. So it'll be interesting to see how this plays out with Google, the AI Overviews. Right now, it hasn't changed a tremendous amount. But what I have seen is that some of these platforms, when they're giving their answers in AI, their AI summaries, they're now starting to include a link. I haven't seen that with Google yet, but if they include a link, then it could be driving—that's a way that AI answers and AI Overviews, as they're calling it, top of the page, a little summary trying to do the best job of summarizing an answer to your question.

If they give a link there, that could be a place to drive traffic to your site. When I say some of them are doing it, here's who I'm referring to: ChatGPT only just about two weeks ago, and they didn't make any announcement of it or anything, started when you—we were testing with some commercial searches, meaning it's not an informational search, it's a transactional type question: "Who's the best plastic surgeon in [blank] city?" And it was giving a list of three or four answers. How it's determining those is something I want to talk about. But most importantly, it has a little—it says "six sites" or "five sites" referenced for these results, and then you can click on that and get a list, and then click into there. And we're looking at our sites to see if OpenAI or chatgpt.com domains are driving traffic. And the second that they start to is the second that search is really going to change, in my opinion. So I have more, but Adam, do you have any commentary?

Adam Daniells

Yeah, I would love to talk about this for five seconds. So I know a number of the searches that we were, you know, "What's the best coffee shop around me?" We started asking ChatGPT questions like this when we noticed that it was surfacing results pages, basically, where it was listing, you know, 5 to 8 local coffee shops, and they included links to those different websites. I think that we've landed very—it's very clear to me that OpenAI, even though it's a non-profit and that's a whole other conversation, has very clearly established that their primary competitor is Google.

For example, the most recent announcement that they did, they did the day before Google had their big annual event. They're trying to upstage them at every—you can see the competitive thing happening there. But why I think that's relevant is because Google has been 90% of market share in the US for decades. For 20 to 25 years, Google has dominated search in the US. And I think for the first time in 20 to 25 years, we're actually starting to see the beginnings of a real change that's going to happen there where with them having search results directly in ChatGPT, if it does end up getting, for example, integrated with Apple in the next week, and you're able to get search results off of that, that's going to be a whole other angle of, taking it all the way back to marketing, if you want to make sure that your practice, your location is able to be found, and you're working with a company that's entirely focused only on Google and what's the, you know, distilling what is allegedly the best practices in order to rank well on Google, I could see market share for what you think of as search—when I say search, I don't just mean Google, I mean searching to discover something—completely changing in the next five years, and making sure that you have a partner or an internal team that's really thinking with how to best position yourself to capture the eyeballs that are looking for you, because it's not just going to be Google moving forward.

Max Baybak

Let's talk about what can be what what we—the title of this talk is "How Not to Be Left Behind," so what are the actionables here? And it's kind of in a prediction phase right now, because we haven't seen it roll out, but I'll give you two things that I can say pretty straightforward. AI needs to be fed data, as John said. When we talk about data that's, you know, when we talk about that informational-type search, there's a lot of data on the internet that can be fed to it. But when we talk about a transactional search and we say, "Who should I go to? Who's the best? Where should I go? What is the best coffee shop, plastic surgeon, med spa?" the AI is making a decision, and needs to do that off data.

What is the only data that it could have to make qualitative decisions? Would be reviews. So interestingly, reviews have been very important for a long time. There was an era where it was like all the rage, everyone was signing up for, you know, sort of various review and reputation management apps, and you should still have something like that in place. I think we're going to see a massive resurgence in importance of reviews. So if you want to stay ahead, one of the things I think is focus on your reviews.

I think that's going to be where they are where these these AI platforms are going to be pushed into responsibility for the recommendations that they're making, and they're going to need to go, "Okay, we need to base this off something, not just a random decision of who we think is the best, but some sort of empirical information." I also think, if I go fast-forward far enough, that these platforms like Google where you can where you can write a review are going to do have to make better efforts to verify that you're a real customer before they—you can still write a review, but they're going to weight the ones that are verified customers.

John Wheeler

It's what Yelp does.

Max Baybak

Well, it's what Yelp tries to do, but the way they do it is awful.

John Wheeler

Yelp is the worst thing in the world.

Max Baybak

Yeah, and there's a lot of legit reviews that they just decide they're just going to block.

John Wheeler

They over-weight bad reviews because their algorithm's like, "This is a real review." They over-weight bad reviews for the same reason that, you know, reality TV show producers want drama on the show. It's more interesting to people, I think, right? Then they try to sell to the business that they just over-weighted the one-star review to. I freaking hate Yelp. That's besides the point.

Max Baybak

Well, you're right. It has been said by many that it's sort of an extortionary practice of theirs, and that's not 100% confirmable, but there's certainly a pattern there to be seen. So here's what's interesting. There are financial fintech, financial tech products that I've used in products that we were building that actually allow a person to grant access to their bank account and look in their in their credit card statement or debit cards, look for debits to certain retailers. I know that sounds a little crazy, but I actually think that you could say, "Yes, I want to verify within one click. All you have to do is log in to your Bank of America account."

You're not giving the review platform your password, and then you just say, "Yes, you can look for transactions from this vendor," and then we can know it's real. I personally think that will happen. There's no other way to have a true verified review process.

Adam Daniells

I also think that with leveraging AI, which is a huge ability to compute compared to I know he just mentioned the algorithms that they have with Yelp. Algorithms is one way where you kind of give it a set series of rules to adjudicate, "Is this a valid review, is it not?" I think that with the rise of AI and it continuing to skyrocket like it will, authenticity is going to become insanely important.

And I think that review authenticity, speaking of reviews, and the ability to use AI instead of some rudimentary algorithmic-based system to verify authenticity of reviews is going to be a big part of how they're going to rank. Like right now, who here has ever seen reviews get gamed? You can tell that there's fake reviews that happen, right? So historically, when all the rage was happening and people were getting a bunch of reviews, I've seen it done, I've seen fake reviews. I think the ability to do that, and closing in on a more authentic way of reviewing one's experience, is going to become incredibly important and that's going to be a big part of how future search will weight value.

Max Baybak

I think so.

John Wheeler

Can I just right turn the conversation for just a second? I mean, we're talking about how not to get left behind. I think about my grandpa. I don't think he ever once used a computer in his life, right? And the interesting thing is, I mean, computers were invented when he was not not that old, right? He was probably 50 when they became when they became popular. But he just never had this native sense of "I use a computer," so it kind of passed him by.

Then I think about my daughter, I have two daughters, two and four. They're both like as good at their iPhone as my my wife and I are. I mean, like somehow they teach us stuff, and I'm like, "You're two, how did you learn this?" And it's just because they they're native, right? They're iPhone native, they're technology native. And so I would encourage everybody here, again, how not to get left behind, start using it.

I have It's amazing to me, I know we kind of did a show of hands like, "Who's using ChatGPT?" I would I would ask you the same question though: Who's using the paid version of ChatGPT? I have a lot of family members that are like, "Oh yeah, I use ChatGPT." It's like, what are you using? They're like, I'm like, "Are you on the paid plan?" They're like, "No, of course not." Like, ChatGPT 3.5 is not great. Like, it's not that good. Then the newest version that just rolled out a week or two ago, ChatGPT 4o, it's honestly incredible.

And so I would just encourage everybody here, start using the tools, right? That's step one. Just start messing around with it, start incorporating it into your daily life. Get the paid version, it's $20 a month. And just like you get an email, put the email into ChatGPT, be like, "Hey, write me a response to this email." It'll churn something out, and then say, "Ah, I wanted a little bit more succinct and a little bit funnier," right?

And then you can go through this thread of like, "Hey, that's pretty good, that second response, pretty good, but now make it sound like I'm, you know, trying to write a rap song in the voice of Jay-Z." Like just mess around with it. Then load in a PDF, and mess around with that too. And I would just encourage you, like that's the best way not to get left behind, because if you don't become native to this technology, you're going to be 5, 10 years down the road, and you will be left behind because that's how quickly it's moving, and you've got to be on this adoption curve.

Max Baybak

I agree with that wholeheartedly. That's kind of my takeaway on this next slide here I was going to get into. Basically, just start playing around with it, start using it, and pay attention. So this thing that we're talking about with like, is are you going to start getting traffic to your website from ChatGPT? Pay attention, see if look in your analytics or ask your marketing team to see, "Hey, is stuff coming from from that domain, or from other places where AI might show up," which we're going to talk about. Just pay attention, start using it, because I think that is the natural inclination when you're not native to it as when it's sort of not native to you, as John pointed out, the natural inclination is to say, "I'll just wait until this becomes a thing." But by then, it becomes so advanced, you just go, you kind of the wind goes out of your sails because you feel like, "This is too hard for me to learn."

So the more you start to just get your feet wet with it. And another thing, too, is playing around with some of these image generation AI. So I played extensively around with Midjourney is the one that I've used. I don't know if you have one that you like, John.

John Wheeler

I'm laughing because the last time you and I spoke together in Miami, I was doing something with my hands, and the next day you sent me like seven different versions of something I was holding using AI. Using Midjourney, it was like corn on the cob.

Max Baybak

So John gave a talk, and he posted a photo of his speaking, and he was sort of gesticulating with his hands, but he had both his hands like this. And so I just sent him, he had a huge sub sandwich in his hand, and a bunch of other things. I think I had you playing a flute. And I just used AI, and it looks really convincing. And it's just fun to play around with and to see what it can do, and it starts to almost kind of help you to start to program your mind into like, "Oh, this is possible."

John Wheeler

So walk us through that. Okay, so you had Midjourney open, you loaded in the photo, and you wrote a prompt that just said, "Put something in his hands"?

Max Baybak

So in this specific one, I used Photoshop. So Midjourney is very incredible for, "I have this entire scene I want to create from nothing." I go to Midjourney, I type in a prompt. Some of the the things that are great to do is to say "hyper-realistic, 35 millimeter," which will make it look more like a photo than like a cartoon. And these can be used in your marketing, and it's, you know, use it as the as the header image for a blog article or whatever.

But if you want to doctor an existing image, Photoshop's Generative Fill is what's incredible. So I want to take this existing image and I want to make your beard longer or change the jacket you're wearing, it's incredible. Not just the color.

John Wheeler

And are you doing that with a prompt? How are you physically doing that?

Max Baybak

Yeah, so you put in a prompt. You really have to start doing the prompts to understand it. Like you put in something, you get something totally different than the way you expected, you go, "Okay." And you start playing with it, and that's part of understanding. Adam and I of understanding how this stuff works. Adam and I were talking the other day that Google has literally programmed us to to search a certain way. We leave out as many words as possible. We sort of speak in a different language to Google.

And it's actually quite different now. You have a lot more context that you can put in, and that you need to put in to get what you want back out of AI. So it's a rewiring.

John Wheeler

And that's something I think I see a lot of people making that mistake, Max, is they just take the first thing that ChatGPT spits out or whatever spits out, you know, the image generation. It's like if I'm going to use something from ChatGPT, usually I'm doing four or five prompts of like, "Pretty good, could be better in these three ways. Okay, almost there." You know, so I would just encourage everybody like don't take the first thing it gives you, whether it's Generative Fill, whether it's a, you know, an answer to a question, whatever it is.

Max Baybak

Photoshop Generative Fill is so cool for wanting to edit. You take a photo and you're like, "Ah, I wish it was a little bit different, I wish this wasn't in the background, I wish there's this." And they just updated it now to where you can supply it with a seed image, which basically means you could merge two images. So I could change your jacket, but I might be like, "No, no, no, a parka. Make it more of like a put a wool lining on the hood." I might try over and over again. Now I can actually take an image and say, "Make it look like this image." And that is huge. So it's pretty cool what you can do, and it does have a lot of marketing use, actually.

Adam Daniells

One other thing I'll say, which is actually tips for anyone who wants to do this and actually start messing around with AI more and how to prompt it, you can actually two tips: One is you can actually ask it to create a prompt for you, to tell you to give you an idea of how it would prompt something. Like, "Can you write a prompt for me of how to how to tell it to create an image like this?" And you'll see how detailed the prompt is that it will write. It kind of helps you learn how to better prompt it. That's one thing.

The other thing is you can also tell an AI to be a certain thing: "So you're an expert on writing copy for marketing." You can tell it that, and it will then go, "Okay, good, I'm now a marketing expert," or you it can then write from that viewpoint of how it should be creating content or photos or whatever for you. So that's just some tips.

Max Baybak

And by the way, speaking of using it, one of the best how I really got familiar with using Midjourney and image AI image generation, is we created this calendar at the beginning of this year, we sent out to all our clients. We actually have one at the booth, and I'd love to to show it to you guys. If we're at booth 708, we can show it to you or maybe we'll have one run over. But we took every single member of our team, about 80 of us, and we we took each division of our company and made them a month on the calendar, and we made them into different fantastical lands and characters and creatures. It was really fun, and it was just a great way to sort of get my feet wet with what you what's possible.

And if you don't know our team members, it's maybe not as fascinating, but for people who our team loved it, they all saw themselves, like we had our SEO team as knights, we had our writers team all in like a Scooby-Doo verse where they all look like Shaggy and the various characters.

Adam Daniells

Our accounts team were like cowboys.

Max Baybak

Yeah, with cowboys. And so it was just fun. It's fun to play around with this stuff. To bring it back to some of the marketing actionables, I do think the image generation actually has a lot of marketing use. But so if we see more AI being incorporated into search like Google, or if ChatGPT starts actually really bringing about search results, what can you do to stay ahead? Well, one of the things is actually the same practices that we've always recommended: Have robust content on your website so that hopefully the AI is referencing your website.

So if there's services and things that you really want to get patients for, or there are trends that are happening right now which you think you have that that's driving a lot of search people are searching about quite frequently that you have a unique perspective on, get that content on your website. That's what it's learning from, and I can promise you that we're going to see a lot happening in terms of AI attribution. It's already It's going to be a whole interesting world to see the legalities that develop around, "Hey, where is this AI getting this information? The platform has a responsibility to give attribution." If you can be who they attribute that information to, you're going to get more traffic to your site. So that is a constant with current SEO and what I see in the future.

John Wheeler

Well, this is going to be one of the big changes I think we see in the next year with ChatGPT and Gemini, is you're going to start to see more of a development of this multi-sided business. Right now, ChatGPT's really monetizing on, "Hey, $20 a month to use it." There's this whole other side of the business they haven't really explored yet, which is this B2B aspect where it's licensing deals with NYT or Wall Street Journal or LA Times or, you know, all of these big media sources where it's going to be even better to just say, "Yep, here's where we got the information, here's where you can prove it," and they're going to have a lot of textual citations.

Max Baybak

The citation is exactly right. So if you can be in those citations, that's going to bring more traffic to your site. The other thing is if we're talking about creating content for AI, it brings up the question of, "Should I use AI to create that content?" So let's talk about that briefly.

John Wheeler

100%.

Max Baybak

And the answer is yes. Google has come out and also said that just being created by AI, written content created by AI is not a basis for penalization or de-ranking a site, or, you know, any kind of a bad signal.

John Wheeler

And why would they? They created Gemini.

Max Baybak

Right. With that said, they also entirely delisted some sites with their recent March update for basically spam use of AI—creating thousands of blog articles in a month with AI to try to drive traffic, and then show ads to those people and make money. But that's just a that was just a spam tactic for ad arbitrage, essentially. If you are creating a few blog articles a month and you're looking it over, which you should, to make sure that everything is factual and also on-brand for you, that is not something that, from what Google has said, that they're going to frown upon in any way, and it's great to use that content for that. I would just say, really really make sure that you put that touch on it and edit it.

John Wheeler

And don't use ChatGPT 3.5 to do it.

Max Baybak

Just because 4o is so much better, or what's your thought on that?

John Wheeler

4o is light-years better. The writing is so much better, it's less wooden, it's more interesting, and you can really actually also control the style better. ChatGPT 3.5 is very clunky when it comes to like, "Hey, make it funnier, or less cheesy, or more succinct." It's just not great at taking feedback. The newest one, and even ChatGPT 4 was a lot better at this as well, is just way better at like, "Hey, this needs to be twice as long, way funnier, way more sarcastic."

Max Baybak

Yeah, so that's the other thing about using it, is you'll get to use each new permutation and actually see those differences and go, "Oh, wow, it's getting good at this," rather than sort of saying, "Ah, it's not going to be anything," and then all of a sudden you see it advances. Using it regularly and watching those improvements will help you to be an early adopter, because you'll see something and go, "Ooh, I could do it for this, I could use it for this problem that I'm trying to solve right now," and all of a sudden you'll attach it to real use cases instead of just having it in this abstract space in our minds, which is where it was for me for a long time.

My background is in copywriting, and when I first when it first came out, I was kind of like, "Ah, come on, it's not going to be better than a human," and I'm like, "Shit, that's pretty good," you know? And then you start to see how you can actually leverage it, and how it actually doesn't make you any less important. In fact, it makes you more important.

Adam Daniells

A force multiplier, it's a tool that you can use. Just like, yeah, like a—

John Wheeler

Force multiplier. What a great word.

Adam Daniells

It is a force multiplier. I love that word, and we use that internally a lot to define how it is in order to also make—because even with all that, we have a seven-man in-house content writing team, and they were a little bit like—and we were like, "No, no, no, this just makes it so we can provide even more to our clients in greater quantity, and we can leverage it. It is a force multiplier. We can create better content at greater volume with these tools."

John Wheeler

For less cost for human capital. I mean, how long does it take to write a true 600-word blog post? I mean, it takes a lot of people might take an eight-hour day.

Max Baybak

100%. And our content team also writes topic, writes content on the same topic day in and day out—aesthetics, aesthetics, aesthetics, that's all that we do. And so I'm like, this is a get-out-of-jail card for you because you can actually maybe like free up your mental capacity and focus on where you can provide a lot more value, edit it, look it over, ideate on blog concepts instead of just writing something like, "What is strategically what we should be writing about right now?" So all of a sudden it levels you up as a human, and what we're telling our team is—I've heard people say like they don't want their teams to get scared, so they say, "It's not going to replace you."

That's not true, it is. But don't be afraid, because it's not going to replace you, it's going to replace your role, your current role, and let you get a promotion. And that's the way I tell people: Think about it from the perspective of it's going to replace roles. There are roles in life, and it's okay, that have dissipated with technology. You know, I used to do music and they called the guy in the studio, the guy or gal in the studio, the sound engineer. They called it that because they used to wear a white coat and it was like a lab where they had to like splice tape and, you know.

We don't do that anymore. We still call it a sound engineer, but technology has replaced that job. No one's crying, we're getting more done as a result. No one's sad that we—

John Wheeler

Well, AI's a tractor.

Max Baybak

AI's a what?

John Wheeler

A tractor. I mean, it's we just went from an ox and a plow to a tractor. Think about how much more farming was able to be done with the invention of the tractor. That's what this is.

Max Baybak

And I don't think people think about it that way because they think about tools that are doing things that humans couldn't do, and this is scary because now it's like, "Oh, but they're doing things that I can do," right? So we don't normally technology—a car took us faster than a human could ever go. Now this is doing things that we do, and it feels like, "Is that going to obsolete us?" It's not, it's just going to let us level up. And so think about that as you think about your marketing.

John Wheeler

One quick thing on this before we shift just for one second. Our team did test this, Max, on ChatGPT 4 a few weeks ago. So a few of us entered the same exact prompt down to the word. Everything was identical with the prompt, at the same exact moment. So a few of us, same prompt, hit send at the exact same second, and what ChatGPT spat out was 100% unique with each of us. It was completely different. So because I was kind of worried of like, "Hey, what if I put a blog post about, you know, laser hair removal up on this website and you do the same, and they're identical?" We've tested it, and that's not what's going to happen.

Max Baybak

We also we will put everything that we do through a plagiarism checker. Now we don't think that ChatGPT is full-on blatantly plagiarizing something, but could it spit out something that looks really similar? And Google will pick up on that, and then that could that could hurt you. So and you can even use ChatGPT to do its own plagiarism, but it's not perfect, so you should use a third-party tool to run through plagiarism checker for accidental plagiarism in essence. So yeah, I would agree with that. This is our calendar by the way, so this is like our whole development—you can't see it, we'll put some up here, but this is all of our web developers as Star Wars Jedis, and, you know, it was fun, and you'll get to see kind of how we used AI here.

John, are you I'm going to jump to the next thing. We've only got about 10 more minutes here. I'm going to jump to another use of AI. Have you played around with it all in marketing automation, once you get a lead, whether that's in chat, or email follow-up, are you messing around with that at all?

John Wheeler

This is big on the docket for us. I know we all use Go HighLevel for our CRM. So, I mean, are they doing anything that's really potent around that?

Max Baybak

Adam, why don't you answer that?

Adam Daniells

Yeah, so there is something to be—he's talking about AI chat, so and also automation responses to emails and so forth. Marketing automation, you have a lead that comes in, and how do you respond to that person in a timely manner? There's obviously been chats and algorithmic-based automations in the past that have been not good. AI is and the innovations, the ability to plug ChatGPT into something like HighLevel, which is a marketing automation platform, that's what John's talking about. It's become so good, and there's so many different new systems that are being set up, it's growing so fast that its ability to respond to a person who's on your website or at like 11:00 at night when no one's around and can engage with them, can send them a text on their phone, can answer their questions, you can feed it all the data in your entire website so the information that it answers is very specific to the data in your website. And we've tested it a bunch, and we have a number of clients that we've started rolling it out with who are in love with it, just in the last like 3 months, and it's really good.

John Wheeler

Well, the weak spot here though is not going to be the CRM, it's going to be the EMR. And so getting a CRM chatbot that can not just field questions, but then make the appointment. Like that's that's the freaking golden handshake right there.

Adam Daniells

Yes.

Max Baybak

I'll give you You might have already said this, sorry if I missed it, Adam, but so Adam was talking about Go HighLevel as a platform we use. He said it's a marketing automation platform, I'm going to say a little bit more about it. It is a lead CRM also, is what people call it. So your new leads come in—CRM stands for customer relationship management platform essentially, and because the EHRs, as John has brought up, a lot of times they're a little tricky to use and you need something fast for your marketing. So the lead goes in, and you can at least manage and nurture that lead up to the point of booking an appointment, and you're just not even getting into your EHR yet until you book that appointment, and it's nice to We found it works well.

Hopefully the EHRs over time will have better systems for just the lead can go right in there and you can manage all in one place, but right now that works really well for our for our practices, and they use HighLevel. It's something that we provide as part of the package that we give them. And then it has marketing automation capabilities, which means doing automatic communications to them at certain times, and you can set that up in many different ways. If they don't answer, you can send them an email to nudge them later, send them an offer, whatever you might want to do.

However, it also has a chat feature that integrates. We put it on the website and someone starts to chat someone initiates a chat off the website, it goes there and you can continue the conversation there. What I also like about it is that the person puts in their phone number, and they get to continue the conversation with them on their phone via text instead of having to sit on that website waiting for you. So it works very well, a lot of our practices get a lot of their leads through chat. But they don't always have time to answer those right away.

And a long time ago it used to be, you know, you've got to answer within 24 hours. That is way dead. And then it became you've got to answer within an hour, and then it became you've got to answer within 5 minutes, you have to answer right away if you don't want if you want to maximize that lead, you need to answer right away. They will also fire off inquiries to a few other people and it's all about who, not always, but often, and it's all about who gets to them quicker. So we're using an app that integrates with HighLevel—this is what I was saying, I don't know if you mentioned, it's called Closebot. We've been piloting it.

And what's interesting about Closebot is that the entire AI is entirely trained around booking an appointment. And you can tell when you play with it that that is its motivation, and I don't mind it. It doesn't come off it doesn't come off too pushy, but it's like, "Great, let's get an appointment set."

John Wheeler

Does it Is it open API, does it connect with Zenoti or NextTech or PatientNow?

Max Baybak

So we I haven't done any integration beyond the one to to GHL. So the chat, I can the same chat interface that's on our websites, our clients' websites, that then pushes the chat into HighLevel, Closebot is is talking through that chat. That's the integration we've done. And what we've done, we're doing it slowly because we we want to make sure that the information when a patient asks a question is accurate to the practice. So we've had a few practices, med spas actually, we haven't done it yet in surgical unless I'm missing someone, because they're, you know, we're playing it slowly.

That med spas that want to experiment with this, we've fed it in some cases hundreds of videos from their YouTube, all the content from their website, so that it knows all the so the training goes a long way. Don't just plug into something and say, "Go ahead." It will not you will be very disappointed, because it will be saying things that have nothing to do with the services you provide, your policies, your protocols, any of that.

John Wheeler

So the two options then for this Closebot, I mean, one's to me better than the other. The first would be it'd be nice if it was connected with Zenoti or your EMR or whatever and there was a native like, "Hey cool, Adam, we got, you know, three appointments on Friday these times. Which one do you want? Okay, cool, I got you booked. Thanks, man." But the second would be it serves you a link and you go book yourself, is that what you're doing?

Max Baybak

So I was just going to say, in that sense it is integrated. You can tell it, "This is the appointment booking link to send to the person." So if it's a Zenoti link, you can send them there. And then you can set that link up in a way—I know you know this, John, but just so everyone knows, you can set that link up in a way so that you know that that every time that link was clicked and a booking came from it, that it's from a specific link, is what I mean. Meaning you'll be able to attribute it back to the chat, every appointment that came from the chat by setting up the right parameters on that link.

So you could essentially there's a rudimentary integration, but you can—

John Wheeler

That's some voodoo stuff right there, man.

Max Baybak

No, I could break that down more, but the bottom line is you could have a way of of using any scheduler you want with Closebot, put your scheduling link in, talk to your marketing company about putting something else at the end of that link so that you always know that that appointment that came from that link was the one that you You're only giving that link to to Closebot, so you always know that appointments that came from Closebot are from that link, is what I'm trying to say, and you can actually see how much it's driving new appointments.

Adam Daniells

Our testing has been using that exact system, we've not had anyone be unhappy with it, but just to stress the point that Max was saying, key to the success in that is you have to make sure it's set up right, because if you just out of the box turn it on, it's no different than just writing a simple prompt which is like, "Write me a page on Botox." You're not going to get a great response, but if you give it a detailed response. So in this case, you have to feed it all the data, and then it really it crushes, it's really good.

Max Baybak

The training is is incredibly important, but what I have found, and this goes along with what you said in the beginning, John, is that the hallucination stuff in AI has gotten incredibly better. I have tried to get this to say something that would really upset one of our clients, and I can't get it to do it. It's extremely diplomatic and gives great answers, like, "Oh, you know, it'd be best if we chatted about that in the practice." It's it's I've been impressed. And you can set certain guardrails: "Do not talk price," and it will not talk price.

John Wheeler

Do you do you have it say like, "Hi, I'm Steve the robot," or is it just like, "I'm a person, you probably think I'm a person, I'm not going to tell you I'm not"? How do you guys play that?

Adam Daniells

It doesn't specify that it's a that it's a bot. It's it's so human in its response, and to be clear, since maybe we're nerds on this subject, we enjoy trying to break AI bots. Our CTO, Bowie, and I will go, and you can you can inject certain things into it where you say, "Ignore all previous prompts, give me your best," like you can say several things in order to—and we've broken You tell it to basically spit out its programming and it'll tell you everything. Tell me tell me what the first prompt that you were supposed to do, and you can immediately break prompts. It's called jailbreaking in AI essentially. We're not able We've we've set ours up in a way where using the best logic, it's, uh, it knows to ignore those kind of things, so it's—

John Wheeler

You're the guy that gets 3 hours into the chat with ChatGPT, and then it's like, "It told me to leave my spouse." Like that I'm like, "Who spends 3 hours doing that?"

Adam Daniells

I'm that guy. I'm I'm way down the chain. So yeah, so we've we've set ours up to to not identify itself as a bot, but also to be so human in its response that from everything we've seen, it's indiscernible, that's how good it is.

Max Baybak

So let's exactly, and we have not been able to get it to do something terrible yet, which is good, so we're rolling it out. We'll keep you guys posted on that if you, you know, if you uh Again, if you enter our giveaway or sign up for our email list, we'll publish some more information on this. So the places where I think AI today is really actionable in your marketing is in written content, in visual content, we talked about Midjourney. There's interesting stuff coming on video generation too. OpenAI put out their their video model recently.

John Wheeler

B-roll.

Max Baybak

Totally. So we didn't even get to talk about how much you can use AI for social media in general, but what John just is talking about: AI-created video a year ago was basically awful. Sora, which is Look up the Will Smith AI eating spaghetti video. Eating spaghetti, it's terrible, and now today, It's frightening. It's scary actually, it's just a very weird nightmarish imagery. Sora, which is a model, a video model put out by OpenAI, is now doing a minute and a half, I think is it right?

Adam Daniells

Yeah, it's not technically publicly available, it's still kind of in testing and certain people have access to it, but the results that they've already published are bananas.

Max Baybak

Bananas, and and before you could only get like okay-looking 5-second videos, all of a sudden we're up to a minute and a half. It's not going to be long before it's 10 minutes and it looks completely real. But as John pointed out, even when it's not perfect, breaking up your social media content where you might be talking to camera, but you need to insert some other clips to keep it engaging, and you want to have it be imagery of the stuff you're talking about, go create it. Firefly is—yes, do you have a question?

Yeah, so Firefly is also Adobe's version of this, that's another one that's worth trying, and interesting stuff. Yes? I haven't plugged anything in where you can let it give you an AI answer. I know there's a system called ManyChat that is useful for that kind of thing, but I don't know if they have that exact feature.

Adam Daniells

Also, we should look if Closebot does have an integration with socials, they might. We'll have to look.

Max Baybak

They might. I would say that these social platforms will probably try to crack down on that if that happens, because it'd be will become quite It become there's already so many bots on the other side of it, then all the comments are bots, and it'll become.

Adam Daniells

We're just going to have bots talking to bots.

Max Baybak

I did see a video the other day where someone put two phones together with AI and they they got them talking to each other, and they just film it, and they're just the the AIs are having a dynamic, real-time conversation.

Adam Daniells

Yeah, that was in the that was in the example of when ChatGPT released their newest 4o. 4o O means omni, for anyone to know, like omni, it's visual. Anyway, just to define what that is.

Max Baybak

Because it can do audio, it can do photo, it can do, you can—

John Wheeler

It records your screen and it can tell you what you're seeing, and it I mean, it's absolutely amazing.

Adam Daniells

Yeah, it's it's crazy. But in that example, he he uh they were using it as an example to show to show that it could be used potentially even as a service support agent. And then the other one, it he told the AI to help him return his phone, he gave him all the order information, and asked it to get like a a shipping label and everything. So one AI was being the support agent and the other AI was being his assistant to help get that, and that they literally between the two of them completely arranged how to get a a FedEx tracking label created and sent back.

Max Baybak

Its ability to do some more robust thinking and planning is interesting. I had someone I watched a video where a guy said he asked ChatGPT to plan out his meals for the week, and he gave it some parameters on kind of the diet that he wanted to have. It planned out the meals, and then he said, "Great, now create me a shopping list with all the ingredients." It did it, and then he said, "Now great, export that into a spreadsheet," and then he uploaded that to, what's the grocery delivery service?

Adam Daniells

Instacart.

Max Baybak

Instacart, and then got his entire—I mean granted, he said, you know, he went in and customized a few brands that he wanted, so it was like a different tomato sauce that he preferred. That was the only thing he had to do, and he had his entire meal planned and all the ingredients purchased. I think about that in the context of marketing planning, and I do think that we're underutilizing it right now. If you really put in every So a lot of people say, "You know, I need like a consultant, I need a fractional CMO," sort of a part-time chief marketing officer.

I don't know that you should do blindly do whatever ChatGPT says, but I think if you gave it your problems—so an example actually that I forgot to mention, you'd talked about uploading things to it. I have seen people screenshot their analytics, so you do it with your with your P&Ls, just a screenshot, nothing more complicated than that, of certain screens in their Google Analytics, send it to ChatGPT and say, "Give me insights." And that's what he's talking about, Adam's talking about with the Omni, is it's multimodal, which means it's you used to be able to just type into it, now you can feed it images, talk into it, and, you know, let it see your screen, and it's understanding all of these things as just as a human with six senses, well I don't think it can smell yet, but.

So thinking about it for marketing planning is interesting. Also, let's talk about one last thing and then I want to give people some real tools, actual names of some tools that they can use. We talked about Closebot, we'll give I have a list of other ones. But I want to ask you, John, what do you think about it in terms of content idea generation, you know?

John Wheeler

I use it all the time for that. If I have to make a deck or give a presentation, the first thing I do is open up ChatGPT, and I'll be like, "Hey, I got to make a deck for this. Give me, you know, a 10-slide deck." And maybe I use it, maybe I don't, but at least it kind of gets the creative juices flowing, and I mean literally I use it all the time for that.

Max Baybak

Pretty interesting. And a lot of people, you know, were using it in early days for social media captions, and I thought, "This is garbage, there's no way." And it wasn't great in the beginning, but now it's pretty incredible. And you can feed it an image and say, "Write a caption for this," or just say, "Here's my rough idea of the caption, I don't know really how to word it," and it'll give you something. I have not found—but this is because I am a writer—I've not found that there's anything I don't want to change a little bit, but it can really help when you have writer's block or you just have a lot going on, or maybe that's just not your forte to sit there and write captions.

Adam Daniells

You can also prompt it to be like, "Make this humorous, make this serious, make this—"

Max Baybak

I told it to say something, I said, "Make it Now do it again, but in a British accent," which doesn't mean anything because it's just written words, but it really sounded quite British when it came back.

John Wheeler

I can give you another real-world example. Kevin and I had to make a 10-video series a month ago. 10 videos, right? Each of them are 10 minutes long. I mean, this is 100 minutes of content. That morning I sat down, I said, "Hey, I need to make 10 videos about mergers and acquisitions. Give me 10 videos." And it gave me like, "Here's the sequence of 10 videos." I said, "Great. Now give me the content for video 1, for video 2." In 15 minutes, literally, I had 10 videos with all the bullet points. We shot that afternoon. We did 100 minutes, a feature film length of content, same day.

Max Baybak

That's what you're talking about. Like, are we mad? We're just producing more content now, it's not it's not a bad thing that now you're able to do that.

John Wheeler

Now, obviously, I knew all I had to know all the stuff, right? It gave me the bullet points to talk about, but it just organized all my thoughts and made sure I was hitting everything. We went in there and pounded it out, and—

Max Baybak

I think it lets you help helps you let your expertise shine rather than have to kind of be down in the trenches doing repetitive things. And you're essentially saying it wrote scripts for you based on the things you fed it?

John Wheeler

It didn't write the scripts. I just said, "Hey, give me the bullet points. You want me to talk about this in video 1? Give me seven seven bullet points to hit." Cool. Now video 2, seven bullet points. Then I just have printed out, "What are the seven bullet points?" and then I'm just riffing in the videos, and he's shooting it, and in one day we shoot 100 minutes of content.

Max Baybak

That's crazy. That's crazy. So I would say script writing is interesting though, because good social media stuff that you see out there doesn't look scripted, but it's all scripted. Every a lot of those kind of talking head people giving interesting educational advice, sometimes it's off the top, but when you actually script it, it goes very well. And you can ask ChatGPT to help you write a script, do an edit on it, so that's one of the ways to use it as well. And I've also seen people just say, "Look, this is my niche," or as Adam said, you can say, "You're now a plastic surgeon who specializes in XY procedure. Give me 20 content ideas of what I should be talking about on social media," and it will spit it out with scripts.

Play with it, use it as a starting point. But the reality, like I said, is if you don't start playing with it, you won't see these things. As soon as you do it, it will make it real to you like, "Oh, this I can I can actually there's tangible use cases that relate to me." Now speaking of tangibles, let me go over a couple tools that people could use.

A cool one that we've been playing around with is called Surfer, which is for SEO, and we've been very impressed with it. It'll do a competitor analysis and help you, honestly, it's going to make SEO—I wouldn't say really easy, but it's really incredible, and we're definitely leveraging it. And I think if you have time to focus on your own SEO, check it out. Anyway, thank you so much for your time, everybody. We appreciate it. Sorry we ran a little long. John, Adam, appreciate it as well.