How NOT To Use AI For Meta Ads transcript

all right to be 100% honest with you I'm I'm actually a little nervous to record this episode right now and I'm nervous about it because I think it's possible that what I'm about to say is so laughably behind the times of our space that it is mockable that that I'm going to receive feedback about this about how dumb I am being but I have decided to record it anyway because I think a lot of folks are in the same place as I am which is that they believe in some way or another that AI is going to help their business specifically their meta ads creative and and sort of output in their d2c business making that meaningfully cheaper they're exploring it with some seriousness and yet they're still pretty early and they're gauging reactions and learning how to use it so what I want to do basically for this time is give you my sense at this stage of things as we have begun to try to incorporate more AI into agf growth process with our clients um how I am think about this right now and this is going to range with from some really extremely tactical things and practical stuff to um more Reflections about where things are at and uh and hopefully that is both helpful to you I'll just give you some some basic sense of my relationship to AI um I I and I and this is really important to say out front I actually have almost no belief or perspective yet on whether or not I think AI will make make you tons more money in your brand at least at the level of outputting high performing creative I'm going get to that more later um but you know I've had some conversations recently including a bit of a conversation with Taylor holiday a few episodes ago in my episode with him which I will link in the show notes uh and the the conversation we're having there is sort of Taylor saying look I'm going to be able to Output hundreds of ads thousands of ads so fast with AI that it doesn't really matter if you're better at making an individual ad or not Taylor doubts sort of that anybody is good at making meta ads that anybody has that skill I don't doubt that I think some people definitely are better at it than others but I uh but his point is if you can make it cheap enough and you can take enough swings you just have enough volume like it'll just it just won't matter if somebody's better at it because you can just win on quantity and there's there's I mean I I understand and so so I'm withholding judgment about that right now I don't have much perspective on the answer to that question yet I think that's possible I think the world Taylor's describing is possible though I actually as of now have not yet seen it um so and I I'm not I'm not sure Taylor has I I think it's possible he has uh if he has he probably he hasn't said it quite like that publicly yet though they are clearly putting resources into it at CTC so um so that's not really the point of this I I'm going to withhold that a little bit because it's it is possible that AI right now with some I think you probably have to be good at it at this point you have to use the tool well uh can output so much creative so quickly at a at a good enough quality that you can just sort of force you can sort of bully an ad account into performing you could bully your creative into performing you could bully your brand into performing and I and that's that again seems possible to me um but I I haven't seen anybody quite do that exactly and so I'm going to instead instead of saying here's exactly how I'm doing that at massive scale or whatever I'm instead going to highlight for you a couple things that as I have begun the process with a couple you have a couple clients who are really engaging deeply with AI in some really different ways from one another which is really helpful for me uh to see we've spent a lot of the last couple weeks really trying to dig into different tools different processes I'm GNA tell you kind of where I'm at with it right now with the good the bad and then one neutral observation that I think is sort of a no-brain okay and I'm going to give you a specific emphasis here on the process of writing ads of generating ads that perform again with actually not too much perspective on whether or not it will in fact perform but more about sort of the process around that I think you'll see what I mean in a second uh but like I said I think many people are in the same place as me trying to adopt it it's still relatively early in the AI game all of these tools of course will get better over more time but uh but just where they are and part of the reason I'm recording this is because I believe a lot of people are in my place but also because I actually wanted a sort of timestamped thing that I could come back to at some point to reference uh like what was this like in August when I'm recording this of 2024 and what was my relationship to this at that point versus what is that going to be like a year from now and so I may come back to this topic a few times it's clearly one of the biggest issues in our space uh as people people can adopt it and and begin to make use of these tools so uh so how is that working okay so so let me start with things that I think are definitely good and again I'm going to emphasize here specifically that a lot of the AI tools I'm using are um you know things like claw for writing ads okay and I'm not going to go link all of these things that I reference here you're just gonna have to go find them all yourself I'll try to mention the name as as much as possible but uh but I'm gonna reference a lot of tools here so um so a lot of this is coming back to um Claude for writing ads could I give Claude great instructions to output for me really high quality scripts headlines though you know still image copy all of that kind of stuff so that I could speed up my process of getting ads created and make that faster and cheaper and better and better all those things okay so let's start with the good okay number one overwhelmingly I think the thing that that was the most surprising to me the most surprisingly good thing about this that has been really helpful to me has been that Claude by work by working hard spending hours training uh an llm to uh to write ads for me is forcing me to get clearer about my thinking about things it is forcing me to break down uh ideas about that I have about what makes good creative into their component parts and in fact it's not just forcing me to do that it's helping me to do that so so here's an example right so I gave Claude a few ads that had won uh at one point for for one of my clients and when I gave Claude Those ads I I said uh okay um analyze these ads and tell me uh which ones um analyze these ads and tell me what you can learn from them okay and so of course claw did and it spat out all this information about like the way that I had constructed these ads now I wasn't too surprised by this I knew when I was writing those ads that they fit a basic format um in this case of the long form explainer and again I'll link a link episode I did explaining the long form explainer at one point okay um in fact there's two of them uh that I did one's where I explained it and then another one where I actually worked through this uh with Dave recook from bamboo Earth where we tried to actually write an ad together Those ads by the way people have asked me about those they spent a little bit didn't perform awesome or anything like that I think um they they suggested some promise but not nothing incredible um okay so uh so I have this concept the long form explainer and and really explainer is the key word I don't really care that it's long I I started calling it that at one point I just care that you work through information this is crucial idea here right I'm writing direct response ads in fact it's worth noting here that if if llms for writing are going to help anybody write ads it's going to be me in the style of ads that I write I've said this a lot of times before but I do not make ads that are particularly creative in in they don't they don't work around ideas in roundabout ways like my ads I as I've said before like one of my favorite ad hooks is this is product from Brand and this is why it's good so just insert your product name insert your brand name and then the next line is why it's good that ad works like and it's incredibly clear and direct and this is my best skill in writing it's trying to be clear and trying to sort of teach things when I write right so um in that respect because I'm not doing things that are super creative I don't need an llm to write truly creative scripts for me where you're actually coming up with sort of net new approaches and ideas to things what I'm trying to do instead is just take different angles with different kinds of customers and different kinds of products and do it as much scale as possible across as many products as possible and find ways to approach the same product in in multiple ways and then do in still images as well add landing pages where necessary Etc and use Clarity and you know simple tools like problem solution and generating curiosity and all those to write ads and that's the kind of thing where the the sorts of thinking that are that comprise my ad approach uh actually are sort of repeatable in an obvious way and what what what the llm what Claud does is it feeds that back to me and so I give Claud examples say hear some winner ads and then I say tell me why these want tell me what's good about these basically you know and then I give it my breakdown of you know hook and then body education section you four sections of of an explainer ad hook body uh validation H usually also with a guarantee and then an offer and CTA okay those are the four sections that I typically put into any AD I also gave Claude that I told it here's the four sections of the ad gave it that information and then and then said do these ads follow this format and said yeah basically it does here's the difference is between between what you said you were trying to do versus what you actually did in these ads but Etc and then and then I said okay Claude go write me five more hooks 10 more hooks 20 more hooks whatever for these ads based on the information that you have and of course gave it a bunch of information about the brand and all that and it did and then I selected of those 20 hooks the five that I thought were good and and then I and you know modified them slightly added one or two of my own gave those back to Claude and said okay what do you notice about what I picked and when it fed those back to me like one of the things it said back to me was the the hooks you like invoke curiosity that is I mean without me telling Claude that right that is actively something that I'm trying to do in my hook writing I have thought about those terms I've talked about it with clients I've talked about it with my team how do you in a hook get the right person to be curious and Claude gathered that I was trying to do that fed me back that exact language and clarified that for me it also noticed that I liked active verbs and it noticed that I liked being direct and clear and not talking around the point it noticed that I don't like over promising actually and and I don't I think over promising often sounds too much like marketing speak and so when you overpromise too much you sort of lose credibility and I'm very concerned about credibility and authenticity and add and and so in all these ways as I was giving information to Claude both working with it and telling it what I liked and didn't like and then asking it to then summarize all that stuff back to me right it was telling me these things and that was extremely helpful to me because one of the really hard things about thinking and about writing is getting clear and as I'm trying to create and prepare instructions for myself and even for my team about like how do we do a better job of writing better ads more often I was I was actually struggling with this with a coaching client of mine I've I've actually since shut down my coaching business um because of this like I've realized I have got to get clearer on the kinds of things that I'm producing turn it into more tangible instructions otherwise I just kind of talk at people trying to explain to them an idea that's in my head and Claude really helped me to do that because the the process of training an llm to uh to give you the information or to to do what you want it to do requires you to get extremely clear and direct and precise in your instructions and of course again it will help you to do that right but uh but as it does that's good so for me it really helped my thinking about those things a lot and I think that's one way I will continue to use it is for it to analyze for me stuff that is winning and you know especially if I give it a bunch of ad that all are winning ads like can it tell me more about why Those ads are winning and then maybe I can use that to Source new ideas Etc okay so in that respect it's a real aid for me so that's number one forces me to get clear about my thinking on things I really like that um it's really hard work I think to do that and and so it's it does feel really good I've been using the analogy a lot recently when talking about AI that AI is like a hammer it it's a tool it creates leverage um when you when you swing a hammer but there are real differences in people who are good and bad at swinging Hammers and so you got to get good at swinging a hammer if you ever been around somebody who like has worked construction for any meaningful amount of time they just hit a nail directly on the center a lot harder than I do as somebody who doesn't do a lot of construction right it takes me a few pounds of a nail and I hit my hand four times and somebody who is working construction gets a nail where it needs to go in one swing every time with a good Hammer right like they're just good at it they're trained at it that I think is basically the way um something like uh AI or like most AI tools are going to work you get better swinging them you get better at using them uh and and this this is one of those cases where I think there's just really clearly a a leverage creation tool on my thinking where it's a it's a thinking tool the same way a hammer is like a you know um a force tool right it is time to upgrade the Data Tracking that you are doing from your meta ads account into your Shopify store and you should do that with Billy b.

Billy's been a sponsor on this show for a little while now because I I use them for 100% server side tracking with all of my clients I've just switched my most recent client over to Billy uh because they're great it is so simple and over and over and over again what I see is the same with Billy it has the highest event match quality scores in meta event manager and it is a much more cost-effective option than everything else on the market if you're using other thirdparty solutions for conversions API serers side tracking you should really consider switching to Billy it is a it is an incredible tool and actually you can use it for like install with basically one click for uh not just meta ads but for Google ads G4 one one one click installation for j4 it's amazing j4 is a mess uh for installation so you can get that there including enhanced conversions for Google ads Tik Tok ads X ads all of it like within a couple clicks it's extremely easy extremely smooth go to B ly.

AIT today to get better quality event matching and you can actually start it test it on your store for $1 for the first month uh so go check it out right now billy. AI to get better quality data sent back from your store to meta that's going to give you a cleaner dashboard with better information it's also going to give meta more information and more data so that it can optimize your ads better that's what I've seen over and over from my accounts you should do it too number two uh I think you can use AI to generate MVP versions of ads really really quickly and that is something that I really like uh so far I have found that the video creation tools that take my script and turn it into a video uh are uh not great they are clunky uh they they are uh they have some real values but there's just these things that are missing from them that make them sort of annoying to work with all right so I'm thinking specifically of creatify and nid I've used both of those tools um probably the most um and both of them at times are great creatify can take a bunch of video really fast and and put it all together into an ad for you and if you want you can use an AI Avatar and that can work and um and all that but like also the captions are kind of a giant mess it's really hard to create sort of a bunch of hook variations I would really like it if it could if it could do more variations of of uh copy faster but it's sort of one video at a time you can batch create sort of Avatar variations but um but not necessarily like actually changing the text and changing the script and that's annoying the vo still sounds like something weird I remember the first AI ad I made I sent to a bunch of friends and asked them for feedback I didn't tell them what was Ai and almost all of them said man that girl like is weird like she looks kind of weird seems weird none of them knew that it was AI I mean it looked real realistic enough that it fooled them but they were like why did she talk to the camera like that so there's still some elements of those kinds of things now that ad performed actually when I made it and so um so it it can work really really well but most importantly it allowed me to go from um explainer script in particular to created video very fast not withstanding the clunkiness and this is where I think the tools will get better uh and and by very fast I mean within a few hours like so it still took me some time to make one ad right but it still took way less time than doing that same thing and uh and having somebody go Record a script for me and you know generating an edit where I had to go send it to my team who was going to go create an edit and um and use the green screen effect and like select video uh individually to to use Boll with it and and all those kind of things like it just grabbed a bunch of b-roll put it together gave me a voiceover gave me captions Etc the captions are a mess the captions are an absolute mess for that particular tool um but but it it worked it worked pretty fast you in video I found the edits look pretty slick they're cool you can the the editor itself is really cool except it's also hard to make a lot of them fast for a couple of reasons and every video comes a little different in this case there's no Avatar so if that matters to you it's different like there's just like all of these little sort of limitations but all told net net of everything I was able to move from idea um in this case I think I wrote the script myself I was able to move from idea to created a video in an ad account much faster than I normally would particularly if this explainer style in that respect what the tool did is what I think is possibly the most promising thing about the tool about AI for for ads which is uh essentially the production costs like eliminating or drastically reducing the production costs and I think these will get a lot better like the the idea of and and I don't think it's going to replace humans by the way I think my human editors are just going to be able to work better and faster uh because because they'll be able to just um work with you know small edits of you know maybe a AI tool gets at 80% of the way there a human fixes the last 20% and then handles the variations really quick that kind of thing right um you know we're playing with final versions of this and it might not be using the same video b-roll selection tool with uh using the the the vo the the AI script and the AI voiceover from from the same tool maybe it's AI voiceover from Tool a Boll selection tool from Tool B Etc and you put them together and then create variations something like that right but uh either way man you know one of the big bottlenecks we have had at agf growth is that we like these explainer ads but then we need somebody to go film it we need somebody to go film the ads and it takes them forever and if it's the founder they're annoyed they got so much stuff to do and yet I know I believe these ads work right like over and over they are high performing ads in our ad accounts and so and it's because I of all things I've said I think you can hook really really well with them you can speak directly to the right customer you can give people all the information they need to go from never having heard of you to pulling out their wallet really fast and so in that respect being able to generate Those ads fast uh does really meaningfully I think uh shorten the production time and what I wonder about is if that becomes a new way of using the tool to where you start doing that and then you get an ad that you know the messaging works and you go and say hey we think this would work even better if we got an actor or if we got the founder to record it or we got somebody to Whit list it or whatever you know whatever the the thing is that works um so yeah MVP versions of the ads um going really really fast is uh is is really helpful okay uh that's that's number two for me and and it just really again a lot cheaper Etc um I if the tools get a little bit better I think that could be a crazy Advantage okay number three number three um there is some kind of work that you just want to do fast particularly writing work so I'm coming back here to Claude and to to AI tools for writing here um one of sort of my most effective um one of the most effective uses of AI that I've seen is from a client of mine who is a I'm gonna maybe try and interview him here at some point he's a master of using AI to write information Rich content his brand does it for for emails his brand does it for um landing pages some sometimes for long form explainer ads sometimes though those have not necessarily worked quite as well yet uh and and so he's just producing Mass amounts of stuff um and um and that has meant that at at times there are times when you want a lot of information presented in a clear enough way but you do not want to sit and write it all out yourself and so for example um that is a client uh who is using format I've mentioned format as a newer sponsor of mine um and that client is using format and pumping out landing pages at a speed that even the firmont people are going like this is extremely fast and it's because he's gotten so good with using claw to turn insights and past work into longer landing pages and um and now when you pair that with a tool like forat where the uh the ability to turn out um Landers from that with amazing software uh really good measurement and a and a person guiding that process you can get I mean you can get a lot of landing pages done quickly and create these really tight really well done funnels at that point I'm not sure every word of the landing page matters so much as it is that the customer gets all the right information you've already hooked them right you've already gotten the hook done uh on email now I will also tell you that so far as I can tell when uh the the well I'm gonna come back to that uh so so yeah there's a kind of writing that that uh repetitive writing tasks where the information does matter but it isn't actually so important that you sort of get the ad style quite right um I mean it is it is unbelievable as a tool for that you can get so much work done so fast and get stuff in front of your customers so easily especially again if you have a brand that requires a whole bunch of information relative to your products I think it's um it's sort of a life-changing tool for that I'm I have not really used AI this is sort of a broader thing for any of my written content like newsletter tweets that kind of stuff um I'm I'm I'm starting to explore that though because there are some some kinds of writing tasks that I think could be sort of repetitive where I could actually I've already done the hard work of generating the content that is important and the right and the AI tools could just help me spin that out and speed it up um in terms of making it more easy to disseminate uh quicker to disseminate to more people okay um so in that respect there's certain kinds of writing where that's the case so let me let me tell you what I paused on a second ago as a transition to the bad okay here's the problem that I see so far I don't think most advertising is the kind of writing that I just described and this is my sort of hangup on where I'm not sure if AI is going to like quote unquote work at the scale that some people think it will so far I have not really gotten claw to be able to write great ads for me and in fact here's the point I was going to make a second ago even on those landing pages now this this this is like a perfect example of the thing that Taylor has talked about the speed at which we could generate lots of them is really helpful and on the other hand because we can generate lots of them right so it's really helped us a lot on the other hand uh when I have gone and Rewritten personally with with like actually zero AI very much on purpose I I did this um exercise where I took one of our landing pages and I took the same angle and the same kind of set of knowledge about the product and the benefits and I rewrote it without any AI at all uh at least in look this is an end of one okay so this is not going to again please hear me say I'm I'm withholding Judgment at this point on whether or not you know I can outright AI for performance or something like that I really am withholding judgment but at least in that case um my my Lander beat clads okay and and so that might be the way to do it you you use Claude for massive amounts of speed and then you go and say okay I have a specific idea that this triggered that I'm going to go work on as well and you you try to find different spaces where you think you can create more leverage with quality one of the things I did there was I looked for a Lander that was getting a lot of traffic it was it was the it was a Lander connected to an ad that was spending a lot of money and so that way I could test it pretty fast I wasn't going to go individually write a Lander for an ad that I wasn't even sure was going to spend yet uh so again that's where something like Cloud was really helpful you could very quickly write Landers that moved really fast where an you're not actually sure if the ad is even GNA spend but there's no there's no uh real time cost to going and generating the Landers to go with them where you where you worry that you're going to generate all this content and it's never going to get any traffic because it didn't take that long it was really fast and really easy okay so uh so that's kind of the trade-off now when you take that another step another step right I actually think in this respect a landing page is different than an ad because crucially somebody who has made it to the landing page is somebody's attention you've already gotten and so and so you don't need to hook them you don't need I mean the angle matters but it maybe maybe the Precision of the language doesn't matter quite as much and what I sort of think right now is that the the act of writing ads requires a kind of thoughtfulness about who your customer is what your product is how it intersects with their life to where messaging is the thing that matters and that work the work of actually honing in on an angle that is really really effective for advertising so far so far I've not gotten to work for ads because I think there's a kind of thinking and essentially like mental gear grinding that has to happen for somebody thinking carefully about the the way their brand interacts with their customer uh that I that I just not I'm not sure that is the kind of repetitive writing task that that maybe Claude is grayed out yet I'm just not sure it is and so this moves me to what so far for me has been the bad or the frustrating part of working with AI to create more ads okay here's the here's um here's what I think the bad is all right U uh number one overwhelmingly okay as I think about using AI for specifically for ad creation uh for writing ads I think AI short circuits my thinking in ways that are probably net negative for me um you know when you were in math class in high school and then junior high do you remember they gave you the answers in the back of the book they gave you the answers in the back of the book because and and you're supposed to check your own work before you even turn it in right because the point of the math problem was not actually for you to get the right answer that's actually just the end of the math problem and you could turn in your homework with with the answer there uh correct and the the uh and it wasn't necessarily right it wasn't necessarily the correct thing why because the point of the math problem was to get you to show your work and and not even just to show your work but to actually do the work of math you needed to sit down and think through how to actually get from problem to solution and all the steps in the middle of that because it is the thinking itself that generates the outcome that you want it actually generates your ability to do math and when I think about makes a great brand what makes a great ad what makes great Performance Marketing all those things I think there's a kind of thinking required that requires you to do the math and my experience with Claude so far trying to sort of skip that step and just say I'm just G to let the llm do the math for me so far has not been a good use of the pro of the tool for me it it's it is consistently missed in ways that are like you read it and go Ah that's not quite right and you can tool it whatever now there are parts of that process you might use it for just like in that math problem you might have at some point to multiply two large numbers together and you realize these are the two numbers you have to multiply together because you solve the whatever the quadratic equation and and and you know the I don't even remember I remember all the algebra and Algebra 2 terms here right but you solved the part of the math problem it gave you two numbers and you had to multiply them together and so what do you do you take out your calculator and you quickly punch in 56 time 43 or whatever you know and that way you don't have to sit there and and pencil out the math because actually you had already learned how to do 56 time 43 penciling out the math a few years before you ever got to that that algebra equation now it's okay for you to take out the calculator and just have it do that right there's something like that going on with llms and I and I think uh I think there's a there's there's a thing here where it's possibly the case that like for the validation section of my ad for the guarantee section of my ad for the offer section CTA I I could just have Claud spin that stuff up and write it really really fast and punch it in there because I've already done that multiplication I don't need to go do that again that's not the point that's really hard I can I can have an M repetitively right and if you act now you get 40% off tap the link to learn more you know like that's fine okay um so so that's not the point but but but I think it matters that you sit there and pour through reviews yourself right like look I know I've done it I know you can export all your reviews and you can have Claude give you a sentiment analysis of those reviews I know you can do that but you do lose something there you lose the time I mean you lose the mental thinking about wait a minute what is this person really saying about the emotional resonance that their product has in their life why did this customer take the extra three minutes out of their life and write five stars what possessed them to do that what was it about this product they had an expectation when they brought bought the product they received the product and they got five stars so so why why what did that say about them and who they are and how do I then think about how to communicate that same thing to the next person that work matters and I believe so much marketing Performance Marketing goes wrong because people are trying to speed that up too much like like I see this over and over they're just trying to say my product is great buy it and look maybe if you do that at enough scale fast enough and you seed enough influencers Etc then you can do that okay and this is part of where influencers and creators can be really useful because they're actually going to do that for you and then you can use their video and go they're going to be the ones to articulate I bought this product or they sent me this product and it did this it did X Y and Z for me and now you don't have to be the one to do it but if you are the one creating ad creative okay uh if if you are the one doing that and you're writing an ad from scratch it is and and by the way this is part of what people like about seing influencers right it's like a cheap way to generate a lot of content really really fast that performs because people do exactly that okay but if there's some part of your ad account that is requiring you to explain the value proposition I in still image in video form whatever with words with words at some point and the words are the thing that matters I believe the words Drive the value the words Express the ideas the ideas expresses the messaging the messaging is what resonates and what sells products okay and so if you are doing that you like spending the time reading the reviews I think makes a really big difference think and then taking that and going the next step and thinking through how do I express this point as clearly as possible what what creative language can I use what direct language can I use how do I agitate the problem for people so they see what they're missing out on or you know whatever how do I invoke their curiosity now now again Claude as a thought starter for some of those things can work and as a as a clever language Creator can work totally can but um but if you use it to try to write the whole thing I think it's just not so far that useful writing is an act of thinking you may have heard me say this before and and I I didn't make this up I I picked it up from a guy named John Piper Piper's a pastor and a theologian a Christian Pastor I'm a I'm a I'm a Christian person and so he's a guy who's who's writing and stuff I pay attention to John Piper has written a whole bunch of books and he's when asked why he's written so many books he says even though I mean plenty of them don't sell very many copies he says uh among other things because writing is how he thinks and he cares about the thought he cares about the thinking and so writing is laborious work but it it forces him to be precise in his thinking and his language as he tries to explain an idea in the process of trying to do the math of explaining the idea he's figuring out where he's getting stuck and where he has to rethink ah I don't have Clarity enough there right this is sort of exactly what I liked about using Claude for the in in what I was saying earlier like where it can actually help you feed back at times uh where you're where I was getting stuck in my sort of Sops right at that level where I'm I'm just a lot worse at it at the same time I think it's possible that I will come back to this video in six months and say actually using Claude to make my Sops had some benefits but it also did the math for me too fast and I need to do the math and uh and that actually is going to help me clarify my thinking at the level of Sops okay so that is to me drawback number one that I've experienced so far it just has taken the act of thinking out of parts of it which I think is actually a net negative in the kind of work that I'm doing okay number two number two so far at least for parts of the work particularly on the writing side which sometimes is laborious let's be clear I hate it I just hate it it feels joyless it turns a creative problemsolving interesting job and problem and thought process into factory work that's probably something worth me saying as a bias in this maybe that is stopping me from using the tool the way that I want to um I dragged my feet into AI a little bit which is why you're getting this podcast now and not six months ago but I also think this is a real thing I finished work yesterday after spending a lot of the day if not most of the day working through AI stuff and I went like where did the day go what did I do today did I I spent all day prompting something do I actually like this at all um I just I just am not sure that that's not really bad at least for me today uh yeah again there's a place for it I don't I don't I'm not I'm not a leite here like I don't think we can't use the tool at all or anything but I just I just hated it and I'm just putting my finger on that noting it and saying that for whatever it's worth I don't really have any further thoughts on that it's just that it was a joyless experience to me um iess I guess maybe the other thought is the struggle of work is part of what makes work um worth doing and if if in some way and again it didn't actually ease the struggle for me that much per my point a little bit ago it didn't actually produce an outcome that worked but that's again not really the point of this podcast uh the struggle of the work I think is the thing I don't I don't yeah it's it's part of the joy of the work the struggle is part of the joy and and and it was joyless to me okay all right one final observation then we're done final observation is this um whatever else there is to say there is a speeding up of asset creation and asset production that is happening right now uh and uh and whether that is through offshor Labor or AI or combination of those those things it is happening all the time people are producing more creative all the time and while I am not a quantity over quality only guy I think there's a place for taking the time for Quality specifically I do also think that even when you am focus on quality you should you should also think about quantity and sort of like the last episode that I uh that I put out just before this one about what parts of the process are expensive and cheap Etc uh I uh I either way there's there is a huge volume of asset production that is going to happen of AD production is going to happen and I suspect that's only going to increase and when that does it is as it does I'm just telling you if you have not switched your meta ad account to manual bids it is no longer going to be viable to creative test the way that uh other people have been doing it so far in not very long this is another thing that has occurred to me and I've thought about a lot broad a reflection outside the RO of the main AI thing it might even sound ridiculous attaching it to this episode but hear me out like it just is the case that if you are testing creative by having to force spend to it if the creative 10x is it is going to be financially impossible for you to do that so this just thought has been occurring to me as I've been working on this uh the reality is you are going to have to use it or excuse me you're going to have to run some kind of different approach to your creative testing because we are moving towards a world where assets get way way cheaper way faster and so um so being able to run that at massive scale without the risk of the cost of lots of bad money spent bent on underperforming ads it's it's just you're going to need to do it you need to embrace it and learn how to do it all right enough on the media buying thing that's not really the point of this episode just an attached observation that I think is important um to notice okay uh that is it that is it for this episode thanks so much for watching listening make fun of me if you want email me podcast a jf.com call me out publicly make fun of me publicly on Twitter at andrewj Ferris for how poor my understanding of this uh of these tools are um but that is it for today don't for to go follow up with my friends at Billy b. who are the sponsors on this episode uh they are awesome uh go check out what they are doing to get 100% server side tracking really fast uh and don't forget to subscribe wherever um you are watching or listening to this thanks so much I can't wait to hear from you [Music]