Why Generative AI isn't the Next Big Thing

I've had a hard time getting too excited about the ability of AI engines to craft words. It's impressive, it's clever, but...

Life and business still boils down to effective communication design...by humans.

I grew up in the good old days of the 1960’s and 70’s, before PCs, before email and texting, and definitely before FAXes. Writing was more long-form, and more formal. Words found their home on paper, not screens.

It was the Dark Ages of ballpoint pens and manual typewriters. If you’ve never been cursed with using “correction fluid” while typing, count yourself fortunate.

But even in those primitive days of print, audio, and video, the winners were the ones who could get to the point, get the point across, and motivate to action. Effectively moving ideas into someone else’s head. In other words: great communication design by humans, for humans.

Then came the internet, a massive technical leap forward in communications.

My jaw dropped to the floor the first time I saw a very early web browser and realized that what I was witnessing was immediate, unmediated, worldwide publishing and information access. By then I was in the business world, and the marketing implications blew my mind.

I jumped on that train. Using simple tools, I designed the first website for the company I was with, and when it was time for a career move, I joined a company that was developing software for on-line learning/communication applications.

Long story short, one of the chief lessons was this: although the modality was new and different - a World Wide Web - it still required effective human design of information, words, and images to succeed.

And as the online world has gotten ever more crowded, the need to stand out and earn attention has only increased. We have a plethora of information. Our challenge isn’t dumping stuff out there.

Our design challenge was, is, and always will be gaining engagement.

Fast-forward some years, and the social media/mobile era dawned. It was quickly obvious how important this was destined to be: immediate, unmediated, worldwide connectivity with other humans. The appeal was irresistible, and I joined a growing worldwide community of bloggers and connectors.

And these platforms introduced a new twist - short-form bites of content became the rule, not the exception (thanks, Twitter).

Long-form, ponderous writing took a beating. This had a huge upside and just as big a downside. But once again, human beings needed to intelligently design their content to earn attention, create understanding, and move to action.

The specific tools dictated modified rules, but the human brain is still the human brain. It wants information the way it wants it, irrespective of technology delivery methods. Intelligent content design and using words that work effectively were still imperative, especially in the realms of sales, marketing, writing, and consulting, where I lived and breathed.

We still have to have a point, get to the point, get the point across, and get people on the same page.

And now, here we are in the dawning of the age of Artificial Intelligence. Actually, the sunup of General AI (in a vast array of applications) has been going on for quite some time, but with the public availability of Generative AI to produce content (words, images, sounds, video), we’re in the third huge technological revolution of my lifetime.

As with the other two major shifts, there is huge excitement and a good bit of fear. Will AI replace the work of human beings?

Allow me to inject a bit of perspective into this frothy maelstrom.

Generative AI is a clever and time-saving source of raw (or semi-refined) content materials. BUT IT IS NOT COMMUNICATION. Generative HI (Human Intelligence) is purposeful, creative, empathetic, context-aware, and practical. It’s always been the key to success and it’s just as crucial now (I’d argue more so) than it always has been.

We humans have the distinct advantage - a massive one - of imaginative and practical human brains. We are not algorithms. Our neurons are magical when it comes to creation. Algorithms are always subordinate (sorry, Hal).

However -the human brain is actually quite predictable when it comes to processing input. The brain wants information the way it wants it. The core rules, and the basic tools, remain the same - for all generations.

That’s why I’m not viewing Generative AI as the most important big thing out there. Instead, I believe that what matters most has always been the same: Generative Human Intelligence skillfully crafting effective communication design. Purpose and focus. Breaking through the noise. Getting heard and understood. Motivating to action.

Just like 1924. Just like 1964, 1984, and 2024. And in 2044. We need to communicate in a brain-friendly fashion. It’s a skill to be learned.

And that’s why I wrote my latest book, The Point. It contains a universal formula for clear communications, based on enduring brain science. The 4 rules and 8 tools outlined are evergreen and immensely practical - no matter what technology platform we employ.

The internet, social media, and AI are tools. They’ve all occupied the position of being “the next big thing,” but here’s my thesis:

The always-biggest thing is upskilling people to be great communicators.

By all means, explore how Generative AI can enhance your business. But the most important strategic advantage you can cultivate is Generative Human Intelligence. Great communication design by humans, for humans, that will power up every individual in your organization.

If you’re looking for a speaker/trainer who will help your people get to the point with clarity, contact me.