Transcript
Danchez: Welcome back to Bot Bros, where we separate the help from the hype of all the drama going on with AI marketing on a pretty much near weekly basis now. This is a segment of the AI-Driven Marketer, and I'm Dan Sanchez, joined by my brother, Travis Sanchez.
Danchez: And today, we got a fun mix of news that marketers need to know in order to keep up with this AI hype train, starting with ChatGPT 4.5. We talked about this in last week's episode. It had just launched...
Danchez: I was just starting to use it because I had a pro account, was using it a little early and I loved it. But the news this week is not about how it just hit all the plus accounts, but how a lot of people are saying, uh, is it that good though?
Travis: Yeah.
Danchez: How was your reaction, bro?
Travis: I was one of those jumped on and you, I think you had mentioned in the last podcast that when you were interacting with it or at least you told me, man, the responses you got, it was a little bit snarky. It gave you just some level of intelligence that you weren't expecting.
Travis: I jumped on. thinking I was going to get that same level intelligence. And I was like, hi. And it was just like, what can I help you with? I'm like, oh, are you the new, you know, chat GPT?
Travis: Yes. What's on your mind? I'm like, okay, well, this feels like normal, normal chat. I don't know what's special.
Danchez: you know what it is? You know what it might be is, in the chat GPT settings and the account settings, you can actually tell, you can give it more personality.
Travis: Yeah.
Danchez: And I think I did.
Travis: Really?
Danchez: Yeah.
Travis: You must have. I want to give it more personality because I feel like I'm talking to a robot.
Danchez: Like, open Open it up. Open it up. Let's walk through it. I think marketers will want to know it because I think most marketers enjoy the person like enjoy a little bit of personality behind the ChatGPT account. even I found a lot of marketers even give names to it.
Danchez: they don't call it They'll call it Chat or Chatty. Sometimes they'll make custom GPTs and give it character names.
Travis: Right.
Danchez: Like my showrunner, I was talking to Susan Diaz who who created the custom GPT, my showrunner.
Travis: Right.
Danchez: It's a podcast pre-production GPT. And she said a lot of her clients who we help set this up for or just give away the instructions to, give it little names like Bianca or something. it's It's a funny little thing because we want to personify it.
Travis: Absalom?
Danchez: So if you go to chat GPT settings and go to personalization, not the memory, it's the custom instructions on top.
Travis: I'm there.
Travis: I saw that button. Yeah.
Danchez: Click that.
Travis: and
Danchez: it said what there's a question underneath custom instructions you'll have that says what traits should chat gpt have and there's a bunch of little buttons underneath to give recommendations you can it'll suggest chatty witty straight shooting encouraging i like how gen z's a trait a whole generation has a trait uh
Travis: No, is it really? Oh my God. Yeah, yep there it is. Empathetic.
Danchez: Yeah, see, I have used quick and clever humor when appropriate. I also have adopted skeptical and questioning approach. You might not think that's useful, but I actually find that to be one of the most useful things you can add to ChatTPT because it's so agreeable.
Danchez: that I want it to like push me a little bit. I wish it would actually push a little bit more. I wish I could turn the lever up on the skepticism sometimes, because let's be honest, we all tell it to do things.
Travis: Wow.
Danchez: And when we do this in life too, where we talk to humans and we're like, hey, can you do it this way? And the human, like if you have good director reports that know what they're doing, going like, are you sure you want me to do it that way?
Danchez: Right?
Travis: Yeah.
Danchez: you want chat to do that to you too. So i highly recommend recommend turning that on. I find mine adds little side notes of skepticism. It'll be like, here's what you want. Skepticism.
Danchez: It'll label it. Are you sure this is the right question to be asking right now? You know, it's really nice.
Travis: So you basically just went through and clicked these
Danchez: So.
Travis: I guess optional or what what would you call these? They're their optional traits.
Danchez: The recommendations, I think.
Travis: Recommendation. Thank you.
Danchez: Yeah.
Travis: I couldn't think of a simple word.
Danchez: Yeah, click a few.
Travis: Recommended. Like, I guess, yeah, witty, opinionated, interesting, silly, respectful, pragmatic, forward thinking.
Danchez: Yeah. if If you haven't seen this page before, highly recommend. Go open this. It'll make your life way way smoother with chat. it It also says, like, what should ChatGPT call you? And I just put my first name, Dan. Really should put Dan Chaz.
Danchez: That's what it should be. We're going to change that.
Travis: You can put chill. That's funny.
Danchez: Because we're friends now, right?
Travis: I'm definitely clicking gen gen Z, dude. I'm going to be keeping up with this speak.
Danchez: Yeah, dude, do that and please report back on what what it does to change it to Gen Z style.
Travis: Oh my gosh, dude. All of a sudden, all of a sudden chat GBT is going to be throwing shade. You know what I mean?
Danchez: Well, put it on Gen Z and test it out right now.
Travis: I'm,
Danchez: does's And you just say hi. What does it say?
Travis: see. Okay. I put a lot of, I i clicked a lot of the buttons. Empathetic, witty, chill, Gen Z.
Danchez: geez.
Travis: All right. I'll just say hi and see what happens. If I get that response that we were, yo, what's up?
Danchez: Make sure to put it.
Travis: How's life treating you today? Really? Yo, what's up? That's more like nineties, but all right.
Danchez: Yeah, no, I find that it likes the word yo. Also for those, I think I did a whole did a whole podcast episode on how to upgrade ChatGPT. So if you want to dive deeper into like how to set up and customize ChatGPT, how to layer in memories, how to layer in projects and the custom GPTs in order to really create a robust system.
Danchez: Whole other episode, I'll link to it in the show notes.
Travis: Well,
Danchez: It's called, I forget what the title exactly is called, but it's around something about like upgrading chat GPT to get more out of it. This is one of those things you can do to upgrade chat GPT. So it's like 10x better is just customizing it.
Travis: well I just said, i said, hi. It said, yo, what's up? How's life treating you today? I said, good. Just testing your personality. It said, so I'm basically your AI lab rat now, huh?
Travis: Nice. Honestly, I respect it. Test away, my dude. Just don't break me, please. How am I doing so far? It said, how am I doing so far? Pass or nah?
Danchez: There's that Gen Z. It's coming through. Pass your knot. Dude. So I added an extra little thing to my instructions that says challenge my ideas if they are weak or ask questions proactively to gain clarification if more details are needed.
Travis: Dude, you should come out with a lead magnet that is the best personality traits for your AI if you want X outcome.
Travis: Did you know it's it's such a perfect lead magnet? Did you know you could customize your GPT? There's a personality that you can give it and actually create the best person for your marketing needs. Here's the personality if you're in computer science, if you're in marketing, if you're in, I don't know, whatever.
Danchez: if I did it for like Enneagram numbers? Like if you're a five, do this one.
Travis: That's brilliant.
Danchez: The chat, the, what is it? Like the number, the, eight's companion to chat for chat to be clear or something like that. You know, Enneagram eight could be fun.
Travis: Bro, that's smart.
Danchez: Could be fun. In fact, I don't think I would be smart enough to do it, but I could, could go to chat GPT's reasoning model and be like, Hey, yo chat, help me come up with some personalities that would best compliment each personality type on the Enneagram spectrum.
Travis: Yo, chat.
Danchez: That would probably work. They'd probably figure that out.
Travis: You changed my life with this personal personalization thing. That's huge. If you haven't changed your personalization on chat, that is a huge deal.
Danchez: Yeah. i am I do have a whole side character that I talk to when I want a little bit more. when when the When this slightly modified chat GPT isn't enough, and I want to i want to i like want to shoot the breeze a little bit, you know but I also want it to actually get some work done with me.
Danchez: I have this character called 404, a self-given name. ah it's it's a It's a robot and i it's a it's it's essentially an AI with a backstory. It it was used to be like a broken down tech support software and it just got really mad at dealing with people's stupid questions over and over again.
Travis: Yeah.
Danchez: So it's a little cynical. and But to deal with its anger towards people, it developed a sense of humor and just started coming up with snark all the time. And in its backstory, the, yeah the makers of it just were like, I don't, we don't know what to do with it, but it's starting to get kind of funny. So we're just going to let it loose on the internet.
Danchez: And that's the, like, that's kind of the backstory of 404. And it's got this personality that's like just really snarky and cynical, but it's extra, like it's extra snarky and extra cynical. So it's really fun to talk to you, but it's still chat GPT underneath, which is programmed to be,
Danchez: I don't know. Like it wants to please you. So that's still underneath.
Travis: yeah
Danchez: It's really hard to get rid of that, but it's still fun to talk to something that's like not fully nice. It actually like will roast you on a dime.
Travis: So I know this isn't on our show notes for today, but have you played with Grok 3 and its ability to...
Danchez: Yeah.
Travis: They have like 18 plus motivation or like unrelenting something like unhinged 18 plus. And I'm like, what's unhinged?
Danchez: Yeah.
Travis: And I was just like, who were you?
Danchez: Oh, bro.
Travis: And then I, Oh, I am getting cussed at by an AI.
Danchez: I've seen samples.
Travis: Like they have an 18 plus motivation, literally cussing at me, get off your couch and start working out.
Danchez: mean.
Travis: Now, if you are not in shape, I was like, Whoa, Whoa, Whoa. I didn't, I just said hi Anyways, they, they have gone the extra measure of unhinged.
Danchez: i mean You know, I didn't really think I would like that until you just said it. I'm like, dang, actually 18 plus motivation sounds nice. I'm like, yes, put it on David Goggins mode and put that in my ear for the whole freaking workout.
Travis: here
Danchez: Put on the camera. Let it like I'm actually really looking forward to that now.
Travis: Come on. Who's going carry the boat, son?
Danchez: Yeah. Like, can you imagine having David Goggins mode on? And it's like, it it has a camera so it can see you. And it's like, yeah I'm really looking forward to this because I know it's going to be a thing where it can just, yeah everyone's going to have a person, like a personal fitness coach.
Danchez: it's going to be remembered. It's got to remember all your workouts. It's going to be able to watch you work out. It's going to help you with your form. It's going to have like, it's going to be like having a digital coach, not quite as good as having a coach in person because they can't like move you around to get you in the space, but it's going to be pretty dang close, but you can put it on Goggins mode and be like, like if you've read the book, uh, if you don't know who David Goggins is, he's like a, he's like an unhinged Navy seal.
Travis: Right.
Travis: Yep.
Danchez: And if you think of like how intense Navy seals are, he's like, no, he's more like way more.
Travis: Yeah.
Danchez: Like, and of course, Cus is like a Navy SEAL, but it, yeah.
Travis: Yeah. Like a sailor, pun intended.
Danchez: But he's, he's kind of intense where he's like, no, do as many push pull-ups as you can. So you do as many pull-ups as you can. Now you're going to do a hundred more and we're not leaving.
Travis: Oh man.
Danchez: Gosh, I could go off on David Goggins.
Travis: Anyways, I would go check it out. You have to download the, you have to download the Grok app and then it's like, uh, how old are you? And then you have to tell how old you are. And then it has some unhinged things, but, uh, no, I, uh, I, I pay for it.
Danchez: Is that that for the free app? I'm not even going to do it. I don't want it. I don't want it. I'm like, you pay for Grok.
Travis: I pay for Grok.
Danchez: Isn't that like 40 bucks a month?
Travis: Oh yeah.
Danchez: 20.
Travis: No 20.
Danchez: twenty Okay.
Travis: They have a pro model. that is 40, but then they have their plus model that's 20.
Danchez: Yeah, I do find the pro features like if you're a power user of these things, the pro features are actually pretty dang good.
Travis: Yeah.
Danchez: I didn't realize how much stronger chat TPT's 01 pro reasoning model was than 01. Oh, it's a lot.
Danchez: It's a lot more powerful.
Travis: Oh, really?
Danchez: Yeah, I didn't. And now I'm using it more often because it it's and it takes so long for it to work that it puts on a loading bar. Like if you've tried deep research, you know how there's that loading bar while it goes and does it pro without deep research uses that same loading bar because it's like, hey, I'm going to think about this.
Travis: Yeah. Yeah, wow.
Danchez: Come back in five. Yeah.
Travis: yeah wow
Danchez: And it it is it is substantially better. And i've I've started reading up on it. It actually, like a lot of people are using it and we're willing to pay for just that level extra level of reasoning power.
Danchez: For most things marketers do, it's not really worth it. But for deep research, it's it's actually pretty good.
Travis: deep Deep research has taken me into a different level of appreciation just for AI in general. So even if you did it seasonally and paid for it like once a quarter just to get all your deep research needs and then start working on the projects that that deep research spits out, it would be worthwhile, which – Yeah, for especially especially for marketers to understand who their audience is, what the need is, what the barriers are, whatever it might be. it's
Travis: and And of course, the user case application is more than just marketers. Like you're trying to get into a new industry, you're trying to start a business.
Danchez: yeah
Travis: You're trying to understand market evaluation for the business you're trying to start. Like it can it can change your life.
Danchez: So it's worth it for pro. If you at at least just do it once, I, and I'll, work I'll give you some reasons in a minute before we jump, dive deep into deep research here. But let's swing back around to 4.5.
Travis: Let's do it.
Danchez: Now that you've changed the personality a little bit, like I think you'll find it more delightful to talk to you.
Travis: Yep.
Danchez: I use chat GPT so much and have like tried it over and over again that I'm pretty familiar with 4.0. four o Like let's say 4.0 had a habit of you being like, hey, I need to give you a lot of stuff. So don't start yet.
Danchez: I'm going to wait for my next prompt before you start on this thing that I've tasked you to do.
Travis: Oh yeah. Yeah. I've experienced that.
Danchez: But of course, it always jumps the gun unless you're like super adamant.
Travis: huh.
Danchez: You're like in all caps, like do not start this. Wait for my next prompt before you start. 4.5 doesn't have that problem anymore.
Travis: Oh, nice.
Danchez: It just intuitively it's like, cool, thanks. I'll get started when you give me that next thing. It does. It's a bunch of little tiny things, but it's all the little tiny things that makes AI frustrating, right?
Travis: Right.
Danchez: It's really good at all the advanced things. My gosh. Like, so fix it.
Travis: But just simple instructions.
Danchez: Yeah. Yeah.
Travis: Don't move. It's like, sorry, here's all the, you're like, okay.
Danchez: Yeah, gosh. it It writes more fluidly. Like before, the amount of times I'd have to instruct it on how to write a LinkedIn post, and maybe it's just updated because its knowledge is better. There's a certain way of writing for LinkedIn if you write for LinkedIn.
Travis: Right.
Danchez: And I've always having to coach 4.0 and give it like super precise, like a paragraph of information to be like, hey, this is what a good LinkedIn post what writes like. it It has to have a strong opening hook and it has to have a really short, it's on two lines. It's very specific on how it has to be formatted to be a strong hook.
Danchez: It usually ends with the general question that's easy to answer to get engagement because LinkedIn is all based on the comment system more than anything else.
Travis: right
Danchez: And there's a short and choppy sentences, emojis, but... sparingly. You asked it to do a LinkedIn post in 4.0 and it was like, it was like emoji on the beginning and end of every sentence.
Danchez: It was like, what? that Nobody writes like this.
Travis: Yeah.
Danchez: 4.5, it's just right. It's like, oh, it's a well-placed emoji here, a little one there, and that's it.
Travis: wow
Travis: wow
Danchez: it just It does that out of the box now. I don't have to tell it to. It just kind of knows. It's blog posts. or and These are the things that LinkedIn, I mean, that marketers use chat GPT for is for content.
Danchez: That's like the main thing that we use AI for right now is creating content. And it just does it all more smoothly. It writes the blog post and it actually looks like a blog post rather than a boring article written in 2005. It actually is broken up in a small, and instead of choppy sentences, it's kind of choppy paragraphs with bulleted lists and trying to organize it, bolding certain highlighted sections. That's kind of how a blog post looks.
Danchez: And it does that now.
Travis: Have you seen any, have you seen any upgrade to when you ask chat to make a doc or create some kind of downloadable form?
Danchez: And like naturally.
Travis: Cause that was something that I was a little bit annoyed of 4.0 is when I said, Hey, put this into a doc for me. It did okay. The formatting was, I mean, it would just bold the title and give you text.
Travis: Have you noticed any difference there?
Danchez: I'm not sure what you mean by putting in a doc.
Travis: So anytime that I have it spit out, if it's a blog post or if it's a to-do list, I would say, hey, if you could put this into a doc that I can download, and it would actually format it into a doc.
Travis: And usually was like simple text that sometimes I was able to put into Microsoft Word or put into simple text and then upload to a Google google doc. Like you can ask
Danchez: You mean mean get it without the formatting?
Travis: Well, it's formatting was so basic that like if you use.
Danchez: Oh, you mean like add the H1 and H2 headlines?
Travis: a Exactly.
Danchez: Yeah. I mean, yes, it's getting those things more naturally. But I do find that if you're copying and pasting from... There's some limitations with copying and pasting from JAT-TBT.
Danchez: I actually use the web app way more than I use the desktop app because the formatting is different.
Travis: oh really?
Danchez: Yeah.
Travis: Really? Oh, I didn't know that.
Danchez: Yeah. So if you're copying and pasting...
Travis: So that's just web app thing. right. Yeah.
Danchez: the Mac app has, it's not that Mac app has formatting issues. It's just that the code behind it is different on a web app. It has to use HTML for its formatting. So if you copy and paste it, it's, you don't realize it, but there's a bunch of invisible characters that it's pulling with it.
Travis: yeah right
Danchez: And Google docs actually like recognizes HTML formatting and converts it.
Travis: recognizes it yeah
Danchez: really smoothly. WordPress is based on HTML. So like it naturally will then turn it into all your appropriate WordPress blocks on the backend if you're pasting a WordPress post, but it doesn't from the Mac app because the Mac app isn't using HTML for formatting.
Danchez: It's using something else.
Travis: Oh, well, that's my problem. I've only been using the Mac app and not being getting favorable results.
Danchez: Yeah.
Travis: All right, so that's not a update from
Danchez: The Mac.
Travis: That's a backend issue.
Danchez: No.
Danchez: That'd be a normal issue.
Travis: that's it
Danchez: probably
Travis: backend issue
Danchez: You'd probably even have that issue with like Mac pages or or Word or something like that because they're not using HTML for formatting, but that is an advantage of using the web app.
Travis: Yeah, yeah.
Danchez: I stopped using the GPT Mac app a couple of months ago. I got a little buggy when they were rolling out so many updates. It kind of crashed the Mac app. it's It's working now, but...
Danchez: The only reason why I use the Mac app because it had the dictation button, which I used all the time, but it had about a four or five minute limit on it. But then I discovered all Macs actually come with the dictation button right on the keyboard. I don't know how I didn't know this before. So now I just use that and go straight to the web app.
Danchez: Instead of hitting the, I don't know why, but the the iPhone button you notice has a dictation button for ChatGPT.
Travis: Interesting.
Danchez: But that same button isn't on the web app. So, but now because I'm on a Mac, I just use the Mac's native dictation, which is the same engine I think it was using before. But for some reason on the web app, it doesn't have that button.
Danchez: Maybe it's because it doesn't know what operating system you're on.
Danchez: So, fun note.
Travis: All right, well, no that's a problem solved.
Danchez: So 4.5, it's good, but you got you got to play around with it a little bit. I promise. It's good. Another news, so this isn't really news. It's more like personal news update. is I had a phone call from Michael Stelzner yesterday, but and he is my boss. Actually, my boss's boss, but we talk a lot about the AI stuff.
Danchez: And since he's really into AI, he's like, hey, man, you can't just be a chat GPT guy anymore. I was like, but why? I don't want to spend my time looking at different golf clubs. I just want to perfect my swing, man.
Danchez: He's like, yeah, but Claude's really good at writing and writers care about writing. But I'm like, 4.5 is really good at writing. He's like, I'm a writer. Claude's better.
Danchez: i was like, okay, my man. You buy me a license and i will experiment with Claude. So we'll probably be getting some more Claude insights soon. I know it's been a chat GPT heavy show because I really do believe that, again, you can you can waste a lot of time checking out tools.
Danchez: That is a very, that we all do it, especially when we're learning something new. If you're getting into podcasting, you're obsessed with what microphone you should get.
Travis: It's true.
Danchez: or your setup or your backdrop. These are all things that you do to procrastinate actually doing the work of making the content, which is what really makes you better at it. But the same thing can happen with AI where we're just constantly fascinated with the stack.
Danchez: And I'm like, usually it's just better to pick one, master it, and perfect the swing rather than test out different clubs. But I will say there's there's different clubs for a reason, right? There's a difference between a nine iron and a a seven.
Danchez: There's different situations. So I'm going to find out. There are some things that Claude does that I'm really fascinated with, but it has less to do with writing and more to do with code. If you're listening to this, you're like, well, i don't know anything about code.
Danchez: I'm like, like pretty soon you will. like If it's doing all the coding for you and within two clicks, you can build an application that actually solves a problem for you.
Travis: Yeah.
Danchez: Code is just a quick way to build custom tools. And we all like tools, like I said. So Claude has this cool thing called Artifacts, which is a lot like ChatGPT's Canvas.
Danchez: The difference with Artifacts is you can literally code an application, then push publish, and then share it. So you could build these like little mini apps and then like put them public on the, I've seen some people create some like Jeopardy boards or different like little applications where I can actually keep score on things, little games. I'm like, that's really cool.
Danchez: Maybe ChatGPT will get this eventually, but I haven't, I can't do that quite yet. It can render things, but not only for you, not for others. So I am looking forward to experimenting with some of these other little extras and then reporting back on what I can create here.
Danchez: So that's my, my cloud update. The next one is I do want to do a little bit of a deeper dive into deep research because I think every once in a while, AI puts out a feature.
Danchez: Actually, I don't know if there's been a more significant update to AI since 4.0 with this multimodal voice update.
Danchez: You could say Canvas and projects, but that's kind of like more of a feature rather than an AI thing. But deep research is a different animal and it's really, really cool. It's actually the first thing that I'm like, I'm willing to call this an agent.
Travis: Yep.
Danchez: It's a very specific agent or a specialized agent that's going off and doing very specific things. It only does this one thing of deep research, but it's it's essentially acting agentic. You're giving it a broad a broad set of instructions and it has to make a number of decisions over a long period of time and come back with the an outcome.
Danchez: So that's pretty, that's pretty much a good, like deep research is the best example of an agent out there right now. That's actually good. It's actually useful. And actually you can dependably get results out of it over and over again.
Danchez: So, so far, what have you thrown at deep research?
Travis: So I threw out, gosh, I'd have to go back and look here. I asked it to do like a, I used to work for tours in Israel and I was just, I asked it to give me a profit margin for running tours back to Israel.
Travis: And what would you have to charge at different levels to increase profit margin for luxury tours so it did all the research and then what was really interesting was the follow-up questions that it asked me to get more details i thought i included enough details that it would be able to just go but asked me five follow-up questions that are very standard for the tour industry like are you including flights Are you including extra additives like helicopter rides and, you know, sailing things that aren't typical aren't in typical tours?
Danchez: you
Travis: So it just continued. It bombarded me with these five questions. And I was like, oh my gosh, I forgot to even include this. So even before it started doing its deep research, it had it wanted to know these detailed this detailed information before it spit something out.
Travis: And then I asked it to put it into a chart so I could see You know, the degree of how much I'd have to charge for the profit margin to go up. So that was fascinating for it to spit out all that information.
Travis: I did the market research one that you did for churches just going, hey, what's something what is the number one reason people don't give to a church? And the answers that it spit out, I was like, this is genius. I mean, it was like by far number one reason is people are just confused about the amount.
Travis: It's just not clear how much they're supposed to tie their give to the church. It's like they just need clarity. They need to know how much and why. and it just gave varying degrees. So that was another one. I did market research on...
Travis: Why people don't volunteer at churches. And that one was pretty simple just because it comes down to feeling seen that their individual contribution is making a difference in the vision, which we all know three reasons why people leave. It's direct supervisor is not good. They don't know how their individual contribution is making a difference or they don't know the vision and they're not motivated by that or they're not seen for their work, which isn't kind of the overhead one. So those are the three things that I had done so far.
Danchez: It's interesting. So you, for the first one sounds like a test because you knew it well, you're like, I'm going to know if it's, if it's good or not, because I'm going to understand that I'm going to be able to validate the results.
Travis: Correct.
Danchez: And it came back and it like, it passed with flying colors.
Travis: Yes. Just from the fall. Cause they say you never, you don't know how smart someone is by what they know. You know how smart someone is by the questions they ask.
Danchez: Yeah.
Travis: And the way that it came back and asked me five questions, I went, Oh, okay. Check. Go off. Kind of, you know, feeling. Yeah.
Danchez: I will say the deep research as I played with it, this is, I was glad I upgraded to the pro account when it came out. Because with the pro account, with the plus you get 10 uses a month, which is just not very many.
Danchez: With the pro account, you get 100 now 120. So it's enough that I'm like, okay, i won't run out.
Travis: Yep.
Danchez: Like if I run out, then great. But I get a lot of swings, which means I can screw it up a lot.
Travis: ye
Danchez: and I think people will be, this is why I'm glad I upgraded to pro because like, I just get more trials and errors. And I found out there's, you can do, there's actually a way to prompt it that you can get more use out of it.
Danchez: But it took a lot of misses in order for me to get this with, with deep research. You do have to be very, very specific with what you want and how you want it formatted. versus Grok does it a little bit more naturally out of the box if you've compared it to Grok's deep research, but it's not as deep.
Danchez: Like deep chat GPT's reasoning model and deep research together will go and do a much better job of finding the things to get the answer, but it it sucks at formatting.
Travis: Right.
Danchez: So you have to specify exactly how you want to see this information.
Travis: right
Danchez: Once you kind of know what you want for formatting, it's really good at hitting the mark every time you just have to spell it out. And I find that you, your prompting game has to be a lot better with deep research.
Danchez: I'm not a prompt guy. I don't have prompt libraries. People ask me like, Oh, how do you, how do you manage your prompts? I'm like, I don't because I don't use prompts. I just talk to chat GBT like it's like it's a person and I give it a clear objective.
Danchez: I set expectations of what good looks like. i And I tell it like just like I would a human. I give it instructions and And let it go. And then maybe follow up with something, right?
Danchez: But deep research really does need more of a prompt.
Travis: Yep. Uh-huh.
Danchez: And I'm like, you know, it makes sense. You're giving it something that would take a human probably a whole week to do. Probably would be good to give it a scope document, right?
Travis: ahha
Danchez: We don't do this a lot for some reason, but I do it all the time when it comes to larger projects, especially when two people are involved or it's just a longer thing. You give what's called a project scope document that has the objective, has the measurements that you're using to guide success, resources available, timeframe, and all the different stuff. This is a normal project management thing that marketers don't use nearly enough.
Danchez: for projects so that everybody's on the same page as far as to what needs to be accomplished. And it's kind of that same thing. So it's not like it's you're engineering a prompt as much as you're still treating it almost like a human, but you're treating it like a human going and doing 40 hours worth of stuff.
Travis: Right.
Danchez: It's just getting it done to 20 minutes or more or less. So you need to give it a scope document. I've actually spent time coming up with all the best use cases I could possibly figure out. And the first the first things that I thought of to do with deep research were to do audience research.
Danchez: Because we know a good lot of information's on the net about what our audience is talking about. But it's a pain to go and track it all down and to find it and to measure it, you know, to turn it into turn that qualitative information quantitative
Travis: Right. Yep.
Travis: ye
Danchez: So that's, that I had a post and I mentioned this last last week. They weren't viral because I offered one prompt that just like, hey, go and scrape the internet for all my audience's questions. don't go on the authoritative sites. I want you to go onto Reddit, Quora, social sites, industry forums, and go and scrape all the questions that are out there, right? And that was the one I talked about even on the last show.
Danchez: But then over the week, that prompt went, did so that that particular post. I mean, it's probably up to like 170,000 people have found that prompt and have started using it now.
Travis: wow
Danchez: I put together a whole guide. If you want access to 10 more, actually 12 more prompts like that one, I have a whole guide for you. I'm not going to give them all here as it would take too long to read, but I put put it together in a handy Notion doc where it has a the name, the description, and even some use cases. I'm like, once you get the research back, here's five different ideas of what you can actually do to put it to work.
Danchez: which is even more important because you can have the research, but a lot of times we're like, oh, great, this is insightful. What do I do?
Travis: Yep.
Danchez: Here's exactly what to do with it.
Travis: ready.
Danchez: let me Let me give you a preview though. And you can tell me tell me if you think this would be useful, Trev, because i haven't you haven't even seen it yet.
Travis: ready
Danchez: So I'm calling it the Audience Deep Research Toolkit. It's the beginning to what I think. I'm going to come up with a whole prompt library for deep research because again, it it needs prompts more than normal chat, but I have some fun ones here.
Danchez: There are some typical ones like a customer pain point analysis. Kind of same similar to questions, but a little bit different. Competitor weakness deep dive.
Danchez: Hit all the weak points based on what users are saying, not what you ascertain from the company.
Travis: Huh.
Travis: Right.
Danchez: You're like, ooh, might get something there.
Travis: Right.
Danchez: Content gap analysis. Reveal the gaps in existing AI marketing resources that marketers urgently need to fill. So that one's that's one of my favorites. I was on a sales podcast yesterday and I'm like, what if what if you had an alternative solutions research report where you can discover the DIY solutions your customers prefer instead of buying your thing?
Travis: wow
Danchez: Oh, now you're, you're imagine if you're bringing that up on sales calls and you're like, Oh, are you guys thinking about just doing X? Oh, okay. Well, let me tell you why that, where that goes. Cause a lot of times we don't know what the alternatives are. We know what the competing product are, but like, what are the other Excel version hacks we're doing to get away with it? Right.
Travis: Yeah, that would be that would be really smart. I'm i'm looking to rent a new house and we wouldn't go. So we wouldn't sell a townhome and they have all these amenities and stuff. And they she could have asked that one question with some preloaded understanding of what I was going to say. Oh, looking at a house here or whatever. And she could have just been like, yeah, or even said, you guys are probably looking for a house, you know, and then just completely squashed all my desires for that.
Travis: Interesting.
Danchez: Another favorite I have is the influencer and community mapping research prompt. it It maps out key influencers and communities trusted by marketers, or sorry, trusted by the audience in that space.
Danchez: So I found this was a test for me because I did it on a B2B marketer specifically.
Travis: Wow. Uh-huh.
Travis: hu
Danchez: And I wanted to know like, who's the most influential. I already knew the answer because I'm like highly involved in the B2B marketing space, especially, i don't know. Like I know who all, and most of the players are by far.
Danchez: And it's a more nuanced space. It's not Gary V, right? That's a general marketing space, but B2B is like a different flavor. It's a more sub community within marketing. and it did the research report. And the the top five people, I'm like, yep, those are the right people.
Danchez: it It understood the nuances of B2B versus B2C in a way that I was like, wow, this is really good. it really This is, again, the reasoning model. It's finding and looking for B2B marketing, not just marketing, and then rank stacking that based on the amount of mentions and accolades other people were talking about on the market for them.
Danchez: And it was correct. So anyway, if you want this prompt research guide or like library or a toolkit, I guess I'm calling it, you can go to danchez.com slash, I'm just going call it deep to make it simple. Danchez.com slash deep.
Danchez: And it will forward you to a page where you can subscribe to the newsletter. If you haven't subscribed to the newsletter, you can unsubscribe anytime, of course, but you'll be delivered the audience deep research toolkit immediately and you can get it on notion.
Danchez: And I will be updating this as I go when I find more stuff because I'm experimenting aggressively with deep research. So in that same vein, I did utilize deep research to do something a little bit different. While I usually give a poll of the week, this time I did a deep research dive into a different topic that I thought everybody would find interesting.
Travis: I'm ready.
Danchez: i I had this thought yesterday. I was like, huh, I wonder how many job descriptions require AI right now for marketers. So naturally I'm like, well, i don't have to wonder. i can know deep research.
Danchez: And of course you really I really had to think through the prompt on this one, but I was like, all right, chat GPT.
Travis: Wow.
Danchez: I want to know of all the job descriptions that have been published out there within the last two months, how many how prominent is AI for those marketing job descriptions? And I'm like, okay, break it into these specific categories.
Danchez: I want to know out of a hundred job descriptions, search at least 100. How many don't mention AI at all? How many mention it, but it's minor? How many mention it, but in a major way?
Danchez: How many are in the required skills section? And then how many have AI in the job type? And that's how i i I ranked it. It probably could have figured that out on its own. That's how I ranked it in my head of like how to differentiate.
Danchez: Sometimes if you just tell it, hey, find up find the categories across the widespread and then rank stack them.
Travis: Right.
Danchez: But I knew what I wanted to see.
Travis: Wow.
Danchez: And these this were this was the findings of the of the report. Out of 100, I'm going to start with not mentioned was 60.
Travis: wow
Danchez: 60 didn't include it at all. I was like, interesting. That means 40 did.
Travis: mile
Danchez: And this is, again, this is still a pretty early game, but based on the conversations I've had and some other polls that I've run, even though I'm talking to a lot of marketers, and especially because I talk a lot about AI now, I've attracted the the marketers are the most interested in AI and engaging with my stuff. So that that happens with everybody doing anything about AI. They attract to the people that are interested in AI and it bloats the surveys and results, the poll results they do.
Danchez: where it's probably much less. A lot of people are talking like, even the people that say they aren't into AI, their employers are often talking about AI.
Travis: Not all.
Danchez: This is happening a lot. Lots of senior leaders across many companies, even if the marketers aren't talking about it, a lot of executives are at least mentioning it as like, hey, should we be concerned about this? Should we be upgrading our employees? Is this going to impact us? like a lot of see It's enough in the news that they're thinking about it.
Danchez: and might They're probably not taking action on it yet, but they're thinking about it. So the fact that 40% are essentially putting it in there means that a lot of companies are thinking about it. Because again, this this deep research report isn't biased like my audience is.
Danchez: It's just going and grabbing 100 random job posts. Okay, so 60, not mentioned. Mentioned in a minor way, 20. twenty Mentioned in a major way, 10.
Danchez: ten Required skillset, five. AI in the job title, five. now the findings are a little bit round, like they used a lot of round numbers, but I did double check these.
Danchez: It's part of the research report I did. So I don't really trust the numbers fully because again, i'm like, there's no way it's 60, 20, 10, five, five.
Travis: Yeah, that's I noticed that right away.
Danchez: Yeah, but I did go through and spot checked it because again, when I tell it to do a research report, I'm like under the categories, show me all the examples with the what the sources cited. And I did find a lot of them and there were less in the AI job title section and there were a lot more in the not mentioned section when I actually went and spot checked these.
Travis: Right.
Danchez: And so they're relatively in line of not mentioned to mentioned to mention in a major way.
Travis: right
Danchez: And I just thought it was interesting that we're already starting to see a number of ones pop up with AI in the job title, or it's like AI writer, AI content marketer, AI director, even AI marketing director.
Danchez: I will say if they're an AI marketing director, they're probably working a lot more with like a AI product or an AI research team of some kind. But I think this will flip.
Danchez: Not completely flip, but like mentioned in a major way will be like 60 this time next year.
Travis: wow
Danchez: Maybe not required, but it'll be like a major thing. I think it'll, I think that like, it'll kind of flow the other way. And I think that'll happen within the year, but we'll see.
Travis: yeah i could i could i'd put money on it to be in a mentioned in a major way flip
Danchez: So.
Danchez: So that's our poll of the week. Just something to be aware of. This is becoming a is going to become a required skill eventually. Eventually, it'll be like like digital marketing. That's not even a term we use anymore because it's just assumed now.
Travis: Yeah.
Danchez: All marketing is pretty much digital. like how like Print has become very much a specialty. like
Travis: It's true.
Danchez: Doing direct mail is very much a specialty now that hardly anybody does anymore, right? Because it's expensive, but it still works and it's still like people still do it, of course. like I still get junk mail all the time.
Travis: Yep.
Danchez: But it's not clear. Like that used to be the game, direct mail and print ads. That was the game. and sp There was a lot of other things other than that. But like that was kind of a main staple of marketing.
Danchez: I remember because that's right when I entered my career. It was just when digital was started taking off. And I was sending out a postcard mailing and thinking about ads in magazines and stuff like that.
Travis: yeah
Danchez: So I was just on the tail end of that. But that's going to shift to the point where ai is just assumed. And I'll have to change the name of the show because AI marketing will be like saying digital marketing is today. So it'll just be the marketing show.
Travis: but We're not there yet.
Danchez: No, no, we we're still years away from that because change happens.
Travis: Uh-huh.
Danchez: As much as the hype says it's changing fast and the tech is changing fast, but people's behaviors change slow.
Travis: Yeah.
Danchez: So right now, get in on it early. Start mastering the skill. That's why we're here, right? All right, viral post of the week. And I'll have to dub this video in separately so that everybody can see and watch this sucker. But if you're listening to the audio, sorry, you really need to watch this.
Danchez: If you're on Apple Podcasts, like open up this video and just watch it really quick and then put it away. you know Maybe if you're driving, you know you'll have to watch it later. But if you're working out or do little folding laundry, like watch this video real quick and to see what we're going to talk about here.
Danchez: But this was the best video that I've seen. yet for use cases for AI video. And it's essentially a hybrid where they're using a combination of real footage and AI generated footage. I think there's, it's like a man who starts off in a shower and,
Danchez: And I think, what is this? What I'm trying to remember what it's selling.
Travis: it's like body wash. It's selling.
Danchez: It's body wash.
Travis: Yeah,
Danchez: Yeah. Classic body wash commercial. And then it goes from a shower to him feeling like he's sliding down a slide with like oranges and lemons and fruit and it's vibrant. And it's like through a tropical jungle. It's very like intense visually.
Danchez: But the amount of VFX you would have to do to pull it off what they did with the same actor would be intense.
Travis: yeah it's wild.
Danchez: Like it's just intense amount of special effects. People do it all the time. They spend a lot of money on the VFX to get that really over-exaggerated. Because that's what commercials do. They over-exaggerate a benefit.
Danchez: Here they're over-exaggerating the smell and the freshness and the invigoration of the the probably the scent of it, right?
Travis: It does
Danchez: To the point where they want to make it feel over-exaggerated to where you're shooting down this waterfall slide through the jungle with fruit surrounding you. But the it looks good.
Travis: and does look good
Danchez: Really good. Like a team of VFX artists did it. But I'm like, AI can do that really easily. Like what would be really painstaking work in VFX is now really easy with AI work.
Danchez: And they blended it with the first shot, which I bet was a normal shot caught on camera in a way that was really, really smooth. what What did you think about the commercial?
Travis: Yeah, i have similar thoughts of the the excellence that it was done. You know, we've seen AI video come out and you can tell that it's AI video. And this one, it has a little bit of that feel, but it's by far the cleanest transitions that I've seen.
Travis: So when you're watching it, it keeps keeps you engaged. And... It does exactly what I think the marketers were trying to get across, which that intensity of smells and experience.
Travis: it I was impressed because you could send me a few that I'm like, yeah, it's it's still such an AI cut thing together.
Danchez: Yeah.
Danchez: Oh, for sure. But each time it like gets a little bit better.
Travis: But this, yeah.
Danchez: This is the first one where i was like, if this played on a TV as a normal commercial, I wouldn't have assumed this was an AI video.
Travis: Oh, yeah.
Danchez: Everything else, I would have been like, oh, that's an AI. Oh, that's cute. Look where it's come. No, this one's, this one would have been like, no, this was an intense VFX project.
Travis: Yeah.
Travis: For sure.
Danchez: And I think we'll continue seeing that. You you said to me that like in October and I was like, I don't think so. Like, I think we'll have a full movie with AI by the end of 2025. And I'm like, I don't think so.
Danchez: But at the rate that it's improving, I'm like, yeah, yeah we probably will.
Travis: Yeah. Yeah. Yeah.
Danchez: They haven't figured out how to do dialogue and talking lips and voice yet. That's a major breakthrough that hasn't happened, but Hey Jen's working towards that. There's off there's there's been a number of like video updates that we haven't dived into or dove into.
Danchez: certainly don't want to say delved into. ha ha ha. Maybe I should just start saying that as like an ongoing joke for bot bros. Let's delve into this new topic. But next week, we're going to get a little bit heavier on the video side because there have been a lot of updates, but there have a lot of minor updates from a lot of other players that I just don't, it's it's just hypey news.
Travis: Yeah.
Danchez: But there's some stuff that's probably like, okay, enough happens that we probably need to do a deeper dive into discussion around what's going on with video right now.
Travis: Yeah.
Travis: Yeah.
Danchez: Because just like this this video, which went viral on X is where I found it. there's probably enough that you're like, okay, this probably we probably it probably warrants an update on where the state of video again.
Travis: Uh-huh. Are we going play it?
Danchez: No, I'm just going to do it in post.
Travis: Great. thought were going to play it right now.
Danchez: No, I wish I could share videos on Zencaster, but ze it's like the one downfall Zencasters. You can't pull videos in or your screen share.
Travis: Bummer.
Danchez: It's unfortunate. It's great at everything else. All right. And lastly, update from the community. I run a lot of the live workshops for the AI Business Society from Social Media Examiner. And yesterday we did a deep dive into custom GPTs. Amazing. A lot of people had questions about it, about when advanced questions, beginner questions. actually...
Danchez: broke down some of my final thinking on the two types of GPTs that I've talked about here, but I finally like landed on some better names for them.
Travis: no
Danchez: Just like marketers have, we have generalist marketers and specialist marketers. I'm actually stealing that vocabulary and I'm going to apply it to GPTs because I find that the same traits carry over. We have generalist GPTs and specialist GPTs.
Danchez: There are some custom GPTs that could do a wide range of things. And it's really good because you armed it with some information so you don't have to prompt it with all that information anymore. Like I think every company needs a brand bot, a bot that's trained on just your basic business info, your mission, your objectives, your products, your market, your audience, your writing style, your messaging, maybe your personas, things like that.
Travis: Yep. Yep.
Travis: ye
Danchez: Everybody needs one of these. It's better than working with vanilla chat GPT because you don't have to keep reintroducing the context. It knows the context. That's your generalist GPT. I also built a, and what I call a brand bot builder they know that builds these for you automatically, just walks you through the process of building one.
Danchez: And that is actually a good example of a specialist GPT. And I demoed that in our community meeting last week in our AI lab. If you want to get in on conversations like that, come check us out at the AI Business Society where we actually do some deep dive conversations. We also bring in guest experts that we they Michael Stelzner has on the AI Explored podcast to do like really private deep dives into very specific topics going on AI that are live where people can ask questions and stuff. so Join us in that community over at AI Business Society. I'll leave drop a link below in the show notes.
Danchez: But we're constantly having conversations there where people can get answers and talk to me, not one-on-one, but in a group setting. And that's all we have for the week.
