The thing is you have to play with the technology to understand it. For those avoiding doing that - it will put them at a massive disadvantage. I'm sure some think, if I dig in my heels maybe it will go away. It's not!
Thanks. I just did a webinar to test the waters, and I'm working on the workshop and a book focused on the topic. You'll see more issues devoted to it as well. Stay tuned!
It would be a bestseller, of that I have no doubt. I mean, considering all that you've written, you've got enough content for a book, depending on the topic, of course.
I've had those exact conversations with colleagues who suddenly find their award winning work outperformed by AI systems.
I'd add that there's another dimension to this evolution - the authenticity imperative. As AI gets better at creating content that sounds human, audiences are developing increasingly sophisticated sensors for detecting what's genuinely human versus what's algorithmically optimized. Although, what they have so far falls short. A topic for another day. This makes things interesting, especially where AI makes certain technical skills obsolete while simultaneously increasing the value of authentic human connection.
I'm having trouble figuring out why letting increasingly sophisticated AI platforms take over creative tasks is a problem. That is not to suggest that humans don't need to continue creating content sans AI—some genres, such as your newsletter—are better suited to that. However, the line is less sharply drawn in the B2B world where I live.
I believe that the era we are entering (and now in) demands that marketers see themselves functioning in different roles, that of creative and strategic directors, instead of content creators. That's how I'm functioning more and more with my writing. I'm the creative director, prompt master, and editor while letting AI write. It's working pretty well, too. Yet, even as I write this, I see those roles transitioning to AI.
It's anyone's guess where the AI era will take us. This isn't a tech "fad" like Web3 with its metaverses, NFTs, and creator coins; AI is here to stay. Marketers better hang on for the ride or get left behind!
I think it has to do with the depth of creativity and the emotional intelligence that only humans can inject into the content. As much as I appreciate AI's ability to assist in generating ideas or drafting content, it's still the human touch that ensures resonance. For instance, in B2B, where you’re targeting real people, the connection between a brand and its audience goes beyond facts and features. The words that come up often are empathy, storytelling, and trust. AI might provide the skeleton, but humans are the ones who shape the heart and soul of the message. This is a big bridge to cross.
The thing is you have to play with the technology to understand it. For those avoiding doing that - it will put them at a massive disadvantage. I'm sure some think, if I dig in my heels maybe it will go away. It's not!
No, it's not, Bette. Quite the opposite, as we well know. But there will always be the laggards. Not much you can do about them.
PS - best of luck on the workshop :)
Thanks. I just did a webinar to test the waters, and I'm working on the workshop and a book focused on the topic. You'll see more issues devoted to it as well. Stay tuned!
These things are awfully difficult to put together so power to you Paul.
Happy Thursday!
Thanks! I love taking on a challenge. It's time for me to publish a new book anyway. And that will lead to other opportunities, hopefully.
A book is in my future.
I just need to build some more hype first.
It would be a bestseller, of that I have no doubt. I mean, considering all that you've written, you've got enough content for a book, depending on the topic, of course.
That dread is real Paul.
I've had those exact conversations with colleagues who suddenly find their award winning work outperformed by AI systems.
I'd add that there's another dimension to this evolution - the authenticity imperative. As AI gets better at creating content that sounds human, audiences are developing increasingly sophisticated sensors for detecting what's genuinely human versus what's algorithmically optimized. Although, what they have so far falls short. A topic for another day. This makes things interesting, especially where AI makes certain technical skills obsolete while simultaneously increasing the value of authentic human connection.
Thanks, Neela. Your insights are always spot on.
I'm having trouble figuring out why letting increasingly sophisticated AI platforms take over creative tasks is a problem. That is not to suggest that humans don't need to continue creating content sans AI—some genres, such as your newsletter—are better suited to that. However, the line is less sharply drawn in the B2B world where I live.
I believe that the era we are entering (and now in) demands that marketers see themselves functioning in different roles, that of creative and strategic directors, instead of content creators. That's how I'm functioning more and more with my writing. I'm the creative director, prompt master, and editor while letting AI write. It's working pretty well, too. Yet, even as I write this, I see those roles transitioning to AI.
It's anyone's guess where the AI era will take us. This isn't a tech "fad" like Web3 with its metaverses, NFTs, and creator coins; AI is here to stay. Marketers better hang on for the ride or get left behind!
I think it has to do with the depth of creativity and the emotional intelligence that only humans can inject into the content. As much as I appreciate AI's ability to assist in generating ideas or drafting content, it's still the human touch that ensures resonance. For instance, in B2B, where you’re targeting real people, the connection between a brand and its audience goes beyond facts and features. The words that come up often are empathy, storytelling, and trust. AI might provide the skeleton, but humans are the ones who shape the heart and soul of the message. This is a big bridge to cross.