Creative AI / Chatty G | Mostly Marketing Podcast with Matt Wilson
Published: November 4, 2025
In this episode of Mostly Marketing with Matt Wilson, Matt dives into the creative side of AI — sparked by his 75-year-old dad’s newfound obsession with “Chatty G.” From blog writing to Facebook posts, even Matt’s dad is finding new ways to make AI a daily tool. That leads Matt to a bigger question: how can agencies and marketers move beyond surface-level AI use to unlock its full potential?
To explore that, Matt sits down with Jonathan Gudai, CEO of Adomni, to discuss how AI is transforming creative strategy, media planning, and campaign efficiency. They dig into topics like “context engineering,” how AI saves time without replacing people, and the evolving role of creativity in a tech-driven industry. Whether you’re an AI skeptic or a full-blown techno-optimist, this episode will challenge how you think about the future of marketing.
Transcript
Jim McCarthy
From the advertising media capital of the world, New Milford, Connecticut, wherever that is, this is Mostly Marketing with Matt Wilson.
Matt Wilson
Yes it is. Welcome to another episode of Mostly Marketing with Matt Wilson, presented by Jim McCarthy, jimmcarthyvoiceovers.com. That's my guy there with the big voice who does the introduction. Worked in radio together for like 20 years. And if you have a podcast or you have a business that has a voicemail message, get Jim to record it because he's the man, jimmcarthyvoiceovers.com. I'm trying to record more. It's been very difficult to be consistent.
So I got a bunch of topics I want to talk about lined up over the next few months, try to be a little more consistent with the Mostly Marketing podcast. And one of the things I wanted to talk about today was AI. And the reason I want to talk about it is, is my dad just discovered it, which is pretty funny, 75 years old, just discovered AI, driving me absolutely crazy with stuff that, you know, I've known about for a while. And so my dad's a morning show radio host, right?And part of his job is they write blog posts on the radio station website. So he's always writing posts about our local lake and local events that we have going on and, you know, different issues in Connecticut, because those are the blog posts that get the most views and the most clicks on the radio station website. So he discovered ChatGPT, or as he calls it, Chatty G. And what he does is he will ask Chatty G for podcast, not podcast, sorry, blog ideas, or he will write a blog for the radio station website. I'll plug the station. It's I-95. It's I95rock.com. You can go check out Ethan Carey's blogs. That's what he's doing and he'll write the blog and then plug it into to Chatty G, which will help edit it, improve the word flow, give him some suggestions, and then he'll use that and then go ahead and post that on the radio station website.
Then he'll use his friend Chatty G again to help him write compelling posts for the radio station Facebook page that the digital editor will then use to post the blog on the website and try and stimulate views and clicks and whatnot. But I've noticed that as he talks to Chatty G more, that the the that it's actually developed the conversation style with him that he likes to have with people so it's very like snappy and sassy and sarcastic because that's how he talks to it which has been very interesting so obviously as i've talked about before i'm the vp of digital at an agency and we've been utilizing some of the different ai tools as well and one of the ways that we really don't utilize it at our agency much is on the creative side. And we're typically a media agency and do, you know, mostly media work and strategy and media buying and not as much on the creative side.
But one of the things that I've been exploring just personally in my free time, because I'm a nerd, is some of the creative side of things and how you can utilize Chatty G and all the other AI programs that are out there. So I thought to myself, let's get an expert on and discuss it and so i have found an expert he is from AdOmni he is the CEO and his name is Jonathan Gudai and let's bring him on the program here hello Jonathan how you doing?
Jonathan Gudai
Hey Matt how's it going?
Matt Wilson
Did I pronounce your name right first of all?
Jonathan Gudai
Perfectly
Matt Wilson
it's like uh Gudai like Australian kind of
Jonathan Gudai
I studied abroad in Australia and it sounds the same down there as it does in the U.S
Matt Wilson
Perfect perfect well thanks for coming on the show uh i appreciate it I wanted to have a nice discussion with you about AI and about the creative side of things, how it can be used, and how it's not just talk anymore. Now you can actually implement processes and implement some creative through the AI tools. It's not just chatter anymore. It's actually being used. And I think... I'll start here by saying there's the very, it's almost like a piece of tech that you get. Like I just got the iPhone 16, whatever, and I switched over from, I was one of the people still holding on to my Samsung for a while, and switched over. And I said to myself, I got this great piece of technology, and I'm probably using 10% of what it's capable of doing, right? I don't know all the cool things it can do. I'm using it for the very basics, right? And I think that could be said for a lot of the AI models that are out there as well. We're using it very superficially. Hey, give me 10 ideas on organic Facebook posts for a landscaping company. Cool. Here they are. Develop them. Post them. But that's just the tip of the iceberg, right?That's just the very basic use case for it. How else can it be used and is it being used right now?
Jonathan Gudai
Yeah, it's one of those things that because, you know, it's only a year or two old in terms of like mass availability of tools like your dad calls Chatty G. There's a lot of experimentation that's been happening recently that's starting to bubble up. And it's really, really exciting, you know, what it can unlock for not just, you know, people who are content creators today, but even like you were mentioning that you work at a media agency and historically that might have been a different function than creative agency. All of a sudden, when you have the ability to use AI tools to generate high-quality multiple iterations creative, then it opens it up for everyone to be able to experience. I personally have always been on the cutting edge as far as new technologies and testing and trying the latest and greatest. And when we think about creative from the standpoint of marketing and advertising, it's really it starts at like what you were talking about before, the ideation phase. You know, how can you have some culturally relevant brand specific ideas presented to you to like select from? And AI is really, really good at doing that to kind of kick things off. And so, yeah, so it's really fun to see the different sort of ways that people are starting to play with the tools. But I'd say that one of the most important things is really nailing the strategy.
Matt Wilson
Yeah. Is it all about the prompts, what you're asking, asking the right questions, having a thoughtful back and forth where you can have it expand on things to come up with a whole creative strategy right down to... you know, the copywriting at the end?
Jonathan Gudai
It's a great question. I mean, the prompts is definitely, the structure of the prompt is really important. I would argue that the context is possibly the most important element. And, you know, the LLMs are incredible at doing very creative things. So if you just wanted it to make 10 ideas for Facebook, for a brand, you can just ask it to do that. But if you're able to provide it with very rich context, in the example of your dad who's now playing with it, if he was able to upload as like a historical document all of the blog posts he's done in the past, that is one tip that enables the LLM to be able to have an ability to continue the way that he, you know, his style and his tone. And so that context, I'd say, is arguably the most important. And then as you're setting up that prompt, if we're talking about just like a chat GPT type of creative ideation process, the ability to specify what is your goal. A lot of people just say, I want to post on Facebook or I'm a radio host that's talking about this topic. But a lot of times they don't go as far as to saying, well, what do they want the audience to do with the information?
Matt Wilson
Right. Yeah.
Jonathan Gudai
And so I think having a very tight goal and really good context is our two of the key ingredients of having really strong creative ideation.
Matt Wilson
Correct me if I'm wrong, but some of the context you can provide, you can provide once and it will understand that going forward. So like if I'm like, hey, I'm the VP of digital at an agency, we specialize in programmatic and connected TV and everything I tell you from now forward, like it remembers that. Is this correct? As conversations go on, I'll have to provide it with the that overarching context every single time I'm having a conversation.
Jonathan Gudai
Absolutely. Yes. So the LLMs have become a lot more robust with their memory.
Matt Wilson
Sure.
Jonathan Gudai
And so if you design, you know, with some some, you know, some LLMs like ChatGPT have projects where you can load in, you know, all of your dad's blog posts, for example, and it'll have that in its memory. And then when you say. I want to write a blog post for this audience and my goal is this. It's not just drawing on what's in the context window of that one chat. It is looking at the entire historical memory as well.
Matt Wilson
So you can feed it information that it can then use to help you going forward.
Jonathan Gudai
Yeah, absolutely. And I think that's the difference maker between good content and great content. It's, you know, they call this, I know prompt engineering is a term that you probably heard in the past. But the one that's actually maybe even more important is context engineering.
Matt Wilson
Context engineering. I have not heard that one.
Jonathan Gudai
Yeah. And and there's there's there's a couple of articles that I can share with you and your guests afterwards that kind of lay it out where the LLMs are so good at crafting messaging, but they're only as good as a quality of the input you provide.
Matt Wilson
Sure.
Jonathan Gudai
And and so if you give it a really good context and there's also one of these phenomena where sometimes there's too much context that you might put like you have to like find what that that art is between what you're telling that you want to do and the different layers of it versus what you're trying to get out of it.
Matt Wilson
What's the time saving? Think of the time savings that can be let me work out a specific creative strategy or media strategy or whatever, something that would take two people three days to do. You can really consolidate some of that time that it takes to turn information around for either a client or a partner or something.
Jonathan Gudai
Totally. Yeah, the time savings comes into, I think, two different savings buckets. The first is just what it actually takes to kind of get your first ideas out, whether you want to share with your clients, if you're an agency, or if you work at a brand, you know, you want to share with your teammates. So historically, you have copywriters, you might have had some like graphic designers involved, if there's, you know, bringing it to images or videos, video production person, and then maybe even, you know a straight up strategist who's, you know, overseeing it. So you might have four people that have to rally around an idea. And then you also have the constraints around just alignment of time.
Matt Wilson
Sure. Yeah.
Jonathan Gudai
And so the way that I like to describe like AI tools and just adapting to this new world is that AI becomes your strategic thought partner. And as they get more and more sophisticated, it's not just a strategic thought partner. It's like the best of the copywriters or you know the creators um and so we like to think that when you when you're using ai like to its fullest capability you're like 10xing
Matt Wilson
yeah
Jonathan Gudai
the work that you're doing um so just take 10 hours and with the right approach the right ai process it can be one hour
Matt Wilson
do you see it as replacing those people or a tool to aid those people
Jonathan Gudai
it's a great question
Matt Wilson
Let me tell you how i look at it real quick I look at it like an ad ops software, right? Like an ad operations software for an agency. I can get an ad operations software that is more efficient in helping manage Google AdWords, meta campaigns, programmatic campaigns, and can help scale without scaling people, help scale the amount of business you can handle without having to add to your people count. But you still need that expert to operate it. I still need that person who is a paid search expert to talk to the client, to operate the machine, the ad-op software, to understand what it's saying, to have that conversation with it and work with it. Like it's not replacing that person. It's helping that person do their job more efficiently. Am I just saying that because I run a media department or is that really how you can use it?
Jonathan Gudai
You know, I feel like that's a question that's been kind of bubbled up lately. all over the place
Matt Wilson
sure
Jonathan Gudai
Is ai going to be more destructive or constructive and in some ways time will tell and like we're all predicting but my personal view is you know you have to decide sort of are you a techno optimist or are you techno pessimist and the pessimist is like well it should take 10 hours to do this job because it always has and there's all that human you know touch that comes in that's highly valuable. And I think the techno optimist says, rather than doing one project with a team of four for 10 hours, what if we took the team of four, and we did 10 projects?
Matt Wilson
Yeah.
Jonathan Gudai
in 10 hours. So thinking about like using that extra time to create additional value as opposed to just, you know, I guess think of it as an efficiency hack. And so it's kind of the choice of your agency, right?Like for us at our company, at AdOmni, we've been very on the forefront of giving tools, AI tools to our team. And we want to make sure that they're safe, you know, that the data is being protected, all the things you want to do from a governance perspective. But the reality is that like AI is one of those things that people are going to use it for different ways. And you have to support their ability to innovate their own work.
Matt Wilson
Yeah.
Jonathan Gudai
But then you also need to breed a culture of, okay, if you can now do something so much faster together, let's find ways to reallocate that extra time to helping the business succeed even more. We're helping you possibly sort of grow in your own career if it's like an individual employee who's thinking about what they should be doing with that extra time. And so, Matt, I would say that we do still need at least two of the four. Maybe it's four or four. It really depends on the setup and how cross-trained they are.
Matt Wilson
Yeah.
Jonathan Gudai
I think copywriting as a function is not going to be as critical in an era of AI. You know, it's just not hard to put together words and come up with clever, funny, interesting, memorable, you know, phrases, words. But video production and like you were saying, ad ops, like these AI tools are not replacing those people. You're there still. You still need to make sure the quality is there. And AI is flawed. Like today, AI is like 70, 80 percent like there, you know, you need. to make sure that the human's taking it that extra 20, 30%. So I'm not pessimistic. I think that the best agencies are the ones embracing the AI tools to just do better work. And that new jobs and new roles are going to emerge that might replace some of the ones like copywriting, perhaps. But there might be something else, like an AI workflow specialist or something like that, that over time, I think that's going to be kind of a net positive.
Matt Wilson
I have two friends, both former radio people who are now copywriters. And I've been afraid to discuss it with them because I'm wondering like, what is their, you know, one of them works for a very niche company and the other one, I'm not even sure which company, I think it's an agency. And I've been, you know, I've been afraid to have those conversations with them because I thought about it from like my past, you know, life in radio, like writing radio commercials. Let's write a compelling commercial about for a bank client who's got some summer checking account special and it takes three days to come up with an idea about how you should spend less time banking and more time enjoying summer. So you come up with the line, less time banking, more time summering. And it takes three days to come up with that and then write the copy and then produce the commercial. So you still got to produce the commercial, but It doesn't take two people three days to come up with that idea. Less time banking, more time summering. Like I can get that in two seconds on Gemini now as one of 10 ideas. That's scary if that's my job.
Jonathan Gudai
Yeah. Certain jobs are going to be affected more. It just comes down to whether the copywriters embrace it and find ways that it's not like a ground up process with them.
Matt Wilson
Yeah.
Jonathan Gudai
Or it's not as long of a process with them. You know, like. Like they themselves may want to use AI as part of their creative process. And if they can find ways where they're continuing to create value. And this is actually a really sort of big philosophical question that it's like, if something got 10 times easier, does it almost feel like it's a little bit like cheating?
Matt Wilson
Yeah.
Jonathan Gudai
Or, you know, it should be that way?
Matt Wilson
Yeah. I mean, that's the question. You know, like, so we do a lot of media plans for clients, right? I do a lot of the media planning and strategy at our agency, along with some of my guys. And we'll come up with a media plan and strategy after a discussion. We'll type it out. We'll get the numbers put together and then we'll feed it into AI and say, ask it to draw a conclusion. A, based on our hypothesis, is this going to solve the problem? B, can you write this? to make it sound a little bit better using this format that I've used in the past. I've fed it the format and then it spits it back out. We make some additional massaging of it and then send it to, you know, our team who shares it with the prospect or the client. And there's been part of me that's been like, is that cheating? Or is that, is that, that's something that used to take us longer. It takes us shorter now. But I have justified that it's not because I'm using it to tweak and validate my ideas or our conclusions that we've drawn as opposed to saying hey i want to run a programmatic campaign how do i do it and what should i do right um so that's how i feel about it but i can see there's companies that are like no you can't use it like because you're charging somebody x amount to do this but now you don't have to do that anymore and you're still charging them x amount is that is that right or wrong you know
Jonathan Gudai
Right well yeah i mean that's ultimately you know from a business perspective it's about the value you bring and my personal view is that like how you achieved success isn't as important as did you achieve success, as long as you're not doing things that are unethical or, you know, illegal to like get there. But there's these moments where we're like, I'm even, you know, even working with our PR firm who lined up this, you know, this conversation with you. It's like, they write press releases for a living and we as a team are like crafting our press releases and we're coming up with talking points and thinking about different angles. And what ends up happening is that, you know, they become advisors and business consultants as opposed to like wordsmith people, you know? And, um, and, and I, and I feel like that's the move where everything is like, okay, if we just break down the actual, what are you trying to achieve? What's the, what's the value of the work? Like how we got there, it's, it's going to be priced in, it's going to be adjusted over time, but let's just focus on the work, you know? And, and so we've got a, at, at AdOmni, we built, um, some ai technology ourself i've got we've got a patent pending on a tool called Jeen AI and i'm not sure how much digital out of home advertising you've you've done in the past do you have a lot of experience with that space
Matt Wilson
we've brought we've done some programmatically yes
Jonathan Gudai
okay well digital home is unique from a lot of other channels in that there's about 40 different screen types and sizes and you can have everything from like a times square spectacular to a roadside billboard to a screen in a veterinary clinic or a doctor's office or a gym. So it's highly varied as far as what the delivery is of that screen and that message to the audience.
Matt Wilson
Sure.
Jonathan Gudai
And so when we created our programmatic platform 10 years ago, we started building it. We're like, okay, we need to solve for helping marketers choose where should I advertise, which screens are most appropriate. How do we bring data and audience data to the picture? And for 10 years, we've been building and perfecting the system. And then when AI started emerging as a new thing, we said, you know what? You don't really have to even learn all the nuances of the screens. If you can just describe your audience and your goals and your brand, then with all the historical campaigns that we've done in our company, plus like trained AI models we could take something that historically would be very specialized with lots of people and in seconds you can actually have campaign strategies shown to you that are specific to your brand
Matt Wilson
yeah
Jonathan Gudai
in the markets you care about like literally in seconds so it's but when people see that they're like no what's the catch or like really like that's that's possible and And I mean, I think ChatGPT is obviously like even your dad's having his, you know, ChatGPT moment where like all of a sudden you understand the power of it.
Matt Wilson
Yeah.
Jonathan Gudai
But it's going to be really, really amazing, I think, for us on the marketing side. And I think that my biggest takeaway from everything AI related, it just means you can do more with either the same team or with less. I mean, it's it's depending upon your situation, you know, you want to right size your organization to to. to the work and to the business. But, um, I'm so, so excited about everything that's happening right now. And, um, and this being something that's a major unlock for just better quality campaigns.
Matt Wilson
Absolutely. Give a, uh, give a little plug for AdOmni and how people can get in touch with you to chat if they want to.
Jonathan Gudai
Sure. Absolutely. So the website is A-D-O-M-N-I.com and it's advertise omnipresent AdOmni.com. And we started with digital at a home in 2015, building a programmatic buying platform. And we've since evolved to a smart video everywhere solution where we've connected digital out of home with connected television. So that when audiences are exposed to their digital home on the go, later at home, we can then retarget them when they're watching streaming. You know, whether it's Amazon Prime, Netflix, all the big streaming services. And then we also work with YouTube and online video.So it's the cross-channel campaigns to help tell your story across all the different places that people are spending their time as they move through the world.
Matt Wilson
Before we let you go, and I do appreciate the conversation, what do you have to do in your free time? Anything fun?
Jonathan Gudai
Well, I have two young daughters.
Matt Wilson
Ah, yes.
Jonathan Gudai
So that answer changed when they entered the world. we just got back from Jackson Hole, Wyoming
Matt Wilson
oh yes
Jonathan Gudai
we did uh an awesome like you know river hiking I
Matt Wilson
was going to say strange time to go skiing, but okay. Exactly.
Jonathan Gudai
No snow, but outdoors. I love the outdoors. I'm a mountaineering guy. I've been on three of the seven summits.
Matt Wilson
Oh, wow.
Jonathan Gudai
I love high altitude stuff. So outdoors is where you'll find me when I'm not in front of a computer. Helping with marketing.
Matt Wilson
Excellent.
Jonathan Gudai
Well, very nice to meet you.
Matt Wilson
I appreciate you coming on.
Jonathan Gudai
I'd love to chat again sometime.
Matt Wilson
And we appreciate you coming on the podcast.
Jonathan Gudai
Thanks a lot, Matt.
Matt Wilson
It was fun. You got it, Jonathan. Thanks so much. Jonathan Gudai at AdOmni at AdOmni. I'm trying to say it right at AdOmni CEO here on, uh, mostly marketing with Matt Wilson. Thanks for checking out another episode of season. I don't know. I think it's season 10. It's all very random. I just pick seasons and start them wherever I want. I think it's season 10. Uh, but anyway, check out all the other episodes online. We are on, uh, Apple podcast on. Spotify, on all the other places that you could find podcasts. And you can find us on Facebook. And I'm told that if you want to promote your podcast, you're supposed to ask people to like and share and subscribe. But it always feels kind of cheesy. But thanks for checking it out. We appreciate it. Mostly Marketing with Matt Wilson brought to you by Jim McCarthy Voiceovers.com.
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