AI may rewrite how marketers work, says Greg Jarboe

Jarboe stresses the importance of ground‑truthing AI‑generated content. Before publishing anything, he recommends asking whether the underlying inference is correct, whether the recommendation fits the market, and what evidence would prove the assumption wrong. He also warns that siloed departments—PR, content, analytics—create inconsistency that AI systems amplify, turning brand messaging into a citation risk.

To mitigate these risks, he suggests pulling one person from each department into planning conversations, building evidence into PR pitches from the start, and using data‑driven hooks that survive editorial scrutiny. He points readers to additional resources on AI accountability and SEO deskilling.