AI, Vibes, and the 6Ps That Still Matter

Marketing is evolving fast. The basics haven’t changed.

The fundamentals of marketing haven’t changed, even if the tools have.

We’re in a moment where AI can generate an entire campaign in minutes.
Landing page? Done.
Ad script? Done.
Moodboard, visuals, slogan, even your next product name? All done before your coffee cools.

It’s powerful, and a little dangerous.

Because I’m seeing more teams skip the hard parts of marketing:
Positioning. Messaging. Customer understanding.
Instead, they go straight to production. Straight to promotion.

The result? Slick content that says very little. Pretty noise.

The fundamentals still run the show

I recently heard Alex Schultz on the CEO’s Guide to Marketing podcast say,

"The tools have changed, but the principles haven’t."

It’s true. Whether you’re using ChatGPT or building a campaign with your creative team, the 6Ps still guide everything:

• Product

• Placement

• Positioning

• Pricing

• Promotion

• People

AI changes how we execute, not what matters.

Here’s where teams are going wrong

Let’s say you're launching a new productivity app.
You use AI to create a landing page. It’s got great visuals, the copy reads like Notion-meets-Apple, and it looks polished.

But… what problem are you solving?
Who is this for? freelancers or mid-size teams?
What do you offer that’s different from Asana or ClickUp?
Why should anyone care now?

Without clear answers to those questions, it doesn't matter how cool the content looks.
You’ll get traffic. You might even get signups.
But conversion? Retention? Word of mouth? That’s where it breaks.

So what should you do?

If you’re using AI in your workflow, great.
But ask yourself:

1. Do I know who I’m talking to?
   Get specific. “SMBs” or “Gen Z” isn’t enough. Think: time-starved social media managers trying to grow an account with zero budget.

2. Have I nailed the positioning?
   Use frameworks like “better than X for Y” or “the only tool that helps you [outcome] without [pain]”. AI can help refine, but you need the clarity first.

3. Am I using AI to enhance strategy, or avoid it?
   Don’t prompt your way around the real work. Use AI to speed up testing, not skip the research.

Where AI fits in

AI is a powerful tool. I use it every day.
But it should support your thinking, not replace it.

Use AI to:

• Speed up idea generation

• Scale what’s already working

• Explore creative directions

• Automate proven processes

• Gather competitive research

Just don’t expect it to tell you who your customer is or what they care about. That part’s still your job.

Tldr;

AI is an incredible creative assistant.
But strategy still wins.
If you don’t know your customer, your offer, or what makes you matter - no amount of AI-generated content will save you.

The marketers who win now aren’t the ones who create the most stuff.
They’re the ones who stay close to the fundamentals…
and then let AI amplify what’s already working.

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PS: I’d love to hear how you’re using AI in your workflow, especially if you’re balancing it with real customer insight. Hit reply or drop a comment.

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