Exploring AI in Marketing: Five Key Applications

Struggling with how to actually apply AI to your day-to-day marketing tasks?

You’ve heard the hype: artificial intelligence is transforming the marketing landscape, offering innovative solutions to enhance strategies and achieve better results. But with so many applications, understanding how to leverage AI effectively can be challenging. If you’re looking to decode the role of AI in marketing, this episode is for you.

Today, we’re joined by Dan Sanchez, a.k.a. Danchez, a passionate marketer and digital strategist, who uses AI in multifaceted ways—from daily operations to content repurposing and hyper-personalization. Danchez will guide us through the five key applications of AI in marketing, sharing practical insights and examples that can help you elevate your marketing game.

The AI Hat Podcast host Mike Allton asked Danchez about:

✨ Five Key AI Applications: Learn about the five essential types of AI applications in marketing and their benefits.

✨ Practical Examples and Insights: Discover how to integrate these AI applications into your marketing strategies with real-world examples.

✨ Future Trends in AI Marketing: Gain insights into upcoming trends in AI marketing applications and how to prepare for them.

Danchez’s Five Applications of AI in Marketing:

1. Marketing AI Co-Pilot
2. Content Marketing and Distribution
3. Hyper-personalization with AI
4. Conversational AI
5. Analytics, Reporting & Forecasting

Learn more about Dan Sanchez

Resources & Brands mentioned in this episode

Explore past episodes of the AI in Marketing: Unpacked podcast

Full Transcript

(lightly edited)

Exploring AI in Marketing: Five Key Applications with Dan Sanchez

[00:00:00] Danchez: When it comes to any new technology, there’s always the innovators and the early adopters, you try new stuff. That’s where, that’s us right now. If you’re listening to this, you’re in that category. You’re one of the early people trying to figure out this stuff early, but then there’s this big jump that has to take in order for it to reach market acceptance into the early majority and then the late majority, and then eventually the laggards who only update their stuff because the old stuff isn’t even available anymore, I think that’s going to cross the chasm, so to speak next year, partly because of Apple.

Apple is so influential that that big push is a big one. The other thing, the other shoe that I’m waiting to drop to see if this is going to be a big thing for 2025 is chat GPT five while Apple, I think will broaden the market and add that broader base, I think bringing in chat GPT five and based on what I know it’s coming, just based on like the little hints that Sam Altman drops every once in a while, we’ll add the depth that fixes a lot of the little small problems we experience with AI right now.

[00:00:57] Mike Allton: Welcome to AI in Marketing: Unpacked, where we simplify AI for impactful marketing. I’m your host, Mike Alden here to guide you through the world of artificial intelligence and its transformative impact on marketing strategies. Each episode, we’ll break down AI concepts into manageable insights and explore practical applications that can supercharge your marketing efforts.

Whether you’re an experienced marketer just starting to explore the potential of AI, this podcast will equip you with the knowledge and tools you need to succeed. So tune in and let’s unlock the power of AI together.

Greetings program. Welcome back to AI in Marketing Unpacked, where I selfishly use this time to pick the brains of experts at keeping up with and integrating or layering artificial intelligence into social media content. Advertising, search and other areas of digital marketing. And Oh, you get to learn to subscribe to be shown how to prepare yourself and your brand for this AI revolution and come out ahead.

Are you struggling without actually apply AI to your day to day marketing tasks? You’ve heard the hype. Artificial intelligence is transforming the marketing landscape, offering innovative solutions, enhanced strategies that achieve better results. Right. But. So many applications, understanding how to leverage AI effectively can be challenging.

If you’re looking to decode the role of AI and marketing, this episode is for you today. We’re joined by Danchez, a passionate marketer and digital strategist who uses AI in multifaceted ways from daily operations to content repurposing and hyper personalization. Danchez will guide us through the five key applications of AI and marketing sharing practical insights and examples that help you elevate your marketing game.

Hey, Danchez, welcome to the show.

[00:02:36] Danchez: Mike, thanks for having me on, man. That was the smoothest intro I think I’ve ever had being a guest on a podcast. I can tell you, I

[00:02:43] Mike Allton: appreciate that. I do this a lot. This is my personal show, but over at Agorapulse, where I work full time, I have five shows that I am currently running.

I am podcasting and interviewing people every single day.

[00:02:57] Danchez: That’s a lot. I mean, I’m doing a lot of podcasts too, but five shows, that’s a lot of shows.

[00:03:02] Mike Allton: Yeah. And honestly, I have you to thank for making it worthwhile because I learned early on. I tuned into your show and learned about your my show runner.

com. Custom GPT for podcast preparation. And I’ve told people this story a lot that took my podcast prep from two hours down to 20 minutes. And that’s obviously saved me a ton of time, but also relieved a lot of stress. I was always like worrying about how many shows I had tomorrow or the next day and trying to get ready.

So. Thank you for that.

[00:03:31] Danchez: Yeah, you’re welcome. I mean, I was doing a lot of shows too. When you’re running five shows, like you are, even me, well, I’m doing, I don’t know, I’m probably doing three to seven episodes a week. It’s a lot. The pre production is something you can’t slack on. You have to do it well.

Cause you can’t show up to a meeting like this and be like, hold on. Where do you work again? Oh yeah. Yeah. That, that company. Oh, I got it wrong. Sorry. You got to know, you got to know you have to have good questions. It’s based on the person you’re talking to their expertise, but also the premise of the show and that are, you know, going after the angle you want.

Funny thing is. Chad, GPT can do all that for you. If you just give it the right context. And that’s what, that was the tool that I made a few months ago and just provided it out to the world for other, everybody else to use because I found it useful. I figured others would too.

[00:04:16] Mike Allton: It’s fantastic. I’ll put a link to it in the show notes.

Cause you’re right. Yeah. Now my biggest anxiety is I’m going to show up for an interview and have the wrong person’s notes in front of me asking the wrong questions. Wait a minute. You aren’t you an agency owner? No, I’m sorry. You’re the social media manager for JC pennies. Oops. I got the wrong person, but.

Anyways, let’s talk about you. I want you to start off, if you wouldn’t mind just sharing a bit about your background in marketing and how you got into AI in the first place.

[00:04:46] Danchez: Man, I got into marketing back when digital marketing was first becoming a thing. Like I was that intern that people are like, here, here’s the social media.

Here’s the digital do the text messaging. I was like, okay, I was literally just a graphic designer and then started taking these things on designing the website and all that kind of stuff. And over time I found that I was ended up working at startups and nonprofits. Which are very different, but have some similarities that made me fall in love with marketing.

They, they’re both very ambitious. They both don’t have enough money. And everybody who works on the marketing team at both those types of organizations are wearing multiple hats. And oftentimes I was like a marketing department of one or maybe a three. And I was handling all the digital stuff and now digital is like.

It’s, it’s just table stakes for marketing. Right.

[00:05:29] Mike Allton: Yeah.

[00:05:30] Danchez: So I grew up in that environment. I learned and spent 10 years doing all the different channels from advertising on Facebook and AdWords and building emails, sequences and automation and all that kind of stuff, building and designing and split testing landing pages.

It was like, Oh my gosh, until recently. It became harder and harder. Digital was hard compared to traditional, and there’s so many different little nuances and facets from graphic design to copy to code and how they all mixed together. But recently I’ve started getting really excited again after I think a lull, I don’t know.

I think most marketers are running into the point right now. Where there’s not a single channel. That’s like, ah, this is it. This is the thing that’s popping. Everybody double down on this channel, nowhere. Everybody’s like everything’s just, man, some things are really bad. Some things are okay. Seems like Facebook pages are coming back a bit.

It looks like something’s going on.

[00:06:23] Mike Allton: Threads isn’t where it’s at right now.

[00:06:26] Danchez: Everything. Threads is, I mean, threads died. I heard threads a couple of times over the last week. Part of me wonders, I’m like, Oh, is that starting to trickle back in? I don’t know, but it’s all, it’s all little incremental gains here and there.

The one big thing that I think is going on right now that is the most exciting to me. Is artificial intelligence. So about last, last December, I’d been dabbling in it, like multiple people. You know, I’ve been using chat GPT regularly. I just bought the paid version in October, you know, I was using it pretty regularly looking for what people were doing, but just being frustrated.

I was like, how do you, like, I keep hearing the advice, Hey, yeah, just, just play with chat GPT. And I’m like, That’s bad advice. That’s like going to like a graphic designer. Who’s like, Oh, I want to learn more about this. And the advice is yeah, just play with Photoshop. If you’ve ever played with Photoshop, you know, that doesn’t go well.

Like you just can’t play with Photoshop. It’s a hard tool. Luckily, chat GPT is more approachable, but I wanted a way in which to evaluate how, how well am I doing in this topic? Am I at the beginner level? Am I intermediate? Am I getting advanced? I have no grid for this. And after searching and asking, I couldn’t find anybody else talking about it either.

So, you know, I started a podcast a lot, like what you’re doing with this one, just started talking to all my. Peers out there that were doing some cool stuff. And now I have a much better handle on what’s going on with AI marketing and how it relates to all the different channels, some channels that helps more than others, but it’s making me excited about marketing again, it feels like the beginning of social media back when that was like this big thing that was going to take over the world.

And it kind of did, right. We went from that’s just the thing that kids use to, you know, Reporting Trump for misusing Facebook analytics and all that kind of stuff. And it’s changing the world and the biggest election of the year, right? Within a short amount of time, it changed the world. And AI, I think has bigger potential for that.

So I’m glad to kind of be here in the beginning though. I still think it’s early days for AI for this year anyway, I think it’ll pick up next year.

[00:08:26] Mike Allton: It definitely is early days. I’m about, I don’t know. I’d say like the A couple of months behind you. I started really getting interested in AI December, January timeframe.

I didn’t really do a paid subscription to anything until like February. And that’s when kind of the gates opened and the light stream down and had that aha moment because there’s such a huge difference in capability between free and paid on any of the platforms. But I love how you articulated.

The change in the mood and the vibe as a result of that interest in AI, because I had not thought about it along those lines until you said it. And in that very moment. I felt it. I was like, Oh yeah, that’s how it’s been for me. I have been in digital marketing for a long time. And for me, Google plus was one of the platforms where I really thrived.

I found a niche. It allowed my career to take off. And of course that shut down and went away. Some of you people listening don’t even know what I’m talking about when I say, but there was a network. Like Google started, there were millions, hundreds of millions of users, but they weren’t able to monetize it.

So they shut it down in 2015. And at that time I had a quarter million followers on Google plus. So I was generating legitimate traffic and income through that platform. And all of it went overnight. And I had to say, I don’t know that I’ve really been excited about anything in digital marketing. For the, for the next nine years until AI came along and I started listening to podcasts like yours, which we’ll link to on the show notes.

So yeah, thanks for articulating that and, and being a part of my own journey in discovering AI. But I want to dive in now to, to what we’ve kind of promised at the outside outset, these five types of AI applications and marketing. Cause I know from my personal experience. What I’m looking at a new tool and I don’t understand what the practical application of that tool is.

And Photoshop is a terrific example. I opened Photoshop on my desktop and I’ve opened it many times. If I don’t know what it is that I want to do and how to do it, I can’t find the value in the tool. So what are those five key types of applications that you’re gonna be talking about?

[00:10:31] Danchez: I love this topic in marketing called thought leadership, and it’s kind of a cringy term, but I can’t really find a new term to do it.

You could call it POV marketing or something like this, but it’s like, the reason why I love it is because. It’s you could think of it as leading, but I even think of it as just teaching and what I want to do as a teacher is in this new space where there’s just not everybody. It’s like, where do you go?

There’s no map. It’s just jungle, raw jungle. No one’s forged any paths yet. One of the things that I find is really helpful that I wish I would have had is, you know, Is essentially a guide that kind of gives the lay of the land, like, Oh, there’s this region over here. If you ever played settler as a Catan, you know, it’s like, Oh, this is the sheep area.

Here’s the mountain area. And here’s the woods over here. You know, where you get your resources, somebody needs a map and you have to like, try to define things broadly in order to make sense of the, the, the weeds in the ground. Right. And understand the different areas of it. So after doing like. Probably 30 different interviews on the show and talking to a lot of practitioners, some experts, some AI agency founders, like all kinds of different people.

I discovered that almost everything people were doing with AI and actually seeing good results of it, fell into five different categories in these different types of AI marketing and I, I kind of broke it into this graphic. I wanted to have a polished one before you, but I just kind of like whiteboarded it right here in

This is how I kind of think about it. I’m a visual learner, so if you’re a visual learner and you’re looking at the video, if this is audio, then I’ll kind of explain it to you. I’m gonna go ahead and put it down, but there’s this one in the middle, and I think everybody needs to start here with this first one called a marketing ai co-pilot.

I think this will be organization wide eventually. And this is what chat GPT is to a lot of people. For some people it’s Microsoft co pilot right now, but it’s that internal use AI tool that can drive a lot of efficiencies internally. Your customers will never see it, but we all know like in marketing and pretty much every department of the org, there’s going to be a lot of things that you’re doing that are repetitive.

There are, there are a few steps away from automation, but you can’t really automate it. For example, like marketing, marketing often has these documents laying around the department, you know, the brand strategy, the persona personas, and all these great docs that just sit in a file somewhere that nobody ever uses well now was something like custom GPTs and a shared, like a team account on open AI.

You can have those stored in a custom GPT and. Write content against it. You can have it to do it, use it to write strategy against her to be like, Hey, what would this persona think about this idea? All of a sudden you can query against those documents. You can ask chat to PT, to take on the persona and have a conversation with it real quick about this new idea you have.

And all of a sudden, there’s a lot more that you can get done internally with your already existing materials, because you have this thing called the co pilot, this thing that’s helping you just do your job more efficiently. I think this is a concept that people, some companies are already rolling out.

Across the organization. Open AI is like championing that because they’re trying to sell this B2B enterprise level. Right. So I think Moderna and like some big companies are starting to roll these things out and creating challenges for people to create their own custom GPTs. And I think it’s a great idea because that’s step number one for anybody is using it as a co pilot.

[00:13:44] Mike Allton: Yeah. In fact, Microsoft’s entire enterprise product is they’ve able to co pilot, which I think, I think it’s brilliant branding because the phrase co pilot. Instantly allows the total layman when it comes to a I’d understand. Oh, that’s somebody that’s sitting next to me, helping me pilot the plane. It’s not taking over, right?

They’re not jettisoning me to the back of the plane or out of the plane. They’re there next to me and helping me. So It’s kind of under the radar. Another analogy there dismissing the objection that it’s going to take over my job and it’s going to do my work for me and make me redundant in the workplace.

So that’s a, that’s a terrific branding, but it’s also a fantastic way for you. Oh yeah. To label it that way. It’s, it’s something that a lot of us who’ve been using AI for a while, we just innately started to use the AI for that. We go there and we ask them questions throughout the day, whether it’s Business or personal related to get that kind of educated input and have a whiteboard or someplace to bounce ideas off of.

That’s that’s terrific. What’s what’s the second application of A. I. And marketing.

[00:14:55] Danchez: The second one’s been the most popular whenever since Chad GPT came out, this was like the most popular one for marketing by far was just content marketing and distribution, right? Actually coming up with content, unique content.

And. That’s funny. Cause I say, when I say that sometimes on some shows you won’t, you won’t, but like a lot of people who don’t like AI, there’s, there’s the resistors or like, oh, it creates horrible content. I don’t know why you’d ever want AI to come up with content. I’m always like, you, it’s like critiquing someone playing basketball and you have no, you’ve never played.

I’m like, you haven’t learned anything about the game. Stop critiquing from the couch. The, the real. Method for coming up with content with AI is less about coming up with original content, though. It can certainly help you brainstorm and come up with some great ideas and questions to get that going.

Is really repurposing content things like this show will generate a transcript And then can be used to come up with all kinds of content and it’s not making it up It’s basing it on the words that we’re actually speaking in the show It could take the five types and turn it into a blog post take each type and turn them into tweets And do all kinds of fun things with it and I think that’s the big, that’s the first thing people shot to when it came to a type, but it’s good to label it and call it a certain category of AI marketing because it is its own thing.

And I think it can even fit with not just content creation, but distribution. Which to me is like taking the content that it creates and then automatically maybe posting it across social media. And I, it’s still, I think we’re in the early days of seeing how AI will help with distribution right now. It’s more of like an old school marketing automation thing.

If you’re like using Zapier to take the blog posts, query it against open AI’s API to turn it into some new things and then just auto posting it on Twitter, I think eventually we’ll get to the point where AI will be. Not just posting it for you, but actually determining when to post it and how to post it and how to remix it across social media sites that actually be doing a little bit more thinking and analysis in between.

Most people are just still creating with chat GPT, you know, they’re like co pilot thing. And then just like manually scheduling it next. We’ll see it actually move to an automated level where it’s automatically going out. And then to the point where AI is actually. Thinking about when it should go out and how it should go out.

So I’m excited for it, but that is the major category of content creation and distribution.

[00:17:11] Mike Allton: Yeah, that makes a lot of sense because before any marketer business is going to be comfortable with that level, they need to be shown improved and had that trust that whatever the AI comes out with from that output, it’s going to be so good and so appropriate and so factually true that I’m okay with that going to my public social brand channels without any human being.

Looking at that content and, and, and that’s a big thing where, wow, I agree with you, honestly, the capabilities there today, if you’ve done your homework and the prep work to actually train the AI, it can come up with perfectly valid, factual, terrific content, better, better than me. But most people aren’t there from a mindset and a trust perspective.

But to your point, I’ve, I’ve built a custom GPT for this show so that once I published this episode and I’ve got a blog post on the transcript, I feed that into the custom GPT, which I’ve already had a lengthy conversation with the AI about what do I want to do? What should I do? To help me build out the GPT so that it will, it will spit out for me the quotes, the key takeaways the tweets and other social shares that I’ve already determined, this is what I want to do over the course of the next week.

I want a certain tweet on this day. I want to quote graphic for this other day. It’ll even create for me a LinkedIn newsletter issue that I publish on Wednesday of each week, which is fabulous. I actually said in the newsletter, this is CLU, C L U, my AI. Writing this newsletter. It’s not me at all. It’s a hundred percent AI driven, just kind of showing off the capability of the tool because it’s flawless.

Now that I’ve trained it, it knows, okay, I’m going to grab three quotes from Danchez and I’m going to elaborate on what each of those quotes meant. I’m going to pull out some deep quotes and some deep learnings from the episode and summarize it, link to it, link to the previous episode. It knows to do that.

I’ve trained it. It goes to my blog, grabs the previous episode, pulls all together. I just had to copy and paste in the LinkedIn because that step. Yeah, I know. So getting

[00:19:12] Danchez: close, so close. I wish it were fully automated because I’m Jen. It’s generally like 90, 95 percent of the way there for small enterprises and small business, I would just post it for enterprise.

You obviously have more to lose, so they can’t, it’s like, but eventually it’ll get good enough that it can. But right now, like, so the small players in the game, the solopreneurs and the small businesses and startups have, don’t have as much to lose so they can actually probably go full auto and be okay.

Man, I love that you gave it a name so that it’s not awkward. It’s like, Hey, this is me, but it’s not me. I actually think there’s going to be a whole subcategory of this category of content creation and distribution of just. AI made content where it’s not even based on something we’ve said. And you’ve started doing it with clue, but what if clue had its own personality and its own backstory and started responding to people as itself?

Wouldn’t that be interesting? I’m starting to, I’m trying to come up with like a robot personality that just has its own LinkedIn page. And then it has like some kind of funky backstory and just replies to other people’s LinkedIn posts that are just like, it was snarky. Kind of funny replies as itself.

I’m like, come on, would that not be fun? I think that’s going to happen and like Like disney will have all this ip out there where you could just talk to mickey mouse live or something like that But I think I think that’s an opportunity Where you can co create with ai and then just let it kind of go wild because there’s really Like what damage could it do?

It’s a fake Made up fantasy world of itself, but it’s fun to interact with. And it can still represent your brand in certain ways, if you kind of define its backstory correctly. Right. So I think that’s a whole nother area that’s coming that no one’s really tapping into yet.

[00:20:49] Mike Allton: It’s definitely coming in a lot of ways it’s here.

I mean, you know, I shared recently a list of the AI podcast that I listened to and I included you in that when I was doing my research for that, trying to kind of expand one of the other podcasts out there that I’m not already aware of. There were several I found that were. AI produced. Right. There was no human speaking in the podcast.

It was all AI. One of them did not disclose that. And so it took me listening to a couple of the episodes and some snippets and cause it looked sus from the beginning you know, the, the the host was just a little bit too perfect and a little too attractive and, and the shots were a little bit too varied from, from episode to episode.

And then as I listened to it, I was like, no. This, this isn’t real. And, and I think that’s one of those lines that definitely going to be blurred, but we’ll have to do a whole show just about AI personalities.

[00:21:43] Danchez: And I can’t wait to co host. And I think we’re days away, like as soon as open AI actually releases the custom, their, their updated voice mode for.

The desktop app that they’ve released for chat GPT. I’m like, I will, as soon, as soon as they release it, I will be co hosting an episode with it because it’s just good enough that you can, I saw there’s one creator on YouTube that’s already doing it, but with the old voice model. Yeah, it’s almost there, but not quite.

[00:22:12] Mike Allton: Oh yeah. That’s something my good friend, Katie Richmond, who was also on the show, her episodes out, I’ll link to that. Her and I wanted to do that for like hosting webinars and that kind of stuff. And at the time that we were having this conversation, which was, I don’t know, late, late 2023, I think her and I were talking about it.

Pi, Perplexity’s Pi app was the only real option. It was, we were testing it. The lag was just a little too high to make it feel at all conversational, because it still had to think about what it, Is that you just asked it but you’re right today. Yeah. Chat GPT 4. 0 could, could totally knock that out as a co host, but let’s move on to the third type.

What was the third application and what kind of scenarios is that mostly beneficial?

[00:22:53] Danchez: The third one is the one I’m most excited about right now, because I think no one’s doing it. So like, anytime you have something that’s possible that hardly anybody’s doing, you have this new and shiny feel to it, right?

And you can get more attention from it because. It’s new and fascinating. And all marketers got to know, like you take advantage of that when you have it, but hardly anybody’s doing this. So I’m going to share something and it’s around using AI to do hyper personalization. For example I do an email.

Course for learning the fundamentals of a I and instead of just delivering the video, which there is a video lesson on the five day course, I also take the transcript of the video and in the journey, take a few pieces of information I get from you in the sign up form around your job role, your industry and who you sell to and then customize the lesson.

Based on that to give you a beginner step and intermediate step and advanced step based on the transcript of that lesson. So it’s fully customized. The lesson plan is customized for who you are. It’s hyper personalized. No email’s the same because everybody’s coming in with different parameters. You know, it’ll, the, the lesson’s going to be different if you’re a CMO of a beauty product selling to teenagers.

Versus if you’re an email marketing specialist at a, Tech companies selling, selling to banks. It’s just going to give you different advice, but still based on the lesson for each day, that’s hyper personalized content and that stuff that’s available in most CRMs right now, because most journey builders can actually query open AI and then store the answer in a field.

And it’s not hard to take a transcript like I did, or even some. Some other kind of data that you have and then mix it with what you know about the person in order to give them back hyper personalized results. So I think this is going to be a big thing that’s going on and I think will be a big differentiator for newsletters.

Imagine if the Hustle customized a whole section for you. Every single day, every time you got the hustle, it was a customized version of the hustle that only you got. Nobody else got it because it’s based on you and your information, maybe even in the future, incorporating what you’ve clicked on and not clicked on and things that it knows about you.

And then it’s updating and being dynamic that way. So with AI hyper personalization really becomes a reality marketing. I feel like marketing apps have been Like Huckster is trying to get people into like, Oh, look, you can inject their, your company name into a landing page. And that was always kind of like lame personalization, but with AI, we can actually do helpful, real personalization at scale, it’ll cost more to deliver it.

I mean, it probably costs like, I don’t know, a few cents, an email I send, but highly worth it. And I think this is a huge frontier of marketing that still hasn’t, I hardly see evidence of it, but it’s possible now we’re going to start to see people play with it as it gets out there.

[00:25:38] Mike Allton: I couldn’t agree more.

That’s, that’s huge. I was at an e commerce event in February down in Miami. And one of the topics there was how advertising is changing. And now when we go to websites, not only are you going to see ads based on places that you’ve been, but the ads themselves will be personalized and customized depending on where they’re located, so they won’t like necessarily stand out as something that looks totally different from the website.

If the website’s color scheme is purples, the ad might take on those purples, but also then Any information it knows about you. And then my friend Katie that I mentioned earlier, one of her tech startups is kind of like a minority report field to it, where they’re building virtual advertising based on your proximity and your past purchasing power, just like you saw in scenes of minority report.

This kind of personalization is amazing. It’s coming soon. Like you said today, the costs are almost prohibitive in some ways, but it’s coming. Folks. We’re talking with Danchez about the various ways he’s incorporated AI into marketing for himself and other businesses. And I’ve got several more questions, but before I get to those, let me show the tool that I’m using to integrate AI into everything that I do.

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with your audience. Don’t just market market smarter with Magai. Tap the link in the show notes. All right. So let’s talk about the fourth application. Can you share what it is, any specific advantages or any potential challenges marketers should be aware of?

[00:28:04] Danchez: The fourth is one everybody’s aware of because it was like the first thing when chat GPT came on, everybody was like talking about this and that’s just conversational AI, right?

This is the thing that AI is really good at. Do you remember chat bots from just two years ago? I remember talking to, like talking to people about drift. Drift was the hot B2B chat bot tool. And people are like, Oh, I love my chat bot. I’m like. Are you getting results from that? Cause every time I talk to a chatbot, like it’s a horrible experience, like horrible, like I want to punch, punch somebody in the throat.

It’s so bad now. It’s actually kind of good. It’s actually useful. I actually still think it’s a little early. And when I see it implemented, it’s just like, meh, because people don’t give it enough data to train on. But I think like. I remember working in a, in a college and I had a bunch of interns working for me and I would try to get them to man the chat and they did pretty good.

The problem was like the hours, I just couldn’t get enough interns to man the full week. But now if I could go back to my, my past self and manning that job and trying to answer all the queries that would come in all the time. 100 percent possible with what’s currently available with the different conversational AI tools.

And the cool thing is like tools are starting to get smart. Like I use a system called high level and it’s starting to integrate that same conversational AI, not just with web, the site chat, but with the different social. Platform. So if someone takes a conversation with you via Facebook page or your Instagram page, or on WhatsApp, the same conversations can be having, you can be having with customers and it’ll probably get to the point where it’ll actually remember them and actually be smart enough to remember like, Oh, that’s pretty similar to the conversation I was having with this person.

It’s probably the same person that has the same name, same IP address. We’re just going to remember some of this, right? Just like a human would. We’re getting really close to that time, even though it’s, it’s useful on you. Usable out of the gate right now for, for a lot of the apps out there. Again, it’s one of those things, enterprise companies are certainly getting in trouble for as it’s making promises they can’t, they don’t want to keep right now, but for the small players, this is an advantage that they can be using in order to be available around the clock.

I certainly see creators making things like this too, and making it, I don’t know, kind of making their expertise. Giving it access to their expertise where you can kind of like ask, imagine if Casey Neistat, you know, the YouTuber had a AI bot and I could ask it questions about his video process or vlogging process.

That’d be kind of cool. That’d be a fun tool to talk to. I think experts can be doing this around the board as like a content marketing plan at top of the funnel piece, but even as a bottom of the funnel piece, just for answering questions about your product or service, this has become a big thing for marketers.

And it’s certainly a major part of, like, the pie that I drew out. It’s separate. It’s different from content. It’s different from hyper personalization. It’s conversations one to one by itself. And it deserves its own piece of the land.

[00:30:48] Mike Allton: It’s absolutely fascinating. And, and to your point, there’s a bit of a difference between what enterprise is capable of doing from a budget, also an implementation perspective and what small local businesses can do.

So I’ve been testing a tool called chat bit chat. com. And I’ll put that link in the notes which, which is free to a certain extent, and to your point, the trick is training it with data. And so I’ve been training it by feeding it direct URLs to content on my site. So people can ask questions about AI and marketing right there.

And it’s so conversational. It’s so fantastic. It knows everything that I’ve ever published about AI and marketing. But that of course is a limitation. If I haven’t published it and I haven’t trained it, it doesn’t know it. And of course people come in and they ask the most strangest questions that have nothing to do with that topic and it struggles to deal with those.

But for small businesses that want that. Ability to have basic questions answered. This is terrific. And you can set a threshold where after like two or three questions, it will automatically ask the individual, Hey, would you like us to reach out to you and have a deeper conversation and get their contact information?

Yeah. So it’s perfect for top of funnel lead gen, just like you were talking about.

[00:32:00] Danchez: And one, one other thing about it is like, if I could go back. I remember when I was running the site chat on like the, the college website, the most frequent question I got is what’s the status of my application. So they’re not customers yet.

They’re in the process. It’s very similar to even like a B2B process where you have this like long buying cycle. Those are really valuable questions. Those are people who are literally so interested. They can’t wait for you to update them. They’re trying to go to you to be like, what’s the status? Tell me, where am I at?

Do I, do I need another thing? Do I need to turn it in? Because college admissions is confusing, right? I’m like, nowadays. Like there’s systems out there like element 451 You can actually their their chat bot for higher ed is smart enough to where it’d be like, oh sure have you already created an account?

Sure. What’s your login real quick? Great Yeah let’s talk about your application right now and it actually has access to their information live on the call like a human would and that’s the kind of stuff that i’m like That’s the stuff exciting because it can actually go and check against the database that it’s connected to.

Not just based on the, the forms you uploaded to, though, you’ve, you’ve updated it on all those things. And maybe it’s watching the website dynamically so that it stays up to date on the market information, but an able to tap into those kinds of. Queries so that they can actually give them real time updates on it and maybe help guide them to the right person at the right time and be like, Oh, I see that you, you’re still, we still haven’t finalized your financial aid.

Let me get you an appointment with the financial aid director. In fact, here’s a link to their calendar. Why don’t you schedule it right now? Is there anything else? Oh man.

[00:33:29] Mike Allton: Right.

[00:33:29] Danchez: Any times that’s, that’s, I mean, that’s available now for element, but it’s going to be available for any application soon, like e commerce you name it.

Like they’re all going to have their specialized version of this kind of conversational AI that can help you along the buying cycle.

[00:33:45] Mike Allton: Yeah, it’s going to make people have instant access to the answers they’re looking for. So instant gratification, and it’s also going to free up people who would normally be spent looking up the same information and providing the same basic answers over and over again and let them, you know, spend their time on more valuable things like eliminating bias in the application process or anything else that it’d be really great if humans are spending their time doing.

So I love that example. Thank you. What’s the fifth type? What’s the fifth application? How is this similar? Complete instead of applications. What are maybe some of its unique contributions to marketing?

[00:34:18] Danchez: So the fifth one is one that I feel like is yet to come, but it’s obvious that there’s going to, there’s a huge need for it.

Everybody wants it, but nobody’s really figured out how to crack it yet. I’ve starting to see some like. AI companies start to try to address it. But today there’s not a good solution out there. And that comes around like analytics reporting and forecasting, right? Marketers like live and die by forecast.

I think AI will be able to do a much better job of looking at all the data and actually making much more reliable forecast than humans would. I mean, even if you, like, if you just want to start a fight on LinkedIn, go and talk about your preferred method of like attribution, a huge topic around, Tech marketing, but B2B marketing, any marketing, like anybody who’s doing digital marketing, which is everybody we’re all talking about, like, how do you, how do you get attribution, whether it’s for an e commerce product or a lead gen, you have to figure out like, yeah, but what, what was the influences along the way?

The problem is like all that information stored up into so many different silos from your HubSpot reports to Google analytics, to the, to the surveys, to the phone calls. That’s a lot of data to scoop. And I don’t know about you as a marketer. I eventually just try to like Use my own intuition. I try to like read all the surveys, talk to customers myself and look at the reports to try to just inform my gut so that my gut can kind of help steer me in marketing decisions.

And of course then you, you make that gut decision and use the data to back, back, back it up. But there’s really no tried and true method of like, Oh, like we’re, We know if we go in this direction, we’ll see a 67 percent return. Nobody can say that kind of stuff. We, we, we just make better educated guesses based on all the data we have available to us.

AI will be able to pull all that information together and do it much, much. And I know there’s AI companies currently working on it, but that’s the fifth category that eventually, once we get there, it’ll be huge when it happens. But it’s still one of those things tech companies are trying to figure out how to do.

Part of the problem is that the context window or how much information you can feed AI right now and then have it analyze and do some cool magic with is just kind of limited, right? Google’s made it like a million or something like that, you know but. Open AI’s chat GPT, I think, can only hand like a token or you could call it a word, like amount of like 100, 000 or maybe 200, 000 or some, somewhere around there.

But it’s not enough to like feed it a thousand surveys and podcasts and social data and your whole database from your CRM in order to try to understand what’s going on. It’s just not there yet in order to grasp all that data. But it’s coming around the corner because everybody knows that’s, that’s a big thing.

Once we can increase the context window for it to really crunch the data. It’s going to be able to spit back better and better reports and understanding of what happened, but also be able to better forecast what’s going to happen in the future.

[00:37:12] Mike Allton: You’re absolutely right. There’s ways that we could consolidate the data, clean the data, package it up, give it to the chat GPTs of the world and get some really interesting analysis and forecasting people were talking about how to do that today, but to your point.

It’s not automated. It’s, it’s not looking at every particular channel. It’s not doing all that research analysis and connecting and integrating automatically because we’re not quite there yet. A lot of the tools need to determine that. I know I, I work for Agorapulse full time. We don’t have quite that capability.

We have an API for our reporting, but it’s, it’s not to the point where it would make sense to even try to do that kind of analysis for social channels and Google analytics. But yeah, it’s definitely coming because the, the AI itself, Can do it. So then it’s just a matter of the tech company is saying, Oh, okay, we see the use case, let’s invest some time in programming the API APIs and building it and layering it into our tools.

[00:38:07] Danchez: What some really smart marketers are doing now are automating just bits and pieces of it so that then they can just speed up the task. Cause even like if you’re at a company and you’re getting like a hundred different surveys coming in a day. Well, someone’s got to sit down and actually read those for surveys every day, but I seen I did an interview with a guy that’s essentially automating it.

Every time a survey comes in, he has a essentially his open AI API. Just kind of read it all and give a summary. And then when it gets the whole all the survey data gets put into a Google sheet, he sticks the summary in a new column. Right? So every time a survey comes in, there’s a summary going on.

And then he’ll take all those columns and use a separate action every week to go and understand what’s going, what happened this week. What’s the summary of all the summaries and that it’s really good at doing because again, If you’re eliminating not not all the surveys for the whole week But just on the summary row of the whole week all of a sudden it still stays within the context window And I can actually give you some pretty good, you know, summaries that happen that week even smaller is just literally taking your current reports that are being generated by hubspot all the other Reports that you’re seeing Google analytics.

You can literally just take a screenshot or download that CSV of that report. Just upload it to chat GPT and ask it for insights. Give it some context of where it came from and what data it is and about your, the more context you give it about your business with that, that CSV. It can actually scan it and be like, huh, even if you give it zero context, it’ll probably figure it out.

Like, it seems like this report’s coming out of HubSpot and it is your sales data for the quarter. I noticed things were coming low. Like it’ll, it’s so smart that it’ll figure that out, but if you give it more context, it won’t have to guess. And it can just give you some understanding of what that data actually means.

So that’s like. What we’re doing in the short term using it more in that, that first category of the co pilot and just using it to better do your job. That’s more co pilot stuff versus eventually you’ll have whole system applications or it’ll be baked into HubSpot where it’ll be doing it for you automatically and advising you almost like Jarvis does to Ironman.

It’ll be like, sir, I ran the analysis and I recommend going this way, you know, it’ll be amazing when we can talk to it. It’s so close. I’m like, please, I just want Jarvis like hanging out with me all day. Like that. I could just ping ideas off of getting there.

[00:40:19] Mike Allton: Right, right. Yeah, we are getting there. And to your point.

Those of you listening today, you could create a custom GPT or a persona and Magi that you’ve already given it the context of, you know, who you are, what your business is, who you’re talking to, what the analysis is that you’re looking for and what you’re going to be feeding it and have it prompt you step by step.

Oh, okay, great. We want to do a new monthly report. Give me the HubSpot data and then give me the Microsoft analytics or the Bing data or the Google analytics or whatever it is and just walk step by step through that. And pretty soon we’ll have agents that can do a lot of those things for us and pull those together.

And then eventually, to your point, it’ll be baked into all the tools that we’re using. So how are you pulling all this together? How are you integrating all these different AI applications into your daily routines and some of your marketing strategies?

[00:41:07] Danchez: I don’t think you can pull them all together really well yet.

So they’re all separate actions and you have to be the bridge between all of them. Microsoft Copilot has the most promise of pulling these things together because again, Microsoft’s like freaking hijacked so many different apps into its environment that can now talk to each other. But honestly, based on the YouTube videos I’m seeing, it’s still pretty early.

I feel like everything they’ve promised is yet to is, is, is just a promise and is yet to come. But it’s still I, I just released an episode about this, but I feel like the future of AI in the short term is known. It’s known because all these big AI companies like Apple and Microsoft and OpenAI have teased everything they’re working on without actually releasing them.

So 2025 is actually pretty well known now. It’s all the stuff they promised in 2025. for and Microsoft co pilot is the big one that I’m waiting for that. I think we’ll do the best at actually integrating all these on a work level on a personal level, it’s going to be Apple integrating all your personal data, like from your, your watch and your sleep tracking and all that kind of stuff, Apple is going to be.

Frickin game changer for analyzing all those different environments from your personal stuff. But Microsoft is the best suited right now to keep track of all these things that are going on in a work environment. If you’re subscribed to the Microsoft environment, I think chat GPT will have a harder time because it’s you’d have to link together all these APIs to do it.

And I think that like, if you really want to do it well in like the next two to five years, it’s probably going to be, you have to sign up for Microsoft in order to do that. Google actually Google might be able to do it. It just seems like. Google’s attempts lately have all been very lackluster. Maybe a year and a half from now, Google’s like Gemini workspace will actually be like, Oh, that’s cool.

I pay for Google. So I, but I don’t even, I don’t even wink at it. I don’t even look at, I don’t even look at their product page right now. Cause everything I’m seeing, I’m just like, no. I just, Google’s not Google striking out on its AI hits right now.

[00:43:02] Mike Allton: Yeah, it’s, it’s really struggling. And then some of the tools you don’t even think about, I was in a call this week with, with one of my team members and this wasn’t AI related at all.

We were just talking about hosting a virtual event for a community that’s on Facebook. The community lives inside a private Facebook group. And. You can do a Facebook live, but it’s kind of hard for people to join the video. Should we do a zoom? I don’t know. We were going back and forth and it was like 20 minutes before we finally looked at each other and realized, well, we’re on a Google meet right now.

This is perfect. Why don’t we just use Google meet for the virtual event? And it was just kind of. A little bit of a light bulb moment. Wow. That Google is really embedded in everything that we do. I mean, we use Gmail, we use Google drive, we use Google meet, Google analytics. So to your point, yeah, that would be a potential Microsoft competitor from that perspective of, you know, just being baked into every layer of the business.

But I’ve just got one more question for you. Cause we’re almost out of time.

[00:44:02] Danchez: Can I turn the table? Can I ask you a question? Yeah. Like We’re both in this together. It’s like no one’s an expert on this thing. Unless maybe you, you were got a PhD in the old school AI stuff from 10 years ago. There’s they’re out there.

When you look at these five, do you think of it? Can you think of any AI applications outside the five? This is like ongoing thinking. This is me trying to like get a lay of the land as we dive in deeper. But now that you’re starting to dig in. Have you seen anything else that fits outside the five?

I’m like, maybe it needs to be six. I don’t know. I’m trying to figure out what I’m missing here.

[00:44:34] Mike Allton: I’m looking at my list. Co pilot, content, marketing, distribution, hyper personalization, conversational AI, analytics, and forecasting.

Nothing’s coming to mind,

content, marketing, and distribution. Yeah, pretty much everything, you know, generating images, generating, generating copy, generating video. That all feels like it would probably fall within content marketing.

[00:45:04] Danchez: I’ve heard one person say so far that you could probably make a case for ag programmatic ad buying.

I’m like, ah, that probably fits in there somewhere. Is that, is that a, I don’t know. There’s, there’s fuzziness with all these models, right? Yeah, sure, sure. But I’m still trying to make sure I’ve trying to develop a model that accounts for at least most of this new AI land that we’re exploring right now.

[00:45:26] Mike Allton: Yeah. And the whole co pilot one is, is broad enough that most anything anybody else could come up with will probably fit. Within that category. So for instance, the one thing that came to mind was strategy. We don’t specifically call it out, but an argument can be made. Well, that’s basically your co pilot because you’re going to have to work with the AI to develop a strategy, whether it’s a content marketing strategy, or just an overall marketing strategy, or even a business strategy.

That’s that’s still a kind of a co pilot play. I think

[00:45:57] Danchez: that makes sense. Well, thanks. Thanks for considering it If you think of it overnight, you nailed it Actually, there was this one thing I saw right Let me know after you’re done.

[00:46:05] Mike Allton: I’ll poll the audience. Absolutely So yeah, if you guys are listening and you’re like wait, why did he talk about this?

Drop a comment. Let us know i’ll give it to dan ches He’ll put it into he’ll have to erase his whiteboard and create a new one Someone’s got to do it Right, so last question Looking ahead, which I always think is funny to ask because we’ve been in marketing for a long time and, you know, I’m sure I’ve joked many times about how fast social media changes and how fast content marketing changes and then AI came along and said, hold my beer, I’m going to change every minute, but knowing that still, what do you think is coming in the near future?

What trends do you see? Particularly as it relates to these different applications of AI and marketing, how can marketers kind of prepare for what you think is coming?

[00:46:54] Danchez: As much a hype as there is, it’s still such early days when it comes to AI. Like there’s still so much opportunity to be like an early mover in this space.

Like I started this AI show in December. And it’s like the number two AI marketing show, but there’s just not that many of them. Like your show is already number 13 and you like just launched. Like if you go search AI marketing and Apple podcasts and see like, just where it shows up organically, you’re like, your, your show’s already number 13.

There’s just not a lot out there. When I talked to all my Silicon Valley friends, my very technical friends. And I mean, like people who know how to build marketing automation sequences, fairly, like very few people get that far. They’re just sound signing up for AI. And paying for jet GPT and actually starting to use it on a regular basis.

It’s super early, but I think it’s going to pick up dramatically next year. And I think that for two reasons, one Apple’s announcement was huge. Not because they released anything really revolutionary as far as AI goes, but Apple has a way of pushing things out into the market that standardizes it and normalizes.

So I’m expecting that when they launch their new iPhone and release their new operating system, that’s packed full of different, all these little AI features. And I think most people won’t even realize they’re using AI, but it’ll kind of prime the market to get it to what we call crossing the chasm, right?

When it comes to any new technology, there’s always the innovators and the early adopters. You try new stuff. That’s where that’s us right now. If you’re listening to this, you know, You’re in that category. You’re one of the early people trying to figure out this stuff early, but then there’s this big jump that has to take in order for it to reach market acceptance into the early majority and then the late majority, and then eventually the laggards who only update their stuff because the old stuff isn’t even available anymore.

I think that’s going to jump the cross the chasm. This so to speak next year, partly because of. Apple. Apple is so influential that that big push is a big one. The other thing, the other shoe that I’m waiting to drop to see if this is going to be a big thing for 2025 is ChatGPT 5 while Apple, I think will broaden the market and add that broader base.

I think bringing in ChatGPT 5 and based on what I know it’s coming, just based on like the little hints that Sam Altman drops every once in a while, we’ll add the depth that fixes a lot of the little small problems. We experience with AI right now, for example, AI struggles to do basic things right now, like it can’t count.

Well, you’ll be like, Hey, write me 139 character tweet. And it’ll be like 180. Yeah. You’re like, wait, you can do algebra yet. You can’t count characters. That’s it’s, it’s just prop. There’s a little problems with AI right now. And that’s one of them, but it’s, it’s pretty significant, especially when you’re trying to like get content to be certain sizes, it’s, it’s, it can be major, if you need a headline to be under.

You know, 50 characters. Otherwise it’s going to get deprecated in, in Google. Then you need it to hit that without it wondering without, without wondering. And that’s, these are things we need as to automate it in order for it to do. I think it’ll fix those kinds of things. And as well as the other major thing, chat TPT five is rumored to be able to do well as actually just break essentially projects down into tasks.

Right now, if you ask chat QPT 4. 0 to come up with a marketing strategy, oh, it’ll make one, but it won’t be very good because it won’t go through the steps of even thinking through like, huh. Okay. What’s the business. What’s the market asking questions and then going, doing research on the audience, what their pain points are, how the problem, how the solution might fit those pain points.

And then reverse engineering the marketing strategy. It’s breaking down a project into multiple. Tasks. This is what’s rumored to come and be improved, not probably perfected, but probably a big step forward in that with chat. She TP five that I think will add the depth to the AI that solves a bunch of the smaller problems that we have to deal with right now that I think will lead to it crossing the chasm next year, because I think it’ll drop before the end of the year.

We’ll see if it does, but Apple’s thing has moved forward. I expect check TP five to, to be the other shoe that drops that crops across the chasm in 2025.

[00:50:56] Mike Allton: That makes a lot of sense. In fact, I already decided I need to upgrade my iPhone later this year. I wasn’t in a huge, huge rush to do that, but I need it because I want to be able to take advantage of iOS 18.

I think it is. And I think you’re absolutely right about chat GPT. And it’s funny how these things have evolved. I mean, for a long time last year, everyone was poopooing AI because when you were creating images of people, I couldn’t get the fingers wrong, right? Well, that’s really not an issue anymore.

Nobody’s talking about that, but it’s not an issue anymore. All right. Fingers are fine. That’s not to say that, you know, text is still a problem, but the fingers are fine and they’ll move on. They’ll move on with it, with the latest iteration. So those, I totally agree. I think you’re spot on. This has been fantastic.

Danchez. Thank you so much. What a fantastic conversation for folks who want to reach out to you and learn more, where can they go to find you?

[00:51:44] Danchez: You find me at danchez. com or AI driven marketer. com where I have my podcasts and all the different social media that that podcast posts to over and over again.

[00:51:54] Mike Allton: Fantastic. Thank you. And thank you all of you for listening. That’s all we’ve got for today, friends, but don’t forget to find the AI and marketing impact podcast on Apple and leave us a review. I would love to know what you think until next time. Welcome to the grid. Thanks for joining us on AI in Marketing Unpacked. I hope today’s episode has inspired you and given you actionable insights to integrate AI into your marketing strategies.

If you enjoyed the show, please subscribe on your favorite podcast platform and consider leaving a review. We’d love to hear your thoughts and answer any questions you might have. Don’t forget to join us next time as we continue to simplify AI and help you make a real impact in your marketing efforts until then keep innovating and see just how far AI can take your marketing.

Thank you for listening and have a fantastic day.

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