In this conversation, Brent Peterson interviews Kate Bradley Chernis, CEO of Lately, about the role of machine learning in content creation. They discuss the importance of understanding the neuroscience behind content engagement and the need for human curation in AI-generated content. Kate explains how Lately leverages AI to analyze social media analytics and create personalized messaging that resonates with audiences. They also touch on the challenges of deliverability and the importance of finding the right cadence for content distribution. Overall, the conversation highlights the value of collaborative AI and the need for marketers to be actively involved in the content creation process. keywords machine learning, content creation, neuroscience, AI-powered content, personalized messaging, social media analytics, deliverability, cadence, collaborative AI takeaways Understanding the neuroscience behind content engagement is crucial for effective content creation.AI can analyze social media analytics to identify patterns and create personalized messaging.Human curation is essential in ensuring the quality and authenticity of AI-generated content.Deliverability and finding the right cadence for content distribution are key factors in content success.Collaborative AI, combining human expertise with AI capabilities, can outperform AI alone. Sound Bites "Lately does that. Its job is to identify what messaging will get you these sort of outcomes and specifically we work on social and it is a private database and you know all those kinds of things so the analytics piece we were just touching on is so important because when the results from the AI come out if you can't tell it if it's done a good job or a bad job thumbs up or thumbs down then it can't possibly learn right""AI will have the same kind of idea. I think people need to be, they just need to be educated. We have this thing that we're fighting against, Brendan, you know it already, which is people think that AI is like a human. They can talk to it like a human. They just think it's a super smart human. It doesn't have an understanding of those nuances to ever answer you in a way a human would. It can't possibly do that, you know?""So we're lately .ai. We are again in the business of finding the words that will make your customers do what you want them to do. And our customers enjoy on average 12,000% increased engagement, 245% more clicks, 80% cost savings on and on because it's AI, right?"Chapters 00:00Introduction and Passion for Connecting Online 12:30Differentiating Lately from Chat GPT and the Importance of Learning 27:08The Pitfalls of AI-Generated Content and the Need for Human Involvement 32:22The Importance of Deliverability and Timing in Content Distribution 37:24Pitch for Lately and the Benefits of Collaborative AI