What does Seth Godin say about AI and marketing?

Godin argues that using AI mainly to cut cost is a trap — you can't cost-reduce your way to greatness. The durable advantage is still people and stories, because when the buyer becomes an AI optimizing for the cheapest option, differentiated businesses lose.

What does 'when the AI is the buyer, you're going to lose' mean?

Godin's point is that if your business competes on being cheapest and measurable, an AI buyer will simply pick the cheapest option and you race to the bottom. Marketing exists to sell things that are worth it but not easily measured — which AI buyers struggle to value.

How should a small business use AI, according to Godin?

Not to cut costs, but to make the work better and more valuable. Godin frames the fork in the road: cost reduction versus using AI to do harder, more valuable work that tells a story and serves specific people.

Seth Godin on Marketing in the Age of AI

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How to Build a Remarkable Brand in the Age of AI | Seth Godin

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