Looking At History to Predict The Future of AI w/Marc Angelos

I recently had a fascinating conversation with Marc Angelos, a history major turned finance tech veteran who’s spent 30 years selling algorithmic AI software. What struck me most about our discussion wasn’t just his insights on AI, but how he framed everything through the lens of history.

His perspective? “Nothing’s new under the sun. Everything’s been seen before.”

This got me thinking about how we’re approaching AI in marketing right now. We’re all scrambling to figure out what works, but maybe history already has some answers for us.

The Cycle of Innovation: We’ve Been Here Before

When I asked Marc if AI is just another bubble like the dot-com era, his response was eye-opening:

“The dot-com bubble was people not understanding the technology who just wanted to make quick money. AI went through a small bubble – I’ll call it the NFT bubble with the crypto bros trying to get rich on Instagram. That’s not the case now.”

Unlike the dot-com era where companies often had no business models, today’s AI companies typically have clear use cases and paths to revenue. More importantly, AI dramatically changes the economics of startups:

“These tools allow you to do the same productivity with half the expenses. What used to be a 2-year burn rate is now probably a 7-year burn rate.”

This means we won’t see the same kind of crash – instead, we’ll see consolidation as larger companies acquire the best AI tools and integrate them into comprehensive suites.

The Certainties Amid Uncertainty

When I polled my LinkedIn audience about their feelings toward AI, responses split roughly into thirds: excited, pessimistic, and uncertain. But according to Marc, there are several things we can be certain about:

1. The get-rich-quick crowd will arrive – We’re already seeing this with AI-generated content flooding platforms like LinkedIn
2. The best tools will be acquired and integrated – Just like with any technology wave, consolidation will follow innovation
3. AI will become a feature, not a product – “AI people are selling AI. That’s not the pitch. It’s how you integrate it.”

This mirrors what we’ve seen with previous technological revolutions – from early innovation chaos to eventual standardization and integration into larger platforms.

The Authenticity Paradox

Perhaps the most counterintuitive insight from our conversation was how AI might actually drive us back to basics when it comes to human connection:

“We’re entering an era of EQ over IQ. The smart people are smart, but AI can do a lot of that. What it can’t do is get you all the way. To close that deal, I want to know who you actually are.”

As AI makes it easier to generate content and fake interactions, real human connection becomes more valuable. Marc predicts several important shifts:

• In-person meetings will become crucial for building trust
• Live video will gain importance as a trust signal
• Soft skills will leapfrog technical skills in value
• Personal brands will become even more important than company brands

The irony isn’t lost on me – all this advanced technology is driving us back to the most fundamental human need: authentic connection.

The Marketer of the Future

So what does this mean for marketers looking to leverage AI? According to Marc, the skill set is changing:

“The marketer of the future has to have more technology knowledge. Not be a technologist, but be familiar with how these tools can be integrated. They have to be strategic thinkers of workflow building.”

But beyond the technical skills, he sees a blending of traditional marketing and sales roles:

“You now are getting this media front end that you need to have a brand out there whether you’re an individual or a company. The storytelling element becomes… sales talks to the customers. The marketing folks know storytelling. Those two skill sets are starting to come together.”

This blend of technical knowledge, storytelling ability, and relationship-building skills creates a new kind of marketer – one who can use AI to enhance, rather than replace, human connection.

Three Action Steps for Marketers

Marc offered three practical steps marketers should take now:

1. Learn how AI is being applied in your industry

Develop and share opinions about AI applications in your field. You don’t need to be right about everything, but you need to be part of the conversation while it’s still early.

2. Emphasize live engagement

As automated engagement becomes more common, live video and real-time interaction will differentiate you from the AI noise.

3. Prioritize networking

“There’s nowhere to learn other than from people who are doing the same thing you’re doing and making the same mistakes in their own way.”

Conferences, DMs, and collaborations like podcasts are becoming more important, not less, in the AI era.

The Real Question for AI Success

As we wrapped up our conversation, Marc offered what I think is the most important question marketers should be asking about AI:

“How does AI play into your strategy to build relationships? At the end of the day, this is going back to history again – it’s relationship only, period. I’m not buying from you because you have an AI whiz thing in the background. I’m buying from you because I trust you.”

This is the paradox of AI in marketing – the most powerful use cases aren’t about replacing human connection, but enhancing it.

As we navigate this rapidly evolving landscape, I believe the marketers who will thrive aren’t those who use AI to automate everything, but those who use it to free up time for what machines can’t do – build genuine relationships.

If you’re interested in learning more about implementing AI marketing strategies in your business, I’d love to hear how you’re thinking about balancing technology with human connection.