In-Ear Insights from Trust Insights

By Trust Insights

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The podcast currently has 332 episodes available.

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March 19, 2025In-Ear Insights: AI Content Strategy Optimization
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss optimizing your AI content strategy in the age of artificial intelligence. You’ll discover how to make your content appealing to both humans and AI algorithms, ensuring maximum reach and engagement. You will learn to balance data-driven AI optimization with the irreplaceable value of human creativity and unique brand voice. You’ll gain practical strategies to adapt your content creation process and stay ahead of the curve in the evolving digital landscape. Tune in now to learn how to future-proof your content strategy!
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, we are continuing our look at how to optimize content for AI. Previously, we talked about what this is broadly, and on the last live stream we talked about content and the technical side. This week, on the live stream on Thursday, we’re going to be talking about what you should be doing with content. And Katie, I wanted to get your thoughts about the content itself—not the structure, not the technical stuff, and not what you’re doing to pitch it, but the content itself. When you think about optimizing content for artificial intelligence as opposed to traditional search engines, what do you think about it from the perspective, especially from the perspective of the user, the way people use AI versus the way people use traditional search engines?
Katie Robbert – 00:47
It’s tough because I personally feel like you should still be putting the human audience first. But it really depends on—it was going to say it depends on your goal. If you want the AI engines to pick it up, then prioritize that. But I can’t say that because yes, the AI engine is going to pick it up, but it’s still a human that is looking for it and consuming it. So you still have to prioritize the human in terms of who is the audience for this content. Now, I know that you have—we can get into the nuance of that—you’ve written press releases specifically for AI engines that are not meant for human.
Katie Robbert – 01:35
And that’s my understanding is those were done to literally just get the correct words into the engine so that if somebody typed in, “Tell me about Trust Insights,” that a knowledge block of some sort would come up and say, “This is what I know about Trust Insights.” That, to me, is a different kind of content than a video that’s a tutorial or a blog post. That’s an opinion. Those really should still be human first, AI second.
Christopher S. Penn – 02:13
One of the things that a lot of folks
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29min
March 12, 2025In-Ear Insights: Data Preparation for Generative AI
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss data preparation for generative AI. You’ll learn why having high-quality data is the essential ingredient for getting valuable insights from AI tools. Discover how to ensure your data is clean, credible, and comprehensive, avoiding the pitfalls of ‘garbage in, garbage out’. Explore practical steps you can take to master data quality and make generative AI work effectively for you. Tune in to learn how to take control of your data and unlock the true potential of generative AI!
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In-Ear Insights, we’re talking data preparation for AI this week both on the Trust Insights live stream Thursday at 1pm Eastern Time. Remember, the USA if you’re a non-USA person, the USA has moved to summertime already, and I thought we’d talk today, Katie, about kind of why this is important. We’ll talk about the how on the live stream, but we’ll talk about the why and to degree the what. So before we begin, let me ask you what questions do you have about data preparation for generative AI?
Katie Robbert – 00:35
I don’t so much have questions because this is the kind of thing that I am specifically well versed in. Not so much the how, but the why. I did a panel last week at Worcester Polytech for the Women in Data Science, and this actually came up a lot. Surprisingly, the reason it came up a lot, specifically data governance and did good data quality, was there were a lot of questions around, what should I be thinking about in my degree? What should I be focusing on? If AI is just going to automate everything, where do I, a data scientist, where do I, a PhD candidate, fit in? A lot of the students there were academically focused rather than corporate field focused.
Katie Robbert – 01:29
I took the opportunity to talk about why data governance and good data quality is a foundational skill that regardless of the technology is going to be relevant. Having a good handle on what that actually means and why it’s important. If you’re unsure of where to focus, that’s a good place to start because it’s something that is always going to be in style, is always going to be on trend is good data quality. Because if you don’t have good data going into these pieces of software, and generative AI is just another piece of software, you’re going to have garbage coming out, and the outcomes are not going to be what you want them to do, and you’ll spend all of these times with these models and your random forest analysis and all of your other things, and nothing good i
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32min
March 05, 2025In-Ear Insights: Generative AI Optimization for Marketing
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the rise of SEO for AI, also known as Generative AI Optimization. You’ll discover how generative AI is changing the rules of search and what it means for your content strategy. You’ll learn how to use AI tools to uncover hidden insights about your online presence and identify what needs optimization. You’ll understand why high-quality content is still the most important factor and how to adapt your SEO efforts for this new AI-driven era. Tune in to learn practical steps you can take now to optimize for generative AI and stay ahead of the curve!
Key Points and Takeaways:
Generative AI Optimization (GAIO) is the new SEO: The episode discusses how traditional SEO is evolving with the rise of generative AI and introduces the concept of GAIO. This is a crucial shift for marketers to understand.
Quality Content Still Reigns Supreme: Regardless of AI, high-quality, helpful, and relevant content remains the foundation of any successful optimization strategy. This reinforces fundamental marketing principles.
AI as a ‘Secret Shopper’: Using AI tools to analyze your own online presence can reveal blind spots and areas for improvement, similar to a secret shopper evaluating customer experience. This offers a novel perspective on self-assessment.
Data-Driven GAIO Prioritization: The episode stresses the importance of using data to understand where AI is sending traffic and prioritizing optimization efforts based on this data, ensuring efficient resource allocation.
Intent Behind AI Search: Users engaging with generative AI search often have a higher intent to take action, making it a valuable channel to optimize for, even if it’s currently smaller than traditional search.
Continuous Content Maintenance: GAIO is not a one-time task but requires ongoing content auditing, pruning, and updating to ensure relevance and accuracy in the age of AI.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, we’re talking SEO for AI. Or as I said in my personal newsletter this week, there’s so many words for this—Generative AI Optimization, Generative Engine Optimization, AI Search Engine Optimization. Yeah, I said it. By the time you go through all the acronyms and stuff, it sounds like IKEA furniture names. Katie, when
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32min
February 26, 2025In-Ear Insights: What Are AI Agents?
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris answer the key question: What are AI agents? They discuss the surprising flaw in agentic AI that everyone is overlooking. You’ll unravel the mystery of what truly defines an AI agent and how it differs from simple automation. You’ll learn why blindly trusting AI agents can lead to unexpected problems and wasted resources in your business. You’ll discover a practical framework to determine when an AI agent is genuinely needed and when simpler solutions will deliver better results. Tune in to find out if agentic AI is right for you and your business!
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, I wanted to talk today about the major flaw in agentic AI. Katie, you had some feedback for me?
Katie Robbert – 00:10
Yeah, no, I think that’s a great topic. Once we actually set the baseline of what the heck is an AI agent? I’m around the terminology all the time. I see the work that you’re doing, I see the work that, you know, our peers are doing. But if I was asked like on a panel or you know, just, you know, by someone in our community to describe an AI agent, I don’t know that I could confidently say what an AI agent is specifically as compared to anything else that we’re doing. Anything else, like a custom model or a chatbot or any. Anything else. And so I think my first question is what is an AI agent specifically? And how is it different from all of the other things that we’ve been doing with generative AI?
Christopher S. Penn – 01:04
This is a, a much more complicated question than it sounds. And the reason for that is because every vendor is trying to put their own spin on the term. And as a result you have like 28 conflicting drift definitions.
Katie Robbert – 01:19
Okay, so it’s not just me. That’s fantastic.
Christopher S. Penn – 01:22
It is not just you. And there’s a lot of people making a lot of noise and throwing a lot of confusing stuff in the air. And you’re like, will you all just settle down? You all need to calm down. Here’s the easiest definition that is completely unhelpful. An AI agent is an agent that uses AI. And.
Katie Robbert – 01:43
But yeah, that is completely unhelpful. The question is, what is an agent?
Christopher S. Penn – 01:50
That is the question.
Katie Robbert – 01:51
Okay?
Christopher S. Penn – 01:52
Agents have been around since, for the last three decades. If you’ve ever installed like Norton antivirus on a computer, you’ll see a little antivirus agent running in your processes list. And it is that agent is in the background doing its thing, scann
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30min
February 19, 2025In-Ear Insights: Deconstructing Generative AI Use Cases
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss deconstructing generative AI use cases.
You will learn how to cut through the hype and understand how to truly use AI to solve real problems. You’ll discover a practical framework to break down complex AI initiatives into manageable steps. This episode will show you how to avoid common pitfalls and ensure your AI projects deliver measurable results. Watch this episode to gain actionable insights and start making AI work for you today!
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Here’s the edited transcript, adhering to all provided rules and guidelines:
Christopher S. Penn — 00:00
In this week’s In Ear Insights, let’s talk about deconstructing AI use cases. We recently had a lot of conversations. Last week’s live streams, we talked about skills matrices and understanding sort of the people that we have available to us and what their skills are when it comes to everything, but including generative AI. And Katie, you were talking recently with a colleague who gave some real time voice of the customer feedback about AI. Can you walk through what you heard?
Katie Robbert — 00:29
Yeah, absolutely. So a good friend of mine was at a conference and she was sharing with me some of the feedback that people were giving when it comes to implementing AI. And so basically what she was saying was sort of quote, “my boss says that we’re getting Copilot now. What? How do I prove the value of the tool and the value of the work that I do?” And what that says to me is, once again, people are choosing the platforms first and then trying to figure out what to do with it. That’s a reality that we knew was going to happen with a lot of organizations. When I say choosing the platform first, what I’m referring to is the 5P framework—purpose, people, process, platform, performance. The 5P’s were my reaction to digital transformation, which is people, process, technology, platform.
Katie Robbert — 01:26
They could have done better with their alliteration. The challenge with digital transformation, in my personal experience and a lot of people that I’ve talked to, is that it puts the technology, the platform, first and then tries to figure out where people and process fit in. And this is what we’re seeing play out at a lot of organizations is they’re saying, “great, generative AI is going to solve all of our problems. Let’s go ahead and pick a tool. Oh, we’re a Microsoft shop. So let’s get Copilot. Oh, we’re a Google shop. Let’s get Gemini. Oh, OpenAI, ChatGPT is the one I hear the mo
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37min
February 12, 2025In-Ear Insights: What Is a Skills Matrix Assessment?
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the importance of a skills matrix assessment in today’s rapidly evolving work environment. You’ll understand what a skills matrix assessment is and why it’s essential for navigating today’s rapidly changing work environment. You’ll discover how to pinpoint exactly where your team’s skills excel and where they need development, particularly with AI on the rise. You’ll learn to strategically plan for the future, ensuring your organization remains competitive and adaptable to new technologies. You’ll explore how to break down complex skill needs into manageable parts for clear evaluation and growth. Tune in to discover how a skills matrix can transform your approach to talent and future-proof your organization!
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https://traffic.libsyn.com/inearinsights/tipodcast-what-is-a-skills-matrix-assessment.mp3
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, let’s talk about the skills matrix. What it is, or more importantly, why you would care about such a thing and how, in general, we think about skills evaluation in a world where the skills are changing so darn fast. This week on the Trust Insights live stream, we’ll be talking about how to do a skills matrix assessment. But Katie, walk through the basics. What, when we’re talking about evaluating people’s skills, what is it that we’re actually doing?
Katie Robbert – 00:34
We are looking at both hard and soft skills. So hard skills being things that you could write out in a process and follow from A to Z. So math, for example, is a hard skill because it’s something that multiple people can learn from a textbook, from an instructor, that kind of a thing. Programming and development is a hard skill. Project management is a hard skill. Visual design, believe it or not, is a hard skill. Soft skills are more of the human component. So management in terms of communication and empathy and those kinds of things. So, when we talk about a skills matrix, what we’re doing is we are mapping what the company needs to what the people have. And so it helps you see where the gaps are and where you might be perhaps over indexed.
Katie Robbert – 01:41
Because we tend to think about it in terms of let’s find the gaps, but we forget, oh, perhaps we have 10 developers on a project that needs only two. So a skills matrix, you call it a matrix, call it a spreadsheet, call it a checklist, whatever you want to call it, really is, what do we have, what do we need, and where’s the overlap? The reason you would want to put a skills matrix together is to figure out, do you have the right people doing the right things today? You know,
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30min
February 05, 2025In-Ear Insights: Generative AI Reasoning Models For Scenario Planning
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how reasoning models, a new type of AI, can revolutionize your scenario planning. You’ll discover how these advanced AI models can help you anticipate unforeseen challenges and opportunities for your business. Learn to move beyond reactive panic planning and create robust strategies for any future scenario. You will explore how to prepare your business knowledge for AI and scale your scenario planning efforts effectively across your organization. Tune in to learn how to leverage reasoning models to build a resilient and future-proof business today!
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https://traffic.libsyn.com/inearinsights/tipodcast-generative-ai-reasoning-models-scenario-planning.mp3
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, life is full of change and unpredictable, unforeseen circumstances of all kinds. And we’ve talked in the past, many times on this show about scenario planning, about coming up with what do we do if this happens, if this happens. However, a new family, a new genre of AI models has come out in the last two months really called reasoning models. First with OpenAI’s 01 and then with Deep Seek and its R1 and now OpenAI’s O3 and Google Gemini 2. Flash thinking. I hate their product naming and so many other models within this class which give us as marketers and as business professionals the ability to have a model that can really think things through. So Katie, when you hear about reasoning models and think about the need for good scenario planning, what comes to mind?
Katie Robbert – 01:05
Well, I guess the first thing is, admittedly, you’ve been talking about reasoning models since they hit the market. I don’t know that I really understand what a reasoning model is versus, you know, an existing open generative AI model. I don’t even know the terminology to be quite honest. When I hear “reason model,” it’s like, “oh, is it sentient now?” What does that mean?
Christopher S. Penn – 01:36
That’s a really good question. There’s three techniques in prompt engineering that we’ve talked about and which you can learn about in our prompt engineering course, Mastering Prompt Engineering at Trust Insights. Those three techniques are called chain of thought, reward functions, and reflection. And when we would do this by hand in the old days of AI three months ago, we would say things in a prompt. Our prompts would say, “think this through step by step. Show me your work, show me this, show me this. Explain this” in our prompts to say, “I want you to explain this.” So for example, I was
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0min
January 29, 2025In-Ear Insights: AI Strategy for How To Keep up With AI Technology Changes
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss AI strategy and how to stay sane amidst the whirlwind of constant AI advancements. You’ll discover practical strategies to navigate the overwhelming influx of new AI models and technologies. You’ll learn how to prioritize your business needs and focus your AI efforts for maximum impact. You’ll understand how to use frameworks like the 5Ps to make informed decisions and avoid getting lost in the AI noise. Tune in to learn how to manage AI chaos and keep your sanity!
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn — 00:00
In this week’s In-Ear Insights, there is so much happening in the world of AI right now. So, Google has its new reasoning model, Gemini Flash Thinking too. And then in the last week or so, different Chinese companies like ByteDance, the owners of TikTok, released their new models, Dubao. Deep Seek has V3 which came out in December, and R1, which came out last week, which is their reasoning model, which is the same performance as OpenAI’s model, trained at 1/100 of the cost, and for the average user who’s using it in an app or something, is 96% less expensive than OpenAI’s APIs. And then, of course, overnight, yet another new model, a different one called Kimi from China, also came out, which also promises state-of-the-art performance at an extremely low cost.
Christopher S. Penn — 00:53
This can lead to some level of frustration and confusion among users. Over the weekend, we had clients messaging, saying, “What do we do this?” So Katie, when we think about… Because one of your themes for this year is foundation. When we think about everything that is happening and the speed at which is happening in AI, how, if you are, how are you staying sane and keeping sane in the world of ridiculously fast-paced change?
Katie Robbert — 01:26
I mean, that would assume that I was sane in the first place. I mean, come on, we all saw that you set me up for that joke. It’s funny because everything you just said, I have no way of knowing if everything you just said is true or if you just made up a bunch of words and I’m like, “Oh, these are all new things.” And this is where finding those trustworthy sources, those experts, is going to be your best friend. So obviously, Chris, I have you, and as far as I’m aware, it is not in your best interest to make things up and try to convince me of something that isn’t actually t
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32min
January 22, 2025In-Ear Insights: Tiktok Marketing, Social Media Strategy, and Diversification
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss Tiktok marketing and social media strategy diversification after the recent TikTok incident. You’ll learn how to create content that thrives regardless of platform changes. You’ll discover strategies to build a direct, trusting connection with your audience, reducing reliance on third-party platforms. You’ll explore how to use generative AI tools to enhance content creation and distribution. You’ll gain insights into building a resilient marketing strategy that leverages both owned and rented channels. Watch this episode to build a future-proof marketing plan that isn’t at the mercy of social media giants.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In-Ear Insights. It was there, then it was gone, now it’s back, it’s TikTok. Of course, there are so many things to talk about on this particular topic, but—and I was saying this to a friend of mine—I said, I have so much to say, but none of it is productive, none of it is helpful, none of it is going to advance the company or my personal brand and stuff. So I’m just going to sit on my hands at Nintendo, tell it to AI. I have an AI chatbot of my own that I just grouse at constantly. It’s like, I understand you’re upset, but it keeps me from saying things in public that are stupid. So. So, Katie, I’m sure you have things that you want to say in public that are not stupid.
Katie Robbert – 00:46
Well, I don’t know if they’re not stupid, but I’ll say them anyway. I think it’s fairly well known that I’m not a heavy social media user in my personal life. And so obviously being in this industry and being at this particular company, I’m well aware of what different social media platforms do, who their audiences are and the utility of them. And so, for weeks that there’s speculation that TikTok was going to be banned in the U.S. I didn’t actually see a lot of people doing anything about it because I don’t think anyone really felt like it was going to happen. So they were like, oh, well, they’re just bluffing.
Katie Robbert – 01:31
And then, lo and behold, I think it was, as we’re recording this, it was just yesterday morning, people, when they logged into or tried to log into TikTok, got various forms of messages. To be honest, mine just said no Internet connection, so I didn’t even get a fun message. But regardless, people started to panic
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35min
December 18, 2024In-Ear Insights: Trust Insights 2024 Year In Review
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the challenges of 2024 and how they learned to thrive. You will discover how Trust Insights adapted to the rapid changes in AI and found success with their R&D process. Learn why focusing on foundational elements such as people and process is the key to navigating the ever-changing tech landscape. You will also hear how a focus on creating robust customer profiles allows them to develop custom AI solutions.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In-Ear Insights, we are winding down. This is the last In-Ear Insights episode of 2024. After this, we will be taking a well-earned holiday break, and I hope you are, too. In this episode, we thought we’d talk about the year in review, specifically for Trust Insights, taking a look back at the year—all the things that happened to the company specifically, for the general. We’re going to talk about that on this week’s live stream. So, if you’re not following along over at Trust Insights AI, YouTube, you can catch that Thursday at 1pm Eastern time. So, Katie, as our fearless leader, how was 2024?
Katie Robbert – 00:41
Oh, well, I have a lot more white hair now. I will say that, it’s when I look back, it feels like both the shortest and longest year that we’ve experienced so far. January seems so far away right now, but at the same time, I’m like, how did it already become December? And in the context of the business, that was very true. Where we started in January is not how we ended in December. So, the beginning of this year for Trust Insights, and I know for a lot of businesses, was tough. It was tough because generative AI had become very mainstream and people were trying to figure out what the heck that meant for their business, so people pulled back budgets.
Katie Robbert – 01:30
It was also an election year, which we also know people tend to get a little bit more conservative and just sort of wait and see. So there were a lot of factors at play at the start of 2024 that really made it challenging for businesses to figure out what was going to happen, especially small businesses like ours that don’t have external funding and investors. Yes, we have backup plans, our finances are fine, all that good stuff. But our business model is we get new clients, that’s our revenue. That’s a pretty standard business model for a lot of people. Ours is no different. And the first quarter of 2024 was admittedly very scary because things were just not moving.
Katie Robbert – 02:20
People were responding, but non-committal, and it made it really hard to
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36min

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