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Artificial intelligence is setting the stage for a new era of rapid technological progress that will impact every facet of our lives. It’s advancing at an unprecedented speed and will disrupt both established and emerging categories alike. But more interesting is that AI is changing the way we interact with technology and, surprisingly, making it feel a lot more human.

Generative AI is unlocking new ways of bringing impactful creative ideas both big and small to life. Despite what some people might say, these new tools won’t replace human creatives, but it will instead expand the scope of what’s creatively possible. AI will allow creatives to tell ambitious new stories by expanding the scope of what they’re able to create. It will also enable them to deliver more personalized messages that are even more tailored to the people who receive them. AI isn’t going to replace human creativity; it’s going to enhance it, rewarding those with the most imaginative ideas to bring to life.

AI won’t just impact how we work, but it will also change the way with interact with the world around us. Generative AI will empower technologies that were previously limited, like virtual assistants, which until now have been relegated to a narrow set of predefined tasks (making them more like egg timers than assistants). These tools will begin to learn through natural-language processing, and soon they’ll be able to complete a never-ending variety of tasks. As voice assistants finally start to deliver on their promise, we’ll suddenly be able to complete many everyday tasks with a simple conversation and without ever looking at a screen. Even when we do choose to go online, AI-powered tools and chatbots will bring the internet to us in a way that feels more like texting with a friend than searching a database. While it’s difficult to predict exactly what this new world will look like, it’s easy to see that AI will create a world where interacting with technology will feel more and more human.  

In this new world, it will be critical for brands to follow suit. People will expect their interactions with brands to also feel more human. Brands will need to develop an even-more-nuanced understanding of who they are and how they come to life. Consistency will be critical to encourage people to form even deeper relationships with the brands they already know and love. Translating the intricacies of a brand into a personality that seems human is a daunting task. But as technology continues to advance, it’s a task that marketers will have to embrace in order to succeed.