Co-Intelligence

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

To teach AI how to understand and generate humanlike writing, it is trained on a massive amount of text from various sources, such as websites, books, and other digital documents. This is called pretraining, and unlike earlier forms of AI, it is unsupervised, which means the AI doesn’t need carefully labeled data. Instead, by analyzing these exampl

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.

By the 1920s, 15 percent of all American women had worked as operators, and AT&T was the largest employer in the United States. AT&T decided to remove the old-school telephone operators and replace them with much cheaper direct dialing. Operator jobs dropped rapidly by 50 to 80 percent. As might be expected, the job market overall adjusted

These new types of AI, called Large Language Models (LLMs), are still doing prediction, but rather than predicting the demand for an Amazon order, they are analyzing a piece of text and predicting the next token, which is simply a word or part of a word. Ultimately, that is all ChatGPT does technically—act as a very elaborate autocomplete like you

it can help to give the AI explicit instructions that go step by step through what you want. One approach, called chain-of-thought prompting,11 gives the AI an example of how you want it to reason, before you make your request. Even more usefully, you can also provide step-by-step instructions that build on each other, making it easier to check the

I asked AI to: Find me business ideas that would incorporate fast food, patent 6,604,835 B2 [which turned out to be for a lava lamp that included bits of crystal], and 14th century England.

Amara’s Law, named after futurist Roy Amara, says: “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”

Principle 1: Always invite AI to the table.