Hey, AI created the featured image for this article. Could you tell? HOW?
AI has become the talk of the town universe ever since Microsoft announced that they will team up with OpenAI back in February of this year. As this game-changing merger plopped itself flat into the heart of my so-called expertise, I’ve been eagerly soaking up as much information as possible. I’m comfortable with the impending paradigm shift because I’m confident that the nut-and-bolts of my work, as well as my life outside of my employment, will not be altered dramatically.
While plenty of online discussions ponder the distant future’s ethical implications and employment landscape, specifics have been notably absent—until now. With a mere sprinkling of personal stake, I’m here to throw wild predictions into the ring. Even if my predictions turn out to be entirely wrong, my reputation within the agency realm ensures that I’ll forever remain my neighborhood’s standout moody dad, occasionally spinning Jesus and Mary Chain records at the local bar.
When I talk about the future of paid search I am really talking about the future of information gathering. AI’s seamless integration into search platforms is poised to revolutionize how users retrieve information. Let’s think about what this means—will we really navigate to www.google.com for local Pho delivery recommendations in three years, or will a super-smart app make us feel like VanderPump bar moguls by acting as a lightning fast personal assistant? It’s the latter and it will be INCREDIBLE. For about 9 months. The rush to instantly discover granular details about the most niche of interests will thrill us, but just like Woppenheimer on repeat, the novelty might wear thin after a while.
Inevitably, as users swiftly adapt to the use of AI tools, a sense of apathy might emerge, accompanied by the unsavory emergence of greed. The natural surge in search queries, facilitated by the seamless user experience of conversational search, will open up more opportunities for advertisers and platforms to generate revenue. This will lead to AI tools becoming inundated with commercial interference and paid perspectives. Consequently, users will find themselves subtly nudged towards consumer behavior, resulting in annoyance and complaints about overly targeted content. Some might even accuse AI companies of crossing boundaries with their tracking, bringing us right back to our current predicament.
Dispelling the “AI will steal jobs” myth, AI is more about transformation than an organizational upheaval. AI will level the playing field, and just like any platform, it’ll lose its sheen over time. Think Facebook or Google—they peaked and then stumbled. Remember when computers were hailed as revolutionary? As a rat-faced child witnessing my friend’s mom use Windows with a mouse blew my mind in 1995. I clearly remember marveling at the efficiency with which she could spend an entire evening playing solitaire on a flickering screen. Computers did change the world, but their introduction didn’t replace workers at scale; rather, workers integrated computers into their routines. Computers empowered workers to better do their jobs.
The truth of the matter is that there’s no enchanted solution to slashing corporate costs or skyrocketing profits. Any notion to the contrary is patently false to either stoke fear or greed within the layperson.
My final bitter truth about the future of AI is that your aunt who got scammed by a Nigerian prince in 2008 is officially fucked. It’s a a truth that has withstood the test of time—scammers exist and by adopting AI in their schemes, will be more cunning than ever. Humans have an innate ability to sniff out bullshit but many people have allowed this skill to atrophy over the years. Be cautious of those tall tales, dubious contacts, and photos with Photoshop gymnastics. Brace yourself for a barrage of fakery in the months and years to come.
So, if a conversation with someone selling a car over the phone feels awkward and unsettling, it might be wise to let the next call roll to voicemail. And if the supposed love of your life sports a melting face and outfits that seem to blend into the background in her profile pictures, stash your phone and grab a book. Because, in the end, the digital age might be transformative in it’s convenience, but being a human is the best guide with which to navigate this age of technology.
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