I love this, especially the question "Are we using AI to make old systems faster, or are we redesigning marketing around a new kind of intelligence?"
To me it's that question of what is AI amplifying... if you just make old system faster, you aren't innovating - you're just being more efficient. But if you work with AI to change the entire process so that it amplifies and scales /that/... that's a win.
“In regulated industries, you often have to go slow to go fast. Not because the ambition is lower, but because the foundation matters more.”
While the context is different and not limited to regulated industries, this was my point about the role of the brief. It’s the one time you can go slow before you go fast. It helps build a foundation. Prototypes absolutely build on that and you find that a brief becomes outdated once you’re in the live environment. They both play different roles at different times.
I love this, especially the question "Are we using AI to make old systems faster, or are we redesigning marketing around a new kind of intelligence?"
To me it's that question of what is AI amplifying... if you just make old system faster, you aren't innovating - you're just being more efficient. But if you work with AI to change the entire process so that it amplifies and scales /that/... that's a win.
Thanks Andrew. I appreciate your perspective
Excellent POV across the board. And Gail’s point:
“In regulated industries, you often have to go slow to go fast. Not because the ambition is lower, but because the foundation matters more.”
While the context is different and not limited to regulated industries, this was my point about the role of the brief. It’s the one time you can go slow before you go fast. It helps build a foundation. Prototypes absolutely build on that and you find that a brief becomes outdated once you’re in the live environment. They both play different roles at different times.
Great read thanks
Thanks David for the perspective and the context.