AI amplifies whatever you give it
AI does not fix weak signals. It scales them faster. A short note for CFOs and CMOs sponsoring AI investments.
Sophia Båge · AI & Commerce · 4 min read
AI is an amplifier. It does not improve the quality of your inputs — it scales whatever you point it at.
Wrong inputs, scaled by AI, become wrong decisions, faster.
The CFO question to ask
Before approving more AI spend, ask: are the signals this model is optimizing against actually the signals our business needs?
About the author
Sophia Båge
Co-Founder, Untangle Collective
Sophia Båge is Co-Founder of Untangle Collective. She works with ecommerce leaders to reconnect performance marketing with profitable growth — identifying where revenue and margin become disconnected, and what should scale instead.
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