AI Can Make Anything — But That Doesn’t Mean It’s Worth Making
We’re at a fascinating moment in the history of marketing. The explosion of generative AI tools means anyone can now write copy, design a layout, or produce a video with a level of polish that would’ve required an entire agency just a few years ago. The gates have flung open — and that’s a good thing. It reduces production bottlenecks, accelerates iteration, and levels the playing field. But it also introduces a new kind of problem: a flood of content without a single good idea behind it. Because while AI is brilliant at scaling creativity, it still needs direction. It needs intent. It needs taste. Without those things, all the tools in the world won’t save you from mediocrity.
This is where frameworks, insight, and original thinking come back into the spotlight. They don’t just help shape the idea — they are the idea. A unique brand point of view. A sharp tension in the customer journey. A cultural moment worth leaning into. These are the things that make marketing memorable. And no amount of AI polish can manufacture that spark from scratch.
The 4M Reality of AI in Marketing
Moment: AI helps you respond faster and personalize deeper. But timing still depends on human awareness — of culture, competitors, and customers
Message: AI can write it, but you still have to mean something. The soul of a message — its clarity, tension, and truth — can’t be faked.
Memory: The content that sticks isn’t the prettiest — it’s the most original. The most resonant. That takes more than tools. It takes taste and guts.
Media: Tools like MidJourney, Sora, and Runway make it easier than ever to create for every channel. But being present everywhere is meaningless if you’re forgettable.
A Renaissance of Strategy
Ironically, the rise of AI might be the best thing that ever happened to marketing strategy. Because if execution is now abundant and fast, then the real scarcity — the thing brands will compete on — is meaning. Insight. Taste. Knowing which direction to go and why. That’s where human creativity still reigns. So, if you’re a marketer worried about being replaced by AI, don’t be. Worry about being replaced by someone who knows how to use AI and still understands what makes an idea stick.
That’s why the ideas and frameworks on this site matter more now than ever. They’re not just inspiration. They’re navigation. In a world where anyone can produce anything, the real advantage is knowing what’s worth making.