How AI is Saving Lives, Disrupting Google Search, and the Era of AI Agents

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Welcome to today's episode.

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Today we are going to talk about marketing and AI and the future of business processes with AI.

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Our guest today is Seth Goldstein.

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He runs a digital marketing agency and has done quite a bit with AI himself.

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Welcome to the show.

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Hey buddy, How's it going?

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Eric, Thank you for having me on.

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This is a thrill.

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I love your episode.

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Thanks for being here.

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So before we jump into the discussion about doing great things with AI, why don't you share just a minute or two about who you are and what you do.

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Yeah, so I'm Seth Goldstein.

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As Eric told you, I do digital marketing.

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I'm based just north of Philadelphia.

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I do a lot of WordPress, web design, seo, digital marketing, digital strategy, which is falling really into the AI realm of things now figuring out how AI is changing everything in marketing.

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And we do some podcast coaching as well, and in addition to that, I host my own podcast called Entrepreneur's Enigma.

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I've been podcasting since 2010,.

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Various degrees of podcasting stuff.

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So this is Entrepreneur's Enigma is going on 232 episodes right now.

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It's weekly and it was a pandemic project.

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I was like I need something to do and it's still going strong.

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That's great 230 episodes.

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That shows a lot of consistency, exactly.

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But it's podcasting's fun.

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It's just it's a lot, it's a commitment, but if you get into a flow it's, it's rewarding.

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So and Seth and I both studied journalism in college.

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We have that in common we're ready to be inspired.

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Why don't you share with us a story about some of the best marketing that you've done?

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Some of the best marketing I've done has to be for a bunch of Navy SEAL former Navy SEALs that got out of the service.

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They wanted to tackle a very big epidemic in the US mass shootings so they considered the trend here AI.

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If you haven't picked up on that, we're talking about AI today and marketing and they wanted to solve how to stop mass shootings before they started.

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So they are an AI gun detection company called Zero Eyes.

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They're based out of Philadelphia.

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They're all over the country because they're all remote, so they can be wherever.

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They tap into your existing camera system, so you don't have to buy new equipment and they only detect the gun and they can tell the difference between a gun, a toy gun, a super soaker, which I mean.

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That's obvious.

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A super soaker doesn't look like a real gun and it's a callback to our generation, eric super soakers.

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So we built them their website, we helped them with their SEO, got them ranked for various gun detection topics and whatnot like that.

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We wrote the blog posts, we helped them with their overall marketing and we actually helped them with their Series A round.

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And they got their Series A round and they're going gangbusters now.

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They're doing great work.

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They've thwarted some potential mass shootings.

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So they have a track record now and I feel like I had a little piece of that.

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I helped them get started, which is cool.

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That's a cause I think everybody can get behind.

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I don't understand why we've been dealing for decades with mass casualty shootings.

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It's ponderous to me how that hasn't been solved.

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I don't know that it's a simple solution of legal regulation and I don't know that it's solely an issue that can be solved through psychiatric counseling and things like that.

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I think both of those things could be helpful in different ways, but I like that other solutions like this one are coming in that can identify threats.

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There's a difference between a threat and a non-threat, because a water pistol is not a threat.

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It might get you wet.

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A pistol will kill you.

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So they can tell the difference, which is really cool.

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I often have told my marketing teams during my career is hey guys, we're not saving lives here, don't get so emotional, but this is actually saving lives.

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So I think it is something to get pretty emotional about, and saving lives is probably some of the best ROI you could ever possibly get.

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That's.

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Can't put a price on that, so I think that's an awesome use case and I think a lot of people are hesitant about a lot of the AI use cases that are coming out.

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People are worried about it taking jobs, but I don't.

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I don't think it's going to happen anytime soon, honestly, like Google is telling you to put Elmer's glue on pizza.

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I'm going to be timestamping this, so sorry about that, but recently Google, in a Gemini thing, said Elmer's glue, which is non-toxic to their credit, is a great binding agent to keep the cheese on the pizza.

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That's not taking anyone's job anytime soon.

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Yeah, we have ways to go, for sure, I think at this point a lot of people have said it's a good co-pilot or a research buddy.

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It is yeah, that I agree with, but I wouldn't put it into production yet.

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I don't think we're ready for iRobot.

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It's great for the blank page phenomenon that everyone faces when they have a blank page.

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You can ask AI give me five bullet points to get me started on X and it'll give you five bullet points that you can then expound upon.

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It's a great.

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Like you said, copilot, it's a great partner in crime Hopefully not in crime, but partner in work, I think it's going to.

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It's going to what's the word?

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It's going to augment human productivity before it takes away from human productivity and replaces human productivity.

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Now I want to get your view on how this might evolve.

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One Number two they're saying that the next evolution, after being a co-pilot or a research buddy, is for the development of agents to start doing very specific tasks, like a travel agent would book your trip for you and not just say, hey, here's a trip to consider.

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It would just book it for you based on the criteria you're given.

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And so, initially, my thesis is that we'll evolve and agents will start to do tasks, although I think they'll mess them up pretty badly initially, and then I think, like over a year, it'll get better and then people will trust it more and more.

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I think, like over a year, it'll get better and then people will trust him more and more.

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But the analogy I'm thinking through when people are using this terminology of AI agents is an amazing reference to the matrix where the agents come in and try to kill Neo and all of his.

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Yeah.

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Oh what, mr Hello, mr Anderson, mr Anderson, yes, it's just a great movie.

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The other three, two, or Anderson, Mr Anderson, yes, it's just a great movie.

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The other, three, two or three were garbage, but the first one was epic.

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What is your favorite AI movie?

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I have to say the Matrix.

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It's science fiction, matrix-y AI kind of pseudo.

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Another one I really like, which I think is underrated a lot of people don't realize, is Inception.

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It wasn't AI per se, but it was mind-bending, yeah.

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And was it AI?

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Was the world all a construct of a dream?

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All that stuff?

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Oh my God, your mind's blown, you don't know.

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Your mind's blown until the end.

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And then they throw one little tidbit in there that's oh my God.

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I did watch the new number one movie on Netflix.

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Atlas with J-Lo which is about AI taking over and wiping out humanity, and then J-Lo saves us all.

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Oh, J-Lo will save us all.

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She will save us in real life too, because she's J-Lo, Of course.

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Yeah.

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Yeah, so I guess my question is do you think that this evolution will happen from co-pilot to AI agents?

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Do you see that happening?

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I think that will happen.

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I think certain jobs where AI can just do it better, might disappear or might change.

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I am very doubtful that it's going to be anything more than a spicy autocorrect for a while.

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Spicy autocorrect.

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That's great.

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It really is.

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All it does is predict the next word when you really think about it.

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After it beige-ifies you, right yeah.

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It's pretty good, spicy, autocorrect.

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It doesn't think, it doesn't feel it's not AGI, but it's just, it's a tool, and I think it's going to be a tool for a while.

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Now a while could be anywhere from a month to three years, but the way we're going we're probably looking at about a year it's going to be drastically different than it was right now.

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Yeah, I think that's.

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My big thing is that it's moving very fast and when you look at some of the forward indicators, I'm surprised how fast it's moving.

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Like just today, they're saying what is laws out the window?

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They released chat, gpt four.

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Oh, and they're saying they're already training G, chat GPT five.

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So this is like very quick, like it was just a couple of weeks ago, chatgpt 5.

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So this is like very quick, like it was just a couple of weeks ago.

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Yeah, it's great, but it's also wow, this is really fast, like you're on vacation and you're going to miss something really big.

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So when I see news like Elon Musk saying that he's going to build a billion of the Optimus robots for people to have in their house and you're going to pay 400 a month and he has videos out there of it folding laundry and putting eggs in the fridge- don't get me started on that guy.

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He is well yeah, I mean, let's not digress on on elon, but the thing is that somebody is going to do that.

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If you take the, the brain of some of these large language models, and you think that could be put into something like the optimist robot that he created, it is Whoa Like.

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When you sit back and think about that for a few minutes, what?

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the impact.

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Could that be how Rosie's running around?

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Yeah, from the Jetsons and that's where we get a little bit more like iRobot.

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But just because people don't like it doesn't mean it wouldn't happen, right?

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I don't think it's as dystopian as we make it out to be.

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Not yet, at least.

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Yeah, is there potential for it to be dystopian.

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Absolutely.

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Can there be bad actors in AI?

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There already are.

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There already are, and there's articles written out all the time about people doing really not good things with AI.

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I'll leave it at that.

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Use your imagination of what bad things can be done with it.

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But ultimately there's good actors.

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There's white hats and there's black hats, and then there's some gray hats in the middle where they're good, but they bend the rules a little bit.

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But that's what Sam Altman is.

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He's more of a gray hat, he's bending the rules a little bit, but he's also progressing in the right way.

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So it's interesting to watch.

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After the huge surge in crypto tech, people are just sitting back right now saying what could possibly go wrong with the next tech surge.

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I think, yeah, what possibly could go wrong.

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Let's see yeah, 2000, 2008, which was a banking crisis, but still was tech-based, and we had the crypto flu-y, for lack of a better word.

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Now we're in AI.

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Oh, don't forget the metaverse.

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The a better word.

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Now we're in ai.

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Well, don't forget the metaverse.

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The metaverse, that was something for about a minute, so bringing it back to a more practical thing about digital marketing, one of the immediate impacts of of ai that google's io conference was all about is the ai summaries at the top of search results that like literally take all the best real estate.

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Um, horrible, I know.

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And they're testing it.

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Gluton pizza.

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Yeah, and they all, it's real estate and they tell you some stupid stuff that doesn't even, isn't apropos to anything.

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Oh, it's angering.

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And so they're testing it in the U?

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S to start with, and I've seen it start to pop up and it almost makes me question all of the SEO best practices that people have been using for the last 20 years If they're just going to give all the best real estate to everything else, including AI summaries and videos and on.

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It seems like everything gets pushed down to the point where a lot of people are just saying the organic traffic is just going down and Google it really isn't when you think about it.

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We'll get into that by the way you finish.

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We'll get into that.

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Google's defense is we're just trying to give the users what they want, which, okay, I understand.

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I think I never thought that google search, of you search for something and you get a million results, was the be all, end all anyways.

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So I think ai summaries or would definitely be better.

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But the real question is then seo becomes different.

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In my opinion it becomes.

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How do you get your company into the AI summaries, right?

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Isn't that the new SEO?

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The new SEO is the citations.

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In my opinion, the little one, two, threes, like in perplexity, the AI.

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It cites its sources.

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If you can be that one of the cited sources in the blurb, then you'll get traffic from that, because I know, I'm not your typical internet user.

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I'm a power user.

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I'll go in and I'll say glue on pizza.

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How can this be true?

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I'll go click on the link and read about it.

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Read about why is it figuring?

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Why is it telling me to put glue on pizza?

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They're buying cheese.

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Why is it telling me to do that?

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I've asked other people around that are more usual, neurotypical, normal internet users and they look at the citations too.

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So if you want to get in, what the citations are is good content, and recently there's a whole big explosion of a big leak over Google, where all the a lot of the algorithm came out to the public, and a lot of it was that you're sitting there and you're like, oh my God, they're lying through their teeth.

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You got to watch what Google does not listen to what they say.

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But, that being said, one thing that they have said consistently since the days of mad cuts is rate good content and you will rank.

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And guess what?

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You rate good content, you will rank in a search engine.

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Granted, it's on page two now with all this other cruft that's above it, as we were talking about videos and stuff like that.

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But if you write good content, you produce good videos.

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You produce good stuff.

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You will show up in the snippets and the key to everything in SEO is write that good content that people want to read about and spiders want to steal.

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Yeah, I think creating good content is still, overall, a good strategy, but on a macro level, when I'm thinking about this, I'm thinking the game is changing a little bit.

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Because of the underlying things that are happening here, would you say at a macro level, people are going to need to put in place different strategies than they did a couple years ago.

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People are going to need to put in place different strategies than they did a couple years ago.

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Honestly, seo is not rocket science.

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It never has been, never will be.

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If you do enough reading, you can figure.

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The common person can figure it out.

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It's just spending the time to do it and that's why you hire someone like us to do the SEO for you, because we're staying on top of it, because even before the AI snippets came out, google changes stuff.

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Every month, every week, every day.

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There's always something changing.

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You have to stay on top of that.

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What did Google do?

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What they did?

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Now that they said, what are they doing?

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How is it affecting my ranking?

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How did that other person get ahead of me this time?

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What are they doing?

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That's different from what I'm doing, and make adjustments.

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It's constant.

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It's constant, it's constant iteration.

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Yeah, I think marketing is always evolving.

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I think that's one of the things that's fun about it.

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Final words of advice beyond don't put glue on pizza that you'd like to share.

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I love that one.

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Yes, just embrace it.

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Ai is not going away, just like search engine.

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Ai is not going away, just like search engine.

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Optimization is not necessarily going away.

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It's going to evolve, it's going to change.

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Best thing to do is go in play with it, learn how to use it, ask for a recipe for lasagna.

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Figure out how you can use AI to your benefit, how you can use these new tools to benefit your business, benefit your everyday life.

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If you don't, you're just.

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Why aren't you?

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Really?

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It's there.

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It's free for the most part.

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Chatgbt 4.0 is free for everyone.

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Now.

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It's not like you get the cheap version and you have to pay for the advanced version.

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No, it's free and it's the best model out there right now.

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So go use it, try it out, make mistakes, figure it out, see how you can use it for your business, see how you can use it for your own life.

00:17:20.790 --> 00:17:21.153
I asked today.

00:17:21.153 --> 00:17:31.320
I asked today what was the difference between something simple like what's the difference between 20 hours a month for commitment versus 20 hours a week?

00:17:31.320 --> 00:17:33.477
Something simple like that?

00:17:33.477 --> 00:17:36.583
And it expounded upon it as asking.

00:17:36.583 --> 00:17:39.867
And then it asks more questions like can you please clarify that?

00:17:39.867 --> 00:17:43.651
And then we had a nice little chat and it gave me the answer I needed.

00:17:43.651 --> 00:17:45.739
And then some Just use technology.

00:17:47.083 --> 00:17:48.026
I think that's great advice.

00:17:48.026 --> 00:18:11.088
My opinion is that every single process in business is going to be reevaluated in the next year or two for optimization with AI, and people are going to say is this a co-pilot use case or is this an agent use case where we can automate something?

00:18:11.088 --> 00:18:24.866
So either there's going to be an assist or it's going to be an automation with an agent, and so I think people the sooner they embrace that, like you're saying, the easier the change will be for a lot of people.

00:18:24.866 --> 00:18:26.019
I think so, absolutely.

00:18:26.019 --> 00:18:26.401
Learn it.

00:18:26.401 --> 00:18:41.601
All right, I'm going to link to your podcast, the Entrepreneur's Enigma, as well as your website so people can check those out and get in touch if they'd like to learn more and connect with you.

00:18:42.342 --> 00:18:42.922
Thank you, eric.

00:18:42.922 --> 00:18:44.299
This has been so much fun buddy.