Hey {{first_name}}
The last two weeks have been bit ridiculous in the AI space.
Anthropic launched Claude Opus 4.7, then Claude Design.
OpenAI launched ChatGPT Images 2.0, then GPT-5.5.
Google pushed AI Mode further into Chrome and launched Deep Research Max.
Essentially all of this is making it cheaper to create more stuff.
That sounds awesome and exciting.
But it also means a lot of eCommerce brands are about to create more of the wrong stuff.
Here is the problem.
The output is only ever going to be as good as the input.
You can create PDP copy, landing pages, ads, email flows, product images, etc at scale.
But if your chosen AI model lacks the understanding and context of your business, your brand, your customers.
All that scale is just going to be more noise in an already overcrowded space.
Better prompts or automations will not cut it.
You need the boring stuff first:
Data showing where visitors drop off, hesitate, or buy less.
Customer feedback showing what they are worried about.
Brand rules so the copy does not sound like every other store.
A record of what has already been tried.
A way to decide which ideas are worth doing first.
A simple check before anything goes live and breaks trust, tracking, UX, or margin.
None of this is glamorous.
But it is the stuff that stops AI from creating a bigger pile of average work.
Tomorrow I’ll share the simple internal file I’d create before letting AI loose on your marketing.
Chat soon,
Peter
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