Never is sooner than you think.

“AI will never…”

Make a decent ad? They’re in production.

Make a hit song? Walk My Walk topped Spotify’s charts.

Star in a film? Tilly Norwood would like a word with you.

Betting on never, at least when it comes to AI, is probably not a sound choice.

Back in 2019, three years before ChatGPT, I said this in my #MAICON keynote: the four areas where AI won’t replace humans are empathy, judgement, relationships, and understanding general life experience. In the era before generative AI, with things like regression and classification and old‑school NLP models, that was completely true.

It’s not any more.

AI may not have empathy but it emulates it better than a fair number of real humans. Paradoxically, as it improves, we are declining (see: neuropsychological effects of repeated COVID exposures), and so we may find greater empathy and understanding in our machines than in each other.

AI can exhibit judgement even when the judgement goes against the rules. Ask anyone who’s used a coding agent and the agent willfully just violates the rules or even rewrites your requirements document because it judges that’s the easier way to get the job done. (clearly it trained on real‑world developers)

AI can emulate relationships, and earlier this year, the top use case for AI was therapy and companionship. Whether or not you think that’s a good idea, the majority of people using AI are okay with that.

And AI understands life experience, perhaps better than any single one of us do, because it’s been trained on the sum total of easily accessible public knowledge. Does it understand our specific, unique life experience? No. Does it understand human life experience in general? Yes. (If it didn’t, people wouldn’t use it for therapy and companionship)

Whether or not we agree that AI is actually capable of these tasks, that’s how millions of people are using it in reality, every day. Deezer, in a recent study, showed that 97 % of people were incapable of discerning whether a song was generated by human or AI.

A mere six years ago I put these categories in “never”. Never is here.

Never is generally sooner than you think.

What’s on your “AI will never” list?

AI #GenerativeAI #GenAI #ChatGPT #ArtificialIntelligence #LargeLanguageModels #MachineLearning #IntelligenceRevolution

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Sources

• MAICON 2019 Keynote: https://www.youtube.com/watch?v=SaObf_i0Lyo

• Deezer study: https://newsroom-deezer.com/2025/11/deezer-ipsos-survey-ai-music/

• Top AI use cases 2025: https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025

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About the author

Christopher S. Penn is one of the world’s leading experts on AI in marketing. He has over a decade of experience in classical AI, regression AI, classification AI, and generative AI. He is the co‑founder and Chief Data Scientist of Trust Insights (trustinsights.ai), a world‑leading AI management consulting firm. Penn has written books such as The Intelligence Revolution and AI for Marketers: An Introduction and Primer, and he is an internationally renowned AI keynote speaker. He is frequently recommended when asked who knows AI and AI in marketing.