Emanuel Rose with Jason Barnard on Fastlane Founders And Legacy. AI Implementation

Emanuel Rose talks with Jason Barnard about AI implementation.

Emanuel Rose is an author and CEO of Strategic eMarketing where he helps companies achieve business success with authentic storytelling. Emanuel emphasizes the role of AI in automating tasks, and the distinction between human creativity and AI automation.

Jason Barnard and Emanuel Rose share insights on how to identify areas for AI implementation, the importance of maintaining human authenticity, and offers practical advice on the best places to implement AI in marketing, HR, and tedious tasks.

Jason and Emanuel also touch on concerns about AI replacing human jobs and how to balance AI use with retaining personal connections and brand authenticity. If you’re a business leader who wants to know how to build sustainable growth through strategic AI implementation, this episode is a must-watch.

What you’ll learn from Emanuel Rose

00:00 Emanuel Rose and Jason Barnard
01:05 What Assessment Does Google Gemini Make of Emanuel Rose According to Jason Barnard’s Search?
01:33 What Features Did Jason Barnard Emphasize From Emanuel Rose’s Google Knowledge Panel?
01:44 What Defines Emanuel Rose’s Identity?
02:49 What Should Businesses and Marketers Automate With AI?
03:25 What are the Tools Businesses Can Use to Build a Seamless Marketing Workflow?
04:04 Why Does Emanuel Rose Emphasize That Big Ideas Come From Humans, While Automation Comes From AI?
04:49 Why Does Emanuel Rose Believe Agentic AI Could Replace Humans in Certain Activities?
05:14 Why Does Human-To-Human Interaction Remain Essential for Driving Business Transactions?
05:47 What Tool Can Help Create Connections Through Voice and Email Communication?
06:49 Why Does Emanuel Rose Think LinkedIn Matters Now but Turned Into a Spammy Marketplace Over Time?
07:19 Why Do You Need to Join Marketing Groups Like Vistage or EO?
07:34 What Will Change if a Business Leader Joined a Group Like Entrepreneurs’ Organization?
07:58 What Should You Do When You Feel Tempted to Talk to Too Many People Too Quickly Through AI?
09:19 How Can You Maintain Your Authenticity While Using AI Tools in Your Business?
09:51 What Mistake Do People Usually Make When Relying Too Much on AI?
10:38 Why Does Emanuel Rose Believe AI Will Fully Take an Individual’s Persona in the Future?
11:18 What Happens When Lazy People Create Massive Amounts of Content Around a Brand?
11:42 How Can You Cut Through the Noise of Excessive Content and Reach Your Ideal Clients Effectively?
12:09 How Can You Balance Human Connection With Using AI to Amplify That Connection?
13:30 What Happens When Your Audience Ends up Talking to Your AI Instead of You Personally?
14:49 How Do You Ensure Your Entire Team Uses AI in a Way That Aligns With Your Values and Comfort Level?
16:42 Why Are Team Members Often Afraid That Implementing AI Might Cost Them Their Jobs?
17:45 What Happens to the Role of Developers as AI Gives More Control to Everyday Users?
18:42 What Are the Five Best Areas to Implement AI for Marketing?

This episode was recorded live on video April 1st 2025

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Emanuel Rose

Transcript from Emanuel Rose with Jason Barnard on Fastlane Founders And Legacy. AI Implementation

[00:00:00] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands at test of time and becomes our legacy?

[00:00:26] Narrator: A legacy we’re proud of. Fastlane Founders and Legacy with Jason Barnard.

[00:00:31] Jason Barnard: Hi everybody and welcome to another Fastlane Founders and Legacy. Today, I am here with a quick hello, and we’re good to go. Oh, welcome to the show, Emanuel Rose.

[00:00:44] Emanuel Rose: Thank you so much, Jason. I’m excited to be here and maybe I’ll be able to sing along at some point.

[00:00:50] Jason Barnard: Brilliant, and we’re looking at marketing and AI implementation within marketing and business. I’m super interested for this topic, but before we get into that, I’m gonna look at your Brand SERP, the result for your name. And here we have Google Gemini. Google Gemini likes you quite a lot.

[00:01:12] Emanuel Rose: Glad to hear that.

[00:01:13] Jason Barnard: It’s opinion of you, and it’s super positive. And at the end, in my opinion, Emanuel Rose presents himself as a well, well-rounded individual who has successfully combined his professional expertise with his personal passions. Is that true?

[00:01:29] Emanuel Rose: Absolutely. A hundred percent.

[00:01:31] Jason Barnard: Brilliant. So Google Gemini gets it. Google Search gets you as well! You’ve written three books. Is that what defines you or do you feel there’s something more?

[00:01:44] Emanuel Rose: Say, what defines me is, I have built, built my business and my lifestyle to be unified. And, and so what I mean by that is I have, I have Starlink and I’m able to, to work from anywhere in the western United States that I am, including some of the most remote places in the, western US and, work and, and hunt, and fish, and camp.

[00:02:08] Emanuel Rose: And, it’s, it’s a nonstop, nomadic lifestyle for me, for the most part.

[00:02:15] Jason Barnard: Right. So you’re a nomad who actually makes a business and makes marketing into a business.

[00:02:20] Emanuel Rose: Yeah.

[00:02:21] Jason Barnard: So we’re gonna look at that. So you are an expert in AI and in marketing, what are the huge questions we have is what should I automate with AI?

[00:02:33] Emanuel Rose: That is the question, isn’t it?

[00:02:36] Jason Barnard: And that’s a huge question and it’s very broad. Where would you start? And I think that’s the key. Where do I start?

[00:02:43] Emanuel Rose: That’s a, that’s a perfect question, and it’s one that we work with our clients continually. First thing is, what are you not good at? What don’t you have staff for, or, what do you need to do that you’re not doing?

[00:02:59] Emanuel Rose: Right? So we start with, with this big question and, and so. for, for me, we, we came up with, kind of an innovate campaign. We said, you know, we need to be able to seamlessly connect cold leads to pay-per-click ads to, social media, ads to, even marketing. And so we built a workflow, which is just an automation, really.

[00:03:28] Emanuel Rose: And, and I think that’s really important to understand kind of that strata. Number one, in the marketplace right now, we got automation, we have Gen AI, and we have Machine Learning, and we have agents and we have Agentic AI. And those are all very different applications. And we need to be able to think about differently, from, from the viewpoints of what we need to put in and what we get out.

[00:03:54] Jason Barnard: Right? So what I’m kind of hearing here is the big ideas come from humans. The automation comes from AI.

[00:04:02] Emanuel Rose: Yeah. And, the humans are the spark. And I don’t, I don’t see that, that changing in, in our lifetime, right? There’s all this concern that we’re gonna get replaced or that the robots are gonna take over. That may happen. I don’t know. But the humans are, are the spark and the inspiration for, how, what kind of work we are doing, we should do and we shouldn’t do.

[00:04:29] Jason Barnard: Right. Am I right to imagine that today we’re simply looking at AI to automate things that are simple, tomorrow we’ll be looking at AI to add ideas to what we’re doing, and in the future they may well replace us?

[00:04:48] Emanuel Rose: Yeah. There will replace us in certain activities. and that’s the concept of the Agentic AI, where it’s actually drawing in information and making decisions and then acting on it in a way that’s coherent with the outcome that humans want to produce. And that’s kind of, right now in this period, that’s the holy grail of, of AI and agents, where they have their own agency, right, to, to be clear about the words here. But we still have to have this human to human interaction in order to, to demand, transactions, right? That’s the fundamentals of business is that I have, I have already human concerns. You offering currently my concerns and it’s the human concerns that drive the need for business.

[00:05:34] Jason Barnard: Right. So AI can’t replace your needs or my solution for your needs. What it can do is create a connection between us, that makes sense.

[00:05:46] Emanuel Rose: Yeah. And there’s some great tools already for that. there’s a, a fascinating, interactive tool called Boardy. Which is, a, an AI that you can both communicate with by voice and by, by email. And the Boardy goes and, he interviews you and he goes to LinkedIn. He connects you with other people who he thinks is gonna be a valuable connection for you.

[00:06:10] Jason Barnard: Oh, I like that.

[00:06:12] Emanuel Rose: So it’s a great, it’s a great application. There’s also another tool that, I put in my LinkedIn information, like in my, and I built kind of custom GPT into this cold salesperson outreach tool. And so they find that this tool finds, other people who may be either create connections and, and conduits for business or potential clients. So, and it’s autonomous for the most part, with just my, my content and some editing for, make sure it’s on track.

[00:06:45] Jason Barnard: Right. Is LinkedIn the key?

[00:06:49] Emanuel Rose: It is right now. LinkedIn but as you have seen and we’ve all seen it is, slowly degenerated into a spammy marketplace. And, I think that’s what’s fascinating is that even though in terms of service says the AI isn’t be used and it’s supposed to be one-to-one communication and all those things, we know that’s not the case.

[00:07:14] Emanuel Rose: So then what happens is we need to do, more activities like this. I’ve also joined a number of other marketing groups like Vistage or EO or those types of groups so that I can actually meet humans and have conversations with humans to get away from the AI spam. So, you know, that’s the outgrowth of it.

[00:07:34] Jason Barnard: 100%. And you’ve mentioned EO, Entrepreneurs Organization, right? I’ve joined that too. Yeah. It’s totally different and it’s transformed the way I’m communicating. I’m talking to the right people at the right time, And AI, kind of got me off track. Would you agree with that? I, I got tempted to try to talk too many people too quickly.

[00:07:58] Emanuel Rose: Yeah. I, again, it goes back to use case, right? And it goes back to, for instance, what is the outcome that you’re looking to produce? And so for, for instance, for, podcasting, there’s some very amazing tools that are just coming online where we can take this video. You, the, you know, software will create, a YouTube description, they will create chapters, they’ll create keywords, will build a blog post, it’ll create, five LinkedIn posts, for you, right? So that’s a great use of, of software and technology. And it, it takes something that would usually be, you know, up to 10 hours of human time and it turns it into a one hour process or less…

[00:08:45] Jason Barnard: Yeah.

[00:08:46] Emanuel Rose: …to get a finished product. So to me that’s a good use of the software of AI.

[00:08:51] Jason Barnard: Right. But I’d lose my personality. I get the feeling that I’m gonna lose my personality there.

[00:08:56] Emanuel Rose: Oh, really? If, if the AI does the editing for you?

[00:08:59] Jason Barnard: Yeah.

[00:09:00] Emanuel Rose: Interesting. Why is that?

[00:09:03] Jason Barnard: I’d like to believe that humans are human and AI is AI. And am I wrong? I mean, I’m, I’m asking you, will I use my human authenticity if I use AI too extensively?

[00:09:19] Emanuel Rose: I would say if you used it without being in the loop, you will. Absolutely. And so, that’s the other, other process, right? Is AI first, human in the loop, and, and then make sure that you’re a achieving, your, your brand objectives. And so authenticity is always, always our differentiator, especially for, those of us who are not Fortune 500 companies.

[00:09:42] Jason Barnard: Rough.

[00:09:43] Emanuel Rose: We have to, we have to maintain, our brand awareness and our authenticity. Otherwise we just get lost in the watch.

[00:09:51] Jason Barnard: Well, I mean, that would be one example of a mistake somebody would make when implementing AI is thinking it can replace me and I don’t need to have a, any oversight. What are other mistakes that companies and people make?

[00:10:06] Emanuel Rose: If they can just, build an avatar themselves and then have the avatar interact, either in video or, or even on in a conversation like this, right? We’re not in a spot where, where it’s sophisticated enough to, to be able to build these avatars. And that’s kind of one of the spots where I’ve drawn the line. I don’t want an avatar of mirror mirror doing stuff.

[00:10:29] Jason Barnard: Right. Okay. So the line is when I’m asking the AI to represent me as myself, is that line gonna move in the future?

[00:10:38] Emanuel Rose: I would imagine it will. Absolutely.

[00:10:40] Jason Barnard: Yeah.

[00:10:41] Emanuel Rose: We’ve seen, what we’ve seen in the last five years is the explosion of terrible content. And, we’re gonna continue to see that because marketers put out bad marketing, especially inexperienced marketers. And so, yeah, there’ll be a lot of lazy people continuing to do bad marketing.

[00:11:01] Jason Barnard: What happens when all of these lazy people create immense amounts of content around the brand, does it distract or does it help? I mean, I’m getting the feeling that people are just throwing content out there and it’s distracting.

[00:11:18] Emanuel Rose: No. I, I think a hundred percent distracting and, and it doesn’t, it’s not brand at all. Which creates spaces for people like you and I to, build real content that is, well thought out and understands how to trigger humans emotionally, for outcomes that they’re looking to produce in their life.

[00:11:37] Emanuel Rose: Right? And then how do we cut through the noise?

[00:11:41] Exactly what we’re doing right now, which is having a real conversation and then taking, taking this content and, becoming content curators for our ideal clients. And, getting that information in further the, the best we can in the way they want to consume it.

[00:11:58] Jason Barnard: Right. So explain to me the mix and the balance between this human connection and using AI to amplify this human connection.

[00:12:09] Emanuel Rose: Well, the, the, the best thing that I’ve seen so far is that we’re able to, to automate little processes that have been time consuming for us that are not creative, right? Just like I described with podcast, anything. To me, I have no problem plugging in a completed podcast, having it put out a blog post, and I’ll go through and look at that transcripted blog post, make sure that I, I’m representing correctly, and then, getting that out to my, my blog and then we will build a, an email newsletter based on that. And so it’s taken, again, we’ve got the leverage of time back where something that used to take five or six hours per episode, now is taking 30 minutes to an hour.

[00:12:54] Emanuel Rose: And so that frees me up, that frees my team up to be able to go and do other more creative things or to spend time outside with our family.

[00:13:04] Jason Barnard: Right. And and how do you stop the problem of AI talking to me, i.e., in the sense that we end up with a situation where you are using AI to simplify and amplify. And at some point, me as an audience, I end up talking to your AI and not to you personally.

[00:13:30] Emanuel Rose: Right. So it, it, it’s, uh, depends on the transactional level, right? ’cause we’ve all used ChatBots to solve a order problem on a website, right? That wasn’t a person, that was a piece of software, right? Very transactional. Where’s my, where’s my order? Here’s my order number. It’s in Dallas. It should be in Reno. Okay, it’s gonna be here tomorrow.

[00:13:49] Emanuel Rose: What we’ve seen from the studies that there’s a lot of these things, there’s customer service things that people don’t care if they’re talking to a person or talking to a software.

[00:14:00] Jason Barnard: Yeah. So I get very frustrated.

[00:14:03] Emanuel Rose: Well, and so it’s a generational thing. You and I are probably similar. Yeah. Right. In Gen X and, the kids just below us, millennials have a higher tolerance.

[00:14:16] Emanuel Rose: The Zs definitely are just very transactional. You know, they just wanna get it done. They don’t want a lot of conversation. You know, it depends on the ICP to some extent too and the psychographics.

[00:14:28] Jason Barnard: Okay, brilliant. And how do you integrate this into your team? You are the boss. Yeah. You have a team of 20, a hundred, 200 people.

[00:14:38] Jason Barnard: How do you make sure that your company through the structure is implementing AI in the way that you would be comfortable with?

[00:14:49] Emanuel Rose: Yeah, I mean, that’s a great, great question because there’s, there’s security issues and we, we know that, we can’t put IP or, or, or, or, or things that are, we don’t want public, like our account numbers and things like that into GPT.

[00:15:04] Emanuel Rose: So we have to have, a, we have to have policies around it. That’s training around it. we should be using, services that are secure and encrypted and that’s the highest level. And then we should have a, some training. Just don’t run the psychology of it and saying, hey, we’re not looking to, to do anything that’s replacing people, but we’re looking to make you more efficient.

[00:15:28] Emanuel Rose: And, and starting from that, that philosophy. At this point, it’s in the US at least. It’s about 16, 80% of the people have already tried ChatGPT or something similar. So there’s a, there’s a high experimentation rate, but not necessarily adoption. And, and that’s why it always goes back to establishing use case and I, KPIs so that we can start to, understand as we implement, say, a ChatGPT program into our content marketing program.

[00:16:01] Jason Barnard: Yeah.

[00:16:01] Emanuel Rose: How much time that frees up for our team and, and we can start to establish an ROI. We know it’s not going away in the rest of our careers. So we have to have to develop these paths to, to titrate it in. And in bigger organizations it’s more challenging. In my organization, we’re stretched. We’re like, Hey, we want all the tools we can in order to speed up tedious clicking and waiting and transferring, right.

[00:16:31] Jason Barnard: Right. And then there’s a fear within your team, I would imagine of saying, well, I’m gonna help implement this AI and it’s gonna replace me and I’ll lose my job.

[00:16:41] Emanuel Rose: Yeah. I mean, that is a, a prevalent fear, right? We, a lot of people have that. and what I continue to tell my team is we, we have plenty of work.

[00:16:53] Emanuel Rose: We’re the more we do this and become better at it, the more work we’re gonna have. It’s always gonna replaced. What’s getting replaced are the tedious parts of our jobs that are better replaced by software. And that’s, that’s the beauty of this no code, low code, environment that we’re in now. It doesn’t, it doesn’t take a, a, a Software Engineer to be able to take, something like, you know, being able to run reports for your clients.

[00:17:23] Emanuel Rose: Like we’ve automated all that thing. And so the, the, the woman that used to have spend 10 hours, the first two days of the month no longer has to do that. We got her doing stuff that she likes to do.

[00:17:37] Jason Barnard: Right. And, and that brings me to the question is, are we taking power away from the developers?

[00:17:45] Emanuel Rose: It’s shifting, I guarantee you that.

[00:17:47] Emanuel Rose: Yeah, for sure. But at the same time, it’s kind of like, at least in the US with this, it’s kind of the Starbucks mentality, right? I’m getting my, my coffee exactly how I want it. Now, software is doing exactly what I needed to do in my situation today. And then in three weeks when it changes, I can adjust it and get it adjusted without having to spend 25 grand at pop and wait for six months.

[00:18:13] Emanuel Rose: So there’s, there’s some equalization that’s happening. Where are the power shifting for sure, right? When it’s, it’s a market demand, which is, it’s a digital world. I gotta have these things so that I can reassign my humans to do stuff I need the humans to do.

[00:18:31] Jason Barnard: Brilliant. So to end the episode, what are the five best places to implement AI for marketing? Give me the list.

[00:18:42] Emanuel Rose: Well, the first thing is anything inside of HR. Any, you want to build a custom GPT for your HR department, and, and manage, any kind of new job creation or job fulfillment and, and, all those activities. And then to be able to answer questions about all your HR stuff, a ChatBot can go in and read all your documents and solve things for you way quicker than any one person can do.

[00:19:13] Emanuel Rose: Inside the marketing realm, the content marketing, should be, if you’re not already, I know, it’s, it’s a, it’s a pretty big adaption already for most, marketing agencies or marketing teams. Somewhere in the 80% range where they’re, they’re using. But we should be, a, using one of the Gen AI products and building. I did custom GPT with approved content.

[00:19:36] Jason Barnard: Yeah.

[00:19:36] Emanuel Rose: As big as much history as you could put in there. So we know it’s on brand. And then.

[00:19:43] Jason Barnard: Own brand is key.

[00:19:46] Emanuel Rose: Absolutely.

[00:19:47] Jason Barnard: Yeah. Okay. Sorry.

[00:19:49] Emanuel Rose: That’s okay. No, I, I appreciate it. A big emphasis on our brand and authentic, you know, those, those are the two good words. And then, look for things like, for instance, we have a product where there’s, you’re able to do your accounts receivable, phone calls for consider over 30 days. It’s a phone call. Humans don’t like to make that phone call. Though, it’s uncomfortable. The AI has a, has a good day every day and, and doesn’t it take all the abuse? So, some places in there where there’s, discomfort from your, your team to do things, find, find a way to use either, use the AI voice for that.

[00:20:33] Jason Barnard: Yeah.

[00:20:34] Emanuel Rose: And then look for, the tedious activities that your team is doing and, and map that out and use Zap, use Make, use Hand In Hand, some of these programs to, yeah, to, to clean that up so that the tedious part that people are doing can be eliminated and they can get moved on to something more creative.

[00:20:58] Jason Barnard: Absolutely. Brilliant. Thank you so much. I love the list at the end. Super helpful. Thank you so much Emanuel, and thank you everyone for watching. I’m gonna end with the outro song. A great goodbye to end the show. Thank you, Emanuel.

[00:21:16] Emanuel Rose: Thank you so much, Jason.

[00:21:18] Jason Barnard: Brilliant.

[00:21:18] Narrator: Your Corporate and Personal Brands are what Google and AI say they are.

[00:21:23] Narrator: We can give you back control. Kalicube.