Ep. 117/ Surprising and Effective Ways to Use AI from Emily Friend and Tomer Pesenzon


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Do you know what AI can do for you and your business? I am no newbie to the AI world, but our guests today take it to the next level. While you might be familiar with AI helping you write an email or coming up with social media ideas, our guests today unveil the lesser-known, innovative ways AI is being utilized to scale businesses and improve efficiency. Tomer Pesenzon from Unleash, discusses how AI is not just about storing information but making it accessible instantly, thus allowing you to be available around the clock without sacrificing rest. From creating intelligent assistants to tackle customer queries, to optimizing internal workflows, Tomer shares practical tips that resonate with businesses across the globe.

We have a second guest this week, I have back Emily Friend from The Florence Rose Group, who shares her expertise in using AI to automate routine tasks and streamline operations. Whether it's configuring AI-powered bots to act as paralegals or leveraging AI for detailed research, Emily's insights offer actionable advice for anyone looking to enhance their business processes. This episode is packed with valuable information and real-life examples of how AI can be your secret weapon in achieving success on your own terms. Tune in to discover the future of business with AI, learn how to implement these tools into your own operations, and grab Kim's free video tips to grow your impact directly from the show notes.

You will learn:

  • AI can help businesses operate 24/7 - 2:53

  • Tailored AI responses based on preferred communication styles - 6:14

  • Speeding up time consuming tasks - 11:56

  • The importance of specifics with AI when prompting- 17:11


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Like many, I am curious about how AI can help my business, and I got the chance to discuss this with Tomer Pesenzon from Unleash and Emily Friend of Florence Rose Group. We discuss innovative AI strategies that can supercharge your enterprise, streamline operations, and boost productivity. From AI-driven marketing solutions to AI-powered paralegal bots, unlock actionable tips and industry secrets that will help you navigate the evolving tech landscape and achieve success on your own terms. Don't miss out on our valuable discussion, perfect for entrepreneurs, founders, and professionals aiming to leverage AI for unprecedented business growth. Tune in now and elevate your business game.

In this episode you will learn:

  • AI can help businesses operate 24/7 - 2:53

  • Tailored AI responses based on preferred communication styles - 6:14

  • Speeding up time consuming tasks - 11:56

  • The importance of specifics with AI when prompting- 17:11

Quotes from our guest: 

  • “When you work in a company that aims to expand internationally, you need to be available all the time.” - 2:54 - Tomer

  • “I think that the main value of AI would be not in creating information, it'll be making it accessible.” -5:34 - Tomer

  • "You can't just get away with copying and pasting from ChatGPT.” - 15:50  - Emily

  • “You want to be as specific as possible. You want to write like you’re talking to Amelia Bedelia, the childhood character who took everything incredibly literally. If you told her to go or if you said that's right, she would go, right? So you want to be very simple, very specific and very instructive and have prompts that are long.” 11:55 - Emily

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TOMER’S LINKS:

Tomer’s Linkedin 

Unleash

EMILY’S LINKS:
Emily’s Linkedin

The Florence Rose Group Instagram

The Florence Rose Group Website


Kim (00:02):

It is no secret that AI is taking over the world. How can you as a business owner, founder, or professional, take advantage of AI in surprising and innovative new ways? You may be familiar with using AI to come up with ideas, maybe for social media, or maybe it's helped you write an email or write a letter. But there are so many other ways that AI is helping business owners. So I spoke with a few of them who shared how they're using it along with some ways that you can apply this to your own business. And again, if you are looking to, again, I don't know, as if I've said it before, if you're a listener, you'd know I help you become a thought leader in your industry, become the Go-to expert, and I have a great free download, 10 Tips to Make, videos that Will Grow Your Impact. And a bonus one, how to Shine on camera. So you can grab that in the show notes, it's linked out there. Or you can go to kimrittberg.com/newsletter.

(00:58):

Welcome to the exit interview with Kim Rittberg. Do you work for yourself and want to supercharge your business while still having fun? Well, this is your go-to podcast part MBA Part Cheer Squad. Every week I'll be joined by top business owners who share the secrets to their success. After I found myself working during childbirth true story, I quit my executive media job to bet on myself fighting the fear and imposter syndrome to eventually earn six awards, an in-demand speaking career and features in Fast Company and Business Insider. Now I'm here to celebrate all you rock stars betting on yourself, and I want to help you win. Tune in every Wednesday to hear from remarkable founders and don't miss our Solo Friday episodes, a treasure trove of video and podcasting mini masterclasses with me. Exit the Grind, enter success on your own terms. Don't forget to subscribe today and grab my free video tips at my website, kimrittberg.com. Thank you for joining me, Tomar Pesenzon, can you tell me a little bit about who you are and what you do for work?

Tomer (02:04):

Perfect. So I'm Tomer, as you mentioned, and I work in a company named Unleash, where a startup in the business of ai. As you can imagine, my job is I'm leading the marketing department over there, which means in a startup that you need to do anything. It can be being invited to podcasts and speak about a company. It can be managing ads, et cetera. But for the purpose of our call today is basically to tell you about what you can do with AI that is out of the box, what we developed here in Unleash.

Kim (02:34):

Sure. And I know that from us just talking on email, you were saying that basically talk to me about how AI helps you scale the work you're doing. You're based in Tel Aviv, Israel, which is a totally different time zone than a lot of people you connect with. Talk to me about how you're using AI in, I would like to say in a surprising way that people wouldn't expect.

Tomer (02:54):

I can say it's the most surprising way, but the thing is, when you work in a company that aims to expand internationally, you need to be available all the time. I assume you can imagine that Kim, that being awake 24 7 doesn't work. So one of the things that we developed are tool, if I go and speak about from the strategic point is focused in finding information within your company and making it accessible. Companies until the last few years invested mainly in storing information. So you would pay a lot for Google to store things in Google Drive, in SharePoint, Microsoft, et cetera. But the problem was that in order to find it, you needed to struggle to manually search through it, search in different tabs or just ask a friend. And the thing is that you don't have so much time to do that nowadays. If you want to find answers fast, for example, you are on a call and you didn't answer now, so your friend or colleague may not be available and searching manually during a call.

(03:50):

I wouldn't recommend that, especially for a guy. We cannot focus on two things at the same time. So searching manually and answering is quite challenging. So our tool is one platform that connects to all of your SaaS tools. So you can simply ask a question and then get answer based on multiple resources. And one of the applications that we developed is the capability to create assistance in Slack, for example, that you can define what is their source of knowledge. Source of knowledge means their intelligence. I can say to the assistant, I can define the assistant that it can answer only based on documents that I wrote, for example, specific documents or specific folders or specific sources. So in my specific role, I needed to answer our sales team in the US all the time. They had question during demos, they had questions, general questions about how do we compete against our competitors, different features, et cetera. And I wasn't available all the time. I choose to sleep at night. So what I did was simply to create an assistant, a dedicated channel for them to ask whatever they feel like, and then usually they will get answers automatically so I can sleep and then the AI assistant can answer. And in the cases that there was no answer, the next day I would simply type my answer manually, edit as a knowledge card we call it, and then it's automatically being added to the Slack bot.

Kim (05:14):

The information that you are loading into the AI that can pretend to be you, is it more about where things are? It's not answering strategic thoughtful things that you would come up with. It's where things are or answers on questions. What sort of things do you feel that AI could replace for you as a human while you're sleeping?

Tomer (05:34):

That's a great question. I think that the main value would be not in creating information, it'll be making it accessible. For example, Kim, let's say that you already created this long and amazing paper about how does your podcast differ from all other podcasts in the on Google Drive? Perfect. You put your spark it. Now for someone to ask a question, the answer may already be there in the document. So what will happen, you'll ask a question and then get an answer from the document you already created. It's not like telling him to search there, but that's already the answer and that's the reference because Kim said that.

Kim (06:15):

How would this be different than an AI sales bot that might chat with me in direct messages on social media?

Tomer (06:22):

Perfect. So the thing is that we learned is that every company needs to customize. They have their own preferences of how to say things, where to say it, who should say it. So it wouldn't surprise you that 99% of the companies you'll speak with, if you ask a question, you'll have multiple answers, right? They may be conflicting information, you may prefer answers from a certain department to a specific topic. So the comments sales bot that you would speak with probably has this script prepared and ready while in our case, as I mentioned earlier, we keep the human in the loop, we'll provide a suggested response and you can choose to use it or not. We can even further elaborate that and add an expert validation, meaning that if a question in a specific channel is being asked, you Kim need to approve the answer before it's being sent to the public. So we must have people that will be involved in the process of creating the content and usually also choosing whether to use the answer or not.

Kim (07:28):

And now talk to me about how could a regular person who's not using Unleash, how could they leverage what you're doing? How could they do this for themselves at their company or in their own personal life or career?

Tomer (07:41):

So we are focused at work, so it's a work dedicated task. And the thing they can do, the most simple thing they can do, they will need of course to ask permission kindly from their IT manager to use the product, but it doesn't involve too much of a hustle. It's simply you can add it to Slack or Zendesk or use it online, but there is no coding needed. As I mentioned in the email, it's not that you need a developer to use it, you need person and then IT percent to confirm the connection of the information. Because as I said in the first place, our unique value proposition is that we connect to your company's data. So it's not like asking Chad GPT or random sales bot a question and then getting an answer from the internet. It's based on your company, company. So every company can use it. Every person within a company that choose to use Unleash can use it. And generally speaking, this entire technology of finding information is a growing sector in the AI industry.

Kim (08:38):

So it's really about finding and directing people to the right information at the right time.

Tomer (08:43):

That's correct.

Kim (08:44):

And that way you can get some sleep.

Tomer (08:47):

Ideally it's just magic, you can sleep.

Kim (08:53):

Are there other ways in which you're using at your company or I guess in your personal life or really in your company, more other ways that you're using AI that people wouldn't expect?

Tomer (09:02):

I would say it's, again, we are all focused at work-related tasks. So one of the things that I like that we've built is the capability to assist support agents. For example, we also have a support agent. We're a growing company. So as you can imagine, there are so many things to handle, but only one person to take care of all of the support tickets coming up. So one of the things we created was an agent assistant, meaning that your agent doesn't need to spend time searching for things. It works within Zendesk, for example. They'll just get a suggested answer. And also for the manager, you get the TLDR, like the sentiment. If a client is annoyed, you can prioritize it higher than positive tone, you get A-T-L-D-R of the entire chat history. We are mainly focused on saving time, so of course people that use our product benefit from it. So it also helps smaller teams or one person team, for example, from our marketing for example, to prosper and being able to provide value.

Kim (10:08):

This has been so great. Thank you so much for joining us Tomer. And then so the website is Unleash.

Tomer (10:14):

so

Kim (10:15):

Unleash. So thank you so much. I am here with Emily friend, founder of the Florence Rose Group, and I'm really excited because Emily and I have worked together for a long time focusing on video marketing, and she has basically been my AI guru and she's a systems expert. She helps businesses optimize, make more money, have better systems. Basically she's your secret weapon. So she's here to talk to us about ai. So Emily, how do you personally use AI for your business, and what can other founders take away from that that they can apply to their own business?

Emily (10:47):

Thanks for having me, Kim. I use AI so much. I think AI helps business owners tremendously, and it's such an untapped resource in terms of how I use it. For Florence Rose Group, we use it to automate very routine tasks. We use it to streamline operations. We have a paralegal, we have a media coordinator, we have an analyst, very efficient way for us to data dump in our highly rich spreadsheets and not be the people to have to run them ourselves. Anything that can help a very repetitive process and not have to have human capital take advantage of it means we can spend more time on our client work and more time on calls with our beloved clients.

Kim (11:35):

And what should people know? So let's say somebody wants to configure a bot to be their paralegal, a bot to, I think most people are familiar with the idea of using a bot to come up with social media content ideas. I think that's something that more people are familiar with. Talk to me about, let's say I wanted to come up with a bot for a paralegal or for something else in business. What would you recommend? What do I need to do to do that?

Emily (11:56):

So first you want to be as specific as possible. I love to use the term Amelia Bedelia. You want to be as Amelia Bedelia, the childhood character who took everything incredibly literally. If you told her to go or if you said that's right, she would go, right? So you want to be very simple, very specific and very instructive and have prompts that are long. So let's say you're setting up that paralegal. You start the prompt by saying you are a paralegal with decades of experience as a paralegal. Your capabilities are researching X, Y, Z. You can analyze X, Y, Z. You can list goes on and on, but you're very specific. You might say, you graduated from this college, you emulate this persona. You tie them back to tones of voice, you might tie them back to a specific law firm and that type of resource that they might know, you can be as long in your prompt and you can tell them to remember that. So that way every time you talk to that particular bot, they have that archive of history. But being as specific in that interface means they will be as specific and detail oriented as possible in their responses.

Kim (13:25):

One of the things I keep reading a couple downfalls of AI and how do you recommend avoiding it? So a, I've read that sometimes it's not fully accurate and obviously if it's for your business or legal or anything like that, it has to be accurate. What do you recommend to be making sure that everything is accurate and up to date?

Emily (13:41):

So for one, you always have to ask it to cite your sources and to reference the web. You're going to want to pay for your ai. You're not going to want to get stuck on 3.5, you want to be on 4.0 or an even higher version as they continue to roll out. In fact, I'm always impressed. I'll be using a chat from the day before, even within four oh chat, GPT-4 oh for reference, and this is on OpenAI. I'm discussing at this point, I'll be referencing a specific chat from the previous day and underneath there'll be this tiny disclaimer that says there's a newer version of chat GPT. Open this conversation in a new chat to use the latest version or continue the chat on the later version here. So you want to constantly be using the newer chat. You want to ask it to be scanning the web, which means that when you configure the bot, you want to toggle on the option for it to be scanning outside of the system.

(14:43):

And when you have it cite the sources. You want to make sure that credible sources, which only cite collegiate sources, only cite reference sources that end in org, whatever you want those specifics to be. I like to make sure that all of them are linked out after every statement instead of at the footnotes, because I'd really like to be able to check them right away. And sometimes it forgets to link them, so then you have to run it again. There's little tidbits like that. It is wonky, it is tech. Tech is that way and it's a new tech, even though we want it to be an old tech by now. So it is going to be something that you're going to want to click into those sources and read the source and validate the source much like you would do when you were in sixth grade or in high school wanting to validate your sources for a paper, whether it was a book source that you were getting out of the library or something online. You want to make sure that it's repeated in two places and has credible authors. You can't just get away with copying and pasting from chat gt, but it definitely does the work much faster than you having to Google search yourself.

Kim (15:58):

One of your recommendations that I learned from you, it was about the sourcing. And so I recently did a, I was working with some real estate agents on content for them, and one of them wanted to do the history of some building. I'm like, that's amazing. I come from journalism. I would have to take a long time to actually pull up the articles and write it myself. So what I did, I used your prompts and I said, you are writing a short video script about Astor Place in New York City. You must mention its history and pop culture references and you must cite all sources. They didn't link it out, but what I did find is it cited legitimate sources. It said New York Magazine or whatever. It was legitimate. I could never even, I wrote and produced the Fabulous Life of Justin Bieber for VH one.

(16:40):

That might be a fun frivolous TV show, but I'll tell you something, every single fact needs to be cited or you will get sued and you'll get fired and it will be very bad for you, the network and your career. So I come from news like real news, not just Justin Bieber news, but obviously in news we had, I would always have to research my own content. We had a whole area called the Brain Room, which was the research department, and everything has to be cited, and so I thought that was a really important thing. Someone was asking, oh, how do you do event listings? I'm like, I don't think AI is good for event listings. From what I've understand, it's not up to date. So you'll have to say to it for July, August, September, 2024 in X location, give me events. But I think that that's probably not a good use for it.

(17:20):

But I like how you were saying if I was doing a paralegal, I could say, you are a paralegal for the state of New York and I'm a business owner, blah, blah, blah. So I liked the specifics. I do think I agree with you, obviously, I believe what you're saying about the Amelia Bedelia, which I'll never forget. In Amelia Bedelia, I read to my kids it was Draw the Drapes and she sat and drew the curtains with a pencil and paper and she drew a picture of the curtains. I'm like, I love that. Anyway, but I love your reference point of Amelia Elia, this was so great. Emily, is there anything that I didn't ask you about the AI that you feel like is a good starting place for someone and how can they contact you because you're a good resource for them, maybe you can help them upgrade their whole systems with AI and optimization?

Emily (18:02):

No, I think these are the best places to start. I don't want to overwhelm, be very specific and be very specific. It's my best tip. Please feel free to reach out Florence Rose Group.com email friend@florencerosegroup.com. Happy to help and bring you along. You can also find me on LinkedIn at Emily Friend or at the Florence Risk Group.

Kim (18:28):

Thank you so much, Emily.

Emily (18:29):

Thank you.

Kim (18:34):

Thank you for joining us. Don't forget to exit the grind and enter success on your own terms. This is the exit interview with Kim Rittberg. Don't forget to grab my free download, how to Grow Your Business with Amazing video at kimrittberg.com and linked out in the show notes. I love to hear your feedback. Make sure to submit to me what you learned from the show and how you are crushing it on your own terms. Connect with me on Instagram or LinkedIn at Kim Rittberg, R-I-T-T-B-E-R-G. And this show is edited by Jillian Grover and produced by Henry Street Media. I'm your host and executive producer, Kim Rittberg.

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