Every agency pitch deck now has an AI slide. Most of them are wrong about where the value actually is.
Three areas show consistent, measurable lift: predictive lead scoring, creative variant testing at scale, and personalization at the individual-visitor level. In each case, the model isn't replacing strategy — it's running thousands of small decisions a human team physically couldn't make in time.
Positioning, brand voice, and category strategy remain stubbornly human problems. The inputs are ambiguous, the stakes are high, and the "right answer" depends on judgment calls no model has enough context to make safely.
Treat AI as an execution accelerant sitting underneath a human-led strategy, not a replacement for one. Brands that get this backwards tend to ship a lot of fast, forgettable content.