Ola, hi there, gooood mooorning, land of the internet. (Or is it the internet of the land? I'm still deciding)
Here's a confession to start your day: I can now do my whole marketing job with AI. The writing, the design, the video editing, the website and the scheduling. And it still can't do it without me.
In EP01 you saw AI help me get my business back and rebuild my website in an afternoon. Today I want to show you what's happening behind that and where I think all of this is going.
The business decision: the work is going, the thinking stays
After years as a Digital Marketing Specialist, here's my honest take. There's no grunt work left in marketing. What's left is the part that was always the real job: strategy and critical thinking. Knowing what the business needs, what the customer cares about and what's worth saying at all.
That's why my brand leads with business strategy. AI can't decide what your business stands for. You can.
What AI does: my agent runs my day
I use an AI agent called Claude Cowork to help run Blog About Business. Every afternoon at 16:30 it reads my notes, edits a video, writes a blog post and drafts posts for six platforms. Then it waits for my input and feedback. Nothing goes out without it.
That's where this is heading for every business, not just marketers. AI agents will help people run their days and their businesses. The instructions you give them (your prompts) will matter more and more.
The proof: this very post
The story my agent gave me for today's post? I scrapped it completely. It followed my instructions to a tee, but it was BORING. There was no story. It told you what we did instead of giving you a reason to care.
So I sent it to my ideas notepad (the running list of ideas I keep for this brand) and together we rebuilt what we've got going on here.
Then, when it wrote this gold rush story, it told it backwards and opened with money. So I sent it my thinking. This is the actual message I sent (typos tidied):
> The opening seems very money focused. I want to use the spade analogy more for them and the tools. Don't start with it. What's the story actually? The merchants are the businesses using AI correctly. The miners are the ones making the AI and bringing it to the people. Work with that. The content we create needs to be engaging.
No code. No tech words. Just my thinking. I've trained my AI to know my natural language and the way I speak, so a few lines with a clear strategy and direction were all it needed. Together we made the post you're reading now.
My input is the most important part of everything we do here. AI does the work. I do the thinking.
The future of digital marketing: we're in a gold rush
In 1848 gold was found in California and people rushed in from everywhere. Some dug for the gold. Others set up shop and built businesses around it. History.com puts it simply: "More fortunes were made by merchants than by miners." (History.com)
AI is today's gold rush. The roles are the same.
- The miners are the companies making the AI and bringing it to the people. The big names you already know.
- The merchants are the businesses that take that AI and use it properly, every day, to serve their customers better.
You don't need to be a miner. You want to be a merchant. And every merchant needs the right spades.
Make AI work for you, not think for you.
Where I come in as an AI Implementation Specialist
The spades are the AI tools. There are a lot of them. The wrong one in the wrong hands just digs a hole.
That's where I come in. As an AI Implementation Specialist, I find the AI tools that actually work, test them in my own business first and then set the right ones up in yours. You bring the business thinking. I make sure you've got the right spade for the job.
Right here, we'll keep talking about all of it: AI agents, AI implementation, the future of marketing and using AI ethically. You'll see me do it in real time with my own business first, mistakes and all.
Some of the questions you might have
Will AI take my marketing job? I think it takes the grunt work. The thinking, the strategy and the judgement are still yours. They're worth more than ever.
Which AI tools are the right ones? It depends on your business. That's exactly what I work out with business owners.
Do I need to be techy? No. Look at the message above. That's my job. You bring the business thinking.
Build with me
Follow along as I build it, break it and figure it out in real time. Tell me in the comments where you think AI is taking your industry, or send me a message.
New here? Start at EP01.