#45 Bridging Data and Creativity in Digital PR with Thierry Ngutegure

Well, I mean, a lot of this that we've chatted about has answered my next question, which was...

Marketers can use ChatGPT, Claude, to find data, pull data, analyze data.

Are you needed anymore? What's the point? I mean, you've said before, which I don't think those AI tools we use do, is because they're so wanting to please and be right, that if the data you want them to find isn't there, they won't suggest another way or another option, which you say is part of your process, if that happens.

Like you said, fixing...

AI data that goes wrong.

It's making more work for you than less.

Are there any other things?

Well, it's interesting.

So even with this, like, do we need any, like, humans, as it were? I mean, we'll have already noticed that by the very nature that Spotify came around, it pretty much decimated cassettes and vinyls.

But look at the space that we sit in now, where now we hold way more respect for the tangible thing that we can hold than And that has got the scratches and it's a bit like, oh yeah, you know, my granddad used to play this when I was little and stuff like that.

Because realistically, if I stop paying my subscription, I haven't got no music.

I own nothing.

That's terrifying, right? And so then I think there is almost like a rebellion thing to the human.

And actually, you will go through this valley of like, we're laying off 8,000 people, but then it will come back and be like, actually... human in the loop is now worth more than straight AI only.

And you will definitely be needed.

It's not like, respectfully, when I started driving, Lewis Hamilton didn't crap his pants and think, oh, Thierry's going to come and take my F1 job.

No, like...

The same tool in two different people's hands is a different beast entirely.

And so then I think actually what's genuinely happening is the way kind of models even work from my perspective anyway, the way I kind of see life is it reverts to the average, right? So it's like, on average, what is the next thing that comes after this sentence that you've asked? And so then it's looking at the whole of the internet and going, okay, brilliant.

It's on average, people think this and it'll continuously provide you the average.

But I think that human creativity and ingenuity is at the edges.

It's the fringes of the bit.

That's where comedy and creativity truly lives, right, are those fringes.

And so then by the nature of the more AI we use and we all revert to the mean, the people who sit in those little gaps there I think will become even more valuable.

So that is my purpose of kind of going, great, I know you wanted to do a campaign on X, Y, and Z.