How to Work with Mr and Ms AI: Your Smart Assistant to Boost Your Productivity

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

Key Opinion Leaders vs User-Generated Content in Tourism and Wellness Marketing

How can you level up your hospitality, tourism, or wellness brand's marketing strategy in today’s fast-paced, competitive markets? For General Managers and CEOs of small to medium-sized enterprises, leveraging the right tools can drive meaningful engagement and boost your brand's credibility. Two powerful resources stand out—Key Opinion Leaders (KOLs) and User-Generated Content (UGC). The question is not which one to use, but how to deploy both effectively to tell your brand’s story and inspire trust.

Your strategy is the secret weapon, and that’s where the real value lies. This is the taste of what makes these tools indispensable for your business growth.

Amplify Your Reach

KOLs are influential voices in travel, luxury, and wellness. Their curated content—be it a thoughtfully crafted post or a reel showcasing your property—carries immense clout. Imagine a wellness influencer sharing an immersive experience at your wellness retreat, portraying it as a one-of-a-kind escape. Their audience, already aligned with their recommendations, immediately pays attention.

But not all influencers are created equal. The key lies in selecting collaborators whose followers match your ideal demographic. Are they experience-driven explorers, luxury-seekers, or wellness enthusiasts? Aligning their audience with your vision ensures maximum impact.

Real-World Example

Picture a health and mindfulness advocate posting about your eco-resort’s rejuvenation program. Not only does this bring exceptional visibility, but also engages potential guests actively seeking destinations like yours.

While the results of KOLs can be immediate, appearances can often be polished and paid. That’s where UGC takes the stage.

Build Trust Organically

If KOLs are your strategic spotlight, UGC is the foundation of trust that your brand is built upon. This content, created by your customers, is raw, authentic, and inherently relatable. Whether it is a traveler snapping a sunset view from their room or a wellness enthusiast sharing a glowing review of your detox retreats, UGC connects emotionally with audiences in a way that crafted campaigns often cannot.

A guest posts a candid photo of their serene morning mediation with a caption that reads, “This experience changed how I see myself.” Moments like these encourage others to imagine themselves in that setting, building a bridge between discovery and action.

Why does this work so well? It showcases your brand’s authenticity, something today’s discerning traveler craves. Guests trust content created by other guests more than professionally produced ads.

KOLs and UGC: where things get exciting

The real power lies not in using KOLs or UGC alone—but in strategically weaving them together. Each plays a specific role in your marketing ecosystem. While UGC builds trust and sustains long-term engagement, influencers shine a direct light on your brand for high-impact moments. Together, they create a dynamic combination of credibility and visibility.

However, the magic formula is not simply deploying “enough” influencers or hoping guests tag your business. It is about aligning these tools with your target market’s desires, behaviors, and expectations. And that’s where expertise becomes pivotal.

Why Guess When You Can Rely on Strategy?

You have seen the potential, but success does not come from piecemeal tactics. It is about creating campaigns aligned with your long-term objectives and market dynamics. Do you focus on aspirational luxury, local wellness, or cultural immersion? Each answer demands a careful blend of tools tailored to your brand’s unique story.

Whether targeting specific niches or navigating cultural nuances, expertise is key to unlocking the full potential of your marketing investments. The strategy is not just about choosing the right influencers or encouraging guests to share content—it is about how you orchestrate the entire process to maximize trust and impact.

Note to Self

What if your next campaign featured a KOL-hosted event at your property, sparking immediate interest, while guests shared their personal experiences afterwards? This blending of curated and organic content could be the tipping point for your brand’s success.

The First Step to Transformation

This is not just about visibility, it is about shaping how your travelers perceive and connect with your brand. To stand out in competitive markets, you need more than generic advice—you need actionable insights that turn your vision into results.

By partnering with industry experts who understand not just the tools, but the blueprint behind them, you elevate your marketing from scattered success to consistent wins. Are you ready to explore how a tailored strategy can transform your reach, engagement, and revenue? The answer lies in not just what you promote, but how you do it.

Unlocking Your Brand’s Potential Today

Don’t leave your marketing to chance. Partner with experts who understand the art of blending KOL and USG to captivate your audience and build lasting trust. Whether you aim to elevate your brand’s visibility, create meaningful connections, or drive growth, customized strategies can make all the difference.

Take the first step towards transforming your marketing approach—let’s craft a tailored plan designed for your unique goals. Get in touch now and discover how our expertise can bring your vision to life. Your success story starts here.

Your next success story starts here. Schedule a Consultation 

NAVIGATING BRAND RESTRUCTURING: A SENIOR MARKETING PERSPECTIVE

After leading complex brand restructurings across the tourism and hospitality sector, I understand the intricate art of optimizing organizations during periods of accelerated growth. Let me share a pivotal experience that exemplifies the strategic depth required at senior marketing leadership level.

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.

The transformation demanded expertise beyond consolidation. Drawing from market analysis experience, I recognized the need to establish a dedicated wedding brand, departing from handling weddings through MICE sales managers. This strategic repositioning, combined with developing proprietary wedding management software, elevated our position in the luxury wedding market, attracting high-profile clients without external consultation.

Key Strategic Insights

Understanding Market Dynamics

Creating brands that authentically connect with target audiences requires deep industry knowledge. Our wedding brand success exemplifies how senior-level market understanding shapes brand evolution and drives growth.

Strategic Resource Optimization

Each brand demands dedicated marketing resources. Experience in strategic consolidation enables focused resource allocation while reducing operational overhead, leading to sustainable growth.

Innovation Through Industry

Expertise Senior marketing experience drives effective solutions. Our wedding software development demonstrated how industry knowledge at the leadership level creates unique market advantages and opens new revenue streams.

The results validated this strategic approach

Beyond improved operational efficiency and cost savings, we achieved stronger brand recognition and enhanced market positioning. This restructuring laid the foundation for sustained growth and market leadership across all brands.

This level of strategic marketing expertise shapes my consulting approach today. Whether managing rapid growth or seeking to optimize your brand portfolio, the complexity of strategic restructuring demands senior marketing leadership to transform challenges into opportunities.

Ready to explore how senior marketing expertise could elevate your brand portfolio? Let us discuss your organization's potential.

Schedule a Consultation