AI isn’t making us better communicators… but it could.

AI can automate responses, polish our words, and even suggest how to “sound more human.” But does that actually make us better at communicating?

I’d argue no, unless we take control.

Working with AI has made me confront my own flaws. I get tired. AI doesn’t. I get frustrated. AI stays neutral. I have biases I don’t always see. AI exposes them (sometimes).

After a long day, I used to stare at difficult emails, knowing I should wait before replying. Now, AI helps me refine my response, firm but fair.

But the problem is AI can suggest the perfect words, but only I know what I actually mean.

Instead of blindly accepting AI’s polished version, I ask both myself and AI better questions:

• ► How might someone with a different view read this?

• ► What biases are sneaking in?

• ► How can I be clear without being defensive?

• ► What’s a respectful way to hold my ground?

When I do that, AI doesn’t replace my thinking. It challenges it. And that’s where its real value lies.

Most people assume AI will either make us lazy communicators or turn us into perfect corporate robots. I think the truth is somewhere in between and it’s up to us to decide.

So, what do you think? Is AI improving human communication or are we just outsourcing our voice?

#Humanity #AI #SelfAwareness #AIPrompts #Communication

What if you could see the actual workflow between human and AI teammates in your org? Here’s a simulation for workflows like:

• Product marketers collaborating with AI on positioning

• Content teams refining AI-generated outlines

• Campaign managers using AI analysis for budget recommendations

In my newsletter (https://lnkd.in/gqFa9e-R), I shared two org charts and a step-by-step AI integration playbook:

• A conceptual marketing org chart with human experts who created their own Star Wars-themed AI teammates for specific tasks

• The real-life team that was inspired by this concept. After 6 months, it now has 25 humans and 20 AIs, achieving 35% improved campaign performance, 75% faster content creation, and 100% AI adoption.

This interactive simulation brings the conceptual model to life.

You’ll see the specific exchanges between product marketers and their AI teammates, content managers refining AI-generated outlines, and demand gen teams using AI analysis for campaign decisions.

The most interesting part is that AI (Claude 3.7 Sonnet) built the core functionality in < 1 min after I uploaded the org chart image with a simple prompt:

“Build an interactive simulation that demos workflow between human team members and their AI teammates, showing how work passes from humans to AI and back.”

It took just a couple more prompts to improve the visual appeal. No coding required.

This capability removes technical barriers and turns ideas into engaging, easy-to-understand tools that anyone can use immediately.

Watch the video below or try the simulation yourself with the link in comments.

Forward-thinking teams will use this approach to map their human-AI workflows and build AI teammates to support their work.

This isn’t just about technology. It’s about change management. Teams who map these workflows gain significant advantages in speed and market impact.

What AI workflows are you building in your org?

#AIWorkflows #AIAdoption #Claude #ChangeManagement

Try the interactive AI workflow simulation for Marketing: https://claude.site/artifacts/098d3b78-6cbe-4da9-b437-00e1abb131c9

Jonathan Moss created the Sales and CS versions below:

Sales – https://claude.site/artifacts/513e74f1-cf46-428f-b9db-df2f728f6922

Customer Success – https://claude.site/artifacts/1744628c-df9b-4655-bea7-2296a8180ba8

AI is changing the way people choose businesses, and B2B is no exception. I saw it firsthand during a family jet ski tour in the Florida Keys last week.

I found our tour by asking AI to recommend a jet ski experience based on recent reviews. I also watched videos, checked websites, and read customer feedback. I booked online, filled out forms, and got directions, all before we got there.

But as people trust AI more, many won’t do that extra research, just like most of us don’t scroll past the first page of Google search results. What AI suggests will be the only option some people consider.

AI isn’t just recommending. It is forming opinions on who to trust.

It analyzes thousands of reviews, social media posts, articles, and websites. Whether it’s a jet ski tour or a B2B vendor, people will increasingly rely on AI to tell them who deserves their business.

When we arrived for my son’s 13th birthday, the guides had everything ready from paperwork to safety instructions. During our 28-mile tour, they matched guidance to our experience and comfort levels.

AI didn’t create this experience, it led me to it. Everything felt seamless, just like buyers expect in B2B.

The guides knew what we needed before we asked. They built confidence, took requests (like taking the photo below), and made sure we felt safe.

I believe B2B is moving the same way:

• ► AI collects reviews, website info, articles, and social proof to recommend options

• ► The transition from online research to in-person buying happens more smoothly

• ► B2B buyers expect the same connected experience

• ► Building trust matters more than closing deals

• ► Helping customers succeed takes priority over completing transactions

AI will determine which brands it will serve up.

It won’t just help people book vacations. It will tell execs which vendors to trust and which companies meet their needs, often before they even speak to a salesperson.

AI will also expose inconsistencies between marketing messages, sales conversations, and customer experiences.

But AI can’t replace real human connections. No AI can match the feeling of watching my son smile on those jet skis. And no AI can build the trust that comes from working with real people who care.

I’m about to write a review for Sunset Watersports, and AI will pick up on it. Not just for their service, but for the incredible family memories they helped us create.

Winning B2B companies won’t just chase leads. They’ll create memorable and impactful experiences.

Take a close look at your customer journey. Find where digital and human touchpoints don’t connect smoothly. Then build moments that both AI will notice and people will remember.

#CustomerExperience #CustomerReviews #AIAgent #AISearch #GTMStrategy

Every GTM leader is invited. Whether you’re a Pavilion member or not, ELEVATE: AKO (Annual Kickoff) is open to all.

This event is designed for ambitious GTM professionals—including sales, marketing, customer success, and revenue leaders—who are ready to take their strategies to the next level.

I’m delighted to speak and join this lineup of trailblazers who’ve built and scaled high-performing go-to-market strategies at some of the world’s leading companies:

Russell Mikowski, CEO of SurePeople

A leader in revenue growth and alignment, Russ will share how top-performing teams scale smarter with the right leadership and structure.

Jacco van der Kooij, Founder of Winning by Design

A Founder of the Revenue Architecture concept, Jacco will break down the repeatable frameworks that fuel high-growth revenue teams.

Guy Rubin, CEO of Ebsta

Referencing newly-released data from the 2025 Benchmarks Report, Guy will share how AI and pipeline intelligence can optimize your revenue engine.

Jonathan Moss, Andy Jolls, and me

See how one GTM team built a human+AI powerhouse—complete with AI teammates like pitch deck creators and campaign optimizers—using a 5-step playbook.

Varun Anand, Co-Founder of Clay and Sam Jacobs, CEO of Pavilion

In a fireside chat, Varun and Sam will share Clay’s growth story, their raise experience, and how AI is reshaping GTM strategies for modern operators.

Join us on Wed, Feb 26 from 12-2:15 pm ET / 9-11:15 am PT. See link in the comments to register.

Pavilion #GTM #B2B #AI