In this episode, Let the Robots Do the Work: Finding the Human Edge in AI Marketing, Mike Montague sits down with Chris Singel, AI Optimist, Delta Digital Agency owner, and TEDx speaker, to explore how small and midsize businesses can embrace AI without losing what makes them unique. From automating the “work that sucks” to unlocking new levels of creativity and strategy, Chris shares why the future isn’t humans or robots, but a powerful collaboration of both.
Listeners will discover practical insights on AI-driven advertising, smarter campaign testing, and managing digital change inside their teams. Chris and Mike dig into the abundance vs. focus dilemma in marketing, the balance between automation and authentic customer connection, and how leaders can empower employees to adopt AI in ways that make their work more meaningful. Packed with optimism, humor, and real-world examples, this conversation will help business owners and marketing directors find clarity and confidence in the evolving AI landscape.
The rise of AI has created a lot of buzz and plenty of anxiety for business owners and marketing leaders. Will robots take our jobs? Will marketing become an endless stream of generic, automated noise? Or can technology actually make our work more human?
In a recent episode of the Human First AI & Marketing Podcast, I sat down with Chris Singel, agency owner, TEDx speaker, and unapologetic AI optimist, to unpack these questions. What we found is that the future isn’t about humans or robots. It’s about finding the sweet spot where AI handles the “work that sucks” and humans lean into strategy, creativity, and connection.
1. Automate the Grind, Elevate the Work That Matters
Chris’s core message is simple: don’t try to replace your people with AI. Instead, use it to clear the repetitive tasks off their plates. Whether that’s drafting emails, scheduling, or generating ad variations, AI is at its best when it frees your team to focus on higher-value activities the ones that drive brand trust and customer loyalty.
2. More Isn’t Always Better
In today’s marketing landscape, abundance can actually be a trap. Sending more emails, generating more leads, or launching more ads doesn’t necessarily mean growth. Chris reminded us that the best results come from focusing on the right prospects, creating relevant content, and respecting your audience’s attention. Sometimes, less is more.
3. Test, Learn, Repeat
AI can turbocharge A/B testing and creative experimentation. From trying out new headlines to analyzing customer behavior, automation gives SMBs the ability to iterate quickly. But the key lesson? Be ready for surprises. Sometimes the “throwaway” idea ends up outperforming the polished campaign and AI makes it easier to discover those hidden gems.
4. Embrace “Good Enough” When It’s Good Enough
Not every piece of content has to be a masterpiece. For social posts, quick graphics, or internal documents, AI-generated content can be more than adequate. If a tool saves 90% of the time and delivers 90% of the results, that’s often a win. Reserve your team’s energy for the projects where excellence truly matters.
5. Lead Change from the Bottom Up
Perhaps the most important lesson Chris shared: the way you implement AI matters. Leaders who dictate top-down “efficiency mandates” risk alienating their teams. On the other hand, when employees are empowered to identify the pain points in their jobs and experiment with tools themselves, adoption skyrockets and so does morale.
6. The Future of Work Is More Human
Ultimately, AI is pushing us toward a world where emotional intelligence, creativity, and human connection are more valuable than ever. The businesses that thrive won’t be the ones trying to automate everything. They’ll be the ones that use AI to create more space for authentic engagement with customers, employees, and communities.
Final Thoughts
For SMB business owners and marketing directors, the path forward isn’t about fearing AI or blindly adopting every new tool. It’s about balance. Automate the grind. Elevate the meaningful. And remember: the human edge is what makes your business stand out.
At Avenue9, we call this scalable storytelling combining human insight with smart automation to create marketing that connects at scale without losing authenticity. If that sounds like the future you want to build, we’d love to talk.
