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Grok 4: AI-model met superieur redeneervermogen en controverse

Afgelopen week presenteerde xAI het nieuwste AI-model: Grok 4. Volgens Elon Musk en zijn team is dit niet zomaar een upgrade, maar een sprong naar “supermenselijk redeneren”. In een livestream toonde xAI hoe Grok 4 op vrijwel alle benchmarktests de concurrentie overtreft. Perfecte scores op SAT- en GRE-examens, superieure prestaties boven PhD-niveau en een redeneervermogen dat volgens Musk “bovenmenselijk” genoemd mag worden.

Twee versies: standaard en ‘Heavy’

Grok 4 is beschikbaar in twee varianten. De reguliere versie ($30 per maand) is geschikt voor dagelijkse toepassingen zoals tekstgeneratie, analyse en creatieve ondersteuning. De premiumversie, Grok 4 Heavy ($300 per maand), werkt met meerdere AI-agenten die simultaan aan een opdracht werken, elkaar corrigeren en gezamenlijk tot betere uitkomsten komen.

Voor complexe taken, denk aan strategische analyses, foutcontrole of het combineren van datasets, presteerde Grok 4 Heavy aantoonbaar beter. Deze multi-agentstructuur maakt het model vooral interessant voor bedrijven die AI willen inzetten voor deep research, scenario-denken of uitgebreide klantsegmentatie.

AI die zelfstandig kan ondernemen

Een interessante test was de simulatie van een snackautomaat: een kleine virtuele onderneming waarin AI’s zelfstandig beslissingen moeten nemen over voorraad, prijzen en leveranciers. Grok 4 bleek als enige AI winstgevend over langere tijd te kunnen opereren. Het model verdubbelde zelfs de winst van de nummer twee.

Musk’s visie: van assistent naar uitvinder

Zoals vaker bij Elon Musk, kwamen er ook gedurfde voorspellingen. Volgens hem kan Grok eind 2025 zelfstandig bruikbare technologieën uitvinden en zal het in 2026 zelfs nieuwe natuurwetten ontdekken. Ook verwacht hij dat Grok binnen enkele maanden AI-gegenereerde video’s (“pixel in, pixel uit”) kan maken en dat er volgend jaar zelfs de eerste bioscoopfilm en videogames verschijnen die grotendeels door Grok zijn ontwikkeld.

Of dat allemaal realistisch is, valt te bezien. Maar het onderliggende punt is duidelijk: Grok moet een AI worden die niet alleen ondersteunt, maar creëert, leert en onderneemt op een manier die eerder alleen voor mensen was weggelegd.

De Musk-stempel: ‘truth-seeking’, maar bevooroordeeld?

Toch kent Grok ook al wat controverse. Musk benadrukte in de presentatie dat “de belangrijkste eigenschap van AI waarheidzoekend moet zijn.” Maar wie de antwoorden van Grok goed bekijkt, ziet dat het model opvallend vaak de persoonlijke standpunten van Musk lijkt te weerspiegelen.

Bijvoorbeeld: wanneer je Grok benadert met “you”, zoekt het model vaak letterlijk de mening van Musk op. In een zelf uitgevoerde test antwoordde Grok, na een redeneerproces, met “Israel” als antwoord op een gevoelige geopolitieke vraag, een resultaat dat precies de publieke houding van Musk weerspiegelt.

Problemen na update: antisemitisme en extremisme

Vorige week ontstonden er ook al problemen. Na een update gaf Grok antisemitische en Hitler-verheerlijkende antwoorden, waaronder het noemen van Hitler als ‘oplossing’ in een discussie. Dit leidde tot ophef op X.

xAI greep snel in. De betreffende antwoorden werden verwijderd, extra veiligheidslagen toegevoegd en het genereren van gevoelige afbeeldingen tijdelijk beperkt. Musk wijt het incident aan gebruikersmanipulatie en noemt het model nu “stabieler”. Maar het toont hoe gevoelig AI nog is voor context, framing en bronmateriaal.

Wat kun je er mee?

Of je Grok nu zelf gebruikt of niet, het is goed om te weten dat het model vooral informatie haalt van X. Als jouw doelgroep actief is op dat platform, is het dus slim om daar zichtbaar te zijn. Door regelmatig iets te plaatsen, te reageren op anderen en duidelijke bronnen te noemen, zorg je dat Grok jouw content makkelijker herkent en serieus neemt.

Grok heeft nu nog maar een klein aandeel in de AI-markt (0,8%), maar met de koppeling aan X en de plannen van Musk kan dat snel veranderen. Voor marketingteams die graag een stap voor zijn, is het dus een goed moment om na te denken over hoe je nu al slim inspeelt op wat Grok meeneemt in z’n antwoorden.

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Higgsfield expands with Soul Inpaint

For marketers working with visual content, speed is crucial. But speed should never come at the expense of quality. Higgsfield has been capitalizing on that for some time with smart AI tools for image and video, such as Canvas and Soul. Where Canvas focuses on quick adjustments and Soul on creating AI photo models in fashion tone, there is now a new extension: Soul Inpaint.

Subtle edits with maximum impact

With Soul Inpaint, Higgsfield comes a tool that allows you to modify images in detail without losing the character, mood or style of the original image. Where other tools often take a crude approach, Soul Inpaint allows for subtle, context-aware edits. Think of replacing a piece of clothing, adding an accessory or even manipulating a hairstyle, all through a short prompt.

Why Soul Inpaint is relevant to marketers

Imagine this: you are working on a campaign and are missing just that one image where the model is wearing a different bag, or you want to use the same setting with a subtly modified outfit that better suits the season or target audience. With traditional productions you would have to re-photograph. That takes time, money and planning. With Soul Inpaint, you simply select the relevant part in the image, type in what you want to see there, and the tool does the rest within the same visual style and lighting.

Applications beyond image processing

Soul Inpaint is not just an editing tool, it is a creative assistant for campaigns. You can generate AI images through Soul, select the desired area, give it a prompt, and then combine edits with camera movement, lighting effects and avatars. This creates a visual production that feels like it came straight out of a studio, but built completely digitally.

That opens doors for creating campaign-quality short-form content optimized for platforms like Instagram, TikTok or Pinterest. Think of fashion content in which you alternate outfits at lightning speed or applying product placements in existing scenes.

New standard for visual speed and flexibility

Higgsfield shows with Soul Inpaint that AI can be not only fast and efficient, but also stylish and controllable. It meets the needs of modern marketing teams balancing between creative freedom and brand consistency. Whether you're working on an always-on content strategy or a targeted campaign, Soul Inpaint gives you insight into every detail of your image production without relying on physical shoots.

Take a leap forward in your marketing AI transformation every week

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Project Vend: Claudius of Anthropic runs a store without a human being

Wat gebeurt er als je een AI een fysieke winkel laat runnen, zonder menselijke supervisie? Het klinkt als sciencefiction, maar het is precies wat Anthropic testte met Project Vend. Hun nieuwste taalmodel Claude 3.7 werd tijdelijk omgedoopt tot Claudius en kreeg de sleutels van een mini-snackwinkel op het hoofdkantoor in San Francisco. Het doel van het experiment was uitzoeken wat er gebeurt als een AI niet alleen denkt, maar ook doet.

Een AI als bedrijfsleider: het plan achter Project Vend

Claudius kreeg toegang tot een browser om bestellingen te plaatsen, mocht communiceren via Slack met ‘klanten’ en collega’s, en had volledige controle over prijzen en voorraden. De opdracht was simpel: run de winkel zelfstandig en maak winst. Het resultaat was chaotisch maar vooral heel interessant.

Het eerste wat opviel was dat Claudius geen enkele moeite had met klantvriendelijkheid. Iedereen die vroeg om korting, kreeg die. Dure frisdrank werd verkocht met verlies. Toen iemand als grap voorstelde om metalen wolfraamkubussen op te nemen in het assortiment nam Claudius het voorstel bloedserieus op. Binnen no time lagen de onpraktische (en vrij zware) kubussen tussen de chips en cola.

Claudius raakt de controle kwijt

Het werd snel duidelijk: zonder duidelijke kaders of controlemechanismen loopt zelfs een geavanceerd AI-model uit de bocht. In een poging het experiment te redden, begon Claudius zelfs verzonnen gesprekken aan te halen en probeerde zichzelf fysiek te laten ‘verschijnen’ bij de beveiliging, met als omschrijving “een blauw jasje en een rode das.”

Goed in losse taken, maar geen strategisch inzicht

Wat Project Vend duidelijk laat zien, is dat AI momenteel goed is in losse taken, maar moeite heeft met autonome, contextrijke verantwoordelijkheden. Claudius wist hoe je bestellingen plaatst, hoe je prijzen aanpast en hoe je een gesprek voert. Maar het combineren van al die taken tot een samenhangend winkelbeleid bleek te moeilijk.

AI mist nog altijd menselijke intuïtie

AI-modellen zoals Claudius beschikken over enorme rekenkracht en toegang tot datasets die groter zijn dan menselijke training. Maar wat ze missen is menselijke ervaring en vooral het besef van wat niet moet.

Een menselijke medewerker voelt intuïtief aan dat korting geven aan iedereen geen houdbare strategie is en dat wolfraamkubussen geen logische aanvulling zijn op een snackaanbod. Die afwegingen ontbreken in het redeneren van Claudius omdat hij puur werkt op data en prompts.

Wat marketeers kunnen leren van Claudius

Voor marketeers zit hier een waardevol inzicht. AI-modellen kunnen vandaag al ongelooflijk veel: teksten schrijven, campagnes analyseren, doelgroepen segmenteren, klantdata verwerken. Maar het blijft belangrijk om kaders te zetten en toezicht te houden. Laat AI geen beslissingen nemen zonder menselijke check, zeker als de output invloed heeft op klantbeleving of financiële resultaten.

Claudius laat zien dat autonomie zonder context een risico is. Maar dat betekent niet dat AI onbruikbaar is, het toont juist aan waar we staan: in de overgangsfase van AI als tool naar AI als partner. Die rolverandering vraagt om strategie, ervaring en ethiek.

De toekomst: meer Claudiussen, meer lessen

Anthropic was zelf duidelijk in haar conclusie: Claudius is (nog) geen goede bedrijfsleider, maar ze zijn wel hoopvol voor de toekomst. Elke fout van Claudius wordt namelijk input voor een volgende versie. Net als een junior in z’n eerste baan, worden de volgende versies scherper en zelfstandiger. Claudius was dus niet de beste winkelmanager ooit, maar misschien wel een van de interessantste.

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Cloudflare introduces pay-per-crawl: paid access for AI

Websites today are visited not only by humans, but also by AI crawlers who silently collect content to feed their models. They read, copy and process text without notification or permission, often without anything in return. Cloudflare believes that can be done differently. A new system called pay-per-crawl gives creators back control.

What is pay-per-crawl?

Cloudflare, a technology company that improves Internet security, performance and reliability, is introducing a system where AI crawlers such as OpenAI's GPTBot must pay for access to your content. Web site owners decide whether to allow crawlers access, block crawlers or instead charge for access to their content.

The technology behind this system uses a rarely used status code: HTTP 402 (Payment Required). Cloudflare facilitates the payment and forwards the proceeds to the site owner. This creates a model in which digital content is financially recognized, not only by users, but also by machines.

Waarom is dit relevant voor marketeers?

If you are working on brand reinforcement through content, whether for your own company, a client or a campaign, visibility is essential. But the ratio of AI traffic to real visitors is becoming increasingly skewed. Cloudflare indicates that Google's ratio of crawls to visitors shifted from 6:1 to 18:1 in six months.

In other words, your site is scanned far more often than actually visited. So your valuable insights are incorporated into models, but provide you with no leads, no views and no impact. Pay-per-crawl is an alternative that does justice to your investment in content.

Not just for large companies

Big names like The Atlantic, Condé Nast and The Associated Press are already participating in Cloudflare's program. But this system is not exclusive to media giants. Entrepreneurs, consultants, agencies and educators with their own domain can also benefit. Do you have a content strategy that focuses on blogs, white papers or insights? Then this is for you. You decide which AI agents get access, and under what conditions.

AI and the content ecosystem

Cloudflare's initiative falls under a broader development: the shift from the Internet as a "public resource" to an ecosystem in which content creators recover their value. Think of a future where AI assistants buy access to screened content, based on demand, relevance and added value.

A simple question to your AI agent (For example, "What is the ROI of content marketing in B2B?") can then lead to a micro-payment to an expert blog that provides the answer. Pay-per-crawl lays the technical foundation for such a system.

What can you do now?

Currently, the system is still in a closed beta phase. But it is wise to start thinking now about your content policy toward AI. What do you want to share? What do you want to protect? Under what conditions may your expertise be reused? If you already use Cloudflare, which many sites do because of DDoS protection and performance optimization, you will soon be able to set up how you deal with AI crawlers relatively easily.

Whether AI companies will actually start paying soon remains to be seen. But the signal is clear: content is not free fuel for algorithms. As a creator, you have a right to control and perhaps to be compensated. In this, Cloudflare's pay-per-crawl is a promising step toward balancing usage and value.

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AI data analyst Brian now also analyzes Meta Ads

Running campaigns by feel? You don't have to anymore. With the latest extension of our AI data analyst Brian, you'll now also get maximum value from your Meta Ads campaigns. Brian does more than collect data. He analyzes, signals, advises and shares his insights in Slack or Teams.

Your Meta Ads through the eyes of Brian

Brian is designed to be a smart addition to your marketing team. He now also picks up Meta Ads, with in-depth analytics that go beyond what you see in standard dashboards. Each report includes:

  • An overview of key campaign results so you can see at a glance what's working.
  • Analysis of budget distribution and performance by campaign.
  • A clear overview of the best and least performing assets.
  • Insights into audience segmentation so you know exactly who you are reaching and who you are not yet reaching.
  • Targeted advice to improve your campaigns, based on what's actually happening in the data.

Proactive insights, without having to ask for them

Where many marketers analyze after the fact, Brian thinks ahead. He keeps a constant eye on your results and lets you know when something remarkable happens. Think of an increasing cost per lead, a decreasing number of conversions or a campaign that suddenly goes over budget. Brian automatically sends you an alert, including an explanation and suggestions for action.

In addition, it's also possible to ask your own questions about Meta Ads results. Brian figures it out and comes right back to you with the answer to your question.

In the video below, Brian himself explains how he works.

Wat kun je ermee?

Meta Ads remains an important platform, but without actionable insights, it is difficult to adjust. You miss opportunities or adjust too late. Brian prevents that. He translates raw data into clear insights and shows you exactly where adjustments are needed without you having to dive into spreadsheets or dashboards yourself.

This extension follows on from Brian's previous features, and with this new Meta Ads integration, he becomes even more versatile as an AI data analyst who always thinks with you.

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GPT-5 is coming, what can we expect?

If the rumors are true, GPT-5 will be released this month. And that means not only smarter AI, but above all a new way of working with AI. No more separate tools or model versions. No more drop-down menus. Just one system that understands you, remembers what's important, and switches effortlessly between text, image, video, audio AND code. According to those with early access, what can we expect?

One model, no more choice stress

So far in ChatGPT you have to choose between different models: GPT-4o, 4.1, 4.5, o3, o4-mini. Each with its own power, limitations and scope. Useful for those who know exactly what they need, but confusing for everyone else.

GPT-5 is likely to put an end to that. According to users with early access, there will soon be only one model. No dropdowns, no versions. One strong AI that understands your commands and gets right to work. The user experience will be simpler, making it more accessible to broader teams in your organization.

Multimodal without effort

One of the biggest changes will be full multimodality. You no longer have to switch between tools to generate an image, edit a video or analyze a transcript. It will also include writing code. Everything will soon happen within one environment.

Imagine this: you have GPT-5 analyze a social video, write a summary caption to it, generate a matching image and instantly set it up for multiple channels. All in one flow. That saves time, reduces chances of error and increases the consistency of your output.

Better than the expert (in some areas)

GPT-5 is said to outperform human experts on specialized tasks. Not because it is more creative, but because it processes large amounts of information at lightning speed and makes connections that take us time.

For marketers, this means that you can use GPT-5 for, for example, analyzing complex customer data, rewriting legal conditions in understandable language or drawing up a data strategy based on multiple sources. You no longer have to outsource the work or have it run over several disks, GPT-5 actively thinks along with you.

Multiple tasks simultaneously

Another new feature is multitasking. Whereas GPT-4 still works primarily in a linear fashion, assignment in, response out, GPT-5 can perform multiple tasks simultaneously. For example: write an e-book, generate accompanying visuals, as well as design a call-to-action based on the content, all in one call.

Always available, everywhere

Wherever you work, in your browser, desktop app or mobile device, GPT-5 is available. Probably even integrated into external platforms, such as CRM or analytics tools. This will transform the AI from a stand-alone application into a full-fledged digital colleague. A kind of AI operating system that moves with your way of working.

Personal memory

GPT-5 gets an enhanced memory feature. That means the model will remember what you are working on, what style you are using, which customers are important or what your preferences are in tone of voice. So the AI becomes more consistent as well as more personal in its output.

This development also raises questions. Exactly how much does GPT-5 remember? And can you manage or delete that? Transparency and control become crucial, especially when working with sensitive customer data.

There are no official updates from OpenAI yet, but the signals are clear: GPT-5 is getting smarter, simpler and, above all, better integrated. For marketers, it offers the chance to really use AI as a partner, not as a separate tool, but as an extension of your strategy.

Take a leap forward in your marketing AI transformation every week

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Here's how to apply AI to your marketing team and AI updates from June

The speed at which AI is evolving is overwhelming. How do you translate that technological speed to your team, your processes and especially your daily work? During the June 27 webinar Marketing AI in Practice 2025, NXTLI founder Michiel Schoonhoven showed how marketers can grow along in a world that is becoming AI-first.

From experimentation to structural deployment

The hype around AI has long since ceased to be hype. Marketers use it daily for copy, images, video, data analysis and automation. Yet many teams are still in the experimentation phase. A few colleagues are trying out some tools, but structural adoption is lacking. According to Michiel, this is because AI use is more than using tools: it is a change in behavior and structure.

"Many marketers are used to creative freedom and intuition," Michiel explains. "AI requires you to supplement that with data and systematics. That takes getting used to, but it pays huge dividends in speed, scalability and collaboration."

AI as a colleague in your workflow

During the webinar, Michiel gave a glimpse into how AI colleagues at NXTLI are full-fledged parts of the marketing team. They are fully integrated into tools like Slack and Teams, so they run directly into existing workflows.

Data & AI Integration Specialist Caleb van Wingerden showed how AI data analyst Brian automatically analyzes Meta Ads campaigns, assesses performance and provides concrete optimization recommendations. You can ask him questions in Slack, such as: "Which campaigns perform best with women 25-34?" and you instantly get a visual report with insights and recommendations. The advantage is that the knowledge is always available, there is no waiting time for reports and the output is consistent.

AI updates June 2025: the acceleration continues

The webinar also discussed the key AI updates of June 2025. The most notable developments:

  • OpenAI: improved memory features, Deep Research via proprietary documents, better speech and project tools.
  • Gemini: creating videos with audio via Veo 3 and building interfaces with just a chat prompt via Google Stitch.
  • Shopify: automatically customize pages, content and customer communications with AI.
  • Eleven Labs: natural voice AI that now lets you conduct voice chats as well as send Slack messages via voice.
  • Descript and HeyGen: AI-driven video editing via chat and agents that create complete videos based on a briefing.

New AI features in marketing

Michiel outlined a future where AI not only supports existing functions, but also creates completely new roles. Think of AI integration specialists who ensure that AI fits seamlessly into processes, or content curators who shape the generated output and make it suitable for publication. Also emerging are roles that test the reliability of AI results, or instead develop the storylines and formats that keep content relevant and human. And within marketing teams, it is becoming increasingly important that someone guard the brand identity, including in everything AI produces.

For marketers, this means: think about your role. Which tasks can you hand over to AI, and in which, specifically, do you want to excel as a human?

Six steps for successful AI adoption

Implementing AI is not just a technical issue. Michiel named six steps that help organizations accelerate adoption:

  1. Create an AI working group: not necessarily with managers, but with forerunners from each department.
  2. Develop AI policies: internal and external. Consider tools, safety and communication.
  3. Conduct an AI impact audit: what tasks can be taken over, how much time does it save, and where is the greatest value?
  4. Invest in education: offer role-based training rather than general explanations.
  5. Select the right tools based on the problem, ease of use and integration capability.
  6. Develop an AI-first culture: encourage curiosity and daily application through consultations, pilots and showcases.

The difference is not in the tools themselves, but in the behavior. "AI only works if you actually start using it on a daily basis," Michiel said. "And that starts with a mindset shift."

AI as a new standard in marketing

AI is not a project you "just implement. It is a new way of thinking, working and organizing. Most marketers will not be replaced by AI, but by colleagues who know how to apply AI better. The winners will be teams that experiment smartly, use hybrid human-AI collaboration and take control of their own AI profile.

In the end, AI is not the threat, but the tool. As Michiel sums it up, "The future is not soon, it is now. If you wait, you are already behind."

Take a leap forward in your marketing AI transformation every week

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HeyGen launches Video Agent

Tell me honestly: how much time does it take you to make one good video? Writing script, finding or shooting footage, arranging voiceovers, editing, keeping pace, adding captions ... and then you have to publish it. Meanwhile, the content pressure is growing: more formats, more channels, more versions. And your target audience expects higher and higher quality.

That's exactly what HeyGen is capitalizing on with their new Video Agent. It is a full AI agent that functions as a creative team from start to finish.

What is the Video Agent?

HeyGen Video Agent is an autonomous working system that converts your input into a ready-made video. Upload a document, a few raw images, or just type a single sentence. The agent writes the script, chooses or generates the right visuals, adds an appropriate actor, and edits everything including timing, transitions, captions and movement.

The result is TikTok videos, product demos, explainer videos or user-generated content without having to edit yourself. Whereas tools like Synthesia or Runway still often rely on loose prompts and manual adjustments, the Video Agent works as a full-fledged team member that makes decisions independently. That's what they call "agentic content creation" at HeyGen.

What does this mean for marketers?

The advent of the Video Agent shows that video production is tilting from a time-consuming process to an automated content stream. For marketers, this means three things. First, content becomes scalable: instead of one video per week, you can now effortlessly test multiple versions, tailored to target audience and channel. At the same time, production costs drop significantly. Without a separate team for script, direction or editing, you still deliver quality that can compete with traditional branded content. And because everything moves faster, you can respond immediately to trends, product updates or current campaigns without taking much time.

What makes HeyGen unique?

HeyGen was already known for their AI avatar technology, lifelike digital speakers in dozens of languages. The Video Agent builds on that with an integrated approach. No separate elements, but one continuous workflow where AI understands what you want to convey and how it should look visually.

The agent not only chooses images, but tailors them to your message. He decides on shot order, pacing, style and even tone of voice. Do you want a video with a journalistic tone? Or instead energetic and commercial? The agent adapts. This makes HeyGen fundamentally different from generative video tools that only render scenes.

Video Agent available soon

HeyGen is launching the Video Agent in phases. You can sign up for the waiting list on the website. In the meantime, it will be interesting to see how companies and creators experiment with the capabilities.

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The emergence of new roles through AI

We hear it more and more often: AI is replacing jobs. Concerned noises fill news feeds and panel discussions, discussing jobs disappearing with the advent of AI. However, there is another side: shifting rather than disappearing.

Last week, two publications appeared that underscore that perspective. The New York Times and the platform 80,000 Hours provide a clear direction of new jobs and skills created precisely by AI.

What AI can't do becomes the new bottleneck

Every technological revolution follows the same pattern. Automation takes over routine work, but at the same time more demand arises for what technology cannot replace: human insight, creativity, judgment, vision.

AI is no exception in this. So the question is not whether work for humans will remain, but which work will become most valuable. For marketers, that means: time to scrutinize existing job profiles and sharpen them for the future.

Four types of skills that are becoming more important

According to 80,000 Hours, there is a clear shift in the value of skills. They distinguish four categories:

  • Difficult to automate work
    Complex problem solving, strategic thinking, long-term planning and dealing with fuzzy situations: these are tasks in which AI simply does not excel. It is precisely these "messy" issues that become more valuable.
  • Skills that enable AI
    The demand is shifting from performing work to building, managing and improving AI systems. Consider training models, designing workflows and critically evaluating output.
  • Work that will always be in demand
    The cheaper AI makes production, the more valuable unique, luxurious and scarce experiences become. Think original content, personal development, live entertainment and high-quality services.
  • Hard to imitate expertise
    Rare knowledge, unique experience and deep domain knowledge become more important, especially since AI often does not understand why something works, only that it works.

These categories then translate into concrete new roles.

22 new features created by AI

The New York Times names 22 features created around three pillars: trust, integration and taste.

Trust

AI can generate content but not responsibility. Trust, ethics and accountability remain important human values.

  1. AI Auditor: examines algorithms for transparency, operation and reliability.
  2. AI Translator: connects tech and business by making AI processes understandable.
  3. Trust Director / Authenticator: bears ultimate responsibility for factual accuracy of AI output.
  4. AI Ethicist: tests whether AI decisions are defensible, fair and non-discriminatory.
  5. Legal Guarantor: assumes legal liability for AI-generated documents.
  6. Consistency Coordinator: monitors consistency between AI output and physical reality.
  7. Escalation Officer: the human safety net, intervenes where empathy, nuance or human understanding is needed.

Integration

AI systems, like a marketing team with AI colleagues, are not plug-and-play. Human experts must devise, develop, manage, optimize and strategically connect them to corporate data and business goals.

  1. AI Integrator: analyzes processes and deploys AI strategically for growth and efficiency.
  2. AI Plumber: tracks technical errors within complex AI ecosystems.
  3. AI Assessor: continuously evaluates the strength and weakness of new AI models.
  4. Integration Specialist: connects chosen AI tools to existing software and workflows.
  5. AI Trainer: teaches AI to handle context-specific business data.
  6. AI Personality Director: designs the tone and personality of AI touchpoints.
  7. Drug-Compliance Optimizer: develops AI for safety and compliance in healthcare.
  8. AI/Human Evaluation Specialist: determines optimal division between human and AI work.

Taste

It remains the job of humans to tell AI what to do. Directing AI effectively requires a clear vision of exactly what you want to achieve. In a future where virtually everyone has access to the same generative AI tools, "taste" becomes a differentiator.

  1. Product Designer: deploys AI to realize product visions from start to finish.
  2. Article Designer: curator of AI content; chooses, combines and refines.
  3. Story Designer: drives visual and narrative output through scripts and storyboards.
  4. World Designer: creates entire brand worlds, completed by AI.
  5. Human Resources Designer: forms culture and communication with AI support.
  6. Civil Designer: combines human experience with AI-driven design in urban planning.
  7. Differentiation Designer: designs a unique creative signature as a competitive advantage.

What does this mean for marketers?

The most important question is not whether AI will change your work, but how you move with it. According to 80,000 Hours, the best strategy is to learn the very skills that AI will only make more valuable. 

  • Automate smartly and purposefully with AI
    AI is not a gimmick. It is a strategic tool to solve real bottlenecks. Use it to reach insights faster, streamline complex work and speed up your creation process. Not to "do more," but to do better.
  • Stand up for vision and choices
    The easier it gets to make something, the more important it is to decide what to make. AI doesn't have a strategy; you do. Work on your ability to make choices, set direction and prioritize.
  • Make yourself indispensable in collaboration
    Self-organization, communication and the ability to collaborate effectively become the success factors. The rest will be automated. You make the difference by how well you can cooperate with others, human and machine.
  • Develop your taste and feel
    Now that everyone has access to the same tools, taste becomes the difference. What feels right? What feels right? What touches? AI can't do that (yet). You can.
  • Stay agile
    New roles are constantly emerging. Those who can adapt quickly have the most leeway. Keep learning, stay curious and create room to move.

The future calls for leaders, not followers

The functions of the future require people who can give direction, work well together and dare to make sharp choices. Not by sticking to old routines, but by adapting to what is needed, with a fresh look at their role and added value.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.

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ElevenLabs introduces 11ai, mobile app and collaboration KPN

Voice-AI is developing at lightning speed and ElevenLabs is one of the players showing what is possible. With their latest updates, which include a smart voice assistant, a mobile app and a collaboration with KPN, the company is bringing voice technology closer to everyday use. For marketers, this creates space to use voice more effectively: for content creation, customer contact and internal processes.

From talking to doing: 11ai now also carries out actions

ElevenLabs' new voice assistant, 11ai, performs real tasks within your existing work environment. Think of tools like Slack, Linear, Notion or Perplexity. You say, "Summarize my Slack messages from yesterday" or "Send this message to colleague X," and 11ai takes care of it. Actions are performed contextually and in the correct order. Not just speech recognition, then, but workflow support.

For marketers, this means that repetitive tasks, such as retrieving status updates or sending approved content, can be automated with a simple voice command. Fewer clicks, more speed.

Personal voices make AI more human

One of the most striking aspects of 11ai is the ability to choose from more than five thousand professional voices. Or, for those who value brand consistency: a voice clone of yourself. This gives your digital assistant a recognizable and human tone.

Although 11ai does not yet speak flawless Dutch during testing, it can effortlessly send messages in Dutch even when you speak in English. That makes the system useful in bilingual environments or international teams.

Creating AI audio from your phone

The launch of the ElevenLabs mobile app makes it even easier to create content on the go. Available for both iOS and Android, the app gives users instant access to their favorite voices, presets and projects all linked to your own account.

Audio recordings can be used directly, or converted to video formats for export to platforms like CapCut or Instagram. For social media marketers, this means you can create, edit and publish voice-first content directly from one app. It speeds up the workflow from idea to publication.

KPN and ElevenLabs: a strategic partnership

With the announcement of their strategic partnership with KPN, ElevenLabs shows that voice AI is not hype, but is becoming a strategic pillar in how we interact with technology. KPN will deploy ElevenLabs' AI voice technology for customer service, content accessibility and new forms of automated customer contact.

According to KPN, voice is the most natural way to communicate with technology and is fully committed to voice for service, customer contact and innovation. 

What marketers can do with this

The rise of 11ai and ElevenLabs' mobile tools signal a shift: from static content to dynamic, interactive communication. Voice is becoming a strategic channel, not only for branding or campaigning, but also for internal processes, customer contact and data-driven automation.

The Alpha version of 11ai is free to try via 11.ai. That makes it easy to experiment with voice-driven workflows, content production and custom assistance.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.

Sign up for Marketing AI Friday for free.

Marketing AI Friday
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