#1: Digital Marketing and AI: What’s Changed and What Matters

Niall Devitt (00:30)
Hello and welcome to the very first episode of Digital and AI Decoded, the podcast brought to you by the team at Content Plan. Content Plan is a digital marketing and AI agency and training provider based in Ireland. My name is Niall Devitt and I help manage the digital and AI training that we provide. Today I’m joined by my colleagues Eilish and Denis, and in today’s episode, we’re going to introduce to you Content Plan and why we decided to start the podcast and who should listen.

We’ll look at how digital marketing has changed over the last five years. We’ll discuss the recent impact of AI and we’ll recommend tools you consider using for your business or organization. So hi Denis. Hi Eilish, how are you? Would you like to introduce yourself to the to the listeners and viewers?

Denis Jastrzebski (01:15)
Thank

Elish Bul-Godley (01:17)
Yeah, hi. so I’m Eilish Bul-Godley. I’m I’m here with Content Plan as well. I work a lot on the content marketing side, do a lot of training, a bit of mentoring, but we usually work with real hands-on content creation projects with clients and that includes things like from copywriting to brand design to design itself and videos and so on, so and the strategic end, that’s where I sit. And I love all the creative toys in the tools.

Niall Devitt (01:45)
Her play Eilish and Denis An introduction.

Denis Jastrzebski (01:47)
Yeah, and

I work on all the AI related projects within content plan. So both the training side of things, a lot of program design. and then in recent years we’ve been working on a lot of AI agent development, creating AI policies and also AI automation for businesses.

Niall Devitt (02:02)
Okay, so why did we decide to to start the podcast, folks? And why did you decide to get involved?

Elish Bul-Godley (02:09)
Well, we’re training people every day, aren’t we? And we’re working with the small and medium sized business owners, solo entrepreneurs, and we’re repeating this stuff, you know, as we’re working with the local enterprise office. And the thing when you’re you’re working with people in that space, the people we’re talking to now, is that they want to run with those tools straight away. They want to run with the hands on practical ways of doing things. They’re not here for the academia, they’re not here for the abstract stuff. They just want to get moving. And I thought, you know.

What better way than just to bring everything that we’re repeating every day and document it in our podcast and in have it out there for everybody else?

Niall Devitt (02:44)
And from your perspective, Denis.

Denis Jastrzebski (02:46)
Yeah, just echoing what what Ailish said and really I I think a lot of people have different learning styles. And I find myself, if I’m doing a lot of traveling, always trying to kind of keep up to date with everything, I find podcasts are just great because I can pretty much get a deep dive into the latest and a topic in a particular week. lots of different podcasts I have on rotation all the time, and I find that’s really handy. I’ve struggled to sit down to just read stuff. So listening to it while you’re doing something that’s maybe less than

interesting like driving most of the time. it’s a great way to kinda multitask. So I thought it’s a it’s a great way for for people to learn that way as well.

Niall Devitt (03:19)
Fantastic. And do you have to be a marketer or a techie to listen to this podcast? Who’s a far?

Elish Bul-Godley (03:25)
Yeah, I mean, I’d say it’s for anybody who’s like trying to get their digital marketing done. It could be a side hustle. It could be a small business. You could be a sole trader. You could be even someone who’s entered into a business and you’re just trying to upgrade yourself in the job that you have where you’re employee. Like, you know, you might be marketing manager for a small retail per business and you just want to up your game and things like that. So we’re but we’re here to talk in common sense sort of.

you know, practical language. We’re not here to talk jargon. It’s stripping actually all the hype layer by layer with every episode and just to make it as accessible as possible to ordinary people.

Niall Devitt (04:05)
Yeah, absolutely. So we’re hoping to we’re hoping to explain these tools and these technologies in as plain English as we possibly can, because obviously with with our training, generally speaking, it’s not necessarily always marketers or it’s not necessarily always techie. So as part of what we have to do is we have to explain these technologies in a way that’s accessible for people and a way that they can understand. What about from your perspective, Denis? Who should listen in?

Denis Jastrzebski (04:29)
Yeah, we’ve we’ve already worked with diverse types of businesses or organisations. So I’m a big believer in being curious overall about all all kind of disciplines within business. So even if you’re not in a marketing position, even if you’re not in in kind of the tech side, you’ll find AI and digital has obviously changed the way we work over the last couple of decades really, but AI specifically. So you kinda have to keep up with with the trends there and AI literacy is a big thing that’s coming up as a topic where

Even if you’re not involved in you know using AI agents at the moment in the next couple of years, that’s something we’ll be seeing is going to be kind of integral to how we work. So keeping up to date with things, all the trends, and also there’s going to be lots of tools that you’ll find these days have such a massive impact on the ability to save time and work more efficiently. So that’s something we’re really excited about. And a lot of projects have have come about through that where we’ve been working with different organizations. So it’ll be really useful to get

tools and and really case studies as well of people that are using AI in different ways and different functions in their businesses as well.

Niall Devitt (05:28)
So the podcast is generally going to cover folks digital marketing, artificial intelligence and and tools. So to kind of kick things off in terms of today’s podcast and to give people a flavor of what’s to come, we decided to to follow that particular order. So in in a minute, Elish is gonna look at digital marketing and how that has changed, specifically in the last five years.

Artificial intelligence and its impact, Denis is gonna have a look at. And then just before we finish up, we’re gonna b all recommend two tools that we think that we you should use in terms of your organization or your business. So digital marketing, Eilish, something that you’ve been involved in for for a long number of years at this point. How has it changed specifically in the last five years?

Elish Bul-Godley (06:12)
Yeah, so you know, it’s now no longer even called digital marketing, right? So what we say is it’s just marketing, right? And digital is a huge part of it. But what’s happening is because everybody is now doing it and the internet is de rigu. A lot of content is coming out, it’s spewing out all the time, right? So it’s just a crowded space. And the big challenge we were saying in the last five years is how do you get attention in this crowded space? So now you’re fighting.

To stand up above the parapet. now throw in AI, which is the last two or three years, right, guys? AI is like about the last three years. So when AI came in, then content’s produced at scale, faster, at speed. But that doesn’t mean that’s necessarily a good thing, making more content. What matters now is not so much the attention, right? But it’s about trust, okay? Because when we have AI now, there’s so much stuff out there. Who do you trust? And that’s the person you’re gonna give your attention to.

Niall Devitt (06:45)
Yeah.

Elish Bul-Godley (07:07)
So that’s where digital marketing, ironically, my feeling is that as there’s more pressure to produce regular content, there’s a lot more video coming out, a lot of more of its AI generated. People are also faced with this other thing happening at the same time, which is search. So Google just made an announcement a few weeks ago, right? Where it’s like the AI over you is gonna take over your search results. So it’s zero-click environment for search.

That’s the other big challenge that’s just popped up this year. And so when you put all those things together, you’re no longer able to perhaps game the algorithm anymore for like, you know, SEO clicks and things like that. So the gaming is over, guys. It’s about human beings now. Ironically, as AI is taking over, my take on this is that the human side, the trust side, the relationship side, the first party data side, right? The part where you get actual relationships and communities.

And people come to you, user generated content, that’s the other side of that elicits more trust. So all of these trends are coming together, they’re accelerated with AI, but ironically, it’s about getting back to human relationships and marketing. That’s

Niall Devitt (08:16)
So I think one of the big challenges, and again, you can agree with me if if if you think I’m right or I’m wrong, but one of the big challenges here is there’s just so much to this space, there’s so many places you can go, there’s so many things that you can do that sometimes you can get overwhelmed, you know, and deciding where you go and what you do initially can can often be the the the difficult first step. So Denis, you know, typical you know large SME business.

Elish Bul-Godley (08:31)
Yes.

Niall Devitt (08:45)
You know, looking at the digital space, digital marketing AI, how they how do you decide where to put your your efforts, your activities, perhaps your monies in the first instance?

Denis Jastrzebski (08:56)
Yeah, like I said, that’s the biggest challenge because trying to figure out where where to prioritize things is is a difficult part. So that takes a little bit of brainstorming, it takes a little bit of thought. we’ve seen overall from an investment point of view, lots of companies across the board have kind of thrown money at AI as soon as possible because that’s where that’s where shareholders are are pushing for that, and that’s all really, really good. But a lot of the times that’s resulted in systems being implemented that don’t actually have value.

you know, we can now say we’re an AI company or we’re an AI forward company, but what we’ve actually implemented is is something that’s potentially putting our employees off of working. It’s making their life more difficult instead of easier. so I think starting at the very, very basics, most of the time we’re looking at just zooming out on the business, looking at all the workflows that are there, and you know, where can we first of all implement something that’s gonna make our lives easier if we’re if we’re kind of the the main one looking at implementing AI.

Or if we have an enterprise that has multiple employees, can we do something or implement something that that makes it kind of an an easier makes the the day easier for the employees? So can we focus on creating a a workflow or building an AI agent or doing something with AI that helps the employees work on a task they hate doing? So maybe it’s that reporting every Friday that they have to do that they spend a couple of hours on. Nobody really likes doing that, but it has to be done.

Now with AI, a lot of the reporting that that generally has been done through Excel sheets and number of different systems that somebody has to sit for a couple of hours and pull in can now generally be done by AI in maybe half the time. So if we can show that value to employees and to ourselves as well, automate or or use AI for things that you don’t particularly like doing at the beginning, that that starts to make it a lot more accessible and it makes you kind of excited about trying new things out. And it doesn’t feel as daunting because

If just focus on that one little workflow and you kind of polish that up in the end, then you’re saving a bit of time and you’ve reclaimed a couple of hours a week.

Niall Devitt (10:46)
so what I’m hearing in relation to AI there, Denis, is not to focus on something new, focus on something that you’re already doing. So okay, so that’s where potentially AI can add value in terms of the business. With respect then to digital marketing, so you have your Facebooks and your Instagrams and your TikToks and your YouTubes and your search and you’ve all of this type of stuff, ish, in terms of selecting

Denis Jastrzebski (10:55)
Exactly.

Elish Bul-Godley (10:59)
Yeah.

Niall Devitt (11:12)
the channels or the technologies, how do you prioritize?

Elish Bul-Godley (11:15)
Well, the single biggest sort of razor, you know, there’s such a thing called Occam’s razor, right? The s simplest solution is the best one. For me, the razor when it comes to digital marketing is that bring it back to the customer, right? There’s so many places you can be. Remember, Denis, you’re saying there’s so many places you can be, but the person who understands the customer is you, the business owner, you the marketeer. The eye can go where you tell it to go, can make the things you want it to make, but it has to follow the customer.

Niall Devitt (11:28)
Exactly.

Elish Bul-Godley (11:43)
And you are that conduit, you’re the person who understands. So making those decisions about where to spend your budget, whether it’s which ad platform, what your media strategy is, where you’re going to spend your your time and your skills and your resources, what tools you’re going to be clear as to where your customers are, where is their headspace, what kind of messaging do they need, where are they sitting? When do they need it? When you understand all of those things.

Then you can start diverting your resources. It’s an age-old solution to an everyday problem. That’s what I mean, we still got to remember at the end of the day. Of course, the AI is there. And I really like what Denis said about the workflow. We’ve matured in our use of AI in the last two years. So now we’re not just using AI to make everything like every single document. Now we’re trying to figure out editorial guidelines. We’re trying to figure out what kind of workflow, where does it sit in the process?

And also we want to figure out, okay, where does the human being have to review this? Where does the human being sit in the editorial thing? And where do we need to put our voice into it? Back to trust. If people don’t trust you because they think an AI is speaking for you and you haven’t put your stamp on it and you haven’t worked with the AI and trained it to do it right, you’re still going to get into trouble. You can use all the AI you want. You don’t get your customers. You don’t get what they want. You’re still, you know. So that’s what we still got to remember, I think.

Niall Devitt (13:03)
So so what I’m hearing there, Elish, is is is effectively don’t start with the technology, start with the people, in this case the cup the customers. Okay. So so where are your customers? If your customers are on Facebook

Elish Bul-Godley (13:09)
Customer. Yeah, or the audience. The audience. Yeah.

Niall Devitt (13:17)
Be on Facebook if your customers are on Instagram, be on Instagram. If your customers are on TikTok, be be be on on TikTok. So let’s just say you’ve decided that say TikTok is a is an important channel. Your customer demographic is perhaps younger or something like that. So you need to be on TikTok and you need to be effective on TikTok. How can you be effective on TikTok? What do you need to do to be effective to reach those those customers, those people?

Elish Bul-Godley (13:43)
Well,

there’s many ways to do this, right? So a go to the source, understand the algorithm. The algorithm is a movable feast, right? So TikTok for business, the TikTok you know, updates, keep on top of them. There’s TikTok Academy, there’s a TikTok section, a whole landing page they have called TikTok Trends, and it’s built for creators. Keep an eye on the algorithm and on the machine, but keep an eye on the people, right?

So to keep an eye on the people is keep an eye on the creators. What are they doing? They’re usually on the forefront of what’s trendy, but and keep an eye on your calendar. Your calendar is really important to TikTok. TikTok is about jumping on something, culture jacking, you know, meme jacking, things like that. So so if you want to be good at TikTok, for example, pay attention to the machine, subscribe to the newsletters where they explain to you what the latest feature is. Subscribe to TikTok for business. So if you were in Instagram, subscribe to Instagram for business, go to the resource portal.

You know, just know what the latest features are. The latest features are usually there to get you ranking higher if you use them. so you understand, and of course, look at the creators on that platform. The creators on that platform understand what’s working, what’s not. They’re testing it every day. And then, of course, bring it back to your customer. Let me test these different features, figure out what sticks on the wall, and then replay that, reuse that again and again. So that’s how I would approach any platform. That’s how I would get into it.

Niall Devitt (15:06)
Yeah.

Yeah, so I mean again I’m a bit of a stickler for I suppose tradition to a certain degree and obviously I’ve grown up, but I I still always take it back to basics. So I think regardless of the tool or the technology or the format, I think ultimately at the end of the day, in the first instance as you’ve described, it’s about people, it’s about your customers.

And in the second instance, it’s about creating or developing or building a relationship with those same customers. So again, for me, it’s can your content

engage those customers, can it build a relationship with those customers? So to a certain extent that the platform or the technology is is is is secondary, I suppose, in that process because because ultimately if your content can’t do that in the first instance, the channel is almost irrelevant to a certain degree. And the other thing I would say is you know sometimes that we forget because it’s technology and it’s online and digital. So if you have a face to face

conversation, you very naturally start to build a relationship with a prospective customer. It’s it’s human nature to do that. Sometimes when we go online, we forget about all of that stuff, you know. And and you know, we we encounter someone online and we expect that we can sell them out the gate, which we invariably can’t do. We do need to build a relationship, and like every relationship, there are stages to that relationship,

about building those relationships with those same people, then same customers. So while lots of changed in terms of technology and communication, there’s lots that has actually remained the same as well. What I’m hearing in terms of AI then, Denis, is you know, don’t don’t look to reinvent the wheel.

initially look look at something that you’re already doing in terms of your business, potentially something that you’re spending quite a bit of time doing, because invariably if you’re if you’re doing something a lot and you’re having to repeat it and it takes up a lot of time, if you can use AI to build efficiency, you know, into that particular activity, well that that frees up your time to spend on other aspects of the business.

AI is a big thing, and again, like I’ve seen the pace of digital, which was quick, but I have never encountered anything like the pace of AI to try and keep up to date for someone like myself who works in this industry is a struggle. So I can imagine it’s virtually impossible for someone who doesn’t work in this industry. So talk to me about AI then, Denis, and what you’ve seen, and specifically because again, you know, this podcast is about the practicality.

of it and and again so you know how are businesses or organizations today using AI in a practical way where they’re getting meaningful results for their business?

Denis Jastrzebski (17:51)
Yeah, it it is a huge topic, isn’t it? And we I could probably talk about it for hours and hours because there’s so many use cases. It’s practically any any workflow that you can imagine. maybe four years ago, AI could only do a small kind of section of of of tasks that you you might come up with. So marketing was kind of the first first thing that that everyone started using AI for because you can write captions, you can generate ideas, you can do brainstorming.

you can generate content calendars and all that. So that was great. But at that stage, you know, three or four years ago, we didn’t have what we have now. So now we have this kind of next evolution of AI, which is AI agents. And what they are, just in in a very, very simple way to describe them, is you can pretty much see them as as AI employees or or an intern that can practically do certain tasks on your behalf. So we’re kind of used to the traditional

Chat GPT or Google Gemini or Claud chatbot. So we can actually go on, log on, have a conversation with it. We can, you know, create different projects. We we can ask it lots of questions. And a lot of people use AI as a search engine now, which is a whole other thing that we could probably talk about. Alish, I’m sure we’ll touch on. But that that’s what we’ve seen. Now with AI agents, it’s not just another chat window, it’s actually an agent that can link into the different platforms that you have. So

If I have a Gmail account and I have my Google Calendar and maybe a CRM system, I can give an agent access to some of those things, either to view it or to edit those things. And let’s say I can create an executive assistant agent that can now go on, look at every email that I’ve received in the last 24 hours, cross-check my calendar, and it can book in appointments that people are requesting with me or to book a call.

or it can draft emails on my behalf with the context of knowing what my calendar looks like for the next two weeks. So it’s starting to to be able to do things that we’ve never never been able to do before. So just in the last couple of months, that’s really what what everyone’s been been talking about from an AI perspective. So you can imagine the possibilities with those kind of things are endless. So from a kind of day-to-day perspective, keeping it really simple, you can create an agent that goes to your email inbox.

Every 24 hours and just categorizes emails in terms of priority. So it can learn from how I’ve I generally categorize my emails, whether it’s something I have to reply to immediately, whether it’s something I can schedule later on, or it’s something I can just delete that I’m not going to look at. So that’s a simple way of maybe freeing up the 45 minutes you spend every morning looking through all your emails. then it can pull in information from those emails into your notes, into maybe your task management system.

You have the most up-to-date version of a project that you’re working on, or maybe if you have a line manager, you can kind of create a a summary of everything you worked on during that week just based on all the emails you’ve sent. So those little things where you save fifteen minutes, half an hour, an hour are are great ways you can automate some some simple tasks. so that that’s been kind of pretty a pretty big game changer in my opinion in the last couple of months.

Niall Devitt (20:43)
Okay, so Enish, imagine for a minute, I’m a business owner, right? I’ve never used AI before. I have a traditional business, whatever, shoe shop, whatever it might be, right? I know I need to start using AI. I’m not really into my technology, right? It’s not something that you know, where should I start? How do I start to introduce myself to AI? How do I start to get some value from AI?

Elish Bul-Godley (20:52)
Yeah.

Yeah.

I think you can start with little steps, right? and then you can practice like very basic, simple prompt formulas. So there’s lots of free stuff there already, right, guys? Like we know that Chat GPT is has a free option. you know, you can use quite a lot of tokens before you go and then Gemini is already free. You know, you’ve got places like the Chinese model, Deep Seek, Magnus AI is built into your meta business suite if you’re working with Facebook, places like that.

Niall Devitt (21:11)
Okay.

Elish Bul-Godley (21:35)
But what you should do is maybe try one simple thing and just try that sort of prompt formula of just, you know, giving it the background, giving it a role, giving it some context, say, here’s the information, try and make this for me. And I think you just need to feel it working first to see how it responds to you. Don’t forget that as we’re speaking next month, the response will be much more sophisticated than it was today, right? So it’s always like developing over time in the background. So

Try simple tasks like you know making a social media piece of copy or you know, trying to restructure your letter that’s or write a letter that you’re afraid to write. So it’s like starting with a blank page is a problem for a lot of small business owners or busy people. Trying with the blank page is hard. So can you get it to just start off with a structure so you can start working on something? So the copy side of thing is usually a safe space to begin with before you do the the really sexy stuff like you know.

Zapier and OpenClaw and agents and things like that. So try simple, basic, everyday tasks that could just speed up your workflow, like creating copy and then move on from there. And then you can start developing. Over time, you will see that there are repetitive tasks that you keep doing again and again. Now you can start working with the plugins, or you can work with skills and claude, or you can work with like Zapier, like you know, like Denis is saying, those little agents. You can start building those agents into those repetitive tasks, but just

Get a feel for it. Get to s you know why? Because you want to know its limitations as well as its possibilities. Cause you want to see where it’s not working, where it could be better, and then develop your your prompt skills. So your prompting skills will get better over time. And that’s the real skill with AI, the end of the day.

Niall Devitt (23:16)
Denis,

Denis Jastrzebski (23:33)
Sure. So a prompt pretty much has two components. It’s both information or kind of what we we can call context in most cases, and it’s an instruction. So when we sit down and open a new chat GPT window, whatever we type into that box is our prompt. So that can include, like we said, the context. So if I’m looking to create a very simple email to somebody in in reply to somebody, and I’m not sure how to phrase it.

Maybe it’s a difficult conversation that I’m trying to have and I’m trying to figure out maybe what’s the best way to approach it. So think of anyone, if you go to somebody and you want to ask somebody’s advice, you have to first give them kind of the lay of the land, the situation that you’re facing. and then you’re gonna have maybe either specific questions or you’re going to have some sort of a general idea that you’d like to get from them. So when we’re using AI and prompts generally, we’re giving

the conversation a bit of context. So I’m writing this email to this person.

Niall Devitt (24:24)
So isn’t it in the first instance? And I think you highlighted there, isn’t the prompt in the first instance the request? It’s the ask. It’s whatever you are asking the AI for or to do. Right? And and I suppose what we’re saying here is the better the quality of the request, the better the quality of the output. So in other words, how do we request or how do we ask in a way that gets us what we

Denis Jastrzebski (24:31)
Yeah, pretty much.

Niall Devitt (24:49)
one. So you’ve mentioned one thing there which is context, right? So it’s important to give the AI context. So again, let’s take it back to basics here, Elish. So we want the AI to create a social media post for our business. What does context look like in that situation?

Elish Bul-Godley (25:08)
Yeah, and like this is I always say to people, you know, when talking to the teaching them how to use AI is like, think about it like an intern, you know? Say you’ve got an intern coming in and they’re working with you and they’ve never done social media for your company before. What are the things you’re going to say to that intern? Right? Just sixteen year old comes in, seventeen year old comes in, never did any work for your hardware store before, but they’re gonna create social media posts for your hardware store. So what

Niall Devitt (25:24)
Yeah.

Elish Bul-Godley (25:34)
Ask yourself, what are you gonna say to this intern? And you’ll know exactly what to do, right? Because you’ve been a business owner all this time, all right? Or you’ve been marketing all this time. So you’re gonna go, okay. So here’s what the store does, here’s what we make, here’s what we sell, and this is where we are. these are the people that we want to turn their heads, we want them to pay attention. This is where the social media platform is going to be. This is gonna be on Facebook, it’s gonna be on Instagram.

Niall Devitt (25:45)
Yeah. Yeah.

Elish Bul-Godley (26:02)
These are how many words we want, like you know, so you’re gonna break it down like that, and you’re just gonna break and actually a very good, easy way to remember a prompt, right? Is like, the question is the who, what, why, when, where, how. That’s where you start. And the beauty about AI, unlike an intern, because I’ve had interns before, is that you don’t have to repeat yourself, right? So you say, you put the time in at the beginning with the intern AI, and you go, this is what we’re doing. And once you say it once, you’ve trained it.

And then you can ask it to make the social media posts or whatever it is. So give it the objective as well. This is why we’re doing it.

Niall Devitt (26:37)
I and

and and I I would say that the the the the beauty to a certain extent of AI is you can give it lots of information. So like you said, if it was an intern or or something like that, you give it the the information to allow it to do the job, whatever the job or the task is. But the beauty with AI is you can tell it to ask you for more information.

Elish Bul-Godley (26:59)
Yes, you took it to

Niall Devitt (26:59)
if it requires

information and and it will often think of questions or requests that perhaps right in fact yeah in in f in fact a good a good way to prompt is to just sometimes start there so rather than actually rather than actually trying to guesstimate what all the context is is to actually get it to ask you for the context right yeah

Elish Bul-Godley (27:04)
Yeah, like tell me this. Yeah, yeah. Yeah. Yeah, and actually actually I’m sorry to

Yeah. Yeah. And that’s another layer. So that’s what I meant by

when you said how do you start, right? I said start with a small thing like that. And then you become more sophisticated. Then you’ll remember, I’m gonna ask it to ask me. So that’s a little bit more developed way of approaching AI, right? And then of course, like an intern, I always show them like I used to work in retail. So I’d show them how to fold a jumper, right? You do one yourself, and that’s the output. Remember, we’ve been talking about inputs, we’ve been talking about context.

Niall Devitt (27:28)
Yeah.

Elish Bul-Godley (27:49)
But now let’s talk about the output. So give it the format that you want it to be in. But then show it. Just show the intern, show the AI. This is a perfect example of how it could look. And that’s a very short way of just being really clear with what you want at the end of the day.

Niall Devitt (28:03)
So Denis, again, using this as the example here, so we’ve got it to do say social media posts on behalf of the business. We’ve given it the context. We’ve asked it to ask us for any additional information that it may require. And the next thing it’s created may be a series of posts to go up on Facebook, to go up on Instagram, to go up on TikTok, whatever it is. Right. We’re looking at this. It looks great. Looks really impressive. How do you know if it’s any good or not?

Denis Jastrzebski (28:27)
That’s a great question. That’s that’s a great question. So that that’s where a a lot of companies have unfortunately gone wrong, especially when AI was just really, really brand new and we didn’t have much training and and everyone’s trying to just figure this out. and you’d get, let’s say, this, like you said, fantastic list, 30 posts for the next month, all these captions and these post ideas, and people would say, Fantastic. I’m just gonna copy and paste that into

Niall Devitt (28:27)
Do you just trust do you just trust the AI?

Denis Jastrzebski (28:51)
Meta business suite, here’s my caption. and then I’m gonna upload a couple of photos or even get AI to generate a couple of photos, and it’ll be fantastic. I’ve just saved 10 hours for that month. but the the the main part about using AI in any form, so whether we’re talking about chatbots or or agents or anything like that, we need to stay as kind of people, humans, integral in that kind of review and in a judgment process. So

When we see a post on social media or we’re planning a social media post, we read that caption and we want to kind of just use common sense in a way to see does that actually have the correct information. So if it’s about our business or a service that we offer, one is it accurate? And we’ll know that if if we didn’t give the AI any information and we kind of assumed it just knows what our services are or who our target audience is, it might write that caption for an enterprise client social media post versus

our target audience, which is an SME. And those are going to be just radically different. So you really want to check over everything practically. And from a kind of a general principle, I always say what you want to look at it critically, but also just see does it really link in with our kind of business goals. So we might have marketing goals and we might have a certain amount of posts that we want to put out a week and we’re saying fantastic AI can help us do that. But we want to make sure that the posts are

Kind of relevant first of all, they have the correct information, and then they actually link in with whatever our business goals are and our business strategy. So you want to just look at it from a critical point of view, especially at the beginning. because as we said, context, you give it a bit of context, maybe ask it a few questions. But the more you use a particular AI system like Chat GPT, it starts to remember things about you, it’ll log information, so it’ll say, okay, this is.

your role in the business and this is the target audience that you have and this is the services that you offer. So eventually it’s going to have that for future conversations. But at the moment it might be missing a lot of key stuff. So that’s why asking questions, ask getting it to ask you questions is is the way to go because it’ll say, okay, these are all the gaps in knowledge that I have. so

Elish Bul-Godley (30:47)
Yeah, I

want to add to that that I always ask for citations as well. So like say if I’m if it’s a closed system whereby all the data is mine, I know it’s correct. But if I’m asking it to go out and find stuff for me, then I’m gonna ask it to give me citations. So I know exactly where I can counter check the sources, like a journalist, right? You’re checking your sources. And then I also just check in my settings. Sometimes at the beginning of the project, I would say just like if you don’t know the answer to a question, I’m gonna ask you.

Niall Devitt (30:48)
Check. Cool.

Elish Bul-Godley (31:13)
Tell me you don’t know. Don’t make up the answer. Like so you could just put in those little checks and balances like like in between. If you’re really worried about hallucinations, just be very clear with it. Don’t make stuff up. Like, you know, that’s a really

Niall Devitt (31:26)
Can I add one to it that I think is very important? Right? Excuse me. So I would suggest that don’t ask AI to do something that you don’t know how to do yourself. Right? Okay. So and this goes back to the earlier point that I made. Look at things that you’re already doing and probably spending quite a lot of time doing.

Elish Bul-Godley (31:37)
Yes.

Niall Devitt (31:46)
But you should be already doing them and you should have the knowledge to know how to do them well, right? So then when you ask the AI, and yes, you can give it the context, you can get it to ask you the questions and all of that type of stuff. But because I know the subject matter or I know the task or I know how to do it well, right, I’ll know whether or not AI, the answer or the output that’s given me, it’s it’s up to scratch.

So again, it goes back to it goes back to Eilish’s kind of analogy at the start that if you’d hired an intern, right, you give the intern the task, you’d give the intern as much information and detail as you possibly can. But then, right, you wouldn’t ask the intern to do something that you wouldn’t be able to do yourself because you wouldn’t know whether the intern had done a good job or not. So I do think that’s a mistake that lots of people are making in the first instance with AI.

Because AI is this shiny thing that can do so much, invariably they start by asking it to do things that they can’t do themselves. Right? Rather than asking it to do things that they can do themselves, that they already know, that they already have knowledge about, etc. etc. Right. So I do think that’s kind of an important starting point. And again, as I say, that’s how you you you get.

practical everyday output and value from AI. So again, in my case, again it’s just an example here. I do tenders on behalf of the business. You know, a long meaty tender can take me five days as a for instance. With AI involved, it’s probably taking me somewhere in the region of two and a half days. Does that mean that there’s no involvement for me? Yes, there is a significant involvement because I know how to do a good tender.

Elish Bul-Godley (33:09)
Yeah. Yeah.

Yeah.

Niall Devitt (33:25)
Right. So I can’t expect that the AI will do that, but it it means that my five days is now two and a half days. So in essence, I’m more productive. I could theoretically do two tenders in the five days rather than the one tender. Okay, folks, I think that’s a nice introduction to how I suppose digital marketing has changed more recently and how AI and how those pieces kind of fit together. I’d like us to finish up by recommending some tools. So you’re gonna look at some tools.

Elish yourself and then obviously with some recommendations as well that people can have a look at.

Elish Bul-Godley (33:55)
I’ll s I’ll start

ball rolling. Yeah, okay. And actually back to your previous point. My my dear dad always said to me, he was a systems analyst, and he said to me, garbage in, garbage out. So you can have the best tools in the world, guys. Now that we’re going to talk about tools, you don’t put the right info in and you’re going to get the wrong stuff. So I’m from the creative space. As I said, I’m in the content side of things. I’m going to get the ball rolling. I obviously, as a solo

Trader as well, you know, with lots of hustles. Canva is the number one tool. It’s got AI built into it, and it’s kind of the thing that a business owner or a you know a smaller operation which doesn’t have a floor of graphic designers working for you. You can do everything on it, right? You can have your your documents, you can create slide decks, you can do obviously the sexy stuff, the social media, you got your print material, you can order print material and you can also use the AI to

come up with ideas because it’s got the AI built in the photo shopping vibes there. There’s lots of AI editing tools. Video is very important. So it’s got a lot more sophisticated video tools in there. So it can think along with you to a point. I wouldn’t rely on it too much in the thinking part, but definitely in terms of like coming up with ideas for visual ideas, it’s really good at doing that. The other thing is I have transitioned from an AI to Claude from open AI. So that’s my new favorite tool. Only because it’s

Niall Devitt (35:09)
Sure. Yeah.

So j

just before just before we move on to Claude. So again I’m just conscious for someone who’s never heard about and I appreciate this is difficult for us to to to to where we come from, but someone who’s never heard about Canva before, haven’t a clue, don’t know what it is. In in very simple terms, in in lay person’s language, what is Canva?

Elish Bul-Godley (35:29)
Okay.

Okay, so it’s a graphic design tool at the start. That’s how it began. So basically you go in and you have a menu of things you can play with, right? Like it’s like a palette of colors, you can different fonts on the side. So on the side, you’ve got like shapes, pictures, colors, fonts, and it’s a drag and drop. Drag and drop things. So you start with a little canvas and then you can drag things into and create your picture. And you can start with ready-made templates. So the templates come up there, you can choose from them.

Niall Devitt (35:39)
Yeah.

Elish Bul-Godley (36:03)
And then you can tweak the things inside the template. And of course, it gets more sophisticated the more you use it. You cannot just make simple graphics. You can have different frames make lots of video, or you can have a presentation deck. You can do things like create dot reports, ebooks, things like all the things you want for your content. You can pretty much create in one place good spend there, you know? You don’t have to buy so many tokens.

Niall Devitt (36:25)
So so

you using our shoe shop example again, right? Shoe shop retailer, right, traditional business, give me four or five things that a shoe shop owner could use Canva for that they’re either already doing or maybe not already doing and should be doing.

Elish Bul-Godley (36:41)
Yeah. so you know, there’s lots of things you could be doing, right? If you’re a she shop, you could be creating a lot of collateral for yourself and so you can start going to somewhere like Canva and you could go, Okay, I can make consistent branding across all my material so that has the tools to help you do that. So rather than having to figure out which yellow is in my logo every single time and actually you don’t end up paying money to sa you know, someone you can just make the stuff there, send it to your printers, and then you can make that consistent with your

Consistency, very important for branding with your social media. And then you can do things like your web page, images, things like that, right down to like creating coupons and tickets or even simple little things, right? So it just opens up, you know, the whole range of offline and online collateral that you should be paying attention to. But very important to be very clear about your brand, just like we say in copywriting your brand voice, but also visually, like really know, have that put into Canva, all the right colors locked in.

And then you can, you know, keep it consistent across the way.

Niall Devitt (37:40)
So

let’s just say I’m running an ad in the local newspaper. Could I use Canva for that?

Elish Bul-Godley (37:44)
Yeah, so that’s exactly it. So right, right. So and of course Canva has this tool that allows you to resize. So rather than remember you said you want to save time doing the same thing again and again. So if I made one fantastic image for an ad, I can just resize it for Instagram. I can resize it for the poster on my window display. I can resize it. So that’s that’s where like it can create anything that’s visual and and you can rearrange the elements on that visual any way you want. So you just

have that power which you didn’t have before. Like you had to call designer and pay 80 euros an hour, which is what was the going rate, right? So now you can just like do the sorry graphic designers, but now you can pretty much I mean there is still a role for graphic designers in terms of brand design, illustrations and things like that. But for the once you get the graphic designer to give you all those elements, you can start moving them around yourself. So the consistency still stays there.

Niall Devitt (38:36)
So what I’m hearing is anywhere you can do visual, what we describe as visual marketing, Canva is very useful, traditional, digital, wherever, yeah.

Elish Bul-Godley (38:42)
Yes.

Across the board. And of course, digital is visual, right? Digital, you have to have thumbnails. So even for this podcast, all sorts of things have to be visual.

Niall Devitt (38:56)
What

about for someone like me who’s a visual dunce?

Elish Bul-Godley (38:59)
well see you see that’s the whole thing. Canva comes with templates, right? It comes with templates. And it’s got a design school as well.

Niall Devitt (39:05)
So

so so it would make someone like me look like I’m very creative or artistic or yeah, okay, okay, okay.

Elish Bul-Godley (39:09)
Fantastic. Yeah, yeah. And the thing is,

and you can make it your own as well, right? Because you’re worried that, will I look like every other boring Canva poster in the same template? Obviously, this is where I would come in and give you some personal advice here. Put in your own colors, put in your you can keep the template, but just put in that little bit of yourself. And that’s the thing I I I bring to every single session on AI, right? Bring that bit of yourself into it as much as you can.

Niall Devitt (39:34)
Your your second recommendation, then Elish.

Elish Bul-Godley (39:37)
yeah. I was jumping into that. So so really I did start with OpenAI, I started with Chat GPT. I’ve worked it with the Gemini. I mean I’m quite fluent. Like, you know, once you have one model, they all follow the same format. But something clicked when I started using Claude, right? I something very different started to happen when I was using it’s also more expensive, just so you know. But it’s a free version. Yeah, so

Niall Devitt (39:56)
So yeah, yeah. So clo clot cloud is an AI, yeah.

Elish Bul-Godley (40:01)
You know, you’ve got your Chat GPT, you’ve got your Gemini. So Claude is just another one of those models. they are run by a company called Anthropic, right? and at this stage of my career, right, like I’m learning how to use Clot now after having to use Chat GPT. And the reason is because it’s asking me questions. That’s what I like about it. So when you ask it to do something, remember you said Niall, ask the thing. But Clot, that’s built in. So basically, if I go into something, it says,

Niall Devitt (40:06)
Yeah.

Okay.

Elish Bul-Godley (40:28)
And usually when I’m using OpenAI and when I’m using ChatGPT, I go, okay, I’m giving you a marketing brief for social media post. And I usually add a little line at the end and I go, don’t make anything yet. I just want to know you understand. That’s what I always say when I use Chat GPT. So I want to see whether it understands my brief. So when I go into Claude, when I do that, I don’t even have to add that line. Claude will go, okay, I’m not gonna do anything yet, Ailish. I’m just saying this is what I understand from what you’re saying.

And on top of that, I’m gonna ask you a couple more questions because I need to understand what you’re doing a little bit. So it’s actually mentoring me as I’m doing it. So it’s a much more rigorous experience of like, you know, we talked about prompting earlier on. It’s much more rigorous in the way it forces you to do the right thing sometimes. But of course, it’s got other things happening there that the you know, you get GPT as plugins where you can do repetitive tasks.

It’s got that as well. It’s got cult skills. And what I like about it, again, from the design space, it’s got a new thing now called claw design. And an example of what I did with claw design, it’s a little bit more sophisticated in terms of the a design tool, but it’s basically it can create landing pages for you very fast because it’s got the code code facility. But like I went and did a webinar the other day for a set of students in UCD. And at the end of the webinar, I wanted to give them a cheat sheet.

Right. So I made sure that webinar was built by me. I built every single slide in that webinar. So I knew it was my propriety information, my my copyright. Right. So then I put that into Claude Design. I say Claude Design, here’s my presentation that turned this into a cheat sheet. It designed the cheat sheet for me and it put in like you know, it developed it and designed it and it came out as a finished product. And you can put in your branding and things. So that’s where it’s like that little bit more sophistication.

in terms of not just like Canva where you get a template, but but this is thinks along the way with you. So I think that’s where if you want to go deeper, for those of you who are already using AI every day and you want to try I would that’s the tool that I’m using every day at the moment.

Niall Devitt (42:33)
Okay, so if I’m hearing you correctly and you correct me if I’m wrong here, the signal or if you like the the the the attractive thing about Claude, at least initially, was it took the time to understand your requirements without you necessarily having to prompt it to take the time. In other words, that’s part of how it works, which is perhaps a little bit better than Chat GPT if I’m hearing correctly, yeah.

Elish Bul-Godley (42:41)
Mentioned.

Yes.

Last.

Yeah, it’s been

is it J I don’t know, Denis, it’s called Jason. It’s the it’s the way it it’s modeled. It’s modeled very differently from Gemini and and a bit technical there. But yeah, and I and of course I use it for thinking with alongside me. And then when sometimes I go to Chat GPT to make the thing, but I’ve done the thinking with Claude, if you know what I mean. You can feel the difference like how I’m behaving towards that model now, you know.

Niall Devitt (43:06)
Right.

Denis, your two recommendations, please?

Denis Jastrzebski (43:22)
Yeah, so I’ll kind of carry through Ailish’s point because we’re talking about Claude for the first one again. But Cloud, I suppose, when we’re talking about it as a platform, has a few, you could say, sub tools within it. So what Ailish mentioned there was Cloud Chat and Cloud Design. Okay, Cloud Chat was the traditional one that that’s been around for a while. They were the competitor for Chat GPT. So that that’s our traditional chat experience. Cloud design is a slightly newer element there.

The one I want to focus on is Cloud Cowork and Cloud Co Code. Okay. So what Cowork is, and I’ve been talking about agents a little bit, so if this is your first time hearing about agents, it’s a it’s a very different way of working with AI than your traditional chat in terms of even how you approach your prompting with it. But just keeping it simple, cowork is what we would call an agent harness. and it’s just a term that’s been used to describe it.

But it’s pretty much a place where we can connect in the dip those different platforms that we talked about, like your CRM system and Gmail. And Cloud Cowork is supposed to be, as it’s in its name, kind of your companion when it comes to your day-to-day. So you can get it to do those admin tasks, you can schedule tasks where it’ll check your email, it’ll check your calendar, it’ll log particular information into your CRM system. There’s lots of different things you can do within it, but

If if there’s any kind of AI agent experimentation that you’d like to do, Cloud Cowork, it has a really, really nice simple interface. It’s it’s very familiar if you’ve used Chat GPT or the regular cloud before. and they have lots of great resources and lots of kind of little basic templates that you can start using. but it’s a massive topic. I’m sure we’ll be covering lots about it in the future because there’s lots of great templates we’ll be able to share with you as well for automating certain admin tasks.

And so that’d be the first one.

Niall Devitt (45:04)
Can I just ask a question on that, Denis? Because again, and I’m sure it i if you’ve heard the narrative, the publicity with respect to AI and what’s coming and all of that type of stuff and how it’s going to impact in terms of how we work, you’ll have heard about agents and AI agents. But again, for someone who’s not familiar with AI, in the simplest possible way, can you explain to me what an AI agent is?

Denis Jastrzebski (45:06)
Mm-hmm.

Niall Devitt (45:30)
And what can it do or potentially do?

Denis Jastrzebski (45:32)
Sure. So probably the simplest way is to contrast it with what we already know. So if we have our traditional ChatGPT chat window, we can ask questions, we can upload files, and we can get it to answer questions on those files, come up with ideas, whatever we want practically in text format or a little bit of visual with graphs and images. When we’re talking about AI agents, the interface is very similar. You can talk to the agent using text or your voice and so on, but

The agent can do things on your behalf as opposed to staying within this little environment or this little conversation. It can now say go to your Gmail account, it can go to your CRM, it can go to Meta Business Suite, pull in reports. So it can do all that stuff, specific things that you might have to go to a Chrome tab, open a new window, log in here, et cetera. It can go and do those things for you. It can pull in data and you can actually ask it to do things on your behalf within those platforms.

So that’s where the agent part comes in. Sorry?

Niall Devitt (46:27)
Do I need to be there? So

it d do I need to be there? Can it do those things on my behalf when I’m having a sleep?

Denis Jastrzebski (46:35)
That’s that’s the the the massive advantage of it is it’s available 247. So for example, if I’m finishing up my day today at 5 p.m., I might have a bunch of things I’d like my AI to do. That could be organizing a bunch of folders and images and files, renaming them for me. And I don’t want to be doing that myself. So after my 5 pm, I’ll leave my computer running with Cloud Cowork. And for the next four hours or even overnight, if I want to, it can be working away while I’m asleep.

doing whatever I want it to do. I could give leave it a long list of things that I’ve trained it to do in the past and it can work through those while I’m not there if I’ve given it that permission. And that’s the key thing. It’s we want to make sure permissions and

Niall Devitt (47:13)
So so in essence

it’s an AI that doesn’t clock in and clock off, yeah? In other words, it works weekends and works evenings and all of that type of stuff. Okay.

Denis Jastrzebski (47:18)
Exactly, exactly.

Yeah. And you can imagine

why that could be potentially very exciting for a company where if you have a hundred people doing different things, now all of those people can have their own, in a way, personal assistance that help with their work, you can suddenly be saving hundreds of hours and reallocating that, obviously.

Niall Devitt (47:36)
Here

here’s one for you. I have two agents for my business. They’re doing they’re both adding a lot of value. Right. They’re working at weekends and evenings and all of that type of stuff. is it theoretically possible that those two agents could work together on something for me?

Denis Jastrzebski (47:52)
Yes, yes. And there’s a term for that actually. It’s called AI agent orchestration, which is pretty much where we have multiple agents that have a particular role. So like you said, we might have an executive assistant agent that has a scope of tasks that we’ve taught it to do and told it what what to do within those. We might have our marketing agent and let’s say we have our admin or finance department agent. all those three can talk to each other if you set it up that way.

They can all work together. So once the admin is is finished processing all the invoices into a spreadsheet, the finance agent can upload that into our accounting package. and then things can go more advanced. You can start kind of creating agents that then manage those other agents and you can imagine how complicated that can get. So probably conversation for another day. But yeah, in essence, you could have multiple agents that talk to each other, that do things with each other, that rely on each other to do certain tasks. Yeah.

Niall Devitt (48:44)
Okay, and and and kind of I’m if I’m understanding where the future work is kind of going then that regardless to a certain degree of your role, you will have agents that will do the stuff that needs to be done. So in essence, if agents do a lot of the stuff, regardless of the role, you need to know about AI and agents because effectively your job will become less about doing the stuff and more about managing or setting up the agents to do the stuff on your behalf.

So that’s why I suppose there’s going to be very few roles that you know will get away with not needing to know about AI. Will there will be a requirement on anyone, pretty much regardless of the task or the type of work that you do, to understand and know about AI and and be able to use AI. Your second recommendation then, Denis.

Denis Jastrzebski (49:12)
Exactly.

My second recommendation there is called Zapier. And you might be familiar with this. They’ve been a company and platform that’s been around for a long time. And traditionally they’ve coined themselves as a business automation platform where you can connect in thousands of different platforms. So kind of similar to what we’re talking about with agents, except it’s been done in a more traditional sense from a technical point of view. No point in going into the details, but you could have traditionally created a workflow that has 10 steps.

Where you know if I load in this information here, then it’ll do this or that. So there have been kind of very rigid automations that you could build, which could have a massive impact on the business in a good way as well. but recently they’ve also moved into AI, it makes sense as a company. So they’ve now kind of coined themselves instead of being just a business automation platform, they call themselves kind of an AI orchestration platform now, which is what we’re talking about. So within Zapier, you can

build agents, you can also build workflows that work with those agents. So you can have an agent that’s responsible for a part of a workflow. You can also build chatbots that live on your website that answer customer queries that take and lead information for customers if you’re B2B. So as a platform itself, that’s if you want to get more advanced or if you’re familiar with Zapier, they’ve changed a lot over the years. And a fantastic platform just to work on those little

little workflows and automations like we were saying at the beginning. Maybe it’s sorting through a few emails. Maybe it’s running a report every every week on our website analytics because we don’t really get a chance to look at that often. So little things like that, but they’re a little bit more rigid in terms of the workflows. So the interesting thing is you can actually connect Cloud Cowork and Zapier together. So it can then manage all the stuff that you’ve created on Zapier for you. So you can imagine the scope of that can be

once again kind of infinite in terms of possibilities. But those two platforms can work really well together, but as a standalone both are worth playing around with it.

Niall Devitt (51:28)
So I I’m gonna drag it right back to basics, folks, in terms of my recommendation. And I’m gonna go back to digital marketing again because obviously content plan historically and where we started off and where our experience and our track record it has been all in digital marketing. AI has definitely been something that’s become increasingly more important to us in the last couple of years. So, two tools, traditional tools. So

The first one, and this isn’t necessarily even exclusively. So the first one is what we call customer segments, sometimes called customer personas. So in very, very simple terms, what customer segments is, is where you take your potential group of customers and you divide them up into sub-segments or groups, usually around some type of common characteristics with respect to that group. And this is often a step that lots of businesses, big and small, skip, or sometimes they actually have segments, but they don’t.

use the segments, right? To my mind this is critically important when it comes to digital marketing because if you look at any of the digital tools, you know, you’re trying to stand out in a very, very busy

newsfeed. And as I always say to to people, you know, the algorithms are such that you see only a small percentage of the content that you can see. And human nature is such that you only give your attention to a smaller subsection of that content again. So the first step for me in standing out on those digital busy news feeds, those competitive places is your customer segment. So again it’s looking at your customers, dividing them into sub segments or groups.

You know, so you might have you might have an older segment, for instance, that you can get on on Facebook, you might have a younger segment, for instance, that you can you can reach on TikTok. Okay, so that’s the the first one. And the second one is a content calendar. So a content calendar is in very, very simple terms, just an editorial calendar for your content, so a plan for your content, right? So

Over the years and I’m fifty odd now at this stage and I’ve worked with lots and lots and lots of businesses, big, small organizations, everything in between in terms of their digital marketing. And what would say to you is that probably nine times out of ten or ninety-nine times out of a hundred when I’m talking to a client and they’re not getting what they want from their digital market, to me, they’re generally falling falling down on the foundations or the basics rather than the sophisticated stuff.

So customer segments, content calendar are two of those very, very important basics. And we’ve certainly seen it when we put the basics in place for clients, you know, they generally get a better result just by putting the basics in place. Okay, so we’re coming up on an hour, folks. Hopefully that gives everyone a good introduction to the podcast and the topics that we’re going to kind of talk about and and deal with going forward.

Before we finish up any any final words, Eilish?

Elish Bul-Godley (54:14)
bookend the process. We talked a lot about digital and AI regarding regardless of what digital tasks you put into place and you’re using AI, be there at the beginning. Know your customer, know your strategy, understand your business, feed the feed the machine, garbage in, right? Garbage out. Be there at the end. Bookend it. So when the output comes out, you’re monitoring it, you’re checking it, you’re putting your voice into it.

You’re tweaking it before it goes out onto the ether so that you’re not taking what the AI is spitting out automatically and just throwing it out there. You’re there to be the editor at the end of that process to double check it and just to make sure it sounds like you, right? ‘Cause you don’t want that trust to be disabled. So book end at the beginning and at the end you have full ownership of that content. That’s what I’m saying.

Niall Devitt (55:04)
Brilliant. Denis, any final words?

Denis Jastrzebski (55:06)
yeah, I think sticking with the basics is is probably a good thing. With across the board, everything we’re talking about, everything changes and technology changes and and culture changes, but at the end of the day, the basics have remained the same. Even from an AI perspective, we’ve worked with AI now for a couple of years and we’re seeing cultural changes in society based on how AI is interacting with it. So a lot of people are put off by

certain AI content because it’s it’s been around. Now there’s certain stigmas associated with it. So it’s really important to keep up to date with what everyone’s kind of talking about and what people are are liking and not liking, especially like Ada said, from a marketing point of view, authenticity is is the biggest thing in trust. So a lot of people are not trusting AI in in a tons of ways and there’s lots of good reasons for it as well. So we have to be conscious of that as marketers.

and from an A AI perspective, it’s it’s moving very quickly. So it’s easy to get bogged down with the amount of tools and announcements that you hear all the time. So this podcast is hopefully going to to try to keep that really simple and and focus on actually the the priority things to to watch because as Eilish said earlier in the episode, next month the the models and and the different tools that we have are just constantly changing and improving. And sometimes people are saying one is better than the other.

But at the end of the day, they all really level out to the same capabilities for the most part. So I think focus on the basics. And then just as a secondary point to everything, with each episode, we’re going to have a resource page for each podcast episode. So any tools, recommendations we’ve mentioned, you’ll be able to find them on that link on the content plan website. So that’ll be on the podcast wherever you listen to it as well.

Niall Devitt (56:41)
and I’m gonna again, I think Eile started off with this, but again I think it’s it’s very important. I would say focus on the people, not on the technology. All right. And I think if you start there and you finish there, by definition, then the technology becomes easier to understand, easier to implement, and ultimately easier to get value for. So I think it’s a mistake.

Elish Bul-Godley (56:49)
Yes. Yes.

Niall Devitt (57:02)
that that particularly if you don’t come from a techie or a digital marketing bar, you can get too focused in at the technology, right? Ultimately this stuff is still about people in the first instance and we never should lose sight of that. So ultimately people are still customers.

They’re the ones ultimately did the buy our products and services. So they you know, they need to be the the starting point in the first instance. So thank you very much, Eilish. Thank you very much, Denis for your your your knowledge and your and your wisdom there and your advice on the first podcast. We’re we’re looking forward to doing many more of these as we go forward. As Denis has pointed out, it’s going to be available on the website, will also be available on all the main podcasting platforms. And we hope

That you listen into episode two and three and four and five as we as we go on. And again, very happy to take any feedback or advice or suggestions. So if there’s any topics that you’d like us to deal with or any tools that you’d like us to cover or any conversations that you would like us to have, just let us know, please, and we’ll be happy to do that on your behalf. So thanks very much for listening, folks, and goodbye, and we’ll see ya on the next podcast.

Elish Bul-Godley (57:48)
Yes.

Okay, thank you everybody. Thank you so much for listening. Take care.

Denis Jastrzebski (58:12)
Thanks everyone.