Inspired with Alexa von Tobel
00:31:15 · Alexa von Tobel
[00:31:15] S1: That's a bit of your example that you started with where you were like, when we went from painting to a photograph and we tried to stretch them as the same, but they have fundamentally different, maybe, rules and applications than what you could And think about we're trying to use the labels of what we know as the world we know it. But it sounds like what you're really saying is, like, we are net new creating. This is a net new creation of a medium. Correct.
00:31:45 · Cristóbal Valenzuela, Alexa von Tobel
[00:31:45] S0: Yes. And and to to that same point, when when photography was around, to your point of labels and words, we, society didn't have the words to describe what they were seeing. And so they thought of photography as, and this is true as, as mirrors with memories, because it was, if you think about photography, it's kind of that. It's a mirror. It's reflecting reality. It's capturing reality, but it's like saving it in time. And then eventually we come up with this idea of photography and the language of photography and all the things that came after it. But it wasn't that someone was like, oh, you know what? I'm gonna invent photography. It was like a bunch of people and scientists from mid eighteen hundreds experimenting with chemicals, reactions and physical and physical materials and realizing that this... That was at the time mostly a medium to understand movement and like scientific progress was effectively meant to be used as storytelling. I think the most compelling use cases of cameras these days is storytelling. And, and then maybe there's an argument to be said that all technologies are somehow a form of storytelling eventually. And I think this case is actually very similar, which is like AI is just becoming another form of storytelling and, you know, our continuous evolution of storytelling as a as a society altogether. [00:32:55] S1: Let's dream a bit about the future of advertising. [00:32:58] S0: Sure.
00:32:58 · Cristóbal Valenzuela, Alexa von Tobel
[00:32:58] S0: Sure. [00:32:59] S1: And I remember a thesis talk that I watched you give, and it's so easy when you can see some of the videos, and you're just like, wow. Oh my god. Like, the advertising could foundationally just change for us. Can you just talk a little bit about kind of what you see the future of advertising could look like?
00:33:19 · Cristóbal Valenzuela
[00:33:19] S0: Well, it depends on the scale and then the timescale that you're thinking about. There... There's a world where you can think about, well, what happens if you just keep extrapolating the... And and thinking about the obvious next iteration of where the signal is going? Advertisers and advertising, if you think about it from a base level, it's also about, it's a story. It's, it's someone wants to tell your story you can buy into that story and hopefully buy a product or a service. Right. That that's the goal. And the tricky part is, well, what story do you tell? How do you tell that story? Where do you put that story? And that's, that's marketing, that's distribution. That's like ads. Right. There's not going to be a world, if I can, if I can run that process automatically in a personalized way, hyper specific, I can create the most compelling stories for you to engage with my product or service. And I can do it in such a way that I'm probably like skipping any intermiliary, any step in between that will allow me to get to my audience the fastest. And I think a lot of people are thinking about this, which is if you're already watching a screen, you're already in front of a piece of media or an ad or something, I could effectively generate something that will like immediately be specific to you. And I can do it with an agent or a combination of agents that will know what's best for you based on who you are. Now that's an extreme kind of case and there might be some benefits and some downsides of that. And, and, but I think directionally that's where the world is heading, to be honest. And advertising is not too far from being transformed at its most fundamental level because of agents being able to do all of the work that now we're doing through different people and through different companies.
00:35:03 · Alexa von Tobel, Cristóbal Valenzuela
[00:35:03] S1: So instead of... I'll I'll just make up an example. Instead of Budweiser maybe having two or three ads that they run-in a month, hypothetically, they could have 30,000 ads that they run where you see an ad. I... I'm a mom of three kids. It's showing a crazy household, and it's like, do you want a beer? Correct. But to your point, it's hyper personalized, fully generative, n of one content because the video is now effectively free to make, and an agent can have a data file on me and a data file on you and generate both of those videos instantly. [00:35:44] S0: Correct. [00:35:45] S1: That's pretty cool. Are there any downsides to that world?
00:35:45 · Alexa von Tobel, Cristóbal Valenzuela
[00:35:45] S1: That's pretty cool. Are there any downsides to that world? [00:35:50] S0: Of course. Of course, of course the downsides there. There are upsides and downsides of everything. I don't think nothing is like a zero sum game. I don't think it's nothing about just like all the things that we'll gain. And of course you can think about the consequence of hyper personalization. You can think about, there's an argument of like shared culture and like shared experiences. I don't, I don't think everyone has a full answer around like what will change and what will keep being the same. I do generally think of myself as an optimist being like, there's going to be a lot of things that we'll have to like reassess, but effectively society has always found a way. We've, we, we had this with the internet where like a lot of people were freaking out early on about many of the same things in like a different scale where what happens when people have access to information so freely and people might self organize to like do X, Y, or Z. And the truth is that might still happen, but like the collective outcome and positive impact of the internet has been probably like way worth it than like the 1% trying to find like way, bad ways of using it. And I think for, I think like personalized advertising is like a form. It's like one of the many ways that you can use technology, and there's positive aspects of it. And then I got this, I think we'll just have to figure out how to manage together as a society.