We use AI in our work. Every day. It is part of how we move fast, stay consistent, and keep the quality of thinking high across every client we work with.

They open ChatGPT or Claude, type something like "write me a caption for my business," get something that sounds like it was made for nobody in particular, feel disappointed, and close the tab. The tool is not the problem. The question is.

Most business owners sign with a marketing agency the same way they sign up for a gym membership.

The caption is technically correct. It says the right things. It is well structured, decently written, and completely forgettable. It sounds like it could have been written for any business in any city doing anything remotely similar to yours. There is no personality in it. No specific detail. No moment where you think "yes, that is exactly what this place is like."

Sometimes it comes with a specific story. An agency that took three months of payment and disappeared. A freelancer who posted for a bit and then got busy with other clients. A round of ads that ran for two weeks and brought in nothing. Sometimes it is vaguer than that. Just a general feeling that money went somewhere and nothing came back.