AI, TikTok Bans, and the Future of Consumer Behavior

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

Episode 70 dives into key industry developments, starting with the launch of the GRIT survey, which aims to track the adoption of AI and automation methodologies in market research. Karen Lynch and Lenny Murphy also address the potential implications of a TikTok ban on consumer behavior, with a focus on how marketers and creators can prepare for shifts to alternative platforms.

Significant advancements in AI tools, such as OpenAI's GPT tasks and Google Workspace's Gemini tools, are discussed for their potential to streamline workflows and boost productivity. However, concerns are raised about the over-reliance on AI affecting critical thinking.

Many thanks to our producer, Karley Dartouzos. 

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Transcript

Lenny Murphy: And we're live.

Karen Lynch: And we're live. Hi, everybody. Happy Friday. We're live. We're live. Yes. Happy Friday. Happy Friday. Hi, everybody.

Lenny Murphy: Good to see you again. Or good to have faith that you are seeing us again. Something. We're connecting in some form.

Karen Lynch: We are. We are connecting. Through the miracles of digital media. Yes.

Lenny Murphy: Good to be here with you all again, because now we're back to weekly, as we said. So anyway, it's good to be back weekly, too. It's good to do this with you, Lenny. Instead of every other Friday, that just clearly wasn't enough, wasn't sufficient.

Karen Lynch: That's the nicest thing anybody said to me all day, Karen, thank you. You're welcome. Yeah, it is, there's too much going on. As usual, I mean, gosh, we started with what, like 20, 30 articles and we've had to condense it down to just a handful.

Lenny Murphy: I know, it's really, yeah. Anyway, it's a fun time to be alive. So, and I'm sure it's a fun time for people to respond to the latest grit survey, right?

Karen Lynch: Good segue. Yes. As always, for our listeners, twice a year, we do the GRIS survey. And we just went into the field today. So this is the one where we track things like methodology adoption and usage. Of course, there's questions around AI and automation. So this is really kind of that trending and tracking wave of the survey. On those things that are kind of nuts and bolts, meat and potatoes for researchers across the board. So please participate. We need your data. So, there's a link. Thank you, Karley. Yeah. Thank you, Karley. Yeah.

Lenny Murphy: And for those of you who, I've probably said this before on this show, but, you know, full disclosure, when I joined Green Book, I was like, wait, we do this twice a year? Wait, there's more than one report? Like I didn't quite anchor in my brain that there were two different, that it was two different data sets informing kind of two different purposes.

Karen Lynch: So yes, the this is the one where this is the nuts and bolts, the one that you probably just did a few months ago, the report that just came out, the business innovation is focused on that has the grip 50 and things, you know, trying to understand the shifting roles of researchers and the different players and are in the industry. So it's a broader, more industry wide view. This is more of a practitioner. This is the Insight Practice Report, is what we call it. So this is really more practitioner-focused, where the other one is more industry-focused.

Lenny Murphy: Yeah, yeah. So thank you. Thank you for that. And yes, everybody, I'm sure it's in your inboxes.

Karen Lynch: And we appreciate all of your support completing this initiative so that we can bring you the results. Yes, because there's no charge. We do this out of love. Please do, yes, participate. And that's probably a good segue because we need your data. Let's talk about needing data.

Lenny Murphy: The thing is, could we even have a show today without talking about what's happening with TikTok? I feel like it's the conversation I'm having in my family, with my husband, with my other kids. Like we don't know what's happening on Sunday. So I figured let's just talk about it because it matters, not just from a consumer behavior standpoint, but also from a marketer standpoint. And it's just going to be really interesting if there's this TikTok ban, if it starts on Sunday or if the can is kicked in a couple months, then we'll probably have to talk about it again. But the consumer behavior aspect of this, I find fascinating.

Karen Lynch: Well, the latest news, if we probably don't have a link for it, is that the Supreme Court did uphold the ban. So because right now, it is the law of the land to do that. But my understanding is that the Trump administration has some tools to kick the can down the road a little bit. So I suspect that's true. And what they have to do, again, I feel like we could be preaching to the choir here, right?

Lenny Murphy: But if you're really not quite tracking it because you're like, oh, yeah, I don't do social media, or I don't do TikTok, or whatever, the reality is that we have, yeah, Tim Lynch just commented He went to Red Note. We'll get to that, Tim. We'll get to where people are going, because that migration pattern is really interesting. But the reality is that some people have been earning their living as influences on TikTok. And the economic crash to these individuals who are creators, who have shops, who have set up their own financial well-being through this platform are going to be really hurt by this. So I think that's why there's economic interest, not just the national security interest that has to be really looked at and really balanced.

Karen Lynch: So, I mean, I can spend, right. I mean, the optimization, you know, for, for tick tock. Yeah, absolutely. It's a substitute. Suddenly Google, uh, is outlawed.

Lenny Murphy: Right. I mean, and people have to be about what they're doing so you know like so there's this one of these articles that I think is a little bit further down Curly in there is where you know where are people going right now, so yes red note is one of them. That's another Chinese owned app that people are like being pretty irreverent and saying like yeah I'm just gonna go directly to this other Chinese owned app, and I'll start doing it there, but some people Are going to something called lemonade which I don't know much about some people are just saying you know what and this is kind of my take on it right now is I'm on Instagram. I'll just do Instagram, you know, reels and just get my short form video there. Even if I've judged it before, like I'll still do it, but I'll do it in an app I'm already using.

Karen Lynch: So people are making them.

Lenny Murphy: Yeah, people are just making deliberate choices. Where will I get my short form content for the two shorts? You know, they're, they're, they have to think about it, which is funny, because it's not like, I mean, maybe people thought like, hey, we're, I don't think set out, where will I get my short form video content? They just were like cool, new social media apps. But now they're being really mindful about their choices.

Karen Lynch: That's the human behavior that I think is really interesting. It is. It was interesting. Earlier in the week, there was the rumor from, I think, the Wall Street Journal or Bloomberg or somebody reported it, that ByteDance was in negotiations with Elon Musk, which I didn't see. That apparently didn't materialize because it didn't make much sense to me at the time. It's like, ah, I can kind of see that, but I don't think so.

Lenny Murphy: Who else was talking? Oh, Mr. Beast. Now, you know who Mr. Beast is? Mr.

Karen Lynch: The beast is looking at buying it. To afford. How the hell could he afford it? Sorry. I mean, I know they make a lot of money, but really to afford to make enough money.

Lenny Murphy: So, um, you know, I read that this morning. I was like, you know what? This is so interesting. So, you know, talk about being under the gun though. Anyway, if you were eyeballing the sale, I just think it's gonna be really interesting to see what happens. And, yeah, and to watch to see because, you know, hands up if you ever bought something from the tick tock shop. I know you're not there. But, you know, I certainly have. And so as an e-commerce platform that's changing, you know, and people, people have had a lot of businesses, you know, that are getting their traffic from that site. So, again, economic implications, consumer behavior implications. That's why we got to talk about it, right? It's interesting. Right, right.

Karen Lynch: There may be some, I mean, I have no idea how quickly all that goes into effect. The buzz is that the Trump administration is not going to enforce that and we'll try to use executive order or something to try and resolve it. We'll see. So I'm not concerned that people are going to be, come Monday, absolutely shut down. I don't think that's going to happen. It is absolutely a distinct possibility.

Lenny Murphy: Well, and that's what's really interesting about this is nobody really knows right now. My daughter and I were just talking downstairs, and we were talking about all the recipes we have in TikTok, and she's like, people are downloading recipe books. So I'm like, maybe I have to download a recipe book. So I think this weekend will be a really interesting weekend for what people are doing with the things that they've saved on that platform just in case.

Karen Lynch: Well, it's an interesting broader issue as we build more marketing channels and, you know, from that perspective on these external platforms, third-party platforms that, you know, I mean, stuff happens. Look at the accounts in California. Imagine if there is a massive server farm there that housed all of this. I don't think that's the case. I mean, just stuff happens that can impact our lives at this kind of macro level with technology. You know, there's geopolitical, there's natural disasters, there's whatever. I personally don't like having all my eggs in one basket. So from that very reason, and maybe that's something, the lesson here to think about is, you know, make sure we're optimizing across the board, omnichannel, because things evolve and change and, you know, we sometimes have weird things like this.

Lenny Murphy: Yeah, yeah. Yeah, it'll be interesting. It'll be interesting. So, you know, certainly we'll have an interesting weekend ahead.

Karen Lynch: I think on every level, every day gets more and more interesting as we go. So speaking of interest, let's get to AI, right? Because we really haven't talked about AI yet, and we're 10 after.

Lenny Murphy: I know. Well, that's a good segue. So these are good.

Karen Lynch: I'm actually looking forward to talking about these, especially the second one. So why don't you kick us off?

Lenny Murphy: So, you know, again, if you're not tracking open AI and chat GPT, they launched GPT tasks this week. So you can literally have this, this AI agent at work in your, you know, GPT system if that's what you use. But it's the idea that you can, you can automate your own workflow by setting it, you can ask it to do things. Right now I've just played with maybe a reminder, it has really happened yet, so I'm confused. I'm not doing it right, but the options are there. So I'm like, I didn't get my reminder this morning. Let me go back in. Anyway, but the idea is that it can integrate with your calendar, and can integrate with your just kind of reminders with your notifications. So yeah, and I don't know if you've experimented with that too, but it's the first sign that these are mainstream, not to mention what we've been looking at professionally for the last couple of days.

Karen Lynch: Right. Roll this out and then, you know, develop the agents, then the Microsoft framework, Gemini, you were chatting or at least message this reminder from Google of like, Oh, Gemini is here. We can do all those things for you. Greenbook's, Google workplace opened up our access to the Gemini tools today.

Lenny Murphy: So I don't know if it was like a slow launch in Google workplace, but that's what hit today. So this, or that that's what hit us this week is we were like, all right, Gemini is telling us what we can do in our inboxes. Gemini is telling us what we can do in Google Drive, like we're a Google based ecosystem. So that also happened this week for us. So yes, it's, and that's pretty cool. Like that, you know, I haven't really spent too much time with Gemini just cause it wasn't really as accessible to me, but I'm like, all right, I'm using it for things I would have used in chat GPT, but it's right here in my Google drive. That's making me happy.

Karen Lynch: Yes. And they're, yeah, they're really, so interesting, and we were, you know, later on this year we'll have I X AI and we're talking earlier this week about what's our theme. Well, I mean, I think we kind of have it to an extent, because the next evolution, here we are, it's around, you know, the LAMs, the customized data sources that develop purpose-built agents that do different functions. I keep thinking of it as the corollary to the App Store, although I don't think that does it justice, but I think we're rapidly heading in that world where there's tons of agents that are similar to apps, they do very specific things for us, but more apps on steroids, maybe.

Lenny Murphy: Yeah, because instead of us trying to say, oh, I'd really like to use my generative AI platform of choice to do this thing for me, you can shop what other people have already created kind of in the agent store. And they're doing this for you. So anything you've imagined you might be able to find in an agent store. So anyway, yeah, much more to come on agents. I hope we talk about it at some of our events, and for sure we'll be talking about it next October at our AI event when we get to that point.

Karen Lynch: Yeah, and from a resource standpoint, this will be the next thing that we'll see rolled out in all of the tools, right? We had AI, kind of the first wave of AI. Now we're going to have the agents. We already are seeing that. But that's the flip side. Yes, because this was really interesting. You found this, so why don't you tell us about it?

Lenny Murphy: Yeah, well, you know, it's a research article, but a good one, and more traditional research. What, your research isn't good?

Karen Lynch: What are you saying, Karen? What are you trying to say?

Lenny Murphy: Research, like the science of research, not the kind of consumer research that we do, or B2B, you know, insights work. This is a study on critical thinking And whether, kind of a hypothesis, over-reliance on AI tools will negatively impact critical thinking. And I know that this was your biggest concern back in the day. Is this going to, is my reliance on these tools going to affect how I think? Is it going to make me lazy? Is it going to change my brain? And this study is indicating that yes, perhaps it is. So we have to put in strategies to, like, the takeaway from that is yes, there is some suggestion that an over-reliance, especially with young users, could negatively impact their development of critical thinking skills. But there's a line in here, even when you read it, that says even, and I'm quoting, and I have pulled up a couple places, workplace training and the idea that you should focus on cognitive resilience And again, it's like super deep because I dug way into this one as a geek, but it was like encouraging activities that promote deep thinking and analytical reasoning. Like we have to be careful in the workplace. We have to be careful raising our children, but also for ourselves and our staff. At the same time we're pushing people to use AI, we have to make sure that they also do critical thinking themselves and stay sharp. So I loved this study. I just think it's, this is absolutely, because it's not going away. This is not up to you. You can decide to use or not to use, I suppose. But at some point, I don't even know if you'll have that choice.

Karen Lynch: It's just the way of the world. Agreed. So there's no joy in it, I was right in this. But I will say that I think that the way that I personally have tried to approach this is, where does this make sense as a force? Multiplier for me in my usage. For drudgery-based tasks, things that really don't add value, for me, that's felt comfortable to address this issue. It's like, I still need to think and guide and go through that. It's just created some efficiencies in how I collate the information and present it and put it together. I love that. That's wonderful. But I've been very cautious and this still has to be driven by how I think about things for my own ego, my own sense of self-worth. We still have not allowed our kids to utilize AI for this reason. We're making them work for it, damn it.

Lenny Murphy: Do it while you can.

Karen Lynch: You know, anyway once they become young adults, it's all up to them. Apparently they make their own decisions when they become adults and don't let me start on that. I was trying to convince my oldest daughter to come home from California this week and nope. Yeah So now I'm just gonna be worrying about you the whole time.

Lenny Murphy: Oh, well dad you get over it. I'm 30.

Karen Lynch: Yeah Yes, it never changes yeah, so I guess last on that point Anyway, as you said, as an industry, we have to take serious looks at these things. But if we're bringing up the next gen Z and into the workforce and stepping up, there's lots of implications for these things.

Lenny Murphy: I mean, I can argue that critical thinking was kind of on the way out before generative AI.

Karen Lynch: Probably. There's a lot of evidence for that too.

Lenny Murphy: Yeah. I think it's an area that we really need to take a look at. Do our people have the skills they need? Because certainly, as you get higher up in your career, those skills are critical, right? You have to be able to think strategically, and that is in your brain. You can maybe look to these tools to help you, but if you're not able to go there in your own brain, you won't get to those higher level positions that you most likely Well, do we need to do, like,

Karen Lynch: At one of the IEX events, a Socratic path, right? That's all it is.

Lenny Murphy: I actually know somebody who could lead a Socratic questioning exercise for us. So, no, I'm just kidding. Anyway, he did a really great thing at one of the conferences that I went to of Socratic questioning, and it was teaching qualitative research as a tool for asking questions, this kind of Socratic method and what it would be all about. And it was so interesting. I was like, could you imagine people in the groups would be like, I don't really even know what's happening here. Like, that's a totally different way of questioning.

Karen Lynch: There was a reason he was poisoned. I mean, you know, it's kind of a pain in the butt, but the, you know, it's ties. And now the flip side, this other one of, you know, marketers bet on AI, 60% believe AI and machine learning will reshape marketing strategies in five years. So- 60%, I know.

Lenny Murphy: 60%, we're not escaping this. I know, I know. And I think this is from eMarketer, I think, you know, where they, you know, have an audience of marketers. So it's, you know, it's going to, it's going to their audience. And I think it said in here, it was talking about personalization as being, you know, something that they're using AI for. I'd love to see how that works. But then also they were saying ad optimization, right? And chatbots. So, you know, marketers are leaning in. So what does that tell you? If, you know, if so many of our audience members are in service to marketers, it's good to know what marketers are betting on, right? So. Yeah.

Karen Lynch: And there's the segue. So Karley, can you find the link to the CEO series of TED Tagalogus and post that in? Cause I think it connects to this now. The next piece on AI simulates human focus groups and what we're talking about here, right? Yeah, so use that as an example . We like to add so, you know props to Ted and Sparky marketing optimization platform based on AI They've now created virtual focus groups fault in as part of the creative process Embedded into the platform with no humans involved, right? It's just personal training and to help with the creative process. And I did an interview with Ted, so it gets into that. So that's why that link is there. But we saw this paper that came out, AI simulates human focus groups. Researchers replicated human personalities with 85% accuracy in ad evaluations using AI. And I was talking to another company yesterday. They said they're achieving something like 96% with synthetic samples compared side by side. With with traditional we're here guys meant to like it and it's not fit for everything but we're it's dumb to assume that these tools are not going to be experimented with and in some cases are going to be adopted

Lenny Murphy: And that's going to have impacts on primary research just is yeah and what's interesting about all that is I think that when there's been some controversy on our, not on our, people won't understand what I mean by that. There's been some controversy about an article that we wrote, that we didn't write, that we published is like about the end of the survey era. Like it has, is the survey era coming to an end? And it's basically saying that like with, you know, with conversational AI, maybe people would rather answer questions that way than, you know, address surveys. So that calls to question whether qualitative data collected with AI assist would actually be, you know, kind of the way of the future as opposed to, you know, survey data. So again, a provocative area to play in. And I think somebody else just pitched the idea to talk at a North America event sort of about this.

Karen Lynch: Hey, Ray Poynter has been saying this for years. So I don't know how provocative it is when the president of SMR has been doing it for quite some time.

Lenny Murphy: But also, but this other, this right here, this last thing that we're talking about, you know, this idea that focus groups are also being replicated, that kind of then makes you wonder, well, what is the role of, so what's the role of qualitative data in surveys? What's the role of qualitative research in research? Because AI, I think at some point, people were thinking, at some point in the last year, people were thinking, well, at least there's equality, the human approach and blah, blah, blah. But if AI is going to replicate that as well, you know, really, It's a lot of interesting stuff going on.

Karen Lynch: So I had a farmer company reach out to me yesterday, which ended up being one of the funnest conversations I've had in a long time. So for whatever that's worth, I won't name their names, but they know who they are. But they reached out because they had seen the Gen 2 market matrix in one of the presentations we did, right? The kind of alignment of methodology to business issues. Anyway, they asked, well, what about AI? Right? Have you, uh, and I go, yeah, we should probably do that. Shouldn't we? The point was that, yeah, I mean, pharma companies have very unique challenges, right? They don't have much personal data with, uh, with customers because of HIPAA, et cetera, et cetera. Um, but they really do want to understand patients. They want to understand people's experience and, um, and, uh, overall, and there's challenges with the traditional, with traditional research and doing that efficiently. And their questions are, how can we, can we utilize AI to get us to the same place? So that was, that was just a very interesting and specific case study in that conversation around, I'll cut to the chase. Where we got to was, look, for early stage ideation and kind of, you know, kind of like how I use chat GPT to throw, shit against the wall and, you know, kind of iterate off ideas and concepts. Sure. And especially if you can access a data set trained on real individual data on real people. But nobody seems to think at the moment, but we can't, it's not going to replace real research. It can help us maybe with early stage stuff, right. To formulate our thinking, uh, in but we still need to go to people and test it despite the accuracy because the insight is not the 89% accuracy. Okay, great. That 89% is probably the worthless aspect of that. The insight is going to be the aha, the outlier that comes in through the, you know, through the 11%.

Lenny Murphy: All is going to come back to what is the purpose of the research? What business question do you want answered? And are AI methods or qual at scale methods or focus groups or synthetic groups, what is going to be the methodology that will get you the answer to that business question? And I mean, that concept is unchanged, even if the variables around it have changed. Just ladder up to what is the business challenge and what are the questions we're trying to answer and then choose your path accordingly. But that is the evergreen thing that people should stay fixated on and stay fluid with the methods because God knows that is what we need right now. And go back to the critical thinking piece, right?

Karen Lynch: Is there a world where we've been in where technology continues to just take a lot of the process stuff, right? Yes, we've been living in that world for a long time. Industry has been navigating that for a while. This is more of that. Where's the value add? The value added is not in the process. That's the value add for the tech companies. Absolutely. Right? They are process enablers. The value added for researchers is in our critical thinking, in our ability to make sense of what this is telling us, draw conclusions and make recommendations that move the needle for the business. So recently, this is just more of the same. It's just, it seems scarier because it's more pronounced, right? The technology is more, whoa, you know, kind of crazy. But this isn't a new problem for us as an industry. And we're navigating it okay.

Lenny Murphy: Do you see, Anish just shared a combination of AI, 3D holographic avatars, and synthetic data that can take over all research.

Karen Lynch: Well, Anish, if you're working on that, see that.

Lenny Murphy: Because for real, though, like, you know, I mean, you know, I think we are living in an era where the possibilities are not necessarily just hypothetical anymore. When you and I first started talking about generative AI, and we were thinking about what the possibilities are, did we think we'd have agent stores this month? You know, we knew that was a possibility, but we couldn't really conceptualize it. And then all of a sudden we're like, hold up, this is happening. So we are seeing the results of all these, I don't know what scenarios are coming true. So Anish could be onto something. I don't mean to send everybody to like, you know, industry panic. That's not the point. The point is, industry evolution, because it's happening fast.

Karen Lynch: But the point of adoption and that's the adoption curve is still an issue, right? My sense, we'll find out the new grit, take grit, especially if you're a client, right? Because I think that's where the piece is, where are we on the adoption curve? It's still, we covered this not too long ago, what, like 30%? Something of that nature? So there's still a way to go. There's still a lot of entrenched resistance to change for systemically, bureaucratically and organizations. It will be interesting to see. I think there will be incentives for adoption and technology in the new administration simply because of the nature of some of the people surrounding it, the big tech guys, you know I mean, they're gonna want to see their tools being used. So that'll be interesting to see but human nature is still slow to adopt. So I think we are right. Is that gonna emerge? Yes, is it gonna be in wide-scale adoption in two years? Yeah Five years. No, you know, yeah, I'll give it that but I don't think it's tomorrow so we have some time to adapt to these things. I think I didn't think that two years ago I really thought like holy crap. This is, you know, a paradigm shift.

Lenny Murphy: Yeah But it's Talking to somebody else this week and there's still very traditional research taking place. I think many many large brands are so, um, so yeah, so it's not an immediate like holy crap moment Right, grocery facilities haven't gone out of business, nor have the survey platforms.

Karen Lynch: Exactly, exactly.

Lenny Murphy: All right, but coming back down to earth, I'm like, oh my God, we have all this stuff to talk about. Should we skip the industry activity and kind of cover these two things and leave with some interesting stuff, or do you want to start with marketing? I don't know, Lenny, I'll leave it up to you.

Karen Lynch: No, I do think that it stowed out, because it ties us together, the study on half of consumers feel ignored by marketers. Charlie put the link in. What was interesting about that, it goes back to this whole conversation we're having, we still need, OK, why do they feel ignored? Probably because they're, they're not part of the data that is making marketers aware. So, you know, we still have to solve this garbage-in, garbage-out problem, no matter what, whether talking about a survey or AI, AI holographic avatars. We need to engage people. We need their data. We can only personalize and deliver on the marketing value if we do that. So there's still some foundational issues that we need to deal with.

Lenny Murphy: And that's why that jumped out. There's a section in here and I think the CMO of one of the companies that did this study said something about marketers tending to be youth obsessed. So if you end up following this link and you get in there, marketers tend to be youth obsessed. And yet, you know, older audiences, I mean, it's like an age old problem, right? Older audiences have more money and they're feeling ignored. And that may not be a wise decision right now for a million reasons. We don't need to get into all of that. But it's interesting to get some kind of confirmation of that. And this other study, one more study then, since we're doing this other one, I think is fascinating, because I've been thinking a lot about it. So there's another Vibe survey that says, texting drives consumer engagement. Texting. And it basically says, and you might be skeptical when you hear what I'm about to say.

Karen Lynch: Yeah, I am, because I'm not one of those guys.

Lenny Murphy: Mobile users prefer frequent text communications from brands that influence their shopping and dining behavior. So this was a Mobile Consumer Insights report of a thousand mobile-centric consumers, and it says four in five want to receive text messages from brands they love at least once a week. Now, my first thought is, oh hell no, that's not accurate, is it? But then I started to think about my Mets organization, and I started to think that I like when they text me. I like when the Mets text me. I don't necessarily care to hear about other brands. I'm a brand fan of Starbucks. I've been clear about that. But I'm like, I don't need to hear from Starbucks. But the Mets, I like those texts. So I started to really think about this and think, that's interesting to me. So maybe there are other people like that that are like, I actually enjoy getting a text from some brand that they are a brand fan of

Karen Lynch: Some?

Lenny Murphy: Some.

Karen Lynch: I would say that there's a few. But very few. A lot. Very few.

Lenny Murphy: So what does that tell you? I just think that's really interesting. So do I want to keep getting texts from every brand? No. But are there some? So I would absolutely love to learn more about this one. I think the study is really worth the download. Yeah.

Karen Lynch: The implication would be to apply for research as well, right? So can we change that and engage people? There's lots of stuff out there for years.

Lenny Murphy: They probably don't want to be getting the link to complete the group. There, you know, that's my, that's my best guess, right? But maybe, maybe people do, maybe they want, you know, maybe they want to learn about, you know, a new platform or, or, or new something, like maybe in the B2B space that will translate. I don't know. But, yeah.

Karen Lynch: Or you just set your agent to answer it and go forward.

Lenny Murphy: Right? So when the new, when the promo nights for the Mets organization come out, and they're giving away jerseys on a certain night that I don't want to miss, maybe my agent would just say, let's just get her the damn tickets, right?

Karen Lynch: Just buy her the tickets, Karen doesn't have to loop into them. That's what I'm saying. There we go. And maybe it'll be your holographic avatar. So we're not far. Let's wrap up these last two news pieces, because there is some specific connection. iMotions and Affectiva. That they're already kind of part of the same company, but they're really merging the capabilities together for behavioral research.

Lenny Murphy: So it's really interesting that eye tracking and facial coding combined into one platform. Good for them. That's fantastic. Yeah, they are an incredibly scalable solution and they do work outside of research. So I think they're going in the right direction. And feeding AI models with that data. So they reconnect the dots. And then back, Nitchfire closed a big venture round through Rev1 Ventures with support from Walmart and Nestle. And that should tell you something. And Nitchfire, they've been on our stage multiple times. I am thinking of a sponsor. So the trajectory is clear. Where all of these things are going. And there were just two more examples this week. Yeah. Yeah. Good stuff. Good stuff. All right. So we didn't make it for 30 minutes like we did last week, but that's all right. That's all right. This isn't too bad. We got, we got, we got just four minutes over, so I'm sure our people will be okay with us. Tell us if you're not. Yes. We don't want to hate mail, but if we need to keep us on our toes and I guess that's it till next that's it till next week. So, so yeah, hopefully by then we can switch to, you know, talking about things like, isn't the Superbowl coming up? Like we can, we can get lighthearted and- Superbowl ads, yeah. Superbowl ads, that'll be fun. I'm sure that's going to start to pop up in our, in our feed. So everybody has a great weekend. Have a great week. Good luck if you're looking for your migration off of TikTok. We'll see what happens. Yeah. Oh, and one more shout out to those. I did spend, I talked to a lot of folks this week impacted by the California fires and their industry. Continual support for that unfolding disaster. Those of you out there, you're in our hearts and prayers. It's a mess. Everybody take care.

Links from the episode:

TikTok Faces Potential U.S. Shutdown 

Several apps are jockeying for the top spot on the Apple App and Google Play stores 

OpenAI Introduces ChatGPT Tasks 

Critical Thinking and AI 

Marketers Bet on AI 

AI Simulates Human Focus Groups 

Half of Consumers Feel Ignored by Marketers  

Texting Drives Consumer Engagement 

iMotions and Affectiva Unite 

Rev1 Ventures Backs AI Startup Nichefire