Use technology to create a more human touch

An ad in an industry newsletter said, “In the age of AI, it’s more important than ever for publishers to have direct relationships with their readers.”

Wasn’t that always true? What does AI have do with it?

I’ll get to that, but my first reaction to this quote was that it’s a lovely thought, but we need a little more clarification on the words “direct” and “relationship” and what they mean in the context of publishing.

Here are some possible characteristics of a “direct” relationship.

• You communicate with your readers without any intermediary. You control the means of distribution of your content and don’t rely on third parties or platforms. Through my monthly letter, I communicate directly with my readers. When I write for the Martech site, or when I post one of these videos on YouTube or LinkedIn, I’m not communicating directly. I’m relying on somebody else – which I don’t like.
• You address your customers as individuals and personalize their experience. It’s easier to personalize on your website, where you can use a CDP, or other technology to make the experience more relevant to a specific user.
• Your customers pay you directly, not through a third party. This is key. It’s better to make a dime and get the customer data than make a dollar and get nothing.
• You’re collecting first-party data about your customers so you can get to know them better and provide a better service.

A “relationship” might imply …

• You strive to build trust and credibility. This is obviously relevant to how you create content, but it also applies to how you collect data.
• Your interactions are bi-directional. You speak and you listen – with surveys and questionnaires. You communicate on social media, on the phone, in email, etc.
• You meet with your customers in real life.
• You respect your customers’ values and opinions and create content that’s relevant and useful to them.
• You respect your customers’ relationships with other customers and either build a community for them or take part in the communities they’re already in.
• You take complaints and concerns seriously.
• You’re consistent and reliable.
• You create ways for your customers to show the same loyalty towards you.

Does this describe your attitude and approach to your customers? Think about it.

Okay, back to AI. Why is this particularly relevant in the era of AI?

Trust and credibility is part of it. There was a recent dust-up over whether Sports Illustrated was publishing AI-generated stories that they were allegedly presenting as if they were written by a human.

The bigger issue might be the threat of AI agents, which could replace the role of the publisher.

Reflect for a moment on the role of the publisher. The publisher selects the right content in the right style at the right time and place and delivers it in a useful way to the reader.

AI is already doing that – like in your daily news feed – and it will continue to expand in that function.

Imagine an AI agent that knows what you read, when you read it, and maybe even knows your emotional reaction to the story. It’s easy to imagine a future where AI is selecting content for each person based on all those data points.

Publishers seem to be reacting in two different ways: with fear, or with curiosity – which is exactly how we should react to new things. We need to be cautious, but we also need to explore.

Some publishers will insist that humans can always do better than AI. I’m not convinced of that. I know too many humans. I am convinced that a human has to be involved in the process and set boundaries. Algorithms get too easily caught in feedback loops that spiral out of control.

We just saw that the other day with electronic trading on the stock market. You need a human available to pull the plug when the robot traders are caught in a death spiral.

Okay, so what do you do now? Re-read what I said about about a “direct relationship” and consider how technology can help you achieve it – under your watchful eye.