Sam Altman, CEO of OpenAI, says this in the new book, "Our AI Journey":
"Oh, for that? It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by the AI — and the AI will likely be able to test the creative against real or synthetic customer focus groups for predicting results and optimizing. Again, all free, instant, and nearly perfect. Images, videos, campaign ideas? No problem."
If this is true - why don't we feel it? There is a strong contrast between what we implement with Chat GPT today and what we believe AI can do in the future. We write our prompts ourselves, formulate the improvements and copy & paste the pieces into another document, where we end up hitting the "send" button again ourselves. No trace of replacement.
My thesis is that we humans are convinced in our hearts that we are better than a machine. And if not necessarily better, then at least more trustworthy. And more reliable. And if we are not all that, we neither want to know it nor be partly responsible for our descent into irrelevance by abolishing ourselves. Every manual intervention in the processes is a deeply felt: "... and I am needed after all"
And that's actually true. As long as we continue to build AI into our existing processes rather than handing over the processes to an AI. It is the processes that determine whether a human is better than the AI. Not the output.
"Nearly instantly and at almost no cost". Generative AI is already more employee than feature. If we let it. Nevertheless, it will take years for companies to convert their processes to AI.
My personal recommendation is to become the expert who makes this transformation possible. Because at least this job is secure for years to come.
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