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I do not believe machines will run the world.
I do believe we will become integrated with the machine.
I want to acknowledge the power of the machine. AI is mighty and evolving at a rate never seen before. And I also want to believe that humans can control it in a way that allows us "both" to prosper. AGI could happen, I'm not an expert, but I've yet to hear an argument that substantiates the position well. Or signals pointing to that (have you tried ChatGPT? It can be unintelligent sometimes - more than humans).
We can both agree that AI and everything related to it are here to stay. However, I don't see a future where we regress. Sure, it took a bit for people to adopt cars, but now, you'd be pressed to find someone traveling on a horse. The same will be true for AI.
We will only increasingly adapt it in our personal and work lives, whether intentionally or subconsciously, through the tools we use having AI embedded. At home and in the environment. Everywhere. That is my strong prediction; it's akin to a revolution like computers, where we have heavily shifted to a more digital age (fax?).
But because AI touches EVERYTHING, this essay will only cover marketing.
As mentioned, AI has enormous benefits for health, productivity, and many other areas, but that's outside my circle of competence. I'll let the respective experts speak on those topics.
For now, let's focus on AI and marketing. Before that, let's jump into a marketing time machine:
The internet began the process of elevating marketing's status.
Before the internet, marketing was mainly a one-way communication channel. Businesses broadcast their messages through traditional media like TV, radio, print ads, and billboards. Marketing campaigns were often broad and untargeted, with companies relying on demographic data and consumer surveys to make educated guesses about their audiences' interests and behaviors.
This lowered the ability of marketing to drive results.
Sales was the dominant player and likely brought in more "ROI." That changed once the internet opened the door for effortless one-to-many communications. But many didn't jump on board even when the internet came on the scene.
Skepticism, lack of understanding, and the novelty of the internet meant that many were slow to adopt it into their marketing strategies. They continued with their traditional methods waiting for it to be proved viable.
Others jumped right in, gaining a massive advantage over others who didn't have a website until 2010. Not only that, they began developing competencies that were only available in the new digital world. Like SEO, writing for digital, understanding how to connect online, and being open to trying new things.
Today is no different.
With AI busting through the wall, some hide from it while others dive in headfirst. I believe those who are open and curious to see how AI can help will win in the future. Even if AI doesn't become as disruptive as we think, they will gain skills others will only be starting to develop (e.g., prompting and working with the machine to achieve the best output).