AI for Content Creation with Heather Murray

On this episode, we are joined by Heather Murray, a Top 20 MarTech Influencer and Director of Beesting Digital.

Heather dives into the world of Artificial Intelligence, sharing her top tips and advice on harnessing the transformative power of using AI for content creation. 

Tune in to find out why AI should become your bestie, not your enemy (!) and which tools are best to get started with to implement AI into your role as a marketeer.

If you would like to be our next guest speaker, host or ask us a question, please email us at hello@theonegroup.co.uk

Hosted by Leanne Davidson-Town and Producer Bex.

Transcript

Producer Bex: [00:00:00] You are now tuned in to this week's episode on TOGCast. It is our mission to bring you guest speakers sharing their latest and greatest tips, skills, stories, and know hows within their market. Let's get going.

Leanne: Hi everyone and welcome to today's podcast. We are joined today by Heather Murray who is a top 20 Marcom, sorry, Martech influencer, an international AI speaker and the director of Beesting Digital. And she is with us today to talk all things AI and content creation. Hi Heather, how are you today? Thanks for joining us.

Heather: Hello there, very well, thank you. Thanks very much for having me on. 

Leanne: You're welcome. I am really looking forward to everything you've got to talk about today. Being in marketing with Becca. Um, we're just a really small marketing team. It's just the two of us. So obviously with all this AI stuff happening, we just don't know what we don't [00:01:00] know and, you know, we just go to what we're used to and it would be really interesting today to get your insights and ideas on how we can use AI in all things, content creation.

Leanne: So yeah. I'm really looking forward to hearing what you've got to say. 

Heather: Yeah, I mean, it's particularly great for kind of smaller, smaller teams. Like you say, with two people, you can, it can really make it, you can do the jobs of four now with AI. really empowers those smaller teams. It's a playing field leveller.

Heather: Yeah. 

Leanne: So let's start. I've got a list of questions here. My first one is, can you explain the role of AI in content creation and how it's evolved over the past few years? 

Heather: Yeah, sure. It's, it's a big, a big question. The role of AI in content creation. I think, um, people get it wrong. I think when you first start using chat gt, a lot of people think, right, I'm gonna say, write me a LinkedIn post on this.

Heather: Um, write me a blog on that. It's absolutely not the way to use AI to create content. Um, I'll [00:02:00] start at the beginning, I suppose. Um, so AI's been around since about 1940s, 1950s. It's not a new concept at all. Our access to it has radically changed. So what was usually the reserve of more, and the techie types I call them, they're, they're, you know, sort of computer buffs and coders and all of that stuff.

Heather: Um, they had access to, to things over the last few years, but in November, so it's only been 12 months. I can't believe how much has happened in 12 months. It was November last year that we all started to get access to the likes of ChatGPT 3. 5, BARD, um, Perplexity, and things like that just came out at that time.

Heather: And that's when everything changed. So, So AI as we know it, and as we're going to talk about today is only 12 months old, which is just so, so new in the, in the land of anything, you know, and the speed and pace at which it's changed. So we started off just being able to type in and get these quite limited responses, and now it can see, it can hear, it can speak, um, it can generate images, it can generate video.

Heather: It It's just incredible. The pace [00:03:00] of innovation has just been absolutely insane. Um, so we've had like 10 years of change in about a year. Um, so which is what makes it so exciting. But back to the kind of the content creation side of things, and I won't go into too much detail in this first question. I'll be speaking for about an hour.

Heather: It, um, it, It helps you prepare and research and create better content. When it comes to actually creating the content itself, the putting pen to paper or fingers to keyboard, you still need the experts, you still need people who can actually write, but what we can do is, as I say, research and plan and strategize and then check it the other side.

Heather: So it kind of, Reduces the time taken to create quality content, but it's not a one click solution. I think that's where a lot of people get it wrong. 

Leanne: Right. Yeah. I've heard of Chat. Chat. G-T-P, G-P-T.

Heather: GPT. Yes. Yeah. 

Leanne: Yeah. So what are some of the key ways that AI is currently being used in content creation?

Heather: Yeah, so, um. As I say, pe-people, [00:04:00] the way it's being used isn't the way it should be being used. So people are doing that. Kind of go on to chat GPT and they say, hi, write this LinkedIn post for me. Um, the way it should be used is, as I say, in these, in these planning stages. So you could put into chat GPTA prompt around, um, I'm looking to launch a new service.

Heather: Here are my ideas around it. You know, and have a little brainstorm with me. What might I have missed? Um, what considerations should I be thinking of? Um, you know, analyze the market for me. Tell me if this is a good fit for the market. Um, the, this is the audience I intend to, to sell this to. Is that the right fit audience?

Heather: Or even, I don't know who to sell this to. You know, could it be, um, could you, could you suggest some primary, secondary, and tertiary audiences for me? And that's just all in about 10 seconds. You can just put that, put these prompts in. It's all about knowing how to prompt, um, I think one line prompts.

Heather: You've got to remember with, with, with AI, a one line prompt. Um, [00:05:00] is the same as anybody else can put in, which means that you'll get the same result as anybody else as well. So you won't get unique original results. Good prompts require really good structure and they require lots of unique original parts to them as well.

Heather: Um, so yeah, it's, um, yeah, you can talk about, you can analyze your audience's pain points as well. So think about ChatGPT is trained on millions, probably billions of different data points that existed on the internet. Recently up until 2021. And now it's right the way up until now. So it can everything that's on there.

Heather: It can analyze. So all those research documents, all these white papers, any style guides, tone of voice guides, pain points, customer research. Billions of pieces of information are there and it can search through them in a matter of seconds and pull out what you need to know. So it's like the best encyclopedia in the world.

Heather: It's absolutely incredible. It's kind of like, I remember how excited I used to get for Inkarta back in the day, I'm going to show my age then. I used to be able to [00:06:00] search Inkarta and I'm like, oh, all that information. I could find out about the ancient Egyptians and get a date really, really quickly for my project at school.

Heather: It's kind of like that, but on massive, massive steroids. Um, so yeah, it's a, yeah, it's about kind of a, yeah, it's a research tool. Yeah. I mean, it's an everything tool really. It's, somebody asked me recently, they asked me to record a video on the use cases for chat GPT. And I was, I said, it was kind of like trying to record a video for the use cases for the internet.

Heather: It's that broad. It can do everything, you know, it can be your creative assistant. It can, it can help you if you're having a, um, Panic attack, it can, um, it can do so many different things. It can create brand color schemes for you. I'm just thinking more marketing sort of side of things. Come with a sales strategy for you.

Heather: Come up with an entirely new business idea for you. It can tell jokes, it can write poems, it can, um, it can do anything. Um, it's, it's an, it's an all round assistant. Basically. 

Leanne: Wow. So if you're not using it, you should probably be using it. 

Heather: Oh, 100%. Yeah. Yeah, [00:07:00] absolutely. 

Leanne: So how does AI contribute then to enhancing what we do day to day, you know, in our content creation processes and everything that we do?

Leanne: Like we use Canva here a lot for our creative stuff. Yeah. What, what do you think? 

Heather: It set, it automates the busy work. Um, I think that's the main thing. So, you know, with, with Canva, have you seen the new AI tools yet that they've just launched? I saw, 

Leanne: um, your LinkedIn post on it that you shared about the magic element of it and everything.

Leanne: I haven't actually done it myself yet, but I'm excited to use it. 

Heather: Yeah, it's, there's some really good, and I think it's a really good example of AI, those tools, it's those little bits, so when you're using Canva, it's amazing, it's so easy to use, but there's still lots of things, like you'll adjust where something is, or if you want to crop an image out of something, it'll take you ages, or if you want to just grab the text from something and put it somewhere else, you have to kind of think, oh, I've got to kind of find it or find what the same font is and then put [00:08:00] it, you know, you've The AI tools on Canva, you can just do them so quickly.

Heather: And I think that's representative of, of AI now. It removes the busy work, um, the kind of, it can analyze data so quickly. It stops you from doing all those small repetitive tasks and opened you up to do much more of the kind of the human stuff, which is a proper creativity and innovation. Um, so. You know, like, yeah, if you're designing a, um, a graphic for your social media or a short video or something, you can do that now so much faster thanks to AI.

Heather: So I think all of this, I'll probably repeat this quite a lot, is a lot of people get it wrong thinking AI is a one click solution that you'd be able to say. Design me this, and it will come up with that. It doesn't, we, we can never articulate ourselves well enough for a machine to understand, or maybe we can in the future, but not right now.

Heather: Um, so it can't understand because it hasn't got every last detail for that. You know, loads of things we'd forget to explain. But what it can do is reduce a four hour task down to a one hour task, and that, [00:09:00] losing that three hours is the, is the magic. You still need skill, and you still need time, but it reduces it right down, and that's the main thing.

Heather: element that it changes within content creation. 

Leanne: I'm excited to use it. I might have to have a little play after today. 

Heather: Yeah, sure. 

Leanne: Um, so what are the potential benefits and challenges then, um, of integrating AI? Into your already content creation workflow, everything that you're already used to doing. 

Heather: Yeah.

Heather: So well benefits, as I've just said, time saved, absolutely massive. You know, your team of two can now create the work of a team of four because your four hour task now takes two hours or whatever it is. It's that incredible increase in efficiency as well. Um, and I think, as I say, freeing up your skilled staff, your skilled trained staff to do the stuff they're best at instead of wasting their time on admin or something a computer can now do for them, you know, instead of, you know, before we had calculators and working everything out manually, still getting the same result.[00:10:00] 

Heather: Now we're not, we're not hating calculators now. It's just something that we've got. And I think AI is going to be the same. It's just something that we've got. Um, it also can help us with marketing, particularly sort of repurposing and upcycling, um, existing content. So I think a lot of us are sitting on a bit of a goldmine when it comes to content.

Heather: So we've got all the posts we've ever written. We've got all the blogs we've ever written. White papers, thought leadership, lead magnets, all of that sort of stuff. Graphics, everything we've got. And, uh, up until now, up until November, um, repurposing that and making the most out of that was quite difficult, but now you can upload it and say, right, out of this piece, I would like three blogs taking a different perspective, all with the same keywords.

Heather: I'd like 10 LinkedIn posts. I'd like, Um, you know, all these different things and what it will do is it and it won't produce the final version, but produce a really good draft, which you can then give to your copywriter, and they can then produce 15 pieces of content in the time it would have taken them to produce one, which is really exciting.

Heather: So from a marketing perspective, the other really [00:11:00] exciting benefit is hyper personalization. So we all know personalization, either kind of high name, you know, that we all get. How are things going at? We've all seen it was transparent. We're not impressed by it. Maybe we were impressed by it when it first came out years ago, but we're not anymore.

Heather: It's really obvious. And if anything, it seems really impersonal now. It's kind of, oh, you've just filled in a field. But hyper personalization is now possible with AI in that it can, We can dig really deeply. So when, when a person is on the internet, they leave content breadcrumbs all over the place. So every time you've written a post or contribute to an article or been on a podcast or anything like that, you're leaving these breadcrumbs and these indicators of.

Heather: What you were like, um, your personality, your, your achievements, your tone of voice, all of these sorts of things. Now we can gather those content breadcrumbs using AI and really hyper personalize every piece of content. So if you've got a dream client, they don't need to see the same advert as somebody else.

Heather: Uh, they don't need to get the [00:12:00] same LinkedIn message or outreach message as somebody else or cold email. It could all now be completely personally unique to them really easily. So that has opened up a whole new level of. of communication and effectiveness. I think that's, it's new for a while and then it's probably, you know, we'll all get used to that and what's next after that, I can't even imagine because I could never have imagined this.

Heather: Um, but yeah, hyper personalization another one of the big benefits. And then challenges, um, data privacy is a massive one, so you've got we're all putting all this data in, you know what I'm saying you can upload this and it'll, you know, upload a blog and it'll give you the LinkedIn post. That blog is now, um, you know, publicly available, you know, not directly, you can't ask for it, but it can, it can spit those words back out to somebody else.

Heather: So anything you put in, if it's sensitive client data, potentially, you will then, it is then available, it can then come out in somebody else's response. So you need to know that it's not private, and that's a real problem. I'm. The likes of ChatGPT and other tools, [00:13:00] um, are dealing with that by releasing expensive enterprise versions.

Heather: Um, and that's, that's how they, they're now private so your data is guarded in those. So that's how they're getting around it for the general public using the free ChatGPT. It's not private at all. Um, I think reluctance as well. People are scared for their jobs, you know. My, my team of copywriters, Why on earth would they want to train in something that they could possibly believe will take their job?

Heather: You know, they're making themselves redundant by saying, yeah, sure. I'll use chap GPT for this. They're scared. So you need to kind of communicate. better that it is a tool for, for creative people. It's not going to replace you. It's going to make your output more, you know, and, and better. And you won't be moving things around all the time or editing for ages or having to do that repetitive research.

Heather: It'll, you'll be able to spend all the time doing the fun bit. And I think that communication is really key. Um, chat GPT and other tools as well can also, um, hallucinate. So they can make up information. Um, And it can do it [00:14:00] in a really convincing way as well. So you can ask it a question and you might get an incorrect answer, but you don't know.

Heather: So complacency is a really big challenge with all AI is people going, right, I've got the answer. Therefore it's facts. Therefore I'm putting it out. And therefore that would breed a whole culture of misinformation. You know, nobody's fact checking anything. I think with Google. So you have to Google something, you've got a range of results, so you're more likely to get the right thing.

Heather: With ChatGPT you have one. So, it doesn't hallucinate often, but it does hallucinate and that's, yeah, that's another one of the big challenges that we found. 

Leanne: Yeah, that's an interesting fact actually, because when you do Google something you've got such a range of different answers and you can take different points from different articles or whatever you're looking at.

Leanne: But yeah, with that, it just gives you the answer, doesn't it? Just gives you an 

Heather: answer. It technically does amalgamate all the responses, you know, it can now, you know, browse with Bing. So it sort of does the Googling for you, but because you're not seeing that process every time and because it has this kind of hiccup, can't really try.

Heather: You can ask it to give you [00:15:00] sources and click on those sources and then sort of fact check from there, which is, which is quite good, but it's a little bit, It's a little bit limited in that regard for sure. 

Leanne: So can you provide any examples of some AI success stories with content creation? 

Heather: Yeah. Yeah. So in my own agency, we've been using it for a couple of years actually.

Heather: So, um, I was talking about those content breadcrumbs. There's a tool called Humantic. Um, so it's H-U-M-A-N-T-I-C , and they're amazing. So they pull those content bread breadcrumbs together and come up with, um, personality. Profiles of your dream clients. Um, and what we've been doing for a couple of years is for very high tickets So between sort of a hundred thousand and ten million pound products Um, we've got our client who wants to sell they only need to sell a few of them a year Um, to, to break profit.

Heather: Um, and so that they have a really, really long sales cycle with their clients. Um, so they, uh, they need to provide [00:16:00] really good personalized content, really nurture them very individually. Like blanket content won't work at all. They're not gonna respond to an ad. You know, this is a very, very, you're not gonna spend 10 million pounds after seeing an ad, are you?

Heather: You know, you're gonna need to really be convinced. So what we did, um, with Lots, Centrica actually was a really good example. Um, we used AI to really analyze their dream prospects. So there's only 40 companies in the whole world that could afford their product or that were perfect people. So we looked up those companies, we used AI to then break down the exact right job titles to, to, to look into.

Heather: Then we found the individuals themselves and we analyzed the hell out of every single individual. So we knew what the words to use, um, whether they would like us to set, put a greeting in their email or not. Um, whether they'd want us to just get straight to the point, or whether they'd want a bit of flattery maybe first, their whole life stories, not in detail, but you know, we knew significant stuff about them, um, and also all their pain points as well.

Heather: So we could communicate really effectively with them with [00:17:00] really hyper personalized content. So from the LinkedIn message to, um, a downloadable ebook that is made just for them, not just for their company, which we've had before with ABM, But just for them in particular, so that resulted in 60 million worth of pipeline for Centrica.

Heather: So it's a massive success, um, for us using AI before it was, before it was sort of readily available and that sort of, that, um, that type of software is, is 50 a month. You know, it's, it's pretty amazing what it can do if you put it into a really good, the process itself is quite complicated, but, um, that was a really important part of that, that process.

Heather: So yeah, that's probably the best success story we've had so far. 

Leanne: So is that software, is that an emailing software or it's, 

Heather: no, it's, um, it just creates playbooks, so disc profiles. Um, so you get these downloadable PDFs and then you can just use those within. So I, I pass that PDF then onto my copywriter. My copywriter reads it and goes, right, okay, I'm gonna write these three sentences to them really carefully abiding by all of these [00:18:00] rules, and then we send that out to them.

Heather: So it's really kind of. I mean, AI will eventually be able to do that copyright a bit too, that in that section. But at the moment, like, yeah, you can't be a, can't be an expert copywriter. 

Leanne: I definitely not agree. Yeah. So how does AI impact creativity and content then? You said before, you know, you have to 100 percent trust the source that it's coming from and you have to do the checks.

Leanne: So, you know, is there any limitations with content creation in itself? 

Heather: Yeah, I think, when it comes to creativity, it's a human, it's definitely a human facet, I don't think. Um, AI can be creative. It doesn't have experience. It doesn't have insight. It can't be random. And that's one of the things that, um, when you get responses from ChapGPT, there's, um, two things.

Heather: Perplexity and burstiness. Two really good words. Um, and perplexity is how, um, how ChapGPT or how all AI would choose, um, the next word, um, that it's, that's in the [00:19:00] sentence. So it naturally runs to patterns. Humans don't run to patterns at all. So. It's going to create quite uncreative sentences, quite boring, dull, like it's natural tone of voice is quite predictable.

Heather: And we can kind of, we can see it when, when we see AI generated content, it's boring, isn't it? 

Leanne: On LinkedIn, you can see who's used it for their LinkedIn post. Or sometimes if you say, Oh, you know, give me some ideas for LinkedIn posts. And then when it, when it spits back at you, you're like that, I wouldn't say that it's such a really weird way of saying things sometimes, isn't it?

Heather: Yeah. Yeah, and that's because of perplexity. So every next word it's chosen is at a low level of perplexity, whereas humans operate at quite a high level of perplexity, meaning that we will pick quite randomly our next word. And then there's burstiness, which is quite similar, is how we structure our sentences.

Heather: So we might say, you know, my sentence might just then have been 15 words, then a two word, then a one word, then a 25 word. We don't operate by any patterns. It's just how we feel and how we're speaking and who we're speaking to, [00:20:00] or how we're writing. We don't have like, whereas a computer will have specific patterns, it'd be like, right, I'm going to do 954, 954, 954, and we can also detect that quite quickly as well.

Heather: So I think when it comes to creativity, it can't, it is a computer, it works for a pattern. We are not computers, we don't work to patterns as well. So we will always naturally be able to be. much more random and much more creative. I think randomness and creativity are very, very close to each other. Um, and yeah, and our own experiences, experience, insight, you know, how could uh, you know, if you talk about creativity and something like thought leadership, how on earth couldn't, uh, could AI ever talk about a lifetime of experience?

Heather: You know, within a certain role, they can't. They can pull from interviews and kind of mimic it a little bit, but they could never uh, Draw the same level of insight as a human. So I don't think it's going to inhibit creativity. I think it's actually going to encourage creativity by removing the busy work, removing that stuff we were [00:21:00] talking about that's repetitive and boring.

Heather: And a machine can do in its sleep, not that it sleeps, but maybe it will in the future, I don't know. It's all getting very scary. 

Leanne: So do you think that there is a risk then of like the standardised or formulaic content overshadowing, um, normal and original work? 

Heather: I think there's a risk of lots of, um, formulaic content being generated and it's happening right now, but I don't think it's going to overshadow it because in the end, the algorithms will respond to what we actually read and we will scan, we can already see a spot on LinkedIn comment, AI generated comment miles off.

Heather: We're going to naturally detect. I mean, then we can, we, we quite, we can quite well with imagery as well, but we can naturally detect when it's generated by AI, AI, the problem is that it's getting more and more intelligent, you know, as time goes by and if you know properly how to instruct it, which is prompt engineering called prompt engineering, you can create some really quite good stuff in combination with a human.[00:22:00] 

Heather: And then the kind of the question then is, is it. AI generated? Is it human generated? Or is it both? You know, it's that I don't think that stuff would be formulaic or generic that might overshadow previously completely originally human content. So I think it's kind of going to be like, um, AI and humans, human content, and then AI content underneath that.

Heather: I think that's how I'd see it. 

Leanne: Yeah. So do you think there are any considerations or what should people actually be considering when going into content creation with, um, with AI and how AI developers should take into account, um, you know, the human element of it when using AI for content creation? 

Heather: Yeah, so focus on the preparation, not the actual results.

Heather: So we use AI right up until when you have to write and then after you have to write as well. So you can use it to, as I said before, that all the research and analyzing your audience and planning the part [00:23:00] of the buyer journey the piece of content should be in, the call to action, the topic, the subtopic, the key points throughout it, even a skeleton version of it, how it fits within your content strategy.

Heather: All of that AI can help with, and I say help, it's a huge, it's not going to generate it on its own, it's an interaction, interactive experience with a human, but then the actual creation of the content, pass that to a real human, then you've got all the good stuff, then you can check it abides by your tone of voice guide, or, or your, um, brand guidelines, um, After that, AI is very good at that sort of double checking.

Heather: Oh, you've put this word in there and we don't tend to use that word. You know, that sort of thing, it's really good at. So I was a legal PA for ages and if AI had been around then, I would have saved so much time because the majority of my work was going through 400 page legal documents and picking out where there's a double space or where there's, or not a double space as the case may be.

Heather: And those sorts of editing, proofreading more than editing, I suppose, that sort of thing, it can be used for at the other side. So. I think developers need [00:24:00] to, to, to, there's a lot of focus on, um, create content creation tools, but there should be a little bit more focus on those research tools as well for marketers in particular.

Heather: Just put that in a package for us. That'd be very interesting. I'd love to see a persona creation package that gives us something really genuinely useful. That would be great. I feel like I could code that myself and I'm not a coder at all. I think I really like there's so much that you can, and that's a wonderful thing again about AI is that You know, I do worry about the role of coders, but then I know nothing about the coding environment.

Heather: So it probably is the same as people might speculate about copywriters and go, it's going to take over the world of coders. But coders are sitting there going, well, they can only do the basic stuff. We're safe in the higher end stuff. So I think there's a lot of kind of, if you are coasting along in a job and you're not trying very hard and you're kind of somehow getting away with producing quite low level stuff, you should be worried about your job.

Heather: But everybody else who's trying and learning and. Doing a good job. Yeah. If, if you, if you're good at your job, you, you, you're safe. You just need to kind of embrace AI and, [00:25:00] and, yeah. Yeah. Make sure you use it as that tool, because if you don't, you, that's when you're gonna be left behind. 

Leanne: Yeah. I love that.

Leanne: So just embrace it and use it and, and make it help you rather than, yes. 

Heather: Yeah. That's it. Why wouldn't you? It's a free assistant, you know, somebody says, oh, here's a. Free PA. Do you want it? No. Why would you ever say no? 

Leanne: Well, it sounds like there's a lot going on in the world of AI, especially for content creation.

Leanne: So my last question then is what are your three top AI tools? 

Heather: There are so many, but I am going to say, I'd really recommend just as a little side point, don't, don't be overwhelmed by the amount of tools that there are. Start with ChatGPT, because that's going to be one of my favorite. It has to be there.

Heather: I've mentioned it probably 50 times here, and it really is. Over the last couple of weeks, it's upgraded itself so much. Um, and yeah, that is a, it's a all purpose tool. ChatGPT is definitely number one. Second one is Sibyl. Um, it is a call recording tool. So there are lots of call recording and transcription [00:26:00] tools.

Heather: You see the little AI assistant in Teams meetings and Zoom calls. Um, Sibyl is very different to that. It, um, It records your calls, but it transcribes them very accurately. So there can be like five people speaking at once, and that's often happened to me. Um, and it will transcribe it flawlessly, absolutely flawlessly, and pick up everything that's happening in the room.

Heather: It removes all of the ums and ahs and the unimportant things. It will give you conversation starters as well. So that little small talk you do at the beginning of, say, a sales call or something. It, say, you say, oh, it's my daughter's birthday, uh, next Sunday. It will bring that up and say, oh, next time you speak to them, say, you know, how was your daughter's birthday and you can build those relationships.

Heather: Um, not only that, it pulls out all the pain points. So you don't have to say this is a pain point for it to pick it up. It naturally assesses the conversation and pulls out any pain points from that conversation. So. Imagine, you know, client interviews and things like that. It will pull out stuff you might miss, um, and create those into opportunities.

Heather: Um, and then it [00:27:00] also analyzes your body language. So if you're doing a presentation and the people you're presenting to lean forward or they smile, um, it will mark that with a little circle. Um, if they get distracted and they start looking off screen like that, it will, it will also record that as well.

Heather: So you can then refine your presentation for the next time and go, Or try to sell them a specific thing that they're very focused on this one slide or this one service. It's just absolutely incredible. So it's ChatGPT, Sibyl, and then the third one's Humantik that I've mentioned a lot as well. That's the uh, disk profile.

Heather: Those three I use every single day, um, every single day that I work, yeah. 

Leanne: Aww, well thanks so much for your time today Heather, It's been really good getting to learn the inner workings of AI for content creation and how you use it daily. Honestly, it's been really insightful and I'm looking forward to using the magic on Canva as well.

Leanne: I will definitely be having a little play with that. Um, so to end every TogCast, we ask everyone to leave the listeners with the one word. [00:28:00] Um, so have you got a word? 

Heather: Yes, I have. I think the word that I use to describe everything and kind of to relay the fears that people have is embrace, embrace it, you know, just get involved with AI, have a look around, try things out and just try and embrace it in your everyday and you won't regret it.

Heather: It's a wonderful, wonderful thing. 

Leanne: Oh, that's great. Well, my word is going to be explore. Well, thank you, Heather. It's been so lovely to have you on. And anyone listening, if you've got any AI questions, honestly, Heather is a person to go to. Just on her LinkedIn channel alone, there's so much things. Going on on there.

Leanne: Um, so thank you so much for coming and listen everyone. Bye. Thanks. Bye. Bye

Producer Bex: That's a wrap for this week's episode. If you want to be our next guest speaker on TOGCast then get in touch with The ONE Group and don't forget to subscribe we would hate for you to miss the next one.