Joseph introduces the topic of today’s episode “AI’s role in predicting decisions for future ad campaigns”, and brings up an anecdote relating to wise content regarding being unaware of something is wise content until after it is created. The anecdote surrounds Joseph’s other podcast Gateway to the Smokies, where he had a guest who is very influential in a niche community, causing a spike in people downloading the podcast and going to the accompanying website to learn more. Joseph then introduces his guest for today’s episode R.J. Taylor, the CEO and founder of Pattern89, an AI platform for digital marketing. The two discuss R.J. ‘s time as a professional swimmer, where he specifically participated in swimming in open water, which as he describes is less about being the fastest and more about outlasting all of your other competitors. They also discuss the other aspects of R.J.’s daily life, specifically his hobby of bird watching, which is a very popular pastime in the Smoky Mountains. Joseph and R.J. discuss R.J.’s professional life, and how he was able to grow with a company straight out of college while at the same time also earning his master’s in English.
Joseph and R.J. discuss R.J.’s time spent helping grow the company he works at, and R.J. explains how he noticed a gap in the industry that was a lack of the creative aspect and creative decision making. R.J. found that through machine learning creative decisions are more easily and effectively made, which brings the most interactions with the ad campaign. And, that is exactly what Pattern89 does, which is figuring out which creative decisions should be made as efficiently and effectively as possible. R.J. explains the 5 billion creative data points that Pattern89 makes use of, and how Pattern89 makes use of these creative data points to figure out which aspects of the pieces of content are performing either well or poorly. R.J. explains how Pattern89 finds a variety of patterns that bring about this, including but not limited to days of the week, seasons, time of day, and many other dimensions. The two discuss how R.J. was able to obtain all of this data, and R.J. explains how he likes to compare it to going door to door to his previous clients to get all of this data, and it took him two years to obtain the amount of data necessary to make these predictions. R.J. explains how Pattern89 has been very helpful to different brands and people to help them bounce back from the effects of the Covid-19 pandemic.
R.J. explains where he sees AI’s role in creative marketing, and how he believes that we are only seeing the beginning of what AI can do in the creative space from a bunch of different angles. Joseph and R.J. discuss a recent seven-figure sale of an AI generated art piece, and whether or not the end product of the piece was what was actually purchased for seven figures or the algorithm behind the art piece. R.J. explains how he believes that humans are the ultimate creators, and AI can be used as an assistant or a tool to assist in artistic pursuits. The two discuss human’s tolerance of errors, and how humans are more tolerant of errors in content, such as spelling errors when a human is creating content. But, when an AI makes similar mistake humans are less tolerant and expect nothing but perfect from AI generated content. Joseph brings up the social media campaign that Lil Nas X created surrounding his first song “Old Town Road” that launched him into stardom, and whether or not AI would be able to replicate something like that. R.J. continues off of that point saying that AI would not be able to replicate what Lil Nas X did, and that phenomenon is a human experience. The two also discuss ethics with AI, and how R.J. believes that ethics is the greatest risk associated with AI, as AI does not do well with ethics unless trained correctly.
Joseph and R.J. discuss where they believe successful marketing teams will be in terms of their relationship with AI in one year and in five years. R.J. brings up the point that technology has changed so much in such a short amount of time, bringing up how in 2007 with the release of the iPhone it started people to discuss their “mobile marketing strategy” but in 2021 mobile marketing is an assumed part of one’s marketing strategy/ R.J. continues to explain he believes this will also happen with AI, how in five years incorporating AI in one’s marketing strategy will be assumed and necessary.