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[Music] good afternoon web Summit I want to grab your attention for a second and ask a question uh who amongst the audience knows about the Humane pin no one human pin wow we are we're talking going to talk about AI but very few people know about human pin I mean that that kind of shows that it wasn't really an inspirational product uh I want to get your thoughts on they marketed a lot in terms of being an inspirational product but how do you even be inspirational without failing Tye in those thoughts about human pin and building an aspirational AI product such so look I think um you know what's really important is to just get a level set for just where we are uh from a a life sort a timeline perspective you know it's kind of like the day after AOL launched the disc and then everyone said oh my God the internet was born yesterday but it wasn't really the internet had been here for many many years before and language models transform models have been here for over a decade um what we're really seeing now is the first real use cases and I think for me in my own experience what's been the most inspiring is the first use of AI which is the ability to go from idea to execution without becoming a subject matter expert whether you want to make a song that we were sort of discussing earlier on you want to make an application you want to write a unique piece of content you're no longer limited by your ability to use a tool set um and really what that means um is that we've gone from complex user interfaces to something that looks like WhatsApp to control the most complex software on the planet and that's just so inspiring in itself yeah I mean I I would completely agree with you you know the best technology products when they move uh from being efficient to being inspirational are the ones where the technology actually goes into the background right and enables with a simple hook kind of very complex and advanced human ambition right so think about you know whether it's deliver or it's Uber it's a one click right when I was at drawbox we used to talk a lot about how efficient the product was and I used to always wonder hey why do we still exist why do users still love us 10 12 15 years after some of the biggest competition any other you know independent company has faced from Apple Microsoft Google and it's really because the product was so simple there was one unit of value and the product reflected each individual user so your Dropbox and how you organize all your most important digital things looked a lot different than mine and I think that's what we're seeing again with AI very simple user interfaces but allow you to scale your ambition if you're a marketer and you're at a Fortune 500 company and you're using Jasper you used to write maybe two marketing pieces a week and really struggle with that now you can use Jasper and you can create 2,000 in a week and really your ambition can go from working on a product that you Market in a GE to marketing hundreds of products prods globally and I I wanted to add to that you know I had a really interesting conversation yesterday at in in web Summit in Doha you know there a lady that came to us and she said um I run a nonprofit for people with Alzheimer's and I want to build an application that allows people to be able to diagnose better measure better and get expert help this is someone that is running a nonprofit for Alzheimer's somebody who would never create software before and so suddenly using AI you're giving them the ability to do what they couldn't do and I think that is just that's really inspiring we talked about efficiency in general but efficiency also means becoming a bit boring in in a way uh chat GPT right now is an aspirational product or inspirational product for a lot of people but it was a research project it was released as a research project uh how do you become can you engineer simple products into becoming inspirational so look I think you know we at least have a philosophy that nons subject matter experts in anything music content software they really have two fears it's the fear of irrelevance that gets them to want to do something it's the fear of failure that stops them and and you know how do you keep someone away from both those fears you keep them excited right you deliver magic I think what we're seeing for the first time is on mass across music film Graphics content software legal we're we're delivering magic really fast and that magic gives people the energy to keep going right to the next point of magic to the next point of delight and that's just so powerful but but do do Tim do you really think it's magic or it's efficiently engineering or repeating task very quickly I mean I I think speed and efficiency are just table Stakes you know to be honest I think what most organizations want is they want a strategic Advantage right they want to understand how do we take our distinct knowledge and insights and values about our products our customers our markets and bring those to Bear right and I think in in that sense you want to think about how do I make each employee more powerful right more capable and you know the reality is when you look at large organizations in particular and you actually go sit with a you know an end level employee a Frontline employee it's a very lonely job for most of them and they've spent a couple decades looking at you know a blank blinking cursor on a page and so now they have the ability to have essentially superpowers right they have the ability to reduce the friction of getting started they have a brainstorming partner they can ideate much faster if I'm writing a piece of content I can have ai write me a 100 versions of that and now I can be the editor right so now I'm automat I Ally upskilling and I'm able to deliver a lot more value back to the business which then makes me more valuable U I wanted to ask like other day we had the conversation about AI bringing a lot of value to us and for that right now the pitch of AI products or AI apps is that we'll collect a lot of data from you you trust us and you give us a lot of data and we provide some value out of it uh what's the line I would say that there is to cross when it becomes too creepy or too invasive versus becoming efficient uh in terms of gathering your data and giving value back to you so so look I think you have to go a little bit take a step back and saying where is the value actually coming right and from my experience speaking to customers and we have a number of customers in in Kata is real value comes from two areas well three one is accelerate idea to MVP uh or or execution but really is remove human variability and offload some of my tasks and the question really is is how much do I need that's unique to me to be able to achieve that that doesn't exist in the general status of the data right in the general status of the language model in the general sort of ether and and I think you have to do the minimum amount needed to be smart enough that is delivering Delight to the customer without asking them to give you the account their wallet and all of their personal messages and so you're starting to see companies really tread that very important line between too much um where actually from a loss of diminishing return you don't really get a lot of additional benefit mhm Tim what do you think about it yeah I mean I think for us we mainly deal with large Enterprises right and so the value that they're going to get in reshaping their business around this new infrastructure called AI is leveraging probably their last 10 to 15 years in big data right that is the real key asset when I think about building AI products the model is not the product the context is the product right you know all the unique business logic uh the unique data that you have the insights that you have how you process those and get the model to think in the language of your business is where there's an incredible amount of value so for us I I think it's less about encroachment and it's more about how do companies Leverage the data that they have how do they enable employees to do that in a responsible Manner and then how do they do that in a secure way as they bring that data forward to customer experiences well and I think there's a really interesting thing in that and something you just said which is you know we all have an artist problem that we think everything's unique but actually when you look at a set of conversations a set of behaviors a set of calls to our call center what you realize is only 2% is unique 98% is a variation of the 2% and so you're effectively seeing Lego fication of everything and actually the only reason can happen is because of the current state of AI and like you the points that you made is that the efficiency key or or rather the uniqueness that you're talking about it comes from good design in a way because models are commoditized more and more functions of what AI can do uh is becoming more and more available to each and every developer so how do you think about design in terms of developing a taste which stays in the mindset of users for the long time all companies want to become a word like chat GPD even even when people talk to chat Bots they they say that I'm talking to chat GPD even if they're talking to Lama or they're talking to Claude or they're talking to in Google how do you kind of inspire that design do you think that first move Advantage is necessary there but or that you can disrupt the market or be get to people's mind share with good design and good taste so look I think I think owning the vernacular is always powerful but no one owns search for a very long time right and it went through different iterations so yes being the first mover means you have you have first dibs on the vernacular doesn't mean you have long-term dibs on the vernacular we've seen this with Yahoo then it went to Google and now you know it's a perplexity or a chat GPT or a Cloe I think what's really important is how do you deliver Simplicity and that comes down to an abstraction problem and what do I mean by that what's the atomic unit right so for us a builder the atomic unit is the feature um for others the atomic unit is a legal construct or a Content construct or you know as Ed Sheran once said all songs can be done with four chords right so so the point is then when I have that abstraction unit which is really the hard work for your idea how can I take lots of these abstraction units and put them together to create a unique experience I mean I I would say in the Enterprise I I think we broadly as an industry are applying AI incorrectly um I think I think we've applied it in the Enterprise in a very consumer-like way but it it hasn't necessarily fulfilled what I think it can in terms of unlocking value and what I mean by that is if you think about what AI is really great at versus Humans it's about looking at very large data sets and then finding unique insights and subtle patterns and you know what I think you know you're going to start to see products including Jasper and others shift to is that instead of the employees and humans prompting AI it's going to be the inverse AI is actually going to prompt the humans and that's what's going to drive that spark of inspiration right in a in a marketing context you know it can look at all the marketing activities that are going on everything that your competitors are doing all of your SEO and then start to find pockets and say Hey you haven't updated anything on the blog about this product in two months or hey have you noticed that you have a particular new cohort of users in this geography or that are attached to a new persona we don't Market to that Persona would you like me to help you start to Market in that direction so that's where I think the spark will come from because today it's very easy to use AI but you have to know how to use it you have to come with an intended goal in mind and I very quickly as companies kind of warm up their data and warm up the security around it and then they process it with llms in agentic Behavior you're going to see the complete inverse and that's when we're going to see the real power of AI reshape organizations yes how you do you make humans super humans yeah and that's actually that's that's the real power of this mhm uh how do you how do founders were building in AI should think about building differentiation because models are changing Ching very quickly they have to they can't stick to like a very linear and uh I would say rigid Tech take stack when the models are coming in quick and fast they have to plug in and change their product accordingly how should they think about their strategy in building these products so so I think number one building products in 2025 and 2026 is going to be like the most insanely easy experience compared to building it in 2020 mhm uh and a part of that I think is we've now seen this become I call it INF infrastructured right it's now table Stakes um as you think about building the application layer which to me is actually the higher value layer you can almost think about the models or the foundational models as Cloud Plus+ um and so really it's about the application layer uh and the application layer it's it's all about how do I deliver a simple experience number one but also how am I not dependent on a single model okay cuz you know if you think about deep seek for example built on llama distilled with open AI right and so you're seeing a really good example of You Know Something That Shook everyone for the last few weeks um and it's actually multimodel and so we're seeing mo more and more Founders take this approach of saying I will use multiple models to give me the right answer I will cross verify check and the IP now gets built to that layer above orchestration Plus+ versus just being focused on building Foundation models I I want to ask a slightly different question to you because you're in marketing there is going going to be lot of AI content slop how do founders or how do companies come out of it and not be in pressure of okay despite using whatever tool the content they generate can be mediocre but how do they get out of the pressure of producing more and actually produce effective content I think it depends on what the strategy and the focuses you know we have most of our customers one of their main goals is personalization right so there's a major Footwear brand uh that we've written some case studies on uh that's based in Europe and a lot of us are wearing their Footwear and one of the things that they've wanted to do is personalize the photos on their product pages so if you let's say have a brand new trail running shoe that's coming out what they want to be able to do is when you go to that site to buy that product the that you see is AI generated right but it's a composite of a trail Runner right and it's on a trail that is very close to your house right so you know that's how they want to take you know from just having one stock photo to an infinite number right one to the nend of customers um but they want to do it in a hyper personalized way right and and I think that's where you know it's not just about creating you know a quantity of content it's really about quality it's about personalization and most even large organizations who have Global Ambitions have a very difficult time around scaling just base level content right because it has to go out through multiple channels in multiple geographies in a lot of localized languages and then you have variants that you're testing so just to be able to do that all at the same time globally is a big challenge when I was at drawbox we would launch first in North America by the time it got to the Middle East it was multiple quarters behind and so while all the materials were finally translated corporate office and San Francisco we had already moved on to the next thing and so you know now you're that same organization is able to roll out campaigns globally all localized at scale and I think you know those are some of the use cases that we see large marketing organizations you know really achieving and unlocking new value it's all about you know what what can we help them do that has you know in the historically been impossible right it's not just more of the same it's hey let's find those impossible problems like rolling out a global product and help you achieve that quickly now we have 30 seconds left so I want to ask a quick question to both of you what's an inspirational product in current ways that you can think of and you can't take your own names companies can you go first yeah uh granola would be the first one I think the second one is I really want a fusion of my calendar and AI I think it's just a huge missed opportunity it's something that we're working on for marketers at Jasper but the AI should be proactive it should look at my calendar and start creating content start creating summaries ahead of the meeting uh I think it's a it's a huge Vector of innovation yeah you know I I'd say the same thing we were discussing this to me the the big on Earth thing is how can I bring together email notes and my calendar so that I can stay current and not spend any any time trying to catch up uh and I think that's just so powerful especially if you can then bring in public data like what you posted or what you wrote about because it makes me smart before the meeting awesome thanks a lot folks for sticking around and talking listening to our talk uh that's it from us thank you
