AI Systems
Recently we talked about the future of marketing agencies: Systems not Services: the agency future! Agencies that successfully transition in the first wave of AI-First adoption will be those replacing commoditised ‘services’ with AI driven systems focused on business outcomes. This thinking sits against a backdrop of tightening client budgets and fierce competition. It recognises that for CFOs AI is an opportunity to slash budget, replacing human effort with cheaper digital labour. It’s a simple equation:
Replacing humans with digital labour = better margin.
It also recognises the need to orientate the value of services around fundamental business goals, something good agencies have always done.
But what is the impact of AI Systems on teams? And to quote a recent comment from a colleague that caught in my ear; “not everything is AI!”. So where do humans fit in the equation?
Impact on teams
It seems certain that most teams across the business will shrink in some way as digital labour drives cost efficiency. For better or worse, we know this is how the world works.
The teams that do best will be the ones skilled in the use of AI tools who can multiply their effort without adding headcount, and potentially enhance quality at the same time. Again the maths is simple:
AI literate teams = increased output + lower cost + less time.
Human collaboration
But AI-First Systems also need distinctly human capabilities to work well. Getting good outcomes means recognising human and machine qualities and working in collaboration to the strengths of each. For us, this means honing in on the human instinct and experience gained through years of living with other humans. Then leaning in and letting AI Tools do what they do best, working at scale and pace.
Essential human qualities
Empathy, instinct and emotional intelligence. These are qualities real marketers have always considered essential. Stay rooted in these core principles.
Working with the AI Systems of the future, these human qualities become invaluable. Focus on maintaining this ‘human edge’, while at the same time evolving your day-to-day process, capability and literacy with AI.
👉 Strategic Value: While AI can suggest clever tactics, it takes human insight to chart a long term course. Manage the AI tools using your knowledge and experience to make the strategic decisions needed to align AI-driven tactics with long term goals.
👉 AI Collaboration Skills: You need to be a skilled AI conductor. Getting good at this means using AI A LOT. Learning how to craft effective prompts will significantly enhance the quality of your work, increase your output AND drive profitability. As always, great outcomes start with sharp input.
👉 Critical Thinking: AI can analyse data patterns much better than you can. But real value lies in interpretation. Dig in. Ask deeper questions. Look past surface-level conclusions. Unique insight comes with the ability to augment data by understanding and predicting the human behaviours the data leaves out.
👉 Empathy & Emotion: Marketing is still about people. AI measures sentiment, but it misses the nuance of context, tone and shifting emotion. Your natural instinct, empathy and life experience is as valuable as ever when trying to truly connect with other humans.
👉 Human Connection: AI can’t build consensus or rally a team. In this area, storytelling, persuasion, and the human touch still reign supreme. These distinctly human qualities are invaluable in an era of uncertainty, upheaval and change.
Continue the Conversation
Are you driving for automation or designing AI Systems for collaboration?
I can help you:
- Deliver next-generation digital experiences for customers
- Align enterprise technologies with operational & strategic goals
- Understand AI across business operations & customer experience