As AI rapidly changes everything, you don’t have to panic and assume you’ll end up doing manual labor just to survive. Four years ago, when people were still using ChatGPT for dad jokes, Mario Castelli said something that stuck with me: “Treat it like an intern.” That has been the most useful way to think about AI. AI is a tool. And people who know what they’re doing love good tools because they save time. But like any tool, if you don’t know what you’re doing, it won’t help you. Take copywriting. If you don’t understand what good copy looks like, AI won’t magically fix that. If you understand copy, you can treat AI like a junior assistant. You give it context, examples, and clear instructions. It gives you a draft you can actually use. And that’s the key. Most people still need to edit. AI doesn’t know what’s wrong unless you do. If you can’t see what needs fixing, you won’t get better output. Watch how the industry keeps shifting. First, people sold prompts. Then they sold courses on how to write prompts. Then they sold bots. Now they’re building AI agents that run tasks on their own. Some are even teaching people how to build systems of agents that work together. Same pattern. Better tools. There are a handful of people, like Mario and Luke Iha, who can push out ads that are basically ready to run. Even if you had their tools, it wouldn’t matter if you didn’t understand marketing like they do. So when everything starts moving fast and it feels overwhelming, I come back to one idea: Treat AI like an intern. If I want better results, I need to get better at directing it. That means staying up to date on marketing, understanding platforms, and knowing who actually has real expertise. More than anything, it comes down to critical thinking and common sense. That’s what keeps me pointed in the right direction. Over time, AI has made me better at marketing. But it’s also helped with random things like stain removal, fixing recipes, and figuring out what’s wrong with something around the house.

I'm lucky to be in Jordan Hall's Rising Tide group. Even luckier to know Liana, Curt, and David personally from our live events. I've seen them present "What's Working Now" live and one thing I love is they are continually optimizing and experimenting. They honestly love helping people get around obstacles they've solved and generously share to save others the pain of figuring things out using trial and error. Please attend if you're interested and feel free to share the link. https://events.thevipcrew.com/ads Even though I don't manage Facebook ads for clients I would pay for this presentation just to stay up to date.

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