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In the era of AI saturation, OpenAI’s former VP of marketing expects human taste and craft to distinguish between success and failure as businesses implement the technology.
“Taste is going to become a distinguishing factor in the age of AI because there’s going to be so much drivel that is generated by AI,” said Krithika Shankarraman, a former OpenAI and Stripe employee who is currently an entrepreneur in residence at VC firm Thrive Capital, on a recent episode of Lenny’s Podcast. “That power is at anyone’s fingertips.”
AI tools, in theory, make it that much easier to deploy and market a product. To rise above the oceans of companies vying for consumer attention, Shankarraman believes human employees should be involved throughout every step of the process.
“The companies that are going to distinguish themselves are the ones that show their craft,” she said. “That they show their true understanding of the product, the true understanding of their customer, and connect the two in meaningful ways.”
Companies should be using AI to “augment” their existing efforts, she added.
“To me, that is going to be a real differentiator for not only great marketers but great companies to stand out in the field,” Shankarraman said.
Shankarraman said she believes AI is a breakthrough tool, and if you’re not already workshopping how to best use it to your advantage, you’ll be in danger of falling behind.
“What it means to market a product, what it means to show up as a fantastic operator, is in and of itself changing,” she said. Understanding the “underlying mechanics” of what you’re trying to achieve is key, she added, and helps to avoid over-reliance on AI.
“This is why I would still be a very firm believer in STEM education, is that you understand the fundamental concepts,” Shankarraman said. “And then you can have a choice and optionality in how you decide to apply those concepts, but the concepts themselves have to be there in the foundations.”
Going forward, Shankarraman believes we should be encouraging learning for its own sake, which will make the absorption of critical concepts somewhat easier.
“Because being of that growth mindset, if you go to school just to earn the grades or to finish the coursework, it’s a very different mindset than if you go to school to learn those concepts and to understand how to apply them,” she said.
Shankarraman did not immediately respond to a request for comment by Business Insider prior to publication.
And while Shankarraman ultimately said it’s on the individual to be accountable for their AI usage, she also hopes that companies keep responsible development in mind as their models advance, rather than leaning into “one-upmanship.”
“Long story short, what I’m trying to say is that all of these companies have to think in a much more long-term oriented fashion,” she said. “Because it’s not about a race of the best chatbot and the best outputs. It’s about, how does AI become a positive force for humanity?”
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