As we navigate a world increasingly shaped by AI, it's easy to get lost in the technical details of prompts and automation. But what about the human side of the equation? If you're building a business based on your expertise, understanding how AI is rewiring our psychology and our customers' behaviour is critical. It changes how we build relationships, create content, and ultimately, how we monetise our knowledge.

In this episode, I speak with Mark Schaefer about his latest book 'How AI Changes Your Customers: The Marketing Guide to Humanity's Next Chapter', which explores the profound psychological impact of AI on humanity and marketing. We moved beyond the usual talk of efficiency and productivity to discuss what it truly means to be human-centric in a world where AI can simulate empathy.

Here are three key areas we explored:

🤖 Marketing to the Algorithm

We discussed the shift where AI is becoming the decision-maker, acting as the new "customer". This means our marketing efforts need a dual focus. On one hand, we need to feed the AI with fresh, detailed data and social validation. On the other hand, we must create "AI overrides" through strong branding and word-of-mouth marketing, ensuring our businesses are chosen not by an algorithm, but by human preference and trust.

🫂 The Pillars of Human Connection

We talked about the three foundational pillars that remain untouchable by AI. Your personal brand, your community, and your artful, human content. These elements create an emotional connection that AI can only mimic. We explored why showing up with vulnerability and creating content that reflects a genuine human experience is no longer just a good idea- it's a core strategy for relevance.

💡 The Empathy Illusion

Mark shared how AI can create a convincing illusion of empathy, which can be weaponised to keep users engaged. We delved into the difference between this synthetic connection and the messy, imperfect, but real empathy that comes from shared human experience. The most humane company will win, but it requires the courage to be genuinely human.

Based on our conversation, here are three actions you can take this week:

1️⃣ Read 'Innovation and Entrepreneurship' by Peter Drucker. An old but incredibly relevant book that lays out a formula for integrating innovation into our daily lives.

2️⃣ Refine your AI prompts. When using tools like ChatGPT, treat it like an intern. After giving your instructions, add the question, "Before you begin, do you have any questions?". This will help you get a much better result.

3️⃣ Work on your personal brand. Every day you invest in your personal brand is like taking out an insurance policy for your career. It's the 20% AI can't replace and your last line of defence in an automated world.

About Mark : businessesgrow.com

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