Advertising is, at its core, the business of communicating. And Rachel Smith, CEO of ExchangeWire, sees that same discipline breaking down inside the industry meant to master it. Faster tools haven’t made messages clearer; they’ve just made it easier to sound like everyone else.

Her fix is deceptively simple: find your own voice before you hand the pen to an LLM. Question what AI gives back, and never forget that behind every prompt is a human trying to reach another human. That’s the layer no tool can replace.