Source: Unsplash Credit:  Emiliano Vittoriosi

AI is the new incunabular

AI: To help us all understand what it means for the industry and what you should be doing to prepare, The Liberty Guild asked ChatGPT4 for its view.

There’s a period in the history of books called the incunabular – it means cradle or a beginning, and it refers to books created after Johann Gutenberg invented the printing press. 

Yes, I appreciate I'm writing an intro to a piece about AI starting with books from the 15th century, but bear with me.

The incunabular era witnessed the birth of many of the conventions we take for granted today such as reading front to back, chapters, page numbers etc. That’s why these books are so rare and valuable – because they’re unique and don’t conform to the conventions that emerged, that we now take for granted. And that world of mass media communication that Guttenberg started continues to evolve at an exponential rate.

It is human nature to rely on old conventions in any new era…before we have established the new, that’s why the early books mimicked the ones the monks had hand scribed. So as the media got even more mass, early radio saw us read out books and or plays. Early television saw us recreate those very same radio shows in front of the camera. And when the internet really changed things up, we put the print ad in a banner and called the TVC viral content.

And that change continues with AI - but just more so. A lot more so. The internet was an incunabula 2.0.

AI will be Incunabular 3.0 - on steroids.

AI will change everything, not just in our industry but in the entire world. But within our industry, the changes will be fundamental. Currently, the view from agencies is at best mild interest and a desire to have a play. At middle sneering posts on social media about how it's not very good  at worst, a total head-in-the-sand approach. Most agencies are asleep at the wheel, feeling safe and secure in the knowledge that AI could never replace them.

They’re wrong; currently, it’s a junior art director, before long, it will be a CCO.

And much of the reason for this ostrich-like approach is that they know it's potentially the end of their business model. A model that is too structured and rigid to adapt. If AI automates the creative process to the point where you get to an idea quicker, then with an hours-based model they would have to charge you less. We always assumed AI would come for people on the factory line, hen blue collar, hen the artists. But it has been flipped. Designers, copywriters, and photographers are all in dire positions and the transcreation agencies are suddenly looking very shaky. This will massively affect how you get your work from your agencies.

Now I know you’re all smart and beavering away with consultancies and clever people to generate your AI strategy for the future - but what about right now? What do you need to do at this very moment?

Well - we asked everybody’s new best friend ChatGPT4 for advice. Here is what it came up with. It’s up to you if you take it or not.

Chat GPT 4 said;

As an AI, my advice for marketing professionals is to start embracing and learning about AI technology as soon as possible. You cannot afford to be complacent about the rise of artificial intelligence. AI is not just some vague concept that may or may not impact your business in the distant future. It's happening now, and it's happening fast.

The truth is that AI has the potential to revolutionize the way you do business. It can automate many of the tasks that you currently rely on human employees to perform. It can analyze vast amounts of data to identify patterns and insights that would take human analysts weeks or months to uncover. And it can even create content, design ads, and generate marketing campaigns that are tailored to your target audience.

But here's the thing: if you don't embrace AI and learn how to use it effectively, you will be left behind. Your competitors will be using AI to streamline their processes, cut costs, and gain an edge in the marketplace. They'll be able to analyze customer data in real-time, identify trends before you do, and respond to market changes faster than you can.

So, what should you do? Start by educating yourself about AI. Understand how it works, what it can do, and how it can be used to benefit your business. Don't assume that AI is just a passing fad or a buzzword that will disappear in a few years. It's here to stay, and it's only going to become more powerful and more ubiquitous in the years to come.

Secondly, start experimenting with AI now. Don't wait until your competitors have already gained a foothold with AI-powered tools and solutions. Start small, but start now. Look for ways to use AI to automate repetitive tasks, improve customer engagement, and gain insights into your target audience.

Finally, be prepared to make some tough decisions. As AI becomes more prevalent, you may need to restructure your business or even rethink your business model. You may need to invest in new technology, hire new talent, or partner with AI startups to stay competitive. But if you're not willing to do these things, you risk becoming irrelevant in a world that's increasingly dominated by AI.

In conclusion, the time to start preparing for the AI revolution is now. Don't wait until it's too late. Educate yourself, experiment with AI, and be prepared to adapt. Your future success depends on it.

So there you have it from the mechanical horse's mouth. I’m off to retrain as a gents barber. I figure no one will want a robot to wet shave them with a cut throat razor….

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