In a world increasingly dominated by artificial intelligence and technology, we often hear about the need for technical skills and digital literacy to succeed. However, there’s a growing consensus that soft skills, particularly empathy and creativity, are becoming more crucial than ever (full research here). The research suggests that employees and companies should prioritize developing soft skills, especially around ethics and interpersonal communication. 

As AI systems take over more routine tasks, the uniquely human ability to understand and share the feelings of others becomes a distinguishing factor. Empathy allows us to build deeper connections, understand customer needs better, and create more cohesive work environments.

By recognizing our own emotions and how they affect your behavior, we can improve our self-regulation and decision-making. We can also identify your strengths and areas for improvement, and seek opportunities to enhance our skills and knowledge. For example, we can empathize with yourself when you face a challenge or a setback, and acknowledge our feelings and reactions. We can also empathize with ourselves when we achieve a success or a milestone, and celebrate your progress and achievements.

While AI excels at optimizing and automating, it still lags in both genuine creativity and empathy. A colleague of mine, spent tons of time with me and she empathized with me so deeply that she could recognize some patterns in my body language, communication style etc. One day she came to me and asked: “ Silvio, did you use copilot to write this? I said yes! How do you know that? You don’t greet that specific set of people using “Dear”, I was pretty sure about it “

This is another scenario:
Consider the task of developing an advertising campaign for a new product. The goal is to not only inform potential customers about the product but also to connect with them emotionally, inspiring them to make a purchase.

Human Professionals in Marketing and Advertising:

• Empathy: Human marketers can understand and tap into the emotions and desires of their target audience. They can craft messages that resonate on a personal level, addressing real-life challenges, aspirations, or fears. For instance, they might create a campaign that speaks to the struggles of balancing work and family life, something many people can relate to.
• Creativity: Creativity is key in advertising to stand out in a crowded market. Human professionals can think outside the box, come up with unique concepts, and tell stories in fresh, engaging ways. They can use humor, satire, or emotional storytelling that AI simply cannot replicate. For example, they might develop a unique, heartwarming story around the product that leaves a lasting impression on the audience.

AI in Marketing and Advertising:

• While AI can analyze data to identify trends and patterns in consumer behavior, and even generate content based on parameters set by humans, it lacks the innate human ability to truly understand and evoke complex emotional responses.
• AI-generated content often lacks the nuanced understanding of human culture, emotions, and subtleties that can make or break a campaign. It can’t, for example, fully grasp the cultural significance of certain narratives or the emotional weight of specific words in different contexts.

In attempting to understand and mimic human cultural contexts, LLMs risk oversimplifying complex issues or inadvertently perpetuating stereotypes. Human cultures are incredibly diverse and dynamic, and an AI’s interpretation might lack the subtlety and sensitivity required in certain situations. Emotional intelligence in humans involves self-awareness, empathy, and the ability to understand and manage emotions. LLMs can mimic certain aspects of this intelligence by recognizing emotional cues in text, but they do not experience emotions themselves, thus limiting their ability to fully comprehend the emotional weight of words in different contexts. Creative thinking instead leads to innovation, problem-solving, and the ability to see beyond data-driven insights. It’s the spark that drives progress in every field, from arts to science, and business.

Being intentional on cultivating these skills could give you the opportunity to anticipate a trend and being ahead when things will come along.Rather than trying to outdo AI in its own game, focusing on empathy and creativity allows us to complement these technologies. We can harness AI’s power while adding a layer of human insight and innovation that no algorithm can replicate.Make colleagues and people around you feel seen and heard. Use idle time in meetings to show genuine curiosity in your colleagues and practice your listening skills.

For 2024, I’ve set a personal goal to meet and interact face-to-face with a new person every week, moving away from virtual interactions. My aim is to enhance my empathy skills by attentively listening to others, concentrating on their words, tone, stories, and non-verbal cues to gain a comprehensive understanding of their viewpoints. Additionally, I plan to foster a sense of curiosity about the people I meet, making an effort to imagine and understand the lives of those who are strangers to me.

Let’s grow and connect in ways that only humans can.