Don't let AI captain your ship

You’ve heard the cursed words before, delivered with well-meaning confidence:

“AI said…

…to spend our tight budget on this campaign…”

…we should use this headline…”

…this marketing strategy is all the rave…”

But building your marketing around what “AI said” is dangerous.

You’re just paying to stay in the shallows.

AI looks at a thousand ideas, queries, and documents, and consolidates them into a perfectly crafted, grammatically correct sentence that invokes a feeling of “just ok.”

It’s safe.

The problem is that safe marketing is boring and invisible.

Part of our creative process at Bright Orange Thread is that we don’t start in the middle.

We cast way out into the deep end.

Our best work happens when we push things too far, then steadily reel them back in. We write the aggressive, outlandish headline first, then tone it down. We blow up a font size until it’s too big, then scale it back.

You only find the perfect tension by testing the limits.

That’s not to say that AI can’t be a very helpful tool to sharpen or smooth out the kinks in our craft, but a human always needs to be casting the net.

To win in today’s market, you have to do what AI didn’t say.

You need to be willing to make some waves, then reel in the perfect strategy.

Your first step to get some motion going is to construct a Messaging Framework for your business.