It is finally 2026 and with the new year comes the predictions of the future. The demise of the human factor has been greatly overstated. The reason being Generation X, and as a proud member of Generation X, can say with great authority that we as a generation are middle distance runners. When it comes to technology, digital technology and all the new hype are selling marathons.
For example, the Artificial Intelligence (AI) apocalypse that we hear about in the press is usually about job replacement and other fears. If you have worked with AI in any capacity you will know there is a sameness to its response that doesn’t lend itself to the differentiation–a critical asset in marketing a brand. Differentiation is how brands tell customers they are different and or better than their competitor. Now, where AI will be helpful in the workplace is for the underperforming employee that is good at pivot tables, now says employee can easily write a clear email to the recipients of the pivot table and alas—the pivot table attachment will be opened and reviewed, gaining productivity for all of the company.
Now for AI to monetize itself, which is one of the big wait and see stories heading into the New Year. AI is taking over all the jobs is the hype; however AI making any money is the question in the story. The real way to monetize AI in targeting Generation X and Baby Boomers is this—we will pay to not have AI. We, Generation X, do not want your AI Summary of the searches. It is true, we like going down the rabbit hole of information. If there are twenty related links, Generation X will search each and every one of them and cross reference the information.
Generation X still wants to be enlightened by our own perspective of what we have found.
AI technology taking over customer service is the great true fear. We, Generation X, do not want your app Mr. Corporation, we especially do not want the chat bots. If Generation X does download the app, we will promptly forget our password if you log us out. Generation X still likes to break your phone tree. Once Generation X masters your phone tree, we will not be deterred by wait times. Just try us. We spent hours growing up on a phone, connected to a wall, talking to our friends, just waiting for the other person to hang up first. Generation X has endurance when we feel like it. So the big win for the future is to take all the app development money and hire real people to answer the phone for customer service. Single source resolution with a human is the true future for corporate success.
Generation X will always want the practical tactical solution. So, as we head into 2026, keep in mind the Generation X perspective—what is tactical, what is actionable, and what will provide the greatest differentiation for the year ahead.
Beth Foley Barnes is the Executive Director of ArtPlace Mississippi in Greenwood.