How I use AI

The agents are in the work with me.

Not in a tab waiting for a clever prompt. They help prepare, check, document, and build the work while I stay responsible for the context and the final call.

This is not mainly about writing ads faster.

A go-to-market motion has a lot of work around the visible output. Research has to be gathered. Audience data needs checking. The campaign, landing page, CRM, and sales handover need to agree. Decisions have to survive the next person picking up the work.

That is where I use agents. They can hold more of the working context, run repeatable checks, and keep a useful handover while the setup changes.

The result is not an autonomous marketing department. It is me doing the work with better leverage and fewer gaps between thinking, building, and checking.

Where they help

Research and campaign preparation

An agent can work through product material, call notes, competitor pages, campaign history, and the brief without losing the thread after one prompt. I use that to prepare audiences, angles, landing-page structure, and the questions the team still needs to answer.

Data checks and quality control

Agents help compare exports, follow definitions across systems, check tracking plans, and spot where a handover does not behave as expected. They surface the discrepancy. I decide whether it matters and what is safe to change.

Small tools the stack is missing

Sometimes the useful answer is a script, a focused internal tool, or an automation that removes a repeated handover. I can move from the problem to a working version quickly, test it with the team, and leave the logic documented.

What does not get delegated.

The agent does not know which commercial trade-off the team can live with. It does not own the relationship with sales, hear the hesitation in a product answer, or decide which claim should go on the page.

I keep responsibility for priorities, judgment, client access, and the final output. Sensitive material follows the setup agreed for that client. It does not get pasted into whichever tool happens to be open.

Fast work is only useful when somebody close to the business is still paying attention.

Bring a real workflow

The useful question is where this belongs in your work.

Tell me what the team is trying to run, where the context gets lost, and what still depends on somebody doing the same manual job every week.

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