Sam Altman, CEO of OpenAI, in an interview featured in the book AI First Book published by Forum3, stated: “95% of what marketers today rely on agencies, strategists, and creative professionals for will be handled easily, almost instantly, and at nearly no cost by artificial intelligence.” Will this really be the case? We don’t know. What we do know is that we prefer to focus on the 5% that makes the difference.
Design platforms, text generators, and analytics software are now within everyone’s reach. Today, anyone can create a logo, write a post, or launch a social campaign. Yet the “do-it-yourself” approach hides a risk: delegating strategy to AI.
Data without context
AI produces information and content based on the knowledge it finds and generates. But it cannot access the most valuable insights needed to interpret goals, values, and positioning—those that live in the entrepreneur’s mind and in the real-world context. A consultant goes beyond what is available online or in company systems, asks the right questions, observes non-verbal cues, plays the “devil’s advocate,” and develops proposals that account for multiple scenarios.
Coherent brand design (even with AI)
A non-professional using Canva or similar tools, thanks to AI integration, may achieve a “correct” logo and perfect color palettes. A graphic designer, however, builds a visual system that reflects the company’s identity, considering values, current and desired perception, ongoing changes, and the client’s personal taste. They craft a brand narrative over time, strategically integrating colors, shapes, and tone of voice.
Storytelling: the difference between text and narrative
What distinguishes a draft from a great literary work? The ability to evoke scenarios, inspire reflection, offer the chance to imagine an ending—and surprise with a different one. Delegating text structure to AI risks producing flat, impersonal narratives. A storyteller weaves together data, emotions, and diverse styles, honed through years of study and practice, creating stories that build trust and memory. It’s the difference between a “perfect” piece of content and an authentic narrative that truly engages.
Social media strategy: publishing is not enough
Social media is complex and requires multiple skills. An improvised strategy may ignore target and competitors, wasting energy on content lost in the noise. A social media strategist studies the market, identifies trends, and ensures coherence across channels, goals, and messages. A social media manager adapts the strategy to each platform, measures ROI, and proposes improvements. A visual creator designs tailored content, mindful of usability constraints, cultural nuances, and real-world context. Almost all professionals use AI to generate ideas, analyze data, and create content—the difference lies not in what is done, but in how it is done.
Confidentiality, ethics, and responsibility
AI brings major challenges: bias, transparency, and data usage. Who would entrust AI with the communication of confidential corporate operations or the launch of strategic new products? A serious professional works closely with the client, considering confidentiality needs, potential legal issues, and the appropriateness of how and when to share information with the target audience.
How we use AI
At Skippers, we use various AI tools to support our work. We value the efficiency these tools provide: from developing communication plans to creating content, AI helps us deliver better proposals and analyze effectiveness. We use different AI solutions to craft texts and visuals, distribute them to the right audience, analyze data, and make forecasts. AI is our arm; what we offer our clients above all is the mind, which remains firmly ours.
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