Why talent needs mentors, not machines
Opinion
We’ve all worked with someone who is ready to take the next step but hasn’t yet had the support to give them a leg up. AI isn’t the solution. Adland still needs mentors and coaches, says Lisa Morgan.
I recently attended the Women Shaping the Future of AI Networking Lunch hosted by PubMatic, where Dr Eleanor Drage discussed the hype around AI.
Her advice was to use AI confidently, share what you learn with it, and don’t treat it as cheating.
It got me thinking about the real role AI can play in how people work and learn. There’s no question that it can accelerate learning and support reflection. But it’s important to keep in mind that it cannot replace the insight, challenge and trust that come from working with real people and, crucially, good leaders.
Media needs mentors and coaches
In the media industry, we can’t deny the importance of the human element of our work. We’re an entire industry built on judgment, relationships and pressure.
The technical side of the job can be taught via degrees and training guides. But there are also distinct elements of the job that can only be learned through experience. Like knowing when it’s time to push, pause, challenge and reassure.
When I was a junior team member, my education in the industry on how to address challenging situations came from observing the people around me. And yes, times have changed. But the message is still the same. That’s why good mentorship and coaching continue to matter so much.
Mentors give advice from experience. They share pearls of wisdom from their own careers and their own mistakes.
Meanwhile, coaches ask questions to empower decision-making/action. They help someone understand the reason behind decisions. They ask what they’re doing and why.
These are things only a human can do. Like getting someone to open up. Or ask the awkward questions that need to be asked to make progress. Or even just provide a trusted confidant so they can admit they don’t know what to do next.
A confidence game
One of the most important things leaders can do is build confidence. The kind that comes from being challenged, being trusted with responsibility, and knowing someone senior believes you’re capable and the right person for the job.
Confidence underpins real progression. We’ve all worked with someone who is maybe technically strong but ends up too hesitant. The person who knows the answer but keeps hush. Who is ready to take the next step but hasn’t yet had the support to give them a leg up.
Mentors and coaches can make a difference. The good ones give someone the reassurance they need to improve. And that means challenging you, not letting you off the hook. Asking sharp questions, getting you to show your maths, and pushing you to consider your decisions.
In fact, Gallup research found that employees who receive valuable performance feedback from colleagues are five times as likely to be engaged.
It’s the exact opposite of AI, which is programmed to tell you what you want to hear but can’t offer that genuine value in its insight. All in all, real people can have those uncomfortable conversations. But that’s sometimes what people need, whereas sometimes the AI just tells you what you want to hear.
Development that goes beyond frameworks
Some might reduce learning down to content alone. Thinking that if you give people more information, better data and more examples, they will improve faster. And in some cases, they will. But in my experience, real development is rarely that straightforward.
People don’t usually improve through being given more info. They need an outside voice. They need someone who encourages the next step up, to be brave and intentional.
Of course, AI can provide a soundboard. It can give a structured response, conduct research and make suggestions. And often this is ok.
But employees, especially junior employees, need a real partner willing to say, “I’ve been here myself, here’s what to do next,” or to experience it firsthand to learn from. That’s not something that can be simulated on an LLM.
Don’t down tools
AI should not be completely excluded from talent development. The reality is that it will continue to play a role in learning, becoming increasingly accessible. It can help people prepare and save time, not getting bogged down in admin.
But it’s a tool to support the process. It won’t make up for the inspiration and motivation that real leadership offers. Teams will never be inspired by machines. They need real, human leaders, coaches and mentors.
The strongest teams are built by leaders who genuinely invest time in their people. And this means making development part of everyday interactions (isn’t that part of the reason we came back to office working, after all?).
AI can make work easier, but it will never replace the employees who spot potential and put the time back into someone else. Those mentors are irreplaceable.
Lisa Morgan is managing director at Generation Media. Read her monthly column for The Media Leader on the first Thursday of each month.