AI makes answers abundant. I think judgement becomes more valuable

I love AI.

I also think AI is creating some very strange things that we haven't entirely got our heads around yet.

One of them is the sheer abundance of answers.

I can have a thought at 10.03am and by 10.08am I can have a strategy, competitor analysis, customer hypotheses, naming routes, campaign ideas and a twelve-month plan.

That is extraordinary.

It also means having an answer isn't particularly special anymore.

Everyone can have ten.

Which makes me wonder whether the value moves somewhere else.

What is actually worth doing? Which answer is right for this business? What has the model missed? Which assumption matters? Is the question even the right one? What should we ignore?

That is judgement.

And I think judgement becomes more valuable as creation becomes easier.

AI can generate an incredibly convincing answer to a badly framed question. It can help you execute something at enormous speed without stopping to ask whether that thing deserves executing.

It also knows an awful lot about what has already been written, said and done. That is incredibly useful, but businesses aren't only trying to understand yesterday. They're trying to make decisions about tomorrow.

I don't think the future is humans good, AI bad. That feels incredibly reductive and, frankly, boring.

I think the interesting question is what becomes more valuable when intelligence itself becomes abundant.

My current answer is judgement, curiosity and understanding people properly.

Ask me again in a year.