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Ernie Harker

Ernie Harker

Ernie Harker, "The $Billion Branding Guy," is a keynote speaker, branding consultant, and author of "Your Brand Sucks" who founded Ernburn and led Maverik's transformation into a $3 billion brand.

Sep 8, 2026

4:15
What can they do? What would you recommend for them to get the maximum out of AI without feeling overwhelmed and to make sure they're getting something that's really practical for their audiences?
4:25
Awesome, awesome.
4:27
One of the things that I would first do as a speaker is create a custom GPT.
4:35
In ChatGPT, it's called a custom GPT.
4:38
In Plot, it's projects, but each different AI platform will have something very similar to this.
4:46
And what you're basically doing is you're creating an instance of a chat GPT or the large language model that you can instruct to your insights, your strategies, your approach, as well as your tone, personality, vocabulary, and specific turns of phrases that you use so that when you're using AI to help you produce your social media content, your pitches, proposals, or whatever, it sounds like you and not like AI.
5:28
And there's a difference between, hey, I use AI all the time.
9:23
Well, how does AI help us then with that? So we can make sure that I'm authentic, that I'm real and I'm coming across what kind of tools are available within AIs that you, within AI that you would recommend to people to look into or to start using more.

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