A new bombshell has entered the AI villa.

She’s smarter, faster and potentially more dangerous than all the rest.

Her name is DeepSeek, an open-weight AI model that offers powerful content generation capabilities - but comes with major risks, including misinformation, legal pitfalls, and brand safety concerns. So how do we leverage it for efficiency without losing control over quality, compliance, and the ethical implications that come with it?

In today's newsletter:

• DeepSeek is AI revolution, but at what cost?

• The great podcast overload

• Trend plug - Oh my word, we’ll have a look!

• Ask the Editor - Do I really have to post 3 times a day!?

- Charlotte, Editor ♡

So, you want to know about DeepSeek?

Well, lucky I’ve got you covered. You’re so welcome x

AI is no stranger to controversy, this we know. But DeepSeek has managed to crank the dial up to eleven. Touted as the most powerful open weight AI model yet, its arrival has the industry both buzzing and shaking.

So, should brands and marketers embrace it? Or are we looking at another ethical minefield waiting to explode?

What’s the deal here?

DeepSeek is an advanced AI model that claims to outperform its competitors in natural language processing, content generation, and even coding tasks – the whole shebang really.

Unlike closed systems such as OpenAI’s GPT models, DeepSeek is open-weight. This means anyone can access and fine-tune it for their own purposes.

In theory, this levels the playing field, making AI innovation more accessible.

In practice? It’s a potential nightmare.

[Keep reading]

-Sophie, Writer

The Great Podcast Overload

There was a time when podcasts felt like an intimate, curated space.

A niche hobby, even.

But somewhere between Serial and now, things took a turn.

Today, it seems like every brand, celebrity, and man with a microphone believes they have something groundbreaking to say.

Spoiler: they do not.

We’ve hit peak podcast saturation, and the internet is begging for mercy.

There are memes dedicated to not giving people more microphones. TikToks joking that if a guy has a podcast, it’s an automatic red flag.

And yet, the flood of new, nearly identical shows refuses to slow down. The question is: why? And more importantly, what does this mean for marketers?

Because let’s face it, the podcast gold rush is kind of over.

[Keep reading]

-Sophie, Writer

Trend Plug - Oh My Word, We’ll Have A Look!

Few things in life can grip our attention so intensely that resistance becomes futile.

There's no escaping those animalistic urges—we get locked in, and NOTHING can stop us from looking away!

Fortunately for us TikTok dwellers, one football announcer's passionate pledge towards the end of a tight game perfectly encapsulates that voice in our heads.

During last year's Champions League semi-finals, the heat was on between Real Madrid and Bayern, who were locked in overtime with a 1-1 tie (Madrid ultimately winning the match).

In a tense moment when a ref's call was being reviewed, the thick-accented announcer belted:

"Oh my word, we'll have a look! Of course we'll have a look!"

And "have a look" he did, indeed.

Now, TikTokers are using the quote to describe situations where looking, staring and snooping isn't an option - it's a REQUIREMENT.

From spotting a musty charity shop to spying on houses with open curtains, there's always nooks and crannies yet to be explored. But, don't worry—you'll change that.

How you can jump on this trend:

Use this sound and film a short video of your surroundings. Then, add some text describing your situation and what you're dying to look at.

Remember—the more absurd yet somehow relatable the thing you're seeking is, the more people will back your strange obsession!

A few ideas to get you started:

• "POV: walking into work and seeing a Krispy Kreme box in the kitchen"

• "When you get an email from your fave brand with 'collab' in the subject line"

• "POV: in an important meeting when your funniest coworker Teams messages you some memes"

-Devin, Copywriter

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - Do I actually need to post every day to build an audience? Or does my content just have to be good? - Preston

Hi Preston,

There are a lot of opinions on this one, but it's really not a case of one's right and one's wrong. It's a case of what's right for your brand and what you're capable of.

So if you're really good at making high-quality content, only posting a few times a week might be ok. Because each one will (hopefully) be quite high-impact.

But if you're creating more lo-fi content, you might need to produce more to have the same impact. You might aim for one piece of content a day and build up to more if you can.

Which strategy is right for you depends on how good you are at making content and your capabilities. Either way, it's important to make sure you're making the right kind of content for your audience.

Social platforms like consistency. So I wouldn't recommend posting less than 2-3 times a week, because the algo may not show your content to as many people if you don't seem that active on the platform.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: IS HE OKAY?
❤How wholesome: just me crying?
😊Soooo satisfying: Hot knife vs. hair brush
🍝What you should make for dinner tonight: Bruschetta

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