You already know this: Things are very different compared to the last economic see saw. In 2008, maybe you worried about losing your job to low-cost competitors in China, or Belarus. Today, it’s likely fear of losing your job to a robot. In China, or Belarus, or Seattle.

But now, just as then, you have a unique weapon. Rely on humans to craft compelling stories that AI doesn’t know how to do yet.

During troubled financial times, I was always able to find independent work, when firms just weren’t hiring. But of course there’s AI.

I can always spot AI copywriting. Maybe your clients don’t read it an think, aha, AI! But I’ll bet you dollars to doughnuts they’re not responding the same way. Don’t believe it? Try a/b testing to see which communication garners more results.

More of that, coming soon…