It’s a question we don’t ask ourselves often enough.
Yet it’s the one that should guide all the decisions for the new season.
We often talk about AI’s effectiveness.
But rarely about its true value. The one that can be measured, compared, justified — and sometimes… challenged.
This summer, we ran the experiment: several use cases tested on real projects.
Each time, we timed:
- ⏱ Time by humans alone
- ⏱ AI-only time
- ⏱ Time in a human + AI duo
And above all:
- Perceived quality
- Real marketing impact
- Total cost (time + proofreading + edits)
Result?
- One hour of AI can generate 3 to 5 hours of value…
…if it is integrated into an intelligent workflow.
…if the brief is clear.
…if the human pilot knows what they’re looking for.
But in one in three cases, AI generated… extra tasks.
Drafts that we redo. Slides that we correct. Posts that we edit by hand.
In short: noise. Not value.
➤ The real question, therefore, is not “how much does it save?”,
but “where does it really pay off?”
In this back-to-work season, perhaps that is the strategic priority: Identify the moments when one hour of AI is truly worth more than one hour of human time.
And structure the team, the tools, and the methods accordingly.
Those who achieve it… gain speed, clarity, and creativity.
The others will run AI like a hamster wheel.
Shall we talk about it soon?
#AIMarketing #MarketingStrategy #Productivity #ROI #NextageAI