Shann Holmberg shares a framework from Anthropic's growth marketer that outlines 4 levels of AI marketing use. The post notes that most people remain at Level 1, where they simply automate existing tasks like reporting, copy generation, and data pulls. Level 2 involves using AI as a thinking partner in areas where it outperforms the user. Level 3 and beyond (implied but truncated in the post) appear to involve progressively more advanced and strategic applications of AI in marketing workflows.

The framework serves as a useful self-assessment tool for marketers looking to deepen their AI adoption beyond basic automation. It suggests that the real competitive advantage lies not in task replacement but in leveraging AI for higher-order thinking and strategy.

GoWest.ai's Director of Operations, Lesley, argues that small teams consistently outperform large organizations in practical AI adoption — not because of superior resources, but because of how they work. The post identifies four key advantages: the ability to move quickly and adapt without layers of bureaucratic approval, clear ownership where the person testing a tool is the same person who feels the problem, faster feedback loops that enable continuous improvement rather than waiting for quarterly reviews, and a pragmatic "does this actually help" mindset that avoids adopting technology for optics.

The core insight is that large companies often get bogged down in strategy meetings, cross-departmental ownership confusion, and pressure to demonstrate they're "doing something with AI," while small teams simply try tools, evaluate results quickly, and keep what works. These habits — curiosity, willingness to experiment, learning by doing, and focusing on practical value — are positioned as transferable to organizations of any size. The post serves as both a reflection on effective AI adoption patterns and a subtle pitch for GoWest.ai's consulting approach of cutting through AI noise to focus on meaningful, outcome-driven applications.