How I use AI
I sell AI-augmented marketing, so it would be odd not to tell you how I use it myself.
What I use it for
I use AI as a drafting and research partner. It helps me structure an argument, pressure-test a position, pull a first pass together and check I have not missed something obvious. On the longer pieces it does a lot of the spadework.
What it does not do
What it does not do is decide what I think. Every article on this site carries my name because the argument, the judgement and the client experience behind it are mine. If a piece says something is worth doing, that is because I have seen it work, not because a model suggested it. I read and rewrite everything before it goes out.
The numbers
The numbers are mine too. Where you see a figure on this site, it came from a real engagement and it was checked against the source. AI is not allowed near a claim I cannot stand behind.
The imagery
The imagery is generated and then graded to the house treatment. I do not use stock photography. Where an image shows real work, I will say so.
Client work
Client work is different again. Nothing confidential goes into a general-purpose AI tool, and where a client’s data is involved the arrangement is agreed with them first.
If you ever read something here that feels like it was written by a machine rather than by someone who has done the work, tell me. I’d love feedback and to be held to this!