AI, on one page.

What it is, where it bites, what it costs, who signs, and where it sits in marketing.

1
Ask what goes in and what comes out. If nobody can say, there is no project yet.
2
Most of the value is in simple models you can explain in a sentence.
3
The only score that counts is on data the model never saw. Ask for it.
4
Fluent is not the same as true. Keep a person wherever the answer must be exact.
5
Know what a false alarm costs and what a miss costs. The threshold is your decision, not the vendor’s.
6
Autonomy is earned from the logs, one notch at a time. Start with a person on nearly everything.

Where it sits in marketing

Step	What the AI does	Lands in	Ask
Plan A simple model	Estimates how much revenue each extra dollar buys in each channel.	The media plan and the budget	What goes in, and was seasonality taken out?
Create The assistant	Drafts copy and creative variations in your brand voice.	Drafts in the content and ad tools	Who signs off claims before anything is published?
Target Where it bites	Builds an audience of people who look like your best buyers.	Audiences in the ad platforms	How did it do on a campaign it was not built from?
Launch The price of wrong	Blocks placements next to content you would not want to be seen with.	Placement filters	What is a lost impression worth against a bad headline?
Optimize Who signs	Shifts bids and budget within limits; bigger moves go to the marketer.	Bidding and budget rules	What is the largest move it can make without a person?

The three questions that settle any AI pitch

1
What goes in, and what comes out?
No clear answer, no project. Yet.
2
How did it score on data it had never seen, and on how many rows?
The demo score is the student marking their own exam.
3
What does a wrong answer cost, and who signs the ones it gets to make alone?
The threshold and the autonomy are your decisions, not the vendor’s.

Illustrative examples, not client results. Nydros · nydros.com/learn/brief?industry=marketing