A few months ago, I viewed a demonstration of a new ad agency “operating system” that showed how AI could take one piece of blog content and distort it endlessly into a nearly infinite number of variations to serve every platform and every language. It made me feel ill as the copy of a copy of a copy gradually lost any connection to its human origins.
An AWS study showed that already a shocking 57.1% of all the content on the web is an AI-garbled dumpster of poor quality re-purposed content. And as AI inexorably scans the web for more information to learn and grow, it’s now training on its own crappy content.
In one respect, this ocean of meh might seem intimidating. Wasn’t it hard enough to stand out in this world — and now we have bots flooding our niches with so much crap that we’ll never be found?
But this is also an opportunity because the real, the human, the content that is surprising and even a little crazy, will feel like an oasis. The content that approaches the level of human art will stand out. The marketing activations that bring people together in shared experiences will be remembered and even celebrated.
But we simply can’t keep doing what we’ve always been doing. Competent doesn’t cut it. Competence doesn’t create conversations. Competent is ignorable.
This new AI marketing reality demands human audacity. So let’s get to it.
The place for humans in a pandemic of dull
Last week, I was given an incredible gift that I want to share with you.
Douglas Burdett, the legendary host of The Marketing Book podcast, came out of retirement to interview me about these topics — the core of my new book Audacious: How Humans Win in an AI Marketing World. The interview was part of a global livestream (you can see it here).
This discussion was so wonderful that I turned the recording into a special podcast episode for you. We cover:
- What are the strategies for human-based marketing in an AI-dominant world?
- How do humans unleash the revolutionary power of “everyday awe” in our businesses?
- Why AI creates a “pandemic of dull” that can only be overcome by human ingenuity.
… and much more.
It’s an incredibly fascinating show, and I hope you’ll join in by clicking here:
Click here to enjoy Marketing Companion Episode 309
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Illustration courtesy MidJourney
