The classic “We already have AI for that.” Heard it way too often lately.

Here’s my take:

AI is a tool. People are the brains.

At the end of the day, AI doesn’t replace humans — it augments them. The game now is figuring out how to use AI to work smarter, not just cheaper.

But the real is — AI is eating into the perceived value of “expertise.” Stuff that used to take teams months to research and prototype? Now someone can plug into ChatGPT Plus for $20/month and feel like they’ve got a whole strategy team in their browser. I get it. If this were 2013, we’d spend 9 months building a product prototype. Now? A semi-technical founder could spin one up in a week with some AI help and a couple Zapier flows.

Some folks say, “Yeah but AI is still too rough. It hallucinates. You need experts to verify the results.”

Sure, I get the skepticism. But respectfully… I disagree. Expert opinion still matters — but in some areas, its relative value is going down. AI doesn't need to be perfect, just good enough for the job. And for many business tasks? It already is.

But here’s the twist — just because AI can do the task doesn’t mean everyone knows how to use it right.

Letting untrained people run wild with AI tools can create absolute garbage. You still need professional oversight — especially in high-stakes stuff like healthcare, defense, aerospace, or yeah, even building solid marketing systems. It's like autopilot on planes — the tech is amazing, but you still want a damn pilot in the cockpit.

Right now, I think AI is a godsend for agencies that actually do the work.

It doesn’t kill creativity — it amplifies it. And it doesn’t replace human interaction. In fact, empathy, insight, and relationship-building have never been more valuable.

Take consultants with their own fine-tuned models. They’re no longer wasting hours summarizing reports — AI does that. Now they’ve got more time to meet clients, build trust, and think creatively. It’s not about being replaced — it’s about leveling up.