AI Is Triggering a “Reverse Dunning-Kruger Effect”—And Marketers Need to Wake Up
(Adapted from research reported by Jessica Stillman, Inc.com)
If you think you’re an AI genius… odds are you’re not.
And no, that’s not an insult. It’s science.
Jessica Stillman of Inc.com recently highlighted a new study from Aalto University in Finland—and it delivers a reality check every online marketer needs: AI isn’t just making beginners overconfident. It’s making experts overconfident too. Researchers are calling it the reverse Dunning-Kruger effect, and it’s hitting high-skill users the hardest.
Here’s the short version:
- Classic Dunning-Kruger = rookies think they’re smarter than they are.
- Reverse Dunning-Kruger (thanks to AI) = the more you know about AI, the more you overestimate your actual performance.
Yep. Even pros are fooling themselves.
What the Study Found (Marketers, pay attention)
Researchers had 500 participants solve LSAT-style logic problems. Half used AI tools like ChatGPT; half didn’t. Participants also completed an AI literacy test and predicted how well they thought they performed.
The shocking part?
The people who knew the most about AI were the ones who most wildly overestimated their performance.
As study co-author Robin Welsch put it:
“Higher AI literacy brings more overconfidence.”
Translation: The more comfortable you are with ChatGPT, the more likely you are to trust it blindly—and assume you’re nailing it when you’re not.
And if that doesn’t grab you, try this:
Exploding Topics found that 92% of people don’t check AI answers at all.
Not even a skim. Not even a second thought. WOW!!
Combine that with expert overconfidence, and you’ve got a recipe for misinformation, bad marketing decisions, and wildly overhyped “AI expertise.”
What This Means for You as a Marketer
If you’re using AI every day (which you should be), this research is your invitation to pump the brakes.
Ask yourself:
- Am I fact-checking my AI output?
- Am I editing—or just copying and pasting?
- Am I assuming AI is “right” because it sounds right?
- Am I confusing tool fluency with actual strategic skill?
Don’t let familiarity trick you into complacency.
The Real Takeaway
AI doesn’t make you smarter.
AI makes you faster—which means it can also make your mistakes faster, louder, and more expensively.
The marketers who win next year won’t be the ones who shout the loudest about their “AI superpowers.”
They’ll be the ones who combine AI speed with human skepticism, quality control, and strategic judgment.
Stay humble. Stay sharp.
And for the love of your ad budget, check the bot’s work.
My Own Thoughts
I see lots of AI posts as I go about my online marketing journey. And I must confess I have three general thoughts
- “What on earth is the point of that video”? Other than a bit of fun
- Yes, it’s scroll-stopping, so that’s good
- But beginners could look at them and be totally ‘put off’ – wondering how on earth to compete.
Don’t get me wrong…
I enjoy using my AI tools – especially this one.
A Completely Affordable AI Tool
For affiliate marketers, the choice between Abacus ChatLLM Teams and paid ChatGPT often comes down to whether you prioritize a structured business workspace or a standalone creative tool. Abacus offers a team-centric environment with a clear pricing structure ($10/user for Basic, $20/user for Pro) and unique features like DeepAgent for complex tasks and RouteLLM APIs, which allow you to access multiple state-of-the-art models through a single interface. This is particularly useful for marketers who want to build consistent content workflows, manage team credits, and use specialized tools for generating PDFs, images, and code for their funnels.
On the other hand, paid ChatGPT (Plus or Team) is highly regarded for its polished user experience and native features like custom GPTs and advanced data analysis. It excels as a fast, intuitive assistant for solo content creation and quick brainstorming. However, it can be less flexible if you want to switch between different model providers or manage a small team’s usage and costs under one “hub” with the same level of granular control that Abacus provides.
Ultimately, Abacus is often the better fit for affiliate marketers who view their AI as a core business infrastructure that needs to be shared, routed, and integrated into a larger team strategy. Paid ChatGPT remains a strong choice for those who prefer a simple, high-performance solo assistant. Many successful marketers actually find value in using both, but if you are choosing just one, your decision should rest on whether you need a collaborative business platform or a quick, individual creative partner.
NOTE: Abacus (affiliate link)wrote its own description and comparison – so do your own due diligence!
More Advanced AI Tools
I also have access to more advances AI tools as the premium membership of my main business.
If you’re a solopreneur who’s tired of juggling multiple software platforms—each with its own monthly fee, login, and learning curve—the Home Business Academy’s AI Premium Tools offer a refreshing alternative. At its core, HBA is an affordable funnel builder and digital marketing training platform, similar to ClickFunnels but with a more attractive price tag—just $25/month for the basic tools compared to ClickFunnels’ steep $97/month fee.
The optional premium tools include more training and more powerful AI tools.
AI-Powered Content Creation at Your Fingertips With HBA
One of the standout features is the integration of artificial intelligence capabilities directly into the funnel builder. This means you can harness the power of AI to enhance your posts and images, making them more compelling and engaging. AI can help you come up with creative variations, expand or shorten your text, and even generate new text based on a given keyword.
For Premium members, there’s also access to a full-blown content writer tool. This tool is a valuable resource for creating various types of content, including attention-grabbing YouTube video scripts, social media posts, blog posts, and more. You can input specific keywords or topics and let the AI generate content tailored to your needs. Whether you need help with scripting, HTML code, or inspiring quotes, the HBA premium tools have you covered.
Why Solopreneurs Are Making the Switch to the Home Business Academy
For independent marketers watching their bottom line, the math is simple. The platform offers custom templates (pre-built funnels for any niche, ready to use), mobile-responsive designs that automatically optimize for mobile devices, and seamless integrations that connect easily with popular tools like AWeber, GetResponse, and Stripe.
Building effective landing pages and sales funnels is no longer a daunting task. With affordable pricing, comprehensive features, and an intuitive interface, this tool empowers entrepreneurs to create professional-grade pages without the need for technical skills or large investments.
Take a trial here, (affiliate link) and remember to select the Premium option.
Below an example of an image I generated using the premium tools.
I started off in a blue jacket in front of a computer screen – see the right hand-side image – AI changed me ‘changed’ into a Christmas jumper with reindeer and holly for the week running up to Christmas, and then sat ne in front of the Christmas tree wearing a sparkly jumper for Christmas Eve!
If you hate getting in front of a camera, like I do, this is a must-have. (Haha – it took a few years off me in the process, but I’m not complaining.)
Those who are NOT camera-shy can take heart from the growing trend towards authenticy – being yourself on camera and on social media – rather than relying on AI.
Whichever you prefer, have a wonderful Christmas.
