10 Ways Generative AI Will Reshape Your Entire Strategy.
Most of what has been written about generative AI in marketing is about production speed. That is the least interesting part. The changes that matter are structural: what a team is for, where its time goes, and which decisions stop being expensive.
Here is what has actually shifted in the agencies and in-house teams we work with, rather than what is being promised on stage.
Research stops being a phase
Desk research used to be a two-week block at the start of a project, which meant it happened once. When a synthesis of forty customer interviews takes an afternoon, research stops being a phase and becomes something you do whenever a question comes up. Strategy documents get shorter and are revised more often.
Volume stops being a moat
If everyone can produce forty variants, forty variants are worth nothing. The scarce thing is the judgement to know which three are worth testing, and the discipline to kill the other thirty-seven before they reach a media plan.
- Briefs matter more, because the model does what it is told
- Editing is now the senior skill, not drafting
- Taste is the constraint, and it does not scale
What to do about it this quarter
Do not start with a tool. Start by listing the ten tasks your team repeats most often and marking which of them are judgement and which are transcription. Automate the transcription, protect the judgement, and be honest about which is which — most teams misclassify at least two.
Then measure the same things you measured before. A campaign that was made faster and performed worse is not a win, and it is remarkable how often that result goes unreported.
