AI: Hype or Help? Why Copy-Pasting ChatGPT Fails

And that is where my journey started where I found that I should be the voice for all the starters and the MSMEs the small and medium. I'm the first entrepreneur in my family. So we don't have backgrounds. We don't have big pockets. The

life of an entrepreneur is to keep learning right and digital marketing is changing

because everybody need not know everything but they definitely should know who can do what for you. That's what a company successes. That's what a management is all about. How to cut an apple and how to cut a human. There's a lot of difference between both.

They are very good people. They don't help us in doing it out.

So we are doing it that every technology comes with a problem. It also comes with a solution. But there are a lot of AIS in the market. You should know what to use, when to use, where to use. The businesses don't fail because of lack of talent. They fail because the lack of storytelling. One final question for you. AI is it hype or help? Good day and welcome to the show. I'm your host Pete Cooper and today's topic is AI. I'm joined today by Naan from Tescribe. He's a colleague that I met through our network and his focus is on digital storytelling. Well, AI is going to have an impact on that plus and minus. Let's find out. Welcome Norion. Welcome to the show. Thanks for coming on board.

Um, so your company Tescribe is involved with the development of content. Um, and you call yourself a digital storyteller. Maybe you could just introduce your company a little bit and tell us what you do for people.

Thank you. Thank you Pete for having me here. My name is S and I represent Tescribe Consulting Services here in Chennai, India. We are basically digital storytellers. What you mean by is like we in today's world it is very important that you express the you express what you do the right way in the and the story sells better than anything else.

So we understand that most of the business owners are very good at what they do but they they fail to understand to represent or express what actually they do. So that is where we come and position them. So you are a complete digital story sellers where we give you an end to-end digital solutions in terms of uh digital content creations websites, logos, social medias and videos.

So that's it's like a end to end digital solution providers. We that's why we call ourselves as storytellers because we express in all these platforms whatever we say we can express you in the right way. It has to.

Yeah, I totally get it.

Uh, I'm not a natural storyteller, Nan, but I've learned to try to be a better storyteller. Um, because it converts in people's minds, doesn't it? So, I guess you get people um from all walks of life with ideas and businesses and quite capable of what they do, but they can't necessarily put it into a story, right? And then you help them with that. I heard you've been doing this for 20 years. So, how did you get started with with that?

That's a very interesting question. See my my journey because I'm basically a software tester.

All it all started with software testing then I went on to uh entrepreneurship is an accidentally happened to me but I grabbed it whatever that came to me but during my very long stint in the US I've been interacting with lot of uh starter sort of people whom after my office hours I had a lot of friends out there.

What I found out there during the particular stay out there is uh observation is because the businesses don't fail because of lack of talent they fail because the lack of storytelling and I realized this content is the shortest bridge between a founders's vision and the market was basically uh that clarity actually put me into digital marketing and that is what even our digital storytelling activities also so what we find is I already put it up here it is very very important you position position yourself in the right way because in a market where you are every person has always a competitor out there.

So it is very very important you position as who you are what you are and how you can add value to the people. So it is very important you do it and that is where my journey started where I found that I should be the voice for all the startups and MSMEs the small and medium scale companies who really need a right voice so that it has been heard in the right sense to the right people.

Yeah. Do you have any uh examples of companies that you've helped? Ideally, some that we might know um and how you sort of affected their their outcomes.

Uh yes, we did actually. There are because as you know already that I we work very closely with LinkedIn a lot.

Uh we have been helping a company here in India who are into uh pre pre it's a actually a food app basically who are into pre-booking of food app. So we've been uh part of the journey for almost like five to six months down the line.

Over a period of time, we were able to uh understand their business well and write uh position themsel properly and over a period of time we able to increase their viewership and also position them uh in reaching the right audience the target audience whom they are connected with and today through our post and the articles that we write for them we are able to uh we be able to connect help them connect with some hotel friends across India and they are reaching out to them and those are converting into a business for them.

That's one thing we did.

There's one more there's one more company there's one individual actually who reached out to me.

It's a very interesting topic actually if you since you put it up to me I'll tell you one gentleman actually came up to me saying that Somia I am I want to position myself in LinkedIn and other things but I don't have the budget to do that but can you help me with so actually this is what we are doing it for so understand it we spoke to them we understood him what I did is I just mentored him for three months we gave them a complete calendar for three months on what to write how to write when to post Because a lot of people don't know there are lot of even time is very important to to post in a in any social platform be it LinkedIn being Facebook being Instagram it is very very important

what content you post what time you post and to whom you are posting these are all very very important separate topics coming into one. So you I have actually mentored him a right way from from starting with just 100 or 100 odd connections in 3 months down the line. He sincerely followed me. At the end of the fourth uh third month he came back to say is that organically we are able to grow up to 500 connections to him.

Wow.

From 100 to 500 people have reached out to him and he they got deliberately connected with him and he was so happy.

Nowadays he used to talk to me come sir I'm doing this when I get this connection and also I didn't I told him LinkedIn takes its time you need to be very credible and he is very sincerely following it and I can see a very very good growth in I mean this is part of the LinkedIn we did and yes we do also websites and all for which like there are uh websites for whom there is one uh signage company for which we did a website and basically the content writing we did design was done by one of my friend I did the content part of it I still remember he's not he's a person who doesn't talk much in in terms of the language of English but he's a local language he came to me saying sir uh somebody

reached from Singapore to me saying that I want this this this to be done and it's a big it's a pretty good order to me what surprised him was that he said I I read your content in your website and I found this is what I'm looking for and I able to connect you looking for this particular design to be done for a pretty long time but thanks to your content that helped me to connect with you. So we are able to add value to a lot of people in a lot of ways in that.

So yes you've really helped some companies grow and and that's obviously really important. The digital media is is there for everyone everyone.

So what got you from testing software into essentially what you are as a digital marketer right or as you say digital storyteller or a digital marketer there's a transition there for you.

A huge transition. Did you had did you put yourself on a training program? What was your you know how did you make the transition from one thing to another?

Life life always throws you opportunities or challenges but to me like any challenge I take up I don't take it as a challenge I always life you know in life I always believe in two things there's only opportunity or positivity so I take it as an opportunity. I started learning about it as as you put it up very rightly.

I'm the first entrepreneur in my com in my family. So we don't have backgrounds, we don't have big pockets to help us also. So it's completely learning all the time. Yes, I did some training. I used to watch a lot of videos of LinkedIn. I used to interact with people who are in LinkedIn to understand what it is. It's a complete learning all the time.

Yeah.

And learning never ends. So this is a a transition. What I did is over a period of time. I'm a person who keeps learning every day.

That's something that happens to me. When opportunity throw was thrown to me, I took it up very happily. I started learning about digital marketing because I'm a complete novice to marketing.

I don't know anything on marketing.

I still learn. I complet I still learn but what I know is I don't know anything but I know who can do what.

That's my specialtity

because everybody need not know everything but they definitely should know who can do what for you. That's what a company successes that's what a management is all about. So I've been in a very senior role in in my all through my career. So that actually helped me to find the right people

to associate with them and learn. I also used to use their services also.

That also helped me. I learned every day and today I I've been working with AI for almost two years. I I don't know what AI is.

Learned about prompting or what is prompting. I keep working on prompts. If I find the I I will be able to find the right prompt, I save it. I put it in a notepad. I rework on it. I embrace technology all the time in my life.

Yeah. Well, that's great. I mean, I think that's a really good theme there for for a life of an entrepreneur is to keep learning, right? And digital marketing is changing. Uh it's changed quite dramatically just just recently, hasn't it?

With AI that has uh really turned everything on its head and we all know what happens now when we used to do our Google searches instead of getting uh you know this sponsored content and then the you know the top uh uh organic content now there's this uh chat uh response this transcribed which is now getting ahead of all of those links that used to be there which means that as a consumer or user of a Google search engine They're not going down to those links anymore. They're It's all happening up the top. And now people are using ChatGPT. I would say eight to nine out of 10 people that I meet are using ChatGPT every day for their work or personal reasons.

Um so what does all that mean for you? I mean how are you advising your clients

um now that this disruptive change is amidst us? [clears throat]

See change is always everywhere. So it is it used to be a typewriter then it went on to computer they said typewriter job will go but computer evolved for a period of time it the software has evolved very well and every day everything gets evolved in the day it is about helping the human humankind to do something better than what it is to be more accurate than what we are and when it comes to addressing the client it is very important that we connect the technology with our client's needs every client is different.

You need to understand why the client is coming to you and what for is coming to you. But one reason is a client comes to you because he feels that he has a problem and you you are the solution provider. He comes with that confident with you. So you need to understand his problem first. Understand him then start educating yourself first that what the problem is. Then give him the solution that is viable for him in terms of costing in terms of the solution that gives him the result.

That's so basically what then definitely I used to ask a very famous question you are a content creator ChatGPT is coming how are you competing with us how are you good collaborating said now I can use a chat there was one client who came to me who who whom we had a contract of one year the problem is he we told him how LinkedIn works everything we told him and everything was said but he was in a hurry so he he cut the contract with us and went off but what he thought like I'll have a digit I'll have one designer with me I'll use shat GPD and put it's not that sad GPT is only supporting you in getting what is already been thought to it the problem is the emotions done are the one that

humans can only do any content that you create so it is very important you have the content and you need to add emotions to it and values to it and create a content out of it and share it across only when you do this and a combination that's where the real growth comes I'm trying to understand what unpack that a little bit. So, somebody's creating some content. Um, let's call it a blog. Um, they're writing an article. They go to ChatGPT and they get that to write that content for them. And one mistake that they could make is that they just get ChatGPT and flip it over onto their website and that's their content. All right.

Now you've just said that you have to remember that a human is going to react emotionally to that and so you need to anticipate that and write the blog. So how do you actually change what might be generated by ChatGPT into something that hits the point that you

we do it on a daily basis because I tell you initially when you write before the content of a AI and all these things come up we used to take at least a day or two to initially structure the content write about it then the headlines and everything goes now the thing is now we have the ChatGPT and all the perplexity and lot of A has come out you need to use it to help you with the structure of it.

You can get the basic structure done. You take it up that way because please understand AI actually takes up the pattern. If for example, if you want to have a brand voice done, a brand voice will will actually reflects the what should I say the vision of an of a founder basically. But what what does AI does? It actually takes up the pattern, the tones, the rights everything and put it up in that way. So what you need to do is you have to understand the crux of the problem and what is the solution that Chad CPD has given. Read it across the problem. The problem with the AI is it looks very perfect.

Humans are not so perfect.

Please understand. We will make mistakes.

We do grammatical mistakes. We do lot of commas and full stops and punctuation mistakes. We do all that.

That is what the real writing is. Very very small things I put up. This is what the human writing is. You can talk about the emotions of even GPD can talk more emotionally than us. That's not the case because the pattern that pattern and tone that which it writes actually but when you take it up you have to read it across find out where the connects are.

Remove the things which is not needed and try to add your own thoughts to it because there are lines which you can add two or three lines more to it which has become more emotional which is more connected with what the audience is looking for.

Are we saying that we take a script in this example that's creo or you know an article that's been created and then we I mean add in some mistakes and add in some of our own sentences or are you saying that we go back to ChatGPT and say make the changes in other words keep prompting it until we get the final result which way

it's not about what I'm trying to tell you is it's not about that we do mistakes but what I'm trying to tell you is when you do the writing that's a natural flow of writing that an individual does.

Yes,

there are questions that there are questions because [clears throat] writing is a flow of art basically the flow of words which comes when you have the thought process about understanding it goes deeps into you and you start writing it but when you do sad CPT it actually when you give a prompt it takes up the prompt goes across takes a pattern of writing and keeps writing and give it to you it's as simple as that when you start writing it you need to think a lot write about it research about things then you give your story you start putting it across there a lot of difference between both Right. So it's back and forward with with chi B.

Yeah. So we do it that way.

So we take it para by par. Write about think about write about it then change it according because every writing out course will always have a mark of our style of writing which is just copy and paste. We don't do it at all.

Understand we embrace and expand extensive. Yeah. Thank you.

So so we're saying it's help it's definitely helpful. We're inferring that it's helpful. Um that that's what we've said. We both said that we're using ChatGPT to help us write articles and to create them. So it's now learning how to get the most out of it, right? Or I guess the worst case is it takes your uh your messaging, your brand, your persona, and it changes it some way.

That's not that's not authentic. And so we have to be careful of that thing. And this is where this feedback comes in. And there implied there is this this need for humans to still be in the loop. Right.

Exactly. It's more like a double sword actually. You should know it's a very very thin sword. It has two heads. You need to know when to cut it and when not to cut it. So the swords is very powerful.

You should know how to cut an apple and how to cut a human. There's a lot of difference between both.

Yes. Yeah. So would you say that there's a a need for a human strategist and and is that sort of where you are fitting in with helping companies?

There's this uh AI to human strategy that's required and guiding them say I'm the client guiding me towards you know getting consistent results in leveraging leveraging AI.

Uh it is like you were talking more about the brand voice if I'm correct. More like um I would say

I'm just saying I'm just trying to work out because we've got three things in this dynamic now. We've got a client, we've got ChatGPT, and then we've got your company. So you're you're trying to to sort of smooth that out and educate your client to to make the most out of ChatGPT or other, you know, other engines, LLMs. Um that's how you fit in. Yeah.

Yeah.

So basically like as I already told you we need to we there are a lot of tools available right now in the market. We need to understand what tool should be used at what time and how many percentage of it to be used.

Yeah.

So that's how that's very important. So the limitations is very you should know like in testing we used to say it is not important about how you how long you going to test it's about you should know when to stop the testing.

Yeah. So

goes here as well. Are there any other sort of AI based tools that that are emerging now that you think everyone should be using?

There's a thing called Hey Gen, which uh which we've used to take some videos or make some videos based on some of the videos that I've already made and and that can quick create quick videos. There's of course video to to to transcribing. Um, you know, there's a lot of other tools out there that are being used to leverage uh content using AI. Is there any that you know of that you like that you think are emerging that people should?

Uh, we we exclusively we use quite a good amount of tools.

We use charged most of the time for content uh designs basically for that we use it and uh there is some AI agentica there's a company called AI agentica in Hungary I have very close friend ma'am Peter who is out there I think I also introduced him to you as well so he actually me and Jung talks a lot about AI so he keeps coming back and saying Samia I created this for you can you test it for me so I love that idea attitude of him so I go and test that's something I And uh there is something called word Wordtune uh which actually helps you in tuning the word. I also use spillbot basically it helps me in grammatical grammarly.

I use all these things actually helps me in the content creation algorithms and uh the Nano Banana then nano banana I used for some time to create designs for the images and other things we used across and uh yes this there are few tools I I vaguely remember them sorry but uh we used them for the video creations and other things as well we used it for

but more importantly AI is basically that I would say that it uh it's all these tools basically are being created basically for for any kind of a how should I say three things basically helps you in the content creation basically one is the relevance relatability and repeatability so for all these these will be much more useful basically

we

talked a little bit about you know the use of the the new AI tools what sort of problems is it creating so I heard a statistic the other day that 50% of the uh content uh being created on the internet now is AI generated. Um is that a problem in your mind and and if it's growing is it going to get to be worse? What do you think?

I would say that AI actually is a help. I would say with a little hype as seasoning I would say the hype actually grabs the attention but helps creates an impact. So I would say that see every technology comes with a problem.

It also comes with a solution but most of the time any technology is being created or developed with a single mindset some problem out there for which I'm creating this technology

it's as simple as that for example the famous Zoho platforms that is happening across it has been created to solve a problem and today we are we both are connected through zoom today this has been created for us to solve the problem of connectivity and people can talk across the world globally same goes AI A to me is actually a problem solver but it also depends on how much you are going to use it.

One thing you should understand it can save you but the real human thinking it cannot uh it cannot eradicate the concept of real thinking which actually the human only can do.

It can only repeat the process it can repeat the patterns or whatever that you have put it up but real thinking always stays with the human mind. M

that is what it is. So it's to me it is like a help as I already put up. It's like a double swap double-headed swap. You should know when to cut it and when when to sell it the right way. It is definitely going to be a multiplier and it actually extends your help actually. So this is a good segue into you know giving some advice to entrepreneurs out there.

Given that there is this two two heads two sides to the the sword can cut both ways idea. How do we coach and help our entrepreneurs or anybody out there really that wants to I guess grow and use these tools that are available to use them for good and and in a helpful way because I guess we can all go out and spend a lot of time using AI incorrectly and it can actually be a negative. So what sort of advice would you give to people with with AI? The current the current entrepreneurs or the Gen Z that you call it today are really very good people because they are born with technology. So they understand what technology is.

But one thing I would say for the AI part of it I would say use AI to accelerate your work basically and not replace your thinking. You can think a lot and you can use AI to help you in accelerating your work and able to get your job done much more faster. And today for example when you have a a digital marketing company like us you you need huge budgets initially for a production for everything. Nowadays you don't need you should know to how to use a particular AI only thing is there are a lot of AIs in the market you should know what to use when to use where to use if you know that you are able to cut the cost and also get your job done. So it's very important you accelerate AI.

You use AI to accelerate your work and not replace your thinking and start small. One task, one tool, one workflow. So scale only after you build clarity basically with a consistency and direction. So when you have these into one one for one line, obviously there's going to be a growth for you.

So that's what I believe

there was. Yeah. You mentioned that there were lots of tools out there. Where do we go to get the right ones? Is is that something you offer as a service for your business, your clients?

Uh in terms of the tool that I use, I don't offer that I'm going to use this. The idea for me is the client comes with a problem to me. I solve the problems for the client.

That's that's that's that's what real things that I'm going to use at the back is completely the client is not there. And we are not and they are not interested in that also.

So why should they know the one thing is you come with a problem and solve the problem they stick on to that they don't uh they are very good people they don't help us in doing it out so we doing it that way yes and in terms of understanding the different tools there are a lot of videos a lot of YouTube channels a lot of people do I follow across in Instagram who keeps giving us as you know that the pattern of once you start searching a particular pattern the same thing comes in Facebook or Instagram which gives you all the videos I take all that note them in points whenever I need to and I go and check them I don't for even sadity I was just using it for one and a half years free of cost

then I understood no it's going to add value to me then I bought it now I'm using it on a regular basis other than that yes we also use Canva AI a version of Canva we use it for designing other purpose and other than that a aentica the company that my friend has got he used to send me a lot of tools which we he develops we use it and we give back to him there's a lot of uh give and take in terms of knowledge goes within us.

What I' what I've heard you say then is for for entrepreneurs and anybody out there interested in AI to start using some of the already available content that's on these various platforms.

I mean, I know I do and to really I guess to step back and take a [sighs] take an approach of learning about it and uh trying to to see if tools will will solve problems. So I'd like to wrap up now with you Narian and this has been great to hear your perspective on AI but one final question for you. AI is it hype or help

as I already put it up. It is actually it is actually what what should I say it is it not more than a hype. It is actually help with a little perspective as seasoning as I already put it up. Hype actually as I told you grabs attention but help actually helps you solve the problems. It actually creates an impact.

AI is a multiplier I would say and it doesn't replace intelligence it extends it actually know independent real in intelligence I would say is only the human mind you can all this is created with a human mind to actually solve the problem make it more easy for us to live so it actually extends it and be a supportive system for us in growing our business to the next level

all right

that's what this is all about yeah

well that's wonderful Narian thank Thank you so much for joining our podcast and you have a great day. Thank you. Thanks Nan for that great rundown of what he does and how he uses AI.

What we learned today was the importance of using those tools but staying in the loop, being human, and keeping an eye on the way you're being presented through what is being generated to you. You cannot blindly use these tools like LMS and expect them to work when you're generating content. There's a need for you to be in the loop and to get people like N to help you keep your brand on point and and convey what he says is the fact that we are humans and we're humans receiving the content. We're emotionally connected to that content. And we alluded to a few tools that are out there, but there's many out there.

And his advice was to keep your eye on the tools and look for the problems that you want to solve and find the tools that solve those problems. Uh there's plenty of ways to learn about the new tools that are out there and also how to use them of course using all the social media platforms like YouTube which we're all very familiar with. But put time aside to learn about AI and how it can help you. If you want to get in touch with Naan, please follow the links in the description. If you want to get in touch with us, please do so in the same manner. If you could subscribe to the channel, that would help us. I hope that helps. And thanks for watching.