To AI or Not To AI?

There is so much controversy about AI these days.  In the news, on social media, and now in our daily lives. AI has become a great tool, and many of us ask Alexa or Google Home to turn on the lights or play a song!  It is also annoying when you try to call a company to get anything accomplished. I’m betting everyone here has at one point told an AI operator, “REPRESENTATIVE” multiple times in a very loud voice.  As AI moves from a tool to a source of information, content creation, and production, it is interesting to get everyone’s take on how it affects their lives.  In my hood, we have a big Oktoberfest party every year.  With a live band, beer tent, food, etc.  I love it because all the neighbors pitch in to bring food, coolers, chairs, tables, and to help set up & tear down.  (Special shout out to Garrett & Melissa, who do the heavy lifting in case they read this!)  The best part is getting to know neighbors and having conversations with everyone.  Being in the media business, it was like having my own focus group of 70-80 people. They spoke about everything in their lives.  Sparking my interest was the discussion and perception of AI.   How people are seeing it more and more, in memes, social media, and even the concern that it is affecting what they can trust online, on TV, and on the radio.  So I asked, who do they trust?   What I found out clicked in my weird branding brain…They trust people and sources with whom they have a relationship.  One named a broadcaster that they knew personally.  They trusted the personal conversations and information they shared.  So, it seems that the best asset any brand has is its people.  In an era where media outlets are trying to cut the human cost of operating, what they are actually cutting is their credibility and trust from their communities.  In many cases, these cuts only lead to less success…and ultimately more cuts.  AI is a great tool, but will AI ever be able to create the trust and credibility that is desired with a personal touch?  Can AI be used by humans to create content and also create relationships? Is the best way for a brand to win by investing in people while using AI as a tool?  I have my own opinions, but more importantly, what do you think?