Digital Branding and the Artificial Intelligence
AI is good for you and the company you work with if you know your job. I refuse to believe that AI will replace professionals.
AI biggest advantage is its biggest disadvantage – Everybody have access to same kind of tools universally so now it’s all about individual creativity.
The world was born out of entropy, and it stays that way with time. You have equipped everyone with AI, so now what?
If you give every individual 100 kg of Gold, now either inflation will rise or the price of Gold will crash. What’s the net gain for individuals? (This is just an example.)
The Tech sector is in willingly quest to replace humans everywhere, but is it possible?
What’s the worth of having AI when every individual is having the exact same thing with small variation? What’s the distinctive gain?
Marketing is about creating a distinct identity for a business, we call it branding. The biggest question you should have — when everybody is using the same AI as you do,
- Does it fulfill my marketing objective?
- How am I different from the rest?
- Do I have unique brand value?
- What is my purpose as a professional?
All these questions lead to an ultimate question “Who Am I?”
AI is available for free. Everybody has the same resources, so your focus should be to focus on fundamentals because that remains the same. Try to be creative, do things that haven’t been done before.
Creativity comes from emotions, and AI doesn’t have it. There is a difference between analysis powered by large datasets and thinking.
AI will never be able to think like humans because it lacks emotions. Emotions can’t be programmed, hence the AI can’t think. Emotions are central to marketing because brands need to connect with people to make a campaign successful.
AI is reactive, it takes commands and delivers results based on existing knowledge. It is actually Analytical Instinct.
One of the most important things to note,
“AI can help an expert, it doesn’t make anyone expert.”
People who have access to AI marketing tools can’t be Markets. People with medical AI tools can’t be doctors.
“The cure to AI fatigue is knowing yourself. When your profession is flooded with AI tools, something you have within has more value, and that makes you unique.”
AI tools can be helpful in some way, it can save time. Someday AI + Quantum Computer will be able to help with industrial production.
So, if you have AI and Personal Quantum Computer would you start making cars, AC, and everything at home for yourself? You can’t do everything.
Personally, I value expert human opinion. AI had its moment, professionals should not decide on their career according to AI trends.
I know marketing professionals and agencies which are now charging more for work done by humans only, because somehow they have realized the ultimate truth.
I see marketers are literally memorize the old good ways of doing work, creating things from scratch right out of their imagination.
The good old days of Googling with curiosity. Learning from the content written by industry experts, and have satisfaction of doing something that is worthy.
These days all monkeys have the same tools, and they are behaving like subject experts.
In the age of AI, the human intellect is rare to find, hence it has more value just like precious elements of Earth.
AI is free for all, so what value has it for your profession? – Think about it because AI won’t do it for you.
Even for a simple infographic generation, we have to write over a dozen prompts to get something around our imagination, which is time consuming compared to what professionals can easily develop quickly with conventional tools.
Similar thing I could say about content writing, branding strategy development, etc. Do you think that chatbots operating on public data would really be able to give unique marketing ideas that could make an impact?
Work on your skills because even AI can do low skill jobs. You have a consciousness full of possibilities.
I have written this content. AI can never write like no matter how hard you try to build prompts because it lacks emotional intelligence.
Things that don’t work with Generative AI
We should consider a few examples in digital industry where GenerativeAI is being employed or being considered to replace humans. AI is being used more for personal amusement and less for professional work.
Software Development
Now, most influencers and AI experts are announcing doomsday for software developers, so let’s dive into this to verify the feasibility of replacing humans with AI Coders.
First we all agree that AI Coder is for people who understand code, because you are never going to get perfect code from an AI coder. One has to customize it and for that programming knowledge is essential.
So, non-technical business owners doing software development for their business with AI coder is just wishful thinking, it will never happen.
AI coders create code with available reference in the public domain. It is a machine learning tool which learns from existing data and tries to build something around it.
To operate AI Coder, you need a software developer who needs to learn an additional skill – prompt building. So, now he will spend his time building prompts to generate code, after dozens of attempts there could be a success or failure to get code as per your custom requirements.
Many people see this as positive as AI is providing basic code structure at least to save time, but software development companies would already have ready-made modules to quickstart projects, isn’t it?
Software developers never start from scratch, they always have common functions ready i.e. registration, authentication, certain database operations. IT Companies always have some local framework to avoid repetitive tasks and save time. How does AI coder help here?
Instead of typing thousands of words building a prompt to get incomplete code from AI, it is better to continue working on known local framework which was built over years for new project integration.
You will find that working in a known coding framework to integrate new projects is much quicker and easy than writing tons of prompts, reading AI code, then fixing it.
Don’t risk your business riding on AI hype just because everyone else is doing it. In the end, you will have to find your roots.
Web Designing
Clients usually have custom requirements for web designing. It’s not their skill to build digital designs so they approach a graphic designer who can build design accordingly.
Try to imagine a design in your head, it will be much easier to create it by yourself with designing tools than building an AI prompt because you know your imaginations better than AI.
I have seen people wasting hours getting something done with AI which could have been easily done by them with conventional designing tools in 30 mins.
A graphic designer can integrate fresh elements to design which the AI couldn’t because it is trained on designs that already exist.
Content Writing
Generative AI for content writing is a ticking time bomb which could explode any moment with a one search engine update. The internet is full of AI generated content where it is becoming more and more difficult to find genuine human generated expert content.
If unresolved this could seriously impact search engine business and revenue streams. Back in the days, content writers were highly respected for their knowledge and creativity. Today, with Generative AI, people can create content though it’s quality is very low.
One of the biggest mistakes search engines made is that they doubted this incredible business with the arrival of AI chatbot. There was no need to integrate AI with search engine.
Content Writers are the business partners of search engines. we use search engines to find the best content which can answer our query. This collaboration has been quite successful and rewarding for both sides. It’s time to go back to the old days.
Search Engines are evergreen, it is impossible for this business to get affected by anything as long as it provides meaningful content to explorers. The search Engine satisfies curiosity, and it’s a great way to learn and develop new skills.
Generative AI is a combination of Content Spinner + Web Scrapper. Two infamous tools of the last decade are now being utilized in so-called AI evolution.
Marketing
What is AI Marketing anyway! It doesn’t even exist. I already explained how AI is available for absolutely free to all. All marketers have similar tools, now how do you create Unique Selling Proposition for a brand with AI? It makes no sense!
Marketers are being swayed by AI narratives, integrating AI with profession without considering its impact on the quality of work.
Uncertain Future of Generative AI
The problem with Generative AI is that it’s illegal. It uses third party content without their consent. When we submit a website to a search engine we give our consent, so that’s legal but AI chatbots are trained on third party data without consent for years before its’ launch.
So, how long this thing is going to hold legally is a question, because copyright laws come into effect. In India, several media corporations have filed lawsuits against chatbots for copyright infringement.
We can see ban on GenerativeAI as well, but again this is stored in future. Let’s see what happens. Someday when you see GenerativeAI out of the market, you should be able to continue business as usual. It’s better to be prepared.
Legally, Chatbots have no defense under copyright laws. Content scraping is an open secret, we all know it. LLMs can’t be developed without violating copyrights. Chatbots are unethically using content from third party websites without consent to push them out of business, this is unlawful activity that harms business interests worldwide.
If Generative AI is banned, it will not affect AI tools because they can continue operating with conventional features like the old times.
In the end, I will conclude with a few open ended questions,
- Who is at the helm, AI or Us?
- Where are we sailing?
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