Beyond the Stigma – Using AI as a Strategic Extension of Human Thinking

There is a growing stigma that relying on AI means switching off our brains – as if using it somehow makes our thinking less valuable. In reality, those who lean into AI are actually thinking faster, deeper, and more strategically than ever before. Rather than manually digging through websites and articles, we now have the ability to streamline that process entirely. Instead of handing over control, we can use AI to extend the reach of our own critical thinking.

The goal isn’t to replace human judgement; it’s to layer AI on top of it so we can make better decisions, faster – and stay ahead of the curve.

The Stigma – “Use Your Own Mind”

The common perception around AI is that using it means we’re outsourcing our thinking, particularly in spaces like performance marketing, where context, nuance, and gut instinct often matter. But the idea that we’re not ‘using our own mind’ is a misunderstanding of how AI works.

AI does not diminish the role of critical thinking – it enhances it. We’re still using our own minds, just in a way that better aligns with the pace and direction of the industry. It’s not about stepping back from strategic thinking; it’s about stepping into a new way of thinking, one that’s enhanced by more powerful tools.

What AI Really Is – A Digital Diary & Thought Accelerator

AI is becoming more than just a tool – it’s starting to feel like a second brain, a colleague, even a thought partner. It acts as a digital diary of real-time insights, signals, trends, and past data that we can tap into instantly.

Think about how far we’ve come: we once had to dig through books to find credible information – accurate, but time-consuming. Then the internet arrived, and we moved to search engines, which were faster but still required effort to navigate. Now we’re in the era of AI – a system that pulls from all that information and delivers it with context and speed.

It’s like Google on steroids – but with memory, reasoning, and the ability to evolve with how you think and work.

Why Blindly Trusting AI Is the Real Risk

From personal experience, one of the biggest risks is not validating information properly. AI is powerful, but it’s not perfect – and assuming it’s always right can be costly. We still need to interpret, challenge, and validate its output.

Just because something sounds convincing doesn’t mean it’s correct. That’s where our human judgement remains essential.

To put it simply: it’s like going to the gym. You can build muscle without proper form, but you might end up building in the wrong areas – or worse, getting injured. AI is no different. Without the right form – meaning oversight, direction, and understanding – it can mislead you. But if used intentionally, with proper validation, it becomes one of the most powerful tools for progress.

The more AI learns your thinking style and intent, the less you’ll need to challenge it. But it still comes down to knowing how to prompt it. The danger isn’t in using AI but in using it blindly.

The Risk of Falling Behind

Right now, a lot of people are holding back, either because of ego, fear, or the belief that their old ways still work best. But the marketers who are already adapting are building a serious head start.

In paid search, tools like Smart Bidding, AI Max, and Broad Match aren’t just options, they’re where the platforms are heading. Take Broad Match for example: it’s clear that Google is leaning in this direction and gradually phasing out older match types. Yes, that comes with less control and less visibility over which queries are converting and their quality.

But that doesn’t mean we wait until the change is complete to act. It’s already happening. The earlier we start working with it, the more prepared we’ll be. We’ll have more insight, more control, and more leverage than those who wait.

Being proactive now means setting ourselves up to win later.

Final Thoughts – Adapt First, Validate Always

AI isn’t here to replace performance marketers. It’s here to help us evolve - to challenge how we think, execute, and improve. The ones who thrive will be those who embrace this shift, not resist it.

There’s no merit in sticking to the old ways for the sake of pride. The real value is in understanding how to make AI work for you. Because AI is only as powerful as the person using it.

So yes, use your own mind. But don’t be afraid to sharpen it. The future won’t be about man versus machine. It’ll be about those who know how to use both - together.

Ashwin Pillai - Performance Manager, UM UAE