Winning the AI Arms Race: Part Two

This is my second video on how you can win that AI arms race for your small business. In the first video, we talked about how you can be an AI arms dealer for your client. So it was more about the value you can offer to win this race. In this video, I want to take another approach, and this is more about how you can win the communications arms race and that is this whole change that’s happening with AI, related to how information and communication happens with your clients and with the market.

The content flood
There are two major dynamics that have already begun. You’re aware of them too. One is the growth of content, the content flood that is coming from the dramatic reduction in cost and complexity to create really quality content. It’s just begun as well in a very short amount of time. Your clients will not be able to tell the difference between a video or an article or a message that was created totally artificially and almost instantly versus one that is authentically made by a human being and the amount of content is going to more than double, triple 10x, 100x, right? The problem is there’s no more client mind share. So how does that imbalance of content coming in get absorbed by your clients?

The abstration wall
One answer is that AI is working on the other side as well. And there’s an abstraction wall being built with AI technology, where AI is going to be a filter, a gatekeeper for increasingly more and more for your clients. And that actually exacerbates the over the extra content. It’s hard enough to stand out in that flood of content, and now you have the additional challenge of making it through that filter to your clients in the form you want them to see it and not summarized or translated. So this dynamic of the content flood and the abstraction wall creates an almost impenetrable communication gap. So that’s another form of the AI arms race, the communication arms race that you can’t win by running faster or creating more content. You’re just gonna make the problem worse and you will never keep up with the larger players, with the big budgets.

Get out of the race
So what I recommend you do is get out of the race rather than trying to find a way to say, say it more or louder or better… find a way to say it with meaning to say it truer, to say it more authentically, more personally. I believe that as this AI communication change plays out, there’s gonna be an opportunity for businesses that find a way to get their authentic message and selves to their client’s inbox. Whatever form that inbox is. Just talking to them face to face doesn’t scale, but the ones that win are gonna find an innovative way to equivalate that with their systems and their campaigns. I don’t know how that’s gonna work. I don’t think anybody is, does yet. The opportunity though is to start now thinking about it and looking for ways to be unique, to tell a fresh story and have your true story, the message of value of your business very well defined, because that’s the message that will carry this authentic story through to your clients in the end.

So there’s a long way to go before this plays out, but start today learning how, rather than jump on the treadmill and try to out AI everyone else, find ways to use AI and your own team’s ingenuity to cut through the noise quieter but clearer, and you will win in the end.