AI is not the bad guy. AI is a tool.

The calculator did not kill math.
Google did not kill research.
Email did not kill communication.

Technology changes how we work. It always has.

What feels bad right now?

Watching profitable companies announce mass layoffs while celebrating record earnings and saying AI will “increase efficiency.”

That is not an AI problem. That is a leadership decision.

AI should help people work smarter. Remove repetitive tasks. Give teams more time for strategy, creativity, and actual human connection.

It should not automatically mean fewer humans. Because despite what some headlines want us to believe, AI still needs people.

People to think critically.
People to build relationships.
People to make judgment calls.
People to create with empathy and context.

As someone in marketing, I use AI. A lot.

Not to replace thinking. Not to replace creativity. Not to replace humans. To move faster, brainstorm better, and spend less time staring at a blinking cursor.

AI is a tool.

How companies choose to use it? That is the real conversation.

Curious where others stand on this.

There's one simple reason why Fibbler has been crushing it from the start... and it doesn't involve the word "AI" or "agent."

I log into LinkedIn every day.

I scroll through the feed.

7 out of 10 posts are about AI and how to grow your company faster using it.

Rarely any proof points behind the frameworks or tactics.

Just doomsday prophecies about a dying marketing function because AI can do it for you.

I have a very contrarian view.

MARKETERS HAVE NEVER BEEN MORE IMPORTANT.

And yes, I use AI a lot in my own work.

Research, content, coding.

But none of that is why Fibbler has been successful.

It's because we have a narrative people resonate with.

One that stems from my own POV on marketing.

And we've been effective at distributing that narrative through my existing audience, through ads, and through word of mouth.

I would have done the exact same things without any AI.

Maybe it would have taken slightly longer.

But the results would be the same.

AI makes good marketers more efficient. It doesn't create great marketing.

That's still about the same thing it's always been.

Finding and engaging the right people, so that when they're eventually ready to buy, you're the one who comes to mind.

“AI CMO” posts are starting to annoy me.

Higgsfield launched Supercomputer and people are already framing it as a marketer you hire once: one prompt, it studies TikTok, Meta ads, X, analytics, then ships new content while you sleep.

That sounds great in a post. But the expensive part of marketing was never opening 14 tabs.

The expensive part is judgment.

Who decides the strategy? Who knows when a hook is clever but wrong for the customer? Who has enough pattern recognition to catch the 20% of an LLM answer that’s off before it costs the company real money?

Neil and I were talking about the Grand Theft Auto CEO’s point on AI. Thousands of games can get made every year. Only a few become hits. More output doesn’t replace taste.

Same thing with a CMO.

AI will replace pieces of the marketing workflow: research, ideation, creative variations, reporting, first drafts, analysis.

But someone with real experience still has to know what to ask for, what to ignore, and what to kill.

AI doesn’t make the CMO obsolete.

It makes weak judgment more expensive and strong judgment more scalable.

I don't know why more ecom founders aren't using AI to write their ad copy, landing pages, and email flows. Here's the exact workflow I use to build creatives across all my businesses:

1. Download all your customer reviews, your website, your competitors' reviews, and your top-performing advertorials. Everything goes into one place. The more raw input you give it, the better the output gets on the other side. Codex and Claude Code can build a trust pilot scraper within one prompt.

2. Run deep research with a proper prompt (e.g., “create me everything I need to know about my customer to do future marketing”). Remember that your prompts probably need to be twice as long as you think in this day and age.

3. You now have a customer doc - this is your source of truth for all future copy, so treat it like one and keep coming back to it.

4. Take that customer doc and give it the structure of the advertorial you want to write with a proper prompt, including a proper mechanism and solution mechanism.

5. Don't give it one massive prompt. My YT script prompting cycle is 14 prompts long because AI doesn't handle large blobs of data well. Give it 12 angles first, select the best ones, then prompt it with questions about what you already know about your customer, feed the answers back, and build from there.

6. Loop the results back in. The top creative in your ad account is the new input, and that performance data goes straight into the next round of prompts.

The problem with ecom used to be time. Finding products took weeks, building stores took weeks, shooting content took weeks.

But AI broke that barrier. You can now build 10 advertorials in a day, and that volume negates luck.

TLDR: Use more AI.

I use AI every day.

But not the way most people think.

Here's my actual stack:

CLAUDE — 50% of my usage

↳ Writing, editing, thinking through ideas
↳ Long context, nuanced output
↳ My go-to for anything that needs depth

CHATGPT — 35% of my usage

↳ Image generation, quick research, custom GPTs
↳ When I need to do something, not think through something
↳ Best for tasks, not strategy

PERPLEXITY — 10% of my usage

↳ Fact-checking, sourcing claims, quick lookups
↳ When I need citations, not opinions
↳ Replaced most of my Google searches

GEMINI — 5% of my usage

↳ Only when I'm deep in Google Docs or Gmail
↳ Useful, but I don't live in Google's ecosystem
↳ Great if you do

WHAT I DON'T DO:

↳ Use one tool for everything
↳ Accept first drafts
↳ Publish AI hooks or CTAs without editing them
↳ Publish without reading out loud

AI isn't a magic button.

It's a set of tools.

Know which one to reach for.

The outputs are the same. Here's what's different.

From the outside, very little has changed from when we were a team of three.

The newsletter goes out, campaigns are running, we're exhibiting at BIBA next week, we've run a webinar, launched new web pages, prepared conference presentations, negotiated renewals, and kept every channel active. The machine looks almost exactly as it always did.

And I'm genuinely proud of that. Because AI has made it possible in a way I couldn't have imagined twelve months ago. Insight-packed meetings turned into published industry content within a couple of hours, when it used to take days. Campaigns briefed, drafted and out the door in a fraction of the time. Things that required a team now have a capable, tireless collaborator behind them.

The technology is extraordinary.

But here's the part that doesn't compress.

Beneath every output (every campaign, every event, every piece of content) sits a cascade of micro-decisions and actions that are invisible until they don't happen.

The chasing. The proofing. The aligning. The approving. The noticing the thing that's about to fall through the gap before it does.

When you have a team, this gets distributed naturally. Someone picks up what someone else drops. The collective keeps the machine running without anyone having to hold all of it consciously at once.

Solo, there is no distribution. Behind every bullet point on the to-do list is not one task but twenty, each with their own dependencies, decisions and follow-ups.

This is the mental load. And AI cannot touch it.

It can absolutely accelerate the doing...magnificently so. But it cannot distribute the owning. That part is still entirely human and right now, that human is me.

Day two of one hundred.

#marketing #AI

The more I use AI in marketing work, the more convinced I am that the real differentiator is not the tool.

It’s judgment.
AI is incredibly useful when it is applied to the right parts of the workflow.

Things like:
• surfacing account signals
• summarizing patterns
• accelerating research
• testing messaging angles
• turning raw inputs into a first draft
• shortening the time from insight to action
That is real leverage.

But AI is not equally useful everywhere.
It does not fix weak positioning.
It does not replace strategic context.
It does not make messy data reliable.
It does not tell you what matters if you have not defined what good looks like.

That is where I think marketing leaders need to be much sharper.

The real skill is knowing:
what to automate
what to review
what to challenge
what to ignore
and where human judgment still needs to lead

That is also why more output is not always a win.
More content.
More campaigns.
More automation.
None of that matters if the underlying thinking is weak.

AI does not remove the need for strong marketers.
But it absolutely raises the bar for them.

And to me, that is the real shift behind “AI-first marketing.”
Not more tools.
Better decision loops.

Curious how others are thinking about this.

Everyone said AI would kill marketing jobs.

It didn't.

It killed bad marketers. And made great ones unstoppable.

I've spent 5+ years in digital marketing across industries, across countries. And AI is the single biggest shift I've seen in this space.

But most people are using it wrong.

Here's the honest breakdown 👇

What AI actually does well:
→ Cuts content creation time by 70%
→ Generates ad variations in minutes
→ Finds audience patterns humans miss
→ Keeps you consistent when life gets busy
→ Scales campaigns without scaling your team

I used these. They worked. Numbers don't lie.

But here's what they don't tell you:
→ AI content without strategy = noise
→ Automated posts killed my engagement (before I fixed it)
→ Everyone using the same tools = everyone sounding the same
→ Clients stopped connecting, even when the content was "better"
→ I was producing more. Earning less trust.

The algorithm rewards consistency. But audiences reward authenticity.

AI gave me the first. I had to fight to protect the second.

The marketers winning right now?

They don't choose between AI and human touch. They know exactly where each belongs.

That's the skill nobody's teaching.

Are you using AI as a tool or letting it become your voice? 👇

#AItools #marketing

Using AI for just 10 minutes might be making you lazy and dumb.

That's not a hot take.

That's the latest from Wired, citing research from Massachusetts Institute of Technology, University of Oxford, and UCLA.

They found that when people were given an AI assistant to solve problems, then had it taken away, they gave up faster and performed worse than people who never had it at all.

This isn't being talked about enough.

I use AI every day. Some days it feels like magic. It handles the grunt work, fills in my blind spots, and makes me faster at almost everything.

But here's what I've learned running a demand gen and content shop: AI is good at producing. It's not good at *thinking.*

The moment you let it replace your judgment, your instincts, your actual point of view, the output goes flat. It sounds like everyone else. Because it basically *is* everyone else, averaged out.

The best content, the best outreach, the best campaigns still come from a person with a real opinion who's actually willing to share it.

That part isn't changing.

#AI #Marketing #HumanFirst

Let’s be honest, “𝘫𝘶𝘴𝘵 𝘶𝘴𝘦 𝘈𝘐” has become the most overused advice in Marketing.

I’m a one-person Marketing team. 👩‍💻 So yes, I use AI every day.
Content, ideas, images, even videos. It helps. AI is one of the best tools we’ve gotten in Marketing in years.

But AI doesn’t replace expertise. It stretches it.

I come from PR, content creation, and social media. That’s where I’m strong.
AI helps me move into design, video, even web topics.

And yes, I love photography. 📷 I’d even say I’m not bad at it. But that still doesn’t make me a designer.
AI doesn’t change that either.
It doesn’t turn me into a graphic designer.
It doesn’t make me a developer.
And it definitely doesn’t replace years of training and experience.

It just makes me good enough in areas that used to require specialists. And that changes expectations.

“𝘏𝘧 𝘈𝘐 𝘤𝘢𝘯 𝘩𝘦𝘭𝘱, 𝘸𝘩𝘺 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘥𝘰 𝘪𝘵 𝘢𝘭𝘭 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧?”
Write the content. Design the visuals. Build the landing page. Run the campaign. All in one role.

AI helps close gaps. But it doesn’t close them completely. There’s still a difference between something that works and something that’s actually really good.

So yes, AI makes me faster. Yes, it makes me more independent.

But it doesn’t replace real expertise. It just makes the gap less visible.
And being everything in one person is still exactly what it sounds like. A stretch.

Curious how others see this. 💬 Are you using AI to improve your work or just to keep up with rising expectations?