I use AI every day. Here's how, and where I draw the line.
Months of data analyzed in hours. Reports built in a fraction of the time. More of my time goes to thinking, less to formatting.
Patterns humans miss at scale: the junk traffic source, the misrouted lead, the channel quietly cannibalizing another.
More creative variations, more tests, more learning per dollar.
The brief. The insight. The judgment call. The relationship with the client. The decision about what a brand should stand for, and what it should never say.
AI is trained on what has already happened. Great marketing is about what a specific person will feel next. That gap is where strategy lives.
AI workflows for marketing work, with one principle: the machine should make people faster and sharper, not quietly replace their thinking. Human point of view stays in its own space and never gets blended into the AI's reasoning.
People increasingly ask AI assistants instead of search bars. I help brands show up in both, with SEO, answer engine, and generative engine optimization built around what makes a brand distinct, not generic high-volume keywords everyone else is fighting over.
Want to bring AI into your marketing without losing the plot?