What Not to Automate
Every AI conversation focuses on what to speed up, hand off, or automate. Gibbs an AI Strategy Advisor and founder of Focused Idea, a San Antonio digital agency with 25+ years in digital marketing,flips that question in this book, arguing that most business owners do not actually have an AI problem, they have a “nobody told me what NOT to do” problem.
The book opens with a sharp real-world example: a software team hitting every efficiency metric, shipping every sprint on time, only to lose a client who moved to a simpler tool because the team had used AI to build a faster, more polished version of something the market had already moved past. Gibbs’s core argument is that AI can help you build the wrong thing perfectly,while the real issue with most companies is not automation, it is authority: knowing which decisions should stay human and which parts of the business should not be automated at all, even when the technology makes it easy to do so.
Who this is for: agency owners and business leaders who have already adopted several AI tools but are starting to notice diminishing returns or misaligned output,a useful corrective for anyone treating every part of their operation as automatable by default.
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What Not To Automate.By Brian Gibbs
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