00:00:00:00 – 00:00:38:20
Unknown
Today we’re going to talk about Attitords. What? Let’s give that another try. Derp. Today we’re going to talk about Attitords.

I think we have our clip guys

Attitudes towards.

I’m just retyping that

I might struggle to say that out loud too. Attitude towards. Oh, yeah. Okay. Good luck. Godspeed.

00:00:38:22 – 00:01:06:07
Unknown
Hello and welcome to Think Fresh, a podcast brought to you by De Novo Marketing’s collective Creative. Coming to you from our Ideas Institute and here to talk about all things marketing. Insights on new trends, innovative ideas and marketing tools you can use in your day to day life and whatever else we deem relevant. I’m Jen Neumann, de novo CEO and your host.

And I’m Ryan Schenefelt, account manager, innovation and education lead and resident nosy eavesdropper, always looking to push the envelope.

00:01:06:10 – 00:01:29:17
Unknown
He is indeed very, very nosy.

Today we’re going to talk about attitudes towards AI. I’m excited to welcome our guest today, Kimberly. Kim is our digital marketing coordinator here at De Novo. She leverages data and insights to power dynamic social media and digital campaigns for us and our clients. A graduate of the University of Iowa Tippie College of Business, Kim has a powerful background in data analysis and research.

00:01:29:23 – 00:01:58:22
Unknown
She’s led several impactful projects, including a research fellowship focused on bridging the gap between first generation students and internships, and extensive work on consumer behavior, conducting a mass survey on the consumer’s path to purchase. Everyone, please welcome Kimberly. Hi, Kim.

Hi.

Welcome to the pod. Welcome to the pod.

Oh, it’s nice to be here.

Kim, I have to ask you a lot about what’s your favorite podcast episode that De Novo has done to date?

00:01:59:00 – 00:02:17:09
Unknown
Sexy cereal.

Everybody like sexy cereal. I’m there.

And, Kim, I know that I put in here. I know that we have in here that you are a graduate of of Tippie. I know that Tippie also has, data analytics track now, right? Were you a part of the data analytics track? Yeah.

00:02:17:09 – 00:02:42:11
Unknown
So it’s a new major. Well, it’s not new anymore, but, it’s called business analytics and information systems. I started with marketing, and then I added that after a year or so, because when you are taking classes, under the College of Business, you have to take kind of business core classes. So you take other business up foundations of analytics, marketing research.

00:02:42:11 – 00:03:06:17
Unknown
So those classes kind of led me into wanting to do business analytics.

Nice, nice.

So what other classes did you take at tippy with certain the core ones or like.

Yeah, I mean, certain professors, certain teachers.

She’s asking about me.

Oh, I forgot about that.

I’m actually shocked Ryan didn’t make this about himself.

00:03:06:20 – 00:03:23:14
Unknown
He’s gonna, you know, bring it up.

Yeah. Digital marketing. I took that with Ryan. Actually, I was your first class.

You were my first class. We were his guinea pigs, and it turned out well. You knew enough about digital marketing to get a job at de Novo! Look at that. But yes. Kim, first podcast episode. We’re excited to have you.

00:03:23:14 – 00:03:43:21
Unknown
But we have a lot to cover today. We have a lot to cover. We’re going to be talking about AI. But first I do have to because this is a sports podcast. Congratulate the Las Vegas Aces for yet another win in the WNBA championships. Great games, great games. We we only had four games. They had a shut out against, the Phoenix Mercury.

00:03:43:23 – 00:04:08:12
Unknown
Yes. Phoenix Mercury. Jen, Insights on that? Insights on the shut out insights on the WNBA championships.

Not not so much. Not too much. It’s we’re more of a we’re we’re a baseball family right now. And like, the whole Brewers and Cubs thing.

So if this is really a sports podcast, which it’s not, I have yet another week of baseball distraction in my house.

00:04:08:14 – 00:04:27:04
Unknown
If this is a sports podcast, I shouldn’t be here.

Good. But this is not a sports fan. There should be even better. Even better.

One of the other big things, something that de novo awaits every single year. We had our de novo retreat. And, Kim, this was your first de novo retreat? Yes it was.

Are you recovered?

00:04:27:06 – 00:04:51:08
Unknown
I am recovered. It was so fun. I love the activities that we did.

Yeah. It was. It was fun there. I thought the activities were great. And I just love spending the time being creative with people. Kind of seeing some of the the eye opening aspects of those activities with the team, is always fun. And then, you know, there’s the evening activities, which, yeah, I’m, I recovered from eventually.

00:04:51:10 – 00:05:13:19
Unknown
Eventually, eventually. Oh my gosh, the food was so good. I loved those wings.

Where was that? Driftless. Driftless pizza in Dubuque, the key city. That’s where we were for our retreat this year. And that place was phenomenal. Like, there was, there was, duckpin bowling, which I. Oh, yeah. Never done before. That’s entertaining. And my arms hurt for two days after.

00:05:14:05 – 00:05:32:17
Unknown
But we we did our own version. We did screen bowling, which wasn’t really anything organized. You just screamed when you bowled.

I think that was based on those places where you can go, like, there’s, there’s scream retreats and places where people are just groups of people. They’ll all meet in, like a park and just scream together.

00:05:32:17 – 00:05:52:07
Unknown
Right. It it was a little cathartic.

I think I would do the other one where it’s. They have pottery and things you can like smash. I would love a smash room, but, I would not want to have to deal with the cleanup. So whoever does all the cleanup, props to you. We also learn that we have a few pool sharks at de novo.

00:05:52:22 – 00:06:17:15
Unknown
Jill. Great pool shark. But also we have some passionate shuffle ball play shuffle, shuffle ball shuffle, shuffle board shuffle is important. Yeah, this is a sports podcast. Shuffle board? Yes. Shuffle. But it was the kind of the table shuffleboard, right, that has like the little tiny glass beads on it. And there were some really committed. It was so fun participants in that.

00:06:17:17 – 00:06:39:19
Unknown
So, Jen, I heard you say little tiny glass beads. How did you know that they were little tiny glass beads? Because it was sand. Like, wouldn’t someone think that it’s like sand? Or maybe some people would think it was salt? I could be wrong, but my husband’s grandpa plays a lot of shuffleboard and he specialty he he buys the specialty glass beads.

00:06:39:19 – 00:06:57:07
Unknown
And I’ve heard him say that before, so. Yeah. No, unfortunately, you are correct. And after a few beers and a, a mixed drink, I wanted to prove to everyone that it was salt. And I looked it and it was not salt. Was it sand or was it the glass? B also, I don’t I don’t know that part.

00:06:57:07 – 00:07:18:10
Unknown
I would say maybe it might be the glass beads, mixed with sand, but it was not salt. So that was did you swallow? I think we’re going to have to start adding waivers if you are. Richard. It’s like. Sorry, friends. Sorry. Ryan licked the table. I have been in a place that did use salt on their shuffleboard table before, so that’s not unheard of.

00:07:18:10 – 00:07:37:03
Unknown
But I was fine afterwards, I was fine. I was just shocked because I was so adamant that it was indeed salt and was so excited to prove everyone wrong when I could be like, it was salt and they could tell by the look on my face that it was indeed not salt. Great. So Ryan ingested glass at the retreat this year.

00:07:37:03 – 00:08:03:04
Unknown
So that’s not the only thing he. My favorite thing was he had a utility jacket and he put veggies in his pocket. As we were leaving, going to a different location, I wanted to maximize my, snack ability later in the day. So I took some things off of that crew to tape board the, peppers, carrots, celery and cucumbers and added them to my, jacket pockets.

00:08:03:04 – 00:08:31:04
Unknown
I had five pockets on the front of my jacket, like cargo pants, but for, for a coat and filled them up and encouraged people to try treats for my pockets, and I did. When? When did you discover that? Later. Unfortunately, I did find it in the morning. And the carrots, the celery, those were fine. But unfortunately, the, cucumbers and the green peppers were mushy and gross and, made my made my jacket wet.

00:08:31:04 – 00:08:53:05
Unknown
So my. Okay. Oh, yeah. All right. It had a little seasoning to me a little bit. Oh. We also have one other announcement and that’s it Ryan Ryan’s in a new house, so got a new house. So all of the, all the craziness and excitement of buying a house, selling a house, we are still in, in the final stages of all of that.

00:08:53:05 – 00:09:12:11
Unknown
But Halloween time is mine. And Jacob’s favorite time of year, so it’s figuring out how to use our existing home decorations on a new house. And we also don’t want to be the crazy people in the neighborhood that go too hard compared to everyone else. So we’ve been slowly seeing what everyone else does, and we keep adding to it.

00:09:12:11 – 00:09:28:09
Unknown
And we we want to be, we want to we want to win Halloween, obviously, but we don’t want to go too crazy. You don’t want to be those tacky crap. That tacky. Oh, I love those. I love your house. I don’t know what you guys think, but do you feel like everybody’s going a little harder on the Halloween decor this year?

00:09:28:09 – 00:09:46:09
Unknown
Just in general? In my neighborhood, it’s. I mean, there are so many giant skeletons. I do think so. I think that Halloween has now become the Christmas, if you will, of people’s preferred holiday to decorate for. It’s like Christmas is in. I don’t know, this might be, this might be wrong, but Christmas feels more inside you. Decorate your tree inside you.

00:09:46:09 – 00:10:02:18
Unknown
It’s like inside the Halloween. It’s like outside because that some people are trick or treaters are coming to your house. You want to make sure that your house looks appealing so that you like get enough trick or treaters to make it all worth it. We buy full size candy bars, and then sometimes we’ll get like five trick or treaters.

00:10:02:22 – 00:10:24:20
Unknown
Yeah, yeah, I need to stop by. I usually bring the leftovers into de novo. So there’s a house in my neighborhood that I think their, their goal is to make kids pee their pants. It’s pretty scary looking. And they’ve sort of built an outdoor haunted house or maze. That is, it’s a way over the top. And I might actually trick or treat.

00:10:25:01 – 00:10:42:11
Unknown
That is not what trick or treating is for in my heart. Jacob always tries to do that and hide and like try to scare kids. But when I was in third grade, I was going trick or treating and the house was lit up and they for some reason had their recycling bin on their stoop, and I rang the doorbell and Mr..

00:10:42:11 – 00:11:10:08
Unknown
So Pinsky jumps out of the recycling bin in a mask scares me. I sprint the seven blocks. I was a husky child as well, sprinted the seven blocks, went home, and then never trick or treat it again. So this is a therapy podcast now. Oh, it was not fair. It was not fair. The next time I saw him, I was 20 years old, going to Lady Gaga in a limo and he was the limo driver.

00:11:10:10 – 00:11:42:22
Unknown
Oh, okay. Well, I’d love to unpack that, with you another time, but this is actually a marketing podcast. Exactly. That is a great segue into our actual topic for today. That’s right. So, we invited Kim here to talk about, AI and attitudes toward AI. Kim led the charge on a market research survey that we put out in the field to help us better understand how people are thinking about AI, what their attitudes toward it are, if they can detect it.

00:11:43:08 – 00:12:10:06
Unknown
Our theory that we were working to prove or disprove is that authenticity matters. And what we found out was that it does. But that detection piece is really difficult. So Kim developed that survey, and our goal was just to understand the tolerance and credibility of and for AI in marketing. So, Kim, let’s let’s talk about what we found in this survey.

00:12:10:08 – 00:12:40:03
Unknown
Yeah. So in this survey, we had about 540 responses, something that we specifically asked was if the individual was a marketer, if they worked in advertising or the tech industry, and if they did, they were categorized into marketers. And then we had non marketers. So that, really led to our key takeaways and how we analyze the data going into the takeaways, people assume everything is AI.

00:12:40:05 – 00:13:13:13
Unknown
It’s shifting the trust now from is this AI to prove it’s not. We also asked them if they’ve recently seen anything that they suspected was I made and nine and ten, said that they have. So people are familiar with I know when there’s not really people that don’t know what it is. I remember when I was first when generative AI like image generation and video generation was becoming more and more popular, people were saying even if something isn’t AI, even if something is truly crazy and heinous, people are going to assume that it’s AI.

00:13:13:15 – 00:13:32:13
Unknown
And I was like, no, I’ve seen what AI looks like. Like I’ve seen how this looks. And it was garbage at the time, a year and a half ago. But now, yeah, now people assume things like you said, they assume that it is AI. They assume that it’s AI and it’s like, well, how can you prove that something isn’t that’s that’s harder to do in in my opinion.

00:13:32:18 – 00:13:51:13
Unknown
No, I agree right, right. And it’s interesting, I mean even my like I think about my in-laws. Right. They are really into those baby talking baby videos. And they’re like, oh yeah, we know it’s AI. And I thought, oh my God, I hope so. I would have, yeah. And I think that the stat is nine and ten.

00:13:51:17 – 00:14:12:11
Unknown
I would argue that probably 100% of the people ten and ten have heard of at any rate, right, like or consumed like it’s it’s in a lot of places on social media. I think it’s, I think it’s all around you just don’t necessarily realize that, that caption may have been generated. That graphic might have AI components of it as well.

00:14:12:11 – 00:14:29:20
Unknown
I think it’s, I think it’s in most of the things that we’re consuming. Yeah, that’s a really good point. And that’s probably very true. We asked consumers or the people that took the survey, what are their thoughts and feelings on the use of AI, especially in marketing or in brands? And a lot of the consumers expect that brands disclose the use of AI.

00:14:31:01 – 00:14:57:13
Unknown
We also had open ended responses, and some of that consisted with people feeling like hidden AI is dishonest. It’s not truthful, and it doesn’t feel responsible to them. So, Kim, was that true for marketers and non marketers alike? Yeah. So what’s interesting here is that marketers felt more strongly about it, and they were more likely to vote, that it’s really important to disclose that the use of AI.

00:14:57:17 – 00:15:20:06
Unknown
Yeah. Well, and that was that’s really one of the reasons that we had to separate that out. I mean, we know that marketers it’s it can be very polarizing in our industry, too. So, of among among the consumers who are non marketing, so they weren’t, they didn’t feel quite as strongly about that or it was still a pretty good representation that, that they do feel it should be disclosed.

00:15:20:11 – 00:15:51:11
Unknown
They still felt like it should be disclosed, but I don’t think they felt as strongly. What we found in the survey was a lot of non marketers have more of a neutral standpoint. Especially, for example, a question that was asked was if have you ever changed your mind on a purchase after discovering that the brand used AI and a lot more and marketers actually said, yes, I think over 80% and, non marketers, the bulk of it was neutral, you know, or no.

00:15:52:12 – 00:16:27:13
Unknown
And so it didn’t really stray them away. I think that’s interesting because when you think about brands, when I initially read that question, I was not thinking about clothing or things like that. I was thinking of copy, I was thinking of services, but if you think about it, if you realize that a brand like like J.Crew, for example, who had a little bit of an issue with some AI, generated images, you look at these pictures because you want to know how the clothes will fit, but if all of a sudden you realize, like, oh, these, these models aren’t actually wearing these clothes, they’re wearing a completely different outfit.

00:16:27:13 – 00:16:55:17
Unknown
And AI is wrapping these clothes around around the model. It does feel different. It feels different to me. And yeah, disclosing it would make me feel better. In that case, I wonder about that with you know, Amazon now includes that in their platform. Right. And I have seen a lot of videos on Amazon lately that I’m like the way that model is walking is so awkward and weird in that shoe that I’m considering buying that it almost.

00:16:55:19 – 00:17:26:14
Unknown
It makes me not want to buy that shoe. Because it just seems, alien. Almost. So I mean, I’m sure these tools will get better over time, but I think that that can be a turnoff whether you’re a marketer or non marketer. This whole discussion about authenticity and things being too perfect or, or strangely perfect kind of goes back to the uncanny valley where, where when people are creating robots and they’re doing studies on robots and how people interact with robots, when all of a sudden they were looking too human into humanoid.

00:17:26:19 – 00:17:47:17
Unknown
People got uncomfortable, right? They’re perfectly fine. When a robot doesn’t have a face or have eyes, but it’s just an arm that’s making your coffee drink. But when you start personifying it too much, it gets kind of creepy. I wonder if we’re to that same point with with product photography, like wearing clothes. I would, I would almost j crew rather just take a picture of the shirt on the ground, right?

00:17:47:17 – 00:18:02:05
Unknown
Because then I at least know what the shirt looks like. I know that it’s a boxy fit, or it’s a slim cut fit or it’s, whatever fit I can, I can see that. But when it’s when they’re trying to put it on a model and make it look too real and look too perfect, it kind of throws me off, I don’t know.

00:18:02:07 – 00:18:22:04
Unknown
Yeah, I, I think that brands will start catching on to the fact that and I worry a little bit when I say this, that they go a little too raw with it. I mean, there is still there’s good photography, there’s bad photography and there it we talked about this in one of our podcast with Laura Kirk and all from, Frontier Co-op.

00:18:22:04 – 00:18:53:16
Unknown
Like, you see the ads out there that are deliberately super amateur, right? I think those ads sometimes those are now AI ads to just to, just to really screw with our heads. Right. But like, those were catching our attention for a reason. Yeah. Now I think the challenge in marketing is finding the balance and like, finding that true authenticity without going too far one way or the other, and staying true to your brand and your brand values at the same time.

00:18:53:16 – 00:19:22:23
Unknown
And that is not easy. Exactly. What do you find as far as people being able to identify it versus something that’s real? Yeah. So part of the survey was that there was a quiz and we had two images that were human made and then two images that were I made and looking at the results from that, actually, in total 55% were of the answers were correct and then 45% were incorrect overall.

00:19:23:21 – 00:19:48:08
Unknown
Which is shocking, that’s nearly 5050. So that just goes to show that a lot of people do assume things are AI, but it gets even crazier when you kind of dive into marketers versus non marketers. And so looking at the difference between those non marketers actually performed better in the quiz because marketers are so cynical, so yeah.

00:19:48:13 – 00:20:05:02
Unknown
So one of the other pieces that I, that I love that you included, you asked people how they thought they would do on the quiz. Right. Oh yes. I always think that’s interesting. Like just just imagine asking a student like, how do you think you’re going to do on this exam? And then I don’t know that I would get in my head.

00:20:05:02 – 00:20:28:04
Unknown
I would get in my head and I’m like, oh, I’ll do great. And am I doing great? What’s going on? Yeah, actually, 75%, 76% said that they can tell AI generated content from human created. That was a lie. But also, you know, we also ask them, like, what signs are closing, look for. And something that’s, seems prevalent is that too, too perfect?

00:20:28:12 – 00:20:55:00
Unknown
Robotic. Lacks soul overall. Like, just looks too good to be true. Also, looking at the comparison between marketers and non marketers, marketers, actually 88% of marketers said that they could distinguish I created versus human created. Whereas non marketers were less confident with only 46% of them saying that they could. But then the results were kind of flipped right there.

00:20:55:02 – 00:21:23:04
Unknown
Assumed everything that looked, you know, professional was I. So yeah. Yeah. So the second image that was shown was a group shot of these, people, and 73% of marketers said that it was AI when it wasn’t. So in some instances, the marketers did do better and were more likely to be correct on these images. So that just goes to show that marketers kind of just jump in, think that it’s AI.

00:21:23:06 – 00:21:57:02
Unknown
Well, and it’s interesting you think about all the stock photography that is out there in the world, even pre AI, some of it was so polished. Right. And you know, cliche even, it’s I kind of has replaced that aspect of it. And we’ve always been advocates for real photography. We think that and we’ve, we’ve even seen results in ads when we use photography of real people, real our real clients serving their real customers that their ads perform better.

00:21:57:07 – 00:22:29:04
Unknown
Like, that’s not news. But what is interesting is AI is replacing all of that stock photography. And if anything, is just making it even more plastic. And, and that was, you know, my big takeaway when I was reading through all the results and was just I think that authenticity has never been more important. I think that people almost need to see it a little bit less polished so that they can tell that that’s a real person.

00:22:29:06 – 00:22:52:21
Unknown
Know. Yeah, I agree, and, I think a lot of people in who took the survey also wrote that in a lot of open ended responses that they still want to see human creativity, they still want to see that human touch, being on authentic and, just mainly not using AI as a shortcut, just using it as a tool, but not having it do the work for you.

00:22:52:23 – 00:23:14:22
Unknown
And that authenticity, it came out, really clear in actually in Annie’s episode last month. But the survey results, it’s showing people still want that humanity. We know that when things feel authentic, they perform better on social, where we’re away from perfection. I just thought of this. We’re talking about things that are too perfect. It goes back to the whole airbrushing discussion, right?

00:23:14:22 – 00:23:33:13
Unknown
Remember when people would would airbrush people to look completely different than how they look or miss a piece of their thigh? Exactly. Their thigh. All of a sudden they’re combining two photos and someone has an extra finger or something, which was a common way to tell when I was used. That’s that’s interesting. But did it ever turn up?

00:23:33:19 – 00:23:50:17
Unknown
Did it ever turn people away from a brand once they found out? Sure. It was. People made fun of it. People made fun of Kendall Jenner having six fingers, things like that. But did they ever turn away from the brand? I’m curious why we talk about it now. Like, Will I when a company uses AI, will that make people turn away from the brand?

00:23:50:19 – 00:24:22:01
Unknown
We’re asking ourselves that question, but did we ever ask ourselves that? When it came to photoshopping, airbrushing, etc.? I’m I’m curious that there’s no answer to that. You know, there were there were elements of that era where people got angry, particularly when it came to body image issues. Right. Dove? Yep. And and making people look too perfect, too flawless and even, going too far to make them look flawed because, I mean, they, they screwed up in their photoshopping.

00:24:22:15 – 00:24:45:18
Unknown
So, you know, I think there was some blowback to that, but probably not in the end, a lot that affected the end sales of a lot of brands. Right. But I definitely some blowback to, you know, over retouching things over the years. I, I think that we have to look at what, what does this data teach us.

00:24:45:20 – 00:25:09:09
Unknown
Right. Like what are what did we learn? To me, the big takeaway and and of course, you know, we’re a creative firm, and we’re always going to be human led, creative first. But the big thing is, is keep that authenticity and even lean a little further into it. Resist the urge to be too polished at times, because people will suspect it too.

00:25:09:09 – 00:25:33:07
Unknown
I and the brands that we work within, the organizations that we work with, rely on that authenticity. I mean, our goal as an agency is to make our clients stand apart, not look like everyone else. And when you use AI, it is trained on everything that’s been done to that date in time out there. So, and that was the big takeaway for me.

00:25:33:07 – 00:25:55:23
Unknown
And in fact, I think it even gave me a little bit of solace as a marketer, to understand that authentic authenticity matters. You know, we’re not working with any brands like, we’re not we’re not working with Amazon. Right? We’re not working with somebody who’s just out to sell as much possible crap as they can and don’t care about the authenticity of their brand.

00:25:56:01 – 00:26:18:09
Unknown
Our clients do care about that. And so this really, to me, reinforced we have to double down on authenticity and and human led creativity. Yeah, we definitely need a position. I as, a tool as assistant rather than a replacement. And not let it take over the work that brands or marketers need to do the human work.

00:26:18:09 – 00:26:43:23
Unknown
Yeah. I mean, the thing to connect with, when it comes to we were talking about, brands using AI and if, if it’s being disclosed. Right. Like that was one of the questions of the survey. Should this be disclosed? I think maybe six months ago, it might even be more than that. You were actually asked if an image had AI generated elements in it before you were uploading it to Facebook and Instagram, and they were putting a little tiny icon on that.

00:26:43:23 – 00:27:02:14
Unknown
If it was AI generated, I don’t think they’re doing that anymore. I think they’ve gotten rid of that. I don’t think I’ve seen that either. Yeah, I it was on there for a little bit and now I don’t think they are. Maybe it’s because those those same places that are the social the social network, Facebook, meta, etc. they also have their own LMS.

00:27:02:14 – 00:27:25:05
Unknown
They’re encouraging people to use AI to generate social content. OpenAI, the the company behind ChatGPT. I think they were realizing that there saw, platform was being used to generate videos for TikToks for Instagram that they were like, wait, how can we do this? They created their own social network that is just for what? What some people are calling AI slap, it’s called sorry.

00:27:25:05 – 00:27:49:12
Unknown
You can download it on the on the Apple App Store. It’s only on Apple right now, but it’s just that it’s AI generated videos and they they’re getting some heat right now because they are letting you use people’s images and likeness to put them in situations like like Logan Paul doing a makeup tutorial, for example. And are they doing that because they want to create a dedicated space for it?

00:27:49:12 – 00:28:10:01
Unknown
I would love if they did, because I don’t want a whole bunch of crazy AI videos in my Instagram Reels or in my TikTok. I want that to stay authentic as much as possible. So, it will be interesting to see if over the coming months, as fast as all of this is evolving, if people start to train their algorithm that they like it or they don’t like it, right?

00:28:10:07 – 00:28:34:14
Unknown
Like deliberately, and that’s that’s a question we’ll have to revisit in the future because we’re just still in its infancy. And, you know, just one point that that I think is important to bring up. We’re sitting around 20 years of the iPhone right now. Right? And we’re just we’re just getting guardrails around social media use and smartphone usage.

00:28:35:05 – 00:28:55:00
Unknown
And you think about you think about we are in the infancy of this, but things move faster than they used to. Like when will we have guardrails in AI? When will there be legal regulation of this? Will there be regulation of this? It’s an evolving topic. And, you know, I think our listeners can expect that will be revisiting.

00:28:55:02 – 00:29:21:00
Unknown
I am talking about AI in, in so many of our future podcasts because this is this is an evolving situation right now. Well, let’s talk about like what we’re doing with that data and the way that we’re we’re using it to inform our decisions. But also, I know at the time of this recording, you guys are prepping to do a webinar on this, so we’ll get the replay for that into the show notes of this podcast.

00:29:21:11 – 00:29:39:10
Unknown
But you, you’ll be presenting this data and you did some pretty fun stuff with the data. Tell me a little bit about how you visualized that data. To make it accessible for people. Yeah. Well, there’s this tool called Looker Studio. I actually never used it in college. I didn’t even know what it was until I came here.

00:29:39:10 – 00:30:01:17
Unknown
And it’s the main tool that is used here for dashboards. So it was kind of fun experimenting in that way. It’s very different from other platforms like Tableau. But when you first start looking at the data, you want to look at exploratory data, right? You want to look around like what is important or what’s really engaging and what’s, what matters most to people.

00:30:01:19 – 00:30:25:18
Unknown
And so obviously, I didn’t put every single question on that dashboard. It’s several pages built, separated by different topics, whether it’s about their feelings or it’s the quiz results. And what’s important is that the graphs, each of them kind of have their own, like little excerpt that kind of points out, what’s the main point of this graph?

00:30:25:18 – 00:30:47:11
Unknown
And I think your audience really depends too. If your audience is data scientists, then maybe you don’t need to do that. But since this is for the general public, it’s generally best to make it plain and simple and easy for the consumer to read. And I really love the visualization that you did, because you built the survey in a way that separates out the marketer’s responses from the non marketers.

00:30:47:13 – 00:31:06:19
Unknown
And you you can actually toggle that right in the actual dashboard itself through your visualization. So, I don’t know if it’s because I’m a, a hands on learner, if you will. I like to be able to engage with the content that I’m doing rather than just read a summary. Right. So when I’m scrolling through, I can change the toggles, I can hover over things and the numbers are popping up.

00:31:06:19 – 00:31:27:06
Unknown
I like to be able to engage with it. And then the insights that you add in, that’s, that’s gravy on top. It makes it even better. Right. And when I’m, when I’m consuming something, that’s what I’m looking for. And I do hope that our clients get the same benefit when they’re looking at their digital dashboards. We’re explaining, things are able to go in and, hover over things themselves.

00:31:27:07 – 00:31:59:20
Unknown
Interactivity just makes things more consumable. In my opinion. When most of our clients are, you know, marketing directors or VP of marketing. So this really is built for them to understand. But it was important for us to separate out that data and for them to be able to see the difference in that. So it can also show them they have some blind spots when we when we see that in a way, marketers overcorrected, and made some assumptions about about AI or about images, that weren’t necessarily true.

00:31:59:23 – 00:32:25:04
Unknown
That helps that audience even understand how their own perceptions might influence, what the end result is and how they need to keep more of a neutral perspective on it. I think the dashboard, that you created looks great. It’s very accessible. It’s very easy for people to go through each tab. And of course, you know, it’s in our color palette, so it looks beautiful as well.

00:32:25:15 – 00:32:48:08
Unknown
We can thank Becca for that. It wasn’t pretty before. You’re like, about the data visualization, but I’m not so much about making it pretty right? No, I think I think it’s a really useful tool for, for people in the, in the marketing industry to be able to access and be able to just kind of gut check some of their own feelings on, on AI usage.

00:32:48:10 – 00:33:14:02
Unknown
You know, as I think about this and as I look at the dashboard, it and what it represents, it, it reaffirms some of what we did when we developed our own AI policy. And I think it’s really important that, certainly in our industry, but most industries are going to have to have an AI policy, to protect themselves, but also to provide those guardrails that, don’t exist outside our own companies.

00:33:14:12 – 00:33:42:16
Unknown
So for me, it really brought home the fact that that human led creativity is going to be the difference maker for our clients, and, and for our own agency. In a world of slop, being authentic is going to matter more than ever. And I think that was affirming to me in many ways from the from the data, but also told me that to some extent, like in some things, it might not matter.

00:33:43:04 – 00:34:08:15
Unknown
But I think in, in actual brand development and communications and company growth and, and how a company portrays itself out in the marketplace, whether that’s the future employees or future customers. I think that that authenticity is more important than ever. And I think but the other thing that I got out of that was that I can be a tool that you leverage to make your work more efficient.

00:34:08:17 – 00:34:31:18
Unknown
But, I think people are going to crave authenticity, especially as this continues to progress and more and more of that slop is out there. People will crave that human, human led creativity. Kim, really? You did a great job on this. Not only the development of the questions, implementing the survey, but really that visualization of all of it, making it accessible for everybody to interact with the data.

00:34:32:00 – 00:34:36:18
Unknown
Really. Kudos to you. Great job. Thank you. Ryan.

00:34:36:19 – 00:35:01:15
Unknown
And now it’s time for our favorite part of the podcast Creative Briefs. No, no Jay, not this month. Just a minute. I need to get my voice ready. It’s time for our new favorite segment, the Freshies. I am your host, Red hot Ryan Scott. And today we are diving into four incredible ad campaigns, each vying for the coveted first ever Freshie Award.

00:35:01:16 – 00:35:24:18
Unknown
We’re looking for the campaign that truly shines in creativity, execution, and of course, effectiveness. Will it be the one that makes us laugh until we cry? The one that leaves us in awe of its cleverness? Or perhaps the one that pulls at our heartstrings and brings a tear to our eye. Join us as we dissect these contenders and crown our champion, who will take home the inaugural Freshie Award.

00:35:24:21 – 00:35:30:21
Unknown
Let’s find out.

00:35:30:23 – 00:35:56:16
Unknown
Ryan, who are our contestants today? Our contestants for the inaugural Freshie Awards are. Clod, Google ChatGPT, and perplexity. All right. All of this lines up with what we’ve talked about today. All of these are LMS, AI platforms and they’ve they are advertising now, for their services. And, you know, it’s it’s kind of a battle these days for who’s, who’s going to come out on top.

00:35:56:16 – 00:36:23:06
Unknown
I mean, there’s the clear leaders app. And they just keep innovating over a top over the top of each other right now. So I think what’s interesting about this is they’re all trying to do the same thing. They want people using their platforms, and how they go about it is different though. Sometimes they try to show all of the different things that each ad that each platform can do, but then sometimes other places that we’ll cover in a little bit, they just show one thing that it can do really, really well.

00:36:23:06 – 00:36:44:23
Unknown
So I think that’s interesting and I’m excited to talk about them. Yeah. Well I think they’re all pretty different from each other. If we’re so these are in the show notes for everybody, but we’re going to start by the ad by ChatGPT. So their campaign features an everyday experience like a great date, but it shows the prompt they asked to make that happen, followed by the in-depth response.

00:36:45:03 – 00:37:05:15
Unknown
And I’d say a little encouragement that they’ve they’ve got this or or whatever the case may be. So it shows that. So they give an example like, help me plan a road trip with my sister. And then the prompt and it looks like a prompt response actually outlines a recommendation location, how to set a vibe, and things to think about.

00:37:05:15 – 00:37:30:17
Unknown
So let’s talk about this one first. So, I think there is actually three ads in in this set. What do you guys think? I think ChatGPT what kind of makes them stand out from other AI platforms is that they’re very conversational. They try to keep it a little lighter, like a relationship, like they’re trying to build a relationship with you and they want you to feel comfortable.

00:37:30:19 – 00:37:57:14
Unknown
And I think I see a lot of people confiding in ChatGPT, even for like, simple questions or like, which option should I choose? So yeah, I’m not surprised. Yeah. ChatGPT tends to offer a lot of affirmation in the answers. I, I’ve noticed Google or Gemini does too. I’ve actually instructed it not to because I don’t really need affirmation from a computer, but, I have noticed that too, that ChatGPT is actually trying to be your best friend, right?

00:37:57:14 – 00:38:17:09
Unknown
Like the the trusted friend you turn to for advice. So, Ryan, what did you think of that one? Well, I think it’s interesting that you said like the trusted friend, right? These are things like, like a workout plan. These are things that people aren’t just like posting online. They’re things that they might, go to a trusted friend for the the workout plan, the how to plan a perfect date.

00:38:17:09 – 00:38:35:18
Unknown
Those aren’t things you’re going to just ask any random stranger or like, post on Facebook. You’re going to ask your trusted friend. So they’re giving you examples and use cases that I think are really, really smart. But what I like about ChatGPT is that they’re giving you one specific use case. They’re not saying, oh, look at all these things it can do.

00:38:35:23 – 00:38:56:23
Unknown
Each campaign is focusing on just one, and they’re showcasing how your prompt can be conversational and easy. It’s not the whole trope of like, imagine you are so and so like provide a response in for bullet points and xyzzy. The prompt is just how do I plan a great date night? Or how do I plan a great road trip with my sister?

00:38:58:05 – 00:39:20:03
Unknown
I think simplicity that I like in my mind, this one wins in the case of simplicity, right? They they kept it simple and appear to be kind of in one shot. They’re not overproduced. But they’re still beautifully produced. They’re they’re well done. I didn’t wonder if those were real people or not. I’d be curious.

00:39:20:03 – 00:39:42:20
Unknown
What if they’re not? What if they’re not? That’s a that’s a good question. But it really did I it was very human. Yes. And I like this because it’s repeatable. So if this campaign does have legs, they can keep doing this for different use cases, different sample prompts that they find people using a lot. I really like that that repeatability piece of it.

00:39:43:05 – 00:40:09:13
Unknown
One interesting thing for all three ads where they definitely featured younger people. Yeah, right. Yeah. They are not I am not their target market for this one. Which which is interesting because I think people of all ages are definitely utilizing ChatGPT. But it’s definitely they, they did all feel like they belong together too. So it’s a campaign.

00:40:09:15 – 00:40:36:09
Unknown
It’s a campaign payment, not just net. Yeah. And I’d say a pretty well thought out campaign. So. All right. So any other thoughts on ChatGPT vs AD felt like a wholesome movie scene. It did feel pretty wholesome. It felt wholesome. The style of the video and everything. Yeah, yeah. Okay. Our next contestant is perplexity. So this particular campaign uses Squid Games actor Lee Jang jae.

00:40:36:09 – 00:40:57:11
Unknown
The actor leaves the show set in this commercial, and he’s thrust into a Squid Game style game where he has to answer three questions so he pops open like a fake. Google called Puggle and quickly realizes as it like, as it details out all these potential different responses to the first question, that he doesn’t have time for that detailed search.

00:40:57:15 – 00:41:24:18
Unknown
Then he opens perplexity and he speaks the question to perplexity, and then holds his smartphone up so that the I guess overlords can hear the answer. And he’s able to answer all these questions, correctly. So, this one was kind of dark but not super dark. And it was definitely funny. Theta theta and this one there, I mean, I think there were a couple Easter eggs in there too.

00:41:24:20 – 00:41:43:09
Unknown
There is some there are some good, some good snippets. What I like about perplexities is they are a search. Perplexity is a is a search platform like they are. They’re competitors. Google search not necessarily unlike chat GPT where they’re they’re outlining all these all these things. So they really do lean in on the direct search piece of it.

00:41:43:09 – 00:42:06:03
Unknown
And I really like that. But I think my favorite part is one of the questions was, how do you make cheese stick to a pizza? That is one of the questions that people were using to test to show how bad Google’s automatic AI responses was, because when you would ask that in Google, it would say with glue. And in in this ad they say, how do you get cheese to stick to pizza?

00:42:06:03 – 00:42:27:02
Unknown
And they say, oh, you need to use a low moisture cheese like a mozzarella. Don’t use glue. I love that they that they included that. It was perfect. Yeah. They were they were definitely going after after somebody. They’re over at Google. I, I liked that it ended with the, the question that he didn’t need the response to who is the first Korean actor to win an Emmy?

00:42:27:07 – 00:42:48:13
Unknown
Well, yeah. No surprise, it’s him. I think this one was pretty clever. There wasn’t anything that that I didn’t like about it, other than I’ve never seen Squid Games in my life, and I’m never going to watch Squid Game. You didn’t have to, you know. You didn’t have you. It’s popular enough that you understood what it was.

00:42:49:04 – 00:43:09:20
Unknown
Without knowing the first thing, about that particular show. So, this one I thought was pretty clever. Also, this one came out six months ago. Yeah. And so there’s no mention of comment. Their new browser, which I have just kind of started playing around with. And honestly, I don’t think it’s any better than anything else.

00:43:09:22 – 00:43:35:21
Unknown
I just started playing with perplexity today, actually. My brother sent it to me and he typed in, send a hello message to Kimberly Bui on LinkedIn. And it did it. Oh, like so that’s usually a comment. That was a comment. That’s because that’s some of their agent side of it where comments now doing things for you. It’s not just like doing searches, it’s actually controlling what’s inside of your browser, which is really interesting.

00:43:36:03 – 00:43:54:17
Unknown
Well, that’s how fast these things are changing. So think about like, you know, they just did this ad six months ago and it doesn’t even mention comment yet. They need to re film that film the ad because then it would just be the AI. It would just be comment doing the whole thing for him. Like he wouldn’t even have to type things.

00:43:54:18 – 00:44:16:05
Unknown
And that’s interesting. That one. That one’s pretty good. So we’ve covered ChatGPT and perplexity. We’re going to go dark now. We’re going to go to clods. AD this one starts with a robotic voice saying, there’s never been a worse time. And another voicing problem over and over again. The images on the screen are of people trying to solve problems.

00:44:16:07 – 00:44:40:19
Unknown
The tone shifts as Claude appears on the screen, and the words shift to. There’s never been a better time to have a problem. It continues to show people solving these complex problems with calm natured audio saying, there’s never been a better time to be calm, to be impatient, to be overwhelmed, out of breath. It goes on. It’s a it’s it’s a pretty long, video, actually a minute 30.

00:44:40:21 – 00:45:08:15
Unknown
It ends with Claude, the AI for Problem Solvers. All right, team, what do we think? I like this one. From a cinematic standpoint. I love the, the overall, like, retro futurism vibes of it, where they’re they’re trying to show these really complex issues, but they’re they’re doing it in sepia in old computer style code. The voice sounds very, like first Macintosh computer.

00:45:08:17 – 00:45:32:00
Unknown
There’s a DOS feel to this. Yeah, yeah. But but, while I liked it from a cinematic standpoint and from an actual ad creative standpoint, the message is lost on me. It’s like, I think what they’re trying to say is cloud can do everything right. It can do everything in anything. It can solve all your problems. But it’s like the whole when you’re trying to be everything to everybody, you’re actually nothing.

00:45:32:16 – 00:45:59:04
Unknown
So it it didn’t hit. It’s taking the opposite approach that the ChatGPT ad did, one at a time. One problem at a time, one prompt at a time. One situation at a time. It really did throw a lot at you. And I wonder, you know, if, if they have or, or are thinking about breaking this into different things over time and this is maybe one overarching campaign?

00:45:59:21 – 00:46:19:16
Unknown
I struggled with it. Honestly, it was a little too intentionally chaotic. I think it was meant to maybe raise your blood pressure a little bit in the beginning. And then I think what they were trying to do is turn that into hope in the end. And here’s my problem with it is some of that’s a little tone deaf.

00:46:19:18 – 00:46:42:23
Unknown
Like, yeah, yeah, I think, Kim, you noted never been a better time to have a medical problem. Like read the room. Right. You know, never, never been a better time to be unqualified. I mean, that one. That one is, a little perplexing to me, but it’s not perplexity. You know, I don’t know this one, Brian.

00:46:42:23 – 00:46:59:05
Unknown
I think you kind of hit the nail on the head there, trying to do everything at once with this. And, to me, this one falls a little short. Yeah. This ad reminds me of Bill Nye the Science Guy in his videos. The way it’s it’s chaotic, but he’s teaching at the same time. Have you ever watched it?

00:46:59:05 – 00:47:20:20
Unknown
Yeah, but like, Bill Nye is the old style. Yeah, but I mean, obviously it doesn’t freak me out or cause. But he’s got it easy because he’s talking about one topic. I think that this is interesting and goes back to kind of what Jen was saying, like Bill Nye is one thing to you, right, Jen? Whereas Bill Nye to Kim is that it’s like warm.

00:47:20:20 – 00:47:39:22
Unknown
It’s kind of like watching Bob Ross. It’s it’s nostalgia. You’re pulling in nostalgia and that like retro futurism style of filming, like the sepia tones that they’re adding in. I think it does. Right? That a little bit like the whole now that Y2K is an esthetic versus just a just a life that we all live. But Kim’s like, oh yeah, that Y2K esthetic.

00:47:39:22 – 00:48:06:07
Unknown
I’m like, oh no, I think it’s a different target market. I do, I think that that all comes into play here. Right? That is true. Yeah. It gives me nostalgia for sure. All right, well, speaking of nostalgia, our next one is Google’s. And I thought it was interesting that this one didn’t go, like, really into Gemini. Yeah, this one is it’s still Google, even though there are obviously Gemini.

00:48:06:20 – 00:48:27:23
Unknown
Representation in this ad. So the Google campaign showcases the evolution of Google and how people use it. So it starts with a man named Ted doing his first Google search in 1998, which hurts my heart. And it then shows him using Google to answer questions throughout his life, eventually using the AI platform to take photos and ask questions about his photos.

00:48:28:01 – 00:48:58:12
Unknown
Then he completes multiple searches at once and uses the full blown AI mode. He asks a pretty complex question, but he gets a thorough answer from Google. So, I like this one a lot. I mean, I think this one does tap into nostalgia. And even though, like, you know, in 1998, you know, again, like, I wasn’t clearly I was not born in 1998, but there were aspects of that that were so recognizable, like the really boxy computer.

00:48:59:08 – 00:49:20:03
Unknown
It was and the music obviously in this video. So what do you guys think? It’s really nostalgic. I you know it, believe it or not, I actually had a big boxy computer too. Did you? I did when were you born? Came 2002. So you’ve always grown up with you. But I would say I grew up as it was emerging.

00:49:20:04 – 00:49:42:00
Unknown
Okay. I think the iPhone came out when I was maybe seven and some elementary school ish. You know, that would be. Yeah, I think the iPhone came out when I was a senior in high school, which is 2009. So yeah, you would have been seven. Yeah. So or. Yeah, I would have been seven. Great math. We’re marketers, you know.

00:49:42:02 – 00:50:14:23
Unknown
Yeah. But it’s very nostalgic and I like the whole me like relationship tag on it that it just grew up with him and it evolved with him and that he’s continued to use it and built kind of relationship with him. Yeah, I think this one used a little bit more humor than the other ones I like. I think that the ChatGPT ones were cute and funny, but this one was like how you know how to how to convince your parents to let you have a mohawk, and you’re seeing this kid from the back with, like, his hair all gelled up into a giant mohawk.

00:50:14:23 – 00:50:37:13
Unknown
Shows it works. Yeah. It worked. So, and then it had a really sweet, if not a little bit sappy ending that tugged at the heartstrings a little. So, I thought this one was really sweet and not scary. What they also are able to do in a non braggadocious way, right? Like they they were able to say we’ve been around since 1998.

00:50:37:15 – 00:50:57:07
Unknown
You’ve trusted us your entire life. Was ChatGPT perplexity. None of them can say that they’re their new companies, whereas Google can say we’re a brand that you’ve trusted, that you’ve used. We’re a verb for, for, heaven’s sakes. Like, you use this every single day of sitting down youngsters. That’s what it’s saying exactly. They’re they’re bragging, right? They’re bragging.

00:50:57:07 – 00:51:22:05
Unknown
We’ve been around for a long time. You can trust us because Google is a little late to the game when it came to AI, right? Like, OpenAI and yeah, ChatGPT they they got there first and Google is playing catch up the same way that Apple is now playing catch up. I don’t even think Apple is competing. I think Apple is going to end up buying part of like they’re going to have Apple intelligence.

00:51:22:05 – 00:51:54:13
Unknown
It’s going to be through Gemini or it’s going to be through OpenAI. I guess it’s already using ChatGPT, but it’s not it’s not automatic. You have to tell it to use ChatGPT. Tell Siri to use ChatGPT to give you an answer. Otherwise it just I actually think Siri somehow getting word series getting down and so is like Hey Siri after the ChatGPT integration, I so I agree with you that Apple is going to end up just buying into or completely like having being a primary investor in one of these, one of these companies.

00:51:54:13 – 00:52:26:18
Unknown
But yeah, this goes back to when we do strategic insights, finding that one thing that your brand can say that your audience wants, that your competitor can’t or isn’t seeing, and none of their competitors can say they’ve been around since 1998. Right. Like, I don’t know if that is a winning strategy ultimately. But I will say as an, let’s just say a more mature user of of AI platforms, I mean, Gemini is my favorite.

00:52:27:12 – 00:52:50:18
Unknown
And this ad spoke to me more than the other ones did. So I, you know, maybe it’s a calculated move on their part and but I think that this one can be appealing to different ages, too. I mean, it’s appealing to you guys because you see parts of your childhood in there. Yeah. Right. So, so yeah that’s, that’s where I kind of come down on the, on the Google slash Gemini.

00:52:50:18 – 00:53:05:17
Unknown
I think that this is another one where I would really like to see another version of it. Right. Like that was Ted’s story. And Ted met a girl at a concert at the very end. I would love to see the girl’s story too. Like, I’m curious if they can keep expanding on that. I would love to see what I do.

00:53:05:18 – 00:53:24:09
Unknown
I would love to see it. Before we move on, I have one last thing I want to bring up, but, the beginning of the Google ad and the end, they bring up James Blunt and the song, what was a song called again? I don’t know, are beautiful. The song was, oh, you’re beautiful, beautiful and well, this music’s not of my time.

00:53:24:09 – 00:53:48:22
Unknown
I was reading the comments. Oh my gosh. Oh wow. And a lot of people pointed out that James Blunt actually didn’t sing that song. And people think is might be might be a mistake on their end. Using Gemini maybe to come up with that, I don’t know. Ooh you that’s it. They that’s like a can spirit not a conspiracy theory, but like it’s a thought, a potential mistake.

00:53:49:00 – 00:54:08:05
Unknown
Yeah. Like maybe it wasn’t intentional. Maybe that Gemini built out that script or something, or built up interesting. Interesting that that whole theory could go into our, our slack channel that’s dedicated to mistakes made in marketing. Oh, true. Yeah. But I don’t know, I’m gonna I’m going to have to go deep on the Reddit comments on that one.

00:54:08:05 – 00:54:27:11
Unknown
And that’s a tough one because James Blunt did sing Your Beautiful. It was the song at the end that they transition to, where they’re at their, their to James Blunt concert and it’s like it’s a song. They then have a voice over or, an audio over, if you will. They play the song. And it’s not a James Blunt song.

00:54:27:13 – 00:54:46:10
Unknown
There’s a certain James Bond and a James Blunt concert not playing the James Blunt song. Like, what the heck, Maybe. Maybe they ran out of budget and they couldn’t buy any more of his music. I don’t know, I could, so I could be true. All right. Mistakes marketers make. Or was it intentional to get us talking? Who knows if it was I, I’m mad.

00:54:46:12 – 00:55:13:20
Unknown
Rage may be their rage, Peyton. That’s it. That’s what’s happening. All right, judges, we have to make a decision. So just to remind you, we had, clod, which was the the, anxiety inducing one. We had Google, which was Ted. Right? ChatGPT. They have three ads, in one campaign. That was the simple prompt, right.

00:55:14:09 – 00:55:37:19
Unknown
And then we had perplexity, which was the Squid Games themed ad. What are we thinking? I have two favorites. Okay, let’s start with you, Kim. What are your favorites? My, my two favorites are ChatGPT and the perplexity. AD okay, perplexity. I like you just because I like the show, the Squid Games. And so it draws me in right away.

00:55:37:19 – 00:56:02:21
Unknown
And I like, that I can relate to it somehow and that you can rely on it in that quick instance. But I also really like ChatGPT because I have an ongoing prompt with ChatGPT about my fish tank. I restarted my fish tank and I’m cycling it and cycling takes weeks. So I first started with what fish tank do I get?

00:56:02:21 – 00:56:20:01
Unknown
What size should I get? Am I I’m debating between ten versus 15 gallons and then it goes into you know what fish I want to keep in there, but then I can’t get there. So then I have to restart and then go in that same chat. I, you know, ask another question. And this just this huge long chat all based off of one prompt.

00:56:20:01 – 00:56:48:12
Unknown
And I think ChatGPT does that really well. I think they have a good memory, and I can always refer back to things and have one chat for one thing, but I don’t know, it’s hard to pick between the two, but I guess chat to be more meaningful right? I don’t know, are you thinking about it from a marketer’s perspective to, you know, when you think about one of the things I like about the ChatGPT, one is that it kept it very simple.

00:56:48:12 – 00:57:10:14
Unknown
They had the three related but different videos. And they were pretty short. And they it was just very easy to understand. And it kind of put you in the platform in a way to the way it came up on screen. So I thought, you know, putting my, my professional marketers hat on. I just thought that was really well done.

00:57:10:16 – 00:57:30:05
Unknown
Yeah. You know, that’s a good point. And now you’re making me think about it from other points. The thing about perplexity is it’s nice to have a quick answer on an instant, but can you rely on that? I mean, you don’t have, I guess in that instance he didn’t have a choice to research. Right? But after death, some things you want to research, you can double check it, right?

00:57:30:05 – 00:57:49:23
Unknown
You have the opportunity to double check it because you had five seconds to answer a question. So it was talking about trust. You. Trust perplexity with your life I don’t know, did you guys what’s your vote? I’ve got, we’re going to come back and Kim is going to make a decision here after after Ryan does is. Yes, I love cinematically.

00:57:49:23 – 00:58:19:00
Unknown
I love the visuals of the The Clot ad. I loved that, I loved the the whole vibe, the the anxiety inducing. It felt like an action movie in a in a strange way. But when it comes to marketing and actual effectiveness, I do have to go with GPT. I think that the shortness of the videos, the way that they just esthetically look like they would fit in my Instagram Reels, my TikTok feed, I thought that it it really it one at one.

00:58:19:07 – 00:58:36:14
Unknown
If I just have to boil it down into one word, but I, I want to watch more of them as well. I want to keep seeing more of these. I want to see how other people are using ChatGPT. And I, I like seeing the prompt read back, right or not the prompt, the answer read back. I really like seeing that and how it kind of slowly scrolls through.

00:58:36:17 – 00:58:54:01
Unknown
It’s scrolling just fast enough where I feel like I’m reading really fast, but I can still take it all in. So I like that they make me feel like a fast reader as well. Yeah, it is funny when the prompts when the when the answer comes up, it happens really fast and kind of like it is sort of sequentially going through it, but it’s scrolling right up off the screen.

00:58:54:01 – 00:59:16:08
Unknown
So they slowed that down because they obviously know that you have to be able to read it for the context. Yeah. Jen, what about you? Well, so my favorite just from an emotional standpoint was definitely Google. I thought that one was really clever. But ChatGPT in my opinion wins it from, is this effective marketing? Is this fresh marketing?

00:59:17:00 – 00:59:42:08
Unknown
You know, I definitely think ChatGPT, did the best job in connecting, the audience with the use of the product and making it something that pretty much anybody could relate to. So my my vote is ChatGPT. So, Kim, what’s your what’s your what’s your final vote? Is it perplexity or is it ChatGPT? I think listening to Ryan, I think it’s ChatGPT.

00:59:42:11 – 01:00:06:04
Unknown
Oh you you let Ryan. Okay. Because something you mentioned was that they’re 30s long. The thing with my generation, all the newer ones. Kim fought so hard not to say younger. She fought so hard not to say younger while looking at Gen Media’s her age shaming us. Well, you know, it’s kind of a thing now that people like, want instant, they want quick.

01:00:06:04 – 01:00:31:07
Unknown
They don’t. They don’t have a long attention span. So I do appreciate your stance on that. But also I prefer it. I think when I think of perplexity, I’m like, is that too fast? Is that too convenient? I think I guess that’s what I said for convenience, but I think ChatGPT can be more thorough and more in depth, and you have the opportunity to, like, build upon that.

01:00:31:07 – 01:00:51:05
Unknown
But I guess you could do that with all of them. But each each one of them used emotion in different ways. You know, the, the Ted, the Google one with Ted use nostalgia. ChatGPT a little bit of humor, but I think just sort of that like it felt a little wholesome. It felt sweet. We all need that these days.

01:00:51:16 – 01:01:12:06
Unknown
Perplexity used humor. And then Claude, I think, was going for anxiety. Yeah. And then hope. Right. I think that’s what they were trying to do. I don’t think that they achieve that in that ad. But yeah, I, I would agree with you on the, the chat GPT.

01:01:12:08 – 01:01:38:20
Unknown
It’s official by a unanimous vote of our judges, the winner of the first annual Freshie awards chat GPT yay! Yeah. Kim, thank you so much for being here. Thank you for presenting your your survey and the results of the survey and for coming along on the journey of the first ever fresh awards with us. Thank you. I had a great time.

01:01:38:20 – 01:01:55:15
Unknown
I enjoyed doing the surveys well. Market research is my thing and so I’m very grateful I get to do that here. Thanks for listening. We hope you enjoyed this episode of Think Fresh and remember, the conversation does not have to end here. If you liked what you heard today, be sure to follow us on Facebook, LinkedIn, or Instagram.

01:01:55:20 – 01:02:15:08
Unknown
Review our show on wherever you listen to your podcast on, or share all your marketing trials and triumphs by shooting us an email at info at Thing to Know Vogue.com with the subject line dear de novo so we don’t miss it. And while you wait eagerly for our next episode, you can get your fix by checking out our blog Fresh Thinking at Blog That think de novo.com.

01:02:15:14 – 01:02:30:17
Unknown
Stay tuned for more engaging conversations, laughs, and of course, marketing brilliance and be making fun of Ryan in the next episodes to come. Here’s to fresh thinking, sparking creativity, and never being boring. By friends.

01:02:30:19 – 01:02:33:07
Unknown
Are we swearing on this or now?