Where AI actually belongs in a brand
Companies keep bolting AI onto the front of the brand. It belongs in the back.
My problem with how most companies use AI right now: they point it at the customer. Generated posts, generated replies, generated everything, until the whole brand sounds like a machine that read a marketing book.
That's backwards. AI is great at the work nobody wants to do: the research, the first drafts, the fifty variations, the reformatting, the checking. That's where it earns its keep.
Put it there, in the machinery, and a three-person team starts moving like a fifteen-person one. The output still has a point of view, because a person is still making the calls. The customer never sees the robot. They just see work that's sharper and ships faster.
AI in the back, people in the front. That's the rule I'd build any team around.
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