What If?

06/15/23 • 40 min

In this episode, co-hosts Pete Housley and Garrett Hughes ask AI experts to gaze into the crystal ball and predict what AI marketing will look like in the future. They’re welcoming special guests Molly St. Louis, Head of Marketing at Dealtale, and Unbounce’s own Director of Product Marketing, Jess Petrella, to answer questions like: What would happen if creators sue to exclude their work from image or text generation models? What if OpenAI becomes completely closed source? What do you—the marketer—need to be prepared for next? You won’t want to miss this very special episode of Unprompted.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Content Manager Garrett Hughes. This episode also features special guests and AI experts Molly St. Louis, Head of Marketing at Dealtale, and Jess Petrella, Director of Product Marketing at Unbounce.

Key Quotes

*“If we're thinking about the ‘What if?’ scenario, yes, the content writers of the world, the SEO specialists, there is a realm where you will then have to think about your content as – and this is uncomfortable – but source material for AI. This is going to become important for SEO content specialists uh, to take into account.” - Jess Petrella

*”If we move to this high tech plus high touch world, that would be ideal so that we can use our investment in technology to do that kind of self-serve deflection. And yet then use the investments in the human capital to really provide a really great interaction.” - Pete Housley

*“There's just a realm of possibility that if we take tasks off our plate, what else can we do?” - Jess Petrella

*“Marketers who are not using AI will be replaced with marketers who are using AI.” - Pete Housley

Time Stamps

[2:18] The Unbounce team peers into the future of AI marketing

[3:15] New AI-powered marketing tools in the news

[4:55] What is ChaosGPT? And is it a threat to humanity?

[9:28] Introducing special guest Molly St. Louis, Head of Marketing at Dealtale

[11:24] What does Dealtale do?

[12:09] Introducing Unbounce’s Director of Product Marketing, Jess Petrella, as resident AI expert

[16:21] What if search engine results are replaced by AI chat bots? \

[20:49] What if brands’ marketing efforts start to look the same as a result of using the same AI-based tools?

[24:26] What if AI becomes so advanced it can accurately anticipate what people want in that moment, or even want next?

[27:08] What if we get to a point where all brand interactions online are powered by AI? How do we maintain that human touch as marketers?

[32:01] What if AI gets to a point where it can functionally replace the abilities of a modern marketing team?

Links

Connect with...

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are... kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

If you’re a marketer (or just someone doing marketing), you need Unbounce. You can build beautiful, high-converting landing pages for your ads and emails, plus get AI copywriting and conversion optimization tools—all powered by more than a decade of marketing data.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Meet The Unprompted Crew

Key Quotes

*“There's just a realm of possibility that if we take tasks off our plate, what else can we do?” - Jess Petrella

*“Marketers who are not using AI will be replaced with marketers who are using AI.” - Pete Housley

Time Stamps

[2:18] The Unbounce team peers into the future of AI marketing

[3:15] New AI-powered marketing tools in the news

[4:55] What is ChaosGPT? And is it a threat to humanity?

[9:28] Introducing special guest Molly St. Louis, Head of Marketing at Dealtale

[11:24] What does Dealtale do?

[12:09] Introducing Unbounce’s Director of Product Marketing, Jess Petrella, as resident AI expert

[16:21] What if search engine results are replaced by AI chat bots? \

[20:49] What if brands’ marketing efforts start to look the same as a result of using the same AI-based tools?

[24:26] What if AI becomes so advanced it can accurately anticipate what people want in that moment, or even want next?

[27:08] What if we get to a point where all brand interactions online are powered by AI? How do we maintain that human touch as marketers?

[32:01] What if AI gets to a point where it can functionally replace the abilities of a modern marketing team?

Links

Connect with...

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are... kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Previous Episode

Can You Not?

In this episode, co-hosts Pete Housley and James Thomson explore whether generative AI can successfully take over the job of the marketer. So they’re putting robots to the test and sending off their team of marketing gurus to do an exercise they’re calling, “Can you not?” In other words, are the marketing gurus able to not write copy, design graphics, strategize, etc., but instead hand it all over to AI? So marketers, can robots take your job? You might be surprised to find the answer right here in this episode of Unprompted.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is James Thomson, Senior Creative Director at Unbounce. And the marketing gurus are Content Manager Garrett Hughes, Art Director Cecilia Martinez, and Manager of Marketing Campaigns Caoimhe Rainey.

Key Quotes

*“It’s a very exciting time to be in the creative industry where we have the ability to leverage some of these tools as part of our toolkits. [We’re] always looking for opportunities to adopt some of these new technologies and tools to augment our processes, get better results at the end of it as well. And I think AI-based tools are no different to that. So, I'm personally excited for the opportunities this gives us as creatives, especially on my team and how we may be able to do more with less and get better results at the end of it, out of our campaigns as well. - James Thomson

*“One of the things that I realized through this exercise is no one tool does it all. I think that in terms of actual work that we did, the bulk of it was moving information or content from one AI platform to another. So we were like pack mules, carrying things up the hill for the next AI tool to model and refine.” - Garrett Hughes

*“I think that is the biggest challenge: It's knowing what to ask for and how to ask for it. And I think that's something that once you have mastered [it], there's no limits to what you can do.” - Caoimhe Rainey

Time Stamps

*[0:55] Introducing the “Can you not?” challenge

*[2:41] How is GoFundMe’s 2022 year-end wrap-up video a great example of using AI in marketing?

*[6:55] Meet the Unprompted team of marketing gurus

*[8:16] The marketing gurus get 24 hours to create a campaign using AI

*[9:56] What was the process of creating a campaign using AI?

*[13:08] Was the AI-generated content usable?

*[13:57] How much time and money would AI save a marketing team in creating a campaign?

*[14:42] Check out the AI-generated landing page for Elebounce!

*[18:51] What tools did Garrett use for writing copy?

*[20:22] Does the marketer still need to play a part in creating the campaign?

*[21:08] What was the creative design process like?

*[23:02] How can you master prompt writing?

*[23:45] What was designing the marketing strategy like?

*[24:24] What was the ad creative process?

*[26:03] How were the images generated?

*[27:47] How successful was the campaign?

*[29:34] The results are in! Can AI take the job of the marketer?

*[31:40] What can we take away from this exercise?

Links

Connect with Pete Housley on LinkedIn

Connect with James Thomson

Connect with Garrett Hughes

Connect with Cecilia Martinez

Connect with Caoimhe Rainey

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are... kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Next Episode

Agencies of Change

In this episode, co-hosts Pete Housley and James Thomson take a look at how businesses are using AI tools to create the sort of marketing that previously required a digital agency. How are digital, analytics, and creative agencies adapting? In this episode, they find out by going inside the minds of a data-focused agency to learn how they’re using AI themselves to win in this new world.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Senior Creative Director James Thomson. This episode also features special guest Andrew Lionis. Andrew is a partner and the SVP of Strategy and Client Services at Datawyze, a Marketing Intelligence Agency representing the application of data & marketing research into business process & decision-making. Andrew is a customer-focused business leader with a deep expertise in marketing and advertising technology, AI & machine learning, digital applications, social media, and mobile technologies. He is passionate about innovation, connecting consumers with brands, and pursuing marketing goals through measurable business strategies.

Key Quotes

*“I think one thing which is gonna change, especially over this coming year or two as a lot of companies do come to rely on some of these AI-based image generation tools, is that it's gonna put a lot of pressure on creatives and photographers to justify their craft and work harder to justify some of the ROI of that. I personally think there is a lot of value in custom photography, in that it does allow that customization, to own a lot of those details. But I think that the case is gonna have to be made a lot harder to warrant that investment when you are looking at the other option being AI generated images, which you can get for free.” - James Thomson

*”The agencies that embrace AI and can deliver more variety, more volume at a higher velocity, will give more value exchange to those clients. And that's what I see as the biggest benefit for agencies that embrace AI.” - Andrew Lionis

*“Speaking on behalf of the creative process, I think emotion still has belonging, but it's just that it lives in a different place. I think having the right inputs [is important]. And then when we're getting some of those results back from our AI tools, [we need to ask], ‘What does this make me feel?’ We need to be evaluating on a human level: ‘Is this compelling?’” - James Thomson

*”I think we still have to, even if we're gonna be passengers on this journey, just be aware of what's going on and make sure that the tool itself is brought up to speed.” - Andrew Lionis

*”We have to rethink the construct and makeup of our organizations and how that impacts how we deliver value as a service provider, for brands as an agency service provider. “ - Andrew Lionis

*”I've heard a little bit of fear there. And personally, I kind of want to address it through a quote, which our art director, Ceci, provided to me: ‘As long as clients continue to not know what they want, then agencies will be safe.’ So I think agencies will always be those specialists, spirit guides, that know what is going to work best, know how to identify a problem, a strategy, know how to look at data, how to evaluate it, and make some of those recommendations. But I think the agencies which are going to survive and get ahead and be a little bit more successful in some of these changing climates are the ones who do jump on some of these AI-based technologies themselves.” - James Thomson

Time Stamps

[1:24] Should AI be used for drafting or crafting?

[3:46] AI news recap: Generative AI ad tools

[6:31] How are creative agencies adopting AI?

[11:00] Introducing Andrew Lionis, SVP Strategy & Client Services, Datawyze

[16:24] What problem is Datawyze solving in the market?

[18:51] How has the use of AI impacted Andrew’s work and Datawyze as a whole?

[22:21] When has AI helped Andrew uncover marketing insights?

[26:35] About Datawyze’s AI-first approach to marketing

[28:42] Increasing variety and volume of creative output through AI

[30:24] Improving your prompts

[35:30] How to manage data privacy