Marketing and Mark Schaefer

In marketing, I look up to three remarkable minds whose influence shapes how I think, speak and serve: Philip Kotler, Seth Godin and Mark Schaefer.

Of course, Kotler stands in a league of his own – an icon revered as the father of modern marketing. I often say that if Peter Drucker is the management guru, then Kotler is the sage of marketing. I had the honor of speaking at his World Marketing Summit a few years back, and it felt like a master being kind enough to open the gates for a humble student.

Next is Seth Godin – a man who doesn’t just write books; he writes modern-day marketing scripture. I’ve devoured every single book he’s published. No exaggeration. Interviewing him in New York pre-pandemic was like getting front-row access to a rock concert of the mind. His ideas challenge, provoke and always uplift.

And then there’s Mark Schaefer, one of the brightest voices in today’s marketing landscape. Mark doesn’t just observe trends; he interprets them through a deeply human lens. I’ve read at least five of his books and come away each time feeling like I’ve added intellectual muscle to my brain and soul. His thinking is razor-sharp, relevant and refreshingly honest.

This is why I’m thrilled to announce that Mark Schaefer will come to Manila next year for a major marketing event we’re putting together.

Yes, you read that right. He’s coming, and you won’t want to miss what he has to say.

To give you a taste of his insights, here’s a powerful excerpt from his latest writings: “300 experts agree: AI will change your customers.” It’s a sobering look at the future but one that every forward-thinking professional needs to read.

6 ways AI will reshape humanity (and your customers)

1. AI will erode critical thinking

Let’s face it: we humans like shortcuts. And AI gives us a buffet of answers without the labor of thinking. But here’s the rub: skipping the hard work robs us of “phronesis” – that profound, hard-earned wisdom that only comes from wrestling with tough ideas. Mark says that if AI writes your book, you’ve learned nothing. You’ve outsourced the content and the growth that comes with it.

2. AI may trump human relationships

Imagine a friend who never argues, always listens and offers spot-on advice. Tempting, right? That’s why many are turning to AI not just for support but for companionship. Bots are becoming best friends and even romantic partners. But as we cozy up to the convenience of digital empathy, we risk losing the subtle art of reading real human cues. Compassion is being coded, and that’s both fascinating and frightening.

3. AI will challenge human purpose

What happens when machines outperform us at nearly everything? The experts predict a crisis of confidence and autonomy. If AI always has the better answer, will we stop trusting our judgment? This shift will redefine how we see ourselves in the world and relate to brands that help (or hinder) that sense of purpose.

4. AI will blur the truth

The rise of synthetic content means facts can become optional. Reality becomes curated. Truth becomes personal. As marketers and communicators, this is a challenge and a call to lead with integrity. Authenticity becomes your most valuable asset in a world where “truth” is algorithmically served.

5. AI will redefine how we learn

The ease of outsourcing cognitive tasks to machines could make us less confident in our reasoning. We’ll increasingly trust recommendations from AI, sometimes without question. The danger? We may trade our judgment for convenience. The opportunity? Helping people become wiser stewards of technology, not just consumers of it.

6. AI will polarize but also inspire

Mark ends on a hopeful note: even as many embrace AI with open arms, others will deliberately step back, seeking more analog, human-centric experiences. Both groups need guidance, support and products that reflect their evolving values. In other words, businesses that help people be more human in the age of machines will thrive.

The big idea is this: AI won’t just change marketing.

It will change the customer.

And the savvy marketer won’t just adopt the tech; they’ll anticipate the emotional shifts that come with it. The need for empathy, connection and purpose won’t go away. They’ll grow. And if we’re wise, we’ll grow with them.

So yes, get excited about what AI can do. But never forget what only a human can do.

As Mark Schaefer reminds us:

“The businesses that help people navigate this shift with their humanity intact? They’re the ones that will matter.”

See you at the conference.

Bring your mind. But more importantly, bring your heart.

(Francis Kong has officially launched his brand-new YouTube and podcast channel “Kongversations” where sharp minds meet smart talk – one meaningful conversation at a time.)