In this lively and wide-ranging conversation, Bob Pulver welcomes William Tincup, Co-founder of the WRKdefined Podcast Network, HR tech expert, and longtime friend of the show. Together they explore the evolution of podcasting, from its early scrappy days to today’s community-driven, AI-enhanced ecosystem. William shares his philosophy on personal authenticity, the rise of “PSO” — podcast search optimization — and why he believes we’re moving from search to conversation as the new model of discovery. They also dive into the ethics of personalization, digital identity, and privacy in a world where every click is data. From the practical uses of AI in podcast production to the philosophical questions about digital twins and second lives online, this episode blends humor, honesty, and the kind of deep reflection that defines both William and the WRKdefined network of shows. Keywords AI in podcasting, HR tech, authenticity, podcast search optimization, personalization, digital identity, privacy, digital twins, agentic internet, audience engagement, AI tools, discoverability, content creation, automation, human connection Takeaways Podcasting has evolved from a solo pursuit to a collaborative, AI-empowered craft. Optimization now means being discoverable by AI, not just by search engines. AI is already embedded throughout the creative workflow — from editing to marketing. Personal authenticity builds lasting trust in an algorithmic world. Digital twins and personalization raise questions about identity, privacy, and consent. Good content isn’t manipulation — it’s value shared with intention and empathy. True innovation comes from staying curious, playful, and human. Quotes “We’ve moved from search to conversation — people don’t Google anymore, they ask.” “Independent podcasting can be lonely, but community turns it into a craft.” “You can’t automate authenticity, but AI can help you amplify it.” “If your content has value, you’re not gaming the system — you’re serving people.” “Privacy is an illusion. So, make the ads you see worth your time.” “Digital twins may not replace us, but they’ll definitely outlive us.” Chapters 00:00 – Welcome and introduction 00:26 – William’s 25-year journey in HR tech and podcasting 02:47 – The evolution of Elevate Your AIQ and lessons from early episodes 05:25 – From SEO to PSO: Optimizing for AI discoverability 09:06 – Why AI-driven content isn’t manipulation when it adds real value 10:39 – Building community through the Work Defined Podcast Network 13:44 – Experimentation, creativity, and learning from other hosts 16:23 – How AI is transforming podcast production workflows 19:17 – Forgetting, hallucinations, and the limits of AI memory 21:48 – Digital twins and the blurred lines between personal and professional identity 26:32 – Authenticity online: the “one-dimensional self” 31:39 – Privacy illusions and the myth of online anonymity 33:57 – The “agentic internet” and the power of individual terms 38:25 – Advertising, personalization, and the importance of relevance 41:58 – Lazy marketing, weak signals, and bad outreach 46:46 – Aggregating knowledge and curating content intelligently 51:01 – Content creation, subscriptions, and the value of giving before selling 53:43 – AI, equity, and unlocking untapped talent 57:34 – Closing reflections and the case for empathy in technology William Tincup: https://www.linkedin.com/in/tincup WRKdefined: https://wrkdefined.com For advisory work and marketing inquiries: Bob Pulver:⁠⁠ ⁠https://linkedin.com/in/bobpulver⁠⁠⁠ Elevate Your AIQ:⁠⁠ ⁠https://elevateyouraiq.com⁠⁠⁠ Substack: ⁠https://elevateyouraiq.substack.com⁠