Why We Don’t Trust AI (And Why We Still Use It)

Let’s get this out of the way: we love AI. Like, LOVE it. ChatGPT, Claude, Perplexity, Gemini – we use them all every day, and honestly, they’ve made our lives easier.

  • Need a first draft in two minutes instead of 20? Check.
  • Need to research a topic without opening ten browser tabs and losing an hour of your life? Check!
  • Need a jumping-off point for a campaign concept at 4 pm on a Friday? Check and CHECK!

AI is a genuinely great tool. It is not, however, a genuinely great marketer. And there’s definitely a difference.

AI Is Confidently Wrong More Often Than You’d Like

Here’s the thing nobody puts in the AI hype reel: these tools will hand you an answer with the confidence of Einstein explaining relativity… and it will sometimes be COMPLETELY WRONG. We’ve caught it fumbling numbers in reports. We’ve watched it make a claim, pushed back on it, and had it respond with some version of “oh, you’re right, I overlooked that, I should have considered that.” Cool. Glad we thought of it.

Imagine hiring an accountant who files your taxes, only to say, “Good catch. I probably should’ve included your income.”

AI is a liar. Not intentionally, of course. It’s a computer, not your ex. It can provide a polished answer, complete with numbers, citations, and enough conviction to make you think, “Well, that sounds right.” But AI doesn’t stop and say, “I’m only about 60% sure.” If you’re not paying attention, those are the kinds of mistakes that end up in a report on your boss’s desk – or worse, published for your customers to see.

While planning a trip to New York, I was looking to ChatGPT to help with an itinterary. More than once it recommended (and sometimes multiple times) a restaurant that was marked as “Permanently Closed” by Google.

I provided Claude with a variety of reports and asked it to provide me with a summary. Thank goodness I checked the data – it was just flat out WRONG!

The Longer the Conversation, The Weirder It Gets

Here’s a fun one: the longer you talk to AI, the more it starts to resemble your uncle after Thanksgiving dinner- very confident, occasionally right, and increasingly disconnected from reality. Ask it one question? Great answer. Ask it fifteen follow-up questions over the course of an hour? Suddenly it’s forgotten the brand voice you gave it 30 minutes ago, contradicting the numbers it gave you 20 minutes ago, and referring to your company by a name you never used.

It’s not being lazy. It’s just got too many tabs open in its brain, and unlike your browser, it won’t tell you which one crashed. If you’re deep into a thread and the answers start feeling… off, that’s not you being paranoid. That’s AI quietly losing the plot. Start fresh, restate what matters, and don’t assume it “remembers” anything longer than a goldfish does.

As my trip planning progressed, ChatGPT kept getting confused about what was happening when or what it even suggested itself!

A Computer Doesn’t Know Your Audience – You Do

AI can write a sentence. What it can’t do is sit in the room and feel whether that sentence lands as clever or cringe. It doesn’t know that your audience skews younger and will roll their eyes at corporate-speak, that your customers are skeptical because they’ve been burned by competitors before, or that one phrase might resonate with homeowners but completely miss the mark with commercial clients. It can’t read the room, because it’s not in one. IT’S A COMPUTER.

Nuance, tone, timing, brand voice, “will this offend anyone we didn’t think of” – that’s human work. Strategy is human work. AI can hand you words. It cannot hand you judgment.

No algorithm knows your customers the way an experienced marketer can.

And Can We Talk Real Quick About the AI-Generated Flyers?

You know the ones. They’re EXPLODING with information and they all look like they could be for the same company whether you’re a restaurant or a veterinarian. If you’ve scrolled social media in the last year, you’ve seen it: the same graphic elements, the same markered handwritten font, the same generic AI-generated flyer look slapped on every “grand opening” and “20% off” post from here to next Tuesday. It’s not that it’s ugly – trust us, we’ve seen ugly and these flyers are at least MUCH more visibly appealing than something folks with no graphic training can throw together in a Word doc. The issue is that it’s everywhere, and everywhere stops getting noticed.

If your prompt is, “Create a social media graphic for my plumbing company,” you’re going to get something that looks like everyone else’s plumbing company. Get specific. Tell it to avoid brush textures. Avoid handwritten fonts. Avoid stock-looking icons. Tell it your brand is modern, clean, bold, understated, playful, luxurious, or whatever actually describes your business.

So Where Does AI Actually Fit?

Right where it should: as a tool, not a teammate. We use AI to speed up research, kick-start ideas, and knock out first drafts. We do not use it to think for us, to check our own math, or to make the final call on anything that has our name (or yours) attached to it. Every number gets double-checked by an actual human. Every piece of creative gets a strategist’s eyes on it before it goes anywhere near your audience.

Because here’s the truth: AI can generate content. It cannot generate a strategy. It doesn’t know your brand, your goals, your customers, or the difference between “on-brand” and “off-putting.” That part is still very much a people job – which happens to be exactly what we do!

Successful marketing isn’t about producing more content. It’s about producing the right content for the right audience in the right way.

The Bottom Line: AI Marketing Tools Are Still Just Tools 

AI is a great assistant, intern, or confidant (some of us even have nicknames for our AI profiles!). But it’s a terrible closer. Use it to move faster, not to seal the deal. And for the love of all things branded, if your marketing partner’s “AI strategy” is just generating a flyer and hitting post – that’s not a strategy, that’s a shortcut wearing a strategy costume.

We’ll keep using the tools. We’ll also keep doing the part the tools can’t: knowing you, knowing your audience, and knowing when something needs a human gut-check before it goes live.

Want marketing that’s efficient and actually strategic?

That’s kind of our whole thing. Contact us today! 

REACH OUT

MEET JENNA MANZANO

Driven by an insatiable thirst for knowledge, Jenna is a dedicated explorer of the ever-evolving landscape of information. From breaking news and emerging trends to the nuances of cutting-edge research, Jenna thrives on staying perpetually informed. This makes her highly adaptable, a valuable asset in the fast-paced world of WEB/SEM. Hailing from the University of Illinois at Urbana-Champaign with her degree in Psychology and minors in Informatics and Game Studies and Design, Jenna dives deep into diverse subjects and is constantly expanding her understanding of the world. A true family-oriented soul, she’s always there to show up, help out, and return the endless support she’s been given.

MEET JENNY LIPINSKI

With a passion for storytelling and an appreciation for the arts, Jennifer brings creativity and rhythm to Stellar Edge Group. As a true Musical Maven, her love of musical theatre fuels her ability to craft engaging content and dynamic marketing strategies. With a background in social media management, she knows how to reach audiences in meaningful ways, creating campaigns that resonate and inspire. Whether she’s jamming out at concerts or brainstorming her next big idea, she thrives on creativity and connection. Jenny believes that marketing, much like a great performance, is all about hitting the right notes—blending strategy, emotion, and audience engagement to create something unforgettable.

MEET MADDIE CARR

Maddie is a wanderer at heart, constantly seeking new stories, whether through books or her passport. With a deep love for fantastic worlds (Harry Potter and Game of Thrones are always within reach), she’s roamed nearly all 50 states - just six short of completing the list. Her summer in Italy was a dream come true, but she’s always looking ahead to the next adventure. Coming to Stellar with a Marketing degree from Ball State University, Maddie is an expert at crafting client stories and capturing their true magic.

MEET ISABELLA PARISE

Isabella is a sparkling addition to the Stellar marketing team, bringing a bubbly enthusiasm and proven SEO expertise. With a Bachelor's in English and a minor in Mass Communications, Isabella knows how to craft captivating content that's as refreshing as a perfectly chilled glass of champagne. She's always popping with excitement to learn new things and uncorking new techniques designed to help Stellar clients celebrate success! Isabella enjoys spending quality time with her family and having a nice glass of champagne.

MEET ALLISON BOROSKI

An adventurer at heart, Allison is always looking for something new to try. She's always on the lookout for the next big thing, and when she saw the opportunity to join the Stellar team, she jumped in with both feet! Armed with a Bachelor's in Marketing and a minor in Business Analytics, Allison has a knack for making brands shine bright, and her skills are backed by a solid foundation of real-world experience. From internships to club involvement, Allison has a track record of success that's as impressive as her adventurous spirit. Whether she's navigating a mountain, lining up her next golf shot, or discovering ways to help your business grow, Allison isn't afraid to jump right in!

MEET UTAH

Johnny Utah, named to be the perfect companion to Lindsay's older dog Bodhi, quickly established his role as the lawman in the Stellar office. Nicknamed simply Utah, the Border Collie / Australian Shepherd mix definitely wants to make sure he knows where everyone is and announces all new visitors with a bark or twelve. Often found at Lindsay's feet, Utah was adopted from Animal House Shelter in July 2019. His snaggletooth charms staff and clients into providing as many scratches and treats as he demands. Utah may not be helping out with analysis and strategy yet, but he makes sure the beanbags are all broken in whenever a Stellar team member needs a break.

MEET CHRISTIANA HARRIS

Give her an "S", give her an "E"... Give her a creative challenge and she’ll bring the energy! Always ready to support the team, Christiana earned a bachelor's degree in Communication from Oakland University in Rochester, MI and has a powerhouse résumé! From her days as an Operations Manager for the Walt Disney Company to her seasons with The Detroit Pistons on their Community Relations and Corporate Partnerships teams, Chris brings a wealth of professional experience and an infectious spirit to the Stellar squad. Additionally, as the Talent and Business Development Director for two bustling Chick-fil-A restaurants she has honed in on the magic of a perfectly coordinated team and an exceptional guest experience. With her unbeatable mix of strategic insight, operational excellence, and unstoppable energy, she's geared up to champion brands and rally audiences like never before. With poms in hand, a heart full of enthusiasm, and the home team made up of her professional semi-truck driving husband and energetic son, Chris ensures every project exudes both passion and precision. Ready? OKAY!

MEET JENNIFER GDULA

A self-proclaimed organizational guru (slightly OCD, if you will), Jennifer thrives on keeping both personal and professional life in tip-top shape. With a background in retail management and education, Jennifer brings a unique blend of customer service skills and creativity to the role of Client Support Specialist. An East coast transplant, she’s perpetually in search of authentic NY-style pizza (seriously, can't find it anywhere!). An avid Anglophile, she loves binge-watching British crime dramas and dreaming of the rolling hills of Great Britain. Outside of work, you'll find Jennifer hitting the trails for a brisk walk, indulging in some quality Netflix and chill time, or annoying her daughter with questionable singing skills.  And if she had it her way, Jennifer's ultimate dream would be to own a sprawling farm to rescue animals.

MEET JOHN SOPCHYK

With a future so bright he’s gotta wear shades, John comes to Stellar with a background in social media marketing having worked in broadcasting and product promotions. This and a historical blog that he started in college gave John the opportunity to exercise his creative juices and explore different methods of content creation. A self proclaimed movie buff, John religiously watches Christopher Nolan and Martin Scorsese movies. When he’s not out hustling or watching flicks, you’ll find John on the links, building model planes or boating Lake Geneva.

MEET JULIANNA KLECKA

“They say the neon lights are bright…” at Stellar! Julianna’s current leading lady role is as a Marketing Assistant, and she is ready to put our Stellar clients center-stage, under the spotlight! With a Bachelor’s degree in Musical Theatre and a license in Esthetics, Julianna is filled with creativity and a passion for helping others. Working in the entertainment and beauty industries has made Julianna a very determined gal, and now that dedication is ready to translate to all of our clients’ dreams, too. In her spare time, Julianna is most likely quoting Gilmore Girls (“Life’s short, talk fast!”), snuggling her Mini Aussie, or traveling to a Disney park.

MEET RICK GIBSON

More than just a rockin' attitude, Ricky is a graduate of Oregon State University and has a passion for entrepreneurship and marketing. As Marketing Assistant, Ricky leverages his creativity and work ethic to help drive client success at Stellar. When he’s not working or pursuing entrepreneurial endeavors, Rick enjoys playing guitar, volleyball, and spending time with friends.

MEET JULIE HRDLICKA

Whether it was playing softball in college, sweating it out at the gym with friends or fishing with her family, Julie knows what it takes to bring everyone together and work hard towards the end goal. Having spent the majority of her career in healthcare working with large physical therapy companies and every pro sports team in Chicago, Julie's experience with brand positioning and project management comes in clutch when collaborating with Stellar clients. As a busy mom of 4, Julie knows how to handle chaos and maximize time. When she's not challenging the Stellar team to step it up a notch, you can find Julie coaching baseball, teaching religious education, working out, playing Uber driver, or being slightly bullied by her "friends" into participating in fitness races.


MEET MARGARET SCHLEEHAUF

Starbucks in hand, Margaret joined the Stellar team in the fall of 2023. Margaret uses her previous experience as a freelance social media manager to be sure Stellar clients are looking, well, stellar across all platforms! Fueled by constant caffeine, her quick wit and creative ideas are an asset to the entire office. Margaret graduated from the University of Missouri - Columbia in 2022 and continues to cheer on the Tigers with a big M-I-Z every Saturday in the fall. Feel free to stop by the office and say hi… but don’t come empty handed. She’ll take a venti vanilla sweet cream cold brew with an extra shot and with vanilla cold foam topped with caramel drizzle. 🙂


MEET CAT MAHNKE

Can you dig it? Cat may be the picture of youth, but she is definitely an old soul. Dressed in bell bottoms with her dad rock playlist on a constant loop in her headphones, Cat conjures up the grooviest designs for our team as a Graphic & Marketing Specialist. Cat graduated from Southern New Hampshire University with a Bachelor’s Degree in Graphic Design. In her spare time you can find Cat chillin’ at her pad, cooking up a pasta dish of some sort, watching Harry Potter, or listening to oldies music (her favorites are Led Zeppelin, ABBA, Jim Croce, ELO, Black Sabbath, and the Grateful Dead!). ~The Night is Young and the Music’s High~


MEET LEXINGTON GRACIA

Lexington is a fresh-faced dynamo who brings a background of retail management, hospitality, and customer service to the Stellar Edge team! Lexi’s personality is as bold as her name, and she loves coming up with creative ideas to help Stellar clients put their best foot forward through social media management and email campaigns. Lexi loves all things beauty and before graduating from college with a Bachelor's in PR & Marketing, she worked as a makeup artist for events and shows. A lifelong Fox Valley resident, Lexi joins fellow DC Charger alumni Clare and Lindsay in the Stellar office. You can’t miss her smile and energy as soon as you walk in the door – stop by and say hi!


MEET JASON PAWLAK

Do you need a solution to your web marketing needs? Fly the Stellar Edge logo in the sky and Jason will answer. After graduating from the University of Iowa with a degree in marketing, Jason set out to become a full fledged hero in the digital marketing world. He put in the work to learn behind the scenes through additional course work and entrepreneurship ventures in music. You may have even seen him performing with some of your favorite live musical acts. When not saving the world's marketing needs, Jason enjoys his time working out, playing video games or making music out of old vinyl records. With great power comes great responsibility and Jason is geared up to help Stellar web clients maximize their online potential.


MEET CARLY LEGNER

Carly brings marketing magic to the Stellar team! Transforming from Marketing Assistant by day to Cinderella serving tables at local hot spot Rosie O'Hares by night, Carly channels her inner Tiana as a hardworking, talented, self-starting princess! You definitely won't catch her sleeping on the job like Aurora, but rather focused on getting her clients more visibility via social media. Her unique jewelry and eclectic hairstyles put Jasmine and Rapunzel to shame! Carly discovered her special powers through her experience at University of Wisconsin-Parkside while earning a Bachelors in Marketing and Business Management and a Project Management Certificate. When she's not fighting the Huns or rescuing sailors, Carly likes to hang out with friends and family, travel {mainly going to Disney - duh!}, and do arts and crafts.


MEET EMMA OLSBERG

MEOW! This industrious cat mom come to Stellar with a fresh marketing & videography degree and the willingness to put in the work! Emma is a jack of all trades mastering social media for multiple clients, assisting with video editing, and tackling any task thrown her way. Her chill vibe fits into the Stellar office perfectly - contrary to her love of drama filled TV shows. Outside of work, you can find her getting down to oldies music or watching movies. Emma is a proud member of the LGBTQ community who loves walks by the ocean, good food and naps.


MEET CLARE SRAJER

Clare is no stranger to small business having grown up with a mom-preneur who opened Around the Corner Candy in 1998. She grew from employee to manager to co-owner before deciding that she was destined for more than just the sweet life. Clare came to Stellar with a desire to learn new things and put her customer service skills to great use! As Marketing Assistant, she dabbles in a bit of everything from social media to email to web. Hardworking Clare fits right in with her love of animals, music, crystals and plants. Best known for her obsession with vintage horror, Clare’s house is decked out in paintings and prints from old movies & shows like Dracula, The Munsters, and The Twilight Zone.


MEET DEVIN WRIGHT

Devin grew up in a family business quickly learning that marketing is essential. Having graduated from Judson University with a Bachelor’s in Communications and a Minor in Marketing, Devin is infatuated with the art of storytelling. He can spin a client’s vision into a fantastic tale to create value and attract customers with flair. Devin is always one to dress for success… even if the situation doesn’t call for it. A ballroom dance instructor, Devin is an old soul who enjoys classic cars, old movies and collecting vinyl records.


MEET BRIA LANGWORTHY

Bria joined the Stellar team just 2 days after her college graduation… talk about a go-getter! She is driven to help businesses shine combining both creativity and analytics. With a Bachelor’s degree in Marketing, Bria is ready to take on the world… or at least our amazing Stellar clients. Bria spends her time outside the office thrifting for clothing and collecting antique tea cups. Her unique style is present in her desk décor and the handmade earrings she wears each day! She is a mother… to over 20 house plants.


MEET HARRY SEMERJIAN

If you need something cleaned, call Harry. Seriously! Even if it’s not his mess, he’ll offer to fix it for you. As Stellar’s SEO expert, Harry's insight into a client's business is a valuable tool reaching more than just online audiences, but customers in the real world too! Harry has owned a handful of businesses since the ripe old age of 13 ranging from manufacturing to real estate to business services. A true Renaissance man, Harry can speak with someone for less than 30 minutes and have a complete business strategy worked out in his head leading them to definite success. A father of two teenage boys, Harry knows a thing or two about dealing with people on the brink of insanity. He fits in well at Stellar.


MEET BODHI

Named after Patrick Swayze’s character in Point Break, Bodhi joined the Stellar team in May 2017 and we don’t know how we got through the prior 6 years without an office dog! Adopted from Animal House Shelter, Bodhi is a Pitbull/American Bulldog mix that his human Lindsay cannot believe someone gave up. Bully breeds definitely get a bad rap because there is nothing sweeter than this 65-pound “lap dog” climbing into someone’s chair as we gather around the conference table. With as much charisma as his namesake, Bodhi greets visitors to the office with a toy in his mouth ready to play. He hasn’t quite developed any marketing skills just yet, but he can spot a duck or another dog out the window like nobody’s business.


MEET KRISTIN KILIAN

Anything that gets thrown Kristin’s way is handled with ease… at least as far as we know. Coming from the retail industry, Kristin is no stranger to a fast paced, ever-changing environment and has no problem adapting to the chaos that comes with managing Stellar’s high profile clients. With years of experience managing all aspects of communications for Fortune 500 companies, Kristin is able to schmooze clients, conquer any task, and ensure everything is running smoothly… even when it’s not! A Hallmark movie fan, Kristin loves spending time with her family.


MEET STACY KRUPA

As an expert on all things entertainment, Stacy really knows how to roll out the red carpet for Stellar clients! Her background with Fortune 500 companies makes her well equipped to deal with the ups and downs of any industry. Stacy lives for creative marketing – finding award-winning ways to entice audiences to click, download, buy, or visit through branding, social media, web design, and merchandising. When she’s not dazzling customers, she’s hitting the gym or spending time with her family. A mom of two, she’s used to working well under pressure and taking the lead to make sure sh*t gets done – traits we welcome in the Stellar office!


MEET LYNNE HARKIN

Using a space heater at her desk year-round, Lynne is no stranger to turning it up. With a background in retail and corporate sales, Lynne brings practical knowledge to help Stellar clients determine their path to success. As our content writer extraordinaire, Lynne helps brands find their voice and reaches a whole new world of customers. You may hear her getting flustered from time to time, but it’s always short-lived. Her get ‘er done, take charge attitude works in her capacity at Stellar and as the busy mom of 3 busy boys.


MEET CHRISTINA WOJTOWICZ

As a lover of spicy treats, Christina is a no-nonsense, get the job done kind of a girl. Any task thrown her way is done quicker than you can say Siracha! As our resident Web Developer, troubleshooting issues is her specialty… just like at home as the mother of two young sons! Christina’s ad agency background and experience developing websites adds another layer of insight to our client’s marketing efforts. You’ll often see her hiking and biking with her family (with a stop off at their favorite Dairy Queen for a treat!).


MEET MOLLY FIVELSON

Known around the office as Molly Pee Pee Pants, our resident Graphic Designer has more than just a small bladder. Her experience designing logos, developing brands, and creating amazing materials for Stellar clients brings a fresh perspective and artistic flair.  Molly’s easy-going attitude makes her the perfect candidate to work with constant changes and multiple ongoing projects. When she’s not out saving lives along the side of the road, she lives as a baseball widow and chauffeurs her kids to all their activities.


MEET SIN VAN V

Known for her rainbow hair, Sin is never one to settle for just one style. She pushes the Stellar team to think outside the box and consider things they would have never done before. Her Bachelor’s in Graphic Arts & Illustration from the American Academy of Art is just the tip of what she’s learned. With real-world experience in business management, marketing and promotions, event planning, and vendor coordination, Sin’s experience gives Stellar an Edge over the competition (see what we did there?). Despite her edgy moniker, Sin is a kid at heart riding her scooter, dragging the Stellar team on crazy outings, and smothering her adult son and daughter with embarrassing hugs and kisses.


MEET LINDSAY COATS

Known as the Dream Crusher, Lindsay’s level head keeps the office running like a well-oiled machine. When everyone else is trying to get in human-sized balloons and doing mid-day yoga, Lindsay is crunching numbers in a spreadsheet – literally one of her favorite things to do. With a Bachelor’s in Business Administration, Lindsay has the know-how to help Stellar clients make the right decisions to reach their goals. She loves problem-solving and making things work. She has a soft spot for kids and animals… she’s been known to grab babies from strangers and roll on the ground with any dog that will snuggle her.