CEO’s are asking the wrong question about AI

It did it in seconds.

It didn’t do it very well.

That was my first lesson experimenting with AI.

When the new AI chatbots started appearing, I saw it generate full marketing campaigns—headlines, blog topics, ads, and even the emails to support it.

There was speed, but no strategy.

Now, AI is pretty much ubiquitous in marketing.

The question you need to ask your marketing agency isn’t “Are you using AI?” but “How are you using it?”

There are two very different ways agencies can use AI.

One way is to let AI replace thinking.

Generate content faster, increase production speed, but end up with generic, uninspired, and strategically weak results.

The other way is to use AI as a tool to jump-start projects, generate ideas, and then go further.

That’s the approach we take at Bright Orange Thread.

Yes, we use AI.

But we do something most agencies skip.

We fight it.

We question the output.

We rewrite it.

We shape it until it matches our client’s voice, strategy, and goals.

This is a part of what we call our Foundational Stitches. You deserve to know:

• Whether AI is being used in your marketing
• How it improves strategy—not just efficiency 
• Where human expertise is shaping the work 
• That your brand voice isn’t being outsourced to a prompt

AI is a powerful tool.

But like any tool, what matters most is who’s holding it.

See the rest of the principles we believe every CEO deserves from their marketing partner.