Howard Gray
Seeking the groove.
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The hidden layer in Spotify's CTO's take on AI vs. machine learning

Gustav Söderström's insight reveals why creative professionals need to master the feedback loops AI can't touch.
The hidden layer in Spotify's CTO's take on AI vs. machine learning

What's the difference between Machine Learning and AI? It's not easy to pin down. Here's how Spotify's CTO thinks about it - and the answer has an important hidden layer...

Gustav Söderström believes the difference between machine learning and generative AI is like comparing Spotify or Netflix to what's coming next.

Current ML platforms? Think old-school broadband - massive downlink, tiny uplink. Netflix sends you TONS of content, but your feedback is just swipes and clicks. Spotify curates endless playlists, but you mainly hit skip or save.

Machine learning optimizes metrics through these one-way streets.

Generative AI flips this. It takes natural language and creates genuine two-way conversation. ChatGPT is the perfect example - the ratio of downlink to uplink is WAY closer than Netflix. You're not just consuming; you're collaborating.

Söderström believes every consumer company will need to transform - balancing their downlink and uplink, adding immediate feedback loops, making interaction genuinely conversational. The key word? Feedback.

I see a parallel shift in creative work. We're moving from broadcast to dialogue - from content consumption to collaborative creation, from gurus to guides.

But here's what the algorithms can't replicate: the ability to read energy in a room, navigate tension between team members, or help someone find their voice when the stakes are high.

As AI handles more content creation, human skills like facilitation, presence, and helping others unlock their creative rhythm become exponentially more valuable.

The future isn't about competing with AI - it's about mastering the feedback loops AI can't touch.

Building formats that create genuine human connection? That's what Groove Theory explores.

If you're a creative professional looking to turn your expertise into experiences that land - in client sessions, keynotes, or workshops - the newsletter is for you. Real stories, frameworks, and insights on finding your creative rhythm.