Artificial intelligence enhances, but humans lead

This article was based on the interview with Michelle Boockoff-Bajdek from Skillsoft by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

AI enhances, but humans lead. This statement encapsulates the essence of the discussion in the podcast episode this article is based on. Throughout the conversation, the speakers emphasize the importance of understanding the role of AI in various fields, particularly in marketing, while recognizing that humans still possess the fundamental skills and expertise necessary to lead and make informed decisions.

The podcast conversation begins by acknowledging that generative AI can be used as an editor to enhance original writing. This highlights the collaborative nature of AI-human interaction, where AI tools can assist in refining and improving content, but the original ideas and writing should come from humans. This notion sets the tone for the rest of the discussion, emphasizing the need for humans to maintain control and ownership over their work while leveraging AI as a powerful tool.

The speakers also discuss the need for marketers to have a strong foundation in their field. They emphasize that while AI can assist in targeting strategies, message creation, and content optimization, marketers must still possess the fundamental skills of understanding their target audience, building customer personas, and identifying business challenges. AI can provide valuable insights and support, but it is the human marketer who ultimately understands the nuances and context of their industry and can make strategic decisions based on that knowledge.

Furthermore it is critical to discuss the importance of “power skills” or soft skills that marketers must possess. Communication, problem-solving, critical thinking, collaboration, leadership, creativity, empathy, and emotional intelligence are identified as essential skills for successful marketers. These skills are inherently human and cannot be replicated by AI. They are crucial in effectively connecting with and influencing human audiences, as the ultimate goal of marketing is to encourage decision-making by individuals.

The speakers also emphasize the need for marketers to teach AI their brand’s voice and provide guidance through prompts and samples. This collaboration between AI and humans ensures that AI-generated content aligns with the brand’s values and messaging. It is the human marketer who understands the nuances and subtleties of their brand, enabling them to guide AI effectively and extract the best possible outcomes.

There are many possibilities for marketers. From content creation and optimization to personalized sales pitches and persona development, AI can revolutionize marketing practices. However, the speakers reiterate that the most important aspect is for marketers to possess a strong foundational set of skills. Understanding the target buyer and effectively communicating the desired message remain critical, regardless of the advancements in AI technology.

AI is a valuable tool that enhances human capabilities rather than replacing them. By embracing AI and leveraging its capabilities responsibly, humans can lead and make informed decisions. AI can revolutionize industries, including marketing, but it is the human marketer who possesses the essential skills, expertise, and understanding of their audience and industry to guide AI effectively. AI enhances, but humans lead.

The Agile Brand Guide to Generative AI by Greg Kihlström