Today’s issue explores sustainability issues with AI tech and why talent is dearer now more than ever. Don’t miss out on the blue cow.

Let’s dive in.

IN THIS ISSUE

• AI tech is expensive. Even for the environment.

• From the AI community

• Growth Corner: In the AI Era, Why Talent Will Matter Even More

• Tech Spotlight: Google’s Text FX for writers

TOP PICKS

AI Tech is Expensive. Even for the Environment.

“Leading tech developers including Microsoft, OpenAI and Google have acknowledged that growing demand for their AI tools carries hefty costs, from expensive semiconductors to an increase in water consumption.

Building a large language model requires analyzing patterns across a huge trove of human-written text. All of that computing takes a lot of electricity and generates a lot of heat. To keep it cool on hot days, data centers need to pump in water — often to a cooling tower outside its warehouse-sized buildings.

ChatGPT gulps up 500 milliliters of water (close to what’s in a 16-ounce water bottle) every time you ask it a series of between 5 to 50 prompts or questions. The range varies depending on where its servers are located and the season.”

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FROM THE AI COMMUNITY

• AI Fuels New Brand-Safety Worries, and Would-Be Solutions, for Marketers, WSJ article

• 12 AI tools to save you 60 hours a month, Naveeta Sehgal, AI advisor

• If you’re looking for help with your AI strategy, how do you know who to trust?, Melinda Byerley

GROWTH CORNER

In the AI Era, Why Talent Will Matter Even More

Rishad Tobaccowala believes that Technology is leverage.

“As technology is widely distributed it helps individuals as much as institutions.

Today there are marvelous breakthroughs in technology with generative AI technologies like ChatGPT or Lensa.

Experiment and sample them all, but remember that the typewriter did not write “A Farewell to Arms” – Hemingway did.

If I had a word processor and ChatGPT, and Hemingway had a pen, he would still write better than I. If Hemingway also had ChatGPT the distance between us would be even wider. And Hemingway with a Substack would have scaled amazingly better than most.

It is not the technology, it is the talent.”

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TECH SPOTLIGHT

Google Launches TextFX

• Simile tool: Describe your brand's ethos in a corporate presentation by comparing it to a car or a comforting soup.

• Explode tool: Break down a product name into catchy phrases for a marketing campaign

• Unexpect tool: Add a twist to any business pitch or summit talk, turning a proposal into a standout narrative

• PoV tool: Evaluate a market trend from different customer angles without tons of prompting

Start writing

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Shubhangi