{"id":8481,"date":"2026-04-20T13:24:42","date_gmt":"2026-04-20T13:24:42","guid":{"rendered":"https:\/\/www.aom.org\/today\/?p=8481"},"modified":"2026-04-20T17:25:02","modified_gmt":"2026-04-20T17:25:02","slug":"genai-wont-provide-a-human-face-for-your-business","status":"publish","type":"post","link":"https:\/\/www.aom.org\/today\/genai-wont-provide-a-human-face-for-your-business\/","title":{"rendered":"GenAI Won\u2019t Provide a Human Face for Your Business"},"content":{"rendered":"

By Marlana Hufstetler<\/a><\/p>\n

The past couple of years have seen a rapid increase in artificial intelligence advancement across once human-dominated fields. In particular, the popularity of generative AI, which produces refined, human-like, synthetic content\u2014text, images, audio, video, and code\u2014based on prompts or instructions, has exploded. AI\u2019s influence expands well beyond individual use into the business realm, with countless sectors\u2014from the entertainment industry, marketing, and advertising to professional services, finance, and healthcare\u2014now depending on GenAI as a replacement of human labor rather than a tool to enhance humans\u2019 creative efforts.<\/p>\n

Academy of Management Scholar Tim Pollock<\/a> of the University of Tennessee-Knoxville expressed concerns over AI\u2019s lack of ability to create a thought or idea from\u00a0 nothing\u2014something only the human brain can do, whether it be in terms of advertising and marketing, creative endeavors such as writing and graphic design, or making strategic decisions. AI algorithms learn patterns from massive amounts of data\u2014content and creative works authored by humans\u2014and can parrot them convincingly. AI\u2019s lack of originality may be problematic in many use-cases.<\/p>\n

\u201cAI has some specific uses in terms of aggregating information and things like that, which can be helpful, but it\u2019s not a substitute for thinking,\u201d said Pollock. \u201cAnd it can\u2019t solve problems, because AI is all about what\u2019s happening now and what it can find on the web that\u2019s been done in the past.<\/p>\n

\u201cIt\u2019s not going to help you solve a new conundrum or find new solutions to persistent problems.\u201d<\/p>\n

Additionally, AI makes content generation for advertising, marketing, and other areas more efficient with generated audio, video, or images, quickly produced advertisement copy, and overall optimization of the process. But the reliance on AI for automated marketing can\u2019t mask a business\u2019s inability to connect with consumers on a more human level, or as Pollock said, give it a \u201chuman face.\u201d He recommends that people make an effort to articulate their own creative ideas for their business and speak to their target audience of prospects, customers, members, or investors in their own words.<\/p>\n

\u201cThe brain is a muscle; you\u2019ve got to exercise it,\u201d Pollock said. \u201cYou\u2019ve got to work it.<\/p>\n

\u201cYou\u2019ve got to learn how to do it,\u201d he said. \u201cThe more you do it, the better you get at it.<\/p>\n

\u201cSo, it\u2019s that kind of disciplined practice that makes you a better writer but also makes you a better thinker.\u201d<\/p>\n

It\u2019s possible that so much human dependence on AI could diminish business professionals\u2019 abilities to think independently, brainstorm productively, and communicate effectively. GenAI may be an effective tool for automating some manual processes and boosting productivity and efficiency in routine tasks, but it does not replace the human touch in forging a connection with an audience of current and prospective clients, members, or investors.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Marlana Hufstetler The past couple of years have seen a rapid increase in artificial intelligence advancement across once human-dominated fields. In particular, the popularity of generative AI, which produces refined, human-like, synthetic content\u2014text, images, audio, video, and code\u2014based on prompts or instructions, has exploded. AI\u2019s influence expands well beyond individual use into the business […]<\/p>\n","protected":false},"author":21,"featured_media":8484,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[343,20,71,342],"tags":[],"sp_smart_badges":[],"ppma_author":[1049],"class_list":["post-8481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-careers","category-communicating","category-technology"],"acf":[],"yoast_head":"\nGenAI Won\u2019t Provide a Human Face for Your Business - Academy of Management Today<\/title>\n<meta name=\"description\" content=\"AI\u2019s influence expands well beyond individual use into the business realm, with countless sectors\u2014from the entertainment industry, marketing, and advertising to professional services, finance, and healthcare\u2014now depending on GenAI as a replacement of human labor rather than a tool to enhance humans\u2019 creative efforts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aom.org\/today\/genai-wont-provide-a-human-face-for-your-business\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marlana Hufstetler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/\"},\"author\":{\"name\":\"Marlana Hufstetler\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#\\\/schema\\\/person\\\/5fc9428264b98cdb1b52c48fa5131d78\"},\"headline\":\"GenAI Won\u2019t Provide a Human Face for Your Business\",\"datePublished\":\"2026-04-20T13:24:42+00:00\",\"dateModified\":\"2026-04-20T17:25:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/\"},\"wordCount\":488,\"image\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/AI-computer-prediction-Person-with-retro-tv-head-AI-telepathy-gesture_cropped-scaled.jpg\",\"articleSection\":[\"AI\",\"CAREERS\",\"COMMUNICATING\",\"TECHNOLOGY\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/\",\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/genai-wont-provide-a-human-face-for-your-business\\\/\",\"name\":\"GenAI Won\u2019t Provide a Human Face for Your Business - 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