Let’s cut through the hype: AI isn’t your genius intern.
It’s not sitting in a dimly lit room somewhere, smoking a pipe and solving humanity’s existential crises.
So What is AI?
AI is the world’s fastest garbage-sifter, a glorified bulldozer for bad ideas, and a mirror that reflects exactly how lazy your thinking has become.
Here’s the unvarnished truth everyone’s dodging:
AI’s Superpower Isn’t Intelligence — It’s Velocity
We’ve been sold a lie that AI will “outthink” us. Bullshit.
AI’s real value lies in its ability to fail faster than you can blink.
Think of it like this:
- A human might test 10 bad logo designs in a week.
- AI can churn out 10,000 atrocities in 10 minutes.
That’s not “smarter” — that’s brute-force trial-and-error on methamphetamines.
The magic happens when you use that speed to spot patterns, kill darlings, and double down on what works.
The Dirty Little Secret of “Smart” Tools
Every brand guru preaching “AI strategy” is missing the point.
AI doesn’t replace your brain — it exposes its weak spots.
Case in point:
- ChatGPT writes like a caffeinated intern — fast, enthusiastic, and utterly devoid of original thought.
- Midjourney designs like a toddler on LSD — dazzling colors, zero strategic intent.
- Analytics tools predict like a psychic octopus — occasionally right, mostly guessing.
Your job isn’t to “use AI.”
Your job is to weaponize its speed to amplify your ingenuity.
How to Outsmart the Speed Demon
Stop asking AI for answers. Start using it to ask better questions.
The 3 Rules of AI-Human Collision:
- Clarity is King
AI amplifies ambiguity. Feed it vague goals, get back landfill.
Your move: “Generate 50 headlines about sustainability” → trash.
Genius play: “Give me 20 rebellious angles for a carbon-neutral sneaker brand targeting Gen Z cyclists.” - Edit Like a Serial Killer
AI vomits options. Your job is to curate with prejudice.
Pro tip: Use AI’s 100 mediocre taglines to spark 1 groundbreaking idea it never saw coming. - Play the Long Game
AI optimizes for now. You strategize for next.
Example: While competitors use AI to spam LinkedIn posts, you’re reverse-engineering its data trails to predict cultural shifts.
The Future Belongs to Human Wizards (Not Robot Overlords)
The brands winning the AI game aren’t the ones with the fanciest tools — they’re the ones using AI as a spotlight for human brilliance.
- Warby Parker didn’t let AI design glasses — they used it to map facial symmetry patterns, and then human designers created styles algorithms couldn’t imagine.
- Glossier didn’t automate their cult following — they mined AI chat data to discover unmet desires, then crafted rebel beauty narratives only humans could sell.
9 Ways to Turn AI into an Intelligent Overcaffeinated Intern
Now we know: AI is the chainsaw. You’re the sculptor.
AI’s like that intern who chugs Red Bull and types furiously—fast but clueless.
Your job? Be the editor who turns their caffeine-fueled chaos into gold.
Pro tip: The best ideas often hide in the “Wait, that’s so bad it’s good?” pile.
Here are 9 ways to change the game:
- Volume is Your New Best Friend
Do this: Demand 75 ideas instead of 3 in every AI prompt
Why: Treat AI like a thrift store—dig through 100 bad shirts to find one vintage gem. - Bossy Prompts Win
Do this: Add “for [specific person doing a specific thing]” to every request
Example: “20 slogans for CFOs who think sustainability is a prank” > generic ESG (Environmental, Social and Corporate Governance) fluff
Translation: You wouldn’t yell “HEY YOU” at a party—use names. - Host a Weekly AI Roast
Do this: Every Thursday, review AI’s worst outputs
Pro tip: Even dumpster fires spark ideas (see: disco cowboy logos → retro branding trend). - Make AI Fight Its Clone
Do this: Feed it your lamest content and say “Destroy this argument”
Why: It’s like reality TV—watching bots brawl reveals plot twists you missed. - Steal AI’s Lunch Money
Do this: When AI suggests garbage, ask “What human itch isn’t this scratching?”
Case study: Glossier found “I want to look sparkly, not perfect” in AI’s nonsense. - Race the Robot
Do this: Time AI’s garbage speed → Beat it by 20%
Example: If AI makes 100 bad logos in 10min, you create 10 decent ones in 8.
Translation: Outwork the toaster. - Show AI’s Dirty Laundry
Do this: Use its cringiest ideas to shock clients into clarity
Line to steal: “Option A is what Skynet suggests. Option B is what humans actually want.” - Hire AI as Your Frenemy
Do this: Prompt: “Attack this idea like my smuggest competitor”
Result: Find flaws faster than a philosophy major deconstructs a meme. - Build an AI Idea Graveyard
Do this: Tag killed concepts with causes of death (“Boring,” “Toxic,” “Made CEO Cry”)
Why: It’s LinkedIn for bad ideas—study failures, avoid repeats, laugh at the drama.
Key Insight: These tactics turn AI’s weakness (meaningless speed) into your advantage by using its output as raw material for human pattern recognition.
The Secret?
Stop treating AI like a colleague.
Start treating it like a hallucination-prone assistant who needs regular guidance.
And the occasional reality check.
Remember: AI isn’t smarter. It’s faster.
Need a reminder of the importance of your human capital?
Grab a copy of Rich Brand Poor Brand today:
