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 & E-Commerce
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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