There’s so much friggin crap online regarding AI right now.

Open up TikTok or Instagram, and you get some pimply teenager on your FYP page starting their video with “I’m going to show you how to make 100 Instagram posts in under two minutes”

Hold that thought for a moment and look at who you’re actually following on social media. Really, have a look. Likely it’s:

• a real human being doing cool shit (inspiration)
• a real human being telling you a story (entertainment)
• a real human being teaching you something (education)

Often, it’s a combination of all three. If that’s who you follow, why would your audience want anything less?

No one wants your crappy AI-generated motivational quotes set to a sunset background. No one wants your cliche-filled AI-generated article or social post. This stuff is just spam and noise.

Despite this, I spend hours every day in AI and AI-assisted tools.

In fact, I dedicated a whole chapter in my new book, Lean Marketing, to AI (chapter 6).

Here’s a quote from that chapter (page 129):

“AI is truly the Iron Man suit for marketers, allowing you to do more with less and helping you build a truly lean marketing infrastructure. I think of it as enabling us to be the conductor of the orchestra rather than having to play each individual instrument..”

AI is making me orders of magnitude more productive, but I’m not using it to generate content for me, because it’s not very good at being Allan Dib. It’s also not very good at telling my stories and experiences.

It’s my Iron Man suit.

I’m using it to augment my abilities, making me faster, more productive, and more efficient.

The right tools are important…but how you use them is even more so. Many people get faked out — they think if only they had Michelangelo’s hammer and chisel, they could create the statue of David.

The right tools combined with the right skills will make you an unstoppable marketing superhero.