How marketers can best leverage AI

Mordy Oberstein:

It's the new wave of marketing podcasting. Welcome to SERP's Up+. Aloha. Mahalo for joining the SERP's Up+ podcast. We're pushing out some groovy new insights around what's happening in digital marketing. I'm Mordy Oberstein, head of SEO branding here at Wix, and I'm joined by the amazingly fabulous, the very not artificial intelligence but pure genius, natural genius, the head of SEO communications here at Wix, Crystal Carver.

Crystal Carver:

I am not artificial intelligence. I do have artificial nails this week though. I got my nails done.

Mordy Oberstein:

Me too.

Crystal Carver:

That was exciting. Yeah. Oh yeah, yeah, precisely. I haven't had that done in a while. It's been fun typing with nails like this. I had to adjust.

Mordy Oberstein:

I literally freak out when my nails are slightly too long. I got to cut it, because it makes me crazy typing.

Crystal Carver:

My sister, she goes and gets her nails done all the time. I was in the States, I was like, "I want my nails, I want my feet. I'm going to get my eyebrows done. The whole thing." Visiting my family and my sister was like, "Oh no, you just type with the tips." I was like, "Okay. All right. I'm getting used to it. It's fine." It's fun on my phone though. I feel very fancy on my phone with just using the pads with my fingers, like exactly.

Mordy Oberstein:

Very daintely pressing the keys.

Crystal Carver:

I know. I feel like, "Oh, I'm just going to-

Mordy Oberstein:

What happens when you write that angry email?

Crystal Carver:

Yeah, no, for those ones, that's when you do the voice type, that's when you do the, "Excuse me, I'd like to say just one more thing." And then you run out of time, and you're like, "And another thing. I got cut off." But I also had another thing to say.

Mordy Oberstein:

Like 50 WhatsApps.

Crystal Carver:

To be fair though, you WhatsApp me sometimes with like, "Yeah, okay." I'm like, "For serious, you couldn't type that? You couldn't type? Yeah. Okay."

Mordy Oberstein:

Because I’m with my kids. I have two hands on the kids, and I got to send a message somehow. I once voice messaged Barry Schwarz one time. He was like, "Never voice message me again." Fair point, Barry.

Crystal Carver:

I mean, we have all this technology to help us these days. There's lots of different ways to communicate, so you got to pick what works best.

Mordy Oberstein:

You know what works best? The SERP's Up podcast is brought to you by Wix, where you can build a site that implements responsive design powered by AI, and where you can use a Wix-enriched AI model with inter IDE to generate code examples, troubleshoot your code and query product answers by using Wix Studio, a new platform built specifically for agencies. Power success for your clients with Wix Studio. Get more details over wix.com/studio.

I'm pitching AI because in this episode, we're going all in on AI. This month's SERP's Up+ is all about the full AI treatment, the role of AI in modern marketing. Can you leverage AI in your marketing? If so, how do you use AI the right way? What problems and solutions does the integration of AI into marketing bring to the table? To help us wade through the murky yet highly interesting waters of AI in the marketing context, bestselling author and marketing personality, Kim Garst will be joining us in just a few moments.

Bring your wrench and a few bolts and some screws as we fine tune the AI bots on this, the third episode of the SERP's Up+ podcast so that the bots can deliver the goods to your audience. I'm not good with wrenches by the way.

Crystal Carver:

What's that?

Mordy Oberstein:

I'm not good with wrenches.

Crystal Carver:

With wrenches,

Mordy Oberstein:

Yeah. If I had to fine tune a bot with a wrench, I wouldn't succeed.

Crystal Carver:

Yeah, I don't take you as a handyman. I don't know.

Mordy Oberstein:

No, I could be handy. I just don't like wrenches.

Crystal Carver:

Are you handy?

Mordy Oberstein:

A little bit. My stepdad was an electrician, so I used to go do... Yeah.

Crystal Carver:

What are the ones... Is it a ratchet where you put it on the thing, and then you move it and then it comes back? I love a ratchet. I like when it comes back, I'm like, "Oh, look at that." And then, I didn't have to move it and I didn't have to hurt my hand. I love that.

Mordy Oberstein:

I have a whole set, don't like them.

Crystal Carver:

A whole set of ratchet.

Mordy Oberstein:

I have a ratchet set. We can talk about ratchets all day long. Usually, we do a little bit of a whole intro about the topic we're going to discuss, but I think everyone kind of gets it, right? AI is here, it's not going away. It's here to stay, and it all depends on how you use it. From task to task, it's going to be different. But one of the areas or verticals where I feel like there's a natural case for using AI is marketing. I think there's so much content creation and so much ideation and so much research that goes into marketing that AI easily, more easily than maybe other verticals, becomes super relevant.

But as I said, it's really easy to misstep, and for that reason, we need to really dive into where AI is relevant, because it does solve a lot of pain points or seemingly solve a lot of pain points for marketers, which is why we wanted to explore what does AI really mean for marketers. To do that, we have a legend with us. She's one of the most well-known marketers on this or any other earth. She's written some fantastic pieces around AI and marketing. Welcome to the show, Kim Garst. How are you?

Kim Garst:

I'm thrilled to be here. I was just going back to the wrench concept you mentioned a minute ago. It's all about how you work it in order to make it come out on the other side with something valuable. I just tying that back into your intro, which was fabulous, by the way.

Mordy Oberstein:

So you think AI is like a box of wrenches?

Kim Garst:

Yes, absolutely. All part of your marketing tool set. Absolutely.

Mordy Oberstein:

There we go. Just to get us started, when we say AI for marketing, when we say AI, what do we mean?

Kim Garst:

I think, personally, that a lot of times when people own businesses, their zone of genius is around whatever their business is. If they are selling ice cream or they're selling shoes or they're an online marketer, regardless of what it is that they're selling, their passion really is around the thing that they're selling. The marketing element is usually not their zone of genius, and it is difficult for them to really get a toehold sometimes in the marketing space. The best thing, product, or service doesn't win the day. The best-marketed product or service wins the day. So, I think that AI gives us the ability to not necessarily have to be a marketing genius today. All the things that have held us back from achieving an outcome or result is now at our fingertips without us having to be a marketing pro.

I think that is, for me, is really serves my passion, because that's something I've done for years, is demystify marketing for those people who aren't marketers, trying to help them grow their businesses online. That's exciting for me. But enter the problem, I think so many people are still... There's so many factors, people are fearful of it, or they're buying these 2,000 prompt banks, and I'm like, "Really?" Prompts alone are not the answer. If you've bought a bunch of prompts, that's okay, but just know that they're not really what you need. So, I think we just have to start approaching it. I mean, AI has been around even before we knew it was around, but now, we have a mechanism to use it each and every one of us with all these tools that are coming out. You just have to use it smartly and with intention and geared towards your individual business.

Crystal Carver:

Yeah. I think that you touch on a lot of things there about using AI to fill some of your skills gaps and things, but using them to amplify your skills. I recently went to a conference and heard Wil Reynolds talk about a marketing application where he had this great content optimization thing that he wanted to do with Python or something, but he'd never gotten around to actually getting to grips with Python really, really well. And so, he was able to say he knew the data set, he knew exactly what wanted to do, how he would measure if it would work, how he would measure the implementation, all that sort of stuff. But there was this one gap that he was really struggling with.

So, he used the tool and said, "Can you help me with this Python?" The tool was like, "Yes, I can." And then, he was able to get from A to B. I think that, like you're saying, there's a lot of people who have great intelligence about whatever it is they're doing, selling ice cream, selling shoes, whatever it may be, and they want to get from A to B. Sometimes, people get stuck with the middle and Google describes it as the messy middle. I don't know if you've seen some good examples of people using AI to help them with that messy marketing middle.

Kim Garst:

Yeah, it really is. One of the things that I'm teaching is really about... It's a learning model. Just assuming, and I think this is one of those things that's like, "Oh, it's a big old world out there, just assuming we're the only ones in it," kind of that concept. When you approach AI with the mindset that it knows all before you ever get started with it is the wrong mindset. You need to approach it through the lens of how do I train it to know my stuff, know my voice, know my business details, know all of it. I mean, we've taken somebody who has struggled for years to define an ascension model in her business, and just by giving it the right input, we were able to build a really amazing ascension model now for her. Now, she has a path that she has struggled with for years.

I have a very similar story where my brother-in-law actually has a PhD. He works at Virginia Tech. He's in a room full of PhDs, super smart people, and they're trying to figure out how to crunch some data and they're like, "Well, it's going to take two weeks to figure this out, just crunching that much information." He approaches AI. Again, going back to they knew what they wanted, they knew the output. In two minutes, they solved this problem. There's so many applications for it that I think we have to get creative in how we approach it and what we want from it, whether it's an offer, whether it's a marketing plan, whether it's really any marketing collateral can be created and with AI today. That's very fascinating and exciting for me when it comes to being an educator and trying to help people affect these transformations in their business when they've not been able to do it before.

Mordy Oberstein:

I was wondering, because I find when I work with AI, if I give it, like you're saying, if you're very specific, if you have a really unique and specific intent around what you're trying to do, you can usually get it to do mainly what you want it to do. I'm just wondering, I do a lot of content, I work on a lot of content side. Outside of pure content creation, I think everybody understands, yeah, you could feed a prompt, you can get some content output. I can have it maybe write a product description. I wouldn't say you should say, "Hey, write me a blog about which Air Jordans are the best Air Jordans," because when you give it less of a confine, it generally kind of is too vague and too general. But outside of that pure content generation, pure content creation, where can marketers kind of leverage AI where it does kind of work well?

Kim Garst:

Well, I have two core ways that I'm using it to save me an immense amount of time. Research is one. I find that the research value is different and unique to what you're going to get in the Google machine, which I think is fascinating because, again, I think... But this is my 2 cents on it, because I don't know the backend tech, how all this works. The way I think it works is its ability to synthesize massive amounts of information at a super accelerated rate is giving me better output when I'm asking for specific things from a research perspective. I have to wade through all that when I'm in the Google machine. I have to do that legwork. So, research, for sure, is a critical time saver.

The other thing that has been really value-based for me is I have trained a, I call it a brand speak chat thread. I've done this both in Claude as well as ChatGPT. I find that Claude is way better with conversational engagement, and I have been able to really engage with my audience at a whole new level because it gives me the time to be able to do that, because it crafts responses that are pretty much on target when it comes to my voice and things that I would say and how I would say it and the empathy piece of engagement. So, customer service, I think, or engagement in the social space is another huge time saver for me.

I think both of those are value-based that are outside of the content wheelhouse. I would just like to add to your comment there. I've been doing a lot of testing when it comes to content creation. I would never recommend that you just, at face value, accept the output from ChatGPT when it comes to content creation. My experience with it has been, it's an iteration. You have to continually ask it for better with direction and grown internal creativity.

Crystal Carver:

Right. I've seen it work really well. If you're like, "I need some ideas. I want to do something that has a pun about fish around this. Give me some ideas." It'll spit out something you're like, "That's not good. Oh, that is good. Oh, I could work with that." That sort of thing. The ideation element is really interesting. I also think it's interesting the way you break it down. I was looking at Rand Fishkin recently posted an article about the ways that people are using ChatGPT for their work. Similar to you, around 23% of people are using it for education, research purposes, which is interesting. Around 20% of people are using it for content. Around 13% of people are using it for marketing, like meat marketing. A lot of folks are using it for programming.

I don't know if you're finding this as well in your work, but I certainly, one of the major benefits of ChatGPT in particular for me has been just cutting down the time I spend arguing with spreadsheets. I do not begrudge that time. Again, it removes some of those roadblocks from getting you from A to B and from crunching that data, things that you were talking about as well.

Kim Garst:

Or just creating comparison tables, for example, on a blog post. Simple things that would've taken so much time before. With the right input now, you can create these things very quickly, and it'll create the code for you to your point. All you have to do is copy and paste it into your WordPress and the way you go. It's just so many fascinating, I think, lanes. I think another thing, I know I'm deviating slightly from ChatGPT, but imagery. I am using AI for unique imagery that is brand specific and on target with what I'm trying to project. No more stock images, saving money there, but getting really specific on the message in the image that I'm trying to project. That's been really fascinating evolution too. I feel like every time I put something out now, it's more on target maybe with what I'm trying to project.

Mordy Oberstein:

Yeah. I'm actually surprised you don't see as many people using the image tools than you do. I know there are a lot of people who are using it. For example, in Wix, when you go to the image upload center, there's an AI generation tool and I use that now for all of my images because I don't like stock images. I do think across social media, you need to have an image. I think it's great on LinkedIn where you can't really use a gif the same kind of way as you could, say, on Twitter or X, whatever we're calling it now. It doesn't matter. But it's really good. I find with all of these kinds of tools, you have to really feed it to get it to go exactly where you want it to go. But I do think there's a tremendous branding opportunity.

They're also for yourself, because you could be really consistent. Because what they'll generally do, like in the Wix one, we have different categories of image styles, fantasy, 3D, whatever it is. You can create really on-brand images all the time and be consistent all the way through. I actually experimented with this on LinkedIn for a while. I was trying with one style and people were saying, "Where'd you get those images? I keep noticing, you keep posting all those types of images," so you really could leverage those for a brand identity, as part of your brand identity. A lot of them are really, really good, and I'm fascinated why I don't see as many people using them as possible.

Kim Garst:

Well, my 2 cents on that, just from pouring over trying to learn all this stuff, especially with Midjourney, I think it's very difficult to match Midjourney's output from the perspective of how detailed and intricate and the resolution and everything. It's just so spot on, I think, with Midjourney. But enter the problem, the iteration of it is very difficult trying to get... If you find one you like but it's red glasses versus purple glasses, it doesn't hear you. It doesn't listen to the input that you give it, and it's so darn frustrating. From that perspective, I think it's really about the fact that it's not always understanding what you're asking from an iteration perspective. ChatGPT will listen and try to iterate based on what you tell it. So, I think the iteration issue is a problem. And trying to create images with texts and things like that, it's just not good for that.

But Ideogram, I don't know if you guys have tested that out, but that is a really... It's fairly new. I think a Google exec founded that particular tool, and it's become known just in a very short window of time because it does create a text on images which allows for real customization. I can make an image that has AI brand speak on it, and it specifically says that. From that perspective, I think that's pretty cool. Yeah, I think the whole AI space is evolving, one, very rapidly. There's like, I don't know, 50 new tools a day, most of which are probably not too awesome, but how we can find the goodies, the good ones, and then leverage them to create a better outcome or time saver for us and our business. I think that's the end goal.

Crystal Carver:

I'm really interested in... I want to circle back to something you mentioned almost in passing, but it kind of builds on Mordy's discussion around brand, was you were talking about training AI on your brand voice. Now, you as somebody who has written prolifically, published and things, I'm sure the process might be easier for you than for somebody who's maybe written less. But I'd be really interested to know more about the process of training in AI on your particular brand voice and building that consistency.

Kim Garst:

I so love this question, and it's the very first thing I do when I work with someone. We just did a masterclass on this, and it's about the process that you go through to train ChatGPT, specifically ChatGPT. But honestly, you could use it for any AI learning model. You could use it on Claude or Bard or whatever. But I call it a brand speak chat thread. The goal, I start with research because so many businesses do not have any... They just randomly pick a niche that they think is their person. So, I challenge that on the front side because we traditionally, as business owners, have not had the access to the data points to be able to do research without spending a ton of money to do it. Or we do it haphazardly or most don't do it at all.

So, we start with research on the niche or the area that you think, and I usually do it through the lens of... It's not about necessarily who you think your niche is, it's what problem solving piece of that. What problem are you solving? What is your transformation? Because I'm a big proponent of if you're clear on your transformation, your person is going to self-select in. You don't necessarily have to figure out who that person is. We approach it through what are you serving, what's the outcome, transformation, et cetera. And then, do the research. From there, we build a buyer persona based on real research. And then from there, we start educating it on voice, dropping in specific pieces of content that you might have created. Maybe you've done an interview where you're speaking. I'm a big proponent of natural language.

When you write a blog post, it's different. The writing style is different than when you're just speaking to people. So using real speak, I call it, instances where you had real speak as well as writing style so that it learns both, within the confines of the limitations of how ChatGPT consumes content or inputs. And then, we also have a very specific strategy around stories. If you have stories, what your origin story, all the components, like the different types of stories that you might have in your business, using all of that synthesis that you've fed it, then it is able to give you really good output.

We also have a piece where you give it your business details. What are you selling? What are the names of your offers? All the components so that it gets a real clear picture, not only from a realistic perspective of who your buyer is from research based, to the independent components. And then from there, you can start to really get clarity on things that you might have not had clarity on, like a message. And what's going to resonate with my buyer based on research, not guessing. It really does streamline the process and the output is just so much richer because it's based around you, your business details, and the person that you're here to serve.

Crystal Carver:

And then, thinking of some of the layering some of these tactics. We talked about data extraction is really, really useful, and qualitative data, the kind of qualitative data research that you need to do to get good audience research, where you're taking interviews or taking surveys or survey responses or reviews and things. You can take that information and you can put it into something like ChatGPT and say, "Where are the common themes from this set of information?"

Kim Garst:

That is such a great point. I have a free community and we ask three questions when they come in. One, obviously email, do you want a phone call, and the third and most important piece, "What are you struggling with the most?" Trying to get a problem set. And then, we feed those problems routinely back into ChatGPT, so that we know. We do that for every workshop every month. What's the highest outcome based on what they're telling us? What do they want? It's just no more guessing and no more going all places. It synthesizes all that information for you. It goes back to the ideation. It gives you ideas and you can go from there. It's just so many amazing outcomes if you just approach it right.

Crystal Carver:

Right. And then, to take that and put that into your brand voice and put it into the thing. I think we had a great webinar with Ross Hutchins who was also talking about break it into chunks. I think we talked a little bit about organizing. Before the discussion, we were discussing, "Oh, AI is great, but it's a little bit like a closet organizer. You still have to put your clothes away. You still have to know what shelf is for the shirts and where your socks go." Yeah, I think if you organize yourself in order to use these tools well, you should get some great results.

Kim Garst:

I tell people all the time, I feel like my value when it comes to AI is my marketing knowledge. I know I have a framework for what I want to do. So if you're not a marketer, you need to find somebody who's teaching this correctly, in my humble opinion, so that you... Again, it's not about the prompt. It's not about the prompt. I'm going to say it again. It's not about the prompt.

Crystal Carver:

It's not the prompt.

Kim Garst:

It's about how do you leverage a framework of prompts to get a specific outcome. I think that is going to be a total game changer. Once you understand there is a flow, there is a process to go through, but coming out on the other side with something amazing that you can customize and where it can be mostly customized for you already. Some people use it out of the box, because they don't know any better. But I do believe that you can do amazing things faster, smarter, and potentially better than you could do it absolutely yourself if you just follow a process to get good outcomes.

Mordy Oberstein:

That's always the thing people were talking about. Well, AI's going to take my job. And I’d say “how is AI going to be good for me?”. In the SEO world, SEO is going to be dead. AI will write your title tags for you, and AI will write that for you, and AI write... The reality is that it really just ups the value of you as a marketer, as an SEO. I feel yes, if you're... I hate to put it this way, a low level marketer or a low level SEO, and all you're doing is creating title tags and, yes, maybe that's an area where maybe AI could just do that for you.

But if you are at a substantial marketing mind or SEO mind or whatever it is that you do, your value just went up because now you need to think a lot more. There's a lot more strategy, there's a lot more that goes into things now. If you want to use AI for this, what are the implications? What are the consequences? What are the best ways to do this? What are the worst ways to do this? How do I go about using this the right way? How do I leverage things now? What's the right strategy? Your mind is right now the commodity, which is great.

Kim Garst:

I've told said this to several people. I don't believe that AI is going to replace true expertise ever. To your point, if you do have an expertise, and I think everybody does, regardless of where it is on the spectrum, you may be 10 steps behind somebody else that has some expertise in the same lane, but we all have something that we know that somebody else would be willing to pay for. My challenge to you would be, how do you leverage AI to be more creative with the knowledge base that you have?

It's really not about it's going to replace you. It's not. Absolutely. I do believe that that's one of... I said this a minute ago. I feel like matching what I know already to how I can integrate and be more creative, and ultimately save myself a bunch of time with AI. That's the way I've married it. I think that that's the way I would encourage everybody to look at it. It's not a way of replacing it, but if you do have an expertise, then you need to figure out how can I leverage AI in such a way that's going to be my creative partner, not the other way around.

Mordy Oberstein:

Exactly.

Crystal Carver:

Absolutely. I think one thing I say fairly often is that AI should be used to amplify actual intelligence, not just any intelligence, but your actual intelligence. Use it to help you with your actual intelligence. In Buddhism, they have a saying write speech. So if you're using AI, don't talk about something you don't know about. I shouldn't be using AI to write podiatry blogs, because I don't know anything about podiatry. I couldn't possibly attest whether or not the information it was giving me was relevant to that or accurate or anything like that.

Mordy Oberstein:

What about the podiatry device you gave me last week?

Crystal Carver:

How's your foot doing?

Mordy Oberstein:

It still hurts.

Kim Garst:

But if you have a, let's say... I'll give you a specific example. One of our clients, when you are in a client service-based business... Let me reframe that. One of the challenges has always been to know that business model. To your point, the podiatry. We're not podiatrists. Knowing that space, knowing the voice of that brand has always been a struggle when I had a social media business, an agency. But now, we do a lot of messaging and specific to content creation in particular.

One of the things that we have found has worked so well is we train... We use the same methodology that I just talked about. We train a brand speak chat for that person's business. We don't know it. We don't have any frame of reference for... I'm not a doctor. I'll give you an example. We have a doctor who has an anti-aging product, and I know nothing about that. That's not my zone of genius, but we created a whole content strategy for her specific to short form content. She's like, "How are you nailing my voice so well?" I'm like...

Mordy Oberstein:

I'm just so good at it.

Kim Garst:

Like that.

Crystal Carver:

She's like, "I'm the queen of anti-aging. I'm forever young. I don't know what your problem is." How do you know this stuff?

Kim Garst:

"How do you know this stuff? How do you know that my person has these problems?" She said, "You've identified problems I didn't even know they had." That's the way you marry your expertise. It's like you literally, you've been training on your business, but if you're in a service-based business, you can train it on your client's businesses as well. Yeah, and it makes such a big difference because the outcome, your clients are thrilled. They're like, "Oh my gosh, this is amazing," and super happy with the outcome.

Crystal Carver:

I've heard someone say from Google, and I might've seen it on an AI conferences as well, is that people are worried about AI replacing their jobs. It's like if you're a marketer, don't worry about AI replacing you. Worry about another marketer using AI replacing you.

Mordy Oberstein:

Nice.

Kim Garst:

AI won't replace you. I say that too. AI's not going to replace you, but you will be replaced by somebody using it.

Mordy Oberstein:

Speaking of all these AI tools, what are some... Because we spoke it.  Note to the audience. While we were prepping for the episode before we actually recorded, we were running through some tools, some not so great tools, and it's amazing to see what's out there. We're discussing that I found a tool that helps you find God, which is fascinating that you're using a large language model to answer life's most meaningful questions, but to each their own, I guess. I hope those answers are good, probably not. But what are some good tools that you're using that you can recommend that our audience might want to check out for themselves?

Kim Garst:

Yeah, absolutely. I do a tools review every week in my newsletter, so I look at a lot of tools. The ones though that I use daily are ChatGPT. I still think it's the gold standard when it comes to AI tools. Will it ever be replaced? Unknown at this point. A lot of the plugin features are also super valuable, I think, within ChatGPT for research and things like that. Just knowing that, I feel like that's been more evolved. It's built on the back of OpenAI, like we were talking, Mordy, a lot of other tools are also built off the back of OpenAI. I also use Claude daily. Claude still has another paid plan, so it throttles me pretty quickly, unfortunately, which is annoying. But still, for somebody who's a light user, I think Claude would be a really great alternative.

For images, Midjourney, Ideogram, it's I-D-E-O gram.ai. Love it for custom images. There's a few for... Capso is really great for meme, if you are creating memes. It's a great little tool for meme content. But I found using some plugins with ChatGPT that you can create memes with ChatGPT as well. So, there's so many ways to leverage the tools. It's just really based on the creative piece, and then what do you want as an outcome. I know a lot of people started with Jasper. I'm not necessarily a huge fan of Jasper. I think ChatGPT took the thunder out from under it a little bit. But there's just so many great tools out there.

Short form content, if you want to repurpose content, there's tools like Dumme, D-U-M-M-E. I love that. The reason I like Dumme over some of the other short form repurposing tools is because if we're doing an interview, like we're talking right now, and you ask a question and I answer, it keys in on the question and the answer, so that there's a frame of reference for the repurpose clip. I think that's just really smart. Those are just a few. I mean, I could keep going.

Mordy Oberstein:

We’ll be here all day, there's so many tools.

Crystal Carver:

I should shout out, Kim has a toolbox that is immense, that is full of lots of wonderful, fantastic things. I was going through it, and there's some great stuff in there. I was like, "Oh yeah, Canva. I do love Canva." That's another thing, is that a lot of things, like Wix has added lots of AI elements into our CMS. Canva's added some AI elements into the Notion, has AI built into it. I think that that's another useful thing as well. But yeah, check out that great toolbox.

Kim Garst:

Most all of the tools are integrating AI in some capacity, because they know. Canva just released a plugin for ChatGPT, I think just yesterday or maybe the day before. I just took a peek at it yesterday, and I think it has some application but I don't think it's where it needs to be yet. I was a little disappointed. I thought it was going to create images for me, and it's really just kind of a search engine for finding something that would a template on Canva. It was meh.

Mordy Oberstein:

They can't all be great. One of the things we'd like to do with the audience before we sort of wrap it up is give them some other people around social media they can learn more from around, whatever topic and marketing that it is. I'm just kind of wondering if you have AI tool recommendations, what are some actual intelligence recommendations that you might have?

Kim Garst:

Yeah. I love my friend Chalene Johnson, just basically because she's just so real and authentic in her social engagement, and I think we could all learn from that. Yeah, check her out definitely. She's mostly teaches Instagram, but she has a lot of business knowledge and she's very robust in that approach to how she does things. She also has a very unique strategy when it comes to being authentically sharing content or ideas or products that are affiliate-based, so that she can use that as an income stream for her. She does it so naturally that nobody really even notices because they're just personal recommendations for things that she uses. There's just a couple of things I think you could really key in from her platform.

I have a friend that I just met recently. We were both speaking at the same conference. His name is Phil Phallen, P-H-A-L-L-E-N. Phil is just a sweetheart, and he has really got a heart for the entrepreneur. He's also teaching a lot of AI-related content. I think you could really key in and learn something from him. But there's just so many amazing people honestly, to tune in to today. I guess my best recommendation to you would be to find two or three amazing people and stop.

Mordy Oberstein:

You're right. There's been so much AI. There was a while where it was like, "Everything AI." I was like, "It's a lot."

Kim Garst:

Yeah, find somebody leaning into the outcome that you're trying to affect and then just hang in there. Learn from them or absorb their content or whatever. Because what I have found, and I've been in this space for a long time, is you get inundated with all the information. When I started online 30 some years ago, there was no information. You had to teach yourself anything. Now, we're inundated with so much information, it becomes overload, and you're at three o'clock in the afternoon. You've not done anything in your business because you've been paying attention to everybody else's. So, let's just keep your number down to two or three, and you can still have time for your business.

Crystal Carver:

That's fantastic advice. Absolutely.

Mordy Oberstein:

One final question, Kim, where can we find you?

Kim Garst:

Well, you can find me pretty much anywhere in the social space under my name Kim Garst. My website is kimgarst.com. I have a free community. If you're interested in learning more about AI specific to marketing, you can join us at kimgarst.com/community. I have a whole post of things that'll be value-based to you there.

Mordy Oberstein:

Awesome. Thank you so much for joining us. Please make sure to find Kim all across the web. Her content is amazing. It's literally the reason why we asked her to come on. A bunch of great posts about AI. Check those out. We'll link them in the show notes, and really appreciate you being able to stop by and share your expertise and knowledge with us.

Kim Garst:

Well, thanks for having me. It's been so much fun.

Mordy Oberstein:

As for the next episode of SERP's Up... Well, that's it. Thanks for joining us for this SERP's Up+ podcast. Are you going to miss us? Not to worry. We're back next week with a new episode of SERP's Up, our regular SEO podcast. And back again next month with a SERP's Up+ for more marketing talk. Look for wherever you can see your podcast or on our SEO learning hub over wix.com/seo/learn. Looking to learn more about SEO and digital marketing, check out all the great content and webinars and newsletters and podcasts that we have over on the Wix SEO Learning Hub at, you guessed it, wix.com/seo/learn. Don't forget to give us a review on iTunes or rating on Spotify. Until next time, peace, love, and marketing.