Thoughts from Chris Callahan,

Brand Strategy Director at CōLab
August 5, 2024

Not Knowing AI Tools Will Replace Your Job

Artificial Intelligence (AI) has long been heralded as the existential threat to the modern workforce. Depending on who you ask, it’s either a miraculous solution to all productivity woes or a job-thieving villain, ready to swipe paychecks and chew up careers. The truth, as usual, is less dramatic and more pragmatic: AI isn’t out to steal your job, but your ignorance of AI tools just might.

The fear of being replaced by machines is nothing new. It’s been around since the Industrial Revolution when the Luddites famously smashed weaving machines. Fast forward to today, and we’re facing a similar anxiety, albeit with fewer sledgehammers. The narrative has shifted from mechanical looms to intelligent algorithms, yet the core concern remains the same: will technology make human labor obsolete? Well: not if you know how to work with it..

AI is here to stay, and it’s reshaping industries at a rapid pace. However, instead of rendering humans redundant, AI is evolving into a powerful ally. Think of it as an exceptionally bright intern—one that works 24/7, never needs a coffee break, and won’t steal your Sweetgreen's salad from the fridge.

Think labor assisting, not re-assignment labor. For example in healthcare, AI assists doctors in diagnosing diseases more accurately and swiftly. In finance, it crunches vast datasets to predict market trends. In marketing, it personalizes customer experiences down to the last click. And in logistics, it optimizes routes and reduces delivery times. The common denominator here? Humans working alongside AI, not being replaced by it..

The jobs most at risk aren’t those that AI can replace but those that refuse to adapt. Imagine a marketer who stubbornly clings to outdated strategies while competitors harness AI-driven insights to craft razor-sharp campaigns. Or think of an accountant who spends hours on tasks that an AI tool can complete in seconds. The issue isn’t the existence of AI; it’s the reluctance to evolve alongside it.

Tools are evolving to fit specific workflows. For example, Waldo and Springboard are brand research and creative development tools. Abridge is a sophisticated note taking tool for medical professionals to save time after a patient visit. Klarna has used its own AI models to do the work of 700 customer representatives.

It would serve us well to embrace a mindset of continuous learning and adaptability. Knowing how to use AI tools effectively will be as fundamental as knowing how to use a computer or navigate the internet. The irony? Those who fear AI might actually end up losing their jobs to those who fearlessly embrace it.

The workforce of the future isn’t about human versus machine but human with a machine. Just remember, in the race against obsolescence, ignorance isn’t bliss—it’s unemployment.

About the author

Chris Callahan is a multi-disciplined strategy director with over 16 years in the branding and marketing space. His practice of design thinking, verbal strategy, and brand-building has led him to tackle challenges as diverse as developing new pizzas in Nestle’s innovation group to rolling out 360 advertising campaigns for the NBA. Chris' work focuses on technology, finance, blockchain, D2C, and beverage. He brings his deep expertise in these verticals to his contributions across our portfolio companies and partners.