t is as sure as eggs are eggs that the power of AI content and distribution, if applied to the (now) old paradigm of marketing, will break it and inflate the concept and quality of ‘content’ to the point of zero utility. The new firms and leaders will be the ones who both recognise that and formulate a new paradigm, whatever that looks like

As a former marketing agency owner, I know how time-consuming and expensive focus groups are. I also know that AI excels at role-playing, so it stood to reason that I might be able to get it to act like a group of potential customers. If you could test ads against an AI audience first, I thought, it could reduce the risk of running unsuccessful ads... See more

1. You Have to Be Faster and Smarter Than the Client.
   
   The only reason to hire an outside partner is because they bring something the inside team doesn’t. If your agency is figuring it out as they go, they’re not an asset—they’re a liability. Clients don’t have time for your learning curve. They want a team that’s already fluent, already moving,

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