Episode Transcript
Kyle James (00:01.17)
Hey, welcome to the AI Chronicles podcast. I'm your host, Kyle James. And today we're be diving in head first into how an AI automation and tech company called Immigre Systems is using AI inside of their own business. And we'll share the exact steps that you can take in order to implement AI for yourself. Now, before I dive into that, listen closely. Are you looking to implement AI inside of your own company or just struggling to get your AI to stop hallucinating? Speak to GPT Trainer.
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Scheduled consultation today, once again, that's gpt-trainer.com. Today I have with me Samantha North, who is the founder of Immigrate Systems, an AI automation agency for B2B service businesses. Samantha has a PhD in data science and over 10 years of experience in content marketing. Really excited for this conversation today. Thanks for everybody for listening in. Hey, Samantha, welcome in. How are you doing today? Great to have you on the show.
Samantha North (01:26.082)
Hey, Kyle. Thanks for having me and happy Fourth of July to you over there. I'm here in Madeira Island, Portugal at the moment, enjoying the sun and the tropics. And yeah, yes, it's great. It's fabulous. So I'm having a wonderful day. So good.
Kyle James (01:35.474)
Ooh, that sounds great.
I love, I love palm trees. Like that's like my favorite tree of all time. I don't have any palm trees out there. just, I hear Island and like it's gotta be some sun beach and waves.
Samantha North (01:47.79)
There are some palm trees, I think. Yeah, there's plenty of waves, plenty of mountains and lots of foliage. So yeah, it's a good place to be.
Kyle James (01:56.436)
Nice, nice. Yeah, love it. Well, cool. So let's dive into a little bit here. Tell me a little bit about Immigrate Systems. How did it come to be? Give us the origin story so our listeners have a little bit context.
Samantha North (02:09.25)
Yeah, I think I'll start with the name actually, because it's quite specific to my own journey. I don't know if you know, but the word emigrate means somebody who changes their country for political reasons. And I actually left the UK where I was born five years ago to emigrate to Portugal seeking second citizenship after Brexit. I wanted to rejoin the EU. So this move actually was really the starting point for both this business now and the one that sort of gave birth to this business.
2020 when I moved I started an online relocation advisory service called digital emigrate with the goal of helping other people like me who wanted to to relocate to different countries in Europe including Portugal and Because I have a background in SEO and content we got a lot of inbound traffic really quickly through SEO and There was just so much overwhelm there with me and my business partner doing it all manually that we after a while too long admittedly it led us
to discovering AI and automation and putting those processes in place to free us from this daily drudgery of so many inbound inquiries. you know, I think based on that, because I was able to automate digital emigrate to such an extent that it just sort of runs in the background now.
I realized that AI and automation could be so transformational for service businesses that it made sense to me to start consulting in that. And people were asking me, how did you do this? Can you help me do this for my business? And it was just calling to me and saying that the need is really there. So that's when I launched Emigrate Systems a couple of months ago now to help B2B service businesses, particularly agencies, because they really have a lot of pain in this area, just to automate the way that
boring, tedious, repetitive, but unavoidable stuff to free up the humans for more strategic and creative aspects of the business.
Kyle James (04:03.388)
Yeah, yeah, absolutely. So back in digital immigrate, that was your previous company. Was there a point during that where, know, with you and your business partner, where you were doing it manually and you were like, man, like this is, this is too much. Like we can't keep up with this. And then obviously there's that transition where now you've fully automated it. But take me back to that place where you were doing it manually.
And it was just, was too much. then like to walk me through what it looked like when you finally made that transition to start implementing a lot of automation, especially on the AI side.
Samantha North (04:37.772)
Yeah, there was actually a very specific moment. you know, we've been we've been firefighting daily with all these leads and that, you know, dealing with it. But there was one particular moment when we lost a lead worth five figures in euros because we hadn't followed up quickly enough, basically, and they'd moved on to a competitor. Simple as that.
And it really burned, you know, at that point I thought, you know, like we can't keep going on like this. This does not make any business sense. It's ridiculous. we need to really like dedicate ourselves, me in particular to finding an automated way to handle this, but at the same time, something that's not overly robotic, you know, I didn't just want to do like a really basic auto responder. I wanted it to have a bit of a human edge to it. And fortunately, this was just as like Claude and chat GPT were coming into the
Kyle James (04:58.772)
Mmm.
Samantha North (05:26.64)
mainstream. So it fitted in very nicely. We were able to start implementing those in the workflow. And the very first thing that we set up was just an intelligent autoresponder that would
take in, you know, just a form, a form on the website, take in lots of key information about them, the country they wanted to move to, the residency timeline, blah, blah, blah, all that stuff. And then based on all of that information, it would just route them to the various different partners, like immigration lawyers or tax advisors or whoever was necessary to follow up with that.
you know, everyone had a customized message and it just felt a lot more human. And we could tell that this was working, not just through increased conversions, but people were actually responding to our emails, like, you know, saying just like, thank you. And I'm really excited for the next steps and just nice human interactions like that, which they hadn't done previously. So it felt, it felt good. It felt like we were on the right track with that.
Kyle James (06:25.108)
you
Kyle James (06:28.616)
Yeah, absolutely. now the digital immigrate, like that's where the transition happened. But now in your current company with immigrate systems, now you're building out really these AI automations. So walk me through kind of, I know every single different client is probably different, but walk me through the AI step by step. Like what does the process look like maybe from start to finish?
Samantha North (06:53.055)
for one particular real life workflow? Would that be useful?
Kyle James (06:56.348)
Yeah, let's maybe give an example of someone who's brought on board and here's what we built out for them. And you can go either way with this, Samantha, either with your client or even internally where like, we did this specifically and this actually changed the game for us in the AI and automation space.
Samantha North (07:12.408)
Yeah.
No, absolutely. I can, well, one from from a recent client, actually. So so we built a LinkedIn thought leadership system for this guy. He's a founder of an SEO agency. And the problem he came to us with was basically, you know, I can see the value of posting on LinkedIn, but it's really hard to find time to do that every day or, you know, three times a week. And it's not because I don't have enough ideas. It's because it's just such a grind to sit down and translate those ideas into hooks and bodies and CT
and engagement questions, and all that stuff that a LinkedIn post needs to perform on the platform. So what we did was we started off with a module in Slack. This was all built in make.com. Usually we use make.com or NA10 to automate our workflow. So it's mainly no and low code solutions. So we started off with an easy way to capture his ideas, and Slack was a good way to do it because he's often out and about on his phone.
So he can just record a voice note into his phone and that gets transcribed in chat GPT in the whisper module behind the scenes. And that transcription is then carried through into a Claude module. Now, why do I choose a Claude module versus chat GPT is probably what people are going to ask. I've always been, I've always been a fan of Claude over chat GPT, although both are great, but Claude has always had this more natural human sounding like tone and voice and style more like me.
Kyle James (08:29.746)
Mm-hmm.
Samantha North (08:42.012)
I you know, I used to be a journalist. I've been in academia. And my understanding is that Anthropic actually trained Claude on academic and journalistic sources as opposed to more marketing type stuff. So I knew that the tone of voice and the output would be more human from the get go without having to do loads of, you know, aggressive prompting telling it don't include this huge list of words and don't do too many dashes and all that stuff.
Kyle James (08:43.102)
Mm-hmm
Kyle James (08:53.223)
Mmm.
Samantha North (09:09.482)
So yeah, so it would root the idea to Claude modules, to four of them, one for personal posts, one for educational posts, one for insight-based posts, and the other, think, was for lead magnet posts. So he had the choice to hit a button in Airtable and send it to any of these modules according to what his content.
calendar was telling him to post that day. And in the prompts in Claude, which were really detailed, I built them on my own LinkedIn posts, some proven frameworks from LinkedIn copywriters as well. They had specific instructions for creating each one of those posts. And then the draft would be outputted and just stored in a simple Airtable interface for him to review. And that was it. We didn't auto post because we thought that was a bit of a step too far.
Kyle James (09:52.254)
Yeah.
Kyle James (09:57.352)
Mm-hmm.
Samantha North (09:58.302)
as Claude is pretty solid, there's always that edge case where it produces something crazy or something a bit inaccurate. So he preferred, he felt more confident to have it available to review before posting himself. And it's working great.
Kyle James (10:11.09)
Yeah, yeah, especially like as like, like testing out to like, especially with some clients, it's like, okay, they, they, see the value in AI, but like they're kind of skeptical and that's okay to have that. And so almost like to have that draft initially, like here's the process and here's the workflow here. Do this. And then here's the four different outputs you can choose from. And that's a lot, I guess what you would say is like a lot easier to make a decision on versus, you know, it just goes all the way through and post you're like, my goodness versus, okay, let me just.
Samantha North (10:15.746)
Yeah.
Samantha North (10:21.666)
yeah.
Kyle James (10:39.988)
Let me just look at these three or four messages and choose one that works best for the audience.
Samantha North (10:43.892)
Yeah, it's a bit wild, right? Like having it just go like auto posting for you. And I don't think the LinkedIn algorithm likes too much automation as well. I've heard of people being banned from the platform for over automating. So yeah, we're pretty cautious with that.
Kyle James (10:52.244)
Mm.
Kyle James (10:58.708)
Yeah, that's great. So walk me through a little bit. mean, there's a lot happening in the AI world. And where do you see maybe for Emigrate System, what's some of the upcoming AI initiatives for you and your clients? And then where do you see maybe AI playing some of the biggest roles in your operations next?
Samantha North (11:18.146)
Yeah. So I think in terms of upcoming initiatives, I see, I see a big gap for training business leaders, you know, in, in, a practical approach to not, not, just AI, but, automation with AI involved in it. Because for me, when I first discovered chat GPT and Claude, you know, it was during my PhD, actually I was using them just in the way that everyone uses it. And in the interface, the front end, the normal interface, the chat, the chat.
And it was only when I discovered that you could automate all your tools in a workflow and plug in these intelligent language models that was really transformational for me. And I don't think that it's necessarily common knowledge among the average business leader. So I think there's a space for education in that area. And not just
Kyle James (12:01.17)
Mm-hmm.
Samantha North (12:07.59)
you know, either the overly technical side of it or the bad habits from the more generic poor quality AI use that we see. I think people are skeptical, a lot of them, either because it feels too technical and it scares them or because they've seen terrible results out there and they don't like it and they think that all AI is going to be giving those terrible results, right? But you and I know and probably lot of the audience that you've got to be intentional about your prompting and you've got to put...
Kyle James (12:25.468)
Hmm.
Samantha North (12:34.424)
human elements in still. It's not just like write a blog post about X and you get a perfect post. That doesn't happen. We know that. But I think people expect that. And when it doesn't happen, they think AI is trash. So I feel that there's a lot of space still for education with an automation kind of angle bolted on. So that's one thing. In terms of, yeah.
Kyle James (12:39.891)
Mm-hmm.
Kyle James (12:47.079)
Hmm.
Kyle James (12:56.796)
Yeah. Yeah, absolutely. Yeah, I think it's, yeah, please no finish, please.
Samantha North (13:02.07)
No, no, I was going to say in turn, there was another part to your question, What was the other part? Something about the company. Can you remind me? Yeah.
Kyle James (13:06.772)
yeah, like where do you see it playing the biggest role in the upcoming? Yeah, absolutely.
Samantha North (13:13.846)
Yeah, mainly in just freeing up a lot of overwhelmed founders from, you know, the constant drudgery and really, really like rescuing people who are in the position that I used to be in with things that are surprisingly simple. But if you don't know about it, then you know, if you don't know what you don't know, right. And I want to just make that better known to people and help them and educate them a bit along the way as well.
Kyle James (13:34.259)
Mm-hmm.
Kyle James (13:42.876)
Yeah, no, it's so I love how you like, think a lot of people, I mean, I had a group early group that met with this morning, kind of a mastermind, and best way of saying it, and they, they are all using AI, like, they're, I'm using chat, tbt, I'm using perplexity, I'm using groke, like, I'm using, you know, like all these different types. But like, as you were saying, it's they're just using the front end of it, where like, they're getting this, they're not prompting, they're just
plugging in what their question is. And they're like, wow, this is great. But there is so much more to it, especially for those who are like, I want something explicitly. This is what I want the output to be. But they're not prompting correctly. Then they're not going to get the same app that they're looking for. And I think like taking that front end and going, OK, how we plug this into like a workflow automation to where when you have this thing, you're not having to manually plug it in. It automatically starts plugging in for you and then spits out the output that you're looking for. All done through automation.
I think that's where essentially what EmGray Systems is doing the most work in, wouldn't you say?
Samantha North (14:42.4)
I would say so, yeah, absolutely. There's a big difference between just interacting with the front end. There's a lot of margin for error there, right? Let's say you give it a simple command and you don't like the output, you can just tell it, I don't like this because of X, Y, Z, blah, change it, and it will.
Kyle James (14:52.104)
Hmm.
Samantha North (14:59.778)
But you can go back and forth ad infinitum doing that stuff, but it's still a time waster. But if you build a prompt for a workflow then, or an agent, that prompt has to be pretty complete and correct and properly structured from the get go. Otherwise the results are going to be bad. Okay, sure, you can go in and you can change it and edit it, but it's not like that easy chat back and forth vibe that...
Kyle James (15:05.181)
Mm-hmm
Samantha North (15:21.964)
that people are used to. So I found that when I first started, that was a bit of a learning curve, getting used to, know, properly defining the role, the context, task, and the examples in that it was, it took a little bit of getting used to, you know, it's not just chatting anymore.
Kyle James (15:37.812)
Yeah, yeah, for sure. And thank you so much, Samantha. I appreciate your time. We start wrapping up here. Where can people maybe learn a little bit more about you and maybe a little bit more about immigrate systems that you'd recommend them check out?
Samantha North (15:49.762)
Yeah, well, I'm super active on LinkedIn. I'm posting almost every day with content about how to automate your business and go towards an AI first approach. So please come find me on LinkedIn, or you can check out the company website. It's emigre.ai.
Kyle James (16:05.69)
Awesome. Thank you so much, Samantha. It's great having you on this podcast today. And remember for those listening in, if you're looking to implement AI into your business today, don't try and do it yourself. The time and stress that the AI could cause just isn't worth it. Schedule a call with GPT Trainer and let them build out and manage your AI for you. Go to gpt-trainer.com. Signing off for now. Have a great rest of your day. Thanks again, Samantha. It's pleasure having you on. Enjoy those islands.
Samantha North (16:32.056)
Thank you. I will.
Kyle James (16:35.374)
And looking forward to seeing everybody on the next episode of AI Chronicles.
