{"id":82865,"date":"2025-03-28T08:00:06","date_gmt":"2025-03-28T07:00:06","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=82865"},"modified":"2025-03-27T23:34:33","modified_gmt":"2025-03-27T22:34:33","slug":"chores-to-ai-thinking-to-humans","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2025\/03\/28\/chores-to-ai-thinking-to-humans\/","title":{"rendered":"Chores to AI, Thinking to Humans"},"content":{"rendered":"<p><i>Let AI handle the chores, and humans do the thinking: such should be the future of content marketing. In this piece, I try and debunk a few myths. Firstly, generative AI \u00a0can be creative \u2014 and often is. Secondly, AI doesn\u2019t necessarily make us stupid; we don\u2019t need it for that. And thirdly, becoming a prompting Guru isn\u2019t necessarily the key to producing great content. The question of AI\u2019s role in content marketing is actually more strategic than technical: it&#8217;s about why and for whom we create content. This is the major issue at stake for today\u2019s and tomorrow\u2019s marketers. In this presentation, I urge readers not to outsource their thinking to AI, and rather offload the chores of low-value tasks to machines. Unfortunately, it should be noted that they aren&#8217;t always doing a good job with that.<\/i><\/p>\n<h2>Chores to AI, Ideas to Humans<\/h2>\n<figure id=\"attachment_82907\" aria-describedby=\"caption-attachment-82907\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82907 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001.jpeg\" alt=\"Since the machines started thinking, we\u2019ve had more time to do the dishes, wrote Joanna Macieojewska. Like her, I'd rather it were the other way round\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english001-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82907\" class=\"wp-caption-text\">Since the machines started thinking, we\u2019ve had more time to do the dishes, wrote Joanna Maciejewska. Like her, I&#8217;d rather it were the other way round.<\/figcaption><\/figure>\n<p><strong data-start=\"16\" data-end=\"25\">TL; DR<\/strong><\/p>\n<ul>\n<li><b><\/b><b>Ms Bernard <\/b>is an SEO agency avatar who adds links to Visionary Marketing on &#8220;her&#8221; website. Her \u201cwork\u201d raises some fundamental questions.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li><b><\/b><strong>Criticisms aimed at AI<\/strong> often <strong>miss the mark<\/strong> and <strong>overlook<\/strong> <strong>fundamental issues<\/strong>: why we write, for whom, for what purpose&#8230;<\/li>\n<li><b><\/b>We also <strong>dismiss a few myths<\/strong> such as &#8216;AI can&#8217;t be creative&#8217;, &#8216;AI makes us stupid&#8217;, and &#8216;mastering prompting is a silver bullet&#8217;.<\/li>\n<li><b><\/b>Hence, the question of <strong>AI\u2019s role in content marketing<\/strong> is more about <strong>strategy<\/strong> than it is about tech.<\/li>\n<li><b><\/b>In this presentation, I urge content creators (and readers alike) not to outsource their reasoning and to leave the chores to AI.<\/li>\n<\/ul>\n<figure id=\"attachment_82905\" aria-describedby=\"caption-attachment-82905\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82905 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english003-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82905\" class=\"wp-caption-text\">This piece owes a lot to Ms <a href=\"https:\/\/authorjm.com\" target=\"_blank\" rel=\"noopener\">Joanna Maciejewska<\/a><\/figcaption><\/figure>\n<p><!--more--><\/p>\n<h3>AI and Marie Bernard, the e-commerce Queen<\/h3>\n<figure id=\"attachment_82908\" aria-describedby=\"caption-attachment-82908\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82908 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/marie-louise-bernardjpg-e1743065520318.webp\" alt=\"\" width=\"1024\" height=\"715\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/marie-louise-bernardjpg-e1743065520318.webp 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/marie-louise-bernardjpg-e1743065520318-430x300.webp 430w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/marie-louise-bernardjpg-e1743065520318-768x536.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-82908\" class=\"wp-caption-text\">Ms Benard is adding links to Visionary Marketing. She is very nice but unfortunately she isn&#8217;t a real person.<\/figcaption><\/figure>\n<p>Let me introduce you to Ms Marie Bernard. This pretty young woman, somewhat artificial in appearance, exists only in Midjourney\u2019s archives and on the website of \u201cher\u201d <a href=\"https:\/\/rankeo.fr\/\" target=\"_blank\" rel=\"noopener\">SEO agency<\/a>. This supposed e-commerce expert found herself embroiled in a semantic mix-up that was both amusing and revealing.<\/p>\n<p>Taking inspiration from one of my articles, this visionary author mixed up &#8216;snow globe&#8217;, an expression used by one of my expert interviewees as a metaphor, and &#8216;snowball effect&#8217;. Thank God, she inserted a link to Visionary Marketing so that I could correct that fatal mistake. Far from being trivial, this anecdote raises a few fundamental questions. Who is writing? For whom? How? And for what purpose? In fact, it even poses bigger questions such as \u201cwhat is humans\u2019 place in society, and what sort of society do we want for our children and children&#8217;s children?\u201d<\/p>\n<h3>AI Information Overload<span class=\"Apple-converted-space\">\u00a0<\/span><\/h3>\n<p>Content about generative AI is so ubiquitous that we have gone past information overload. AI content analysts are skirmishing via X (formerly Twitter) and LinkedIn posts, mainly on the technical front (this AI is better than that one), creativity (AI produces interesting ideas or rather, is dull and inferior to humans), and usage (\u201cdownload my ultimate prompting guide!\u201d). Yet all these debates (and sadly others that are less prevalent, like the poorly documented issue of energy consumption) fail to address other key questions: who are we creating for, why, and for whom do we work \u2014 or more broadly, what kind of society do we want in the future?<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>Generative AI at the Heart of the World\u2019s Issues<span class=\"Apple-converted-space\">\u00a0<\/span><\/h3>\n<p>AI, and in particular generative AI, have generated most of the noise on social media, blogs, newsletters, and chat around the pub. Traditional economy seems to be ignoring the phenomenon or treating it as incidental \u2014 a recurring habit when it comes to digital innovations, but online debates live on unabated. <span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Whether and how we should use generative artificial intelligence is now a central question in our modern societies, and that\u2019s understandable. Machines have been able to play around with text since the 1950s, but computing power and large-scale training on such a vast and decent dataset \u2014 despite criticisms \u2014 have never been so strong. In recent weeks, engineers in London have even <a href=\"https:\/\/www.youtube.com\/watch?v=EtNagNezo8w\" target=\"_blank\" rel=\"noopener\">shown how two AI bots can talk to one another<\/a>. Even if it\u2019s only a demo, we\u2019ve known since the early 2000s that machines can buy and sell stock (<a href=\"https:\/\/paperswithbacktest.com\/wiki\/what-percentage-of-trading-is-algorithmic\" target=\"_blank\" rel=\"noopener\">algorithmic trading roughly amounts to 60-75% of total trading<\/a> in the most developed markets, and this was already true back in 2006 when I worked in that field). So, why shouldn\u2019t an AI known as \u201cagentic\u201d buy train tickets?<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Hence these legitimate questions.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>A machine capable of writing \u201clike\u201d humans?<\/h3>\n<p>The fact that a programme \u2014 literally a \u201cmachine\u201d in the sense of a computer \u2014 is capable of writing like humans, or nearly, is disconcerting.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p><i><\/i><i>*[Machine] A mechanically, electrically, or electronically operated device for performing a task<\/i><\/p>\n<p>first <a href=\"https:\/\/www.merriam-webster.com\/dictionary\/machine\" target=\"_blank\" rel=\"noopener\">entry<\/a> from Merriam-Webster<\/p><\/blockquote>\n<p><strong>What\u2019s even more unsettling is that humans often write more poorly than machines<\/strong>. This is what Loubna Ben Allal, a researcher at Huggingface and an expert in training generative AIs, describes in <a href=\"https:\/\/www.youtube.com\/watch?v=AfgAEIK9F8c\">a video on the underscore channel<\/a>, which is worth watching.<\/p>\n<p>She explains how content is filtered during training sequences and, surprise, surprise, she says that good Ai-generated content is often better than bad human content. Sadly, poor human content is everywhere.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Note that there are <a href=\"https:\/\/www.lingoverse.org\/post\/debunking-the-false-dilemma-ai-content-generation-and-human-creativity\">also texts, 100% AI-generated<\/a>, aimed at proving that Loubna is right.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<figure id=\"attachment_82818\" aria-describedby=\"caption-attachment-82818\" style=\"width: 1680px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-82818\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251.jpg\" alt=\"\" width=\"1680\" height=\"996\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251.jpg 1680w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251-500x296.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251-1024x607.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251-768x455.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/screenshot-2025-03-15-at-081251-1536x911.jpg 1536w\" sizes=\"auto, (max-width: 1680px) 100vw, 1680px\" \/><figcaption id=\"caption-attachment-82818\" class=\"wp-caption-text\">A text designed to show that separating the wheat from the chaff in content creation is a non-issue. Unfortunately, it was written by an LLM.<\/figcaption><\/figure>\n<h3>Language, an operating system?!<span class=\"Apple-converted-space\">\u00a0<\/span><b><\/b><\/h3>\n<p>If these mock texts are so disconcerting, it\u2019s because language and the written word are indeed some of the <a href=\"https:\/\/scienceoxygen.com\/why-is-language-only-specific-to-humans\/\">fundamental characteristics of the human species<\/a>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>In the beginning was the word. Language is the operating system of human culture.<\/p>\n<p>Yuval Harari \u2014 NYT March 2023<\/p><\/blockquote>\n<p>Yuval Harari, with a kind of <a href=\"https:\/\/www.nytimes.com\/2023\/03\/24\/opinion\/yuval-harari-ai-chatgpt.html\">reverse anthropomorphic twist<\/a>, even calls it the \u201c<strong>operating system of human culture<\/strong>\u201d. Despite this idiosyncrasy, Harari is zeroing in on the real issue.<\/p>\n<p>The real core problem isn\u2019t technical, <b>but deeply philosophical<\/b>, especially when the most famous generative AI tools are led by a maverick who\u2019s trying all he can to put us in a <a href=\"https:\/\/www.imdb.com\/title\/tt1798709\/\">Spike Jonze film<\/a>. Ultimately, philosophy could or should redefine how AI is trained, <a href=\"https:\/\/sloanreview.mit.edu\/article\/philosophy-eats-ai\/\">explain Michael Schrage and David Kiron of MIT Sloan Management Review<\/a>.<\/p>\n<h3>The Real Problem With So-called Generative Tools<\/h3>\n<p>The real problem with these generative tools isn\u2019t technical, nor is it about creativity or even how well one uses the tool. It\u2019s more fundamental, relating to the very essence of work and, more broadly, of human societies. Whatever human shortcomings and flaws there may be, and they are indeed numerous.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>This is all the more important, given discussions about new tools such as <a href=\"https:\/\/manus.im\" target=\"_blank\" rel=\"noopener\">Manus<\/a>, which promise even more autonomous intelligence capable of \u201c<a href=\"https:\/\/hbr.org\/2024\/12\/what-is-agentic-ai-and-how-will-it-change-work\">agenticity<\/a>\u201d, a direction that appears to be a goal for many of the creators of these programmes.<span class=\"Apple-converted-space\">\u00a0 \u00a0<\/span><\/p>\n<h3>Generative AI is going to vanish? Really\u2026<\/h3>\n<p>There\u2019s no point in playing down generative AI, <a href=\"https:\/\/www.24heures.ch\/les-ia-generatives-vont-bientot-disparaitre-332580420526\">as I saw here and there<\/a>, by predicting their demise (you don\u2019t just eliminate tools that the whole world has made their own, no matter how imperfect), nor in overestimating their potential (there are simply too many tools and possible uses).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Denying how astonishing these tools are is pointless.<\/p>\n<p>Likewise, describing LLMs as \u201c<a href=\"https:\/\/visionarymarketing.com\/en\/2024\/06\/05\/learning-ai\/\">stochastic parrots<\/a>\u201d, is no longer relevant. It used to be apt, barely two years ago. Yet, that\u2019s no longer the case. Safety nets exist, the biggest pitfalls (such as asking ChatGPT to prove that the Earth is flat) <a href=\"https:\/\/www.24heures.ch\/les-ia-generatives-vont-bientot-disparaitre-332580420526\">as former Apple Siri cofounder Luc Julia claimed recently in a Swiss daily<\/a> are old hat. The right way forward is hybrid systems combining the power of LLMs with more conventional computing. It&#8217;s a matter of time before this merger is done and it might not even take too long. Whoever has witnessed the development of IT and the Web over the past 40 years knows <a href=\"https:\/\/visionarymarketing.com\/en\/2025\/03\/03\/disruptive-innovation\/\">it takes time to innovate<\/a>. Time is of the essence.<\/p>\n<p>Hence, even though the results we get today are still often disappointing, patchy, or downright wrong, GenAI models of 2025 hallucinate far less than they used to, provided you pay and pick your model carefully.<\/p>\n<p>You may check <a href=\"https:\/\/www.perplexity.ai\/search\/what-is-the-share-of-algorithm-5Plnsy_oSdK8P7voamzOWQ#1\">for yourself with Perplexity.ai<\/a>, which will answer your question on this subject while delivering links (sometimes off-target, so you\u2019ll still have to cross-check that information).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>In short, four breakthroughs occurred from 2024 to 2025 in this field:<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<ol>\n<li><b>Reduced error rates<\/b> from 1 to 3% thanks to techniques like Retrieval-Augmented Generation (RAG), drawing on existing documents.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li><b>Model improvements<\/b> including the inevitable OpenAI, with its GPT-4.5 model, and others (I particularly recommend Claude.ai).<\/li>\n<li><b>Innovative methods like \u201cdeep research\u201d<\/b> or <b>\u201cchain of thought\u201d<\/b>, often flawed and slow, but give them time and they will improve dramatically.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li><b>Checks and adjustments<\/b>: Tools like \u201cAutomated Reasoning Checks\u201d introduced by AWS have been designed to detect and correct hallucinations before production use.<\/li>\n<\/ol>\n<p>Still, hallucinations remain common and won\u2019t vanish soon. Again, it will take time before all control mechanisms are in place. Chain-of-thought is one example: it&#8217;s still a bit awkward, but it gives a flavour of future possibilities.<\/p>\n<p>That said, even if I\u2019m not a big fan of AGI (<a href=\"https:\/\/visionarymarketing.com\/en\/2024\/10\/08\/agi\/\">see the following article<\/a>), generative AI challenges human skills and abilities and as a consequence of that, our very place within society.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>Three directions for deeper exploration<\/h3>\n<p>Essentially, there are three areas that need to be investigated. First, our capacity to be truly creative. Second, AI\u2019s impact on our cognitive and intellectual abilities and finally, there\u2019s the question of usage.<\/p>\n<h4>1. Let\u2019s start with creativity<\/h4>\n<p>Obviously, one could wonder whether GenAI <em>is <\/em>creative or not. But above all, this very question challenges us, humans. Thus, the real question should read: <strong>are humans any more creative than GenAI<\/strong>?<\/p>\n<p><b>The answer isn\u2019t straightforward<\/b>, even if that may come as a surprise. One could argue that GenAI texts are good or bad, depending on one&#8217;s point of view. Yet, one shouldn&#8217;t discount that texts produced by humans aren&#8217;t always better. And that\u2019s what\u2019s disturbing. As we mentioned above, Loubna Ben Allal calls into question the notion that \u201chuman = good, synthetic = bad\u201d.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><b>The same applies to creativity<\/b>. Alan Turing, in his 1950 piece <a href=\"https:\/\/courses.cs.umbc.edu\/471\/papers\/turing.pdf\">Computing Machinery and Intelligence<\/a>, had already invalidated a number of objections to the idea that a machine could be <a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/definition-innovation-b2b\/\"><b>innovative<\/b><\/a>. One of these objections claimed: \u201c<b>A machine can\u2019t create<\/b>.\u201d<\/p>\n<p>Creativity is also, and above all, about combinations, de-combinations and recombination. A bit like a puzzle if you wish. One cherry picks from others&#8217;, or even one&#8217;s work, sometimes unconsciously, and recombine from this to build a new story, a new blog, a new project. Even artists aren\u2019t necessarily all that &#8216;creative&#8217; in the sense of making something new entirely from scratch. <strong>They often rely on self-references<\/strong>. Tinguely with his zanyish machines aka <a href=\"https:\/\/antimuseum.com\/en\/an-anti-museum-of-anti-museums\/\" target=\"_blank\" rel=\"noopener\">antimuseums<\/a>, Monet and his views of Rouen and his infinite variations on water lilies, Soulages with his black paintings, Rothko with his ubiquitous <a href=\"https:\/\/en.wikipedia.org\/wiki\/Red_(play)\" target=\"_blank\" rel=\"noopener\">RED<\/a>. Series are an integral part of Art, and one of the main creative mechanisms.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Jonathan Gibbs in Randall even states that Young British Artists, as all artists, can at best come up with four genuinely original ideas in their entire career, the ones we\u2019ll remember them for.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<blockquote class=\"quote-light\"><p>\u2018The way it works is that you\u2019re only going to be remembered for four things.\u2019<\/p>\n<p>Gibbs, Jonathan. Randall or The Painted Grape<\/p><\/blockquote>\n<p>And Gibbs is right. If artists give in to reproducing their own ideas, that\u2019s also because it\u2019s what people are asking for. That\u2019s why, for instance, <a href=\"https:\/\/en.wikipedia.org\/wiki\/Minimal_music\" target=\"_blank\" rel=\"noopener\">minimal music<\/a> these days \u2014 once dubbed repetitive and lately rebranded &#8216;neoclassical&#8217; (Max Richter, Nils Frahm, Nicklas Paschburg, GrandBrothers\u2026) \u2014 is so successful. It\u2019s principally because it&#8217;s based on a never-ending repetition of fairly similar musical patterns. And I won\u2019t even mention popular \u2014 as in &#8216;pop&#8217; inclusive of jazz \u2014 music, which is even more standardised (check <a href=\"https:\/\/en.wikipedia.org\/wiki\/Rhythm_changes\" target=\"_blank\" rel=\"noopener\">rhythm changes<\/a> if you don&#8217;t believe me).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><b>Thus, the question of whether machines are more or less creative than humans is anything but trivial<\/b>.<\/p>\n<h4><b><\/b>2. Is AI making us stupid?<\/h4>\n<p>The next question is whether we end up being stupid from the misuse of these thinking machines (as one of my friends put it to me, &#8220;These tools are extremely addictive&#8221;). This question echoes what Nicholas Carr wrote a few years ago in The Atlantic: \u201c<a href=\"https:\/\/visionarymarketing.com\/en\/2020\/11\/16\/have-search-engines-become-useless\/\">Is Google Making Us Stupid<\/a>\u201d?<\/p>\n<p><a href=\"https:\/\/www.madpenguin.org\/is-google-making-us-stupid-nicholas-carr-summary\/\" target=\"_blank\" rel=\"noopener\">In that piece<\/a>**, he argued that even though he wasn\u2019t raised in the digital age and learned to read \u201cnormally\u201d in books, he ended up using search engines and found that they made him lazy, encouraging minimal effort rather than combing through documents for hours before forming an opinion.<\/p>\n<p><em><span style=\"color: #333399;\">** yet another AI-written piece, by the way. I only inserted the link out of mischief. Our dear readers will find the Atlantic link by themselves using old-fashioned <span style=\"caret-color: #333399;\">search engines or Perplexity.ai<\/span>.\u00a0<\/span><\/em><\/p>\n<p>With generative AI, all that Carr described is blown out of proportion. <a href=\"https:\/\/Perplexity.ai\" target=\"_blank\" rel=\"noopener\">Perplexity.ai<\/a> is the epitome of this issue. Instead of using search engines, one enters a prompt, and hey presto! Perplexity will gather the answers, summarise them and provide a list of links. The latter are not always relevant, but on average, they\u2019re not that bad either. This process isn&#8217;t really less effective than wading through a so-called SERP (Search Engine Results Page) of questionable relevance or provenance, many of which results were written by &#8216;SEO experts&#8217; to trick the very same search engine (i.e. Google, see <a href=\"https:\/\/visionarymarketing.com\/en\/2020\/11\/16\/have-search-engines-become-useless\/\">this post for details<\/a>).<\/p>\n<p>Some years ago, those SEO experts had such low quality texts made by hand, often in low-wage countries, and now they create them almost entirely with LLMs (it\u2019s estimated that about 19% of Google\u2019s top 20 results are AI-generated). By the way, those people in low-wage countries must have been made redundant but who cares about poor people struggling to make a living. This is a dog-eat-dog kind of world, is it not?<\/p>\n<p>As to the question of whether generative AI is making us stupid, it\u2019s a bit disingenuous, just as it was for Google. But what\u2019s certain is it could be making us lazy (again, just like Google, especially since they introduced <a href=\"https:\/\/www.webfx.com\/blog\/seo\/what-is-position-zero\/\" target=\"_blank\" rel=\"noopener\">position zero<\/a>).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Getting direct answers to our questions means we lose the habit of digging for them ourselves, and above all, we lose your critical thinking abilities. But it\u2019s not that simple.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Concluding that AI alone is responsible for dumbing down the world \u2014 assuming that\u2019s even happening \u2014 would be going a bit far. Intellectual laziness and lack of critical thinking aren\u2019t new, and if you want to see evidence of that, I recommend you browse the site of <a href=\"https:\/\/reboot-foundation.org\/the-state-of-critical-thinking-2020\/\" target=\"_blank\" rel=\"noopener\">the Reboot Foundation<\/a>.<\/p>\n<h4>3. Prompting wizards<\/h4>\n<p>Our third angle is usage quality of AI tools. Is it a real problem?<\/p>\n<p>There\u2019s indeed a misconception about the usage of these tools by the population. Their usage is certainly widespread and it happened in a flash. That&#8217;s for certain. Now, whether most users are wielding these tools properly is another kettle of fish. Believing we&#8217;ve all become prompt experts overnight is spurious. I\u2019m not seeing that happening in the field.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>For starters, we have a massive digital skills deficit. How can people who struggle to remember a password or sign a PDF form could instantly be able to use generative AI effectively?<\/p>\n<p>I see far too much straightforward copy-pasting in class and elsewhere. Also, few people, as I noticed in the course of my training sessions (thousands of people and students), are able to take the necessary step back to refine the content produced by these algorithms \u2014 even when encouraged to do so.<\/p>\n<p>However much I regret this isn&#8217;t relevant. That\u2019s why <a href=\"https:\/\/vismktg.info\/death\">Steve Yegge is right<\/a>: generative AI won\u2019t help beginners nor average employees become brilliant, but it will help experts get rid of them altogether. Getting started in business won\u2019t be easy in the coming years.<\/p>\n<p>Moreover, the generative AI scene is so hectic and unstable that even experts are losing track of which model is most effective. Almost every day, there\u2019s some headline-grabbing announcement overshadowing yesterday\u2019s.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>And the &#8216;experts&#8217; keep dishing out their analyses and forecasts. Some foresee the demise of generative AI (but that&#8217;s total nonsense), while others predict that GenAI will on the contrary be an all-out revolution (which is equally silly).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<figure id=\"attachment_82906\" aria-describedby=\"caption-attachment-82906\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82906 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002.jpeg\" alt=\"Caption: the technology digestion curve is an interesting lens for understanding people\u2019s exaggerations, a classic in the history of tech innovations.\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english002-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82906\" class=\"wp-caption-text\">The technology digestion curve is our own special way of highlighting the hype surrounding innovations.<\/figcaption><\/figure>\n<p>The truth is, as we can see in the field, that we are in a learning curve, which isn\u2019t too different from what we\u2019ve been through with other digital innovations in the past.<\/p>\n<figure id=\"attachment_82904\" aria-describedby=\"caption-attachment-82904\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82904 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004.jpeg\" alt=\"Caption: Kathy Sierra once put forward the notion of \u201cfeature-itis,\u201d which was spot on.\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english004-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82904\" class=\"wp-caption-text\">Caption: Kathy Sierra once put forward the notion of \u201cfeature-itis\u201d, which was spot on.<\/figcaption><\/figure>\n<p>As a system grows more complex, Kathy Sierra showed, you end up losing your grip, and a user who once felt in full control of the tool finds he or she loses that control and is going backward dramatically.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82902\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english006-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>More recently, Maurizio Bisogni described the fluctuation of knowledge in ChatGPT over time in relation to what he calls the Dunning-Kruger effect, a psychological phenomenon identified by David Dunning and Justin Kruger in 1999 in their paper: \u201cWe lack competence and we don\u2019t know it: how difficulties in recognising our own incompetence can lead us to overestimate our abilities.\u201d<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82903\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english005-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>This shows we have a tendency to overrate our abilities when we have too little information. A warning we might well direct at many of the analysts clogging up our social timelines with their views on the subject.<\/p>\n<p>Conversely, the most expert people tend to underestimate their competence. This is something we also know as the &#8216;impostor syndrome&#8217;. Perhaps I suffer from the latter myself, because I hate the term &#8216;expert&#8217;. Even though I\u2019ve been working in digital marketing for over 30 years, started my career in AI nearly 40 years ago, and have been documenting these topics for decades, I still feel I don\u2019t know much. It seems only natural and necessary, given how volatile and complex this environment is.<\/p>\n<p>Yet I see too many experts, some of whom are even behind some of these discoveries, such as Jeffrey Hinton, one of the discoverers of neural networks and winner of a Nobel Prize, who understand nothing about generative artificial intelligence, despite the fact that it is based on these very neural networks. In a BBC video, Hinton looks at ChatGPT and concludes that these machines can reprogramme themselves. In the long term, this is undoubtedly true. But it is not yet the case. I&#8217;ll come back to that later. So we need to have a certain humility when it comes to these subjects.<\/p>\n<blockquote class=\"quote-light\"><p>With all due respect for Hinton\u2019s outstanding achievements in machine learning, he shows a nearly childlike ignorance when he claims neural networks can feel emotions. [\u2026] Emotions are so complex, a bridge between thought and will, a gateway to shared understanding between people and the world. By saying the machine can experience feelings, Hinton shows that he doesn\u2019t understand what he\u2019s built.<\/p>\n<p>Robert M. Burnside &#8211; <a href=\"https:\/\/roborobert.substack.com\/p\/the-godfather-of-ai-doesnt-understand\">Robo Robert<\/a> on Substack (2024)<\/p><\/blockquote>\n<p>I\u2019m not writing this to diminish the great talents of the renowned British-Canadian scientist, Jeffrey Hinton, a Nobel Prize winner in the field of neural networks, but to illustrate how siloed these areas can be and how no one can honestly claim complete understanding of the field of AI, if there is any such thing. As for LinkedIn influencers&#8217; rush opinions\u2026<\/p>\n<p><iframe loading=\"lazy\" title=\"\u2018Godfather of AI\u2019 on AI \u201cexceeding human intelligence\u201d and it \u201ctrying to take over\u201d\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/MGJpR591oaM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Truth be told, regarding usage, I don\u2019t believe that a science of prompting \u2014 which I see more as a practice of common sense, trial and error \u2014 is essential. <b>What I find vital, rather, is taking a step back, thinking carefully, applying reason, and sharpening one\u2019s critical thinking skills<\/b>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Besides, returning to prompts, I had already guessed we\u2019d see <a href=\"https:\/\/www.merci-app.com\/article\/top-10-des-meilleurs-generateurs-de-prompts\" target=\"_blank\" rel=\"noopener\">prompt generators appear<\/a>. And here they are, because that kind of interface is cumbersome and awkward. Prompting is powerful, but lengthy and tedious, requiring voice dictation abilities (which most people don\u2019t have) or quick and accurate touch-typing, which is basically only for those who learned on an uncompromising typewriter, and\/or how to touch-type without looking at the keys, like yours truly.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>To be honest, I create all my Midjourney prompts on Claude or ChatGPT because I find the exercise quite tedious and slow, and LLMs are best placed to tailor a prompt for another generative AI in the required style.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Some folks even bet that chatbots will chat to each other in a language only they can understand (see this video. Careful! It\u2019s not a product but a demo made during a hackathon).<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Two AI agents on a phone call realize they\u2019re both AI and switch to a superior audio signal ggwave\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EtNagNezo8w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>In short, usage doesn\u2019t strike me as a major problem, even if most users\u2019 results are far from great \u2014 even when guided.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>So, what\u2019s the problem with generative AI?<\/h3>\n<p>Let\u2019s rule out a couple of areas at once. Ecological issues to start with. Apart from a few ritualistic mentions and greenwashing initiatives, not much appears to be on the menu in that area. As someone who\u2019s been strongly committed to environmental concerns for ages, I\u2019m deeply saddened about that. I will have to bite the bullet, nobody cares about that. And the current T**mpmania isn&#8217;t going to help.<\/p>\n<p>Bubble threats are real too, as Ed Zitron keeps hammering. Yet, the history of innovation has always shown that when some tech stuff is needed and the whole world is using it, money will always be found and invested. When there&#8217;s a will&#8230;<\/p>\n<h3>The Web\u2019s \u201censhittification\u201d<\/h3>\n<p>Web rot is probably a good avenue for our quest. I predicted it as soon as generative AI first emerged and GPT-3 was launched in 2020. Back then, I forecasted during a <a href=\"https:\/\/visionarymarketing.com\/en\/2023\/12\/11\/content-shock\/\">Pushengage<\/a> webinar that the Web would be flooded with SEO content no longer created by humans but by machines. The latter deliver both quantitatively and qualitatively better (according to the standards of these &#8216;SEO experts&#8217;) than the armies of content creators from low-wage countries paid to boost webpage rankings through back-linking.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>Five years later \u2014 a lifetime in Internet terms \u2014 what do we see?<\/h3>\n<p>As it happened link-building requests died out instantly in 2023 and were replaced by proposals for AI-generated content creation. I saw them crop up on Visionary Marketing immediately, and the change was savage. SEO content became more professionalised and multiplied at a frantic pace, as The Verge showed in <a href=\"https:\/\/www.theverge.com\/2023\/5\/2\/23707788\/ai-spam-content-farm-misinformation-reports-newsguard\">its 2023 investigation of synthetic content farms<\/a>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>The result today is conspicuous.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82900\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english008-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>What was foreseeable has indeed happened. It took five years. So much for those who talk about an overnight revolution. Even for something as simple as replacing human content writers in low-wage countries with LLMs that churn out copy at high speed with a few basic instructions, it still took five years. As for the rest, we may have to wait a bit. By the way, we\u2019ve laid off hundreds of impoverished people unless they\u2019ve retrained for AI-based content, which is likely but not proven.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82901\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english007-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>That\u2019s the genuine underlying problem. And it\u2019s why I created <a href=\"http:\/\/humansubstance.com\">humansubstance.com<\/a> with some friends.<\/p>\n<p>A group of stubborn bloggers who decided to write with their hands and their brains, not with machines. Like this 4,000-plus-word article that I could very well have churned out in three seconds using ChatGPT \u2014 assuming ChatGPT can count words and by Jove it can&#8217;t.<\/p>\n<p>Because there\u2019s the hitch: we do need artificial intelligence to take out the rubbish and count words, fix our grammar, punctuation, and spelling mistakes.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82897\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english011-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>But we don&#8217;t need it to think in our place. And if the Web is rotting, or &#8216;enshittifying&#8217;, to borrow <a href=\"https:\/\/doctorow.medium.com\/my-mcluhan-lecture-on-enshittification-ea343342b9bc\" target=\"_blank\" rel=\"noopener\">Cory Doctorow\u2019s term<\/a>, that doesn\u2019t necessarily mean the end of <span class=\"Apple-converted-space\">real content marketing (genuine content, not SEO fodder).<\/span><\/p>\n<p>It may not happen on the Web and this is sad news for Sir Tim Berners-Lee. Quality content will always find a way to be shared. If not on the Web, then somewhere else. Perhaps my vision is somewhat na\u00efve, but I\u2019ll own that. I\u2019m inclined to believe good things can still and always happen. Let&#8217;s assume I&#8217;m wrong; at least I will die happy. <span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>What\u2019s the point of generative AI if it doesn\u2019t relieve us of chores?<\/h3>\n<figure id=\"attachment_82899\" aria-describedby=\"caption-attachment-82899\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82899 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009.jpeg\" alt=\"If Gemini can\u2019t deduplicate data, what\u2019s it for? \u00a0Example posted by a LinkedIn user\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english009-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82899\" class=\"wp-caption-text\">If Gemini can\u2019t deduplicate data, what\u2019s it for? Examples posted by a LinkedIn user<\/figcaption><\/figure>\n<p>I also see plenty of players, analysts, and professionals around me who think, search, dig deep, and document beyond the surface. They don\u2019t buy into the big headlines from generative AI evangelists, who increasingly come across like transhumanists, to <a href=\"https:\/\/visionarymarketing.com\/fr\/2024\/10\/04\/de-lintelligence-artificielle-generale\/\">quote Jean-Gabriel Ganascia<\/a>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3>Chores to AI<\/h3>\n<blockquote class=\"quote-light\"><p>Make no mistake, I have nothing against generative AI. I just want it to take out the bins instead of trying to think in my place. And when I see some of the results from these tools, I\u2019m not convinced the game is over yet.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><\/blockquote>\n<figure id=\"attachment_82898\" aria-describedby=\"caption-attachment-82898\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-82898 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010.jpeg\" alt=\"If ChatGPT can\u2019t read an Apple Pages file and makes me switch to Word format, what\u2019s the point?\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english010-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-82898\" class=\"wp-caption-text\">If ChatGPT can\u2019t read an Apple Pages file and orders me around to switch to Word format, what\u2019s the point?<\/figcaption><\/figure>\n<p>I use them a lot for preparing my lectures (most of which aimed at training students to keep enough distance to interpret these tools\u2019 results rationally rather than emotionally), to summarise my articles for my students\u2019 presentations.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>But I\u2019m always the one doing the thinking, and all I want from these tools is to take out the bins and turn my most relevant punchlines into PowerPoint.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Why? Because copying out your own words into PowerPoint is basically a chore. And that\u2019s why, for my keynotes I refrain from using slides. Those addicted to <a href=\"https:\/\/visionarymarketing.com\/en\/2013\/02\/15\/powerpoint-is-a-marketing-disease\/\">PowerPoint<\/a> can still download the slides from my blog if they wish.<\/p>\n<p>Finally, at the heart of this debate about AI\u2019s role in content marketing lies a big confusion about the automation of creative processes, which aren\u2019t continuous. It\u2019s an illusion to think you can simply press a button to get a result. Sure, you get some sort of result, but which one and what value does it have? For an SEO content producer (I can&#8217;t get down to call them &#8216;authors&#8217;, sorry) it\u2019s probably a thousand times better and faster than what a human being could write. But automating such tasks for true authors, those who write with their brains and for their readers, not a Google bot, gives you the impression you\u2019re saving time, whereas reality is often radically different. Randall Munroe illustrates this brilliantly in his schematic about coding. And it\u2019s even more apt for content marketing.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82896\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012-500x281.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012-1024x576.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012-768x432.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012-1536x864.jpeg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/com-en-or-2025-icloud-v2-english012-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>And all that AI SEO copy for what outcome? More efficiency? <a href=\"https:\/\/www.linkedin.com\/posts\/neilkpatel_over-a-period-of-12-months-we-studied-the-activity-7267837010877317122-s2Rw\/\">Neil Patel shows otherwise<\/a> in the following chart.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-82819\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic.jpeg\" alt=\"\" width=\"1925\" height=\"1425\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic.jpeg 1920w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic-405x300.jpeg 405w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic-1024x758.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic-768x569.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2025\/03\/neil-patel-average-traffic-1536x1137.jpeg 1536w\" sizes=\"auto, (max-width: 1925px) 100vw, 1925px\" \/><\/p>\n<p>So, to wrap up this article, I urge you never to relinquish your capacity to ponder nor your critical thinking skills. Certainly, humans are prone to error. Sometimes <a href=\"https:\/\/www.nytimes.com\/2025\/03\/14\/technology\/why-im-feeling-the-agi.html\">they\u2019re even worse than LLMs<\/a>, as Kevin Roose demonstrated in the New York Times. <strong>And that\u2019s the real tragedy<\/strong>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Even if <a href=\"https:\/\/visionarymarketing.com\/en\/2024\/10\/08\/agi\/\">general artificial intelligence is probably an overstatement<\/a> (we can\u2019t define it anyway), insisting the opposite \u2014 that all humans are brilliant \u2014 is an even bigger mistake.<\/p>\n<p>But despite these flaws, it was us, humans, who built these machines. It\u2019s our job to use them for the better, not for the worse. It\u2019s up to you to do the thinking and let AI do the chores. That\u2019s what ought to be.<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Chores to AI, Thinking to Humans\" \/><meta itemprop=\"uploadDate\" content=\"2025-03-28T08:00:06+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT29M40S\" \/><meta itemprop=\"description\" content=\"Let AI handle the chores, and humans do the thinking: such should be the future of content marketing. In this piece, I try and debunk a few myths. Firstly, generative AI \u00a0can be creative \u2014 and often is. Secondly, AI doesn\u2019t necessarily make us stupid...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3\" \/><meta itemprop=\"contentSize\" content=\"17.0\" \/><div class=\"powerpress_player\" id=\"powerpress_player_3401\"><audio class=\"wp-audio-shortcode\" id=\"audio-82865-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast (english): <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/en\/\/?powerpress_pinw=82865-english');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-03-25-let-ai-do-chores-mixdown.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"2025-03-25-let-ai-do-chores-mixdown.mp3\">Download<\/a> (Duration: 29:40 &#8212; 17.0MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/english-language-visionary-marketing-podcasts\/id1566765602?mt=2&amp;ls=1\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/5NGjHdmMw6xFlAX9MYO0Em\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/en\/feed\/english\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/en\/feed\/english\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Let AI handle the chores, and humans do the thinking: such should be the future of content marketing. In this piece, I try and debunk a few myths. Firstly, generative AI \u00a0can be creative \u2014 and often is. Secondly, AI doesn\u2019t necessarily make us stupid; we don\u2019t need it for that. And thirdly, becoming a &hellip;<\/p>\n","protected":false},"author":2,"featured_media":82907,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5064],"tags":[],"class_list":["post-82865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chores to AI, Thinking to Humans<\/title>\n<meta name=\"description\" content=\"Hand over chores to AI and let humans do the thinking: such should be the future of content marketing. 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