Episode 749: The Invisible AI Underbelly That No Marketer Knows About…Until Now (PART 2)

November 14, 2025

Meta’s Andromeda update has disrupted digital marketing for good. But, we’ve cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

AI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech companies are pouring billions into artificial intelligence and how it’s already transforming the way we run ads, create content, and optimize our campaigns.

We break down some mind-blowing stats, including Google’s projected $93 billion investment in AI this year and Meta’s massive $81 billion spend. We discuss the changes we’ve already seen in our own campaigns, from the Meta Andromeda update to creative diversification, which is making ad optimization faster, more efficient, and far more productive.

If you’re not using AI to enhance your marketing efforts, now’s the time to start, or risk falling behind. We challenge you to think about one task in your marketing that you really don’t want to do anymore, and then find an AI tool to make that task faster, cheaper, and more efficient.

In this episode:

04:00 The massive AI investments from big tech companies

13:40 Amazon’s investment and earnings from AWS

19:29 Applying AI innovation to marketing

26:20 Simple steps to start using AI today

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic?

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READ THE TRANSCRIPT:

The Invisible AI Underbelly That No Marketer Knows About…Until Now (PART 2)

00:00:00:00 – 00:00:03:00
Ralph
if you have stuck your head in the ground

00:00:03:00 – 00:00:04:16
Ralph
and this is the thing that’s coming

00:00:04:16 – 00:00:08:06
Ralph
Google said its capital expenditures for the full year would jump from

00:00:08:06 – 00:00:09:19
Ralph
85 billion

00:00:09:23 – 00:00:12:05
Ralph
to 93 billion in investments.

00:00:12:05 – 00:00:14:00
Ralph
Just this year

00:00:14:07 – 00:00:17:15
Ralph
Right now we have artificial intelligence. We have generative AI. But

00:00:17:15 – 00:00:21:23
Ralph
artificial general intelligence is a state in which they are smarter than humans.

00:00:21:23 – 00:00:24:04
Ralph
All right. So what’s this mean for us?

00:00:25:23 – 00:00:40:18
Ralph
Hello, and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns, founder and CEO of tier 11, alongside my amazing co-host Lauren E Petrillo. So glad you joined us here today for part two

00:00:40:18 – 00:00:44:08
Ralph
of today’s episode on AI. And

00:00:44:08 – 00:00:47:19
Ralph
a lot of things that marketers don’t know about AI right now.

00:00:47:19 – 00:01:16:18
Ralph
And if you are not bullish on AI and everything that is happening right now, you might want to look for another field of work, because this is taking over everything that we’re doing right now. If you’re a director of marketing or a VP of marketing, you run a marketing department or you’re a CEO and you’re trying to figure out how to leverage all this AI stuff, well, we give you some recommendations here today, but I just want to show you this.

00:01:16:18 – 00:01:41:16
Ralph
today’s episode, as well as the episode that we just did earlier this week. The whole goal of doing these shows is to exemplify to you all that this is not going away. This is a big, big deal. And these tech companies are investing 700, $800 billion. That’s a billion with a B into this tech that we are just scratching the surface on it.

00:01:41:18 – 00:02:08:01
Ralph
And one of the AI platforms that we’re most excited about right now is the two that we use probably the most, Google and Meta. Specifically. We’ve seen amazing gains in production as well as productivity, but most importantly, performance, especially when it comes to the Meta Andromeda update. We’ve talked about it here on the show many, many times. So as you may have heard, we are running a special right now.

00:02:08:01 – 00:02:11:00
Ralph
It’s your 11 to help you out, specifically

00:02:11:00 – 00:02:41:03
Ralph
to master the Meta Andromeda platform, and the only way to do it is through creative diversification mixed with first click copy imports. And that is the reason why we’re doing this special right now for tier 11 through the end of the year, we only have five left, five businesses who qualify. And once again, you buy the creative diversification package, which is 30 plus creatives per month, all in the ten different ad types, which we’ve talked about here on the show.

00:02:41:03 – 00:03:04:23
Ralph
Many, many times you get five to 6 to 7 new creatives every single week based upon ad spend, which Jon and I have discussed many times. But in order for this whole thing to work, you need the creative engine in the background to be able to pump this stuff out. But you also need media buying. Who knows what it’s doing as far as how to leverage the platform, what decisions to make at the exact right times,

00:03:04:23 – 00:03:07:13
Ralph
as well as the best quality data

00:03:07:13 – 00:03:13:04
Ralph
that you make sure you’re making the right decisions as well as you’re feeding the best data back to the algorithm.

00:03:13:04 – 00:03:36:01
Ralph
In order for that algorithm to continue to work and leverage these $81 billion in AI spend that meta is now spending this year, which is staggering, which is going to increase. And we’re showing here and talk about on today’s show even more so. So you buy the creative diversification package. You get expert media buying, you get the best data solution that’s out there.

00:03:36:03 – 00:03:51:09
Ralph
And we are offering that to five lucky clients who qualify.

00:03:51:09 – 00:03:51:22
Ralph
So

00:03:51:22 – 00:03:57:17
Speaker 1
Check it out over at tier 11.com/cd. That’s tier 11.com/cd.

00:03:57:17 – 00:04:00:04
Ralph
Now let’s get on to the show.

00:04:00:10 – 00:04:24:13
Ralph
here’s the point. Is that what we’re seeing now, and I don’t think this is even a good graphic representation because this is an iceberg. You know, the classic sort of a little bit on top, but a lot on the bottom. We’re probably actually only we’re seeing maybe 1 to 2% of all of this because of the projections and some of these large companies, some of these big companies, you know, the ones that we care about most on this show are really are Amazon, Google, Apple, obviously.

00:04:24:13 – 00:04:30:02
Ralph
Meta, you know, any of the other platforms this doesn’t even mention like Snapchat, Baidu.

00:04:30:04 – 00:04:33:14
Lauren
No. Yeah. TikTok’s not even here.

00:04:33:16 – 00:04:48:20
Ralph
Not even here. Okay. Not even here. You know, to your point, that’s sort of international investment. So that could be a whole other show. Here’s the interesting part. The companies and a variety of AI boosters say the investments are necessary for machine learning systems. Okay. But the key to all this,

00:04:48:20 – 00:04:50:12
Ralph
and this is the thing that’s coming

00:04:50:12 – 00:04:55:05
Ralph
is AGI, which is artificial general intelligence.

00:04:55:06 – 00:05:03:09
Ralph
Right now we have artificial intelligence. We have generative AI. But artificial general intelligence is a state in which they are smarter than humans.

00:05:03:09 – 00:05:06:09
Ralph
That’s where the thing is going. That’s where the puck.

00:05:06:09 – 00:05:09:03
Lauren
Is going to singularity. Yeah.

00:05:09:05 – 00:05:43:00
Ralph
Yes. So you think you need a lot of compute, right now when you replace the human brain or even make some of these algorithms even smarter than the human brain, i.e. bots, i.e. agents that you say, hey, I want you to create a web page for me. You know, this is actually too far away, but I want you to create an entire it’s 27 page website on these five prompts, and all of a sudden it goes out, figures it out, programs it actually finds the programmers, wireframes the thing up puts in the HTML boom.

00:05:43:00 – 00:06:01:16
Ralph
The thing is done within ten 20 minutes. Like that’s like the agent in our space. We’re not quite there yet because the human is going to have to do some of the programing, although that’s getting less and less with a lot of the tools that are out there. Point is, is like, that’s where a lot of these companies feel like all of this is going and they’re putting their money where their mouth is.

00:06:01:16 – 00:06:21:11
Ralph
So you follow the smart money, there’s always somebody that’s out there that knows more than you do when it comes to the stock market investing. I sort of say that. But the point is, it’s like these companies are investing so heavily into this, it’s mind boggling. So this was a question I had. My team actually asked me like, what are they actually spending this stuff on?

00:06:21:13 – 00:06:38:12
Ralph
Well, it’s this not dirt. This is if you’re watching this over on perpetual traffic.com/youtube. This is a site for a new meta data center. And Holly Ridge, Louisiana. Do you know where Holly Ridge, Louisiana is?

00:06:38:14 – 00:06:46:17
Lauren
I have no, but it sounds like Holly Grove, which is where Lil Wayne is from, but does close the neurons anyways. No, I don’t know that.

00:06:46:19 – 00:06:58:03
Ralph
No idea. I guess we could probably look it up, but it doesn’t look like there’s any cities around there. So this is basically just a big site of dirt. This is data centers, massive facilities holding thousands of servers.

00:06:58:03 – 00:07:11:10
Ralph
Google said its capital expenditures for the full year would jump from for this year. We talked about a bet would jump from 85 billion to 90 1 to 93 billion in investments.

00:07:11:10 – 00:07:13:05
Ralph
Just this year

00:07:13:05 – 00:07:35:07
Ralph
alone. And direct quote from Google last week. We’re already generating billions of dollars from AI. And the quarter they actually announced record earnings last week primarily because of cloud services, obviously, but mostly for advertising. And across the board. We have a rigorous framework, an approach where we evaluate these long term investments. That is in it.

00:07:35:07 – 00:07:59:16
Ralph
Ashkenazi, Google’s chief financial officer, the CFO says all of this investment, as much craziness as it is 93 billion, they’re actually getting a return on it immediately in advertising dollars because of the algorithms being so good and the advertisers still flocking to the system. Crazy stuff. So that’s what, that was one of the questions like, what are we investing in?

00:07:59:16 – 00:08:33:09
Ralph
Well, what eventually happens is they turn into these things right here. And this is an Amazon data center that’s in, Ashburn, Virginia, if you know much about these data centers. So these are just basically just big warehouses, air cools, tons and tons of servers, all with all of these, you know, Nvidia Blackwell GPUs and sort of the next generation and videos always sort of coming out with a sort of the next generation of a GPU, which is a processing unit that is able to process multiple things all at once.

00:08:33:10 – 00:08:44:02
Ralph
I’m going to leave a link in the show notes to, I think, probably the best explanation for a difference between a CPU, which is on your computer, unless you have like a gaming computer. And.

00:08:44:02 – 00:08:46:09
Lauren
Yeah, I was like, oh, gamers out there use GPUs.

00:08:46:13 – 00:08:53:19
Ralph
All the time. Absolutely. Because you have to because you have so much compute for, you know, I don’t do a lot of gaming.

00:08:53:21 – 00:08:56:18
Lauren
But if you’re streaming, you need a GPU.

00:08:56:18 – 00:09:22:13
Ralph
Yeah, for sure, for sure. You need a graph, you need a GPU, a graphics processing unit, as opposed to just a central processing. Right. So otherwise you’re not going to be able to get that. You know, that experience and that that’s how Nvidia transitioned from a graphics company into a AI company, because they figured out a way to be able to process everything all at once, as opposed to in a linear fashion.

00:09:22:13 – 00:09:42:01
Ralph
So in order to do that, you have to create like these massive data centers that when you’re on Gemini, are you’re, you know, using meta AI, you’re actually tapping into these centers. These centers are the ones that are processing all of that information and then shooting it back into your phone in a split second. So it doesn’t just magically happen.

00:09:42:01 – 00:09:58:21
Ralph
So the cloud, it’s not really the cloud. The cloud, it’s actually is big building, probably around the corner from where you live. I know somebody who lives in Ashburn, Virginia. They say these things are like absolutely massive. And unfortunately when they’re built next to homes, they make a tremendous amount of noise, apparently, because they’re like the air conditioning units are on all the time.

00:09:58:21 – 00:10:08:21
Ralph
So there’s issues environmentally, there’s issues with power is issues water, all these other sorts of things that go along with it. But the point is it’s like this is where this stuff is being invested. It makes sense.

00:10:08:23 – 00:10:26:02
Lauren
It makes all sense. I also just think of this as like, wow, if there’s one thing you wanted to mess up with another company, say I was building my own data centers. I would just make this thick news blasted everywhere I spend what, $200,000 across ads on meta talking about how much does data centers blow up and meta AI doesn’t work anymore.

00:10:26:05 – 00:10:44:02
Lauren
So now advertisers are switching from meta ads to Google and be like showing fake footage of metas data centers all collapsing. And just like this terrorist attack, now we all have to go to Google to just sabotage it. Like that’s all I think about. Like, who cares about like, the Pentagon anymore? It’s going to be like this. Whatever.

00:10:44:07 – 00:10:47:17
Lauren
Someone else is thinking this as well. Yeah. It’s like, that’s the thing.

00:10:47:20 – 00:10:58:04
Ralph
I wonder what the you know, it’s interesting. I wonder what the security is like with these things. I have no idea. I mean, it’s it’s pretty crazy that.

00:10:58:06 – 00:11:20:21
Lauren
There has to be I mean, this they talk about corporate espionage and the ethics in AI. And like you said, the security has to be pretty tight because, if we’re coming up with it and we are not people with dastardly ideas or like trying to hack our ways into those type of things. But if you can come up with it on like, oh, I’m looking at this and that’s a very big target, someone who is actually with that intention, man.

00:11:20:23 – 00:11:21:13
Ralph
Yeah.

00:11:21:14 – 00:11:25:18
Lauren
I can’t believe they’re publicly saying, here’s where my data centers are. Yeah. I’ll say.

00:11:25:20 – 00:11:47:08
Ralph
Well, that’s an Amazon data center right there. I mean, we see all the Amazon warehouses like when I was down in Florida, the last time when Alex says baseball. So I can’t believe like, the in and around, I would say south of where you are in Orlando. First off, the development is just off the charts. I’ve never seen so many developments in my entire life.

00:11:47:10 – 00:12:10:16
Ralph
But then there’s all these Amazon centers like the Amazon distribution centers, but now even more so. Those are just big warehouses that are empty without like, cooling systems and, you know, billions of dollars worth of servers. It’s like those are just sort of empty warehouses that are just for distribution. But so like the amount of land that’s now being scooped up by these big tech companies is, is pretty astounding.

00:12:10:19 – 00:12:31:15
Lauren
I think one thing that’s really interesting is while Amazon continues to develop all these data centers, Walmart, which isn’t even present on this discussion, like in terms of like we’re talking about like e-commerce. And of course, when you think of Black Friday, Cyber Monday, Walmart and their distribution centers, having the physical stores that brick and mortar that they go to have so much more distribution power than Amazon does.

00:12:31:17 – 00:12:54:18
Lauren
And I think that’s this, like secret killer, like we’re talking about like new seller incentives or for plus or premium buyers is like everyone’s trying to give people access to AWS. And I think like as part of these bigger conversations. And if you’re looking at these companies that we are buying traffic from that we’re partnering with for advertising, it’s again, you said Chase, where the money goes, Amazon is developing into the AWS.

00:12:54:18 – 00:13:18:02
Lauren
Amazon’s developing into these data centers and they’re building these distribution centers. But Walmart again one of the biggest suppliers of e-commerce in the United States, at least has all these distribution centers. So I’d be curious as to where those sleeper brands are doing and how they’re investing their money to compete with the Amazons of the space? Or is Amazon just trying to go into its own category and go really deep on AWS?

00:13:18:04 – 00:13:35:10
Lauren
Still continue to be the the destination for someone to find whatever they want anywhere in the world. Those are just like the small things that are coming to my head when we’re showing this and I’m like, oh, Walmart’s distribution centers, massive Amazon are having to build all these warehouses to keep up. Oh, I just can’t wait to see what happens next year.

00:13:35:13 – 00:13:40:01
Lauren
I’m like, I’m ready with my popcorn.

00:13:40:03 – 00:14:07:09
Ralph
I don’t know is if Amazon breaks down, I think it’s 2024. But we don’t we don’t have a I don’t have a breakdown for this for 2025, but it’s interesting because AWS, which is Amazon Web Services and the we use a fair amount of it. So and that’s actually one of the larger bills that we pay every single month because of the hosting that we use through tier 11 data suite.

00:14:07:11 – 00:14:29:15
Ralph
But in the 2024 earnings, AWS generated about 16 to 18% of revenue for Amazon, which is an incredible amount actually. Yeah, 75 to 80% of revenue was on the retail side. Third party sellers, online stores, physical stores as well. Physical stores. Yeah, I guess there is like physical pickup spots.

00:14:29:20 – 00:14:30:07
Lauren
They do.

00:14:30:09 – 00:14:33:19
Ralph
But that is growing at a pretty large clip.

00:14:33:21 – 00:14:56:23
Lauren
So I would guess that AWS will occupy 40% of Amazon’s bottom line in the next two years is my like why estimate as because it’s they’re going to see like if the AI that they continue to expand do rolls up under that system. I think that’s going to be like again, if you’re like you’re not you’re like, Holy smokes, 16% of Amazon’s total revenue is coming from AWS and you don’t even know what AWS is.

00:14:57:04 – 00:15:29:14
Lauren
Again, it’s just say like, there’s so much happening, no one can stay on top of all of it. But this like the intersection of all these different investments into data centers, because those data centers have to support AWS, they have to support the computing needs of AI. So for me, it’s like, I mean, it would it be crazy and wild to say that Amazon could de prioritize their selling space, the everywhere store to being like the everywhere answer and like going against the search engines of the world?

00:15:29:14 – 00:15:50:07
Lauren
Like who knows. But it’s to say like again, like no one can possibly keep up with all this. We can barely stay on top of like, awareness of AWS as a product that has been around for quite some time and has crept up into such a high contribution to their bottom line. Or even, again, if you’re not even think about Walmart’s distribution capabilities.

00:15:50:07 – 00:16:09:04
Lauren
Walmart. When they launched Walmart.com, they had they like Walmart. Plus, they took 5% of total e-commerce sales in one year of the launch. Amazon and Google owned the lion’s share of all e-commerce transactions. TikTok is making an aggressive force as it comes to like TikTok shopping and then live. Everyone is like, how else can we do it like that?

00:16:09:07 – 00:16:32:20
Lauren
Like woot had a massive, acquisition from Amazon. There is whatnot is another space in the live shopping. All that to say, I again, I’m going on a bit of a tangent and we get back to the IP such as like there’s so many moving pieces as it relates to e-commerce, but what is not moving is how much dependency there is on computing power and AI to make those solutions more efficient for you.

00:16:33:02 – 00:16:55:11
Ralph
In 2025, Amazon has about 38% of the online sales, like we say, about 40%. I think it’s safe to say it’s probably around 40%, 40%. So four out of every ten things bought online is bots through Amazon, which is incredible to think. However, Walmart’s only at 6.4 I was.

00:16:55:11 – 00:17:02:20
Lauren
I’m surprised people listening thought it would be. I can’t even believe they have 6%. You think it would be more? Ralph, have you ever bought from Walmart.com?

00:17:02:21 – 00:17:12:12
Ralph
I never have C, but I’ve bought plenty of stuff in store, right? So but I mean, the percentage of overall retail is much higher than 6.4%. That’s for damn sure.

00:17:12:12 – 00:17:14:05
Lauren
Correct. Well they have grocery.

00:17:14:08 – 00:17:44:11
Ralph
Oh yeah. Absolutely. So to get more specific on AWS this is Amazon Web Services. This is where like let’s just say this is where other companies borrow their compute to be able to stock like Salesforce and Citizens Bank, for crying out loud. You know that the Amazon outage from just a week or two ago, you know, like the thing I was trying to, like, get into one of our citizens accounts and they’re like, yeah, we’re good because we’re not on AWS.

00:17:44:13 – 00:18:11:16
Ralph
But, you know, what was on AWS was the two factor authentication was hosted on AWS. So I couldn’t run any of my accounts on that day. They were just so happy to be doing payroll that day, which was lots of fun. AWS is absolutely tremendous. Yeah. So, just to give you a break, that third quarter of 2025, their AWS revenue increased 20%.

00:18:11:18 – 00:18:19:23
Ralph
That is up from the previous quarter of 17%. So it’s growing. And that’s at about 33 billion in revenue.

00:18:19:23 – 00:18:22:17
Ralph
Like these numbers are mind boggling.

00:18:22:17 – 00:18:25:11
Ralph
Like how much compute is being used?

00:18:25:14 – 00:18:28:06
Lauren
I mean we’re just playing with monopoly numbers at this point.

00:18:28:12 – 00:18:54:14
Ralph
This is crazy amount like I’ll, I’ll leave links in the show notes on the chart of like the the growth trajectory, like it’s a hockey stick on AWS. So yes, it’s coming. It’s all powering AI. It’s obviously it’s powering all the websites that you and I probably visit every single day, or the back end CRM like Salesforce and HubSpot and go high level.

00:18:54:14 – 00:19:16:08
Ralph
I’m sure they probably host on either AWS or Google Cloud or maybe, you know, Microsoft’s. I forget what Microsoft’s thing is. But anyway, the point is, it’s like that’s where the the power of the internet actually comes in. It comes from these physical centers. Now, if you’re watching this over on YouTube, actually, we’ve had this screen share up for quite some time, but this is basically what they look like.

00:19:16:10 – 00:19:28:22
Ralph
And a lot of them are in Virginia because, oh, by the way, probably the largest utilizar of compute is in the Washington, DC area for some of those three letter agencies that we’re all so fond of, especially,

00:19:28:22 – 00:19:31:02
Ralph
All right. So what’s this mean for us?

00:19:31:02 – 00:19:37:02
Ralph
This was the question that I had, to the team last night when I talked to them about this and our group call in a group video.

00:19:37:02 – 00:19:38:19
Ralph
Well, it’s really it’s this it’s

00:19:38:19 – 00:19:42:20
Ralph
if you have stuck your head in the ground and you’ve done.

00:19:42:20 – 00:19:59:01
Ralph
Is it the ostrich that does that? Yeah. I’ve never actually seen the answers to it. But if you have stuck your head in the sand and you’re like, all right, AI is just kind of a thing, all these people are talking about it all the time and they say, oh, go play with AI, go try these new tools.

00:19:59:03 – 00:20:17:13
Ralph
Well, go find a task that you’re doing all the time that you don’t want to do anymore. I used to have a little label on one of my laptops way back when. Actually it was in this office right here. I said, what did I do today that I never want to do again? And this is what I was like.

00:20:17:13 – 00:20:41:07
Ralph
Me and Trish. Trish is my webmaster, still is 1011. And that’s how I scaled out the company. Think about it that way. Start with one thing. Like for me recently I found the tools for a recommendation of a friend of mine that creates landing pages like that, like wireframes, and literally seconds. Now it’s not unbalanced. We still use unbalanced.

00:20:41:08 – 00:21:04:14
Ralph
By the way, great sponsor of the show, Love on Bounce, but I found a tool that can do it even faster and quicker and cheaper. So Google whatever it is. What’s that thing that you do every day that you don’t want to do anymore, or that you feel would add value to your business? If you could do it quickly and just do a quick Google search.

00:21:04:14 – 00:21:31:16
Ralph
Start with just one thing. And that’s innovation. Because, as Peter Drucker says, one of the greatest, you know, management consultants, management gurus on the planet said this years ago, this is 34 years ago. Innovate now or die, because if you’re not innovating or if you’re standing still, you are falling behind. And I would encourage you all to pick that one task because none of this stuff is going anywhere.

00:21:31:16 – 00:21:50:22
Ralph
We’re not in a bubble right now. You know, whether you agree with that or whether you don’t agree with that. You need to adopt something within your business and use it. Maybe you are using ChatGPT, maybe you are using Gemini, maybe you are using Siri, even though it’s crappy. Now the point is, is pick one thing that you’re doing is start there.

00:21:50:23 – 00:22:11:12
Ralph
And I think that’s where the adoption really happens for AI. And I think that’s the thing that stops people, because everyone who’s into AI, like all these AI nerds, and I’ve got plenty of them on staff, they’re like, go play with the tools, don’t play with the tools. Pick something that’s useful for you. Like pick something that you hate to do.

00:22:11:14 – 00:22:24:03
Ralph
I guarantee you there’s an AI tool out there that’ll help you do it better, faster, and probably a whole lot cheaper, especially if you figure out, like, what your hourly rate is. Thoughts, ideas, concerns, confessions.

00:22:24:05 – 00:22:39:20
Lauren
I mean, I think that a lot of people hear that just like email, to find the AI mute button and you have emails, it’s like there’s a lot of really good tools that, again, you don’t have to figure it out or use chat to your job. Like you said at the beginning of. So thousands of tools come out all the time and there’s tools.

00:22:39:20 – 00:22:55:13
Lauren
And with AI, we can read your emails and it can send you a summary of like, here’s what’s important, here’s the things you need to get back to. Like, you can read your emails and a friend of mine is using this tool and it’s like 20 bucks a month. And it’s just saying, like, hey, here’s what I’m looking at your inbox.

00:22:55:13 – 00:23:22:07
Lauren
Here’s the top 25 higher priorities based off of like you prioritize who was in your your emails or like how many times you have replied back and forth like there are smart interfaces that are leveraging the AI tools that are like a claw or like a Gemini, or even as deep as plexi. They’re leveraging these tools to create interfaces that can remove some of those daily menial tasks that you’re like, I would rather punch myself in the face than have to do it again.

00:23:22:13 – 00:23:48:23
Lauren
So you don’t like if you. I love your idea of right on that one task for like, destroy this task forever. And then I would go to ChatGPT. I like spend 30 minutes. I will say that likes people that are doing five minutes or like 2 to 3 word sentence prompts aren’t using AI correctly. I spent 20 to 30 minutes on each spot and like have a dialog back and forth ChatGPT as if you’re like, hey, help me find or research the tools that will do it for me so you can use AI.

00:23:49:05 – 00:24:07:08
Lauren
If you find the AI solution that’s easy for you, you’re going to pay more because you’re paying another company that’s leveraging that AI. But if the interface makes it easier for you, then go for it. Like we all pay more for things because it’s easier. Accept the convenience and and figure out what is that task you wish you could never have to do again.

00:24:07:10 – 00:24:25:09
Lauren
Work with AI to find out what are the options and then narrow it down. And if you’re depending on what tool you’re using or if you have other people around you, I would set it up and ask it to do like in a debate style and tell me which. Cool. Not just a versus page like you see with HubSpot versus high level.

00:24:25:09 – 00:24:40:07
Lauren
Like I want it to be debate style. Tell me which model is going to work best for me, and then ask me a question. One at a time, so that you can make a recommendation based off of my best needs. That’s how I would recommend anyone to start. So simplifying there, I.

00:24:40:12 – 00:25:00:10
Ralph
List pros and cons like I was doing it this morning. Like you’ve. You switched over to Mint Mobile. I did this morning. I just entered into Gemini because we’re going to switch over to Comcast Mobile and they I never sign the contract to these bastards. And so they started charging me and my admin was like, what are these additional charges for Comcast to like.

00:25:00:10 – 00:25:20:11
Ralph
Did we ever switch over mobile? She’s like, no, it was like $260. So it’s been like an hour and a half on the phone by the way, which was total pain in the ass. And while I’m doing it like Comcast sell Comcast Mobile versus Verizon versus mint because I know you’re on mint and I literally typed it into Gemini and it gave me this summary.

00:25:20:11 – 00:25:35:20
Ralph
It’s like, you know, if you are this, then it’s great. If you do this, it’s not that great. If it’s like if there’s pros and cons of each and yeah, listen, I was so much I felt so good. I’m like, all right, we’re going to check out mint. You know, I mean you’ve obviously I.

00:25:35:21 – 00:25:48:16
Lauren
Just say I don’t use mint. It’s like Roberto uses mint. And for how he uses his phone and his usage, it makes the most sense. Yeah, but with how much I travel, like, I’m actually looking at a Tesla phone for Starlink.

00:25:48:20 – 00:26:17:08
Ralph
Whether or not I do it or don’t do it. There were some cons there for sure. Like like international travel, you know, you know, priority usage. Like there’s this, you know, there’s catches to all of it for $15 a month, according to our buddy. Anyway, the point is, it’s like use AI to figure out what AI task you can actually avoid doing or do less of.

00:26:17:08 – 00:26:20:02
Ralph
Like, that’s a brilliant suggestion, I would say.

00:26:20:03 – 00:26:41:09
Lauren
Can I give you my favorite thing that I do with AI? If you’re comfortable spending like you’re willing to spend 15 to 20 minutes a day, I use chat. That’s my default one, and you can have it send you daily tasks or daily reminders. So like I have it sending me a notification every day of a new way to say give me a kiss in a different language.

00:26:41:11 – 00:27:05:08
Lauren
So that’s like a small use case if you want to like work on something or kitten motivation, or watch raw spit take of me saying how to learn. Give me a kiss. It was Icelandic yesterday, Turkish today. You can have chat too, but you don’t know if a lot of people know this send you notifications. So what I like to do and I did this with make like a year ago, but now you don’t have to do all the extra steps that I did.

00:27:05:10 – 00:27:31:17
Lauren
You can say, hey, I would like a 15 minute conversation with you every day, or you’re essentially just dumping all your priorities. You’re like, okay, I am going to talk to you. I’m just going to like, vent for 90s to five minutes at a time. I need you to collate everything that I’m saying, and then I need you to ask me questions, push me one question at a time so that at the end of our 15 minute discussion, you can put a summary that I can give to my executive assistant, or I can give to my team.

00:27:31:19 – 00:27:44:18
Lauren
Hey, here’s what my boss is thinking about at the top of her head. Because how many times, Ralph, do we have business owners that are not communicating what’s on the top of their head and expecting their team members to read their minds? Right. All the time. So with that.

00:27:44:18 – 00:27:46:17
Ralph
Was my wife.

00:27:46:19 – 00:27:48:02
Lauren
Oh, your wife name was three.

00:27:48:02 – 00:28:04:01
Ralph
Okay, great. Her. No, no, no, I’m supposed to be able to read her mind, by the way. That’s that’s how it works. So I’m supposed to know what’s going on in her head even if she doesn’t say it? Is there an AI prompt for that? Like, tell me what my wife is thinking right now, even though she hasn’t told me about it.

00:28:04:01 – 00:28:06:03
Ralph
So now that well.

00:28:06:03 – 00:28:07:22
Lauren
Then it becomes hanya.

00:28:08:01 – 00:28:09:14
Ralph
Damn.

00:28:09:16 – 00:28:24:10
Lauren
No, no, I mean, you could you could make a companion where she could chat every day. I’m just like, mind dump. Everything’s at the top of her mind. And then you call it to report. Here’s what’s up on top of your wife’s mind. So gently like, hey, this is what I need to get done. Here’s what I’m worried about.

00:28:24:16 – 00:28:47:00
Lauren
And then you can have I systematize. What are things that you can delegate to, Ralph? Things that you can delegate to your sons. Things that you can delegate to her, her friends, or things of that nature. Like I have it send and it can send it into slack you. Then you have to use webhooks, but you can have this whole report collated, sent to you, copy and paste to your team, or you can have it sent as an email, or you can put in slack, or you can have it creak like a pass automatically.

00:28:47:05 – 00:29:05:14
Lauren
But if you’re like using it, just have a conversation. Just know that like the more you use AI, it’s not less work. For me at least, it’s a lot more work. It’s increasing the quality. And I’m having diverse like discussion back with me. Ask me questions to build like here’s Lawrence high priority list.

00:29:05:16 – 00:29:28:13
Ralph
Here is here is where we’re at with this right now. That is all very useful. Like this is a perfect case of like why Gen should watch this presentation here because I can’t even get her to use Gemini, let alone I’ve been trying to get her to use LastPass for like 7 or 8 years. Like some kind of, like, one password or whatever it is.

00:29:28:15 – 00:29:47:03
Ralph
Anyway, that’s going to be a longer selling cycle. But the point is, is this is this show is about trying to get those people who have been reluctant to adopt this technology to at least adopt it. I think with my wife, it’s going to be probably a much harder sell than it is for people internally at year 11 who are definitely far along on the continuum here.

00:29:47:03 – 00:30:19:22
Ralph
But it’s like, how do you push people to even be more on the vanguard and push the the edge? That’s where it gets a little bit challenging. There’s a whole issue with, you know, AI and utilizing that with clients and branding and all these other sorts things we’ve talked about. We could do a whole show on that point is, is, hopefully you got a lot from today’s show to show you the magnitude of what is happening right now with these large tech companies, how much investment is being done in this thing, and it’s not going away, and it’s just going to get even greater and greater and greater, and I don’t see an end

00:30:19:22 – 00:30:39:00
Ralph
to it. At some point there will be a bubble. That probably burst is my guess. I don’t think we’re close to it right now. So adopt one of these things. Pick the one task, get AI to figure out what that task is, that you don’t have to do it anymore, and then let us know how you do so, of course, wherever you listen to podcasts, leave us rating a review.

00:30:39:00 – 00:31:02:21
Ralph
We really do appreciate that. And of course, we are still running our buy one get two free special over a tier 11 creative diversification of the creative dare to first vacation. Easy for me to say pack and get your media buying and your tier 11 data suite, which is 99.4% accurate. To get all your last click first click all your click data so we can read all that and leverage AI.

00:31:02:21 – 00:31:28:10
Ralph
And then meta Andromeda update using creative diversification. So head on over to your local forward slash plan. Get that I think we only have seven left right now. We’ve already sold like four of them, so you better get in quick. Anyway, on behalf of my amazing Vegas style casual hanging in the mansion, co-host Lauren Petrillo.

00:31:28:12 – 00:31:29:04
Lauren
Down.

00:31:29:09 – 00:31:39:14
Ralph
Till next show. See you.

Episode 749: The Invisible AI Underbelly That No Marketer Knows About…Until Now (PART 2)

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The Invisible AI Underbelly That No Marketer Knows About…Until Now (PART 2)

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