Be the AI Skeptic on Your Own Team

Last week I was on a call with a coaching client, an agency owner who has gone all-in on AI over the past two months.

He had good news. A senior team member is going all in on using AI for measurement work.

They are moving FAST.

Dashboards, client reporting, the whole thing.

He expected a high five. I gave him a warning instead.

"Be careful letting team members run too quickly with the conclusions AI makes about your client data. You need a human to verify it's correct."

This all comes down to speed. People who run fast with AI don't usually take a step back to ask: is this data right? Is it good? Is it CLEAN? Are these the right conclusions? If they aren't careful, the AI will start drawing false conclusions, and then it perpetuates.

There are tons of horror stories already about agencies shipping reports where AI just made up the numbers.

Here's the uncomfortable part: you can't let AI do the math. AI doesn't reliably know what day it is. I've watched it insist the date was Tuesday the 20th when it was Tuesday the 21st. If it can't be trusted with the calendar, it can't be trusted with your calculated metrics unsupervised.

So the advice I gave him was this: you have to go from being the AI champion on your team to being the AI skeptic with your data.

Champion for adoption. Skeptic for outputs.

What does the skeptic actually do? Guardrails.

Keep the calculation layer deterministic. Connectors like Supermetrics or Power My Analytics are more valuable than ever, because they do the calculated fields with structure, and AI reads the results instead of producing them.

Put a check on the work. An agent that reviews what your team's AI produced, or at minimum the eyeball test: does this number pass a sniff from someone who knows the account?

And know where the traps are before you trust the output.

This is exactly what Julie Brade built our upcoming workshop around. She has spent nearly twenty years building dashboards. She ran fast with AI herself, hit the "this isn't right" wall, and now she professionally sits in the skeptic corner.

The AI-Ready Data Workshop is the guardrails: how to audit a dashboard so AI can actually be trusted with it.

It's live August 13 at 12 PM ET, and early-bird pricing runs through this Friday.

Register for AI-Ready Data

To Your Measured Success!

-Jeff Sauer
Co-Founder of MeasureU.com

P.S. If someone on your team is the one running fast with AI and data right now, this workshop might be more useful to them than to you. Recordings and lifetime access are included either way.

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