Are You AI Augmentable?

Unemployable. It was the word that stuck with us most in Humans Need Not Apply, a YouTube video by CPG Grey released a full decade ago.

Back then, it sounded provocative. Today, it feels predictive.

We’re living in the very AI drama that video foreshadowed, and the question of how to stay relevant is no longer theoretical.

“Unemployable” always felt a little fatalistic. We needed something better. A path forward. A mindset shift. A word.

Augmentable. To us, that’s the future. Not just using AI tools, but working with AI. Designing systems that think with you, build with you, challenge you.

Being augmentable means:

This mindset—openness, systems thinking, self-reflection—is the new career moat.

But most won’t make the shift.

If you plan to be among the few who do, we’re launching an application-based, invite-only paid community for AI-ready marketing leaders.

The waitlist is now open.

— Peter & Torsten

A quick word from this week’s sponsor:

We’re Delve — the team that went viral for sending custom doormats to over 100 fast-growing startups.

That stunt? It cost us just $6K and generated over $500K in pipeline. Not bad for a doormat.

But if you haven’t heard of us yet, here’s what we actually do: Delve helps the fastest-growing AI companies automate their compliance — think SOC 2, HIPAA, ISO 27001, and more — in just 15 hours, not months.

Our AI agents collect evidence, generate policies, and prep everything while you keep building. And when it’s time to close your enterprise deal? Our security experts hop on the sales call with you.

We’ve helped companies like Lovable, Bland, Wispr, and Flow get compliant and grow faster — and we’d love to help you, too.

👉 Book your demo now

Meta has started piloting AI-assisted coding interviews for developers, letting candidates lean on LLMs in real time. They’re not testing how well you code. They’re testing how well you collaborate with AI.

The company’s logic is that if future Meta engineers will ship AI-generated code daily, interviews should measure AI fluency.

Your next marketing hire will sit next to a machine that drafts articles, creates illustrations, and churns out video edits faster than any human. The competitive edge shifts from “who can write” to “who can steer the machine to produce on-brand copy at scale.”

Meta’s move is a signal: if you’re still screening for 2020-era skills, you’re hiring for obsolescence.

Google just dropped Opal into public beta. Describe a workflow (“draft a blog post, create an image, schedule a social post”) and Opal chains models, prompts, and external tools into a shareable mini-app. No code, just a visual canvas.

Opal isn’t aimed at devs. It’s aimed at the 90% of staff who won’t touch Python. The launch gallery already includes templates for product brief generators, competitor-response bots, and creative-concept boards.

Of course, apps run inside users’ Google accounts, so IT can audit who built what and where data flows.

The bottleneck is no longer engineering. It’s imagination. Opal lets you prototype a “competitor-monitoring dashboard” or “ABM email generator” before your dev team finishes their morning coffee.

It’s the fastest path from “wouldn’t it be cool if…” to “here’s the live link.”

Amazon has just backed Fable, the company behind the groundbreaking "Showrunner" platform that allows users to generate entire episodes of TV shows using AI prompts.

Dubbed the "Netflix of AI," this technology empowers anyone to create and direct their own animated series with themselves in the lead role, from South Park-style parodies to original concepts.

Personalized storytelling is leaving the lab. The same technology that allows a user to generate a personalized episode of a cartoon will soon be used to create hyper-personalized marketing videos, on-the-fly product demos tailored to a specific user's questions, and brand stories that dynamically adapt to viewer preferences.

We are moving from one-to-many broadcasting to one-to-one narrative creation.

Google quietly rolled out a new AI feature in Chrome. It covers customer service, pricing, shipping, and returns by clicking the padlock icon. Data comes from Google Shopping plus partners like Trustpilot and Yotpo.

In one click, years of brand reputation condense into a paragraph. Missing data or a stray 1-star rant can suddenly overshadow your polished storefront.

You have less control over your brand's story than ever before. This AI layer of abstraction means that nuance is lost, and aggregated sentiment becomes reality.

Proactive, systematic reputation management is no longer just good practice; it is an existential necessity. The fight for visibility now includes influencing the AI that summarizes your customers' collective voice..

After analyzing over 200,000 Copilot user sessions, Microsoft published a data-backed list of the professions most exposed to generative AI disruption. The hit list reads like a marketing and sales team roster: sales reps, writers, PR specialists, and market research analysts are all in the direct line of fire.

The tasks that form the bedrock of these roles—synthesis, communication, research, and content creation—are precisely what today's AI models excel at. The "grunt work" that once justified junior and mid-level headcount is quickly becoming the domain of the algorithm.

The budget line for junior headcount? It’s shifting to AI tooling. And to the leaders who know how to orchestrate it.

The new premium skill isn’t execution. It’s system design.

Small Headlines. Big Shifts.

If this hit your brain like an espresso shot, good. AI isn’t slowing down, and neither are we.

This newsletter is where marketing leaders stay sharp, skip the fluff, and get the tactics that actually move the needle.

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See you next week.

» PS: Our community for AI-Ready CMOs is now open for applications. Get on the waitlist here.