disrupt - an industry statement

the human connection.

Now more than ever it is essential for human connection. AI might not be the magic solution many think it is — but it is a sign that businesses today are looking to automate & homogenize how we communicate. But by gaining a better understanding of the strengths and limitations of AI, we can use it to our advantage — without losing the personal touch that makes our work special.

AI is a tool that excels at crunching data and presenting the results. It’s similar to prompting Google a dozen different searches simultaneously — with the added ability to “talk” to you, to better understand what it is you are trying to do. It is able to analyze vast amounts of data and provide useful insights. However, it's important to remember that AI, even advanced models like GPT, still require human oversight. Without it, AI can get stuck in redundant data loops, endlessly churning out information without meaningful context or direction.

Where AI truly shines is in processing data, crunching numbers, and combining search results. But can it create content that doesn't feel somewhat uncanny? With the surge of AI-generated content, writing, an art form in itself, risks becoming overlooked and underappreciated. The cavemen who etched their stories on walls weren't concerned with click-through rates. They were expressing their experiences, their emotions, their humanity. As we integrate AI into our writing processes, we must strive to preserve this spirit of authentic expression.

going forward.

So what does it mean to be a prompt engineer in this context? Is it not just a fusion of marketing, SEO, and writing, but with a new tool? In essence, yes. A prompt engineer uses AI to enhance their work, not replace it. They understand how to guide AI to produce useful outputs, but they also know that the final touch, the human touch, is what truly makes the work resonate with others.

How can you make AI work for you, without stripping away the personal touch that makes your work so special? It starts with understanding that AI is a tool, not a replacement. Use AI to handle the drudgery, the bare-bones outlining of your work. Let it crunch the numbers, analyze the data, and provide the raw material. Then, step in with your creativity, your insight, your unique voice. Shape the raw material into something meaningful, something that speaks to the human experience.

While AI offers powerful tools for automation and data analysis, it cannot replace the need for human connection and authentic expression. By using AI for less personal tasks, and saving them for the personal touch of an individual, we can harness the power of AI without losing what makes our work truly special: our humanity. AI can be an opportunity to enhance our capabilities, increase our efficiency, and express our creativity — as long as we aren’t using it to undermine the efforts of people that we depend on for communication.