Over the past year, the corporate world has been breathless trying to apply Generative Artificial Intelligence to optimize daily operations. Many support roles will be drastically affected: legal work, customer support, back-end development… tomorrow won’t look the same as yesterday.
However, there is something that most companies and tech journalists miss in the (albeit important) conversations about automation: what No automating will create much more value for brands than automated, considering the world we are creating. Here is the 5 step test.
1. Infinite content…
The likes of ChatGPT (for text) and MidJourney (for images) allow us to create in minutes content that would take a human being months to create. As these powerful tools gain popularity, they are expected to see even greater adoption, fueled by our natural penchant for convenience. In essence, content is becoming a commodity (or more i should say). And because it is a commodity, it can be considered infinite. Homogenized.
2. …means random quality
Because the content is unlimited, its quality will vary greatly. On the one hand, talented people create stunning visual effects that push the limits of our perception. On the other hand, there is the risk of numerous politically motivated groups fabricating misleading images to rig elections.
This is not to say that everything between these extremes is likely to be bad. Instead, just don’t know if this is It will be impossible to know who to trust. Furthermore, we may not even know if a content is generated by AI, with obvious disadvantages; No one wants to be the individual who unknowingly spreads misinformation throughout their company’s Slack channel.
3. Trust in the content will matter more than the content itself
In recent years, advocates of cryptocurrencies and blockchain technology have advocated for its implementation. as a means to address the issue of trust in online transactions. His argument has merit: in order to trust something, it is crucial to know its origin. As the reliability of online content declines, verification of its source and authenticity will become increasingly important, outpacing perceived quality.
4. Brands can act as “trusted intermediaries”…
But, blockchain technology is complex. Brands, for their part, are always present in our lives, so much so that we almost never question them. That is because great effort is made to intertwine them in our lives. To inspire confidence in customers.. I know that any McDonald’s I go to will have a certain level of quality. If I buy an iPhone, I know it will work fine for a few years. I hope my Volvo keeps me safe on the road and that the New York Times has done its investigation.
Experience plays a big part in this…but so does branding (and the expectation that marketing underperformance will make heads roll). We even have an emotional bond with some of our favorite brands, something usually reserved for humans… whose behavior we think we can predict. in whom we can trust
5. …And it will be more powerful
And so, soon we will see big brands and big sellers amassing even more power than they have today. That’s because we’ll trust that it’s in your interest not to mislead your customers. Not automating content will be considered a luxury we can count on. In fact, I’d wager that some companies are considering creating newspaper arms to cash in on the goodwill they’ve accumulated.
Meanwhile, the brands that can retain that trust while harnessing AI will become more and more powerful. In an AI future, Power belongs to brands.
The negative space where AI is not used will be of immense importance in the very near future. One only hopes that the world is not monetized into a luxury item for the rich and powerful.
Good luck out there.