Part of: Articles → AI → Where it helps vs breaks
Short answer: AI is great for acceleration and synthesis. It breaks when it replaces judgment, taste, or responsibility—especially in public-facing brand moments.
What this is not: This is not a claim that AI is useless, and it’s not a promise that tools can run your brand. It’s a map of where AI is safe versus where it’s risky.
Decision thresholds: If the output will be customer-facing, assume human review is required. If the stakes are reputational, keep the voice human-led. If the team can’t explain the decision, don’t automate it.
Talk to me like an executive
If I were advising an executive, I’d use AI like a strong analyst: it drafts and synthesizes, but a human owns the conclusion. The standard isn’t “fast.” The standard is “credible under scrutiny.”
What we would not recommend
I would not recommend publishing unedited AI copy. I would not recommend letting automation define your brand voice. I would not recommend confusing volume for trust.
Used well, AI reduces friction: drafting, summarizing, organizing, iterating. Used poorly, it replaces thinking with output and pushes teams toward generic language.
AI struggles with taste, timing, and restraint—the ingredients that make a brand feel credible. Confident, shallow copy is worse than quiet clarity.
In event production, AI can support planning and logistics, but it cannot own live complexity or human dynamics. People don’t remember the tool; they remember whether the experience felt handled.
West Peek treats AI as infrastructure, not authorship. Tools support humans; they don’t replace them.
If you want practical workflows, go to AI + human operating system. If you’re early-stage and overwhelmed, go to Start here.