This Rising Tide of AI: Will it Swamp You?
This rising tide. Will it swamp you?
In business today, the waterline of competition is rising thanks to tech.
Treading water is not enough. Floating above it demands customer clarity and strong stories — it’s the new value.
We’ve seen this before.
Consider the Web 2.0 revolution.
From 2000 to 2019, shifts in software turned design services on its head.
Once a realm for the elite few, design is now democratized. Anyone can design a website or a logo. Thanks to robust software and online tools.
So what about the elite designers?
They rise by adding clarity and customer value in the form of Brand Identity, Digital Strategy, and Creative Content.
The same for consumer goods, like cars. Compare KIA versus Mercedes.
Twenty years ago, the distinction between the two was huge — budget versus luxury. The difference now? Not much, besides brand perception and story.
Tech leveled the field again.
A great product is not enough. Brand story and customer value matter as much, if not more.
Add AI, and this leveling accelerates.
HBR and Boston Consulting studied AI’s leveling impact: the less skilled jumped in effectiveness, while the top talents saw modest gains.
The message? Those at the top must work smarter. Yes, even beyond AI.
AI democratizes skills, products, and experiences. It raises our risk of becoming a commodity.
Don’t risk becoming a mere drop in the ocean.
Sail above it all by knowing and connecting with your customer, better than anyone.
Or get washed away.