Does AI make us Better or Worse?

The short answer is Yes 😊. But I’ll try to answer the question a bit more deeply – from a sales, marketing communications, and a broader business perspective.

Even if we have hurdles to solve, we have some pretty interesting things coming up that will help companies use AI in a better, more consistent way.

Pros

The cost of production is close to zero

The cost of producing, e.g. websites, images, videos, catalogues, product sheets – yes, almost anything – is getting close to zero.

Anyone can be a producer.

To build content: to write, design, draw, or make images is for everyone. To produce is democratized when no niche competence is needed.

Cons

When the cost is zero, so is the value

Now, when everyone can produce things with AI, everyone does. And the problem is: when everyone is producing, the amount of content increases logarithmically. But we still only have one brain with a limited bandwidth. Even if the content, or information, if you prefer, exists – who takes this to heart?

Anyone can produce, but should they?

The joy of making a song, a video, a poem, a book, a poster, or a strategy with AI is obsessively easy. But can anyone, without deeper competence, evaluate the outcome?

We need gatekeepers

I know many people think AI is getting better and better, so we will not need to evaluate; it evaluates better than we ever can. But, so far from what I have seen, that is definitely not the case. Maybe in the future, but to give up already and trust the AI outcome is dangerous. We need gatekeepers.

From a business perspective, the risk of inconsistent perception can quickly erode a brand’s value. When everyone in an organization uploads the company assets they prefer as their own decks, logos, colours, language, imagery, etc., the brand image becomes fragmented.

Easy is not the way, Hard is

The AI promise is to make everything easier. And in many ways it does. But what’s easy is often perceived as low-value.

We now see a strong trend toward, for instance, crafts, concerts, and physical meetings, which I believe signals a longing for the tangible and real. And it’s not easy; you need to learn a craft, play an instrument or muster the courage to meet new people.

Diamonds are forever? No, but Ideas are.

The diamond industry has plunged lately because the ability to produce high-quality diamonds has improved. And awareness of the issues with mining diamonds is rising.

 But I’m prepared to stick my neck out and claim that there will always be a demand for new ideas. And, yes, ideas can be created by using AI. We ourselves use AI in our processes, but we always take responsibility for evaluating the outcome. We sell the Unexpected, and we have to deliver what we consider a premium solution – Unexpected Ideas.

How we use AI

Brandspace – a source of truth for the whole organization

We created a tool, Brandspace, to become the source of truth for a brand or organization, used in AI tools such as Claude, ChatGPT, Gemini, and Copilot. Here, you gather everything about the brand in a digital infrastructure that everyone can access, internally and by partners. Everything is maintained in a single place, and by connecting to Brandspace, everyone always has access to the latest approved versions. No need to look for the accurate Brand book or the latest PPT presentation. It saves time and supports a common one-voice behaviour from the organization.

Research, strategy and ideas

We have a partnership with Multiply.co, and we work closely with them to tailor an AI solution for our industry, with various agents that support the backbone of our business – creating Unexpected Ideas.

AI provides opportunities not previously possible

It enables a holistic approach to something that has never been possible before. We now see how we can add value to our clients in completely new ways. By connecting AI tools and agents, we understand how we can connect the dots between marketing communication, sales and the broader business. Previously, we’ve spent a lot of time on this, and it was complicated to make it useful, but now we can add new dimensions to improve the overall business.

If you are curious what it looks like in reality, we’d be more than happy to show you.