#345: Creative + AI examples from B2B marketers

#345 |  Luke (Head of Growth & Marketing, ElevenLabs), Liz (CMO, Brain Labs), Vincent (Creative Director, Bitly), and  Carter (Global Brand Team, UiPath) join this Exit Five Live session to show how they're actually using AI to do creative work. Luke breaks down how his team built a full brand video with one person in one day using voice cloning, image models, and AI video tools. Liz shows the Claude skill her team built so anyone in the org can self-serve on-brand design without going through a designer. Vicente walks through how Bitly cut video production time by two weeks using AI. And Carter shares how he's leading a video initiative that's changing the way a global brand team operates. If you're tired of AI hype and want a look at what people are actually doing, this one's for you.

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Dave [0:00:01]: You're listening to The Dave Gerhardt Show.

Dave [0:00:02]: Okay.

Dave [0:00:17]: Hey, buddy.

Dave [0:00:17]: We're live.

Dave [0:00:18]: It's the top of the hour here.

Dave [0:00:20]: My name is

Dave [0:00:20]: Dave Gerhardt.

Dave [0:00:21]: I am the founder

Dave [0:00:22]: of Exit Five.

Dave [0:00:23]: Exit Five is a top community for B2B marketing professionals.

Dave [0:00:26]: And twice a month or so, we do these Exit Five live sessions.

Dave [0:00:30]: Where we bring on a group of subject matter experts to go deep on a topic that is really relevant and something that matters to you We try to show real examples.

Dave [0:00:38]: That's what people want.

Dave [0:00:39]: They want the real examples.

Dave [0:00:40]: They don't want the fluff.

Dave [0:00:40]: And we have a really good one today on Ai But this time, it's all about creative.

Dave [0:00:46]: This morning, I've been working on my April Fools stay campaign using Ai creative tools myself this morning doing very important work here as the founder of x five.

Dave [0:00:54]: But this topic is is really fun.

Dave [0:00:57]: As presented by eleven labs.

Dave [0:00:58]: We wanted to do a session about how marketers are using Ai in their creative, but we actually want to get real creative people.

Dave [0:01:06]: There's a creative director here.

Dave [0:01:08]: There's a brand person.

Dave [0:01:08]: There's a CMO.

Dave [0:01:09]: There's a growth person.

Dave [0:01:10]: We wanna hear what people are actually doing and how they're using Ai to power.

Dave [0:01:15]: Creative, and, you know, really going beyond sla, and we have examples of voice video, music, sound effects, strategy.

Dave [0:01:21]: There's some really cool stuff, and I know you're gonna get some specific takeaways from this.

Dave [0:01:25]: But before I bring up the panel here today, and we got some cool stuff to show you.

Dave [0:01:29]: I just would love to hear in the chat...

Dave [0:01:31]: Your name, where are you writing in from?

Dave [0:01:33]: And then I also wanna know, like, why did you take the time out of your day to come hang out with us on this session.

Dave [0:01:37]: So, like, I'm Dave.

Dave [0:01:38]: I'm in Vermont.

Dave [0:01:39]: I came here because I'm super interested in Ai and creative, and I really wanna learn more that I can take back to my company.

Dave [0:01:45]: So drop that in the chat because it's really fun to just see where people are writing in from.

Dave [0:01:49]: So do me a favor and pop that in the chat while I get situated here, and we give everybody a couple minutes to roll in.

Dave [0:01:54]: We get Jake's and Cleveland always trying to hone skills and add new skills.

Dave [0:01:57]: There we.

Dave [0:01:58]: Yeah.

Dave [0:01:58]: It's so lonely when you're up here?

Dave [0:01:59]: Like, is anyone here and then all of a sudden, we must be having a little delay in the chat today, Brad and in Canada, Marissa and Saint.

Dave [0:02:06]: Pete.

Dave [0:02:06]: Content isn't just Seo.

Dave [0:02:08]: I like that.

Dave [0:02:08]: Steve works a small start of needs to automate as much as possible.

Dave [0:02:11]: Like cautious in India just a big fan.

Dave [0:02:13]: We love that.

Dave [0:02:14]: Cool.

Dave [0:02:15]: Alright.

Dave [0:02:16]: This is great.

Dave [0:02:16]: We're gonna have a really good session today.

Dave [0:02:18]: So as I mentioned today, we have a sponsor for today.

Dave [0:02:20]: It's eleven labs, really cool stuff that they do.

Dave [0:02:23]: You've probably heard of them before.

Dave [0:02:25]: They're the voice Ai company.

Dave [0:02:26]: We've actually used eleven labs in our own newsletter, so readers can, have it read to them out loud.

Dave [0:02:32]: I need to do more here with training my voice because I'm still recording our ads with my actual voice.

Dave [0:02:37]: We should be using eleven labs to do this.

Dave [0:02:39]: They built a full creative platform that includes voice, video, image, music, sound effects, localization and more all in one workspace with one license.

Dave [0:02:47]: Every marketing team right now is being asked to do more with Last.

Dave [0:02:50]: I know a lot of you in the chat saying that right now.

Dave [0:02:52]: And the teams figuring out how to automate the creative production layer are pulling a head fast, Teams like ramp, clay and Nvidia, good logos, eleven labs teams right there.

Dave [0:03:02]: They're using eleven labs to output eleven times more creative without adding head count, eleven labs lets you spend less time on production and more time on creative.

Dave [0:03:11]: And strategy.

Dave [0:03:12]: Go and check them out elevenlabs.io/creative.

Dave [0:03:14]: elevenlabs.io/creative Linkedin into the chat.

Dave [0:03:18]: Alright.

Dave [0:03:18]: Producer Allison who's sitting in today, are our events lady is hot on webinars right now.

Dave [0:03:23]: Fresh of our marketing leadership you stepped in to help us run this webinar.

Dave [0:03:26]: Why don't you send our guest out here and we'll do quick intros and get things thrown.

Dave [0:03:30]: Cool.

Dave [0:03:30]: Alright.

Dave [0:03:30]: Let's go around the horn right here.

Dave [0:03:32]: Luke, Let's kick it to you first.

Dave [0:03:34]: So just to set the stage for everybody listening.

Dave [0:03:35]: I wanna get introductions from everybody.

Dave [0:03:37]: So, you know who these people are, some proof, some credibility to hear what's interesting them about how they're using Ai and creative, and then we're gonna go one by one.

Dave [0:03:45]: Everybody has one example.

Dave [0:03:46]: And we prep for this yesterday.

Dave [0:03:47]: I've seen these examples, some cool stuff coming.

Dave [0:03:49]: We're gonna talk through and show you a couple of examples here.

Dave [0:03:52]: And then we have plenty of time to take all your questions,

Carter [0:03:55]: and I have a discussion that

Dave [0:03:56]: I wanna lead about Ai and Creative and where things are going.

Dave [0:03:58]: So let's go, Luke, Liz, v and Carter, and we'll kick you off.

Dave [0:04:02]: Okay?

Luke [0:04:03]: Everyone.

Luke [0:04:03]: I'm luke really great be here.

Luke [0:04:05]: I lead their growth to marketing at eleven hours by Also lead the products for eleven creative.

Luke [0:04:10]: So I'm building lots of the tools for our team and other leading marketing teams.

Luke [0:04:15]: Really excited to be here.

Luke [0:04:17]: Liz Hand richie.

Liz [0:04:18]: Hi, B.

Liz [0:04:19]: I'm Liz.

Liz [0:04:19]: I'm the CMO at Brain labs.

Liz [0:04:21]: Prior to brain labs I spent a really long time in B2B and demand gen.

Liz [0:04:26]: So I have approached some of our Ai creative challenges from a systematic layer, so I'm excited to reveal some of that stuff, and show you guys how you can automate a bunch of stuff in your creative process.

Dave [0:04:36]: Nice b.

Vicente [0:04:38]: I am v or Vicente  sensei of creative director Bit were the friendly neighborhood.

Vicente [0:04:43]: Short company.

Vicente [0:04:45]: I'm excited to show some of the video work that we've been doing at Bentley and how we're able to shrink that production time up to two weeks.

Vicente [0:04:53]: So...

Dave [0:04:54]: I was happy to have a creative director on on for this session because initially, I was like, oh, the creative people are gonna revolt.

Dave [0:04:59]: A bunch of creative people I know in my life are, like, Ai is gonna, you know, take all of our jobs.

Dave [0:05:04]: Ai creative sucks and so I'm very happy to have some creative folks on here on Carter, you're also in a...

Dave [0:05:10]: You know, you're in the brand world at at Ui uipath, but I let you give your intro.

Carter [0:05:15]: Hi, everybody.

Carter [0:05:15]: Just wanna give a big shout out to new dave when we Exit Five team and let labs for having me.

Carter [0:05:20]: And feel very honored and also just the other panels here.

Carter [0:05:22]: Very short time no I'm a already learned a lot from them.

Carter [0:05:25]: So I think everyone here is in for a real treat today.

Carter [0:05:28]: Oh, Carter.

Carter [0:05:29]: As dave was saying I had the video initiative on the Global brand team area you I.

Carter [0:05:34]: Awesome.

Dave [0:05:36]: So we're gonna go around the horn quickly got a couple minutes up for each person here.

Dave [0:05:39]: Just a set expectation at home, we're gonna talk through some examples.

Dave [0:05:42]: Some people are gonna show some examples, if you have questions as we go, the best place to do.

Dave [0:05:47]: If you have, like, feedback on what's going on, like, a, specific examples, put them in the chat.

Dave [0:05:51]: But if you have questions that you want us to get to later, put them in the Q and a then we can sort them by up votes and we do that.

Dave [0:05:56]: So look, you got the Mic first here.

Dave [0:05:58]: Yeah.

Dave [0:05:59]: I'd love

Luke [0:06:00]: to show one of the videos we made for brand campaigns.

Michael [0:06:05]: My name is Michael Caine.

Michael [0:06:07]: Because You know, I've played many roles in my life, both on and off the screen?

Michael [0:06:12]: But now, I've got a question for you.

Michael [0:06:17]: What makes a voice iconic?

Michael [0:06:20]: Is it the tone?

Michael [0:06:22]: The accent the balance.

Michael [0:06:25]: Well, the answer is quite simply the message.

Michael [0:06:30]: And now through the power of artificial intelligence, we've turned sound.

Michael [0:06:35]: Into something more.

Michael [0:06:37]: In connection without

Dave [0:06:41]: limitation

Michael [0:06:42]: because voices give a strength, power, protest, prayer, and joy But each new frontier, each new advancement in technology is met with portion.

Michael [0:06:55]: And rightly so, but every single time, The human driver of a passion artist can create tip team prevail.

Michael [0:07:06]: Because technology is just the medium.

Michael [0:07:09]: This is humanity.

Michael [0:07:12]: Amplify.

Michael [0:07:14]: I am thrilled to announce that my voice and I are joining eleven labs.

Michael [0:07:22]: Try for yourself yourself dare.

Luke [0:07:26]: It's a hard act to follow with Michael ko Yeah.

Luke [0:07:29]: Sweet.

Luke [0:07:30]: Yeah.

Luke [0:07:30]: Back voice.

Luke [0:07:31]: When you hear my british lender voice, but...

Luke [0:07:34]: That Why I wanted to show you that video today.

Luke [0:07:36]: And even though it's one we made last year, we're very proud of when Michael Kay joined our iconic marketplaces is, what's so cool about that video was the entire thing was made by Ai.

Luke [0:07:47]: By one guy called Jack, who did it in one day going from idea to the full finish version.

Luke [0:07:53]: And so that's using Michael King's voice for replica, and it's using the nano banana models.

Luke [0:07:59]: It's then using V to then animate it.

Luke [0:08:02]: And so I think it shows this really cool shift of what's now possible with this different tech.

Luke [0:08:08]: And so just to jump into a few of the, like, specifics here.

Dave [0:08:12]: While you do that, by the way, the one thing that, like, to the reactions that are amazing.

Dave [0:08:15]: And I'd love that use case because I feel like for me, if it's like fake characters if it feels like fake, You remember the Rip ip now but they shut it down, like So, the So videos.

Dave [0:08:25]: I could show to my kids who are eight years old and my daughter would be like that.

Dave [0:08:28]: That's obviously obvious, like use twelve fingers, like, that's not you.

Dave [0:08:31]: But because of that, because of the footage that was chosen there, Like, that feels very real and it doesn't feel like, oh an Ai video, like, that was a perfect use case, I think that's very relatable for a lot of people.

Luke [0:08:43]: Yeah.

Luke [0:08:43]: Hundred percent.

Luke [0:08:44]: I think we're in this really cool phase at the moment where I think that Ai voice models are there.

Luke [0:08:49]: The sound effects in the video, the music.

Luke [0:08:52]: That's all fantastic images and b roll is like, really good.

Luke [0:08:56]: We've reached that threshold.

Luke [0:08:57]: But At least for us at eleven months, we're not using anything for, like, a roll talking heads, person in front of the camera, we just don't think the qualities there up for our bar.

Luke [0:09:07]: And so to kind of jump into a few of the tactical bits of how we actually need it.

Luke [0:09:11]: And I saw the really good question by Caroline of like, was the legality of actually using a person's voice.

Luke [0:09:17]: And so what we built is this voice marketplace where we have thousands voices, which are real people who put their voice onto the site and then get paid with it.

Luke [0:09:26]: So we partnered with people like Michael caine and the estate of albert signs such that.

Luke [0:09:32]: You can actually request those, use those in your app.

Luke [0:09:34]: I'm actually calling from Poland, hence why showing the Polish voices, but lots of the ones on Tiktok us, people using them.

Luke [0:09:41]: And then, to give you a very quick glimpse the, like, image in video is also the ones where...

Luke [0:09:47]: So how Jack actually built that video, he would actually go in type away do the prompt for those b rolls, you normally start on the image, and then you pull it into the video, and then also able to kind of go in onto the music side as well.

Dave [0:10:02]: He, one thing that popped up really quickly in the chat kind of, like, around the legality of this.

Dave [0:10:07]: What's the answer to?

Dave [0:10:08]: How could I use...

Dave [0:10:09]: I can use all this stuff in my marketing?

Luke [0:10:12]: Yeah.

Luke [0:10:12]: A hundred percent.

Luke [0:10:12]: So the way it works with the voice library is we work with lots of different voice actors, and they go they do a voice capture, so they proved it at be them by saying a random phrase.

Luke [0:10:23]: And then they get paid out as you use the voice.

Luke [0:10:27]: And so we paid out now well over eleven million dollars in payouts for these voice actors, and then particularly for these, like, top tier of famous voices, That's where we...

Luke [0:10:37]: You actually can't use it immediately in the platform.

Luke [0:10:39]: You'd like, requests for the specific use case.

Luke [0:10:42]: And then that way, the actors are able to still control their likeness and how it's being used and with brands, which they really want to represent them.

Luke [0:10:50]: The other cool thing is you can also clone your invoices.

Luke [0:10:53]: So the stripe example of the company we work with is where the CEO actually cloned his voice, to then do an ad in a different language as well.

Luke [0:11:02]: Cool.

Dave [0:11:03]: What else do you have more?

Dave [0:11:04]: Are we good?

Luke [0:11:05]: Yeah.

Luke [0:11:05]: That's that's the main main stuff I just wanted to show live and given a an overview of, but I think we're in this really cool phase.

Luke [0:11:12]: And then how specifically eleven labs is using it.

Luke [0:11:15]: And we actually started with hiring the first hire I ever made.

Luke [0:11:21]: So I joined nearly three years ago now.

Luke [0:11:23]: The first hire I ever made was we were kind of working with all these different Ai creative tools was for Ai creative producer.

Luke [0:11:30]: Who would basically use these tools to make these different launch videos.

Luke [0:11:34]: And so as you're thinking about how to get into it, test it.

Luke [0:11:38]: I think that's a really good way is, like, either working with a contractor, or working with an agency to actually do this.

Luke [0:11:44]: Do best testing place.

Dave [0:11:45]: I like it.

Dave [0:11:45]: Look, the narrative that I've been feeling and pushing is, like, when it comes to marketing, in my career marketing, I basically got promoted up to the CMO job because I was good at marketing.

Dave [0:11:56]: And eventually, if you're good at marketing, you get more people, more team, responsibility more budget, but eventually, my job became not actually doing marketing at all.

Dave [0:12:04]: It's all people management, budgets, you know, team planning and all that stuff.

Dave [0:12:08]: And so...

Dave [0:12:08]: The reason I'm bullish on Ai beyond a lot of the hype is like, for stuff like this wait a second.

Dave [0:12:13]: I could have an idea on my own, write the script.

Dave [0:12:17]: Now I don't I don't I don't I don't have to rely on somebody else for voice for creative.

Dave [0:12:21]: Like, it feels like I can be this kinda like marketer because of these things, and so that's what's really cool.

Dave [0:12:27]: Alright.

Dave [0:12:27]: Nice job Luke.

Dave [0:12:28]: We got Liz.

Dave [0:12:29]: Alright, Liz.

Dave [0:12:30]: You got something completely still in the realm, but different than what Luke showed.

Liz [0:12:34]: Yeah.

Liz [0:12:34]: Very different.

Liz [0:12:35]: Also, the voices within a eleven labs are awesome.

Liz [0:12:37]: We use that bra, so shout out to the eleven Labs team and all the great stuff that they're doing.

Liz [0:12:42]: But, yes, I have something really different.

Liz [0:12:44]: And I think just so tee us up before I show the very detailed slides that I have.

Liz [0:12:48]: We approached the Ai creative from a multitude of different angles because you think about the creative Ai landscape right now, and there's dozens of tools out there.

Liz [0:12:57]: Right?

Liz [0:12:57]: There's my CEO sending me tools, my team is sending me tools we're like, let's do all these Ai tools.

Liz [0:13:03]: But I think the real unlock happens is when you build a system around it.

Liz [0:13:07]: When you figure out a way to actually systematically use this as a team and then be able to bring in other people that are not necessarily designers to be able to engage with it as well.

Liz [0:13:17]: That's really when you create, create a freedom for your designers and also for the marketing team to be able to do more strategic stuff and not so much the...

Liz [0:13:24]: In the weeds, you know, hey I need this image done set different ways.

Liz [0:13:28]: Let's just spend this up type of thing.

Liz [0:13:29]: So without further ado.

Liz [0:13:31]: I'm gonna share my screen here and show you all a very cool system that we built.

Liz [0:13:36]: So we built the system where we've essentially...

Liz [0:13:38]: We built this brand skill in quad.

Liz [0:13:41]: A couple things here is you do have to have Claude enterprise to be able to use this as an org wide scale.

Liz [0:13:46]: But what we did was we input our brand guide our visual styles and our tone into this brand...

Liz [0:13:53]: We call it a mega scale because it's, like a huge brand of all of our brand stuff to We've input all of this, and we've structured it very specifically to basically be fed into exact instructions that Claude could use for different scenarios of different things that we felt like were really repeatable things in our design process.

Liz [0:14:09]: So think things like someone on your team wants to post the linkedin post and they need an infographic or they need some sort of visual to go with their Linkedin post.

Liz [0:14:17]: We got that request over and over and over again, so we were like, how do we create a process beyond templates because that's the other thing.

Liz [0:14:24]: I think most marketers have operated from a design standpoint of, like, creating a bunch of templates and then swapping content in and out.

Liz [0:14:31]: I about that

Dave [0:14:34]: by existence.

Dave [0:14:34]: And then.

Dave [0:14:35]: Well, then the other thing that I always hated about this is then also, let me know in the chat if you feel like you could relate this, But I also hated because I always felt like I was becoming, like, the no department.

Dave [0:14:44]: Right?

Dave [0:14:44]: And nobody...

Dave [0:14:45]: We always had to say no.

Dave [0:14:46]: No.

Dave [0:14:47]: No.

Dave [0:14:47]: No.

Dave [0:14:47]: No No.

Dave [0:14:48]: And, like, then you...

Dave [0:14:48]: You're not the team that people wanna work with.

Dave [0:14:50]: So I think what's cool about what you're gonna show is, like, you've now enabled the team to...

Dave [0:14:54]: Make their own versions of things within the guard rails that you have created.

Liz [0:14:58]: Exactly.

Liz [0:14:58]: That's such a huge unlock.

Liz [0:14:59]: I mean there's so many benefits suit it of course, from a performance standpoint because you're not flooding Linkedin with all very, like, generic templates ultimately, but you are giving the team the freedom to create their own things, but within the brand...

Liz [0:15:10]: And con combines.

Liz [0:15:10]: So we created this mega scale.

Liz [0:15:13]: We imported all of our brand assets into that.

Liz [0:15:15]: I will say pro tip, you can use the skill creator within claude skills to create the skill.

Liz [0:15:21]: I know that's a bit meta.

Liz [0:15:22]: It's like, a skill for a skill and but it will tell you very clearly all of the instructions that you need to follow to essentially accomplish your end goal.

Liz [0:15:29]: So if you're thinking to yourself, okay.

Liz [0:15:31]: I have repeatable apps that come in on ad units on infographics, on sales decks on sales enable material.

Liz [0:15:38]: You can outline all of those outputs and then ask the quad scale creator.

Liz [0:15:42]: How do I create the perfect skill to align to the output of all of these things.

Liz [0:15:47]: So it's super customizable to the exact needs, but I'd say great starting point is thinking about What are the things that I get asked most frequently?

Liz [0:15:54]: And how do I figure out a systematic way to continuously input that context into a skill and then be able to allow others to self serve on it?

Liz [0:16:03]: So that's what we've done with our actual quad skill?

Liz [0:16:05]: I think I mentioned this, but the org skill is an enterprise functionality, so it's something that your team would need to have cloud enterprise to be able to access.

Liz [0:16:13]: That you could expect set this up on...

Dave [0:16:15]: Difference between, like, having a team plan and having an enterprise edition of...

Dave [0:16:19]: Clogged because I...

Dave [0:16:20]: I was wearing on this this morning since our call yesterday, we just have a team plan.

Dave [0:16:25]: And if I go in if I'm the admin, I just go in there and the setting.

Dave [0:16:27]: There's a...

Dave [0:16:28]: I can create a universal, I can add a skill and then anyone can just re call that skill.

Liz [0:16:33]: Yeah.

Liz [0:16:33]: So I think on a team space, you are able to have...

Liz [0:16:35]: This is, like, a thing that we have to just...

Liz [0:16:37]: I'll I'll drop it in the chat once I get confirmed on my team on this exactly.

Liz [0:16:40]: But I believe you have to have either a team space or an enterprise space to have an org skill because an org skill means that multiple people can access it.

Liz [0:16:48]: I think on an individual plan is where you fall into a little bit of a great area because you're not able to then share that skills.

Liz [0:16:54]: Yeah.

Liz [0:16:54]: I'll confirm that in the chat.

Liz [0:16:56]: But Yeah.

Liz [0:16:56]: Yes.

Liz [0:16:57]: The idea is that you create a skill that essentially everybody can use and socialize that across your team, and you use the skill creator to do so.

Liz [0:17:04]: Something that we've also done because within cloud skills, it's really awesome that everybody gets to use it, but you also don't necessarily want everybody providing feedback into that cloud scale to actually update the instructions.

Liz [0:17:16]: You wanna be able to vet the feedback that the team gives to you based on using that skill.

Liz [0:17:21]: So it's great to crowds it, but it's not necessarily.

Liz [0:17:24]: You don't want people to just auto add, like, you know, always use yellow as the background or always use blue because then that will update.

Liz [0:17:30]: The cloud scales universally.

Dave [0:17:32]: So this might be related.

Dave [0:17:33]: We might get here anyway.

Dave [0:17:34]: But Jose, So how do you make sure that the process and context and data stay up today, for example, are messaging evolves.

Dave [0:17:39]: We have a new customer story defeated.

Dave [0:17:41]: I think this is why you have in the bottom right here?

Dave [0:17:43]: She has this us skill change request.

Dave [0:17:45]: So people have to submit.

Dave [0:17:47]: That way, you do have control over it and you update it regularly.

Liz [0:17:50]: Exactly.

Liz [0:17:50]: Yeah.

Liz [0:17:51]: So what we've done is we use notion as our kind of ways of working that for all of our information is stored.

Liz [0:17:56]: So we push all of the markdown files.

Liz [0:17:59]: The markdown files are essentially the set of instructions that live within the quad scale into an active skills database within notion.

Liz [0:18:06]: So you can actually open that, and it's, you know, natural language, you can read it.

Liz [0:18:10]: You can start inputting.

Liz [0:18:11]: If you, for example, have updated your brand guidelines or have changed anything within your style and tone, you would update it there, and then the actual cloud scale would pull from your notion board because there's an integration between claude and notion.

Liz [0:18:23]: If your team wants to make change requests, to the actual scale.

Liz [0:18:27]: So people let's say outside of marketing or outside of design are using the scale and they're saying, oh, actually, you know, these charts are coming back a little bit wonky.

Liz [0:18:34]: The lines are distorted.

Liz [0:18:35]: We have a process for a skill change request where anybody on the team who's using the skill can input a request there, and we have our design team.

Liz [0:18:44]: This is where the governance pieces.

Liz [0:18:45]: Like, is the design team is still very important to this process.

Liz [0:18:47]: I just wanna call that out.

Liz [0:18:49]: This is not one of those, like, hey.

Liz [0:18:51]: We built this and got rid of our design team.

Liz [0:18:53]: It's like, no We've built this to enable our design team to be able to do more of that really good foundational work that then can be shared across the entire organization.

Liz [0:19:02]: So they're actually monitoring the skill change request.

Liz [0:19:05]: And they're approving the ones that make sense and adding those to the actual active skills, and then the ones that are maybe a little bit more unique or one off.

Liz [0:19:11]: We're going directly to that request and, you know, trying to work out a individual solution.

Dave [0:19:16]: Nice.

Dave [0:19:16]: Love.

Dave [0:19:17]: Good comp.

Dave [0:19:19]: Good Yeah.

Dave [0:19:19]: So chat about this one very relatable.

Liz [0:19:22]: Yeah.

Liz [0:19:22]: So I wanna show you guys what this looks like.

Liz [0:19:24]: So on the output side, And again, like I mentioned, this is customizable based on, like, what you feel like your team is designing the most.

Liz [0:19:30]: But for us, it was really in these three buckets to start off with.

Liz [0:19:34]: So we created something that allows us to create info infographics, and this is using specifically the cloud brand scale and using the Fig Mc.

Liz [0:19:42]: So you're able to actually use.

Liz [0:19:44]: The skill and prompt within Fig to create these types of info infographics.

Liz [0:19:48]: You're inputting all the data directly into Cloud, and you're just baking out that infographic that then gets pushed to Fig, and then you download it as a Jpeg.

Dave [0:19:56]: Explains...

Dave [0:19:56]: It's on the same the Fig, Mc for people that might not know what that means.

Liz [0:20:02]: So within Cloud, there is a app store, the way there's, like, an app store and any other, like, on your phone, whenever you go to download an app, Mc p is a fancy way of saying app.

Liz [0:20:10]: So it's basically a Fig app that you download into your cloud instance.

Liz [0:20:14]: That is able to communicate with the actual natural language chat that you're having in quad and actually push those instructions directly into facebook

Dave [0:20:22]: Night.

Dave [0:20:22]: Good job, Marketer.

Dave [0:20:23]: It's an app like come on.

Dave [0:20:24]: No.

Dave [0:20:25]: That's why we need markers, if why fiber we're not going anywhere because the the engineers would call the Fig Mc, we would be like, it's, like an app.

Liz [0:20:32]: Yeah.

Liz [0:20:32]: It is...

Liz [0:20:33]: Yeah.

Liz [0:20:33]: All of this.

Liz [0:20:34]: I mean, this goes back to, like, in Saas, you know, any ecosystem that integrates.

Liz [0:20:37]: I think Claude has done a phenomenal job with integrating with a lot of the tools that we typically use.

Liz [0:20:43]: So Fig is one that I I know the design community will probably be very, very happy about.

Liz [0:20:47]: They also have a Google Slides integration, which is the one thing to note and this is kind of my Q.

Liz [0:20:53]: If anyone from ant philanthropic is listening.

Liz [0:20:54]: I would love for this to be resolved as soon as possible, but Currently, there are not bidirectional things happening between these tools.

Liz [0:21:02]: So what that means is if you were to create this infographic and push and basically build it within the skill and push it to Fig.

Liz [0:21:09]: Once you've moved that file over to Fig and you're going to download it, you can't make updates.

Liz [0:21:15]: So it's like you have to make sure that all of your instructions and everything that you want the image to look like is done on the cloud side.

Liz [0:21:22]: And then when you're finally ready and happy with the final product, you done push it to Fig up for the final download.

Liz [0:21:28]: And it's the same thing on Google slides.

Liz [0:21:30]: You basically need to make sure you're getting it to that a hundred percent within the chat, and then making any sort of tweaks maybe manually in slides or directly in sigma.

Liz [0:21:39]: But right now, there's not a two way sync.

Liz [0:21:41]: Meaning when you that content over to whatever app you're using, you can't make changes in the chat anymore.

Liz [0:21:47]: So I'm sure they're probably gonna resolve that, but this gets you about ninety nine point nine percent there.

Liz [0:21:51]: So if you do have to make some manual changes, it's not a heavy lift.

Liz [0:21:54]: That Yeah.

Liz [0:21:55]: So this is some of the other stuff that we created, we create some sales enable stuff, so building slide deck building one pager, and that is done directly through using the Quad scale and the Google Slide integration.

Liz [0:22:04]: And then for all of my demand gen peep.

Liz [0:22:07]: This is a huge unlock.

Liz [0:22:08]: I think I spent pretty much, like, ninety percent of my early career building dashboards and sheets that looked really bad, and then I'd have to figure out how to, like, tile the correct colors in in the different bar graphs, but Now you can actually create absolutely amazing dashboards within claude scale by using your cloud skill for the design stuff, and then using c to actually parse your data and create dashboards with different views.

Liz [0:22:31]: They're toggle, and it's just such an incredible experience.

Liz [0:22:34]: Especially if you're doing a lot of reporting and stuff like that and wanna share stuff with your executive team members.

Liz [0:22:40]: It's a really great way to incorporate some of your brand design and built some really nice dashboards.

Dave [0:22:45]: Nice liz.

Liz [0:22:46]: And then I have one final thing to show you guys.

Liz [0:22:47]: So I wanted to, show you how this works as a system.

Liz [0:22:50]: So what we did here was we have...

Liz [0:22:53]: Like I mentioned, we use notion to aggregate all of our tasks, and we have the integration between claude and notion setup up.

Liz [0:23:00]: So what it allows us to do is actually take the link directly from the task in a ocean board.

Liz [0:23:05]: Drop it into a quad chat, and that's what you see populating on the left side of the screen here.

Liz [0:23:10]: Basically said complete task number two for me, which is building a slide deck.

Liz [0:23:14]: This is all happening in claude c, the skill is being run, our design playbook is being run, and the deck is being generated.

Liz [0:23:23]: So in about a minute or so here, you'll see this populate, and this is essentially how that looks.

Liz [0:23:30]: So once that you know, you have your task.

Liz [0:23:32]: You've run it through quad c.

Liz [0:23:33]: It then opens up in Google slides, and you have the foundational part of your slide deck finish.

Liz [0:23:40]: And again, it abide to your brand guidelines because it's pulling in from the brand skills...

Vicente [0:23:44]: Is

Dave [0:23:44]: that how you feel your slides for this?

Liz [0:23:48]: Actually, no.

Liz [0:23:48]: I did not.

Liz [0:23:49]: I knew that was gonna be a trick question.

Liz [0:23:50]: It is a little bit easier to work within, regular manual work when you're creating charts like this, but

Dave [0:23:56]: I like me, I look.

Dave [0:23:57]: We had an event two weeks ago in Arizona, and I was like, I'm gonna go.

Dave [0:24:00]: I'm an Ai native now.

Dave [0:24:01]: I'm gonna.

Dave [0:24:01]: Mom, mom, go all in and make my slides, and it was...

Dave [0:24:04]: It's impossible.

Dave [0:24:04]: I understand, like, there's cool apps and you can use to make slides there.

Dave [0:24:08]: But for me the way that I, like, think about the slides and the structure It was easier to to get it done manually.

Dave [0:24:13]: Last question before.

Dave [0:24:14]: Mom That was great, by the way.

Dave [0:24:16]: Really useful.

Dave [0:24:16]: So I just have one question before we get to v.

Dave [0:24:18]: So I just wanna call us out.

Dave [0:24:20]: I think that there's a conversation now like, Ai, people are bought in with Ai and marketing, but then there's kind of like this, like, ic is feeling where, like, oh, if I just start writing all my blog posts and emails with Ai?

Dave [0:24:30]: Like, is that really valuable anymore.

Dave [0:24:33]: Well, what I think is really cool that Liz just show just the CMO of a legitimate company showing you bunch of real use cases at a huge part of the job in marketing his internal.

Dave [0:24:42]: What you showed is a bunch of, like, sales enable related examples that make life a lot better, a lot easier, and it's not Ai s.

Dave [0:24:50]: You're not just, like, look.

Dave [0:24:51]: I wrote this blog post with Claude, You know?

Dave [0:24:53]: So I think that's really cool.

Dave [0:24:54]: My last question is janine How did you go from prior liz to this liz to Ai first liz.

Dave [0:25:01]: Was there a moment where you just said, like, man, I'm the CMO?

Dave [0:25:03]: I gotta figure this shit out for myself?

Dave [0:25:05]: Like, how did you go from there to here?

Liz [0:25:07]: Yeah.

Liz [0:25:07]: I mean, to take a step back, I feel like my role as a marketer has changed so much in the last eight months.

Liz [0:25:13]: Like, I feel like I've restarted my career, which is one of the most exciting things I think in marketing in general right?

Liz [0:25:18]: Because we reinvent ourselves all the time.

Liz [0:25:20]: But what I realized is I sat with my entire team, all the needs of my team, and I was like, we need to document our process.

Liz [0:25:27]: That's kind of the first thing.

Liz [0:25:28]: Right?

Liz [0:25:28]: Because if you don't have a good process on anything, that means that things are breaking down.

Liz [0:25:32]: Once we've sat down and documented our processes, I started thinking about, okay, You know there's a lot of things happening right now in the Ai world.

Liz [0:25:40]: Like, how do we bring this together, how do we create space for efficiency in some of these workflows.

Liz [0:25:45]: And when Claude released its skill functionality, that was really I think the tipping point for us.

Liz [0:25:50]: And especially the ability to now have an org wide skill because a lot of this great work was happening in containment, So I was spending hours, Yeah.

Liz [0:25:58]: Learning this stuff, trying to figure it out.

Liz [0:26:00]: Right?

Liz [0:26:01]: Like, building these amazing.

Liz [0:26:02]: I mean, my team will laugh about this If that of them were on.

Liz [0:26:04]: But, like, I had them, like, building prop libraries and figuring all this out.

Liz [0:26:08]: But the issue with that was that it was so unique to the individual.

Liz [0:26:11]: Right?

Liz [0:26:11]: We weren't maybe doing a great job socializing all of the stuff that was happening because it was just like happening in individual pockets.

Liz [0:26:18]: When we realized that the org skill had the power that it had that it allowed us to really create an environment that everybody could tap into, that was the biggest buy in for the team.

Liz [0:26:27]: So it's like showcasing to the team, like, now all of the hours because a lot of this work is done in addition to.

Liz [0:26:33]: Right?

Liz [0:26:33]: Like, nobody necessarily has, like, learn Ai in their Jd.

Liz [0:26:37]: It's, like, oh, I'm tinkering with it off aside, I'm spending a ton of time doing it over the weekends.

Liz [0:26:41]: That everybody has the privilege to do that.

Liz [0:26:44]: So when we showcase that to the team, and we were like, now what you're building is actually going into a repository that will continuously build upon, and you're no longer doing it just for yourself I think that was the Aha moment where we're like, okay.

Liz [0:26:57]: There's really something in this.

Liz [0:26:58]: And if we build...

Liz [0:26:59]: And to your earlier point around creating Ai swap.

Liz [0:27:02]: Like, we've invested hours into building these skills.

Liz [0:27:05]: Right?

Liz [0:27:05]: This isn't, like, a one and done, like, hey, I spent an afternoon building this and it's all that.

Liz [0:27:10]: Like, I have my design team and shout out to Meghan, our Great art director that, like dove right into this and all of the antics that came with it and just was, like, I'm gonna build this, gate...

Liz [0:27:20]: It was hours and hours of feedback and figuring out what was the right mix of how Claude was responding to it.

Liz [0:27:25]: So, like, you're not creating Ihop up.

Liz [0:27:27]: You're just creating almost an Ai employee for yourself for different processes that you feel like are repeatable enough to have a centralized repository.

Liz [0:27:36]: And those things have always existed.

Liz [0:27:38]: I mean, the reason notion, you know, originally got so bad was that they were the knowledge base and like, the internal Wiki for companies.

Liz [0:27:44]: So now you're just taking that data and you're making it actionable.

Liz [0:27:47]: It's an additional layer to what you've already had.

Liz [0:27:50]: So it's been a really exciting journey.

Liz [0:27:52]: And I...

Liz [0:27:52]: It's not over.

Liz [0:27:53]: Right?

Liz [0:27:53]: Like, I think anybody that tells you that they're an Ai expert is I'm certainly not.

Liz [0:27:57]: I think I learn things every day.

Liz [0:27:58]: My team is learning things every day And I think it's it is really inspiring that we're able to build foundational work that allows people to self serve and feel inspired and creative as well.

Liz [0:28:08]: And spend more time doing the actual, you know, strategic work and Yeah.

Liz [0:28:12]: Leveling up, Like, we've redesigned our entire website and all of our design assets in the span of a month because we were so inspired by this.

Liz [0:28:18]: So...

Dave [0:28:19]: Damn, dan a dead earth dan Earth dan, Are you listening?

Dave [0:28:22]: She did the website in a month, the whole thing.

Dave [0:28:25]: Please know.

Liz [0:28:27]: Not the development, but the...

Dave [0:28:29]: Oh, you look the

Liz [0:28:30]: feel.

Liz [0:28:30]: Yeah.

Dave [0:28:31]: Alright.

Dave [0:28:31]: Cool.

Dave [0:28:32]: Good job liz.

Dave [0:28:32]: Hey.

Dave [0:28:33]: Well, let's bring up V real quick.

Dave [0:28:34]: I just wanna...

Dave [0:28:34]: She something that you just said a really really hit with me, which is, like, I shared this message with our team a week or two ago, but I do feel like there is this thing out there that everybody's afraid to say out loud, which is, like, I did my work with Claude.

Dave [0:28:47]: So is that cheating?

Dave [0:28:48]: Well, I use Claude to help me write our newsletter and guess what?

Dave [0:28:52]: It takes me a freaking long time.

Dave [0:28:54]: I spend a lot of time on that.

Dave [0:28:56]: I'm not doing it to get a ten minute output.

Dave [0:28:58]: I send this to my team every week.

Dave [0:29:00]: I'm like.

Dave [0:29:00]: I just wrote the newsletter.

Dave [0:29:01]: It took me three hours.

Dave [0:29:02]: Took be two hours, two and a half hours.

Dave [0:29:05]: But that's because I have this.

Dave [0:29:07]: I love that framing, Like, I have this assistant, this helper working with me now and I'm like, okay.

Dave [0:29:12]: So I just had Liz on my podcast.

Dave [0:29:13]: And I wanna write a new newsletter about how she said this, but A couple weeks ago, I actually had this guy v on the podcast, And here's the transcript from his conversation.

Dave [0:29:19]: Can you take those Can you find that...

Dave [0:29:20]: And can we research this?

Dave [0:29:21]: And it's like, that's why it's really fun.

Dave [0:29:23]: It's just a new way, and I've always felt that, like, great writing is actually just great editing.

Dave [0:29:28]: And what I'm able to do with Claude, it's like, this constant game of, like, moving the legos around versus, like, I'm in a room with candles and inc burning, and I'm in flow state, and I'm writing, you know, fifteen hundred words.

Dave [0:29:39]: It's just...

Dave [0:29:39]: That's not how I write.

Dave [0:29:40]: And so it's been an amazing tool for that.

Dave [0:29:42]: Liz Great job.

Dave [0:29:43]: We'll see out there.

Dave [0:29:44]: V, glad to have you here.

Dave [0:29:46]: We have a senior creative director who has not revolt against Ai, tell us, sir what you have been working on at at Fit we're gonna show.

Vicente [0:29:54]: Not yet.

Vicente [0:29:54]: At least So today, I'm gonna share a quick project here that we recently did regarding video.

Vicente [0:30:02]: It's not as exciting.

Vicente [0:30:03]: I'm sorry.

Vicente [0:30:04]: As Michael Caine.

Vicente [0:30:05]: But I think it goes through, like, kinda what the workflow is, the behind behind scenes of this new Ai video production world, doesn't really change that much from, like, a traditional production.

Vicente [0:30:17]: The only thing is, it's way quicker.

Vicente [0:30:19]: So, like, Luke said in the beginning that that guy that freelancer a good day.

Vicente [0:30:25]: Takes us a little bit longer, especially for this video.

Vicente [0:30:27]: This is, like, a two minute video here that did, but it really enabled us to create more video content in places that we would have never done video for.

Vicente [0:30:39]: For example, customer education, this would have been a lot of investment for just customer education video.

Vicente [0:30:45]: But we ended up doing this, you know, for a couple hundred dollars and credits, and a full video in, like, two weeks.

Carter [0:30:54]: But like, you would have had

Dave [0:30:55]: to have that one person on the customer team who who's, like, knows the product really well and is great on camera, and that's very rare.

Vicente [0:31:02]: Yeah.

Vicente [0:31:02]: And, like, produced this.

Vicente [0:31:04]: The way we did it was more, like, ad style and it would have taken a lot of work and money to do this like this.

Vicente [0:31:11]: So it's really been freeing in that sense to just, like, start creating video content with the vision that we want and the style that we want and things like that.

Vicente [0:31:22]: So here's like a quick overview of how we do it.

Vicente [0:31:26]: Like, we start with the idea.

Vicente [0:31:27]: When prompt with claude.

Vicente [0:31:29]: Like you said, Dave, like, the scripting is not one and done.

Vicente [0:31:34]: We go in, we edit it keep working back and forth of it.

Vicente [0:31:38]: And then from that, we generate a story board, generate the clips, and then go into, like, a traditional production timeline where we go into the post production, the edit, and here you can see kind of how it came to life in a final video.

Vicente [0:31:54]: So we're not...

Vicente [0:31:56]: Like, folks said at the beginning as well.

Vicente [0:31:58]: We're not using A role, people talking to camera.

Vicente [0:32:00]: We're using voice overs.

Dave [0:32:03]: What does this change from your job?

Dave [0:32:04]: Like, your job as a creative direct or ten years ago verse today.

Dave [0:32:07]: How does, like, having Ai from a creative standpoint change the game?

Vicente [0:32:11]: It's been a huge change over the past, I would say six months, but in a good way because now it's less about, like, selling the idea.

Vicente [0:32:18]: Usually, you're like, trying to sell these ideas with mock ups and a lot of presentations, a lot of effort goes into decks and things like this.

Vicente [0:32:27]: And now it's more like, you have the idea.

Vicente [0:32:31]: You start creating day one.

Vicente [0:32:33]: And so that's been a huge shift, and I think for egg creative, that should be, like, more celebrated instead of fearing it.

Vicente [0:32:42]: You're able to, like, just go away, let's start creating right away.

Vicente [0:32:46]: So...

Dave [0:32:46]: We'll be like, a twenty, twenty, thirty years ago, Again, I actually only hand draw everything.

Dave [0:32:50]: But?

Dave [0:32:51]: You don't use...

Dave [0:32:52]: You don't use illustrator.

Dave [0:32:54]: A couple questions that chat about the story board.

Dave [0:32:56]: How did you create the story board?

Vicente [0:32:58]: The story board, we we use now Madonna for creating the story board.

Vicente [0:33:02]: We put in different prompts for different keyframes of a scene.

Vicente [0:33:06]: Like, like I said very traditional way, how you would instead of, like, drawing a story board.

Vicente [0:33:12]: With the story artist, you go in, you just prompt it with Nano Banana, you tweak it, and then you get to...

Dave [0:33:19]: Like, so what...

Dave [0:33:19]: What's the first part of this is, like, I have an idea for a video for customer education.

Dave [0:33:24]: Okay.

Dave [0:33:25]: Then what?

Vicente [0:33:26]: Then you go, you prompt that At the clot.

Dave [0:33:30]: Okay.

Dave [0:33:30]: So you're you're in claude and you're basically coming up with the concept that...

Vicente [0:33:33]: With the scripts Yep.

Vicente [0:33:34]: And everything.

Vicente [0:33:34]: After for that script, you start story recording, You start figuring out what scenes you want for each part of that script.

Vicente [0:33:41]: And then after that, it's a matter of creating those images with an banana or another tool, and you start from there because these video tools are great once they have an image reference.

Vicente [0:33:53]: So always starting with an image reference, it's great.

Vicente [0:33:56]: Not just for time, but for consistency as well.

Dave [0:33:59]: What else should I be asking you right now?

Vicente [0:34:02]: They would have any other questions.

Dave [0:34:04]: That was good.

Dave [0:34:04]: Sounds good.

Dave [0:34:05]: Alright Cool.

Dave [0:34:05]: We won't come back.

Dave [0:34:06]: We'll come.

Dave [0:34:06]: We have some stuff in that we'll get back to Q and a We'll bring you back up.

Dave [0:34:09]: Alright.

Dave [0:34:09]: Carter has been patiently waiting for a track to explode on behind the scenes.

Dave [0:34:13]: If there's one person that gets that reference.

Dave [0:34:14]: I'll give you a dollars.

Dave [0:34:15]: What do you got?

Dave [0:34:16]: Last one here.

Dave [0:34:17]: So you carter's is gonna show us an example.

Dave [0:34:18]: And then we have a bunch of questions in the chat in Q and a, and I wanna take all of your questions and bring our whole panel back up.

Dave [0:34:23]: So are you you got the Mike Carter.

Carter [0:34:25]: Awesome day.

Carter [0:34:26]: Thanks for having me.

Carter [0:34:26]: So if it's a okay with you, I'd like to just kinda take you in the audience through kind of the quick history of how our processes have evolved and then show some still from a image.

Carter [0:34:34]: So some images from a video that we did a lot of generation with.

Carter [0:34:38]: So I think where we began was really sort of very heavy copy based.

Carter [0:34:44]: Right?

Carter [0:34:44]: Whether it's early phase of chad or using the script, which is one of our great field enable tools.

Carter [0:34:49]: A lot of it just started with copyright right, whether it was generating scripts or generating, you, titles and Youtube descriptions for Youtube copy.

Carter [0:34:58]: Right?

Carter [0:34:58]: For instance, I manage our Youtube channel.

Carter [0:34:59]: So being able to help generate ideas for those who've been really helpful.

Carter [0:35:03]: One day that we've actually done a script as when I have a Youtube video that's ready to go.

Carter [0:35:08]: I'll upload it to des script, and we have some custom prompts that help generate really then rich Seo tags.

Carter [0:35:15]: Right?

Carter [0:35:15]: Which I can then put it, you know, which would have been a whole workflow with the Seo team.

Carter [0:35:19]: But now I can generate a lot of those and then I use the Vid iq plugin in on our Youtube channel.

Carter [0:35:24]: So what's plug them in from des script that You and validate them.

Carter [0:35:28]: Right?

Carter [0:35:28]: So I think that's sort of our entry level.

Carter [0:35:30]: Right?

Carter [0:35:30]: Was copy.

Carter [0:35:31]: And then we started moving into voice generation.

Carter [0:35:34]: Right?

Carter [0:35:34]: Originally in des script, and now with the eleven mile right, we do a lot of enable content, a lot of demo content, and we would either get demos with someone low quality or ones that are just kinda hard us understand, and that's what got us into creating voice over Sprint I always always really enjoyed working.

Carter [0:35:52]: But voice over artists, but knowing that they're in elaborate, like, eleven labs.

Carter [0:35:56]: It's fantastic and they're still getting credit and they're still getting paid, but also just the way that our procurement process was, it was just very kind of slow to have hire in our delivery time.

Carter [0:36:04]: So being able to do that work.

Carter [0:36:05]: Just really sped up our process and enable us to take a lot of content to market very quickly.

Carter [0:36:10]: Where that's evolved to now, basically a lot of localization.

Carter [0:36:14]: So in our Ap fpga markets, there's been a really, really big push to try to get a lot of content that's originally recorded in English out for our Asian markets.

Carter [0:36:22]: Right?

Carter [0:36:23]: So whether it's using the script to just generate Sr so that when we do live streams of content have translations.

Carter [0:36:30]: That's sort of our baseline, but now we've been spending a lot of time experimenting and fine tuning our processes for both voice cl and for dub.

Carter [0:36:38]: Right?

Carter [0:36:39]: So, for instance, I'm in a video and we wanna clone my voice into a different language.

Carter [0:36:43]: Right?

Carter [0:36:44]: We've been doing a lot of experimentation of what sounds bad Right?

Carter [0:36:46]: Sometimes voice cl sounds good.

Carter [0:36:49]: Sometimes dub sounds good.

Carter [0:36:51]: Right?

Carter [0:36:51]: For instance, we have a American speaker and we're trying to voice clone him into an Asian voice.

Carter [0:36:57]: Right?

Carter [0:36:57]: Doesn't sound very good.

Carter [0:36:58]: Right?

Carter [0:36:59]: So in that situation, we would then just use a dove, a sort of like, a pre canned, Asia voice.

Carter [0:37:05]: Right?

Carter [0:37:05]: Some much better.

Carter [0:37:06]: Right?

Carter [0:37:06]: It's sounds much more natural.

Carter [0:37:07]: But say sometimes we're going romance to romance.

Carter [0:37:10]: Right?

Carter [0:37:11]: Say we have a customer interview with a Spanish speaker from Madrid, and we want to dove that French.

Carter [0:37:17]: Romance to romance sounded a lot better.

Carter [0:37:20]: Right?

Carter [0:37:20]: So I think in general, a lot of these tools just require experimentation, but that's been a really exciting thing for me.

Carter [0:37:28]: Right?

Carter [0:37:28]: So that's sort of our audio component video.

Carter [0:37:30]: The thing I think has been most exciting for me, which I...

Carter [0:37:33]: A few of our other panels spoke about.

Carter [0:37:35]: Is just really being able to generate b roll and sort of what I would usually go to to define stock video.

Carter [0:37:41]: Example that I'll share is we did this really great video for a sales enable conference that we had where oftentimes if I'm putting a treatment together or story board, I would kinda be behold to whatever stock video I find.

Carter [0:37:55]: Right?

Carter [0:37:55]: Like, we don't necessarily always have.

Carter [0:37:57]: The budget or the cruise and the open to go shoot everything we want.

Carter [0:38:00]: So a lot of times they're pretty be behold to what's available with stock.

Carter [0:38:04]: So being able to generate very specific b roll shots has been really cool.

Carter [0:38:10]: With all that said, I think in the last year, there's been an even bigger appetite than ever for actual production right, like, going out and recording stuff in the world.

Carter [0:38:19]: Right.

Carter [0:38:19]: We have these massive demand gen campaigns, whether it's our trends webinar or a recent Ai summit.

Carter [0:38:25]: Where we're still going capturing a ton of content.

Carter [0:38:27]: But for instance, in our trans webinar in London, we shot it a sound stage in London on this massive Led volume.

Carter [0:38:34]: And on the volume, the webinar was transportation based.

Carter [0:38:40]: Right?

Carter [0:38:40]: So we used a lot of generative tools to generate these, like, beautiful looping videos that we're sitting on the Led volume behind our panel.

Carter [0:38:48]: So really enjoyed that.

Carter [0:38:50]: Moving into some of the experimentation.

Carter [0:38:53]: Again, I think a lot of our panels have covered this as well is that some things you always wanna have that sort of that human layer on top.

Carter [0:39:01]: Right?

Carter [0:39:01]: And I think just in general, now more than ever having human layer of just being able to curate taste, I think right and really just deciding whether things that Ai is generated is more important than ever.

Carter [0:39:15]: Right?

Carter [0:39:15]: So being able to experiment we did some motion capture with grew taken some designs that our designers have done, animated those against some of the voice syncing does work as well.

Carter [0:39:26]: So a lot of those just kind of again experimenting cure rating, seeing what works.

Dave [0:39:31]: Was there a point in, like, on the team in the brand studio at Uipath.

Dave [0:39:35]: Was there like a moment where someone is like, yeah, we need to start moving faster.

Dave [0:39:38]: We need to start be able to do more stuff.

Dave [0:39:39]: Like, I want you all to go explore Ai or did it come together where a bunch of people were just using these tools and then you bring it to the team.

Dave [0:39:44]: Like, how'd this transformation happen internally.

Dave [0:39:46]: To be honest both, like we had some

Carter [0:39:49]: of our salespeople people and, you know, pre sales, engineers or experimenting with some voice tools and some localization tools.

Carter [0:39:55]: Right?

Carter [0:39:55]: So that kind of pushed us to brush up on our knowledge base of those.

Carter [0:39:59]: Right?

Carter [0:39:59]: But, we've also have a lot of messaging from, you know, leadership, my boss as well with our global Creative director to accelerate these processes.

Carter [0:40:06]: Right.

Carter [0:40:07]: So I think it's both come from leadership by in and it's sort organically now.

Dave [0:40:11]: I feel like we had tested screen share with you, and my team is, like, you, You had someone to show.

Dave [0:40:15]: You don't you do that?

Carter [0:40:16]: Yeah.

Carter [0:40:16]: So we had done.

Carter [0:40:17]: So unfortunately, I can't share the full video.

Carter [0:40:19]: Because it was done for an internal sales event, but I wanted to share some for really nice skills.

Carter [0:40:23]: Alright.

Carter [0:40:24]: So this was a just some of the still that we have done from our sales kickoff video.

Carter [0:40:29]: Right?

Carter [0:40:30]: All these were generated using different tools of that labs, straight playing now Banana.

Carter [0:40:34]: But I just...

Carter [0:40:35]: I love the ability to put sequences together and just have these really brilliantly beautiful images created.

Carter [0:40:41]: I think they just...

Carter [0:40:43]: They really pop and they stand out.

Carter [0:40:44]: I think this is one of my favorite ones.

Carter [0:40:46]: Right?

Carter [0:40:46]: Where, again, I wouldn't be able to find a shot like this, in, a stock video library.

Carter [0:40:52]: Right?

Carter [0:40:52]: But being able to generate the exact theater that we were hosting in that.

Carter [0:40:55]: Put our name on there or put our branding on there.

Carter [0:40:58]: It was just really exciting to me.

Carter [0:40:59]: Something that we've never been able to do before.

Dave [0:41:03]: That's a great.

Dave [0:41:03]: Like, we should have led with that.

Dave [0:41:04]: That's a perfect example of like, I...

Dave [0:41:06]: Hey we're doing this event in San francisco I don't have a picture there.

Dave [0:41:10]: I don't wanna use the, you know, traditional stock photo one.

Dave [0:41:12]: Let's put them there.

Dave [0:41:14]: Nice.

Dave [0:41:14]: Alright.

Dave [0:41:14]: Let's bring the whole crew up here We'll wrap up in like, ten minutes or so, Just do pop off on a couple of these questions and just whoever has an opinion I feel free to, answer answers this questions for Meredith.

Dave [0:41:23]: For something like all in video creation, what type of role slash skill set do you think you need to hire before Ai video, you'd need a motion graphic designer, but this seems to be a lot more broad skill be probably a good one for you.

Vicente [0:41:35]: Yeah.

Vicente [0:41:35]: I did get this question recently a lot.

Vicente [0:41:37]: I think you really need, like, a journalist, like, someone that understands our direction and cinematography, and, you know, a lot of those, like, traditional our director rules and copy.

Vicente [0:41:53]: Also, Like, I see maybe in the future coming back to the traditional article copy pairing, like, imagine the world where, like, you have two people working on the same video and you're prompting together and figuring that out, but you don't need to involve, like, a ton of other folks in the room.

Vicente [0:42:15]: You can just go from idea to creation in one go instead of a how it's...

Vicente [0:42:20]: It used to be done.

Vicente [0:42:21]: So I think you'd kind of need more of generalist creative, style that understand kind of everything.

Vicente [0:42:28]: Instead of specialist.

Dave [0:42:30]: And Be us wanna build on.

Dave [0:42:31]: Yeah.

Dave [0:42:31]: Let me

Luke [0:42:33]: So we now have three different full video teams within eleven.

Luke [0:42:36]: So we have our brand videos.

Luke [0:42:38]: We have our performance marketing videos, and then we have our, like, educational Youtube videos.

Luke [0:42:44]: And we actually still really val motion design because we find the best results at the moment to still, like, motion design with Ai can get, like, really cool combination.

Luke [0:42:54]: And, yeah, fully agree with v that actually going like, the full stack.

Luke [0:42:57]: Creative of can you go all the way from, like, idea to script, generate it.

Luke [0:43:02]: And then the new role we've started hiring pros like, the Ai created producer is what we're calling it where you're, like, producing with these tools when hiring quick tip is, like, we really evaluate for portfolio and also do, like, take home challenges.

Luke [0:43:17]: And now because they can do it, like, half an hour, they can actually go and free a full video and shoot which just Would have never been.

Dave [0:43:25]: It's like the same thing that's happening to all these roles.

Dave [0:43:27]: It's, like, if you're a creative person, it's, like, your job is not gonna get replaced by Ai, but your job is gonna get replaced by someone who knows how to use Ai to do those things.

Dave [0:43:37]: And so, like, we still wanna designer with design skills and taste and chops, but now, you know, she's able to use these tools to get a better output.

Dave [0:43:45]: Would you say the role at Ai Ai creator

Luke [0:43:48]: Created producer.

Dave [0:43:50]: Yeah.

Dave [0:43:50]: And

Luke [0:43:51]: I totally agree with you.

Luke [0:43:51]: We've got way more people than we've ever had.

Luke [0:43:54]: All creating these shoots, fixing these videos and

Dave [0:43:58]: cool.

Dave [0:43:58]: Nice.

Dave [0:43:59]: This question goes to Liz and anybody else who has an opinion on it liz?

Dave [0:44:02]: Have you run into a lot of poor design output this seems to be the biggest pain for us?

Dave [0:44:06]: It feels like Ai design as it's totally related to all it feels like, Ai design output is maybe fifty percent there on a good day.

Dave [0:44:13]: And, literally, I gotta text her my wife this morning She's working on something inside her house and she's like, I hate Gemini and.

Dave [0:44:18]: Look at this.

Dave [0:44:19]: This is not where I put this in the room.

Dave [0:44:20]: So How do you all deal with the kinda of whack a mole of the output that you get back?

Liz [0:44:26]: Yeah.

Liz [0:44:26]: I think for us, it's really the system that we've built and the change requests that we get.

Liz [0:44:30]: We're able to police what kind of things go wrong every time somebody uses it.

Liz [0:44:35]: So that we're able to feedback into it in real time.

Liz [0:44:37]: I think that's the best way to do it.

Liz [0:44:39]: I mean, we did do a ton of testing before we rolled out the org worldwide scale to our entire team.

Liz [0:44:44]: So we didn't roll it out in beta.

Liz [0:44:45]: We've really tested it a lot within our internal marketing team before we said, hey.

Liz [0:44:49]: Everybody across the company come jump on this.

Liz [0:44:52]: We do still get some edge cases where, you know, Bar graph is distorted or, you know, things are happening.

Liz [0:44:57]: But for the amount of edge cases we get compared to the amount of efficiency and, like, self serve that we've been able to create, the ratio is just uncharted.

Liz [0:45:06]: So I'd say just continue building on it.

Liz [0:45:08]: Sometimes it is quite discouraging because you're spending hours feedback on on a model, but the output is worth it.

Liz [0:45:14]: And I do think that once you get to a place of, I don't think you can get to a hundred percent perfection with any skill or any of these tools, Like, just a set expectations...

Dave [0:45:23]: Disrespect.

Dave [0:45:23]: That's like, assuming that, like, we all always get exactly what we want in perfect designs from the human designers at the same time, and that's fun.

Liz [0:45:32]: Well you know what's funny.

Liz [0:45:32]: Like I feel like with.

Liz [0:45:33]: The expectations are so high.

Liz [0:45:35]: Right?

Liz [0:45:35]: Like you always assume that it has to get at a hundred percent right on the first five with no feedback or.

Liz [0:45:40]: There's no

Dave [0:45:41]: In my car.

Dave [0:45:41]: I'm in my car.

Dave [0:45:42]: This morning.

Dave [0:45:42]: I'm talking to claude.

Dave [0:45:43]: I'm asking like a really complicated question Like, answer this in exactly five words it's like, not this is impossible.

Dave [0:45:48]: Like, I can't do that.

Dave [0:45:50]: This one's from Dallas.

Dave [0:45:51]: When you use tools like claude to create sales enable graphics, can you export the output to vector, can it use brand font so that when I open the file, I can edit the font?

Liz [0:45:59]: Yes.

Dave [0:46:01]: Finally on Linkedin blow up her blow up her Dms.

Dave [0:46:04]: Anything else that, like, you all have been on here You're hearing?

Dave [0:46:07]: What people are saying, like, what should we be asking right now?

Dave [0:46:08]: Anything worth discussing This stuff in the kuwait a Has not really jumping out to me.

Luke [0:46:12]: One comment is often people would they talk about the cost to these video models.

Luke [0:46:17]: And they're like, us, like, three dollars for a generation.

Luke [0:46:21]: And I'm like, well, if you crashed to sports car were building, it would cost you a lot more than three dollars per generation.

Luke [0:46:29]: But, like, you can actually just sit there and from, you know, within thirty seconds generation it.

Luke [0:46:34]: So I think actually the like, cost when you view it that way is, like so much cheaper to get started.

Luke [0:46:39]: Sure.

Dave [0:46:40]: We see it all the time.

Dave [0:46:40]: I think that we...

Dave [0:46:41]: Because a lot of these pools are free and because you can get so much value free.

Dave [0:46:46]: Like, it's almost like messed up our brains with how we perceive that we should pay for these things.

Dave [0:46:50]: You know?

Dave [0:46:51]: Like, there was a question earlier.

Dave [0:46:52]: So someone was like, what are you all gonna do?

Dave [0:46:54]: Collect, the club, you know, credits pricing is changing.

Dave [0:46:56]: Like, everyone's just gonna still pay for it.

Dave [0:46:58]: You know, or they will, like, completely revolt and another company will find...

Dave [0:47:02]: You know, they'll find something else.

Dave [0:47:03]: I think it's crazy what you can do.

Dave [0:47:05]: I mean, we have six people on our team, and I think maybe we pay twenty five hundred bucks for claude for the year.

Dave [0:47:11]: Like, that kinda seems insane.

Dave [0:47:13]: And when you compare that to, like,

Carter [0:47:15]: what I pay for some of

Dave [0:47:17]: these other tools.

Dave [0:47:17]: I'm not gonna...

Dave [0:47:18]: He never knows who's listening so my anything.

Dave [0:47:20]: This question came in from Jose.

Dave [0:47:22]: I wanna answer this.

Dave [0:47:23]: Dave, that's me Hi.

Dave [0:47:25]: You still spend hours on a news newsletter.

Dave [0:47:26]: How is it better with Claude, the quality of the research editing etcetera.

Dave [0:47:30]: Yeah.

Dave [0:47:30]: It's exactly that.

Dave [0:47:31]: It's the...

Dave [0:47:31]: For me.

Dave [0:47:32]: Like I said, I guess also the type of newsletter that I'm writing is based on the interviews that we've done, the conversation that I had, it's not like, original hot takes like Dave thought leadership, and so it's very much like moving the lego pieces around.

Dave [0:47:47]: It's much more like writing and piecing together.

Dave [0:47:49]: The thing that I I really like is the ability to take, like, I got these three transcripts.

Dave [0:47:54]: Here's this other thing that I saw.

Dave [0:47:55]: Here's this explain this.

Dave [0:47:57]: Like, I spend probably most of the time, probably thirty minutes of the upfront is like, prompting what I'm actually gonna write and gathering all my materials, which is, like, I think that's actually a perfect exercise.

Dave [0:48:08]: Comparable to this is like, I have failed multiple times as a marketing person, hiring agencies, and a lot of times that is on me because I was not clear enough in what I wanted and it's like, the model always became, like, write a better brief.

Dave [0:48:22]: Your a bunch creative on this webinar.

Dave [0:48:24]: Right?

Dave [0:48:24]: You wanna get better work with a creative team.

Dave [0:48:26]: It's like, we'll write a better brief.

Dave [0:48:27]: And so for me, it's like, the more time that I put in, like, creating the brief.

Dave [0:48:31]: And so my work now is, like, I know our audience really well.

Dave [0:48:35]: I know this content really well.

Dave [0:48:36]: I am the subject matter expert.

Dave [0:48:38]: I'm gonna use Claude to help basically be my research assistant.

Dave [0:48:42]: Right?

Dave [0:48:42]: Think about any of these popular, you know, news shows, Tv shows, creators, They all have producers right?

Dave [0:48:48]: Like, Hub min Lab has become the number one health podcast.

Dave [0:48:50]: You think he's just like, making up what he wants talk about, no.

Dave [0:48:53]: They're doing hours and hours of research and prep production.

Dave [0:48:56]: So that's how I think about how I'm using it to help from a content creation standpoint.

Dave [0:49:00]: If I was like, trying to write comedy and be silly and funny, I probably wouldn't have the same process.

Dave [0:49:05]: So Okay.

Dave [0:49:06]: This is great.

Dave [0:49:06]: Marketing rule number one, quit on a high note and while you're ahead, leave before things go south.

Dave [0:49:11]: So we measure everything.

Dave [0:49:12]: We just wanna roll a poll really quickly.

Dave [0:49:14]: Allison is gonna roll a poll We just wanna get your quick reaction to if you're here right now.

Dave [0:49:18]: I think there's two hundred sixty two people are peak live, which is awesome.

Dave [0:49:21]: Give us a quick rating on today's session from one to five.

Dave [0:49:24]: Was it helpful?

Dave [0:49:25]: Was it useful Was it beneficial?

Dave [0:49:26]: We use all this.

Dave [0:49:27]: We take all this data to share back and inform what we do in the future.

Dave [0:49:30]: I wanna thank you all Carter V Liz, Luke, appreciate your comment on here.

Dave [0:49:34]: We'll put all your Linkedin profiles and everything in the recap.

Dave [0:49:37]: We'll share the recording with everybody.

Dave [0:49:39]: And we're gonna do more stuff like this.

Dave [0:49:40]: There is a huge appetite to continue to share more real examples beyond the hype and beyond the fluff.

Dave [0:49:46]: Shout to Luke and the team at eleven labs are participating in being our presenting sponsor for today.

Dave [0:49:50]: A lot of great stuff.

Dave [0:49:51]: Thank you all for hanging out here.

Dave [0:49:53]: We'll see you on the next session.

Dave [0:49:54]: Okay?

Dave [0:49:54]: Alright.

Dave [0:49:55]: See you in the community see you on Linkedin.

Dave [0:49:56]: I'll talk to you all.

Dave [0:49:57]: Thank you.

Dave [0:50:02]: Hey.

Dave [0:50:02]: Thanks for listening to this podcast.

Dave [0:50:03]: If you like this episode.

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