Multidimensional People

This post was originally featured in the October 22, 2025 newsletter found here: INBOX INSIGHTS, October 22, 2025: Getting Started with Workflow Automation, Multidimensional People

In this week’s Data Diaries, let’s talk about multidimensionality – not of data itself, but of people. Multidimensional people, if you will.

Last week, we had the pleasure and privilege to present multiple times at the Marketing AI Conference in Cleveland, Ohio – MAICON. Our mainstay was a half-day workshop on using generative AI for analytics, which is exactly what you would expect from both Katie and I at Trust Insights. That’s who we are, that’s what we’re known for – being able to use generative AI to do all sorts of things and to use data intelligently and for good purpose. To make stuff, to do great analysis, to understand what’s going on. That’s been the brand of Trust Insights for as long as the company’s been around. We light up dark data. That’s our tagline from the very beginning.

During the conference, the MAICON team came to us and said, we have a last-minute cancellation. Would you have anything you could do to fill in? And we said, of course, we’re always happy to help. We love helping out the MAICON team – they’re all outstanding people, outstanding event organizers. They run such a polished event that we want to see it succeed, we want to be as helpful as we can.

I took a look at the session title of the session that we were being asked to replace. It said, “From Text to Video in Seconds: How Generative AI is Transforming Content.” Now, if you’ve never organized an event before, you know that running an event is a ton of logistics, including things like signage and stuff like that. And so it occurred to me: what if we did the session as written? Instead of swapping in something more conventional, something that Trust Insights was known for, what if we did something unconventional? What if we did something that, even though we know we can and often do, we’re not known for?

It’s not well known because it’s not something that we talk about a ton, but Katie has a film background. She has a degree in filmmaking. I’ve lost track of the amount of media that I’ve created. We’ve used conventional tools for years, if not decades – Adobe Premiere, Final Cut, Logic Pro, Adobe Audition. All the media generation tools that we use to produce things like the Trust Insights Podcast and our live stream. Unlike many other agencies, we don’t farm that work out. We don’t have a dedicated podcast company producing our podcast. We don’t have a dedicated video production team producing our event videos. Experienced media producers can see this in a heartbeat, saying, well, yeah, that’s pretty clearly not produced by somebody who’s got a $50,000 studio and stuff.

But that hands-on experience of making and producing our own stuff means that we have a lot of experience in multimedia creation and production. We always have. We just don’t talk about it because it’s generally accepted that – you know, the first rule of the show is you don’t talk about the show. Nobody wants to hear what sometimes comes across as self-indulgent navel-gazing. That doesn’t mean the expertise isn’t there.

More importantly, when this session topic came up, we jumped right in and we said, yeah, we can do that. But we can do it our way. We can do it our way that is informed by data, that is informed by strict standard operating procedures, that is informed by good governance, that’s informed by all the things that are the foundation of Trust Insights – the 5P framework and everything else.

In fact, the first thing I did when we agreed to the talk was bust out the 5P framework and figure out how it applies to generative AI media production.

• What is the purpose?
• Who are the people involved? Who are the people making the media and who are the people consuming the media?
• What is the process? How do we produce this stuff? How do we make things?
• What is the platform? What are the platforms involved, and how do those platforms interact?
• And of course, what is the performance? How do we know whether or not we’ve succeeded?

A framework, a foundation framework like the 5Ps, makes all this stuff straightforward. We don’t have to sit here and agonize over how do we present on a topic that we’ve never presented on before. We know exactly how to do that because the framework tells us exactly how. These are the things the audience cares about: purpose, people, process, platform, performance. From there, we use that to codify and outline the way that we’ve produced hundreds of episodes of our podcast and our live stream and our conference talks, and the ways in which we can use these tools.

That’s how we came up with a proper framework for generative AI media production:

• Do your planning first, which is very close to purpose
• Do your research – getting good data about the different tools and the best practices for those tools
• Do outlining and storyboarding – more process, trying to figure out what is the story you want to tell, which goes back to purpose
• Do your prompting in all the different tools to generate all the assets that we need. Even there, there’s detailed process about how to achieve character consistency from tool to tool and shot to shot
• Edit it all together in a nonlinear editor to assemble all the products – more process and this time some platform
• Release it. How do you publish this thing and get it out the door so that you’re not spending all your time in development hell? You’re actually releasing, publishing, shipping

That’s how our talk came together very quickly. We outlined the talk in probably 15 minutes, and then took an additional 2 to 3 hours over the weekend prior to MAICON to assemble the talk and all the assets. We have a process for that too. Our process now has multiple steps for producing a good conference talk and then producing great assets to give people as takeaways.

One of the things that we know about the way people think, the way people interact, the way people are overloaded today, is that you’ve got to give takeaways that they can use right away and be able to have it in bite-sized pieces. You can’t just hand monolithic piles of data over to somebody and expect them to do something with it because they’re too busy. Maybe in next week’s Data Diaries, we’ll cover what that process is, because it’s now expected from audiences that generative AI products are included with the very best talks.

That’s the story of how we ended up doing a video production session at a marketing AI conference – something far outside our expertise if you don’t know us well, but something squarely within our expertise if you do know us well and you know the foundations on which we build everything.

If you’d like some help codifying your own processes or getting more training on how to use generative AI media production tools, hit us up. You know where to find us.

Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.