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If you're still hyping “we’re using AI” like it’s a strategy... I’ve got bad news:
That’s the bare minimum.
Everyone has ChatGPT. Everyone has copilots. Everyone’s prompt-engineering their way through the same 10 playbooks.
AI doesn’t give you superpowers.
It just turns up the volume on whatever you’re already doing.
It shows where you’re sharp and where you’re full of it.
AI is an amplifier. Not a savior.
Good process? Gets tighter.
Bad process? Becomes a dumpster fire at scale.
Fast team? Now a blur.
Slow team? Just automated sludge.
Most CMOs think AI will close the gap.
It won’t.
It widens it.
Because the real differentiators still win: Taste. Speed. Judgment.
Here’s what marketers should be asking:
❌ “Are we using AI?”
✅ “What is AI making obvious about our weaknesses?”
Where are we slow?
Where are we bloated?
What’s generic vs. irreplaceable?
If your marketing looks like everyone else’s, AI will just get you there faster.
3 Tactical Moves for marketers:
Where is your team slow, bloated, or repetitive? That’s where AI should go first.
Don’t settle for “done.” Push for distinct. AI can produce 100 blog posts. Only you can make something people remember.
Great CMOs don’t delegate thinking. They use AI to speed up grunt work, not to avoid hard calls.
Final Word:
AI isn’t the strategy.
It’s the arena.
Everyone’s on the same field now. Same tools. Same tech.
The winners? Still the ones who execute with better taste, tighter judgment, and faster tempo.
So yeah, use AI. But don’t expect it to carry you.
That’s still your job.
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