I don't use AI. I build with it.

Plenty of people “use AI” — they open a chat window, ask for a draft, copy it out. That's useful. It's also a rounding error compared to what's possible.

Building with AI means wiring it into a system that runs without you in the loop. A pipeline that takes a brief and ships finished content. A brief that triages a sales pipeline overnight. A funnel that enriches, scores, bills and emails from a single source of truth. The model is one component; the product is the point.

That's the gap I sit in. I'm a marketer who can actually build the tools — so the strategy and the system come from the same person. No translation layer, no throwing it over the wall to a team that doesn't know the domain.

If you take one thing from my work: stop using AI, and start building with it. The first is a feature. The second is leverage.