00:00On AI slop, I'd actually say like there is slop in all fields. You have CGI slop, you have drawn
00:05slop, you have like really bad paintings as well. What matters is the creativity you put in the AI,
00:10the way that you use the tools. You have slop AI analytics, like there is bad analytics with AI,
00:15there's bad product with AI. It's only going to work if you are competent at using it. You are
00:21truly creative, whether you're a data mind, whether you're an engineering mind, or whether you are
00:25someone doing beautiful creative like you see behind me, that is what stops you from having
00:29slop. And that will differentiate the people who succeed from fail.
00:37TMO is always a really tough job. I think like it takes two to three things. The first thing is
00:43you
00:43have to produce results. You can be really creative in your thinking, you can do stuff that wins awards,
00:47wins accolades, makes everyone in your leadership team and even the board happy. But if you aren't
00:52actually producing results for the company, you are not going to get the support in the long run for
00:56your team. And that's number one. Number two, I do actually think you have to do stuff that inspires
01:01people around you, inspires your company, inspires your team, and puts creative out there that like
01:05makes people excited about the marketing team and helps the company feel good about itself. And so
01:09I think you need to do both. I come from the first. I'm a data and tech nerd who comes
01:13up through
01:13affiliates and direct response. And I have people who help me do the second. I think everyone's feed
01:18has looked different for as long as we have had newsfeed, which actually is 2007, the year I joined the
01:23company, we launched newsfeed. So my gosh, I had hair. It was brilliant. The way you cut through
01:27is actually, I think like you need to be prominent with your creative. The creative needs to be
01:33something that visually stands out. I wrote an entire section of my book on this. You need to
01:38make sure that your creative pops, that people stop, that people want to engage with it. Partner ads,
01:44creator ads are actually one of the best ways you can do that. They're authentic. And what you can do
01:49is
01:49find a creator who truly matches your brand in what they talk about and what you talk
01:52about, and then boost them as an ad. And that is such a killer combination to be able to get
01:58you
01:58to have content that makes people stop, pause and engage. So partner ads is one of my top advices for
02:03how you do that. When you think about AI, you're going to have three categories of things in the
02:07future. And I don't think these are particularly groundbreaking. You will have AI only content,
02:12you will have creators who are enabled by AI, and you will have people and advertisers who swear not to
02:17use AI. A great example of this, I would think is like the brands in Unilever, which is an incredible
02:21company and thoughtful. I don't think you would have Dove Real Beauty or Purcell saying your whites
02:26are whiter using a fake white t-shirt. But on the other end of the spectrum with Axe or Lynx
02:30body
02:30spray or with something like Domestos, you can imagine them as a brand being more willing to play
02:35with AI. I don't know specifically what they're doing, but I love the way that they have a spectrum
02:39within the brands they own. I believe that's what you're going to see with creators. I believe that's
02:43what you're going to see with brands. And the key thing for me is the middle category will be the
02:46biggest. Pure human has its place and it will make a ton of sense for some brands. Pure AI generated
02:52has
02:52a ton of space and it makes sense for some brands. But that middle bit of brands and creators enabled
02:56by AI will be the biggest. People actually trust more than they don't. And that is actually justified.
03:02Like the vast, vast, vast majority of what's in feed is completely trustworthy. Like if you look at the
03:07top 10 widely viewed content on Facebook, the number one thing you see in the URLs that are coming
03:14through is standard news organizations. All the big news companies that you have heard of are the
03:19biggest things distributed. Brand is really important for trust. When it comes to things like news, the
03:23biggest news distributed on our platform is from media companies with big news brands who are trusted
03:28for that reason. Now the same is true for creators. Creators who are out there, the biggest creators,
03:33are well scrutinized. They are researched. They are actually sometimes investigated by journalists and
03:38looked into and people trust the big creators that they've known well. And so I think brand is really
03:43important to trust and actually is a big part of what happens in our feeds is you see stuff from
03:48brands that you trust. We separate sometimes creative idea and data as being different things.
03:53I think you can be creative with data. Creativity is the thing that across every field, if you're an
03:58engineer, the most creative, intellectually stimulated, brilliant engineers are the ones who think bigger
04:04and think more creatively than others. If you look at the most successful people in analytics,
04:09it's the ones who think of the right question to answer. And by the way,
04:11they can use the AI tools to turbocharge them. It's a huge part of my job is to get the
04:16AI and
04:16agentic data warehouse in a brilliant space. And if you look at people who are creating pixels,
04:20whether it's billboards or beautiful short form reels on our platform, it doesn't matter.
04:25It is the creative idea that's been enabled by AI, or by the way, CGI, or by the way, a
04:30bunch of actors
04:30who go do something for you that is the differentiator. So we are moving up the stack from being low,
04:36low levels of operations to higher levels of creativity, higher order stuff. And that's what AI enables for us.
04:41If we do it well, and it's certainly the thing that will differentiate us because a lot of the other
04:45stuff will become other types.
04:46So, let's do it well.
04:46So, let's do it well.
Comments