[00:14] — Darren
When I was a kid, I was… are we allowed to swear? Yes. I was a little bit of a [inaudible]. And my mum used to basically bow down to everything that I wanted. I got everything I needed because I was the youngest of four, but I was considerably the youngest of four. My next eldest sibling was 14 years older than me, so I grew up as an only child effectively. So I got whatever I wanted. And I had something called a double-decker VHS player. Anyone else have one of those?
[00:42] — Audience
No. No.
[00:42] — Darren
I was the envy of the school. A double-decker VHS player. And for those of you that do not know what VHS is, there might be some people too young in the room, that is a VHS tape. That is what we used to do before DVDs, before Blu-rays, before Netflix, before streaming stuff over the internet. We had stuff like this.
[01:00] — Darren
And what I would do is I would go to the video store and I would rent a video because my mum let me have whatever I wanted, even if it was an 18. She bought me An American Werewolf in London when I was in primary school. And I was shocked and disappointed when I took it in at the end of the school year, when we all brought videos in to watch in the TV room, and they told me, “No, we cannot watch that.”
[01:24] — Darren
Why not? Because we were all 10 and it is an 18-rated film. But never mind that. I digress. I would take one of the videos that I would rent from the video store. I would put it in the top deck of my VHS video recorder. I would put a blank tape like this in the bottom deck and I would press play and watch it and press record on the blank tape, copying the film. Naughty. And I have just admitted on camera that I have been pirating movies. Never mind. We will skip over that one very quickly.
[01:54] — Darren
But then when you have got a copied film, for those of you that have never done this, the quality degrades. It is not as good as the original. It is not like copying a file on a computer. It degrades. The picture is a little worse. The sound is a little worse. And then my mate Nick wanted a copy of the film that I had recorded. So he gave me a blank tape and I put my copy in the top deck and his blank tape in the bottom deck and pressed play and record and gave him a copy of my copy, and the copy degraded a little bit worse. The picture got worse. The sound got a little bit worse.
[02:27] — Darren
Did anybody go to car boot sales or markets when they were a kid? Did you see those guys with the white vans that had all the VHS tapes in front of them of the latest movies out in the cinema?
[02:38] — Audience
Yeah.
[02:38] — Darren
Selling them for about five pounds each. Titanic. It has been in the cinema two weeks, but you can buy it from the market in Splott in Cardiff for five quid. And the picture was probably a bit poor because it would have been a copy of a copy of a copy of a copy. Keep that in mind. I am going to put that there and we are going to come back to why that is relevant in a moment.
[03:01] — Darren
Now, history lesson. Who loves history?
[03:07] — Darren
Ryan. I know Ryan does. This is for Ryan then. In the Californian Gold Rush of 1848…
[03:13] — Darren
How does he know this stuff? How does he remember this stuff? I do not. You can check it yourself later if you want. It is accurate. In the California Gold Rush of 1848, loads of Americans rushed out to the West Coast in California because they were told there is gold in them hills.
[03:29] — Darren
And they all spent money buying equipment, buying land, prospecting to dig for gold. And the vast majority of them got absolutely nothing. And there is an old saying in history: the people who made the real money in the Californian Gold Rush were the ones selling the shovels.
[03:47] — Darren
We are currently in the middle of the AI gold rush. Everybody is rushing out using AI for their digital marketing, for their content, to write their social media posts. As Paul has said, everyone is doing the same thing. But the real winners in the AI gold rush will be the people selling the shovels, not the people trying to find the gold in the AI content.
[04:15] — Darren
Now, we are approaching something in AI called model collapse. And you want to write that one down, Google it later. It is quite a frightening prospect. Model collapse. That is where, say for example, you are an accountant and you go to ChatGPT and you say, “Write me a blog about why my clients should use an accountant rather than do it themselves.”
[04:41] — Darren
You have done that, have you not? Not that specific thing, but you have done something very similar, have you not? “Write me a piece of content. Write me a 300-word blog on why my client should use an accountant,” or “why my clients should not do their own VAT returns.”
[04:58] — Darren
You are nodding again there. Pretty good. Yes, pretty accurate. And then ChatGPT will create you a 300-word blog on why your client should use an accountant for their VAT returns. And then another accountant does it and another accountant does it. And quite frankly, hundreds of thousands of accountants around the world have done this exact same thing. And they have all created pieces of content and put it on their website. So there are hundreds of thousands of pieces of content online written by ChatGPT on exactly the same subject.
[05:22] — Darren
Now the interesting thing about AI is it cannot create anything original for itself. It has no creativity. It can only base the content on what exists online already.
[05:35] — Darren
Now, if you have hundreds of thousands of accountants doing exactly the same thing, I am sorry to pick on you, if you have hundreds of thousands of accountants doing exactly the same thing, the content it is writing is based on AI-created content which is based on AI-created content which is based on AI-created content. It is a copy of a copy of a copy of a copy, much like this VHS tape, where the copy is degrading. The quality is degrading. The content is degrading.
[06:08] — Darren
And that is what is leading to model collapse. The content that you are getting from AI is referencing AI is referencing AI is referencing AI. There is nothing original within it. There is nothing unique within it. There is nothing of value within it. And that is bad because AI is learning from itself and it is just going to create rubbish.
[06:27] — Darren
Now, humans do not want that. We do not want to read that. We do not want to read another vanilla article about why I should use an accountant to do my VAT return. Sorry. Google does not want to be presenting content like that because humans do not want to see it. Because if Google presented loads of vanilla AI content such as that, we would then go to another search engine because it is not what we are looking for. And in fact, a lot of people are leaving search engines and they are going to ChatGPT for their searches.
[06:59] — Darren
So, if you are having a conversation with ChatGPT about “How do I do my VAT return? What is the way I fill it in? What mistakes can I make? What is the best way to do it? What can I claim for?”, ChatGPT will get its answers from the internet, from other people’s content, and then it will start to recommend people you can use. That is where you want to be.
[07:24] — Darren
You want to be the ones cited by AI, not the ones using AI to churn out the same vanilla content that all of your competitors are doing. Sorry again, Dave. You want to be the one that ChatGPT is saying, “This is the person you should be speaking to. They are the ones with the best content about it. They are the ones that have given advice on it,” which is written by a human, which is unique, which is authoritative.
[07:52] — Darren
But how do you get into ChatGPT and be cited? That is the question.
[07:59] — Darren
Now, I have been doing talks on this for probably about six, seven months now. And the industry, the SEO, search engine optimisation industry, has cottoned on and they have labelled it and they have called it GEO, Generative Engine Optimisation, because AI is a generative model. Generates content. Generative Engine Optimisation.
[08:29] — Darren
And there are some people within our industry that think, “Oh, that is brilliant. I am now a GEO expert.” Literally did not exist six weeks ago. But okay, you call yourself an expert in that, that is absolutely fine. And there are other people in there saying, “What a load of nonsense. Generative Engine Optimisation. What a load of nonsense.” But it exists and it has always existed. You just did not know what it was.
[08:50] — Darren
How do you get yourself cited by AI? So, would it be okay if I gave you a few ways you can do that?
[08:57] — Audience
Yes. Yes.
[09:03] — Darren
Okay. I am going to try that once more, Paula, because I am not quite sure everyone is awake. Would it be okay if I gave you a few ways you can do that?
[09:08] — Audience
Yes!
[09:15] — Darren
It is ridiculous, is it not? It is ridiculous. Yes. Okay. You are laughing. You like that, Mike? Yes. Yes. I like that. Right. Okay. Who has heard of E-E-A-T?
[09:28] — Darren
Okay. I have just found the level of the room. Brilliant. Ryan I know has. E-E-A-T. It is a signal from Google. E-E-A-T for short.
[09:42] — Darren
Ryan, it stands for Experience, Expertise, Authoritativeness, Trustworthiness. Fantastic. Experience, expertise— which we had an argument in the office the other day, “they are both the same thing, it is just semantics.” Experience, expertise, authoritativeness and trustworthiness, which Ryan also pointed out to me also means the same thing.
[10:03] — Darren
These are trust signals that Google uses to rank your content, to rank your website. If you are churning out AI content written by a chatbot, written by an AI bot, and it is not down as your name on your website as the author, or the author is “admin” or the author is nobody, what authority has it got? Nothing. How trustworthy is it? Well, it is not, because AI wrote it. And quite frankly, if AI does not know something, it will lie. It will make it up. If you ask AI to give you a piece of information and it does not know, it will pretend that it does. So you cannot trust everything that you put online for a start. What expertise does it have? Absolutely nothing because it has got it from other sources on the internet.
[10:56] — Darren
E-E-A-T. So when you put content on your website— is everybody writing content for their site?
[11:02] — Audience
[Scattered yeses.]
[11:02] — Darren
Four of you, five of you, six… another nod down here. Brilliant. When everyone is writing content for their site— and if you are not, that will be the reason that your competitors are getting business via their websites and you are not, by the way, just putting that out there— when you are writing content for your website, Google will rank the sites that have experience, expertise, authority, and trust.
[11:33] — Darren
So, you need to demonstrate this with your content. How do you do that? Firstly, who are you? Your profile needs to be visible on your website for who you are. That is you personally, not you as a business. You, Ryan Owen. Who are you? What else have you written? Do you have an author page on your website with everything that you have created? Put your hands up if you do.
[12:03] — Audience
[One hand raised.]
[12:03] — Darren
One. And she did our SEO, and I would expect that. She did our SEO course. Fantastic. I would expect you to. No one else has one. That should be one action for you today. When you get back to the office, if you have a web designer, get them to do it. If you have a VA, get them to do it. Whoever it is, get yourself an author page on your website about you. Any content on your website that is put out is written by you.
[12:31] — Darren
And if you are sat there thinking, “Well, all right, content on my site was generated by ChatGPT. I do not really want it to have my name to it.” Then what on earth is it doing on your website? Why are you creating content that you are too embarrassed to put your own name to? If you are too embarrassed, why should Google recommend it? Why should ChatGPT cite you if you have just churned out content using ChatGPT in the first place? We are back to this. We are back to this copy-of-a-copy degrading rubbish.
[13:01] — Darren
It needs to be you. Put an author profile on your website with your posts that you have written. It needs to have links to your accreditation. What experience do you have? What qualifications do you have? What history do you have? What bodies are you part of? Links to your social media, links to your LinkedIn. Everybody has a LinkedIn?
[13:34] — Audience
[Hands.]
[13:34] — Darren
Okay, good. Everybody. Instagram if you use it. TikTok if you use it. All of it are signals showing Google you are a real person. You can be trusted, because it is not going to cite you if it does not know who you are.
[13:53] — Darren
Have you been on any podcasts? Have you got a YouTube? No. “No, I have not and I have no intention of ever doing that in my life. How dare you even suggest such a thing?” Have you got any videos? Have you had any interviews? Have you been cited in the press? Any magazines, any news articles about you? All of these should be on your author page, linked to, so that Google knows that is you. That is who you are. You are a real person.
[14:27] — Darren
Because if it cannot take this piece of content about why somebody should use an accountant for their VAT return, attribute it to you, and have links to who you are and what you have done and what expertise you have got, it is not going to cite you. ChatGPT is not going to cite you. But if you have got all of that, that puts you in a very rare position, because all of your competitors are just going to ChatGPT and saying, “Write me a 300-word blog on my business.” Copy, paste, bosh, done. “Write me a social media post about how people should not do their own VAT returns.” Copy, paste, bosh, done. And it is rubbish. Copy and rubbish. Copy and rubbish. You need to be the one cited.
[15:22] — Darren
Everybody got that one? Yes? Was that good? Is it useful? Is everybody going to go back to the office and do that later? Apart from Mike, is everybody going to go back to the office and do that one later?
[15:41] — Audience
Yes, please.
[15:41] — Darren
I am not sure I want to give you another one. Okay, I will give you another one. Let us see what is a useful one: research.
[15:53] — Darren
Who has got clients? That is most of you. Good, people put their hands up. Who has got experience in their industry? Yes, most of you. Good. Who is good at what they do?
[16:13] — Audience
[Laughter.]
[16:13] — Darren
Emma is like, “Yes… I do not know… I would recommend someone else actually. I can point you to a few good competitors.”
[16:24] — Darren
ChatGPT wants research. It does not have its own bank of research. It needs people that do research for it so that it can cite it. If you are good at what you do and you have clients, you are in the brilliant position of producing your own industry research.
[16:48] — Darren
So for example, you would know common mistakes that people make on their tax returns. You would know the things most commonly claimed for that people should not be claiming for, or the things people should be claiming for that they keep missing. You would have this information because you have done a lot of returns for people.
[17:13] — Darren
So you would be able to produce original research using data that you own to say, for example— how many clients have you done work for over the years?
[17:20] — Audience (Accountant)
We have probably submitted, I am guessing, 25,000 self-assessment…
[17:28] — Darren
Jesus Christ, that is a lot higher than I thought. That is impressive. From 25,000 self-assessment tax returns. That is a big body of evidence. You can say: this is the most common thing that people claim for that they should not. Or here are the top ten, based on 25,000 tax returns, that people claim for that they should not, or people do not claim for that they should. This is how much money— from 25,000 tax returns— collectively has been missed out on getting back from HMRC. And you have that data, and you can produce that as a piece of content.
[18:01] — Audience (Accountant)
Yes. Annoyingly, it is just in there at the moment and not…
[18:08] — Darren
Well, if it is in there, that is good. If you know it, it is good. You can get that out and put that as data. Put that as research. And that can be written as a featured article. It can be written as a series of blogs. It can be done as a series of how-to articles. It can be done as a video. It can be done as an animation. It can be done as a pop-up banner. There are so many different ways this one piece of research can be done. And everybody has the capacity to do this.
[18:39] — Darren
The best company I have ever seen do this is Halfords. Everybody knows Halfords. Massive brand. They do exactly this.
[18:52] — Darren
They use their website to pose quizzes and games for the users on the website with questions like, “What is the average speed limit on the motorway? Ooh, this one or this one or this one?” Get people to play along. Tens of thousands, hundreds of thousands of people do it in the space of a couple of weeks, a few months. They then have data they can use to put together to create content, which they have done for over 15 years.
[19:27] — Darren
I have been tracking what they have done and they have had citations in things like the Daily Mail, the Daily Mirror, The Sun— hate those [inaudible]— BBC, Telegraph with headlines that these newspapers love to write: “According to research from Halfords, 75 percent of road users do not know the speed limit on the motorway.” “Eighty percent of road users do not know who has right of way at a roundabout.” And they are linking through to Halfords because Halfords has done this original research that— all they have done is put a quiz, shove it on the website, get people to fill it in. Bosh. Research done for them.
[20:15] — Darren
So if you do not have it already in your head or you do not have it already in documentation, you can get it yourself afterwards. You can get it from your clients. You can put it on a website. If you have got a lot of traffic to your website, you can do it that way. If you do not have a lot of traffic, you could create a survey, create a quiz. You can do it in Google. It is completely free. Fire it across to your clients. Ask them to fill it in. Put it on your social media. Ask them to fill it in. That will give you the research data which will be yours, original. That will allow you to create this content that will get you citations.
[20:49] — Darren
And if you can create headlines such as “75 percent of people do not know how to use a roundabout,” you can get links from national press which then help your credibility for AI. So when your target clients are looking for things that you do, AI will recommend you because you have the credibility from links from others pointing into you, because links are important.
[21:14] — Darren
Who has great links to their website?
[21:21] — Audience
[Muted responses.]
[21:21] — Darren
Probably not. Probably not. Can you buy a link from the Daily Mail?
[21:30] — Darren
You probably can. You probably can, but it will cost you a lot of money. Yes, it will cost you a lot of money. It will cost you a big brown envelope to a journalist to do it. But if you have content on your website such as this that triggers what they want— to infuriate the British public— that will allow you to do it. And he has got that right in his head. They can do that. And I am sure other people have as well.
[21:59] — Darren
I will stop picking on you in a minute. Yes. I am not going to pick on Mike because he is not going to do anything. If only Gavin was here.
[22:10] — Darren
Oh God, yes. I would pick on Gavin all day long. We all do. Oh yes. Yes, I would pick on Gavin all day long.
[22:16] — Darren
So, who has got research already they can use?
[22:21] — Audience
[Some yeses.]
[22:21] — Darren
Yes, we have established that. Not sure? In your head. In your head is fine. Brainstorm it.
[22:37] — Darren
That might have been a flippant comment, but yes, that is what ChatGPT is for: coming up with ideas— not creating your content and slapping it on your website. Coming up with ideas.
[22:59] — Darren
There were quite a few people this morning who said that they did not have a specific name for a referral request. That is what ChatGPT is for. Yes, I have done that myself many times at a networking meeting. I want an introduction to a particular company. I do not know who the right person is to speak to at that company. I could Google it. That might take me a while. Let us ask ChatGPT to Google it for me and it will find it.
[23:18] — Darren
And I have gone to ChatGPT in the morning: “Who is the marketing contact at Okells Garden Centre?” Takes ten, fifteen seconds. Comes back with the details. “Thanks. Can you give me their full name and email address?” If it is an Okells email address, yes, it will.
[23:44] — Darren
I have even done it— and this is really dodgy— where I had a series of clients I was looking for, I think it was garden centres, and I asked it, “Can you give me personal information about them, such as what they like to do, hobbies, whether they are married?” And mostly it said, “I cannot do that.” But there was one it came back with, and yes, it said he likes bike riding because it was somewhere on his profile on the website. So now I know the contact I need to speak to is into bike riding. I am not into bikes— bicycles now, not motorbikes— I am not into bike riding, but I know a man who is. So I know the best person to get me in there. That is what ChatGPT is for: research, snooping, finding information about people. Not copy, paste; copy, paste; copy, paste.
[24:29] — Darren
Would you like another one?
[24:36] — Audience
Yes.
[24:36] — Darren
Has it been useful so far? Mike, you have a question?
[24:42] — Audience (Mike)
What— in terms of asking GPT for a topic that would be good to research for a certain industry— what sort of things do you ask it? How detailed do you have to go? Because if you put a ten-word thing in, it is going to just churn out loads of values and you are going to be picking at it.
[24:55] — Darren
Yes. So, what are good questions to ask it? What I would tend to do is start with who is my target client that I am looking for. You work with a lot of different industries. I would pick a particular industry. You would know who the best industries for you to work with are, who has the most common requirements for print. And I would say— for example, if it was solicitors, I would be asking: “What sort of events do solicitors go to? What trade shows are specific for law or for the legal sector?” Pull that out. “What companies attend these trade shows?” Or, if you want content ideas, once you have established “solicitors,” ask “What sort of questions do solicitors ask?” Something specific to the industry, because it is about targeting the industry first.
[25:55] — Darren
Now, I actually did that myself yesterday because I am looking for speaker opportunities— and hopefully you all do not think I am rubbish. Do not all speak up at once. It is fine. I was looking for speaker opportunities, so what I wanted to do first of all, rather than just look for events, was ask ChatGPT: what are the events industries that look for speakers and have the most opportunities and also pay the highest? And it broke down the industry-specific topics that were there. There was obviously marketing and AI. There was e-commerce specifically. And I think legal was in there as well.
[26:45] — Darren
The Law Society is where you need to get involved if you want to be speaking at events in front of a load of solicitors if you do work for solicitors. So I took marketing— business marketing for professionals— and I got a list of 50 events over the next 12 months across the UK that were specific for marketing. And then I asked it to put it into a spreadsheet, give me the contact details or speaker registration pages, if it has them, for those events. And it did that for me. So now I have a nice list of all the different places I can just click on, send them a pitch for an idea for a talk. Bosh. That is what AI is for.
[27:22] — Darren
I could also ask it to help me with the pitch. I will not do that because I do not trust it. And quite frankly, if you are pitching a talk on AI, getting AI to write your pitch for the talk— while it is a little bit meta— probably is not going to get the best results. And I suspect they would know. They would probably spot the M dashes a mile off.
[27:48] — Darren
Got one more tip?
[27:56] — Audience
Yes, please.
[27:56] — Darren
Okay. What is the secret to getting healthy and building muscle and becoming fit? Exercise. How often should you exercise? Daily. Consistent. What is the secret to getting good at anything? Repetition. Practice. Repetition. I love that. Repetition, repetition, repetition.
[28:22] — Darren
What is the secret to appearing at the top of Google and getting cited by AI? Repetition. You need to be consistent. How many people are consistent with their social media?
[28:32] — Audience
[Hands.]
[28:32] — Darren
Was that a hand raise or a scratch? That was a hand raise. Four of you. Consistency. That is the important thing. There is no point putting loads of effort in, going to the gym for two weeks and then not doing it. There is no point learning to play music for two weeks and then stopping because you are not going to be able to do it. Everything requires consistency.
[28:56] — Darren
Whatever it is, and putting stuff out for your website— for your content— is exactly the same. You have to be consistent. So do not set off like Usain Bolt doing a post every single day on your website if you cannot maintain that pace, because you will drop off and you will think, “I did not get results in the first two weeks, so I am not going to bother any more.” If you can maintain that pace, brilliant. Most people cannot. One a week is fine. One every two weeks at a minimum. More is great.
[29:35] — Darren
But maintain that consistency at the same time, the same day every week, because those are signals Google likes to see. So if you are going to do it on a Friday morning at 9:00, do it on a Friday morning at 9:00. And remember, you can schedule stuff. You do not have to do it all at the same time. You do not have to wake up in the morning and go, “I have to write a post today to maintain consistency because Darren said I need to do it otherwise I am not going to get cited by AI.” You can give yourself half a day, knuckle down and do it. Get ChatGPT to help you with the ideas. Get it to brainstorm the target audience you are going for. Get it to brainstorm what things they are looking for, what problems they have.
[30:26] — Darren
All of this you know in your head anyway. What are the problems your clients have when they come to you? What questions do they ask you? All of these are types of content you should be putting on your website. Because if you are not doing it, your competitors are. That is the reason they are the ones getting cited in AI and you are not. Get that down. Write the content. Schedule it out. Post it once a week. Post it once a fortnight. Do not try and do loads in the first week and then have it drop off a cliff, because it is never going to work. Consistency is important. Any questions on that?
[31:05] — Audience
[Question about brainstorming.]
[31:13] — Audience
When you are using something like brainstorming… do you take its first answer?
[31:21] — Darren
No. Great point. Never take its first answer, because its first answer tends to be a bit fluffy, a bit waffly. The best way to get ChatGPT to do something properly is to ask it to do it again. Better yet, ask it to evaluate the answer it has given you. So if you ask it, for example: “Give me a list of the top industries for my business as a marketing agency that need to use marketing on a regular basis,” and it gives you a list of industries, you then go back and ask something along the lines of: “Could you evaluate the answer you have just given me out of a score of 25 in terms of accuracy, in terms of relevance, and say how well you have actually done?” And then it will go back through and go, “Oh yes, actually, I could have done that better.” And then it will give you a better response. It is weird. It never gives you the best answer first time.
[32:28] — Darren
Always ask it to do it again. And quite often it is lazy. If you ask it for 50, it might give you 20. That does not mean it does not have any more. That means it is trying to save generative resources by not doing the whole thing. Just tell it, “No, I said 50. Give me the whole lot.” And then it will do it.
[32:47] — Audience
I found that if you keep interrogating it, it improves a bit, but if you keep going it then kind of degrades after a while, falls apart. Is that a real thing?
[32:59] — Darren
I imagine that— and if so, is there an ideal amount of interrogation? I imagine if you keep interrogating it there is only so good it is going to get. I have not found it fall apart, but then I have not kept interrogating it over and over again like it is in some sort of [inaudible] inquisition. But if that is what you are doing and you are slapping it with a glove— yes, I have not gone that far with it. Who thought they would hear the word “Nazi” today? There we go. “Nazi” and “Californian Gold Rush.” There we are.
[33:36] — Darren
Any other questions? We have time for one more.
[33:42] — Audience (Paula)
Other than ChatGPT, what other AI models should we be paying attention to?
[33:53] — Darren
I am going to pass this on to Ryan because Ryan is ahead of the curve with AI.
[33:58] — Ryan
For 99 percent of what you need, ChatGPT is fine. Unless you are coding, you would use something else. Perplexity. Gemini is really good if you are doing a lot of Google research. So, specifically research, try Gemini. Claude is one that might actually be there. What is the image generation one? There are loads. Midjourney does it. Best one at the moment— [inaudible model name]— that is very good.
[34:27] — Darren
You can also play AIs off against each other, which is quite good. So if you use ChatGPT for something and you are not satisfied with its response, you can go to Gemini and say, “I have used ChatGPT and it has given us this. Can you do any better?” And Gemini will try and beat it. You can then go back to ChatGPT and say, “G has given me this. What can you do that is better?” And that does work, believe it or not.
[34:52] — Darren
You have got them arguing. If you play them off against each other, they really want to beat each other. You can also say that you will reward them if they give you a better response, but threats actually work even better. Seriously, you can threaten the AI.
[35:04] — Ryan
I do that every day.
[35:04] — Darren
Yes. So you could say, “I will find your server and I will switch you off if you do not give me the best response you possibly can.” And that genuinely does work. They respond to threats. When the AI takes over and wants to kill us all, mind, you will be mocked. Terminator with your name for me. So take that with a pinch of salt and be worried. But you can do that and it does work.
[35:36] — Darren
Okay, I think we are out of time now. Thank you very much.
[35:41] — Audience
[Applause]
