Artificial intelligence has never moved faster, but according to Dr. Joe Sutherland, the Director of the Center for AI Learning at Emory University, we are nowhere near the finish line.
“I think we’re in the early innings. There’s so much innovation to be had, and the issue that I see right now is that there’s a lot of people waiting on the sidelines who are really worried and don’t want to get involved,” Sutherland said.
However, Sutherland rejects the idea that AI is a threat to the workforce and says there should not be hesitance around adopting the technology.
For a deeper look at what this means for your business, watch the full Create Your News podcast episode with Dr. Sutherland on the Lucie Content channel.
Watch the full Create Your News Here
A Grounded View of Large Language Models
Sutherland stresses that AI should not be over-mystified. These systems are not conscious, self-aware, or humanlike. Instead, they are powerful tools that can accelerate human capability when used responsibly.
“What you need to do as a business owner is produce really authentic original stuff, which kind of funny enough means you shouldn’t be using a large language model in the ultimate product that you produce,” Sutherland said. “You can use it as the ideation process, maybe help with the editing, stuff like that. But that research has to be generated in your own voice and in your own tone and on topics that really couldn’t be replicated by any other information source.”
While some people expect AI to function as an effortless substitute for human decision-making, Sutherland views it differently. AI can streamline repetitive tasks, reduce administrative burden, and return time to people so they can focus on more meaningful work.
He shares a personal example from his weekly meal planning. Instead of spending an hour discussing what to cook, he simply lists what is in the fridge and asks for a set of recipes.
The result is not just efficiency. It is the opportunity to redirect time toward family, creativity, or strategic thinking.
AI Is Creating Jobs, Not Replacing Them
Sutherland pushes back strongly against the narrative that AI will eliminate millions of jobs.
Based on decades of technological history, innovation tends to reshape labor markets rather than shrink them. Workers shift into roles that require higher levels of judgment, creativity, and problem-solving. Rather than replacing radiologists, lawyers, educators, or creatives, AI enhances their workflows and increases demand for their expertise.
Therefore, Sutherland’s advice to beginners is simple: start experimenting now.
“I think the best thing you could do is just get your hands on a ChatGPT subscription,” Sutherland said.
Exposure builds intuition. Intuition builds capability. Capability builds competitive advantage. Businesses that delay will struggle to catch up as AI-driven search and discovery continue to evolve.
What the Future of AI Search Means for Businesses
Generative search is rapidly shaping how information is retrieved. Tools like ChatGPT and Gemini now influence half or more of organic discovery for many industries.
Sutherland explains that appearing in AI search results depends on:
- Authoritative Sources
- Earned Media
- User Generated Reviews
- Wikipedia Credibility
- High Quality, Original Content
Search is less about keywords and more about meaning, context, and verified relevance.
Key Takeaways From Dr. Joe Sutherland
- We are still early in the AI era. Innovation is just beginning.
- AI is a tool, not a threat. It enhances capability and frees up time.
- Jobs are not disappearing. AI reshapes roles and creates new opportunities.
- Small businesses must start now. Early adoption leads to long-term advantage.
- Authenticity wins. Real voices and real experiences will outperform generic AI content.
- AI search favors authority. Earned media, reviews, and credible sourcing matter.
- The future is faster and more creative. AI elevates the work humans already do best.
