From AI Insights to Virtual Worlds: Unpacking IIEX Europe and Beyond

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live every Friday at 12 pm EST on the Greenbook LinkedIn, Facebook, and Youtube Channel! 

A significant portion of the episode was dedicated to the AI investments within the advertising industry, notably Havas’ $400 million investment over four years. The conversation expanded to the AI-driven advertising strategies of companies like Pinterest, YouTube, TikTok, and Disney, focusing on data-driven personalized marketing and its potential to revolutionize ad creation and creativity. The discussion also touched on the evolving dynamics of partnerships, mergers, and acquisitions aimed at securing first-party data and behavioral insights for enhanced personalized marketing.

Karen and Lenny gave a lively recap of the recent IIEX Europe event, celebrating the positive feedback and record-breaking attendance. They highlighted the practical applications of AI in the industry, noting a significant shift towards strategic thinking and planning. They also teased upcoming podcast episodes featuring industry leaders, ensuring engaging and relevant content for listeners. Additionally, they discussed the exciting potential of virtual worlds like Roblox to connect with younger audiences, showcasing the opportunities for brands to conduct research and engage with users in these immersive environments.

The conversation touched on the rise of synthetic data in marketing strategies and the skepticism it faces. Karen and Lenny emphasized the need for solid use cases and supporting data, referencing examples from Microsoft, Harvard Business Review, and others. They also discussed AI tools like ChatGPT, DALL-E, LLAMA, and Titan, which are being used to generate high-quality images for concept testing. Insights into the delayed release of GPT-5 were shared, with projections that it will achieve PhD-level intelligence for certain tasks, surpassing human capabilities.

Many thanks to our producer, Karley Dartouzos. 

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Transcript 

Lenny Murphy: What's happening? There we go. We're live. It worked. Yay.

Karen Lynch: So funny friends, because about 10 seconds ago, I was like, I didn't even get to ask you Lenny, how your week was while I was not around. And well, anyway, so, but then I was like, I guess I'll just ask you live. How was your week?

Lenny Murphy: Just lots of FOMO. So, I mean, actually really interesting. There's, Here's hint guys, right all the podcast interviews and there were a lot this week to be scheduled But no, are they just great fantastic wonderful times to have those conversations, but boy we learn a lot I'm gonna reiterate you really should be listening to the podcast Because you learn an awful lot about where things are going. I learned an awful lot this week about where things are going. I agree.

Karen Lynch: And some of the conversations I've had, I just keep thinking how an honor and a privilege to have these conversations. And then I know that, you know, not everybody listens to the episodes, but I do like to listen to them when I'm at the gym and kind of just like to hear them because you hear them differently when you are not interviewing somebody. You know, you hear it differently. And I'm like, they're so insightful. So like every actually, technically, if you are really a loyal audience member, you're listening to our podcast, which is launched on Mondays. And then catching up on these episodes, which are launched on Fridays. I mean, that is loyalty. I don't know if anybody's doing both of those things. If you are, we love and appreciate you. That's awesome.

Lenny Murphy: Yes. Well, and that's a segue, right? I mean, I've always said that the, you know, this interesting system that we've set up during Greenbook and Gen2, et cetera, et cetera, is that we are in this massive funnel of information. And we try to repurpose that information in a variety of ways. GRIT, you know, all those are channels of understanding the dynamics in the market. And our podcasts and these interviews, basically, are out of the box. And we get to learn an awful lot and try and share that back out with folks. And events are that as well. So there's the segue, because you were at IIEX Europe, I was not. I was sitting there just being bummed, watching everything on LinkedIn. But you learned a lot.

Karen Lynch: Also, so speaking of, you know, ideas, I tend to moderate fireside chats when we go to these events. And I don't always have the opportunity, but I mean, always, always in North America, I have one or two. But and then I had a great one with, you know, two incredibly, incredibly insightful female professionals at Jägermeister, which I was like, okay, I just feel very lucky sometimes when I get to like, like, like drop Jägerbomb in a professional.

Lenny Murphy: Because usually professional and Jägermeister are not, they don't necessarily naturally.

Karen Lynch: So no, I mean, Lenny, look, the, the, the Europe event is, it was really good. First of all, it was our biggest one yet. And you could feel it, you could feel that that room, the main room that we are in in Europe, was packed. It was packed bright and early. I mean, we had record attendance, not just from, you know, record registration, but then also record attendance. I mean, I think 81 percent of our registrants showed up the morning of day one, like really early on. It was just a great buzz, great energy. You know, I can't say enough. I'll get into some of the content and some of the big key takeaways in a moment, but it was just overall. I mean, our sponsors all seemed really happy to be there and just, it was great. It was a really good one. It was a good one.

Lenny Murphy: I heard nothing but I've spoken to several people in attendance already. And of course there were all the LinkedIn posts and et cetera, et cetera, and everything. So for our audience, I don't program our events anymore. Karen programs our events. Karen is in charge of all of that. So you deserve Karen and Cara, who puts on all of the logistics, right? From a production standpoint. You guys just deserve all the credit for what universally has been described as an amazing event. So.

Karen Lynch: Stopping a little bit more is okay, too. No. Really, it definitely feels like a team approach. I mean, Cara and Brigette on site, you know, handle all of the logistics, all the questions. They are nonstop for the days of the event and really just do an amazing job making sure from a logistics and production standpoint, it is seamless and smooth.

Lenny Murphy: And, you know, Jasmine marketing. I mean, for selling, right? It takes a village. Exactly. It really does.

Karen Lynch: I just it was Yeah, it was great. And you know, and, and even from a content standpoint, which you know, because you used to be in this role, but there is only so much you can do. But when people heed your advice, so one part of it, yes, is curation, for sure, is finding the right topics to kind of move the industry into the future. And that, you know, that, yes, we are mindful about. But also, especially when it comes to our sponsors, our partners that speak, you know, they pay to exhibit and that comes often with certain speaking spots. When they take our advice, they really stand up there and are incredibly brilliant professionals first, helping to move the insight into the future and not just pitching their platform. It makes such a difference, and everybody shows up for that. I mean, some of our partners this year did such amazing jobs. I mean, I even heard, I think it was Veilinks, and they were partnering with PepsiCo in one of the you know, one of the afternoon plenary spots on day two, and, you know, packed crowd, and they literally had a single slide up kind of talking about the platform. And they were like, you don't want to hear from us, you want to hear from, you know, our partner at PepsiCo, who then did the whole thing. It was, they maybe spoke for 30 seconds. And yes, they were there to answer questions, questions galore, Lenny, so many questions at this event this time. Something about the European market. Doesn't, they just aren't the same, right? They are, there were, I mean, some of our partners ended up with, you know, 10 questions afterwards, just questions we couldn't even get to because people are hungry for knowledge. And when you show that thought leadership on stage, the questions about your platform follow, you know, it's really, anyway, it's just buzz.

Lenny Murphy: So I definitely get your summary, but I want to bring out some really quickly. It occurred to me just watching, you know, everything. Yeah. I think we have experienced a sea change literally in the last month or so. I think folks are fully embracing the transformation the industry is going through, the disruption. They recognize that maybe we don't need to beat the horse anymore. It can go to its...

Karen Lynch: Maggie, it's really my dog that has been... Anyway, continue.

Lenny Murphy: Okay. And I think that from what I can gather, that was an example of what I can see happening in Europe and people I've spoken to because normally the European audience is more skeptical or reserved, you know and when they are engaged historically, it's like, now this is a thing, right? This is this, whatever it was over the years, this is no longer some cool, bright, shiny thing. You know, this is where things are going. 

Karen Lynch: This is where things are going. And, you know, this morning as I was, I was kind of, you know, looking at some of the things that you curated this week to talk about today, I put on LinkedIn and just said, hey, you know, does anybody want to help me wrangle my head this moment? There's so much Anybody can search for hashtag IIEX or hashtag IIEX Europe or IIEX even EU and see a lot of recaps. And I did, you know, I did read, you know, I think everything that I saw, but this morning I was, I was, I was trying to get to my head together and I put a post out there saying, what was the big thing? Eileen Rutz, she's a market strategy consultant at a company called Trilations. She suggested that I share this, that the event really hovered on how AI has shifted from being this big disruptive buzzword to becoming a super practical tool we rely on. It's not about replacing researchers, but about making their jobs easier and their insights sharper. So from crunching numbers to crafting stories that really inspire and motivate action. So I think that's what happened this week. AI was not this, you know, this blob that we couldn't understand, but it's like, okay, a tool in our toolbox. We get it. How are we using it? So it sets a different context for all the use cases. She's 100% right. That is what happened. And we saw that real time. One of the plenaries is Vesna from Swarovski Crystals. So, you know, jewelry. She, first of all, came out on stage, like, practically in a green ball gown with just sparkling because...

Lenny Murphy: The crystal ball gown. Oh my gosh.

Karen Lynch: But she talked about how AI is kind of boosting their communications research. And it was really practical and tangible. That just set the stage, like, look, this is what we're doing. And even a large brand sharing practical use cases, how they're using it to inspire everybody to say, oh, I can wrangle that, or maybe we can do that. So really good stuff on the AI front all around, pretty cool. 

Lenny Murphy: There is a company, so let me give a shout out to our friends at StatGenius. These guys reached out a couple years ago, basically AI SPSS, basically.

Karen Lynch: Right.

Lenny Murphy: And man, a year ago, they were struggling, right? I mean, they weren't sure they, you know, startup, could keep it up. And he emailed me this week. And he said, for the last month, they have been insanely busy. I mean, just everybody wants to talk to them. Everybody's looking at that. And just thought that to your point, that's a data point. And it wasn't because it's because it's undeniable, as we've moved from the prompt to the platform. You know, kind of the functional business process aspect of things, that folks are finally getting on board with that. And, and that, that we're in a whole other level of transformation now.

Karen Lynch: So, and you think that people, here's where, again, like connecting dots that things that we talk about on our podcast and things we talk about here, like when, when you start to see the dots that you and I try to connect for people, What all of this will do is allow us to become these strategic thinkers and planners that the companies need us to be. So we're able to say, okay, let's let AI serve us where it can serve us. So our brains are free to drive strategy, to drive outcomes, to move our companies into growth because we can actually do some of that thinking. So it's another thing we saw on stage. There were some great talks that had a strategic kind of planning lens, right? Susan Griffin brought this one up, and it was one of my favorite talks as well, which was Tino Clonney, I think is how you pronounce his last name. I butchered it on stage, and I just butchered it again. But he's with the Lufthansa Innovation Hub. And I shared it with you and Lukasz also, this framework that their strategic intelligence team uses. And it was so thoughtful, and they shared some best practices for you know, where they glean insights from, really good stuff. So allowing the brain to go to the next level, it all comes together because those are people, I mean, those are the skills that people, certainly at C-level positions, need their SVPs and their VPs to focus on driving, you know, business outcomes. So that's what our brains are free to do now if we can lean into the tools that are available, right?

Lenny Murphy: Yep, yep, yep. Plug had a conversation with Seth Minsk yesterday for the podcast, and Seth just left Sanofi, global leader. Anyway, you just echoed exactly the point, so a little spoiler warning. We got some kick-ass podcasts coming up.

Karen Lynch: We really do. Yeah, I know. I mean, I talked to Stefan Gans at PepsiCo and Nick Graham from who's now at Mondelez, like we have some great, all VP of Insights and Analytics, like really good stuff. Seth was at, he spoke with Lucy Davison at North America on the What Clients Want panel. I don't know if that came up in your podcast, but it's a similar concept, right? If we really need to, anyway, it's we need to, on strategic intelligence.

Lenny Murphy: Yes, well, on that note, I'll put the plug out. I did have an hour long podcast with Mark Hardy. Yeah, from Walmart data ventures.

Karen Lynch: Yeah.

Lenny Murphy: Followed by an hour long private conversation, which I can't get into. But boy, it was eye opening. Yeah, but yeah, we got some good, good stuff coming.

Karen Lynch: Coming. I know. So can we, you know, Karley, let's go. Lincoln, like, we can't plug our podcast enough right now. And we can't plug this show enough, too. But what you know, just one more thing about North America, because I just do want to say this, you know, it was Joanne at Nailbiter kind of made a made a comment on this post I talked before about having chocolate covered Oreos at their booth, kind of like, you know, how can you not mention that, Karen?

Lenny Murphy: And were they fried?

Karen Lynch: I mean, well, Well, the reason why I do want to go back to it is, you know, there are these there are these sponsors and we had a lot of new sponsors and we had a lot of, you know, loyal sponsors that really show up everywhere. But what was cool was seeing, first of all, the engagement at the booths, right, seeing we had a very high, high number of brands in the audience and really seeing them curious about our sponsors that played out. But also, just some neat things happening in that space. Christian Aloma from Threadline, he just decided at his booth, he was going to do a self-serve library and just had his books there. And it was pretty much like, just walk by and take a book if you'd like,

Lenny Murphy: He didn't want to- That's very cool. He has some really interesting books.

Karen Lynch: I was like, that's so cool. It was And it's like, you know, basically, he's prototyping this, he'll see how it all turns out. But, you know, it was the sort of thing where people were like, Wait, I could just I don't have to interact with the person the booth did the talk like it was so interesting. Now leave it to a behavioral scientist, right to somebody who focuses on that to see what the behavior is. But I don't know. And you know, the qual sites were our title sponsor in their talk. Um, they really did show kind of use case after use case for their smart sensors. So, so yes, some people might say that was, you know, that's kind of a, you know, it's a sponsored spot. It definitely did the job of a sponsored spot, but the use cases were all focused on outcomes. And I went like, this is so interesting because a lot of sponsors share use cases, but it's all focused on kind of what they did and the methodology and not the outcomes, but this was focused on the outcomes. And I was really, Um, God, it seems so weird to say, but I'm proud of them. I was like, way to go because they've sponsored before they've spoken before, but this time I was like, yes, they are showing the world. What the result of working with them really is. So anyway, just shout out to our incredible sponsors, like good nail, bite or end, you know, thread line and call sites and, you know, behaviorally Kristen Beal. I mean, Crispin for God's sakes, he was, um, he was a plenary talk and you know, he had the full audience on day two and he just shared these, you know, top MRX trends. And I just kept thinking like, this is great info, like really good, useful, usable stuff. So anyway, benchmark, other sponsors can benchmark from some of these individuals and look at what they did and learn from them, listen and learn because they are masters. So it's. Yep.

Lenny Murphy: Yep. You just increased the FOMO tremendously, but I'm sorry. Sorry. But I do think that's cool from the standpoint of, look, folks are rising to the occasion. And, you know, there's transformation happening across the board. Some of that is, is high-level, kind of macroeconomic, you know, and systemic. When the rubber hits the road are these folks that are showing already, you know, here's what we're doing. Brands engage, and that's why the brands are engaging, because they're looking for that impact.

Karen Lynch: I think you have found this article on the Cons Festival and how AI was tackled there. And Carla can share this link, kind of in some details about how AI showed up at Cons, which was, I think, the week before this last one. But one of the quotes from this article was that marketers privately admit to being overwhelmed by options and also still underwhelmed by results. So if you think about the fact that researchers, we could swap out marketers, we could say insights professionals, the options are overwhelming. But if you focus on results, then it helps them see how this can fit into my life, right? Because you are focusing on the results and those outcomes. Um, anyways, super cool article there. Just, you know, this is a theme. It's overwhelming.

Lenny Murphy: And that's the other side of our coin. Right. So, uh, so let's, let's keep that in mind. Yeah, I guess we're, we're probably going to go a little bit over today, guys.

Karen Lynch: I don't know. I could go on, right. I'm not going to, I could talk more. So, um, I will stop.

Lenny Murphy: Well, so for the strategic thinkers and planners and futurists in our audience, great title. And you brought this in, the KPMG 2024 Futures Report. What was your takeaway on that?

Karen Lynch: Yeah, well, you know, I saw it on LinkedIn. I think Bug Hanson shared this sort of, you know, he shared the report with some kind of snippets about it. And we have a lot of futurists, right? And we had futurists, gosh, the folks from Cary Group talked about the future of food and Anyway, I did some scenario planning and I'm not going to get into my concern about the Arabica coffee beans. I'm not going to talk about the future of food that way, even though it was very stressful for me and those of you who know me know and felt it there too. But this report talks about this big bang disruption, the AI age, where We're expecting to see the integration of the different types of AI. So generative AI, multimodal AI, neuro symbolic AI, pushing AI capabilities to where it will reach human intelligence. That impact will be so pervasive and move so fast that companies that aren't shifting their strategies across technology, talent, culture, learning and innovation, they are already behind. So I feel like Lenny, we could have written that.

Lenny Murphy: Yes, and I agree, and we're not even really to the AI part. Well, I guess we'll segue from there, I guess a little bit because there was a whole slew of new product announcements. Yeah. Yeah, the through line for all of it is AI. We'll start with the first one, our friends at Toluna, QSphere. It's a quality assurance for server market research, and it's part of their AI Everywhere strategy. Taloon is taking not just AI as a what, but as a how. They're deploying it in tangible ways all the way from the beginning of design, all the way through analysis with the focus obviously on samples as well to ensure that you're getting optimal quality out of your research projects. It's fantastic, right? It's the right way to think about it, what is fit for purpose, looking at the variety of tools, and how they can enhance the experience. So hats off to them. And I guess on that note, I'll give the plug since we have it here in the sequence. I did a webinar last week with our friends at NewtonX. On data quality. It was called Ditch the Bad Data with Green Book's Lenny Murphy. 30 minutes, so it was short. It also reminded me of when I was stuck with my phone, so it was a terrible visual of me.

Karen Lynch: Yeah, yeah, yeah, the technology problem.

Lenny Murphy: Yes, but a conversation about data quality. So it's great that the connective tissue here is to look at, you know, we're seeing now the application of new technologies of not just kind of our traditional toolbox to deal with data quality, but new capabilities from companies like Toluna, they're dealing with that as well. So there's, you know, connective tissue there.

Karen Lynch: Yeah, and I loved this number. I don't know if you have seen this. I loved this number. That's not really the right thing to say, but this quote from that, this particular article Toluna now rejects over 30% more survey attempts at the pre survey stage than 12 months ago. So that just shows you what they've done in the last 12 months alone. And I think, like, it's about time, right? They're doing that now. And everybody should be looking at that too. And really looking at your metric. I mean, I would say that's probably a good metric of how much more we should be, you know, I think that if you're doing the work, I would expect to see others follow suit.

Lenny Murphy: Absolutely. And it's like having a water filter, right? Why, why, why boil the water, right? Just filter up before it ever gets there. So. Change the filter, change the filters. Yes, yes, absolutely. This next one is interesting. I want to get your take on it. It's not a surprise to see it. Hello Ara World on Roblox. Now, remember Second Life?

Karen Lynch: Yeah, well, in the day and I was not a second life user, but I know you've mentioned that before, right? I mean, I was all for a while there on Sims. And then I know there's like some Sims apps. And then I know, you know, I've talked to the team at Hellraiser. They've spoken, you know, anyway, recently. And I think this is fantastic. This is.

Lenny Murphy: Yeah, it's another way to engage respondents where they are. Right. So within these virtual worlds, those that are highly immersive and the and allow to set up, you know, an experience about the harder to reach younger audience.

Karen Lynch: So Roblox has over 300 million monthly active users, 60% of them are under 17, you are going to potentially, you know, hit this very fast growing segment when they come of age, they are, you know, they will be there, you can get at them. And I don't necessarily believe that everyone will age out. Again, my 20-year-old daughter and her boyfriend are still on Minecraft because they started in this world, they stay in it, they go to separate schools and every now and then they still meet in Minecraft, they collaborate together. These virtual spaces, the type may have changed, but once they fall in love with them, they stay there. So I think this is an amazing opportunity for Hello Ara, and for Roblox too, right? To have this kind of, not just chat rooms, this one also talks about like, there's a retail space upstairs with a chat room too. So, you know, imagine what the brands can do. They want to do a little research, they want to have a little place to hang out, maybe look at some ad concepts in this virtual environment, like good stuff.

Lenny Murphy: Yeah. And we're not quite at Ready Player One level yet, right? The metaverse is still something in the future, truly, but this is the foundation. I mean, these are the components of that. And, uh, and fundamentally it would be, yes, engage, engage people where they are. It's a new way. It's a new mall intercept, right?

Karen Lynch: Intercept. Right. I think it's really cool. And actually, uh, everything I've seen fromHello Ara has been, you know, top notch. So really cool. I hope to see more of it.

Lenny Murphy: Yeah. So check that out. Um, uh, two more trying to keep us on track as best we can. Uh, yeah. Added more features to their virtual audience. So, you know, they were early pioneers in kind of virtual audiences, that example, whatever you want to call it. And I think that's just, you know, really interesting as they continue down that path. You know, they're experts, they're, you know, they're on the chat GPT train before anybody. So interesting. Jabunu. Yeah. Our friends, the Berry brothers that I go way, way back with, as they reminded me recently, integrate AI tools across their platform, chatbots, automated response coding. They're a really neat platform because it's custom and platform, so they do a lot of custom stuff as well. Interestingly, they're combining AI models, ChatGPT, DALI, LLAMA, and Titan. That generates high quality images for concept testing. Yeah, and that's great. We're just seeing, and my takeaway from that is that's not a huge company. Jibunu's really a family company. I don't know how big they are, but they're not Qualtrics. It's often the agile small companies that are really kicking ass and being ahead of the curve in doing these things before the larger tech platforms. So really cool.

Karen Lynch: Yeah. Good stuff this week. Good stuff. So, you know, I want to, I want to make sure we talk about this. We have a couple of things to share about synthetic data. And that was a big conversation in Europe too. I mean, you know, the conversation around, we are still, we, we, the audience are like watching it with some skepticism. I mean, I fielded some, some questions for one of our presenters and the questions, you know, get pretty intense. Um, you know, and, and, you know, fortunately they handled it, you know, extremely well. Um, and you know, there, there, uh, anyway, it's, that is one area of skepticism now that we've, now that we sort of have said, okay, fine, we accept AI. We're not sure we're going to be accepting synthetic data. So I think we should talk about these causes, hopefully these resources that you found, um, can, you know, can inspire people just a little bit and help them with that unease that they have about these.

Lenny Murphy: Yeah, so there are a couple of things. The rise of synthetic data in strategy, that was a really interesting piece. Key takeaway, quote, AI customers can now deliver a 95% match to real survey results, which ultimately feed a fully automated process of marketing, strategy, and execution. That was the Microsoft and Harvard Business Review paper, I believe, was it? So that was really interesting. There was another one on primary aesthetic data for marketing leaders from Cecilia Donez. Hope I got that right. That was off LinkedIn. There's one that we actually didn't, Karley, I'm gonna pop this in here. That is probably an important one to include Mark Ritson, Uh, he kind of fired a shot across the bow. Uh, and there it is Karley at the very end. If you want to share that from marketing week, uh, that synthetic data is as good as real next comes synthetic strategy. Um, it was just a big talking piece, right? A lot of folks said, well, uh, I don't know if I agree with everything, but it's important for us to recognize that from you know, from the marketing side, you know, here's professionals, Mark Ritz is widely regarded as a real thought leader, folks that are absolutely embracing this concept, looking for the proof, and looking for the specific use cases. So I think that's really important. And on that note, we saw two things that popped out, one called Dot, and one called Butterfly, thanks to our friends at Product Hunt. These are on the surface, the variations of basically creating your own digital avatar, different use cases for in the case of dot, it's to make a digital best friend, based on knowing you, in case of butterfly, it's crazy.

Karen Lynch: I can see the appeal for that.

Lenny Murphy: And I talked to myself all the time. So the Uh, uh, butterfly, my son, it's a, it's a social media platform. Um, but you're using your digital avatar, but here's the thing you got underneath it, that the foundational elements of what they are doing, they are building. It's a synthetic sample. They're building, they're putting the pieces together to build an avatar based on your preferences, your personality, your answers, your data, all of your data, uh, and deploying it. And that's how we're going to get there. It's not just the you know, the idea of, look, we have all of this data, but highly personalized. And we're beginning to see that of people creating digital versions of themselves, which by definition, is a synthetic sample. So is it going to answer depth questions on why you did something? No. Is it going to capture, you know, a deep nuance? No, that would be the role of research. But to be able to say, you know, yes, I always buy Charmin. And I like shaman because it's soft. It's gonna capture that stuff. Yeah, so be ready. Yeah.

Karen Lynch: Yeah, so I thought that was really really interesting. Yeah, and we'll keep that conversation going for IIEX.AI is my plug for that call for speakers. Now that we're done with Europe we're going to be focusing on nailing that content. So if you haven't seen our call for speakers for IIEX.AI, thank you, Karley. Thank you, Karley. Always on. Always on it. Always on it. Check out that website. The call for speakers, like I said, is live. It will be up, I think, two more weeks. So you pretty much have till the first two weeks of July to get something into us. We will probably not be extending it because if it's like last year, we had so many that came in that we were like, we're shutting it down. So get it in, don't delay. That's my best advice for anybody who wants to submit for that. And I really do hope we can keep the conversation about synthetic sample going with live with really solid use cases with data to back up, like, you know, this, one of those strategy things like if, if, if we're a solid match, right, if we're high 90s for matching real survey results, let's show that.

Lenny Murphy: Think of the use cases. Again, I'll say it again, if anybody has used visual intensity mapping, automated visual intensity mapping, it's the same damn principle. If you buy that training data can show where the eye is going to be drawn on an image without asking a question, it's the same idea. Yeah. Does it mean it's going to work for everything? Does not. Right. Uh, tons of stuff that we are not going to get from that. That's the role of research, but there's going to be a lot of kinds of tracking and testing stuff that will be a viable solution for it.

Karen Lynch: Absolutely. For hypothesis testing, early stage hypothesis testing. Why wouldn't you? Yeah. So, uh, in that it's the trains left the station, right? It's there. Uh, why don't you talk about the, the, to wrap things up. Latest updates on ChatGPT. Yeah, and then I think, you know, I think we can wrap because we are over time. But, you know, it came out this week that GPT five is probably going to be delayed till late 2025. Maybe even spring 2026. But what's interesting about that is, you know, a lot of people are like, gosh, we're at GPT four, you know, how how big of a leap will GPT five be? And this particular piece, you know, explains like if GPT three was sort of you know, early toddler level intelligence. And then GPT-4 is like high schooler intelligence. GPT-5 will be like for certain tasks, PhD level intelligence. So this is why we say lots of people in our audience, by the way, Lenny, have PhDs. We do not. We may be, we may be smart. We haven't done the academic rigor.

Lenny Murphy: Right. So, um, but, but the GPT-5 will have that for many tasks, not all of them. But we have to keep in mind that this is what we mean when we say the intelligence will start to outpace the intelligence of humans. It's going to have that kind of intellectual rigor for many tasks. So it will be more trusted than humans for certain things. But it may not come out quite as quickly as we had originally thought. Late 2025, you know, may not happen, but we might see it early, early 2026. Anyway, again, we'll be talking about that at our event, whatever stage we're up to come October, that's what we'll be talking about. So yeah, it was a chat GPT. But the other ones continue to Claude came out with their new version, which, you know, seems to be excelling at everything, etc, etc. Right. So, Yeah, I think, you know, the Chachapiti is kind of the standard. Um, it's almost become the, you know, the, the, the Google, if you will, of the AI world. It's like the pace setter, right? It's like if you go to like sort of, you know, there's, there's the pacing boat and like races and stuff like that. It is the boat to follow, right? Everybody, they are keeping pace with the head of the pack.

Karen Lynch: So, um, yeah. And many racing ahead, especially in specific use cases, there are already, uh, LLMs out there that I would say are PhD level intelligence in a very narrow scope of things that they do. And we're going to just keep doing that. So we said we warned we were going to be over. We had a lot to talk about. A little bit over. Not so bad. Not so bad. But we do need to tell people we will not be alive next week. Yes, thank you. And we're not pre-recording. Next week, we're taking a pass week. Yeah, yeah, we'll spare you guys our rambling, which means we'll probably have even more to catch up on the following week. Seriously, because Lenny and I will probably not stop looking because you just can't. We just can't not. But for everybody who knows us, you know that we just came off of our heavy events season. It's kind of a fiscal year reset as we kick off our new fiscal year. In July, and so we kind of do a post-event reset and, you know, hit the ground running when we come back the second week of July. So Greenbook offices are closed next week. Please be patient if you shoot us emails. We promise we will get back to you, and we promise at least those of us on the leadership team will be checking emails, just, you know, being really decisive and discerning about what we prioritize while we're out.

Lenny Murphy: Yes, absolutely, well, St. Hirstley wearing multiple hats, so Green Book is closed, Gen is not. So I will be monitoring email Monday, Tuesday, Wednesday, but Thursday and Friday, by God, I am taking off, so. Well, you enjoy that, but I will happily, hopefully be reading a book either poolside or down at the beach for at least one of those days, like for the day in its entirety, so. I hope that you do and hope everybody else enjoys it. Take some time off. Enjoy the summer holidays on some level and so we'll talk to you again in two weeks. Yeah, in two weeks.

Karen Lynch: Thanks everybody. Have a great one. Thanks everybody. Bye bye. Are we still here? We're still here.

Links from the episode:

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