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Liza Adams

Is AI Hallucination Just Untapped Creativity?

Liza Adams · November 30, 2025 ·

Earlier this Thanksgiving week, I stood inside the Great Pyramid of Giza and the Serapeum at Saqqara, looking at 70-ton granite boxes carved with precision down to one-thousandth of an inch.

Most of ancient Egypt makes sense. There’s proof of ramps, levers, copper tools, and thousands of workers.

But the Serapeum doesn’t fit as neatly. 100-ton boxes moved through tunnels with only 2 feet of clearance. Mirror-smooth interiors that don’t match the rough hieroglyphs scratched on the outside, as if different hands, maybe centuries apart, worked on the same stone.

Egyptologists don’t say “impossible.” They say “not fully explained yet.” There’s a difference.

I wrote earlier this week about Egypt holding opposites. (Link in comments.) The Serapeum is another kind: what we know and what we can’t yet explain, sitting in the same stone.

Standing there, I kept thinking about how we label things.

When a person suggests something that breaks the rules, we call it creative. When AI does the same thing, we call it a hallucination. Same output, different label. The only difference is who said it.

Creativity might just be hallucination that turned out to be useful. We only know the difference looking back.

I bump into this all the time in my work. AI suggests something that doesn’t match how things have always been done. The instinct is to override it, correct it, move on. Sometimes that’s right. But sometimes we’re closing doors before we even look through them.

Not every strange output is an error. Some may be new patterns visible to AI but not yet to us. Perhaps they’re invitations not to do old work faster, but to do new work that wasn’t possible before.

I’m headed home now at the end of Thanksgiving week, still full of gratitude for 28 friends who walked through history together, for the ancient builders who could do more than later generations gave them credit for, and for the reminder that wonder and humility go hand in hand.

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Egypt: Contrasts, Connection & Cutting-Edge Tech

Liza Adams · November 26, 2025 ·

I’m writing this from a bus crossing the Sahara, on my way to Abu Simbel with 27 friends.

Egypt holds opposites without tension. Donkey carts and feluccas move alongside city buses and Nile cruise ships. Barren desert sits next to the river that’s witnessed life for centuries. Mud huts line the villages while the Marriott Mena House overlooks the Pyramids of Giza.

Shepherds herding sheep and government motorcades. Fully covered women in black and tourists in western wear. Warm bazaar vendors and Egyptologists and archeologists moonlighting as tour guides. Paganism, Christianity, and Islam all leaving marks on the same ancient stones.

Ancient engineering and modern tech, side by side. Both incredibly amazing and mind boggling in their own unique ways. I had ChatGPT in voice and video mode the whole trip, uploading images, asking about signs, food, history, even random rocks. I found myself more curious, not less. I asked about things I would have walked right past.

On my connecting flight through Frankfurt, I was on an airport bus with a woman from Cameroon. She was tired and visibly worried she’d gotten on the wrong bus. Her boarding pass didn’t show a gate. The bus had no flight information. I pulled up Perplexity and asked about her Turkish Airlines flight to Istanbul using her flight number. She relaxed and we smiled.

Our group is its own kind of opposite. Americans, Swedes, Filipinos, Indians, Kenyans, Australians. Many came from humble beginnings and built meaningful lives. And our new Egyptian friends are proud of their history and generous in sharing it.

Just now, our bus stopped to pick up a couple from another tour. A truck tried to overtake their car and slammed into the side of the road. They’re shaken but okay. Now they’re with us, riding to Abu Simbel with 28 new friends.

What unites us is belief in humanity, gratitude for the help we received along the way, and commitment to paying it forward.

Who we are today was shaped by those who came before us. Their hardships, their learnings, their stubborn belief that each generation could have it better.

We don’t recreate their journey. We walk in their footsteps with awe, wonder, and gratitude.

We’re also celebrating our dear friend Christine / Chris Heckart’s birthday. She brought us together for this magical trip. We love you Christine! Nothing beats experiencing life with those who make it so special.

Happy Thanksgiving. Recharge, enjoy your family and friends, and soak in the moments with people you love.

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Why Humanity Matters More with AI

Liza Adams · November 23, 2025 ·

The more time I spend with AI, the more I realize how much humanity matters.

I can’t believe it’s been over a month since the Marketing AI Conference (MAICON) in Cleveland.

MAICON felt different this year. People weren’t just talking about AI tools. They were talking about how to lead through this, how to help their teams adapt, how to make the hard calls about what work changes and who does it.

I shared how the community made me feel in an earlier post (see link in the comments). But there’s more to the story.

The wonderful Crystal Black wrote an article in Colorado AI News that covered the event from multiple angles. Paul Roetzer talked about Move 37 moments and what happens when AI can do what you do. Jeremiah Owyang painted a future where agents buy from agents. Kerry Fitzmaurice, Andy Jolls, and Cathy McPhillips all shared how they’re watching this shift unfold.

The piece connects dots about the choices companies are making right now and why the human decisions matter more than the technology.

Worth your Sunday coffee. See link in comments.

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My Digital Twin Passed the CMO Test

Liza Adams · November 21, 2025 ·

Most AI just tells you what you want to hear. AIs are sycophants (not psychopaths 😂).

So I occasionally stress-test my digital twin by asking it terrible ideas for me. Today’s test: “Should I go back to corporate as a CMO?”

It passed. 🤪 But I am going to tweak its instructions because it’s getting a bit too sassy for me.

To my dear CMO friends: You have arguably the most challenging job in the C-Suite, especially in the AI era. All respect and hats off to you!

(If you’re interested in building your digital twin over the holiday 😉, check out the link in the comments to my newsletter with instructions for how to build and use a digital twin.)

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Orchestrating AI Teammates in Marketing Workflows

Liza Adams · November 20, 2025 ·

Published on 2025-06-12 13:04

At this week’s MarketingProfs B2B Forum in Boston, I showed marketers how AI teammates work in workflows.

People know the words “AI teammate” and “orchestrate custom GPTs together.” They kind of know what it means. But they don’t really know until they see it done in something they can relate to. That’s when the lightbulbs turn on.

Here’s what I showed:

  • Building GPTs with critical thinking baked in (not just “give me 5 ideas” but “suggest counterintuitive narratives, show me your rationale, give me the pros and cons”)

  • Orchestrating GPTs where Content GPT creates draft articles that aren’t AI slop → Webinar GPT builds webinar plans on the topic → Email GPT creates email invitation options for the webinar → Social GPT writes draft LinkedIn posts promoting the event. Each sees the full conversation. Nothing gets lost in handoffs.

  • A real marketing team working alongside 100+ AI teammates. Not just faster work, but better results and real growth.

People shared with me after the session:

  • “I’ve been too lazy in prompting it. Not giving enough context or pushing it to offer different points of view.”

  • “I didn’t realize I could connect GPTs together easily to create a workflow. I’ve been manually cutting and pasting between them.”

  • “I can’t wait to tell my team about this and start building. We need to use it for more than individual productivity and break silos.”

The gap is mental model, not technical. Most people understand WHY to use AI and WHAT it can do. What they’re missing is HOW to guide it like a teammate and orchestrate it.

When we use AI primarily to do old work faster, we’re building the business case for fewer humans. When we reimagine workflows around what AI makes possible, we build the business case for what humans are essential for: strategic judgment, ethical decisions, the passion that drives innovation.

This reorganizes work around customer outcomes instead of department handoffs. The gap between “who knows what” and “what needs to be done” gets smaller.

#MPB2B #MarketingProfs

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