Anthropic plans to watermark Claude-generated text, but what does that really prove? Joe and Robert discuss whether an AI mark could become a scarlet letter, even when AI only edited or assisted with the work. Then, new creator research shows most creators still make very little money. The guys ask whether creators are chasing brand deals when they should be building real businesses, with Lofi Girl as a perfect example of turning content and audience into something much bigger. Joe's Winner: Jungle Jim's International Market, for turning grocery shopping into an experience people actually talk about. Robert's Loser: Brands potentially bankrolling AI misinformation through their advertising dollars. Robert's Rant: The problems with outcome-based pricing for brands and agencies. Joe's Rave: Perfect content may come down to two questions: Does creating it take care of you, and does it take care of someone else? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their AEO and customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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