Marketers, A.I is gonna kick your a**, NOT

"No matter how helpful computers are as tools (and of course they can be very helpful tools), they don’t begin to compare in significance to the teacher-child relationship, which is human and mutual. A computer can help you learn to spell ‘HUG,’ but it can never know the risk or the joy of actually giving or receiving one.” - Fred Rogers

For the past couple of years, I've been obsessed with Fred Rogers and the universe he created, Mister Rogers' Neighborhood.

The content. His commitment. His obsession over the details. And just how the world he created trumps that of Disney by light-years. But that's a story for another time.

I can't wait to introduce Mister Rogers' Neighborhood to Aditi. And then to Aadhya.

Anyways, what does his statement have to do with marketing?

Turns out, everything.

His statement is more relevant than ever in today's AI-obsessed world.

Let's narrow this down to marketing.

Non-marketers, to get a leg-up over marketers (i.e. undercut pricing or their work) argue that they can do most "marketing stuff" with ChatGPT.

TBH, they can. Purists will deny this.

Type in your industry and a few other specifications into ChatGPT and ask for a Marketing Plan, and voila!

The same holds true for content marketing too!

ChatGPT can spit out a Content Strategy, SEO plan, AND several articles with your target keywords. In seconds.

An SEO professional and content writer duo doesn't stand a chance!

It's a great short-term strategy.

But once the supply of content reaches boiling point, Google is going to start clamping down.

Even today, I read on LinkedIn, a comment by a reputed content thought leader, how he's heard that Google may start penalising content that has been optimised using software tools

But how long before Google's algorithm starts penalising them?

Remember, there was a time when e-zines were the rage. Write and publish as much content as you can and you own SERPs.

Until, Google slapped article directories.

Now, everyone and their seems to be using ChatGPT to write emails, articles, social media posts.

From an efficiency standpoint, GREAT!

Also, if your communication skills aren't on point, GREAT!

How long before they all start to look like Southwest Sydney's McMansions?

How long before search engines decide, "Enough! We really need to do something about quality and the human touch."

See, ChatGPT can spit out a range of copy, content, strategies etc.

But...

• Can it translate your passion for your brand?
• Will it ever know and love your brand the way you do?
• Will it have a sense for the questions your customers have asked you?
• Can it understand what your target audience is feeling when they are looking for your content?
• Can it sound like you? (After all, isn't AUTHENTICITY part of your brand promise?)

That being said, AI can be great tool if you know how to use it. And a lot of people are still merely scratching the surface.

See, even the MK 13, used by Navy SEALs and widely considered the best sniper rifle in the world, is useless in the hands of an untrained civilian.

AI can write a story.

But it can't write your story.