AI: The Ultimate Business Amplifier?
James back stage with rock legend, Amp'd "AI" Ampersand.
AI is all the rage in business.
It’s amazing. It’s powerful.
It’s one of the best amplifiers the world has seen.
It’s the ultimate business accelerator.
Or is it?
Let’s take a look at another amplifier…
The humble guitar amp. It’s wicked cool in the right hands, but do remember when Marty tried Doc's guitar in the movie Back to the Future? Haha!
The moral of the story here is that you still have to know what you’re doing.
It’s doesn’t mattter having the best amp in the world, if you don’t know how to play guitar.
Without knowledge, skills, and experience, you’re going to amplify noise in your business. You're going to accelerate your company into a mess.
It sounds like I’m anti-AI. I’m not.
Should you learn and use AI? Yes! Definitely.
For complete beginners, type this into YouTube's search bar "AI tools for (your industry)". You’ll have your mind blown in 10 minutes.
If you're already familiar with the basics, check out Dan Martell’s AI Tech Stack. It's geared for a SaaS company, but you'll likely get some good ideas.
A few of the AI Tech Tools we're currently using to amplify our marketing agency
- Claude - general AI Assistant, bouncing off ideas, light research, reviewing tone-of voice, email drafting and has become our primary writing assistant tool. Claude Code is our dev team's favourite AI sidekick at the moment.
- Gemini - deeper research, product and platform research and since our company is using Google Workspace, in natively reads Google Sheets and Docs for business and financial analysis. We like the editing and optimization power inside the Google programs too.
- ChatGPT - best AI for voice mode, brainstorming, photo generation, light research and data summaries.
- Canva - graphic design tool that is integrating AI in all kinds of ways... magic layers? Ohh, ahhh!
- ElevenLabs - audio and voiceover AI tool + good at transcriptions of audio for generating captions.
- Kling, CapCut, Veo, Nano Banana - video production & editing are getting really fun now... especially when the average person has a Hollywood special effects department on their laptop. Just remember, in business, AI slop is still slop. Focus on keeping your human authenticity. Have fun, but be real.
So, should you become an expert? Only if it’s your primary job.
I have a sense that many business owners (and employees too) are feeling guilty for not being an AI expert overnight. But are you an expert accountant, programmer, artist, doctor? Well, AI is a specialty too. Your job is to find people who know AI really well and can help your company adapt and thrive with it. People who can amplify and accelerate your business.
Like everything, teamwork makes the dream work. And when I say teamwork, I mean mostly humans (it’s weird I even have to clarify that).
Final thought: don’t be in such a rush to remove the humanity from your company… but that’s for another video…
Along those lines, for a deeper take on AI & Humanity, check out this TED Talk.
Twin Creek Media can be your marketing partner for measurable growth, bringing strategy, design, websites, advertising, and reporting together under one roof. With a human-first approach, we're committed to business partnerships that bring out the best in people, while being AI-savvy enough to stay sharp. Reach out to us to learn more!