This isn't just "another article about AI"

A Rambling with Potential –

We’re no longer at the point of asking ourselves whether or not to use AI. I think it’s pretty clear to everyone that we’ve moved past the stage where anyone—agencies or creative departments included—could afford that luxury.

Whether we realize it or not, we live in an era where lab-grown meat is real and high-tech cement repairs itself. Yes, seriously. Technology and information are speeding downhill at full throttle. So how can we be surprised that tight deadlines, inspiration crises (and relevance crises), and hundreds of daily tasks are now everyday issues? You’ve probably experienced them too.

The real battle now is around one key question:
"How smartly can I use AI?"
Those who don’t believe this will be left behind—or worse.

At least here, at Lighthouse PR, this idea was embraced long ago. That’s why we keep an eye on everything happening in the AI space—anything that helps us move faster. Because doing better still depends on us—humans.

What helps a lot is not viewing the AI movement—or revolution, if you prefer—as a bunch of despotic robots trying to replace you by next Wednesday, but rather as virtual assistants that make your life easier. We’re not in Terminator (yet?).

So, what have we learned and what do we want to share with you, dear reader? A few things I’ll try to jot down as simply as possible. Maybe you already know them—in which case, just take this as a spoonful of refreshing knowledge.

Lesson One: Learn to Write a Proper Prompt

No "please," no fluff, just concise ideas. Don’t confuse AI with too many scattered inputs unless you want a jumbled mess in return. For that, you need to know—really know—what you want. Then refine the responses until they’re as close to your need as possible. Don’t settle for the raw output. Search for tutorials that match your style—it helps a lot.

Lesson Two: Ask More Than One AI

Use the same prompt across multiple tools. You’ll most likely get different results = more inspiration. Don’t just ask ChatGPT—give a friendly nudge to Claude, for instance. Explore more options. Why settle for one version when you can request 10, 15, or 20 and choose the best fit?

Lesson Three: Use a Full AI Tool Stack

Get used to using complementary tools to optimize your workflow:

• Extract sources and data with Copilot or Elicit

• Organize and connect them in Notebook LLM

• Analyze figures, stats, and performance with Google AI Analytics

• Shape your content in GPT or Claude

• Turn that content into graphs, charts, or infographics with Napkin

• Generate visual content worthy of an exhibition (or at least your next banner) with DALL·E

• For decent-quality videos (even if you’re not aiming for the Oscars), try Runway

• If you're handling social media, manage and monitor multiple accounts with Hootsuite

These are just examples. The Internet is your oyster. Find what suits you and start integrating these tools into your daily workflow.

Lesson Four: Get Your Boss on Board

Explain that it benefits everyone. They’ll thank you later. As arguments, just point out that in a world where every piece of content competes for the attention of an audience with near-zero attention span, efficiency and freeing your team’s creativity are the best assets. And for that, AI software is no longer a luxury—it’s a necessity.

The return on investment in AI tools pays off in productivity and efficiency, around the clock. (Because let’s face it—you never know when inspiration hits for that catchy headline you’ve been chasing for three days.) And all at the price of a cappuccino—not even a fancy one.

Here at Lighthouse, what’s great is that the push to experiment with these tools comes from the top down. Like, “Let’s make our lives easier!”

And Yes—It’s Still a Bit Chaotic Out There

The AI space is moving fast, and yes, things are a bit hectic. But if this trend is here—and it seems like it is—then let’s stay ahead of the current!

Honestly, I’m curious how it looks on your end. What tools are you using (or not)? What’s your preferred workflow? Got tips, ideas, best practices? Let’s help each other work smarter, get to where we need to go faster, and create an intelligent workflow we can all benefit from.

Because in the end, the real difference will still be made by our human ideas.