In this episode, we share how AI can sometimes do more harm than good, especially when it comes to strategy. Gil and I reflect on moments when AI tools sent us in the wrong direction, what went wrong, and how to use AI more effectively (without letting it derail your priorities). We also touch on the importance of downtime, domain expertise, and why process still matters- AI or not.

📝 Show notes

Key discussion points:

• The productivity paradox of AI: why doing more doesn’t always mean doing better
• Gil’s story: how using Claude and ChatGPT to identify marketing blind spots wasted a week of his time
• The missing link: AI outputs without a clear business strategy or priorities
• Nihal’s experiment: comparing ChatGPT, Claude, and Grok to generate a marketing strategy (and why none really nailed it)
• Why great outputs still depend on domain expertise and a clear process
• The underrated power of using AI for research and audience insights
• What to do before you prompt and how to anchor AI in actual goals and frameworks

Notable quotes:

“I was doing a whole bunch of things, but they weren't the things I should have been doing.” – Gil
“Your domain expertise is what helps you evaluate whether what AI gives you is good, bad, or just noise.” – Nihal
“If you don’t have a process, AI won’t save you. It’ll just help you get lost faster.” – Nihal

Links mentioned:

• Claude by Anthropic
• ChatGPT
• Grok by xAI

Connect with the hosts:

• Nihal Salah
• Gil Chan

Have AI questions? Connect with us on LinkedIn - we’d love to help you cut through the noise and start getting real value from AI.