This blog post is a companion piece to the AI workshop I ran this morning, Beyond Taming: 5 Ways to Make AI Actually Earn Its Keep. I craft and deliver bespoke webinars and workshops for businesses and organisations, always striving to deliver balanced and practical insights, with context drawn from experience, while having fun along the way. And, yes, some are as long as that previous sentence!
The honeymoon phase with AI tools has well and truly ended. Those early days of marvelling at ChatGPT’s ability to generate endless variations of corporate-speak have given way to a more sobering question: now what?
While the digital marketing world continues its breathless proclamations about AI revolution, practical business owners are quietly asking better questions. Can AI actually write something worth reading? Will this genuinely connect with customers, or just impress colleagues at networking events? The answers, as usual, prove more nuanced than the hype suggests.
The difference between AI that impresses your colleagues and AI that genuinely moves your business forward often comes down to understanding what I call the Goldilocks Zone: too little AI and your productivity suffers; too much and your content turns plastic. The sweet spot lies in five deceptively simple practices.
I usually start workshops with an Oscar Wilde quote because our business is named after one of his quips: There’s only one thing worse than being talked about and that’s NOT being talked about.
However, in full AI mode, I had my virtual session band bring a song I wrote for Oscar to life, to set the scene of my thoughts about the role of AI (it’s now on all streaming platforms).
The Restaurant Analogy That Changes Everything
In Season 7, Episode 1 of Talking About Marketing, David and I dived deep into the state of AI today, looking for principles to extract and share. I do commend listening to this unusual, gloves-off episode.
It opened with me asking you to picture a chef who has spent years perfecting handmade hamburgers. They’re magnificent: juicy, textured, memorable. Then along comes an AI equivalent offering pre-frozen patties that can be churned out whilst the chef focuses on “higher-level thinking.”
Some customers will find this disappointing and leave. Others might find it perfectly adequate. This captures the fundamental tension we face: AI can amplify what we do, but in our rush to embrace efficiency, we risk dropping our standards.
The question isn’t whether to use AI, but how to use it consciously.
1. The Document Whisperer: Making Sense of Information Overload
One area where AI genuinely excels is processing large volumes of information. Tools like NotebookLM can digest PDFs, YouTube videos, websites, and audio files, then summarise them, make connections between topics, and show sources.
This proves particularly valuable when:
- Approaching grant applications or awards entries
- Making sense of new industry topics
- Creating digestible summaries for other AI tools to work with
- Getting audio summaries for busy schedules
Rather than drowning in research, you can ask AI to identify the key points and strategic implications, then apply your human judgment to the insights.
As a quick example, I loaded the novel, Moby Dick, a PIRSA report on the algal blooms in SA, and a university paper on links between algal blooms and whale deaths. To test its ability to find patterns I asked this: If these algal blooms were around at the time of the novel, how might they have changed the story.
Here’s what it said (you can skip this part to section 2, if you have no interest):
If harmful algal blooms (HABs) were prevalent during the period of “Moby Dick,” they could have significantly altered the narrative by introducing new layers of peril, influencing the physical and mental states of the whalemen, and changing the perception of the whales themselves. Given that the novel predates modern scientific understanding of HABs, their effects would likely have been attributed to more mystical or superstitious causes, deepening the existing themes of fate, madness, and the inscrutable malice of nature.
Here are several ways HABs might have changed the story:
• Increased Vulnerability of Whales and Altered Hunt Dynamics:
◦ HAB toxins can compromise the neurological and muscular systems of marine mammals, diminishing their capacity to detect or avoid fishing gear and approaching vessels. This could mean that whales, including Moby Dick, might be encountered in a disoriented or weakened state, potentially making them easier targets for the Pequod’s crew initially, or leading to unexpected, erratic behaviour.
◦ Algal toxins can bioaccumulate in whale prey, such as shellfish, finfish, krill, and anchovies, and persist chronically in marine mammals. If the whales the Pequod pursued were consistently feeding in affected areas, they could be carrying these toxins, which might lead to unpredictable or more desperate struggles once harpooned, rather than the expected “blind rage” or “deliberate designs of destruction”.
◦ The pre-eminent tremendousness of the Sperm Whale is understood on board the ships that stem him. If whales were dying or becoming sick due to HABs, the whalemen’s perception of the Leviathan’s strength and majesty might be undermined by encounters with diseased or weakened animals.
◦ The sources note that the Greenland whale is an “usurper upon the throne of the seas,” and the Sperm Whale is the true monarch. If HABs disproportionately affected one species over another, it could influence which whales were available or perceived as valuable for the hunt.
• Impact on Ahab’s Monomania and the Crew’s State:
◦ The crew’s physical and mental well-being could be severely affected. If they consumed contaminated seafood, they might suffer from physiological syndromes, neurological symptoms, dizziness, or short-term memory loss [450, 452 Box 1]. This could lead to:
▪ Exacerbated delirium or paranoia among the crew, potentially intensifying Ahab’s “monomaniac revenge” or their susceptibility to his will. The “latent horror” or “moral enfeebling” of the crew might be deepened by inexplicable illnesses or disorientation.
▪ Increased superstition and misinterpretation of events. Strange behaviours or illnesses could be seen as divine wrath, omens, or the direct influence of Moby Dick’s “demoniac indifference”. The strange noises heard at night, which Flask attributes to seals, might also be attributed to afflicted whales or crew members.
◦ Ahab’s own physical ailments, stemming from his loss of a leg to Moby Dick, could be exacerbated by any exposure to toxins, potentially making his moods even more “desperate moody, and savage”. His already strained physical condition for entering a whale-boat would be further jeopardised.
• Changes in Perception of the Sea and its Dangers:
◦ The sea in “Moby Dick” is already a place of immense beauty and “ungraspable phantom of life,” but also of “voracious enemies” and “elemental strife”. The presence of invisible, pervasive toxins would add an insidious, scientific layer to the ocean’s existing “malicious agencies” and “subtle demonisms”.
◦ The “whiteness of the whale” is a source of “vague, nameless horror”. If this whiteness were associated with an unexplainable sickness or decay caused by toxins, it could further deepen its terrifying, supernatural quality.
◦ The novel already highlights the extreme dangers and high fatality rates of whaling, often unrecorded on land. HABs would introduce an additional, invisible threat, making the “dreadful gulf” of the whale’s mouth even more hazardous if the whale itself were toxic.
• Potential Economic and Logistical Impacts:
◦ While the Sperm Whale’s oil is prized for light and ambergris is used in perfumes and commands high prices, HABs could affect the quality or safety of whale products. The Frenchman’s “blasted whale” was “not fit to burn in a jail” due to its inferior oil. If toxicity were widespread, it could decrease the value of the catch or lead to health concerns for those processing the blubber.
◦ The need for specific geographical “cruising-grounds” and the long duration of voyages mean that if certain areas were consistently affected by HABs, whalers might have to seek out new, unexplored grounds, altering their routes and increasing the uncertainty of their missions.
In essence, the presence of HABs would have introduced an unseen, biological enemy to the already formidable and unpredictable world of whaling, potentially blurring the lines between natural disaster, individual madness, and supernatural malevolence, reinforcing the deep, unyielding power of the ocean over human endeavour.
2. Voice Surgery: Creating AI That Actually Sounds Like You
The most common AI mistake is accepting generic output. The solution lies in what I call “voice surgery.”
Start by gathering samples of your actual writing: website copy, blogs, interviews, or transcribed phone recordings. Ask your AI tool to analyse this writing and develop a comprehensive voice and style guide that captures:
- Language patterns and brand essence
- Your specific approach to your field
- Spelling preferences (Australian English, naturally)
- Clear dos and don’ts
Test this by uploading previous material and asking the AI to rewrite it following your new style guide. The results often prove remarkably close to your natural voice.
I demonstrated this by copying website content and interviews by a winery general manager who was enrolled for the webinar but not able to attend (so I will keep his identity secret) and pasting it into ChatGPT. In short, the first part of his Voice and Style Guide looks like the following. Just imagine how much more “like him”, future ChatGPT or Claude writing will be, if it has this guide updated to reference (again, skip to part 3 if you wish):
Winery Language & Style Guide
1. Tone & Voice
- Proud but grounded – Anon speaks with pride about Winery’s history and wines but avoids pretension. His tone is knowledgeable, passionate, and respectful of heritage.
- Storytelling – History is told vividly, with a sense of discovery and adventure (e.g., Jim Smith’ pioneering spirit, the maritime climate).
- Inclusive – He often uses “we” and “our” to highlight teamwork, family legacy, and shared custodianship.
- Balanced optimism – Acknowledges challenges (economic pressures, oversupply, tough times for growers) but counters with encouragement, innovation, and resilience.
2. Key Themes
- Heritage & Custodianship
- Jim Smith’ legacy is central; Leigh frames the winery’s role as custodianship of a great story.
- He often uses phrases like “one of the greatest untold stories” or “responsibility to carry on the legacy.”
- Pedigree & Reputation
- Frequent reference to awards and recognition (Jimmy Watson, Halliday Winery of the Year).
- Highlights Winery as both historically significant and contemporarily relevant.
- Place & Environment
- Detailed description of Region’s unique maritime climate, fertile floodplains, and natural irrigation.
- Strong focus on sustainability and eco-practices, emphasising future viability.
- Innovation & Risk-Taking
- Encourages taking “educated risks” rather than retreating in hard times.
- Celebrates innovation in winemaking, vineyard management, and marketing (e.g., premium small-batch releases, modern equipment).
- Value & Quality
- Balances premium releases with everyday affordability.
- “Outstanding value for money” sits alongside “super premium halo wines.”
3. Language Patterns & Expressions
Offers encouragement: “The biggest risk is not taking any risk.”
Heritage Anchors
“Jim Smith was a true pioneer.”
“It is our responsibility as custodians…”
“X years of continuous winemaking…”
Metaphors & Visual Phrasing
“Winery is a pot of gold.”
“Jim discovered viticultural gold down here.”
“The light at the end of the tunnel is to build on our tourism aspect.”
Descriptors of Wine & Region
Wines: “vibrancy, harmony and texture,” “ripe fruit style with refined cool climate spice,” “perfumed and finely structured.”
Region: “unique climate you could call maritime moderate,” “fertile plains,” “rich alluvial soils.”
Values & Continuity
“Strong continuity would not be possible without…”
“We are proud of the vision of our forefathers that remains a tangible legacy.”
Balanced Realism
Acknowledges difficulty: “Wine is a luxury item being cut back.”
3. Social Media Subtlety: Moving Beyond Corporate Silence
Social media algorithms have changed the rules. We don’t receive automatic organic traffic anymore, and platforms prioritise content that generates comments over everything else.
With your style guide loaded, you can ask AI to create social posts that:
- Sound conversational rather than corporate
- Invite genuine commentary
- Address real customer concerns
- Reflect your business personality
The key is feeding the AI real customer feedback, interview transcripts, and common questions rather than asking it to invent content from thin air.
This is like the previous exercise but now we are applying our style guide to craft social media content that might truly engage our ideal audience.
There is no way to anonymously reproduce the example from the workshop that I ran using my preferred AI tool for writing, Claude. Sorry. The key thing is telling your AI it is an effective and experience social media writer, and to adhere to your style guide by taking the customer feedback or question and any points you want to add, and craft some social content (without emojis, unless your brand does that sort of thing) that poses a question of genuine interest to your target persona.
4. Visual Intelligence: When Images Speak Louder
Words tell half the story; images complete it. AI-generated visuals can stop scrolling, convey mood, put complex ideas into context, and illustrate points worth a thousand words.
Nothing beats original imagery, but AI proves useful for:
- Background textures and B-roll material
- Quick conceptual illustrations
- Restoring old photographs (with care)
- Transcribing handwritten notes or old documents
The trick is recognising when you need “fine dining” versus “fast food” scenarios and choosing your tools accordingly.
In a couple of examples, I randomly chose Buzz Honey from the Adelaide Hills, took an image of their retail outlet and asked ChatGPT to create an image of an anthropomorphic Teddy Bear serving customers. Why? Because I could, but also because if there was a Winne The Pooh event, a blog post about bears and honey and childhood could quickly be illustrated with something like this. Again, a quick example, not finessed.
Next, I uploaded an image of me and my fellow monkeys from the recent SA Variety Bash, and used VEO in Gemini to take the image, make the men dressed as monkeys jump and make monkey noises in one of its short, 8-second videos. Strangely, the monkey mascot became a human and there are some awkwardly placed extra tails, but an interesting 3-minute exercise.
5. The Balance Question: Finding Your Goldilocks Zone
Where is your AI sweet spot? Too little and your productivity might lag behind competitors. Too much and your content becomes indistinguishable from everyone else’s.
One tool that’s transformed my research process is Perplexity AI. It conducts meta-searches with cited sources, effectively replacing my Google usage for getting broad surveys of new topics. Its output then provides context for other AI tools.
However, I don’t recommend agentic AI that requests access to your business systems. The security risks currently outweigh the benefits.
The Human Element Remains Central
As noted in our Talking About Marketing podcast discussion, AI faces a fundamental limitation: it aims for the middle ground, smoothing corners and eliminating what makes us distinctive. There’s genuine treasure in our flaws, accidents, and awkward pauses.
We won’t see the next “Stairway to Heaven” or “Bohemian Rhapsody” emerging from AI because breakthrough creativity doesn’t come from averaging existing patterns. It comes from unexpected turns that only human experience and judgment can provide.
Practical Implementation
Create custom projects or GPTs that capture your proven processes. When you complete complex tasks successfully, ask your AI tool to document the process and save it as instructions. Test these, refine them, and build a library of reliable approaches.
This creates what I call “smart projects with clever rules”: structured ways to get consistent, quality output without losing your distinctive voice.
Take a look at the show notes for Season 7 Episode 2 of Talking About Marketing. I uploaded the transcript during this session and my “project” instructions in Claude, ensured I had a summary line, a general introduction, a sub-heading and summary for each of our four segments, and a meta description. It took one minute; it would usually take close to an hour.
Why am I okay with that? David and I do the hard yards in making the original content. The show notes are simply a summary of our efforts in our voices. I sleep okay with that balance.
The Path Forward
The most productive approach isn’t choosing between human creativity and AI efficiency. It’s developing practical judgment about when each serves your business best.
Sometimes you need the perfectly crafted, deeply personal communication that only you can create. Sometimes you need quick, competent content that moves projects forward. The skill lies in recognising which situation you’re in and responding appropriately.
AI tools work best when they amplify existing capabilities rather than replace missing ones. They’re remarkably effective at handling routine tasks, processing information, and providing starting points for creative work. They’re less effective at strategic thinking, nuanced communication, and the kind of distinctive positioning that makes businesses truly worth talking about.
As we navigate this landscape, the businesses that thrive won’t be those with the most sophisticated AI setup or those avoiding AI entirely. They’ll be the ones who maintain clear judgment about what genuinely serves their customers whilst leveraging these tools to spend more time on work that truly requires human insight.
The future belongs not to the AI-enabled or AI-resistant, but to the thoughtfully AI-integrated: those who recognise these tools as powerful servants but poor masters, and who never forget that at the end of the day, business remains fundamentally about human connection.