Why AI might be killing you diabetes-like slowly…

Since my last email „Hiring for a head of storytelling…“

Got quite a lot of traction (some replies were… interesting) it seems AI is still a hot topic – even though it’s been around for a few years…

Especially hot was my „negative“ take on it.

(As one reader expressed his opinion…)

So let me explain why I’m „negative“ on AI:

There’s this common saying how sugar/diabetes is a…

„Silent Killer“

Because the damage that sugar causes isn’t obvious at first… and there aren’t always outward signs.

Well…

AI is much the same:

I believe – and have always said – that relying on AI to do your marketing will slowly DESTROY your brand if you keep using it.

Because here’s the important thing:

That’s only if you keep using it…

For a long time.

Say I sent out my next newsletter email using AI to write it…

I’d be fine – this wouldn’t kill my brand.

However, if I wrote my next YEAR’s worth of emails using AI…

I’d be finished.

• People would disengage…
• People would feel betrayed…
• People would lose interest in what I had to say/offer…
• People would pull out any of their trust capital invested in me.

Examples of this have already started flooding in:

I’ve recently read how one Young Adult Fiction author – with a very big platform may I add – got inundated with angry fans when they found out she used AI to write her novel.

She got away with it… at first.

But eventually?

People picked up on the AI.

And people’s sophistication – on picking up AI ads/emails/content – will only get better as time moves forward…

In fact:

A study from Gartner found that most buyers can ALREADY spot AI-generated content within only two sentences!

(And when they do? The trust drops by 44% – according to this study.)

So the question you have to ask yourself is this:

Is using AI really worth losing the trust capital & respect of your customers?

The point I’m making here is how a lot of businesses still haven’t gone far enough with AI…

…to realise the damage it’s doing.

And when they do?

They’ll cancel their $200/month ChatGipity subscription and go after humans again.

Although if you read my email from yesterday…

We’re slowly heading there already.

(Even big-shot CEOs have started waking up to this fact.)

And I’m very thankful for this – because if I said any of this a year or two ago?

It would’ve been the equivalent of screaming into the void.

Because telling business owners not to use AI… would’ve been the same as telling overweight folks not to inject ozempic and hit the gym instead.

No one would listen (heck, even now a lot of you reading this won’t listen) because it’s just too easy – and easy is very attractive…

Whatever.

You can lead a horse to water, but you can’t make him drink it.

I don’t do easy. I don’t do viral TikTok tactics or AI hacks.

(I even say this on my homepage.)

So just in case this wasn’t clear to you when signing up for my newsletter…

You won’t get any of that around here.

I tackle email marketing with an understanding that real success comes from “boring” systems, methods & ideas…

I don’t treat it like it’s a one-time event. I treat it like it’s a process. Because without it, all you have is a promotion – and a promotion does not make up Email Marketing.

(Or any marketing in general.)

And if you haven’t checked the stats lately… most promotions fail.

So if you’re expecting any of that around here?

Then you might as well hit that unsubscribe button right now – your expectations will remain unfulfilled.

And don’t go calling my stance on AI „negative“. I am not negative – I can just see beyond the hype, and can see all the holes and contradictions in the corporate narrative around it.

I just like calling a spade a spade.

So DON’T even consider hiring me to inject some „Email Storyselling“ into your brand… if you’re just looking to get coddled – we’d get along like oil and water.

Otherwise?

You might be the water to my water.