We’re not naturally contrarians at Delphi, but in recent conversations about AI with our clients and friends in the industry, we’re starting to see a few surprising conclusions rise to the surface.
It feels like the consensus is shifting in three areas. We’ve called these “AI heresies” as they seem to go against the orthodox view from the last couple of years…
🟣 Heresy 1: AI won’t replace our jobs. It’s making earned media coverage more important than ever.
We’ve all read the stories about job cuts across the creative industries. But now high-quality coverage in reputable media outlets has a new lease of life, as LLMs use it to answer people’s questions.
🟣 Heresy 2: AI writing won’t take over. We prefer human-made content – and it’s better.
This might the biggest heresy of the lot, but the tide seems to be turning against AI-generated content. People can spot it easily and find it lazy, disrespectful, and frankly just less impressive than human work. We still want genuinely handcrafted writing.
🟣 Heresy 3: AI can produce quantity. But clients prefer quality.
We assumed AI’s ability to churn out infinite content was a winner. But humans have limited time, limited attention spans – and high standards. We care about work that’s thoughtfully made. It’s not about the sheer volume of output, it’s about the craft that goes in and the impact it makes.
Let us know if you agree with these points? What else might we be getting wrong about AI in the comms and marketing industry?
