Everyone’s chasing AI. Fast, efficient, automated - it’s the new gospel. But what if standing out means slowing down? What if being human is the real differentiator? In this piece, Julian Stubbs reflects on the power of going against the grain - and why UP’s new podcast, The Art of Marketing Science, is putting people back at the heart of communication.
In 1982 I bought my first pair of black Levi's. It made me pretty special, because at that particular moment the whole world was buying blue denim. The whole world were a bunch of white sheep. But not me. I was the proverbial black sheep. I Zigged, while others zagged. At least that was what the advertisement for Levi's black denim told me. The line had been written by Barbara Noakes who worked at the great creative agency BBH in London.
I feel a bit like that about the state of the world when it comes to Ai. We all use the tools that deliver amazingly quick pieces of writing and detail. Fantastic. But we have found that it really helps to have a real human involved in the process. So much of what we read and see today is auto generated, produced by robots for robots - is that really in line with what most brands desire - to be unique and special?
Which is why we have launched our new life science podcast series called "The Art of Marketing Science" with two very human, human’s, talking about science and how it is marketed and communicated globally. The very first episode is pertinent to this topic Are Scientists Really Human?
To be continued...
