Redefining Performance Marketing With AI

[00:00:00] Tessa Burg: Hello, and welcome to another episode of Leader Generation, brought to you by Mod Op. I’m your host, Tessa Burg. Today I am joined by the CEO of Digital Remedy, Martin Kristiseter. Digital Remedy is a company that is re-imagining performance marketing, and we’re gonna be diving into AI’s impact on performance marketing and marketing overall, as well as the importance of client transparency as AI becomes more ubiquitous in all of the platforms and technology that we use.

[00:00:30] Tessa Burg: Martin, thanks so much for joining us today. Very excited about this conversation.

[00:00:37] Martin Kristiseter: Tessa, thanks for having me, and I’m really impressed that you nailed my last name. It’s, it’s always, it’s always a tough one.

[00:00:44] Tessa Burg: It was tough and I, I really clammed up right before I said it, so I’m glad that it came out well because, uh, yes.

[00:00:53] Tessa Burg: So I know that you mentioned before we got on the call that you’re Norwegian. To start, tell us a little bit more about your background and your journey to becoming CEO at Digital Remedy.

[00:01:04] Martin Kristiseter: Sure. So Martin, Chris Setter, CEO. Here at Digital Remedy, we are, uh, as you mentioned, a performance advertising platform and managed service partner.

[00:01:13] Martin Kristiseter: Uh, we’re primarily focused on brands, independent agencies, and media companies. Um, we’re one of the larger performance or outcome-based platforms out there. Um, we are doing deep in the nine kind of figures of revenue and we’re servicing some of the larger brands in the business. My background, I’m, I’m fairly new to Digital Remedy.

[00:01:34] Martin Kristiseter: Uh, I, uh, invested or we invested in this business through a different company about three years ago, and I got to join the board and watched the, uh, the executive team here at Digital Remedy, uh, continue to execute. And then we, um, we acquired the remainder of the company back in March and folded in Compost, which is a marketing technology managed services company that was owned by Sinclair Broadcast Group.

[00:01:58] Martin Kristiseter: Into the whole thing. So super bullish about Digital Remedy because, uh, being, you know, on the board I saw clear opportunity to, to lead the company and they were already out there basically helping the, uh, the brands navigate a fairly complex media landscape and take it to the next level by combining. I think they have over 20 years now of performance marketing expertise with also AI-driven innovation.

[00:02:21] Martin Kristiseter: So today I get to lead a team that’s, you know, hyper-focused on helping marketers get more clarity and efficiency and, and also results for every single media dollar that they, uh, that they, that they spend with us. Um, when it comes to, um, by kind of my, my, um. My background, it’s, it’s not my first rodeo. Uh, you know, being at, you know, a, a digital marketing company.

[00:02:45] Martin Kristiseter: I’ve been, you know, over the last 20 years at the intersection of intersection of marketing, technology and, and programmatic, uh, primarily building and founding, uh, venture backed as well as private equity backed and now public company backed companies. Uh, primarily focused, like I mentioned earlier on indie agencies and media companies and brands.

[00:03:06] Martin Kristiseter: And, uh, yeah, getting from Norway to the US was, uh, a complete accident. Um, I, I took a gap year right after my first two years of college in Norway. So Norway was like, when I was young and I’m, you know, I’m gonna give away my age here, but when I was young, you had to go to the military. So I did that for a year, got out of the way, went straight to business school, did two years of business school, and I was so sick of it and I was like, yeah, look, I’m gonna take a year off.

[00:03:34] Martin Kristiseter: So me and my buddy, we saved up some money and we traveled to the US to go skiing and surfing for a winter.

[00:03:41] Tessa Burg: Oh my.

[00:03:41] Martin Kristiseter: And we had the best time. And uh, I came back to my, my home college and I go, look, I had the most fun on this gap year, and I wonder if we have a exchange program with any universities, with business schools in the US close to skiing.

[00:03:58] Martin Kristiseter: And we had two. One was in University of British Columbia and the other one was University of Colorado. And uh, I ended up in University of Colorado and here I am 24 years later.

[00:04:11] Tessa Burg: Yeah, I, it’s funny you’ve ended up in Colorado because I have quite a few friends from my hometown that went to the University of Colorado, and they have never come back skiing that keeps them there, but we get to benefit from that because now we visit them on an annual basis and get to ski up at Winter Park as well.

[00:04:32] Martin Kristiseter: Yeah, I think, you know, I’m a big winner, obviously a big skier. Uh, when you grow up in Norway, you don’t really have a a choice. You get tossed on those skis early on. But, uh, the summers in Colorado and the mountains are, are equal as good as the winters. So make sure you come up for the summer as well.

[00:04:48] Tessa Burg: Oh yeah, no, that’s a great idea.

[00:04:51] Tessa Burg: Uh, that landscape is just gorgeous, so I can only imagine when it’s in full bloom. Um, well, let’s get back to, uh, performance marketing. So there, you bought the company three years ago, you saw a clear opportunity, but in the last three years, there have been a lot of changes, economic pressures, increased competition.

[00:05:14] Tessa Burg: There’s definitely a lot of, um, fragmentation in this space as far as data and how it gets delivered in this constrained market. Marketers are being asked to still show return in outcomes for their budgets. How are you helping them navigate media budgets in this, in an environment that’s even in some ways even more constrained than in the past?

[00:05:38] Martin Kristiseter: Yeah, so look, when we invested, you know, this is close to three years ago, um. The, uh, the founding team with Mike Seaman and, and, uh, Dave Sappal. Mike Yuha, that’s, that’s still on the team, had built a, a very, like a wonderful company, super successful, uh, but a typical founder led company where they were chasing dollars around, but they started build a really meaningful, uh.

[00:06:00] Martin Kristiseter: Performance CTV side. And about three years ago, performance on CTV was definitely, uh, you know, some novelty there. And they were able to, to, to basically look at, you know, serving ads that now have the greater reach than linear and cable combined. Right. So CTV currently has more consumption. I think, you know, as of last month, I think you just surpassed, I think it’s like 50, 55% or something over cable, linear, and, uh, and being able to combine that with the targetability.

[00:06:31] Martin Kristiseter: The measurement of digital, right? So these guys were, were super early, uh, to to not only apply their algorithms and, and their models, but also do that in, you know, in a, in a way where you can start showcasing performance on, hey, this ad was trying to drive a following outcome. We served it on Netflix, on Hulu, on Peacock, you name it.

[00:06:54] Martin Kristiseter: And they were able to showcase, you know. Which publisher that you’re watching on TV truly drove a specific outcome for those advertisers and, uh, and not only just the outcome, like if that was to get a football or a website visit, or a form fill or a purchase, or that can be offline, it could be an online purchase.

[00:07:12] Martin Kristiseter: They were able to show that entire measurement in their platform, which is, you know. Three years ago, very novel, but still today, I feel like they, they got a significant advantage over, over the competition. Uh, but if you look at what’s going on in, in. Not just dig digital, but advertising as a whole, uh, there has been a real shift, right?

[00:07:33] Martin Kristiseter: And, and probably even more so now with tariffs and some of the uncertainty that’s been coming down, uh, where things are going from kind of flashy to, to more function, right? So every media dollar that gets spent really needs to prove that it’s worth, uh, what we spent it on, and it needs to prove it really fast.

[00:07:52] Martin Kristiseter: So, so that means that brands, agencies, they’re looking for partners that can deliver, you know, real outcome based performance and, and not just, you know, pretty dashboards and, and all that jazz, but actually truly show that the dollar you invested actually, you know, gave me a return on, on that investment.

[00:08:08] Martin Kristiseter: So. So, yeah, we definitely benefiting from some of the shift, going from brand to performance, especially since the terrorists went into place because people started being uncertain and they started to squeeze every dollar. Uh, but over the last, you know, three plus years, it’s been, it’s been an exponential growth of CTV spend.

[00:08:27] Martin Kristiseter: Uh, but also what we benefit from here at, at Digital Remedy, where people really wanna prove that the TV dollar works. And if you think about linear TV dollars and linear works, great. But it’s really hard to prove, uh, you know, what spot drove what, or the ads you served on Fox News versus CNN versus your local Sinclair station, which one of those really drove the outcome is a very tough one to prove in linear, and we’re able to do that with CTV.

[00:08:54] Tessa Burg: And another big factor, I feel like we talk about this all the time on the show, but we’re, how can you get around it? Is ai, what factor has AI played in the performance marketing landscape, especially as it relates to some of that efficiency and measurement?

[00:09:11] Martin Kristiseter: Um, yeah, so AI is everywhere. I would say that, um, it’s integrated into just about everything we do or about to be integrated into everything we do, both on the platform side and the operation side.

[00:09:26] Martin Kristiseter: Um, if you think about automation, uh, that’s a big one for us, um, where AI and machine learning in, in general can really automate these repetitive and, and time consuming tasks that companies like us deal with. And a, a good example of that is. Three years ago, we probably had over 50 folks in the us um, that were making, you know, call it 80 grand or more, that was re-keying in to the fulfillment platform, whether it’s RDSP or, or you know, search and social, what have you.

[00:10:00] Martin Kristiseter: Basically just purely re-keying in the information in the IO into the fulfillment platform. So if that’s 50 folks call it four plus million dollars a year. We then shifted a lot of those folks offshore. So we acquired a company that had a fairly large presence in India, and you know, 80 grand goes to eight grand a year.

[00:10:20] Martin Kristiseter: So it’s pretty significant savings, right? Still 50 people. Still a lot of manual re-keying, but now you went from 4 million to 400,000. So pretty substantial savings that we can take out of the model. However, since then, uh, if you look at the model or if you look at the platform today. Basically the end customer can now enter in the orders into our platform.

[00:10:42] Martin Kristiseter: They can do a media plan in the platform using AI or manually do it. Uh, that can automatically get pushed into an order management system. It goes live within the fulfillment platforms, across all channels, not just programmatic or CTB. And, uh, we not only eliminate a lot of roles and costs, uh, but what you really eliminate is.

[00:11:03] Martin Kristiseter: A lot of errors. You know, the make goods alone probably cost us deep into seven figures. And, uh, and also the turnaround time. So instead of waiting two to three business days made before a campaign to go live, it can go live within minutes, right? We still have a QA process. Somebody looks at it, makes sure it has the tags right, or we’re not missing any specific fields, but we’ve been able to really automate that workflow, uh, which has provided substantial savings, um, not just to us, but also to the customers.

[00:11:31] Martin Kristiseter: ’cause we can push it down to our customers. Um, I think when it comes to other pieces of the business. Um, decision making obviously. Um, I mentioned earlier on that. The company has 20 plus experience being in, um, in performance. So there’s just a lot of experience. There’s a lot of past results. There’s a lot of data that sits readily available in a data lake now, right?

[00:11:57] Martin Kristiseter: So you can actually do ai. People forget about, you actually need to have your data structure in a certain way to actually make sense of any of it. Mm-hmm. But because we have done that refactoring and everything is modern on the architecture, we are able to overlay AI now to, to really start looking at past results and help guide our, uh, our ad ops and optimization teams to, to basically get better performance outta campaigns.

[00:12:19] Martin Kristiseter: Right. So through ai you can just look at just so much data, vast amount of data. And really start making more, uh, you know, get more insights, identify patterns, and at the end of the day, deliver better, better campaigns. I think another piece that’s important is personalization. So on the creative side, uh, we talked about this before the show, but I saw an e-marketer report this morning.

[00:12:43] Martin Kristiseter: I think half of marketers, just about half of marketers use AI to generate videos now. So if you think about it, not only can you generate a video. You might not only have an A and a B version, you might have 600 different versions of this creative that you can really start testing and figure out what works and then use AI as well as the in-house team.

[00:13:05] Martin Kristiseter: We have to optimize towards, you know, the creatives that’s driving the best performance. Um, I think the last piece is just, um. Efficiency and, and being more productive. One place that is super, super interesting. Where we’re using AI is actually on the development side. So you know, we have a large dev and product team.

[00:13:27] Martin Kristiseter: I think, and I just had a product summit last week, so this is top of mind, so I remember this, but we are, uh, currently doing almost 30% of all the coding we do is done by ai. And I hope as we get to the end of the year, that can be at least double that. Right? So what does that mean? Means we can have a lot more velocity.

[00:13:47] Martin Kristiseter: On the coding side, we can spit out products faster. We can use AI to QA to make sure we get, you know, uh, better products in market faster. And, and at the end of the day, we’re able to scale this company significantly faster with unnecessarily adding more headcount. And that part is really exciting. So all that is really benefiting, not us.

[00:14:08] Martin Kristiseter: Just us as a company, uh, and our profitability, but also our customers because we deliver better outcomes and we can do it for better value ’cause we’re able to push a lot of those savings onto our customers.

[00:14:21] Tessa Burg: The way you gave that answer, and I don’t know if you did, this intentionally, can actually be a really great roadmap for companies that are.

[00:14:29] Tessa Burg: Right now thinking through how do I leverage the benefits of AI in my department, in my business to align to what you just said, those better outcomes. And you started with automation. And, um, a mentor of mine is a co-author of a book called The Automation Mindset. Uh, his name’s Scott Brinker. He’s VP of Ecosystems at HubSpot.

[00:14:52] Tessa Burg: And one of the things that I really like about starting. With automation and the mindset that we are truly trying to drive efficiency. We’re trying to drive quality that we’re not automating because we wanna get rid of jobs. We’re automating because we have to keep pace and be better. And if we’re not, then we will go out of business.

[00:15:16] Tessa Burg: So when people start with first, where are those pain points? Where is that tedious work happening? It kind of breaks the hype of like. You need ai. I think too many people are falling into that trap of, you know, you need ai. And I would say to the folks, getting rid of jobs sucks. Like people losing their job is the most terrible thing on the planet.

[00:15:38] Tessa Burg: I know, like I, I hate it, but I’ll never forget something my dad said to me when I was very young and it has stuck with me my whole life. And I think at the time. I was maybe like 12, 12 or 13 and working at Dairy Queen, and he said, if you ever find yourself in a job where you are doing something that many other people can do just as good as you, you should be worried.

[00:16:04] Tessa Burg: Mm-hmm. And I, if people haven’t woken up to the fact that AI will replace you, they probably should. But if you are in that position. Think about how can you be a part of the solution to automate away your job? Like how can you be the one who leads automating the role you’re currently doing?

[00:16:30] Martin Kristiseter: Yeah. It’s, it’s, um, it’s spot on.

[00:16:32] Martin Kristiseter: And the one thing I was thinking about too, back to my earlier example where we, you know, we had those 50 and, and you no longer need 50, maybe 51 to five, right? They’re doing more QA work and those kind of things. At the same time, we created a ton of additional jobs. Right? So I feel like, I feel like AI is on two sides of it.

[00:16:49] Martin Kristiseter: Like, yes, there’s a lot of things that just should be automated. We shouldn’t be ing in stuff that’s basically, you know. Data fields that are standardized, they, that, that should be easily automated, whether you have an AI agent do it or just, you know, pure automation machine learning in the, in the model.

[00:17:06] Martin Kristiseter: Like that’s, that’s pretty straightforward to do. Uh, at the same time, I feel like we’re, we’re creating a lot of new jobs. Uh, we have an AI team here at Digital Remedy now that we never had, right? Six months ago we had none. Now we got four people on a team and so we we’re basically waist deep, uh, in it to, to really understand.

[00:17:25] Martin Kristiseter: What should we do next that will create the most value for our customers, right? And, uh, and some of that, you know, go hand in hand by creating more value for us, right? Because on the business operations there might be, you know, efficiencies that we get and cost savings that we get. At the same time, there might be other things that’s more important to our customers and, and having a team fully dedicated to this is, first of all, it’s expensive, but it’s a brand new team and jobs that we didn’t have, you know, six months ago.

[00:17:52] Tessa Burg: Yeah, I can totally relate to that. I, I’ll lead the AI and innovation team here and right now we have three or four open jobs because we don’t, we can’t get enough people who have the experience, not just not already have the automation mindset, but then have the technical expertise and the change leadership expertise to be able.

[00:18:17] Tessa Burg: To identify the biggest challenges we’re solving for our clients and what’s the most efficient way to leverage the tools We have, data science, machine learning that clients own tech platforms to address that challenge in new ways, and then be a part of the change leadership that it takes to adopt and scale.

[00:18:34] Tessa Burg: And there’s so many new, I would almost say like new job titles out there because whenever you create anything new, whenever anything new’s been created in the past. It introduces change, which means it introduces new conflicts and problems that we never had before.

[00:18:53] Martin Kristiseter: Absolutely. I think, you know, the one disservice I feel like we’re also doing is back to your, you know, earlier point is there is a lot of hype, right?

[00:19:00] Martin Kristiseter: You, you know, everywhere you turn right now. Everybody needs to put AI in front of what they do because, you know, whether you’re public or not, it really drives the tension outta your, outta your, uh, you know, whatever company you’re starting or you’re, you’re, you’ve launched and, and, and people. I, I think they, they overemphasize the AI piece and I feel like there is a lot of hot air and, and to some degree, you know, smoke and mirrors out there too.

[00:19:25] Martin Kristiseter: And we, we constantly, we don’t try to build everything in house. We have obviously we utilizing the models that are readily available and we train them on certain things that we think will be very important for our customers and ourselves. But when we’re testing like optimization or ad ops agents, right, that we can overlay, we can put ’em into our, our DSP as an example.

[00:19:44] Martin Kristiseter: So, and we we’re a meta DSP, we sit on Amazon Trade Desk. Yahoo, Xandr, you know, we sit on a bunch because you need different platform for different inventories sometimes, but you have some of these, uh, new solutions that will really help you look at the data and, and drive outcomes. And, and, uh, you know, as we testing a lot of these things, first of all, a lot of it is managed service where we don’t really get to see there.

[00:20:08] Martin Kristiseter: It’s lacking transparency, and if you’re not transparent, it’s lacking trust. We don’t really see everything that’s going on with kind of the tech that gets overlaid. And, and two is. A lot of times, um, when we see what the benefits are and you, you’re getting charged, say, for us on a CPM or a cost per thousand and, and you look at what the incremental, you know, rollout was.

[00:20:29] Martin Kristiseter: A lot of times it doesn’t even pay for itself. But I think what’s kind of coming is. These are gonna be table stakes, whether you use us or, or others. Like you have to have these agents in there to really help drive those outcomes for you. Uh, I think, um, I wouldn’t be surprised if a lot of the big DSPs will be coming out with agents that can basically work for you.

[00:20:52] Martin Kristiseter: They’re gonna charge for ’em. Nothing is gonna be free out there, but I feel like, uh, this is gonna be something that’s, that’s table stakes. I just, I just wish for the industry to be a little bit more honest and, and have a little bit less. Creativity in the product marketing department when they talk about AI to actually come, come out with real solutions and real products versus just ai, X, Y, and Z kind of thing.

[00:21:12] Martin Kristiseter: That doesn’t really provide much benefit or value to our customers.

[00:21:17] Tessa Burg: Yeah, I couldn’t agree more. And that leads really nicely into the second thing that you said that everyone can do. That helps with transparency, trust, building your own data stores. ’cause like you said, AI is only as good as the data behind it and there is not a business in the whole world, or hopefully not, that hasn’t built its own expertise.

[00:21:37] Tessa Burg: It’s now a matter of how have you captured your experience and expertise? Have you, you know, something that we did, I mean kind of late, but I think it was like 2013, 2014, and started adding like data layers underneath the platforms and services we provided just to track behaviors. So, and this is before AI took off.

[00:21:55] Tessa Burg: So really just to look for what are those patterns? How are people engaging? How does this inform any optimization of experiences moving forward? But a lot of people have their thought expertise in many different areas, and I don’t know if people have taken that step back to say, what’s the value of this and how does, again, aligning it to outcomes and quality for your clients, where can this benefit?

[00:22:21] Tessa Burg: The people that you’re serving today?

[00:22:26] Martin Kristiseter: Yeah. Um, I, you know, I’m not sure exactly where the question was on that one, but I think, you know, when I, when we look at the, um, the, the trust piece and, and you know, making sure that AI is not just. Some kind of black box because at the end of the day, it’s gonna hurt the adoption.

[00:22:44] Martin Kristiseter: Right. And uh, I think what we’re trying to do with, with the AI piece that we do is, first of all, we’re transparent about we’re using it or not using it. So we’re heavily using AI on the media planning side. We’re using it creative. We launched one that is readily available for all our customers, which is called Remi ai, which is, think about it as your.

[00:23:04] Martin Kristiseter: Almost like a reporting agent. You can go in and ask a question tied to your campaign, but it says right there, Hey, this is an AI agent and it’s only, you know, you get smarter every day, but it’s pretty darn well trained where you can go in and say, Hey, based on a campaign I just ran this month versus last month, uh, what do you recommend for, you know, my renewal as an example?

[00:23:24] Martin Kristiseter: And it provides a lot of insights and transparency into how the campaign performed, but also give recommendations and insights into maybe what the customer should do next. Um, for the next campaign and the way we are using that on our end too. So think about it, if you’re a, think about it, if you’re a, uh, director of sales at some local TV station as an example, and say, they’re using us for all our programmatic fulfillment, and they might go in there and say, based on their role.

[00:23:50] Martin Kristiseter: They can look at all campaigns that they ran in a certain market, how many campaigns that are run in the Cleveland market this month versus last month, okay. X amount. All right. How many of those campaigns churned, you know, can you please tell me a little bit more about the performance out of the campaigns that churn?

[00:24:04] Martin Kristiseter: What was the or average order value out of those? And I think there’s, there’s, there’s so many benefits out of basically, you know, uh, putting AI layers into, or functionality into, into some of those instead of sending. And I get this on a daily basis. I get like our vertical specific performance. I can look at how many home improvement campaigns do we run today versus personal injury campaigns.

[00:24:28] Martin Kristiseter: And there are thousands a day. And instead of asking my, my data science team to provide all that and, and try to come up with some insights into it, you can basically start asking you right in the reporting ui, you can spit it out as a presentation, as a native PowerPoint or, or a Google slide. And it’s, you know, look, it’s not.

[00:24:46] Martin Kristiseter: Just getting you information, you know, quickly. It’s, it just makes also us significantly easier to work with as, as a vendor, uh, versus what, you know, maybe they’re used to from the past.

[00:24:59] Tessa Burg: Yeah. And I, I’m guessing that the fact that this came from some of your own data, that it’s, you know, all secure even though you’re using it end to end, that that goes a long way with people and the trust that they have in the work that you’re producing from the planning stage through execution.

[00:25:16] Tessa Burg: How did that start? So I know for us, for other people I’ve talked to, it’s easy to be transparent. Like before an engagement begins, like we’re presenting, we’re pitching you on our AI capabilities and services. So now I’m being transparent about how much we’re using it. In what capacity. Mm-hmm. At different steps.

[00:25:37] Tessa Burg: But what did that process look like for relationships and clients that you had before you started rolling out ai?

[00:25:45] Martin Kristiseter: Look, you know, we lead with it. It’s, it’s a big piece of our platform. It’s a big piece of our operation. It’s not something we’re hiding. I actually think overall it helps win business that we’re leaning into it and, and we’re not trying.

[00:25:58] Martin Kristiseter: And let’s face it, if you use AI for, um, creative as an example, especially video creative. It doesn’t take a very well-trained eye to see that, you know, this is, you know, there, there’s AI basically at play, right? You, some of them are almost like glorified PowerPoint presentation, how they move between scenes and slides, right?

[00:26:20] Martin Kristiseter: It’s pretty easy to see. That said, if we’re able to create. A um, 32nd spot that they can be utilized, whether it’s linear TV or connected TV for an advertiser in minutes. Instead of them engaging a creative agency and paying top dollar for something like this and maybe have to wait weeks or months before they can go live, it’s a great benefit.

[00:26:40] Martin Kristiseter: But to our sales team, it also helps because they can use it almost as sales enablement before you go into pitch. You can, you can put in a quick URL and it will basically find everything about that business and imagery from the website, quickly create a spot. And when you go into pitch, you know that can go along with it.

[00:26:59] Martin Kristiseter: Whether you use that or not, sometime is irrelevant ’cause they might have something significantly better. Uh, but it really helps us say as a, to kickstart the conversation with some of those co customers. But I do believe creative. I’m not sure if you watch like VO three from Google, some of those, uh, you know, it was just a, um, um, you know, big seminar that I saw with VO on this and, and the outputs on some of those videos are mind boggling.

[00:27:25] Martin Kristiseter: If I was doing anything in Hollywood, I would definitely, you know, lean in on this because it’s going to change. Whether it’s changing in the next year or two, who knows. But if you look at this 10 years from now, I think we’re gonna look back and say, oh my God, we’ve made some huge leaps.

[00:27:42] Tessa Burg: I agree. I think what most excites me is, well, maybe because I am not like.

[00:27:48] Tessa Burg: A designer or a writer at all? I mean, we have Cheryl, our producer, listening to this conversation and she helps me so much and just doing anything, writing, editing posts. But ever since ai, I now have an assistant that’s elevating my skill up. And so when I see like that Google, whenever, see any really Google demo or AI demo that is in an area that I am weaker, I think it’s exciting to say.

[00:28:14] Tessa Burg: Oh my gosh, I’m now gonna be able to do this. Like I can draft, I can grab my inputs. I know how to script and story tell, but I don’t know how to create a video that is actually visually appealing and connects directly to the benefit of the audience in front of me. And the better and better you get at Prompt Engineering and any of these, um, platforms combined with the quality of the data that you put in.

[00:28:39] Tessa Burg: If you’re gonna get something pretty stinking amazing that on your own you were never able to create before it.

[00:28:45] Martin Kristiseter: It’s, by the way that’s a great point. It’s, it’s in the prompts and, uh, I got. Four daughters and, uh, the summer, obviously, you know, it’s getting away from us with camps and, you know, all the other jazz and too much iPad and tv and all the, all the things that comes with having too much idle time.

[00:29:01] Martin Kristiseter: But at the Chriss at our household, we, two weeks ago we launched an AI course. So my, and it’s not for the three and a half, it might be a little early, but for the, uh, for the nine and the 11, they’re going through a AI course now to, to, uh, to basically learn and get exposed to this. And, uh, it has been so interesting to watch them, like even just using Chat GT or Gemini or, or even Grok, which is amazing.

[00:29:25] Martin Kristiseter: You should try Grok if you haven’t try the latest one. It’s, it’s absolutely amazing. Um, and now they’re in there playing with it and, uh, and it’s pretty cool to watch somebody brand new to it, like. One thing they were typing in, like they’re doing a typical Google search. What about this? What about that?

[00:29:40] Martin Kristiseter: Getting an answer. But then we started like, all right, let’s, let’s, like, one of the homework was to read a certain book, right? Or multiple books. And we basically asked it like, Hey, do a quick summary of this one book that’s supposed to spend, you know, two weeks out of the summer to read and it spits it out, spot on in, in basically seconds.

[00:30:01] Martin Kristiseter: You should see ’em. I’m not sure if that was a good thing or not, but it’s uh, it definitely opened up some eyes on, on the capabilities and leaning into it, I think is, it’s the only way for everybody at every level in the organization. You gotta lean in on this to know what’s shaking.

[00:30:15] Tessa Burg: Yeah, I couldn’t agree more.

[00:30:16] Tessa Burg: And that is a perfect place to start. We or not start to stop. We are at time. Thank you so much for joining us, Martin. This has been a very insightful conversation. If the listeners want to find you and reach out to you directly, how can they do that?

[00:30:33] Martin Kristiseter: Digital Remedy.com and um, you know, you can learn more about our products and um, and obviously if you need to hit me up, I am listed there, I believe on a management page as well, so you can reach out to me directly on the website or LinkedIn.

[00:30:48] Tessa Burg: Yeah, and we’ll have a link to Digital Remedy on mod op.com where you can find all of the Leader Generation episodes or wherever you listen to podcasts. Thanks again for coming, and we’ll have to do a follow up to see where this all landed in a couple of years.

[00:31:04] Martin Kristiseter: Awesome. Thank you so much for having me.