The One Thing That Sets Your Work Apart

Everyone's an expert these days, right? You've seen it. Your aunt's suddenly a political analyst, your gym buddy's now a CRISPR scientist, and that guy from accounting? He's the next David Ogilvy, apparently. But let's chat about something that's really, REALLY grinding my gears... content creation in the age of AI.

We're drowning in a sea of AI-generated stuff. Articles, images, videos, even music – you name it, AI's churning it out faster than I can down my morning coffee. And boy, is it showing. Half the time, these works make about as much sense as a chocolate teapot.

Now, don't get me wrong. I'm not some technophobic old timer shouting at clouds. I've been in it from the start recognising the potential of AI in marketing when my peers were laughing at me (or maybe with me), and the good folks at ad agencies haven’t even adopted the technology then. But here's the thing – if you think AI is just about typing a few words into a prompt box and hitting enter, you're in for a rude awakening.

Let me tell you a story. Back in my agency days, we had this junior copywriter. Bright kid, fresh out of uni, could rattle off a thousand words on any topic you'd throw at him. But his work? Dry as a bone. No spark, no soul. It was like reading a shopping list – technically correct, but about as exciting as watching paint dry.

One day, our creative director pulls him aside and says, "Kid, you've got all the ingredients, but you're missing the secret sauce." Know what that sauce was?

And that's the crux of it, isn't it? Taste. That je ne sais quoi that separates the wheat from the chaff. It's what makes you choose that perfectly worn leather jacket over a brand new one. It's why some ads make you laugh, while others make you cringe, or worse, scroll past them not even knowing they exist. It's the difference between that roast duck you forget as soon as you've finished it, and one in that London Chinatown dingy joint you're still talking about years later (BTW it’s Four Seasons Restaurant on Gerrard Street).

AI doesn't have taste. It can analyse patterns, crunch data, and spit out content that ticks all the boxes. But can it make you feel something? Can it tap into the cultural zeitgeist? Can it read the room?

I remember working on a campaign for a tech company. We had all the data, all the insights, all the fancy tools money could buy. But you know what cracked it in the end? A throwaway comment from our lovely cleaner who overheard our brainstorming session. That human insight, that taste – that's what turned a good campaign into a great one.

Now, I can hear some of you already. "But Steve," you're saying, "AI's getting better every day. It's only a matter of time before it can mimic taste too!" And you might be right. But here's my two cents – even if AI gets to that point, it'll still be mimicking. It'll be like those cover bands you see at the local pub. They might hit all the right notes, and some are amazing, but they'll never be The Cranberries.

Real taste comes from lived experience. It comes from failing spectacularly and picking yourself up. It comes from that time you made a right fool of yourself at the office Christmas party, or when you accidentally sent that email to the entire company instead of just your work bestie. It comes from heartbreak, from joy, from all those little moments that make us human.

But wait just a minute – and I hope you're sitting down for this – not everyone has taste. Shocking, I know. Just because you can use AI doesn't mean you should do things for which you have no real field insights and experiences. It's like giving a kid a Ferrari. Sure, they might be able to start the engine, but do you trust them to be on the motorway?

So, what's a marketer or content creator to do? First off, don't panic. AI isn't going to steal your job – unless your job is churning out soulless or inaccurate content, in which case, maybe it's time for a career change anyway. That, or get ready for clients to fire your boss, which in turn will make you look like a spectacular fraud.

Instead, think of AI as a tool in your arsenal. Use it to handle the grunt work, the data analysis, research, raw asset development, the A/B testing. Let it free up your time so you can focus on what really matters – coming up with those big, bold ideas that no algorithm could ever dream up.

And for Bernbach's sake, develop your taste! Read widely, watch films, listen to music, and travel. Expose yourself to different cultures, different viewpoints. Take that path no one has thought of taking. Grow a pair. Have conversations with people outside your bubble. Me? I love chatting with folks much older or younger than myself. Live a little!

Because at the end of the day, that's what great content is about. It's about connecting with people. It's about making them feel something, whether that's joy, anger, nostalgia, or the irresistible urge to buy whatever it is you're selling.

AI can help you reach people. But only you – with your unique experiences, your quirks, and your taste – can truly connect with them.

So next time you're tempted to let AI do all the heavy lifting, remember this… where everyone's an ‘expert’ and AI can produce content at the click of a button (including nonsensical rubbish and I've seen a truckload of them), your taste is your superpower. Don't waste it.

Now, if you'll excuse me, I'm off to have a heated argument with my coffee machine. It thinks it knows how I like my latte, but trust me, it hasn't got the taste for it yet.

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Disclaimer: The opinions expressed here are solely mine and do not reflect the sanity or coherence of any companies unfortunate enough to associate with me.