AI Strategy

Where AI helps. Where it does not.

Nov 2024 Experimentation

AI is for speed. People still decide.

What Changed

The work got faster. The decisions stayed human.

The goal was speed without giving the brand away to a model.

01

Pattern detection

AI scans campaign data before weekly reviews so analysts arrive with sharper questions.

AnomaliesCorrelationsPriority list

02

Variation generation

Models generate copy angles quickly, but humans still choose, edit, and approve.

HeadlinesAnglesEdits

03

Search term review

AI finds irrelevant patterns at scale, then strategists accept or reject with context.

NegativesContextApproval

Human-only decisions

non-negotiable boundaries

01PositioningAI can draft, not decide

02Audience expansioncheap clicks can still be wrong

03Irreversible movesbudget and brand shifts need human sign-off

Platform efficiency can hide worsening customer quality.
Refund rate and support load can reveal what the ad dashboard misses.
The boundary matters more than the tool.

Why this matters

An e-commerce brand gave too much control to AI-led campaigns. Platform numbers looked good. Refunds and support problems said otherwise.

Where AI helps

We use AI for analysis, rough drafts, and pattern spotting. It saves time. It does not replace judgment.

Where AI does not lead

We do not let AI decide the message, the audience, or any hard-to-reverse move. That line keeps the work fast without making the brand reckless.

AI adds speed, not certainty.