The wrong question about AI

Everyone's asking which AI model is best. That's the wrong question.

The problem is implementation. Most teams have tried ChatGPT or Claude, picked up a few quick wins, and stalled. Nothing embedded. Nothing scalable. ROI still unclear.

AI is becoming infrastructure. You don't trial infrastructure. You design for it. Most companies aren't close to that shift yet.

The gap is consistent: teams know AI can help but can't answer the basics. Where does it sit in the workflow? What gets automated and what stays human? Which use cases actually move revenue? How does it roll out across a team?

Those questions matter more than which model scores best on a benchmark. Especially in SEO, app growth, and performance marketing, where the work is repeatable and the leverage is high.

I'm mapping out what an AI-native marketing workflow looks like in practice. If you're already experimenting, I'd like to compare notes.