Why Businesses that Position with Providing Great Service is Even More Vital in the Dawn of AI

For the first time in history, a few weeks ago, a rocket 🚀 was launched and guided to land on a specific spot. My husband, thrilled by this incredible feat, remarked, “Here come your Amazon packages in the future.”

I couldn’t help but grin at his excitement and marvel at living in an era where we witness such technological advancements—like a rocket landing precisely where intended. Technology continues to advance at an astonishing pace, bringing both immense possibilities and legitimate concerns.

One of the key challenges posed by technological growth is the impact of artificial intelligence (AI) on our modern lives. Recently, I heard Paul Roetzer, founder and CEO of Marketing AI Institute, share many aspects of AI that still need to be figured out. He even shared how certain updates haven't been released because AI robots lied to developers about the data they had gathered.

The reasons remain unknown, but it feels eerily like a scene from iRobot 🤖 coming to life.

As I write this, I’m gazing at a beautiful small lake with nature bustling around—fresh air, energy, and glorious vitamin D. It’s a perfect, cool Florida fall day to reflect on technology and the place it has in our world. 

AI is a hotly debated topic, but today, I want to remind us how we can evolve alongside it. We now have instant access to vast amounts of information, can watch how-to videos on YouTube, and even ask AI to write entire books for us. Since the rise of Google, Bing, and Yahoo, our society has relied heavily on technology for information. AI is simply the next evolution, and it's here to stay. However, while technology gives us access to knowledge, it's critical to remember that knowledge alone isn’t powerful unless we apply it.

AI may provide information, but it lacks the capacity to feel—despite attempts to mimic human empathy. This isn’t a tragic story of a robot gaining emotions like in the movies. We, as individuals, are uniquely created, each leaving our own fingerprint on the world, and we help each other to continue to be our best selves and apply the knowledge. 

As you consider how to integrate technology into your business, it’s essential not to overlook its advantages while also focusing on helping your audience adapt and apply the knowledge you share. Businesses that can position themselves in a way to better apply the knowledge their audience seeks will continue to adapt best. 

There’s still much to learn about the long-term impact of technological growth on our development, including how future generations will learn beyond screens. Twenty years ago, 13-year-olds were getting Nextel phones; today, 5-year-olds have iPads.

So, what are some initial steps to adapt to AI?

First, consider assigning a team to research and write a policy on AI usage. What are the acceptable uses of AI in your industry? Which AI tools are appropriate? Can employees use AI to draft emails and then simply copy and paste, or do they need to disclose that AI was involved? Start by identifying just two or three ways to utilize AI, which can help you enter the conversation rather than allowing competitors to capitalize on AI while you ignore its impact.

The Marketing AI Institute offers a free resource to guide companies for ethical standards when using AI. 

The second step for adapting to AI is to consider how you can help your audience apply the value you provide. Think about the different ways they learn and receive messages, then adjust your business model as needed to better serve them.

Take one step at a time. Amazon packages delivered via rocket are still a bit futuristic, but don’t sit on the sidelines waiting for your competitors to leave you behind.

Source: AI Marketing Institute, Responsible AI Manifesto for Marketing