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- [00:01]
A
On today's show, we're going to walk through the best autonomous AI agent for marketing that we've seen so far. It's going to be able to run your entire ad campaign, do the research, create the ads, analyze and make them better, all for less than 50 bucks a month. Let's get into today's show.
- [00:20]
B
Before we get into today's show, here's a quick word from HubSpot. Cutting your sales cycle in half sounds pretty incredible, but that's exactly what Sandler training did with HubSpot. They used Breeze, HubSpot's AI tools to tailor every customer interaction without losing their personal touch. And the results were pretty incredible. Click through rates jumped 25%, qualified leads quadrupled, and people spent three times longer on their landing pages. Go to HubSpot.com to see how Breez can help your business grow.
- [01:07]
A
Welcome to this episode of Marketing against the Grain. We are here with Patrick Haiti and he's the founder of a company called Super Scale. Today we're talking all about ads and how you can actually have an autonomous advertising agent who to run ads for your business. So, Patrick, really appreciate you joining the show today. Welcome to Marketing against the Grain.
- [01:26]
C
Thank you very much for having me. Super excited to be here.
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A
So, Kieran, because ads are so fundamental to how most businesses, whether you're B2B or B2C, grow, and it's been really hard to make and manage ads since like the dawn of Google and Meta, I think you're seeing a rise of agents in advertising. We're going to dig in with Patrick on that. But can you set up for us why advertising and agents in advertising is such a big deal for everyone?
- [01:52]
D
I think if you go back to the first show we did in Manus that people really enjoyed where we showed the kind of similar web integration, one of the fun things we did is we looked at all of the sites that were losing organic traffic and then look at the correlation of their paid spend. And what we're seeing is sites are losing organic traffic because Google's being disrupted and more money is flowing into paid advertising, which is great for Google. And I wish I thought of that when their stock price was a lot lower 12 months ago.
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A
A buck 60.
- [02:19]
D
Yeah. And so I think that marketeers and businesses in general are going to need to get much, much better at paid advertising because it's going to be much more competitive. And one of the things that I think is a true unlock that Patrick's going to show us is only the businesses with the biggest Amount of budget could have a creative paid agency, the ability to do incredible ads, video, learn really quickly, and then be able to, like, create different versions of those. Right. That was kind of only available to creative paid agencies. And with tools like we're going to go through and Patrick's going to show you, every business has the ability to have a creative agency that can do their paid ads. And not only that, I think you're going to get into this. Patrick can actually learn and recursively get better. And that is, to me, a primary skill that every marketeer and business is going to have to master because it's going to become much more important to acquire customers in demand from paid.
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A
So, yeah, we could keep talking about paid ads, but I think it'd be better, Patrick, maybe if you can just walk us through how you can actually use agents for building paid ads. Why don't you start that process? We'll ask some questions to represent what the viewers might be thinking as you're going through.
- [03:29]
C
Yeah, of course, of course. Yeah. So excited to go into this. We've really been, you know, thinking about this from the very beginning, right. How can we democratize this access to high value, really high quality asset creation? And it's actually interesting when I just pull up a couple of examples here. These are all 100% AI generated. If you go into the platform that we've built, you have, you know, a huge variety of templates that you can choose from, and all of the content is 100% AI. You can create speaking people and all kinds of different ads formats. And the way that this then looks is if we just look at one of these videos, just as an example.
- [04:04]
E
Seriously, COSTAR is not your grandma's newspaper horoscope. It uses literal NASA data to map the sky the exact minute you were born. So it tells you exactly why you're crying right now or why you and your crush are a total disaster. It's honestly kind of rude how accurate it is. Just download COSTAR and see for yourself.
- [04:21]
C
So it's really interesting when you think about it, right? Like a production like this, you would have to start filming. You would find an actor. And so we've really, from the beginning thought about, like, okay, how can we make sure that everyone would get that kind of production quality? And what we're diving in next is really how you set up agents that then start producing this kind of ad content for you.
- [04:41]
D
So she doesn't exist. She is not real. I cannot go and, like, look her up on LinkedIn. That is a AI avatar.
- [04:47]
C
And what's actually interesting is we have this library here which is a character library which grows every week. And these are all AI generated people that people use for their ads. Right. They're like humans, they have a primary language, they speak other languages. So the interesting thing is not only do you get this opportunity to have actors that now speak for your product and you produce a video that would have cost you thousands of dollars to produce, you can literally even create custom actors for your brand that are perfectly suited. Right. To talk to your audience. And so obviously this is one example for AI generated ads. But for our biggest customers, we see this starting to replace their entire use UGC Meta Ad Stack. The reason that we started with this is because this is the most complex format. Right. If you want to produce a campaign with someone walking the streets of Amsterdam, you need a whole production team. Right. It's very costly. And so that's why we started with this format. Now the platform can do aesthetics, can do other video formats, but that's what we started with. Yeah.
- [05:49]
D
My one take here as well is if you look at what's happening to marketing and I think AI accelerates this is people want to connect with other people, but I actually don't think it needs to be other people. I think if you have an avatar that is the personality of your brand, but that avatar is ever present, so it becomes the face of your brand and that is like your core person across all these content channels. Because smaller companies can afford to like hire a full time creator to be the face of their content on YouTube, on Instagram, on all these other channels. I do think that we're going to see every brand have a quote, unquote, like sports teams have a mascot.
- [06:21]
C
Exactly.
- [06:22]
D
I think they'll have an avatar that's a personality of their brand. And I wonder, do you see like when people are doing these ads, do they have a persistent avatar that they want to always be in the ads because people recognize it, start to, you know, have a relationship with that person or that digital person.
- [06:38]
C
Yeah, that is actually what's happening. Right. So we do see people use the same character over and over again. That is definitely something that's happening. I think what's even more advanced is that people would then go and say, I create a customer character for my brand. And so now I have that custom person that no one else can use. Right. Because this was our public library just now. And so then you would get to that point of like, okay, now we really have that custom person that represents our brand and we create content with them.
- [07:09]
D
Can you trademark that? I wonder, does that exist today? Can you trademark your digital avatar?
- [07:13]
C
It's actually a good question.
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A
Can we build a trademark agent and just run that as a service for super scale and all the, all the companies out there? That'd be a nice little business. Karen.
- [07:23]
D
Yeah,
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F
we just dropped a free guide that shows you how to produce 1000 ads using 8 AI agent workflows. Patrick is giving us his complete framework and prompts. So you can do it in minutes, not weeks. Get it right now. Click the link in the description. Now let's get back to the show.
- [07:46]
A
There are a couple really interesting things. So obviously we're talking about like avatars and companies having their own avatars, which. Kieran, I think you're totally right. There are a couple other really important things. Patrick, we should talk like pricing and stuff of super scale in a minute. And the reason I bring that up is because there's an arbitrage, the ability to like buy low, sell high that exists here because most small businesses, what they've done is they've had to participate in ad channels that are text and image based only and not video based.
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D
Right.
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A
So they're Google Ad words, Facebook ads, LinkedIn ads that are not video. And the costs for those channels are way higher because more people can only play in those channels where the costs and competition on these video channels is still lower because the barrier entry has been higher. What you're really doing is taking that barrier of entry away. So kind of the agent doesn't matter, the avatar doesn't matter. Those are features. The thing that matters is I now have the opportunity to play in a new channel in a way that isn't crazy expensive and isn't going to take a ton of my time, which is really, really powerful for anybody out there who's thinking about their advertising strategy.
- [08:49]
C
Yeah. And I think the important piece to look at is, you know, this is how we started. We started only, you know, a year ago with Super Scale. But what I showed you just now is the templates that we have in the platform that you can use and you can start clicking together your ads. What we noticed is, okay, that's great. Right now you have enabled someone to produce content or ads that they weren't able to produce before. Now I think we are already in the next stage of the revolution. And the next stage of the revolution is you don't even have to produce these ads anymore by clicking buttons. You just tell your agent to do it. And we've Been building this agent, right? So it's interesting. We saw this trend in the platform where, you know, people were starting to use the templates and they were creating statics, creating video for some people's statics works. They were using templates for things that the templates weren't even, you know, really meant for. So they were creating, you know, assets for their online store, for example. So if we think about, like, different cases, right? So this would be now someone with an online store, right? So we have the ability to sync all of our products in there from Shopify. We've already built that. So the platform has the entire context on your Shopify store. That's very cool, right? So this is how it could look for an online store. We saw the example for a mobile app just now. But if we just go, for example, we. We take a popular example, right? Airbnb. So so far, you would have to go into this template library and then think about, like, okay, which ad build? You know, should I build a video? Should I do a static? But people, you know, if you really want to create incredibly powerful systems, you want to go into that agent mode, right? And so the way that this looks is now we've built this layer on top of our platform where you can literally just tell the platform what you need, and it's going to build the entire thing for you. So, for example, I'm just going to put a prompt in here, you know, analyze the top 10 statics from my competitors of the last seven days, write a report on it, which I can share with my manager, extract the most important visual templates, and creates 20 static ads for me. Now, this could be static ads. It could be like, think about which ads to create. So now if we submit this, if you think about this prompt, this is literally at least one day of work, maybe even more, right? So you would have to do the entire research. You would have to understand what's happening. You would have to look at the competitors. You find all these ads, then you can maybe look at like 20 ads per competitor, because you only have, you know, one or two days to do all of this. And this system is now going to do this work, which is kind of like two days in five minutes. So it's going to pull up the ads from home to go booking.com, right? Like we are talking about Airbnb. So it's going to find two competitors, it's going to search the ads, it's even going to mark ads which have variations, right? So the important thing to see is that we are in a revolution now where the AI models are getting so incredibly powerful that this system right now, as we speak, it can look at hundreds of ads. It can find you based on one prompt, the one ad you should build, it can analyze how it should be built and it can build it. And we are very close to like it can actually literally launch them on Meta for you. And then what happens is that not only have you replaced the entire production capability, you now have a marketing function on your fingertips. Right. And that's really, I think the next level where all of this is going now, it's going to start writing the report and then once the report has finished, it's going to start producing the ads immediately. So you could literally just grab your coffee, come back, you have 20 ads ready. And it's not random ads, but it's actually already thought about which ads to build for you. So this is really where we are thinking this is going to go in the long term.
- [12:30]
A
Patrick, obviously somebody's watching this, be like, oh, wow, that's pretty interesting. Like what does it cost to do something like this was one question people are going to have watching this.
- [12:38]
C
Yeah. So we're actually going to roll out the agent functionality on our $49 per month plan. Every plan basically has some features that you have access to and credits. The credits are for ad production. I think this is pretty similar to other AI tools as well. We want to really democratize the access to high quality marketing. So we want to give people the opportunity to say, I now have this incredibly powerful agent which can help my business find the next winning ad, build it for me, launch it for me and iterate on what I've done. Right. So this system will be able to connect you to your Facebook account, read your ads, analyze your data and then it can kind of start being recursive. Right. I think in my mind where we are going is, you know, we used to have like AI tools which were like tools where you would go in and you would do a certain task and then you would get an asset back. Now I think we are entering the world of you have an agent. So now you have kind of a coworker. You talk to the coworker, the coworker does work for you. And then you have an agent team. Right now you have five co workers and I think then you will have autonomous agents. That's the last stage I can currently see. We will see what happens after that. Right. But now what I could do, for example, so if I like the result of this task I could tell the agent, run this every day. And it's going to just schedule it for itself. Right. And send you a stack message when it's done. And so now it feels like, okay, you know, we have the ad agency, the creative function, and the research on our fingertips. Now what it's done is it's finished the report, and it's without me doing anything, it's now starting to build the ads. And it's so thinking about the report that I just wrote, and it's now going to build the ads for Airbnb based on the research it did. So this is where we think the world is really going, right, in terms of social marketing, because this can enable someone literally to create 100 ads for your meta ads account within 30 minutes. And not random creatives, but there's actually behind every ad, there's 500 ads that you did as research. Right, right. And we think this is really what's going to take people to the next level.
- [14:42]
D
So when you think about this, the agent is going to be pretty incredible at creating the ads. It did the research, it's going to be able to create the ads. I think for smaller companies, this is such a huge unlock, because I think for so many businesses, I can tell you, they are just not able to do this kind of stuff today. They don't have the resources, and so they're probably running ads that cost way more than they should and perform way worse than they should. And so using a platform like this is actually an immediate unlock in terms of their ability to grow. And I'm wondering, let's say in a world where everyone is kind of using your tool to create their ads, like smaller companies, they've made it part of their team. Like, part of my team is this paid agent that's able to think creatively, tell me what the right ads to do. What do you think is going to differentiate, like, the better users? Is it the ability to really think creatively about the prompt and what you ask the agent to do? How do you think about who will win if they're using your tool?
- [15:42]
C
Yeah. So it's actually interesting, right. We've gotten this question from the very beginning, right? Like, what happens if now everyone goes and builds 500 ads? Right. And then how does the world really evolve in that, in that scenario? I think, you know, ultimately, the way that I think about AI platforms, they're a tool. They enable humans to be much more productive than they were before. Now, of course, with agents, you work together with a platform, like with a human And I think what will happen is ultimately there's going to be people that have creative ideas of how to prompt the agent, what to look for, what kind of trends to look out for and how to best produce the content that they think might be the next trend. So the human idea still matters, right? I think where marketing is going is kind of where software engineering is today, right? If you look at software engineering, they have agent teams, right, like software engineers, they talk to cursor and other applications lovable and know just put in what they want to have and they get the work result. And so that the same thing is going to happen to marketing. And then I think what happens is the person with the creative idea, the person with like the good prompting, the person that puts the right context, that's the person that's going to win the game, using the agents to the best possible outcome and then driving velocity. And honestly, I think the second factor is simply going to be what company uses this the most. Right. There's obviously going to be companies that adopt this and run 500 creatives every week and they are just going to out compete everyone, right? Because especially with the meta algorithm update, they are looking for visual differentiation in the ads. And so the more ads that you're running, the more velocity that you have. There is going to be companies that adopt something like this very early on and they are just going to be out competing everyone, right? Because now you imagine a company that had 10 ad creatives and now they have 100, now they're going to learn and test so much faster and you could have 100 ad creatives after prompting the system for like 15 minutes. So this is I think where the transition really is happening.
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D
Yeah, Speed of learning, speed of iteration. Does the tool allow the person to tweak the ads or edit the ads in any way?
- [17:56]
C
Yeah. So I mean now the first ads are coming up, right? We were just asking for ads on Airbnb. And so the interesting thing here is like look at the intelligence, right? So it did research on thinking about, you know, if Airbnb competes with Booking.com, how can I advertise for Airbnb? Now what's special about an Airbnb is I can just use it for doing a workation. So it's building the ad for that. And what we've done is we want to kind of highlight that in the product. And so when you go here and then you hover, you will get this insights that led to this ad. And so the system can actually tell you why this ad was built. It's like you would ask someone from your team, like, why do you want to launch this ad? Right? And it can kind of tell you why. Now if you want to iterate it, you just click here and it's going to just attach down here, right? And you can just say make 10 more but in different cities, right? And you would just submit that, right? And then it's going to start that task, right? And so it's going to become fully conversational, right? It's literally like you would talk to someone on your team that runs the meta ads account and your TikTok and your content and you can just connect your slack and then you get a message like, hey, I finished your ads. You know, when I have a look at them and you have this super intelligent coworker that helps you, you know, do marketing in this world.
- [19:15]
D
Since figured out a ton of research, it tried to think about who the competitors were, how it could create ads that are differentiated. It's tailored one of those ads to be for a specific use type. Does it strateg tell you anything around, you know, what kind of targeting is recommended for these ads within meta or other platforms? Is it kind of being strategic and trying to guide you on how to set these ads up and how to build your targeting and things like that?
- [19:41]
C
Yeah, I mean now we have the task running now. See, now it started to kind of produce more ads, but you could ask it exactly that, right? You could say like, okay, how would you now go about launching these ads based on your context? You know, I think that the important part is like if we go to the homepage here, the way that we think about this is like you will have different context that you provide your agent, right? So you see this number here with a score of 80, we'll have this score somewhere on this page. And so the score kind of tells you how intelligent your coworker is. I think this is going to be something really interesting for people to understand, right? Like you can actually teach your system what to do. So we have customers that are using the system and so they're putting in like really nuanced information, right? So there should be a disclaimer on my ad for something. Please always use this color. Only use our logo when you do branded ads versus like we use organic content. We don't want our logo to be used. And so you put in a little bit of context. And again like the system is 10 times more useful, right? And so you get into this loop, you know, some of our customers they're going in and they're really training. They're literally doing an onboarding type of right like you would onboard a new person to your team. So they give more information and the more information they give to the agent, the more advanced things are becoming. And so then you get a system that's so intelligent that you feel like, okay, now I have basically a fully trained coworker that helps me with my work. And I think that's kind of where things are evolving.
- [21:11]
D
I think that's an important point you've made that we should just reiterate. What you're saying is part of the challenge with AI is people don't understand. You have to kind of onboard it, provide a context, teach it things. And the more you do that, the better it becomes. And what you've added in here, actually, I think this is one of the first times I've seen something like this. I think this is really how good is your agent at the moment? What confidence score do you have in them? And then the more you use, teach it, provide context, it's going to become much more advanced. So you start with a novice and in your app you can actually see it getting better to become an expert. And I think that is super cool.
- [21:49]
C
Yeah.
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F
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C
The way that I think about it is you would never have someone join your team as a human without an onboarding. You would not just have someone randomly start working your company and you would not give them any information. So if you train it just a little bit, it is a superhuman coworker. It can read 1000 ads in five minutes. It can do things that no one, no human on your team could do within even a month of time. And so you got to provide some information. Now we have set it up in a way that when you sign up, right, you sign up with the Shopify store, we already collect your information, we read from your brand guidelines, right? If we look at the brand guide, right, like we collect kind of the brand colors, we have A brand collage. We have the logo and we get all of that from your website automatically, right? So you don't start, you know, with a score of zero. Let's say you start with a score of 60. But if you get that score to 80 now your team member is twice as productive. You get it to 90 is four times as productive. And it's going to feel like, okay, perfect, I have exactly the help that I need. And I think that's where it's going to go. Right? So when we think about video, for example, you want to kind of tell the system like, hey, use certain actors. I want you to use these kind of people from the library when you produce video. And then you kind of teach it things that you would also tell a production agency, for example, for content. Or you want to tell it like, hey, you know, I need to make a winter campaign for my Shopify store. Please look at all the assets and then redo all of them and make a winter asset for all of my products. So this, I think, is where things are going to go. And you really want to just educate the agent to be smarter for you. And we see the customers that do this most, that really have the highest score here, they are getting crazy results, right? Like literally we have a customer, they're in the tens of millions of ad spend per year. They're switching all of their meta ads to 100% AI within this quarter. So, you know, that's really where things are going. You know, my prediction is by the end of this year, all ads across all channels will be 100% AI because you have this superhuman co worker that could build ads. Like, you would have never even had the idea to build an ad like this. Right? Because even with all of the research that you could possibly do, you would not be able to look at 10,000 ads.
- [24:49]
D
Yeah, you just can't move fast.
- [24:51]
C
And then I think this is what will lead us to the autonomous world, Right? Because at some point the agent works at such a level that as a human you will just say, look, you got it right. You're better than me at this. Right? This is literally what's happening in software. As a software engineer, very often you get to this point of, you have Opus 4.6, I'll tell you what to do, but you got the coding part right. And this is how it's going to be for marketing for sure.
- [25:18]
D
Yeah. Could you maybe speak a little bit to how the agent is recursively getting better? Because like a great paid marketer, you've showed A couple of things and we should run out and look at the ad variations. But you've showed it strategically, thinking about how I create differentiated ads. You've shown it creating the ads in and of itself. It can strategically tell you like, okay, I've created the ads. Here's how you should set up all your targeting. It's basically telling you how good it is at creating these ads because there's an actual score. And the last part, I guess would be what a great paid marketer really does is recursively ingest performance and figure out how to iterate and get better. And I think what you're probably going to tell me is there's just no way for a human to out compete your agent because you're just going to be able to ingest the data and iterate so much more faster, 100%.
- [26:06]
C
I mean, so look at this competitor research report, right? So this is a feature that has literally replaced human work in some of our customers. They did do this reporting internally at their company today. They literally just create the report, they click on, share the report, they have a public link and they can share this link to their manager, someone in the team. Hey, you know, look at the comparison that I just made. You even have the ads linked in the report and you can literally say, okay, I like this ad, or I like, like, you know, the, the visual or something you can replicate, duplicate it, you attach it to the task and you ask your agent to do that. Now imagine, you know, this system has your data and we're going to launch that, right? So there's going to be an integration to your meta ads account, TikTok account. So now it takes your data, it can read your ads. Now when it can read your ads and your ad data, you get to this point where it can look at the ads that you're already running, run an analysis. You would provide some context on, okay, my CPI should be this. I want to have a, you know, cac not lower than this or higher than this. So obviously you want to provide some training, right? Again, you wouldn't want someone to run your ads untrained. So you provide some training, some context. But once you do that, you could be in a situation where you can literally talk to the system and say, like, okay, make my meta ads better. What should I do? And it has the access to the entire world of what you need, which is production research, it can do web research, Reddit research, trends research, right? You can say like, okay, go on Reddit, find the most recent trends, compare them with what my competitors are running, find like, you know, niche ads that I'm not using yet and recommend me 10 ads to launch. And it's going to work for five minutes and you have that work result done. And so I think there's going to be a motion where, you know, you have ads that super scale builds, then these ads launch, then they have a certain performance, and it's going to look at the performance and it's going to build more ads. And so then you get into the recursive loop. Right. Literally it will feel like, okay, I'm just observing the system doing things at the moment. You still need to prompt, but we are going to roll this out as quickly as we can, you know, for enabling people to just switch it on kind of autopilot mode.
- [28:13]
D
That's wild.
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A
You know, Patrick, we have this framework Kieran and I use called loop marketing. And this agent is basically just doing that. Like, the first step is you express like your brand story, your style, who your audience is. Right. It's. It's basically doing all the research, picking the templates, doing all that. Then you're personalizing. It's making a lot of ad variations for the different segments. You know, we call that tailoring in the loop. The third step is like amplify. You actually distribute. You're doing the targeting and placement of the ads. And the last thing is you evolve, you learn and compound and you get that recursive loop that you're just talking about. And that's what you're doing is you're like, you're running these, you're looking at the ads, and then you're iterating based on like the ad performance. And so what you're actually able to do here is like basically run that entire loop framework with an agent. And so your limiting factors then just becomes money and time, essentially, like the time to run all the actual working media to get the data back and how much money you have to actually place the media.
- [29:13]
D
Yeah.
- [29:13]
C
And I think, you know, if we go back just for a moment, just for the full picture. Right. So, you know, the interesting part for me is we started out kind of democratizing the access to certain creative production. And we said like, okay, now you can make a video that you would have never been able to make before. Now you have that capability which is like, okay, I can make ads. Standalone creatives, which I wouldn't have been able to make because of cost time. You wouldn't even have the access. Right. Most companies that use super scale don't even have an actor, they don't even know who to ask, even if they had a camera and wanted to make a video or create a static. And if you pair that with, not only do you have the production capability, but you actually also have the entire, you know, function of analysis and research to think what to build. And you bring that together, you have the full package. Right. You basically can go and say, you know, make marketing for my product and it's going to do it. Right. Obviously you should be a bit more specific in the beginning.
- [30:15]
F
Right.
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D
But still crazy to think about, like,
- [30:17]
C
yeah, market my app. Right? It. Market my app, do it. And I'll come back in 10 minutes and watch what you've done. This is where we're.
- [30:24]
D
Yeah. Very soon you'll be able to just give it a URL, which is your company. It's going to extrapolate from that. Your product, your service, you know, the company, your brand, your tone of voice, all of these different things. It can go then strategically look at your competitors, what ads they're running, and start to build the ads. And I think you're saying, like, it's going to be autonomous, where it's going to ingest the data. Maybe you set up a cron job and you say, like every two weeks I want you to ingest the data and then it will just go and improve its own ads. And you're kind of just like checking in every once in a while. Like the ads are changing, giving it a budget. I think this is incredible. I think you've built the best paid tool that I have seen. I think it's amazing. I would love to end like, what? Maybe a spicy question here is you're deep in this space. You're thinking not just about paid or you have a lot of thoughts around marketing. And one of the things that we talk about is like, marketing used to be this collection of niche teams with deep domain expertise in certain channels or certain, you know, you had a product marketer, you had a paid marketer, you had an SEO. And I wonder, do you think you need to be a paid marketeer to use your platform? Or if you're just a great marketer with ideas, this is your paid team, if you know what I mean. Right. Like, paid marketers are really great with data science and, you know, very analytical, but they also have good creativity in the copy and the ad style. So what's your thoughts? Like is this paid marketing teams are probably your number one customer. So maybe you want to talk about it, but do you think in the future this is your paid marketer, this is your paid team.
- [31:45]
C
I mean, so I think there are two perspectives here. Right? The first perspective, obviously, is this is giving superpowers to someone that has never done marketing before. You can literally create a relevant marketing campaign for your product without any knowledge of how even to do any kind of marketing. Right? Because there's some inherent knowledge and templates and production capacity and research baked in. So I think it will democratize the access to, you know, what you can produce in terms of content. Right. We saw that with the speaking video, which is difficult to produce in real life. And now you can do it with a couple of clicks, but you will also be able to have it do research for you and write a report and tell you what to do in terms of your marketing. But I think there is a second perspective here where, where what we're seeing is people from experienced, you know, marketing teams that are adopting something like this early. They're becoming like the power collaborator of agents. That's how I would kind of frame it. Right? They know exactly how to work with an agent, what kind of context they should provide, how the prompt should look that goes into the task that they're creating. And so it will be a booster for people that have knowledge in this space. And I think it's going to be a massive kind of upgrade for their workflow, but it's also going to be an enabler for people that haven't done this before. And I think both of them will see an uplift in what they can make happen on a daily basis.
- [33:16]
D
My question there was not to say, does the quote unquote what everyone, this kind of message that a lot of AI native companies I think get wrong, which is, hey, replace your team with this piece of software. That's not an inspiring message. No one really wants to hear that. I think there's going to be more work for marketing than there's ever been.
- [33:32]
A
Right, completely agree.
- [33:33]
D
What I mean is the paid marketer could actually now do paid marketing and maybe that paid marketer, because their skill set is like data, growth, iteration, they could take on other disciplines, they could actually do your AEO and they can do other things because they have agents supporting them. But I definitely think from marketing there's going to be more work than ever because distribution is the moat, not software is the moat. And I think these agents allow people who used to only do this thing to use their skill set to do a multitude of different things. And this is still part of what they do, but they're able to like broaden their scope of stuff that they do.
- [34:08]
C
I think it's much more inspiring to think about, you know, how can we build things that enable people to do their best work.
- [34:16]
D
Yes.
- [34:17]
C
Which honestly is how it is in different industries already. Right. I mean, you know, there's very little software engineers that got completely, you know, outplaced by coding agents. Right. But there's millions, probably hundreds of millions of people at this point that have become power houses in terms of what they can build.
- [34:34]
A
Exactly.
- [34:35]
C
Because they have these agents. Right. And so now in one year I'm thinking about like there's going to be amazing ad campaigns that someone will have built that had two ads per month and now they're running 100. They have all these ideas out there. Right. And that's really kind of like a vision for me to strive towards. Maybe there's going to be someone with a small app, a small e comm store. You know, they had a 10 people team, they had a 20 people team. They were competing with Nike. You know, Nike had 10,000 ads, now they have a thousand themselves. Right. And they can really get traction for their product. So something like this I think will happen. And that's a more inspiring story, I think in terms of what AI makes possible.
- [35:14]
D
100%. And it's also a great story for small companies because as you said, like small companies couldn't believe. Now compete with everyone else. Like $49 a month is nothing for me to be able to start to have world class ads.
- [35:26]
F
Cool.
- [35:27]
A
This is awesome, Patrick.
- [35:28]
D
This is awesome.
- [35:29]
A
I think I cannot understate to everybody the opportunity that's going to come to every business. From making the ability to create video ads and analyze and iterate on them much easier, much more affordable. It's going to change the marketing of so many companies. This is awesome. Thank you for joining us on the show, Patrick. And we'll see everybody real soon on the next episode of Marketing against the Screen.
- [35:48]
C
Thank you very much.
- [36:08]
A
Hey everyone. You know, Kieran and I have been doing the podcast for a while now. We've been at this for a couple years. We love it. We could not be happier to be doing this, but we wanted to take things to the next level. We want to level up the impact we're having with Marketing against the Grain. So the next step of our journey is something we're really, really excited about. We're going to launch the Marketing it's the Grain newsletter. And Marketing against the Grain newsletter is going to be amazing. If you are a marketing leader practitioner, you're in the trenches doing marketing every day. This is for you. We're going to deliver right to your email inbox and you're going to get all the behind the scenes frameworks, practices, tutorials from us, from guests we have on the show, and from people even beyond the podcast that we think are going to be helpful and really have an impact on your day to day, week to week doing marketing. You're going to love it. It is something we've been talking about for a while. We're really excited to have it out in the world. We've already got a hundred thousand marketers who are on this newsletter. Please join. It's completely free. We'd love to have you as part of the Marketing against the Grain community. And it's easy. You can click the link in the description below, or you can head to marketing against the grain.com subscribe.