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Becoming the Marketer AI Can't
6 Plays3 months ago
Join Ashley as she speaks with Dan "Danchez" Sanchez, marketing leader and host of the AI Driven Marketer podcast, on how AI is reshaping the role of marketers and why creativity, thought leadership, and human wisdom matter more than ever. They dive into common AI misuse, how to train teams to use it well, and what marketing careers and teams are likely to look like in the next decade.
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Transcript
Introduction to Anya Mike Podcast
00:00:03
Speaker
Welcome to the Anya Mike podcast, a podcast where we discuss the ins and outs of marketing, running a business and tips and tricks the industry may just not be telling you, but we will.
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If you're looking for inspiration on exactly how to grow your business with ambition, innovation and confidence while creating maximum impact to influence your clients like never before, you're in the right place.
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Grab your AirPods, pen, paper, or laptop, and let's get on your mic.
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Get set and grow.
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And now, here's your host on the mic, CEO Ashley Monk.
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All right, everyone.
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Well, I am so
Guest Introduction: Danchez and AI's Impact
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excited.
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I've got Danchez in the house today and we're talking about AI.
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It's always one of the topics that we get asked about the most.
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And it's always where, you know, in the AI universe, there are so many people that claim to be experts, which is just eyeopening and just shocking to me because it's, again, so many few people have been adopters.
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But Dan is one of the few people that I just have so much respect for when it comes into space.
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He is a try and true, brilliant marketer.
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And Dan, I'm just so excited to have you on the show and talk about all about AI.
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Thanks for having me on.
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Well, we will just jump right into it.
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I would love for everyone.
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Your background is so extensive.
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You've been a marketer through and through, through so many years before, but before I feel like marketer was really a title and a lot of people knew and adopted.
00:01:30
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So for everyone that's just now listening and getting to know you, tell us a little bit like bird's eye view of your background and how you got into the field.
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I think a lot of us get into the field and through different paths.
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Most of us didn't grow up thinking like, oh, I want to be a marketer when I grow up.
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Nobody says that.
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All of us got here through different paths.
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And my path came through like, I don't know, the only subject I even liked in school is fine arts.
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So I went from there.
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into graphic designs.
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It seems like you could make a career out of that, but you know, graphic design in 2008 looked like, you know, building social media graphics and then building websites.
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And then if you're doing the HTML for websites, they're like, Hey, we, we need some HTML for these emails over here.
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And like, Oh, can we send the text messages to coordinate with the emails?
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And all of a sudden you're doing all the digital stuff and you're asking people like, can you build me a website?
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You're like, cool.
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What do you want me to put on it?
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And they're like,
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what do you mean?
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What should we put on a website?
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You're like, oh.
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And that's when I started becoming a marketer.
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You're like, what is the reason why people come to a website?
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What do we want them to do?
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How do we get them there?
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You start asking questions like that, all of a sudden you're starting to ask marketing questions.
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And that's how it started for me.
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It started with me wanting to be an artist that became a marketer and I fell in love with it.
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Because I think
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I just, I love marketing.
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I really fell in love with this craft and now I just like wear that hat.
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I'm like, I'm a marketer.
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I'm a marketer's marketer.
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I like talking to marketers.
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I like doing it.
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I like talking about it.
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I like hanging out with other people who are into it.
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And like a part, big part of me is just trying to like make the craft like dignified against, I think marketers, we kind of get a bag wrap, right?
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We're like maybe a step above lawyers, you know, probably a few steps above, at least we're not like used car salesman level, but like we're on that scale somewhere for a lot of people.
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And I'm like, man, that's so sad.
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Can we be the kind of people that add a lot of value to life?
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and make it dignified again.
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So I'm on a mission to do that.
How AI is Transforming Marketing
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But I'm also just falling in love with this thing called AI because I don't know about you, but I find my playbooks from 2019.
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They're just not working as well as they used to.
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And I got into all the different things from paid media to SEO to web optimization, split testing, social, the works.
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And I was really good at it.
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And then it stopped working as well a few years ago.
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And that's when AI started becoming a thing for me.
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And that's the thing I'm spending a lot of time talking about now.
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Oh, I love it.
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And it's so needed.
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I love what you said about making, making marketing dignified again, because you're right.
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At some point along the way, I feel so many people have just lost trust of marketing for so many reasons.
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And I think really the entry point, we see younger generations that are entering the workforce and adopting the field and then older generations too, that are struggling to it.
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And it's just created this divide.
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And you see it all the time.
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It's like marketers are the new sleazy salesmen.
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And I
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hate that because you know, you are, Oh my gosh, you are such a brilliant marketer.
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I know there are so many great and talented people out there, but I think you're exactly right when the profession itself has shifted.
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And my fear is that that could happen too with AI and it could even
Common Misuses of AI in Marketing
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be more challenging.
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So on that note, I think we could go on and on about like
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just, and we will AI in general, but for everyone listening to that, I know we've got a lot of AI adapters, but we probably have some people listening to that are like, my organization doesn't even let us use AI, but let's talk about things in all the ways that we see people use AI wrong.
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Like what are your pet peeves when it comes to when you're scrolling on LinkedIn and just in general, when you're seeing organizations that are trying to adopt
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They're trying to adopt chat.
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Like what are maybe some of your pet peeves that people listening can avoid or relate to?
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It's funny.
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I think one thing we all hate, but it's actually not even AI's fault.
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This isn't an AI pet peeve.
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It's an integrity pet peeve is when people are using AI to make crap up.
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And we've hated it before, but now people are like, people that want to make a quick buck are doing it even faster and in mass.
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Fake testimonials, fake influencers holding their product, giving it a review.
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I'm like, that's not an AI problem.
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That's called lying.
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You know, it's like, there's many ways to do this before, but now it's like fast and cheap and easy to essentially lie at scale with AI.
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I'm like, that's not good.
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But is that an AI problem?
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No.
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That's just a human character flaw problem.
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So that's a pet peeve, but it's a pet peeve for everybody.
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One of the things I do have a pet peeve on is that...
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especially around content creation, when people are using AI to create content for them rather than repurposing what they've actually said, what they've written.
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AI as a ghostwriter is amazing.
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You could write a whole book if it's taking your words from somewhere else, maybe a couple different keynotes you've given and then repurposing it to a couple chapters and you work on other chapters.
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There's nothing wrong with that.
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People were hiring writers to do that for them before.
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AI is just doing that same thing.
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And it's getting better and better at it.
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So using AI to actually just create straight content for you, you're like, hey, give me a LinkedIn post about X. Make it go viral.
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Doesn't it feel gross though?
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You know you hated it when you got requests like that from your CEO because it's impossible.
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Why are you giving requests like that to ChatGPT?
Enhancing AI-Generated Content
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Why are we so bad?
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Then it doesn't work.
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It just makes commodity content in mass, and we're seeing a lot of it on LinkedIn and all the other social networks.
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But give it something to go off of.
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Let it help you amplify your voice rather than just essentially giving a voice to ChatGPT.
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And maybe you can help me label what the term it is, but it feels gross.
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And I, cause my pet peeve is the M dash and I cannot for the life of me, prompt my own chat to just stop using M dashes.
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Cause I don't use it when I write naturally.
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And my goal, whenever I'm prompting our team is, is,
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What is my voice or what is the client or the institution that we're writing for?
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What is their voice?
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Like we want to mimic that, but oh my gosh, why, how do we avoid how do people that are adopting or maybe it's not them.
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I would assume that most of the people that are listening to this episode right now are not the problem.
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It's the,
00:07:27
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on their teams that they're trying to get to adapt it better the problem like how do we teach people to get better at prompting into like to be more creative and intentional because I don't know what this is even called but like it grosses me out because it's not plagiarism but it is whenever I see something that just like it's a life update on Facebook or LinkedIn like about professional accolades and I'm like oh this just sounds like chat like I
00:07:53
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How do you encourage people that just, I don't even know how you get that across their head.
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Right.
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And it's like, can you please just be an adopter and prompt this better?
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Like, what do you say to those people?
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Cause it drives me nuts.
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It's hard because ChatGPT was like hell bent on using the M-dash in a bunch of different normal writing mechanics.
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Like the truth is, you know, like using little phrases like that pretty often, the M-dash was certainly the big giveaway.
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But now ChatGPT 5.1 just came out.
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And if you prompt it, do not use M-dashes, it actually doesn't use M-dashes.
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For the first time across all the models, ChatGPT figured it out first.
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It finally got smart enough to not use an M-dash, but you have to actually tell it to you.
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I actually had it already in my settings across my whole chat GPT account settings do not use an MDash as instructions.
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And now so now mine doesn't use MDashes at all anymore, because I already had it as a setting and it wasn't obeying it.
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So as soon as they launched 5.1 out there.
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I don't have any M dashes anymore.
00:08:55
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Um, how do you stop it from using those phrases?
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Just add additional nowadays, because 5.1 is much more, it does a better job of sticking to your instructions.
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Uh, if you see a common phrase that it's using all the time, just open up your account settings under the personalization tab and just add another rule.
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Hey, do not use the phrase, insert phrase, whatever you want it to do.
00:09:15
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So that, that kind of keeps all the tells out of it.
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Um,
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And then you have to give instructions on what you actually want it to sound like, right?
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So you have to actually understand the nuances of how your texts come across.
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If you've written enough, you've written quite a few posts and you have a distinct style of doing things, then you can feed it to ChatGPT and have it create a prompt for you of what your style is.
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It's not a bad place to start if you don't know how to specify what your writing style is.
00:09:46
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And then you can put that into a custom GPT or into a project instruction so that every time you ask it to write for you, it sticks to that style guide.
00:09:53
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So I think a combination of those two things.
00:09:54
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Have it come up with the style of what you want and then put in your instructions.
00:09:57
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Do not use these things.
00:09:58
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Em dash, these phrases.
00:10:00
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And that's how you get it closer, though I still find I'm tweaking mine every time I take it from ChatGPT.
00:10:05
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I always feed it an original thought.
00:10:07
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It gives me three different options, different takes.
00:10:10
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You know, I get like a long one, a short one, and then a spicy take on the same thing.
00:10:14
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And I pick one, post it.
00:10:15
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It's usually the spicy one because you know that one is going to hit harder
Balancing AI with Creativity
00:10:18
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on social.
00:10:18
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Absolutely.
00:10:20
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Well, is that, do you think the problem is to like, so often when we hear talks about AI, like we talk so much about the technical aspect and it's so important and it's critical because I think just like anything else, prompting is a skill, leveraging tools and resources are a skill.
00:10:34
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But have we, is maybe the larger issue that since we've all relied so heavily on AI the last few years that we've lost touch with our creativity and intuition?
00:10:44
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Like I have to catch myself too, to where I
00:10:46
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I am so dependent.
00:10:47
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Like with, with the time of this recording, there's a cloud flare, like outage.
00:10:51
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And there have been a lot of apps that have been down.
00:10:53
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And I always am reminded in these times how dependent I am on chat.
00:10:58
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Like it's bad.
00:10:59
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We were talking through patterns and behaviors over my life over the last few years.
00:11:03
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Like we were getting deep on like, Hey, as I'm planning for next year, what are weaknesses and areas of my life I need to address.
00:11:08
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But like,
00:11:09
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Is part of the issue when it comes down to marketing, we've lost sight and we've become so dependent on the output that we're not taking the time to be creative.
00:11:18
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Like, is it really that, do you feel like part of the issue is we need to go back to the basics on like marketing psychology and actually being intentional with human behavior?
00:11:26
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I just wonder if we're losing that and if there are better ways that we need to get back to that route to bring it into the work that we're doing with AI.
00:11:34
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Yeah.
00:11:35
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Yeah, a lot of people lose it.
00:11:37
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And I'm hoping on it.
00:11:38
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I'm counting on it.
00:11:39
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I promise that it'll happen.
00:11:40
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But that's a competitive advantage for all the people who don't.
00:11:43
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So you are recognizing it and people listening to this who recognize it.
00:11:48
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You're like, yeah, that's going to happen.
00:11:50
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That's good news.
00:11:51
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That's good news for the rest of us who don't.
00:11:54
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We talk about it like it's a bad problem.
00:11:55
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I'm like, yes.
00:11:57
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Every time someone whines about LinkedIn just added a new algorithm, right?
00:12:00
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And it's like AI-based or whatever.
00:12:02
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I'm like, I don't care what it is.
00:12:03
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There's going to be winners.
00:12:04
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There's going to be losers.
00:12:05
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And they're going to have to serve up something.
00:12:07
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Some people are going to win in that.
00:12:08
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Some people are going to lose in that.
00:12:10
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I'm going to be the one who wins.
00:12:13
Speaker
What are we talking about?
00:12:14
Speaker
Like, of course, like things are going to change and there's going to be winners and losers.
00:12:19
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So let's not stop being creative.
00:12:22
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Let's focus and double down on the things that make us human that like we can do better than AI and let AI do things that it does better.
Integrating AI in Creative Projects
00:12:30
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I only feel like I've become more creative.
00:12:31
Speaker
I've started coming up with music albums.
00:12:33
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Right.
00:12:34
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My favorite thing.
00:12:35
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This has been my creative exercise and it's been more of a personal project than a work project.
00:12:39
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So I can't figure out how to make it for work because as soon as you put out a mark album about marketing, it's just too corny.
00:12:45
Speaker
Like it has to be a joke, but I'll probably take a swing sometime.
00:12:49
Speaker
But with Suno, Suno has gotten so good at it that I've been like,
00:12:53
Speaker
I was sad that there's no, there's like a lot of Christmas music, but there's no music for November.
00:12:59
Speaker
And so I ended up just listening to Christmas music in November.
00:13:01
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So I made an album about, I'm like, what would, what would an album feel like for November?
00:13:06
Speaker
Like, what are the feels of November?
00:13:07
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November's got feels.
00:13:08
Speaker
November's got lots of nostalgia.
00:13:10
Speaker
I mean, we got like the transition from Halloween.
00:13:13
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We got fall.
00:13:14
Speaker
We got like putting your cool jacket on for the first time in a while, taking a walk through a woods, you know, like there's lots of things about November that makes November, November.
00:13:23
Speaker
Like, how come no one's made an album about that?
00:13:24
Speaker
So I'm like, I made an album about that.
00:13:25
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Now I play it all the time.
00:13:27
Speaker
I still listen to Christmas music in November, but now I have an alternative.
00:13:30
Speaker
So like, I'm doing stuff I've had no business doing because I don't make music.
00:13:36
Speaker
How do you though?
00:13:37
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Like that, that is the piece that's missing.
00:13:39
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And I know for me too, like with AI and then I'm thinking about clients or work that I'm doing, like,
00:13:43
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It has accelerated all the administrative tasks.
00:13:46
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So I feel like I am freed up to get thinking creatively.
00:13:49
Speaker
How do we get more people to do that though?
00:13:51
Speaker
Cause that's like the creativity that we're missing in marketing.
00:13:54
Speaker
Like I feel like so much of it has just become copy paste.
00:13:57
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How do you like producing an album?
00:13:59
Speaker
Like how do you get people thinking outside of the box and not just doing the same old slop that we see from AI and really thinking through what they can intentionally and strategically put out there to be different and to not sound the same.
00:14:14
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I think you do two things.
00:14:15
Speaker
One, you do it yourself and then be like, look what I made.
00:14:17
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Look what I made.
00:14:18
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Here's a way you can do it.
00:14:18
Speaker
And you make it easy for them to do and follow in your footsteps to do the same thing.
00:14:22
Speaker
And for everybody else who doesn't want to do it, you can hire me to do it for you.
00:14:26
Speaker
Exactly.
00:14:26
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This is the game.
00:14:27
Speaker
Like, make it easy for people to do, for people who are hungry and who want to learn it.
00:14:31
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But I'm not going to try to sit there and convince people who don't want to do the work of trying to be creative because it is work.
00:14:35
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It's creative work.
00:14:37
Speaker
It's hard to sit there and think about how to use freaking Sora to come up with Super Bowl-level creative.
00:14:43
Speaker
Because guess what?
00:14:44
Speaker
Now we have a tool that can literally come up with anything.
00:14:46
Speaker
You want to be floating through space as you're throwing a nacho into your friend's mouth, you know, and that's the new chip brand or whatever?
00:14:53
Speaker
Then...
00:14:53
Speaker
with story you could do that you might have to generate a lot of options in order to get it just right but like before that you had to have a budget of a hundred thousand dollars to do that right now you don't you can do that for your paid media ads and run it at the beginning and then transition to some talking head to get the point across you know if you want to grab that first five to ten second hook um but it you still have to actually sit there with the pen and paper maybe with some chat gpt help but chat gpt is going to give you garbage ideas unless you know how to like really get it going um
00:15:24
Speaker
They still work to me.
00:15:25
Speaker
That's the fun work.
00:15:26
Speaker
I'm like, this is the kind of work that I signed up for.
00:15:28
Speaker
Let's do this work all day.
00:15:30
Speaker
Right.
00:15:31
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Um, but some people don't want to do that work for them.
00:15:34
Speaker
Great.
00:15:34
Speaker
Hire me and I'll do it for you.
00:15:35
Speaker
Right.
00:15:36
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Right.
00:15:37
Speaker
And that's what they would hire you and your agency.
00:15:38
Speaker
So teach them how to do it.
00:15:40
Speaker
And then for those who don't want to do it and have some money, more money than time to do it, then, you know, and you know what, I think back to when somebody's journey in marketing started
00:15:52
Speaker
gosh, 12 to 15 years ago, I think, which is hard to believe.
00:15:55
Speaker
And it was like one, a hub spot, like hub spot quite hadn't quite peaked yet, but they were becoming as an authority and it's afraid like so often as marketers, like we're so sick of hearing content is king and they were really, to my knowledge, the first entity or at least I experienced that was coining the phrase, the prediction that content will always be king.
00:16:15
Speaker
And it took years for me to realize like, yeah, that's true.
00:16:18
Speaker
And that's still true in 2025.
00:16:21
Speaker
How would you maybe adapt though that phrase, like with AI, like when we say content is King, now that we have the ability to produce content within seconds at our fingertips, like what type of content do you feel like is King in 2025?
00:16:35
Speaker
Like, how do you relate now that content is no, not scarce in any means, like how does that phrase ring true in the space that we're at in time right now?
00:16:46
Speaker
To some degree, I think AI killed content.
00:16:50
Speaker
Because it's going to proliferate and there's going to be content.
00:16:52
Speaker
Even I was listening to Casey Neistat, the king of YouTube.
00:16:55
Speaker
He's like, dude, we're going to be watching full-on AI movies and they'll be freaking good in a couple of years.
00:17:01
Speaker
In a couple of years, they're going to be freaking good.
00:17:03
Speaker
And no one's going to care whether they're handmade.
00:17:05
Speaker
A very niche group of people will be like, oh, I love that handmade stuff.
00:17:10
Speaker
But as many people who like...
00:17:12
Speaker
Like our fanatics about actual film and actually cutting on the steam back, you know, the old school way of cutting film.
00:17:20
Speaker
Like how many people, how many of those are out there?
00:17:22
Speaker
Right.
00:17:22
Speaker
Not a lot.
00:17:23
Speaker
Like I haven't met many.
00:17:24
Speaker
Most people don't even know what a steam back is.
00:17:27
Speaker
It's the old slicing table where you put these things together.
00:17:30
Speaker
I believe that's what you call it.
00:17:32
Speaker
But.
00:17:35
Speaker
Nobody's going to care.
00:17:36
Speaker
No one's going to be romantic about it.
00:17:37
Speaker
So now what?
00:17:39
Speaker
I think for those who sell with their expertise,
00:17:43
Speaker
and not entertainment.
00:17:44
Speaker
So you're leading through education and your, your people are coming to you as a means of a shortcut to, to get through all the minutia and all the crazy content, the AI and the lies and the misinformation.
00:17:56
Speaker
People have leaned on the shortcut for a long time of people, experts, authorities on different topics.
00:18:01
Speaker
And I think it's my bet that we will still do that because AI is good as it is.
00:18:07
Speaker
It doesn't have any wisdom.
00:18:08
Speaker
Right.
00:18:09
Speaker
It's like, it's like Will in Goodwill hunting.
00:18:12
Speaker
Knew everything about everything, write all the books, doesn't know crap.
00:18:16
Speaker
You know, when Robin Williams confronts him on the bench, if you remember that scene, I go back to that over and over again.
00:18:20
Speaker
I'm like, Will knows everything, but he doesn't know what it smells like in the Sistine Chapel.
00:18:24
Speaker
AI is the same way.
00:18:25
Speaker
It doesn't actually know the pain.
00:18:26
Speaker
It doesn't feel, it hasn't suffered through things.
00:18:28
Speaker
It doesn't have core values that come from trial and error and proving conviction and finding out that there's a better way, there's a good way and a bad way because you felt the pain of going the wrong way.
00:18:38
Speaker
Because of that, we'll still lean on people for help.
00:18:42
Speaker
And because that will be a thing, I think the content that remains king is unique and original and novel ideas.
The Value of Human Content in the AI Era
00:18:50
Speaker
Those will still be the things.
00:18:51
Speaker
That's how you lead with your expertise, by helping people in ways out of their problems.
00:18:56
Speaker
And it'll be through some old conventional ideas that we've been using principles that never change in marketing, like positioning.
00:19:02
Speaker
That'll still be a thing.
00:19:03
Speaker
AI knows that.
00:19:04
Speaker
Even AI robots will care about that as they're doing research on
00:19:07
Speaker
On your behalf, they will still care about the positioning of your software company or whatever you're selling in order to find help for the people they're serving.
00:19:15
Speaker
Humans care about it.
00:19:16
Speaker
Robots will care about it.
00:19:17
Speaker
Some things will go away.
00:19:18
Speaker
Some things won't change.
00:19:20
Speaker
But unique ideas, those will still be the things that lead and guide people's thinking.
00:19:25
Speaker
Thought leadership essentially remains a thing as people lead others' thinking.
00:19:30
Speaker
I love that.
00:19:31
Speaker
Let's do some predictions.
00:19:33
Speaker
So did you see, this is a few months old now, the, I think it was the Fiverr CEO that went viral on LinkedIn that posted an open letter to his employees about AI.
00:19:44
Speaker
I don't know if you saw that.
00:19:46
Speaker
It was basically this five page letter and he sent it out to his entire team.
00:19:50
Speaker
Yeah.
00:19:51
Speaker
That basically kind of thing.
00:19:53
Speaker
Yeah.
00:19:53
Speaker
AI is coming for your jobs.
00:19:54
Speaker
Like you cannot like on our team, essentially within our culture, no longer.
00:19:59
Speaker
And he was like, heck, it's coming for my job too.
00:20:02
Speaker
Like AI can now do like, they're essentially like all good to great kind of methodology.
00:20:08
Speaker
Like there's no longer a space for anyone on our team to be mediocre or to be entry level.
00:20:14
Speaker
Like you need to be two to three times as good as you are to be as effective because if like entry level work, like will not be tolerated.
00:20:21
Speaker
And it was like,
00:20:22
Speaker
It was much more eloquently stated and well written than that.
00:20:26
Speaker
That's my very poor summary.
00:20:29
Speaker
But what do you feel like are those areas where marketers really have to be twice as good?
00:20:34
Speaker
Like where we're, we talked about it quite a bit with content and creativity, but where are marketers and organizations really using AI as a cr as a crutch and where do they really need to be twice as good to be effective, to be able to have a job in a role essentially.
00:20:49
Speaker
I think what's going to happen to marketers, because it's happening, it's already happened to content writers and it's already happened.
00:20:55
Speaker
It's happening right now for web developers is the entry level jobs are disappearing because AI can do just as good as an entry level developer or an entry level writer.
00:21:05
Speaker
It's only the really good developers and writers that still have their jobs.
00:21:09
Speaker
I'd say middle and good developers and then writers.
00:21:13
Speaker
I mean, yes, humans are better than AI at writing, but only the A plus writers are better.
00:21:18
Speaker
Right.
00:21:19
Speaker
The B and C players gone, gone.
00:21:23
Speaker
And everybody, everybody.
00:21:24
Speaker
And I know that's in writing has had to change or pivot or add something else.
Future of Marketing Jobs and Skills
00:21:28
Speaker
The good ones are still working because they've, they've even had to level up to be more strategic than just writers.
00:21:33
Speaker
Right.
00:21:33
Speaker
And that's the value add they have now.
00:21:35
Speaker
Um,
00:21:37
Speaker
Now, what's going to happen in marketing?
00:21:39
Speaker
Entry-level jobs will go, especially as the agents figure out how to do cross-tab work.
00:21:44
Speaker
That's the thing that holds it back, is you still need entry-level marketers essentially copying and pasting stuff around.
00:21:50
Speaker
Most marketers are that.
00:21:51
Speaker
They're really project coordinators who understand the marketing vocabulary, but they're not good at positioning.
00:21:57
Speaker
They're not good at copywriting.
00:21:58
Speaker
They don't know how to design.
00:21:59
Speaker
They don't know how to code.
00:22:02
Speaker
They don't know how to create content that's beyond just maintaining the status quo rather than actually growing an audience.
00:22:09
Speaker
They don't know how to do research in a way to actually find the root of a problem that is getting people to not buy from you.
00:22:17
Speaker
That's most marketers.
00:22:19
Speaker
Well, the thing that's keeping them is that AI struggles to do cross-tab work, which is what most marketers are doing.
00:22:26
Speaker
We're taking stuff from Asana, and then we're plugging it into MailChimp, and we're scheduling it, and we're testing it, and we're doing our due diligence to make sure that newsletter looks good.
00:22:33
Speaker
Most marketers are stuck doing that busy work.
00:22:35
Speaker
AI is going to be able to do that within the next couple of years as it really gets dependable on doing that cross-tab work.
00:22:42
Speaker
So what do you do?
00:22:43
Speaker
Marketers that stay will be the senior ones who know how to solve the problems AI can't solve.
00:22:48
Speaker
And I think a lot of us will end up going solo too, kind of like you or a boutique agency kind of a thing, like what you're doing, because a lot of business owners are going to be leaning on their AI marketing team and they're going to be like, well, it's not working.
00:23:01
Speaker
It's not working.
00:23:01
Speaker
A chat GPT tells me it should be working, but it's not working.
00:23:04
Speaker
So what are they going to do?
00:23:05
Speaker
Well, they're going to start reaching out to humans because the AI team failed them.
00:23:08
Speaker
That's going to happen over and over and over again.
00:23:10
Speaker
But for the most part, the AI marketing team is
00:23:13
Speaker
It'll do pretty good.
00:23:14
Speaker
It'll be able to kind of maintain like a decent marketing program, especially if someone sets it up for them correctly to kind of go.
00:23:21
Speaker
But oftentimes it's marketing.
00:23:22
Speaker
There's always a problem.
00:23:23
Speaker
There's always more you can do.
00:23:24
Speaker
There's always something.
00:23:26
Speaker
It's the never ending black hole that can be filled.
00:23:28
Speaker
So they'll be leaning back on humans to do more.
00:23:30
Speaker
That's my never heard more of a real, a better description for the black hole of the never ending task.
00:23:36
Speaker
You're my boss told me that once he was telling me why I wasn't getting more budget.
00:23:42
Speaker
Yeah, it is.
00:23:43
Speaker
It's like there's always something.
00:23:45
Speaker
Like it's not cut and dry like sales.
00:23:47
Speaker
You close the deal.
00:23:48
Speaker
You move on to the next one.
00:23:49
Speaker
Like marketing, there is always something to iterate, to test, to refine.
00:23:53
Speaker
It never ends.
00:23:54
Speaker
Okay, 10 years from now, you look at like a traditional marketing team.
00:23:57
Speaker
You've got a copywriter.
00:23:58
Speaker
You've got a videographer.
00:23:59
Speaker
You've got a social media manager.
00:24:01
Speaker
entire stack, what roles stay, what roles go with AI?
00:24:05
Speaker
Who's still like you look at, I don't know, a mid-level or an enterprise organization with their marketing team who's on it and maybe what roles are created predictions.
Speculating Future Marketing Structures
00:24:16
Speaker
Yeah.
00:24:16
Speaker
Yeah.
00:24:17
Speaker
Dang, I should probably, this is a sit down and sit down.
00:24:20
Speaker
I threw you a curve ball.
00:24:23
Speaker
This is my first take and my rough guess, and I'll have to refine this later.
00:24:26
Speaker
I love it.
00:24:27
Speaker
I'll do a whole podcast on it.
00:24:28
Speaker
We could.
00:24:29
Speaker
VPs of marketing will be fine.
00:24:32
Speaker
That level, because they're already operating at this level where they're more like conductors.
00:24:37
Speaker
that know all the, all the instruments.
00:24:39
Speaker
And they're like, Nope, I need more from this section.
00:24:41
Speaker
Okay.
00:24:42
Speaker
Down.
00:24:42
Speaker
Okay.
00:24:42
Speaker
Now we're going to bring this up now down.
00:24:44
Speaker
They're like freaking conductors orchestrating out of their own expertise, out of their own wisdom, right?
00:24:49
Speaker
VPs of marketing, you will be golden and we'll need more of you in order to add that human wisdom to the AI's ability to execute things.
00:24:57
Speaker
Um, I think,
00:25:00
Speaker
Like I said, that personal brand kind of thing will become more important because trust will be at a premium, right?
00:25:06
Speaker
So we'll need a lot more personal brands.
00:25:08
Speaker
We'll need a lot more specifically personal brands that are thought leaders that are also creators that will become a bigger premium.
00:25:14
Speaker
And I think companies will be scooping those people up, people with audience.
00:25:18
Speaker
Audience growth, I think, will become a major component where you're working with AI not just to do the marketing functions but just to create content that captures attention.
00:25:29
Speaker
But you'll be working – it'll be like you working with your AI team to create that stuff.
00:25:33
Speaker
So it's going to be people focused on content from behind the scenes.
00:25:37
Speaker
Probably there's going to be – they're almost like your current content directors, but they're using all their AI tools and AI team in order to create all that content and all your funnels and all that different kind of stuff.
00:25:49
Speaker
And then you're going to have your content creators slash thought leaders, your in-house subject matter experts will be thought leaders.
00:25:57
Speaker
So those are three roles.
00:25:58
Speaker
I'm trying to think of other roles that'll be there.
00:26:04
Speaker
You might still have specialties, people that are.
00:26:07
Speaker
more coming up with subject matter or helping thought leaders create content series.
00:26:13
Speaker
You might have people that are just more on the video side, working with AI to come up with movies for your prospects.
00:26:17
Speaker
I don't know.
00:26:18
Speaker
I like that.
00:26:19
Speaker
That's interesting.
00:26:21
Speaker
It's hard to even think about content marketing in that way because eventually we'll be logging at 10 years from now, we could be logging into Netflix and Netflix is just making custom movies for us every day.
00:26:33
Speaker
Yeah.
00:26:35
Speaker
So like what kind of content can you make that competes with that when I have my own personal AI that already knows enough about me to create content to help me learn whatever I want?
00:26:44
Speaker
So that's the hard part.
00:26:46
Speaker
But my one fail safe on that is that, again, with all the stuff going on, they're probably going to still listen to human experts on things and get their takes to navigate the world because it's probably going to be some level of like distrust with AI.
00:27:00
Speaker
Right, right.
00:27:02
Speaker
And therefore, you're going to be leaning on human opinions to try to help you guide all the information that's out there.
Embracing AI with Human Skills
00:27:07
Speaker
Oh my goodness.
00:27:09
Speaker
So good.
00:27:09
Speaker
There's three.
00:27:10
Speaker
Oh my gosh.
00:27:11
Speaker
We need like an hour.
00:27:12
Speaker
We could go on and on and on down a rabbit hole or maybe at least a part two.
00:27:17
Speaker
My kind of last question, what maybe are, and it's a cliche one, but it's still important.
00:27:24
Speaker
You've got teams that are just navigating the tension point of like, some can use it.
00:27:28
Speaker
Some can't like one person is an adopter on the team.
00:27:32
Speaker
Maybe the rest aren't, um,
00:27:34
Speaker
What is, and this can be pretty much just about anything, words of advice that you give to marketers that are leveraging AI during this season, maybe opportunities they should take advantage of things they should ignore.
00:27:45
Speaker
Like what advice would you give to VPs, marketing directors, teams that are trying to leverage AI in their workflows?
00:27:52
Speaker
If you're not, first, if you're not leveraging AI, it'd be like, I'm not going to leverage digital and it's 2010.
00:27:57
Speaker
Like, don't do that.
00:27:59
Speaker
You clear everything.
00:28:00
Speaker
Like the future is going to be AI.
00:28:02
Speaker
Learn how to leverage AI as much as possible.
00:28:05
Speaker
At the other time, learn how to be human first.
00:28:08
Speaker
Not AI first.
00:28:09
Speaker
That's stupid.
00:28:10
Speaker
Like, we're people selling to people.
00:28:12
Speaker
That's not going to change.
00:28:13
Speaker
Like, make the most of your team.
00:28:14
Speaker
And then lead your team boldly but gently.
00:28:17
Speaker
Like when I got Michael Hyatt said this, he's like, he talked to his team and he was like, AI is going to be mandatory.
00:28:27
Speaker
I value you as a human, but if you're not willing to learn how to use these new tools, then I might have to replace you with somebody who can do your job with AI.
00:28:35
Speaker
Yeah.
00:28:36
Speaker
But I want to see you win.
00:28:37
Speaker
And I'm going to try to create an environment that's
00:28:39
Speaker
for you to win because this change is happening.
00:28:42
Speaker
But also while this change is happening, here are five or 10 things that aren't changing.
00:28:48
Speaker
You know, you want to say what's not changing as much as you want to paint a picture of like what is changing and be to let them know you're like, I'm on your team.
00:28:56
Speaker
I want to help you learn.
00:28:56
Speaker
I want to help you grow.
00:28:58
Speaker
We're in a big shift as a war as a society right now, worldwide society on this thing, but let's do it together.
00:29:04
Speaker
And I'm in your court.
00:29:05
Speaker
So let's figure this out.
00:29:08
Speaker
I love that.
00:29:09
Speaker
Dan, this has been an incredible conversation.
00:29:11
Speaker
Where can everyone find you?
00:29:13
Speaker
How can they stay in touch with you and follow along with everything that you're sharing?
00:29:17
Speaker
I publish all my most practical insights on the AI Driven Marketer podcast, and I try to pull out the most helpful news for marketers from the AI world, things that are just relevant to marketers on my newsletter.
00:29:29
Speaker
You can find both at AIDrivenMarketer.com.
00:29:31
Speaker
Amazing.
00:29:32
Speaker
Dan, thank you so much again for coming on the show.
00:29:34
Speaker
It's just been an absolute pleasure.
00:29:36
Speaker
Thank you, Ashley.
00:29:39
Speaker
Thanks for joining us this week on the Anya Mike podcast.
00:29:42
Speaker
We'd love to hear from you.
00:29:44
Speaker
Make sure to visit our website, anyamark.com, where you can subscribe and never miss a show.
00:29:49
Speaker
While you're at it, if you found value in this episode, be sure to drop us a five-star review on iTunes and share the show with a friend to help us to continue to influence more people to create maximum impact.
00:30:01
Speaker
Tune in for next week's episode, and we'll see you then.