In this interview, I have the pleasure of speaking with Tal Florentin. He’s in the UX space and has spent the last decade working to enhance UX using audio in the Israeli market. He’s done some monumental things in the UX world, including creating the Israeli UX certification program. After realizing that audio is the future and bound to be bigger than video, he founded Summurai which allows companies to create audio branded channels for a variety of different reasons. You’ll find some great information about how to elevate your business with audio in this interview!We discuss:What life looks like for Tal in Israel with COVIDOur hopeful look at the future without COVIDTal’s background in software engineering which led him to designThe big things that popped up for Tal when he was working in design and doing researchThe mass amount of content that is now available and how to even start consuming it allTal’s lean toward audio to enhance and make for a better customer experienceOptimizing our time and what we’re doing each activityUsing audio to fill badly used timeThe difference between where video is going from here and where audio is goingWorking with companies to figure out how they want to use audioThe uncharted territory of audioWhen first starting Summurai, trying to eliminate the human elementCreating shorter pieces of audio- under 3 minutesWhere the name Summurai came fromTal’s process for creating audioSome of the different things they’ve tried in SummuraiTrying to make things sound conversational and when that’s not actually the goalTaking written content and creating audio content from thatTal’s experience working with LG and creating audio versions of training kitsPulling in story telling to the different audio piecesMoving ourselves away from technology with audioThe benefits to moving away from technology If you want to find out more about Tal or Summurai, you can visit:Website: www.summurai.com Downloadable PDF: www.summurai.com/ebookAudio version of the PDF: http://summur.ai/dTEDG This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).Would you consider reviewing the Audio Branding Podcast? If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453 And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much! And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/