Why Seth Godin Believes AI Will Disrupt Marketing More Than The Internet

Legendary marketer Seth Godin recently made waves with his bold predictions about artificial intelligence. During his interview on The Brand Master Podcast, Godin explained in plain terms why he believes AI will be more disruptive to marketing than even the internet.

"AI is the Biggest Change Since Electricity"

Godin stunned the host by claiming AI is the most significant innovation since electricity - even more so than the internet:

"I think AI is the biggest change in our world since the invention of electricity - a bigger change than the internet. If you're not using it for half an hour a day, you don't understand. You need to put it on your calendar and go use it."

He argued that to grasp AI's potential, marketers must actively experiment with it daily. This hands-on experience allows you to generate ideas and solutions that seemed impossible before.

Why Does Seth Godin Believe This?

Godin argues that AI is the biggest shift since electricity for several reasons evident in its rapid development:

1. Pace of Progress - Godin emphasizes "we're only beginning to scratch the surface" of AI's capabilities. The staggering rate of improvement in machine learning suggests it will soon automate even advanced human skills.

2. Network Effects - Godin notes that "technologies improving at exponential rates can't be stopped." AI systems build on each other, ensuring adoption spreads at a viral pace that most people fail to appreciate.

3. Biased Against Disruption - Godin observes that "dismissing radical innovation is human nature." Many originally scoffed at past epochal innovations like electricity. Presuming AI hype will play out the same way is likely folly.

By internalizing the explosive pace of progress plus the human tendency to downplay disruption, Godin concluded that AI may profoundly reshape marketing even more than the internet has. With adoption rapidly accelerating, his warnings warrant serious attention.

AI Can Replace Competent Marketers

Today, AI is already matching average human capabilities across many marketing disciplines according to Godin:

"If you are simply mediocre, I can get an AI to do it cheaper and faster than you. That means the only space left is to not be simply competent, to not simply be what people expect. You have to figure out how to do something that AI couldn't do because that's the only thing worth charging for."

This creates an urgent need for marketers to evolve their skills. Merely competent branding, content creation, design and other tasks will no longer be valuable when AI can handle them faster and cheaper.

Creativity and Strategy Are The Only Safe Spaces

So where should marketers focus as AI takes over tactical execution? Godin says the answers are creativity and strategy:

"What AI does today is it replaces competence. That means the only space left is to not be simply competent, to not simply be what people expect. You have to figure out how to do something that AI couldn't do because that's the only thing worth charging for."

This insight should orient branding and marketing professionals on where to develop new skills. Master strategic thinking while letting AI handle repeated tasks.

How To Shift Your Marketing Mindset for the AI Era

Key Takeaways

Here are the critical lessons that brand builders must embrace if they want to thrive alongside AI:

• Experiment daily with AI to comprehend its staggering potential

• AI can match average human competence across branding, content, design and more

• Creativity and strategy are the high ground safe from disruption

• Let AI execute repetitive tasks while you focus on innovation

Marketers who internalize these insights will transform threat into opportunity as AI proliferates across the industry.