10/24/2024
I see businesses making 2 major mistakes with AI;
Ignoring it completely.
Or using it to automate the wrong things.
There’s about to be a LOT of fake stuff being made.
Businesses will have to work harder to show their humanity in order to dominate in the age of AI.
Most probably fall into the first category. Businesses, sales and marketing pros don’t know enough about AI, aren’t taking the time to learn, and are falling into the false sense of security believing they don't’ need to innovate.
I call this “pulling a blockbuster”.
Businesses not using AI are like the businesses who ignored social media and before that, the ones who ignored the internet.
They’re going to find themselves decades behind the times trying to catch up.
But I’m already seeing some swing too far the other way. They will use AI incorrectly and automate the “human” side of their business.
Sure AI can spit out a word salad, facts, and information. Which is a good start point for brands. But it won’t move people at the emotional level.
I’m seeing some base their entire marketing and content strategy on how fast AI can churn out another article. Its’ all very generic. You can smell the plastic on it.
AI can write your blog, but it can’t strike a chord with the reader's humanity.
It can’t evoke emotion.
It can’t find your unique story through lessons, failures, and wins.
Some of the most fundamental human traits are that we’re flawed and creative. That’s what makes us unique and relatable. AI is neither. It's too perfect. Too polished.
I predict businesses will have to be more human in their messaging, their branding, and their voice.
Just like when calling into customer service centers to solve major problems, the last thing we want to talk to is a machine. We say “please just give me a human who I can talk to who understands me”.
Businesses should use AI to automate the mundane repetitive tasks that humans are inefficient at.
And then use humans for the more creative stuff.
Just like people want to work with people, not corporations, people will grow tired of consuming content mass produced by AI.
Don’t get me wrong, I’m all for using the machine army to your advantage. Just not the trust building part. Not the human parts.
Trust is the biggest thing businesses have to earn and you don’t do that replacing a warm handshake with a machine army.
