Tip 1: Better beats more. Always.
“We can use AI to create a flood of derivative nonsense,” says Fab. “Or we can use AI to create novel, strategic, memorable work.” The choice is ours.
Fab has spent his career leading marketing for massive global brands. He knows better than anyone that marketers (and knowledge workers in general) face a tradeoff between doing more work vs. doing better work. “Success comes not from pressing an easy button,” he says, “but from using AI to amplify what makes us uniquely human: our strategic instinct, our creative spark, and our power to build something worth remembering.”
Tip 2: Use what you already have.
Most organizations sit on vast stores of accumulated knowledge, Fab says. For marketers, that might be past campaign data, consumer research, performance metrics, and more. But most of that knowledge is locked away. What if we could tap into that wealth of data and leverage its insights to drive strategy?
Now, thanks to AI, we can. At his company 99Ravens, Fab is developing AI tools that can connect with our resources and sift through it faster than we ever could, uncovering patterns and making that knowledge available to everyone who needs it.
Tip 3: Bet on AI improving fast.
“Everyone has had a ChatGPT moment where they use it and say, ‘It can’t do this thing that I can do, so let’s throw out the baby with the bathwater,'” Fab says.
But the real experts aren’t building for the AI of 2025, but the AI of 2028. “They’re betting on the fact that the technology will improve over the next 2-3 years and be able to catch up to the ambition,” Fab explains. So start small today—but keep an eye on the opportunities of tomorrow.
Want more insight from Fab?
Fab is a funny, deeply knowledgeable keynote speaker who offers accessible keynotes on AI, marketing, strategy, and much more. To learn more about him or to invite him to speak at your event, get in touch with us! We’d love to chat.