Sure, AI has weaponised competence at a super low cost to the widest possible audience.
In the early days of AI explosion, I was a little concerned.
But as Mark Ritson put to so succinctly in the first lecture of the MiniMBA in Brand: “If you’ve come looking a course on how to us ChatGPT, you’ve come to the wrong place.”
In the weeks that followed I learned what he was referring to.
You see, there’s a flip side to being armed with the firepower of artificial intelligence.
And I don’t mean in the machines-are-going-to-turn-on-us-and-burn-it-all-down.
As much as they might.
I mean AI’s taught every user how to brief a resource adequately.
Or at least how to appreciate the nuance and consideration required to do it properly.
And that can only be seen as a good thing.
But where our value as brand custodians is really realised is in everything that happens before that.
Is it pointing in the right direction?
Is it armed with the right information?
What is it going to produce, why, to what outcome that furthers the cause?
Otherwise, it’s pointless. A piece of debris shipped into the void.
In the age of AI, the human components is nowmore critical than ever.
So handle both with care.
