I’ve been reading and listening to marketing gurus’ best guesses on the impact of AI on communicating with and engaging people. One of their biggest concerns, naturally enough, is how to ensure that there is still a job for them. If the AI can do almost everything (if you’re curious Forbes has a good article on this automated vibe marketing), then what remains for a marketer?
Since once of the hats an indie author wears is that of a marketing manager it’s a question that concerns me.
The answer seems to be to step back from basic content creation and, instead, invite people to share your experience; that is, do something and communicate what you’re doing as you do it. This is what TikTokkers and Youtubers have been doing for years, so it’s not really a radical idea. I’m not even convinced it’s the right answer regarding how to assert our humanity against the rise of AI controlled communications.
Perhaps, though, the marketing gurus are on the right path. Sharing their experience is a means by which someone who is an authority on a subject demonstrates that authority. We judge them, respect them, and follow them because we see what they can do.
I actually think that authority (in the sense of being respected for one’s knowledge and experience) may be what causes some communications and communicators to stand out as islands in the sea of AI-generated garbage. These islands (authorities) can’t be moved by the latest fad, won’t wash away with the tide, and can’t be swamped. They endure because people trust them, and because they honor that trust.
And now for an apology.
I’ve had to delay the release of Hexes Fly. Originally, I scheduled it to come out June 26. I’ve pushed that back a month, and it will now release on Saturday July 26.
Similarly, Rogues Lie will now release a month later than planned on Saturday November 29.
2025 has been far more chaotic than I ever imagined it could be and I need to add some breathing space to my publishing schedule. I hate doing it (so much!) but if I’m advising other people to be kind to themselves I need to follow that advice, too. I’m so very sorry, though, that you’ll have to wait an extra month.
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