I've worked with some exceptional content creators over the years. I've also watched companies hire them expecting something different, and seen both sides left frustrated as a result. Not because anyone did anything wrong — but because the roles ask for genuinely different things, and treating them as interchangeable tends to shortchange both. It's worth being clear about the distinction.

I want to give an honest account of what using AI in marketing actually feels like day to day, because the conversation tends to stay at a level of abstraction that doesn't match my experience.AI has changed how I work. Genuinely. Some things that used to take a day take an hour. I use it constantly. But the idea that it's simplified marketing — that it's reduced the expertise required or made the work more straightforward — doesn't match what I see.

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