For roles like marketing and PR, mastering the basics of AI—what it is, its capabilities, and how to identify use cases—is more impactful than deep technical skill. This foundational knowledge alone is a significant competitive advantage, placing professionals far ahead of their peers in the current landscape.
Apple isn't trying to build the next frontier AI model. Instead, their strategy is to become the primary distribution channel by compressing and running competitors' state-of-the-art models directly on devices. This play leverages their hardware ecosystem to offer superior privacy and performance.
Instead of searching for new "AI" job titles, non-coders should focus on applying AI capabilities to traditional roles like marketing or sales. Companies are prioritizing existing positions but now require AI fluency, such as building custom GPTs or using AI assistants, as a core competency.
The conversation around AI and job reduction has moved from hypothetical to operational. Leaders are being instructed by boards and investors to prepare for 10-20% workforce cuts, ready to be executed. This isn't a future possibility; it's an active, ongoing preparation phase within many large companies.
To overcome employee fear of AI, don't provide a general-purpose tool. Instead, identify the tasks your team dislikes most—like writing performance reviews—and demonstrate a specific AI workflow to solve that pain point. This approach frames AI as a helpful assistant rather than a replacement.
Before engaging expensive experts like lawyers or accountants, use AI to do preliminary work. You can draft initial documents, analyze data, or formulate questions. This prepares you for a more productive conversation, saving time and money while ensuring you still rely on the human expert for final verification and strategy.
Companies with messy data should focus on generative AI tasks like content creation for immediate value. Predictive AI projects, such as churn forecasting, require extensive data cleaning and expertise, making them slow and complex. Generative tools offer quick efficiency gains with minimal setup, providing a faster path to ROI.
It's unsettling to trust an AI that's just predicting the next word. The best approach is to accept this as a functional paradox, similar to how we trust gravity without fully understanding its origins. Maintain healthy skepticism about outputs, but embrace the technology's emergent capabilities to use it as an effective thought partner.