brand building Archives

Why ChatGPT Can’t Tell Your Brand’s Real Story About Authentic Marketing with AI Integration

September 9, 2025 Brent W. Peterson

Welcome to this insightful episode of Talk Commerce, where host Brent Peterson sits down with Jimi Gibson, Vice President at Thrive Agency, for an engaging discussion about the intersection of artificial intelligence and authentic brand storytelling. Jimi is a seasoned marketing professional who brings a unique perspective to the table, combining 20 years of digital marketing expertise with his background as a professional magician. Our conversation dives deep into why businesses can’t simply replace human creativity with AI tools, particularly when it comes to building meaningful connections with customers through authentic storytelling and strategic marketing approaches.

Key Takeaways

• AI tools like ChatGPT function as “really bad mind readers” that lack the emotional depth and personal history needed for authentic brand storytelling
• Successful e-commerce marketing requires a holistic approach that combines multiple channels, platforms, and human insights rather than relying solely on automation
• The most effective marketing strategies incorporate both AI efficiency and human creativity, using technology to enhance rather than replace authentic brand voices
• Businesses shouldn’t chase every new AI trend but should focus on understanding which tools actually improve their specific marketing outcomes
• Customer experience remains paramount, with consumers becoming increasingly savvy at detecting artificial interactions and content
• Multi-channel marketing success depends on understanding individual business goals and creating customized strategies rather than applying cookie-cutter solutions

About Jimi Gibson

Jimi Gibson serves as Vice President at Thrive Agency, a full-service digital marketing agency that’s maintained its position in the competitive landscape for two decades. Jimi’s career trajectory at Thrive demonstrates his versatility and expertise, having held five different roles over five years, including leading their strategy department and overseeing operations across all service teams. His current position allows him to share valuable insights and industry lessons with business owners and marketing professionals seeking to navigate the evolving digital landscape.

What sets Jimi apart isn’t just his extensive marketing background but his unique experience as a former professional magician. This distinctive skill set informs his approach to marketing, particularly in understanding how to captivate audiences and present messages that drive conversions. His magic background provides him with insights into human psychology and audience engagement that prove invaluable in the digital marketing space.

Episode Summary

Jimi outlines Thrive Agency’s comprehensive approach to e-commerce marketing, emphasizing that successful online retail requires multiple touchpoints and strategies working in harmony. He explains how the agency addresses clients who want to either establish themselves on major platforms like Amazon and Walmart or transition away from these platforms, noting that each situation requires careful analysis of sales history, market position, and business objectives.

Jimi discusses the complexity of modern e-commerce marketing, highlighting how Thrive Agency evaluates 175 different data points when developing strategies for new clients. This thorough analysis helps determine the most effective mix of services, which might include content writing, design, photography, video production, organic and paid social media, email marketing, and platform-specific optimization.

The discussion transitions to the challenges of multi-channel marketing, where businesses must maintain brand consistency across various platforms while adapting their messaging for each channel’s unique characteristics. Jimi emphasizes that success requires understanding the friction points in the customer journey and ensuring seamless experiences from product discovery through checkout completion.

A significant portion of the episode focuses on the role of artificial intelligence in modern marketing. Jimi presents a compelling analogy, describing ChatGPT as “a really bad mind reader” that’s extremely polite and helpful but fundamentally limited in its ability to capture authentic brand stories. He explains that while AI can process vast amounts of information and generate responses based on input, it cannot incorporate the personal struggles, family histories, and emotional connections that make brands memorable and compelling to consumers.

The conversation explores how businesses are increasingly tempted to rely entirely on AI for content creation, only to discover that the resulting materials lack the personality and authenticity that differentiate their brands from competitors. Jimi warns that while AI can be valuable for certain tasks like proofreading and comparing different versions of content, it shouldn’t replace the human elements that create emotional connections with customers.

Jimi shares practical insights about implementing AI chatbots on websites, drawing parallels to the frustrating phone tree systems that dominated customer service in previous decades. He warns that poorly implemented chatbots can create endless loops that frustrate customers and ultimately damage brand relationships. The discussion includes real-world examples of chatbot failures, including instances where customers engaged in extended conversations about unrelated topics like football and cooking, resulting in unexpected costs and poor user experiences.

The episode concludes with Jimi’s perspective on the future of AI in marketing, emphasizing the importance of testing new technologies carefully and maintaining realistic expectations about their capabilities. He advocates for a balanced approach that leverages AI’s strengths while preserving the human elements that drive authentic customer connections.

Memorable Moments

“It’s a really bad mind reader, and it’s a very nice, really bad mind reader. It has a lot of information, and it’s trying to predict based on what you put into it, what it should give you back as a response.”

“Those are the textural things that are very emotional that connect people and connect them in a sticky way to your brand, and they’ll choose your brand over somebody else.”

Final Thoughts

This episode provides valuable insights for business owners and marketing professionals navigating the complex relationship between artificial intelligence and authentic brand building. Jimi’s expertise highlights the critical importance of maintaining human elements in marketing strategies while thoughtfully integrating AI tools where they add genuine value.

Our discussion serves as both a warning against over-reliance on AI and an opportunity guide for businesses willing to invest in authentic storytelling and genuine customer connections. As the marketing landscape continues evolving, the companies that succeed will be those that master the balance between technological efficiency and human authenticity.

Will your marketing strategy rise above the AI noise by keeping humans firmly in the loop, or will you risk losing your authentic voice in the pursuit of technological shortcuts?

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Innovating ERP Solutions for Small Brands with Kyle Hency

December 31, 2024 Brent W. Peterson

Recently, I had the pleasure of tuning into an enlightening episode of the Talk Commerce podcast, where host Brent Peterson sat down with Kyle Hency, CEO of GoodDay Software. Their conversation shed light on the evolving landscape of e-commerce operations and the innovative solutions emerging to address these challenges.

From Chubbies to GoodDay: A Journey of Innovation

Kyle’s journey in the e-commerce space is nothing short of inspiring. As a co-founder of Chubbies, the wildly popular men’s apparel brand, he experienced firsthand the growing pains of scaling an online business. What started as a mission to create a brand that spoke authentically to young men soon turned into a crash course in operational complexity.

“We didn’t feel like the brands that were growing up around us were speaking authentically to us as men the way a beer brand might,” Kyle reflected, explaining the initial spark behind Chubbies. This focus on authenticity and community-building became a cornerstone of their success, but it also highlighted the operational challenges that come with rapid growth.

The Operational Hurdles of Modern E-commerce

As Chubbies expanded from a pure D2C model to include retail stores and wholesale partnerships, the team found themselves grappling with increasingly complex inventory management issues. Kyle shared how they eventually invested over a million dollars in custom software built on top of NetSuite to manage these challenges.

This experience was the catalyst for GoodDay Software. Kyle recognized that smaller brands faced similar hurdles but lacked the resources to build custom solutions. He set out to create an accessible, powerful ERP system that could grow with emerging brands.

The Changing Landscape of E-commerce Technology

One of the most striking takeaways from the podcast was Kyle’s insight into the rapidly evolving expectations for e-commerce technology. He emphasized that today’s software solutions need to deliver exponentially more value than their predecessors:

“The expectations of software and technology are way higher. So if you’re building a technology business today to support brands, you should assume you’re gonna need to drive 10 times more value than the same company five years before.”

This push for innovation is driven by the increasingly complex needs of modern brands. From managing multi-channel inventory to navigating the pressures of holiday season planning, e-commerce businesses need agile, powerful tools to stay competitive.

A New Approach to Software Development

What sets GoodDay Software apart is its collaborative approach to development. Rather than creating a one-size-fits-all solution, Kyle’s team works closely with their clients – or “co-design partners” as he calls them – to gather real-time feedback and iterate quickly.

This approach aligns with Kyle’s belief that “the most real solutions come from the people who are most closely operationally engaged with the details.” By maintaining this close connection with their users, GoodDay Software aims to stay ahead of the curve and provide truly relevant solutions.

The Rise of Austin as an E-commerce Hub

An interesting tangent in the conversation was the discussion of Austin, Texas, as a burgeoning center for e-commerce innovation. Kyle, having moved from San Francisco to Austin, praised the city’s outdoor-oriented lifestyle and its friendliness to innovation. He noted a growing concentration of high-performing CPG and apparel brands in the area, creating a vibrant ecosystem for collaboration and growth.

Looking to the Future

As we look ahead, it’s clear that the e-commerce landscape will continue to evolve rapidly. The increasing adoption of AI, changing consumer behaviors, and the ongoing need for operational efficiency will drive further innovation in the space.

For brands looking to stay ahead, Kyle’s insights offer a valuable roadmap:

Focus on building authentic connections with your audience
Don’t shy away from being polarizing – it’s okay not to appeal to everyone
Invest in scalable, flexible operational systems early
Collaborate with peers and technology partners to drive innovation
Stay agile and ready to adapt to changing market conditions

Wrapping Up

The conversation between Brent and Kyle on the Talk Commerce podcast offers a wealth of insights for anyone in the e-commerce space. From startup brands to established players, there’s something to be learned from Kyle’s journey and the innovative approach of GoodDay Software.

As we navigate the complexities of modern e-commerce, it’s clear that the right technological tools, combined with a commitment to authenticity and community, can make all the difference. Here’s to many more ‘good days’ ahead for e-commerce entrepreneurs everywhere!

Have you faced similar operational challenges in your e-commerce business? How are you leveraging technology to overcome them? Share your thoughts and experiences in the comments below!

And don’t forget to subscribe to the Talk Commerce podcast for more insightful discussions on the future of e-commerce. You can find them on all major podcast platforms or visit their website at

Find more episodes about the latest innovations in E-commerce here

From Pizza Kid to Entrepreneur: Caroline D’Amore’s Pink Journey

December 17, 2024 Brent W. Peterson

On a this episode of Talk Commerce, I had the pleasure of chatting with Caroline D’Amore, the dynamic founder of Pizza Girl. This isn’t just another food story; it’s a masterclass in entrepreneurial grit, brand building, and navigating the challenges of a male-dominated industry. Caroline’s journey, from overcoming family business hurdles to creating a nationally recognized brand, is both inspiring and insightful. In this post, we’ll feature the key takeaways from our conversation, highlighting Caroline’s unique strategies and her powerful message for aspiring entrepreneurs.

From “Pizza Kid” to Pizza Girl: Embracing Your Identity

Caroline’s story begins with a childhood spent assisting her father in their family’s pizza catering business. The memorable, and somewhat embarrassing, “Pizza Kid” shirts she wore as a child became a surprising springboard for her future. She initially tried to distance herself from this past, but eventually, she brilliantly recognized the inherent value of her experience. This realization was a turning point – it’s a lesson I found incredibly powerful. So many entrepreneurs are trying to reinvent the wheel, when the wheel they have is perfectly good, maybe just needs a little polish!

Identifying Market Gaps: The Sauce and Oven Story

Caroline didn’t just create another food brand; she identified and filled significant market gaps. Her dissatisfaction with the quality of commercially available pasta sauces led her to develop her own unique recipe – a testament to the importance of understanding and responding to consumer needs. This was followed by the equally brilliant development of her pizza ovens. Solving the problem of inaccessible, high-priced home pizza ovens was pure genius! It reminded me of how often innovation comes from identifying what’s missing rather than what already exists. This concept resonated deeply with me. I think many of us get bogged down in what everyone else is already doing.

Multi-Channel Magic: The Power of Direct-to-Consumer

Caroline’s success isn’t solely reliant on one distribution channel. She masterfully blends direct-to-consumer sales with strategic partnerships in high-end supermarkets and online retailers. This multi-channel approach is crucial for maximizing market reach, building brand loyalty, and ensuring stability. It’s a testament to the power of a diversified business strategy, a point I’ve emphasized repeatedly on the show, and one that Caroline effectively executes.

High-Quality, Clean Ingredients: Catering to a Healthier Market

Caroline’s dedication to using high-quality, clean ingredients strongly resonates with current consumer trends. Her commitment to using organic, ethically sourced products speaks volumes about her values, creating a strong brand identity. I found her concern about the differences in food standards between the U.S. and other countries particularly poignant, illustrating a growing consumer awareness and demand for transparency and higher quality ingredients.

Breaking Barriers: Women in Entrepreneurship

Caroline’s journey highlights the ongoing challenges for women in entrepreneurship. She shared stories of investor meetings where her gender and the name “Pizza Girl” were perceived as drawbacks. She cleverly turned those objections into strengths, making her brand even more distinctive. This underscores a powerful lesson about turning perceived disadvantages into unique selling points – a valuable takeaway for all entrepreneurs, especially women. I couldn’t agree more with her message about owning your identity and using it to propel your business forward.

Final Thoughts

Caroline D’Amore’s entrepreneurial journey is nothing short of inspiring. Her success with Pizza Girl isn’t just about delicious pizza; it’s about identifying and solving problems, embracing a unique identity, and building a strong brand across multiple channels. Her unwavering commitment to quality and her bold approach to the market makes her a role model for aspiring entrepreneurs everywhere. Listen to the full episode of Talk Commerce to hear more of Caroline’s incredible story and gain further insights into her business strategies. And don’t forget to check out Pizza Girl—her products are as delicious as her story is compelling!

Click here to learn more stories about female founders and entrepreneurs.

Follow Caroline and Pizza Girl: Instagram – @pizzagirl, @carolinedamore