The future of AI is still quite muddy, but it’s clear that big changes are coming. As AI continues to develop, who stands to gain the most from it?
While it could be companies like ours, or perhaps huge companies like Google or Apple, I think it might benefit the average user the most.
In “Poor Charlie’s Almanack“, Charlie talks about machines back in the day that could make textile work easier when he said:
“And he knew that the huge productivity increases that would come from a better machine introduced into the production of a commodity product would all go to the benefit of the buyers of the textiles. Nothing was going to stick to our ribs as owners.”
I see AI similarly. We’ll need to integrate it into our workflow, no doubt, but as every company does that the prices for marketing services will be forced lower and lower. The quality coming out will continue to rise (in theory) but the costs will continue to drop. It’ll be a huge win for consumers.
I’m not sure there’s a good solution for us as marketers other than to ride it out and offer the best service we can, with or without AI. Using Charlie’s example, what if the textile mill owners simply chose not to spend the money on the new, more efficient machine? They could do that, and save a lot of money in the short-term, but then fall way behind their more efficient competitors in the future.
It’s the same with AI. If it can be used to make our services better, then we can’t skip it and hope for the best, because when everyone else is pushing tons of great content with the assistance of AI, we’re toast. The biggest benefits of AI are likely going to go to the consumer, and our job is to make sure they get the best results no matter how it’s done.