Over the past month, we’ve explored various aspects of AI in email marketing, from crafting effective prompts to boosting team productivity. We’ve discussed frameworks for better AI interactions like APE and CARE, strategies for upskilling your team, and the importance of applying ‘slow thinking’ to AI implementation. We’ve also looked at innovative approaches like no-code AI hackathons and AI-enhanced evergreen newsletters.

These discussions all point to one key theme: AI is a powerful tool that, when used thoughtfully, can significantly enhance our email marketing strategies and outcomes.

Building on these insights, I want to share some insights from a presentation by Ethan Mollick, a professor at the Wharton School and a leading expert on AI’s impact on work and education (unfortunately the Youtube video was taken down already, so I can’t share it here).

Mollick’s talk offers a compelling look at how AI is reshaping the business landscape. Here are some key takeaways from his presentation:

Mollick shared results from a study conducted at Boston Consulting Group (BCG), where consultants given access to GPT-4 saw a 40% increase in performance quality and completed 12.5% more work in 26% less time. These numbers are staggering – they surpass the productivity gains seen during the Industrial Revolution!

Interestingly, the study found that AI tools provided the biggest boost to lower-performing employees. This suggests that AI could potentially narrow performance gaps within organizations.

Mollick highlighted studies showing AI’s impact in fields like law and medicine. In one study, law students using ChatGPT significantly outperformed their peers. In medicine, AI tools are showing promise in improving diagnostic accuracy.

A study at Wharton found that out of the top 40 business ideas generated in a class, 35 came from AI and only 5 from humans. This underscores AI’s potential as a powerful brainstorming tool.

Mollick mentioned research indicating that AI can be highly persuasive, even changing people’s views on deeply held beliefs. This raises both exciting possibilities and ethical concerns.

Contrary to what many might expect, Mollick pointed out that AI is likely to have the biggest impact on high-paying, education-intensive, and creative jobs. This includes roles like ours in marketing and business strategy.

Mollick envisions a future where work is divided into three categories: human-only work, AI agent-based work, and “cyborg” work (a seamless blend of human and AI efforts).

Many employees are already secretly using AI to automate parts of their work. This trend is likely to reshape how organizations operate and how we manage teams.

Mollick’s insights reinforce my belief that we need to be proactive in embracing and understanding AI tools. His work aligns perfectly with what I’ve been advocating – the need to experiment with AI, learn to be the “human in the loop,” and find ways to leverage our uniquely human skills alongside AI capabilities.

For those wanting to dive deeper into these ideas, I highly recommend Ethan Mollick’s book, “Co-Intelligence: How Humans and AI Are Working Together to Change the World.” It’s a very accessible and insightful read that explores the potential of human-AI collaboration across various fields. I already listened to the audiobook twice – it’s about 2,5 hours long, so perfect for a longer commute 🙂

It’s become very clear to me that the ability to effectively collaborate with AI will be a crucial skill. That’s why I’m excited about the upcoming “Master AI for Email Marketing” workshop that Jeanne Jennings and I are hosting on August 12 and 13. We’ll be exploring practical ways to leverage AI in email marketing, helping you stay ahead of the curve.

So, what are your thoughts on Mollick’s insights? How do you see AI reshaping your work in marketing or other fields? Let’s continue this conversation in the comments below!