Text is becoming increasingly important currency

The rapid ascent of AI, spearheaded by tools like ChatGPT, is fundamentally reshaping how we communicate and conduct business, underscoring the enduring power of words in the digital age. While platforms like TikTok have captured attention with visual content, ChatGPT's swift user adoption proves that text remains a potent force.

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One of the things we insist on at Behave is that you can be both empathetic and professional at the same time.

Psychologist Boris Šurija, founder of Behave and AI platform Lexi, explains that "words were once considered solely a marketing tool, but a large part of the relationship between corporations and people, and even between colleagues at work, now takes place through text." This shift is driven by the digital revolution, where interactions via mobile phones, from customer complaints to newsletters and invoices, are primarily text-based. Brands are increasingly defined by their written communication, not just in traditional marketing but also in customer service and internal emails.

Šurija defines the "economy of words" as the growing realization that a significant portion of business operations relies on text. This is particularly relevant for younger generations, Millennials and Gen Z, who often prefer textual communication, with some experiencing anxiety over phone calls. An experiment called "Significant Objects" from 2009 illustrated this point dramatically: by creating narratives around inexpensive figurines, their resale value increased by up to 60%, with one horse figurine selling for $62 after being purchased for $1.

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Words were once considered solely a marketing tool, but a large part of the relationship between corporations and people, and even between colleagues at work, now takes place through text.

This evolving landscape suggests that mastering textual communication is no longer just a marketing tactic but a core business strategy. As AI continues to advance, the ability to craft effective and engaging text will likely become an even more valuable asset for individuals and organizations alike.

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The brand is largely text today. And not only on channels we typically consider marketing but also on completely non-marketing ones, for example, in customer support, internal communication, sales emails.