Stop Using AI for Output — Use It as Your Audience

“How much more can we produce with AI?” is the wrong question.

Everyone is measuring AI adoption by output: more content, more copy, more campaigns, more. Mordy Oberstein and Miruna Dragomir argue that framing has teams convinced they’re getting value from AI when they’re actually getting the least interesting thing from it.

The smarter move? Use it as your audience.

Miruna built a custom GPT trained on her brand’s target personas — not to generate content, but to push back on it. The AI’s job wasn’t to help. It was to simulate a skeptical reader and flag where the messaging wasn’t landing. The result? More useful than any creative brief.

From stress-testing a strategy pitch against a simulated CEO to understanding how LLMs reflect internet-wide perception of your brand, this episode makes the case that AI’s real value isn’t in the output it produces — it’s in the thinking it forces.

Amanda Natividad, VP of Marketing at SparkToro, joins with her own take on using AI for audience research and strategic input rather than task automation.