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.

Mind the Model: The Modern Marketer’s Guide to AI