Like Electricity, AI is Becoming a General-Purpose Technology That can be Applied Across all Industries

Artificial intelligence is changing many industries as we know them. But what exactly will change, and how far will change go? Moreover, how can we ensure that human ethics remain the basis for our coexistence in a world where intelligent machines are making more and more decisions?

We talked with Zack Kass, AI futurist and former Head of Go-To-Market at OpenAI, about the big questions of our time.

What exactly did you do at OpenAI, and why did you decide to leave OpenAI?

ZACK KASS: At OpenAI, I built and ran the go-to-market (GTM) strategy, leading efforts around sales, solutions, and partnerships. My focus was on helping companies understand and implement AI solutions that aligned with their business goals, driving adoption across industries. I decided to leave OpenAI to be closer to my friends and family in my hometown of Santa Barbara. While the work was incredibly rewarding, I felt a deep desire to reconnect with the people and place that ground me.

When did you realize the potential of AI? For what did you first use AI? And for what are you using it today?

I realized the potential of AI when I saw its ability to fundamentally change how humans interact with technology— beyond automation. My first exposure to the promise of deep learning and neural nets was in 2015, when I was helping organizations scale content generation and streamline customer support at a company called Lilt. Today, I use AI for a wide range of tasks, from ideation and content creation to more personal uses like optimizing my schedule, deep research, and brainstorming ideas for the future of work and human–AI collaboration.

Development of AI in the U.S. vs. Europe: Are Europeans different from Americans?

There are noticeable differences in how AI is being developed and adopted between the U.S. and Europe. The U.S. tends to prioritize innovation and rapid scaling, with companies and investors willing to take significant risks. Europe, on the other hand, places a greater emphasis on ethics, data privacy, and regulation. Both approaches are important: One drives rapid advancement, while the other ensures these technologies are developed responsibly. That balance will be crucial in shaping AI's global impact.

Is AI an industrial revolution in human history as big as electricity?

Absolutely. AI is already proving to be a revolution on par with electricity. Like electricity, AI is becoming a general-purpose technology that can be applied across virtually all industries, transforming everything from healthcare to education to transportation. Just as electricity changed how we power our world, AI is reshaping how we think, create, and interact with machines and each other.

Many people talk about autonomous agents. Will they change our lives? Will they be part of our lives?

Autonomous agents will absolutely change our lives. We’re already starting to see AI agents that can handle tasks such as scheduling meetings, managing workflows, and even more complex decisions in real time. In the future, these agents will handle even more cognitive labor, acting as personal assistants, advisors, and even collaborators. They will become integrated into our lives much like smartphones are today, enhancing productivity and enabling more personalized experiences.

How will AI affect the way we consume? How will it affect purchasing decisions? Will we still go shopping ourselves in the future?

AI will fundamentally change the way we consume and make purchasing decisions. It will offer personalized recommendations based on our preferences, habits, and needs, often predicting what we want before we even know we want it. In the future, AI agents may handle much of the shopping process for us, streamlining everything from selecting groceries to purchasing large-ticket items like cars. While we may still shop ourselves for the experiential side of things, much of the decision-making could be outsourced to AI systems that understand us better than we do.

What are the dangers of AI for companies and marketing in particular?

One of the main dangers for companies and marketing is losing the human connection. If companies rely too heavily on AI for everything, they risk alienating customers by making interactions feel impersonal. Additionally, AI’s ability to analyze vast amounts of data means marketing could become overly invasive if ethical standards aren’t followed, leading to privacy concerns. Another danger is the homogenization of content—AI can generate vast amounts of it, but without a human touch, much of it could lack creativity and uniqueness.

Has AI been created with respect for ethical aspects? Can we ensure that AI acts ethically? Do we need to regulate AI more?

AI has been developed with ethical considerations in mind, but it’s a continuous process. There’s a lot of work being done to ensure that AI behaves ethically, but it’s far from perfect. Bias, lack of transparency, and unintended consequences are still issues that need addressing. Regulation will be crucial, but it needs to strike a balance—enough to safeguard against harm without stifling innovation. AI systems must be designed with ethical guidelines baked in from the start, and ongoing oversight will be needed to ensure they remain aligned with human values.

What can go wrong in our world with AI? What are you worried about? What are you looking forward to?

There are significant risks if AI development is not guided responsibly. One of my main concerns is “idiocracy”—the potential for overreliance on AI to erode critical thinking skills. As people increasingly delegate decision-making to AI, there’s a risk that society could become less intellectually engaged. Dehumanization is another concern. AI systems are efficient, but they lack the empathy and emotional intelligence that make human interactions meaningful, which could lead to a world where human connections feel more transactional than personal, or a world where people become more interested in their virtual reality than their physical one. I also worry about “identity displacement.” As AI takes over more tasks, people might struggle with a sense of purpose, questioning their role in a world where machines perform much of the cognitive labor. These are profound questions, and we need to be careful about how we navigate this territory. On the other hand, I’m optimistic about AI’s potential to solve grand challenges — climate change, disease, and even inequality. With the right focus and ethical oversight, AI can help humanity reach new heights. It’s about finding the right balance between harnessing AI's power and preserving what makes us human.