Will AI Take My Marketing Job Away

As a product marketing manager for an automation tool, one might assume that I fully embrace the advancements in technology. However, I confess to being somewhat of a Luddite. I remain detached from smart home devices, my Facebook page remains untouched since its early days as "The Facebook." Nevertheless, the idea of automation instilling fear in me, particularly when it comes to the future dominance of robotic childcare assistants, couldn't be further from the truth. In fact, striving for efficient task completion is deeply ingrained in our human nature. The transition from exerting effort to automated processing lies at the heart of human development theories, serving as a mechanism for growth and progress.

Efficiency: The Foundation of Learning

The concept of efficiency forms the basis of learning.

This idea emerged in the 1970s and 1980s when scholars began using computer-like language to explain children's development. The Neo-Piagetian movement focused on the brain's capacity to process and retain information, referred to as information processing capacity (IPC) by scholar Juan Pascual-Leone. The ability to complete a task depends on one's capacity to retain relevant information and execute the necessary steps. Through practice, tasks become easier as they transform from unfamiliar to familiar, and from familiar to habitual, thus allowing the brain to make room for more complex endeavors. Learning, according to this theory, entails the development of automaticity, enabling the performance of tasks with minimal effort, planning, or processing.

Consolidation and Neural Networks

Researcher Robbie Case expanded on this notion, contending that improvements in IPC account for the entire spectrum of human cognitive development, from infancy to adulthood. As individuals become more proficient in tasks and the effort required diminishes, the brain has the ability to consolidate multiple skills into a seamless, fluid process. For instance, as a newborn, the ability to clench one's hand combines with the capacity to extend one's arm, resulting in the capability to grasp an object at arm's length. Two skills merge into one, propelling one's progression to a higher level. These consolidations enhance the efficiency of every action, be it physical, mental, social, or emotional, while also serving as skills that can be further consolidated with others, forming the foundation for comprehensive development.

The Transformation of the Human Brain

A 2012 study revealed that brain scans of individuals performing a novel task predominantly exhibited activity in the prefrontal cortex, responsible for conscious planning, organization, and focus, among other complex cognitive functions. However, as individuals repetitively engage in the same task, brain activity shifts to an internal region that requires less conscious effort. Consider the experience of switching cars—while physically capable of driving any vehicle, the task requires a momentary pause to recall the specific switch or operation. Similarly, switching tasks necessitates an adjustment period until the automatic process becomes ingrained in one's mind. Frequent repetition leads to ease and automaticity, as the brain reprograms itself to operate as efficiently as possible.

Automaticity and Education

The concept of automaticity extends beyond physical tasks and also applies to complex mental endeavors such as reading. Rapid automatized naming (RAN), the ability to rapidly and accurately name a series of letters, serves as an early indicator of literacy. Children who can process letters automatically at the age of 5 or 6 tend to become proficient readers in the future. However, it is important to note that training for RAN does not enhance reading skills; rather, the child's brain is naturally undergoing the necessary "programming" required for reading proficiency. Neuroscientists have discovered that literacy development reshapes the brain's structure, fostering connections between visual and linguistic areas. Observing a 5-year-old reading aloud highlights the tremendous cognitive effort required to decode written symbols into familiar words. By building pathways that facilitate automaticity, children can allocate their processing power to comprehension and interpretation, thereby accelerating their reading abilities.

Automation: An Extension of Human Ingenuity

Legendary basketball coach John Wooden recognized the importance of automaticity when emphasizing the repetition of drills to his players. The goal was to internalize the fundamentals to the point where they were executed without conscious thought. Although practicing free throws is one thing, the prospect of repeatedly performing mundane tasks like crafting canned email responses or migrating data from Excel to Airtable may seem unappealing. This is where automation tools enter the picture.

By automating tasks through physical or digital means, individuals can reclaim cognitive processing space, similar to how internal automaticity operates. Automation enables swift and reliable task completion with minimal effort, empowering individuals to focus on higher-order work that automation tools cannot yet handle. In essence, automation externalizes the concept of automaticity, catering to the innate human need for efficient task completion.

Advancing Human Progress

While advocating for complete automation of all aspects of life would be unreasonable, developing tools, systems, and processes to enhance efficiency is an inherently human endeavor. Written language, invented millennia ago, serves as a tool that replaced the need for oral transmission of knowledge. The ancient Greeks revered oral tradition, and even Socrates expressed concerns about literacy, fearing its impact on access to information. However, few today would argue against the tremendous benefits that written language has bestowed upon humanity.

These tools, systems, and processes extend beyond their intended disruptive effects; they build upon one another, fostering an evolutionary adaptation. By developing tools that alleviate the cognitive or physical workload, we create space not only for ourselves but also for future generations. Each subsequent generation benefits from a baseline of efficiency, which previous generations had to work towards, perpetuating a cycle of progress and development.

Conclusion

Embracing automation does not imply a rejection of our humanity. On the contrary, it aligns with our inherent drive for efficiency and progress. Automation tools, whether physical or digital, provide the means to optimize task completion and free up cognitive resources for higher-order pursuits. Through automation, we externalize the concept of automaticity, unlocking our potential to engage in complex endeavors. As we continue to develop tools, systems, and processes that enhance efficiency, we participate in a profoundly human endeavor, propelling us further along the path of progress and achievement.