Embracing genuine narratives
In the age of AI, authenticity and storytelling matter more than ever
AI tools have become indispensable for marketers. Whether conducting research, generating ideas, or drafting copy, AI dramatically increases the speed, efficiency, and volume of marketing output. This surge in content, however, is creating an overwhelming amount of noise, making it harder than ever for messages to stand out.
As marketers, our role has never been clearer: we must double down on authenticity.
With the flood of AI-generated content, people are increasingly seeking genuine human connections in the marketing messages they encounter. AI still struggles with one of the most important elements of marketing—storytelling. And it’s through storytelling that authenticity shines.
Just ask Angus. A professor and expert on the science of storytelling, Angus Fletcher argues that AI is not—and may never be—equipped to tell stories like humans do. In his podcast, “Why Storytelling Will Prevent AI Dominance,” Fletcher points out fundamental limitations of AI. Understanding them can help marketers leverage their strengths in a world where technology is constantly evolving.
1. AI can’t engage in negative thought.
AI operates in a binary mode, designed to solve problems and optimize solutions. It doesn’t engage in the kind of self-doubt, criticism, or existential reflection that can give a story depth.
For marketers, this means that while AI might generate clean, functional content, it typically lacks the nuance and emotional complexity that resonates with consumers. Storytelling, on the other hand, delves into struggles, conflicts, and resolutions—elements that forge an emotional connection with the audience.
2. AI doesn’t understand cause and effect.
AI can analyze vast datasets and identify patterns. But it makes predictions based on correlations, not because it comprehends how one event leads to another in the human experience.
In marketing, telling a compelling story often relies on a deep understanding of how actions lead to outcomes—how a product or service impacts a person’s life. AI-generated content might list features or benefits, but human marketers can tell a story that shows how a product solves a real problem, influencing behavior and driving action.
3. AI thinks in truth, not narrative.
Facts, figures, and data. AI excels at generating content based on information and probabilities. However, marketing often requires more than just truth; it needs a narrative. People don’t buy products just because they’re the best or most cost-effective; they buy into a story, an emotion, or a vision.
Human marketers have the unique ability to weave facts into stories that resonate emotionally with their audience. A list of product specs may convince a rational buyer, but a well-crafted story about how a product will change someone’s life can build product or brand loyalty and trust.
4. AI can’t fully comprehend time.
AI analyzes data in a present-focused manner, but doesn’t grasp the subtleties of past, present, and future in storytelling. Humans, however, can reflect on the past, anticipate the future, and make decisions in the present with a full understanding of time's flow and impact.
Effective marketing often requires tapping into nostalgia or building a vision for the future. Storytelling allows marketers to guide customers on a journey, linking the past to the present and future in ways AI simply can’t replicate.
5. AI thinks in probabilities, not future states and causal chains.
AI is excellent at predicting probabilities based on past data. Nevertheless, it doesn’t dream, imagine, or envision a future state yet to be realized.
Marketers, though, are in the business of creating visions of a better future. Whether it’s showing how a new technology will revolutionize an industry or how a product will make life easier, human marketers can project future outcomes and tell stories about possibilities that inspire action and imagination.
The opportunity for marketers
These limitations of AI shouldn’t be seen as challenges, but as opportunities. Marketers can use AI tools to streamline processes, increase productivity, and gather insights. Still, the true value of marketing will always come from the human side—in the stories we tell, the emotions we evoke, and the authentic connections we build.
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