It A.I.n’t Free

“Are you only using Chat GPT to rewrite emails? Isn’t it time to turbocharge your future and dive deeper into the myriad miracles of AI and how it can make your business more efficient, more effective and lead you into the golden age of maximum profitability!”

I don’t know about you, but I’m already burnt out on that hyper-hyped pitch. If the panicked tone of ‘get onboard before it’s too late’ doesn’t ring alarm bells for you, maybe it should. 

If you’re not yet aware; the advertising and marketing industry is suffering catastrophic AI-driven losses as brands and businesses just like yours jump ship and ‘jump onboard’, to take the bait.

But nothing is free…

Aristotle said that we humans rely on three basic forms of persuasion: ‘Pathos, Logos and Ethos’ (Emotion, Logic and Image/credibility). So, take a minute here and ask yourself; Do you think AI can ever really connect emotionally on a human level — with anyone? Keep in mind that the core reference point to this question is ‘really.’ To ‘really’ connect. In contemplating this thought exercise; consider that ‘real’ is the core of ‘really.’ Isn’t ‘real’ the antithesis of ‘artificial? AI can never project genuine humanity or empathy–the core of what it means to be human–and the essence of trust.

As a marketer yourself… Haven’t we all spent decades echoing the virtues of ‘authenticity’ and ‘genuine connection’ as tantamount to building brands that are relevant and meaningful? If so how do you rationalize the use of an artificial, emotionless caricature of authenticity as your shining path to branding success and consumer connection? When has an entity void of real emotion, created emotional connection at any level? Can AI created creativity ever ‘really’ persuade anyone emotionally? 

AI is the most powerful technology human beings have ever created. AI is potentially more threatening than all the nuclear arsenals on the planet because of what it threatens. It threatens the very basis of what it means to be human. What it means to be connected. What it means to be, act, or value what is ‘real.’ 

Maybe this is a good point to ask yourself the begging ethical question: Whether you ‘really’ believe that AI technology is making the world a better place? Not individual algorithms or AI derived technologies (there are many positive examples), but as a whole; Do you believe that a system that forces humanity, for the first time in human history, to constantly and with increasing levels of doubt and suspicion — question what is real?’ If so, how does your brand persuade anyone emotionally when that doubt becomes infused into every message you lean on AI to ‘create’ on your behalf?

Take all the time you need to ponder. 

Let’s recognize that AI does do Logos (Logic) pretty well, but when was the last time you felt connected to any product service or brand that tried to connect with you with logic alone? Remember the ‘Golden Circle’—where we understood that people don’t buy ‘what’ you make (a 200 MHz microprocessor) they buy ‘why’ you make it: Because we want to challenge the status quo! AI’s strength at logic pales as a persuader against, real, (non-artificial) intelligence and the emotional connection it (we) can elicit.

Take all the time you need to ponder.

Let’s segue to discussing Aristotle’s 3rd means of human persuasion ‘Ethos.’ The common translation for Ethos, at least in academic analysis of marketings’ role in persuasion — is ‘Image’. In short-hand form, we’re talking about how the world of real human beings react to symbols that represent your brand: Your logo, your brand colors, your brand voice, the pneumonic devices, musical cues or the people and presence that define the credible image you’ve struggled to create and define. How does an artificial, emotionless entity represent your ‘image?’ Even when AI manages to get past today’s 6-fingered humans, American flags with the wrong number of stripes and the super-natural video qualities — isn’t your hard-earned positive brand image at risk in the hands of AI?

We are currently navigating the last generation of AI that is still detectable. In five years, you won’t be able to recognize it and it will shape your outlook and worldview in ways that conjure up the stuff of dystopian nightmares. The future of AI is insidious in ways that are impossible to overstate. We want to ask you to consider a Plan B — before jumping on the ‘free’ train to — where? In making that consideration ask yourself; “When has the promise of ‘free and easy’ ever delivered on its hyper-hyped promises?”

And while you’re in a contemplative place: How soon will it come for your brand, your truth, or your job?

Plan B. The AI Alternative.