How to Make AI Native Ads Look Human (Barry Hott Method)

0:00Today we are talking about humanizing AI and navigating authenticity in modern advertising. Now I'm going to try and do my best to stay tuned into everyone here and also try and read the chat, and also try and read my slides, as we go. So hopefully, this will all go okay. There you go. Make sure that Make Ugly Ads is

0:21in the frame there. We're good. Okay, so what are we doing here? We're going to be talking about a bunch of stuff here. I'm going to try and move really fast here. This is the AI agenda. I'm going to try and move fast through a lot of this. So try and let me know in the chat if you want me

0:38to slow down or something. I don't know. You can also call me today. You can call me Bear. AI. Er, hot. Berry hot. I am known for a few things in the space. One of which is I have a course called Building Ads with Barry which I run, which we just started that cohort,

0:55we're in the second week now. I also work, on ad create. I advise ad create with Alex, who we just heard from. I do my own consulting. I work with a few clients of my own. I've been a growth advisor and consultant. I've been doing this stuff for a long time. I've been in the Facebook

1:12ads world, since 2008. So that's 17 years now. I've studied billions of dollars in ad spend and I've also run almost a billion dollars myself in ads. But I've also had access to tons of account, in my time I have studied things from like at&t to athletic greens to Lumen Skin and Keeps and Urban stems and Nuts dot

1:38com. I've studied a lot of stuff across tons of verticals and I like to try and boil down what really matters, across all of that instead of just like industry specific stuff. And lastly, I'm known for making ugly ads. For anyone who is interested in what you know, I saw some people talking about that in the last presentation

1:57when Dara mentioned it. I think you can still find on motions, YouTube maybe a presentation I did a while back, I think, about making ugly ads. Maybe I'm wrong, I don't know. But Google Barry Hot Ugly ads and we'll dig into it. So, again I'm going to move fast here. First thing we're going

2:15to say, don't make ads. Make content that sells. Like then just trying to Lay the foundation here for everyone. Because what we're about to talk about a lot is actually organic content. And the reason why we're going to be talking about organic content is because it's. It's the content that your audiences pay attention to. Your audience isn't

2:34on social to see ads. They're there for relevant content. So advertise accordingly. Hold on. Yeah. And to make ads that convert, study what your audiences are consuming and make content that feels like it belongs. There's Right. Your. Your competition isn't other ads or other advertisers. It's everything else in the scroll. Ads on social are skippable. So, like, make people

3:02not skip them. That's if you can't cross. Like, if you can't get people to not skip your ads, if people skip your ads, they're not going to pay attention. So I don't care how pretty your ad is, if people skip it, they don't see it at all or care. And the trick here, and the key is to use empathy. We're talking about empathizing for your audience

3:18and your customer. So, I'm going to try and make this a little bit fun. Let me see if I can make sure I can see all of your comments. Bum, bum, bum, bum. Can you tell what's real? I'm going to show two videos. One is going to be AI and one is going to be real.

3:36These are not ads. All right, this is ad. This is not ad. Sorry. This is a. Video A. Can you see that?

3:47There's no sound. Just a bird, falcon, in fact, flying there. And then this is B on the right. All right, if you think A is real, please type the letter A. If you think B is real, type the letter B. If you think they're all. They're both fake, press C. If you think, neither of them

4:17are real, press D. Interesting. Lots of answers. All right, let's see. We're on both side by side there. So, fun fact. This one on the left is actually a real video. This is the original. That is a real video mounted on the back of a falcon. And this video on the right, I took a still screenshot from this video right here on the left and had VO3 create this video

4:47with this very simple prompt. So on the left is real on the right, which is very smooth. That's AI generated. Now, one of the things I like to note about this, and the reason why I want to bring this up, is because as hard as I tried and maybe if I had more time, I could have gotten

5:04it to do it better. The one on the left is real and it's bouncing and it's an action camera on the back of a real live falcon who's flapping its wings and it's jostling the one on the right. It's smooth. It's like it's gliding. I couldn't get it to make that shaky camera effect in AI. And so when we going to be talking about in a little bit about how, one of the things we'll talk about is how AI can sometimes be too perfect and not ugly

5:33enough. That is an example I thought was pretty relevant there. Stabilized. Cool. All right. Does your audience, can your audience tell? Do they know that stuff is AI generated? Do they care? Do any of you know or care? What, what kind of content does your audience consume? Are people consuming AI content? Can AI replicate the kinds of content your

5:57audience consumes? And are you. And something important to think about is, are you part of your audience or no. So really important as marketers, like, we often think about, like, how do we think of things as marketers? But we need to get out of our own heads and put ourselves in the shoes of our audience when we're

6:15thinking about this stuff. And, relevance is everything here. The social algorithms learn from who pays attention and for how long. So that's how it defines relevance and understands relevance is just if someone will pay attention to it and continue paying attention to it and. And then so on. That's. That's both true for organic

6:37content and paid ads. And again, almost everything we're going to be talking about here for a while, and I'm going to try and move quickly, is about organic content because it relates to your ads. Relevance is multi dimensional. Again, I will send out this deck after. I don't want to touch on all these bullets, but my main point here is if you look on the right, you can see

6:55three different images. I think a couple of these are actually screenshots, stills from videos. But you can see like a. Get a. Get ready with me, a bass fisherman and a chess player. The chance that this, all three of these is relevant to one person is pretty unlikely. I'm sure there somewhere is one. One or two people in this planet, maybe even one of them might be in this conversation right now who would be relevant to all

7:26three of these things. Chess, bass fishing, and, get ready with me, makeup and, whatever, video. But the important thing here is you might still be able to sell a product to all three of these people. You might be able to make a different piece of content that is relevant to the people that these are. Each of these pieces

7:44of content are relevant to. But these pieces of content are not going to be relevant to the same person. And you can know that within the first frame. As soon as these things scroll into frame, you know whether or not this is relevant to you. So I don't know. Shout, shout to me. If, if any of these are relevant to any of you, I'd

8:02be interested to know. But, yeah, there's, these are all different functions of relevance and it's like a multi dimensional spectrum. Everyone has subconscious content blockers. Now if you've seen me talk about this before, I've actually called them ad blockers. I don't call them ad blockers anymore because it's a content blocker feed. Content is so relevant now and so personalized to users that users expect content

8:26to be so relevant to them. They will, they're literally on high alert to anything that doesn't matter to them immediately and they will skip it. So if it doesn't immediately unambiguously say like, this is for you people, skip it. Which is why I say to blend in, to stand out. You want to blend in and look like what people

8:45are expecting to see. Otherwise, if it looks like something that's clearly an ad or clearly not what they're there to see, they're going to skip it. So we're going to shift over and we're going to talk to, we're going to talk a little bit about the problem with AI content here.

9:05And some of these are going to be hilariously similar to some of the problems with real content. First, am I real? Is this real? How can you tell and what is real? I don't know. Do people care? Does your audience care? Maybe, maybe not. We'll see. Is that AI or is that real? She's not blinking.

9:32Seems fake. Well, you know, one of the things I noted here is sometimes it can be imperfect, sometimes it can be too perfect, sometimes it doesn't match much of the feed or can decrease trust. And also there's legal and ethical, risks here that I want to flag, by the way. So a little, little warning

9:50here, little FTC warning here. You got to make sure if you're going to be using these ads, use, if you're going to be using AI in your ads, like don't be deceptive. So the second you start making content where you're saying, like I had an experience where the AI is saying that that starts to cross a line, be really

10:09careful about that. I don't want to get too political. I don't know if, if the FTC is going to prosecute anyone for that. But, anymore, I don't know if the FTC even exists still. But that's a separate problem here. Just try and stay safe and overall, don't deceive your customers. Now, the problem with real content, you'll notice here I said AI content can be imperfect and it can

10:30also be too perfect. Right? I showed you the bird that wasn't moving enough. It was too smooth. Right? That was too perfect. But the problem with real content too, is that marketers, traditional marketers, like many of us here, have learned how to make things perfectly because we have generationally learned about marketing from years and years, generations of marketers who used to make pretty things for print and TV and all these places where content was supposed to be pretty, but it doesn't have

10:58to be pretty. So don't make things too perfect. The other problems with, you know, real content is when you're making real content can sometimes be terrible, can sometimes be really imperfect if you don't make it thoughtfully enough. Production cycles are slow, it can be much more expensive. Quality, can be inconsistent. There's bottlenecks working with creators, and there's

11:17going to be lower quantity. Right? You can get more quantity made with AI. Now, is this AI or is this real? Am I real? Is this real? How can you tell? And what is real?

11:33I don't know. Do people care? Does your audience care? Maybe, maybe not. We'll see. Yeah, that's me. That's real. So that's actually the audio that I used to make. This previous one back here. Oops. This one, Am I real? I took my audio from that, ran it through arc ads and put it in there. And that's my audio

11:56being said as a woman. And I'll note, I actually have successfully used that woman cutting a cucumber in ads. And not that many people realize it's AI or care. So anyway, what native means on modern social media and why it matters. So we're going to talk about, you know, we. In the past, we've talked about calling this

12:17ugly ads or lo fi media. It's a little bit different now because native has a lot of meanings. But what I'm talking about when I say native and when someone says native to social or native to meta or native to Instagram, whatever, it's what people are consuming there. So there's like viral videos that are low resolution. You can see, like this,

12:37this is an example. I pulled this. This video has 50, almost 55 million views. And it's like super low res garbage video quality. Right? Like it's a dash cam, internal, external dash canvas thing on the, on the right here. And this person who has 42,000 followers, made a piece of content that got reached

12:57get, 55 million views. So this is what people. I'm not saying everyone consumes this, but this is seen by a lot of people. And this is the kind of content people are watching, one of the kinds of content that people are watching on these platforms. So it's not. This is why when I say make ugly ads, make

13:16ugly whatever, it's. It's stuff like this. It's just not perfect. But it's really about relevance. Relevance is the key. And then native isn't just ugc. People think when they're like, oh yeah, we gotta make, make it like social native. That means it's gotta be ugc. No, there's so much. Think about the stuff that you consume on Instagram

13:36on a normal day. There's probably clips from the news, funny things, sports, beauty, podcast clips, stuff in nature. You might get affirmations. I think my mom probably looks at content like that. Shout out to my mom. Like, you know, I feel like there's a lot of like security camera footage that goes viral from like someone, you know, like, you know, a, porch pirate, like on the

13:58right here. But so ever all of this is Native. It's. But it's just all in all different ways. And the thing that I usually look at is like, what is the stuff that gets tons of views? Just because Vogue makes pretty content doesn't give you the right to say like, oh, okay, well, I want my content

14:15to be as good as Vogue. The Vogue audience isn't. Still probably doesn't even want that much pretty stuff. You can go study their content, but like go. What you should be looking for is making content that gets broad, broad, broad reach, and gets massive, massive views. That's where you want to be finding inspo from. In terms of what's native, what

14:37isn't Native on social is.

14:45I think that's absolute garbage. And also AI will be able to make, you know, stuff like that easily. No, anytime soon. So it's even more irrelevant but it's what's not native on Social is what consumers aren't consuming. It's irrelevant, slow and ambiguous hooks, stiff product demos of actors, bad storytelling, inauthentic content, traditional marketing, esthetics and ads

15:08for other platforms. All of this stuff is not native on Social will not work anymore. Like, it hasn't worked for a long time. And it's going to be harder and harder for that stuff to work. AI is fundamentally changing the feed and talk a little bit about AI Slop. Has anyone talked about AI Slop, yet in this, in this

15:27series of videos of lives? Okay, great, because I love AI Slap. A little bit, A little bit. This is the.

15:43Yeah, it looks real for a little bit, but then it's clearly not real. I mean, to me, it's clearly not real. I think there's plenty of people out there that watch that and are like, whoa, those people drowned. But that's, a new thing where people are making lots of different style of videos. There's just so much, out there and some of it's very realistic, some of it's not so much, but it's about to get a lot more realistic, thanks to VO and thanks to

16:13Google. And that's just getting started. Literally today, is the worst it'll ever be. It's only going to AI videos are only going to get better and only going to get more realistic and believable. And a lot of this stuff plays on your emotions. It's exploits your curiosity or novelty. It's going to be desensitizing and fatiguing.

16:33And it's becoming more common. It's stuff like this should be tagged. Oops, sorry, should be tagged, in the content. But even then, you don't really see that when you're seeing the content. So I'm wondering how much the systems might start to filter some of this. And some people might like this stuff. Some people might not

16:51understand it's fake. It's a weird world we live in, and it's a weirder world we're about to be living in. So what's the AI impact on content, volume and quantity? See this chart right here? Completely made up by, by ChatGPT. Thank you, AI. So you can just have AI make data for whatever point you

17:07want and make a chart for it. So don't reference this, except that you wanted to say this is what Barry wanted to make AI say, because that's what this chart is. It's literally not based on Any data except for what I wanted it to say. AI is literally shifting content trends. Sorry, to say this one on the right here is not a video, that I have here,

17:29but it is from a video. But the Shrek army invades Taco Bell. There's some fun benefits to some of this stuff, but a lot of it is just also totally garbage. Nice. Nice Shrek gif in the chat there. But yeah, the bar for relevant content and great storytelling is about to be raised. Right where people are going to have shorter attention windows

17:52for irrelevant content. Authenticity is going to become a premium and trust will become a differentiator because of how much of this untrust trustworthy stuff there's going to be. How much of this inauthentic stuff there's going to be. I think Alex and Dara talked about that in the previous presentation a little bit. And sadly ignorance is bliss. A lot of people aren't going to care that the some

18:20content is fake or not. They're gonna even the stuff that they should probably care about, some political stuff. They're probably just gonna believe whatever they want to believe. And ignorance is bliss. So that's scary. Sorry to talk about that for a second, but we live in a scary time and it's only going to get scarier. Let's talk about the uncanny value of creative which is

18:40actually kind of going away. So. Uncanny Valley, real quick. It's that feeling you get when something isn't quite right. Like something's almost human but just a little bit off. You know, you can tell from expressions motion and it triggers a little bit of cognitive dissonance in it. And as you'll see a little bit later in the presentation,

18:58AI is getting better at this. But overpaying for home and auto insurance. Do you even know how much you're paying? Feels a little bit off. Right? That's me. Obviously not real. But that is, an AI version of me. I uploaded to an AI platform to have it make me say stuff someone said that's real.

19:22Yeah, that's funny. Overpaying for home and audio. Yeah, so remember that script also because we're going to be. You're going to be hearing that same line a few more times throughout this presentation. So let's talk about the rising value of authenticity. It'd be nice if I could speak. Look at all these stats that

19:41ChatGPT also made up for me. How convenient. 80% of consumers prefer authentic ads. Sure. 3x higher engagement on human led ads. Yeah. 60% increase in brand trust with real customers. Sure. Drop in recall for AI only content. Yeah. Okay, well, whatever. AI made this, These stats up, so whatever. Maybe it's right. But similar to when I said, earlier that relevance is multidimensional,

20:11so is authenticity. Content isn't simply, like, authentic or not. It's on a spectrum. Things like tone of voice, delivery, aesthetic, the source, like, who's saying it. All of these things can matter to how authentic something feels like. And you can have. It's a give and take. If the, like, the esthetic isn't very authentic, but the person is delivering it super authentically, that can make up for each,

20:38you know, one in the other. So you don't always have to have an ugly esthetic. Sometimes you can. That'll help. But here's the story of how I ended up getting bunion surgery and then starting. Fulton. This is from, the shoe brand. Shoe, insole brand. Fulton. I just want to share that little hook there. Because it's a relevant, authentic story with a relevant, authentic visual,

21:00told by a founder. So just thought that was a good example here. Authenticity is hard to fake. For now, the tools are getting better. And this is. This whole kind of talk I'm talking about here is the race we'll get into a little bit more, but, like the kind of race to the bottom here for

21:19authenticity. So real creators have to do more unique things to lower the likelihood of AI replicating it. You're going to need to get weirder, get messier, get uglier, do things that the AI wouldn't easily do or couldn't easily do. Right. The shaky cam that I was showing before, with. With the Falcon, that's harder to replicate. I mean, just shaking a camera isn't going to help you make better ads or better content, but you'll

21:47see what I'm saying. And, people are going to struggle to establish trust and authority, but that's what I would be prioritizing right now. Don't love traditional lipstick. You're going to love Jones Road. Lipton, Shout out. Jones Road. Shout out to Bobby, Brown. Right there. One of the one. One of the biggest weapons that Jones Road Beauty

22:08has is right there. That's Bobby Brown. She is one of the most, probably the number one authority in the. In the makeup space. And not only is she an authority, but this is being shot in an authentic manner. So that is. I mean, I have no idea if this one's doing well. Or not. But at least I love the thought

22:30that's going into this. There's a lot of authentic visual aesthetic that's going into this that makes a lot of sense and having her authority with that. It's an incredible killer, killer parent don't love.

22:46Yeah, the authenticity arms race. So this is scary, but the winning, winning content will be the human AI Human, stuff I hasn't figured out how to copy yet. And as AI improves, it'll be easier for AI to mimic human authenticity. So let's. You're overpaying for home and auto insurance. Do you even know how

23:13much you're paying? That's much better than the one I showed you before that of me. Right? Still not great. Still not great, but pretty good. You're overpaying for home. I don't think a lot of people would. Would clock this as, as AI auto insurance. Do you even know how much you're paying? Pretty, Pretty realistic. Audio is not ideal, I

23:34guess, but pretty good. And human creators are going to need to do more things that AI can't or wouldn't do. Like that. Or that your audiences wouldn't believe or care about if AI did do. You're overpaying. We already got it. Okay, so let's talk about some tactics for advertisers in the age of A.I.

23:53authentic human storytelling. Adara, I think said this earlier and I think this is going to be key. And I think building up more and more authenticity, more and more trust is going to be the ultimate value, going forward. And especially when you can combine authority and authenticity, to create compelling and relevant stories, and particularly

24:14founder stories. Oops, did I use this video twice? Oh, I didn't mean to use that twice. Sorry y' all. I should have had something else in there. I'm gonna figure out what I had it was supposed to have in there. But yeah, make content that your audience consumes. You want to make ads that align with the content

24:32your audience consumes. Human made or AI. Right. If your audience is consuming AI content, then make AI content. If your audience is making human stuff, then try and make human stuff. Also maybe use AI to make that. But you. Either way, you want to be focusing on quickly and unambiguously being relevant to your audience.

24:53That is what matters the most. And you want to be empathizing with your audience and empathizing with the creators that make the content that your audience consumes. So if your audience consumes a lot of stuff from like I don't know, Mr. Beast or whistling Diesel or, I don't know, any number of content. Big content creators, right? If you can emulate or empathize and then emulate what kind of content they're generating for those platforms,

25:21you'll benefit from it.

25:27So if you're, if you're into AI, if your audience is into AI, maybe making some sort of, like, weird AI little thing like that, like a bag, maybe that's going to be good, maybe not. Maybe it's going to work for your regular audience anyway, regardless of it being AI or not. Don't over polish Classic. Had to, had to get the old

25:49make ugly ads in there. Find ways to shoot and talk in a human way that AI can't or wouldn't. And instead of waiting for a big studio shoot, just go shoot something now. One of the biggest benefits, of like, making something ugly is that you can just make it quickly, make a lot of it and make it for cheap, which is fundamentally relatable to the way a lot of content is made by a lot of

26:15content creators. They just make a lot of different stuff and they don't worry about perfecting it. So just go make stuff. And you can see here, classic post. The note. That's real. My real handwriting. Not AI handwriting. Or is it AI? Anyone want to guess, let me know.

26:35Dara said prove it. I don't know how I could actually prove it to you, but, yeah, that one is probably not AI. All right, so one of the things you're going to need to is create, learn and iterate rapidly. Again, AI or not, the key to success here is doing this quickly. I literally tweeted today, that one of the biggest, like, problems I see, in creative strategy and like, just the creative food chain is teams spending way too much time tweaking ads before they go live and not enough time studying how they actually

27:12perform after they go live. So, like, instead of like saying, like, oh, I think it need, we need to tweak it here and make this better and make this, like, just let it go, set it live, learn about it, see if it works, see if it fails and then iterate later, fix it later, just move faster, because if you don't,

27:31someone else will. And the faster you move, the faster you learn. The faster you learn, the faster you iterate. The faster you iterate, the faster you learn. Again, it's about speed. That cycle is really, really important and I'm going to show you why in a second. So. And, you got to build your teams for this. Lean teams are going to move more nimbly, and lean teams are going to be who win here, and AI is going

27:57to help with that. So the reason I'm bringing this up is we've already seen this kind of insurance thing. I've been talking. We've had a couple ads about here. Here's another one paying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year?

28:13I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Someone. Okay, someone definitely said it's worse. Someone said it's fake. Maybe that one's fake. Maybe that one is. Maybe the links lip

28:28sync isn't good. Maybe that's a lag. I don't know. I don't think it is. Get good at using AI. That's. Look, first of all, anyone who's here, you're in the top percent of advertisers, right? Like, pat yourself on the back for being here right now. Thank you, by the way, again, to motion for.

28:46For putting this together. But shout out to yourselves. Shout out to everyone who's here, who's in bettering their lives and improving, improving yourselves, right? Like, you are the top percent of marketers. There are so many other people who aren't here right now who aren't even trying, okay? So they're going to be left behind.

29:08Keep working on it. Keep learning. Keep listening to Alex Cooper. Like, he. Dude, like, he's. He's so far ahead of me. I'm like, I got to catch up. Like Dara said. Like, I was like, how do I keep up with him? You know, but just keep trying. Keep playing with the tools. Keep learning. Because AI might kind of be the enemy for some of us, but it also needs

29:27to be our best friend. We have to use AI to help us tell relevant stories. Even if you don't make a full AI ad, you can still use AI components in your ads to help support and show a case. Like, you can show problems. You can show certain things better with AI that you couldn't possibly afford to shoot yourself or, like, find

29:50stock footage for it. And the better you can understand and work with AI the better you're going to be able to compete. And if you don't, someone else using AI is going to do it. Better. You're, overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing

30:05your rate every year? We're getting better. I think we're getting better. Texas homeowners are paying an average of $1700 more than the average homeowner on insurance. Is that one real? Is that real or is that fake? Texas homeowners are paying an average of $1700 more than the average homeowner on insurance. He's too pretty

30:28and he's not blinking. Okay, Guess you guys haven't heard of hiring actors before. Okay, well, yes, those were, those are fake. Yes. Okay. Someone said steering wheels in a weird place. Sure. Okay. So what's the future of social advertising? It's going to keep evolving and fast. What looks native today may feel stale in six months. I, I think that fundamental, that that premise is why so many people are struggling

30:56with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore and they can't understand it. They can't understand that or understand why that's happening, but that's

31:19what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that that makes sense to and relates to your audience. And people are consuming hyper relevant content now. The stuff that I see in my feed for like my personal life is very different than the stuff that I see for my

31:44work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to, want me to like prove to you that this is true? Just create a new Instagram account and go watch, stop. Like find a piece of content and stop and watch it. That's different than your normal set of interests. And you will see that the algorithm will serve

32:06you more of that. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on TikTok or Instagram, Facebook, whatever. It will start showing you more of that content so you can be intentional about it. Like I literally

32:25have one for about. I have an Instagram that I go to to look, at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds and if that's true about me, I'm one person. Imagine how different the content that I'm consuming is different

32:40than you, any of you. So we're all seeing different things and we're all, it's, it's hyper relevant to us and there are going to be some things that are going to be relevant to a lot of us. But there's also going to be a lot of things that are going to be too specific. And here's, you know, as a, shifts the look of the feed, the definition of native

33:02is going to shift with it. And also consumers might soon become immune to AI image ads as everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in a second for, for five cents. I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, are going to start to move away from delivering a

33:29lot of these. I could be wrong. I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I, I don't, you know, I just, I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though

33:53they are clearly ads. I don't know. We'll see, we will see. But remember that it's going to be gradual if this changes real, quick here, just you know, to be a buzz kill, people are going to be starting to get flooded with misinformation as if they're not already, and it's going to become harder to trust and verify the authenticity

34:14of some content. This is just a scary part of what's happening. And I'm bringing this up because there might be regulations on how fake, or AI content can be created or distributed. But also just to keep this in mind that this is something your audience is dealing with and people are dealing with it in different ways. Some of them are just

34:34consuming it and believing in. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So the world is changing and you gotta pay attention to it. Don't, don't shelter yourself. You need as a marketer, as an advertiser, you need to be aware of what's going

34:50on here and what's next? AI, Software and agents are gonna help produce and guide more relevant ad creation. Right. As. As Alex has talked a lot about, ad platforms are also going to be taking away more manual controls of anything we've seen over the years. Meta has been taking away ad controls from users and they're also building more and more AI creative options

35:13right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now let's see if this one is AI or stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year now?

35:36Is that real? Is that the clip that I used to base all the other clips on or is that also AI? Does it even matter? Is a question I got there. That. Oh, someone said fake but best looking. Someone saying AI. No, that was the real thing. That was a real person.

36:01Yeah, no, actually, sorry, that was AI that I created that in vo. Which is, I'm gonna say it absolutely fucking terrifying for a lot of reasons. As someone who makes ads and is in ads, it's kind of awesome that I can actually make stuff like that. Yeah, if someone was looking closely at the interior of the car, I actually

36:22kind of chose a version. Stop overpaying. Yeah, this kind of. It actually wasn't perfect, but she's pretty spot on. But I did intentionally choose something that like, was a little funky, but I've made some in here that are not funky at all. This is using VO3. This is using Google VO3 without even trying very hard. Especially the fact that like this audio

36:47I didn't have to do. I didn't have to do the voiceover. Veo did that. VO did her audio with the inflection and the pacing and the timing. Now that is new and that is exciting and also terrifying. It just made this person and gave her that voice and she was able to speak in a similar way that I would. And yeah, unfortunately

37:13VO does shoot every. Does give you everything in wide. But I was able to figure out how to get it to make it horizontal and rotate it vertical. Which is really annoying. But, yeah, this is, this is scary. I like seeing a lot of you are scary here are kind of like saying like,

37:32whoa, that's weird. I'm just going to play it again real quick though. For home and auto insurance. Do you even know how much you're paying? Are the big insurance companies. I mean, like the telltale signs that we talked about, about, the uncanny valley, they're just not here. Like, I don't, I don't see them, I don't smell. And like, I've made a bunch of these, and almost all

37:55of them pass my sniff test. So the fact that right now all you can do is 8 second clips is great, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight second clips, or using them, you know, in different ways, or just using them as

38:15hooks. Because now for me to get this piece of content, I would have had to like from. If I want to get this piece of concept from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent. Right. Who's able to read the line the way I want them to, which is, that's one

38:35of my biggest problems. I put in the word incredulously in the, in the reading of the line and I was able to get that. And basically, I mean, this was maybe V4 that I tried, and the previous versions were just esthetic differences, but, like, the read was perfectly good. Again, this was used on VO3. This is using VO3, which just came out, you know, days ago,

38:58which is incredible to have. The timing of making. The benefit of making this deck, very last minute was that I got to, play with a new tool, just in time to put it into this. So you're getting like hot off the presses, literally. I just made this stuff like two days ago. Stop overpaying. All right, so, yeah,

39:16I think that's it. I, I'm shocked at how fast I went, and I'm actually, I thought I'd go way over time. We're only a little bit behind. This is also a real picture of me, obviously. Definitely not AI generated at all. But yes, any, any questions?

39:35Harry? Oh, my gosh, that was incredible. I feel like you added the right, the right, energy to us needed. Everybody, before we get to Q A, show some love in the chat. You have to. Round of applause. Round of applause. I hope this is, I hope this is valuable for everyone. If, if you didn't find it valuable or you wanted me

39:53to double click anymore. Yeah, heckle me on Twitter, LinkedIn, whatever, I'd love to hear it. But yeah, I'd love to hear some questions here. Anything I can do to, talk about this. I find this topic to be crazy and the, the to. To have gotten to work on this, it brought me so much

40:11closer to this problem. So I really enjoyed getting to talk about and think about this. And yeah, we'll, make sure we'll share this presentation out so you guys can look at some of the slides. I kind of zoomed through a little bit, a little bit closer there. But, I'm excited for a lot of you to get

40:26to play with both vo. I definitely recommend for anyone working in this space. I, I hate to like, you know, I don't make any money from saying this, but I would definitely Recommend Paying the 100 something dollars a month to Google to get access to the ultra AI, Ultra whatever it is. So you can just play with it

40:43without the limitations. For anyone who doesn't want to do that. If you have, Pro, Google AI Pro or whatever it is, you get like five a day. And yeah, you should definitely go play with it. And also when you play with it, think about how evil someone could be with it. And just keep that in your mind as you start to see, content out in the wild in the very near future

41:08because it's terrifying. Sorry, buzzkill. Feel like we have. So we've had so many conversations like that. Talking about the benefits and then the terrifying like, oh, gosh, what is this going to be? What are our lives going to look like? Yeah, yeah, it's, it's weird. What are, what are our lives gonna look like?

41:23I. I don't know. I really, I don't know. But, I'm eager to see, I guess. I don't know. Yeah, yeah, yeah, yeah. Everybody, we could bore you with some vacuum, talk. But I do want to get to some of your questions here. So, Barry, there's a range of questions, some that are AI, some that are more like

41:40foundational to the approach. I'll start with one of the more foundational ones from Carolina. So how do you accurately figure out what your audience is consuming? Oh yeah, I mean, so first of all, I mean, I hate to. Well, I'll plug my own course because that's a big part of what we talk about there.

41:57But the. You can't even get into it right now because we just started the cohort already. But, the simple thing is, do what I said before. Create a new Instagram. Create a new Instagram and do TikTok specifically pursuing that interest. And that's it. That's pretty much it. And then study that content, right? Like don't make content

42:19that's relevant to you. Find the styles of content, find the themes and trends and aesthetics and make that. There you go. I hope that answers your question. Layup super easy. And then let's jump over to an AI question. So we get negative comments whenever we use AI in our ads. How do you respond in the ad comments or do

42:42you just delete them? Oh, I love this question because I'm I'm a big, I have a lot of opinions about ad comments. First of all, anything that's negative or criticizing your product, or your ad or whatever, you have every right to hide it. It's an ad like if you had a billboard up and then you know, for Pepsi and someone spray painted and said,

43:04you know, Pepsi sucks. Buy Coke, like they're going to take that down. So it's the same thing. Like first of all, hide those. Second, I think this problem is about to become a lot smaller of a problem. The other thing is like make better less, less, you know, obvious AI content. One of the tricks I've seen is like put the AI further away from the camera, trying

43:34to have their hands in view. Like maybe use them as like green screen over something else. So it's just there's a lot that you can do. You can also like lower the resolution or the bit rate of the video to make it even uglier. There's a lot that you can do and also like voice wise trying to either use a real voiceover and have it related,

43:56you know, with 11 labs. Sorry converted with 11 labs or arc ads, both shout out to them. They both offer that. So yeah, there's there's a lot there that you can do. And yeah, I, I wouldn't even respond to a lot of them but if it's a reasonable question. Yeah, respond to it. Awesome.

44:16Mary. Next one up we have is from Kim. It says basically restating when you say to shoot and talk in a human way that AI can't or wouldn't. Can you give some specific examples? Yeah, that's going to become harder right like right now for me to do like I can use Veo. I mean maybe, maybe I can just

44:39show you what I did in vo. Let me see if I can pull it up while we, while we talk about this. But like in V, you can have someone do a walking, walk and Talk, And like it looks real. So like what I would say to you is how do you have that walk and talk, have more moments that are like human and unique and pause and have something dynamic happen that you wouldn't really put into, into like

45:07an AI version of it. But maybe that's, maybe that's worse. I don't know. Yeah, I don't think I can actually quickly show this unfortunately. But like I have some like, examples of like people, like just having people walking and it just looks, and walking and talking while selfieing. It just looks legit. So yeah, huge.

45:30Okay. I feel like it wouldn't be, it wouldn't be a conversation about like ugly ads if we didn't get a question like this one. So how do you balance ugly ads while maintaining branding and even looping in AI and any thoughts you have there? Yeah, yeah, yeah. So that this is a classic question, about,

45:47about ugly ads. And it's like what's, what's more pre. What's more premium? Like shooting someone wearing a fancy. Like if you're trying to sell a watch, like shooting the watch on a $10,000 camera on someone's wrist, right? Is that, is that more premium? Is that more important? Or shooting it on an iPhone but you're in a, private jet.

46:10Which of those is more premium? Which of those is more luxury? So find ways to make it more authentic and believable because most of the content you're consum people are consuming on the feed are not shot on a $10,000 camera. I meant to say this in the presentation but like you can go check out

46:27an interview with Mr. Beast with Colin and Samir. There's several of them, so good luck finding this clip. But Mr. Beast actually talks about how he used to use 4K or 8K cameras or whatever it is for his channel. But he stopped. They stopped, they just stopped uploading in recording, and uploading in higher quality stuff because it didn't look, it looked too good and the audiences

46:53didn't want that. This is the same problem but like Mr. Beast has basically infinite resources to make whatever he wants and he's literally choosing to use cheaper cameras and cheaper lenses for most of his content. Now for his TV show Beast Games, very different. They're using professional stuff because that's for tv where that stuff belongs. So you know that it's just make

47:18stuff for where it belongs. And someone here said like, I just saw a comment like my clients never approve ugly ads. I Send them. I send them my way. I'll bash them over the head and tell them that they're, you know, but really, the trick, I usually tell them, I would tell someone like you is like, say, like,

47:35$500. Give me $500. Give me a thousand dollars to spend this. If this doesn't work, you know, I'm the idiot. If this does work and we make money from it, hooray. Right? And now we have to change our mindset about all of this. So, yeah, that's. It's a tough one, for sure. And by the way, ugly ads.

47:58Ugly ads. When I say ugly ads, people think I mean, like, make it really bad. What I just mean is, like, don't make it as pretty as you want. Don't make it as pretty as your marketing brain wants it to. Because, like, anything less, less pretty than that is, is successful. I feel like this conversation is so much related to, like, how to train someone

48:17to have that conversation. Because we're not saying, like, ugly or not. It's just like, how do you. What's the vocabulary to basically have that conversation? Totally. I did find out I, I can show something in flow if you Gimme a second here. Which should be exciting, for this audience. So let me share my screen. Oh, wait, I said I

48:39stopped sharing. Stop. Was I sharing that whole time? No, that was me and the questions. No, I hit. I stopped sharing your screen. Yeah, sorry. It's all good. Perfect. Perfect. There you go. So, I'm really letting you see what's going on here. This is my inner workings in my flow, and this is V3 right here. So I want you guys, I mean, I'm

49:01sorry that this is sideways. Turn your heads. Okay, but this is. I did this with minimal input. Here we go. Texas homeowners are paying an average of $1700 more than the average homeowner on insurance. Let fresh quote help. Like, that's,

49:21Owners are paying.

49:25Yeah, I, I, you know, that's crazy. I mean, I, I, I will start. You know, like someone said here, like, throw some background ambience in there. Yeah. There's no noise, right? Oh, that's 100%. Why? Yeah, my feedback is like, oh, I need to add in some just, like, you know, noise, you know, just like

49:45birds chirping or whatever. But I have, I have that queued up. I use descript. I have sound effects queued up like that. That's no problem. And then, like, you know, what else do I stitch that to? What else happens after that. What else can I actually I'm just trying to think like with AI, what else can I

49:59have show in the background? Can I have it say like have an airplane fly overhead? Not that it matters, but can I just throw that in there and will it do it? Maybe. So yeah, you and anyone who's asking to see the prompt. Guys, it was 90m percent of the prompt was just describing

50:15what she looks like. Just to be specific. I was like and it a 30 year old woman with like whatever heritage, this color hair, this color eyes, well, this type of smile, the type of lighting, where she's walking. What I said she's walking in a specific part of Texas. So like I had some like, you know, I'm just being specific, just trying to see like what it is, like what

50:40I can get away with. I mean it doesn't matter what my prompt is. I promise you have more fun trying different prompts. And also the trick I would say is if to come up with what you want the person to look like, do it in ChatGPT first or an image generator first. Get a good concise prompt of what you want a person to look like and it'll probably translate over

51:02into that video really well. And also VEO lets you take an image and turn it into a video. So actually I'll share my screen again in a second if, if, if you'll give me a second here. I know we're over time but this is nuts. Let's do it. And there's no, you can't do audio with this yet.

51:20Okay. But this is, this is kind of crazy. And by the way, if you could do audio with this, which I'm kind of glad that you can't because it's kind of terrifying that you can do stuff like this. Like literally. I just uploaded a photo here. Can you see this? I uploaded a single frame,

51:46this frame right here. I opened, uploaded a single frame and gave it a prompt and it did this.

51:55Like there's a lot more, I mean I did a lot of other silly stuff in here that actually doesn't look so good. I was doing something with rotten, gummy worms. But like this one, I mean like you can't hear me talking. Because there's no, I won't do audio with these. Actually that's not the one

52:14I wanted to show you. Yeah, like it can just zoom in. That resolution isn't like those, that quality isn't there. It just made it up. It Just guessed. And it guessed pretty good. It still pretty much looks like me. Good enough. So, yeah, there's this one. This one's. It's where you start to be like, okay, well, I mean,

52:42like, it just did that. So we're in a weird world. Once it adds audio in there and I don't even have to talk. I'll just literally take a selfie of myself in a setting, and then I'll just throw it in and I'll just like, yeah. And then, boom, I'll go do 20 versions of it in VO instead of having to go film it out

52:59in public and on the street. So, yeah, that's VO3 in Google Flow, I think it's called. So many different words you have to learn. It's so annoying. It's okay. We got marketers here. They've learned all the acronyms under the sun. So they can hang. They can hang. Yeah. This is. This has been incredible.

53:16Is there. Is there any final words you want to leave with our audience today? I saw one note here I want to hit on before we go. Someone said, how are you pairing the audio to the videos you showed before? Some of the ones I showed before, I just gave it the script and it made

53:29the audio for it. Veo will literally do that. It won't do that if you upload the image right now. So that's an important difference with Google. Veo is like, if you upload an image, you can't give it audio right now, which is kind of terrifying that that will exist probably any day now or any week now, because you can literally upload a video of anyone you know and make them say anything you want, celebrity friend,

53:53whatever it is. That's terrifying. There are also other tools that will add that to it, but it's not as good. Some of the other ones I showed earlier were not as good, and those were from other tools. But yeah, it's, it's a weird world. And last, last things. I don't know, go make ugly ads. Find me on Twitter,

54:12find me on LinkedIn. Check out my course building ads with Barry. Also, if you like this, I have another presentation, tomorrow about, landing pages, and how to test land pages with Facebook ads for, the conversion, rate conference. So check that out. Weird, week for me. I've spent two nights in the last week till

54:322am working on decks. I love it. Everybody, show love in the chat for Barry. This is absolutely incredible. He gave you so many sneak peeks all of the different, examples. This is so great. This is so great. Thank you, Barry. Yeah, thank you, everyone. I really appreciate this. Let me know if you have anything I could

54:49have done better. Let me know. Send me a message or something on Twitter, LinkedIn. I appreciate it.

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55:21speak the same language.