Podcast Summary: The Difference Maker Revolution Podcast

Episode: E158 - Marketing for AI Recommendation - Part 2

Date: January 19, 2026
Hosts: Ronan Ryle, Jonathan Ryle (Jono), Jeanine McLeod, Steve Saporito
Theme: How photographers can leverage AI—beyond image editing—to revolutionize client acquisition, messaging, and business sustainability, with a focus on real-world tools and actionable strategies.

Main Theme & Purpose

This episode dives deep into the transformative impact of AI on the photography industry’s marketing landscape. The Difference Maker Revolution team discusses moving beyond traditional marketing tactics—using AI not only for editing but as a strategic engine to attract quality clients, enhance trust, and future-proof photography businesses. The core idea: true difference-makers focus not on their art alone, but on profound client transformation, and AI can amplify this client-centric mission.

Key Discussion Points & Insights

1. AI as a Wave of Opportunity (00:00 - 04:59)

• AI is a Tsunami:
  Ronan compares the rise of AI in photography to a tsunami, warning that those who cling solely to "art" risk being left behind as technology evolves.
  • "If you are a photographer's photographer...AI is likely going to wipe you out. If not today, tomorrow, or certainly within a year or so." — Ronan Ryle (00:00)
  • "Imagine you’re standing on a sandy beach...you see a mega tsunami called AI. If you're the photographer who's focused on the quality of your work and being an artist, that mega tsunami is going to kill you. While all the difference makers are on a surfboard riding the top of that tsunami." — Jono Ryle (04:05)
• Opportunity for Client-focused Photographers:
  The Difference Maker Revolution encourages embracing AI as a tool to create client transformations, not just better "art."
  • "Difference maker photographers, it's not solely about their art, it's about the client transformation." — Ronan (01:39)

2. First-Mover Advantage in AI Marketing (05:11 - 08:26)

• Riding the AI Wave:
  Early adoption is key, much like with the early days of Facebook marketing.
• Impending AI Commerce:
  The hosts analyze OpenAI’s upcoming business integration, explaining how soon clients will be able to transact directly within AI platforms.
  • "OpenAI…are going to be launching paid advertising within the OpenAI platform…teaching you how AI can find and recommend you when someone is having a conversation with them about, 'I have this problem, help me solve it.'" — Ronan (07:26)

3. Building Brand Foundations with AI Tools (08:35 - 13:55)

• Purpose, Why, and Ideal Clients:
  The group emphasizes the importance of knowing your purpose and your client avatar, and introduces new AI “done-with-you” tools designed to help photographers clarify and act on this foundation.
  • "If you don't know yourself, you can never know your client. Part of knowing yourself is what's your purpose, what's your why?" — Ronan (08:48)
• Streamlined Content Creation:
  AI can generate verbiage for ads, websites, blogs, and social that directly targets ideal clients.
  • "We've developed...all the AI—they're not training tools—they're done-with-you service." — Ronan (10:57)

4. Giving Time Back to Photographers (13:55 - 14:42)

• The Solopreneur’s Dilemma:
  Many photographers must spend most of their time on marketing and operations rather than shooting.
  • "For them to actually run a photography business…they have to spend like 90, 95% of their time not taking photos…The beauty about this is it gives them back that time." — Jono (13:55)

5. Conversational AI & SEO vs. "LLO" (14:56 - 19:54)

• Transition from SEO to AI-driven Recommendations:
  Traditional SEO focuses on algorithms, but AI needs a more conversational, human touch.
• FAQs That Speak to Avatars:
  Building out Frequently Asked Questions that AI can use to match user queries with photographer solutions, specifically written for client avatars and their pain points.
  • "I guarantee that 99 out of a hundred of [FAQs] aren't built for AI to know who you are. SEO is different to LLO, which is what's required for AI to understand what you're about." — Ronan (14:56)
• Example—Boudoir Photography:
  AI can recommend a boudoir session as a solution for confidence-building, but only if your digital presence teaches the AI that’s what you offer.
• Changing Consumer Trust:
  Steve notes a personal shift: AI-driven research leads them to choices with more confidence and less second-guessing.
  • "Through this conversational way of research, I’m buying with a lot more trust…I'm making decisions a lot quicker." — Steve Saporito (18:42)

6. Implications for Trust and Lead Quality (19:54 - 22:42)

• Trust by Design:
  AI platforms are built to recommend trustworthy, proven services rather than relying solely on reviews.
  • "The builders of the AI systems are working really hard that what they present is true, is accurate, and that's what we've got to create our businesses now to be able to be for that." — Ronan (21:18)
• First Movers Will Succeed:
  The team positions their program as industry-leading: "We are the leaders in our industry in this whole space, in the whole marketing and business side." — Ronan (22:32)

7. Early Member Success Stories (22:42 - 25:51)

• Feedback from Members:
  • Inquiries now use the photographer’s own language; clients come in more educated and aligned.
  • Evidence via Hotjar tracking: members are already getting leads sourced from ChatGPT.
  • The pieces of the business “jigsaw” are coming together: client focus, purpose, and the right tools make for a complete solution.
  • "We're now getting inquiries where they're using our language, which never happened before." — Ronan (23:56)
  • "She’s already getting inquiries from our website that she can trace back to ChatGPT. And this is really early." — Ronan (24:53)

8. The Real Difference: Tools & Implementation (25:51 - 26:19)

• AI implementation is yielding results because it bridges the gap between knowledge and done-for-you outcomes.
  • "People don't want more information, they don't want coaching, they want...the hole in the wall. Implementation equals results." — Jono (26:01)

Notable Quotes & Moments

• Ronan Ryle:
  "If you are a photographer's photographer, but you make it all about you and your art, AI is likely going to wipe you out." (00:00)
• Jono Ryle:
  "…difference makers are on a surfboard riding the top of that tsunami, looking down, watching you drown." (04:05)
• Ronan Ryle:
  "First movers gain the most. Not always, but in the majority of cases." (01:25)
• Steve Saporito:
  "I find now through this conversational way of research that I'm buying with a lot more trust." (18:42)
• Ronan Ryle:
  "We're now getting inquiries where they're using our language, which never happened before." (23:56)

Timestamps for Key Segments

• 00:00-04:59: AI as a tsunami and the need for client-focused transformation
• 05:11-08:26: First-mover advantage and AI’s future in transactions and paid ad space
• 08:35-13:55: Purpose, "why," and AI automation tools for branding and marketing
• 14:56-19:54: SEO vs. AI-content ("LLO"), conversational FAQs, and shifting consumer trust
• 19:54-22:42: AI-generated trust, quality leads, and industry leadership
• 22:42-25:51: Early member feedback, tracing leads from ChatGPT, tools clicking into place
• 25:51-26:19: The critical importance of implementation and done-for-you services

Summary

By blending practical AI implementation with heart-centered business values, this episode explains how photographers can not only survive the coming “AI tsunami,” but thrive in a newly competitive, trust-driven client landscape. The Difference Maker Revolution’s program—and its AI-powered tools—guide photographers in clarifying their purpose, ideal clients, and message, then automate the content creation and outreach needed to attract, educate, and convert quality leads. Early success from members shows this approach works and positions the community as an early leader in the AI-powered future of photography marketing.