Is Your Job Safe?: Humans vs. AI
Let’s face it: Generative AI is here to stay. It has received varying degrees of acceptance from the general public, from those who’ve dove in head-first into integrating it into their daily lives to those who are wary because of its effects on the environment.
However, technology is meant to evolve, and it is essential for business owners and workers alike to evolve with it. This is especially true for marketers.
AI tools can create social media captions in seconds. It can alsox` analyze large sets of data, help brainstorm ideas, spot trends and, ultimately, save marketers time that they can use to be more creative.
As much as AI can do, it also still has its limitations. Yes, it can make a marketer’s life much easier and more productive, but it won’t be replacing humans any time soon.
What AI Can’t Do
AI can’t feel emotion. Sure, tools such ChatGPT or Claude can mimic human speech, but it doesn’t have feelings. Great marketing relies on customers feeling strong enough emotions to act when they see content. AI tools are still computer programming at the end of the day.
“Marketing is about relating to your audience to get them to buy into your brand, whether it is in the form of empathy in understanding a customer’s needs or the authenticity of a personal interaction,” according to Millenium Agency. “These elements are the essence of the human touch, an intangible quality that AI struggles to imitate.”
Humans are still needed for things such as context and cultural awareness. AI may give marketers the ideas, but it takes soft skills like empathy and humor to really connect to audiences. AI can’t accurately convey the feeling of triumph of launching a new business or the sympathy of a community banding together after tragedy.
Humans trust other humans. Trust is evolutionary and is based on shared experiences. In fact, trust in people and trust in AI don’t even reside in the same region of the brain, according to a study published in “Personality Neuroscience.”
In a study of 90 men and their attitudes towards AI, researchers found that trust in humans is associated with brain structure and there is no corresponding association in the brain for AI.
AI is also not forward-looking. AI models can only draw on past information fed to them. It takes humans to push a vision. Imagination and creativity are based on abstract thoughts and emotions–something that AI doesn’t have. Creativity requires a unique perspective and outlook. Machines can’t replicate that.
How can AI be helpful in the creative process
Even with its limitations, AI can be a useful tool for marketers and creatives, but it’s not a standalone solution. Think of it as a creative stakeholder. AI makes the creative process easier, but it still needs instructions from humans. Marketers need to be specific with AI prompts to get the results they want.
Marketers have to train AI on their brand and its voice. This needs to be a marketer-led effort, with human ideas leading the way. Start with an idea and be extremely specific with the prompt, giving the model as much background information as possible to get a product close to what you envision.
AI can only process information available. It’s up to humans to define what information is meaningful.
ReBirth’s take on AI
Here at ReBirth, our first mission is to learn our clients in order to tell their stories authentically. That’s something that a machine can’t do.
We use our collective professional expertise, creativity and our unique experiences to deliver quality results for our clients. We use available tools, including AI models to expand our bandwidth for creative solutions. We understand that there’s no stopping the advancement of technology, so we choose to adapt in order to best serve our clients’ storytelling needs.
We don’t compete with technology, rather we evolve with it.
Our goal isn’t to replace people with programs. It’s to help people show up more powerfully in a digital world.
If you’re looking for a tech-forward marketing solution, contact us at teamrmc@rebirth.marketing.
Written by: Mia Watkins
