❌ Content is NOT king (AI ruins everything)

AI-HOI AInauts,

Welcome to the latest issue of your favorite newsletter. Here's what we have in store for you:

• ❌ Content is NOT king (AI ruins everything)

• 🚀 HubSpot launches an AI smash hit with Breeze

• 🤳 Superb AI (avatar) pictures with just one selfie?

Here we go!

❌ Content is NOT king (AI ruins everything)

One of the biggest marketing and sales conferences has just taken place in Boston: HubSpot's INBOUND 2024

There were tons of great presentations and news (more on that in a moment). But we wanted to start with a topic that particularly stuck in our minds.

Namely, a presentation by Marketing OG Neil Patel.

Topic: ❌ Content is NOT King

Neil talks about an exciting transformation that we have been observing for a while now.

Producing good content such as blog articles, social media posts etc. created a decent asset over time. Which in turn has generated likes, followers, website visitors, leads and sales.

But here's the problem: it's not quite like that anymore!

Over 4.6 billion content pieces are published online every day. And the whole thing continues to grow exponentially, 'thanks' to AI.

Unfortunately, most of these posts are completely useless. Both in terms of content, but above all in terms of the effect for the companies that publish it.

And even if purely AI-generated content generates traffic, people stay on such pages for less time, because it is quickly recognized if the quality is subpar.

The figures are clear: 1 minute 21 seconds for AI content, compared to over 2 ½ minutes for content produced by humans.

Is content marketing therefore completely useless? Ummm, in many cases, unfortunately the answer is Yes. But of course, we see exciting, different ways.

How can content marketing work in the AI age?

We see similar results to Neil's for ourselves and our customers: Completely AI-generated content generally doesn't perform as well.

Especially not when working with generic prompts or poorly trained GPTs.

But you can get very far with the right approach. We've been working on our own AI content production process for months - and we're making good progress (we'll be presenting something cool on this soon).

At the moment, we are mainly using AI in the following areas:

• Brainstorming and idea generation

• Generic summaries such as Quick News

• Preparation of a framework for a segment

• Repurposing content for other channels

• Checking spelling and grammar

That helps, of course, but we are currently still heavily involved everywhere. Which is a good thing, because run-of-the-mill AI newsletters are a dime a dozen. Our aim is not to simply parrot the news, but to share our experiences, views and insights with you.

So how do we bring the best of both worlds together?

We are currently rolling out the following strategy (outside the newsletter):

• Idea generation with trained AIs & AI search agents

• Always review before publishing

• Post lots of ideas on X (X does not penalize flops, every post has the same chances of getting engagement)

• Repurpose the good topics and posts on X with AI for other channels

Let's see how this evolves, we'll keep you up to date.

And: Neil's talk is really worth watching. You can do it here, from about 2:30:00.

🚀 HubSpot launches an AI hit with Breeze

As mentioned, we believe that although AI is currently very practical, a lot of manual work is still required.

There are countless tools for this, which are often not easy to use and adapt for yourself. As a result, the results with AI are often so-so...

HubSpot now wants to change that with the launch of Breeze.

It is a fully integrated AI that makes other tools superfluous. And best of all, it's super easy to use and works intuitively.

What is Breeze from HubSpot?

If you've been reading us for a while, you'll know that we're so happy to have HubSpot as a partner because they were at the forefront of AI right from the start (also pushed by one of the founders).

It started with ChatSpot, a chatbot assistant that had access to company data and was therefore already able to provide some support.

Then came the Content Hub, which we have written a lot about.

And now the next chapter begins!

Breeze is a fully integrated AI across the entire platform.

It consists of the following elements:

• Co-Pilot: The smart assistant at your side who knows all the company data, customers etc. and can provide expert help - whether in sales, marketing or customer service. And Co-Pilot can even search the Internet for new potential customers and add them directly to the CRM!

• Agents: Agents can perform related tasks independently. For example, a content agent that automatically creates content and websites. Or a social agent that understands trends and creates posts about them.

• Intelligence: Data from your website combined with over 200 million data records on companies collected by HubSpot make Breeze Intelligence really powerful. For example, the AI automatically tags a lead in the system if it detects that they have been on your pricing page, etc.

In summary, Breeze brings over 200 new features across the entire HubSpot platform. For example, the Content Remix function, which we greatly appreciate, has also been improved.

This allows you to easily implement the repurposing of content like we mentioned above.

We will be taking a closer look at the individual features of Breeze over the coming weeks and will also be showing them in more detail.

If you can't wait any longer, you can find more information and the keynote here:

Breeze makes HubSpot probably one of the best tools for sales, marketing and growth in general. It has really harnessed and integrated the power of AI and is still super easy to use.

🤳 Mega AI (avatar) pictures with just one selfie?

To round off today's issue, here's another cool thing to try out for yourself.

We've written a lot recently about training your own AI image models. For example, about yourself, your products, your brand, etc.

Now we've come across a really cool model. It allows you to create identical or similar pictures with AI using just one picture of yourself (or whoever).

And all without LoRA training etc.

You can find the model here on replicate.

It is super easy to use:

• Upload a reference image

• Enter your prompt

• That's it!

Here are a few more examples, in influencer style and as avatars:

Of course, it also has a few disadvantages compared to a trained LoRA: where the eyes are looking remains similar to the reference image, and sometimes it doesn't quite match the original.

If you really want to take consistently good pictures of yourself or other people with AI, there's no getting around LoRA training.

The good thing is that it's not difficult at all!

Let us know if you are interested in a step-by-step online training course on this topic. It could teach you how to easily create such trained image AIs (LoRAs). And not just of people! Logos, icons, products, styles and fonts are also possible.

We could also show you how to incorporate these LoRAs into your automations.

P.S. For e-commerce brands, LoRAs can be a real game changer. You can also train them on products and packaging! (Sometimes a little more error-prone, but it's getting better).

We made it! But no need to be sad. The AInauts will be back soon, with new food for thought.

Reto & Fabian from the AInauts

P.S.: Follow us on social media - that motivates us to keep going 😁!
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