I use AI daily and it has made me faster. That's the honest starting position. What it hasn't done is remove the need to know where to look — and in a few places it's actively made things worse.
Where it genuinely earns its place
- Research and first drafts, where the cost of a mediocre starting point is close to zero.
- Cleaning, reshaping and summarising data that used to eat an afternoon.
- Reporting commentary, once a human has decided which numbers matter.
Where it compounds the problem
AI produces more of whatever you already have. If the offer is unclear, you now have forty pages of unclear offer. If your tracking is wrong, you now have automated decisions made on wrong numbers, at speed.
The judgement part is still yours
Deciding which of three lead sources is quietly subsidising the other two, or that a funnel is leaking between enquiry and quote, is a diagnostic act. Experience is what shortens it. Nothing about the last two years has changed that.