I remember the moment when Artificial Intelligence (AI) was thrust into my daily life in the form of ChatGPT.
It was the summer of 2023 and I couldn’t help but reflect on what an amazing piece of software it was. It could do anything and everything – simply ask it a question, and it would spit a piece of content back at you.
The genie was out and there was no putting it back in the bottle.
Over the years, since the emergence of AI and Large Language Models (LLMs), the software and the application has become far more intelligent and sophisticated. It’s showing up everywhere in business and in our daily lives. Nothing is out of reach, and I get the feeling we’ve only just begun.
Something stinks though, and the smell isn’t going away.
If there’s one quote that’s been misused and deliberately amplified to strike fear into business, schools, government, and the media, it’s this: “AI will not replace humans, but those who use AI will replace those who don’t.” Ginni Rometty, Former CEO of IBM.
That quote appears in social media posts, in speeches, in marketing collateral, in everyday conversations. It’s being used with the intention of fear mongering, and it needs to stop.
AI is a tool, just like a hammer. A hammer is nothing without the deft skills of a tradie behind it, and AI is exactly the same.
This isn’t a “bury your head in the sand” point of view. Far from it, I understand that AI is a significant development globally supporting processes and services, but it will never replace what it is to be human. To feel, to think, to be unique, to be authentic – you’re never going to get that from an algorithm or a piece of software, no matter how smart it may be.
I believe what AI does is weaken our ability to think for ourselves. It moulds and blends the collective thoughts of others into one. It negates original or authentic content, concepts and ideas.
Should we be scared of it? No. Should we use it for every single thing we do? Also no.
What AI effectively does is turn us all into one collective plagiarist mass. Which seems ironic when most brands and businesses are looking to stand out from the crowd by finding their unique point of difference.
Please, stop thinking that every part of your business should be underpinned by AI. It’s great to have an understanding of it, it’s great to see what it can do and use it to help streamline processes, but use it only when you must, because AI’s biggest skill is dulling your voice and your brand identity.
The revolution in all this, I believe will be the rise of Human Intelligence (HI).
As we move through this new phase of technology the people who aren’t using it for every single piece of communication, will stand out from the pack.
Yes, it saves time… no, the content is not original and that’s why we shy away from it at Media Stable and ask our experts to do the same.
That said, we’re a curious bunch and, just like with all new technology, we’re taking our time to understand it, explore its scope, and learn what it can do. But we will never use it to write or edit content.
As more businesses start using AI, I believe we’ll see less original content shared online as the LLMs continue to pilfer and steal information to regurgitate.
Original content that is targeted and engaging will be shared less online but will also be more appreciated by the ‘end-user.’
That end-user is the household decision maker, the CEO, the audience, the families, the consumer, the business, the students, the elderly… that end-user is you.
Viva la revolución!
By Nic Hayes, Media commentator and Managing Director of Media Stable.
