Marketing always brings changes and ebbs and flows.

I like that about it. The basic principles have been the same since at least the time of Jesus, but it's always being applied in new ways and to new technologies.

I have shiny object syndrome, so the constant changes make it exciting for me.

But I have to be honest: I was "over" AI before it even really got started.

Not from any moral high ground or ethical concern, really.

I'm just one of those weird people who really likes doing the work of work.

I worked 3-4 jobs simultaneously before becoming a stay-at-home mom not for financial reasons, but because I just really, really love work. It's what lights me up.

And within my jobs, I personally like to grapple and think and tweak and debate every single element of what I do because that's where I find the fun of it.

I reread every single word of these emails multiple times because I oddly enjoy the struggle of finding the perfect word.

I have zero problems nudging a design element 245 times until I get it exactly where I want it to be.

Definitely not the most efficient way to do things. But I don't really care.

So I just kind of ignored AI for a while, dabbling in it occasionally, but honestly not really finding it all that helpful in my day-to-day work, since its very function is to do all the work that I actually enjoy doing myself.

(Aside from the AI summaries at the top of searches. Not going to lie, I do appreciate that for quick answers, especially to "How do I make ____ work in Wordpress" or the very *eclectic* questions my kids ask me throughout the day.)

But now it's gotten to the point where it feels like AI is all anyone talks about in marketing anymore, on both sides of the argument.

AI-driven marketers are integrating it into every piece of software to make things more efficient and streamline work. Things that would take a person hours or days to do can now take mere seconds.

People are building entire teams of AI agents to do at least the more mundane aspects of marketing, not to mention using AI to build websites, create graphics, write emails and social media captions, come up with marketing strategy and content calendars, and monitor analytics with a few prompts.

On the other side of the argument, people worry about AI taking over their jobs. And stealing their creations and intellectual property. And not actually creating quality assets. And being bad for the environment.

(Not to mention that I have to stop using em dashes now apparently even when they're grammatically correct because they're used in AI a lot and I don't want people to think I'm using it in my writing?)

All valid worries. But those aren't even the things that worry me most about it.

What I worry about most with AI in Catholic marketing is people relying on it for inspiration instead of the Holy Spirit.

Because you know what AI always does? Give you an answer. And ideas. Right when you ask for them.

And you know Who doesn't always seemingly respond so quickly?

Who takes continuous time and practice to hear His voice clearly?

Inspiration from the Holy Spirit = taking lots of time and patience.

AI? Will generate and create assets for your entire content calendar in a few clicks if you train it right.

Now, could God work through AI to inspire you? Absolutely. I have no doubt about it, because He can use anything to speak to us.

But I worry that we'll start to over-rely on it instead of continually turning to Him in quiet and patient prayer.

Asking it what we should create instead of God - until suddenly we're not co-creators with Him anymore, because we've replaced Him with generated inspiration.

I don't think AI is all bad. I certainly don't think AI is all good.

And Pope Leo XIV has already said much about the theological and societal impacts on it. (I LOVED his analogy about the Tower of Babel versus rebuilding the wall of Jerusalem.)

But I guess what I'm hoping you'll take away is this:

Nothing can replace inspiration from God. Certainly not AI.

So taking the time (often lots of time) to cultivate the skill of listening for His voice will never be wasted.

So the next time you go to ask AI for inspiration on something, maybe ask this question of yourself first: "Have I asked God for His opinion already?"

And if not, ask Him first.

His answer may not be instantaneous. But between the God-given reason He's gifted you in your humanity AND the Holy Spirit you were filled with at your Baptism and Confirmation, trust me -

His answer is worth waiting for.

For His greater glory,

Emily

P.S. I've been sitting on this one a while, ruminating on the exact words I wanted to use. (No AI used to write this email!) Then I realized Labor Day was today, and I felt like this was the right moment to share this, on a day we celebrate the contribution, rights, and dignity of work.

So today, maybe say a prayer of thanks to God for the true honor it is to get to do this work for Him, even the parts we struggle with, because it's all a gift and integral part of being human. (And pray for those who are looking for work or are not in a humane or respectful work environment!)