It’s pretty reductive to call AI ‘disruptive’.

Everyone and their mother is talking about this transformative technology and how it’ll streamline X or optimize Y — all at an unbridled pace of change.

I don’t disagree. But it’s not just about having a bullet-proof GEO strategy.

The focus on efficiency gains has distracted from the bigger picture, and the opportunities that come with it.

And, if you’re in the business of understanding people – who they are and what they need – this matters.

AI is changing what it is to be human. It is literally rewiring our brains. These systems, which are built to optimize and baked into every corner of daily life, are influencing the way we think, behave and make decisions.

How we perceive the world, forge an understanding of who we are, and the values they we by.

How we relate to one another and the things we care about. How we engage with our wider communities, culture, and the institutions and systems around us.

What we need from products and experiences.

The messages that resonate.

These shifts in human psychology, behavior, and culture come with tangible implications for brands that want to foster authentic connection with their communities, and thrive in an era that demands they build equity with both man and machine.