Why questioning AI still matters in PPC
Kirk Williams makes the case for challenging AI claims while continuing to experiment with the technology. The essay gives PPC teams a starting point for evaluating new workflows when the pressure to adopt AI runs ahead of the evidence. It encourages a closer look at the usefulness and reliability of individual applications. Read it to shape a more specific team discussion about what a tool should achieve and what evidence would justify continued use, rather than treating enthusiasm or scepticism as a verdict.
ZATO · Published
Why make time for it?
A useful read for teams feeling pressure to adopt every new AI workflow. It offers a way to discuss evidence and trade-offs without reducing the conversation to enthusiasm versus rejection.
What to look for
- Treat questions about usefulness and reliability as part of evaluation.
- Distinguish evidence about a specific application from broad claims about AI.
Keep in mind
This is an opinion essay. It does not measure the performance of a particular model or advertising account.
Take this question into the article
What result would make your team change its mind about an AI tool?
The people behind the article
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Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.