It’s time to discern the role of humans in an AI world

The AI tsunami isn’t coming-it’s here. And it’s serving up more jaw-dropping “holy cow” moments than a magician’s convention. One thing is clear: The balance of traditional marketing work is rapidly and permanently shifting to the bots. If you’re immersed in this AI world as I am, you’ve probably gone through the mental gymnastics of trying to figure out how this will sort out. What is the role of humans in an AI world?

Where will humans land — an existential question, and unanswerable, because nobody knows for sure what’s coming next. Even the experts can’t foresee the next year, let alone our future career path in an AI-dominant world.

However, I think certain truths hold up in any circumstance. Looking at the future through these filters, we could make some assumptions about where our marketing careers might go.

Here are truths I hold on to as I think about the future of my own career in marketing. I hope this helps you, too.

1. Our work as art

Think about what moves you. Really moves you. That hand-crafted bowl. The novel that kept you up at night. The artwork that you view over and over again. Notice something? They’re all hewn from human experience, not algorithms.