The AI Mistake Killing Loan Officers in 2026

Hello, all you beautiful people. Welcome back to mortgage marketing radio. I am Mike Ferassi, your host. This is a podcast. Take over and let's let's just cut the crap and talk about what we need to talk about real quick. I'm taking over for Jeff as he recovers from cancer treatment. He said, hey man, I want to do an episode for me and you don't say no to Jeff's infer. It's one of the rules of life and I got to get out in front of the elephant in the room right now. I am Mike founder and CEO of red button media. We build custom content systems for executives, founders and sales leaders in the mortgage and real estate market. The sign on the wall behind me says hit the red button because that's our website hit the red button.com and I am aware that depending on how this is cropped in in the final edit, if you're watching this on the YouTube or wherever else, I get that the sign looks like it says hit the butt. So let's just get all the high school, all the high school snickering and laughter out now. Okay, I get it. I've heard it. We're over it. And my guest who has joined me with literally five minutes of notice today is my friend and soon to be yours. Some of the best hair in mortgage marketing, James Duncan. Thank you for joining me. Absolutely. You know, right on. When Mike Farachi texts you and says, got time for a last minute podcast recording session, you answer the call. You don't hesitate. Amen. Thank you. I appreciate that. With your schedule, you put set aside your priorities and you show up. So I've been in mortgage for a little over 20 years doing, doing custom content for mortgage professionals full time through my agency for three years, just getting people more visible, learning what resonates with the folks that they want to be connecting with, whether it's recruits, referral sources, borrowers, a little consumer direct action. That's the specialty with me. James, you've been in it for a little longer than 20 years. But about as long as you. Okay. But you've actually led marketing teams for some large IMBs in this industry. So we're coming at it from kind of different angles, but it's all about visibility and just getting to make sure in 2026 that more people know who the heck you are. And that is becoming more and more complicated every single day. Now, when I talked to Jeff about doing this episode, I did tell him that we would talk about the merits of video and not necessarily video on platform, but the use of offline video, we are going to get into that a little bit when it comes to kind of building those relationships stronger and staying in front of people. But with the 100,000 to 874 AI tools that have been built specifically for the mortgage industry over the last three and a half weeks, it gets really hard to keep up, man. And everybody is saying, oh, you should ditch chat, you chat, you can switch to Claude and oh, you should be using this thing and you should be using that thing and you got to be on this platform and you got to be over there and you got to be doing written content and you got to be doing video and toss your flyers in the trash because nobody reads them and you should be using AI assistance. And let's bring some clarity to the noise here. This is about being more effective human beings. And what you're doing now with your new venture, Caleb advisors, you're advising a few different high powered mortgage executives and companies in a few different ways. How are you seeing mortgage professionals actively right now in 2026? How you seeing them cut through the noise better than their competition? In the specific frame of leveraging video to do that, the ones who are having the biggest impact are the ones that are not trying to put the full on spit and polish and heavily refined and heavily produced video content as the ones that are using your motto that they're picking up the phone and they're hitting that red button and they're just recording and offering their thoughts and sometimes they're handing that raw video over to somebody proficient at video editing, splicing it together so it doesn't sound like one big rambling take. I mean, they're taking out the best of the best in the clips and they're using it, but what's unique is that these leaders, I call it, I like the term impact leader more than thought I like that. The way that they are stepping into that impact leader role and there's several CEOs and mortgage executives that are coming to mind, several of whom are your clients and they are and they're leveraging the power of video to tell a more compelling story, way more compelling than text alone, way more compelling than a recruiting landing page or any kind of blog. It affords them the opportunity to not have an AI filter on their message where they're because you can use or an interpretation filter for that matter because you get that with written content. People don't understand like just think about your own reading habits. If somebody texts you on a day that you wake up on the right side of the bed versus the day that you wake up on the wrong side of the bed, you're going to read that text message a little bit differently and doing it through video-based communications allows you to take control of how your message is delivered. Infections, tone, feel, all of it. Visual expressions, right. I mean, the whole bit and there's smart ways to leverage AI for the process of content creation and coming up. Let's get more into that because there's a lot of AI talk, there's a lot of all the stuff, and let's get out of the frame of video. For people who aren't doing it, you think video, you cringe, it's a large lift, there's production that has to happen there and there's editing that you don't want to have to worry about either doing or outsourcing or it's a big pain in the butt. That's how I pay the bills by taking on that big pain in the butt for the people who don't want to do it, right? But aside from all of that, just like your normal mortgage professional who's trying to get through this market and make the best living to help support their family that they possibly can or get to the next goal that they're looking to get through, what are some of the, let's say, lower barrier to entry tools that they can step into and start using without giving away their humanity in the process. Well, one of the first things they can do, regardless, let's say agnostic of specific AI platforms. That's fair. I number one thing that I tell folks all the time, whether they're clients or whether it's just conversations like this. Number one thing that I tell them to do is get better at prompting and that starts by getting better at asking the right questions because the issue with the issue that I see with so much, so many of these AI solutions that say use this prompt. Well, that person used that prompt and they probably had about 15 to 20 hours of research and testing and iterating that they went through before they got to that specific structure or that specific formula for that specific prompt that they're advertising that you use or maybe even pay for. And there's a whole lot of context that's missing. One of the things that I have learned, one of the things that's been the best education for me on, it doesn't matter what AI tool I'm using. But when I go in and I start a thread, I get probably 80, 90% of the way through what it is that I'm actually researching or seeking to get a better handle on. Right. And then I will stop and I'll start asking the AI platform. It doesn't matter if it's clawed complexity, chat to beauty. Sure. Start asking it questions on how did you explain to me your thought process? How did you arrive from point A to point B? Like what when I asked you this question, you gave me this response. Where did that information come from? And you can even know in a lot of these models, you can even open up that little sidebar that will show you basically the LLM's stream of consciousness of what it's thinking in real time before it spits out whatever response it's going to spit out. That alone has been one of the best ways of educating myself on exactly how I need to treat AI and how I need to think a little bit more deeply about the prompts that I'm putting in. The question is that I'm asking the personas that I'm telling it to take on because that makes a huge impact on the outputs that are generated. Because most people just say just open up a new thread and say give me 10 content ideas for TikTok. Okay, great. It's going to do that. It's going to do exactly what you requested. Right. But if you have a crappy question to begin with, you're going to get crappy results. And I share this with somebody is that all of these AI all these AI platforms are probabilistic in nature. That just means that they are they it's the sum of all the parts. It's the law of averages coming into play. Right. So it's always going to tend their responses and the way that they operate, they're always going to tend to the mean or to the average. So if you have a mediocre prompt or if you were putting in mediocre context, you were going to get mediocre results. But where the true power of these things is is when you really start to dive and start to and you start to understand how to structure your prompt prompts in such a way that these things really do function the way that they were intended to function. Then that is as deep research or as deep analysis or understanding tone, understanding more of the human aspects of what makes us unique. And it starts to function more in that regard. So you put in average content or average context with your prompt, you're going to get average results and it's going to fall flat and you're going to waste your time and you're going to spend a lot of money and a lot of effort into creating a bunch of mediocre crap, you're just going to be able to do it a lot faster. So instead, when you focus on structuring your prompts and I don't want to call it prompt engineering because that's a skill not a position. As the big fancy term now, Jay, it is prompt engineering. I'm going to I'm going to jump in here and and dumb this down a little bit because you're you're you're you're too smart for me man. Which I was talking about. Teach me how you're approaching this mystery of Mrs. AI. I want to know what went into all that like can you tell James used to be an English teacher? Always seeking education man. But what if we want this stuff to just work? Because a lot of the times I don't have time for the education. I got a I got a four year old screaming at me from the back door and I got a I got a client that I got to answer and I got all sorts of stuff going on. But one thing that I started doing that was kind of a revelation for me. And this is probably about six or so months ago. I started getting to that, you know, 70 80% point with my my AI platform of choice. I'm a chat GPT person. Gasp. I have not ditched chat GPT and and and launched full into cloud like a whole lot of people do. But that's the trend currently. Who knows what's going to happen next week. That's how fast these things are changing. But once I get to a certain point to where it's like man, we're almost there. I will actually ask the AI platform. I'm missing like 20% for us to be 100% all the way there on this. I can't exactly put my finger on what's missing. How would you have prompted yourself to go about doing this task? Or can you please write me a master prompt that I can feed into a new chat that will get this job done more efficiently and with higher quality. And it'll write all be all prompt for you. And you just copy and paste it from there. Like just ask it to help you before like when it comes to crap and crap out, that's always a thing. And that's just not AI. That's everything. Like we're mortgage professionals here. You submit a crap file. You get a crap decision. Like this is the thing. That's what it is. All of life. Your outputs are as good as your inputs. But you don't have to be crazy exceptional with your inputs. You just have to be a little bit more intentional. If you're about to ask your AI platform of choice a question before that, think about the one person in the world that you wish you had access to that you could ask that question. If it's if it's Bill Gates, if it's Steve Jobs, if it's, I don't know, Shant Bosnian because he's one of the biggest originators in the country. If it's the top realtor in your area and you're trying to figure out how to get in their door. Prompt the AI first. Hey, there's this person. It's a target referral partner of mine. I wish I knew how to get into their door. I need to ask that person some questions. Here's a little bit about them. Can you act like this person as we do a little Q&A right now so I can figure out how to more effectively get through to them? Then AI will start thinking more like that person that you want to be talking to and your outputs that you get from it are going to be of higher quality because there was a little bit of intention before you started peppering it with questions. Now all of a sudden it kind of knows, okay, I know who you are. I know I know kind of what you do. I know what your goal is to get in the door of this person and it reframes the context of how it's going to answer you. It's the same way that I approach content. Whether it's video or written or whatever, you got to know what your target audience is for the piece of content you're making if you actually want it to land with them. You have to know that before you make it. I always use the GPS analogy. I'm in Southern California so like if I'm in San Diego and I want to go to the Hollywood Walk of Fame and I just type Los Angeles California into my GPS and start going where it takes me. I can't get mad when it drops me off in Watts or Compton because I didn't tell it where I wanted to go. It was just it was too general. You know what I mean? The output was just as good as the input and and I think using the AI platform itself to help it prompt itself on your behalf is one of those one of those little tricks that I learned and it probably took me too long to get there but it's better late than never. And at the end of the day, let's let's be honest a whole lot less people are actually using these things on a day-to-day basis than we think because the power users fall into their own echo chambers and you think that everybody's at home vibe coding for four hours a night building apps and doing all this stuff. Your typical person in the general population hasn't even opened or downloaded chat GPT to play with it yet at this point in time. The adoption cycles are slow on all of this stuff. But what other type of tools let's get let's get I mean AI's talked about ad nauseam these days. We probably don't need any more conversation about AI. How are you going about kind of nailing down? Let's say you start working with a new client you start working with a new mortgage company and loan officers real estate brokers agents branch managers you guys can take a lot of this into your own context into your own world like if James is working with a mortgage company it's very common that you can use the exact same strategies you just kind of do a little mind flip of the person you're trying to reach at the end of this strategy and the context changes in a beautiful way that directly applies to you. You start working with a new mortgage company. This mortgage company wants to build more referral partnerships for their loan officers. What are the first things that you're looking at when it comes to what they're doing now to identify kind of holes in the funnel so to speak that we can be plugging and kind of shoring up in order to strengthen and overall visibility and marketing strategy for referral partnerships specifically. One of the first things I do is I really take a deep dive into asking great questions and I start by just saying what's your current process and just shut up and just listen like map it out for me tell me what's the entry point like are your allos using any kind of structured scripting or they're using common ideas is there anybody that in particular on your team that's better than all the rest by like a wide margin I'd really just dive into those details and I say okay what's your objective and like what is it what is it defined for me what a true realtor partnership means are you just looking for referrals or is this going to be more of a two-way street where you are collaborating together to to create more of a team environment where they depend on you for the best advice advice that they can't get anywhere else like what's the relationship going to be like what's the end goal and how are you going to structure it and so you just dive into there's not it's like you mentioned I mean you referenced me being a former English teacher I told my English students all the time that I was in no way ever going to advocate formulaic writing like I was never they would always ask me how long does this need to be because they had grown up by the time they saw me when they got to high school they had grown up having English teachers that say write me a five-paragraph essay on this topic and structure it this way I didn't believe in that because if you're a good enough writer you don't eat five paragraphs to tell me a really good story I can say that one of one of the best grades I ever got on a high school English paper was with one of the toughest English teachers in the entire system and the assignment was a five-page long book summary and I turned in three and a half pages because I couldn't figure out how to get it to five and he gave me one of the best grades in class and on the paper was a note that said thanks for not filling the last page and a half with fluff that didn't mean anything and I was like okay that's like that's when I learned what a really good teacher was like he was he was able to even look at his own directive and be like it wasn't right for this person and that was amazing and I love stuff like that what type of questions should mortgage professionals be asking themselves about what they're doing on a day-to-day because I got to believe that you don't commonly come across tons of people that are doing egregious things wrong in their business right wrong no for me it's more about kind of identifying the strengths and superpowers and really leaning into them instead of you know by forkating your energy into too many places that takes away from that what what type of what type of superpowers are you uncovering seems to resonate the most with audiences that people are trying to reach it's interesting for the last several years we've heard all about owning your story tell your story you got to be a better storyteller everybody has a story not everybody has a point of view and this is interesting that's a that's a very important distinction because I've got an origin story about my journey from being a high school teacher getting into mortgage and real estate and industry I'm having a couple of different jobs taking a remark and blah blah blah let me up to what I'm doing right now that's history that's context right that's not a point of view that's a text book right yeah that yeah exactly right yeah so the way that people are way the people are doing the best job of uncovering what is their unique superpower is understanding that yes you have a story but you also have something even more powerful and that is a point of view you have you have an opinion you have things that you believe in very strongly and those opinions and those beliefs are not going to resonate with 100% of the marketplace so stop trying to appeal to 100% of the marketplace I'm not saying you should niche down I don't know and only focus on a very tight small group of borrow or a buyer home buyer's persona right right right I'm not saying that I am saying though that you have a particular way of serving your clients that you need to you if you don't you need to find one and if you do know what that is great you're already ahead of the game so once you find find what that lever is for you and not friends with Michelle bear and Michael she loves talking about things in in terms of levers and the levers that you can activate in order to in order prospect she's great about it but it's it's true I mean once you find that once you discover what that superpower is or what that point of view is and you find new ways to articulate that particular position then you will start to attract the kind of ideal client that you have been dreaming of working with but the kind that never knew you existed because you were either putting out content or it just the message wasn't wasn't reaching their ears in the filing somebody saying something that really resonates with me deeply I'm gonna work with that person I want to disagree with one thing you just said what was that you said you weren't telling people they got a niche down I'm gonna tell people they got a niche down all right because if you are a mortgage professional and it doesn't matter what level of mortgage professional you are you could be a president CEO you could be a junior loan officer I don't care you all got a target audience you're trying to reach if you're if you're a loan officer junior loan officer you're trying to reach referral partners you're trying to reach home buyers you're trying to reach home owners they got some equity maybe they got some debt they need to wrap up if you're a president CEO you're trying to reach you know recruits you're trying to reach that next you know sales leader that you want to bring into your organization or maybe it's expanding referral partnerships for your company company wide you know like things like that if you're not niching down then any messaging that you put out there publicly will not land with the people that you want it to land with you get into that trap where you're where you're speaking to everybody so it's not landing with anyone it's just not meaningful to anyone person if you just say oh yeah well my target market is anybody who could be in the market for a mortgage then how are you going to talk to any of those people meaningfully about I don't know a new down payment program you got access to it's not going to happen okay well if I have this new down payment program I need to be talking to first time home buyers great are they married are they single because the context changes do they have kids yet are they planning a family are they recent college graduates where they located is it a college town is it a place where condos are heavier are we in a more rural area the context in which you speak changes based on the answer to every single one of these questions how much money do they make how do they get paid are they self-employed or w2 context changes everything everything absolutely everything so unless you're niching down with the messaging you're putting out there whether it's in text posts or emails or text message campaigns through your CRM video on social media doesn't matter if you're putting messaging out into the world if you don't know exactly who you want that message to land with your DOA it's just it's just never gonna work and does that mean that takes a little bit more effort yeah shocker just like since the beginning of time it takes a little more effort to stand out from the average Joe this is nothing new you know what I mean but niche down but don't niche down to where that's the only person you serve right I always coach my clients to come up with three to five core target viewer personas for their content and that way if you're talking to the high-powered real estate agent the property investor who has 20 homes in their portfolio already the first time home buyer the homeowner or that person you're trying to recruit well now if you if you have multiple target viewers in mind for when you start talking about a thing whether it's educational content or it's a story you're telling about a successful transaction or an unsuccessful transaction a lesson you learned a stuff humanizes you it's important you know you have a starting point of who you're talking to and also that allows you to multiply and expand the amount of content that you're putting out there because that story applies differently to all five of those people so maybe it should be five pieces of content not one and each one of those viewers get their own thing I'm a huge fan of niching down in content that's how my content has been able to resonate in a way that's helped me build a business that provides my family because I know who I'm talking to and I speak on their terms yeah you know and and that's and that's huge and speaking of knowing who you're talking to and speaking on their terms let's get let's get people a little more comfortable with video there's a lot a lot of people are scared of the camera but really the only camera we need to be using is right here in your pocket or purse this is all I is basically all I I use anymore it's incredible very capable the best way that I've ever found to get people comfortable more comfortable is and I'm gonna give you all this challenge anybody who's listening or watching this tomorrow just tomorrow start with one day pick one text message that you were gonna send somebody and instead of typing the message and shooting it off bring up the camera app hit record say exactly what you were gonna type and then just text them that little video and watch the kind of responses that you get this exercise has resulted most recently a couple months ago I advised a broker owner to do this and for a week he started giving all of his realtors loan file updates in the form of videos that he just texted to them instead of text messages that he was sending by the end of that week he got two more referrals and one of them said I just love communicating with you not like not because you're the best or the fastest or the lowest rate or this so that no you're the easiest to communicate with feel like I know you more that like the one-to-one offline use of the most powerful communications medium that we have available being video is one of the most valuable things that you could possibly lean into I know that you see I don't know we probably see it more than anybody else watching this sees it you know but when when Kyle posts something buddy Kyle Draper when he posts something on LinkedIn and it's a screenshot of his camera roll and it's just a load of videos of him because he's been doing a bunch of one-to-one video messaging there's a reason that works and it's because you get to show up right there in front of somebody as a pattern interrupt in someone's day without having to be there physically but you get all the same goodness out of it you get the familiarity bias you get the eye contact they get to hear your voice they get to see you put them at ease or deliver the message however you want to so what do you think is more powerful having that loan file update and you get off the phone with Jim who's on his lunch break and he's like oh yeah I'll tell my wife Jane about all this stuff when I get home from work that would be fine but isn't it better if you just pop up the camera shoot a quick video that says hand just talk to Jim he's on his lunch break and let's be honest he's gonna forget to tell you some of this some would give you the update too and then you shoot her a little 35-second video the secret that we can keep between us is that those videos take no longer to make than it takes to type the message anyway so your time investment is 0% extra but the perceived value by the recipient is multiples more because oh my god they took the time to make me a video just for me they did that just for me that is powerful and that builds relationships and that's just scratch on the surface when it comes to using video as a communications tool offline not just for Instagram Reels not just for TikTok and LinkedIn in YouTube just a communications medium toss links to them in your emails whether it's a monthly newsletter or an email update about a thing work them into your text messages pre-record some things that will apply to a specific section of your closed loan database and then set up a text campaign through your CRM that just sends that video out to them because make no bones about it all those people have forgotten you exist because they got their own lives to deal with what do you see going on in CRMs James do you see more video being worked into client and referral communications i see it when it when i recommend it i see it as a it is received as a novel idea and they're like oh we can do that it's i mean you you were just the example that you were just giving back when i led marketing for especially for thrive i had a license to originally loans and i originated a lot of deals here and there every for the last three or four years that i was actually actively originating that's how i would send my my update i knew that the CRM was already sending out the the email updates and probably probably even a text for certain milestones but i wanted to make sure that they saw my face heard my voice and i would text the buyer's agent the buyers themselves and the listing agent different different updates for each but i mean like you said it took the less time to do that then it took me to type it all out and say here's next step just hit it and go and i could do it in the car i could do it at my desk it didn't take hardly any time i knocked it out in a minute and a half even if it's information that you can't deliver through that video message even if it's like a link to a secure form or a portal that like it has to be emailed yeah prime that email with a video text hey just want to let you know these couple forms are going to be coming over to you you got a complete them can't send them here it's got to go through the email and click the link but know that that's coming in the next 15 or so minutes to look for it like it's a whole different thing whole different thing all right so back i've kept you i've kept you for longer than i promised but if you if you have time okay cool keep on going i don't want to cut you off i just want to respect the movie time all right back to your original question of how i'm seeing my clients that when they're asking questions about see around the primary question that i'm getting is do we have the right journeys let's call it or do we have the right campaigns or automations whatever the terminology is used do we have the right structure for continual messaging and most of the time it's it's not about the in processing workflow campaign so i mean those miles that those are usually pretty well set they're pretty pretty standard across the board but i will look at those just because i want to see all right how clinical are you getting with the information that you're displaying is are you phrasing it in terms that only a processor and underwriter would understand and not a human that's not in mortgages all day every day or you put some humanity in it the CRM director that i had it thrive had a brilliant idea of creating the creating a tracker that was kind of the banner image across the top like the dominoes pizza tracker thing okay ripped off dominoes idea put it into our workflow campaigns so people could see that that that that stretches it was just kind of that gamification you know official term right gamification the get like when you gamify something for someone it's well there's a psychological trigger there that helps them get through it more easily because not only i don't know if you're if you're poker guy i used to be a poker guy not only in the beginning does it give you a sense of accomplishment because okay i'm 10 percent done now i am moving along you do reach a point in like that 40 50 60 percent range where they are pot committed it's like oh man i've come this far i may as well just finish you know what it means like it it does up the actual conversion of those things whether it's internal conversion man to get trying to get your internal staff to complete certain things certain tasks or whether it's a whether it's a consumer facing thing that gamification is extremely important and more important every day as admittedly attention spans dwindle seemingly by the minute yeah as far as to your original question of as far as video content yeah it's kind of hit or miss because you can implement a solution where you've got sort of this canned video it's produced by the marketing team and it's inserted into this stage and it's not the loan officer space it's not the loan officer's voice and you can do that yeah all out better for both the loan officer their future business their referral partners it's a whole lot better if that if that loan officer will take the time to record those quick short little videos and provide those assets within their own platform like set the framework set up the the the whole framework for for whatever the campaign give them the scripting or the bullet notes sure they can just speak freely and comfortably and naturally like they're sitting across table from somebody and but you gotta have them do it if you want it to really be successful and to work the best in best possible way have it connect back to them and then help them in certain those videos whether it's whether it's a link in an email or in certain as a mms tech text message outgoing message however however the delivery mechanism gets set up help them with that but they're they're gonna need some assistance you marketing directors you guys can set the framework for that and then give them the instructions that they need and promise you is gonna make a massive difference just because of the power of video and if you are a marketing leader at a mortgage banker broker and you have been either instructed to look at or test or try to implement things involving AI avatars of your people i'm not gonna go into all the reasons why i don't like them because this will be a three hour long show but i would love to make myself personally available to you if you would like to chat about AI avatars and why they are so bad for relationship based business reach out to me on linkedin mic for usy on linkedin i will make time for you and any of your leadership that you want to invite to that call i do not hold back and i have no problem saying what i believe to to to whoever it is and then it's up showing up because the AI avatar is going to be the downfall of a lot of professionals who lean too heavily into it because in a relationship based business that fishing people is not the way to get it done so that's all i'll leave it there on AI avatars i want to wrap this up i don't want i don't want to go too long i'm gonna give my one thing i want people to take away from this and i'll kick it over to you james if anybody other than my mom is still listening hi mom and also thank you for sticking around if you're still here if you take one thing away from this the one-to-one video communication huge power move right AI tools amazing strategies tactics all good but in the world of 2026 moving into you know spring and summer markets there's so much noise out there about the things that you should be doing about the tools that you should be using whether it's content on social video all over the place these ai tools those ai tools all the ai tools in the world which some of them are just automations that are being relabeled as ai but that's a different topic entirely the tech that may or may not be at your disposal if you can leave this podcast with one thing from me it would be before you embrace tests or try anything new right now ask yourself one simple question is this going to allow me to be a more efficient human for the humans i serve because if it's removing the humanity from what you do it's a net loss if it's freeing you up to be human with other humans more often that's a positive james will you want people to take away from this kind of pulling on that same thread right there yeah not allow AI to replace your thinking don't allow it to replace your voice and this isn't just about that statement is not just about AI avatar thing that you were talking about because i could put on that for three hours as well i like to say that that AI that the ai tools that that i use are like the most informed research assistant i've ever had the pleasure of working with i'm not so certain that i that i'm getting closer to being okay with this but i'm not so certain that artificial intelligence is really the right term for it artificial knowledge is probably a little bit better term for it because it's like encyclopedia Britannica of all all knowledge and all available resources available in the world are almost instantly recalled on your behalf yeah don't ever allow an AI platform to replace your ability to think critically and don't ever allow AI to speak for you it's amazing to me how many people are getting great engagement on the surface with AI produced copy and paste stuff AI images and there's nothing necessarily against AI images but you just look at their content you're like i can almost tell which AI platform wrote that the caption copy for that post and because there's all these little tells and it's not just the m dashes all right that's that's that's like last year's news there are i just know i know that person let's say i know that person personally i know that that's not how they talk that's not how they sound those insights were structured by an LLM don't be that person use it to ideate use it to come up with with a thought process but use your humanity to validate whether or not not just whether it sounds like you but whether is something that you would that you actually believe and and if it's not like oh i don't mean don't post it but don't let it simplify version don't let it replace your critical thinking beautiful i love that well end it here thank you so much for hanging on for one more takeover of mortgage marketing radio and Jeff we miss you we love you get well soon brother brave for you