As I record this episode in March of 2024, we’ve yet to feel the effects of generative AI in our solo businesses. So why are so many writers, copywriters, and solo marketers losing business? Everything that I’m hearing and seeing points to other factors for the challenges many creative professionals are experiencing. And the main factor seems to be the softening economy. You wouldn’t know it by the state of stock market, unemployment rates, and economic growth. All those factors seem to be pointing to a strong economy. But the marketing profession is seeing something very different. It’s no secret that marketing is one of the first things to get cut during challenging times. It makes no sense, but it is what it is. And that seems to be the biggest reason behind cancelled content marketing initiatives, marketing team layoffs, and clients that can’t seem to make a decision on pending projects. AI is certainly starting to have an impact on our work. But where that’s been happening is not where we want to be. You’re seeing it in the lower tiers of the market—SEO content mills, small companies, and lower-budget organizations that wouldn’t be viable clients even before ChatGPT entered the picture. However, that’s going to be changing. And the changes will be palpable. Joining me today to explain why—and to dive deep into the issue—is Kevin Surace. Kevin is the CTO of Appvance.ai and is a renowned futurist, disruptive innovation keynote speaker, and pioneer in the AI space since the 1990s. This guy is the real deal. He’s the recipient of INC Magazine's Entrepreneur of the Year (2009), he’s built multiple startups from ground zero to $1B+ valuations and has been awarded 94 worldwide patents, including the groundbreaking technology behind Siri and other virtual assistants. I wanted to bring Kevin on the show because I’ve had multiple discussions in this show about AI and its impact since early 2023. But most of these discussions have been with fellow writers and marketers. And as fascinating and practical as those conversations have been, I wanted to bring in someone who could bring in an outsider’s perspective. Someone who could explain what’s really happening outside our marketing ecosystem and share his perspectives on what’s coming and what we can do to prepare. Or better yet, what we can do to profit from the tsunami that’s coming our way. Kevin did not disappoint. We dive deep into the issue in this conversation. Some of what he shares might feel uncomfortable to some. It may feel disheartening. And I’m sure it will ruffle some feathers. That’s OK. I’m a big believer in hearing all voices. I hate echo chambers, especially when it comes to big, important issues. And Kevin is an important voice with a perspective you’re going to want to hear. I hope you enjoy our conversation.
