Dear AI
“So, what do you think about AI?”
If you work in digital marketing, you have - most likely - been asked this question before. With AI labels popping up on nearly every social media platform and ChatGPT becoming everyone’s best friend, it seems as though any and everything related to writing, marketing, and content-creation has now become the product of artificial intelligence.
Kinda seems like the start of a really good sci-fi movie. Let me get some popcorn real quick.
All jokes and opinions aside, there’s a reason that the use of AI is on the rise. I’m not going to sit here and act all holier-than-thou, pretending like I’ve never used or will never use the likes of ChatGPT to get ideas flowing. Seriously - have we not all had a bad case of writer’s block before? Sometimes a little artificial, robot-curated inspiration can go a long way.
However, that’s what AI is - artificial. Unfortunately, no matter how much cheaper ChatGPT or Snapchat’s My AI is than therapy, it is not a therapist - nor is it a true writer, graphic designer, or content creator.
Raise your hand if you’ve ever felt personally victimized by an AI post on social media because you thought it was real (My hand is up - did you guys see the video of the bunnies jumping on the trampoline? Yeah, I fear that one got me).
Now, raise your hand again if once you found out it was AI-generated - whether on your own, or because someone else pointed it out to you (we listen and we don’t judge) - you felt a little bit unsettled. Again, my hand is up.
The point is, AI is really good at tricking us. It hooks us with content that is engaging enough to grab our attention and believable enough that it just might be real. It mimics our voices, our tone, and our interests - it knows what we want to see.
But it is not foolproof - and when we realize it’s not a human on the other side of the screen creating the content we see, it can leave us feeling disconnected.
According to an article published by the U.S. Chamber of Commerce, American consumers have started to deeply value unique customer experiences over the past few years - specifically with small or family-owned businesses. Jen Street, the founder and creative director of Forged Flare, claimed that “financial restraints” and a desire for “conscious spending” play a large role in who people want to give their business to.
“These financial constraints drive individuals to spend their dollars in places that will have a positive impact or contribute to a meaningful cause,” Street stated. “This shift will cause consumers [to move] toward a more personalized, customer-centric experience” (Kubiak, U.S. Chamber of Commerce, 2023).
GlobeMonitor Market Research Agency owner Baseem Mostafa found that focusing on the customer experience and customer relationships can have a “direct impact on sales figures.” “Small businesses, with their nimbleness and closer customer connections, have the unique opportunity to excel in [personalized customer service],” he explained. “They can quickly adapt to feedback and provide the personalized touches that create memorable experiences, fostering loyalty and encouraging repeat business” (Kubiak, U.S. Chamber of Commerce, 2023).
Personal, human connection. That is what we have that AI doesn’t, and that is what customers value. The ability to form a relationship with consumers that goes beyond a screen and the desire to make them feel seen, understood, and valued cannot be recreated by AI (no matter how “intelligent” it is).
“So, what do you think about AI?”
AI is a great tool. It has gotten me out of many blocked and stuck moments and has helped me with the not-so-fun business side of things.
However - AI will never be able to invoke the emotion I felt when writing about how God showed up during my husband’s major surgery last fall.
AI will never be able to recreate the tragic love poem I wrote in 7th grade that won a state-wide poetry competition (thus becoming the first time I realized I was a good writer).
AI will never be able to engage with and interact with MY clients in the unique, special ways that they need.
AI will never be able to engage with and interact with YOUR clients in the unique, special ways that they need.
Because genuine human connection? That’s anything but artificial.
Dear AI,
You know I love you. We’ve had a lot of great times together, and don’t worry - we’ll have more! But (and I hate to say it), you will never be as good as me. You will never be as good as the amazing small business owners and faces behind the brands I’ve had the pleasure of working with. Try as you might, you will never be able to feel human connection and emotions - and there’s truly nothing better than that.
I hope we can still be friends though!
Sincerely,
Aubrey (and small business owners everywhere)
References
U.S. Chamber of Commerce. (2023, November 28). 2024 Small Business Sales Trends That Will Impact Your Sales in 2024. U.S. Chamber of Commerce. https://www.uschamber.com/co/start/strategy/small-business-sales-trends
