Marketing Against The Grain: Episode 9 Summary
Title: 9 AI Tools You MUST Know In 2025 (Productivity, Audience Growth & More)
Release Date: January 9, 2025
Hosts: Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO)
Podcast Network: HubSpot Podcast Network

Introduction to 2024's AI Explosion

Kieran Flanagan kicks off the episode by highlighting the surge in AI applications launched in 2024. He emphasizes the importance of distinguishing between valuable tools and the overwhelming number of AI apps that flooded the market.

"2024 was the year of AI. Thousands and thousands of new AI apps being launched..." (00:00)

The A16Z Unwrap List: Best Consumer AI Apps of 2024

Flanagan introduces the A16Z Unwrap list from Andreessen Horowitz, which curates the top AI apps launched in 2024. He notes that while many AI tools cater to B2B needs like data management and customer support, the focus of this episode is on consumer-centric applications beneficial for personal productivity and knowledge workers.

"These are much more for personal use, but even personal use for knowledge workers." (02:10)

Section 1: Productivity Enhancers

1. Flow Voice

Flow Voice stands out as a voice integration tool that allows users to control applications hands-free. Flanagan compares it to Grammarly but for voice, enabling seamless interaction with apps like Slack and email without typing.

"Flow integrates into all of your apps and then you can actually write back via just your voice and AI transcribing that voice versus having to do it via the old hands." (04:00)

He personally tests Flow, noting its potential for mobile use where typing is cumbersome.

"I find that I have to write something out to be able to formulate it in my brain... But I do think this is a really useful product..." (04:18)

2. Cubby

Next, Flanagan discusses Cubby, an AI tool designed to aggregate and transcribe various content types—PDFs, podcasts, videos—into a single, searchable document. This tool is particularly useful for research, allowing users to extract relevant information efficiently.

"Cubby transcribes and combines them into a killer doc." (04:38)

He explores Cubby's functionality by demonstrating its ability to create a context window for an AI agent, enabling accelerated learning across disparate data sources.

"AI really helps you do is it's like an accelerated learning tool where you can put all of the things in one place..." (05:00)

Flanagan also raises a competitive concern, questioning how standalone tools like Cubby will fare against integrated solutions from tech giants like Google.

"I do think this is a really cool tool... but there are some of these big conglomerates that are integrated in AI everywhere." (07:06)

3. Additional Productivity Tools

• Granola: A notetaker app praised for its transcription capabilities, though Flanagan prefers using OpenAI’s latest model for meeting notes despite a more manual workflow.

• Gamma: Facilitates the creation of decks, documents, and websites, positioning itself as a versatile tool for various content needs.

• Agent AI (by Dharmesh): Another productivity enhancer, though details are sparse in this segment.

Flanagan emphasizes the importance of these tools in organizing unstructured data to boost personal productivity.

Section 2: Audience Growth Tools

Flanagan shifts focus to AI tools that assist in growing an audience, noting that these tools are most beneficial for those already established in content creation.

4. Delphi AI

Delphi AI allows users to clone themselves, offering an AI-driven conversational agent trained on their content and expertise. This tool is ideal for experts looking to provide more value without multiplying their effort.

"It's like an accelerated learning tool... you can have a somewhat conversation with [Brian Halligan]." (07:50)

He provides an example involving Brian Halligan, co-founder of HubSpot, illustrating how Delphi can simulate insightful interactions based on existing content.

5. HeyGen

HeyGen focuses on creating AI avatars for content delivery. Flanagan shares personal experiences of using HeyGen to deliver courses via an AI clone, highlighting the tool's advancements in lifelike motion and emotional expression.

"AI is going to really do two things for us in terms of audience growth over the next like 12 months..." (15:50)

He contrasts AI-generated content with “personality-led content,” asserting that authentic personal engagement remains irreplaceable.

6. Argil

Argil specializes in generating short-form video content from existing long-form content. Flanagan critiques the tool for producing average results, emphasizing that standout content still requires human creativity and effort.

"An AI tool is not going to be able to give you that." (16:50)

7. Opus

Opus takes long-form content and segments it into short videos, similar to Argil. Flanagan uses Lex Freeman’s aviation incident as an example, noting that while functional, such tools lack the nuanced storytelling required for viral success.

"They find average versions... you need to put a lot of time and effort to create the version that gets more attention." (17:00)

Section 3: Building Products with AI

Transitioning to product development, Flanagan introduces Replit, an AI agent-powered coding platform that enables users to create personalized software without extensive coding expertise.

"We’re all going to have personalized software. And actually, personalized software is going to start to disrupt the core category of software in and of itself." (09:30)

He shares a personal anecdote about building a custom scheduler for family use, illustrating how Replit empowers non-developers to create bespoke tools tailored to specific needs.

Section 4: Creative and Business Tools

8. Notebook LLM

Notebook LLM is touted as a leading AI tool for organizing and utilizing work-related folders. Flanagan hints at dedicating a future episode to explore its advanced functionalities, emphasizing its role in creating briefing docs, podcasts, and study guides from aggregated content.

"It is so good. I use Notebook LLM all the time." (10:50)

9. Napkin AI

Napkin AI differentiates itself by focusing on generating business-oriented images rather than consumer-centric visuals. Flanagan finds it particularly useful for enhancing LinkedIn posts with professional imagery.

"Image generators are great for consumer, but this is really great for, like, business." (14:30)

Notable Quotes

• Kieran Flanagan:

  "AI really helps you do is it's like an accelerated learning tool where you can put all of the things in one place and you can extract the information you need on a singular topic." (05:00)

• Kieran Flanagan:

  "I think personality-led content is one of the best skills you can learn as a marketer to keep yourself defensible from AI." (16:36)

• Brian Halligan (Quote by Kip):

  "The A16Z podcast is hosted by our friend and frequent guest Steph Smith... Check out the A16Z podcast. Wherever you get your podcasts." (12:24)

Conclusions and Future Insights

Flanagan wraps up by reiterating the transformative impact of AI tools on productivity and audience growth. He underscores the necessity for marketers and content creators to adapt by leveraging these tools to enhance efficiency while maintaining authentic, personality-driven content to stay competitive.

"Stay tuned to the podcast if you want to know everything you need to know about AI in 2025, and I'll see you on the next episode." (End)

He also hints at upcoming deep dives into specific tools like Notebook LLM, promising more comprehensive explorations in future episodes.

Key Takeaways

1. Selective Adoption: With the influx of AI apps in 2024, it's crucial to identify and integrate tools that offer genuine productivity enhancements and align with personal or business objectives.

2. Audience Growth Requires Expertise: AI tools like Delphi and HeyGen are most effective for established content creators with existing expertise, enabling them to scale their reach without compromising quality.

3. Personalized Software is the Future: Platforms like Replit democratize software development, allowing individuals to create customized tools tailored to their unique needs without extensive coding knowledge.

4. Balancing AI and Human Creativity: While AI can streamline content creation, maintaining a personal touch and authentic engagement remains essential for impactful and memorable marketing.

5. Continuous Learning and Adaptation: Keeping abreast of emerging AI tools and understanding their applications can provide a competitive edge in the ever-evolving marketing landscape.

For listeners eager to harness the power of AI in their marketing strategies, Episode 9 of Marketing Against The Grain offers a comprehensive guide to the most impactful AI tools of 2024. By blending insightful analysis with practical demonstrations, Kieran Flanagan and Kipp Bodnar provide actionable strategies to navigate the AI-driven future of marketing.