Yesterday, I shared the simplest way to dominate your competition:
Effectiveness > Efficiency
And this reminds me of an inspiring email I read by Daniel Throssell—one of the most brilliant minds in the marketing space right now.
He said (quoting):
“I don’t believe AI is going to stay as much of a threat.”
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“I believe — and I’ve always said — that AI copy will destroy a brand if you keep using it.”
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“But here’s the important thing … that’s only if you keep using it for a long time.”
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“If I sent out my next email using AI to write it … I’d be fine. It wouldn’t kill my brand. But if I wrote my next year’s worth of emails using AI…”
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“People would disengage. They’d feel betrayed. They’d lose interest in what I had to say. And I’d burn up my trust capital. But here’s the thing … it takes time.”
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“All these businesses that have jumped on the AI train. They think they’re saving money, they think that it’s amazing. ‘We were paying a copywriter a few grand a month, now we’re getting all the emails for free!’ Well, the impact isn’t going to be instantaneous. They’re not going to see the damage it does for a while. And I believe that we’re only just starting to get to that point now, where people realise that the AI-generated copy can’t actually match a really good human copywriter for results.”
^^THIS^^ aligns with my core values.
The companies that are embracing AI the fastest —probably too fast —are the ones that value efficiency over effectiveness.
Because AI is an efficiency tool.
It gives you speed.
Scalability.
And they are very comfortable with “passable.”
Because AI, at its current stage, does not give you a “good enough” deliverable. It gives you a “passable” result… slightly worse than “good enough” standard… but in a fraction of the time.
The one thing AI is really (really) good at in marketing is SPEED, and ONLY speed. But this is where these brands fall off the wagon.
Because, in the long term, quality will always trump quantity.
To your success,
– WYH