Signal from Noise
Learn to cut through vendor hype with the 3-Question Filter. Replace buzzwords with specifics, demand outcomes over jargon, and verify that humans are in the loop.
Every week your inbox fills with pitches promising "AI-powered" everything. Your LinkedIn feed overflows with vendors claiming revolutionary breakthroughs. And every meeting seems to include someone insisting their tool will 10x your results.
The problem isn't that these claims are all false — it's that you can't tell which ones are real.
THE 3-QUESTION FILTER
Before you evaluate any AI marketing tool, run every claim through these three questions:
1. Can you replace "AI" with a simpler word?
Take the vendor's headline claim and swap "AI" for "software" or "automation." If it still makes sense, it's probably not AI — it's dressed-up traditional technology. Example: "Our AI personalizes email subject lines" could easily be A/B testing with a fancy label.
2. What does it DO versus what does it COST?
Demand specifics. Bad: "AI-powered marketing orchestration." Good: "Analyzes email open times and schedules sends within two hours of each contact's optimal window." Always ask: Walk me through exactly what happens. What data inputs drive this? What outputs do I get?
3. Has any human reviewed the output?
AI without human oversight equals risk. For every tool, ask: Who reviews before it goes live? What happens when it's wrong? Can I see examples of mistakes it has made?
PRACTICE: REAL VENDOR CLAIMS
Let's test the filter on common vendor claims you'll encounter:
"Predictive AI identifies high-intent buyers before competitors" — Could this be lead scoring? Yes. Ask what signals it uses and how accuracy is measured.
"AI-powered chatbot resolves 80% of inquiries automatically" — Could this be keyword matching? Possibly. Ask for the actual resolution definition and escalation rate.
"Machine learning optimizes ad spend in real-time" — Could this be rule-based bidding? Absolutely. Ask what "learning" means and how decisions differ from manual rules.
KEY TAKEAWAY
Most "AI" marketing tools are automation wearing a trendy label. The 3-Question Filter helps you separate genuine AI capabilities from rebranded software — saving you budget, time, and disappointment.