How to Work with Mr and Ms AI: Your Smart Assistant to Boost Your Productivity
Guide to boosting your business with AI and strategies as a CMO in tourism and hospitality. Chief Marketing Officer and business growth strategies. Bali, Indonesia, Spain, the US, and Mexico, Europe.
AI has become a handy helper for businesses and professionals alike. However, there’s a lot of confusion about what AI can do, what it shouldn’t, and how to really partner with it in your daily routine.
Think of AI as your trusty sidekick, not a replacement
First off, dear lovers of ChatGPT, Claude, Gemini, or any AI, it’s crucial to see AI as a smart assistant, not a boss, coach, or your free employee. Picture it as a virtual secretary that can help you organize ideas, write rough drafts, and handle repetitive tasks. It can make your work faster and help generate ideas or content. But it’s not a replacement for your judgment or oversight.
The real limits of AI’s knowledge
AI has a limited understanding of your world. Even if you give it an ultra-detailed briefing, it will still miss plenty:
Casual conversations or unspoken nuances that only humans catch.
The inner workings and relationships within your team.
Events shaping your industry, both big and small.
The specific history or context of your company and clients, which isn’t in the data it was trained on.
That’s why AI is an assistant, not an executive. It needs a human to keep an eye on things, review, and correct and basically, to make sure it’s doing what you want and that it’s right.
What can Mr and Ms AI actually do for you?
Brainstorming and structuring ideas: Helping you organize your thoughts, outline projects, or draft initial text.
Writing and editing content: Generating emails, reports, organizing ideas, among others. But here’s the catch: if you just hand it over and step back, you’ll notice many outputs start sounding very familiar—“Where X meets X,” “In these days,” or overusing the dash “-” to fill space. That’s your cue to review, tweak, and add your personal touch. Also, don’t rely on AI to solve personal or emotional issues; that’s a shortcut to trouble. There are memes and jokes about this, and Meta even launched AI personas like “Mom,” “Astrologer,” or “Psychologist.” But beware: those third-party AI tools are not part of Meta, and what they offer or advise can sometimes be risky or misleading.
Data analysis and summaries: Processing tons of info and giving you quick insights or reports.
Automating routine tasks: Managing FAQs or standard responses so you don’t have to do it manually.
What AI just can’t do
Fully understand or interpret the nuances of your environment.
Know internal details that aren't documented or in its training data.
Make strategic decisions or handle relationships with emotional intelligence.
Create creative and on-brand social media posts. Don't cry when your copy meets the exact copy from other brands (note the irony).
And overall, repeat as a mantra: never ask for something that you don't know how to evaluate. You will never know if you are making a silly (expensive and embarrassing) decision.
The secret sauce: human supervision
The magic happens when you review, verify, and adjust what AI produces. Without your oversight, it can spit out incorrect or incomplete info, which can be a costly mistake. Think of AI as your collaborative tool, not your autonomous boss. For example, if you give it a briefing, you need to review and tweak its output to make sure it’s aligned with your reality and goals.
AI doesn’t act on its own—only on your commands
It’s not proactive. AI only works when you tell it what to do. Someone needs to be there to check that its results are accurate and useful. If you step away on vacation and leave the AI running, it will keep waiting but won’t manage anything by itself or adapt to unexpected changes. It’s an assistant (a very lazy one), not a manager.
To wrap it up
Mr and Ms AI can be your powerful helpers, making you more productive. But remember: they have a limited awareness of your actual world. They need your supervision to get things right. The best success comes when humans and AI work side by side, your judgment, creativity, and emotional intelligence in control, while AI speeds up routines and scales your efforts.
Looking for strategic insights to grow your business in tourism, hospitality, and wellness?
Connect with us on LinkedIn and discover how we can help you transform your brand and accelerate your growth.
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Marian Gómez
CMO & Strategic Consultant for Hospitality, Tourism & Wellness
Connect with me on LinkedIn
Interested in luxury hospitality and tourism solutions? Follow us at Company LinkedIn
www.mariangomez.com
NAVIGATING BRAND RESTRUCTURING: A SENIOR MARKETING PERSPECTIVE
After leading brand restructurings in the tourism sector, I have honed the ability to optimize organizations during rapid growth phases. As the Marketing Director for an international tourism company, I tackled the challenge of streamlining a complex brand ecosystem, consolidating operations to enhance brand recognition. This key experience illustrates how effective marketing leadership can turn complexity into sustainable growth opportunities.
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As Marketing and Communications Director for an international tourism holding company headquartered in Los Cabos, South of California, I faced a sophisticated challenge that only extensive marketing leadership experience could address: streamlining a rapidly expanding brand ecosystem while maintaining market leadership. The company had evolved from a traditional DMC (Destination Management Company) into a multifaceted organization, encompassing PCO (Professional Conference Organizer) services, ground transportation, weddings, eco-tourism ventures, and cultural experiences. We also operated an in-house agency, a hospitality desk for hotels, and provided amenities for MICE (Meetings, Incentives, Conferences, and Events) groups and weddings.
Strategic Consolidation: From Complexity to Market Success
The comprehensive brand audit revealed opportunities that only a seasoned marketing perspective could identify. Operating separate eco-tourism and adventure tourism brands created unnecessary complexity and resource drain across vehicle branding, uniforms, marketing materials, and staff allocation. Through strategic analysis, consolidating these brands under the stronger market performer not only reduced operational complexity but created a more cohesive cultural and adventure eco-tourism experience that resonated with our target audience.
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Key Strategic Insights
Understanding Market Dynamics
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