|
Most people are thinking about AI wrong.
They ask: "Can AI do what a human can do?" or "How is AI going to take over my job?"
Wrong question.
The right question is: what are the actual 16 things that human does, one at a time, and which of those can a trained agent own completely?
That's the shift. And most people won't make it. Which is exactly why the gap is about to get massive.
Another week, another AM Perspective. Let's get right into it.
|
New here? Quick context.
I'm Parth, founder of Arora Media, an award-winning marketing agency. You got a company and want to sell a sh*t ton of it online? We are your people.
|
$21M+
Ad Spend Managed
|
$170M+
Revenue Generated
|
2,100%
Avg. ROAS
|
This newsletter is where I share what we're actually seeing inside those campaigns. What's working, what just stopped working, and where the market is heading before most people notice.
No recycled advice. No generic tips. Just the stuff that moves the needle.
|
Main Story
Stop Hiring Roles.
Start Abusing AI Workflows.
| Roles are containers. Workflows are the actual work. Here is the difference, and what to do about it. |
Here's how we used to think: I need to hire an editor.
Here's how you need to think now: an editor was really doing five distinct things. Each of those things is a workflow. Each workflow can be owned by an agent trained specifically on that task.
|
From the Editor
"Roles are containers. Workflows are the actual work. When you stop hiring for the container and start building for the work, everything changes."
Parth Arora — Arora Media
|
The Exercise
Be true to yourself. Take a moment while you're reading this and actually do the activity. You clicked this for a reason. Don't waste it.
Draw your entire business as one linear workflow.
Start big. Idea. Script. Shoot. Edit. Post.
Now go one level deeper under each of those. What actually happens?
I go to the schedule page. I check what was last posted. I add three hours to it.
That's just the posting step. One word becomes six actions. Keep going until you literally cannot reduce it further.
That's what you automate.
If you can't draw your business this way, you don't really have a business. You have a vibe.
What This Looks Like In Practice
Real example from one of our workflows:
|
1 AI transcribes the call
2 Identifies speakers, segments by conversation
3 Finds the highest tension moment in each clip
4 Removes all filler words
5 Collapses everything except the four key data points
6 Exports the final file
|
That's what used to be an editor's job. Now it's a trained agent running a prompt that gets updated exactly the way you'd update a human in a training session.
Same logic. Different infrastructure.
Why Most People Won't Do This
It's not that they don't care.
It's that vague language is comfortable. Specific language is work.
"Be more charismatic" means nothing. To a machine or a human.
"Raise your voice here, nod when they speak, talk faster in this section" is what actually gets results.
Machines don't understand vague language. And honestly, neither do humans. We just nod our heads because we've been reinforced to agree.
The universe rewards specificity. So does the machine.
The Agency Opportunity
Agencies have historically been a nightmare to scale. Margins get crushed. Delivery breaks. Founder dependency kills everything.
But demand for customers is infinite. Product-market fit for an agency is not a question. Everyone wants more customers. The ops have always been the problem.
If you can operationalize every delivery flow, agencies become one of the highest-leverage businesses on the planet.
The constraint just became the opportunity.
The Hire That Prints ROI
One of the highest-leverage hires you can make right now is an AI automation person.
Not an AI strategist. Someone who can sit next to your team, watch what they're doing, and say "I can automate that. I can automate that. I can automate that."
Someone who duct-tapes tools together. Probably $150k a year. Worth every dollar if you have the cash flow.
They will never run out of work. The backlog is your entire business.
What To Do This Week
Open a blank doc. Write down every role in your business. Under each role, write the actual things that person does. Not their job title. Their tasks.
Go one level deeper. What does each task actually involve? Keep going until you can't reduce it further.
That list is your automation roadmap.
The businesses that win in the next three years aren't the ones with the best AI access. Everyone has the same tools.
They're the ones who did the boring, unglamorous work of mapping every action in their business.
Build the map.
|