The Future Is Here: How AI Will Disrupt Every Industry And What We Can Do

I was recently on a call where a branding company was pitching their rebrand of Oaks + Oars, my regenerative research and strategy studio. It was an excellent presentation with stunning visuals, thoughtful ideas, and a clear explanation of the meaning and depth behind each design element. As someone who has worked in advertising and marketing for nearly two decades, I was genuinely impressed by the work of this independent firm.

But throughout the presentation, I kept wrestling with my own thoughts about my work and my organization. I found myself asking: Is this the type of work we should be doing? I was also captivated by their small team of two principals, it seemed, supported by a network of contractors around the world to give them a global presence. Their work was amazing, and they frequently used the word digital.

At one point, I paused and asked whether the pieces they were showing were mock-ups or actual deployed work. They said mock-ups which, in my mind, made their work even more impressive. When the presentation ended, I asked a simple question: Was any of this AI-generated? They said no, and that’s when I voiced my concerns.

People are not truly aware of, or ready for, what’s happening in the world of artificial intelligence. This is a tool that is not yet fully developed, not yet fully deployed, and whose full potential we do not yet understand and yet, it is already poised to be wildly disruptive.

I gave them an example from one of their own previous clients: Spotify.

With AI, any individual can now code a Spotify clone with a simple voice prompt. What would separate this person’s platform from Spotify or Apple Music? The licensing deals these companies have with recording labels and independent artists. But with another simple prompt, that individual could populate their platform with vast, genre-spanning and genre-bending music almost instantly. Where does this leave the recording industry, its supporting ecosystem, and the artists themselves? There is no way to prevent this level of disruption. Laws could be enacted, but doing so would stifle the very innovation society needs and the opportunity this individual now has.

Here’s the truly unsettling part: what happens to all the wealth created by the perceived value of music catalogs? Quite frankly, much of it is already at risk. Many AI systems have been trained on these catalogs, and new AI models may not even require them. The disruption won’t just impact the recording industry it threatens the intellectual property, the perceived value of that IP, and the wealth built on it.

This scenario extends far beyond music. Every industry including manual labor roles like electricians and plumbers will eventually face disruption. Those jobs may just be last on the pecking order.

I often hear pushback that people simply dislike AI and this level of disruption may not occur. In other words, no one wants to listen to AI generated music. I get it. Fear and skepticism are everywhere. I experience it firsthand as someone who publicly acknowledges that they developed the tool. It’s not fanfare because people are afraid. But that doesn’t change the reality: AI and its infrastructure are advancing rapidly, and its potential impact on society is profound. The consequences will be enormous, and many are not yet prepared.

After the branding pitch, I had to confront the question I’ve been asking myself for months: based on my skills and creations, have I worked myself out of a job? I’ve built a tool that does what I do even though it cannot replicate my unique insight. For instance, I am already thinking ahead to what I call AI 2.0. Yet, economically, I’m still tethered to the present, forced to decide whether I want to act like a snake oil salesman. As I told a trusted futurist and AI ethics colleague, unless you are a cloud-based platform developing and deploying AI, you are essentially selling promises others can now generate as fast as you can conceive them. My value lies in my ability, my privilege, and my foresight because I designed the damn thing and can guide others through positioning themselves beyond disruption. But even that requires extraordinary skill and balance.

Where does this leave us? I believe that, eventually, we will all work for planet Earth. In the meantime, we must focus on what AI cannot do for us. It cannot sleep for us. It cannot eat healthy for us. It cannot exercise for us. These simple, vital acts are essential to preserve our humanity. We must take care of ourselves and each other, because we will need all hands on deck as we continue to roll out this profoundly important and transformative tool for the benefit of all humanity.

I write this as I continue to grief the passing of my father; a legend in the broadcasting and music industry. 🥹🥹🥹

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