Pick a lane: technical or creative. The middle is where AI makes things risky.

The way I think about it for marketers is you have to now be at the opposite end of the spectrum. And if you can combine these things, you have a superpower, which is you have to be incredibly tactical. Because I think AI can be deployed across all marketing workflows. And for me, you have to think about marketing in some ways like an engineer thinks about solving problems. Because you look at everything as a workflow and you figure out how AI could be integrated to uplevel that thing, reduce the amount of time spent on that and allow the humans to spend 10x more time on the things that are really valuable. The technical thing really matters, and I've seen that time and time again. You see roles called these kind of new roles like gcm Engineer and all these roles. I think there's like a technical discipline getting stood up that really matters. Or and because if you're a special snowflake, maybe you're an. And you have to be like at the outer edges of creativity because ideation really matters, storytelling really matters, copyright really matters. Like actually the things that you spent your time mastering, I think those are the most important skill sets to learn. At the opposite end, what actually is problematic is the middle portion, all the messy middleware. You're not actually at the outer edges, you're just good enough. All the good enough stuff. I actually do think that is going to be problematic. So I would pick a lane and try to make sure that you are on the outer edges of that lane.