Is AI overhyped?

People keep telling me AI is overhyped because it’s only used for content and research.

But that’s precisely why it’s underhyped.

Let me explain.

“Content creation” isn’t just making YouTube videos or writing tweets.

It’s podcasting.
It’s Zoom calls.
It’s Slack messages.
It’s internal docs.
It’s a sales pitch.
It’s every single way we communicate at work.

Most of us spend 90% of our jobs communicating—1:1, 1:few, or 1:many.

And communication starts with clarity, which begins with research.

If AI helps you think more clearly, say things faster, and communicate better, it’s more than a tool.
It’s an assistant for nearly everything we do.

It’s like saying the internet is overhyped because it “just helps you find information.”

That’s a wild take.

AI is already helping me:

• Draft better scripts in half the time

• Turn long recordings into repurposed content

• Write smarter emails and proposals

• Train my team faster with AI-generated SOPs

• Prep for meetings without manually researching

The limiting factor right now isn’t AI.
It’s how narrowly most people are thinking about it.

The opportunity?
Stop thinking of AI as a sidekick and start treating it as an amplifier for your communication and strategy.

Learn how to leverage AI. Because if you’re not integrating AI into your daily workflows, you’re already behind.

To communicating more efficiently,
Eric Siu

P.S. ShipStation is offering free trials to Marketing School listeners. I’m giving the offer out to Leveling Up newsletter subscribers as well. If you’re interested in trying them out for order fulfillment, click here and use the code ‘MARKETINGSCHOOL’ for a free trial.