A Marketer’s Guide to Human Relationship Building in the Age of AI
Large language models are breathtakingly fast at returning answers to our prompts and even adjusting the voice and tone according to our guidance. But people skills, unique to humans, can’t be outsourced to AI.
// By Jordan Buning //
We’re very early in the artificial intelligence era. No AI script is the smartest person in the room, even if it proves more capable than humans at specific tasks like identifying the name of a song or playing chess.
Marketers using an AI tool to build a campaign may find competitive advantages around the margins by saving time, money, or surfacing new ideas through research.
But it isn’t hard to imagine a future in which everyone with an internet connection is running the same generative AI scripts, drawing from the same source materials. When that day arrives and most brand- and product-related communications begin to sound the same, what’s the best way to conceive and execute a unique campaign?
At some point, the most cutting-edge teams will not be defined by the digital tools they possess or how they use them, but by how their people skills differentiate their methods from their peers. Here are a few of the most important people skills marketers must possess, now and in the future.