It’s a podcast I started listening to a couple of months ago—but Episode 178 is the one that made me hit subscribe.
Paul Roetzer (Founder & CEO, SmarterX & Marketing AI Institute) has a soothing voice that’s often at odds with the sometimes-terrifying AI insights he and co-host Mike Kaput (Chief Content Officer, Marketing AI Institute) deliver in this episode of their popular podcast.
Among the topics discussed:
Roetzer and Kaput dissect OpenAI’s internal goal of creating a fully autonomous AI researcher by 2028—capable of conducting scientific research all on its own. They talk about reasons why OpenAI would target the work of human AI researchers—not only because they are expensive, but an AI version could dramatically increase the rate and scale of discoveries. Also, the AI version could become a high-end product and major revenue stream.
On the topic of AI-driven job loss—Roetzer expressed frustration that US Federal Reserve Chair Jerome Powell is only now taking AI’s impact on employment seriously. Powell recently acknowledged that “job creation is pretty close to zero” and CEOs are saying that AI allows them to do more with fewer workers. Kaput pointed to recent stats showing that the top 10% of Americans (making $250,000+) account for a record 49.2% of all consumer spending. “So, the stark truth unfortunately I think is—we don’t need everyone to have jobs to keep the consumer economy humming based on those numbers,” said Kaput.
Welcome to the brave nude world—and the proliferation of deepfake “nudify” apps where the AI creates a realistic naked image of someone based on their photo. Roetzer discussed how this trend is likely impossible to stop because if even the big guns like OpenAI, Google, and Meta block nude deepfakes, open-source models can still be trained to do it.
While Roetzer and Kaput clearly have some bias on the advantages of AI, they seem clear-eyed and deeply concerned about the real risks and dangers. What’s more, they’re completely authentic, rising out of Roetzer’s placid tone is a deep passion for what the future of AI means for business and the world.
It’s an example of content that’s incredibly valuable to audiences, while effectively building awareness and authority for a brand (SmarterX).
While the marketers of Kraft Philadelphia Cream Cheese initially stepped in Limburger during a chef’s viral moment—which is the focus of this wayward shift—they eventually cleaned off their shoes and redeemed themselves.
Over 50 days ago, in the r/KitchenConfidential subreddit (“the internet’s largest community of food industry professionals”), a chef named u/F1exican posted a picture of chopped chives and announced: “Cutting a cup of chives every day until Reddit says they’re perfect.”
The efforts of u/F1exican (now known as Chive Lord) to improve his culinary skills became a sensation, not only blowing up in the community, but more broadly on Reddit.
To the audience, it had to feel inauthentic, opportunistic and out of touch with the spirit of the subreddit community. One comment read: “Hey! Marketing folks! Yeah, you, reading the comments to assess brand engagement in the community! Fuck you!”
Oopsie.
Now for the redemption. Kraft recently won the hearts and minds of the community by sending the chef a gift—an elegant (and expensive) 10-piece knife set, with a lovely note. It said in part: “Hey Chive Lord! Your dedication to the craft is commendable and as fellow chive lovers, we had to reach out.”
AI is changing the world. It’s safe to say not everyone is happy about it.
That said, a well-researched and credible report that gives new insights about how AI is impacting businesses—is worth well beyond its weight in gold right now.
And while the results of the WHAIR (a research center at the Wharton School of the University of Pennsylvania) may be distressing and/or inspiring—they are certainly “whoa”:
88% of enterprise leaders expect to increase their Gen AI spend in the next year.
72% of them are measuring Gen AI ROI, watching metrics like productivity, profitability and throughput.
3 out of 4 leaders are seeing positive returns resulting from Gen AI investments.
Gen AI is now being more heavily used for such tasks as data analyses and analytics (73%), document/meeting summarization (70%), presentation and report creation (68%), and document and proposal editing/writing (68%).
It’s a weighty and substantive report based on a June/July 2025 survey of about 800 U.S. enterprise leaders on the adoption of Gen AI. It builds on previous studies in 2023 (in “the wake of ChatGPT’s debut”) and 2024.
An expert who takes data from a report and breaks it down to provide context for the less informed (or less nerdy)—can add just as much value and “whoa” as the report itself.
“We spent a huge portion of this summer—and frankly continue to have to deal with that inane MIT air quotes ‘study,’ if you can even call it that,” said NWL (aka Nathaniel Whittemore), on The AI Daily Brief’s November 10 episode.
It seems, not only did the Wharton study provide new insights, but is a rigorous rebuke of a highly criticized MIT study done earlier this year. That study, which was celebrated by some fearing or doubting the earthquake of AI change that’s upon us, claimed that 95% of organizations investing in AI “are getting zero return.”
“That (MIT) statistic has been included in so many analyses and media pieces … [it is] probably the most quoted, most ubiquitous study around AI shared this year,” NWL said, adding that the longitudinal Wharton study uses much more comprehensive and verifiable academic methodology.
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Content ‘shift list’: Nov ’25
BY GREGORY BISCH, FOUNDER AND HEAD OF STRATEGY
There’s an evolving paradigm shift in the content world. Here I look at examples of what’s good, wayward, and interesting.
THE GOOD SHIFT 😎
The Artificial Intelligence Show with Paul Roetzer and Mike Kaput: Episode 178
It’s a podcast I started listening to a couple of months ago—but Episode 178 is the one that made me hit subscribe.
Paul Roetzer (Founder & CEO, SmarterX & Marketing AI Institute) has a soothing voice that’s often at odds with the sometimes-terrifying AI insights he and co-host Mike Kaput (Chief Content Officer, Marketing AI Institute) deliver in this episode of their popular podcast.
Among the topics discussed:
While Roetzer and Kaput clearly have some bias on the advantages of AI, they seem clear-eyed and deeply concerned about the real risks and dangers. What’s more, they’re completely authentic, rising out of Roetzer’s placid tone is a deep passion for what the future of AI means for business and the world.
It’s an example of content that’s incredibly valuable to audiences, while effectively building awareness and authority for a brand (SmarterX).
THE WAYWARD SHIFT 😕
Reddit “Chive Lord” Ad for Kraft Philadelphia Cream Cheese
While the marketers of Kraft Philadelphia Cream Cheese initially stepped in Limburger during a chef’s viral moment—which is the focus of this wayward shift—they eventually cleaned off their shoes and redeemed themselves.
Over 50 days ago, in the r/KitchenConfidential subreddit (“the internet’s largest community of food industry professionals”), a chef named u/F1exican posted a picture of chopped chives and announced: “Cutting a cup of chives every day until Reddit says they’re perfect.”
The efforts of u/F1exican (now known as Chive Lord) to improve his culinary skills became a sensation, not only blowing up in the community, but more broadly on Reddit.
That’s when the marketers at Kraft apparently decided to jump on the bandwagon with this ad targeted at r/KitchenConfidential subscribers:
To the audience, it had to feel inauthentic, opportunistic and out of touch with the spirit of the subreddit community. One comment read: “Hey! Marketing folks! Yeah, you, reading the comments to assess brand engagement in the community! Fuck you!”
Oopsie.
Now for the redemption. Kraft recently won the hearts and minds of the community by sending the chef a gift—an elegant (and expensive) 10-piece knife set, with a lovely note. It said in part: “Hey Chive Lord! Your dedication to the craft is commendable and as fellow chive lovers, we had to reach out.”
THE WHOA SHIFT 🤯
Part 1: Accountable Acceleration: Gen AI Fast-Tracks into the Enterprise—third annual study by Wharton Human-AI Research (WHAIR) in collaboration with the GBK Collective
AI is changing the world. It’s safe to say not everyone is happy about it.
That said, a well-researched and credible report that gives new insights about how AI is impacting businesses—is worth well beyond its weight in gold right now.
And while the results of the WHAIR (a research center at the Wharton School of the University of Pennsylvania) may be distressing and/or inspiring—they are certainly “whoa”:
Gen AI is now being more heavily used for such tasks as data analyses and analytics (73%), document/meeting summarization (70%), presentation and report creation (68%), and document and proposal editing/writing (68%).
It’s a weighty and substantive report based on a June/July 2025 survey of about 800 U.S. enterprise leaders on the adoption of Gen AI. It builds on previous studies in 2023 (in “the wake of ChatGPT’s debut”) and 2024.
Part 2: The AI Daily Brief on Nov 10, 2025 by NWL
An expert who takes data from a report and breaks it down to provide context for the less informed (or less nerdy)—can add just as much value and “whoa” as the report itself.
“We spent a huge portion of this summer—and frankly continue to have to deal with that inane MIT air quotes ‘study,’ if you can even call it that,” said NWL (aka Nathaniel Whittemore), on The AI Daily Brief’s November 10 episode.
It seems, not only did the Wharton study provide new insights, but is a rigorous rebuke of a highly criticized MIT study done earlier this year. That study, which was celebrated by some fearing or doubting the earthquake of AI change that’s upon us, claimed that 95% of organizations investing in AI “are getting zero return.”
“That (MIT) statistic has been included in so many analyses and media pieces … [it is] probably the most quoted, most ubiquitous study around AI shared this year,” NWL said, adding that the longitudinal Wharton study uses much more comprehensive and verifiable academic methodology.
– 30 –
Sign up for a free 8-Step Content Marketing Strategy Kit
The kit features a free 4-Week Email Mini-Course designed by award-winning content strategist Gregory Bisch.
Gregory Bisch