The Communicate Influence Podcast

Sheelagh Caygill and Mariya Delano, CEO of Kalyna Marketing, explore the evolving role of generative artificial intelligence (AI) in marketing and creativity.

Mariya discusses how she integrates AI into workflows. Kalyna Marketing uses AI for streamlining admin tasks, automating repetitive processes, and enhancing efficiency in areas such as data analysis, scheduling, and customer segmentation.

But Mariya warns that marketers and content creators who rely too heavily on AI for content creation are taking huge risks with their own or a client's business.

Mariya uses the Greek framework of the types of persuasionin her analysis of the current state of gen AI: logos and pathos. Logos was logic, facts, and information while pathos was emotion and feeling.

Mariya sees so many marketers missing the value of the pathos, which makes content worthwhile. Gen AI can make content look and feel good, but nobody remembers it. It feels empty.

AI content, she says, is missing the heart, the pathos, and the feeling.

AI is never going to get the best results or deliver the things that truly make an impact. You can't have brand recognition, brand authority, or long-term brand trust with AI, because it's regurgitating information from everybody else,  whether it be a Nabokov novel in the 50s or Joe Smith writing a blog post three months ago in your competitor's blog.

Mariya explains that gen AI lacks cohesive emotion driving the creative process. With a human heart is behind creation, the creative process is tied together through the emotion of the writer, the artist, or the editor.

Resources & links from Mariya:

From Alex Birkett on the business and SEO impacts of AI use and what will matter in content going forward.

By Julie Angwin, breaking down hype around AI and common myths promoted by AI vendors.

MIT Tech Review article by Scott J Mulligan about how AI output quality reduces when it's trained on poor quality materials, and that as time goes on and more of the internet becomes AI generated, the quality of AI tools will likely go down .

Research from Distributed AI Research Institute (DAIR). DAIR looks at AI a lot more critically and holistically in terms of harms to marginalized populations, impact on human lives, and imagining more ethical, alternative frameworks for AI. 

ThreatLabs AI Security report with good stats about the amount of cybersecurity issues from common AI tools, and the second section detailing how AI use can be security threats is extremely interesting for any marketer.

Mariya sees this trend playing out over and over - namely the ways that authenticity on the internet (specifically on YouTube) got commodified and emulated to the point of losing the initial spark and connection with creators that made this kind of content effective to begin with. This video is an older essay on the subject.

"No One Makes Good Video Essays Anymore" - a video about commodification of educational content, the point of an essay, and how artistic sensibilities and taste can get harmed while chasing algorithms.

A masterful short YouTube video on a conservative Twitter cartoon and DOGE, but it actually makes one of the most profound points about AI - as the video goes on, the creator strips more and more parts of it that are "inefficient", stripping it down to the laziest, simplest to produce version by the end. Mariya got chills seeing how much the quality dropped and how much the magic disappeared. "When we automate things because they don't seem essential, this is the kind of appeal our work loses," she observes.

A LinkedIn article from Mark Stouse, noting how our current AI technology reflects what is easiest to make, not what might be most helpful and that trying to make computers approximate human intelligence is limiting, thinking about what we can get computers to do to COMPLEMENT humans instead is much more interesting and valuable.

The AI Quality Coup - by Julie Zhuo asks what constitutes quality work in the age of AI.

In the first full episode of season two of the Communicate Influence podcast, I have an engaging conversation with Bob Pickard, public relations counsel to names in the news and leadership communication authority, on the transformative role of artificial intelligence (AI) in PR and communications.

Bob, a seasoned PR professional, shares insights from his lecture late last year at Boston University, emphasizing that while AI is revolutionizing PR practices with tools like ChatGPT, the core principles of the profession remain unchanged.

Bob highlights how AI enhances PR work by enabling faster and more strategic decision-making. For instance, he uses ChatGPT as a "PR muse" to generate ideas, refine strategies, and assist in crisis management by providing actionable insights. However, he stresses that AI should not replace human judgment. He advises against relying on AI for final edits or public-facing content, as it lacks the nuanced understanding of tone, ethics, and human connection essential in PR.

We delve into the dichotomy between AI’s potential and its limitations. Bob notes that while AI can amplify creativity and efficiency—helping PR professionals craft smarter campaigns—it cannot replicate the depth of human relationships or the experience accumulated over decades. He underscores the importance of maintaining a "human voice" in corporate communications and ensuring rigorous fact-checking to avoid errors or "hallucinations" in AI-generated content.

Bob also explores the ethical challenges posed by AI. They express concerns about the misuse of generative AI for spreading misinformation or propaganda, particularly by malicious actors. Bob calls for stronger ethical governance to address these risks, warning that technology is advancing faster than the frameworks needed to regulate it.

We touch on how AI is reshaping industry dynamics. Bob predicts that commoditized PR services will diminish as organizations increasingly use AI internally for routine tasks. However, agencies and professionals who prioritize relationship-building and deliver bespoke, high-value services will thrive. He emphasizes that human connections remain irreplaceable in PR, as they foster trust and understanding that technology cannot replicate.

Finally, Bob reflects on the evolving media landscape, likening AI’s integration into search engines and social media to previous media revolutions like television and radio. He concludes with a hopeful message: while AI is a powerful tool, the essence of PR lies in human creativity, ethical practice, and meaningful relationships—qualities that technology cannot replace.

Next up will be an in-depth conversation with Mariya Delano of Kalyna Marketing in New York. She studied computing and physics before completing a degree in literature and creative writing. And so she offers a unique perspective on what AI can bring and cannot bring to marketing. If you'd like to hear about the additional guests I have lined up to speak about AI, sign up for the Communicate Influence newsletter at CommunicateInfluence.com.

That's Communicate Influence written as one word and then.com. And the next episode with Bob Pickard will be dropping in a few days. Thanks so much.

If you’re looking to create and launch an independent podcast of your own, or even if you’re just an animal lover, today’s episode is a must-listen! Tuning in, you’ll hear from the creator and host of The Animal Guide for Curious Humans Podcast, Maureen Armstrong, as she shares invaluable insights into what it’s like to plan, create, and launch an independent podcast show. 

Maureen is very  busy, but she still managed to fit in creation of a podcast show. A lawyer, Maureen is also York University Ombudsperson, Toronto, and Chair of the Board of Directors of world Animal Protection Canada. 

We discuss what motivated her to begin podcasting, how she approaches episode planning, and her passion for connecting with guests, as well as the value of finding technical support, tips for growing an audience, and so much more! We hope you’ll join us for this fascinating conversation with animal advocate and podcast host, Maureen Armstrong.

Key Points From This Episode:

• Insight into her inherent passion for animals and her decision to become a lawyer.
• Learn more about World Animal Protection Canada and Maureen’s role there.
• Maureen comments on animal welfare during the crisis in Ukraine.
• Why she chose podcasting as a platform to share practical information about animal welfare.
• Finding your niche; the value of researching other podcasts in the space you’re interested in.
• What you can expect from The Animal Guide for Curious Humans Podcast.
• The story behind the name of Maureen’s podcast and tips for deciding on a unique name.
• Maureen’s advice for artwork selection and deciding on the look and feel of your brand.
• More on the goals and objectives of her podcast and her vision for the future.
• The importance of viewing audience feedback as a learning experience.
• Insight into episode planning, which Maureen believes is the most difficult part of podcasting.
• Why she says that connecting with guests is the most rewarding part of podcasting.
• Advice for budding independent podcasters: find technical support and pivot as necessary.
• Some of the podcasts that Maureen loves to listen to herself.

Links Mentioned in Today’s Episode:

Maureen Armstrong on LinkedIn

Maureen Armstrong on Twitter

Maureen Armstrong on Instagram

The Animal Guide for Curious Humans Podcast

World Animal Protection Canada

‘Animal welfare during the Ukraine crisis’

Freakonomics Podcasts

Animal Law Podcast

Ten Percent Happier Podcast

Communicate Influence

This week we continue our conversation with inspiring entrepreneur Mitch Callahan, CEO of the WooCommerce web development business Saucal.

Mitch shares how he and his business partner Dominik Sauter have grown Saucal in the last ten years. 

Both men are big proponents of remote work, because it gives people freedom. For Saucal, this means they've been able to hire from around the world and access a really large talent pool. 

Of course, remote teams bring their own challenges, so Mitch discusses how to manage a team when it's spread around around the world and across time zones. 

Mitch is a huge fan of storytelling and its power in brand building. He says that everyone launching a business today must really understand what makes them unique so that they can tell their story, carve out a niche, and work towards success.

We also explore:

• The importance of focus time and how to avoid distractions in the age of information overload. 
• How Saucal acquires client and how partnerships are really adding to the success of Saucal’s inbound marketing. 
• How to counter dark days and what to do when things feel overwhelming.

Two of the many books that have influenced Mitch's life are:

1. Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not! by Robert T. Kiyosaki

2. Good To Great : Why Some Companies Make The Leap and Others Don't, Jim Collins

Mitch on LinkedIn.

Dom on LinkedIn.

Saucal on Twitter.

The podcast show mentioned in the midroll: The Animal Guide for Curious Humans.