Better. Not Faster. That's where AIs value lies.
Better. Not Faster. That's where AIs value lies.
Better. Not Faster. That's where AIs value lies.
Sometimes it's the right tool to reach for. Sometimes (mostly) it's a monkey with a machine gun and a shocking lack of self-awareness.
But there's a counterintuitive way to use AI that makes your work far more valuable. Creating friction.
Sometimes it's the right tool to reach for. Sometimes (mostly) it's a monkey with a machine gun and a shocking lack of self-awareness.
But there's a counterintuitive way to use AI that makes your work far more valuable. Creating friction.
Sometimes it's the right tool to reach for. Sometimes (mostly) it's a monkey with a machine gun and a shocking lack of self-awareness.
But there's a counterintuitive way to use AI that makes your work far more valuable. Creating friction.
About
Overcoming a 96% Failure Rate
Overcoming a 96% Failure Rate
Business Class Serviced
In late 2024, I decided to see if I could become an AI-first business.
In late 2024, I decided to see if I could become an AI-first business.
I took courses, ran local models alongside the big frontier models and created some AI workflows and custom tools.
In late 2025, I decided AI was mostly unfit for purpose.
My experience was confirmed in mid 2025. A research group tested AI on real-life tasks freelancers would do. It failed over 96% of the time, and often spectacularly.
But, I still use it.
Because I found two ways that make AI very valuable.
The first is data analysis.
It's not glamorous, but collecting good client and customer data and understanding it is where all good marketing begins. AI helps with that.
The second way is to create friction.
The kind of friction that makes me do better work, that questions, challenges and refines. (This is not a new idea. Creators have long used restrictions as a creative lever.)
Here's how I do that:
I took courses, ran local models alongside the big frontier models and created some AI workflows and custom tools.
In late 2025, I decided AI was mostly unfit for purpose.
My experience was confirmed in mid 2025. A research group tested AI on real-life tasks freelancers would do. It failed over 96% of the time, and often spectacularly.
But, I still use it.
Because I found two ways that make AI very valuable.
The first is data analysis.
It's not glamorous, but collecting good client and customer data and understanding it is where all good marketing begins. AI helps with that.
The second way is to create friction.
The kind of friction that makes me do better work, that questions, challenges and refines. (This is not a new idea. Creators have long used restrictions as a creative lever.)
Here's how I do that:
I create reader/buyer personas to stress-test marketing strategy and copy against. They make me justify every decision and force me to think about where I can improve.
I create reader/buyer personas to stress-test marketing strategy and copy against. They make me justify every decision and force me to think about where I can improve.
I use my own proprietary AI copy editor. I don't have to agree with it all the time, but it is very good at spotting gaps and critiquing my logic.
I use my own proprietary AI copy editor. I don't have to agree with it all the time, but it is very good at spotting gaps and critiquing my logic.
These two steps slow me down. They make me think more and come up with better solutions.
AI does a lot of things badly, but that's mostly because we're asking it to do the wrong things. It's not a replacement for what we do. It's something that can make us better.
These two steps slow me down. They make me think more and come up with better solutions.
AI does a lot of things badly, but that's mostly because we're asking it to do the wrong things. It's not a replacement for what we do. It's something that can make us better.
my AI working principles
The expert rule
If you can't make a judgement call on AI output, you're outsourcing your judgment to a machine that has none. You need to be the domain expert.
If you can't make a judgement call on AI output, you're outsourcing your judgment to a machine that has none. You need to be the domain expert.
AI Skills
AI is a tool, and tools require skills. Keep yourself informed on how each new model performs. Take courses to keep your skills up-to-date.
AI is a tool, and tools require skills. Keep yourself informed on how each new model performs. Take courses to keep your skills up-to-date.
privacy
Never share anything with online AI that is private business or personal information. Become familiar with AI governance obligations (the EU AI Act).
Better, not Faster
Don't look for easier or quicker. Look for ways to use AI to increase the quality of your work and to help you make better decisions.
Don't look for easier or quicker. Look for ways to use AI to increase the quality of your work and to help you make better decisions.
AI Services
How I can help you use AI
How I can help you use AI
I'm not an AI expert. I'm not the person to talk to if you are interested in advanced agentic workflows. But I have helped clients set up easy-to-use marketing workflows. These have made their marketing and decision-making better.
I'm not an AI expert. I'm not the person to talk to if you are interested in advanced agentic workflows. But I have helped clients set up easy-to-use marketing workflows. These have made their marketing and decision-making better.
If AI is something you're interested in talking about as a part of a project, then we can certainly have that conversation.
If you'd like to see what's possible, reach out and let me know. We can book a 20-minute chat and I'll give you my honest opinion.
If AI is something you're interested in talking about as a part of a project, then we can certainly have that conversation.
If you'd like to see what's possible, reach out and let me know. We can book a 20-minute chat and I'll give you my honest opinion.
AI Training Certs
Prompt Engineering for ChatGPT
Google Prompting Essentials
AI for Data Analysis
AI for Research and Insights
AI For Everyone
Book a call. You'll know in less than 20 minutes if I can deliver value to your business.
Email me with a question or to book a 20-minute, obligation-free chat. Or send me an email with your questions.