A colleague recently shared an article with me about just how quickly AI has evolved since 2023. I sat with it longer than I expected to. Not because it was surprising but, because of what it represents.
AI has moved far beyond being a helpful tool on the sidelines. It’s now deeply woven into how we build, analyze, create, and communicate. Engineers lean on it to accelerate development. Marketers use it to pull together cleaner reporting and generate content. Lawyers use it to summarize case law and assist with drafting briefs.
That reality can feel intimidating especially if you work in tech or marketing. It raises the quiet question many of us don’t say out loud: Where do I fit into all of this?
For me, the answer hasn’t been to resist it. It’s been to lean in.
I use AI every single day. Not as a crutch, but as a collaborator. It pushes me to think differently, to pressure-test strategies, and to explore concepts I might not have reached on my own. It’s challenged the way I approach problem-solving and sharpened how I show up for my clients.
But there’s a very clear line I won’t cross.
AI doesn’t build trust.
It doesn’t read the room.
It doesn’t travel to see a client when a relationship needs repairing.
It doesn’t sit across the table and navigate nuance, history, or emotion.
Those things still require a human.
After more than a decade in marketing, I’ve watched this industry evolve again and again. Each shift has forced me to adapt how I work and how I serve clients across a wide range of verticals—automotive, cybersecurity, women’s health, financial services, LMS platforms, health and wellness, hospitality, and more. Every evolution has demanded growth. This one is no different.
I don’t see AI as something to fear. I see it as a reminder to stay curious, stay sharp, and keep the fire burning. Used thoughtfully, it makes me better—not replaceable.
So until AI can physically show up to dinner with a client, rebuild trust face-to-face, or navigate the subtle dynamics of a long-standing partnership, I’ll continue to use these tools for what they are: powerful support systems.
And I’ll continue doing what I’ve always done—showing up, building relationships, and serving my clients the best way I know how.