Most 'AI Strategy' is just expensive procrastination

People asked Aaron to predict 2027. He said no. 

Anyone confidently telling you what marketing or AI looks like in 18 months is guessing - the tech moves too fast for that. But in conversation between Aaron Gibson and Elfried Samba, Co-Founder and CEO of Butterfly Effect (he grew Gymshark's community from 1.5 million to over 20 million), a few things came up that matter more than any prediction. Here's how Aaron says you actually stay ahead in 2027. 

1. Stop competing on tech. Compete on trust. 

The old moat was whoever had the best tech, the most funding, or got there first. That's gone. Everyone has access to the same tools now, so what's left is whether people trust you — and that comes down to taste, storytelling, and real human connection. As Aaron puts it, the brands still hiding behind "we have the best technology" are the ones who'll struggle. 

2. Build your FQ, not just your EQ. 

Everyone knows IQ, and some talk about EQ. Aaron's watching a third: FQ, focus. With AI, everyone has the same information and the same options now — that's not an advantage anymore, it's a trap. The businesses that win aren't doing the most; they're saying no to almost everything so they can go all in on the one thing that matters. 

3. Get ruthless on signal versus noise. 

Know the handful of things you actually need to deliver today, and aim for at least 80% of your time on signal, not noise. The new AI update, the "this just killed the industry" headline, the fifteenth tool someone's pushing — that's noise dressed up as urgency. Aaron's rule: if a task isn't moving you toward your actual goal, it can wait. 

4. Use AI as a council, not a crutch. 

Don't ask AI to do your job. Ask it to challenge your thinking. Elfried shared his own approach: "get Warren Buffett to kill my idea and make it better." Aaron agrees — that's a different use of the tool entirely, and it's where the real value is, because the busywork AI removes was never the job. The job was always taste, intuition, and connection. That hasn't changed, it's just harder to hide from now. 

The takeaway, from Aaron: 

Being ahead in 2027 isn't about having the answer. It's about the discipline to focus, question your own thinking, and build trust instead of chasing tech for its own sake.