AIFebruary 11, 2026· 4 min read
How I actually use AI in product and marketing work
Not 'AI will replace analysts'. Just the boring, specific places where a model saves me an hour a day — and where I refuse to let it near the work.
The useful version of AI at work is unglamorous. It doesn't produce strategy. It compresses the distance between a rough thought and a reviewable artefact.
Where it earns its place
- Turning messy interview notes into a structured objection map I can then argue with.
- Drafting the first pass of a PRD so I'm editing instead of staring at a blank page.
- Generating ten campaign angles fast, knowing eight will be discarded within a minute.
- Explaining an unfamiliar architecture pattern at exactly the depth I need right now.
Where I don't use it
Prioritisation, pricing and anything that requires knowing what a specific user said last Tuesday. Models are fluent about context they don't have, and that fluency is precisely what makes delegating judgement dangerous.
The working rule
Use it to widen the option set and to speed up drafts. Never to decide. If I can't defend an output without citing the model, it doesn't ship.