In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss generative AI and professional development, the importance of subject matter expertise when using AI for marketing tasks, such as analyzing backlink data. You’ll learn why relying solely on AI-generated insights without understanding the underlying data can be risky. Katie and Chris explain why training your team members first, then training your AI, leads to more accurate results and better decision-making. Discover the crucial steps you need to take to ensure your AI is working with you, not against you, and that your marketing efforts are successful.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn – 00:00In this week’s In Ear Insights, let’s talk about a situation that happened at Trust Insights last week that I want your perspective on, Katie, because you were instrumental in it. For background, we have an account manager, her name is Kelsey, who is an absolutely outstanding, wonderful person to work with. I wrote a prompt that did detailed analysis of some SEO data. It’s like this long and stuff like that, following the Trust Insights RACE Framework and the PAIR Framework and all that stuff. It does a decent job of producing good insights—the prompt does.

One of the things that you had said in response to it was perhaps we should not have the machine doing all the work. Perhaps the human who is assembling the report should have some background knowledge so that they know what they’re looking at.

So, my question—I have a couple of questions for you, Katie. One, why do you think—and I know the answer, I want to hear from you—why do you think it’s important to have that background information as the person operating machinery? And two, as AI becomes more and more capable and goes from today assisting someone with doing, in this particular task, interpreting backlink information to just being able to outright do it, soup to nuts, at what point, if any, does the human need to be involved anymore with something that’s a relatively routine reporting task?

Katie Robbert – 01:29So I think—I mean it’s a great topic. I think this is a really good example. So, for full context, as Chris mentioned, we brought on Kelsey as our account manager. Kelsey comes from a different background. I brought her on for her organizational and managerial skills, knowing that things like marketing, SEO, and all that stuff can be taught. Very similar to my experience when I started working with Chris, I was brought on for my experience as a manager, not as my expe