AI for Marketing

AI will not replace strategic marketers, but marketers who learn to systematize AI will replace those who do not. The leverage comes from starting with one high-friction use case, turning it into a repeatable workflow, then scaling it across teams with clear KPIs and deliberate change management. List the tasks you hate, aren’t good at, or need 10x leverage on—those are your first AI use cases. Treat AI like a sharp intern: give it context, clear instructions, and have a human review before anything goes live. Start with one pilot project, define success metrics up front, and do not roll out more until that pilot is working reliably. Use tools like NotebookLM, custom GPTs, and no-code connectors (e.g., Make, n8n) to automate research, outreach, and operations. Let your agency or external partner play “bad cop” to cut through politics and push through AI-driven change. Expand AI usage from personal productivity to team-level workflows only after you’ve proven the value in one concrete process. Free the reclaimed hours for the work only humans can do: relationships, creativity, and high-level strategy. The AI Leverage Loop: A 6-Step Playbook for Marketers Step 1: Audit Your Time and Friction Spend a week observing your own work. Write down what drains you, what takes disproportionate time, and where you’re simply “clicking” instead of thinking. Look especially at research, repetitive email, reporting, and basic content drafting. Step 2: Turn Pain Points into AI Prompts Pick one high-friction task and describe it to an AI tool as if you were briefing an intern: what you’re doing, why it matters, inputs, outputs, and constraints. Ask the AI how it would automate or assist with that task using tools like custom GPTs, NotebookLM, Make, or Replit. Step 3: Design a Minimum-Viable Workflow Translate the idea into a simple, testable workflow: inputs, steps, tool handoffs, and final output. Document this as an SOP—even if rough. The goal is a small, reliable system, not a grand, fragile Rube Goldberg-style automation. Step 4: Define Success and Measure It Before you build anything entirely, define what “good” looks like: time saved, number of touches automated, meetings booked, or errors reduced. Set a short time window—30 to 60 days—and commit to tracking those KPIs so the conversation stays grounded in outcomes rather than opinions. Step 5: Pilot with Human Oversight Run the workflow with a human-in-the-loop. Let AI do the heavy lifting—research, first drafts, data prep—while you or a team member reviews, approves, and refines outputs. This builds trust, surfaces edge cases, and maintains high quality as the system matures. Step 6: Scale, Standardize, Then Iterate Once the pilot proves its value, standardize it: clean up the SOP, train the team, and plug it into your tech stack. Only then do you replicate the pattern with a second and third use case, gradually moving from “AI for me” to “AI for the entire revenue engine.” Where AI Delivers Real Marketing Leverage (and Where It Doesn’t) Area Traditional Approach AI-Augmented Approach Primary Benefit Market & Competitor Research Manual searching, reading reports, and copying notes into docs or slides. NotebookLM and LLMs ingest PDFs, links, and notes; generate syntheses, comparisons, and gap analyses. Hours of work are compressed into minutes while increasing the breadth of insight. Outbound Prospecting & Guest Sourcing Manually searching LinkedIn/Google, building lists, drafting outreach emails one by one. Custom agents scrape profiles, score against criteria, populate sheets, and draft/send tailored outreach via no-code automations. Scales outreach volume without scaling headcount; faster path from idea to booked meetings. Internal Operations & SOP Creation Leaders write SOPs from scratch, update them rarely, and store them in static folders. “SOP genius” style GPTs interview subject-matter experts, draft SOPs, then feed no-code tools to build workflows from those SOPs. Codifies tribal knowledge quickly and turns process into executable automation. Leadership-Grade Insights from AI-First Marketing Teams How should a marketing leader decide where to start with AI? Do not start with the flashiest technology; begin with the most painful repeatable process. Ask three questions: What do I hate doing? What am I not particularly good at? Where do I need a 10x jump in capacity? The overlap becomes your first AI initiative. From there, scope one use case with a clear owner, clear inputs/outputs, and a single KPI such as hours saved per week or touches per contact. What’s the most innovative way to use tools like NotebookLM and custom GPTs? Treat them as research and thinking amplifiers, not content vending machines. Feed NotebookLM your existing assets—presentations, PDFs, strategy docs—alongside market reports or industry links. Then ask comparative questions: “Where are the opportunity gaps between our content and current trends?” Use custom GPTs to simulate narrow, clearly defined workflows (e.g., podcast guest research, first-draft SOPs) instead of thanking them to “do marketing” in the abstract. How can agencies help internal teams overcome political and cultural resistance to AI? One overlooked advantage of an external agency is its ability to serve as the “bad cop” in change management. A good partner can convene stakeholders, challenge assumptions, and push for AI-driven process redesign without being trapped in internal politics. Internally, the CMO positions AI as a capacity booster, not a threat to jobs, while the agency runs pilots, proves value with data, and absorbs some of the friction of saying, “The old way isn’t good enough.” What guardrails should leaders put in place as they scale AI across the organization? Three minimum guardrails: human review before any external system goes live, clear documentation of each AI workflow, and an agreed-upon definition of success for each use case. Add basic data-handling rules (what can and can’t go into third-party tools) and simple training so every user knows they are responsible for the outcome, not the model. With those in place, you can safely push AI deeper into research, content, and operations without losing control. How does AI actually change the role of a marketer day to day? At its best, AI reduces manual keystrokes so marketers can focus more

AI isn’t just a copy assistant anymore; it’s becoming an “operator” that can research, plan, build, launch, and interpret Facebook ad campaigns with your expertise baked in. The leaders who win will turn their know‑how into systems, not slides—then let software do the work while they focus on judgment and relationships. Stop treating AI as a toy; define 1–2 real business problems and build a purpose-built agent around each. Wrap your experience and frameworks into custom GPTs and apps so others can get results without you in the room. Design “one-stream” workflows: input ICP + budget + offer, and let the system handle research, angles, creatives, and launch steps. Use Meta’s Andromeda shift as a signal: varied, angle-rich creative beats micromanaged targeting. Build your moat by hard‑wiring your philosophy, KPIs, and decision rules into the logic of your tools. Measure AI by reclaimed time and higher-quality tests, not by how “sophisticated” the tech stack looks. Adopt a human-in-the-loop model: AI executes; you approve, refine, and own the strategy. The Operator Loop: Turning Expertise Into a Self-Running Ad Engine Step 1: Capture the Real Problem You’re Solving Every functional AI system starts with a painful, concrete problem—moving 30 CSVs out of a clunky ESP, building 50 ad variants for a new Meta algorithm, or managing a fragmented sales pipeline. Define one job that wastes time or creates anxiety, then document the current manual steps. That raw process is the backbone of your operator. Step 2: Externalize Your Mental Models Before you write a line of code (or ask Replit/Lovable to), tease out how you actually think. What makes a “hot” lead? What defines a winning ad angle? How do you prioritize tests with a $100/day budget? Put this into structured prompts, decision trees, and rules that an AI can follow. You’re not just giving instructions—you’re codifying judgment. Step 3: Build a Single, End-to-End Stream Most marketers bolt together disconnected tools: ICP in one app, journey in another, ads in a third. Flip that. Design a single-flow experience in which a user enters the audience, offer, landing page, and budget. The system researches, creates angles, writes copy, suggests creatives, and assembles campaigns in one pass. Complexity lives in the code, not in the user’s workflow. Step 4: Wire in Data and Context for True Insight The real leverage appears when your operator sees everything: lead gen, web behavior, CRM, and pipeline data in a unified database. Layer an AI interface on top (via MCP or similar), so you can ask, “Who are my VIPs?” or “Give me five surprising insights from this lead magnet segment,” and get answers based on real behavior, not guesses. Step 5: Keep a Human in the Loop—For Now Yes, you can already build agents that research audiences, assemble campaigns, and push ads live. But quality and accountability still demand a strategist in the middle. Use AI to propose plans, build creative matrices (like the Rubik’s cube of ad angles), and recommend next steps. Then you review, adjust, and greenlight the spend. The machine does the labor; you own the risk. Step 6: Productize, Share, and Create Viral Loops Once your operator works for you, turn it outward. Offer a free or limited-tier option that addresses a real pain point; enable users to share their outputs (ad cubes, strategies, templates) externally so the product markets itself. Your IP becomes a living system—an engine that runs 24/7, teaching your method and delivering results at scale. From Training to Doing: How AI Operators Change the Marketing Game Dimension Traditional Training & Courses AI-Powered Operators & Apps Leadership Implication Primary Value Knowledge transfer through videos, PDFs, and frameworks that users must interpret and implement themselves. Execution engines that research, build, and launch campaigns using embedded frameworks and rules. Shift your business model from “teaching how” to “providing a system that does,” while still grounded in your method. User Effort High cognitive load; users must learn platforms, design tests, and manually build assets. Low operational load; users answer a few structured questions and review outputs. Design for simplicity, “a 10‑year‑old can use,” so your expertise is accessible to non-specialists. Scalability & Moat Easily copied; competitors can repackage similar lessons or tactics. Harder to clone; logic, data structures, and decision rules are baked into the product. Protect your edge by encoding your philosophy, KPIs, and scenarios into the operator’s underlying logic. Leadership Signals from the AI Ad Frontier What should a marketing leader actually build first with AI? Start with the ugliest, most repetitive work that already has clear rules—exporting data, segmenting leads, or generating ad variants. Build (or commission) a small operator that does one job end-to-end: connects to a platform, applies your rules, and outputs a usable artifact. This quick win proves the model and frees time for deeper strategic work. How do you decide what IP to encode into an ads-focused app? Look at the questions your community or team asks you repeatedly: “What do I test next?” “How do I interpret these metrics?” “Which segments matter most?” The answers to those questions—your prioritization logic, thresholds, and “if this, then that” thinking—are precisely what should live inside the app. If people already pay you to feel that way, that’s your codebase. How do Meta’s changes, like Andromeda, alter your creative strategy? Andromeda rewards variety within a single ad set: different angles, emotional hooks, testimonials, founder-led stories, and problem-versus-opportunity narratives. Instead of obsessing over micro-targeting, you orchestrate a matrix of messages and let the algorithm find winners. AI is perfect for building that matrix at scale, provided you define the right angles and constraints. What does “human in the loop” really mean for your team structure? It means your best people stop acting like keyboards and start acting like editors and strategists. AI assembles campaigns, analyzes performance, and suggests moves; humans approve budgets, refine creative direction, and set guardrails. You’ll need fewer generalist implementers and more outcome-focused owners who can question the machine and make calls. How can smaller brands

AI only creates value when you can move from an idea to a working product, fast, with guardrails. This episode walks through a compact, real-world build that reveals a repeatable pattern any marketing leader can use to prototype AI-powered experiences without a big team or budget. Start with a narrow, human-centered problem and a real local context before you use any AI tools. Use one tool for deep research (NotebookLM), another for orchestration and instructions (ChatGPT), and a third for building the working prototype (Replit). Turn your research into structured data and written instructions before you generate a line of code. Design revenue and contribution models (free, self-serve, paid portals) at the same time you design the product. Spin up agents (like a Gobii.ai outreach bot) that support distribution and partnerships, not just content creation. Think in terms of reusable workflows: research → spec → prototype → distribution → iteration. Use AI to reclaim time, then deliberately reinvest it in learning, relationships, and time outdoors away from screens. The Reno Live Music Loop: A 6-Step AI Product Workflow Step 1: Anchor the Use Case in a Specific Human Gap Before choosing tools, define a concrete, local problem. In my case, it was the lack of a single reliable source for nightly live music in Reno. That specificity drives every decision: what data you need, how the experience should work, and who will pay for it. Step 2: Use NotebookLM to Build a Focused Research Corpus NotebookLM becomes your research brain. Feed it targeted queries such as “live music venues in Reno, Nevada,” and refine until you have a high-quality, tool-friendly list of venues and sources. Treat this as your first dataset, not just loose notes. Step 3: Turn Research into a Structured Asset and Instruction Set Export the venue list to a Google Doc, then to a PDF so that it can be attached as a reference file. In parallel, prompt ChatGPT to generate detailed instructions for a custom GPT to catalog events. You’re converting messy research into structured data plus a clear operating manual. Step 4: Build a Custom GPT as Your Domain Specialist Create a custom GPT model tailored to the domain (e.g., “Reno, Nevada music venues”) and load it with the PDF and instructions. Its job is to understand the geography, event types, and data schema you care about so it can reliably help you architect the next step: the actual app. Step 5: Use the Custom GPT to Generate a Replit-Ready App Specification Ask the custom GPT, “As a genius Replit developer, draft a prompt for an app,” with precise requirements: crawl the web, build a daily event calendar, categorize by genre, date, time, venue, and cost, and support both free and fee-based postings. This gives you a robust prompt you can paste directly into Replit’s AI coding assistant. Step 6: Prototype the Product in Replit and Support It with an Outreach Agent Drop the generated prompt into Replit to quickly spin up a working multi-tenant site: landing page, submission forms for bands and venues, and a crawler scheduled for daily runs. Then complement the build with a Gobii.ai agent that finds event planners and venue managers, populates a contact sheet, and emails them about the new calendar. You’ve now gone from idea to live prototype plus a basic go-to-market motion. From Manual Hustle to AI-Augmented Flow: A Practical Comparison Stage Traditional Approach AI-Augmented Workflow Used Here Strategic Advantage Discovery & Research Manual Google searches, scattered bookmarks, ad-hoc notes. NotebookLM organizes sources into a focused corpus and generates tool-friendly lists. Faster, more complete domain understanding that can be reused across tools. Product Spec & Build Write specs by hand, brief developers, and perform multiple back-and-forth cycles. Custom GPT converts research into instructions and a Replit-ready prompt; Replit generates code and UI. Dramatically shorter time-to-prototype and easier iteration for non-technical marketers. Distribution & Partnerships Manually hunt for contacts, build lists in spreadsheets, and send individual outreach. Gobii.ai agent finds target contacts, fills a sheet, and conducts outreach based on a clear playbook. Scalable, ongoing partner outreach that runs alongside product development. Leadership Takeaways: Turning One Build Into a Repeatable AI Playbook How should a CMO think about the role of a “custom GPT” in their marketing stack? Treat custom GPTs as domain specialists that sit between raw models and your business problems. You load them with your research, taxonomies, and guardrails so they can consistently generate briefs, code prompts, messaging, or campaign structures that conform to your standards. Over time, you can maintain a fleet of these specialists—one for events, one for product marketing, one for sales enablement—each tuned to a slice of your GTM motion. What is the key leadership behavior that makes this kind of workflow possible? The critical behavior is the willingness to “ship ugly” prototypes quickly. In the Reno example, the goal was not a pixel-perfect site; it was a functioning system that crawls, categorizes, and lets humans submit events. Leaders who insist on polish before proof slow AI learning loops. Leaders who push for working prototypes within days create organizational confidence and uncover real constraints faster. How can marketing leaders keep AI tools from turning into a fragmented tool zoo? Define the “highest and best use” of each tool up front and document it in your operating playbook. NotebookLM is for research and corpus building. ChatGPT (and custom GPTs) are for orchestration, instructions, and transformation. Replit is for code and interactive experiences. Gobi is for agents who do outreach and list-building. When every tool has a clear job, teams know where to go for each task and avoid redundant or conflicting workflows. Where does monetization thinking fit in this kind of AI prototyping? Revenue design should be baked in from the first prompt. In the Reno project, the plan included: a free portal for bands and musicians to submit events; a paid portal for casinos and venues to promote listings; and a multi-tenant architecture that enables expansion to other cities. When

AI will not save you just because you bolt a model onto your stack. The advantage goes to leaders who turn their own data into differentiated experiences, design narrow agents with clear guardrails, and tie every experiment to bottom-line or top-line lift within 12–18 months. Stop copy-pasting “AI features” and start designing moats based on your unique data, workflows, and customers. Pick one bottom-line use case (operations/analysis) and one top-line use case (personalization/upsell) as your first 12–18 month bets. Get your data out of inboxes and notebooks and into a usable store so AI can actually personalize at scale. Treat generalist chatbots as public streets: never pour sensitive or proprietary data into them without a governance plan. Design agents to do 3–5 specific jobs brilliantly before you pretend they can “do everything.” Build transparency and control into agents: what they remember, what they never store, and what the user can erase. Use AI to reclaim hours each week, then reinvest that time into higher-skill work, customer understanding, and your own well-being. The AI Moat Loop: A 6-Step Playbook for Marketers and Product Leaders Step 1: Separate Hype From Durable Value When a new wave of technology hits, most teams imitate. We saw it with blockchain; we’re seeing it with AI. The first discipline is asking, “If a competitor can replicate this in a weekend, is it really a competitive edge?” Focus on problems that matter and cannot be easily cloned. Step 2: Choose a Single Bottom-Line Efficiency Play For non-SaaS and operations-heavy businesses, the quickest ROI often lives in logistics, routing, purchasing, and forecasting. Use language models to analyze your historical data and suggest where to cut waste, time, or errors. This is how shipping, routing, and manufacturing companies are quietly winning with AI right now. Step 3: Design One Signature Customer Experience On the top line, select a single, high-impact moment to personalize. Think: a boutique hotel that remembers a guest’s preferences from an email months ago and surprises them at check-in. Use AI to synthesize fragmented notes into a single, coherent view and orchestrate the moment automatically. Step 4: Turn Messy Information Into Usable Memory You do not need perfect, fully structured data to start. You do need your data somewhere accessible. That can be CRM records, scanned notes, transcribed calls, or photos of handwriting. The key is centralization: give the model a single source to read from instead of chasing fragments across systems and inboxes. Step 5: Build Narrow, Honest Agents Agents sit between your data, your customer, and your ops. Today, we see two extremes: generalist chats that know “everything” and locked-down corporate bots that barely answer anything. The sweet spot is a narrow agent that transparently does three to five jobs very well, with clear boundaries on what it can access, store, and forget. Step 6: Close the Loop With Governance and Learning As agents run, they create a new layer of risk and learning. Define what they are allowed to remember, how long, and what must never be retained or used for model training. Measure impact (time saved, revenue gained, CSAT lift), then refine prompts, policies, and guardrails. Governance isn’t a compliance tax; it’s how you safely scale what works. From Hype to Moat: Where AI Agents Actually Create Advantage Area Common “Hype” Approach Moat-Building Approach 12–18 Month Impact Customer Experience Add a generic chatbot that answers FAQs using a base model with no context. Use your own interaction history to generate personalized offers, messages, and on-site experiences for each customer. Higher conversion, better retention, and distinct brand moments that competitors cannot easily copy. Operations & Analysis Buy dashboards that summarize public data or generic reports. Feed a decade of operational data into a model to optimize ordering, routing, staffing, and inventory. Material cost reductions and faster cycle times compound over time. Support & Service Launch a “smart” help widget that routes everything back to human agents. Deploy an agent that fully resolves a defined set of issues, with escalation rules and compliance guardrails. Lower support costs per ticket and improved response times without sacrificing trust. Leadership Signals: Five Deep-Dive Questions and Answers How do I avoid wasting money on AI projects that don’t deliver ROI?  Start by refusing to fund anything that isn’t tied to a clear metric: reduced handling time, higher average order value, lower churn, or fewer manual hours. Many enterprises are effectively spending $100 million to get $1 million in value because they are “fixing systems for LLMs” with no business case. Define the KPI first, scope a pilot that can move it within 6–12 months, and only then choose the tooling. Where should a small or mid-sized business start if resources are limited?  Pick one operational and one customer-facing use case. Operationally, look for recurring decisions (ordering, scheduling, follow-ups) where a model can analyze patterns and make recommendations. On the customer side, focus on personalization: emails, landing pages, offers, and support responses tailored to each individual using your data. Keep the scope tight and build out from proven wins. How should I think about generalist tools like ChatGPT or Gemini versus building my own agents?  Treat generalist tools as powerful, but public, streets. Great for ideation, drafting, and non-sensitive research. Your own agents should live closer to your proprietary data and workflows, with clear guardrails. They should know less about the whole internet and much more about your customers, policies, products, and constraints. What does “agent governance” actually mean in practice for a marketer?  It means deciding up front what the agent can see, what it can store, what is never used for training, and how users can opt out or delete interactions. It also means documenting which tasks are fully automated and which always require human review. Governance is especially critical in regulated sectors such as healthcare, finance, and insurance, where data misuse can quickly erode short-term gains. How can individual professionals use agents to reclaim time and focus?  Sparsh shared his own examples: a personal “industry

AI search has shifted the game from chasing keywords to shaping narratives. If you do not actively design how engines talk about you, decades of legacy content and third-party noise will do it for you. Audit how AI engines currently describe your brand, products, and competitors, not just where you rank. Define 3–5 core narrative drivers you want LLMs to repeat about your company, then hard‑wire them into your site and content. Convert legacy docs, PDFs, and JavaScript-heavy experiences into clean HTML so engines can actually read your best material. Use FAQs, headings, and short clarifying sections to correct outdated perceptions and guide AI toward your preferred story. Tear down silos: align SEO, product marketing, web, campaigns, and PR around one shared topical authority map. Monitor AI visibility with specialized tools, then iterate weekly—this is not a one‑and‑done project. Adopt a “search everywhere optimization” mindset so your presence is coherent across your site, docs, PR, social, and media. The Search Everywhere Narrative Loop (SENL) Discover How AI Currently Talks About You Before you optimize anything, you need a baseline narrative audit. Prompt Gemini, ChatGPT, Perplexity, and others with brand, product, and category questions to see how they describe you, what they omit, and where they are flat‑out wrong. Complement this with tools like SEMrush’s AI SEO toolkit to quantify where and how you appear in AI search results. Define Your Non‑Negotiable Narrative Drivers From that baseline, choose the 3–5 core narratives you must own: core product positioning, deployment model (for example, cloud vs. on‑prem), category role, and key differentiators. These become your “source of truth” statements that should appear—consistently and in plain language—across your website, docs, PR, and leadership content. Re‑engineer Your Owned Properties for AI Readability LLMs read HTML, not your clever JavaScript widgets or buried PDFs. Systematically convert critical assets into crawlable HTML, tighten heading hierarchies, add concise intros that state the point up front, and build FAQs that clarify confusing or legacy topics. This is where you turn thirty years of technical debt into clean fuel for AI engines. Step 4: Extend the Story Across High‑Authority Surfaces Once your site and docs tell the right story, expand those same drivers into PR, guest articles, conference talks, YouTube, podcasts, and social. Prioritize high‑authority outlets and formats that are frequently scraped and summarized by AI systems. The aim is narrative density: the same core truths appearing across multiple credible sources. Step 5: Align Cross‑Functional Teams Around Topical Authority SEO can no longer live as “the janitor in the closet.” Bring product marketing, web, campaigns, sales, and documentation into a single topical authority plan: what themes you must own, what content is missing, and how each team contributes. This is how you move from a collection of pages to a cohesive, machine-readable expertise graph. Step 6: Monitor, Learn, and Rewrite the Story in Cycles AI search is not static. Set a cadence—monthly at minimum—to re‑run prompts, review AI overview performance, and watch for shifts in how engines describe you. When you see misalignment (for example, engines over‑emphasizing legacy products), respond with targeted content updates, doc rewrites, and new narrative assets until the story changes. From Old‑School SEO to AI Search Everywhere Optimization Dimension Traditional SEO Focus AI Search / GEO / AEO Focus Leadership Implication Primary Goal Rank individual pages for specific keywords in SERPs. Shape how AI systems summarize your brand, products, and category across many surfaces. Leaders must care less about single rankings and more about the composite story engines tell. Optimization Surface Website pages, meta tags, backlinks, and technical performance. Complete digital footprint: site, documentation, PR, social, video, podcasts, and third‑party coverage. Budgets and teams need to align around “search everywhere,” not just “the website.” Core Success Metric Organic traffic, keyword rankings, and click‑through rates. Visibility and sentiment in AI overviews, narrative accuracy, and zero‑click influence. Reporting must include narrative health and AI visibility alongside classic SEO KPIs. Leadership Questions That Force Better AI Search Strategy What story would an LLM tell about your company if your website disappeared tomorrow? Answer: If your perception is overly defined by legacy docs, third‑party reviews, or outdated thought leadership, AI engines will lean on that material even if it no longer reflects your focus. Leaders should regularly prompt AI tools with “Who is [Brand]?” and “What does [Brand] do?”, then compare the responses against their current strategy deck. The gap between the two is your AI narrative debt. Where are legacy products or messages still overpowering your current positioning? Answer: Daniel’s work at Informatica revealed that an older on‑premises product was being mentioned four times more often than the current cloud solution in AI responses. That kind of imbalance is common in established organizations. Leaders should commission a structured content and docs audit to detect where yesterday’s offerings overshadow today’s priorities, then resource a remediation plan, not just a “cleanup project.” Are your sales conversations feeding your search and content strategy? Answer: The language your customers use with sales often differs from what shows up in keyword tools. Pull call transcripts, chat logs, and objection patterns, then feed those phrases into generative engines to see what appears. This creates a direct loop from real customer language to AI search optimization, keeping your content aligned with how people actually search and ask questions. Who owns “search everywhere” inside your organization? Answer: If SEO is buried in a corner and measured only on traffic, you will miss the strategic opportunity AI search presents. Someone senior needs explicit responsibility for orchestrating topical authority across web, product marketing, content, PR, and documentation. That role should have both the mandate and the air cover to change legacy content that no longer serves the narrative. How will you measure progress beyond classic SEO KPIs? Answer: You still need rankings and organic traffic, but they are no longer the whole story. Add metrics such as the number of AI overview impressions, share of voice for target narratives, the ratio of legacy to current product mentions, and

AI is no longer a novelty; it’s a practical operating system for how you design experiences, structure your website, and reclaim your time as a leader. The real leverage comes from pairing AI with deep customer understanding, explicit constraints, and a refusal to chase shallow “hacks.” Build every AI project around three non-negotiables: more revenue, more time back, and a better customer experience. Stop treating your website like a glossy brochure; turn it into a rich data source that both humans and AI agents can confidently learn from. Use AI for genuine market research by having it think as your different buyer personas, then rebuild your messaging around what they actually care about. Think beyond tools to custom automations and consulting: your competitive edge lies in connecting AI to your specific workflows and vertical. Design AI touchpoints that feel like help, not harassment—no lazy popups, broken chatbots, or irrelevant retargeting. Lead with curiosity and experimentation; your ability to test, learn, and adapt will matter more than any single platform or model. Invest in real-world relationships and community; as AI scales, human trust and in-person connection only become more valuable. The Searl 6: A Practical Loop For AI-Driven, Guest-Centric Marketing Define Non-Negotiables Before You Touch a Tool Every initiative starts with three questions: will this make the owner more money, save the owner meaningful time, and improve the guest experience? If the answer isn’t “yes” to all three, it doesn’t ship. Those constraints protect you from shiny-object syndrome and keep AI work tightly aligned to business outcomes, not vendor demos. Let AI Do The Heavy Lifting On Market Research Instead of guessing what your customers care about, use AI to generate detailed buyer personas, then have the model “think” as each persona. Ask it: what would make you choose this business over alternatives? What objections do you have? What copy would earn your trust? You get research-level insight in hours instead of weeks, at a fraction of the cost. Rebuild Your Website As A Knowledge Base, Not A Billboard Most sites represent only a tiny slice of what a business actually knows and delivers. Expand from a thin 5–10 page site to 50–75 pages of specific, practical, non-fluffy information. Think: individual pages for key amenities, use cases, customer types, and scenarios. That depth helps humans decide and gives AI agents enough context to confidently recommend to you. Deploy High-Integrity Automation At The Edges Start where the pain is highest: repetitive questions, understaffed phones, after-hours requests, and simple transactions. Use chatbots, callbots, and workflows that don’t pretend to do more than they can. Tie them into your PMS, CRM, or booking engines so they can trigger real actions—like reservations, add-ons, or on-site service—not just canned answers. Integrate Upsell, Operations, And Experience Without Being Pushy Great AI doesn’t scream offers; it listens for intent and responds with relevance. If a guest asks about firewood, offer to add a bundle to their reservation and trigger a task for staff to deliver it to their site. The win isn’t just more revenue; it’s less friction, less back-and-forth, and more time for your team to be present with guests instead of stuck behind screens. Review, Iterate, And Stay Radically Curious Assume your first version will be the worst one you ever deploy. Watch transcripts, monitor drop-offs, talk to staff, and listen to what guests actually say. Then let curiosity drive the next iteration: what could we automate next, where did the AI overpromise, where can we add nuance? The leaders who win won’t be the ones who “got there first,” but the ones who kept learning. From Interruptions To Intelligent Help: Rethinking AI Touchpoints Approach Old Pattern AI-Driven Upgrade Leadership Takeaway Website Engagement Generic popups, email grabs on first visit, one-size-fits-all messaging. Context-aware chatbots that answer real questions, respect intent, and guide to relevant actions. Design interactions that feel like service, not harassment; test them as if you were the customer. Retargeting & Offers Ads for things the customer already bought or never wanted; blunt frequency. Personalized follow-up based on real behavior and known preferences, not just page visits. Use data to narrow offers to what’s truly relevant; stop spending on noise. Staffing & Operations Understaffed phones, inconsistent information, heavy training burden. AI call agents and chatbots tied to real systems, handling routine volume 24/7. Redeploy humans to high-touch experiences while AI handles repeatable tasks. Leadership Insights: What This Conversation Means For Your Next Move How should leaders decide where to start with AI in their business? Begin where the pain and the payoff intersect. List out the tasks that burn staff time, frustrate customers, or stall revenue. Then run each through the three-part filter: can AI here increase revenue, save time, and improve the experience? Start with the first use case that clearly passes all three tests. That might be a booking assistant, an FAQ chatbot, or an internal automation; the “right” first step is the one that actually relieves pressure. What separates a helpful chatbot from a glorified FAQ widget? Depth of integration and quality of training. A superficial bot just scrapes a couple of PDFs and guesses at answers. A serious one is connected to your booking system, understands your specific rules, can trigger actions, and has been iterated on with real-world transcripts. It should know when not to promise something, when to escalate, and how to speak in your brand’s voice while still being honest about what it can and can’t do. How can small or niche businesses compete when big platforms keep absorbing AI features? You don’t compete with the platform on infrastructure; you compete on specificity and implementation. OpenAI or Google may ship generic call agents, but they don’t know your campground policies, your guest rhythms, or your local realities. Your edge is vertical expertise and custom wiring—how AI connects to your PMS, your operations, your guests, and your team culture. That layer won’t be commoditized anytime soon. What does “AI-ready” website architecture look like in practice? It looks

https://youtu.be/xzKM_QDit3M Businesses today must adeptly navigate the changing landscape of marketing, particularly as artificial intelligence increasingly influences how brands engage with their audiences. Insights from Bruce Silverman, CEO of Purple Buffalo, provide critical strategies for leveraging storytelling and AI in marketing to foster trust and drive engagement. Actionable Insights for Modern Marketing Strategies In the recent discussion with Bruce Silverman, a radius of critically actionable insights was illuminated, particularly the balance between using AI and maintaining authenticity in storytelling. Silverman asserts, “People want to do business with people that they like, know, and trust,” underscoring the necessity for brands to forge genuine connections. He advocates using AI as a supportive tool rather than a replacement for authentic human interaction. Effective integration of AI should focus on enhancing content production and on mobilizing narratives that resonate with audiences, rather than diluting the brand’s core message. Businesses must look beyond mere transaction-oriented content to achieve deeper customer relationships. For example, brands in service industries should use AI to streamline operational processes—such as customer inquiries—while ensuring that the storytelling aspect remains genuine and personalized. Implementing Insights: Practical Applications To adapt these insights, organizations should prioritize a hybrid approach to content creation. Silverman highlights the importance of constructing narratives by extracting stories from within the organization. Brands can implement storytelling frameworks and use customer testimonials to add authenticity to their marketing materials. Take, for instance, a moving company positioned to tell its unique story through customer experiences rather than traditional marketing tactics. By genuinely communicating its value proposition—“we don’t break your stuff”—and sharing personal anecdotes from satisfied clients, businesses can cultivate a strong, relatable brand identity. For companies navigating the emotional complexities of service delivery, leveraging AI tools such as automated editing and audience analytics can significantly enhance the effectiveness of marketing campaigns. A brand’s narrative is only as powerful as its resonance with its audience; harnessing AI to analyze customer preferences helps tailor content that delivers targeted messages. Industry Impacts: A Broader Perspective The intersection of AI and storytelling is multifaceted and can benefit various industries. Retailers, for instance, can leverage AI to analyze purchasing behavior while crafting narratives around customer experiences. This approach fosters more personal connections and enhances brand loyalty. Educational institutions can adopt similar strategies, utilizing storytelling to articulate mission and vision while integrating AI analytics to track enrollment trends and student engagement. Emphasizing a trust economy where genuine relationships matter, different sectors—from B2B to consumer goods—are increasingly empowered through these strategies. Marketing operations can pivot from traditional, broad campaigns to laser-focused, personalized messaging that resonates with individual consumer needs. Next Steps for Leaders To capitalize on these insights, leaders should consider investing in interviewing tools or workshop sessions that help extract authentic narratives from their teams. Additionally, exploring AI-driven content analytics platforms can help assess audience interaction and optimize future messaging strategies. For organizations focused on building trust and authenticity, the first step could be as straightforward as initiating a conversation around storytelling across departments. Guest Spotlight Bruce Silverman: linkedin.com/in/bruce-silverman-1777a971/ Purple Buffalo   In the age of AI, the challenge is not to get lost in the noise but to craft a distinct, authentic narrative that resonates. By embracing storytelling as a core marketing principle and judiciously integrating AI tools, businesses can enhance engagement and foster deeper, more meaningful connections with their audiences. Watch the podcast episode featuring Bruce Silverman: youtu.be/xzKM_QDit3M  

https://youtu.be/9D2FzEcFbck Marketing is undergoing a profound transformation, driven by advancements in artificial intelligence. Within this dynamic environment, businesses must integrate AI effectively to navigate complexities and enhance their market presence. Insights from industry leaders offer crucial guidance on harnessing this technology. Maximizing AI in Marketing Strategies   Jason Barnard, founder of Kalicube and an expert in digital marketing, emphasizes the need for brands to educate AI on their identity. “If you want the AI to represent you as the authority you deserve to be seen as, then you need to educate it,” he asserts. This education involves synthesizing all online and offline interactions into a coherent narrative, making it accessible for AI to understand and relay to potential customers.  To implement this approach, businesses should start by enhancing their digital presence. This involves optimizing their LinkedIn profiles, maintaining an informative website, and linking relevant content from across the web, thus providing a comprehensive view of their brand’s narrative. The case of Kalicube illustrates this well; by enhancing their online presence and using AI tools, they can improve their visibility and credibility. The Power of Generative AI and Personal Branding   As organizations seek to enhance their marketing operations, integrating generative AI tools becomes increasingly vital. Through platforms like Kalicube, businesses can leverage insights gathered from billions of interactions to create personalized marketing campaigns that resonate with their target audiences. By utilizing AI to generate specific content relevant to their audience, companies can ensure that their messaging is both timely and effective. For individuals keen on building personal brands, Barnard advises using AI-driven tools to curate a digital narrative that highlights expertise and accomplishments. By systematically bringing offline achievements into the online realm — a process he refers to as “bringing the offline online” — professionals can transform their experiences into searchable assets. “This establishes me as a respectable, authoritative entrepreneur,” explains Barnard, highlighting the importance of building a well-rounded, online persona that AI can understand. Implications Across Industries   The potential of AI extends beyond marketing alone, permeating various industries. Companies are empowered to create more tailored experiences for customers through advanced personalization techniques powered by AI. This enables brands to tailor interactions based on user data, thereby fostering deeper connections with their audience. As AI recommendation engines become integral to consumer decision-making, standing out in search results is crucial. This necessitates a continuous commitment to refining both brand narratives and customer interactions. In conclusion, the integration of AI into marketing strategies is not merely an option but a necessary evolution for businesses seeking to thrive. Leaders should take actionable steps — such as launching initiatives to optimize online presence through AI tools and committing to ongoing education about these technologies — to stay ahead. A recommended next step is to assess existing digital assets and explore how they can provide AI with the comprehensive data it needs to effectively represent the brand. Guest Spotlight Jason Barnard: linkedin.com/in/jasonmbarnard/ Kalicube Watch the podcast episode featuring Jason Barnard: youtu.be/9D2FzEcFbck

https://youtu.be/OP47i8-3VFg In the realm of marketing, the infusion of artificial intelligence (AI) stands not just as a trend but as a foundational pillar that can revolutionize how businesses operate. This shift is particularly relevant for mid-market companies navigating growth and complexity.  Actionable Insights on AI Implementation During a recent dialogue with Asif Hussain, a seasoned innovator in applied AI, critical insights were shared about positioning AI as essential infrastructure. This approach enables businesses to leverage data effectively, ensuring that marketing efforts are not only efficient but also highly effective. As Asif stated, “If you give it context, if you chat with it openly and let it understand what it’s up against…the output improves significantly.” For leaders, the practical steps involve integrating AI tools that allow for better data management and retrieval. Implementing voice agents or chatbots can streamline communication and engagement with customers, as demonstrated by Asif’s experience with a martial arts gym. By replacing traditional customer interaction methods with AI-driven solutions, businesses can not only enhance user experience but also gain deeper insights into customer behaviors and needs. Strategies for Implementation To maximize the effectiveness of AI solutions, companies should start by evaluating their existing data architecture. Ensuring that data is well-structured and labeled will facilitate more accurate outputs from any AI models deployed. Leaders should consider piloting initiatives in smaller phases rather than attempting large-scale overhauls. For example, applying AI to specific operational tasks—such as scheduling or customer inquiries—can yield quick wins and build case studies to support broader applications. Consider tools that are already familiar within your organization. Many marketing teams are accustomed to platforms like Google Analytics or Meta Ads—embedding AI-driven insights within these familiar frameworks can present actionable recommendations without disrupting existing workflows. Industry-Wide Implications of AI Integration The ripple effects of incorporating AI technology into operations extend across various industries, including healthcare and real estate. For instance, Asif’s project, which involves public and private data pools in healthcare, highlights how AI can streamline service delivery to underserved communities. Similarly, in real estate, AI can enhance property management by providing leasing associates easy access to critical blueprint data on the go. Across sectors, marketing operations that leverage AI enable an unprecedented level of personalization, allowing brands to fine-tune their messages based on nuanced customer insights. As businesses move toward data-driven strategies, the call for future-proofing becomes imperative—those that adapt will not only survive but thrive in a landscape that increasingly values nuanced understanding over blanket marketing. Moving Forward: A Recommended Next Step For business leaders looking to implement AI, the next step is clear: begin with problem identification rather than a technology-first approach. Identify specific challenges your business faces—be it customer engagement, data retrieval, or operational efficiency—and explore AI solutions tailored to those needs. This strategic focus will enhance your potential for ROI and create a sustainable pathway for integrating AI into your vast business landscape. Guest Spotlight Asif Hussain: linkedin.com/in/theasifhossain/ Obito Digital Watch the podcast episode featuring Asif Hussain: youtu.be/OP47i8-3VFg