AI: The Job & Company Killer That No One Saw Coming.

RIP. Your job and company are either dying or dead.

AI will continue to knock them off one by one, destroying the very idea of companies and jobs as we know them.

I’m not being speculative… If the current trajectory of rapid advancements in AI continues to threaten the traditional business models that rely heavily on human labor, this scenario can indeed be one possible future.

AI’s capability to automate complex tasks across various sectors, from manufacturing to services, poses a formidable challenge to companies that are slow to adapt.

The evolution of AI means it can eventually (not yet) perform tasks with greater efficiency and fewer errors than humans, leading to significant cost reductions for businesses that integrate it effectively.

Therefore, it’s not a stretch to believe that companies will continue this reductive thinking all the way to the bottom.

This also means that the traditional job market and the organizational chart of human automation, if you will, within companies will be delegated to machines.


Crisis in Traditional Jobs and Companies

The traditional concept of companies, which is a collection of people working together for a common product, service, or experience, is now in crisis mode due to the rise of AI.

This collective need for people will be dead in less than 25 years due to AI and ASI at the current trajectory.

The traditional company structure, characterized by teams of people collaborating towards a common goal, is being upended by the introduction of sophisticated AI and artificial super-intelligence (ASI).

The trajectory we’re on, if it continues, suggests a future where the demand for human input in many sectors could drastically decrease as these technologies improve.

We’re not talking about simple job displacement here…I’m referring to a fundamental redefinition of work itself.

Traditional companies can adapt for a short period of time, but they are essentially grabbing a shovel to help dig their own grave faster.

Sure, these organizations can adapt to the new tech. And yes, it will be a productivity booster and can remove redundancy plaguing many companies.

Right now, companies are moving at break-neck speeds to remain competitive by integrating AI models into their products and services, whilst also disregarding the source of the training data, the socioeconomic impact, and eventually a fundamental breach of the social contract called civilization.

Basically, the idea of a company will be canceled out the more these AI models improve over time.


AI’s Impact on Employment

Many are concerned about AI taking their jobs. But, what they don’t know yet is that the companies that held those lost jobs will be dead shortly after as well.

Yes, AI models have scraped everyone’s data, shared knowledge, and published contributions for training purposes.

AI’s ability to learn and adapt to various tasks by analyzing vast amounts of data has led to fears of widespread job displacement.

Indeed, close to 300 million jobs within traditional companies may be the first on the chopping block, according to a study from Goldman Sachs.

However, the companies themselves will be next on the guillotine.

As a business owner and strategist, I have pondered this for a while, and after many conversations with my partners, I have concluded that if this all continues without shift or regulation…

there’s only one answer that I can foresee to remain “AI-proof.”

And it’s available to start right now, and will be protected a lot longer than a company’s identity…

Personal Branding.


The Rise of Personal Branding

Amidst the turmoil in traditional employment, personal branding will skyrocket as a resilient alternative. Personal branding allows individuals to leverage their unique attributes, real-life experiences, and expertise to create a distinctive human identity in the marketplace.

This approach is particularly effective in environments where trust and personal connection are paramount.

Unlike companies, which may be seen as impersonal, a strong personal brand can foster a deeper sense of loyalty and engagement from customers and clients.

Arguably, one of the top two most effective forms of marketing right now is Relationship Marketing.

Companies are already shifting to becoming more like a singular character to communicate and connect better with their target audience, where each customer can feel they have an intimate and personal relationship with the business.

You are already seeing this in the music industry, where top artists are starting to move away from record label support and going independent because they feel their personal celebrity brand is strong enough for them to go direct-to-consumer.

The ever-controversial Kanye (‘Ye) West just demonstrated this by releasing his album independently and hitting #1 for Carnival on the Hot 100 Billboard charts, meaning he had the number one song in the country.


Commoditizing Individuality

Personal Brands will replace the idea of a company in less than 25 years at the current rate, whereby it will not be a collection of people. But a single person with immense value.

This branded individual could commoditize and productize their unique personal value, real-life experiences, and emotional imprint, which will be difficult for a confined and unlived AI to replicate.

Personal branding represents a shift from collective corporate identities to individualized value propositions.

In this framework, individuals can commoditize their personal experiences and skills in a way that is uniquely theirs.

AI, despite its capabilities, lacks the lived experiences that form the backbone of a compelling personal brand and relatable contributions.

These individual brands are built on the irreplaceable nuances of human experiences and psycho-emotions, which are challenging for AI to authentically replicate.

So if the post-company apocalypse happens…there is a profession that will best facilitate the idea of a valuable personal brand that you can start today….


A Content Creator.

HOLD UP, don’t go crazy, let me cook…


Expanding the Definition of Content Creation

“Content creation” is often perceived narrowly as producing material for social media or entertainment platforms.

But, I disagree, I believe it is bigger than that.

I need you to shift your thinking to where you see a content creator more broadly, whereby it can encompass the creation of products, services, and experiences by branded individuals.

These creations are not just content in the traditional sense but they are the CONTENTS of our everyday lives. In that sense, everything is content whether it is tangible or intangible.


Beyond Traditional Media

So, content in this extended sense involves sophisticated and diverse forms of production that go beyond mere digital media. It includes the development of innovative products, personalized services, and unique experiences that enhance the fabric of everyday life.

These creations can serve practical purposes and meet specific needs within communities, thereby reinforcing the value of the creator’s personal brand.


Integrating Sophistication into Personal Branding

The transition from traditional content creator to a more comprehensive role involves several key steps:

  • Identifying Core Strengths and Passions: Understand what unique skills and experiences you bring to the table. This self-awareness is crucial in determining the direction of your personal brand.

  • Market Needs Assessment: Evaluate the needs and gaps in the market that align with your strengths. This alignment is essential for ensuring that your offerings are both relevant and sought after.

  • Strategic Planning and Execution: Develop a detailed plan that includes product development, marketing strategies, and customer engagement. Execution with consistency and quality is key for building and maintaining trust.

  • Continuous Learning and Adaptation: The landscape is constantly evolving, and staying updated with the latest trends and technologies is key to maintaining relevance and competitiveness.

These steps are not just theoretical; they are practical actions that can significantly enhance the effectiveness and reach of personal brands in today’s economy.

This comprehensive view of content creation as an inclusive and sophisticated profession underscores its potential to remain relevant and influential in an age where traditional company structures are becoming obsolete.

Personal branding, when understood in this expanded context, offers a powerful and sustainable model for individual success and societal contribution in the age of AI and beyond.


Starting as a Content Creator

As I mentioned, a content creator is the only current profession you can start today to maintain relevance as synthetic media, products, and services continue to grow around us.

Some might think… “well, Drew, you can fake a content creator persona using generative AI for the voice, video, text, etc.”

Yes, for now.

However, tech companies are losing engagement across all of their ecosystems, because people are beginning to feel they can’t connect or communicate with real individuals on their platforms, due to the overwhelming usage of AI-generated content.

Very similar to their decision several years ago to ramp up detection algorithms and tools to combat previously problematic engagement issues with bots.

They have no choice but to do the same for AI-generated content.

I agree that it is a moving target. But based on the recent studies I’ve seen on certain AI detection methods, I believe they will eventually figure it out.

Also, you are not just limited to an internet connection with your personal brand; you can build it in this thing called REAL-LIFE, where AI-generated individuals can’t compete with you…

at least until the robot revolution has matured.

Ultimately, no one knows how the future will turn out, but I believe that a personal brand will be valuable for all possible futures.


So how do you start?

I’m an expert in personal branding, design, and marketing.

Contact my branding and marketing agency, and say the words “Personal Brand” for a free consultation.

Let’s build your brand and secure your future in the age of AI

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Drew Lewis

Drew is a brand engineer, creative entrepreneur, digital marketer, and designer.

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