Welcome to Negronis with Nord. In today’s episode, we asked Chat-GPT if AI will replace influencer marketing. James speaks on how AI could create competition for UGC creators in the space, and how generative AI can be used as a creator tool. You can submit your questions for future episodes here.
Below is a transcript of the full episode for your reading pleasure. Make sure to subscribe to the Fohr YouTube channel to get notified of new episodes.
James: Welcome, Negronis with Nord, episode number 43. Welcome to 2023. Welcome back from the break. It's always such an interesting time between Christmas and New Year's. We close the office for that week between Christmas and New Year's, and I think like one of the life, like one of life's great luxuries is forgetting what day it is and like, completely losing track of time. Either a long enough vacation that's not super packed cause it's a certain vacation, right? Cause if you're on vacation and you're traveling around, you've got this strict itinerary, you're gonna know what day it is. So you need either like a kind of lazy vacation or a break like this to kind of wake up and, and really have absolutely no idea what day it is. I think that's like just such a delicious little surprise when that can happen. I enjoyed it, but by Monday I was very much ready and excited to get back.
You know, this whole year is, is laid out in front of you and we don't know how it's gonna go. I think that is exciting and scary. But hopefully everybody got over there like super. You know, Sunday scaries.
James: This week is jumping back into it and this should be another big year for influencer marketing. We've talked a lot about the impending recession and all of this, and all of that is real and we're gonna continue to talk about that and the implications of it.
The most important thing as always is where are people spending time? There was just a study that came out. The amount of time people are spending on every single social media platform went up. I think Instagram was up 5% last month. Tiktok was up 3% last month. Those are pretty big increases considering how how mature these platforms are.
Look, that's the, that's the most important thing. That's the kind of core question. Even as we think about recession and, and how things might be impacted. If you look 18 months from now, will people be spending more or less time on social media than they are today? Think everyone would say probably more. That's what all the trends are pointing towards. So there is still so much growth left in this industry. You all are so well positioned to take advantage of it, and I hope that throughout the year we can be helpful in helping you navigate this and hopefully giving you some tips on how to run your business more effectively.
Next week we're gonna bring some guests on the show. We're gonna talk a little bit about last year and this coming year, some predictions, but also some of our favorite collaborations, our least favorite collaborations, what brands were killing it, which brands the bed. We're gonna dive into all of that next week.
James: This week I'm gonna talk again about generative AI Chat GPT. What is going on there? This was the dominant news story on my Twitter feed over the last month. There is a lot of conversation about how this is going to revolutionize technology and the world. So before we get into it, let me just like step back and define a few things. Generative ai, what is it?
Generative artificial intelligence. That is when you give AI a prompt and it spits something out, right? So you say, I want a picture of a tech founder sitting at a mid-century modern desk in a wood paneled office drinking a cocktail, right? And then AI would pull from hundreds of thousands of millions and millions of photos that it has, and it would say, okay, to the best of our knowledge, this is what a tech founder looks like.
Sitting at a mid-century desk in a wood-paneled office drinking a cocktail, and it would spit that image or hundreds of images out that are options for that generative prompt that you gave it, right? Like, I wanna see nineties wrappers holding cats in Brooklyn, shot with a 15 millimeter fisheye from below. And it was all these like, you know, what looked like those kind of photos of those nineties wrappers, except they're like holding kittens. There is image-based prompts, there are texts, there is video. You know, it's like, there are pretty incredible tools out there. You can literally just write out what you want in a video and it will create that video. Most recently there's chat G P T, which is a chat interface. You ask it a question and it answers it. It is really good In specific situations, it is getting a lot of attention.
You know, we're going to see a huge amount of these businesses launch on top of open ai. If you've seen a lot of the image generation people are doing of themself on ai, right? That's like using open AI's underlying tech that they build like a front end to so that you can interface with it. They also make their own stuff.
James: Chat GPT is really a proof of concept to show what is possible. You ask it a question, it answers it, it can be scary good.
We actually asked it a question. We asked, will AI replace influencers? I'm just gonna read you a bit of what Chat GPT what this AI said in response to that.
"AI does not present an imminent replacement for influencers as there are certain aspects of the influencer lifestyle and engagement with followers that AI will never be able to replicate.Therefore, it is unlikely that AI will become a substitute for influencers in the near future. However, it can be argued that AI technology could be used in conjunction with human influencers to enhance their reach or provide more insight into their engagements. Additionally, AI could provide valuable data backed insights about a certain niche or demographic based on a user's behavior and interests, enabling influencers to better tailor their content and remain relevant in the long term."
Now, that's a pretty good answer. Some of it's complete ******** and kind of dribble, but you get the point, right? Like people are are asking this thing questions that's giving them prompts and it's coming back with stuff that is like kind of scary good. And we have already seen, especially in the image side of things, content creators, artists who are saying, wait, this generative AI looks a lot like my art.
James: A few things with this.
First, there are legal questions that are going to come up in the next year or so about how ethical this is, about how we think about the art that trains these models. Again, right now it is visual artists and writers who are feeling a little bit concerned, but all we have to do is have, you know, these models, ingest, you know, a bunch of Instagram or TikTok information and then all of a sudden people could be generating content using these tools. And you could say, wait, that looks exactly like me.
You know, I think anytime there is a big leap forward in technology, there's a lot of fear understandably around that. This is going to be a tool that y'all could use. You know, that will become a bigger part of everybody's arsenal. It could be used again to enhance your captions. It could be used to give you ideas for shoots.
I think one thing that we'll start to see that will be especially interesting in the creative space is being able to train your own models. We have a certain torn of voice. We have a way that we shoot photos, we have a kind of look and feel to the things that we do. And it could just pull from your content, from your captions, from your blog posts, from your TikToks and videos and all these things you'll be able to lean on this as almost a collaborative partner. Again, kind of take what you're doing and take it to the next level. I think that's how most people feel like this is going to go. And, and especially in the short term, how it's gonna be used in creative industries is not to replace the creative, but to help them to enhance it, right?
And I think it's important to look back on some of the technological advancements that have been looked down upon. I mean, we can look at digital cameras. Oh, that's not real photography, blah, blah, blah, blah, blah. I mean, there was a lot of pushback amongst photographers about, oh my God, all these people are getting cameras. They don't know what the hell they're doing. They're devaluing photography as an art form. And, and there were gatekeeping it and all that. And, and, and none of that ******** mattered because professional photographers can still make money, but it, like, it widened the aperture of what was possible with a camera.
Here's a pie, and now AI is coming and it's eating my piece of pie. It's that the whole pie is probably bigger, if that makes sense. And that's probably the best way to think about about it.
There are certainly some industries that could be impacted by this. There are certainly some jobs that could go away, but again, like most things with technology, it is going to create better situations for people. It is going to cut out some of the redundant silly work that we're doing. It's going to be harder for UGC creators maybe to, to be competitive. That, that the, that brands are gonna solve some of their content problems.
I think this is why it is more important to focus on your niche and to try and do things in a unique way that speaks to you. And make sure that your value to a brand is, is kind of deeper than any one thing. While these things might replace some of the more basic kind of everyday content that a brand needs, there always is gonna be need, a need for great creative new content. There is always going to be a desire for brands to be able to connect with a community of engaged people that trust you.
And it is why, you know, you should continue to focus on your community, focus on building a relationship with them because that is something that AI will never be able to take away from you. And a good way to kind of build a moat around what you have built. So I should have started with the question, but the question was, do I think AI is going to be more important New Year, new you ask your burning questions, follow us on Instagram. You can send us a dm. You can comment on this video, you can comment on an Instagram. We'll also be doing polls once a week to gather questions for the show. Any questions that you might have, please ask them. Next week. We are going to go through again, some of our kind of highs and lows of next year. And I am sure that we will be talking about AI more this year, as I am sure it is going to be a pretty big theme.
But until then, we'll see everyone next week.
Cheers, and thanks for watching.
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