Transcription
Nothing will remain as it was before. Yes, yes, I heard something appeared there, some kind of artificial intelligence. Either you learn to enhance yourself, or you simply won't exist anymore. We fired almost all copywriters, well, ChatGPT, well, it's generally a bit dim. That is, believe me, it will give an unusually stupid answer. I came to work, I have job descriptions. And when you are able to answer these questions, then you can work with artificial intelligence. A new elite is emerging today. Only 3% of people understand this. Nothing will remain as it was before. You see, there are things that are simply impossible to postpone and wait for a good time. And artificial intelligence is one of those things. It's right here, right now, it's already working, it's already determining today who will remain in the market and who will become ballast. Just don't ask me what these people will be doing, how they will live. No one has an answer to this question today. The largest governments are actually struggling with this answer. No one has a solution yet, except for how the guys from Silicon Valley are promoting the idea of universal basic income. But I think that modern civilization is still a long way from this idea. Therefore, ballast. But the most interesting thing is that most people still think that artificial intelligence, the various tools associated with it, are just some kind of fashionable thing. A fashionable gadget is like a new, I don't know, a new iPhone model. It will come out, we'll try it and see how this thing works. Maybe it will tickle us, maybe not. And this thought regarding artificial intelligence, its tools, that you need to try it sometime later, you need to figure it out sometime later. It's simply destructive, it's deadly. And our modern life is arranged in such a way that it constantly throws us new toys, new entertainment, new problems that we are used to solving, and therefore we gladly engage in them. But this idea Yes, yes, yes, I heard something appeared there, some kind of artificial intelligence, but it's somehow complicated, there are numbers, letters, you need to postpone it for later. And while they are trying, others are already using the tools that are available on the market to the fullest. They are restructuring their teams' work, they are earning much more, and gradually and quite imperceptibly displacing those who decided to try later, and those who did not manage to start using artificial intelligence tools. That is, one more point. Many perceive artificial intelligence as a threat. But artificial intelligence is not a threat at all. I am far from thinking that there is any threat, that neural networks will become smarter at some point, want to enslave everyone, and this creates some existential threat to all of humanity. This is complete nonsense. Artificial intelligence is a mirror. Artificial intelligence does not kill any professions. Well, almost none. Artificial intelligence simply exposes. It, you know, makes you show, look honestly at how much thinking is in us, and how much stupid routine work, stupid routine repetition is in us. And what is this ratio? It's just a mirror. You look into it, and you understand, do you have this creative conscious caviar, a unit for creating something new, making some truly creative decisions, or are you just an add-on to some keyboard or some business processes. And, in fact, that's it. This mirror shows you that. Right now, I see how many companies, I would even say, almost all companies known to me, have started looking at employees completely differently, looking at people differently. And they look especially differently at those who do not know how to use artificial intelligence tools, you understand, at those who are still, as before, in the old way, manually, as hardworking and ready to work day and night. But these are the ones who do not know how to ask the right questions, do not know how to formulate prompts, do not know how to learn something new, are afraid of it, do not like it. And these people are already treated as a big problem in business today, understand? Not as a useful resource, not as an object for investment, but as a big problem. And this video is not about how to use artificial intelligence at all, how to write prompts, or which specific tools make sense to use. Although some tools, of course, I will mention. Nevertheless, this video is about why without this, without these tools, most specialists, experts, managers, entrepreneurs will simply cease to exist in the end. Either you learn to enhance yourself, or over time you simply won't exist anymore. You will be useless to anyone, or you will perform some, well, such a dreary and low-paying job that you yourself will not be happy with such an outcome. To make it clear how artificial intelligence has long ceased to be a toy, not something that will change something in the future. This is something that is already embedded today in how the most effective companies work. Amazon uses artificial intelligence in logistics. Thanks to artificial intelligence, these are real-time supply routes, taking into account an incredible number of parameters: weather, traffic jams, demand, stops, traffic, anything. They reduce delivery times, and therefore the delivery cost, which, in fact, has a colossal impact on online retail, they reduce it not because they have more cars, more vehicles, more couriers, and so on. But because their system is smarter, it allows them to solve logistics issues faster. And the way it solves logistics issues sometimes scares me. Well, it really scares me sometimes when I order something on Amazon in the evening, sitting with my wife watching some Netflix series, and in the morning at 10 AM it's already delivered, and the concierge calls from downstairs and says, "Alexander, you have a package from Amazon." This is truly frightening, because I've been in business for many years, and I understand that for this thing to get to my home, it means it was shipped from some warehouse. It was loaded onto a car, tasks were assigned, documents were issued, a person drove, unloaded, and so on. The correct route. This is simply incredible. This is magic. And this is why others cannot compete with Amazon. It's not about the price. Everyone hates Amazon. It has too high ratings. It has too harsh a policy towards sellers. Well, there's nowhere to go. No one else can provide such a convenient customer service. Morgan Stanley, Morgan Stanley, a financial bank, a financial company, they have implemented GPT into their customer support system. Now, instead of an employee reading 100 pages of regulations, an employee can simply ask the neural network a question, get an answer based on internal documentation, on the bank's internal documents, and, accordingly, provide a solution to the client instantly, because, well, organizations like Morgan Stanley cannot simply hire 2,000 Pakistanis or Filipinos who will work according to a stupid script, because clients ask this investment bank quite complex questions. And before, to support such support, answering smart questions, you needed an entire army of highly trained, unusually intelligent, subject matter experts, who were expensive, who were expensive to train, and so on. Today, it's essentially the same Pakistani or Filipino, but with ChatGPT in their teeth. And they work much better than all those guys. Unilever trains artificial intelligence, trains it on resumes, on video recordings of candidates for hiring, in order to do preliminary employee selection. Imagine the money they save. The scale of Unilever and the number of people they don't hire. Imagine how much resource is spent on screening resumes, reading them, collecting data, analyzing questionnaires, comparing, and so on. Well, if you've ever been involved in organizing hiring in your business, and I've definitely been involved not only in my own, I can tell you that this is a colossal piece of work. They have automated this with artificial intelligence, and now most of the work, about 80% of the work, is done for free. And recruiters and managers already get ready material. And this is convenient. This is savings, this is return on investment. And even this video that you are watching now, you understand, this neural network decided, having analyzed your profile, general trends, the content of this video, this neural network decided that you should watch it, it suggested it to you, because it believes that you should like this video. So, if you really liked it, please give this video a like, because this will be your interaction with the neural network, and then it will offer you more similar useful videos. Well, and it will be pleasant for me. Look, this is not about hype. This is not about looking fashionable, modern, and boasting about what cool tools we use. This is about money, this is about company economics, this is about speed, about winning time. This is only what lies on the surface. And, of course, I myself use artificial intelligence. And I use it not because it's fashionable, but simply because it's the only way not to fall behind. Not to fall behind the market, not to fall behind competitors, because the pace of change today is insane. In our company, we use artificial intelligence constantly. We have a corporate Google account for many, many years. And they rolled out Gemini. Before that, we used ChatGPT, now we use Gemini. An unusually smart tool, we use it for everything from the simplest tasks. These are copywriters who throw the results of client surveys using the Jobs to be Done methodology into Gemini or ChatGPT, throw in a description of the methodology for creating certain messages and creatives. They throw in descriptions of different industries for which targeting and marketing are needed. And artificial intelligence produces unusually cool, smart, interesting texts on this topic. We fired almost all copywriters. We only kept the smartest ones who know how to use artificial intelligence, because all the others simply wrote worse and we lost money on it. Well, because these creatives were used in paid advertising. We lost a lot of time on this, because when you have a live copywriter working, you then have to check what he wrote. And if this content goes to my social media accounts, then I proofread it, I rewrite it. This took a colossal amount of time. Today, it can generate context, for example, by analyzing my style of thinking, my dynamics, it can write almost in my style. And this is just the simplest way to use it. Today, we generate training materials in Chinese, English, and Russian languages using artificial intelligence. Why, it would seem, well, why shouldn't a highly paid person sit down and record it? Well, at least in Russian and English, I can record training materials. But there is one problem. The fact is that training materials need to be tested. And if you see that something is going wrong, they need to be redone, something needs to be removed, something needs to be added. So, if it's a live recording, it's practically impossible to do. When the material is generated using artificial intelligence, it happens easily. Yes, of course, I still check all the meanings. I check, I set the structure of the material, I set all the practical tasks. But besides this, there is a huge amount of work. This is voice acting, this is presentation, this is the generation of the video itself. And we do this, we use Heygen, we use Eleven Labs, and so on. And this also saves colossal money, colossal time. And most importantly, it allows us to make our products faster. And what's also nice is that it allows us to rework these products later without any particular problems, based on feedback, customer feedback, which used to take months or years, now takes weeks. If we talk about ordinary life, I recently moved into a new penthouse, and before that I lived in the same building, I lived in apartments. And my lease ended a few months ago, my lease ended. I moved out, and just a few days ago I remembered: "Damn it, they didn't return my security deposit." That is, well, the money that the security deposit is, for some reason they didn't return it. Well, ordinary negligence, why hurry and so on. And how would I have acted before? Before, I would have decided like this, probably, I need to call them or write to them. Aha. What do I need to tell them? What to refer to? I would have gone through some chain. Today we have artificial intelligence, so I threw the whole situation into Gemini. I threw in the lease agreement there. I threw in the rules of our condominium there. I wrote there that, as they say, I still haven't received the security deposit check. What do you suggest I do? And why? Gemini thought for a few minutes and said, "Listen, you urgently need to write them this letter. You need to do this and this." I say, "Okay, can you write this letter for me, taking into account that my name is so-and-so, my phone number, my email, and so on?" He wrote the text. I say, "And what should I do with this letter?" He says, "Now do this, go to the post office and send it by registered mail and so on." And he literally guides me through these steps. Moreover, I have saved this communication thread with him, it is pinned. That is, when something else happens in this thread, I will tell him, "Listen, I received such an answer from them, what should I do next?" Including everyday issues. You understand? Anything. AI today allows us to solve problems that are at the far edge of our competence. Yes, yes, I know, of course, that there are some laws, there are some rules, that there are some contracts, but I am incompetent in this. Sorry. Real estate, rent - this is not my area of expertise at all. Therefore, I entrust it to artificial intelligence. And notice how I would have acted before. Before, I would have spent my time, gotten nervous, called, tried to achieve something, only then perhaps realized that I was acting incorrectly. Then I would have hired a damn lawyer, paid him money, they would have argued about something, this lawyer would have argued with this agent, and possibly after some time I would have gotten a result. Pam-pam-pam. That is, on the one hand, I solved the problem, on the other hand, I deprived a lawyer of work, and possibly even two lawyers. I deprived another lawyer on the other side of work by using this tool. If you have any cool ways, what everyday problems, everyday, I mean, problems of daily life, you solve with artificial intelligence, write to me in the comments. I will personally be very grateful to you, because if I find something useful that I can use, it will make my life happier, relieve me of some routine that I hate. So the question arises: aren't we becoming dumber when we use Gemini, ChatGPT, and so on? That is, aren't we becoming some kind of robots and aren't we losing this thirst for knowledge and so on? My answer is no, because in order to ask the right question and be able to apply the answer you received from artificial intelligence, you must have a fairly high intellectual level. We are becoming smarter, on the contrary. Why are we becoming smarter? Because, as it was before, I talk to my friend, and he, for example, touches on some topic in which I am not a pro, he just uses some term. What did we do before? Before, we simply lost interest in it and moved on to other things. Almost no one rushed to their library to dictionaries to open it, clarify it, and then return to continuing the conversation. This doesn't happen in real life. What do we do today in the car? I'm driving along some route, right in the car. Recently, a stupid question. I'm driving, I see, oh, I say, look, a guy in a sports car from Maryland arrived. Annushka, my wife, where is Maryland? I realize that I don't remember where the state of Maryland is. And I say, "GPT located." And ChatGPT immediately answers me that Maryland is located north of Pennsylvania, south of Georgia, on the Atlantic coast. It has a small outlet to the Atlantic coast, mainly inland. I say, "Thank you, let's go." It's that simple, we constantly, if we interact, we constantly become smarter, we don't become dumber if we use it correctly. Well, let's go back to those potential two lawyers whose work I deprived, the opportunity to earn a little. In fact, it's like that. No, it's not people, not professions that are deprived of work. It's those who don't know how to work with artificial intelligence in that profession who are deprived of work. The person who cannot do this work in 15 minutes, but does it in 5 hours, because they struggle with it manually, is deprived of work. Accordingly, they are uncompetitive in their offering, in their price. A new elite is emerging today. In every profession, no matter which one you take, a new elite is emerging. This is a person plus artificial intelligence. This is a new being that thinks, that creates, that possesses creativity, but at the same time knows how to think, adapt, learn, solves problems faster and deeper than before. And what is happening today? Look. Successful video editors use artificial intelligence to make reels or even to do regular editing. Lawyers, smart lawyers, use artificial intelligence to do some research and prepare documents. Writers use artificial intelligence to research some facts. I use artificial intelligence to fact-check various things. Accountants. One of my portfolio companies is an accounting firm entirely based on artificial intelligence. This is one of our startups that is actively developing in the United States. It's essentially a service where you connect all your accounts, you connect all your credit cards and so on. And it gives you a complete picture of what's happening in your finances, accounting, in real time. It takes some time to learn the specifics of operations in your company, in which field you work, and so on. And then it starts giving you almost real-time reports and many other useful things. And when the question arises: "Do we need an accountant now?" Well, no, right? We need a good, high-level accountant to check and control this whole machine. We definitely don't need an accountant who will sit and make entries for every bank transaction, assigning it to which account, what type of transaction, to which type of activity it belongs. We don't need this monkey work anymore. Artificial intelligence does all this perfectly. Will a smart accountant who understands the big picture, who can implement standards, build, set accounting standards in the company, who understands the tax implications, win from this? Yes, of course, they will win, because they don't have to deal with not very educated and mistaken people. For them, all the routine work will be done by artificial intelligence. Therefore, today we are entering a new era when every specialist, every expert can become much higher, much more effective, much cooler. Person plus artificial intelligence. Yes, and someone might object now that ChatGPT, well, it's generally a bit dim. That is, it gives some shallow, superficial answers, sometimes it hallucinates, it gives some nonsense or gives some banality, right? That can happen. Do you know what it depends on? It completely depends on how you asked the question. It completely depends on how you set the task. Of course, I told you about my situation. If in my situation I had just gone to ChatGPT and asked, "They are not returning my security deposit, what should I do?" I would most likely have received a rather stupid, absolutely template answer, because that's how I asked the question. I didn't provide enough context for the answer. I didn't provide any information for this artificial intelligence machine to think about. I didn't give it the contract, I didn't give it any specifics. It doesn't understand where I am. It doesn't understand what laws apply in this region, what traditions and rules exist. And, of course, it will give the stupidest answer. This is like going to ChatGPT and asking, "Dear ChatGPT, I want to build a management system in my company so that everything works like clockwork. What should I do?" Believe me, it will give an unusually stupid answer. You can just cry about it. But if you load a framework into it, a description of the system you want to build, a detailed description of your company, of course, it will give a much clearer and much more reasonable answer. That is, in other words, why I don't believe that artificial intelligence will help everyone? Well, because for it to help, you must be a specialist in some field and must be able to ask the right question. But I believe and I see that it helps specialists, it helps experts to increase productivity by tens of times. This is true. How to become such a superhero, a winner? Well, the first thing that is needed here is, let's say, a broader or strategic vision of the tasks you are solving. You need to understand not just at a stupid level, what task to solve, like I need some letter or I need some step. You must be able to grasp the whole, the entire picture. Why is this? For whom? With what effect? You know, human thinking prompts us to ask questions: "What to do? Rather, you should look more broadly, what should change?" When you communicate, for example, with serious artificial intelligence models like Depressuch and so on, you must be able to set a very broad task, otherwise you will not get any useful, good answer. For example, if you are a marketer and you ask simply, "What banner should I make?" or what advertising creative should I make, then, probably, this will be too narrow a point of view. It would be right to try to find an answer to the question of what should trigger the client to buy. Or how, for example, in this particular target audience, in this particular industry, with this particular product, to stimulate the client to contact us and buy. A very broad request. And, most likely, you will get a quite interesting answer, in which you will see something that you haven't paid attention to, and you will be able to ask additional questions, and then ask this artificial intelligence to generate hypotheses. And then you can also throw in your real analytics so that it compares it with the hypotheses and gives you some recommendations. In fact, this strategic thinking, broad thinking is a real challenge for many people, because many people are used to living in a paradigm. I came to work, I have job descriptions, I need to do this, and then I need to do that, and it starts from the east, ends in the east, and so on. This is written in the job description. What is written, I do, and what is not written in the job description, I should not do, because I work, I work, and I am paid for this work. And all those who think in such a paradigm, of course, well, how can you use artificial intelligence, which intellectually enhances you, in such a paradigm? No, you must be able to look at your tasks. You must be able to not just ask the question: "How to complete this task," but rather ask the question: "Why should this task be completed, what effect, what result should it lead to?" And when you are able to answer these questions, then you will be able to work with artificial intelligence and get such great benefits that will drastically affect your results. And when it comes to, for example, entrepreneurs, managers, I talk about this because I work with it daily, because, well, it's simply my life to help entrepreneurs build management systems. And in order to, for example, in this area, in the work of a business owner, in the work of a top manager of a business, artificial intelligence to help you, you also need context. You need to understand how it should be, what you actually want to build, how the system should look like in principle, what a well-organized business is at all. If you don't imagine this, you won't even be able to make requests to ChatGPT. It's simply impossible, because you don't understand the overall picture. Well, and if you have such a question, how this picture should look when a business is transferred from manual management, transferred, brought to the state of a system, I recommend you attend my free master class on how to strengthen a team, strengthen the foundation of a business, and reach a new level. This master class is not about inspiration, it's not about emotions, it's just about real practice, about real methods, approaches. What needs to be in a company for a strong management team, what needs to be done for the owner to not be a plug for all the holes, but for him to be above the company, to be able to manage it. What specific decisions should be made so that the company can grow without the owner burning out? This is an online master class, so it can be taken from anywhere in the world. The link to it is in the description of this video. Register to watch. And you will get this picture, and you will have the opportunity, including setting large tasks in this area, by communicating with artificial intelligence. So, first, I told you, it's strategic thinking. It's not task-oriented thinking. It's thinking more broadly. Second, what should be there, there should be depth. You cannot set tasks for artificial intelligence if you do not understand a subject deeply enough. You need to know how to dig, you need to be able to distinguish facts that relate to your activities from those that do not. This is about depth. How do we achieve depth in a subject? Well, look, it's a matter of learning, it's a matter of books, it's a matter of exposure, it's a matter of studying cases, it's a matter of taking courses, it's a matter of communicating with like-minded people. Depth is achieved only in this way. Depth, pay attention, depth is not achieved through experience. Experience is just a signaling system. It worked, it didn't work. But if you don't have depth, if you don't understand why it worked and didn't work, then experience is more of a problem than a solution, because, well, well, roughly speaking, you went there, a brick fell on your head, you don't know why it fell. And as a result, if you don't have this knowledge, this depth, then the only solution you can make is to not go anywhere, which is unlikely to lead you to any great results. Therefore, experience without depth is useless, I would say, it's a destructive thing. Third, what is needed to survive in this beautiful new world is adaptability. Moreover, you know, I always thought that I was adaptive, but when artificial intelligence appeared, I felt that I was stalling, that my adaptability was not enough, that I needed to become adaptive. Although I always used the fastest tools, the newest automation, management methods, marketing methods, and so on. But when artificial intelligence tools appeared, I realized that I was already starting to stall. Adaptability is when we don't cling to the old. Adaptability is when we try new things with enthusiasm and interest. We even have a special department in our company whose task is to test all new tools, because we simply don't have time. For example, we use 11 Labs to generate audio. It generates very cool audio, but new tools constantly appear, and there are so many of them. Well, to integrate them into the company's activities, there's no point, until we are convinced that they are doing something valuable, working, right? Therefore, we have a department that tests this, tests that, what looks more or less valuable, they bring it to our attention and so on. We have to spend time on this. By the way, I will gladly share with you the description of all the tools that we use ourselves. All artificial intelligence tools that we use in our company for various purposes. If you are interested in this, I have a post on this topic in my Telegram channel. Come and read it. And I will also be sincerely grateful if you share something interesting, useful, some practice that you have in using artificial intelligence tools, which helps you, because, well, perhaps this can also enrich our practice. I will be grateful to you. [music] So adaptability today, adaptability takes on a new meaning. Adaptability is when you personally, not someone else, you personally try new things with enthusiasm, test them. It's when you test, check, try new approaches, and you allocate time for this, and you get pleasure from it. Even if you don't get it today, you will have to get it, otherwise you won't become that superhero of my story. So, what did I want to share with you? For me, this video is a cry from the soul, because I see what is really happening in entrepreneurship. I see how one of our clients right here in Miami is testing and successfully launching a CRM where artificial intelligence answers incoming client calls, schedules appointments, consults on prices, negotiates, issues invoices, and does it with a beautiful voice. Well, unfortunately, not in Russian yet, only in English, but it does it magnificently. It does it when you can chat with it in the same way, it does it easily. I have used this tool myself. I ordered a service from him, I specifically checked, I interrupted this conditional seller, I spoke indistinctly and so on. It's simply magnificent. And I see how this is happening today. It's a small company. But what did they do? They simply found a suitable tool, spent some time to master and adapt this tool, and are getting results. I see this. And right next to it, I see a dozen, two or three companies that have heard nothing about it, seen nothing, they are not interested in it at all, they are not even aware that such tools exist. And therefore, artificial intelligence today, look, it's just a filter. It's not a filter between good, skilled companies or specialists or unskilled companies, specialists. No, it's a filter between those who want to change and who have a future. And a filter between those who simply cling to the past. You should not be afraid of artificial intelligence. You should be afraid of the fact that we ourselves simply refuse to change. And then, naturally, calmly, without rushing, politely, without emotions, we will be crossed off the map, so to speak, of entrepreneurship and gradual life. So you can observe, you can argue, you can resist, or you can simply start immersing yourself in it and start getting results. M.