Transcrição completa de Google Brings You Skeptics AI Brings Converters I Joana Inch - Hat Media

we just grab the results from from our LLM and uh and go from from there? 00:04:38.480 --> 00:04:46.639 At the moment, the research shows one in three um searches on Google will result in a click to a website. 00:04:46.800 --> 00:04:56.160 So the other two, they don't actually go past Gemini's suggestions um or even you know all the other LLM suggestions. 00:04:56.319 --> 00:05:05.360 And even though the LLMs will actually provide links in their um answers and their um results, however, people don't tend to click on those. 00:05:05.519 --> 00:05:11.600 So the zero-click acceleration at the moment is happening so much faster than what it used to be. 00:05:11.759 --> 00:05:14.959 It's only one in three searches that results in a click. 00:05:15.439 --> 00:05:17.360 So let's dig into that a little bit more. 00:05:17.439 --> 00:05:22.160 So I've gone on and I'm looking for a pair of new runners. 00:05:22.399 --> 00:05:25.839 Um I search, I get the top three runners. 00:05:26.000 --> 00:05:29.360 How do I then go and purchase those runners? 00:05:29.839 --> 00:05:31.120 Well, let me ask you a question. 00:05:31.360 --> 00:05:36.959 So before AI days, if you did that in Google, would you check out a few different websites? 00:05:37.360 --> 00:05:37.839 Yes. 00:05:38.160 --> 00:05:41.040 You'd maybe go to Rebel, maybe go to Nike directly. 00:05:41.360 --> 00:05:41.600 Yeah, yeah. 00:05:41.759 --> 00:05:43.199 Yeah, you do your research, right? 00:05:43.519 --> 00:05:49.360 And then you might even read the reviews and kind of see what m is the most visually appealing to you. 00:05:49.600 --> 00:05:49.920 Yeah. 00:05:50.079 --> 00:05:56.240 Um but you kind of make your own decision and you kind of come to somebody's websites feeling a little bit skeptical. 00:05:56.399 --> 00:06:02.399 So, you know, feeling like, oh, well, what did a review say about that one and what did a review say about this one? 00:06:02.639 --> 00:06:07.680 Now with AI, people actually trust AI five times more than a say a Google search. 00:06:07.839 --> 00:06:12.959 So um they're more likely to convert based on what the AI has given them. 00:06:13.120 --> 00:06:20.319 Um so we used to say uh Google brings you skeptics, AI brings you uh converters, basically. 00:06:20.560 --> 00:06:28.800 So um now you probably ask AI, hey, I need shoes that are really specific to you know this problem I'm having with my feet, and maybe you're a runner. 00:06:28.879 --> 00:06:33.759 So you kind of describe exactly what your personalized experience is. 00:06:33.920 --> 00:06:54.800 And AI will come back and say, well, for this specific experience, these are my three suggestions, and more than likely you're gonna go, great, I trust it, because I know it has gone through thousands and thousands of web searches, of details, of um you know, reviews. 00:06:54.959 --> 00:07:00.800 It definitely does a lot more research than what a human would, and so you do tend to trust it a lot more. 00:07:01.279 --> 00:07:10.319 Now, as many of our listeners are actually leaders of large workforces, um, does that apply when we're searching for business-to-business software as well? 00:07:10.879 --> 00:07:12.000 Absolutely, yeah. 00:07:12.160 --> 00:07:14.480 So it doesn't matter what you're searching for. 00:07:14.639 --> 00:07:20.639 What we're seeing in general is that AI is heavily trusted. 00:07:20.879 --> 00:07:31.199 Um and also, you know, the way people kind of interact with AI, they ask it questions, whereas with Google, they kind of put in three keyword phrases. 00:07:31.360 --> 00:07:38.160 Um, and so AI generally answers those questions, it gives them a lot of evidence, it cites a lot of directories. 00:07:38.319 --> 00:07:46.319 And so in the world of business, I mean, just in the past year, we've probably had the last three leads that we had actually came from AI. 00:07:46.560 --> 00:07:52.879 We've not had too many, or we've had a reduced amount come from organic search and also Google Ads. 00:07:53.040 --> 00:07:58.399 So um, we are seeing an increase in numbers coming from AI. 00:07:58.480 --> 00:08:03.839 And in fact, I think ChatGPT has recorded something like a billion searches per week. 00:08:03.920 --> 00:08:05.920 So that number's just gonna keep on growing. 00:08:06.399 --> 00:08:07.600 Wow, that's huge. 00:08:07.680 --> 00:08:09.600 It's just exponential, isn't it? 00:08:09.839 --> 00:08:12.399 Uh as we say, it's like the hockey stick. 00:08:12.720 --> 00:08:19.519 Yeah, not so much um, you know, just a just a 45-degree angle up, it's it's it's very fast. 00:08:19.759 --> 00:08:22.639 Hey, so you termed the coin prove it economy. 00:08:22.800 --> 00:08:25.120 Tell me what that means and what it means for leaders. 00:08:25.680 --> 00:08:31.920 Prove it economy, it really just comes from the way AI cites you as a business. 00:08:32.240 --> 00:08:37.360 So if a human is looking at your business, they're kind of making an emotional decision. 00:08:37.519 --> 00:08:45.840 You know, maybe they like your brand, maybe they like the colors, the logo, the way the website looks, maybe they like the pictures of the About Us team. 00:08:45.919 --> 00:08:48.159 You know, they think, oh, these guys look friendly. 00:08:48.399 --> 00:08:54.320 They love the language in which you refer to yourself as, and hence they make a decision on that. 00:08:54.720 --> 00:09:06.879 With AI now making the decisions for the humans and bringing them, say, the top three results, when you consider how AI makes its decisions, it's you kind of have to prove yourself in the market. 00:09:07.039 --> 00:09:11.679 So it's not just what's on your website and what story are you telling about yourself. 00:09:11.840 --> 00:09:14.240 Um, it's actually what is everyone else saying. 00:09:14.399 --> 00:09:15.519 So it'll look at Reddit. 00:09:15.759 --> 00:09:18.639 Have anyone said anything about this particular business? 00:09:18.799 --> 00:09:25.200 If you're in the industry of

SaaS in tech, it might look at CapTira, G2, and have a look at the reviews there. 00:09:25.440 --> 00:09:28.320 Um, it'll look at places like YouTube. 00:09:28.799 --> 00:09:34.799 Actually, it absolutely loves YouTube because, as you know, Gemini and YouTube, same company. 00:09:35.039 --> 00:09:41.919 Um and similarly, Reddit, Reddit and LinkedIn are the other two that it looks at and trusts quite a bit. 00:09:42.240 --> 00:09:52.879 So if you want to be proven in the eyes of the AI agents, um, three of the platforms you need to consider Reddit, LinkedIn, YouTube. 00:09:53.679 --> 00:09:55.360 Wow, that's some good intel. 00:09:55.919 --> 00:10:04.960 Um now, in terms of you mentioned, let's dig in a little bit more to you mentioned AI refers five times more than an organic search. 00:10:05.279 --> 00:10:06.399 Why is that? 00:10:07.519 --> 00:10:08.799 Why is it trusted more? 00:10:09.039 --> 00:10:09.600 Yeah. 00:10:10.240 --> 00:10:14.240 I think it's just because people know how smart it is. 00:10:14.399 --> 00:10:20.960 I mean, having used it, you're kind of going, whoa, like I can't believe it was able to produce this. 00:10:21.200 --> 00:10:24.399 And so we're constantly impressed by what it can do. 00:10:24.559 --> 00:10:29.200 I mean, sometimes we get the AI slop and it's like, oh, you know, trust start again. 00:10:29.360 --> 00:10:32.960 Um but in general, it does, it is quite impressive. 00:10:33.200 --> 00:10:41.200 It's um and you know for a fact that it it looks at countless of pages and it looks at so much research. 00:10:41.440 --> 00:10:52.159 So I guess that's why you trust it, just like you trust an industry expert in your field with countless years of experience, you know they've you know learnt a lot, they've um read a lot. 00:10:52.320 --> 00:10:55.840 It's probably the same reason why we trust AI as well. 00:10:56.000 --> 00:11:12.559 And I think we trust it quite a bit because if you look at year-on-year data, like from 2024 to 2025, for example, um search engine optimization clicks actually dropped by 34%, and they all went to AI, and I think that number's just gonna keep on growing. 00:11:12.960 --> 00:11:14.399 Wow, that's a huge drop. 00:11:14.559 --> 00:11:19.759 You know, there was a time there where I was thinking there's nothing that's gonna, you know, not knock off Google. 00:11:19.919 --> 00:11:22.960 Google seemed to absolutely dominate. 00:11:23.279 --> 00:11:30.159 Um and this thing really uh has come out of nowhere, really, and Google didn't see it coming either. 00:11:30.720 --> 00:11:34.240 No, and I think Google's actually struggled a little bit with AI. 00:11:34.399 --> 00:11:50.960 They were probably, from what I'm hearing from all the AI godfathers and podcasts that I listened to, I think they were one of the first that invented it, but they wanted to kind of release it in a more ethical way, whereas all the others, like open AI, just kind of unleashed it onto the world. 00:11:51.200 --> 00:12:03.840

Um and yeah, I can see, you know, even though it affects their Google ads, which would be their revenue, they still um prioritize Gemini and try and give you, you know, some good answers there. 00:12:05.120 --> 00:12:10.399 Um so Hat Media, as you mentioned, got three leads through AI Search recently. 00:12:10.559 --> 00:12:13.279 Um this wasn't a referral, this wasn't cold outreach. 00:12:13.519 --> 00:12:17.360 Um what happened when a a business comes through? 00:12:17.519 --> 00:12:19.440 What did they say their experience was? 00:12:19.919 --> 00:12:33.519 Yeah, this was actually really interesting because um normally when we get a lead from, say, a Google Ads or search engine optimization, we're able to track, we use HubSpot, so we're able to track their customer journey. 00:12:33.600 --> 00:12:42.240 Um so you actually see them going through a lot of pages on the website, like they'll end up on the home page, and then they'll look at some case studies, and then they'll look at the about us page. 00:12:42.399 --> 00:12:47.440 And it's like six pages later, they'll maybe go to the contact us page and complete the form. 00:12:47.759 --> 00:12:54.000 Whereas with these three AI leads, um they went to the home page, straight to the contact us page, done. 00:12:54.159 --> 00:12:57.039 So very small amount of time on the website. 00:12:57.360 --> 00:13:04.480 And we believe the reason for that is that they just trusted the AI and they thought, no need to do my own research on these guys. 00:13:04.639 --> 00:13:08.720 They come heavily recommended, so I'm just gonna get in touch. 00:13:09.279 --> 00:13:11.279 That's a very different experience, isn't it? 00:13:11.519 --> 00:13:11.679 Yeah. 00:13:12.000 --> 00:13:16.799 Very different uh a very different buyer we're seeing now in terms of a B2B buyer. 00:13:17.440 --> 00:13:24.000 Um now what are organizations getting wrong when it comes to adapting to the new world? 00:13:25.039 --> 00:13:26.879 I think a few things. 00:13:27.120 --> 00:13:36.159 So in our world of marketing, um we and this is not just AI, this is also COVID days. 00:13:36.399 --> 00:13:43.840 So uh we believe that the B2B buyer has actually changed quite a lot in the last six years since 2020. 00:13:44.000 --> 00:13:51.440 So I think what a lot of businesses are getting wrong, um, and I'll mainly speak about the sales and marketing teams here because that's my experience. 00:13:51.679 --> 00:14:07.120 But for example, um in B2B buyer groups, they're now at six to ten people that you have to uh convince and be in the deal room and talk to and influence in order to get the deal across the line. 00:14:07.279 --> 00:14:10.159 And this I'm referring to B2B enterprise here. 00:14:10.240 --> 00:14:15.679 Um but even in mid-size organizations, there's maybe four people that you need to be talking to. 00:14:15.919 --> 00:14:23.120 Whereas back in before 2020 days, there was maybe just one buyer, one champion that you needed to speak to. 00:14:23.360 --> 00:14:32.639 So I think um what sales and marketing teams are getting wrong is just focusing on that one champion and thinking that the deal might get across the line with just that one. 00:14:32.879 --> 00:14:39.360 Whereas in fact, you've got to convince four to six to ten, depending on how big the organization is. 00:14:39.919 --> 00:14:42.799 Um that's the main one, actually. 00:14:42.879 --> 00:14:42.960 Yeah. 00:14:43.200 --> 00:14:43.279 Yeah. 00:14:43.440 --> 00:14:44.720 Yeah, it's complex, isn't it? 00:14:44.879 --> 00:14:49.919 The um having that that buyer group that you've got to go after. 00:14:50.080 --> 00:14:58.000 Um and there's there's a lot of people and a lot of different needs that you're trying to cater to when you're marketing it to them. 00:14:58.960 --> 00:15:04.080 Um on Evolving Workforce, we like to play a couple of little games. 00:15:04.399 --> 00:15:07.519 Uh and the first one is called Human versus AI. 00:15:07.840 --> 00:15:08.879 Humans versus AI. 00:15:09.200 --> 00:15:15.519 Now you run a hybrid team, um team office, three days, and then uh it's remote the rest. 00:15:15.840 --> 00:15:26.159 How is AI running through your marketing operation and what should humans uh own in marketing right now and what are they genuinely comfortable handing over to AI? 00:15:26.559 --> 00:15:28.080 Yeah, great question. 00:15:28.240 --> 00:15:31.759 Um it's funny because we still think humans are so important. 00:15:31.840 --> 00:15:52.639 Like we would never get rid of humans uh in in place of AI, but instead what we'd love to do is empower our humans to be more productive, more efficient, and actually happier because a lot of the tasks that AI has taken over is quite like mediocre, annoying tasks, like comparing data cells in a spreadsheet, for example. 00:15:52.960 --> 00:15:56.240 No human loves to do that, and nor should they. 00:15:56.399 --> 00:15:58.320 Um AI can do that now. 00:15:58.480 --> 00:16:02.960 I think the other one for us specifically is um we do a lot of client reporting. 00:16:03.120 --> 00:16:08.000 So getting the numbers, you know, brilliant, we need to know that, we're good at getting that. 00:16:08.159 --> 00:16:18.399 But then it takes hours, if not days, putting together these beautiful decks to represent to the clients, which, you know, the the color of the decks is not valuable. 00:16:18.559 --> 00:16:22.559 However, it it does look nice, and we do like to present it quite well. 00:16:22.799 --> 00:16:26.559 Now AI can design those decks in 15 minutes. 00:16:26.720 --> 00:16:40.799 So it's taken away really time-consuming tasks, um, and it's actually freed up the humans to be more creative, more strategic, and the most important one have more time for client interactions. 00:16:41.279 --> 00:16:48.879 That's a really different experience then, isn't it, from what they used to do when they used to go on Google and do all the comparing. 00:16:49.200 --> 00:16:52.399 Uh and now

they've jumped on your website and just been to two pages. 00:16:53.360 --> 00:16:54.320 Pretty much, yeah. 00:16:54.879 --> 00:16:55.919 Wow, that's incredible. 00:16:56.159 --> 00:17:01.440 So, what are organizations getting it wrong when it comes to adapting to this new world? 00:17:02.000 --> 00:17:07.519 Um, I think it's um being too slow at adapting. 00:17:07.680 --> 00:17:11.119 And I I this could be a challenge for bigger organizations. 00:17:11.279 --> 00:17:19.680 Um, they're kind of just hoping that, you know, if you've got you're already optimized on Google, then generally AI would favor you as well. 00:17:19.839 --> 00:17:21.680 But we're actually seeing the opposite. 00:17:21.839 --> 00:17:27.359 We're seeing that AI doesn't really care much for the search engine optimization results. 00:17:27.519 --> 00:17:33.119 It's using completely different data sources to recommend what it recommends. 00:17:33.279 --> 00:17:41.279 Um, and this is great for startups and small businesses that historically couldn't compete with those larger organizations. 00:17:41.759 --> 00:17:53.200 Now they have a chance because if you know if they do everything right and they get their AEO in order and their AIO in order, there's a few different jargons there in marketing. 00:17:53.359 --> 00:18:05.599 Um but essentially if you focus on having prompts be delivered by AI to your target audience, um, that's a game changer for smaller businesses and for startups. 00:18:05.680 --> 00:18:14.480 And so what we're seeing with the larger organizations, the mistakes they're making, is that they're not jumping onto it, they're just kind of business as usual and hope for the best. 00:18:14.640 --> 00:18:24.400 Um, I think from a workforce point of view, what they're getting wrong and the mistakes they're making is that they're probably thinking that AI should be replacing humans. 00:18:24.480 --> 00:18:26.000 And I actually disagree with that. 00:18:26.160 --> 00:18:35.759 I think AI can definitely empower humans and have them do more with their time and be more productive, but I don't think they can replace humans just yet. 00:18:35.839 --> 00:18:44.640 So I mean you hear a lot of these tech companies, you know, making all these redundancies and then secretly they're having to rehire them back three months later. 00:18:44.799 --> 00:18:53.039 Um, so I think, yeah, people are kind of jumping the gun a bit too quickly on that one and not realizing that actually we do we still need humans. 00:18:53.599 --> 00:18:57.119 It's really interesting watching where this space is going. 00:18:57.759 --> 00:19:10.799 Um and you know what what you've talked about there makes me think, and and the way I'm seeing it at work as well, is it is that augmentation, it is that you know increased productivity. 00:19:11.119 --> 00:19:13.279 But we still need to be making the decisions. 00:19:13.519 --> 00:19:18.559 There still needs to be humans there to um to run to run these companies. 00:19:19.359 --> 00:19:19.920 Absolutely. 00:19:20.480 --> 00:19:25.920 So we like to play a few little games on evolving workforce, and the first one is humans versus AI. 00:19:26.319 --> 00:19:32.400 Now, uh you run a uh a hybrid team three days a week, uh, the rest is remote, you're obviously using AI. 00:19:32.720 --> 00:19:38.559 Um what should humans uh own in marketing right now and what should we let AI do? 00:19:38.960 --> 00:19:39.440 Yeah. 00:19:40.079 --> 00:20:08.319 I think AI, again, it enhances the human, it makes us more productive, it allows us to outsource those really mediocre, energy draining tasks that we just don't love to do, like comparing cells in a spreadsheet when we're looking at data, for example, or even for our for the non-designers out there, you know, using AI to design a beautiful deck for you, but you've fed it all the data and the numbers and the big picture strategy, for example. 00:20:08.559 --> 00:20:12.640 Um I think, yeah, AI should definitely be used for that. 00:20:12.799 --> 00:20:15.200 I don't think it needs to replace humans. 00:20:15.519 --> 00:20:25.279 Um and also, you know, one thing that's very important to us because we work with SAS and tech clients is ISO, security, privacy, governance. 00:20:25.440 --> 00:20:32.880 And so one of the requirements is that a human always is at the end of every single agent action. 00:20:33.039 --> 00:20:42.000 So I think, you know, the role of the human should be definitely work with AI, use it as a tool, use it like you would use any other tech and tool. 00:20:42.160 --> 00:20:52.319 However, don't let it replace your thinking, your strategic thinking, um, and also you're the one that has to quality check everything at the very end of that action. 00:20:52.480 --> 00:20:56.640 That's a must because we do know it makes mistakes and hallucinates sometimes. 00:20:56.799 --> 00:21:07.200 Um but actually in our world it's been really good because um historically, in the world of agency, um, scope creep would be a big deal for agency. 00:21:07.279 --> 00:21:15.920 So it was always that clients would be trying to get more and more and more work, which was generally out of scope, so we'd have to kind of negotiate that. 00:21:16.079 --> 00:21:27.039 Whereas now, because we are so productive and efficient, we're actually going to clients and offering, like, we're going to do this for you, even though it's not in the scope, because we've got extra time. 00:21:27.359 --> 00:21:35.599 So it's been a game changer and it's really allowed us to give more service, give more value, and grow that relationship with our clients. 00:21:35.680 --> 00:21:37.759 And I think that's how businesses should be using it. 00:21:38.160 --> 00:21:40.000 Yeah, that's great that you're able to do that, Joe. 00:21:40.079 --> 00:21:43.200 And I think it's also a testament to you at Hat Media. 00:21:43.279 --> 00:21:51.440 Um, bit of a plug there for you and full disclosure, we do use you as our

marketing agency, and uh you've been amazing. 00:21:51.680 --> 00:21:58.720 Thanks, um, but I think that's also you know speaks speaks to the uh competency that you've got there as well. 00:21:58.880 --> 00:21:59.759 Hey, uh our next. 00:22:00.000 --> 00:22:01.920 This little game is Change Your Mind. 00:22:02.079 --> 00:22:08.480 Now you almost landed on hybrid by accident, but I think it was before COVID, wasn't it, that you landed on it. 00:22:08.799 --> 00:22:15.039 What have you genuinely learned about this and the balance should look like, particularly for younger people starting out? 00:22:15.359 --> 00:22:15.759 Absolutely. 00:22:15.839 --> 00:22:20.559 I think if there's one thing COVID delivered as a positive, it's the hybrid work situation. 00:22:21.599 --> 00:22:31.279 Because I mean it's it's so good for, say, parents, for example, but also just for people in general that already have that experience, that expertise. 00:22:31.359 --> 00:22:32.640 They know what they need to do. 00:22:32.720 --> 00:22:41.599 So maybe having one to two days where they're working from home just allows them to feel like they're getting that work-life balance, which is really important. 00:22:42.160 --> 00:22:47.039 I mean, it allows parents to collect their kids from school and then get back to work, perhaps. 00:22:47.279 --> 00:22:51.359 It allows us to do our laundry whilst we're working at the same time. 00:22:51.519 --> 00:22:54.400 So I think it's really made our life more efficient. 00:22:54.559 --> 00:23:02.480 And I actually hear from so many people, they say, I'm actually more productive at home than in the office, because in the office I'm always always chatting to everybody. 00:23:03.039 --> 00:23:12.400 So I think having that hybrid environment allows people to one feel that work-life balance and actually feel happy working for that company. 00:23:12.559 --> 00:23:18.079 And two, coming into the office and still having that learning and collaborative environment. 00:23:18.240 --> 00:23:20.640 So I mean, hybrid's been amazing. 00:23:20.720 --> 00:23:22.880 I I think every organization should do it. 00:23:23.039 --> 00:23:28.640 I think for companies that are saying you must come in five days a week, they're just going to lose the best people. 00:23:29.200 --> 00:23:30.000 I totally agree. 00:23:30.160 --> 00:23:32.720 Hybrid has been amazing. 00:23:32.960 --> 00:23:36.160 So the last game is called a prediction and a warning. 00:23:36.240 --> 00:23:37.359 One prediction, one warning. 00:23:37.519 --> 00:23:40.160 What prediction do you have in terms of marketing and AI? 00:23:40.480 --> 00:23:43.759 Oh, I might cheat and steal Gartner's one. 00:23:44.640 --> 00:23:48.079 Because it's so hard to predict AI and where it might go. 00:23:48.240 --> 00:23:53.759 But Gartner actually thinks that AI is going to take 25% of SEO's traffic. 00:23:54.079 --> 00:23:57.200 At the moment, um, I think it's quite small. 00:23:57.440 --> 00:24:02.640 So a lot

of businesses are reporting that the traffic that they get from AI is 1%. 00:24:03.519 --> 00:24:09.839 I think that's going to turn into 25% for the good ones that are actually cited by AI. 00:24:10.000 --> 00:24:13.359 So I'm going to steal that prediction and say that's where it's headed. 00:24:13.519 --> 00:24:23.839 I think more and more people are going to use AI and AI agents to discover things, find businesses, find products, and just trust it more in general. 00:24:24.079 --> 00:24:25.200 So that's it. 00:24:26.160 --> 00:24:28.640 And one warning for the future. 00:24:29.200 --> 00:24:36.319 The warning would be to every organization hoping this kind of quietly goes away, it's not going to. 00:24:37.279 --> 00:24:44.160 Unfortunately, you know, there's a there's a lot of hype about it, but I also think, you know, people aren't going to stop using it. 00:24:44.240 --> 00:24:47.279 And if anything, more and more people will start using it. 00:24:47.519 --> 00:24:52.720 If we look at the way people adopt technology, you of course have your innovators and early adopters. 00:24:52.880 --> 00:24:56.160 And then you have the mainstream, which I think is where we're at right now. 00:24:56.319 --> 00:24:57.680 We're in the mainstream. 00:24:57.920 --> 00:25:02.079 And um, what's about to happen is all the laggards are gonna start using it. 00:25:02.319 --> 00:25:04.559 I mean, my my parents have started using it now. 00:25:04.720 --> 00:25:08.720 My dad sends me all this research on Chat GPT, and I'm like, I know. 00:25:10.079 --> 00:25:16.799 Um so I think in time you're just gonna see way more consumption and adoption and usage. 00:25:16.960 --> 00:25:34.319 And so the warning would be: anyone out there that hasn't done an AEO audit just yet and doesn't quite understand or know how AIs are looking at your business, um, absolutely get started right now because you'll be left behind otherwise. 00:25:34.880 --> 00:25:38.000 Now we should just talk about the acronyms that we've used in these podcasts. 00:25:38.319 --> 00:25:38.400 Yes. 00:25:38.720 --> 00:25:40.880 AEO, AIO, SEO. 00:25:41.359 --> 00:25:41.599 Mm-hmm. 00:25:41.759 --> 00:25:44.559 So SEO, as you know, is search engine optimization. 00:25:44.720 --> 00:25:46.799 I think most businesses understand that one. 00:25:46.960 --> 00:25:54.079 The new ones actually AEO was coined by HubSpot, and it's answer engine optimization. 00:25:54.240 --> 00:25:59.759 And then AIO is really just a spin on SEO, but using AI optimization. 00:26:00.000 --> 00:26:03.920 So excuse the jargon, I am in the world of marketing, I can't help it. 00:26:04.960 --> 00:26:07.200 Yeah, it's very easy to fall into it. 00:26:07.279 --> 00:26:19.359 Um so tell me, what do leaders need to know about marketing and AI that uh from this podcast that we should really be covering that you haven't covered as yet? 00:26:19.759 --> 00:26:20.000 Yeah. 00:26:20.319 --> 00:26:32.720 I think leaders in general that have a team underneath them and that are encouraging their workforce to be using AI, what we're seeing is that a lot of leaders are doing that. 00:26:32.880 --> 00:26:37.920 They are actually saying, hey, everyone should be using AI and um, you know, go for it. 00:26:38.240 --> 00:26:51.519 But what they're not doing is actually creating KPIs around it and actually creating specific courses and giving their employees time to take those courses around AI. 00:26:51.680 --> 00:26:56.240 Uh I think they're kind of just saying, yep, we're pro-AI and they're hoping for the best. 00:26:56.319 --> 00:27:01.920 And um I know some of the biggest organizations and banks are even guilty of this. 00:27:02.000 --> 00:27:11.359 They kind of they're pro-AI, but they do nothing around um training or coaching or you know, providing the time for their employees to do that. 00:27:11.680 --> 00:27:14.640 We've started, we've started to shift that at Hat Media. 00:27:14.720 --> 00:27:25.279 We now have you know an hour a week Wednesday morning where we just want you to look at you know Claude's Academy, for example, and just learn something in AI that you don't already know. 00:27:25.519 --> 00:27:27.599 So we think it's um, yeah. 00:27:27.759 --> 00:27:42.319 I my message to leaders would be that like have a plan, have a strategy, have some goals and KPIs, make it a fun and make it into a game, you know, like you would with your salespeople, where you you know you've got to hit specific sales targets. 00:27:42.480 --> 00:27:51.279 Um actually, I think one of the board level metrics to come would be how are we being found by AI agents? 00:27:51.440 --> 00:27:54.559 So um, yeah, I think that's one to look out for. 00:27:54.960 --> 00:27:55.839 That's a great message. 00:27:56.000 --> 00:27:59.200 Well, thank you so much, Joe, for being on Evolving Workforce. 00:27:59.359 --> 00:28:05.759 Some terrific insights and some really interesting stuff for us to look out for um to come. 00:28:05.920 --> 00:28:10.480 Uh, and perhaps we'll be having a very different conversation maybe in a year or so. 00:28:11.119 --> 00:28:11.759 Look forward to it. 00:28:11.839 --> 00:28:12.640 Thanks for having me, Dave. 00:28:13.200 --> 00:28:13.839 Thank you very much, Joe. 00:28:14.000 --> 00:28:14.240 See ya. 00:28:14.319 --> 00:28:14.559 Bye bye. 00:28:37.599 --> 00:28:39.359 Delivering new certainty. 00:28:39.599 --> 00:28:42.559 This podcast was recorded on the land of the Gadigal people. 00:28:42.880 --> 00:28:46.640 If you enjoyed this podcast, why not send to a friend or a colleague? 00:28:46.880 --> 00:28:54.480 And remember to hit follow on your podcast player to get every episode as they drop every Wednesday. 00:28:54.799 --> 00:28:55.680 Thanks for listening. 00:28:55.759 --> 00:28:59.200 I've been Dave Kenyon, and this is Evolving Workforce.