MC Fireside Chats – February 25th, 2026

[00:00:00] Brian Searl: Another episode of MC fireside chats my name is Brian Searl with Insider Perks Modern Campground I don’t know what else I do on a day-to-day basis I’m old and forget. Welcome to some of our special guests for our special AI tech episode that we have on the fourth week of every month. Matt Whitermore, Patrick is one of our special guests, I’ll have everybody introduce themselves in a second. Cara Csizmadia from the CCRVA, and Kurt Kurtis Wilkins. Is I still don’t remember whether it’s Kurt or Kurtis. Which one

[00:00:24] Kurtis Wilkins: I go by both Brian. Professionally I go by Kurtis just because our CFO goes by Kurt.

[00:00:32] Brian Searl: Yeah I thought you said something like that. How would I just call you like KW? We can give you like we can give everybody like a whole new name.

[00:00:39] Kurtis Wilkins: I can have a new name on here that’s fine.

[00:00:42] Brian Searl: Alright Kurtis it is then. Okay so you guys wanna go around and introduce yourselves briefly. You wanna start Matt?

[00:00:47] Matt Whitermore: Hey everyone, Matt Whitermore here, director of market expansion at Unhitched Management and Climb Capital. We’re an owner and operator of RV parks and campgrounds, growing portfolio across the country. I [00:01:00] love to join on this call and learn about marketing and AI. So I’m excited to chat today.

[00:01:06] Brian Searl: Where are you at? Are you in a box? Cause it looks like you’re in a box. Cause it looks like the ceiling is at the corner at the top there. You’re like

[00:01:12] Matt Whitermore: I’m huddled over a tiny little table in a conference room. I just joined a coworking space in downtown Syracuse.

[00:01:18] Brian Searl: Ah okay.

[00:01:19] Matt Whitermore: I was getting a little antsy working from home. I’ve got an awesome office set up, but just like to get out of the house. And so it’s this beautiful brand new office building with all kinds of events and stuff in downtown Syracuse. So it’s been a lot of fun. 

[00:01:33] Brian Searl: I used to do that. So when we were in Cleveland when I lived there we had a coworking space when we had like six or seven local employees like when the company was much smaller and everybody was in Ohio. And it had a conference room, we used to go there once a week and do the coworking thing. Like I love working from home or I just don’t want to leave my house. So that’s just me. But. Kurtis, go ahead.

[00:01:54] Kurtis Wilkins: Kurtis Wilkins with Our Journey, RV Resorts and Advanced Outdoor Management. I guess [00:02:00] I am I call myself the homie in our office that stands for Head of Monetization, Income and E-commerce. Matt, I think you should adopt that title. We do a lot of the same stuff.

[00:02:13] Matt Whitermore: I like it. Very cool.

[00:02:15] Brian Searl: Go sorry, sorry, please. I thought you

[00:02:18] Kurtis Wilkins: I’m just excited. I am very excited. I have some new AI things that have come through and I’m like, oh this is going to be awesome to talk about on Brian’s podcast.

[00:02:26] Brian Searl: Alright. Cara, go ahead.

[00:02:28] Cara Csizmadia: Yeah, Cara Csizmadia, I’m President of the Canadian Camping and RV Association. I can empathize with the work from home perils with my attention seeking dog here. That’s Hank. I actually feel a bit disconnected from this conversation. I was away on vacation and so put away all the tech and have been kind of avoiding it. So I’m ready to dive back into the realities of the world that we’re facing here.

[00:02:57] Brian Searl: It’s a good thing AI is moving really slow. You didn’t miss much.

[00:03:00] Cara Csizmadia: Yeah, no.

[00:03:01] Brian Searl: And Patrick, our special guest. Last but not least.

[00:03:03] Patrick Mullen: Hey, Patrick Mullen. I head up operations for Influence Outdoor Hospitality. Thanks for the invitation this week, really looking forward to talking about AI. Influence Outdoor Hospitality specializes in digital marketing for campgrounds, campground vendors, and you know any number of things that we have in common, right? So Brian, appreciate the invitation and really looking forward to being a part of the panel.

[00:03:25] Brian Searl: For sure, yeah thanks for being here Patrick. So typically how we start this is we’ll go to our regular panelists, Kurtis, Matt, Cara, I know Kurtis is excited so maybe we’ll just like first we’ll ask Matt and Cara so they have a chance to talk. Do you guys have anything that has come across your desk in the last month that you feel like we should be talking about before Kurtis hijacks our show? He’s like looking at me swaying on the show.

[00:03:46] Kurtis Wilkins: I’m excited right now. This is gonna change like I walked into my office the next day and was like this is insane. I was telling everybody that would listen.

[00:03:56] Brian Searl: Alright, I’m I’m interested. But Matt, Cara, you have anything [00:04:00] before Kurtis gets into it?

[00:04:02] Cara Csizmadia: Like I said I was hiding out in Mexico for a while i’m out I feel

[00:04:05] Brian Searl: You timed that really well. You got back in.

[00:04:08] Cara Csizmadia: Really did. Really did.

[00:04:10] Matt Whitermore: Kurtis, I’m ready for you to blow my mind.

[00:04:12] Cara Csizmadia: Yeah, I’m so excited.

[00:04:15] Kurtis Wilkins: Okay so I oh sorry Brian I should ask first before I dive right into this like

[00:04:21] Brian Searl: You mind if I go into it? Yeah go for it. Yeah. It’s all of our show together.

[00:04:25] Kurtis Wilkins: So I left the last show and I always leave with great ideas too. So I wanted everybody to know that and everybody was talking about Claude and Opus 3.0 or 3.5 and I was like okay I’m a little bit behind on that. I was a big Grok fan. I was a ChatGPT guy right? I was like okay I’m gonna go dip my toe into Claude real quick and see how that’s going. And dipping my toe, I ended up dropping into an ocean of capacity and I this has kept me up at night Brian like how awesome this is. And it’s called the Dark Factory pattern. And I if any for those of you [00:05:00] who don’t know what that means and I’m this is gonna get a little bit deep into AI but imagine a team of AI agents that work together to create something outside of your regular context window. For example, I want an HR team to review my handbook. This person is going to have this perspective. They’re going to think about it from this way. They’re you know we’re going to be looking at it from safety and compliance and OSHA. And then I want this other agent to be looking at it from the time card and the clock. And then I want to introduce a finance person who’s going to be looking at is like how much does this cost? And then you can assign a very large handbook run 70 agents in parallel and have them build sub agents with the team that you’ve assigned and it will absolutely it will overwrite [00:06:00] the whole thing, spit it out and shove it out to you as a completely full functional document. I was I just thought it was amazing. And that also goes for like Ops teams. It goes for development teams, construction teams, like anybody that you want to have take a look at this and you want to have an entire

You want to have the best attorney team in the world. Just go say hey I want the best attorney team in the world to your agent have them list out what those job titles look like say now assign those tasks into small tasks and it’s changed. It’s I mean it’s absolutely changed like organizational structure. And I was just blown away by it in the last two three weeks.

[00:06:41] Brian Searl: Yeah this is what people like this is I’ll call this in the weeds right? But this is what people who still think ChatGPT is just a chatbot and to be clear I saw this crazy graphic. I don’t know did you guys see that going around in LinkedIn? The grey dots and the green dots and the percentage of people who have used AI. And according to if that graphic is correct and I saw it cited by some smart people .3% of the people in the entire world, .3% pay for a ChatGPT subscription. Or Claude or Gemini. So if you pay for one of those you’re already in the point top .3 percentage in the world.

And then there’s only something like I don’t know 8 or 9% of people who actually have free subscriptions. There’s still like 6.8 billion people in the world who have never touched AI to ask a conversation.

So I thought that was interesting. But like we’re getting into the what you’re talking about is getting into the weeds with agents, right? So

[00:07:34] Kurtis Wilkins: I want to keep it pretty high level. I just I tried, but I mean I went deep.

[00:07:39] Brian Searl: I’m gonna I’m gonna try to say it how I would say it and then you can see if you agree like a little bit with what you’re talking about, right?

So we’ve done something similar with the Open WebUI that I have Matt and I were talking about before the show that I have installed on my little Mac mini. But either way the purpose is agents, right? And so the earliest stages of this were if you knew how to prompt in ChatGPT when it came out, you could say go in and act as a lawyer. And what that does is it basically takes the whole corpus of ChatGPT’s information like it knows everything about everything on the internet, right? And when you ask a question like write me a contract that is good for waivers at a campground for my swimming pool. It will pull from all that knowledge and somewhere in there will be lawyers that are refined a little bit, right? But it’s if you if you go into that same conversation you say act as the best lawyer who has 20 years experience writing waivers for campgrounds with swimming pools. All of a sudden it narrows down that knowledge and cuts out all the other garbage, not garbage, but all the other information that it could pull in and doesn’t need for this conversation. And then it writes you a much better waiver. So that was the very early that wasn’t an agent, but that was the very beginning of steering a conversation into something you specifically want. Act as a lawyer, act as an accountant, act as a digital marketer, act as a whatever, right? And so we were doing this two years ago. But still so many people have never experienced even that. And then what you’re talking about with agents is the same thing. So it’s and I don’t I am not familiar with what you just talked about with the factory. I’ve never heard that thing before. But but agents I have. So you can explain what that is and how you found it in a second if you want to. To for everybody else.

But for agents it’s basically think of it, the easiest way to explain is think of it like a different computer. Let’s say you have ChatGPT running on one computer and you have another ChatGPT running on another computer. But instead of you typing and talking to each of them you’re basically saying I want to give you a task. So I want to I want you to write this contract for my swimming pool just use a super easy example because we’re already talking about that, right? The agent then is just gonna get that task and figure out okay what do I need to write this contract? Do I need to ask you questions? Do I need to research the business? Do I need to go look at your swimming pool? Do I need to look at local state regulations? Do I need to figure out consent? Do I need to whatever else, right? But it’s gonna do all that research, it’s gonna create a plan, it’s gonna make the plan, it’s gonna go out and execute each step of the puzzle process and then it’s gonna actually deliver you the contract but [00:10:00] in a way where you’re not just asking ChatGPT. It’s interacting and doing deeper research for you. And then you have an agent that is a lawyer that’s permanent, right?

That is a lawyer that like the deeper example is that you get an agent that is actually trained on Our Journey. And it and all your SOPs and all the things and all the ways that you right that you interact and like to write legal contracts and a history of all that stuff so it’s the lawyer for Our Journey literally. And then you can have an accountant for Our Journey and a marketer for Our Journey and fuck you could have a team you’re talking about 70. I don’t know if I can say the F word on this podcast but I just did. Sorry for the family-friendly children who are probably listening to us banter about this stuff. Then you can spin up like 70 agents but you can have a team of lawyers. You could have a lawyer that specializes in liability at the campground and a lawyer that specializes in contract law and a lawyer that specializes in HR and then these can be permanent like this is what we’re talking about when we talk about the chance what’s coming with the employment replacement.

[00:10:58] Cara Csizmadia: Yeah.

[00:10:59] Brian Searl: Thought that we want it to happen but it is happening and whether that’s only 0.3% of people or not like it’s gonna be ugly.

[00:11:07] Kurtis Wilkins: And before I go deeper into that Brian like one of the like to like we talk about the early context window right like 20 years of experience and bringing in okay you’re an attorney that has 20 years of experience in general contract law. But then you might say okay but the team that I want to write my pool waiver is going to include somebody from the insurance industry right and they’re going to include somebody from operations that’s actually going to think about how do I facilitate signing the waiver right and that’s what we talk about this dark factory pattern where you have one core agent that knows what you do and you’re going to write a let’s call it an SOP for a lack of a better term there’s a

[00:11:57] Brian Searl: No I think you’re right like an SOP to instruct the agents how to create the thing with the team.

[00:12:01] Kurtis Wilkins: Yeah hey this is what I’m looking for these are the considerations that I’m hoping you’ll make but hit it to send this out to your team break it into small tasks everybody’s gonna write their opinion we refine and QA. In the software industry right that’s where the dark factory pattern came from was the software side I just look at that and say 

[00:12:21] Brian Searl: when you say that I think of Mel Gibson and Conspiracy Theory movie.

[00:12:25] Kurtis Wilkins: It’s Dark Factory the term came from it is an un you do not know what is inside this factory. You just know who works there and you say this is what I want and software comes out the other side.

[00:12:38] Brian Searl: Okay now that you say that there are actual dark factories in China with the robots running them that have no lights on.

[00:12:43] Cara Csizmadia: Yeah. The process these factories operate 24/7 without lighting, heating, any human amenities. This drives massive efficiency cost reduction and consistent quality.

[00:12:53] Brian Searl: Yeah they’re in China so I just didn’t put it together with what he was saying but yeah.

[00:12:57] Kurtis Wilkins: Dark Factory I don’t mean it is in like the literal physical like I’m talking about the AI use case pattern it’s called Dark Factory. I’m sure that there’s other

[00:13:06] Brian Searl: For sure we got you though we’re following.

[00:13:09] Kurtis Wilkins: And that’s what’s exciting that’s changing that’s going to it changes our perspective on what like software is right like Brian you’re probably right there with like it’s changed software a little bit it’s changed handbooks it’s changed every like thing because we think about these is very concrete structures and pillars in which the business is built right and they’re not very flexible. And now there’s this pattern that has come out and they’re very flexible like these things you can go rewrite the foundation of something in six hours and that’s what makes this revolutionary is like we now can focus less on a rigid process and more on is it the right process? Today let’s make it go this way and AB test it real fast on whether or not it makes everybody’s lives a little bit easier or more efficient or does the guest experience get a little bit better whereas before you would go well our remote check-in process is just the way it is and we’re not going to touch that until sprint 4 of Q3.

[00:14:22] Brian Searl: Yeah the AB testing thing is crazy. There’s a I was doing I think it was even an Indian or a Chinese startup company with AI that I saw a few weeks ago and I don’t have I didn’t have a chance to log into it but it was a platform built on the whole like we will tell you what’s going to happen with your marketing for example right? And so then you can put in like a and you can do this with agents too right the way you’re talking about it Kurtis right? But you can say like I want to run this Google Ads headline here’s the park that I want to run it for what will be the output of this camp- or the impact or the results of this campaign? And then you literally have 150 different AI agents quote unquote responses that take on the persona of your audience so there’s a single mom of two kids and a retiree who’s traveling across the country and whatever your buyer personas are at your park. You have maybe 10 of those and then you get 10 versions of each 10 of those and then you ask them like would you click on this Google ad if you saw it? Yes, no, why, not, whatever. And so you can AB test in 10 seconds and figure out like what’s the perfect Google ad campaign I can run. Same thing with blog writing and Facebook posting and not saying you should do this every single time right but it’s really interesting.

[00:15:27] Kurtis Wilkins: And if well and that also changes because like I’m always on here advocating for building your moat right? What happens when everybody else can build that same moat? And like one of the things that pushes marketing out the opposite direction as well is like we create so much AI content all the time right? And then what becomes unique and original? Human made content right? Like it’s like

[00:15:41] Brian Searl: How do you know that? How do you know it’s human made? That’s going to be the problem.

[00:15:44] Kurtis Wilkins: Oh yeah I compare it to bread right? It used to be that homemade bread wasn’t nobody wanted homemade bread everybody wanted to go buy bread from the store because it was better. Now what does everybody want? Store bread is bad, homemade bread is awesome. And you it’s a that was like a 120 year cycle. Somehow that marketers they could do what they do.

[00:16:04] Brian Searl: I mean I think that was unique to the United States I think the French have always had good bread but anyway continue.

[00:16:11] Kurtis Wilkins: That’s true. That’s very true.

[00:16:12] Brian Searl: Patrick, what are you guys doing with AI at influence?

[00:16:15] Patrick Mullen: Yeah, so a little bit different, right? So Kurtis, thanks for the thanks for that. I mean I haven’t spent any time with that piece of technology that you’re talking about, but for us, it’s all about agents, right? And it’s about agents that you have who that you can leverage to write other agents. So we use it in a number of different ways, right? If we’re putting a marketing campaign together, we want to use AI to really understand everything that we can about a campground, everything we can about an audience, all the standard things that most people use. But once we start running a campaign there’s a lot of human oversight and effort that goes in, there’s a lot of AI, right? But when you’re running campaigns, everything’s a mix of art and science. And so the important thing is to actually, for us, to use agents to help us understand what’s going on with the campaigns themselves. When you take a look at your Google MCC and you’re trying to track down, a 10, $20,000 campaign that’s running this month, sure, you can look in and try to draw all the correlations that you can, but leveraging agents that you’ve written or you’ve used other agents to help you write, they know the structure of the MCC, right? They understand everything about the way the campaign’s been structured and how it could be structured. And so we use it a lot to help inform changes that we should make. Like we know that Google has AI and they’re always telling you what you should do, but they’re telling you what you should do based on certain parameters that I think are very important to them. But they’re not looking at all the signals that you might look at as a regular digital marketer. And then you take a look at a campaign that runs multiple tactics. And then how all of a sudden these agents are very helpful in identifying for you know, attribution, especially linear so that you understand where the assisted conversion came from and how you tie things together so that you can make the campaign smarter over time. For us, sure we do a lot of testing and, Kurtis, I think you’re right on and Matt, you were talking earlier before we started about Claude code and any number of things, right? So it’s great to do a lot of testing and understand what’s possible out there. But it’s even tougher to say, how do I take all of that power and turn it into something useful today, right? And so you have to understand what it is that you’re trying to get at and how can you do something more effectively than if you had six different professionals taking a look at a campaign and trying to give you a good analysis. It’s so much easier when you can actually turn an agent onto an entire set of tactics for a given campground and then understand what’s feeding into which tactic, where the assisted conversions are coming from, so that you’re actually driving a stronger return on ad spend.

[00:18:56] Brian Searl: Yeah, it’s interesting to me like you mentioned the human in the loop thing. Because I’ve seen this as I build out Google Ads campaigns using the agents and stuff like that is that there will get to a certain point where it will make a suggestion, it will say to do something and you’ll be like, no, I know better than you. But I think that only lasts as long as the agent doesn’t have, Kurtis, you were talking about context and front of a context window, but I’m gonna talk about context in like information that it has about your organization. I think the only reason that I’m, I don’t even want to say smarter, I just have a more complete picture to refine that AI output now is because I have been working for the client for x number of years and I know everything about the property and I have weekly meetings with them and I know what their pain points are and what their weak spots are and their strengths, weaknesses, opportunities, whatever threats. And so as soon as the AI gets all that plugged in, I think the human becomes a weakness. It’s like we were, who is it? Is it Jeff? I can’t remember his name. Jeff Cavins is Outdoorsy? I think the CEO of Outdoorsy. I know it’s Jeff. I can’t remember his last name. It’s Cavins I think. Anyway, we were supposed to stand linked in yesterday about insurance. And I responded to him and I said what why are you gonna need insurance in five years when everything on the road is not everything but like a significant portion of cars on the road are robo taxis and self-driving cars? You won’t need to have your Tesla Cybercab insured at the same way you would a human driver because the weakness is the human driver. The self-driving car is going to be a hundred times more reliable. So yes right now there’s insurance from companies like Lemonade and stuff for full self-driving, but long term like you’re gonna get to a point where it’s so saturated, it’ll take 10, 15, 20 years, right? But you’re gonna get to a point where robot axis and everything else are so saturated in the market that it’s going to become a liability issue for the government to even issue a human a driver’s license. And that’ll come in 10 or 15 years. And then it’ll be illegal for humans to drive on certain roads. Because you’ll just kill people and the AI won’t. And so it’s crazy.

[00:21:13] Patrick Mullen: Yeah, so Brian, look, I totally agree and that’s a great example about human in the loop, right? But what I will say is that, look, we all use AI to be more productive in everything that we do. And you make a fine point. It’s all about context, right? And you have to feed the beast, you have to make sure that context is there. But how often are we putting all of that information into whatever the AI is? So I’d like to pivot just a bit and talk about how people are using it, right? So lots of folks want to use AI and maybe it’s the .3%, but they go into ChatGPT and there’s that input box and they just start inputting. It’s so much better when there’s a point solution or there’s a prompt that you know you’re feeding or there’s context that you’re giving so that the AI is going to do something very specific back for you. And I think one of the issues in the way folks are using it today is they just go to that prompt and they ask a question and they keep refining and refining and giving context. It’s great when you can actually use a tool that specifically knows everything it needs to know to give you the answer that you’re looking for. And there are an abundance of tools starting to come out that are very pointy that sit on top of, the main foundational models that understand certain segments of different, businesses, whether it be outdoor hospitality or just, B2B SAS. But at the end of the day, using an AI tool that gives you specifically what you’re looking for because of the context that’s already been trained into the model is to me right now super important because the general foundational models, although you can get an answer, you have to get to that level of expertise with prompt engineering that I don’t think everybody has. But if somebody provides you a tool that’s an AI wrapper sitting on top, that’s fine. It answers the question exactly the way that you’re going to want to get it answered. And so the issue is that it’s hard to keep up, it doesn’t always understand certain inferences, but if we take it back to digital marketing, the great thing is you can go ahead and create these specifically for the solutions that you need at the time or a solution for a specific campground so that it isn’t just a series of questions and you feeding context and getting information back because even when you do, you get bad information back from that AI. So what I really like to see is when there are like real point solutions and you know I’m gonna feed it with this content or context and what I’m going to get back is something that’s really engineered to deliver the set of results that I’m looking for. So we use it regularly. I agree that human in the loop over time could certainly confuse processes, but I think for right now we have to [00:23:00] have it.

[00:23:00] Brian Searl: Oh I agree with you, yeah. It’s definitely necessary now.

[00:23:04] Patrick Mullen: Makes it more efficient, right? So we’ve got to work through the other side of it and I think we’ll all do that together and make the AI processes smarter.

[00:23:13] Brian Searl: And then we’ll all retire on the beach and not have to do any work every day.

[00:23:18] Patrick Mullen: Oh, don’t talk about the dream Brian, don’t talk about the dream.

[00:23:21] Brian Searl: It’s not my dream. I’m gonna be miserable if I have to retire and not do anything.

[00:23:26] Kurtis Wilkins: I actually probably fall into that same bucket. But Patrick, one of the pieces that we still have that’s human in the loop is like data refinement and I always laugh because I don’t know if anyone’s seen Severance, they’re called macro data refinement. I’m like that’s a real job now. And anyway, that’s like a huge piece of what you’re talking about. It’s well okay, I’m pushing all of this data in and the AIs are forever changing right now. I shouldn’t say forever, but they’re learning and so those prompts and the context windows that we’re talking about, sometimes we keep our stuff exactly the same with perfect information then all of a sudden the neural net is updated and new answers start coming out. We’re like whoa, that wasn’t what we were expecting.

[00:24:15] Cara Csizmadia: Definitely.

[00:24:16] Patrick Mullen: Yeah it’s definitely something we have to watch out for. Where I find the AI most useful in campaigns or maybe even understanding a prospect better, right? Because campgrounds before you even run the campaign, like you have conversations and they may not even know everything that’s out there on the web that’s being said about them positive or negatively, right? How many times do we look at a positive review but there’s something very negative in the sentiment, right? So folks look and say AI says I’ve got 4.8 reviews and things are generally good. Is AI actually reading for I think what Brian said, context, right? So it’s important that we get really smart about the prompts that we’re using or we get really smart with the agents and make sure that they’re prompted to give us very specific bits of information back that we can then leverage other agents to understand.

[00:25:08] Cara Csizmadia: Interested to hear from you marketing guys about this. I saw Google is already testing travel ad formats inside their AI overviews. Are you guys seeing your clients already prepared or at least starting to prepare for that? Like obviously classic SEO and pay-per-click and all that stuff is totally shifted over. Are they moving in that direction? Your clients, are they doing it already?

[00:25:36] Patrick Mullen: I can start, Brian, if that’s all right with you.

[00:25:36] Brian Searl: Yeah, for sure. As long as it’s not Kurtis. The stage is yours.

[00:25:37] Patrick Mullen: Look, to be completely blunt, nobody really fully understands exactly what all of the impact is going to be, right? And to say that you’re absolutely completely 100% prepared for exactly what they’re gonna roll out and everything that’s coming, that’s just a misstatement. We see right now that AI overviews are actually pretty far down, across multiple different, industries, but we’ve seen them, for some searches be, a very large amount of space and very little amount of space. At this point in outdoor hospitality, what I would say is we’re pretty fortunate, a lot of the searches are local. It’s very difficult to have an ad, directly placed out of AIO. For us, AI overviews is largely informational search. It’s largely intent-based. So if somebody’s searching for a campground, say near Syracuse, I think it’s going to be very hard right off the bat to run ads in an overview when they don’t even run overviews quite often for local searches. The issue with running an ad is that it’s just simply another placement on their network. They are going to put ads where people will click them and generate revenue for Google. It happens that we use Performance Max heavily and it’s already, placing its ads across everything. It’s across search, it’s across YouTube, it’s on Maps. So we are prepared and we do leverage it. It’s part of the reason that Google has pushed folks to essentially black box products because AI runs at the core of all of this. Is it perfect? No. Can you put the best possible assets into a campaign to make sure that it runs the best possible way? Yes. And so that’s the way we’ve been trying to approach this entire thing. I don’t know that Google knows 100% what’s going to happen and how they’re going to monetize these AIO segments, but they’re a smart business and they make a lot of money and they’re going to figure out how to continue to drive revenue out of all of that space as opposed to organic listings over time. Because look, if they don’t, there are all these other folks coming on board that will start peeling away those searches from that right off the bat. But my real question to back to that is really like, when somebody uses something like an AIO and they see a snippet, a lot of times people aren’t going further out to a website. We call that zero click right? So you’re getting a zero click search at times depending upon it if they’re looking for real just information. But if it’s transactionally based and they put an ad in there, folks will click it.

[00:25:38] Kurtis Wilkins: Yeah, to me the interesting thing about what Google’s testing and they said that this was like specifically for the local and like destination search categories, and I thought the craziest part about the whole thing really is the way theyre displaying their ads inside the local overview context is that it’s an ad from an OTA. So I’m going out, my search context is what are the good local properties with amenities with pools in Syracuse? Google then builds this context and drops an ad for an OTA that fits the context of your AI model. Not a paid ad specifically for what they used to do which was the exact property or whatever it was that specific keyword. It’s trying to match the context with the ad and that’s usually an OTA. And that changes for a business owner specifically who might not be buying on an OTA from their own marketing perspective. They’re trying to win with direct bookings on brand search right? The real question is how to win inside that AI context with direct bookings directly from your PMS because those integrations don’t exist inside of whatever AIO currently has available inside to Google. So right now I wonder, is there a way around that other than joining OTAs who are paying hundreds of millions of dollars to Google currently? Is that Patrick, to your point, does PMax allow you to enter those overviews specifically when someone uses like a generic destination search? My assumption right now is not to the top, it would push you down if they don’t have enough ads in their inventory specifically for those OTAs and then it would be a specific brand search potentially. But I find this I find that particular problem with this kind of the scariest and I love I generally love a lot of this stuff, but that from a business level, that’s what keeps me up the most at night in terms of direct booking strategies right now for hospitality specifically.

[00:25:40] Brian Searl: So to jump back on that, I definitely want your opinion on this too as well Patrick, but I don’t know any PMS in our industry that exports inventory to Google Hotels properly. There may be some that are working right now and doing that correctly but and pushing direct bookings directly out to whatever OTA network that there is that Google’s providing. I agree with that. The question the only question I have based on what you just said is, as an operator are you concerned with acquiring the guest from whatever platform you’re acquiring it from as a priority or your net revenue per reservation from priority because you’re to pay for whatever that is anyways? So what is the big difference if a 15% commission is going back over to an OTA or that you’re paying $15 for an acquisition cost on Google that you already paid a management agency 15% on that $15 acquisition cost? Like why does it matter where the guest originates? It’s here, it’s not like it’s down the road.

[00:25:40] Patrick Mullen: That’s a great question. So we do it a couple of different ways, right? There are ways that you can go ahead and get even if it wasn’t a hotel, you could push certain room nights that weren’t hotel related. So we’ve had some capabilities like that. So we’ve been fortunate. Look, we all think that’s critically important. A lot of that actually has to do with SEO and OTAs, right? Like for branded search, if you’re not winning and a separate conversation but if you’re not winning and an OTA is winning or in this case Google has better placement the question is you’re paying commission on things that you should have owned. But with that said, we don’t have any partners right now pushing in that direction. But certainly we’ve been doing it for a while. We think that with a mix of PMax has always worked really well as long as, the inventory is able to be pushed. So it’s critically important, but it should be for backfill. And I think a lot of folks don’t look at it as backfill.

[00:26:33] Kurtis Wilkins: Yeah. To your point, that’s the big point to me is if it’s branded search specifically where the AI overview provides an OTA specifically when they were originally trying to look at your property, right? Like my thought is direct bookings should have a specific acquisition cost that your business should be able to absorb right? Whether whatever it is, typically an OTA runs around 15%, right? If you’re running all of your inventory into an OTA and that’s your specific only marketing, that’s a huge margin cut to your bottom line every day for your core users. When they’re trying to find you from a branded search specifically and then it serves them to an OTA and that’s where the conversion happens, like you want the customer for sure to your point Brian, right? You absolutely want them to have to buy your property specifically, but I think business owners want it at the specific margins right? So for us looking across, our acquisition costs directly shouldn’t be close to 15% of our, average stay. And so I would like to try and keep those core users or branded searches completely separate. The fact that the AIO is introducing this specific dynamic, I don’t know the impact of it yet, but my assumption is the margins on direct bookings could see a hit as people try and adapt into an AIO. But I definitely agree with you like getting the guest is priority number one.

[00:26:34] Patrick Mullen: Yeah, sorry, just to close it out. Like completely agree, right? As a marketer, OTAs provide tons of value. The Billboard effect is completely real right? As long as you have good basic SEO down right? They will find your brand eventually out off of the OTA but nobody, most folks unless it’s independent property look at it as primary. And when they’re doing that, they’re paying commission up front on everything that they’re selling. So I think it’s always a strategy that they should consider, but I know that’s not necessarily the AI conversation. But Google’s got great AI and they’re going to continue to make sure that they’re leveraging the paid side of things. I think it’s important that there’s always a good balance between what you own and what you can own versus just taking the easy way and paying the commission if you will, if a [00:27:00] click cost is a commission, ultimately it is.

[00:27:02] Cara Csizmadia: That was going to be my next question is how much of the equation is because Brian I feel like you and I talked about this three years ago. My concern with this big shift was exactly this. They were going to start monetizing advertising and who ends up in the AI mode results over somebody else and then that just prioritizing the guy with the dollars instead of the guy who has the best product. So you know seeing this how much of the from an operator perspective, how much does having good strong web content and a clean booking flows and clear communicative offers and great imagery and all of that stuff. How much of the mix is that versus just buying the ad space?

[00:27:48] Patrick Mullen: So if I could take a quick crack at it, what I would say is, SEO is SEO and a good foundation in SEO is going to get you a reasonable placement inside of those AI overviews or AI snippets.

[00:28:02] Brian Searl: One thing one thing I wanna ask you to clarify Patrick cause SEO is a big term. What is good SEO to influence? To get you to the point that you would get to the AI overview, right?

[00:28:14] Patrick Mullen: Yeah, absolutely. So good SEO to influence is certainly making sure that when we’re talking with a customer. There are always keywords and strategies that they want to employ right that they think are critically important but when we do the research if we understand what people are searching for and what some of those more active keywords may be, we want to make sure that we’re showing up top 1, 2 or 3 organically for our partners in those spaces. Now having said that it changes a lot with you know the AI responses right whether we call it AIO or GEO that’s associated. Really what it boils down to is people are asking questions quite often and you know we don don’t see many campgrounds or even other businesses right that talk about the problems they solve for folks. And how can you do that? You can do that by having really robust FAQ sections making sure that you know you’re marking it up properly and I know that’s a slightly different topic but it all…

[00:29:12] Brian Searl: No it leads to AI so we’re right like it.

[00:29:15] Patrick Mullen: It all ties back to AI because look at the end of the day, if you’ve got great FAQ content, you’re talking about problems that you solve so for a campground if you know you make sure you’re talking about the fact that you know you’re pet friendly and that you’ve got certain amenities so when folks are asking the search engine and getting an AI response and they’re saying you know I’m traveling such and such a location I’m looking for a camp ground or an RV park that is pet friendly. If you’ve got that content and it’s marked up and it’s proper in your SEO that’s gonna help you actually show up in those results. Now I think it’s tough because now you’re competing against content publishers. Right so now you’ve got local brands vying for some of the same things that national brands can win on a regular basis but if we actually tie it all the way back to this community and it’s campgrounds and RV parks they can win and they can win at a very high rate. They’re not gonna be able to go in and do the things on Reddit that you read about, they’re not gonna be able to go in and do some of the things that larger businesses do because they’ve got swarms and swarms of people, maybe agents can help out with that over time. But it all comes back down to consistency proper content and understanding what people are searching for. And I think the big thing with AIO or GEO is location and it’s about asking answering the questions that logical folks who are in a buying cycle will ask. And if your property is structured accordingly you’re going to show up at some point.

[00:30:45] Brian Searl: What do you think of this Matt? You’ve been quiet over there man.

[00:30:49] Matt Whitermore: Yeah you know I’m taking it all in. I am not a digital marketing expert so it this is all really educational stuff to me.

[00:30:57] Brian Searl: Is that on the like agenda for next week with Claude? [00:31:00] To become the digital marketing expert?

[00:31:01] Matt Whitermore: You know it is. And I honestly I have to just separately I have to thank I have to thank you Brian because some of the partners at Climb Capital caught the episode from last month. And now because I got fired up and I was talking about how great Claude is and they saw how passionate I am about AI. I am now charged with rolling out our AI policy and strategy and enterprise implementation across the organization. So thank you. Thank you Brian for some new responsibilities at work. But in it’s a joke at all.

[00:31:38] Brian Searl: I mean you look like you’re bored you kept learning new AI tools you needed something to do.

[00:31:42] Matt Whitermore: I mean you know I have not yet really employed anything a gentic other than right Claude code is a gentic in and of itself. But that’s right I’m not I haven’t set up an agent to do anything automated over a prolonged period of time yet.  

[00:32:00] Brian Searl: but what you’re doing Matt like here Jessica show this graphic on my screen real quick. I found this graphic. So if you guys can see that she’s gonna make it big in a second. This is the graphic I was talking about. Each dot is 3.2 million people. 2,500 dots equals 8.1 billion humans. Color is the most advanced interaction. So each dot. So the red dot is .06% of people. 2 to 5 million people in the world use AI for coding. So if you’ve already used Claude code, you’re in the top .06% of people in the world. If you just pay for an AI tool only .3%, 15 to 35 million people in the whole world pay for any AI tool 20 bucks a month or higher. You’re in the .3%. 16% of the world 1.3 billion people have ever used a free chatbot and the rest in the gray boxes have never touched AI. It’s amazing. So like [00:33:00] we think if I back off and look at myself and think like how my journey has gone over the last 3 years to look at this now and realize that 3 years later I’m still in the .0 and I’m probably higher than that with a gentic and stuff like that but still .06% of people worldwide still? Blows my mind without fast this is going. So anyway, that was graphic but continue.

[00:33:22] Matt Whitermore: It’s crazy. And so a month ago we were on this same version of the podcast here and I was talking about Claude skills and Claude projects and felt like I was, humming along, doing some cool stuff, still just scratching the surface. And I’m fortunate to have you know some friends, some buddies that are more tech savvy than I am and they both separately were giving me the same feedback if you got to get on Claude code. Just get on Claude code. And I’m like, I don’t have anything to code. Like why would I get on Claude code? I’m not I had this mental block that let me think of an app I want to build first and then I’ll get on Claude code. And then you know I set it up on Claude desktop and I click over and I’m like I gotta set up this weird file path thing and like I don’t even know what this is and like I’ve got some skills to work over here let me just get back to work with my skills. And it took a final push last week and I what I did was I took my 18 skills that I’ve that I built, I downloaded all of them. I got over the hump of setting up my file path workspace. And I dumped my 18 skills into Claude code and said this is my first time using Claude code. I don’t know anything about automation or orchestration layers or coding. I’m a novice at this but I feel like I’ve built a pretty good system of Claude projects and Claude skills. I want you to [00:35:00] treat me like I’m a fifth grader doing all this stuff for the first time and tell me all the optimization opportunities I’m missing out on how I can replicate this in Claude code and just let’s strategize around this, show me what I’m missing here. And I spent the entire day replicating my entire Claude skills and Claude project setup transferring all that context from one side to the other. And I couldn’t even really articulate it but I was having some pain points with Claude projects and Claude skills. Namely and I had no idea that Claude projects limits the context window on whatever model youre using back down to 200,000 tokens as opposed to what Opus and what Pro use natively. And the other issue I was having with Claude projects is the context isn’t preserved sequentially from project to project. I had to figure out a way like if I wrote something over here and needed it to reference it in project B and C I had to figure out a way manually myself to preserve that knowledge and send it across the projects. And so Claude code just immediately the obvious solution to this was just using Claude code instead. Was the right you have it’s a sandbox environment that you’re in a ChatGPT or in a Claude

[00:35:53] Brian Searl: Yeah it’s local. It’s a new, it’s a new memory reset every time you open a new chat.

[00:35:58] Matt Whitermore: And so and then the other piece is that the artifacts right? Yeah you get these cool artifacts or in ChatGPT it’s called a canvas. And yeah it’s like a it’s like a document that’s separate from your chat but there’s no architecture there. There’s no file or folder system, there’s no organization. It just goes and creates new artifacts. You know sometimes it does sometimes it edits the old artifacts, sometimes it creates a new artifact. So I was fighting it like I created a project management skill and went deep on okay how do I optimize my project? How do I optimize my project instructions? How do I optimize my personal preferences and all these things. And it got incrementally better. But as soon as I jumped over to Claude code that you know just got over that mental block like I still have no real intention of coding. I use it to create things mainly markdown files right? That become strategy documents or content or right, you know I’m still in that mode of like I’m creating, I’m building out departmental strategies. I went through and for Climb Capital like you know created a Claude MD for really each department that I touch. We’re looking we’re doing a lot of automation on the acquisition side on the capital raising side and just like still just scratching the surface. But that day I felt like you know I’ve had these mini epiphanies with AI over the last 2 years. And that day 1000% more like my life just changed radically. I feel like I’m a 100 times more productive. What I did in the last week with Claude code on even on Claude skills and projects would have taken me two months. And I was like mad at myself at first because I had spent probably two and a half months building out this Claude skills and Claude project setup and I literally replicated it in two hours and made it 100 times more effective in Claude code. And I was just like this is amazing that I made this improvement but imagine if I just listened to my buddies that told me to get into Claude code two months ago. I’d be light years ahead. I’d be the two months if I had spent that in Claude code I’d be a year ahead. I’d be two years ahead.

[00:38:36] Brian Searl: Yeah. And then think about where it’s going to be in three months, right? This is like I was doing an exercise with this. I won’t say what company but it was a reservation system in our industry. Who I was talking to back and forth yesterday and I said I went to Claude and he was and they were talking about they were talking about the use of and I’m just trying to intentionally be vague here, right? The use of AI in the industry and how software companies are gonna take advantage of that in the future, right? And I went to Claude and I asked it the question and I said like how long would it take me to duplicate all the features and functionality of blank reservation system with Claude code the way it currently stands today with GPT-5.2 Codex and all those things with two developers. And it was like probably if you have some outdoor hospitality experience four to seven months. And so the mote the most the all these software companies have, not just PMSs, right? But everybody else. The mote that they have right now is not anywhere close to what they think. Like a four-person startup could probably come in and not destroy one of these PMS providers because they obviously have a lot of goodwill built up in the industry. They go to trade shows, everybody knows them like it’s gonna take a long time, right? But they could come and they could outdo them in features in six months.

[00:39:53] Kurtis Wilkins: And Yeah I have to add I wanna can I add to that real quick? That’s what I’m talking about right there in terms of that dark factory [00:40:00] pattern is you said two devs but why limit it to two devs? That’s Why not a thousand? Why not right exactly.

[00:40:05] Brian Searl: It was just an exercise yeah.

[00:40:07] Kurtis Wilkins: Yeah. And I’m like and so I look at it so you know we own our own PMS like we’re right there with software and I look at it as it’s a it’s an interesting perspective for business owners because form fit software just became really accessible. All you have to know is your business process very well and you’re going to have to be committed to refinement. And all of a sudden now you have access now there’s a lot to that. So I hope anyone listening to this podcast knows that there’s a lot of professionals that have right? We’re not quite there. There’s a lot of bugs that’ll still happen. We call it vibe coding for a reason. But

[00:40:48] Brian Searl: Yeah but it’s not anywhere close to what it was even in early January.

[00:40:52] Patrick Mullen: Yeah but it Can I add something to that Kurtis? So look I totally agree and I think you both nailed it. When you know your business and what you’re trying to solve that you’re going to be able to use AI over time and probably sooner rather than later to actually build something custom. But taking that down the road is what I wonder, right? And the thought for me anyway is that’s the scary side of this. It is a real risk. And I certainly hope that folks who use it really use it for POC first and one of the ways that we find it to be valuable is instead of going through wireframes and sharing with you know your teams and your executive leaders how things are going to be built and how they may work once we develop it, you can vibe code something that actually works today and then take it to your dev team and your security team and your database team and say this is the functionality that we’re looking for, let’s reverse engineer the full spec. And now you have a way that you can actually move through your dev process much more efficiently but still employ all of the necessary controls around enterprise software. 

[00:43:13] Brian Searl: So two things here I want to that you talked about right? Jessica in Slack over there’s two links remember you scroll down in Slack and then find them under Brian yesterday I sent you a couple links. Yep. Scroll down in the direct messages on Brian and then you know there’s two YouTube links in there. One is going to address your security thing that you just talked about. I feel like we’re loving on Claude today. There’s lots of other good AIs out there. Gemini we should be talking about man. We should be talking about Grok 3 and all this stuff. But check the I mean check this out real quick. This is the Claude 3.7. Just listen to these couple of minutes real quick. This came out I think like maybe I don’t know how many days ago, a week ago. Let’s watch this real quick. Go ahead, Jessica. Okay. So that’s the security thing, right? So Claude is addressing this directly. They have this product out already. And then Matt for you, I want to show you some of the new things they’re doing with Co-work and make you want to figure out how to install it correctly. This will be good for everybody. This is for enterprise stuff, but so check this out. Okay. So plugins is the like Co-work you get that working, right? But plugins Matt is the thing on top of skills that packages skills together and a bunch of other stuff. So if you guys have been paying attention to the stock market for the last week where the different verticals have been crashing it was like legal software first and then something else software and then financial search. It’s because Claude was releasing this Co-work thing that has plugins that there’s like literally a legal plugin you can install and that legal thing has skills for every single thing a legal person could do almost like an agent, Curtis, right? And then you just type a slash command and it can execute all the stuff and do all the things and it this is it’s nuts.

[00:50:42] Cara Csizmadia: I’m just thinking I never have to build another PowerPoint from scratch ever again.

[00:50:46] Brian Searl: No. With Claude Co-work like you can go in there and say organize my desktop or look through all my campground photos and tell me which ones I should post on social media with or and it’ll the differences is it controls your local folders that you give it access to. And it can organize and route and do things with and whatever else. Because it has that local memory.

[00:51:05] Kurtis Wilkins: I want to talk a little bit about so all these skills and all these tools like one of the things and Cara this was you that I think it was like five months ago, six months ago is a long time. You told me that you were talking to your AI and I now talk like a crazy person to my AI for 30 minutes every morning while I’m on my walk. And I just talk about alright what are whether hey what are the new features that I should be including talking about AI or maybe it’s something we’re working on in the company and this is to Matt’s point and Patrick’s point. It’s AI teaches you AI just when you’re working out just talk to it. You look crazy like I recommend walking at 5 AM, there’s usually nobody out at that time. It’s interesting.

[00:51:49] Cara Csizmadia: Yeah it’s so helpful to process information just bouncing it back and forth without having to type because I feel like typing is so slow sometimes compared to just being able to speak your thoughts. Especially if I’m not totally clear on what I want the solution to be but I have an idea. Then we can talk through. That sounds crazy to me talk through all these problems with my phone.

[00:51:51] Brian Searl: Crazy would be not talking to it.

[00:51:54] Cara Csizmadia: Yeah the typing gets old. I have a couple of girlfriends who put all their like their relationship, like they’re like I’m firing my therapist. ChatGPT totally knows me now. But it’s interesting like I wonder how that AI has now perceives those individuals who have poured their entire emotional personality down into them. I that’s fascinating to me. But yeah.

[00:52:20] Brian Searl: The privacy is interesting too. And like I don’t want to take a dark turn here but I just want to say real quick did you read Cara, you and I are up here in Canada with the shooting that happened in BC. Did you read about ChatGPT? And how they shut down the guy’s account like two months before the shooting because he was talking about violence and they never reported it to the authorities.

[00:52:40] Cara Csizmadia: Wow, no I didn’t know that at all.

[00:52:42] Brian Searl: Yeah. Like it’s really interesting the things that it will know about us and whether that’s minority report-ish or like helpful, nobody really knows yet but continue. Sorry.

[00:52:54] Cara Csizmadia: No, I totally agree. I think it’s going to be interesting to see how that continued like we’re talking about evolution wise. The bot the AI is always learning us and how it’s that’s going to shift our relationships with it into the future is fascinating to me.

[00:53:10] Brian Searl: In the speed with which is going to run. So Matt you were talking about coding and I know you haven’t done Curtis and Patrick have done coding too. But you know how long it takes like you have to do you ever get annoyed by it you’re like it’s going to code this whole thing for me and I gotta sit there and watch it? And it takes for a while, right? But this is where people are not understanding of where it’s going to go. Jessica, share my screen for a second over here. She’s gonna make this big. This is something there’s a couple examples of this right? But this is just an easy free example I could pull up. It’s called Chat Jimmy, you can go to it at chatjimmy.ai. It is not like a v- it’s not the world’s best coder to be clear, okay? It’s not the world’s best anything. But I want you to pay attention to this real quick. So I’m gonna so you guys can see this big enough. So down here in the bottom I have typed vibe code me an MVP so this is a minimum viable product version of an app for a campground on iOS. Include every detail I need, make it super comprehensive, give me the full code. All right so you know how coding works on Claude Code right Matt?

[00:54:05] Matt Whitermore: Yeah.

[00:54:06] Brian Searl: Okay, watch this. Don’t blink okay? There’s your code.

[00:54:13] Cara Csizmadia: Wow.

[00:54:14] Brian Searl: It just did all of that… I’m scrolling down through it all. It did all of that in .181 seconds, 15,300 tokens per second.

[00:54:28] Matt Whitermore: Wow.

[00:54:29] Brian Searl: This is where AI is going. So you saw OpenAI had a partnership with a company called Cerebras which is a big company that does super fast inference chips. A couple of months ago, a month ago or something you saw Nvidia they didn’t buy Grok [G R O Q] but they basically gutted the whole company for $20 billion and took all their talent. It was the same play. This is the inference speed. So when people think like it’s gonna oh you’re never gonna vibe code software cause that’s gonna take like people are gonna have to know terminal and all that other stuff. This is where the future is. It’s gonna literally spin up apps on your computer in real time in half a second and you’ll never know. Like you’ll click the email button and it’ll write the email application and by the time you’re used to it opening on your computer, it’ll be written and it’ll be your email application. So it’s gonna get really crazy guys. In case you were just bored with where it’s at now.

[00:55:21] Matt Whitermore: Yeah. But you don’t get the benefit of all the funny words that Claude Code puts there at the bottom to register. Was it livergibbiting or whatever like one of my favorite words it said bloviating? Pontificating, is it is this thing calling me an idiot right now?

[00:55:37] Brian Searl: I think yeah, mine calls me an idiot I think pretty frequently.

[00:55:40] Kurtis Wilkins: That’s totally on point. Yeah.

[00:55:42] Brian Searl: I mean I’m definitely dumber than the AIs are. We all are. I don’t know what to tell you.

[00:55:48] Kurtis Wilkins: Did you guys, before we wrap up I know you’re trying to wrap up Brian, everybody listened to the Sam Altman speech that he gave in India last week?

[00:55:55] Brian Searl: I didn’t listen to the whole speech but I heard anecdotally about it.

[00:55:58] Kurtis Wilkins: Anecdotally, I just I the advancement we always talk about how fast it’s moving and I’ll just bring up his one point that he brought up in his speech and he said last year I gave this same talk in the same place 365 days ago and AI could do 11th to 12th grade math. This year, AI just solved seven of the ten impossible problems that the mathematicians put out in January every year and it’s working on the other three. And he’s and that’s how fast it came in one year in terms of just like an education level. It went from being in high school to being at the front end in mathematics of creating new math, right on the cutting edge of mathematics. And that’s an that’s exponential growth. It’s hard for us to understand what that is, right? Just in general.

[00:56:44] Brian Searl: Hasn’t even started to rev as fast.

Like we’re we’ll talk about this later on Outwired to your point about what mathematics and all that stuff. So for those of you don’t know, we have a podcast coming up myself and Scott Bahr do Outwired, it’s gonna go live in less than an hour here about 59 minutes after this. But today we’re gonna let’s part of actually what we’re going to talk about. There is a whole video that I saw on YouTube about I think he was a professor of something and he went to like it was either Harvard or Stanford or one of the Ivy League colleges and he said on a meeting with a bunch of the professors who were talking about this about how like they’ve had problems that have been sitting there on the shelf for 30 years unsolved in physics and mathematics and biology and every protein folding and everything else and they’re just prompting ChatGPT and it’s just solving it in seconds. Things that it can’t be solved in 30 years. And all there’s thousands of volumes of this stuff that are sitting on shelves that are just waiting for somebody to go prompt ChatGPT. Now imagine all the research we’ve done over the last 60 years that you can plug into ChatGPT and say what did we miss? That a human being missed a you know an inference or a decision tree that would have maybe cured cancer in the 1970s or something right? That AI is going to find all this stuff. It’s going to move so so fast. So all right, final thoughts guys. We gotta wrap up. Cara, any final thoughts? And then where can they find out more about CCRVA?

[00:58:01] Cara Csizmadia: Oh gosh, ccrva.ca or on any of our social channels. We are Camp in Canada. Final thoughts, I mean I feel like I say this every time but I’m always just shocked. A month from now to connect with you guys again at all the crazy things we’ll be considering in such a short period of time, so I can’t wait.

[00:58:22] Brian Searl: Thanks for being here as always. Matt?

[00:58:25] Matt Whitermore: Thanks for the time everybody. As enjoyable chat. You can find us at climbcapital.com or unhitchedmgmt.com and unhitchedrv.com. To quickly fix my Claude Code issue, if you have advice for me before the consumer side of things, I’m gonna go uninstall and reinstall Claude and if that doesn’t work I’m just gonna go buy a Mac. So I appreciate this the chat.

[00:58:45] Brian Searl: I’m not a Mac guy but Mac does work more flawlessly because it’s so self-contained right? It’s locked down. Yeah, it just works easier for some of this stuff. Yeah, call me if you need help, Matt. I’ll help you with some of the Claude Co-work.

Kurtis, final thoughts?

[00:58:59] Kurtis Wilkins: Thanks for having me on again Brian. I always appreciate the discussion here and I just love learning about all the new AI tools because it’s happening so fast but thank you. And you can find more about RJourney at rjourney.com and advancedoutdoormanagement.com. If you have any questions, please reach out.

[00:59:16] Brian Searl: Awesome, thanks for being here Kurtis. Last but not least, Mr. Patrick.

[00:59:19] Patrick Mullen: Hey, thank you. Thanks for the opportunity to be on the podcast. It was great. I actually learned a lot. Kurtis if you don’t mind I might reach out and ask you some questions about Dark Factory. And Matt, Brian, I’m gonna go a little bit deeper with Claude Code and I really the click and prompt the video on the plugins so I haven’t actually really dug into that. So learned a lot today. Thanks for having me. Influence Outdoor Hospitality you can find it online at influenceoutdoorhospitality.com.

[00:59:46] Brian Searl: Awesome. Thank you all for joining us for another episode of MC Fireside Chats again. If you’re not bored and sick and tired of hearing me, I will be on Outwired live with Scott Bahr in about 2 hours, we’re going to be digging into some pricing data we released a big huge report. The Insider Perks pricing report 2026 came out today. If you haven’t seen that, it’s really good details like 70 pages long, really good stuff. We’re going to dive into that on the MC Fireside Chats episode next week which is our data and analytics one. But other than that, we’re going to be talking about data, AI, and more stuff on Outwired. So if we see you there, great. If not, then we’ll see you next week on another episode of MC Fireside Chats. Thanks guys. I appreciate you.

[01:00:18] Patrick Mullen: Thanks everybody.

[01:00:18] Cara Csizmadia: Thank you.