Everyday AI Podcast – An AI and ChatGPT Podcast - EP 95: Creating an AI Content Strategy to Scale

Episode Date: September 6, 2023

Whether you're a marketer, small business owner, or a professional, we're always looking to create content. But how can we leverage AI to create better and faster content at scale? Today Luke Kostka, Founder of New Norml. Media, joins us to discuss how AI can revolutionize content creation.Newsletter: Sign up for our free daily newsletterMore on this: Episode PageJoin the discussion: Ask Luke and Jordan questions about AI and contentUpcoming Episodes: Check out the upcoming Everyday AI Livestream lineupWebsite: YourEverydayAI.comEmail The Show: [e-mail] with Jordan on LinkedInTimestamps:[00:01:20] Daily AI news[00:03:50] About Luke Kostka and New Norml. Media[00:09:55] Using AI in content creation[00:15:20] AI tools and ChatGPT plugins for content creation[00:19:00] Biggest mistake people make with AI content[00:22:00] Creating successful AI contentTopics Covered in This Episode:Primary Topic: Introduction to the Everyday AI Show- Description of the podcast and its purpose to simplify AI and bring its power to everyday people- Emphasis on leveraging AI, not just learning it- Announcement of guest to discuss creating better and faster content with AIPrimary Topic: AI News- Mention of former US labor secretary's warning about AI destabilizing the middle class- Discussion of co-founder of DeepMind's prediction of AI assistants becoming widespread- Introduction of a new AI chip startup, Deep Matrix, and its funding from MicrosoftPrimary Topic: Introduction of Guest, Luke Kostka- Introduction of Luke Kostka, founder of new normal media- Luke's description of helping businesses with content creation and leveraging AI for productivity- Mention of Luke's work with Ad World conferencePrimary Topic: Luke's Work with Clients- Luke's description of working with Ad World conference and creating content- Mention of viral posts and boost in content performance with the introduction of AI- Switch in focus to AI in Ad World conference due to successPrimary Topic: Luke's Experience with AI- Luke's discovery of AI technology and its capabilities, specifically referencing ChatGPT, DALL-E, and GPT-3- Example of creating content for Ad World using AI, resulting in viral video- Impact of AI on the marketing industryPrimary Topic: AI Track in Ad World Conference- Mention of Ad World's new AI track featuring speakers discussing AI- Relevance and importance of AI in the marketing industryKeywords:AI, content, marketer, advertiser, small business owner, entrepreneur, AI, leveragSend Everyday AI and Jordan a text message. (We can't reply back unless you leave contact info) Start Here ▶️Not sure where to start when it comes to AI? Start with our Start Here Series. You can listen to the first drop -- Episode 691 -- or get free access to our Inner Cricle community and all episodes: StartHereSeries.com Also, here's a link to the entire series on a Spotify playlist. 

This is the Everyday AI Show, the everyday podcast where we simplify AI and bring its power to your fingertips. Listen daily for practical advice to boost your career, business, and everyday life. Meet Firefly AI Assistant, now live and Adobe Firefly, the All-in-One creative AI studio. Just describe what you want to create and the assistant handles the rest, orchestrating multi-step workflows across Photoshop, Premiere Express, and more in one conversational interface. You direct the outcome. The assistant accelerates execution. We all want to create better and more content, right?

I mean, whether you're a marketer, advertiser, small business owner, entrepreneur, we all want more and better content. But can you actually do that with AI? You can. And that's one of the things that we're going to be talking about today on everyday AI. So welcome, if you're new. This is a daily live stream podcast and free daily newsletter. Helping everyday people like you and me, not just learn AI because what's AI really is,

is it going to help you if you just learn it? Nope. You have to leverage it. And that's what everyday AI is all about. It's about leveraging what we learn. And I'm excited for our guest today who's going to help us, you know, and talk about how we can create better and faster content at scale with AI. But before we get to that, as a reminder, if you're joining us on the podcast, make sure

to check those show notes. come join the conversation and ask our guests. And if you are joining us live, get your questions in now about how you can use AI and the power of artificial intelligence to create better and more impactful content. But first, let's talk about what's going on in the world of AI news. All right, first up, will we all be working for robots soon? This kind of future that people are, you know, warning us about could maybe happen, at least according to the former labor.

Secretary of the U.S. Robert Reach, he warned that AI will be destabilizing for the U.S. middle class. In a recent interview with CNBC, he said that AI could potentially eradicate labor protections of the last 120 years. So real stuff there. And kind of related, in our next piece of AI news, the co-founder of Deep Mind, Mustafa Solomon, said that AI, assistance are probably coming much faster than we think. So Solomon is the co-founder of DeepMind, which is Google's essentially AI arm that they own. And he said that within five years, that we will all have AI assistance. So I've always said, I think the majority of us are going to have those probably sooner than we think, you know, maybe in like a year or two.

But this kind of AI pioneer predicted that it'll boost kind of productivity. and those personal AIs are going to know essentially everything. So, hey, if the labor secretary is talking about it, deep mind CEO is talking about it, we might want to get use and comfortable with that idea. All right, last but not least, what does all this AI need? They need chips. If you've joined the show before, you know I talk a lot about chips because it's important for the future of generative AI and for our economy.

But there is a new AI chip maker in the fold. So a new chip startup, D-Matrix raised $11010 million to create intelligent chips that can power all these different generative AI systems that we use. With some of that $110 million coming from Microsoft. So will this new D-Matrix be competing with Nvidia, Intel, and the big names in the generative AI chip-making game? We'll have to wait and find out. So as a reminder, if those things caught your ear, caught your eye, make sure to go to Your EverydayAI.com. That free daily newsletter that we put out every single day, it's going to have more on those

stories. But that newsletter is going to be focused on today's guest, which I'm very excited to have on. So let's go ahead and bring on our guests for today. So please help me welcome Luke Koska. He is the founder of New Normal Media. Luke, thank you for joining us. from the West Coast of all places. So thank you for this. Yeah, thanks for having me. It's early,

but I'm ready to go, baby. Let's go. All right. Luke, just real quick, tell us a little bit about what you do and what new normal media is. Yeah, so we help businesses, which is perfectly tied into this conversation, actually. We help businesses figure out where to start with content. Obviously, So we use AI for a lot of stuff that we have in our tech stack. But people don't under, they don't know or they're scared of where to start and how to press record and how to get studio set up. Pardon me. I'm in my garage right now.

This is where I create a lot of my content. But my family is asleep. So I had to come down here. This is not my office. But anyways, yeah, that's what we do. And we've been helping quite a few people for the past few years. And now AI has, you know. helped us boost our productivity and help more businesses and have those businesses run

better and faster as well. Yeah. And, you know, full disclosure, I told Luke this. If you've heard Luke's name or maybe seen his face or heard his voice, maybe you've been to the Adworld conference, you know, which is where I kind of, you know, know, Luke from. So, you know, talk, talk about that, Luke, in kind of ways that you help clients like AdWold. world, you know, create better content. And, you know, and then we'll kind of transition after that

how it all works with AI. But just, you know, real quick, just talk about how you work with different clients. Yeah. So for Ad World, um, they reach out to me, what was I think it's been almost two years now. Two years ago and they saw my content. So they wanted to create something like that. So, um, they wanted kind of like a host. And so I mean, I started as a videographer, um, But I'm also just so happen to be, you know, hopefully I'm fairly good in front of the camera. Some people could back to differ. But yeah, so I kind of just ran everything myself. I have a team of, I slowly got a team of people to help me do all the grunt work, the day-to-day stuff.

But in the beginning, it was just me. I was recording, I was scripting, recording, and posting. two pieces of content on the weekdays, two pieces of content a day. And I've been doing this for about three years. Wow. So I got a good grasp on what worked and what didn't. You know, I had a few viral posts, gained, you know, a few, I think 100,000 followers on my different platforms. But once AI came out for AdWorld,

that's when things really started to see this like crazy, crazy boost. So I was creating content and then all of a sudden I saw all this news. What was the October of last year or something like that? I saw this news on like ChatT-T3 and mid-Journey 4 and I was like, what is this stuff? And then I saw what it could do. And so I created this post for AdWorld about creating a company. It was like a women's clothing brand with AI. So I went to Mid Journey.

I created like a flat lay of their products with a logo neutral tones. And then I went to Durable and I created a website in like 60 seconds for it. I went to Chat Chabutee, created all a copy for the website. And it was like the first one that went viral for AI. And then the whole company at AdWRour, world, like kind of knew they kind of had to switch gears because of how well that video did. And so as everyone in the marketing industry has, they switched a lot of their, not because of me, but just because of the success we found mutually in what AI, you know, how important AI was to people.

Obviously, with all the views and all the comments, it was. And so ever since then, I switched all my gears with AdWorld. And now I mostly talk about AI. They have a whole new AI track where they have speakers come in, people that you've actually talked to, come in and talk about AI. And it's super important. As you can tell, you have a podcast based on AI. So it's just so important for the way that things are going. and yeah, that's what I do for AdWorld.

And it's been really cool. I think I've got a lot of experience of figuring out people's minds, how people's minds work is what I've gotten the most experience in. Yeah, yeah, there's definitely a shift. And, you know, I even saw that, you know, we were talking. I've attended Ad World for years. You know, my main company, Accelerant Agency, you know, has had, you know, sponsor booths at Ad World, you know, the digital boots.

So I'm sure a lot of people, you know, will really relate to that shift, right? And it's not just ad world that's gone through that shift. It is the industry, right? But before we get into that, I do want to remind everyone, get your questions in for Luke, because Luke really knows what he's talking about. So thank you for, you know, if you are joining us live,

Ahmed saying the best time of day, thank you, Ahmed, Val, hopefully making our mornings fun. Yes, thank you. May Brit with the comment, I feel like you know me too well. Each episode is exactly what I need for all my projects, early check-in. So Luke, let's get back to.

that and let's talk about that shift. You know, kind of like what you've talked about, how, you know, Ad World even started to make this shift on, you know, helping, you know, marketers and advertisers across the world keep up with generative AI. So even for you personally, let's talk about how that shift has happened and how has AI kind of changed, you know, your workflow for new normal media. And then let's let's just even talk a little bit about what that workflow even looks like now.

yeah um so so it started out with myself just like pumping out content working my butt off working you know late through the night and everything so i knew that had to change because i have two kids super young kids and i was just like okay we need to figure this out and that was like right when i i kind of came out so i wanted to start utilizing it so i can get some time back with my family um and that's what i did and um some of the tech stack that i used You know, I come up with all the scripting for a lot of my clients. Chatty BT, unfortunately, is not very funny. And I create a lot of content that is based around comedy.

My wife, you know, maybe she doesn't think him as funny as I do. But hey, you know, I've gotten at least a few laughs here and there. But so you have, I have to enter into chat chaggybti, like just a, just an idea, a factory pretty much is what I call. Like I needed to spit me out like 20 ideas. And so I figured out prompting. I figured out how to create something that will just spit me out ideas for my client. And once I have those ideas, then I can iterate on them.

Because if you come up with a script or scripting for your videos from chat to PT straight up, it's most likely going to be like super cheesy. it might give you like good facts it might give you valuable information which is great but you need to be iterating on your chaty pt outputs and so then i go to chat chachapit i i send this script to my to my client um we base it all off of the pain points of our client so you have to be asking chat chadipt what are the pain points of my client what are the 25 pain points of someone who is thinking about going solar but just hasn't hasn't done it or or whatever the client is, a chef.

What are the pain points of someone watching, you know, cooking content? Like, what do they want? What do they need? Come up with those pain points and base your whole marketing strategy off of those pain points. And then once you do that, once you have like a little script, you run it by your client, they approve, they don't approve, they, you know, critique some things. And then what I do is I just have either a call or I have a videographer go to their office. And we get their studio set up and we show, we just film, we film all these questions that we've had chatchpT help us with.

We batch content and we take all that footage. Sometimes it's on a platform like this. We use Riverside to get like, it's like Zoom on steroids, you know. And we get all that footage from all those questions we asked them. And hopefully, you know, add some B-roll to it to, you know, if we're, let's, say you're in Chicago, we're in Southern California. We try to like, you know, have their company grab B-roll, which is like, you know, footage to grab on top of the main footage.

And then and then we piece everything together with my video editor. I, my buddy from this company called we assist.io, you know, it's, we outsource some of the stuff. It's called we assist.io. And they are just amazing. They send you rounds and rounds of interviews to get whatever, you know, assistant that you want. We have a video editor who's phenomenal. They're based out of the Philippines. He lives in the Philippines.

He's from San Diego. And he just, it's like a family. It's really cool. It's different from anything I've seen on like Fiver or anything. It's amazing. And so get this like yesterday. It's helped my business so much. And then we run, you know, through tools like Descript is one that we run it through.

They do a great job on, you know, subtitles and small editing here and there. We use the Adobe suite. So we have Premiere Pro and anything else we'd want, Photoshop beta is a big one for me. And then obviously, you know, mid-jurney for a lot of the graphics. from what I've seen like it's the graphics from mid journey are not saturated yet they're getting there it's getting there to the point to where okay like everything looks like mid journey but it's not there yet like there's some people that still don't even know what mid journey is right yeah crazy it's crazy to think you know because I feel we talk about mid journey see it so much but yeah even

even chat GPT right Luke like there's actually people that strangely enough that I'll talk to in my daily life and they're like, what's chat GPT? And I'm like, okay, maybe, maybe I live in an AI bubble. No, that's good though. Our jobs, like we have a lot of work. Like there's a lot of people who need us, you know? Adobe just introduced an entirely new way to create, bringing the power and precision of its creative suite into one conversational experience. Meet Firefly AI assistant, now live in the Adobe Firefly app, the all in one creative AI studio. Powered by Adobe's creative agent, Firefly AI, assistant lets you start with your vision, just describe what you want, and shape the outcome as it takes form with the assistant. The assistant orchestrates multi-step workflows,

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Absolutely. So, you know, you kind of walked us through, you know, some of your process, and I'm sure there's still a handful of you know, other tools that you use. But I do want to get to a couple, a couple questions here. And then maybe we can tap back into some of your, you know, your processes here. So Brian, Brian with a great, great question. If you're using any automation tools in conjunction with chat GPT, which I think is a great idea.

I'm a huge automation nerd. But Luke, what about you? Are you using any tools in conjunction with chat GPT? Yeah. So we have, I have like a back end person. Okay, so we have a lot of people who are probably different brained than me. I'm a creative. And so I am like super high level, you know, the guy who just plans out the big ideas and stuff like that in our company.

I'm not the back end person, but we definitely do have, we've used the API for some things and different integrations and Zapier and all that. And we, it's great, it's great for marketing. When we have people come in, we obviously have chat d come up with like automated responses for different clients. We have a questionnaire where we have it, where they come in, they ask us mainly about like their home studio. And it, it automates a response about their home studio and says like, you know, where is it? their ambient sound, what does it look like, all that stuff. But for me, like, that's probably not a good question for me to answer. My, uh, my partner Josh would probably be the best for that answer. Perfect. All right. Here, here we have another one here. So, uh, Woozy, uh, Woozy,

thank you for joining us. Woosy asking any chat GPT plugins you like specifically for marketing or content creation. Uh, yes, I'm a huge, I'm a huge plugin nerd. So I'm excited for this one. Um, yeah. Um, yeah. So I, so I, created a lot of content about Chachabee Plugins, probably like 50 videos about different ones each time. And, you know, I found one, I found one this, it's not Visla, but it's, it might be Visla. It was like a video VSL creator and it created VSLs and that was cool. And I got, I went over 50 different ones and like, I never found one that I was like, okay, this is going to change my life. And so if it doesn't do that for me, I don't, I don't use it.

And so like I kind of, and if there are any, please let me know because that would help with my situation. Please let me know because that, you know, I would love that. But I ran through the top 50. And I know there's different ones every day. So there might have been one popped up. But this was like three months ago when I stopped doing content about plugins. Because I didn't find one that I was like, okay, yeah, this is going to change my life, you know? Yeah.

No, that definitely makes sense. So I'm going to ask this. A lot of people, I think, out there, whether they had, you know, a content creation company, kind of like yourself, you know, my company, we create content. But I think AI has allowed everyone to kind of become a content creator. So given the fact that you had a successful business, kind of before generative AI helped make content creation so easy. What's the number one mistake that you see people making, especially when they're using

AI? And maybe they're creating content that's not that great in creating, you know, not like garbage content at scale, but they're creating mediocre content at scale. What's the one mistake that you see people making? And how can they, how can they fix that? The biggest mistake I see people making is, is not being authentic. And it's so obvious. to me when it's because I'm we're in the industry and we can sniff it out better but like it's

going to be a problem it's going to be a huge problem the inauthenticity of people using chat GPT and just posting that without iterating or, you know, not being very good at mid journey and posting a visual thinking, oh, like, honey, come look at this picture. It's awesome. It's like you really need to study. You can't just start using AI and post it and, and let that be it. You really have to iterate and have to practice and have to take courses on this stuff or get someone else to do it for you because there is going to be a there's going to be a tipping point and I've been saying this to everyone that I talk to in the next few years it's going to be so saturated that you're going to need to figure out with AI you're going to need

to figure out how to become different how to be unique and that's why I think video video is the last, it's the last like AI tool that is going to, is going to like look good. Images are great. Text is great. The video is not really close to me. Like, you know, you have Hey Jen and all that stuff that automates your face and automates your mouth moving. It's not there yet. It's getting there, but it's not there yet. And I just think that that authenticity is so important with AI. Using AI just to start out, like don't post it all over the place. Don't make that be your first. It is fun and it's cool and it's exciting, but like you have to keep tabs on what you're doing. Start with like automation. Start with, you know, creating stuff

in the back end and then really study if you want to post it in, you know, on socials. Yeah. That's that's such a great. A great call out there, Luke, you know, because I could talk for hours about what this even means for consumers because, you know, probably three to five years ago, any content that you consumed would generally be coming from a trained professional, right? Like for the most part. And now with generative AI, I think the consumer is just drowning almost in subpart content because subpart content, you can create thousands of pieces. in minutes, right? So even on the flip side, so I said, you know, what's what's the one thing content creators, you know, when dipping their toe into Gen. AI should look to avoid. I'm going to flip it now. What, what has been your, your most important kind of step or action that you've taken with generative AI that has paid dividends for you as an experienced content

creator? Yeah. Well, it's funny because like there's two sides of that question. One of them is I post about AI. And so I think being really specific in my content and actually showing people how to use the AI tools, like literally, I posted about myself in a selfie mode and I said, hey, check out this tool. I said something like, you know, this tool is stupid or something like that and it was a good hook. And then I showed the tool, showed how to use it, and I got 6.8 million views.

And so like just being specific about what you're talking about. is going to be super, super helpful if you're posting about AI stuff. For all the people who aren't, you know, making content about AI, and for myself, just like, just generally, I mean, if you know how to use ChatGBT, you can pretty much do anything. If you can study ChatGBTbt and figure out how, like, prompt engineering, that's going to be the most important thing for the broad scale of business

if you can figure out how to like automate your prompts and create prompts for your business, kind of like an SOP, to where you can get your employees to say, hey, I need a prompt for a new client. Boom. And then you just type it in,

you know, have it go onto the website and grab some information from the website. And then boom, you have everything that you need in relation to your business and that client. Have prompt, I would say have a prompt tool belt

and like just have SOPs as prompts for chat GBT. That's the thing that's really changed the game for us is, is it figuring out chat GBT. Yeah. It's it sounds almost, I'd say, like there's so much noise out there, specifically even with chat GPT, that you really have to, you know, Luke, I love what you said is, is, you know, create SOPs for your business, right? I think so many people are just trying to see what's, you know, trending on the internet or, you know, what this person is, you know, saying about chat GPT and try to make it work for you. But, you know, Luke, you bring up such a good point where it's actually the opposite. You know, you need to understand what your business needs and then use chat GPT and other tools around that.

So we've covered actually so much, you know, so Luke, we went over a little bit on your background. We went over some of your favorite AI tools, you know, do's and don'ts. But what's your last piece of advice for, you know, maybe you've inspired someone, maybe you've taught someone something about AI that they didn't know previously. What's that one takeaway that you hope people can take from you and from this conversation to start actually leveraging AI in whatever they do? What's that one thing? Yeah.

I think that one thing is getting your time back. And that's what AI has done for me. And I want people to understand the heart behind everything and just being able to be a good person to your friends and your family. That's what AI gave me. I was working all day, every day and night. And I was able to use chat GPT and Mid Journey and other tools to give me back all my time because I wasn't writing. I wasn't doing all this stuff anymore. I was having Chatsbyt to it. So if you can leverage that and anybody can most people can do it. Obviously if you're a doctor and all that stuff, like you can't

use it as like I do, but most people who are remote workers can make this happen. Whether that means maybe you want to use it and go do more work. That's great. But utilizing ChachyPT just to enhance your life, enhance yourself as a person, a friend. And, you know, I think that's just like the advice that people need to hear. It's not just to like make you do a ton more necessarily. It's to make you, you know, I think it's a great tool to give you your time back. If that's how people see it, then it's just going to make the world a better place because there's so much negativity in the future of what AI can do.

because it's crazy, crazy tool. But I think people need to start leveraging it to be better humans. So, so good. This is one, y'all, if you tune in late, hit the replay, hit the rewind, listen to this one. Luke, thank you so much. And, hey, just quick as a reminder, check out, check out new normal. We're going to be putting all this in the newsletter. So if you aren't subscribe to the newsletter and you,

couldn't take notes fast enough. Just go to your everyday AI.com. Make sure to check out the show notes. We're going to have links to a lot of the things that Luke was talking about some of the advice. And hey, he also dropped, which I swear I didn't even ask him to, but even talking about Zapier, which is actually our show tomorrow. So make sure you join us for that one. But hey, Luke, thank you so much for coming on the show and for joining us. We really appreciate you sharing all of your insights. Yeah, no problem. It's great. you guys. Great way to start my morning too. Oh, I love it. All right. Well, hey, we hope to see you back tomorrow for that zap year and just

more of everything at Everyday AI. Thanks y'all. Meet Firefly AI assistant. Now live in Adobe Firefly, the Allman One Creative AI Studio. Just describe what you want to create in your own words and the assistant handles the rest, orchestrating multi-step workflows across Adobe Creative Cloud apps, including Photoshop, Premiere Express, and more in one conversational interface. You direct the outcome while the assistant accelerates execution. Stand control with the ability to step in and refine at any time. See it today at firefly.adobie.com. And that's a wrap for today's edition of Everyday AI.

Thanks for joining us. If you enjoyed this episode, please subscribe and leave us a rating. It helps keep us going. For a little more AI magic, visit Your EverydayAI.com and sign up to our daily newsletter so you don't get left behind. Go break some barriers and we'll see you. next time.