“I think the over-reliance on AI just makes you more forgettable because AI, it rounds off all of the sharp edges.”
Agency Forward · Agency Business · October 2026
Kilroy on why AI-optimized marketing makes every ad and website sound the same. He argues an agency's job is to be unforgettable rather than efficient, since nobody can buy from you if they aren't paying attention.
Transcript
…efficient or the most technically advanced, it's to be the most unforgettable because nobody can possibly buy anything, which is fundamentally our job. We're trying to get people to buy things. Like if nobody, if nobody's paying attention to you, they cannot consider you for a purchase of any sort.
Right.
And I think, I think the over-reliance on AI just makes you more forgettable because AI, it rounds off all of the sharp edges.
So it's a, let's start to bring this one in. If 80-20 rule, then what few tasks would you recommend an agency do so that they're not over-reliant on AI and they are commanding attention and doing all the things that they need to do?
So, so I would actually really focus on a handful of things. Finding data. AI is really good at going out and like finding stuff. If you're doing research about a particular company or a particular audience, you can say like, go find all the stuff in Reddit and go scrub some podcast and go figure…
Yeah. Yeah.
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