The Elephant

Recently, I gave a seminar on digital marketing.  I started with an image of an elephant, which left people confused until I said I wanted to discuss the proverbial “elephant in the room”.

AI.

I then proceeded to show a transcript of what AI, specifically ChatGPT, had as an output for “build a seminar on how digital marketing is actually traditional marketing”.

The output was fair.  Intriguing historical knowledge, and chronology of marketing itself.  However, it didn’t get to the crux of my point.  So, we then dove deeper and spoke about how AI, even with all it’s excitement, is truly just another tool or resource, and as such, it is only as good as it’s inputs, as well as those leveraging it.

Don’t get me wrong, the possibilities with AI abound, and are very exciting!  However, we have to remember, that so was the calculator and computer when they came about.  As long as we continue to leverage it as a tool of efficiency and resource for information, a more thorough Google search if you will, and not the end all be all with what it transcribes, it will be successful.

The seminar then dove into digital vs. traditional marketing and my personal thoughts on how the silos are truly unnecessary given to be successful in any campaign you likely need an integrated approach of all pieces; not to mention that if you review the definition of “traditional” as the one most commonly used, and digital marketing is the most commonly used, are we not stepping into nebulous territory on the semantics of marketing practices?

But I digress.  We finished the overall conversation regarding AI and its implications with respect and awe for its capabilities, and also questions about how we as humans can keep up and make sure the tool and resource is used “for good”.  Especially given its many ethical and moral attributes and that current law can barely keep up with the progression of digital tools much less the speed at which AI will evolve and change.

So, I leave you with this…how can we as marketers and business people help shepherd and guide this fantastic resource evolution in a positive and constructive manner?

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