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number 101-2024

Special AI Issue

[This issue takes about 7.4 minutes to read]

Getting to the Point of AI

Artificial Intelligence is now an unavoidable topic is the world of content creation and promotion. More and more companies are designing policies that deal with content created with or by AI programs, content that includes written words, images and sound. Affecting everything from copyright and trademarked content to the authenticity of the content itself (not to mention the issues around whether, and to what extent, AI-generated content is copyrightable; or who, indeed, holds the copyright for AI-generated content), AI represents something all of us have to deal with, including (and, some would say, especially) governments.

Canada’s National Approach

Shortly before the national government’s budget in mid-April, Canada’s Prime Minister, Justin Trudeau, announced a $2.4 billion AI package. The money is purposed to accelerate job growth, productivity and further development in Canada’s AI sector.

What’s included?

$2 billion to build computing capabilities and technological infrastructure for Canada’s AI researchers, start-ups, and scale-ups. To this end, the feds will soon consult with AI stakeholders. Watch for details on these consultations.

$200 million to boost AI start-ups to bring new technologies to market, and to accelerate AI adoption in sectors such as agriculture, clean technology, health care, and manufacturing.

$100 million in the National Research Council’s AI Assist Program to help small and medium-sized businesses scale up and increase productivity by building new AI solutions.

Ottawa also plans to create a new Canadian AI Safety Institute to the tune of $50 million to further the safe development and deployment of AI.

Of course, no government measure is complete without an administration: another $5.1 million will be spent to strengthen enforcement of the Artificial Intelligence and Data Act, an amount targeted to the Office of the AI and Data Commissioner. You can read more about these announcements by visiting Securing Canada’s AI advantage.

AI Expansion

Demand for artificial intelligence applications is growing. According to the Economist, Amazon’s cloud computing business is reporting expansive growth in its operating income in just the first few months of this calendar year alone. With a net profit of roughly $10.4 billion (up from $3.2 billion last year), Amazon’s net profit displays clear signs about the demand for AI. Other tech leaders, like Microsoft and Alphabet, are also reporting solid growth in their AI services.

The initial impressions of AI by many people are often based on fake or created videos, images and news stories. However, AI is now fundamental to the ways in which companies operate and grow.

AI is critical to the success of product discoverability (which relates directly to the presence of your content), search accuracy, and how a customer receives personalized content. AI enhances customer experiences and audience engagement—not to mention augmenting the marketability of content by learning about your clients’ journeys (how they found you in the first place). Knowing who your supporters are, what your audience is made up from, understanding why people support your product or content and consume your services—especially as regards repeat and loyal customers—taps directly into vital knowledge about what resonates with them.

Yet, the promise of AI has its downsides, including fake news, fabricated videos and images, identity theft, and disinformation, to name but a few. Which is why some leading voices from the tech world are recommending a role for governments.

Role of Governments

The key for any government participation in this sector is to balance how to deal with the downsides of AI tech without hampering progress. While Canada’s national government is actively committing money and effort in AI, striking this balance in the US has not been easy. In fact, as a recent article in Business Insider points out, to date the US, the home of Silicon Valley, does not have national AI regulation. Executive orders pertaining to AI have been signed by Presidents Trump and Biden; although prominent voices in public policy and AI experts themselves in the US argue that such measures really have no teeth.

Leading innovators in the AI world have pointed out that it is to everyone’s advantage that we operate with some “rules of the road”, a framework which could potentially help companies define the differences between productive and beneficial AI versus that which tends to lead to misinformation, misrepresentation of content, and generally negative impacts on peoples’ lives and livelihoods.

Fake News? Or Lessons on Content Promotion from the Circus Man

PT Barnum, associated with the crass quotation that likened one’s customers to suckers, was the founder of Barnum and Bailey Circus. Yet, according to many researchers, including an article published in medium.com, Rochester Institute of Technology professor, Nicholas DiFonzo, described in his 2008 book The Watercooler Effect, that there is no verification to this attribution at all. In fact, the quote about suckers and customers was likely spoken by a banker named David Hannum from Syracuse, New York, and not PT Barnum.

We know of Barnum’s legacy as a circus man and a promoter. But did you know that he also served in the State Legislature of Connecticut for two terms?

Which brings us to some of the wisdom Barnum shared in his memoirs, some of which flies in the face of that crass quotation about suckers. About people Barnum wrote: Be polite and kind to your customers. Politeness and civility are the best capital ever invested in business. The truth is, the more kind and liberal a man is, the more generous will be the patronage bestowed upon him.

And his advice in promotion, as he wrote in the 1850s?

The reader of a newspaper does not see the first insertion of an ordinary advertisement. That does not constitute a failure, but a simple fact. So, there must be a “second insertion”.

The second insertion the potential customer sees, but does not read.

The third insertion he reads.

The fourth insertion he looks at the price.

The fifth insertion he speaks of it to his wife.

The sixth insertion he makes the purchase.

The “insertion” of today could be in the form of a traditional print advertisement in a newspaper or magazine, as it was in Barnum’s day. It could be in the form of direct mail, be it a flyer, postcard or unsolicited letter. Today, it could also mean a radio ad, a television commercial, paid message on a news/content channel, an audio spot in a podcast or audio book, any form of content (still image, audio, animated or text) in any one of the online platforms out there (be it a more common-styled website or multi-platform social media feed).

So, if it took six insertions for a promotion to transform a potential target audience member into an active buyer in Barnum’s day, one shouldn’t be surprised that in today’s world, featured by masses of multiple forms of messaging in multiple directions simultaneously, one or two paid appearances of your message on Facebook, X or Reddit just isn’t going to cut it.

Lessons from the circus man.

A cautionary note on the authenticity of content—don’t be lulled into the “watercooler effect”.

A subtle nod to the challenge of “controlling the narrative”.
A reminder that there is nothing new about fake news or misinformation.

Read more about the similarities between AI and PT Barnum's sensational displays in the Supplement to this issue. The essay and its author might surprise you.

Speaking of memoirs …

Listen to The Point:

Upcoming Episode Explores Books as a Political Campaign Necessity

Do memoirs, especially those of mid-career professionals, mean that someone is gearing up to run in a political election campaign? The pattern has become a trend. We first see a book appear, then a handful of speaking engagements, followed by the announcement of one’s candidacy for political office. An article published a few years ago in the Wall Street Journal talked about this trend and how it’s become a reality in the political world, how a candidate’s book is now a critical communication tool along the political journey. Why is this, and why are memoirs—a book about an aspect of someone’s life—considered a requisite step in a political campaign? We delve into these points in an upcoming episode of Henley Point’s podcast, The Point. Join us in our conversation with journalists and campaign gurus who chime in with their opinions about why a book is now a key part of promoting, reaching out, and engaging with political supporters. Coming in June.

On Spotify and on Apple Podcasts.

Speaking of Podcasts …

Authentic Content

Non-profits have some of the best stories to tell. Did you know that among the organization podcasts (those produced by businesses, schools, churches or NGOs), those produced by non-profit organizations can be among the most compelling to listen to? Non-profits, especially those defined as charities, typically work for causes, issues or ideas. And their causes typically involve or impact people on a very personal level, making those stories worth telling and worth listening to—they’re emotive, they’re inspiring. If you run a non-profit and don’t yet have a podcast, then ask yourself why you’re foregoing the opportunity to share your stories, to reinforce and expand your support base, your recruitment of volunteers, your outreach to donors, and your organization’s footprint.

Who Listens to Podcasts?

(Source: yougov.com May 1, 2024)

Topping the list is South Africa, with 68% of that country’s population identifying as regular podcast listeners, with Saudi Arabia at 59%. Overall, podcast consumption across Africa and the Middle East is above-average. Nearly half of all Mexicans are avid consumers of podcasts, with Brazilians and Columbians registering with similar numbers. Romania, Spain and Sweden top the list in Europe. American listenership shows an average rate of about 39%, while only 31% of Canadians consume podcasts more than one hour per week.

These data suggest areas for potential growth as much as they could reveal where radio listenership is more dominant. In markets like the US or Canada, certain subnational variations exist. In Canada, for instance, podcast listenership is significantly higher among English speakers, with higher concentrations in the Toronto and Vancouver regions, and a bias that trends towards higher-income male listeners.

Telling Your Story and Getting Your Message Out – That’s Content Creation and Promotion

Whether it’s product promotion or issues advocacy, crafting one’s message in ways appropriate for any given target audience is critical. So what’s the best way to do that? Audio messaging, such as through podcasts? Or print material, such as a book? Well, the answer is both, and, if employed well, podcasts and books can reinforce a message and story, and potentially heighten the desired impact when reaching out to customers, partners, volunteers, donors, investors—whatever one’s target audience happens to be.

Share with Others

Did you find anything in this issue useful or informative in this issue of The Point? If you did, please consider sharing with your network of contacts, asking them to simply subscribe.

The Point is a production of Henley Point. The Point is published monthly and provides information updates and “did you knows” to the world of content creation and promotion.

Henley Point is a Toronto-based company that produces content; helps others develop and manage content; and runs content promotional campaigns.

By reaching a desired audience in measurable and lasting ways, our work is defined by Making Content Work! It doesn’t matter whether it’s an idea, a product, a company, an election candidate, a social issue, a political or government relations matter, it’s all about content, and moving that content from its origin to its customer.

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