Let's be clear. There's a lot of the 'A' around. Not so much of the 'I'.

Yesterday, I received another email from someone promising to transform my business development through an AI model his company had pioneered. Like so many of these approaches, my immediate reaction was "Is this typical of how you'd represent me? No chance."

This particular AI model had clearly been hard at work. His message crammed in 8 comments about me and my work, 6 of which were wrong, irrelevant, or just nonsense. "As a fellow cyclist, I appreciated your take on clarity in brand messaging."

But I was meant to be impressed by the research he/it had done on me. They specialise in hyper-personalised approaches, you see. Sadly it all sounded as far from human and authentic as one of Elon Musk's children's names.

I'm not concerned about the em dash. But this is what happens when people abrogate their thinking. They demonstrate what a copywriter friend told me a few years ago: "It's not the Artificial Intelligence that bothers me; it's the Genuine Stupidity of the people using it."