I’m just going to come out and say it:
I don’t think AI is the next big thing. 😤
In fact, I’m betting the future of my company on it.
I know what you’re thinking:
“This guy’s lost it.”
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But hear me out.
I get that everyone’s hyped about AI, and breakthroughs are popping up constantly.
Big Tech is playing the most expensive game of keeping up with the Joneses. 💰
In this article, I’m going to share:
- Why I don’t think AI is the next big thing
- What the next big thing is
- What you can do to capitalize on it
But before you have me committed, let me give you some context on how I arrived at this insight.
Quick Intro
If you’re new to my work, my name is Lester, but my friends call me Les. 👋
I’m a founder with a successful exit and currently the executive chairman of a group of ecom brands, but I’m an award-winning performance marketer at my core, and spotting trends is my thing.
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Here’s a fun fact: To stay ahead in the competitive ecom space, my team and I developed internal tools and processes to spot trends faster than anyone else. In reality, we operate more like a data company than a traditional ecom brand. 🤓
That’s why I can confidently say AI isn’t the future. To see why, we need to understand the landscape.
Understanding the AI landscape
This context is really, really, really important.
The “next big thing” is never in vogue.
It’s not apparent.
If people don’t call you crazy when you tell them, you’re probably not onto something. The masses never see it coming — not you, though; you read ZDNET. 😎
Here’s what I mean:
Tell someone AI is the next big thing, and the response will probably be closer to “duh” than “you’re crazy.”
Check this out:
All of this happened in the last 30 days! 🤯
And here’s the crazy part: these AI innovations won’t stop.
AI is here. It’s everywhere.
As AI makes building apps, websites, and tools easier, the market gets flooded with noise.
It’s giving “race to the bottom,” not the next big thing.
Don’t get me wrong…
AI is incredible. 💪
It’s a revolution.
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Many will make a killing.
But it’s not “next.” AI can’t be the next big thing because it’s already here.
Yeah, I technically cheated by saying it like that, but it’s a crucial concept to grasp. 👉👈
By definition, it can’t be “next” if it’s now. Feel me?
Some might argue this is the next thing for big tech, and that’s a fair point.
Big tech has to play this game.
But for people like us? AI isn’t next, so we should focus on something even more pressing. 🎯
AI is the tool to get us there, but it’s not the next big thing for people like you and me.
In my experience, chasing trends is like a game of musical chairs.
The music stops one day, and you’re left standing.
No thanks. 👎
What is the next thing?
We’ve already established that the AI wars are the Olympics of the race to the bottom.
What’s next, you ask? 🤔
The next big thing is owning attention, and it’s about to go for a premium.
The best thing about AI is that it makes everything easy. The worst thing? It makes everything easy. More competitors will enter your space, and old competitors will get better — all powered by, you guessed it, AI.
So, where should your focus be?
Not on AI. Your goal should be to claim the most valuable real estate: your customers’ attention.
In a world where anyone can compete and do anything, the advantage will be:
Being known well. (Not the same as being well-known.) 💡
Also: I’m an AI tools expert, and these are the only two I pay for
If you think customer acquisition costs are high now, wait until 100 new competitors are bidding for your keywords overnight.
Here’s why owning attention is a huge opportunity:
It’s rarely discussed, often ignored, and simply not trendy or exciting.
Attention is something every business needs. To have a successful business, people need to know you exist.
Consumers are 2.5 times more likely to choose a brand they recognize over a lesser-known competitor.
Without attention, you’re dead in the water — no matter how good your AI-powered product or service is.
Most people still don’t value attention the way they should. That’s why you must make your land grab and double down now.
Breaking through the noise will be nearly impossible in a few years, and costs will only keep climbing.
AI isn’t the next big thing. Owning attention is. 🚀
How to capitalize moving forward
There are many ways to connect with your audience, from in-person events to creating a newsletter.
Regardless of the method you choose, the goal is to make a genuine connection with your customers.
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The irony of all this AI stuff is that it makes us crave human connection more. Lean into that by showing your customers what happens behind the scenes.
Be a real person, not an AI agent. 🤝
Like I said earlier, AI is great, but doubling down on being human… chef’s kiss.
As it relates to media you own, here are a few marketing channels I’m bullish on and that are great for owned attention:
Email is such a powerful tool and is so underrated. Consumers who purchase products through email spend 138% more than those who don’t receive email offers. In addition, 88% of email users check their inbox multiple times a day.
Pro Tip – Email isn’t dead. Your emails are boring. I’m sorry to say it like that, but someone had to tell you. Make emails fun and engaging, like writing to a friend… then make your offer. 🤗
📲 SMS
One day, I’ll tell you how we turned $20,291.87 in spend into $556,314.10 with SMS. Compared to Google and Meta, SMS is more cost-effective, especially with 72% of consumers purchasing after receiving a brand’s text.
Pro Tip – The SMS cadence isn’t the same as an email cadence. It’s not cool to send people 10 messages a day. Keep SMS short and to the point with a punchy call to action.
🥂 In-person events
The return on an in-person event is much harder to track, but if you can afford it, don’t expect to see immediate gains.
Pro Tip – Leverage the face time with existing customers and use the videos and images of the event as marketing assets.
My two cents
I’ll leave you with this:
During the dot-com boom, companies with solid business models thrived, while countless ventures without solid foundations collapsed.
But you know who’s rarely mentioned when we talk about that era?
The telecom industry. 🤑
While the spotlight was on flashy tech startups, telecom companies quietly thrived, providing the infrastructure that made the entire boom possible. They weren’t chasing hype; they were delivering real value.
Sometimes, the biggest winners build the foundations everyone else relies on.
Every time I thought I could get in and out of a trend before it ended… I got got.
Every. Single. Time. 😫
Yes, I’ll be using all the fancy AI tools available.
But I’ll focus on building my relationship with my customers.
The businesses that will win are those that:
- Cut through the noise
- Focus on being known well
- Adopt a value-first strategy
The future belongs to those who create valuable relationships with their audiences — relationships that AI can’t replicate.
The real opportunity moving forward is to master the art of getting and keeping attention. That’s how you thrive in the new attention economy.
Here’s a trend-spotting industry secret: If everyone is talking about it, it’s already too late. The “next big thing” is never apparent. The moment you can say “AI” to your parents, and they understand what you’re talking about, the party is over.
And being called crazy?
It’s a compliment. 😏
Owning attention is what’s next. 🚀🌕
😇 Hope this helps. I’m rooting for you.
P.S. 📩 Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally free!
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