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 Two of the most well known, most

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 respected marketers and copywriters in

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 our industry just had a

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 very public falling out.

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 And it all started with a

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 single AI generated image.

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 Now I know both of these people

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 personally and I respect both of them.

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 And I'm not here to pick sides, but what

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 happened between them raised a question

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 that I think every single one

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 of us using AI needs to answer.

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 If AI creates something on your behalf

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 that causes harm, who's responsible?

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 That's what we're going to be digging

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 first is Frank Kern, who's been in the

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 internet marketing game for decades.

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 The second is Alex Katoni, who runs Copy

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 Posse and has built a huge

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 brand teaching copywriting.

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 Now both are elite level marketers.

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 Both are people that I know personally.

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 Alex is a member of my

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 highest level mastermind, Impact.

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 So I know her.

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 She's a dear friend.

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 Frank is someone that

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 I've known for over 20 years.

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 I've purchased tens of thousands of

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 dollars of his trainings.

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 Now here's the situation.

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 Frank has an AI copywriting

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 tool and he ran an ad for it.

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 The ad included an AI generated image of

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 a woman in a red

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 string bikini on a beach.

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 The problem is that image looked almost

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 identical to Alex Katoni and people were

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 DMing Alex saying, is that you?

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 Now Alex's response to all this, she did

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 a little digging and ultimately she was

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 furious and she posted a

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 video calling Frank out publicly.

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 She was upset and rightfully so.

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 Even seeing what looks like your face in

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 a bikini being used to promote a product

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 in the copywriting

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 space, which is her market.

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 That's not okay.

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 Now Frank's response is he posted a video

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 showing the prompt that he used showing

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 that the prompt didn't mention Alex by

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 name showing multiple regenerations of

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 the image that all

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 look slightly different.

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 He said it was a coincidence and he also

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 said that he was not apologizing because

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 he didn't believe he did anything wrong.

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 Now the fallout from this has really been

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 the people in the comments.

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 I mean people were

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 comparing Frank to Jeffrey Epstein.

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 Others made threats

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 against his wife and daughters.

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 It got ugly fast and not only that, but

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 the opposite was true.

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 People were also saying some really ugly

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 things about Alex in the

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 comments of Frank's video.

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 Now here's my belief on this whole thing.

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 I believe Frank didn't do it on purpose.

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 I do think it was a coincidence, but I

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 also believe that Alex had every right to

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 be upset and I think the real

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 conversation here is much

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 bigger than this ongoing feud.

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 This isn't really about Frank or Alex.

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 This is about you and me and every person

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 using AI in their business right now

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 because there are three big lessons here

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 that I think we all need

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 to take time to think about.

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 Reason number one, you are responsible

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 for what AI creates on your behalf.

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 AI is like an employee.

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 If you hire someone and they do something

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 wrong while working for you, you can't

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 just say, "Hey, that was them, not me."

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 You're the boss.

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 You signed off on it.

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 You published it.

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 Same thing with AI.

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 Think of it like a contractor who is

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 building your house.

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 If the contractor installs faulty wiring

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 and the house catches fire, you can't

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 tell the insurance company, "Well, I

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 didn't install the wiring.

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 You were the one that

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 hired the contractor.

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 You approved the work.

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 You're responsible for the output."

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 Frank's position in this video was

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 essentially, "I'm not apologizing because

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 I didn't do anything wrong."

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 Look, I get it.

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 He didn't type Alex's

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 name into the prompt.

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 He didn't upload her photo,

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 but he did publish the image.

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 He put it out into the world as an ad for

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 his product, and that's where the

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 responsibility kicks in.

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 See, when you use AI to create content,

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 images, copy, anything, the moment you

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 hit publish, it's yours.

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 You own it.

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 It was AI is not a defense.

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 It's the new like, "The

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 dog ate my homework," right?

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 Now, here's what's interesting.

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 A study from the Nuremberg Institute for

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 Market Decisions found that when

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 consumers find out content was made by

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 AI, their trust in the ad and the company

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 behind it goes down.

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 Not only are you responsible, but your

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 audience is already more skeptical of AI

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 content to begin with, and you can't

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 afford to be careless.

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 Does this make sense?

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 You and I need to own what we put out

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 there, regardless of the

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 tool that we use to make it.

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 Is that right?

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 Okay.

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 Lesson number two,

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 review before you

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 publish every single time.

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 The real failure here wasn't that AI

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 generated an image

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 that looked like someone.

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 AI does that.

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 The real failure was that nobody caught

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 it before it went live.

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 when you look at the actual prompt that

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 Frank used, it asked for a beautiful,

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 super sexy Caucasian woman with flowing

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 brown hair and bright blue

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 eyes in a red string bikini.

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 Now, regardless of whether you think that

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 kind of a prompt was appropriate or not,

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 the problem is that if you are prompting

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 AI, you are responsible for

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 what AI ultimately creates.

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 That is a choice that is made.

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 The choice of what to use in the prompt

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 and the choice of whether

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 you're going to use the output.

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 I want you to think of

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 it like proofreading.

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 Before you send an important email to a

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 client, you read it twice.

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 You check for typos.

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 You check for tone.

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 You make sure nothing in

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 there could be misread.

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 See, AI output deserves the same level of

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 review, maybe even more because AI

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 doesn't have the common

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 sense that you and I have.

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 It doesn't know that the image it

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 generated looks like a

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 real person in your industry.

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 Before publishing any AI generated image,

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 I want you to ask the question, does this

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 look like a real person?

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 Could someone think of

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 this as someone specific?

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 Before publishing any AI generated copy,

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 you got to ask

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 yourself, is this accurate?

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 Could it be misread?

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 Does it align with my values?

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 The simple gut check, would I be

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 comfortable if this went

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 viral for the wrong reasons?

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 That right there will tell you whether AI

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 is appropriate to be published.

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 Now, there were all kinds of comments,

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 but one that stood out

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 to me was Morgan Knox.

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 I'm paraphrasing here, but she basically

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 said, "If you're a designer and you

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 create a logo and it goes public and

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 people start pointing out that there's

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 something inappropriate in

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 it, did you do a good job?

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 Your intentions don't

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 matter as much as the impact.

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 When the public sees it and has a

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 reaction, that's what counts."

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 And there's research that ties this in.

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 Getty Images surveyed over 30,000 adults

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 across 25 countries and found that nearly

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 90% of consumers want to know whether an

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 image was created using AI.

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 See, people are paying

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 attention to this stuff.

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 They care about it.

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 So, you and I need to care about it too.

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 You following me on this?

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 The review step is where most people are

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 dropping the ball with AI right now and

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 we've got to clean it up.

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 Okay, lesson number three.

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 When conflict happens, go direct first.

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 In hindsight, I think the better move

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 would have been for Alex to reach out to

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 Frank directly before posting publicly.

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 And I say that with full respect for Alex

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 and full understanding

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 of why she was upset.

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 She had every right to

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 feel the way that she felt.

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 Frank and Alex both have dozens of mutual

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 friends and any one of those people could

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 have picked up the phone.

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 And Frank even said in his video that he

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 would have taken the post down

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 immediately, no questions asked if

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 someone had just told him.

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 And by the way, he did take it down the

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 moment he found out.

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 But once something goes public, you and I

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 lose control of the narrative.

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 The comments section became a war zone.

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 People were comparing

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 Frank to Jeffrey Epstein.

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 People were threatening his family.

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 And the opposite was also true.

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 People were saying super

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 ugly things about Alex as well.

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 And that's way beyond the original issue.

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 And once that genie gets out of the

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 bottle, you can't pull it back.

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 See, whether it's a business partner, a

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 competitor, a team member, or a fellow

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 creator, when there's conflict, the first

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 move should always be

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 a private conversation.

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 Give the other person a chance to make it

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 right before you take it public.

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 Now I want to highlight something that

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 Alex said in her follow up

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 video to Frank's response.

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 And that I think was actually really

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 mature and really important.

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 She said that she believes Frank when he

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 said it wasn't intentional.

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 And that she pivoted to the real

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 conversation, which is where is the line

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 with using AI and marketing?

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 And what precedent does this set?

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 Where does accountability land?

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 Those are the right questions.

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 She was questioning more about Frank's

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 intention of using a woman in a red

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 string bikini to sell

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 an AI copywriting tool.

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 And she's trying to raise a bigger

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 conversation that I

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 think is important as well.

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 It's like being in a restaurant and

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 getting the wrong order.

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 You don't stand up and

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 announce it to the whole restaurant.

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 You talk to your server first, right?

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 You give them a chance to fix it and 99

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 times out of 100, they will.

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 Going public first skips that step and it

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 creates a mess that

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 didn't need to happen.

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 Well, I know this one was a little

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 sensitive, but I think it's important for

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 all of us to think about how we handle

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 conflict, especially in a world where

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 everything can go viral in minutes.

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 So here's what I want you to do.

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 The next time you use AI to create

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 something, whether it's an image, a piece

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 of copy, a social post, whatever, I want

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 you to pause before you hit publish.

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 And I want you to ask

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 these three questions.

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 Number one, am I proud of this?

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 Number two, could this

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 be misread or cause harm?

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 And number three, would I be

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 comfortable if this went viral?

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 If the answer to any one of those makes

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 you hesitate, then fix it

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 before it goes out the door

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 So let's wrap this up.

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 Three things to take away from the Frank

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 Kern and Alex Katoni situation.

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 Number one, you are responsible for what

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 AI creates on your behalf.

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 AI is just the tool.

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 You are the one that is hitting publish.

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 So own it.

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 Number two, review

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 everything before it goes live.

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 AI does not have the same

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 judgment that you and I have.

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 So make sure you use your

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 judgment before you hit publish.

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 And number three, when

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 conflict happens, go direct first.

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 A private conversation almost always

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 leads to a better

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 outcome than a public callout.

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 At the end of the day,

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 AI is incredibly powerful.

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 It's going to keep getting more powerful,

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 but the responsibility for how we use it,

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 that's what stays with us.

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 And it always will.

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 Now, do I have all the answers when it

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 comes to AI and ethics?

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 Heck no, definitely not.

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 But my hope is that this conversation

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 helps you think a little more carefully

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 about what you put out into the world,

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 because the more thoughtful we are with

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 those tools, the more trust we build and

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 trust in today's world is everything.

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 Listen, I want to thank you for listening

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 and I want to encourage you.

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 If you like the show, please

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 go and rate it and review it.

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 And heck, maybe even share it with a

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 friend and always remember, the