The persuasive power of JFK's famous line comes from rhetorical devices like contrast and symmetry. The same structure is found in the popular phrase, "AI won't replace you. Someone who uses AI will." This shows that ancient persuasion techniques are timeless and effective in the digital age because the human brain hasn't changed.
Related Insights
AI struggles with true creativity because it's designed to optimize for correctness, like proper grammar. Humans, in contrast, optimize for meaning and emotional resonance. This is why ChatGPT would not have generated Apple's iconic "Think Different" slogan—it breaks grammatical rules to create a more powerful idea. Over-reliance on AI risks losing an authentic, human voice.
To stand out from infinite content, communications must be attached to a human figure, delivered with absolute conviction, and framed within a larger narrative arc. These elements appeal to human psychology, giving audiences a character to root for and a story to follow, which generic content cannot replicate.
In the age of AI, the new standard for value is the "GPT Test." If a person's public statements, writing, or ideas could have been generated by a large language model, they will fail to stand out. This places an immense premium on true originality, deep insight, and an authentic voice—the very things AI struggles to replicate.
AI is not a threat to strategic marketers; it's a tool that will automate tedious tasks and eliminate lazy, uninspired work. It will amplify the value of marketers who possess good taste, strategic thinking, and a deep understanding of their audience, making them more effective, not obsolete.
The current AI narrative often removes human agency, creating fear. Reframing AI's capabilities as tools that empower people—much like how Steve Jobs pitched personal computers—can make the technology more inspiring and less threatening to the general public, fostering wider acceptance.
Dr. Robertson contrasts 1980s AI, which used simple if-then rules for tasks like translation, with today's AI that can interpret emotional tone and complex concepts. The famous failure of translating "the spirit is willing, but the flesh is weak" highlights this leap in capability.
To prevent audience pushback against AI-generated ads, frame them as over-the-top, comedy-first productions similar to Super Bowl commercials. When people are laughing at the absurdity, they are less likely to criticize the technology or worry about its impact on creative jobs.
While the em dash is a known sign of AI writing, a more subtle indicator is "contrastive parallelism"—the "it's not this, it's that" structure. This pattern, likely learned from marketing copy, is frequently used by LLMs but is uncommon in typical human writing.
The rise of LLMs creates a new bar for leadership communication: the "GPT test." If a public figure's statements or writings are indistinguishable from what ChatGPT could generate, they will fail to build an authentic brand. This forces a shift towards genuine originality and unpolished thought.
The term "Artificial Intelligence" implies a replacement for human intellect. Author Alistair Frost suggests using "Augmented Intelligence" instead. This reframes AI as a tool that enhances, rather than replaces, human capabilities. This perspective reduces fear and encourages practical, collaborative use.
