Jonathan Green 2024: [00:00:00] Using AI in partner marketing with today's special guest, Bridget Murphy.
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Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you wanna make it online, fire your boss and start living your retirement dreams now. Then you can come to the right place. Welcome to the Artificial Intelligence Podcast. You will learn how to use artificial intelligence to open new revenue streams and make money while you sleep.
Presented live from a tropical island in the South Pacific by bestselling author Jonathan Green. Now here's your host.
Now, I'm really excited to have you here because.
People ask me a lot about is using AI to handle large data and kind of handle applications. Someone was asking about this recently, people who run large affiliate programs, they say, oh, how can we speed up our process? 'cause a lot of affiliate managers, their biggest time delay is going through all of the applications, separating the good from the bad, the real from the fake, and know that you're actually doing something very similar is very interesting.
So how did you guys first decide to. Input AI in your business, and where did your journey begin?
Bridget Murphy: Yeah, that's a great question. Our journey began with working with big entertainment companies in New York. That's really where my background started. A lot of sales and partnerships essentially with Disney's of the world and Fox News of the world where we would bring brands together.
But the goal wasn't just to, generate revenue for the entertainment company. The idea was, is that we were really trying to support and grow the other businesses, and doing that through partnerships is really powerful, right? But in order to do that, you really need to figure out if the target demographics align and if the information that you're trying to share, content share aligns in order for those partnerships to be really effective.
So how we ended up starting to migrate from just traditional. What brands do you think resonate with your consumer questions? We would go out and do the research and find those brands that it seemed like a good fit where we started using technology and data analytics in order to dive in to help us better hone to find those right partners for our clients.
So what
Jonathan Green 2024: can go wrong if it's a bad fit between the brand and the client?
Bridget Murphy: Oh my gosh, that's a great question. So what can go wrong is you don't generate any registered users. You wouldn't receive the kind of sales lift that you were looking for. It really depends on which initiative we're trying to secure a partnership for.
So we do partnerships for all different kinds of partners, for all different kinds of reasons. Primarily at the end of the day, everyone's trying to drive sales, but it also, it's sometimes it's around an event or a product launch or a particular organization's trying to age up or age down the target demographic.
And when we bring in and analyze data, we can now filter through to order and use our software and our technologies in order to better find that right fit partner, which then can accomplish those goals. One of the biggest benefits of using AI really is being able to pivot midstream. So if we're doing any kind of digital partnership, we can track it, we understand whether or not it's performing to the consumer, and we can then manage that particular.
Offer or even the marketing materials to better uplift that
Jonathan Green 2024: result about the big strategy. So rather than the actual implementation of the ai, what's the idea behind what the AI is doing? What kind of parts of the process has it taken over and what does it look at just from a big picture perspective?
Bridget Murphy: What does it take over? A lot of it is really just streamlining the initial process. So when we take on a new client, we do what we call our immersion process, where we dig deep into the target consumer, we look at the client's values, we look at what they're trying to accomplish, we establish the goals, and then we come back and we put it through a list of tools, if you will to make sure that the brands that we're bringing together make sense for that partner, but more importantly makes sense for their partner's consumer.
And so that's where the, some of the it solves a lot of our problems and saves us a lot of time by being able to fast and quickly analyze that data to determine the right partner. So what we do is we actually generate a list of large partners. We filter through which partners or good fit, or which partners may not be the best ideal fit for a consumer.
And then we also take that back to the consumer, our clients, because we want the clients to be able to tell us. This might not be the right brand fit. This might be a perfect brand fit. So it helps us really mold who those partners will be in the long
Jonathan Green 2024: run. Okay. So it's helping you with the data analysis part of the process, which is you feed a whole bunch of data in and the old way would be putting the spreadsheets or using multiple different tools to organize the data.
And now it's one big brain that does the whole data analysis based on the algorithms you guys have used with past clients.
Bridget Murphy: Yes. And we have to filter that through multiple different chunks. So it's never just one Sure. Stream of information that's multiple. Yes,
Jonathan Green 2024: exactly. Yeah. I think that's really important.
Sometimes people think that AI can completely replace everyone, but it sounds like you guys have seen that you need to have both elements there. 'cause sometimes it's right, sometimes it's wrong. And the example I always give is. I always ask for 10 examples. So if I'm asking for a headline, I say, gimme 10 headlines to choose from, which mathematically means I'm gonna get a better result if I just say, gimme one, and I decide if I like it or I don't.
And so just that process, it requires my intervention. And the same thing. If I'm writing a fiction novel, I say gimme three book ideas or seven book ideas. I'll choose the one I like the most. It's always. It gives a better result and it's one of the areas where AI really shines. 'cause it's good at doing fast data analysis or coming up with larger lists, but it's not always the best at the final decision because there's still that part where you use your experience and your instinct and go even though this seems right on paper, there's something here that doesn't seem right to me.
And that's where instinct comes in or the human component. Yeah, and
Bridget Murphy: it's actually really interesting that you say that because in the beginning so much of it was based on instinct and there still is that component of it, but you're right, it gives us a much larger, wider variety to start from.
So the one advantage of using AI is that it also pulls content and partners that we may never have thought of, right? So it generates these lists that we may not have considered in a previous, exploration. And it allows us to then. Take those in and run 'em through to find whether or not they might make sense.
It's something that we would never have done originally.
Jonathan Green 2024: Overall, how has it led to a change of, like your team compositions? Has it replaced employees or have you retrained and upscaled employees so now they're just able to handle more clients at once? Or how have things shifted as far as the team?
Bridget Murphy: So with regards to, that particular element, it hasn't changed the team. They have actually become more educated in how the process works. We also are very careful in who we select because we still use some outside agencies for market research and for some other technologies. In terms of the team and from that aspect, it hasn't changed.
They've just become a lot more knowledgeable and capable. In terms of how AI has changed our team. In other ways, not necessarily replacing any team of folks, but it's definitely helped us in terms of an agency grow just by being able to increase some of our capabilities and services that we normally would take.
We're very daunting, right? So think about all of our different CRMs and our a different methods that we use in order to do research.
Jonathan Green 2024: I think that's really good to hear because a lot of people are afraid that they'll be replaced by an ai, but really certainly me as a business owner and most people I talk to are like, I'd rather just have my team be twice as fast.
Bridget Murphy: Exactly. Right. It's especially if you're doing things with like content creation. If you're doing things with, like streamlining your tasks, there's so many different applications that are out there that are really powerful and that can help the team do things that normally we can't do.
We just started using a software that helps us do outreach on LinkedIn and it's something that has been really important to our team to expand our capabilities and become more knowledgeable in this space. And now it, it allows us to do it without even thinking, right? So it's out there making contacts for us.
It's helping us create content and roll that out. So there's a lot of things that just enhance the capabilities of the existing team.
Jonathan Green 2024: I think that's really good for people to hear. A lot of people are thinking, oh, it's too late for me to learn things. They're so hard. But the promise of ai, and this is what I'm always trying to remind people, is that it will make life easier, not harder.
If I say to someone, you have to learn Photoshop. That's years to learn in Master Photo. It's so hard to learn an AI tool. The learning curve is much shorter at first. Sometimes it seems harder 'cause they often have really bad onboarding processes. Most AI tools seem to have all agreed to do that, but.
Once you get through that initial hurdle, it's oh, just one day of suffering, not two years. You don't have to go to college to learn it like you do video editing or a lot of these other more technical software. So I think that's really good for people to hear that you can bring it in. You can't, infant, especially with some industries, they're not as agile and like a lot of people, I guess they've all seen Mad Men and they think, oh, advertising stay the same for 50 years.
And there are certainly people that don't like the change, but seeing that you can be agile and find opportunities, I. And bring it into the company is I think very exciting for a lot of our listeners to hear that opportunity's there. When you guys are thinking about bringing in different tools, what's your process for data [00:10:00] security?
Because you have several different moving parts. You have the data coming in from the research firms that are feeding you that data, and obviously that's proprietary. You don't want it getting lost. And the other element is you have who your client is, right? You certainly don't want. Your book to go out the door.
So how do you maintain that security and what kind of ideas have you guys thought about?
Bridget Murphy: So that's really good question because we are talking about that with all of our clients. Making sure that you can house and store content and data that no one else can touch. And that's something that we're constantly trying to evolve.
The steps that we're typically taking are just being really strict with our employees in terms of the use that they have not allowing, sharing tools and being really careful across the board. That's something that we're constantly trying to figure out. I think that's a concern of everyone's right now is cybersecurity and making sure that you can't access that data once you have it.
Because you're right, so much of the information that we have is proprietary from our clients, and they need to know that it's protected.
Jonathan Green 2024: I was recently talking to someone who they found out that an embassy was using Google Translate for top secret documents. I was like that's super not secure. Like even in a place where you think they would have the best security.
In an embassy where they have all the training about don't pick up a USB stick, people are still using the most public of translation tools that stores all the data. And it's it is. A question that people ask a lot, and I know it's, in certain industries it's really important, like medical, with all the HIPAA laws, you can get in a lot of trouble like using chat TBT.
So that's when proprietary tech becomes important. So it's interesting to hear the perspective from even marketing agencies are still thinking about this because the last thing you want is for a competitor to get access to all of your data because you don't realize they're an investor in the AI tool you're using or something like that.
So when you. Talk to your clients? What is the experience like when sometimes are they all switched on or do you have a lot of clients who have no idea about security that dunno what you're talking about and it's a lot more, that's become a bigger part of your process is handling that for them.
Saying, no, here's why it's important because you don't wanna pay us and then you lose all the data. So
Bridget Murphy: that's one of the things that we're doing internally is just, it's so interesting that you're bringing this up because I was at a, like a business owner meeting the other day and we were all having a conversation around insurance.
And the biggest increase in insurance right now is to protect your data, right? The idea that most small businesses are being targeted, not large businesses, like you hear the targets of the world being hacked and how monstrous, those results are, but you're not hearing about the small businesses that are constantly being breached so that they could get their client data right.
And then the way they do is they hold a hostage and you have to. So now we're looking at all different means to not only protect ourselves, but also ensure ourselves, because, businesses can't survive it. So that's been really important and we're translating that conversation over with our clients.
What are our clients doing in order to protect data? How can we transfer data securely? How can we make sure that we're having these open lines of communication? But Jonathan, you just really hit the nail on the head. It depends on the client. Some clients don't even wanna have the conversation or they're uncomfortable around it.
Some client clients are rigid and strict to the point where we're having difficulty keeping the program moving forward because we're having issues and order sharing and collecting that data. So it really depends on the clients how that conversation takes place at the beginning.
Jonathan Green 2024: Yeah.
Because when people ask me about a secure version of ai, they never like my answer, which is, you load an AI under an air gapped computer, you finish using it, you hit it with an electromagnet, and then you destroy it, and then you burn it. So every time you, at the end of every day, you destroy the laptop.
Laptop. Yeah. So that's, but nobody wants to do that. The highest level of security. Nobody wants the car that's super secure 'cause it would be a nightmare. It's always finding that spectrum of enough security, and I used to think as well, oh, I'm so small, why would anyone attack one of my websites?
I probably, every one of my websites gets 50 to a hundred attacks a day. The size doesn't matter. As soon as a website comes online, even if there's no data, it's just getting constantly hit because there's just so many bots out there that's their entire living. And we sometimes forget, I think, because the way.
Viruses appear have changed. A long time ago, like 20, 30 years ago, viruses were on everyone's computer and now exactly, they're being more targeted at companies because the strategy has moved from just hitting everyone by email to hitting specific places. And I still know people that they find a USB key, they go, I better find out what's on this and plug it into my computer, which always stops my heart.
It's like that they've been doing that in movies for 20 years, like you gotta know that one. So it's very interesting to think about how. Even smaller businesses do need to think about security and these elements are changing in insurance. Are you finding that when you talk about ai, the insurance companies know what you're talking about, when you're talking about these levels of security and what you're trying to protect as far as your data?
Or are they still thinking, oh, you're worried about your computers catching on fire?
Bridget Murphy: I think when you talk to an insurance company about ai, some companies understand that it's not necessarily your computer. I don't know, getting some kind of like EE opening up an email and it's spam, spamming your entire corporation.
It's more of that actual research and how you're sharing it, how you're, how you're researching it. It's just becoming more and more, I'm not sure every anyone knows exactly. You might, but otherwise I think it's becoming just a real challenge overall. I think from an insurance per perspective, what you're trying to do is make sure that you're covered to the to the largest extent, right?
You wanna make sure that not only are you covered, but your clients are covered. And that's just something that's really important to us. But it's also one of those really tricky things where you gotta make sure that it's accurate and the information that you're putting inside of a contract for an insurance company critical so that you're, you are covered in case something does go sideways, right?
Jonathan Green 2024: Just to pivot a little bit, when you're now looking at hiring employees, have you changed the types of questions you ask or what you look for as far as experience? Now that you guys are using more AI tools, do you look for someone? Have you started asking like, do you have AI experience and what's your knowledge of program?
Do you ask any questions about that now?
Bridget Murphy: So we still require some, what we like to call homework assignments so that we can determine whether or not a person's really invested in, that particular job assignment and how they execute and how they, obviously show up. And we're finding that it.
It's becoming easier or more challenging to find homework assignments to give to prospective employees or prospective hires because they can answer the question with chat GVT. So we have to be very careful on how we phrase the questions so that there's. A certain level of work. Now, we don't want someone doing a job, right?
We don't want someone doing a asking them to do too much in order to go through the interview process. But depending on the position, we it really does help us to know if they're capable. What we're finding is the more younger and even some seasoned marketing folks have a really good understanding of it.
But those conversations do come up in interviews where we, ask how they use it, what they use which platforms they're comfortable with. How they use it and how they implement it, I think is a better way of stating it. And yeah. So now that you are asking that question, it's a really good question because we are finding that we're using it more frequently.
Jonathan Green 2024: Yeah. I feel like every time there's a two new technology goes through several phases. The first is oh, it's really cool. You have that skill, and then eventually it becomes like it used to be. Email skills a plus. Then it, this is in the nineties when I started working. Then it became email skills encouraged, right?
It went from a plus to encouraged, then it became required. Then it became three to five years of Microsoft experience. Or they wanted to have a certification in Excel or something, and now it's not even on job listings. They just assu. Everyone assumes. 'cause if someone showed up for an employee with you and they go driving, they go, I don't know how email works.
I've never sent an email before. You'd be like, what? It's so shocking. So we've gotten to the point where we assume it. Where do you think we are as far as these new level of AI skills right now? Are we still in the plus phase? And when do you think we'll get to that point where you go, we would never hire somebody who does not use chat GBT.
Like how far away do you think that is?
Bridget Murphy: I'd be surprised now if people aren't already engaging in conversations around it. I, I have a lot of people in my life who are in teaching positions or some other, and they are using chat, GBT. They're familiar with it. So it's really interesting.
I've never seen it pop up in terms of like, when it says list of capabilities and it has like word and Google and I have yet to see ai, I'm not to now look for it. Because I'm curious if people are actually embedding that as one of their capabilities and what their, one of their strengths. But I don't know where we are in terms of like the total number of people that would, are very comfortable using it.
I think we're probably right somewhere in the middle in terms of people who are familiar with the different AI platforms versus people who use 'em on a regular basis. Would you agree? I'm curious to your thoughts on that.
Jonathan Green 2024: Yeah, I think that we're in that phase right now where it's a nice to have, and some companies are banning AI tools 'cause people use them wrong and some companies are making it mandatory.
So we haven't really figured out what's gonna happen, but I think within three to five years, my feeling is it'll be the same thing as if someone says, I'm an accountant but I don't do spreadsheets. You're like, what? I don't know what, I don't understand [00:20:00] that. So I think it will become. I think within three to five years it will go from it's likes to have to three to five years experience required.
So even though it seems optional right now, it's not. And I deal with a lot of people who are later in their careers and they're like, can I coast to retirement without learning this? And I'm like, don't risk it. It's not worth it because you can get,
Bridget Murphy: it's not hard, right? It's just
Jonathan Green 2024: practice. The challenge is that a lot of people teach that it's hard.
They teach these really complicated prompting forms and make it feel overwhelming, and that's why I like to interview non, I don't like to interview founders and tech companies because that's the promise of AI is that it makes things easier, that it's easy to learn, and that's really important for you to constantly reiterate, is that you are not a tech person.
You're not an AI lady, you are just someone who. Is creative 'cause you're in marketing is a creative type and you've inflated in your business and that's really exciting to see that, oh, I don't have to become from a programming background. 'cause a lot of people describe using chat GBT, like programming Python.
And I'm like, don't say that. That's like the worst way to describe it because I don't like snakes and I don't know any programming. It's not how I use it at all. So I think that's the really important lesson and that's why I'm really excited to have you on. I think this has been really amazing for people to hear that.
You can implement it, use it effectively, improve your company, improve your numbers, have a lot of knowledge and come not from that type of background, but come from the creative artistic background, that mindset of networking and connecting with people rather than connecting computers. So I think there's been really amazing for people that wanna connect with you is the best place.
Your website is the best place. LinkedIn. How can they find out more about you? The people that are loving this episode?
Bridget Murphy: Our website is ambition p.com. And our my LinkedIn is Bridgette Murphy and you can find me at Bridgette murphy with Envision
Jonathan Green 2024: P. Okay, perfect. I'm gonna link both those in the show notes and blow the video on YouTube.
Thank you so much for being here. This was a really good episode. I know people are gonna love it.
Bridget Murphy: Thanks so much. It was great meeting you. Have a great day.
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