Brennan Woodruff is one of the founders of GoCharlie.ai, an AI marketing solution hoping to be your marketing assistant of the future.
One of the coolest things about GoCharlie–and what separates them from a lot of similar solutions on the market–is they’re building their own LLM. One designed specifically for marketers. It’s an amazing solution and definitely worth a trial.
But that’s not what we’re talking with Brennan about today.
I wanted to ask Brennan 5 key questions about the future of the marketing profession in an AI-led world. Stand by for unique and valuable insights from somebody at the forefront of the AI marketing revolution.
Tom: Hey Brennan, thanks so much for taking the time to have a chat with me. I love what you’re doing at GoCharlie and I know you’re keeping tabs on us at AI Marketing School too, so I’m hyped to get the chance to connect with you.
Brennan: Me too. I subscribe to an overwhelming number of AI newsletters and yours is definitely a favorite so I’m looking forwars to this.
Tom: Awesome. Well let’s jump right in. I’m going to ask you 5 questions. Let’s see what you have to say.
Question 1 – Drawing from your experience building GoCharlie.ai, what unique insights can you give our readers regarding the future of AI in marketing? Ideally, something that’s not common knowledge?
Brennan: There’s a misconception that many hold. People often think that AI models progressively improve with use. But, this isn’t the case. The progressive learning we notice is not on the part of the AI models; it’s actually on the side of the people who use them. Users get better at formulating prompts and asking the right questions. The AI models are not self-improving and do not evolve with time.
There’s another intrinsic characteristic of the current AI architecture that we should mention too: hallucinations. As you know, AI models are prone to producing output that can be termed as hallucinations, and this is something that is hardwired into how they are built. This means that we can’t just eradicate hallucinations from AI outputs given the current state of the architecture.
Why does this matter? Because it means we’ll never achieve full autonomy with current AI systems. The persistent nature of hallucinations necessitates human involvement. There’s always going to be a need for a human in the loop. This, in turn, means that we can’t achieve full automation. At least, not any time soon.
Tom: How do you envision the role of the marketer changing over the next five years due to AI?
Brennan: Looking ahead, AI is going to give marketers superpowers. But there’ll be two categories of companies:
- Established ones will use AI to augment their large workforce, essentially supercharging their capabilities.
- In contrast, newer companies without a fully built-out marketing team will use AI to replace the need for a larger workforce.
The marketer’s role will evolve into a more strategic one. I think it’s going to be a big win for fractional CMOs. AI can take over execution, allowing the marketer to focus on strategy as AI develops new abilities.
Initially, I predict AI will focus on “maintenance-driven” content, like organic social posts. These are the things necessary for brand visibility but not easy to measure. AI streamlines this “maintenance marketing”, enabling marketers to focus more on significant campaigns, like collaborations with celebrities to leverage their influence.
Fundamentally, the shift will result in more emphasis on strategy and less on execution. As marketers take on the role of strategists, we are likely to see smaller marketing teams in the long run.
Tom: Yeah, I agree with all that. What actionable steps can marketers take now, do you think, to use AI to increase their performance and drive better results?
Brennan: What I would say is, definitely learn this software and don’t just take it at face value. Think very hard about its potential for improvement. Many marketers are too short-term in their thinking, essentially saying, “Hey, this can’t do my job for me right now.” But I think they’re shortchanging themselves because these models are evolving. Initially, our model was trained purely for marketing, but we’ve been expanding it. Eventually, AI is going to be capable of handling your job, and if you haven’t learned the foundational aspects of using AI, you’re going to be in trouble.
I coach marketers to leverage these tools as a massive productivity asset so they can do more in less time. My advice is to take that extra time you now have and think critically. You can use it for personal gains if you’re focused on lifestyle, but I would actually advise marketers to become the AI evangelist in their organization. Take the time saved and explore how to replicate this productivity increase across other functions.
Nowadays, companies and enterprises are seeking someone who knows anything about AI to guide them. Marketing has seen the biggest impact from AI and, for whatever reason, has adopted digital technologies faster than any other part of the company. To advance your career, become that AI expert. You might find yourself transitioning into the role of an AI evangelist for your entire organization.
Tom: Incredible advice. So, we’ve touched on the long-term advice for marketers, but let’s discuss specific actions or tools that can be used now for immediate gains. Does anything spring to mind?
Brennan: While I’m inclined to recommend my own tool, there are many excellent options available. The best approach is to identify what consumes the most time in your current workflows and search for tools that address these areas. For example, our suite includes a content repurposing feature, which allows you to start with assets like audio, video, or a website, and create new content from them.
Focusing on your content strategy and identifying time-consuming tasks is crucial for the assessment phase of adoption. Take the time to audit your current workflows. Once you have a clearer picture, visit websites like FutureTools.io to explore tools that fit your needs. Right now, the market offers a plethora of microservices that can be used in tandem to save substantial amounts of time, possibly two to three days of work per week.
It’s essential to focus on solving specific issues instead of trying to address the entire marketing challenge at once. Solutions for larger problems will evolve, but currently, tapping into specialized tools for distinct tasks is the most efficient way forward.
Tom: The last question is more of a personal one. As a professional in the AI industry, what are your goals and aspirations for the future? How do you see yourself contributing or evolving with the industry?
Brennan: Yes, that’s an insightful question. For an early-stage company like ours, building unique AI, we initially focused on marketing because we saw it as the most accessible application, and it’s also revenue-driven and goal-oriented. With AI, you can set a goal and have it work towards that objective, which is a remarkable feature.
However, we see our role as being a gateway into this new age of AI. It’s not just about marketing; our vision is broader. As entrepreneurs and stewards in this evolving landscape, our responsibility extends to guiding others. We need to ensure that as we navigate this AI age, we are inclusive and create products that are intuitive, and develop materials that educate and inform.
There’s a sense of apprehension among many people regarding AI, and we hope to play a pivotal role by serving as an accessible entry point into this AI era, regardless of whether we remain focused on marketing or expand beyond it.