Ep 4: What is the future of AI in advertising?


How will AI shape advertising? That's one of the things that we're going to talk about today in our show. Welcome to everyday. AI. My name is Jordan Wilson, the host of this Daily Livestream podcast and newsletter. And I have a special guest with me today, Rasha Shaker. Rasha, say, what's up? How are you doing?

Rasha Shaker [00:00:28]:

What's up? How are you doing?

Jordan Wilson [00:00:31]:

I gave you the line there. Sorry.

Rasha Shaker [00:00:33]:

Yeah, no, it's all right. But thank you so much for having me on the show, Jordan. It's a pleasure being here.

Today's AI News

Jordan Wilson [00:00:40]:

Awesome. Great. Well, hey, before we jump into Rash's background, we're going to run down some of the most important things in artificial intelligence news right now. So one thing, just as a reminder to everyone, whether you're tuning in on the live stream or listening on the podcast, every single day, we try to update you with what is important and going on in AI news. Not just for people in marketing and advertising like myself and Rasha, but everyday people, and how you can use AI to help make your job, career, and everything better. So let's quickly take a look at what's going on.

RNC using deepfakes in political advertisement

 So one thing RNC using deepfakes so the RNC, the Republican National Committee, just released an ad showing imagining what Joe Biden's second term would look like. Normal stuff, except they use all AI generated images first. That's a first for any national campaign. So we'll see what happens there. There's still no real movement in terms of legislation in Congress, but I think the more commercials that you see like that, the more it's actually going to push Congress to do something about AI legislation.

China behind US in terms of access to AI Chat

Our second piece, China lacking behind the US. In Chat. As we've talked about on the show before, it's really US and China really pushing the rest of the world on AI development, all the different tools. So China has two different major versions of Chat, similarly how the US. Has Chat GPT, which we talk about every day on the show. So China's two different versions from Baidu and Alibaba, they've really been lacking behind. They have long wait lists, limited access, and restricted trials to business partners. So although Beijing is ahead in regulation, they are a little bit behind right now in terms of actual users getting access to this technology. It's something maybe in the US. At least we don't really realize or take advantage of that so much of the world doesn't have the level of access that we do with some of our tools and technology because of regulation. A lot of countries have banned it or cut back usage. Our third story for today, and there will be more in the Daily newsletter, so make sure you go to your everydayai.com and subscribe.

Forbes review shows AI impact on India's economy

But our third topic to discuss is the Forbes study. A new Forbes study is talking about how AI will add to the economy. So they're looking at just a growing demand for AI professionals, which we've talked about multiple times, but they specifically looked at India's economy and how AI is going to add to the GDP, not replace, at least this study says in the next ten years, AI is going to add an additional 500 billion. That is half a trillion to India's GDP. So would love to hear what you guys think, whether you're listening, watching now live, drop us a comment for myself and Rasha as we transition from the news to an interview. So, Rasha, thanks for your patience.

Conversation with Rasha Shaker

So I'd love to now give you the opportunity to say a little bit about yourself. Tell us where you work, what you do. Give us the second shot.

Rasha Shaker [00:04:04]:

Yeah. So I was born and raised just 2030 minutes outside of Scranton, Pennsylvania, which a lot of people know is, like, where the office takes place. And I tell people all the time, that show is not a sitcom, that's a documentary, because the people are really like that up there.

Jordan Wilson [00:04:20]:

Love it

Rasha Shaker's background

Rasha Shaker [00:04:23]:

I moved down to Nashville, Tennessee in 2015. I graduated from Wilkes University, and that's really where I got my foundation in my career in marketing. So I graduated with, like, a comp studies degree in broadcast and publicity. And throughout the span of my career, I've done a lot of media buying.

That's really where my expertise is in advertising and then some social media campaigns. And a lot of my foundation in my career was actually built in the music and entertainment industries. So there's a lot that I've learned from that. And then after the pandemic, I was furloughed, and so then it was time to pivot a little bit. So then I eventually found myself here at Bohan, which I've been here for almost a year. And we're one of the most, if not the most creative agencies here in the Southeast. We do great work. And I know that we've been chatting a lot internally about AI and what that looks like in the future of our agency and really as the industry as a whole.

Jordan Wilson [00:05:36]:

Yeah. Love it. Well, thank you for that breakdown. So even before we jump into the AI space a little bit, I think people like you and myself, Rasha, we understand the marketing advertising agency Space really well, but for everyone else, just kind of explain what's the day to day look like. For a senior digital media specialist at Bohan, what are you doing on a day to day basis?

Rasha Shaker's role at bohan

Rasha Shaker [00:06:03]:

Yeah, so really, my bread and butter is media buying and putting together marketing campaigns for our clients. So my day to day is usually checking in on my campaign, seeing how they're going, making recommendations to the client as far as where they should be, investing their budgets in as far as different channels. And then a lot of it is doing research. So taking my position as the digital media specialist at Bohan quite seriously as far as doing my due diligence, of staying ahead of trends that are coming up and bringing those ideas to my team and to the clients. And so far, so good. Seen a lot of good results with it. So I must be doing something right.

Jordan Wilson [00:06:54]:

Trends in advertising

I love it. Speaking of trends, let's talk about that a little bit. And if we can for a second, let's hold off on talking about the trend of AI because that's more of I'd say more of a tsunami, but just maybe talk about in your industry what normal, not trend spotting, but how fast would you say things normally pre artificial intelligence? How fast did you say things moved in the marketing and advertising space?

Rasha Shaker [00:07:25]:

I see pretty quickly, one of the biggest questions that come up all the time that I hear from folks in the industry is like, am I going to lose my job? Because just how fast the machine learning is catching up and how close it can get to, for example, writing copy or post for a blog, how close it can get to a brand's voice. Of course, sometimes it hits the mark. But at Bohan, we've asked that question to ourselves, where do we fit in in this evolving world of AI? And something that we've concluded was that even though we have this technology and it's rapidly evolving, like in a blink of an eye, there still needs to be human input for it to work.

So as long as we are putting in the input, it really comes down to training ourselves. And it's just like any other innovation that came across in the advertising industry. Like even when the dawn of the Internet, when people were still questioning whether or not to buy banner ads. And I remember as a kid, a 90s kid, a lot of times those banner ads early on in the internet were a little sketchy. And so we've evolved into digital marketing, being a strong arm in our tactics for campaigns that we present to clients. And so I think we're beginning to get to that next strong arm of this technology coming in.

You're obviously going to have that level of skepticism, but at the end of the day, it is our jobs as professionals to educate and train ourselves on these tools. Not so that we have to worry about losing our jobs, but that we're more so I think it reinforces our place in our professions, in our jobs, because it's going to be a time saver. Because I know sitting here, it takes a great deal of time to just come up to launch a campaign from beginning to launch. It's a month long process and it requires a lot of planning. And so I think as a tool, it's going to help save a lot more time so that you could focus on the more grander scheme of things when it comes to running your business or working relations with your clients.

Jordan Wilson [00:10:08]:

Advising others on AI technology

Yeah, I think you bring up great points there, Rasha. I think one thing, people in our industry sometimes are exposed to these tools and technologies before others. I remember people reaching out to me when Chat GPT was released. I don't know what it's been like five months ago, and they're like, can you believe this? And I'm like, well, we've been using this technology for two years, so yes, I can't believe it. But I mean, what kind of conversations, whether it's you or Bohan interfacing with clients or even you personally, have you seen a lot of people maybe turn to you to be like, hey, you're in this space, help me figure it out, or what have you been telling? Whether it's people, friends, family, clients, just about this tsunami of technology in general.

Rasha Shaker [00:11:02]:

I've been getting it a lot. And in fact, when I met with a friend for lunch yesterday, that same question came up. It's like, well, you're the expert here. Tell me where you see AI kind of fitting into your day to day work or day to day life, whatever. And so I feel like it's just I think that question is going to come up a lot more. And as far as how I'm answering it, it's constantly being educated on it.

But then there's also still, I think, that level of uncertainty because we're starting to get into some deeper waters of technology and Internet space as we begin to evolve into web three. So, you know, I have that conversation and like, when you hit those really deep hitting questions about where I foresee AI going or where I see myself in the equation as far as my career when it comes to AI, I openly and honestly say I'm not quite sure.

Traversing in the unknown of AI

And that's something that is totally valid. And I think we need to, as professionals, as people, acknowledge that sometimes we just don't know. You just have to kind of go out there and just ride the wave and see what happens. Because a lot of times we allow the fear and the paranoia to kind of lead us. I think that's what's going on right now in my industry is like the fear and the paranoia. And I think it's mainly from people who are maybe a little more old school or maybe on the verge of retirement, or they just don't quite grasp the evolving world of digital.

And that's where people like us that are open and cool with being like, yeah, I don't know, being the ones that go in and be like, all right, I don't know, but let's figure it out. And then going in and then we teach those people who are scared or unsure of what AI is going to do for them and show them that these are the great things that we could do with it. So that's how I see it.

Jordan Wilson [00:13:29]:

Yeah. I love it. Real quick here, Rasha, because apparently I'm super long winded. I keep going on here but just with a couple of minutes left in the show here, could you tell maybe through your personal experience, professional and personal both how you're using AI, but also recommending how the everyday person might use this technology as well?

Rasha Shaker [00:13:54]:

Professional and personal use of AI

Yeah. So professionally, as a media buyer, I've been trying to do some digging as far as what it could do for me. It doesn't appear that there's any technologies or any tools specifically for media buying that I would find advantageous. But I do see it at my agency with Chat GBT, or even for my friends who freelance or work in music and entertainment. They use it for creating album covers or coming up with content for social. And then personally, I've been experimenting with Google Bard because I was able to get on the waiting list and I've used it to come up with, for example, meal plan ideas.

So I'm really into eating better and been doing the keto thing. And I'll ask it, give me two weeks worth of meal ideas on a keto diet, this many macronutrients go, and then it'll give me a good breakdown. And it really helps because then I think for everyday people, let's say you need to go grocery shopping and you're like, man, I'm tired of the same thing. I'm getting, like, cheeseburgers and tacos at the grocery store. Give me some ideas about what I could do to eat healthier, or give me ideas for a vegan diet. And then I started using the Snapchat AI thing. And maybe it's because I'm a younger millennial, but my first intake was to try and troll it.

Jordan Wilson [00:15:37]:

I think you're right along with everyone there.

Rasha Shaker [00:15:39]:

Snapchat AI doesn't like South Park?

Yeah. So I tried asking it, oh, what's your favorite South park episode? Because everything I kept asking, it was like, oh, I'm not comfortable answering that question. And it was like, well, I'm just a robot. I don't have a favorite episode. It's like, I don't know, man, I don't think we could move forward if I can't talk to you about South Park. I mean, what's the point of you being here if I can't socialize with you just asking me questions you don't know how to answer mine. So we'll see as the technology evolves.

Jordan Wilson [00:16:06]:

Outro: Win Premium ChatGPT

All right, well, thank you. Thank you, Rasha, for joining us. And I think you bring up great points. Right there is still, I think, improvements to be made. There's still advancements happening on a daily basis. It's crazy to watch. Thank you again for joining us. You didn't mention chat GPT. Just as a reminder, if you're listening out there, fantastic tool. Get the premium version. Get it through us. We're actually giving away two premium year long memberships. There's obviously a free version of Chat GPT in a much more powerful and fast or premium version that you pay for monthly. Sign up to our newsletter at your everydayai.com and we'll give you the details on how you can enter for that. Rasha thank you again for joining us and please continue to tune in every day to everyday AI. Thank you so much...

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