What AI Can’t Do (But We Can)

You’ve heard the frantic worst-case scenarios: “AI is taking over the world and we’re all doomed!” Maybe you’ve even had a few apocalyptic thoughts of your own: “Because of AI I’ll be unemployable and forced to live out the rest of my days in a refrigerator box.”

But what if I told you it’s all going to be ok? (Probably. I don’t have a time machine, so I can’t promise anything. But I’m pretty sure we’ll be ok.)

Here’s something I remind myself of at least once a day: AI is just another tool in the technology toolbox and not the evil tyrant with limitless power to destroy the world as we know it. I mean, sure, there are some scary potential scenarios, and yes, it does already have too much say in our day-to-day. But what if we, real flesh and blood human beings, have way more real power than AI will ever have? This just in, we do. 

Here’s my one-line take: AI can’t take over because there’s so much AI can’t do. Yes, it can process truckloads of data exponentially faster than the smartest human could ever dream of processing. It can even mimic our written words and copy the heck out of the art we make. But the list of things it can’t do is long. These non-capabilities are what will ultimately keep us humans in charge. (Again, probably.)

I’m a copywriter. That means I write empathetic words with the goal of motivating a real person with real feelings to take action. So, my profession might make me a tad biased (and slightly bitter). But I’ll take my experience and talents over the capabilities of a soulless machine all day, every day. You should too. 

Here are my top five limitations of said soulless machine:

1) AI can’t feel a thing.

Real emotion and genuine empathy, two very human traits (at least the good humans) are still totally unique to those of us with a heartbeat. AI can’t comprehend beyond statistical patterns. And that’s just sad.

2) AI lacks creativity and originality.

It’s really good at refiguring what already exists and can imitate like nobody’s business, but because it can’t feel (see #1) it has never experienced the joy and struggle that fuels our imaginations. Pain makes for great art.

3) AI has zero common sense.

I know what you’re thinking — common sense isn’t a given for us humans either. But at least most of us know how to shift our approach when faced with uncertainty. AI works great if it stays in the patterns it’s trained on, but if the rules change or there’s info missing, forget about it.

4) AI hallucinates.

And by hallucinate I mean it makes things up. Because it can’t verify what’s true versus what sounds plausible, it generates statistically likely results. Reasoning and accuracy take a backseat to patterned predictability. This can produce falsehoods, or “hallucinations.” In other words, it invents facts. (Hmm, where have I heard that one before?)

5) AI has nothing to lose.

And that might be its biggest downfall. Because humans know what’s at stake with every decision we make, we think things through from a whole bunch of angles. AI can’t take the blame or carry the weight of a bad choice. Accountability is what makes human decisions trustworthy.

I guess to sum it all up, AI can be a good thing. And a bad thing. But I honestly don’t think it will ever be the only thing. We’re still here, and we still rule. It’s ok to use AI as another tool in your marketing toolbox. Just don’t forget who’s wearing the carpenter pants. 

Disclaimer: I actually used AI to help me write this blog. I grabbed some facts from a machine and added in some good old-fashioned human feeling, opinion, and emotion. More proof that we can exist together to make things better. 

Just know that you’re still the boss. And always will be. Probably. 

Jason Schultz
Jason M. Schultz, is a creative copywriter, a strategic storyteller and a builder of brands. Learn more about his award-winning work at smartmouthcopy.com.
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