What's the actual appetite for 'made by AI'?
From consumers to audiences to employers and workers no one seems very happy with 'made by AI'.
Regular readers will know I spend far too much time on LinkedIn because, well, I have to for my business and the businesses of my clients. If that was the only place I spent my time online I might be convinced that the world is simply giddy for Artificial Intelligence to take over. Thankfully I am a content omnivore (a comnivore if you will) and spend far more of my time in places like Substack and other publications with actual journalists that tell another story.
The first of such stories to catch my eye was an article from ad industry rag Marketing Interactive, which recently published this headline: Study: 80% of consumers likely to switch brands that rely on AI-generated emails.
The study surveyed 1,000 participants across four generations from 16 to 54+ on how excessive use of AI in email may affect consumer perceptions. Now, here’s a question; of the consumers who said they were likely to switch brands if they relied on AI generated emails, which generation do you think were most likely to switch…?
Nope, not Boomers, Gen X or even Millennials, it was Gen Z - the very generation born into AI - that were most likely to switch brands. Why? My hypothesis is that Gen Z came of age during the pandemic and are the most in need of genuine, human interaction even if they sometimes seem afraid of it #IRL. They are also the generation most aware of the impact of technology on their mental health and are actively avoiding it by, for example, turning back to analogue technologies such as film cameras, vinyl records, printed books (#booktok anyone?) and paper journaling.
This aversion to AI does not only apply to emails. Despite AI video editing tools becoming truly outstanding (I cannot deny the brilliance of Opus.pro), there is an emerging trend for completely unedited videos, which I think is the next step on from Joe Rogan’s marathon podcasts. Rolling Stone recently reported on Daniel Henschel, a YouTuber who has amassed over 191,000 subscribers in six months for his in-car rants of up to 40 mins with zero cuts, in: Why Creators Have Stopped Editing Their Content.
“The whole reason why people are enjoying this form of content is because it feels spontaneous, because it feels like it’s somebody who’s just talking to you.”
Daniel Henschel, YouTuber
He’s not the only one of course and Rolling Stone cite many more who are benefitting from the trend including the king of YouTube Mr. Beast!
I believe this is driven by an intensified audience need for authenticity, no tricks, just truth. Why?
Because AI is causing us to question the validity of all content.
Because when we read, watch or listen to something that moves us we don’t want to feel as though we’ve been tricked by a machine.
Because every generation reacts against the previous one and the previous one inculcated widespread self-censorship with its “cancel culture”
Who’s asking for it?
So, arguably, consumers don’t want it, audiences don’t want it and nor, it seems, do employers - unless you’re using it to do more work better, which isn’t happening either.
One of my favourite independent publications 404 Media recently revealed how a user of Auto_Jobs_Applier_AIHawk had the job-bot apply to 2,483 jobs for them. Those applications are, of course, reviewed by another AI bot at the other end so it appears that the human has actually been removed from Human Resources.
Hilariously LinkedIn, which has been so keen for us all to use AI on its platform lately, has announced that use of bots to apply for jobs is in breech of its User Agreement so it appears it's one rule for them and another for us. By the way, if you’d like to stop LinkedIn from training its AI on your content for free you can switch off access in under a minute here:
The fact is neither recruiters, employers nor HR wants to receive AI applications though of course they do reserve the right to use AI to read your handwritten application and reject it without reason or response. But, if you’re actually lucky enough to make it through the machines they may subject you to an AI-conducted interview although you won’t be allowed to put up your own avatar in response. Naturally.
Harder, better, faster, stronger
Once you start work AI should enable you to get more done to a higher standard and more quickly, right? Not according to the coders in CIO’s article: Devs gaining little (if anything) from AI coding assistants, in which a study disproves developers’ claims that AI coding assistants make them more productive and in fact introduces 41% more bugs! And if you, like me, occasionally create content for corporates just try submitting an AI generated email, blog or press release and see how well they react. In fact, almost every corporate I know is banned from using AI due to compliance issues 🤦♂
I am sure for every study and article I have quoted a diligent reader could find the contrarian view but it’s important to read both sides of the story and not get swept up in the hype created by a few obscenely wealthy men to increase their wealth even further (see: OpenAI to remove non-profit control and give Sam Altman equity).
Right now there is a strong case that AI is not working for consumers, audiences, employers or workers, in which case, what is it for? That’s the US$157bn question Sam Altman has to answer. I’m not sure I could sleep at night with that hanging over my head but, on the other hand, with that kind of money at least I wouldn’t have to worry about AI taking my job!
Recommendations
I got a review from someone I am neither related to or know for my latest Kindle story ‘Analog Boy’ available here, now:
Award-winning documentary film ‘The End of Humanity’ poses an essential call to action for our time as it leads a global movement advocating the ethical use of AI. See it on 19th October at Capital Tower, get tickets here.
This is the best and briefest thing I have read about the horrific case of Gisèle Pelicot in France and, yes, the dehumanising impact of online porn has a massive role to play: Pornography and the truth about the Pelicot case.
And finally, in happier news The Cure are back with their first album for 16 years on 1st November and this is the mournful first track proving that if it ain’t broke, don’t try to fix it.
Enjoy your Sunday, Nx
Thank you for writing this...from your own, beautiful, creative brain matter. You human you!!!!