You can always tell when AI wrote it.

Hello,

This week’s newsletter comes to you from beautiful Athens.

Yesterday, my daughter and I boarded a flight to Greece to meet up with my son, my husband and, of course... his wonderfully loud, passionate and very big Greek family! 😅

We’ll be spending a few days together here before heading off to Crete for a family holiday, and I have to admit, it’s exactly what I needed.

While waiting in the airline lounge yesterday before boarding our flight to Athens, there was a gentleman sitting a few seats away from me, deep in what sounded like a very serious business meeting. Laptop open. Headphones in. Coffee beside him. The full airport office setup.

I wasn’t intentionally eavesdropping...

(Okay... maybe just a little. 😅)

He then said something that immediately caught my attention.

“You can always tell when ChatGPT wrote it.”

I smiled to myself, not because he was wrong. But because I realised how many businesses are probably hearing exactly the same thing from their clients. And that’s a problem.

Not because AI is bad.

But because somewhere along the way, we’ve mistaken speed for strategy.

This week in our Marketing Masterclass we spent a lot of time talking about AI.

But probably not in the way people expected. I think many people assumed we’d spend the morning asking AI to write captions.

Instead...

We spent much of our time talking about people.

Because AI doesn’t understand your clients. You do.

AI doesn’t know your business. You do.

AI doesn’t know why someone chooses your spa over the one down the road. You do.

And that’s why I kept repeating one sentence throughout the session.

AI should make your marketing faster.

Not more generic.

That one sentence changed the way many people in the room started using AI.  One of the biggest lessons from this week had nothing to do with technology. It had everything to do with communication.

The quality of what comes out...

Depends on the quality of what goes in.

And strangely enough that’s true in business too, the better questions you ask your clients, the better consultations you have, the better information you give your team, the better they perform. The clearer your marketing strategy - The stronger your content becomes.

AI is no different.

If I could leave you with just one thought this week, it would be this.

Before you blame AI for creating generic content...

Ask yourself...

Did I give it enough to work with?

Or did I simply ask it to:

“Write me a caption.” Or “ Design a flyer”

The more I work with business owners, the more I believe this.

Technology will never replace businesses that have personality, it will never replace genuine expertise, it will never replace warmth, it will never replace trust. Those things are still your greatest competitive advantage.

AI simply helps you communicate them faster.

And I think that’s a pretty exciting future.

Have a wonderful week.

Marisa