Is Speed and Not AI Technology the Real Enemy in Marketing?

Is Speed and Not AI Technology the Real Enemy in Marketing?

More than 25 years ago, I managed one of the most innovative types of companies on the planet – a website development agency (yes, really).

Remember, this was 1996. We weren’t redesigning websites. We were introducing websites to businesses. We blew marketing executives’ minds that they could publish interactive content and change it every day if they wanted.

In our downtime, a brilliant programmer at the agency taught me some basics of programming and writing code. Though it didn’t stick, his philosophy did: Computer technology is a simple concept because it only reads and writes data. “Anything interesting that happens between those two things is all on me,” he said.

Today, you rely more and more on technology – generative AI, content automation, digital asset management, performance tools, etc. – to execute and measure better content efforts. You are now encouraged (warned, really) to get good at technology or else.

But what does “get good” at technology even mean? Faster? Better?