My version of how to use AI in marketing is narrower and less exciting than either camp promises: it's a research assistant and a second pair of eyes, not a replacement for the judgment you already have about your own practice.

AI isn’t replacing the need for clarity. It’s rewarding it.

Search behaviour is shifting from short phrases like “counselling near me” to nuanced, human questions such as “I need a counsellor specializing in infidelity”