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(By Loyd Ford) Last week, I talked with a very smart Sales Manager/Market Manager who is looking for work right now. He called to check in, but our conversation rapidly evolved to talking about the power and fear of artificial intelligence and sales.
By now you’ve heard it all. “AI will replace us all.”  AIcan do your work.” “AI is too complicated for me to learn it.” “AI is so scary it makes me go into lockdown.” “AI can’t be better than me.”
He asked a few questions and then said, “I’m amazed at what I am learning about artificial intelligence that already makes me more valuable on the market for radio today. Learning these skills will allow me to explode my positive impact on sales teams and revenue at a much higher and faster pace than before.”
Of course, I shared with him aspects of new artificial intelligence tools that can allow local radio groups to launch tangible creative ideas that can help sellers create more productive cold calling by showing advertisers proof of something they want and “can’t unhear.” That creates more buying.
That’s when he talked about what he has learned about speed now available to sellers and sales managers because of AI in creating sales opportunities, presentations, data, and rapid influence.
Finally, he said, “People fear being replaced by AI, but the truth is more like this. You are less likely to be replaced by artificial intelligence than almost anyone thinks, but we are all more vulnerable to being replaced by someone who is using AI to become much more productive than you are now.”
Let’s be direct. In a world where radio groups and local owners need leadership that knows more about new technologies like artificial intelligence and how to use it to create more productivity, don’t you want to know the person I talked to this week about this who is looking for a job? It’s just a phone call.
There are a lot of different ways to increase your sales. But please let me point out what my friend looking for a job is really saying and why this should be a big part of your focus now. 
Money isn’t real. It’s only important when you don’t have any. Sales come and go, but your time is essentially most valuable. Learn how to use AI to increase your sales by destroying how much time it takes you to do things AI can do in just minutes. Or less.
And time is money. But you already know that.

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“I’m very aware that I could wake up tomorrow and my job could be gone,” says Jess Hyland.
The video game artist says the industry she’s spent almost 15 years working in is on “shaky” ground at the moment.A boom in players and profits during the pandemic sparked a flurry of investments, expansions and acquisitions that, in hindsight, now look short-sighted.Gaming remains profitable, but thousands of workers worldwide have lost their jobs, and successful studios have been shut down over the past two years.More closures and cuts are feared.”Everyone knows someone who’s been laid off. There’s lots of worry about the future,” says Jess.Some bosses are talking up the potential of generative AI – the tech behind tools such as ChatGPT – as a potential saviour.Tech giant Nvidia has shown off impressive development tool prototypes, and gaming industry heavyweights such as Electronic Arts and Ubisoft are investing in the tech.It’s claimed AI tools can save development time, free workers up to focus on creativity and provide a more personalized user experience.With budgets at the blockbuster end of the industry spiraling as audience expectations rise with them, it sounds like a perfect solution.But not to everyone.’Jobs are going to change'”The people who are most excited aboutAI enabling creativity aren’t creatives,” says Jess, a member of the Independent Workers Union of Great Britain’s game workers branch. She sits on its artificial intelligence working group.Against the backdrop of widespread layoffs, Jess says the suspicion among workers is that bosses see AI as a path to cutting costs when labor is their biggest expense.Jess says she knows one person who’s lost work due to AI and has heard of it happening to others.There are also dozens of accounts online suggesting that jobs in concept art and other traditionally entry-level roles have been affected.Most firms making AI tools insist they’re not designed to replace humans, and there’s broad agreement that the technology is a long way from being able to do so.Jess says the bigger worry is that “jobs are going to change, but not in a good way”.Rather than creating their own material, says Jess, artists worry they could end up supplementing AI’s efforts, rather than the other way around.Copycat fearsIt’s a view echoed by Chris Knowles, a former senior engine developer at UK gaming firm Jagex, known for its Runescape title.”If you’re going to have to hire actual human artists to fix the output, why not harness their creativity and make something new that connects with players?” he says.Chris, who now runs UK indie studio Sidequest Ninja, says that in his experience smaller developers are generally unenthusiastic about using generativeAI.One of his concerns is around cloned games.Online game stores – where indie developers make most of their sales – are life with imitations of original titles.This is especially true of mobile games, says Chris, and there are studios set up “entirely to churn out clones”.It’s not yet possible to rip off a whole game using AI, he says, but copying assets such as artwork is easily done.”Anything that makes the clone studios’ business model even cheaper and quicker makes the difficult task of running a financially sustainable indie studio even harder,” says Chris.He also points to the huge amounts of electricity required to run generative AI systems as a big concern.Copyright concerns over generative AI – currently the subject of several ongoing legal cases – are one of the biggest barriers to its wider use in gaming right now.Tools are trained on vast quantities of text and pictures scraped from the internet and, like many artists, Jess believes it amounts to “mass copyright infringement”.Some studios are exploring systems trained on internal data, and third parties advertising ethical tools that claim to work off authorized sources are springing up.Even then, the fear is that AI will be used to turn out assets such as artwork and 3D models at scale, and the expectation on workers will be to produce more output.”The more content you can make, the more money you can make,” says Jess.
Some in the industry are more positive about AI.Composer Borislav Slavov, who won a Bafta Games Award for his work on Baldur’s Gate 3, told the BBC he was “excited about what AI could bring to the table for music in the near future”.Speaking at the recent Games Music Festival in London, he said he believed it would enable composers to “explore music directions faster” and push them out of their comfort zones.”This would allow the composers to focus way more on the essence – getting inspired and composing deeply emotional and strong themes,” he said.However, he did agree that AIcould not “replace the human soul and spirit”.While she has serious personal reservations about using the tech to “automate creativity”, Jess says she wouldn’t be against using it to bear the burden of some of the more repetitive admin tasks that are a feature of most projects.

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