The framing I keep returning to
Generative AI is a craft tool. It is the same kind of tool as a spreadsheet, a CMS, or a paint brush. The strategy is the operator's, the execution has a new lever, and the constraint is the operator's judgment.
What keeps AI honest in market
Every AI move in market has to clear three gates before it touches a customer. The gates are not academic — they are the operating discipline of the marketing function.
- Evaluation — how the model is measured against a brand-safe baseline
- Governance — who signs off, and what the rollback path looks like
- Reproducibility — can the result be replicated and audited
What this means in practice
In practice, AI in marketing is the operator's tool — the operator's taste, the operator's judgment, the operator's risk tolerance. The tool augments the work; it does not replace the work.
