Marketers are under pressure to move faster, do more, and cut costs, so it’s no surprise many turn to AI.
But there are still plenty of areas where automation isn’t just risky – it’s a liability.
My colleague Adam Tanguay has already done a stellar job of explaining why you can’t just let AI run your SEO and content.
What brand marketers often need now are specific, practical examples of where unsupervised AI falls short.
The list below isn’t exhaustive – new edge cases emerge daily – but it’s a solid starting point.
Bookmark it as a reference for when and where human judgment, creativity, and critical thinking are still non-negotiable.
Requires reading SEC filings, founder interviews, or release notes that AI summaries may miss or misinterpret.
Strategic implications depend on insider knowledge of buyer objections, sales feedback, and roadmap realities.
Get the newsletter search marketers rely on.
MktoForms2.loadForm(“https://app-sj02.marketo.com”, “727-ZQE-044”, 16298, function(form) {
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One misapplied directive can tank organic visibility. Humans must confirm edge-case scenarios in staging and production.
An incorrect AI suggestion could deindex critical pages or expose user data.
Must blend storytelling with metrics, anticipate objections, and reflect organizational politics, which carry nuance AI can’t parse. Advanced QBRs and board decks also include forward thinking and projection, which humans are far better equipped to deliver.
This list was probably outdated the minute it was published.
People are discovering new AI shortcomings and functionalities by the day to add to or subtract.
Each vertical has its own initiatives to add.
But even as things shift, you get the overall idea.
There are and will always be initiatives that need a strategic, experienced human at the wheel, no matter how valuable AI can prove in doing some of the block-and-tackle work.
Marketers are under pressure to move faster, do more, and cut costs, so it’s no surprise many turn to AI.
But there are still plenty of areas where automation isn’t just risky – it’s a liability.
My colleague Adam Tanguay has already done a stellar job of explaining why you can’t just let AI run your SEO and content.
What brand marketers often need now are specific, practical examples of where unsupervised AI falls short.
The list below isn’t exhaustive – new edge cases emerge daily – but it’s a solid starting point.
Bookmark it as a reference for when and where human judgment, creativity, and critical thinking are still non-negotiable.
Requires reading SEC filings, founder interviews, or release notes that AI summaries may miss or misinterpret.
Strategic implications depend on insider knowledge of buyer objections, sales feedback, and roadmap realities.
Get the newsletter search marketers rely on.
MktoForms2.loadForm(“https://app-sj02.marketo.com”, “727-ZQE-044”, 16298, function(form) {
// form.onSubmit(function(){
// });
// form.onSuccess(function (values, followUpUrl) {
// });
});
One misapplied directive can tank organic visibility. Humans must confirm edge-case scenarios in staging and production.
An incorrect AI suggestion could deindex critical pages or expose user data.
Must blend storytelling with metrics, anticipate objections, and reflect organizational politics, which carry nuance AI can’t parse. Advanced QBRs and board decks also include forward thinking and projection, which humans are far better equipped to deliver.
This list was probably outdated the minute it was published.
People are discovering new AI shortcomings and functionalities by the day to add to or subtract.
Each vertical has its own initiatives to add.
But even as things shift, you get the overall idea.
There are and will always be initiatives that need a strategic, experienced human at the wheel, no matter how valuable AI can prove in doing some of the block-and-tackle work.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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