AI: The Future Is More Predictable Than You Think with Perry Marshall
Feb 6, 2024
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Marketing genius and author Perry Marshall discusses the future of AI in digital marketing, the Lindy Effect in predicting longevity, addressing AI job replacement fears, enhancing human capability with AI, AI's impact on transportation and the workplace, building trust in the age of AI, and the unequal nature of the world.
According to Perry Marshall, understanding the Lindy effect can help predict the future and identify indirect businesses and opportunities that will emerge.
Trust in real, live human experiences will increase while trust in digital content will decline, creating a demand for trusted human expertise in various fields.
Deep dives
The Lindy Effect and Predicting the Future
According to Perry Marshall, the key to predicting the future is understanding the Lindy effect. This concept suggests that the longer something has been around, the longer it will continue to stay around. Marshall believes that certain aspects of human existence and behavior will remain constant, such as sitting at tables, eating food with utensils, and enjoying drinks like coffee and wine. By identifying what will stay the same, we can predict the future and anticipate the indirect businesses and opportunities that will emerge. Marshall provides examples like the decline of travel agents and the rise of aggregators like Expedia and Airbnb. He also discusses the potential impact of AI on industries like digital marketing agencies, subject matter experts, and even AI-generated creative content. While there are dystopian concerns associated with AI, Marshall emphasizes that technology empowers those who are curious, adaptable, and willing to ask challenging questions. He believes that the future will be marked by a greater disparity between the top 10% who embrace technological advancements and the rest who passively navigate the changing landscape.
The Power of Trust and In-Person Experiences
Marshall highlights the growing importance of trust in the age of deep fakes and digital information. He predicts that trust in digital content will decline while trust in real, live human experiences will skyrocket. Drawing parallels to the music industry, Marshall explains how the increase in online music streaming platforms like Spotify has driven up concert ticket prices, as people seek the authentic experience of live performances. He suggests that subject matter experts, like philosophers or niche specialists, will follow a similar trajectory. While certain tasks and jobs may be automated by AI, there will be an increasing demand for trusted human expertise. Marshall recommends embracing this trend and becoming one of the powerful few who offer value through genuine, human connections and insights.
The Agility Decade and the 90-10 Rule
Marshall declares that we are entering the agility decade, where the ability to adapt and learn will be paramount. He explains that technology, particularly AI, is shifting the balance of outcomes from the traditional 80-20 rule (where 20% yields 80% of results) to a more extreme 90-10 rule. While most people may simply go with the flow and passively accept the changes brought by technology, those who possess agency, curiosity, and an appetite for learning will be the ones who thrive in this new era. Marshall advises individuals and businesses to recognize their unique skills, adapt them to emerging technologies, and focus on providing solutions to unanswered questions in order to position themselves among the top 10% who will succeed in the age of AI.
The Lindy Effect and AI's Impact on Industries
Marshall applies the Lindy effect to AI and its potential impact on various industries. He believes that AI will displace certain professions, but also create new opportunities. Drawing from historical examples, such as the decline of film cameras and the rise of digital photography, Marshall suggests that industries which provide indirect services or cater to human needs will flourish. For instance, travel agencies were replaced by online aggregators like Expedia, but people still travel, leading to a surge in related businesses. Marshall predicts that digital marketing agencies may face similar challenges from AI, but new avenues will open up, demanding more specialized services. Ultimately, he urges individuals and companies to identify the underlying human needs and adapt their skills to create innovative solutions that align with the changing technological landscape.
What if you could peek into the future and see how technology will shape the world of marketing? What if you could learn the secrets of how to thrive in an AI-driven world? That’s what Perry Marshall, the marketing genius and author of 80/20 Sales and Marketing, offers in this episode of the Perpetual Traffic podcast. Perry joins us to share his insights on how AI is transforming the digital marketing space, and how to ask the right questions to stay ahead of the curve. He also explains the Lindy Effect, a powerful concept that helps you predict the longevity and relevance of your business ideas. Whether you are a marketer, an entrepreneur, or a curious listener, this episode will blow your mind with Perry’s vision of the future, and equip you with the tools and strategies to succeed in the age of AI. Listen and learn how Perry Marshall’s crystal ball can help you master AI, marketing, and the future.
Chapters:
00:00:00 Introduction: Setting the Stage with Perry Marshall
00:07:54 AI's Game Changer: Transforming Digital Marketing
00:08:46 Next-Gen Visuals: AI's Revolution in Photography and Mapping
00:10:40 Exploring the Lindy Effect: Time-Tested Success Principles
00:12:45 AI Anxiety: Addressing Job Replacement Fears
00:15:15 AI as a Problem Solver: Enhancing Human Capability
00:17:45 The Road Ahead: AI and the Future of Transportation
00:19:54 AI in the Workplace: Redefining Professional Landscapes
00:23:37 Digital Trust: Building Confidence in the Age of AI
00:28:25 Beyond the Screen: Valuing Real-World Connections
00:30:04 Digital Divide: Addressing Inequality in the Tech Era
00:32:12 What's Next for AI: Looking into the Crystal Ball
00:35:18 Wrapping Up: How to Embrace AI's Potential for the Future
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