The most common way marketers use AI is also the least valuable. Type "write a blog post about X", receive nine hundred words of competent nothing, spend an hour making it sound less like a machine.

You have outsourced the judgement and kept the labour. That is backwards.

What to outsource instead

Research, structure, first-pass editing, format conversion, variation generation, finding the holes in your argument. All things where speed matters more than taste.

Then write the actual sentences yourself, because that is the part that carries your voice and your credibility.

The test

If a reader could tell which parts you wrote and which parts you did not, you have used it wrong.

The goal is not AI-assisted writing. It is a faster route to the thing you would have written anyway.

One exception

Volume work where nobody expects a voice. Product descriptions, alt text, metadata, variants for testing. Automate those completely and feel nothing.

# Argument sharpener

Here is an argument I want to make:
[one paragraph, in my own words]

Do not write the article.

Instead:
1. State my argument back to me in one
   sentence, as plainly as possible
2. Give me the three strongest objections
3. Tell me which objection I have to answer
   or the piece does not stand up
4. List what evidence I would need

Be blunt. I would rather fix it now.

This takes four minutes and it has killed more of my drafts than any editor. That is the useful part.