In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.

The AI tools that were referenced in the episode are these:

🔧 1. ChatGPT Teams

Used by both your team and Seth’s for research, scriptwriting, and creative ideation.
 🔗 https://openai.com/chatgpt/teams

🧠 2. Whispr Flow

Used by Seth for voice-to-text input directly into any field (especially ChatGPT).
 🔗 https://wisprflow.ai/

🎥 3. Loom (with AI SOP feature)

Used to record processes and auto-generate standard operating procedures from video.
 🔗 https://www.loom.com

📞 4. Fathom

Used to record, transcribe, and summarize meetings, generating notes and follow-up actions.
 🔗 https://fathom.video

🎙 5. ElevenLabs

Used to clone voiceover artists for scratch tracks and real VO in marketing videos.
 🔗 https://www.elevenlabs.io

🎬 6. Opus Clip

Used for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos.
 🔗 https://www.opus.pro

🖼 7. Adobe Generative Fill (Photoshop)

Used to extend image backgrounds, clean up photos, and add visual elements using AI.
 🔗 https://www.adobe.com/products/photoshop/generative-fill.html

🎞 8. Google Veo

Used for abstract generative video, particularly when reenactments or B-roll are unavailable.
 🔗 https://deepmind.google/technologies/veo

🖥 9. Canva Magic Design (AI-powered slides)

Used by you to turn strategy outlines into full AI-generated presentation slides.
 🔗 https://www.canva.com/magic-design/

🔑 Key Takeaways

1. AI is a powerful assistant, not a replacement

   It should be used as a “subcontractor” to support human creativity—helping with research, ideation, and repetitive tasks while keeping decision-making and taste in human hands.

2. Adoption starts with leadership and culture

   Leaders must actively encourage exploration, experimentation, and knowledge-sharing to create a culture where AI tools are embraced and integrated into workflows.

3. Understanding AI’s limits is as important as leveraging its strengths

   Knowing where AI fails is crucial for using it responsibly and effectively. Organizations should focus on learning both the capabilities and shortcomings of the tools they use.

4. AI unlocks efficiency, not just productivity

   From speeding up casting, scripting, and reporting to automating standard operating procedures, AI reduces friction—freeing teams to focus on high-value creative work.

My guest today is Seth Odell. Seth has a solid background in higher ed marketing and producing great results for the institutions he’s worked at. He brings that expertise to his company, Kanahoma - a boutique education marketing agency based in San Diego, California. Founded in 2020, they serve colleges and universities from across the country, as well as K-12 organizations, and education technology and service providers.

In this episode we talk about a lot of things, but we zero in on Kanahoma’s unique process for finding great stories to tell. They have kind of a white glove, done for you approach to this with the schools they work with and it’s pretty in great… and the great thing is you can take this approach and make it work for you. Do it as is, or simplify it.. But it’s a great way to go about cataloging great student and alumni content at scale. That’s the key here.. At scale.