Co-Intelligence

Principle 1: Always invite AI to the table.

Then there are Automated Tasks, ones you leave completely to the AI and don’t even check on. Perhaps there is a category of email that you just let AI deal with, for example. This is likely to be a very small category … for now.

Principle 3: Treat AI like a person (but tell it what kind of person it is).

The next category of tasks is Delegated Tasks. These are tasks that you assign the AI and may carefully check (remember, the AI makes stuff up all the time), but ultimately do not want to spend a lot of time on. This is usually stuff you really don’t want to do and is of low importance, or time-consuming. The perfect Delegated Task is tedious, repe

Innovation comes from trial and error, which means that an organization trying to launch a new product to help a marketer write more compelling copy would need to build the product, test it on many users, and make changes many times to make something that works. A marketer, however, is writing copy all the time and can experiment with many differen

In study after study, the people who get the biggest boost17 from AI are those with the lowest initial ability—it turns poor performers into good performers. In writing tasks, bad writers become solid. In creativity tests, it boosts the least creative18 the most. And among law students, the worst legal writers19 turn into good ones.

The implications of having AI write our first drafts (even if we do the work ourselves, which is not a given) are huge. One consequence is that we could lose our creativity and originality. When we use AI to generate our first drafts, we tend to anchor on the first idea that the machine produces, which influences our future work. Even if we rewrite

How many did you come up with? Between 5 and 10 is a typical number. I asked an AI to do exactly the same task and it came up with 122 ideas in two minutes (and the version of AI that I used is likely far slower than what is available when you are reading this book). And while some ideas do share similarities (“use it as a brush to get dirt off mus

this experimentation gives you the chance to become the best expert in the world in using AI for a task you know well.

When the AI is very good, humans have no reason to work hard and pay attention. They let the AI take over instead of using it as a tool, which can hurt human learning, skill development, and productivity. He called this “falling asleep at the wheel.”