Don't misinterpret what I'm saying here.

Chances are that you're already functioning very differently on a day to day basis because of AI, than you were, even a year ago.

I know I am.

But what your business and mine offers, that fundamental value, THAT hasn't changed.

My value lies in building systems that attract customers for my clients. I can now do that faster, more efficiently, and at a bigger scale.

But my fundamental value still lies in attracting customers.

A client of mine has a local construction business. He has been able to cut down the time it takes to put together quotes by 70%.

But his value proposition hasn't changed. His value is in improving the homes of his customers. He can now do that more efficiently, spending more time and resources on marketing, or his deliverable, than he previously could.

In fact, no technology has ever really changed these fundamental principles since ‘talkies’ were developed - the first introduction of sound to motion pictures.

Introducing sound actually DID fundamentally change that media.

It brought a whole new dimension into the human experience when consuming motion pictures, and genuinely caused consumers to react differently, both consciously and emotionally, to what they were consuming.

This was a genuine shift, both in consumption habits, and in opportunity for marketers and advertisers.

All other technological developments however, have really just improved the speed, scale and accessibility of the media involved.

A video ad on the internet isn’t really fundamentally different to an ad on a TV screen.

A written social media post isn’t really fundamentally different to an opinion piece in a newspaper.

Technology didn’t really change the parts or processes that are fundamental to marketing, because the most important aspects of marketing are what you’re offering, who you’re making that offer to, and how much your message resonates with them.

The media you use to create and spread that message can be, and often is, largely inconsequential.

I don’t see how AI will change that.

It will simply allow those businesses and marketers who are making genuinely valuable offers to improve those offers, move a lot faster, and at a much bigger scale.

This has never been the majority however.

The majority in any given industry or market, have pretty much always been copiers, or looking to jump on the latest band wagon, and I don’t expect that to change now with the advancement of AI.

My expectation is that the majority will either expect AI to do the work for them, or try to use it in a classically stupid or corrupt fashion, to try and ‘get rich quick’.

Focus on the fundamental value that your business offers. Never lose sight of it. Then use AI to get you to where you want to go.

As the technology develops, you'll get there faster.