AI-assisted marketing and ad performance reporting, dashboards, summaries, and analysis

The question isn't whether you should use AI. The question is whether AI is strengthening your brand or slowly erasing it.

Everyone is talking about AI, but I am not always sure in the right way.

Over the last six to nine months, its capabilities have expanded at an incredible pace.

As a marketer, consultant, and lecturer, I use AI EVERY DAY....not just to enhance the aesthetics of my work, but to improve how I serve my clients, analyse data, develop strategies, create content, and support my teaching and training.

However, I'm also very intentional about how I use it.

AI is an incredibly powerful productivity tool, but if we're not careful, it can make our content sound, look, and feel generic.

The more businesses rely on the same prompts and the same outputs, the harder it becomes to stand out.

Your competitive advantage has never been AI itself.

Your competitive advantage is your thinking, your experience, your perspective, and your authentic voice.

For me, the real opportunity isn't allowing AI to replace my expertise.

It's training AI to understand how I think as a consultant, how I communicate, how I teach, and how I solve problems.

When used well, AI should amplify your expertise, not dilute it.

The organisations and professionals who will win aren't those who simply adopt AI.

They'll be the ones who learn to integrate it into their systems in a way that increases productivity while preserving what makes them unique.

Use AI to work smarter.

But never let it erase the very thing your clients choose you for, your authentic brand.

How are you using AI without losing your authentic voice?

Is AI making us better marketers, or just faster at being mediocre?

I use AI. For stress-testing ideas before I share them. For first drafts on headlines. For analysis when it's integrated with my data.

But I've also had moments where every answer I got back was vanilla. Generic. Safe.

And I only recognized it as mediocre because I had the experience to know what good looks like.

That's the trap.

If you don't have the expertise yet, AI feels like a shortcut. But you're skipping the reps that build the muscle.

Writing and thinking — I still do those myself. Not because AI can't. Because that's what makes me 𝗮𝗻𝘆. That's the differentiator.

There's a line from Greg McKeown that stays with me:

If it's easy now, it will be hard tomorrow.
If it's hard today, it can be easy tomorrow.

AI is a tool. But tools don't build expertise. The hard work does.

So the question isn't "should I use AI?"

It's: "Am I using it to grow, or to hide?"

“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.

Marketing teams don't lack data. They're overwhelmed by it.

Every week brings another round of manual exports and another reporting deadline. The gap between having customer data and acting on it keeps widening, and the repetitive production work to bridge that gap eats hours that could go toward strategy, creativity, and growth.

That changes today. Klaviyo's expanded integration with Anthropic brings agentic marketing workflows to Claude, shifting from "analyst who tells you what to do" to teammate who actually does the work.

Connect Klaviyo’s autonomous B2C CRM with Anthropic’s Claude - helping brands turn customer data into reports, insights, and campaign-ready assets faster.

Meta released Ads AI Connectors in open beta yesterday.

Link: https://www.facebook.com/business/news/meta-ads-ai-connectors

From their post, it is basically MCP + CLI for Meta ads. MCP can connect your AI tool to the ad account through Meta auth, and they say no developer credentials, API setup or coding required.

It can pull reports, create/edit campaigns, manage catalogs/product feeds, and check signal diagnostics.

The interesting part to me is how normal this makes AI inside ad ops.

I have been using the Meta API a bit for client work, but very carefully. Mostly read-only or staged. Pull performance. Compare against CRM lead quality. Check events/offline conversions. Draft changes. Then review before anything goes live.

Meta always felt more scary than Google for this stuff, at least to me because of these recent posts about ban-waves.

So the official MCP is quite interesting and seems like a stamp of approval.

For reporting and diagnostics, great. For catalog/feed issues, probably very useful. For campaign creation, maybe useful if the account structure and naming rules are clear. For live edits to budgets, bids, exclusions or conversion settings, I would still want approvals and a change log.

And also the context problem is still there too.

Meta can tell you a campaign got leads. It cannot tell you if those leads were trash in the CRM, if sales ignored them, if the form broke, or if the conversion event is inflated.

So I think the good setup is Meta as one source inside the whole client workspace.

Curious how people are thinking about using it.

Mostly read-only reporting? Campaign creation? Actual live edits?

A public operating system for how I work — Metrics, Analysis, Action. How I use AI, how to work with me, and how you can write your own portable context so you can move conversations across Claude, ChatGPT, Gemini, and any agent.

And in this video, I'm going to show you an amazing system that I've implemented to be able to do a lot of the heavy work and the heavy mental load that is required to come up with great ad ideas. Outsource that part to AI, but leave the one part where is actually required that I have my human input, my human taste to actually turn all the research and all the data into good ideas.

AI won’t replace my job. It just made me untouchable.

What it’s actually done is automate reporting, creative strategy analysis, and data synthesis, putting more signal at my fingertips than ever before. For someone wired like me, that’s pure dopamine.

Moving faster. Making bigger calls with more confidence. Helping the brands I work with take calculated risks without the guesswork. And the ones leaning in? They’re winning.

Here’s what most DTC brands are missing right now:

While everyone scrambles to inflate creative output to keep up with Meta’s Andromeda update, the majority of testing budgets are being burned on concepts with zero data behind them. You’re not just losing money, you’re losing efficiency, and you won’t know it until it’s too late.

The same is true across other major channels. TikTok’s algorithm rewards volume and speed, but without a data-backed creative strategy you’re just feeding the machine and hoping. And organic? AI-generated content has flooded every feed and search result, meaning undifferentiated content is invisible now regardless of how much you post.

AI isn’t about doing more. It’s about thinking deeper.

Automate the work that doesn’t directly drive revenue. Free up your brain for the strategy that does. That’s how you stay relevant, not just in this moment, but in whatever comes next.

Most marketers use AI to go faster.

I use it to find out why we’re slow in the first place.

Here’s my actual stack and what I actually do with it:

𝗖𝗵𝗮𝘁𝗚𝗣𝗧 & 𝗖𝗹𝗮𝘂𝗱𝗲 — I don’t use these to write my campaigns. I use them to pressure test my strategy before I spend a single dollar. If I can’t explain the idea clearly to AI, I can’t explain it to my audience either.

𝗛𝘂𝗯𝗦𝗽𝗼𝘁 𝗔𝗜 — I use it to find where leads are dropping off and WHY. Smarter segmentation, better timing, fewer wasted touchpoints.

𝗔𝗜-𝗽𝗼𝘄𝗲𝗿𝗲𝗱 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 — I use it to spot inefficiencies in campaign performance BEFORE they become expensive problems. Think of it as a marketing audit that runs itself.

The result? Faster speed to market. Leaner budgets. Campaigns that actually convert.

But honestly?? The application I’m most excited about hasn’t been fully unlocked yet!

𝘗𝘳𝘰𝘱𝘩𝘦𝘵𝘪𝘤 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨.

Imagine using AI to detect cultural shifts BEFORE they go mainstream — so brands stop scrambling to react and start showing up first.

The brands that consistently look like visionaries aren’t lucky. They’re watching signals most people can’t see yet.

That’s where I think this is all going. 👀