Stop Treating AI Like It’s God

Okay, I think we need to talk about the way people are using AI right now.

And before somebody takes this as “Jenna hates AI”...

No 😂

I freaking love AI.

I build with it. I use it every single day. We help our clients build AI into their businesses.

I think what we’re able to do with AI right now is absolutely insane.

But I also think we have officially started treating it like it’s God.

Like it’s all-knowing.

Ask it anything and it shall provide. 😂

“What should I sell?”

“What does my audience want?”

“What should I post?”

“Why isn’t my marketing working?”

“What should my positioning be?”

“What should I do next in my business?”

And AI gives us an answer and we go...

Oh. Okay. There it is.

THAT must be the answer.

Based on WHAT?

Seriously.

That is the part I think we have completely lost the plot on.

AI can give you an answer to almost anything.

That does not mean it KNOWS the answer.

BIG difference.

Let’s say I open ChatGPT and ask:

“What does my ideal customer care about?”

It will answer me.

Of course it will.

It’ll probably give me a very reasonable sounding list of their frustrations and desires and fears and objections.

But if I haven’t given it MY customer conversations...

MY sales calls...

MY reviews...

MY comments...

MY support tickets...

MY actual market research...

where exactly do we think that answer came from?

Not my customers.

It gave me a plausible answer based on what it already knows.

And plausible is not the same thing as TRUE.

This is where I think business owners need to start asking a much better question.

Show me the receipts.

You think my audience cares about this?

Cool.

Where did they say it?

You think this is the objection stopping them from buying?

Cool. Show me.

You think THIS is the hook we should use?

Why?

Did people actually engage with this topic?

Are they searching for it?

Are they ranting about it on Reddit?

Are they asking about it in comments?

Is there a YouTube video about it getting 500,000 views while everything else on that channel gets 12,000?

Show. Me. The. Receipts.

Because I dont want the answer AI thinks is probably right.

I want to know what people are ACTUALLY saying.

This is where the shiny-object problem with AI comes in.

Everybody wants the cool part.

Build me the AI assistant.

Automate my marketing.

Write all my content.

Create the campaign.

Build the workflow.

Make the thing DO THE THING.

Cool.

But what exactly are we giving it to work with?

We’re working with a fractional client right now who is a law firm.

And yes, we’re building some REALLY cool AI stuff for them.

But that wasn’t where we started.

Before we told AI to create marketing for this company, we had to figure out what “good” actually means for THIS company.

What can they say?

What can’t they say?

What claims are approved?

What disclaimers need to be used?

What needs attorney review?

What are their standards?

How do they want to communicate?

What are the language barriers we need to account for?

What would make something technically good marketing but absolutely WRONG for this firm?

THAT stuff had to exist first.

Because otherwise what are we automating?

Guessing.

Faster.

Which... congratulations, I guess? 😂

Once we had the company side right, we went outside the company.

We wanted to know what people were actually paying attention to RIGHT NOW.

Not what some marketing blog from 2019 says they care about.

So we looked.

Reddit rants.

YouTube videos taking off.

Instagram content getting disproportionate reach.

Comments.

Questions.

The language actual humans were using when they talked about these problems.

We weren’t asking AI to invent the market.

We were bringing the market TO the AI.

And THEN we used it.

That distinction matters.

AI wasn’t sitting there saying, “Trust me, Jenna. This is what people want.”

We were saying:

Here are the receipts.

Here are the company standards.

Here is what we know.

Here is what we can prove.

NOW help us do something useful with it.

And that’s when AI gets freaking amazing.

This is my favorite part because I can talk philosophy all day, but I also like numbers.

Before we did this, their Instagram had gotten 19 views in the previous 30 days.

Nineteen.

Not 19,000.

19. 😂

Three days after we started using the new approach?

Over 18,000 views.

Now, I am NOT telling you that putting some Reddit posts into AI magically gets you 18,000 views.

Please do not make that the takeaway here.

The takeaway is that the AI finally had something worth amplifying.

We had the company’s standards.

We had actual market evidence.

We had current conversations.

We had examples of what people were responding to.

We had human judgment deciding what mattered.

THEN we had AI help us move faster.

That is how I want AI used.

This is probably the biggest misconception I see right now.

The goal is not to get AI to think so you don’t have to.

The goal is to stop making humans do the SAME thinking over and over and over again.

Figure out what good looks like.

Capture it.

Document it.

Give AI access to it.

Then let AI help you execute it 100 times.

That is a completely different thing than opening a blank ChatGPT window and saying:

“Tell me what my business should do.”

AI is incredible at amplifying.

Which means the thing underneath it matters A LOT.

Give it generic information and you can get generic output at lightning speed.

Give it your standards, your expertise, your actual customers, your evidence, your decisions, your processes and the thinking that makes your company YOUR company?

Now we’re talking.

This is why one of the principles behind everything we build is that the thinking should happen once.

Once you know something important about how your company works, it should not have to live inside one person’s head forever. It can become documentation, a framework, a process, training, technology, or AI that lets someone else confidently execute it.

THAT is the part of AI I’m excited about.

Not replacing expertise.

Multiplying it.

Ask one more question:

What receipts did I give it?

Because if the answer is none...

maybe don’t make the business decision yet.

Get the evidence.

Capture the thinking.

Give AI something worth amplifying.

THEN let it rip.

Because AI can give you an answer to almost anything.

I just think we should stop confusing that with knowing the answer.

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Jenna Larson