AI + OI = U

Author: Tania Olivier, Brand and Marketing Consultant.

Issued 4 February 2025

GroundNatural (Pty) Ltd

Ten years ago, John Browne, former CEO of BP, published his book: "Connect: How to Find the People Who Will Help You Change the World."

The book came after a period in which Browne, vilified following the catastrophic BP oil spill, found himself emotionally exposed to the intense societal outrage that still lingers to this day. This pivotal experience spurred his quest to find purpose and contribute positively to humanity.

"Connect" is not just a memoir; it’s a compelling exploration of the evolving relationship between society and commerce. Browne weaves a narrative filled with stories of corporate triumphs and failures, backed by in-depth boardroom interviews with some of the world’s most influential business leaders. Through these reflections, Browne tackles the age-old sentiment of "anti-business" sentiment, analysing the shifting dynamics between business and society over time. A central theme of his work is the importance of forming authentic, rather than purely transactional, relationships.

Drawing from a variety of case studies, Browne underscores the critical role of trust in fostering genuine connections. He articulates how, in today’s increasingly interconnected world, trust is an essential currency, advocating for authenticity and purpose as the foundations of lasting bonds in both business and society.

This insight, which Browne describes as central to his worldview, struck a personal chord with me when I first read the book. At the time, as Corporate Brand Strategist, I was regularly fielding CSR briefs that, on some level, did not sit well with me. While many of these "admirable initiatives" were designed to benefit society, I felt that they lacked genuine insight from the lived experiences of those behind them. Browne’s analysis, however, provided a sharp critique of the concept, labelling it "intellectually dead" and a strategic distraction that erodes profitability. He does not mince words on the topic, and I found his perspective both refreshing and thought-provoking.

Upon reflection, Browne’s case studies and research offer irrefutable proof that trust and connection are not just abstract concepts but powerful forces in commerce. If these elements are ignored, businesses will find themselves disconnected from the very consumers they aim to engage. This week, I was reminded of his book as I read Creativepool’s take on the rise of Chinese AI startups, which are increasingly able to deliver high-quality solutions at a fraction of the cost. This trend compelled me to revisit the themes of connection and trust—particularly in the context of artificial intelligence (AI) and Original Intelligence (OI).

As AI technology becomes more accessible, it is transforming the creative landscape in unprecedented ways. The significant reduction in AI costs is democratising access to powerful tools, levelling the playing field, sharpening competition and increasing consumer expectations. Today's consumers are adjusting to this new reality, demanding enhanced, real-time customer engagement. However, while AI is undoubtedly a powerful enabler, its impact will ultimately depend on the integration of OI.

The distinction between AI and OI is subtle yet critical. As AI becomes more ubiquitous, trust in AI-generated content is also growing—especially among younger audiences like Gen Z. Having grown up in a world dominated by digital automation, Gen Z expects, recognises, and can easily differentiate between scaled, impersonal messages and authentic, human connections. A 2023 Edelman study revealed that 59% of Gen Z consumers reported having "little to no trust" in brands that rely solely on automation without any human touch.

In this climate, AI can drive turnover, but OI builds trust.

What is Original Intelligence (OI)?? It is the human-driven creativity, empathy, and critical thinking that powerfully underpins automated messaging. While AI can automate and scale operations, it is the authenticity and human insight behind the messages that foster the long-term trust necessary for meaningful connections.

For brands, the solution is clear: leverage AI to enhance, rather than replace "Original Intelligence". The brands that will thrive are those that incorporate AI tools into their creative processes while remaining deeply anchored in their core values and authentic purpose. AI should amplify human ingenuity, not overshadow it. By understanding this and combining them, brands can build meaningful relationships with their audiences.

In an era where the competition is only a click away, the key to differentiation lies in originality, purpose-driven messaging, and the ability to connect authentically—especially in an AI-driven world.

Thank you for taking the time to engage.

Tania

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GroundNatural (Pty) Ltd

Supporting through strategic transformation.

Cape Town / Gauteng

Tania Olivier / Brand & Marketing Consultant / 060 529 9891

Crain Leppan / Automation and Transformation Technology / 082 875 8049