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The Digital Marketing Podcast
ChatGPT for Marketing Latest Updates
00:25:43
Join Daniel and Ciaran for a fast-paced episode where they unpack the latest ChatGPT developments and explore their real-world applications for digital marketers. From image generation breakthroughs to AI-driven research and content production, this...
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- [00:00]
A
Hello and welcome back to the Digital Marketing Podcast brought to you by targetinternet.com My name is Kieran Rogers.
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And I'm Daniel Rolls.
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And today we have a ChatGPT for marketing update.
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Before we get into it, we've got a load of new features that have rolled out in the last couple of days. So we're trying to get this out as quickly as possible. It's kept you busy feeling it has, but it's fascinating me because it's changing at such a pace. I think there's a couple of ways of thinking about this. First of all, there's this first lead advantage. Like if you're on these tools, you're learning latest stuff, you can then start doing things more effectively, more efficiently than your competitors getting stuff out there and that could work really well. But then eventually they're going to kind of latch onto these things as well. So then it's about how do we bake this into our working processes, how do we bake this into our tech stack and everything else and technology and tools that we're using on a day by day. But eventually it gets to the point where everyone's got access to these tools, everyone's kind of caught up with these tools and they're all utilizing them. So then it's got to be additive. It's like, what do we do that's new? How can we do something completely different? And I had a bit of a wake up moment. I've been kind of staying on top of these tools and lots of people when you show them at a conference, because they've not been staying on top of it, they're like, you show them a deep fake video, a deep fake of a voice or something and they're like, oh, wow, this is pretty scary stuff. But when you're looking at it all the time, you're kind of getting used to it. And I applied for the beta test of a tool called Manus. So if you search manage, you'll find it. There's kind of a waiting list to access it, but it's a kind of more agent based AI, but it's able to do things like create files and it's, it works in completely different ways. So it can create JavaScript and interactive tools and all sorts of really clever things. So there's lots of different ways of doing that and you could have done that anyway. But I leave it literally gave it a kind of two sentence prompt and it created this completely standalone, interactive piece of content. But I pointed at the website, just say, take the branding from this website and it had done all of that stuff and it was a bit of a wake up moment for me of like, oh wow, this is additive. We can do new stuff now that we just wouldn't have really been able to done before. So I'm pretty excited about that. But what I wanted to talk about today is four or five new features within Chat GPT. And what fascinates me is that one of our last episodes was the tools and tips. And Kieran's kind of go to tool was Freepik. And freepik has got a number of different models. Right, Kieran?
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Yep.
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And it allows you to. And it was your big problem, I seem to remember, was getting text over the top of images and doing it repeatedly and accurately and effectively.
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A
Yeah.
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And. And also there was a. You wanted a gold coin that looked realistic. It didn't like a silly kind of classic thing.
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Yeah, yeah, yeah.
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Okay. So suddenly they've rolled out into Chat GPT and if you haven't played with it yet, it was literally two, three days ago. The four zero for Omni image generation. Completely new image model. But the idea they're talking about is this is useful image generation. So before you could do wild and wacky stuff, you could add some text, but it wasn't incredibly good. Now it could do some things that are mind boggling. The text accuracy is off the charts. You can give it a whole infographic worth of text and it will factor that in. But also you can give it instructions describing up to 20 different objects and how they should interact. And it will do that really effectively as well. It's also multi turn generation. She get it. Generate something in the. Yeah, well, no, do it like this, turn it into this. So what you can do is what you were talking about, Kieran, is like create a character and then have that character consistently through different kind of wireframes or a comic strip or anything else that you'd like to kind of create as well. And this is the exciting bit I think for marketing, which is the in context learning which basically I tried this out. I give it, I gave it six different brand images of ours which is we've got a load of brand colors, we've got a brand font, but we've also got these shapes that we use and there's various different shapes that we in kind of combination. And then I said create me an ad with this wording on it using these colors, these shapes and this brand styling. And I looked at it and it was absolutely spot on. Now the first Thing that Kieran asked me was, did our managing director have a look at it and did she think it was on brand? Because she is the brand. Fascist is the wrong word. Brand advocate. I would say that is a fair word. And basically she saw it and went, that's. That's spot on. I think you could change this a little bit on the font, but otherwise it was pretty spot on. So to pass that test is incredible.
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Nothing I did ever got that response from Susanna, ever.
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B
Yeah, that was even without doing it. AI wise.
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Yeah, I know, right? It's already surpassed Kieran.
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Yeah.
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It's not such a big leap, if we're honest.
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My favorite thing about this was that look. It's much better at photorealism. It's really good at doing styles, so you can do a lot of stuff with that. But the World Knowledge piece is amazing. So the example they gave is that somebody had gone in and said, so the foremost popular cocktails in this region put their recipes onto little cards and then lean those cards against an image of that actual cocktail. And it outputted it perfectly. So it's just off the charts better than it was. You can do on brand stuff. Text is perfect. So for marketers, you know, social media, posts, creating images for blogs, it's really good for that kind of stuff. But then the nice piece is you've got this ability to select an area and edit like you have in Photoshop. So you click on the image it's generated, you kind of shade that part of it and say, add this or remove this, whatever it might be. So you can really generate interactively. Now, the. The most incredible moment I have with this is it went live last week and I was teaching at Imperial College and we had a load of people on this executive education program. And essentially what we did is we uploaded the group photo and I said, take this photo and put them on a beach. Now, what it won't do is take in a photo that you've given it of a face and then do something that's a real safety feature, because otherwise you could MIP like pictures of other people. But what it did is it created kind of alternative reality versions of each of these people.
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Nice.
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It put them onto a beach. But then before I did that, I just uploaded the image and it said, oh, this looks like this is a group of people standing in front of the Royal Albert Hall. So it identified what was in the background. It looks like it could be some sort of educational group. There's no other indication. But based on its close location to Imperial College. This could be something to do with Imperial College. So the context of looking at what's in an image and processing it and understanding has gone off the charts as well. And then we had some fun manipulating the image and kind of doing some fun with things with it. You could then also then put that into Sora and make a video of it and various other things. And Sora has rolled out in the UK now by the way, if you have noticed, if you're in the UK and the eu, it has rolled out in all those places, the video platform. So big step forward. Suddenly we're getting to the point where creating branded content is possible. This is something that we've been needing in the marketing. Then if you combine that with a couple of other features, they've released Chat GPT Task. Have you played around with this at all Kieran?
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No, I don't know that I'm. I've got access to it yet.
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So what's happened? Well, it's kind of weird because it's in the drop down menu but then there's not an easy way of getting to see what your existing tasks are. So if you go to GPT.com tasks you can see what you've got set up. But for example, I can say to it, please go off and create me for news stories on the latest digital marketing trends and changes, but source them from these 10 websites and write it in 300 words and do it at 9am on a Friday morning. It will then schedule it and it will update that task at that time every week. So suddenly creating our news updates, it's giving me a source to go to. I can kind of go through and do that and so on as well. And then the other piece is that they've just rolled out to the plus and the teams account is the deep research. And this is a bit of a mind boggler because the deep research is going through this multi step research. So say you get it to write an article on the latest trends in SEO. It will start by asking you a whole series of questions about what you really want to get from this piece of research, who's it for, how should it be laid out and all those kind of things. And it will go off and start doing the research and then based on what it finds, it will go off and do other layers of research. Well I need to go and look this up then. And based on this I'll need to start thinking about this. And what you get back is something that if you're going to publish an article It's a much better place to start. Now on the paid for accounts on plus and the Teams account, you get 10 of these a month because it uses a lot of processing time to go through and do it. But actually it's kind of phenomenal for doing those things as well. So if you suddenly start layering a few of these things together, the ability to generate amazing images, the ability to schedule tasks, the ability to deep dive into a research topic and you think about what marketers are doing, there's a lot of ability to use these things, but the same old risks are there that, you know, if everyone's doing this and everyone's doing it badly, it's not going to be a good thing at all. Now you said something to me that amazed me. You said to me, you know, you know how kind of cynical you were of AI. How are you feeling about it now?
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I don't know if I'm ready to share this with the world. Oh, I'm gonna have to, aren't I? Okay, drumroll please. I don't think I could cope without it.
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And has it just become part of your everyday work?
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Just part of my everyday workflow. Just because I get so much more done with it. Like I'm, I suppose, like I don't have a huge team to pull on. Like the buck stops with me. I'm the go to guy that people come to to fix things and it can be anything. But these tools, they're game changing. So you know, like I don't, when I work for big brands, you have big teams that do everything. You've got copywriters, you've got, you know, database people, you've got CRM people, you've got email specialists and it's lovely. But when you don't have that, when it's just you. What I'm finding is that actually with the knowledge that I have over, you know, many years of dabbling in lots and lots of different areas, you kind of do inevitably become a jack of all trades, but a master of none. Right. But actually if you know what it is you want and you know how to ask it, it'll deliver for you. That's, that's the thing. And so I mean I use it for all sorts. I've used it a lot for image creation. I am, I regularly come unstuck with, with creating, you know, very attractive models with six fingers.
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It's, yeah, this new photo image generation has gone beyond that now.
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I'm really excited about that. That's a game changer. I mean it, honestly, I've just been playing around with it while you've been talking. Couldn't help myself because, like, oh, it really does that. So just before we, like, got recording, I was showing Daniel a website that I'd built in next to no time.
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Using AI, when I literally just launched it.
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Literally just launched it this afternoon. And I'd used AI to create the logo and no one had noticed I'd spelled the brand name.
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Did you spell it wrong or did it.
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No, it hallucinated wrong. So, like, the logo that I've popped in there and, you know, we've done this in a rush, it had to be up like yesterday, so no one had spotted it because it looks about right. Like it was missing a. It was missing. There were two Ls, it only had one. And, you know, at first glance you just don't notice things like that. So before we hit Record, I was hurriedly like rebuilding it in Photoshop and putting the right text in. I didn't need to do that because actually, while you were just giving that intro, I gave chat GPT4.0, like the logo and said, correct this for me with the correct font and it's done it. And I'm just. I'm blown away.
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Yeah, it is a real game changer. The branding and the consistency is what's really important.
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Really good.
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So there you go, you're loving all this stuff now, right? You're going to love this one even more then. So something they launched today was internal knowledge. They're rolling it out so you can do this on the team's accounts. At the moment, I think it's going to roll out to the plus accounts. Obviously, most of this stuff ends up in the free accounts as well. What the first connector they've got, so allowing you to connect to external tools and use those as a knowledge base. And the first one they've done is Google Drive. So the thing is, you can put stuff into your Google Drive and you could always import stuff in your Google Drive before, but this makes it your actual knowledge base. And it's saying it can look at PDFs, plain text files. It's a little bit limited, but it can use Google Sheets and Excel files, Word documents, Google Docs, Google Slides, PowerPoint, not the images within those documents, but that will be your knowledge base. And then you can upload load files and you can query them, but it will know this stuff. So it suddenly means that you can really personalize the results you're getting. But what's interesting is that it's Permissions based. So say that we've got 10 of us and we've all got a shared Google Drive. Your ChatGPT will only have access to stuff that you've got access to. So you might ask it a question. Kieran and I would get a different answer to what answer you got because it's got different knowledge based on the administrator rights of the different documents in there as well. So that's quite powerful. But what they're I'm really interested in is they're working on CRM connectors and various other things. So you'll be able to go in and connect to other external tools and say, okay, who are our most profitable customers? What type of people are most profitable customers? And it will be able to go and pull that data and manipulate it and so on as well. And I think we're very much getting into self service data all of a sudden, which is what a lot of organizations are looking for. Like we've got all these reports online and all the analytics. But if you could connect this up to Google Analytics and ask it questions, hugely kind of powerful options. This as well. And if you think about it from a business point of view, it makes an awful lot of sense for them to be the kind of heart of everything you're doing. You interface with ChatGPT or any of the other generative AI tools, but that interfaces all the other tools and platforms and content you're using. And you're asking when's the next slot in my diary then could you put something in my diary just here please? And you go through it and where are you? You're kind of at the kind of personal assistant Jarvis out of the Marvel films. And you know this agent you can talk to that can actually do real world things for you. And that's which takes us to our last quick point in this session which is there is a beater of this running. You only get it if you've got a PRO account. Now I'm getting more sorely tempted to get a Pro account. It's $200 a month, but you get a lot of the features early. And the thing they're rolling out is this agent with a browser that can carry out tasks and it's called Operator at the moment. And what this allows you to do is you'd say, okay, go to this particular place. So Kieran's off to Brighton SEO next week, I believe.
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Yep.
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And you were looking at some camping sites and things. Right. And you asked Chat GPT to find one. Explain what you were trying to brief.
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It to do so. I'm tired with money. I think it comes from working for a non profit for years. I hate spending money on hotels.
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You also love camping and all that. And I love, I think it's more that as well.
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It is.
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You always say your type. I don't think it is.
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Yeah. And yeah, I, I do you know what it is? I just can't bear to go somewhere where there are that many homeless people and spend £150 a night on a hotel. It would just upset me. So I sleep rough and that, that absolves my conscience a little bit. But no, I, So I have a lot of very lightweight camping stuff and I'm always looking for ways to like stretch my legs when they're lightweight camping. So I decided no, I'm gonna backpack my backpack for three days. I need a campsite that's near a train station that will get me to Brighton quickly. And it found me one.
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Right, yeah, that's the current chat GPD look of it. Well, this could do. You could ask it to do that and then say. And then go to the website and book it for me. Yeah. And it would actually able to navigate through the website to fill the form and it would know your details. It'll be able to go through and do that. Now it's an early test of this but I've seen a load of examples and it's epic because you can teach it your preferences like saying I like B rates but I don't. I want flexible rates because I like to change my mind during my journeys and maybe travel somewhere else as well. I need somewhere that's got, you know, laundry facility and you give it all those criteria and you don't need to tell it that every time. It kind of, it will, it will learn. Now the idea of it being able to navigate a website is, is quite incredible. But in action it's amazing because when it makes a mistake it kind of learns and tries to work out an alternative way of doing things as you go through as well. So you know the whole idea of captures. Well, this is just, I mean we heard the story before. Like all these tools could fill in a capture. Well, absolutely, they can now because it's designed to do this stuff now. So all sorts of things that happen that are useful and all sorts of weird, crazy, fraudulent stuff's gonna potentially happen.
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I, I hit a new capture I'd not seen before. It was a Microsoft one and I.
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Had to place the right way up.
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No, it wasn't even that. I Had to place a character in the right theater seat and it blew my mind. I really struggled with it. And every time you got one wrong, it would make you do the whole test again, but add a question to it. And I think that's awful.
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That's not a good use.
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Case 8 In the end because I kept on getting it. I don't know what was going on. I'm like, I put it in the right place and it thinks it's in the wrong one. Anyway, we did get that eventually.
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And I think the problem is that they're only going to get worse and worse because these tools will get better and better.
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Do you know What? After, after 20 minutes, Joanna said, congratulations, you are human. It's like nice.
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Yeah. It took me that long to prove though, sadly. So look, if you look at this, I started off being a bit, I was a bit shocked about this mana stuff, what it was capable of doing. Then you look at this image generation stuff. With a new model within ChatGPT, you've got tasks for scheduling, you've got deep research. You can then connect this to a kind of knowledge base. And then we're seeing these kind of agent based approaches as well. But this one, they can actually use a browser, they can create code and they can deploy it and those kind of things. And this is accelerating and we're really on the cusp of something very interesting, I think. Yeah, interesting bad and interesting very good at the same time. Which I think just means that culture of learning, of staying on top of this becomes incredibly important. Now, one thing I would say as.
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Well, what do you do when work colleagues you love and respect who've worked the fingers to the bone, suddenly you're redundant because, I'm sorry, what you do, it's just quicker, easier and cheaper to get a machine to do it. That's where we're at. That is where we're at right now. And I think it is a tricky one.
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The answer is pretty clear to me. The answer is that when the industrial revolution came along and we automated things, then you didn't go, well, I'm going to continue doing it with this way because it'll be slower, it'll be ineffective, and you're just going to price yourself out of the market. So the market has to change. But people got new jobs doing new things. The problem was, if you're a Luddite and you decide, I am not going to adopt this technology, then you've got a problem. Now don't get me wrong, there is always, I think, going to be, I hope, a place in the world for traditional crafts and traditional ways of doing things. And going back, you know, if you talk about mass industrialized farming, that's not a great thing, right? Necessarily. So you can use these technologies in brilliant ways, but you can also use them in pretty shocking ways and they do have knock on social impacts. So we're heading very much into that kind of period where this is going to accelerate. And I always give the example of like, you know, driverless cars. Once they're great, every Uber driver is basically out of a job and it's about transferable skills at that point.
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The problem though, like is historically these things have come along like one big change and this isn't one big change. There's hundreds. So we're not talking about one like career line that just kind of ends quite quickly. It's, there's lots, you know, if I'm in graphic design, I'm worried. If I'm a pa, I'm really worried.
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If I'm a marketer, you should be worried as well. But I think it's about adopting it and adapting to it. Yes.
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But what you'll have it will be very much survival of the fittest. And so the people that are able to adapt and adjust to these tools, they've become pivotal. But we now no longer need a marketing team with lots and lots of people in it. That's where I see this going quite quickly.
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Yeah. And I think there's that whole point of if you can say, here's our brand guidelines, here's our existing content, these are, you know, you can quite quickly see where this is going from that point of view as well. So I'm actually really excited that there's a load of tools here that I'm going, oh, how can we bait this into what we're doing? The fear is that you're forever trying to rebate things. So I had a great meeting yesterday, so met up with Peter Abrams. Give a shout out to him. So Peter was one of the founders of E Consultancy. He now runs an amazing organization called Crank who help lots of businesses deal with their kind of data for E commerce and things like that. And he's using all these tools and he's spinning off tools and then getting it to develop them and then actually deploying them and then putting them onto a server and making them live and it's putting all the code into GitHub and it's updating and all this kind of stuff. And he was doing it live in front of me and Thing we were discussing is, that's amazing. But if you're not careful, you spend your whole life going, oh, this is an exciting tool. I'm going to fiddle around with this, but, oh, I'm going to fiddle out. And you just end up going in a black hole and you don't actually get any work done. So, you know, is it increasing your productivity or is it not? If your job's to come on podcast and talk about the latest tools, that's great. If you've got a job to get done, is it getting in the way? Is it helping you? And that's the balance to find. And I don't think there's a balance there because I spend all day, every day trying to stay up to date with this stuff, and I'm not managing it. There's always something that I miss or something else. So getting comfortable with uncertainty and operating in an environment that you don't know everything about is going to become really important. So those problem solving skills are going, okay, here's the problem. What's the most efficient way of solving it? We all get used to working in certain fixed ways, and actually that's going to have to change.
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We've been saying for years this was coming, haven't we, that the pace of change is going to accelerate. And I, you know, I've probably been saying that for the last 10 years, but I'm only now seeing it accelerate, it looks like. Yeah, I think so. And I guess. Do you know what, it's interesting. These things go in cycles and the immediate cycle, which a lot of you are probably all feeling right now, is fear.
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No, it's overwhelm as well.
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And overwhelm. But look at the tools objectively and get your heads around them and think about, like, how as an organization, do you to succeed and win in an environment like this? That's the key. That's what marketers have always done, isn't it? I think that's.
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B
And I think what's key to that, and I would do because I'm a training company, but I think that actually culture of learning, you have to put some time into this. Every week you have to work, even if it's just listening to a podcast or watching a YouTube channel or something, but it's actually saying we need to stay on top of it. And then it's like, okay, let's have a, an innovation process, test, learn built into what we're doing on a regular basis. And otherwise you're just not going to get there. So you're into a lot of digital transformation stuff. I will also put the link into our We've got a load of guides on digital transformation and design thinking, sprints and things like that. They're all wildly useful for trying to bake this stuff into what you're doing as well.
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A
Do we have any workshops coming up, Daniel, where you spill the beans on all this new, sexy, exciting stuff?
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Yeah, it's a good point. So we are still doing our half day every month master classes and our one hour update sessions. I literally this morning had a Google Analytics 4 session, an updated Google Analytics 4 session. So we had a load of the members along for that. So we have got a generative AI one to do regularly and that's constantly updated. It lists all these tools and shows you what they are. We did our first advanced prompting one the other day as well and we've got that being repeated and that's updated on every delivery. And what we're finding is a lot of people are attending. Even if we repeat them, they're attending multiple times because you can. It's all a part of your membership. So for your £20amonth you get access to all our online stuff but also these half day master classes. And it's super nice because it's, it's lots of people coming together kind of getting to know each other as well. So there's a real good kind of community behind that as well. So have a look on targetinternet.com live and you'll see all of the live sessions. If you are a member you can go through and book yourself into all of those as well. So we will be back to you again very soon with more updates on this stuff. But we wanted to get a quick episode in to to give you an update on this. Tell us how you're getting on with it. Tell us how you're feeling. If you haven't subscribed to the newsletter Targetinternet.com newsletter we're pointing out lots of in between bits as we're going through this via that as well. But you can reply to those emails and we always read them and we always get that feedback.
- [24:14]
A
I loved the guy. He wrote in and said I have to know what was the accident Kieran had with a pickled onion at Christmas. I'm very invested in this and you should all know that he's the only person that asked and he got a full on story from me like I felt it was justified. Did you share it with him?
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B
Yeah, when I emailed him I said here's the full story. Thank you for being so invested into it.
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A
Yeah.
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And then at the bottom of it, I said, thanks very much. You won't get that five minutes of your life back. Thanks for listening. But that was a, you know, there was a personal interest there.
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Yeah, I know.
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We had a lovely thing on the master class today. We had loads of people and I said, everyone here, how many of you listen to the podcast?
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Yeah.
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And it's three quarters of the people that are attending and listening to the podcast. So there's loads of podcast listeners in there. And then someone very nicely said, oh, this is my first one. I'm feeling quite. I'm feeling quite in awe of seeing you face to face. I thought, well, that you'll soon overcome that. Don't worry.
- [25:03]
A
I felt the same when I first met you because I've been listening to you for about four or five years before I met you. It's so funny.
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B
Was it because you build a bit of a connection with someone? I bought a podcast.
- [25:12]
A
I bought an ipod purely so I didn't have to burn you onto CD to listen to in the car. That's how old. That's how long we are. Yeah, I know, right?
- [25:21]
B
That's amazing. I remember the. The device that you had as well. There was. It wasn't there a cassette player that you had that inserted it and that connected up to an MP3 player at one point?
- [25:29]
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Yeah, yeah.
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Old school. Old school. Anyway, enough. Enough of our old age. For more episodes resources to leave a review or to get in contact, go to targetinternet.com forward/podcast.