The text discusses the use of AI in marketing, particularly in SEO and GEO practices, emphasizing the importance of moving beyond basic execution tasks to more strategic applications. The article identifies six modes of AI use: Writing, Identifying, Deciding, Ideating, Talking, and Critiquing. Most practitioners focus on Writing and Identifying, which enhance productivity but do not leverage AI’s full potential. The article argues that Deciding, Ideating, Talking, and Critiquing are underutilized modes that can significantly enhance strategic value. These modes involve using AI for decision-making, exploring new ideas, preparing for complex conversations, and critiquing existing work to identify gaps and improve strategies. The article highlights that while many organizations use AI, only a few achieve substantial impact by restructuring workflows to incorporate these advanced modes. For marketing professionals, the article suggests that embracing these modes can lead to better decision-making, uncovering new opportunities, and improving overall effectiveness in their roles.
