The Dual Horizon of AI’s Promise and Peril

Dall-E 3 Prompt: Depict an AI doomsday scenario for business. Response — A desolate office space with malfunctioning computers and robots.

As I gaze into the looming horizon of 2024, I’m gripped by three alarming and three inspiring visions. Predicting which of these will materialize is challenging, but I believe at least two of the six will undoubtedly come to fruition. These predictions promise to influence our lives in profound, possibly unforeseen ways. I invite you to take a look and share your thoughts.

• A tsunami of AI-produced misinformation surges suffocating the internet and jeopardizing trust online. Only a select few media brands and influencers are deemed trustworthy, and even they must navigate AI impersonation scams. As the contentious Presidential election unfolds, this misinformation storm corrodes our democracy. Listen to this interview with Dr. Fei-Fei Li for more.
• The corporate world bifurcates further: massive tech-enabled corporations and the billionaires tied to them get richer, using unlimited computing power and troves of data to tap into the potential of AI and unlock new revenue streams. Everyone else struggles, lacking affordable computing power and proprietary data that would normally fuel AI anchored growth. High interest rates also constrict capital access for these companies. Read Marc Andreessen’s manifesto for insight into the billionaire mindset.
• CMOs feel trapped, juggling growth, consumer trust, media efficiency, technology, team morale and organizational design issues. Re-skilling, retooling and restructuring for the AI era is complicated and employee allegiances waver. Navigating social issues are increasingly challenging as well. Marketing departments are affected in profound ways. As Adweek shared recently, in this world, CMOs struggle to defend what they can’t define.

Dall-E 3 Prompt: Depict an optimistic scenario for AI in business. Response — A digital world showcasing the integration of technology and human creativity

However, these concerning visions, which I find entirely plausible, are balanced by three inspiring visions that could equally materialize.

• The Create AI Act, which broadens AI research access by offering computational tools to researchers, non-profits, and government, has been enacted. Serving as a model of bipartisan cooperation, it showcases how both major parties can advance American innovation democratically. The act’s emphasis on human oversight for automation-driven AI sets guidelines for research, minimizing potential harm. Here’s a PDF of the bill.
• AI is the ultimate stimulant for unleashing a new wave of human creativity leading to innovative business models, product breakthroughs and creative expressions that capture our imaginations, strengthens our relationships with our favorite brands and drives consumer spending. The democratization of coding, writing, and ideation, previously unimaginable just a year ago, fuels this surge in human innovation as we can do so much more ourselves now. Harvard Business Review captured elements of this sentiment recently.
• As automation dominates performance marketing, it ignites a passionate return to insight-driven, brand-rich marketing as the core of consumer engagement. This shift emphasizes authentic storytelling and elevates the importance of the customer experience. In this era, brands thrive not through search advertising prowess alone, but by distinctively serving their customers with unparalleled dedication. Catch the Lebron James & Erling Haaland Beats by Dr. Dre ad which launched today. It’s emotionally rich, brand marketing along these lines.

Making predictions is always a risky venture. After spending recent weeks traveling the country, both speaking about and listening to discussions on the artificial intelligence revolution, I’ve been inspired to share these thoughts. How on target or off base do you think I am?

Who am I looking at right now

• Amotions — Improves managers’ and teams’ performance with AI-powered upskilling and coaching. Drives up employee engagement as well. Much needed.
• Dante.ai — Advanced custom AI chatbots trained on your data. Yes, you basically get to create your own mini LLM using whatever data you choose.
• Jasper.ai — End-to-end marketing copilot with recently launched company intelligence, campaign and content acceleration plus performance analytics.
• Pixis — AI targeting, creative and performance infrastructure for growth marketing. First end-to-end growth marketing solution that I’ve seen in the market.

I’m continually researching and experimenting with new startups and technologies, especially those at the intersection of AI and business to help with my book. If you have a startup I should look at, please email me.

Where I’m going to be and where I’ve been

I have two speaking engagements coming up over the next few weeks in Palo Alto, CA and Austin, TX. The first explores the profound influence of artificial intelligence on society, and the second focuses on the transformation marketing teams must undergo in the AI era.

I was recently at the Forbes CMO Summit in Miami, the National Association of Corporate Directors Annual Summit in Washington DC and at some Advertising Week events in New York.

I would welcome the opportunity to speak at your event. Email me to discuss further.

What I’m writing about this week

As many of you are aware, I’m currently writing my third book, about artificial intelligence in business and marketing. This week, I’ve been immersed in writing and refining a chapter on machine learning and neural networks. Stay tuned to this newsletter for more insights from my forthcoming book.

Subscribe to my substack at https://beingsavvy.substack.com and watch for my AI Marketing book coming out in 2024.