In the latest episode of the AI Edge Podcast, hosts Jessica Hreha and Yadin Porter de León dive deep into the fascinating world of AI's "quiet adoption" – a transformative movement happening outside of the main stream media. This isn't your typical tech discussion about AI replacing jobs. Instead, Jessica and Yadin explore the nuanced, human side of technological integration. They uncover how individuals are quietly leveraging AI tools to become more efficient, juggle personal responsibilities, and reimagine their work processes – often without their organizations' full awareness or support. Key insights include: The challenges of individual AI learning versus strategic organizational adoption How AI is revealing existing workflow gaps and inefficiencies The cultural shift happening beneath the surface of workplace technology Why sharing AI learnings is crucial for collective progress The conversation is a compelling reminder that technological transformation is less about the tools themselves and more about how people adapt, learn, and collaborate. Jessica suggests that the "quiet" and "shadowy" approach to AI adoption can feel almost selfish – by not sharing insights, we're missing opportunities for collective growth.
00:00:00:00 - 00:00:29:15
Jessica
If you learn something that works, we can all benefit from that, which is why we're seeing all of these communities pop up and be so successful right now is because people understand who are in it that we're going to get there faster together. And so it's almost the quietness of it is the shadow. I almost feels a little selfish to me, too, because you could be sharing those benefits with the entire team.
00:00:29:17 - 00:00:54:14
Yadin
Welcome once again to the Edge podcast for Enterprise Marketers, a show dedicated to sharing insights, strategies and experiences from a group of experts who have success fully implemented solutions in a large enterprise B2B software company, specifically in the context of global marketing and how that effort can connect to sales, its product and the rest of the business. I'm meeting Porter daily on and I'm joined by my co-host, Jessica Ryan.
00:00:54:16 - 00:01:15:17
Yadin
Jessica, it's just the two of us on the show today. It's been a while since we've had an episode first. How are you doing? What have you been up to? Tell me where you've been.
Jessica
It's been too long. So all of our listeners, we're so sorry. We're going to get back on a schedule. Guests are no guests and keep it going because things are moving too fast to let this long period go between.
00:01:15:17 - 00:01:36:02
Jessica
Right? So I travel pretty much every week in September and October, so much so that I was like, I'm not going to travel in the month of November.
Yadin
Yeah, I was playing. Where in the world is Jessica? That's a real game now.
Jessica
Well, then, Abbi Varna invited me to Atlanta to speak to the marketing AI Pulse community that he created out there.
00:01:36:02 - 00:01:58:22
Jessica
So shout out to all of you guys in Atlanta, which was only a three and a half hour drive. Super fun. They had 75 people there. Just a really great diverse but a doozy tastic crowd, great lineup of speakers, included some interactive kind of workshops as well. So I did that. My kids were like, you said you were going to travel and then you had some client onsite opportunities.
00:01:58:22 - 00:02:19:10
Jessica
I spoke on a panel at a company on Monday, and then I was at another one of our clients in Newark on Tuesday, and then I have a big onsite in Ohio at a customer next week. So back at it. But I love the face time, just really talking to people in their own environments. It's so nice to get out from behind the laptop Zoom camera every now and then.
00:02:19:12 - 00:02:48:03
Yadin
Yeah, the face to face is really key and hearing something straight from someone in the same space is it's different. And I come from a professional services background. So back in my professional services days, you know, I'm not from a marketing background, so I was with customers all the time. That's what it is day in, day out, helping customers and companies, solving hard problems with technology and then switching over to marketing slowly becomes harder and harder to spend that time with the customers.
00:02:48:08 - 00:03:04:12
Yadin
You're not classically in marketing, though, from an audit perspective, so your functions are far more customer facing, which I think is really great. You got this interesting hybrid role and it must have been really fun to just just make up a role. Like I'm going to be the head of AI Magical innovation, magic stuff.
00:03:04:14 - 00:03:26:06
Jessica
We've kind of switched places. It's more professional services. It's standing up a consultancy inside of an organization, and I think it's a role that a lot of other companies have had before. A lot of times it may sit in product marketing as like an industry lead or all kind of industry strategists that come in and really specialize in a vertical and help clients.
00:03:26:08 - 00:03:51:13
Jessica
So luckily there's some experience on the leadership team at Jasper with this type of role, but we are definitely setting it up as we go and I'm loving the unique POV that I can bring, but also learning from all of the different clients and organizations in the industry that I get to talk to and learn from and then kind of pull out trends and similar challenges because they really do cross industries and company sizes right now.
00:03:51:15 - 00:04:12:17
Yadin
Yeah, I think it's interesting because more of a human problem, which is funny because we're talking about A.I. all the time, but it's really fundamentally a human problem. So that human problem that exists in every single organization because they're all people, they're all trying to do things. There are challenges. And any time we're talking about tools, those tools are going to be used in certain ways and to address those challenges that's going to spanned across any industry.
00:04:12:19 - 00:04:30:18
Jessica
And that's my specialty, right, The people side of things. I kind of say like the tech for the tech, but the people process is the same. But you you have gotten a new ball as well. Can you talk about that?
Yadin
Oh, yes, I can talk about it. I'm newly a part of the AMD team heading up content and outbound.
00:04:30:23 - 00:04:49:16
Yadin
So that's a global role which is interesting. Having a team now in like four different countries, which is really special.
Jessica
We did before too, though, right? It was global.
Yadin
It was a global role. But all the teams that were all in the United States, so it was all us based, a server distributed, but still in all in the U.S. So it's like it's interesting, like, okay, I have a team in China now.
00:04:49:18 - 00:05:16:05
Yadin
Let's set up times in the day that work for us and them and stay in sync. And especially since I don't speak Chinese, that's really, really interest. I'm always impressed with this team. They speak multiple languages and I'm so like, I'm just I'm barely handling English right now, so I'm so glad you're meeting me in the middle. But it's really fun to sort of to build a company like Semiconductor Company was part of that AI technology conversation, which is why I joined AMD and then be in a marketing role.
00:05:16:05 - 00:05:31:01
Yadin
So how are we using our own like technology? How are we setting up stuff? We have our own large learning models that we've rolled on our own and we have our own data center where we train models and run models, which is super fun to be a part of that. So we have got our own AMD like chat bots.
00:05:31:01 - 00:05:50:23
Yadin
We can choose tools where we can choose. We want to do Lambda or we want to use GPT three or 3.5 or whatever. We have sort of different flavor. There's a lot of why be I'm like and I'm scrolling down and why would I use most of these? I'm trying to figure out which ones out and like, can I just go back to Cloud or for, Oh yeah, they really do.
00:05:50:23 - 00:06:11:11
Yadin
I should probably pull it up actually real time. Maybe later in the show I'll pull it up and see which options I have. But it was great because we've got teams that are just we'll do hackathons and we'll just build the stuff. But still missing that critical piece of that people process that you were talking about, Jessica, which is nobody knows where the policies I have to dig and find the policies. They do tell you they exist.
00:06:11:12 - 00:06:28:00
Jessica
Of course they do.
Yadin
As an employee. Oh, yeah, they're here. We have them. But you have to go kind of crawl around and find them like I had, like get the deck, find the link, go there, find the stuff, and then share it with my team. So they've got policy in place. Pretty decent policies in place, but no training, no counseling.
00:06:28:00 - 00:06:46:22
Yadin
And also all this stuff is I've kind of gotten put on me to start to say, Yeah, I am a statistic guy, so.
Jessica
of the organizations who don't supply yeah, and education and where I go.
Yadin
I know we can go deep into that, which is kind of like a on the topic we're going to go over today. So I know we've been doing a bit of banter, but it has been a little while since we've done a show.
00:06:46:22 - 00:07:04:04
Yadin
So like you said, Jessica, I take a lot of responsibility of that because I just started and so I'm drinking from a fire hose. Any time you start something new, it's always kind of crazy and so have things settle down a little bit. My schedule still hasn't settled down. I just decided to make time for this. And this is at our editor of the show.
00:07:04:08 - 00:07:22:16
Yadin
Actually reached out to me say, Hey, when are you going to have another episode? Oh, it's been a long time. Yeah. When your editor is like knocking on the door. So thank you, Fred. Everyone just so you know.
Jessica
The world for gives you an audience. You can let us know if you're excited. We're back so that.
00:07:22:17 - 00:07:36:08
Yadin
Oh, yes. Yeah, please do. Please do. Yeah. I can see with you in a tech village media dot com where you can reach out to me if you want to just sort of. Hey, what's going on? And we want more of x, Y and Z or we miss you guys. Something like that. Not on the socials yet, but we might get there one day.
00:07:36:10 - 00:07:58:00
Yadin
So today we've got an interesting topic. The title might be different by the time we actually post this, but I'm kind of trying to dig into something which is kind of the quiet entrance of artificial intelligence. Now there's lots of news stories and stuff going around about use cases and companies that are laying off call center people because they're being replaced by an AI.
00:07:58:00 - 00:08:22:02
Yadin
But I think what I wanted to really dig into is what isn't being talked about, what is unseen. Yet you, Jessica, too, are seeing some trends too. And I'm experiencing something as well in my connections with this organization and other organizations are there's behaviors that are changing with individuals and they're not showing up on surveys. They're not showing up in headlines or they're changing the way that we work, though.
00:08:22:04 - 00:08:45:21
Yadin
But people are talking about it. Like, I just found out I worked with somebody for several weeks in this new organization and I found out like six weeks and that like they use every hour of every day and just didn't know. You think some people are like just either super efficient or they're rock stars or whatever, but they're actually leveraging these tools because they're just people trying to get stuff done and they got to pick up their kids and they're going to cook dinner and they've got to do all this stuff.
00:08:45:23 - 00:09:01:01
Yadin
I said, I get it because I got to do those things and I just want to be able to have something that helps me do my job better and saves me time. And you've got a great perspective and a great DAC and pitch and story arc around sort of that individual adopting without the company collectively doing it all together.
00:09:01:01 - 00:09:25:02
Yadin
And I think that's what I'm really interesting saying. So what are you saying? The market right now is how AI is being adopted within organizations that aren't showing up in the case studies and the customer testimonials and then the headlines and also ways in which it's ending up in sort of just our culture as well in the way that we read the stuff that we read, the images that we see, the stuff that's shown in video.
00:09:25:04 - 00:09:45:16
Yadin
A lot of companies aren't going to disclose that, Hey, we're using AI to generate this. But there is out of fact, there's a second order effect of that. Are you seeing those things sort of like the quaint entrance of Jenny?
Jessica
It's so interesting because I think when you think about like companies releasing ads and copy and I get asked about transparency disclaimers a lot.
00:09:45:18 - 00:10:05:23
Jessica
So like, what are all their customers doing around disclosing their use of AI in terms of like a content disclaimer? And generally speaking, as you might guess, most organizations are not when you talk to an IP attorney, I think, Well, I am not an IP attorney.
Yadin
Yes. Disclosure Neither of us Attorney So, you know, take this as your tax advice.
00:10:06:01 - 00:10:30:21
Jessica
They tend to recommend more of the blanket approach, like hopefully people are ready and talked about in the industry as well, like just something on your website, even publishing your policies on your website. And within that it's discloses the use of AI in your organization, wrapped in your ethics and human centered approach in your policies, so that you're kind of covered on a broad scale.
00:10:31:03 - 00:10:52:10
Jessica
And if companies aren't doing that, that's kind of a baseline, I think, recommendation right now, because that disclaimer are on every blog or every piece of content, really opens up opportunity to nitpick, I think in some cases and have open up kind of like a magnifying glass on maybe how you're using or what you're doing. So I'm leaning more toward that kind of general recommendation.
00:10:52:12 - 00:11:14:04
Jessica
There's the whole topic around, like, do consumers really care? And I think it's interesting. It's the whole conversation too, around. Like Google doesn't penalize AI content, Google penalizes bad content. If you're a consumer and you see an ad that really engages you, do you care? If I was used in it or not? Maybe not. There's a company called Fiverr that created a whole campaign.
00:11:14:04 - 00:11:34:17
Jessica
Nobody cares the musical about AI, and their whole thing was like, Nobody cares about AI. And while the sentiment was really interesting, it was like I felt like it wasn't done in like, Well, people do care because if you're replacing jobs, that's part of it. I didn't even know at the end of it what the brand did. It turns out they are a writing like outsource company, I think.
00:11:34:21 - 00:11:54:09
Yadin
Oh yeah, that's more like a task sort of. It's a gig economy type thing where you can hire them to do something like someone did an intro to a podcast using five something, an illustrator doing Fiverr. There's a bunch of different task people who have, you know, lots of creatives who could create lots of different things and do lots of different tasks. And you know, it's a, it's a service for advertising. Super fun.
00:11:54:10 - 00:12:11:23
Jessica
Yeah. So it's like on the one hand you agree with that, On the other hand it's like it's spotlighting it in a way that made me think like, well, I do care if it's at the sake of human jobs or ethics and things like that. But like the Coca-Cola ad everyone's talking about right now, like, I think it's grea,
Yadin
Nice looking ad.
00:12:11:23 - 00:12:36:13
Jessica
Yeah, and there's research out there that consumers like it. It's the ad community who's complaining about it, which makes sense because they're the ones who normally put the work into that kind of stuff. But on the individual side of things, even if you think about A.I. literacy and to your point where organizations aren't providing kind of global ad literacy programing, then it becomes on the individual to go out and get their own.
00:12:36:18 - 00:13:12:22
Jessica
And yeah, everyone should do that, like for their own career. But everyone going out and getting their own individual literacy is going to keep your organization in this very individual productivity kind of phase. And that individual efficiency results vary by individual siloed learning. It just means that you're not going to see business impact as much, right? Because it's hard to measure, which is why you're seeing all of these headlines around rely on AI, because when you're just in mass experimentation phase, people aren't tracking their use cases, they aren't documenting how long it took to do something before they did it.
00:13:12:22 - 00:13:40:05
Jessica
With AI, they're just doing it to your point, like along the way.
Yadin
Yeah.
Jessica
Versus coming in with like a really strategic use case. And this is kind of actually where we started at VMware, for example, people remember my global Demand content strategy team saying that like our whole function as a team for the most part is to create our campaign bonds are bill materials and we actually pre Jasper like we had a KPI to reduce the production time.
00:13:40:07 - 00:13:58:20
Jessica
That was the goal. So we had a very specific use case that was tied to our number one goal as an organization and the process and the workflow. And then the results that were created therefore had a huge impact on the business and on the results of our team. In this case, it was cost savings and time savings.
00:13:58:22 - 00:14:20:17
Jessica
So when you're going into it saying like, this is the whole function of my job, it's really, I think, way easier to show business impact on that. It's easier to drive adoption across the team. I think that this like haphazard let's just experiment as we go. We saw this even more too. When people are really busy doing their job, they're not going to experiment in AI because it's extra work.
00:14:20:17 - 00:14:40:05
Jessica
Like on top of everything. You know what I mean?
Yadin
Yeah, and they don't have the support. Like you said, if everyone's just doing their own, they're just finding their own way, getting their own, whatever. They don't feel like they've got that kind of support to, Hey, here's an open office hours where everyone's discussing, this is a workflow, here's the steps and here's how I use the tool in order to be able to collapse that timeline or improve the quality or both.
00:14:40:07 - 00:14:56:09
Yadin
And that's sharing and then instruction and then alignment within the team so that everyone's on the same page with regards to efficacy and how to get there, that if that's an absence, then it is almost in many cases in the conversations I've had, it's like this extra thing that I have to do and I have to go learn this Jenny I tool.
00:14:56:09 - 00:15:12:02
Yadin
I've got to go learn how to go do that and where do I have the resources when you don't feel supported? It's just something you're like, You know what? It's way faster If I just go and do it in the beginning. I have to admit, it was definitely a learning process. Who took extra time for me to use the tools and use all of them.
00:15:12:02 - 00:15:26:03
Yadin
I mean, I would have six tabs open using six different frontier models and then do the same across both of them. It's not faster. It wasn't faster, I should say. You know, not everybody's going to do that. And some people think that that's what they have to do. And to dispel that as well. Anyone listen to this. You don't have to do that.
00:15:26:03 - 00:15:40:05
Yadin
You have to look at all six tabs. That's just crazy. That's just me geeking out on all the different large learning models. But what you do need to do is you have to use it. You have to start looking at how you do it, break it down, figure out where you can insert these different tools. And I know you've got a great pitch.
00:15:40:05 - 00:15:55:13
Yadin
Jessica, as far as like call to action of what people can do and how they can do it. But I think going back to the whole sort of quiet adoption as to what you were talking about as it's entering into the workplace and people know that it's there and some people feel like they have trepidation because they know that it's there.
00:15:55:13 - 00:16:10:00
Yadin
They know other people sitting next there may be using it. They're not using it. Or if they're using, you probably feel like they don't use it nearly as good as that other person or the rest of the organization. And so there's uncertainty, there's anxiety, there's certain things people are wondering, like calling on my left behind, and you're not totally left behind.
00:16:10:02 - 00:16:33:09
Yadin
But in order to not be left behind, you have to really get going. And organizing into a group is going to kind of change not only your personal acceleration, but also your organization's kind of acceleration of that. But I am curious, though, it's just because I see different things that are happening where people feel like they're taking on more me than they should be when they're using these tools because they're quietly using them and then realizing they can have those gains.
00:16:33:11 - 00:17:03:20
Yadin
And so they're changing the way that they approach things, and then there's a maturity to it as well, component to it and kind of grasp me because I'm looking for that piece that is unseen. And how is it changing the way that hiring managers are hiring? I'm getting some whispers of expectations of like, well, why are we doing that or why are we doing that, adding that contractor budget to our budget because, well, the team should just be using the A.I. tool and that should be able to save them enough time to be able to not hire this contractor when they have been given no training, they've given no enablement, they're just a tool is
00:17:03:20 - 00:17:18:13
Yadin
thrown at them and say, Now I believe that you should be more efficient. And there's some of that going on. And when that's not happening to others or you are trying and struggling with various different tools, you know, with varying levels of success, like you mentioned as well. So I just feel like there's a quiet movement going on right now.
00:17:18:13 - 00:17:47:23
Yadin
Our culture is shifting. The headlines say this massive revolution is happening and it's from a technology perspective, I think it is. But from a culture perspective, from a workforce perspective, I think that shift is very quiet and it's slow and it's happening in ways that we're not not really seeing well.
Jessica
And if people aren't sharing what they're doing, the business isn't able to leverage it and share those success stories or have others benefit from the learnings that one person has.
00:17:48:01 - 00:18:10:17
Jessica
There's just a lot of challenges with that, right? It has to be a shared learning environment. If you learn something that works, we can all benefit from that, which is why we're seeing all of these AI communities pop up and be so successful right now is because people understand who are in it that we're going to get there faster together and so it's almost the quiet ness of it.
00:18:10:21 - 00:18:36:22
Jessica
The shadowy AI almost feels a little selfish to me too, because you could be sharing those benefits with the entire team. And I get that not everybody wants to learn, but your manager might want to know so that they can learn, so that they can become more efficient, so that they can boast about the initiative that you took and the efficiency, productivity gains, hopefully performance gains that you're seeing from it.
00:18:36:22 - 00:19:17:04
Jessica
And it can give you a spotlight in the organization, too. I think it's interesting going back to people not wanting to change because I'm seeing a creative teams, of course, who don't want to let go of the work and non creators are not wanting to shift into creatives role or creator role. So for example, giving subject line writing, normally let's say they go to their in-house creative agency to do it and it's grunt work, but the in-house creative agency doesn't want to give up all the things that they do, and the person who's used to throwing it over the wall doesn't want to take on the extra work of prompting or getting that headline or
00:19:17:04 - 00:19:36:14
Jessica
that landing page or that abstract or whatever it is written. So while there are time efficiencies to be had there, the teams who are in it don't want to change the way that they're doing because it's not something that they're normally used to doing. So, for example, I heard a story once in our past role where there was like a case study that came out of APJ.
00:19:36:16 - 00:19:54:18
Jessica
It was somebody who is not in a writing position and it was like they had no business writing a case study from that sense. So it's like this false sense of writing. But then you have other people who say, Well, now we should be able to create this content in-house, but I'm used to sending it to an agency.
00:19:54:20 - 00:20:19:05
Yadin
Exactly.
Jessica
It's easier to submit it to an agency. Exactly. And I don't want to take on this work. That's not my sweet spot. I'm a project manager, not a writer. So now it's an issue of skill transfer, I think, to say like, Well, your job was project management, but now we're giving you the tools and hopefully we're teaching you the process to be able to create this content in draft form on your own.
00:20:19:09 - 00:20:39:11
Jessica
For example, I have talked to a customer who they were saying that they didn't like to fill out all of the prompts that the dropdowns in Jasper where like it prompts you for the information along the way. And I was like, Hold on, that's like marketing 1 to 1. Like, who's my target audience? What's the goal here? What are we trying to do here?
00:20:39:17 - 00:21:02:16
Jessica
You would put that in a prompt anyway, just like a brief. And they're like, Well, we have problems creating briefs too. Okay, This is not an issue.
Yadin
I think you find that you're actually teaching marketing agencies how to be marketers, because in a lot of cases you're actually finding that there are gaps in their process, gaps in their comfort level, gaps in their skillset that are being uncovered.
00:21:02:16 - 00:21:22:03
Yadin
And that's some of the uncomfortable second order effects. And it's funny because I was listening to Robert Rose and I really good serve rant about this to rant in a positive way because it was really sort of talking about how it just magnifies what you do already. So if you're doing something good, it'll magnify the goodness. If you're doing something dysfunctional, it'll magnify that dysfunction.
00:21:22:03 - 00:21:43:08
Yadin
If there are gaps in your process or in the way that you do things or your understandings of things, it will magnify the fact that those gaps exist. If you're creating mediocre content, it will accelerate and help you make more mediocre content consistent. And so I think that's to your point is a lot of the times you're actually looking at someone who used to have this stuff be done by somebody else.
00:21:43:08 - 00:22:01:22
Yadin
My day is filled with doing X now. You're asking me to do Y? Yes. Y can be done in a shorter period of time so that either you're accelerating the agency timeline or you're cutting the agency out and this person is not comfortable because that's changing how they do their job. That's changing my schedule, that's changing what I look at, how I prioritized my day.
00:22:02:01 - 00:22:21:21
Yadin
You're asking me to shift. You're asking me to change and change. Management, of course. Is that the hardest part of this? I imagine you spend a lot of time doing that
Jessica
Well, let's say the organization's goal is cost cutting, though. So at some point the process that you're doing is no longer priority because we have to cut costs and we know that there are other people and teams that are successful with this process.
00:22:21:23 - 00:22:43:04
Jessica
So then it becomes the very uncomfortable. Like now this is a job performance thing. And my example here is we're using Outlook to talk to each other and then all of a sudden the company switches to Gmail, God forbid,
Yadin
Or then everyone will freak out. There'll be pitchforks and torches.
Jessica
Or teams to slack, right?
Yadin
That's a good one, actually, we could do that again. Yes, please.
00:22:43:06 - 00:23:03:18
Jessica
That’s a good one. We moved from teams and now we're on Slack. Okay, Less people will get upset about this one. But my whole team, our whole hierarchical, all our peer group percent of the team is on Slack, but 10% of the team is still only communicating on Microsoft teams. So they're not reading Slack, they're not sharing on Slack.
00:23:03:22 - 00:23:22:14
Jessica
So at some point you have to say like you're missing critical communications because as an organization, our communication channel is in Slack in terms of things we need to do, be aware of. We use Slack more than email to communicate. And so at what point do you say using Slack is part of your job?
Yadin
Yes.
00:23:22:15 - 00:23:49:12
Jessica
And it's no longer a choice. And so I think that's where even like your job is to fill out a creative brace. And if you can't tell me what the purpose of this is and what we're trying to do here, what are we doing? And then it comes back to the leaders. I think that's a management issue.
Yadin
Oh, yeah, because people want to get a lot of times and there's the easy button is let's just set up a call and they set up a call and you go in the call and then the agency will ask you questions, which is basically, though filling up as little bubbles.
00:23:49:14 - 00:24:10:08
Yadin
And they'll just do it verbally. And they're like, Oh, I can do it verbally, which my personally, selfishly, I am very much looking forward to the verbal interface that really is the killer app where you where you get to not care so much about doing some of the things that you normally do within some of those things you thought stuff, but like you said, it is your job to figure out who the target audiences.
00:24:10:13 - 00:24:33:19
Yadin
What is the purpose of this content or this campaign or this program, and then be able to communicate that to others? And like you said, if they are not doing that or feel like it's not part of their job, then yeah, that's definitely a management issue that needs to be addressed.
Jessica
It's like product marketing. And the other example is it's like product marketing or product coming to you and saying, We want an e-book.
Yadin
which fed a dollar for every time.
00:24:33:19 - 00:24:52:19
Yadin
That's Apple e-book. E-book. Yeah. Our infographic.
Jessica
Yes. Yeah, very. Why?
Yadin
Why?
Jessica
What are we trying to do here? And they have to be able to tell you or else I can't create something that is going to work, you know?
Yadin
Well, someone told me that e-books are great and then we can do foreign fills and ebooks get you contact info.
00:24:52:19 - 00:25:07:00
Yadin
So we got to do an e-book. It's like, okay, how about we decide what we're going to do to help the market understand something better and then decide what container that's going to be? And is it going to be e-book? Is it going to be a webinar? Hey, we get contacts there to the. Yes, exactly.
Jessica
Who are retargeting in fact.
00:25:07:01 - 00:25:38:20
Yadin
Yeah, Yeah. You have to be able to have that understanding. So that's where the human comes in, are sort of trying to come back to our sort of core premise, which is how that's changing, how what the human does is changing, how we do what we do is changing and how what we see and what we hear and what we experience in our workday with in hiring on Workday is shifting because I is starting to come in where it's easier to create spammy emails, it's easier to create certain ad copy, it's easier to do a lot of stuff that stuff skills more.
00:25:38:22 - 00:25:57:02
Yadin
So that changes our relationship with trust with certain systems. But it also pushes some people to say, look at maybe this is just the way like you were talking about. This is the way I need to do my job. This is the way that that companies work now. This is the way that work is now is before. It's like saying like, well, I want to do my job, but I want to use the Internet.
00:25:57:07 - 00:26:17:18
Yadin
That's just crazy. I'm sorry. Using the Internet as part of your job. Yeah, you can't put I'm proficient in Microsoft Word or word processing as a differentiator because that's part of your job. Oh, I'm really good at Outlook. I hope so, because it's part of your job.
Jessica
I hope we don't do that anymore.
Yadin
So that some people have used that analogy to say, Look at A.I. is going to be part of your job.
00:26:17:18 - 00:26:36:09
Yadin
It's not yet for some people, it's some people. It's just one of those things where like, no, when you're using this, this is part of your workflow and it's outlined, you know, processes. But a lot of people, like you said, it's still a choice right now, but it may not be for long. And maybe that's one of the quiet things that's starting to happen, is it's starting to feel like it's not just a choice anymore for some people.
00:26:36:11 - 00:26:56:08
Jessica
So here's a difference. I think from a personal productivity level, there are always people that are more productive than others and they are able to cram things in a short amount of time because they have other priorities to get to. Like they have a things at home, they like their weekends, want to work all weekend were the people who text because it's more productive than calling.
00:26:56:08 - 00:27:21:13
Jessica
But then you have people who will still call it. So I think that there are some personal productivity things that, to your point, are going to remain a choice and there are going to be people who don't want to adopt. What I don't think we can ignore and what I think leaders need to do a better job of whether it's any individual leaders is saying, my job, my whole purpose at work is to do this or these three things.
00:27:21:15 - 00:27:53:04
Jessica
We all have KPIs because we need to do more of something better, of something or something different. Finding an AI optimized, AI powered, it doesn't have to be. But is there a better way to do something or is there a way to do something we've never done before? Because we couldn't before? I that putting all of my focus and attention on what that is or what that could be so that the number one thing I have to do at work now becomes more better or different based on my goals.
00:27:53:06 - 00:28:12:14
Jessica
So every day when I'm logging into a system, I know my purpose in that system is related to my job. And for those people who don't want to do all the other stuff, like I don't care when you log into the system every day, I want you to use this one process because maybe somebody else on the team, like your an enthusiast, rolled up their sleeves and figured out what that process was.
00:28:12:19 - 00:28:32:10
Jessica
You realized there's a better way to do what we're doing. We've taught everybody else that process. And now that's the new way of working. Now, whether you call the experiment or do all those other things like that's the gravy. But if it's directly related to your job and your purpose, I think that's when you see adoption and results and our why measurable impact.
00:28:32:10 - 00:28:48:01
Jessica
Yeah, that's when we see that increase.
Yadin
Yeah, I'm definitely in meetings where it is, just like you said, someone says we need to keep up with air. It's like we need to just grab this air stuff and have I just make all this cool stuff for us. And it's like, yeah, we exactly. We make so much stuff already.
00:28:48:06 - 00:29:23:14
Yadin
Do we really need to make more stuff? How will we do it with intent and make better stuff? Because we're using AI in order to accelerate the heavy lifting so that we can spend more of the time talking about the why? And I think maybe that's the quiet thing that's happening, at least with me and the way that I work with my teams and others, is that asking why and finding purpose and focus that starting to expand and able to spend more time on that because I know I have trust that on the other side I can then accelerate all the heavy lifting that needs to be done from an outlining ideation, because I've gotten
00:29:23:14 - 00:29:45:04
Yadin
really, really clear on why we're doing this, who's it for and what's it for. And then I can go ahead and then use a tool in order to create it, because that's what you use anything else for it. So we do the whole Adobe suite for the Microsoft Suite for those are tools you use. Once you have an idea and you want to turn it into something you could share with somebody else and yeah, is it any different than that?
00:29:45:06 - 00:30:05:15
Yadin
It just is very clever with generating words and doing analytics and doing other things, but it is understanding what the tool does so that you can spend more time on the why. And for me that's been my quiet shift is I get to spend more time thinking what's the purpose if I'm going? Because I know when it comes to the doing that is going to be accelerated.
00:30:05:20 - 00:30:22:23
Yadin
But getting good at the doing part and using AI, that's going to be key. And for those listening, that's going to be the key for people to say, okay, I need to spend the time, invest the time using the tool so I can spend more time on that thoughtful, focused purpose stuff, and then breezed through the creation thing because I've got a really clarity of what I want.
00:30:23:01 - 00:30:41:11
Jessica
Yeah, and I think there's tension between using AI and thinking about it for the stuff you don't like to do. The mundane tasks and whether or not that's actually the priority of your job.
Yadin
Mm hmm. That's a good point.
Jessica
I could use A.I. to help me with my calendar. I haven't figured it out yet. Good. I suck at that right?
00:30:41:12 - 00:31:05:19
Jessica
Yeah. I need to be in calls. Right. But that's not the main goal of my position. So while you're taking time to figure out the mundane, repetitive tasks, I feel like and while you need to use it to learn and this is why I say attention, you need to use it to learn what it can do. You need to experiment, but at the same time you could be paying attention to the wrong thing because you're not paying attention to the priorities of your role or of the business.
00:31:05:19 - 00:31:30:03
Jessica
You're off the team. And I think that's where individual efficiency and productivity collide with having actual business impact.
Yadin
I think you're absolutely right. We're at the bottom of the show. I think this has been a really good conversation. I think we need to sadly transition to the lightning round part. My lightning round piece is I was going to talk about how someone in Switzerland created an ad Jesus, but I'm not going to talk about that.
00:31:30:05 - 00:32:01:02
Yadin
But there's not enough training data for it. I was going to put that out there.
Jessica
I need to look this now.
Yadin
We got to look here to Switzerland Church crazy and Jesus. Yeah, I have to check that out. But it is though, going to be just sort of just a quick take on how we need to start noticing. And this is the whole genesis of the idea for the show is that I am in myself, have not really thought and looked critically about what is shifting, what's changing in our world, both at work, inside work or outside work, and really opening your eyes and paying attention to how things are changing, how our work is changing,
00:32:01:02 - 00:32:22:11
Yadin
how what is work changing, how knowledge work is changing because of these new tools. And I don't think enough time and attention has been spent on it because we're just like, I going to change everything and it's a tool and it's going to help me like right stuff. It's like, no, actually shifting the ground underneath our feet, but it's happening very slowly and quietly in ways.
00:32:22:11 - 00:32:34:17
Yadin
Some things are loud, some things, you know, you're looking at in there on the screen and they're in the news. But some things are happening very quiet. And I want people to start to open their eyes and pay attention, start to look, look for those quiet ways in which things are shifting, because that's going to make the biggest impact.
00:32:34:17 - 00:32:59:06
Yadin
That's the tectonic shift. That's plates of the Earth moving around and changing the entire geography of the planet. That's what we're experiencing right now. But it happens over Earth, happens over billions of years, and it's going to take billions of years, but it is going to take time. But it's going to be slow. It's going to be quiet, and you're not going to know it until you're looking for a job or you're watching an ad or, you know, whether or not you're believing somebody who is on the phone with you because it's synthetic voice is so incredibly real.
00:32:59:08 - 00:33:22:06
Yadin
Those things are going to change and it's good to look out for those.
Jessica
You're always a big thinker, and I feel like the more you have people to discuss this with, I mean, marketing counsel aside, even having like an AI club, which we have some clients who have more of a club type thing where you can get together on a lunch bag kind of basis and talk about things like that to kind of riff and build off of each other.
00:33:22:10 - 00:33:40:19
Jessica
That's why people like that, because it's a thought partner and you don't have to do it alone. But what if we came together to talk about just that? Like, I think we could spend three more hours on that topic alone. You'd in on the quiet. If you know me, I'm always a bit lighter on the lightning round stuff, so I have to tell you, I've been playing with Suno a lot.
00:33:40:21 - 00:34:03:06
Jessica
The music. Yes. Song generator.
Yadin
I’ve not used it, so. But I'm excited.
Jessica
This is your sign. So a couple weeks ago I wrote about this on LinkedIn, so it's like I was at Penn Medicine in Philadelphia and I was asked for a walk up song. And my normal walk up song is like titanium, David get up. But I was like…
Yadin
Love it. Love it.
00:34:03:06 - 00:34:31:05
Jessica
Is there an AI version of this? So I put in like, it's ironic, like a titanium style, like EDM style song know, and it wasn't working. So I went with hip hip hop song about adoption in health care marketing and it was fire and I actually used it, had them use it as the walk up song. And I'll have to get back to you guys on this famous bass line.
00:34:31:07 - 00:34:56:21
Jessica
It was really fun. I use it now all the time. I make songs in the morning for my kids off about how they have rugby.
Yadin
And I'm totally going to use that now.
Jessica
Yeah, it's really fun. Okay, here's the line: AI makes the moves. Human Touch is the chaser.
Yadin
Mm. Wow. There's some deep thinking going on.
Jessica
Very forward because air is going to start to push inside for us to talk.
00:34:56:23 - 00:35:14:17
Jessica
So I thought that was really cool. So this is your sign. If you haven't made a song on air yet, it's super fun.
Yadin
Yeah, that is cool. I love it. Nice. That's the call to action. Make a song I've used. Was it a stock music library called Bluebirds? I did do a lot of air generated stuff on there, which is really cool because it is.
00:35:14:17 - 00:35:39:17
Yadin
It's sort of more generic. And so I was doing more inspirational, so it was really easy to manipulate it and get just the right tone, the right instruments and stuff, because I'm always frustrated, because I love like piano or violin solo or something that's very thoughtful and insightful. High paced and Uber was a really great tool for me to just go and create my own version of my own instruments of that's generic sort of copyright free music and super, super fun.
00:35:39:17 - 00:35:53:11
Yadin
But I love the fact that you can have lyrics to tell your kids what to do in the song. I'm so using that. Absolutely.
Jessica
You know, you can put in like, Good morning, it's Thursday and then it says their names and their eyes light up and I'm going to make a song about our podcast now.
00:35:53:11 - 00:36:13:09
Yadin
Oh, I love it. I love it. Maybe that could be the intro music if you do it well, that would use that for the standard intro music. We'll use this one. Okay. Thank you so much. All right, Jessica, as always, it's been fantastic, those listening to this. We're going to get back on a better schedule. You'll hear from us more often.
Jessica
And feel free to give us a rate and review and feed us a message.
00:36:13:09 - 00:36:21:23
Jessica
If there's a topic you'd like us to cover as well.
Yadin
Fantastic,
Jessica
Thanks, Yadin.
Yadin
Thanks Jessica And we're out.
The End