I’ve been a fan of Mo Gawdat for two years now. I read his book, Scary Smart, and it inspired me to become an early adopter of AI.
If you don’t know Mo, he’s one of the GOAT’s of AI. He was Chief Business Officer (CBO) at Google X from 2015 to 2018. Google X is Google’s “moonshot factory” that develops innovative technologies.
While watching Mo’s keynote last week, I felt inspired to share his insights and perspective. His message deeply resonated with me, particularly his three tips on leveraging AI to enhance our work, advance our careers, and shape the future of this transformative technology. It got me thinking about how we can apply these principles specifically within the realm of marketing.
Play and Use It EVERY DAY
“Use it every day” – this first tip is gold. The more I learn about AI, the more I realize how much I don’t know. It’s like learning any new skill – consistency is key. Trial and error are essential. Practice prompting. Sometimes you only need a sentence, and for other tasks, the prompt needs to be very detailed and robust.
For us marketers, this means rolling up our sleeves and experimenting with AI across different tasks: maybe drafting those email campaigns, digging into customer data patterns, or generating image variations. But here’s the thing – make these interactions purposeful rather than passive.
Don’t Be a Yes-Bot: Question Everything!
“Be critical”—this second point is crucial for balance. As marketers, we’re natural skeptics, right? We question assumptions, test campaigns, and constantly validate results. This mindset must extend to our AI interactions.
Critical engagement means developing a nuanced understanding of where AI shines and where it stumbles. For instance, AI is amazing at analyzing massive datasets to spot patterns human analysts might miss. However, it often lacks contextual understanding of cultural nuances or emerging social trends that haven’t yet generated sufficient training data.
This critical lens prevents both over-reliance and under-utilization. We avoid viewing AI as either magical or meaningless. Instead, we develop a sophisticated understanding of its role as a powerful but imperfect tool in our marketing arsenal. The better we understand the technology, the better marketers we become!
Robots Can’t Feel FOMO: The Human Edge That Matters
“Keep it human” – this third point touches on something fundamental to marketing’s essence. At its core, marketing has always been about human connection—understanding desires, addressing needs, and building relationships. AI cannot replicate the emotional intelligence, empathy, and authentic connection that define meaningful human interactions.
This presents both a challenge and an opportunity for us. The challenge lies in resisting the temptation to automate everything simply because we can. The opportunity lies in leveraging AI to handle routine tasks, so we can invest more deeply in the human elements that truly differentiate our brands.
Imagine AI analyzing customer service transcripts to identify common pain points, while human representatives bring the empathy needed to address individual concerns with genuine care. Or AI generating initial creative concepts, while human designers bring the cultural sensitivity and emotional intelligence to refine those concepts into resonant campaigns.
What strikes me most about these three principles is how they work together. Daily use builds familiarity and skill. Critical thinking prevents blind spots and mistakes. Maintaining human connection ensures we don’t lose sight of marketing’s fundamental purpose.
The marketers who will thrive in this AI-enhanced landscape won’t be those who simply adopt the latest tools. They’ll be the ones who thoughtfully integrate these tools into a practice that remains deeply human at its core.
Let’s Raise a Superhero, not a Supervillian
I can’t stop thinking about Mo’s brilliant Superman analogy at the end of the interview. He pointed out that we’re essentially creating Superman with AI – a being with extraordinary capabilities. But the outcome—whether utopian or dystopian—depends entirely on how we treat this technology.
If we approach AI with respect, ethical consideration, and thoughtful boundaries, we create a benevolent Superman that helps humanity thrive. But if we mistreat it, exploit it without limits, or use it recklessly, we might create something that works against our collective interests.
As marketers wrangle these powerful tools, this responsibility hits especially close to home. We’re often early adopters and influencers in how technologies get used. So let’s be intentional about creating the “good Superman” version of our AI future. This is why keeping it human isn’t just a nice idea—it’s essential to ensure that AI enhances rather than diminishes what makes marketing truly meaningful. 🤖✌️
