In this Marketing Over Coffee:


Learn about Snoop at the Olympics, SearchGPT, Dyson Headphones and more!

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Brought to you by our sponsors: Wix Studio and NetSuite

Olympic watch: Snoop Dogg carrying the torch, Flava Flav supporting Water Polo

Llama 3.1 released to the public – what it takes for you to run it yourself

7:07 – 7:54 Wix Studio is the web platform that gives agencies and enterprises the end-to-end efficiency to design, develop and deliver exactly the way they want to!

SearchGPT is coming for search traffic

Google pays to access reddit data

13:52 – 15:19 NetSuite is the number one cloud financial system, bringing accounting, financial management, inventory, HR, into ONE platform, and ONE source of truth.

Google gives up on ditching 3rd party cookies, AdTech execs say it doesn’t matter anyway

Hidden Google tool to find discrepancies between GA4 and Google Ads conversion data (conversions vs. key events)

Dyson back with more headphones – 40db noise reduction, 55 hour battery

Deadpool vs. Wolverine

Gen AI Course Updates done: Special Discount on the newest Generative AI for Marketing Course! Hands on excercises to put AI to work for you! USE CODE MOC now!

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Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

John Wall – 00:00

Today’s episode is brought to you by Netsuite and Wix Studio.

Speaker 2 – 00:10

This is marketing over coffee with Christopher Penn and John Wall.

John Wall – 00:17

Good morning. Welcome to marketing over coffee. I’m John Wall. Christopher Penn and I have to lead with Snoop Dogg at the Olympics. I think this has just been an amazing thing that he’s done. I mean, my kids were watching Snoop and Kevin Hart do Olympic commentary from four years ago on YouTube, months, two or three months ago. And so they were even, they were all excited. They’re like, “Snoop’s going to the Olympics.” Yeah. I don’t know. It’s just kind of amazing how he’s become this american icon or treasure. I mean, do you have any thoughts on that? And what does it mean? Or is it. Does it matter?

Christopher Penn – 00:54

It’s amazing marketing, if you think about it. It is amazing marketing. And talk about a rebrand. He has somehow managed to rebrand himself basically as a non sex offender. Bill Cosby.

John Wall – 01:08

Yeah, right. I’ve seen that joke a number of times where they have ice cube and Bill Cosby, and it says something like, “Who would have believed 30 years ago that one of these people would be a convicted felon and another would be a leading provider of children’s entertainment?”

Christopher Penn – 01:22

Exactly. Someone also did point out, I saw a meme on Instagram pointing out the uncanny resembles of the Olympic torch. That’s new for carrying to a certain thing you smoke.

John Wall – 01:33

Yes, I know. It’s like he was waving the torch, as it were. A similar one, too, which didn’t get as much press, but I thought was also great is flavor Flav, the hype man from public enemy sponsoring the men’s and women’s water polo team for five years. He has gone all in. And just an amazing story heard about how, members of the team who have already won in the Olympics are having to work side jobs and do all kinds of stuff to make this possible. He has thrown in some money to make it easier for them. So, yeah, I wanted to lead off with that because I think that’s fun. But also, huge news, though, on the AI front. I think the big one that you had talked about earlier was meta releasing a model. That is, the whole entire model is out there. Tell us more about that.

John Wall – 02:12

That is, the whole entire model is out there. Tell us more about that.

Christopher Penn – 02:16

Yeah, so meta creates this model family called Lama llama two, three, and now 3.1. These are open weights models. And what that means is if you use a service like chat, GPT, or Gemini, you use the services in a web browser. You can’t get at the underlying engine that makes it work. You can’t tune it beyond a certain point, and so on and so forth. With Lama, this is a file, big file that you download, and if you have the right hardware and software, you can run it yourself. Which means that on your laptop, if you have like a high end MacBook, you can run two of the three llama models. And you need a server for the really big one.

You can run these things and have your own generative AI. Like you could unplug the Internet and just turn it off and it would still work because it’s a self contained engine. The big llama model, the llama 3.14 or five b, you can clearly tell these are not named by marketers, is so capable that it is a peer to chat GPT’s model to Google Gemini to anthropic Claude. Which is insane when you think about it, because it means that your organization, if you have the budget to buy the hardware, you could run this in your company, and then generative AI is yours forever.

No one can take it away if OpenAI goes out of business tomorrow because they’re burning cash like crazy. If anthropic goes out of business tomorrow, you still have access to state of the art gender AI through these models. And there was just an interview yesterday morning with Meta’s head of model development saying llama four just started training last month. They expect to take a full year of training. It’s going to have even more data going into it, and it will have tool usage natively built into the model in an agent way, so you won’t have to have third party add ons. It will be able to natively go out and search the web, it will natively be able to go and do a bunch of different things. So what these things are doing are like meta is releasing just state of the art stuff that anyone can download for free.

John Wall – 04:20

Yeah. And what are the cause? I noticed that is tiered. I mean, if you were to think about wanting to do this yourself, what do you need to be thinking about as far as hardware and which levels can you take advantage of? Like how does that all work?

Christopher Penn – 04:32

It goes by memory. How much video memory, your gpu, your graphics card has the best platform to run these models on, believe it or not, is actually a MACD, because Macs have shared memory between regular computer memory and video memory. Whereas with Windows machines you have a gpu, a graphics card, and then that has its own dedicated memory. The rule of thumb is roughly 1.5gb of ram per 2 billion parameters. So the llama model comes three flavors, 8 billion, 70 billion, or 405 billion parameters. The 8 billion parameter model needs four and a half 5gb of videograph. Any graphics card can use that. If you have the built in one that comes with like a mid range laptop, you can run that, no problem.

The 70 billion parameter model requires about 40gb of video ram. So you’re talking like a really nice graphic card. Nvidia RTX 4080 4070. Obviously Macs and things like that, and it’s going to heat up the room, but mid range, like the M one Max MacBook from a few years ago that can run the 70 billion paramount. You won’t be able to do anything else on the laptop, but it will run that. The 405 billion parameter needs about 250 or 300gb of video ram. The current Mac studio, I think if you max it out on ram, it can run that. Otherwise you have to buy and or build a rack for that. So I have seen on Reddit people have a server rack with like eight graphics cards slotted into a main board, stuff like that. It’s like 6000 watts of power that whatever room they put it in needs like Industrial AC. That’s the level of hardware you need to run the big one. That model is really intended