The long term winners won’t be the ones with the best AI prompts. It’s the ones who know how to orchestrate who will come out on top.
Operating AI – running tools, writing prompts, getting excellent outputs – is already becoming table stakes. It’s technical literacy to avoid being left behind.
The marketers who are really building an edge are doing something differently… they’re not just operating AI — they’re orchestrating it.
Here’s what that looks like:
𝟭. 𝗧𝗵𝗲𝘆 𝗱𝗲𝘀𝗶𝗴𝗻 𝘀𝘆𝘀𝘁𝗲𝗺𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗽𝗿𝗼𝗺𝗽𝘁𝘀 𝗳𝗼𝗿 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝘁𝗮𝘀𝗸𝘀.
Anyone can generate passable email copy. The best marketers are designing workflows where AI drafts, humans refine, AI schedules, and humans close the loop. It’s about stitching human and machine strengths together across the whole funnel.
𝟮. 𝗧𝗵𝗲𝘆 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 𝗰𝗼𝗻𝘁𝗿𝗼𝗹 𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆.
They know when to let AI run fast and when to step in to re-align. They don’t just trust the outputs blindly; they shape them. They’re like composers, knowing when to let the orchestra play and when to cut through with a single note.
𝟯. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗲𝗻𝗱-𝘁𝗼-𝗲𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.
It’s not enough to get a good output. It’s about how AI fits into the customer journey; the voice, the timing, the nuance, the emotion.
Orchestration means zooming out beyond “the task” and asking: How does this move the relationship forward?
As I read on a recent post by Olga Andrienko, “Good thinkers are incredibly scarce”.
𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘀𝗶𝗺𝗽𝗹𝗲, 𝗯𝗲𝗮𝘂𝘁𝗶𝗳𝘂𝗹 𝘁𝗿𝘂𝘁𝗵 𝗮𝘀 𝗜 𝘀𝗲𝗲 𝗶𝘁:
Prompt engineering might land you a job today.
System design, strategic orchestration, and an understanding of brand will futureproof you for the next 10 years (or maybe 5 😅)
AI is a powerful new instrument. But it still takes a great musician to make people feel something.
The long term winners won’t be the ones with the best AI prompts…
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