STOP: Don't use AI to do this.

B30: is this really me? Or am I just an AI avatar or an AI duplication of Joseph Lewin? Welcome to B2B On Air. I'm your host, Joseph Lewin, and today I want to call something out that I feel very passionately about, and that is the use of AI to make a replica of real people. Now, I'm a huge fan of AI, I'm not an AI doomer. I use AI every single day in my work. I've been using it consistently, basically daily since ChatGPT came out. And I I love it. I use it every day. It makes me far more productive. I can't imagine going back to a world where I'm not able to use AI. But there's a couple things that I really dislike when people are using it for AI. And the thing I'm going to talk about today is these AI replicas of real people. I have seen this happen a couple times, and for me, every single time I say I see an AI. representation of a real person, whether it's a fake person, like I'm starting to see these ads come up into my social feeds where it's not even a real human, it's just a a fake AI person that people are trying to get you to think is a real person. And at a certain point we're not going to be able to tell anymore. Now if it's a real person that flashes on the screen really quick for B roll behind a video, I'm not really concerned about that. But it's when you're using a real person or the likeness of a real human to try to build credibility and trust based off of a lie. Like it's there's there's a dichotomy there, there's something that just doesn't quite work. So my recommendation and for me, I I don't mind using AI to if like I misspoke a word or a client even more so if a client misspoke a word and we recorded a whole video and they misspoke one word in there. To use AI to be able to make them say a different word that they purposefully meant to say, and it's just to basically fix something. To me, that's not different than using Photoshop or or something like that to you know take a pimple off of somebody's face that that was there. Where I have an issue is when you write out an AI-generated script or even just a real script that a person wrote out, and then using that script to generate a talking head of especially a real person, but that person never got in front of the camera. I feel like video is one of those things that really is high trust and it's something that does take time and energy and effort to get on camera, to set everything up, and to really put the effort into caring for the people on the other side. And so when you break that trust by generating that through AI, yeah, can you use that to get in front of people? You can. But I don't feel like that's a trust builder. As soon as people find out that you're using AI-generated content, it's not just that they'll go, okay, it's actually going to destroy your the trust that you've built with them. so anyway, that's gonna become way more ubiquitous. You're going to get to the point in the next, I mean, sometimes it it's already there with some of the really good AI, but in the next year or two, AI is gonna be able to replicate. video basically perfectly without being able to tell whether it was actually the human on the other end that created the content. And once we get there, it'll probably just ruin digital content in general. because it will just completely destroy any kind of trust that we would have. But at the very least, it's going to make us trust what we're seeing with our eyes a lot less. And I really don't see a lot of value in that. I don't see a good reason for creating that kind of content. So with that, I will say that you're not gonna catch me creating an AI duplicate of myself anytime soon. if I misspeak a word, maybe I would use it to dub to to digitally dub a word. But beyond that, if you see me on a video, it's actually me. I'm taking the time to get on, to create the content, to get on camera in front of you. And Just know that if you ever create a video that's an AI duplicate, if I see it on there, I'm gonna automatically lose trust in you. So with that, thanks so much for tuning into this episode. Please don't AI use AI to duplicate yourself, and we'll see you on the next one.