What’s your AI advantage? — Kelford Labs Daily

If you’re going to use AI for your marketing content, you need to have an advantage to get any real benefit out of it.

Otherwise, when everyone else starts using AI for their marketing content, you’re back where you started: Blending in, not getting noticed, but now with an extra monthly subscription to pay for.

Because there are really only three possible advantages we can have when it comes to a new technology:

1) Temporary

We can, temporarily, be better than everyone else because we’re before everyone else. If you’re using AI for your marketing content before everyone else clues in, that gives you some sort of advantage over others.

It allows you to automate and scale your content operation before others do, potentially creating more awareness of your business based on sheer content volume, before others catch up.

But, of course, this is temporary. Once everyone else gets the same bright idea, if speed was your only advantage, you have to immediately get to your next temporary advantage. You have to onboard and operationalize the next new technology, before they do.

Over and over again, forever.

2) Capability

However, even if you’re not first, you can still gain an advantage: By being the best.

That is, you can understand and use the technology in a better way than everyone else. You can dedicate incredible resources, in the form of time and money, to perfecting your skills and your organization’s capabilities.

This doesn’t mean attending conferences and taking courses, because everyone else is doing that, too. It means carving out a genuine, best-of-its-kind technology stack that no one else can afford to copy.

Over and over again, forever.

3) Creativity

Finally, my personal favourite, is that you can be more creative than everyone else in your use of the technology.

You can combine human and digital intelligence to create content that no one’s seen before, that no technology or individual human can replicate, because it’s based on your unique creativity.

You can continue to spend time, energy, and money on filling your mind and organization with novel connections, the fuel of creative thought and output, and you can keep iterating on your best ideas while simultaneously inventing brand new ones.

Over and over again, forever.

So, these are the options:

• We can be first
• We can be best
• We can be unique

There is no option to simply pay a few bucks a month and have software churn out our content, without our involvement, and expect it to be any good because everyone else is doing the same thing. That’s business camouflage!

So if you’re using AI for your marketing content, let me ask you this:

• Are you the first in your category to use it?
• Are you the best in your category to use it?
• Are you the most creative in your category to use it?

If the answer to any of those questions is yes, keep it up.

If the answer to all of those questions is no, how could it possibly work in the short-term?

Let alone forever?

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.