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Hello and welcome to the Designing with Love podcast.
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I am your host, Jackie Pelegrin, where my goal is to bring you information, tips, and tricks as an instructional designer.
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Hello instructional designers and educators, welcome to episode 70 of the Designing with Love podcast.
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I'm thrilled to have Jeremy Toman, the founder and CEO of Augie Studio, a social video editing startup, and host of the Founder at 50 podcast, with me today.
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Welcome, Jeremy.
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Thanks, jackie, so great to be here.
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Yes, it's great.
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We were talking a little bit before this recording about how we connected, so I'm really glad that we're here and we're able to talk a little bit about what you do.
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So it's wonderful.
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So, to start, can you tell us a little bit about yourself and share what inspired you to focus on AI video technology?
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Sure, I'll skip the when I was a wee lad in Canada bit, but I've been in the sort of tech and media conversion space for pretty much all of my career.
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In the early 2000s I was involved in startups like Mediabolic, which became part of TiVo, and Macrovision.
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I was the first employee in it, sling Media, which built the original Slingbox, which, for younger audiences, was the first way you could actually watch TV on the internet pre-Netflix, pre-youtube all that stuff Spent some time helping out other startups, launch companies like Waze and Sonos and Vudu and others had some startups of my own in the 2010s, also kind of around this space.
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Then I had kids, which is a different kind of startup, and spent my career yeah, I had to make a little pivot, as they'd say, and I went over to CBS and Warner Media and Etsy and spent some time in leadership roles over there and then that sort of set me up with this interesting kind of place in life where my kids are starting to get older.
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I had learned amazing things at these big companies and it started noticing a little hole in the market from a personal need, which is I needed to make a video to promote my original podcast with someone who's now my co-founder.
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I tried learning how to use Adobe Premiere Pro.
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Basically couldn't make any progress despite hours and hours of online tutorials, and started realizing that, you know, pro is the tool for professionals.
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And then, like, tools like CapCut are great for you know, influencer style videos, but I didn't want either of those things.
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I wanted something else.
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And rather, for you know, influencer style videos, but I didn't want either of those things.
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I wanted something else.
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And rather than you know, hire people to solve a problem for me.
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Whatever I decided, it was time to do another startup, and that's how Augie was born.
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Wow, that's great.
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So you saw a need and what you wanted, but you, uh, and you looked at those tools that were out there and they were just too bland for you too.
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Cookie cutter, right.
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You needed something that was going to meet the need of what you actually wanted and were looking for.
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Yeah, yeah, to be honest, it was a little less like cookie cutter per se.
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It was more that pro is just pro.
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You could do anything right If you know how to use Adobe Pro, like you can make movies.
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It's like Christopher Nolan uses those tools or his editors do right.
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And I just wanted to make, for lack of a dinky little video promoting my podcast.
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So my needs were totally not at that pro level.
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I used to make this analogy that it's like you wouldn't learn to fly a helicopter to get milk from your corner store, right, like you just't learn to fly a helicopter to get milk from your corner store, right, yes, right, like you, just walk on over, right.
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I wanted something that's like the walk on over version.
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That makes sense, okay, yeah.
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So Adobe Premiere Pro, was it?
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Just it had all the bells and whistles.
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But you didn't want all the bells and whistles, you just wanted to cut to the chase, right, yeah?
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Exactly.
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Yeah, you got it I love it.
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Yeah, you got it.
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I love it, got it.
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That's great, I love that.
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So, as you mentioned in your intro, you've made some major shifts in your career, from working at WarnerMedia to diving into that AI-powered storytelling and podcasting.
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So what are some things you've learned about reinventing yourself later in life, and how do you think that shapes the way you approach creative technology today?
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This is a great question, jackie, and, to be honest, I might answer it differently tomorrow and the day after that and the day after that.
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I'm in such an interesting personal phase.
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I have just started the podcast on my own addressing this exact topic.
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This is my first startup in 12 years during which I spent only time at these mega corporations, and I think you know I don't.
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First of all, I don't have a this will apply to everybody kind of answer, I think.
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For me, I've always been in this sort of weird combination of wanting to learn, always wanting to learn something, and then I'm a really big adherent to this concept of ikigai, which is this Japanese principle around sort of meaningfulness in what you do, and I always now forget things on the spot.
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But it's the combination of what are you good at, what does the world need, what will you get paid to do?
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And oh, there's a fourth one in there too.
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It's important.
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Well, we'll, you know, I'll remember after, but it's all about centering yourself around your own skills, what you can get paid for, right, because if you're really good at something but the world won't pay for it, you're a volunteer and that's okay, and that's why I volunteer for things.
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If you're really good at something, or if you're not really good at something in the world, they'll pay really well for it.
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Well, you have to go learn about it.
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So I've sort of always used this to find things that are true for me.
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I care about team beyond anything.
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I care about who I work with more than anything.
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I knock on wood, but in 30 years I've spent less than two of those years working with or for people that don't excite me to get out of bed every morning, kind of thing.
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So I think, as I have been aging, I keep looking at you know how are these same criterias at play, like could I cure cancer?
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No, can I make cool, entertaining products that really important and smart doctors can use when they get home at night and they just need a break from their difficult days?
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Yes, I can, right.
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So I always try to sort of align what am I good at with those things?
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And, candidly, as my kids have become teenagers in fact, my youngest is off to school at RISD now I've time again to do startups right.
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I couldn't do a startup when my kids were eight because, a they need me more and B it's a whole different game and we're all having a lot of fun and playing games and doing things like that, right, but now they're in high school and their time need of mine is a lot less and I really like to show them also like hey, sometimes you don't get a job, sometimes you make a job.
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Right, so I pull all this stuff in.
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I know that's a convoluted answer, but that's how my silly brain works.
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That's okay, I love it and it sounds like, as you were mentioning all those things.
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I relate to that so well because I've been in instructional design in higher education, did a little bit of corporate for a while, for going on 18 years.
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I've been in higher education and then in this field, instructional design specifically for almost 15 years and I never imagined I'd be teaching college courses now for four years and then I didn't think I would start a podcast two years ago.
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But yeah, it's amazing and I'm almost in my fifties myself.
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So it's like, wow, you don't think those things are going to come along.
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And then you realize, wow, there's a need I need to fill and let me just do it right, let me just start it up and see where it goes right.
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You just never know where it'll take you, and I think that's the beauty of it is that so many people want those assurances and those things that they know.
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Oh okay, I know I'll make money with this and I'm like, oh no, if you're just doing it for the money, then where's the passion, right there?
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Has to I think the passion has to come first, and then the money follows it and and that's the reward right For having that passion and meeting the people's needs meeting the world needs.
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Yeah, yeah, that's exactly right.
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You know, I, I and I really want to to the point of what you were just saying.
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I really want to also show my kids like and I really want to to the point of what you were just saying I really want to also show my kids like look, of course the quote unquote normal path is you go get a job, et cetera.
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But by showing them and like, actually it's not necessarily get a job, maybe it's make a job right, maybe it's make not only a job for you, like make a job for others right.
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The moment I go fundraising, you know, and I successfully close around, I can now hire people or hire companies or hire services, which is creating even more of an effect downstream.
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And I really like to think that you know, the venture capital money is there for entrepreneurs like me and you to go unlock and bring back into the world and create jobs.
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And sometimes we make it and sometimes we don't.
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But I love that they get to see different ways of how life could be, because, sure, getting a job is the direct and easy path and maybe that's what they'll all do and maybe not, and so it's good to show them the different ways.
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You can be Right, because they all don't have to fit the same mold and all go the same path.
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They're all unique individuals and one may decide I don't have to fit the same mold and all go the same path.
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They're all unique individuals, and so one may decide I don't want to go to college, like you said.
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I want to make a job and I want to be an entrepreneur.
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That's the great thing about today, with all the technology evolving and changing, is that there's more opportunities now than what you and I had when we were in high school.
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We had, I remember, in high school, having a pager and no cell phone.
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And I remember talking to some high school kids and they're like, what's a pager?
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And I'm like, oh my gosh, they haven't even heard of a pager.
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But I'm like, yeah, that's just the way this generation is.
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There's just some things that they don't.
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It doesn't click with them because they are not familiar with it.
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So it's funny.
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Yeah, I wonder, though, I'll bet, I'll bet, I'll bet you there's a market today for starting a new pager company.
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I'm not kidding, yeah, have you been following that?
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Like uh, cause it went through our family is that teenagers are now seeking out digital cameras again because they want to be able to take pictures in a disconnected way, right?
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So my daughter had one at summer camp, and so now I'm thinking I'm like wow, what you know, you brought a pager.
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I haven't thought about that.
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Well, I'll bet you you could go pretty trendy with Jenny for a little while on, like hipster pagers, you know.
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Yeah, because it was.
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It was such a popular thing when I was, I think, a sophomore in high school and I was like I want to pay my dad's, like, okay, you want a pager, work for it, go, go, do it go, you know.
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And I was like, and it was funny because it was all, because it was the trend, that was what all my friends had.
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But we didn't have.
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We had to actually go to a pay phone.
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Right, have money, go to a pay phone to call somebody.
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So it's funny how.
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And when I told them that that that's what we had to do, they're like, wow, that sounds complicated and I'm like that's just the way it was.
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Know, we didn't know anything different back then.
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So it's funny.
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We didn't know better.
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We didn't know different.
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We didn't, but those were the choices.
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You know Exactly, yep, you were just given something and you went with it and yeah, it's funny.
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I like that.
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So what I love, too, is you're working on some fascinating projects using AI to help creators and marketers tell stories in a new ways, which is great, because my background is in marketing, so I relate to this.
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So, from your perspective, what's the biggest creative opportunity AI opens up for things like video creation, and what's one challenge that we still need to solve in that area?
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this is again one of those.
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I think if we had been talking a month ago, I'd have a different kind of answer.
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We're at the point where I would say you know, there's always this going quote of like when was the best time to start doing X?
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It was like 10 years ago.
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When's the next best time?
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Today?
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I would say we are right now entered this phase where, if you are anywhere related to marketing whether you're an individual entrepreneur and you need to market yourself or some huge company somewhere video has to be part of the strategy.
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Right?
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We know that the I mean I can just bore you with stats right now, but any stat on like is video marketing important?
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Is going to be basically like uh-huh.
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So I would say this is the time to be experimenting with the various flavors and tools.
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So, first and foremost, there's multiple categories of where AI can help you with video In our case, for example, and there are other tools like Descript, veed and others, where you have content and you need to figure out how to make an ad with that content.
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Well, you can upload or create that content in those platforms, do some basic editing, push it live.
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So, video editing.
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I think the next category is around AI and video generation, and this is where you can say I want a blonde hair, blue eyed boy riding a unicorn through Times Square on a busy afternoon, or something like that, and make a clip of something that never existed before.
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And while a lot of that is purely for the fun of it, there's also a lot of pragmatic use.
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So I will reference Augie, but there are many other ways to do this.
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Inside Augie.
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You can go to our generate feature and, for example, upload.
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Actually, I was doing a project for a customer and we uploaded a picture of one of their dresses and then I said make it look like the model's spinning around showing off the dress she's wearing from a still picture of a woman wearing a dress on an all white background.
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And it did, and it looks amazing.
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And, yes, you can find artifacts and sometimes her hair flows in the opposite direction to her body.
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So it's not perfect.
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Three more prompts later and it will be.
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And so what I would say is you don't have to make stuff like Kid and the Unicorn in Times Square.
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You can take your existing assets now and start bringing them to life in a different way.
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Right?
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You have a simple product.
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I was doing a thing for a spice rub like a steak rub, and the picture was a pile of spices.
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I said, have a hand, sift through them, and it sprinkled them all around and it looks super realistic.
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So this is a great time to be experimenting.
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I will say your mileage may vary.
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You will probably spend a lot more money on tokens and such than you might want to at this stage.
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So it is definitely in a be ready for experimentation.
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But whatever you're doing, so again, if you have lots of your existing content, use AI editing tools to help trim them down.
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If you have no content, use AI generative tools to make something from nothing.
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But no matter what, experiment with getting yourself on one of these platforms.
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If you want to do influencer style videos, start with CapCut it's amazing, right.
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Or even the basic TikTok or Reels app You're out of excuses now, right?
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If you don't want to be on screen, use Augie.
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Make a headless video.
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If you don't want to record your own voice maybe you're not like the two of us and don't want your voice out there on things use a synthetic voice.
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Ours uses 11 labs for that, so there's so many options now Dive in, play around with them.
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The cool part is, most of them have free trials or limited free packages or services.
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So I would say this is the time to be experimenting.
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That's great, Jeremy.
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I love that.
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Have you worked with any institutions or any in the education space, like with training, professional development types of things too?
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Because I could see that working well with education to create training videos and make them better and reinvent those too.
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That's right.
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We do have a lot of those uses.
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We have a lot of internal comms teams that use Augie Also to take things like you know.
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Let's say, the CEO gives a keynote at a conference and has a 45 minute speech.
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Well, you know, just like you and I chop up highlights from our podcasts, so do social media teams, for mega companies need to do the same thing.
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So there's plenty of use that we're seeing.
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We also have some educational use happening.
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We have a couple of film classes at a variety of high schools that we've given them free use of Augie to go help their students learn the basics of things like storyboarding, which Augie does automatically.
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Again, not with the goal of them doing everything with AI, but with a goal of them understanding how to experiment with storytelling before, for example, filming.
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Right, the most expensive part of making any video is filming, and so if you can shortcut that or pre-optimize it using, like we use a Getty stock assets to build your prototype, so if you can see like, oh, I want to have, you know, a man and a woman walking along the beach at sunset and then you know they're going to go off and play in the water and the dog comes, and that's going to be my.
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You know, think about every pharma ad, right, you know, if you can, you can prototype the whole thing and save all that money before going down to actually shoot.
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We even had a film student as an intern last summer making a historical film all on top of the side of Augie.
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So we've always made it accessible to educational facilities so that we like the idea that businesses can pay for it and educational use can be for free, so that we can help support other people who want to get their stories out.
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That's always been just sort of really important to me.
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Wow, that's great.
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You know you mentioned that with that example of the film industry.
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It's funny because in instructional design we do prototyping, we do storyboarding, we do that kind of same thing, so that that way, like you said, you don't so when we go to create the e-learning or some type of micro learning, we're not spending all that time in the development stage and producing it and then having to go back and make a bunch of changes because it costs time.
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It costs a lot of money to time is money, right.
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So time is money yeah.
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So we actually do, and I'm teaching a class right now about that very thing and it's about organizational and workplace development.
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So it's all about how OKR is like objectives and key results and how to.
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How do you help a company do that?
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But one of the things they're doing is they're having to do a prototype and do a storyboard and then later on in the course.
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So this, I'm in top, we're in topic two right now and then in topic five they actually build the e-learning module.
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So it's for a company, it's for a fake company, but it's kind of neat because it gets them that opportunity to really dive in and do that.
00:18:49.263 --> 00:19:01.211
But I could see your, your platform working really well for that industry too, for learning and development, instructional design, those that are in that, because it's a growing.
00:19:01.211 --> 00:19:05.088
I don't know if you know this, Jeremy, but instructional design is all across, everywhere.
00:19:05.088 --> 00:19:15.653
It's in military, higher ed, corporate, nonprofit, so anytime you hear someone saying learning and development and I do this, that's kind of that's what I do.
00:19:15.653 --> 00:19:17.846
So it's pretty fascinating.
00:19:17.846 --> 00:19:25.080
Yeah, so there's a lot of parallels too between you know, uh, the creative fields, Um, so it's neat how we do.
00:19:25.080 --> 00:19:29.430
We do this kind of those similar things that they do in the creative arts as well.
00:19:29.430 --> 00:19:30.600
So it's kind of cool.
00:19:31.180 --> 00:19:33.122
I mean, it is creative, right, like I think about.
00:19:33.682 --> 00:19:50.336
You know, half of the stuff that we'll watch on the YouTube is an instructional video of some kind Whether I'm being edutained by a Mark Rober or whatever or some random channel that you follow, half the time we're on YouTube getting some kind of instruction on something.
00:19:50.336 --> 00:19:52.707
So I could easily see that demand.
00:19:52.707 --> 00:20:03.861
Actually, we had been working with a company that does, um, uh, industrial machinery and they wanted to take their instruction manual and effectively bring it to life, and so they've been doing that in augie.
00:20:03.861 --> 00:20:18.208
And so, um, they took, yeah, they they scanned in, or I guess they already had the digital, so that doesn't make sense, but they uploaded all of the frames of each page of the manual and then use generative tools to.
00:20:18.208 --> 00:20:32.911
You know, if it was like it was like a wireframe you know one of those like wireframe styles and they just had, you know they, they're still doing it, but they have, like the guys walking, not just standing or picking up the ladder, you know, so you can bring those things to life in a really interesting way.
00:20:33.539 --> 00:21:07.951
That's great, and hopefully they've got an instructional designer that will look at that later, because that's one of the really interested in doing consulting work and things like that, because then I can kind of help bring you know companies along and say, okay, great, you want to do that, but let's make sure is it going to still work for learners still gonna?
00:21:07.951 --> 00:21:10.746
Is it still gonna make the same impact for them?
00:21:10.746 --> 00:21:12.370
Yeah, so I love that.
00:21:12.370 --> 00:21:13.031
That's great.
00:21:13.031 --> 00:21:15.361
Yeah, so you mentioned TikTok earlier.
00:21:15.361 --> 00:21:21.868
So with your work touching platforms like TikTok and Adobe, we know there's a constant push to create faster and smarter.
00:21:21.868 --> 00:21:24.391
Even I get that in work all the time.
00:21:24.391 --> 00:21:25.953
It's like get that out faster.
00:21:25.953 --> 00:21:27.054
We wanted it yesterday, right.
00:21:27.836 --> 00:21:28.016
Right.
00:21:28.480 --> 00:21:34.773
How do you balance the drive for efficiency while making sure that human and emotional side of storytelling doesn't get lost in the mix?
00:21:37.879 --> 00:21:39.021
storytelling doesn't get lost in the mix.
00:21:39.021 --> 00:21:39.903
That's a really good question.
00:21:39.903 --> 00:21:54.789
I think the first statement I'd make is when we think about video, I think a lot of us especially if you're anywhere near our age groups, I'd say, if you're actually probably about 35 plus video probably carries not a stigma but a certain weightiness to it.
00:21:54.789 --> 00:22:03.204
We feel like, oh, if you want to make a video, that's going to be work, even if you're doing like an Insta or LinkedIn or a TikTok post.
00:22:03.204 --> 00:22:06.086
And I think if you're much younger, you don't feel that way because it's so.
00:22:06.086 --> 00:22:09.088
You know, you grew up, you're native in that world.
00:22:09.088 --> 00:22:15.660
So the first thing I'd say is you got to stop thinking like we think, which is?
00:22:15.660 --> 00:22:26.134
It's better to have more out there that is, for lack of a better phrase good enough than to make sure you're only doing one perfect video a year.
00:22:26.134 --> 00:22:27.080
Right?
00:22:27.080 --> 00:22:30.648
The reality check is most posts are forgotten.
00:22:30.648 --> 00:22:33.093
Most posts are to feed the algorithm.
00:22:33.093 --> 00:22:36.045
Right, and it's not to say phone it in every time.
00:22:36.045 --> 00:22:43.007
It is to say you don't have to be, uh, christopher nolan on every tiktok post.
00:22:43.007 --> 00:22:45.452
You don't have to work it to perfection.
00:22:45.452 --> 00:22:48.288
Depends a lot on what your brand is and what your products are.
00:22:48.288 --> 00:22:54.106
Right, sometimes good enough is playing along with a meme, or sometimes good enough is just one.
00:22:54.106 --> 00:23:00.502
You know I I this will be a really weird off topic I'm a big fan of this craft brewery called tree house.
00:23:00.502 --> 00:23:10.903
Well, they created a channel called tree house releases and all it is is whenever there's a new beer they've got maybe just a simple picture of it, maybe a little clip of the brewer who knows.