AI's Got the Hacks—But At What Cost?

I love being in the kitchen on the weekend. With a recent Southern Living recipe in hand and my son making a pit stop on his way from college to spring break, I decided to bake blueberry scones.

Taking stock of what I had (and what I didn't), I was motivated but not fully prepared. So, I pulled out my phone and started tweaking the recipe. Fresh vs. frozen blueberries. Fresh lemon zest vs. extract. And then wondering—I don’t have to, but should I swap sour cream for yogurt?

This is my kitchen strategy: audit, adjust, and hope for the best. With substitutions in place, I was ready to start baking.

Start with a Plan—Or Pay for It Later

Everyone in my family loves being in the kitchen, and we all lay claim to recipes, especially the ones passed down. Hands down, my Aunt Dale was the best. She passed 4 years ago, and baking always makes me miss her. It was the best excuse to call.

Her specialty wasn’t just knowing recipes inside and out—she knew me. She knew how much I loved trying new recipes and where I’d try to cut corners.

Once, in a panic, I called her mid-recipe, realizing I was out of eggs. (Yes, younger Ellen would start baking without pulling out all the ingredients first.) I called, hoping for a magical hack. She briefly sympathized, then laughed and said, “Sorry, but you're just gonna have to go to the store and buy some eggs.”

I was toying with the integrity of a family recipe and she wasn’t about to give me an applesauce substitute. Also, her advice wasn't really about the eggs.

AI Solves Problems. But Who’s Guiding the Strategy?

I prepare much more sensibly these days, but I still avoid unnecessary runs to the grocery store if I can. One of my favorite AI uses is in the kitchen and this morning was no different. I have a project in ChatGPT called Kitchen Hacks—a deep library of disasters, substitutions, and too many frantic "Can I fix this?" moments.

This Saturday morning was no different. I went from early-morning inspiration to panic and frustration in about an hour. My dough wasn’t cooperating. It was a scene—caked flour in my hair for added effect. AI came through, and I salvaged my scones.

Still, something was missing.

Like that time my aunt told me to go to the store. Frozen blueberries were the original problem. AI gave me an easy hack, but I didn't think through my morning—or my time constraints. I didn't just need a substitution to fresh blueberries. I needed a better strategy.  I simply didn’t give myself enough time.

"How Are You Using AI?"

AI is dominating the marketing zeitgeist. While some leaders avoid it entirely, missing out on its efficiencies. Others overuse it, cutting people to save a buck and eroding originality. Neither extreme works.

AI is incredible at processing data, recognizing patterns, and generating content that mimics what works. But does it truly understand why something resonates? Not yet.

AI can analyze, test, and predict, but it lacks intuition. It doesn’t recognize the deeper emotional connections that define a brand voice. So without expert guidance, businesses risk outsourcing their long-term strategy to a machine.

Take this global dress manufacturer and distributor, for example. They use AI to optimize inventory and streamline e-commerce operations. This is the right balance—leveraging AI to enhance business growth, not replace what makes it strong. AI is an optimizer, not a strategist. And that distinction matters.

My biggest concern? Brands generating content without guardrails—where authenticity and voice suffer. You can spot it immediately. That’s why I stick to a structured prompt engineering method: Task, Context, Examples (what good looks like), and Format.

The difference? Faster execution, without compromising brand identity (or a scone recipe).

Scaling Without Losing Your Foundation

At Circle 4 Marketing, I help growing business owners optimize their marketing ecosystems and scale without unnecessarily straining resources. AI is a powerful co-pilot in this process, but it can’t replace the experience, creativity, and human connections that drive meaningful marketing.

On the topic of execution…

Happy to report my blueberry scones turned out pretty tasty. I’ll keep adding to my Kitchen Hacks project in ChatGPT, with this entry serving as a funny reminder not to use frozen blueberries again. Original recipe below.

If you're struggling to balance AI in your marketing, send me a message. Or, schedule 15 minutes to learn how I can help.

Southern Living - March 2025 Scone Recipe