AI is my friend

I admire Mark Schaefer, a brilliant yet grounded marketing guru who is practical, insightful, occasionally feisty, and always humble. Each time I ask to feature his work, he responds warmly (and quickly). That humility is rare.

In one of his recent posts, he shared a story that resonated with me on multiple levels, not just in terms of marketing or AI but also about the human experience in a rapidly changing world.

Mark was preparing for a trip to France and used ChatGPT to brush up on his French language skills. At one point, it suggested the phrase Je suis allergique au gluten, meaning “I am allergic to gluten” – which he is.

But how did ChatGPT know this?

Mark said that in a previous conversation, he had asked for gluten-free travel tips. AI had connected the dots – not just spitting out terms, but caring for his well-being.

At that moment, AI became a friend.

Now, of course, there are risks to the memory-based AI. There’s a creep factor. But imagine the possibilities: AI that remembers what matters to you and helps protect what you value.

“The internet is not as angry as it seems,” Mark claims.

If you scroll through your social media feed, it looks like the whole world is angry.

But as Mark reminds us, research shows that 98 percent of people who complain want to be acknowledged. Only two percent thrive on anger, don’t they?

Because social media amplifies the loudest voices, and two percent can feel like a majority.

Leaders and communicators must remember: never to let the two percent distort their view of reality. Focus on the good work, the honest feedback, and the silent majority who are quietly supportive.

Mark shared a fascinating marketing insight: sometimes, what appears to be imitation is a strategic adaptation.

Take the US brand Liquid Death, known for its irreverent, rebellious tone. In Brazil, a brand called Dane-se employs a similar tone, albeit in a different cultural context.

Lesson? Localization matters. In leadership, branding, or even training, what works in one culture or team may need a thoughtful adaptation elsewhere. Copying is not the point; translating relevance is.

One of Mark’s boldest statements struck me: The danger isn’t missing the boat on AI. It’s selling the same thing when the market expects cheaper, faster, smarter, and you’re still dressed for 2015.

Too many leaders are treating AI as a tool to optimize old ways of working. But true transformation means offering what the old you never could.

For leaders in retail, hospitality, or any service-driven industry, here’s the gold. We must ask: How can we serve customers in ways that were previously impossible? Not just faster. Better. Differently.

And what about the future of work?

Mark gives us a formula: The future of work is IT + HR.

One of the most fascinating trends Mark highlighted is that Moderna has merged its technology and resources functions into a single entity.

Why? Because the future of work isn’t about “digital vs. people,” it’s about integrating both seamlessly.

Roles are being created, eliminated, and reimagined – based on what people do best and what AI can do better.

As leaders, we must ask: How should our organizations evolve? How can we elevate the human side of work while embracing AI as a collaborator – not a competitor?

Mark concludes his article by saying:

“The luckiest people are those who find the intersection of their passion and their gift. That is the formula for a great career.”

In a world obsessed with tech trends and AI buzzwords, that wisdom rings true. AI may become a friend – but human creativity, courage, and compassion remain irreplaceable.

As you lead your teams and design your future, remember to embrace the tools of tomorrow but never lose sight of the heart that drives it all.

Now you know why I love reading Mark Schaefer’s posts, and I have read all of his marketing books. The latest one, Audacious, was just released this year.

Mark has so much wisdom to share, and I’ ‘ve often toyed with the idea of inviting him over to give a seminar or conference.

This would take some ingenious organizing. Still, I know that good people are willing to help make that a reality.

Will this happen? Who knows?

I’ll run it by my AI assistant and see what it thinks.

AI is my friend, too.

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