The dark side of AI overload in campaign management

Source: YouTube auto-generated captions, lightly cleaned (repeated caption lines removed, misheard brand names corrected).

0:05Hey. Hey. I had just saw a post. Well, first of all, hi. I hope you're I hope you're doing well. I hope you're having a great day. I just saw a post by Will and it was interesting. Uh it was a screenshot or screen grab of all the agents and MCPs and connectors and zaps and wids and all these things and that how if you connect all of them eventually you get chaos, right? So the more and more that you add to something the further away the agent gets from being able to give you what you need or it takes longer. And so what's interesting though is that we talk a lot about agents replacing people, right?

And so what's interesting about that is that David uh responded um he's on the legal side of buying media and works works tirelessly with trying to understand all the different variations of the LLM that are out there. But he says something super super interesting as well. He said that it's a like having a a master of all the things and not being very good at one thing. And I just was like, you know, I I think that's true, right? And that's why you have ChatGPT or OpenAI. It's just really good at analysis. Really really good at analysis and and reading and writing.

And then you have Claude that is really good at coding and prototyping and building things, right? But it's not very good at at writing. And so if I compare that to a human, we have specialists. We have paid search specialists. We have analysts. We have writers. We have legal analysts. We have legal writers. The idea is that hey, if you could write, you should be able to do all those things. I don't know. It's kind of like having a banker. You have a retail banker and then you have a finance person. You got all those certifications, you know, the 7, 11, 13, the 66, the 63, all those different things, right? And so, you could be a banker, but that doesn't mean you're good at opening up a checking account.

You could be in digital advertising and be good at buying media, but it doesn't mean you're very good at SEO and vice versa. It doesn't mean if you're an SEO, you're very good at buying media or social media or any of the above. So then it begs the question, does the T-shaped marketer still exist? Yes. Right? Know your limits. And so have an agent or yourself, the human, be very good at something. Example, case in point. I'm great. I'm an expert in buying media. I go deep, deep, deep, deep, deep, deep, deep. I get lost in it. I have fun with it. I'm passionate about it. You name it. I'm there. The good, the bad, and the ugly. And I'm a firm believer of it of it depends and buying media. However, I can have a conversation with an SEO, with an engineer, with a developer, but I know

3:29my limits. But enough to be dangerous, right? Um, and so I imagine the agents that we build or we should be building should be really good at one thing and then have broadstrokes understanding of another so that they can talk and learn from one another. I don't know. I just I had that thought and it was simulated by a post that will share today again on LinkedIn. Anyways, um I'm going to do a summary, put this on Substack, put this on LinkedIn and I hope uh you have a great day and um if you have any questions, feel free to DM me. I love the DMs that I get.