Law 10. Orchestrate don’t dictate

Welcome back to the 10 laws of AI Optimization.

Today we lay out our final law–the law to rule all the others. The foundation of marketing and companies in the AI age.

Orchestrate, don’t dictate.

Let’s explain what this means in two parts.

First, stop thinking in silos. That’s the big change we talked about in our last law–the Winner Take All Age is Over.

Here’s why. We have too many silos. Way too many. With different specialists handling each one.

Meta

AdWords

SEO

Content

Email

Comms

SMS

Linear TV

Streaming TV

YouTube

TikTok

AEO

Ecomm

Amazon

Walmart

Influencer

Affiliate

Who knows what else.

It’s just too much, too many different disciplines. Each is best for certain campaigns, messages and products. Each filled with subtilities and nuances. Each has a good or even great manager.

It’s very, very hard to manage across all these lanes.

Yet that’s about to change.

With the right AI tools, you can use an existing platform or build your own on top of an LLM, you will be able to coordinate across all these different channels.

Real-time, data-driven, syncing of customer actions across all your touchpoints.

Done right, you will be able to create a cohesive, personalized journey.

We’re not talking about marketing automation–the efficient execution of linear tasks. Like a series of emails.

Orchestration will be dynamic, context aware and cover all the bases.

Automation is doing things right.

Orchestration is concerned with doing the right thing at the right time for the right customer.

It’s the ultimate skill in AIO. True, it’s just in its early days. Heck, so is AIO.

But now is the time to start thinking and learning about where to start in AIO–making sure LLMs get your right–to where you can truly take. Orchestrated AI-driven brand and reputation-building and commerce.

McKinsey projects the B2C market alone could reach $1 trillion by 2030. That’s just in the US.

AIO demands a different kind of thinking–a holistic point of view matched with a high level of experimentation and flexibility.

Nothing sums it up better than our final rule.

Orchestrate, don’t dictate.