Is AI actually intelligent... or just useful?

“Is AI actually intelligent… or are we just giving it too much credit?”

That’s where this week’s episode starts.

And within a few minutes, we’re deep into a debate most people are quietly thinking about but not saying out loud:

• Is AI really intelligent… or just very good at guessing?

• Are businesses overhyping it or underestimating how to use it properly?

• And more importantly… what should you actually be doing about it right now?

This isn’t another “AI is the future” hype piece.

It’s a grounded, slightly controversial breakdown of what’s actually happening — especially if you’re building or scaling on Amazon.

Here’s what we get into:

• Why AI isn’t “thinking” and why that matters for your business

• Where AI is genuinely useful today (and where it still falls short)

• The biggest mistake sellers are making right now with AI

• What’s real vs noise when it comes to tools like Rufus

• Why “optimising for AI” might be the wrong focus entirely

• The simple principle that will future-proof your strategy anyway

There’s a lot of noise right now.

New tools. New claims. New “experts” telling you everything is about to change overnight.

We don’t think that’s true.

But we do think the brands who understand how to use AI properly without getting distracted by it will quietly pull ahead.

P.S. We also answer a question most people won’t:
Is AI actually taking jobs… or is that narrative a little too convenient?

🎧 Watch or listen to this week’s Upside now 👇

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