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Fortune
Fortune
Nick Lichtenberg

Ford's Jim Farley says Gen Z needs its own 'Smokey Bear' moment for the forest fire of AI paranoia, the jobs apocalypse and the skilled trades

Ford Jim Farley Fortune Home Depot Nate BArgatze Dycom Stanford
jf (Credit: courtesy of Ford Motor Co.)

Mark Truby has three Gen Z sons, and he has watched them size up their futures with one eye on artificial intelligence.

“They get a little bit paranoid that AI might replace the job they might go to school for,” said Truby, Ford Motor Company’s chief communications officer, describing his three Gen Z sons, aged 19 to 24. Calling himself a child of the ’80s, Truby cited the classic ads “your brain on drugs,” “Smokey Bear” and “got milk” as campaigns he grew up on, and explained to Fortune that Ford wants the Ad Council to do for the trades what it did for forest fires.

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