AI is like a toddler with a flamethrower: Why we need guardrails ASAP
Used well, AI can increase margins. Used wrong, it can be destabilizing.
AI is like a toddler with a flamethrower.
Let's break this down.
A toddler represents pure potential and rapidly developing capabilities. They're learning at an astonishing rate, absorbing everything around them, and surprising us daily with new skills. Sound familiar? That's exactly what we're seeing with AI right now.
But a toddler also lacks judgment, experience, and the ability to fully understand consequences. They're impulsive. They don't always know what's appropriate. They certainly don't grasp ethics.
Now hand that toddler a flamethrower.
Suddenly, that adorable bundle of potential becomes a serious risk. They have immense power without the wisdom to wield it responsibly. They can create spectacular displays or inadvertent destruction in equal measure.
For brands and startups incorporating AI into their marketing strategies, this metaphor hits uncomfortably close to home. We're all racing to leverage these powerful tools - from content generation to customer service chatbots to predictive analytics. The FOMO is real, and nobody wants to be left behind.
But are we putting proper guardrails in place?
The risks are substantial. Without careful oversight:
Your AI might generate content that misrepresents your brand voice
It could create messaging that inadvertently offends segments of your audience
It might make factual errors that damage your credibility
It could hallucinate product features or promises you can't deliver on
These aren't hypothetical concerns. We've already seen major brands face embarrassment when their AI implementations went sideways.
So what does this mean for your marketing team?
First, human oversight remains non-negotiable. The "set it and forget it" approach to AI is a recipe for disaster. Every piece of AI-generated content needs human eyes before it goes live.
We use a TON of AI at the agency. It makes it possible for us to do higher-quality work…but AI is usually an ASSIST and gives us a first draft to work off of. It’s NEVER the end product in one-shot.
Second, clear parameters are essential. Your AI needs to understand what topics are off-limits, what tone aligns with your brand, and what claims it can and cannot make.
Third, continuous learning is critical. As the toddler grows, it needs guidance to develop judgment. Similarly, your AI implementations should be constantly refined based on performance and feedback. I spend more time then I’d like refining and iterating and course correcting our workflows - but it’s worth it in on the backend when quality is there.
Fourth, transparency matters. When customers interact with AI, they should know it. And when AI helps create content, that should be disclosed appropriately.
The good news is that like a toddler, AI is growing up fast. Each iteration brings improvements in reliability, safety features, and capabilities. The tools to manage AI are evolving alongside the AI itself.
The brands that will win in this new landscape aren't necessarily those who adopt AI fastest, but those who implement it most thoughtfully.
The question isn't whether you should use AI in your marketing. It's whether you're putting the right systems in place to harness its power responsibly - using it right.
Are you using AI? Are you using it right?