Season 2, Episode2

Hosts: Nathan Guerra & Emmalee Crellin

Guest: Martin Bertilsson (Founder of AIMSOO)

Is the AI bubble about to burst? Maybe, but it’s not 1999 all over again. In this episode, Nathan and Emmalee sit down with Martin, ex-Google veteran turned AI founder..

From the "devastation" of traditional creative work to the rise of the "AI Butler" who gatekeeps your customers, Martin lays out a future where Generative Engine Optimization (GEO) eats SEO for breakfast. If you aren't optimizing your data for the machines, you’re basically invisible.

The Meat & Potatoes:

 * RIP, SEO. Hello, GEO: Forget clicks. It’s about verifying your data so AI models (the new gatekeepers) trust you enough to serve your answer.
 * The "Butler" Effect: Marketing is no longer about convincing a human; it’s about convincing the AI assistant that summarizes the world for them.
 * Ad-pocalypse Now: Think AI is free forever? Think again. Martin predicts 2026-2027 will be the "golden years" for advertising as ads inevitably flood AI interfaces.

Quote of the Week:

"You must treat AI the way you treat death" — Martin

Mentioned Links & Resources:

 * AMSO: Martin’s startup solving the discovery problem for small businesses. Check out AIMSOO.ai [http://aimsoo.ai/]
 * Check out Martin’s LinkedIn Newsletter: Feed the Machine: https://www.linkedin.com/newsletters/feed-the-machine-7343126532489388032/
 * Mind the Model: Got questions? Email the show at mindthemodelpod@gmail.com

Mind the Model: Episode 009: Martin Bertilsson

Mind the Model is back, after our Australian Summer break.

This week we’re talking to Adam Goodman.  Adam is the Director of AI in Advertising APAC for Microsoft Advertising, where he is responsible for helping launch new and future advertising experiences.

We caught up with Adam right before Christmas and had a wide ranging discussion.

If you’re after his prompting secret sauce it’s: Context, Outcome, Tone

Get in touch with Adam here:

https://www.linkedin.com/in/angoodman/



More info about Microsoft AI:

https://microsoft.ai/

https://copilot.microsoft.com/

https://about.ads.microsoft.com/en

Mind the Model: Episode 008: Adam Goodman

📚 Resources & Links from this Episode

Book Natalia recommended

 * The Creative Act: A Way of Being by Rick Rubin
   Amazon AU: https://www.amazon.com.au/Creative-Act-Way-Being/dp/1838858660
   
   

Follow Natalia & the Creative Brain Club

 * Creative Brain Club on Substack: https://creativebrainclub.substack.com/
   
   

Connect with Natalia

 * Email: hello@natalkadesign.com
 * Website: https://www.natalkadesign.com/
 * LinkedIn: https://www.linkedin.com/in/nataliatalkowska/

🎧 Enjoying Mind the Model?

If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow and keep these conversations going!

💌 Got thoughts or ideas for future episodes?

We’d love to hear from you!
Drop us a message at mindthemodelpod@gmail.com — your questions and suggestions help shape the conversations we have on the show.

Mind the Model: Episode 007: Natalia Talkowska

Show Notes

Sir Martin Sorrell on the future of advertising with AI
Insightful commentary on how artificial intelligence is reshaping creative work, media efficiency, and the structure of modern agencies. Read more: https://www.mediaweek.com.au/sxsw-sydney-five-ways-ai-is-redefining-advertising-according-to-sir-martin-sorrell/



IAB Australia
A valuable source of industry standards, research, and learning materials for advertising and digital media professionals.
Explore their work: https://iabaustralia.com.au/
Access the AI resource guide curated by the AI Working Group: https://iabaustralia.com.au/resource/ai-unlocked-a-resources-learning-guide-for-the-ad-industry/

🎧 Enjoying the show?
If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow!

💬 We’d love to hear from you!
Got thoughts, questions, or ideas for future episodes? Drop us a message at mindthemodelpod@gmail.com. Your suggestions help shape the conversations we have on the show.

Mind the Model: Episode 006: Gai Le Roy 

In this special episode, Nate and Em talk all things SXSW Sydney - no guests, just their POV on the event and what they learned about AI.

Special mentions:
Ethan Mollick blog post: An Opinionated Guide to Using AI Right Now: https://www.oneusefulthing.org/p/an-opinionated-guide-to-using-ai

Ethan Mollick’s Book is called: Co-Intelligence: Living and Working with AI

You can find him on X @ https://x.com/emollick [https://x.com/emollick?lang=en]

His substack is great: https://www.oneusefulthing.org/

Note: Open AI have since changed their corporate structure, converting its main business into a for-profit corporation, run by a non-profit.  Yeah it seems to make little sense to us (or many other people out there).

https://www.theguardian.com/technology/2025/oct/28/openai-for-profit-restructuring

🎧 Enjoying the show?
If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow!

💬 We’d love to hear from you!
Got thoughts, questions, or ideas for future episodes? Drop us a message at mindthemodelpod@gmail.com. Your suggestions help shape the conversations we have on the show.

Mind the Model: Episode 005: SXSW Recap (Extra)

This week we're featuring our first live episode recorded live at SXSW Sydney in collaboration with Paul Blackburn, Chief Growth Officer at Vudoo, and one of the co-hosts of Commerce Media Matters.

Be sure to check out…

 * Their podcast: https://vudoo.com/commerce-media-matters-podcast/
 * Paul’s LinkedIn: https://www.linkedin.com/in/paulblackburn/

Mind the Model: Episode 004: Paul Blackburn

Louise Cummins is an award-winning marketing and digital transformation leader.  She ranked in Australia’s Top 50 CMOs. She’s the founder of the Australian Centre for AI in Marketing as well as the founder of AI-Ready Consulting, helping organisations adopt AI with intelligence, ethics, and humanity.

She’s held senior leadership roles at World Vision, H&R Block, and Align Technology.  She’s also a published author, keynote speaker, and a passionate advocate for resilience and reinvention.

Australian Centre for AI in Marketing: https://www.acam.ai/

Mind the Model: Episode 003: Louise Cummins

Register for tickets to see Mind the Model live at SXSW at Clear Hayes House on Thursday 16 Oct from 12:30-1:30pm.  Get tickets at www.clearhayes.com/clearhayeshouse [http://www.clearhayes.com/clearhayeshouse]

Get in touch with us at mindthemodelpod@gmail.com - we’re always interested to hear your thoughts, recommendations for guests or complaints about Nathan’s microphone

OUR GUEST:
https://www.linkedin.com/in/katealexandrarussell/

Kate Russell is a dynamic leader with over 18 years of experience across Brand Marketing, Communications, Community, Wholesale and People. She has worked with global and Australian brands including lululemon, Manning Cartell and the Australian Fashion Council, as well as Marketing/ PR agencies such as n2n (now Publicis) and Example, bringing a unique blend of strategic marketing and cultural leadership to the table. With deep roots in brand and community-building, Kate is known for creating inclusive, high-performing teams and communities, grounded in connection and purpose.

Today, she is the founder of Hum[ai]n, a consultancy that helps businesses navigate the people and culture impacts of an AI-driven workforce. Kate partners with organisations to ensure technology enhances, not replaces, human potential, guiding leaders through the mindset and culture shifts essential for successful transformation. A trusted C-suite advisor and speaker at events including Vivid Ideas and Australian Grand Prix with Porsche Australia, Kate is also a long-time mentor with Marketing Women Inc. and passionate advocate for creating cultures that empower people and purpose-led, people-first change.

To find out more visit Kate’s website - https://hum-ai-n.replit.app/ and check out Kate’s AI Readiness Playbook at https://hum-ai-n.replit.app/ai-readiness-playbook

REFERENCES:

Klarna: https://gizmodo.com/klarna-hiring-back-human-help-after-going-all-in-on-ai-2000600767

Bee AI Wareable: https://techcrunch.com/2025/07/22/amazon-acquires-bee-the-ai-wearable-that-records-everything-you-say/

Mind the Model: Episode 002: Kate Russell

Welcome to the very first episode of Mind the Model: The Modern Marketer's Guide to AI! Your hosts, Emmalee Crellin and Nathan Guerra, kick off their journey into the AI rabbit hole by sitting down with none other than Kellyn Coetzee, Head of Digital at Zenith Australia and a leading voice in applied AI.

This episode is packed with practical tips, ethical considerations, and a visionary look at the future of marketing with AI.

Get ready to revolutionize your approach to AI as Kellyn shares her expert insights on:

• Navigating the "AI Black Hole": Discover how Kellyn tackles tricky AI challenges, bouncing between tools like Anthropic artifacts and Gemini to build mini-websites and overcome token limits.

• Mastering the Art of Prompting: Learn Kellyn's two-pronged approach to AI prompting, including the powerful RISEN framework (Role, Instruction, Steps, End Goal/Context, Narrowing) for structured outputs, and even her secret "bribery" technique to get the best results!

• Democratizing AI Skills: Hear Kellyn's passion for making AI accessible to everyone, shifting roles towards more strategic, collaborative, and client-facing work.

• AI's Impact on Creativity: Unpack the role of AI in advertising creativity, from scaling AB testing to optimizing variations, and why the human element remains irreplaceable.

REFERENCES:

Character.ai [http://character.ai/]: AI-powered platform that allows users to create and interact with customized digital characters through text and voice. Users can chat with characters based on fictional figures, historical personalities, or even popular culture icons, as well as create their own chatbots

RISEN - the format that Kellyn uses for prompting

More information can be found here: https://clickup.com/general-resources/playbooks/ai-prompts

 * R - Role: Tell the AI who it should be or what expert persona it should adopt.
 * I - Input: Give the AI the specific information, data, or clear instructions it needs to work with.
 * S - Steps: Outline the exact sequence of actions you want the AI to perform to complete the task.
 * E - End goal: Clearly describe the final result or the specific format you expect for the output.
 * N - Narrowing: Add specific constraints, rules, or limitations to make the AI's response more focused.

News that was mentioned in the chat:

https://www.pbs.org/newshour/politics/vance-rails-against-excessive-regulation-at-paris-ai-summit

AI For Everyone - AI Course that Em mentioned:

https://www.coursera.org/learn/ai-for-everyone

And for the record, Claire Polkinghorne is Australia's most capped footballer, with 169 appearances.

Episode 001  - Kellyn Coetzee

Buckle up! "Mind the Model: The Modern Marketer's Guide to AI" is here to cut through the BS and provide insight into how advertising and marketing teams are really using AI. Join Emmalee Crellin and Nathan Guerra, two seasoned advertising pros based in sunny Sydney, as they empower you to confidently integrate AI into your daily work.

Each episode, Em and Nate, along with a special guest—from CMOs and agency leaders to consultants and "aifluencers"—will demystify what's happening in AI. You'll get practical, real-world applications and specific "how-to" insights to immediately start using AI in your work, understanding their concerns, wins, failures, and top tips. We translate the complex world of AI into immediate, day-to-day applications, helping you confidently get started and 'do more' with AI, regardless of your current expertise.

Learn in an engaging and accessible format, exploring how to use AI to get better at your job, and confidently accelerate your journey with it. Send your questions or ideas for future guests to mindthemodelpod@gmail.com.

Emmalee Crellin

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