What happens when a technologist, artist, and optimist walks into an AI podcast? You get Christian Hammer, CEO of Ngentix, a longtime tech leader, and a humanist dropping wisdom on the balance between automation and authenticity. In this episode, Christian and Mike Montague talk about how businesses can actually trust automation, what makes AI systems reliable, and why most marketing automation tools still fall short. Spoiler: it’s not about more tools; it’s about smarter context and better design.
You’ll hear fresh takes on everything from AI-enabled financial reconciliation to the real reason generative AI struggles with brand voice. Christian shares stories from building AI agents that actually finish the job, and offers practical advice for SMBs who want automation that respects brand nuance, business logic, and human preferences. Whether you’re a marketer, operator, or founder navigating AI, this episode will leave you thinking and taking action.
We’ve all been told AI is the future, but if we’re being honest, it still feels like it’s either underwhelming or overwhelming.
That’s why I brought Christian Hammer on the podcast. He’s the CEO of Ngentix, a no-code automation platform, but more importantly, he’s a technologist and an artist. He thinks deeply about the relationship between humans and machines. And when someone compares LLMs to teenage interns and automation to fire, you know it’s going to be a good conversation.
If you’re a business owner or marketing director trying to figure out how to actually use AI without blowing up your brand voice or your budget this one’s for you.
AI Is Like Fire: It Can Burn or Build
Christian had a great analogy: fire changed civilization. It cooked our food and forged our tools, but it could also burn your house down.
AI is the same way. Used right, it saves time and amplifies your team. Used wrong, it creates brand damage, confusion, and wasted hours.
Human-First Takeaway: You don’t need to fear AI; you need to learn how to contain and control it. That starts with good context and better outcomes.
LLMs = Teenage Interns
This one stuck with me.
Christian said modern AI models are like teenage boys: clever, full of potential, but not trustworthy without supervision. You can’t give them the company credit card or client-facing responsibilities. Not yet.
The same goes for GPTs. They’ll confidently make up fake facts, rewrite your brand voice, or misinterpret your goals unless you give them clear instructions and check their work.
Human-First Takeaway: Don’t expect AI to be better than your intern. But do expect it to get smarter with time, training, and structure.
Trust in Automation Comes from Receipts
The biggest thing holding SMBs back from full AI adoption? Trust. You don’t know what it’s doing behind the scenes. You ask for content or analysis, and it spits something back with no proof.
At Ngentix, Christian built in “receipts of work.” Their AI agents show exactly what was done, how, and why, so you can verify before you trust.
Human-First Takeaway: If AI can’t show its work, don’t let it speak for your brand. Transparency builds trust with you, and with your audience.
Start with the Outcome, Not the Tool
This might be the most practical shift in thinking for marketers:
“Don’t start with the prompt. Start with the outcome you want.”
Whether it’s reconciling financial data or repurposing a podcast into content, automation works best when it’s backward-designed. You don’t want an AI guessing what to do. You want it aiming at a well-defined target.
Human-First Takeaway: Think like an architect, not a magician. AI is a tool, not a trick. Design the result before you build the workflow.
Generative AI Isn’t the Whole Game
Yes, ChatGPT is flashy. It talks like us, writes like us, even jokes like us (sometimes). But the real power of AI isn’t in generation, it’s in prediction, structure, and workflow integration.
Christian reminded us that before AI starts speaking, it needs to understand your systems, your language, and your priorities.
Human-First Takeaway: Build the engine before the exhaust. Don’t ask AI to write your next campaign until it knows your business, audience, and voice.
So What Should SMBs Be Doing Right Now?
Here’s the short list:
- Automate the boring stuff first. Think reconciliations, reports, follow-ups.
- Use AI to listen before it speaks. Feed it your content, tone, and process before asking it to write or respond.
- Choose tools that show their work. Avoid the “black box” trap; if it can’t explain what it did, don’t use it.
- Think like a systems builder. Your prompts are not the strategy. Your business goals are.
- Treat AI like a teammate. Train it. Guide it. Don’t expect it to run the company by itself.
You Don’t Need to Trust AI. You Need to Trust Your System.
That’s what we help you build at Avenue9.
Not a bunch of disconnected tools. Not AI for AI’s sake. But a Human-First AI Marketing® System that reflects your voice, scales your time, and builds trust, at scale.
Because automation doesn’t replace your team, it frees them up to focus on the parts of marketing that matter most.
If you’re tired of duct-taping tools together or you’re just not sure where to start, our Strategy Sprint is built for you.
Book a Free Discovery Call and let’s turn that AI curiosity into clarity.
