When intelligence becomes worthless, marketing artists will survive

marketing artists

As AI approaches and exceeds human intelligence, I’ve been thinking a lot about where humans fit in the mix. I hope you’re thinking about this, too.

Compared to any time in history, there are a few unique aspects about the technological change we’re facing.

First, we’re not replacing a horse with a car, or a book with a Kindle. We are replacing intelligence. This has unparalleled consequences for the usefulness of human beings.

Second, nobody knows what’s next. Even the most ego-driven tech bros say … “we don’t know.” Will we enter a period of enlightenment, or will we destroy ourselves? Don’t know.

But here is something that we do know. Many knowledge-industry professions are facing an existential crisis. And our survival might depend on art.

The economic value of intelligence is zero

Every company is built on the organization of intelligence. We manage human intelligence units who possess useful knowledge in HR, accounting, marketing, etc. As those humans gain more intelligence, they are rewarded with economic incentives like money, stock options, and vacation days.

But what happens when there is no economic value for intelligence? Think about the ChatGPT you use every day. It’s more or less free, and it’s getting better month by month. As the capability increases, the cost to access that intelligence also goes down. So the most prized possession in any company — intelligence — is becoming a commodity. And that truly changes everything.

Now at this point, you might want to stop me and say, “But what about …” Of course there are exceptions. And as I said, nobody knows for sure. But one trend we can see with clarity is that the economic value of intelligence will be near zero, and that is profound.

The impact on marketing careers

Let’s get more granular. Where do humans fit in the future marketing world where intelligence is not prized as it once was?

If you care about the sustainability of your marketing career, I beg you to read Audacious: How Humans Win in an AI Marketing World. This book spells out very clearly the human-only aspects of marketing we can protect. It’s not about fighting AI or ignoring it, but transcending it in a uniquely human way. The book contains hundreds of ideas.

And here is a major theme of the book that I want you to internalize and carry with you forever.

If you’re a competent person creating competent work, you are vulnerable. You are ignorable. AI will take your job. I can’t sugarcoat this. AI is already competent and even excellent at many tasks. It is already taking jobs.

But here is one thing I am sure of: Art will persist. Art is the future of your marketing.

Becoming marketing artists

Tech analyst Shelly Palmer recently wrote:

“The debate over AI and its role in creative industries often centers on one question: Can AI ever be as creative as humans? While it’s tempting to philosophize about inspiration and ingenuity, this line of inquiry misses a crucial point for anyone tasked with making practical decisions about content creation: If the audience can’t tell the difference between AI-generated and human-generated content—or if they don’t care—then, for all practical purposes, there is no difference.”

My view is, you have to make them care!

Art is the expression of the human experience. AI can fake this in a convincing way. A humanoid robot recently painted a picture that sold for $1.1 million. But we will always hold on to the music, the stories, the paintings that are an irreplaceable part of a human story.

The same goes for marketing.

To stand out, you have to be original. To be original, you have to add your human story to the marketing mix. This requires a new way of thinking and some courage, but what choice do you have?

Your voice, perspective, and wisdom are the only things AI cannot copy. There is only one you, and the world is longing for authenticity that cuts through the AI pandemic of dull.

So here is one key to success. Art is an expression of the human condition and brand marketing must aspire to do the same. To survive and thrive in the AI-pocalypse our marketing must approach art. Make your customers care about your content.

Which would be audacious. Audacity: The AI survival skill.

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.