Decades ago I worked for a classical music company, fresh out of school. "So.. how do you anticipate where the music trend is going", I once naively asked one of the senior people on the product side. "Oh, we don't. We tell people really quietly, and they listen". They and the marketing team spent a lot of time doing very subtle work, easily as much as anything big like actual advertisements. Things like small little conversations with music journalists, just a dropped sentence or two that might be repeated in an article, or marginally influence an article; that another journalist might see and have an opinion on, or spark some other curiosity. It only takes a small push and it tends to spread across the industry. It's not a fast process, but when the product team is capable of road-mapping for a year or so in advance, a marketing team can do a lot to prepare things so the audience is ready.
LLMs represent a scary capability to influence the entire world, in ways we're not equipped to handle.
