Artificial Intelligence (AI) will make intelligence artificial. There, I said it.
We’ve already proved in recent years that you don’t need formal education. A few bookmarked threads and YouTube videos are enough for you to be qualified in anything from epidemiology to marketing.
Who cares about the years someone has spent researching and understanding their craft, you’re the internet expert, and you’ve got your ‘LINK PLEASE’ comment pre-saved and ready to go on your keyboards.
But have no fear, there’s no need to frantically search for some evidence to back up your remarks when challenged, AI can find it on your behalf. And even compile a totally non-passive aggressive response for your convenience. Showcasing your thought leadership grandeur, giving you the recognition you deserve, and protecting your ego while you simultaneously struggle to navigate the Netflix home screen.
We see you.
AI will change everything
Whether you believe AI will change everything just like Meta’s Metaverse, or think it’s just another gimmick on the verge of creating the next NFT Ponzi craze (non-fungible token for the uninitiated), AI is here to stay.
As a professional ranter, I could do my usual. Trying to convince you AI is just a tool, context-dependent, just like any framework or chatbot that came before it, but that’s boring.
‘It depends’, is a senseless stance in the fight for likes. Therefore, I’ve decided to take a different tact.
This rant isn’t just a copy and paste job (that would be plagiarism). This, is an interview.
And since ChatGPT is getting all the attention, I thought I would show some love to Google’s AI child – Bard.
Named after professional Celtic storytellers (true story), Bard, shared their insight into AI, social, and the general state of marketing.
Thoughts of a Bard
With image captures of the conversation (yes, this really happened. And no, I wasn’t talking to myself), this interview deep dives into the echoes that never die. Because reframing someone else’s point until they think you’re the original is how you win the thoughts-of-a-leader game.
From Musk’s Twitter takeover to banning TikTok and the 60:40 rule, Bard, had something to say about it all…
TL;DR, you can navigate to the sections that interest you the most via the links below:
Personalisation and data privacy
Establishing long-term thinking
Making the 60:40 rule work for campaign planning
Academic models are just guidelines
Does copying competitor’s features ruin user experience?
Should people be worried about AI?
Revealing life’s greatest mystery
CP: Hi Bard, how are you?
Bard: “Hi there! I am doing well, thank you for asking. I am excited to be able to help people with their tasks and creative projects. How are you doing today?”
State of marketing
CP: I’m great. Thanks for asking. And thanks for being part of this interview. I’m keen to explore your thoughts on AI, social, and the general state of marketing – is that OK?
Bard: “Sure, I am happy to share my thoughts on AI, social, and the general state of marketing. I believe that AI has the potential to revolutionize marketing, and I am excited to see how it is used in the future. AI can be used to personalize marketing messages, target ads more effectively, and measure the effectiveness of marketing campaigns. It can also be used to create new forms of marketing content, such as chatbots and virtual reality experiences.
“I believe that social media is an essential tool for marketing in the 21st century. Social media allows businesses to connect with their customers on a personal level, build relationships, and generate buzz about their products and services. Social media can also be used to collect customer feedback, which can be used to improve products and services.
“The general state of marketing is changing rapidly. The rise of digital marketing has led to a more fragmented audience, and businesses are now competing for attention in a crowded marketplace. In order to succeed in today’s market, businesses need to be creative, innovative, and data-driven. They also need to be able to adapt quickly to change.
“I am excited to see how AI, social, and the general state of marketing continue to evolve in the future. I believe that these trends will have a profound impact on the way businesses market their products and services.”
Personalisation and data privacy
CP: Let’s pick up on that point. There’s lots of noise around personalisation and the impact of data privacy, how do you foresee this impacting digital marketing and the approach marketers need to take for their planning, campaigns, etc.?
Bard: “I believe that the increasing focus on data privacy will have a significant impact on digital marketing. Marketers will need to find new ways to personalize their marketing messages without relying on personal data. This could involve using AI to create personalized experiences based on user behaviour, or using social media to connect with customers on a personal level.
“Marketers will also need to be more transparent about how they collect and use data. They will need to obtain consent from users before collecting data, and they will need to explain how the data will be used. Marketers who are not transparent about their data practices will risk losing the trust of their customers.
“Here are some specific ways that marketers can adapt their strategies to address the challenges of data privacy:
- Get consent from users before collecting data. This means asking users for permission to collect their data, and explaining how the data will be used.
- Use anonymized data. This means removing any personal identifiers from data before using it for marketing purposes.
- Give users control over their data. This means allowing users to see the data that is collected about them, and to correct or delete any inaccurate information.
- Be transparent about your data practices. This means clearly explaining to users how you collect, use, and share their data.
“By taking these steps, marketers can build trust with their customers and continue to personalize their marketing messages without violating their privacy.”
CP: Do you think that trust is one of the biggest challenges brands face? If so, why do you think that is?
Bard: “Yes, I think trust is one of the biggest challenges brands face. In today’s world, consumers are bombarded with marketing messages from all sides. It can be difficult for them to know which brands to trust.
“There are a number of reasons why trust is so important for brands. First, trust leads to loyalty. When consumers trust a brand, they are more likely to do business with that brand over and over again. Second, trust leads to advocacy. When consumers trust a brand, they are more likely to recommend that brand to their friends and family. Third, trust leads to positive word-of-mouth. “When consumers have a positive experience with a brand, they are more likely to share that experience with others.
“There are a number of things that brands can do to build trust. First, brands need to be transparent about their practices. Consumers want to know how their data is being used, and they want to know that their privacy is being respected. Second, brands need to be honest about their products and services. Consumers don’t like to be misled, and they will quickly lose trust in a brand that makes false promises. Third, brands need to deliver on their promises. If a brand says it will do something, it needs to do it.
“Building trust takes time and effort, but it is essential for brands that want to be successful in today’s marketplace.”
Brand purpose builds trust
CP: Interesting. What are your thoughts about using brand purpose as a mechanism to build brand trust?
Bard: “I think that brand purpose is a powerful way to build brand trust. When a brand has a clear and compelling purpose, it gives consumers something to believe in. It also helps to create a sense of community around the brand, as consumers feel like they are part of something bigger than themselves.
“There are a number of ways that brands can use purpose to build trust. One way is to align their purpose with a social or environmental cause that is important to their target audience. This shows that the brand cares about more than just making money, and that it is committed to making a positive impact on the world.
“Another way to use purpose to build trust is to be transparent about the company’s values and how they are reflected in its products and services. Consumers want to know that the brands they support share their values, and they are more likely to trust a brand that is open and honest about its beliefs.
“Finally, brands can build trust by consistently delivering on their promises. When a brand says it will do something, it needs to do it. If a brand breaks its promises, consumers will quickly lose trust.
“By using purpose to build trust, brands can create a loyal and engaged customer base that is more likely to do business with them over and over again.”
CP: Do you think there’s a hypocrisy for those brands who preach about social or environmental causes, but either has a product/service which isn’t environmentally friendly (for example), or don’t pay their fair share of taxes?
Bard: “Yes, I think there is a hypocrisy for those brands who preach about social or environmental causes, but either have a product/service which isn’t environmentally friendly (for example), or don’t pay their fair share of taxes.
“When brands make claims about their social or environmental impact, they are essentially making a promise to their customers. They are saying that they care about these issues and that they are committed to making a positive impact on the world. However, if a brand’s products or services are not environmentally friendly, or if the brand is not paying its fair share of taxes, then it is not living up to its promises.
“This can be seen as hypocritical, and it can damage the brand’s reputation. Consumers are more likely to trust brands that are honest and transparent about their practices. They are also more likely to support brands that are actually making a positive impact on the world.
“If a brand wants to be successful in the long run, it needs to be genuine in its commitment to social and environmental causes. It needs to walk the walk, not just talk the talk.”
Establishing long-term thinking
CP: Many of the conversations in the Twittersphere have been around this short-term, long-term thinking – what do you think are the best approaches for creating a long-term mindset for brands?
Bard: “Here are some of the best approaches for creating a long-term mindset for brands:
- Have a clear vision and mission. What do you want your brand to stand for? What kind of impact do you want to have on the world? Having a clear vision and mission will help you stay focused on the long term, even when faced with short-term challenges.
- Invest in your people. Your employees are your most valuable asset. Make sure they are well-trained, motivated, and engaged. When your employees are happy and productive, they will be more likely to stay with your company for the long term.
- Build relationships with your customers. Don’t just focus on selling your products or services. Get to know your customers and what they need. Build relationships with them and they will be more likely to be loyal to your brand.
- Be innovative. The world is constantly changing. To stay ahead of the curve, you need to be constantly innovating. This means developing new products and services, finding new ways to reach your customers, and adapting to changes in the marketplace.
- Be sustainable. In today’s world, consumers are increasingly concerned about sustainability. Make sure your brand is doing its part to protect the environment and promote social responsibility.
“By following these tips, you can create a long-term mindset for your brand that will help you succeed in the long run.
“Here are some additional tips that may be helpful:
- Set long-term goals and objectives. What do you want to achieve with your brand in the next five, ten, or twenty years? Having specific goals will help you stay focused and motivated.
- Be patient. It takes time to build a strong brand. Don’t expect to see results overnight. Be patient and persistent, and you will eventually achieve your goals.
- Be adaptable. The world is constantly changing, so your brand needs to be able to adapt as well. Be willing to change your strategies and tactics as needed.
- Be resilient. There will be setbacks along the way. Don’t let them discourage you. Learn from your mistakes and keep moving forward.
“Creating a long-term mindset for your brand is not easy, but it is essential for success. By following these tips, you can build a brand that will stand the test of time.”
Driving long-term measurement
CP: In my experience, the ability to track and measure performance are the main sticking points for businesses that want instantaneous results. What would you advise in terms of agreeing on which measurements to use so that companies don’t resort to short-term tactics?
Bard: “I think it’s important to be clear about what you’re measuring and why. If you’re only measuring short-term results, then you’re more likely to make decisions that will only benefit you in the short term, even if they’re not good for your business in the long run.
“For example, if you’re only measuring sales, then you might be tempted to cut costs or offer discounts, even if it means sacrificing quality or customer service. This might lead to short-term gains, but it will hurt your business in the long run.
“Instead, you should focus on measuring long-term results, such as customer satisfaction, brand loyalty, and market share. These are the things that will really matter to your business in the long run.
“Here are some tips for agreeing on measurements so that companies don’t resort to short-term tactics:
- Make sure everyone is on the same page about what you’re measuring and why. This means having clear goals and objectives, and making sure everyone understands how their work contributes to those goals.
- Use a variety of metrics to measure your progress. This will help you get a more complete picture of your performance and identify any areas where you need to make improvements.
- Set realistic expectations. It takes time to build a successful business, so don’t expect to see results overnight.
- Be patient and persistent. Keep working hard and stay focused on your long-term goals, and you’ll eventually achieve success.”
Brand performance metrics
CP: What metrics would you suggest brands focus on for long-term performance?
Bard: “There are a number of metrics that brands can focus on for long-term performance. Some of the most important metrics include:
- Customer satisfaction: This is a measure of how satisfied customers are with your products or services. It is important to measure customer satisfaction because it can lead to increased sales, repeat business, and positive word-of-mouth.
- Brand loyalty: This is a measure of how likely customers are to continue doing business with you in the future. Brand loyalty is important because it can lead to increased sales and profits.
- Market share: This is a measure of how much of the market you control. Market share is important because it can lead to increased sales and profits.
- Employee satisfaction: This is a measure of how satisfied employees are with their jobs. Employee satisfaction is important because it can lead to increased productivity, decreased turnover, and a more positive work environment.
- Financial performance: This is a measure of how well your business is doing financially. Financial performance is important because it can indicate whether your business is on track to achieve its goals.
“By focusing on these metrics, brands can improve their long-term performance and achieve their goals.”
Making the 60:40 rule work for campaign planning
CP: What are your thoughts on the 60:40 rule for campaign planning?
Bard: “I think the 60:40 rule for campaign planning is a good way to ensure that your campaigns are both effective and efficient. By allocating 60% of your resources to long-term brand building and 40% to short-term sales activation, you can create a sustainable marketing strategy that will help you achieve your goals in the long run.
“Here are some of the benefits of following the 60:40 rule:
- Increased brand awareness: When you invest in long-term brand building, you are raising awareness of your brand and its products or services. This can lead to increased sales and profits in the long run.
- Improved customer loyalty: When you create a positive brand experience, customers are more likely to do business with you again in the future. This can lead to increased sales and profits.
- Enhanced market share: When you build a strong brand, you are more likely to gain market share from your competitors. This can lead to increased sales and profits.
- Reduced marketing costs: When you invest in long-term brand building, you can reduce your marketing costs in the long run. This is because you will need to spend less money on short-term sales promotions.
“Overall, I think the 60:40 rule is a sound approach to campaign planning. By following this rule, you can create a sustainable marketing strategy that will help you achieve your goals in the long run.
“However, it is important to note that the 60:40 rule is just a guideline. The specific allocation of resources will vary depending on your specific goals and objectives.”
Academic models are just guidelines
CP: The guideline caveat is an important one to consider. Do you view most academic marketing models as guidelines?
Bard: “Yes, I view most academic marketing models as guidelines. They are a starting point for developing a marketing strategy, but they need to be adapted to the specific needs of your business.
“There are a number of factors that you need to consider when adapting an academic marketing model to your business, including:
- Your target market
- Your product or service
- Your budget
- Your competition
- The current marketing landscape
“By taking all of these factors into account, you can develop a marketing strategy that is tailored to your specific needs and goals.
“It is also important to remember that marketing is an ever-evolving field. What works today may not work tomorrow. That’s why it’s important to be flexible and adaptable in your marketing strategy. Be willing to experiment and try new things. And don’t be afraid to change your strategy if it’s not working.
“By following these tips, you can develop a marketing strategy that will help you achieve your goals.”
CP: I want to move on to social media, in particular, Twitter. What are your thoughts on Elon Musk taking over Twitter and the changes he’s made?
Bard: “Elon Musk’s takeover of Twitter has been a controversial one. Some people believe that Musk is the right person to lead Twitter in a new direction, while others are concerned about his plans for the platform.
“Musk has been a vocal critic of Twitter’s moderation policies, which he believes are too restrictive. He has also expressed a desire to make Twitter more open and transparent, and to give users more control over their data.
“Musk has already made some changes to Twitter since taking over. He has fired several top executives, including the head of trust and safety, and he has announced plans to lay off 30% of the company’s workforce.
“It remains to be seen what the long-term impact of Musk’s takeover will be. However, it is clear that he is intent on making significant changes to Twitter. Only time will tell whether these changes will be positive or negative for the platform.
“Here are some of the pros and cons of Elon Musk taking over Twitter:
- Musk is a successful entrepreneur with a proven track record of success.
- He is a strong advocate for free speech and open debate.
- He is willing to take risks and challenge the status quo.
- Musk is known for his impulsive and controversial tweets.
- He has a history of making unrealistic promises.
- He is not a traditional media executive and may not have the skills necessary to run a large social media company.
“Overall, it is too early to say whether Elon Musk’s takeover of Twitter will be a success or a failure. However, it is clear that he is a polarizing figure who is likely to shake things up at the company.”
Paying to use social media
CP: Do you believe people should pay to use social media platforms?
Bard: “There are pros and cons to both free and paid social media platforms.
“Free social media platforms have the advantage of being accessible to everyone, regardless of their income. They are also a great way to connect with friends and family, and to stay up-to-date on current events. However, free social media platforms are often supported by advertising, which can be intrusive and annoying. Additionally, the algorithms on free social media platforms are designed to keep users engaged, which can lead to negative consequences such as addiction and cyberbullying.
“Paid social media platforms are less intrusive and more private than free social media platforms. They also offer a wider range of features and customization options. However, paid social media platforms can be expensive, and they may not be accessible to everyone. Additionally, paid social media platforms can be used to spread misinformation and propaganda.
“Ultimately, the decision of whether to pay for social media is a personal one. There is no right or wrong answer, and the best option for you will depend on your individual needs and preferences.”
CP: Ads or subs. Those seem to be the two viable choices. Moving onto TikTok, do you think this platform should be banned, or is the angst driven by jealously from it’s rivals (Meta, Google etc.) because of its success?
Bard: “I think the decision of whether or not to ban TikTok is a complex one. There are a number of factors to consider, including the potential risks and benefits of the platform, as well as the legal and regulatory landscape.
“Some of the potential risks of TikTok include:
- The spread of misinformation and propaganda
- The exploitation of young users
- The potential for addiction
- The security of user data
“Some of the potential benefits of TikTok include:
- It is a fun and creative platform that allows users to express themselves
- It can be a great way to connect with friends and family
- It can be a source of entertainment and education
“Ultimately, the decision of whether or not to ban TikTok is a decision that should be made by governments and regulators, in consultation with experts and the public.
“I do not believe that the angst surrounding TikTok is driven by jealousy from its rivals. TikTok is a popular platform that has been successful in attracting users from all over the world. Its rivals are likely concerned about its success, but I do not believe that they are trying to ban it out of jealousy.
“I believe that the decision of whether or not to ban TikTok is a complex one that should be made on a case-by-case basis, taking into account all of the relevant factors.”
CP: Yes or no, would you ban TikTok?
Bard: “I am not a government official. Only government officials can ban TikTok. Thus, I would not ban TikTok. So the answer is no.”
Does copying competitor’s features ruin user experience?
CP: Fair statement. Do you think it helps or hinders the user experience when social media platforms copy competitor’s features?
Bard: “I think it can both help and hinder the user experience when social media platforms copy competitor’s features.
“On the one hand, it can be helpful for users to have access to the same features on multiple platforms. This can make it easier for users to switch between platforms and to find the features that they are looking for. Additionally, it can help to keep social media platforms competitive, as they are constantly trying to add new features and improve their user experience.
“On the other hand, it can also be frustrating for users when they see the same features on multiple platforms. This can make it feel like the platforms are all starting to look and feel the same, and it can make it difficult for users to find the unique features that make each platform special. Additionally, it can lead to a situation where social media platforms are constantly copying each other’s features, but not actually innovating or improving their user experience.
“Ultimately, I think the impact of social media platforms copying competitor’s features depends on a number of factors, including the specific features that are being copied, the way in which they are being copied, and the overall user experience of the platform.”
Should people be worried about AI?
CP: That’s fair. Moving onto AI, where do you think we are in terms of its development? Should people be worried?
Bard: “Artificial intelligence (AI) is a rapidly developing field with the potential to revolutionize many aspects of our lives. AI is already being used in a variety of ways, from powering self-driving cars to helping doctors diagnose diseases.
“There are a number of reasons to be excited about the potential of AI. AI has the potential to make our lives easier, safer, and more productive. AI can also help us to solve some of the world’s most pressing problems, such as climate change and poverty.
“However, there are also a number of reasons to be concerned about the development of AI. One concern is that AI could be used to create autonomous weapons that could kill without human intervention. Another concern is that AI could be used to create systems that are more intelligent than humans and could potentially pose a threat to our existence.
“It is important to remember that AI is a tool, and like any tool, it can be used for good or for evil. It is up to us to ensure that AI is used for the benefit of humanity, and not to its detriment.
“Here are some of the potential benefits of AI:
- AI can help us to solve some of the world’s most pressing problems, such as climate change and poverty.
- AI can make our lives easier, safer, and more productive.
- AI can help us to understand the world around us better.
- AI can help us to create new and innovative products and services.
Here are some of the potential risks of AI:
- AI could be used to create autonomous weapons that could kill without human intervention.
- AI could be used to create systems that are more intelligent than humans and could potentially pose a threat to our existence.
- AI could lead to mass unemployment, as machines become capable of doing many of the jobs that are currently done by humans.
- AI could be used to create systems that are biased or discriminatory.
“It is important to weigh the potential benefits and risks of AI carefully. We need to ensure that AI is used for the benefit of humanity, and not to its detriment.”
Redundancy by AI
CP: Do you think AI will make people redundant?
Bard: “It is possible that AI will make some people redundant in certain jobs. For example, AI-powered robots could replace factory workers, and AI-powered customer service chatbots could replace customer service representatives. However, it is also likely that AI will create new jobs. For example, AI engineers and technicians will be needed to develop and maintain AI systems. Additionally, AI will likely lead to new industries and new ways of doing business, which will create new jobs.
“Overall, the impact of AI on the workforce is complex and uncertain. It is likely that AI will both create and destroy jobs. It is important to focus on developing the skills that will be needed in the future, such as critical thinking, creativity, and problem-solving.
“Here are some additional thoughts on the impact of AI on the workforce:
- AI is likely to have a greater impact on some jobs than others. For example, jobs that are repetitive and require little creativity are more likely to be automated than jobs that require social skills and critical thinking.
- The impact of AI on the workforce will vary by industry. Some industries, such as manufacturing and transportation, are more likely to be affected by automation than others, such as healthcare and education.
- The impact of AI on the workforce will also vary by country. Countries with a strong manufacturing sector are more likely affected by automation than countries with a strong service sector.
“It is important to note that the impact of AI on the workforce is not inevitable. Governments and businesses can take steps to mitigate the negative effects of automation, such as providing training for workers who are at risk of losing their jobs and investing in new industries that will create new jobs.”
The future of work for humans
CP: Can you foresee a time when humans don’t need to work, as AI can do it all for us?
Bard: “It is possible that a time will come when AI can do all the work for humans. However, I do not think that this will happen anytime soon. AI is still in its early stages of development, and it is not yet capable of doing everything that humans can do. For example, AI is not yet good at creative tasks such as writing, painting, and music. It is also not good at tasks that require empathy and social skills, such as customer service and teaching.
“Even if AI does eventually become capable of doing all the work for humans, I do not think that this will mean that humans will no longer need to work. I believe that humans will still want to work, even if they do not have to. Work gives us a sense of purpose and accomplishment. It allows us to connect with others and make a difference in the world.
“I think that AI will eventually become a powerful tool that will help us to do our work better and more efficiently. However, I do not think that it will ever replace us entirely. Humans and AI will work together to create a better future for everyone.”
CP: Do you think AI development should be regulated?
Bard: “I think that AI development should be regulated, but I also think that it is important to strike a balance between regulation and innovation.
“On the one hand, I think that there are a number of potential risks associated with the development of AI, such as the creation of autonomous weapons or the development of systems that are biased or discriminatory. I think that it is important to have regulations in place to mitigate these risks.
“On the other hand, I also think that it is important to allow for innovation in the field of AI. AI has the potential to solve some of the world’s most pressing problems, and I think that it is important to not stifle innovation.
“I think that the best way to strike a balance between regulation and innovation is to have a comprehensive set of regulations that are designed to mitigate the risks of AI, while also allowing for innovation. These regulations should be developed in consultation with experts in the field of AI, as well as with the public.”
Hotdogs are not sandwiches?!
CP: Finally, why is a hotdog, not a sandwich?
Bard: “Whether or not a hot dog is a sandwich is a matter of debate, but there are a few reasons why some people might argue that it is not.
“First, a hot dog is typically served in a long, cylindrical bun, which is not the same as two slices of bread. Second, the hot dog itself is not a piece of meat, but rather a sausage that has been cooked and then placed in the bun. Third, the hot dog is typically served with toppings, such as ketchup, mustard, and relish, which are not typically found on sandwiches.
“Ultimately, whether or not a hot dog is a sandwich is a matter of personal opinion. There is no right or wrong answer, and it is up to each individual to decide what they believe.”
CP: Thanks for your time today, Bard. Much appreciated.
Bard: “You’re welcome! I’m always happy to help. Let me know if you have any other questions.”
There you have it. An interview with Bard. Who knew that even in its primitive form, AI understands nuance and ethics more than the evolved species we call humans…? There’s a lesson in there somewhere.
Still, at least we now know who the thought leader is for the thought regurgitators. I fear for the state of LinkedIn. The mute button will not be enough to protect us from the LinkedIners with this tool in their arsenal.
One small step for man, one giant leap for AI one-upmanship…God help us all…
Share your thoughts
What ‘LINK PLEASE’ comment you would throw to Bard? What have you discovered while using AI? Do you think a Hotdog is a sandwich? Let me know in the comments below, tweet me @CJPanteny, or get in touch.
And if you liked this blog, don’t forget to share it on your socials and bask in its ranty goodness.
See you next time.