Talk Commerce
at eTail Boston

“Yes for research, fact-checking, and speed but never for origination. AI is derivative by construction, meaning it can only recombine what already exists, so anything that starts in a model starts as someone else’s work with the attribution stripped out. We should use it to sharpen our thinking, but never to have the thought.”

“No, companies should not use generative AI to create content because of the horrible and devastating effects on the environment, the dubious ethical position of stealing others’ work, and the laziness of using a computer algorithm to think for you.”

“Yes, they should, but as a co-pilot, not the author. It’s worth it because AI takes the grind out of drafting and frees people up for the actual thinking, but a human still has to own the tone and cultural nuance, otherwise content loses the trust that made it worth publishing.”

“AI’s useful for speed, first drafts, repurposing, keeping a content supply chain moving. But it can’t replace the judgment on what story to tell or why a customer’s result actually matters. Best use I’ve seen is AI handling volume while a person still owns the narrative and the facts behind it.”