Creating Your Twin Marketer: How Best Marketers Are Using AI to Think, Not Just Execute
5-Step Playbook to Create Your Twin
Marketing is entering its golden years, but there’s a catch: the opportunity only exists for those who move fast and think differently about AI’s role in their work.
Right now, most marketers are stuck in what I call “AI kindergarten.” They’re using generative AI as a glorified assistant that’s drafting social copy, churning out SEO articles, building presentation decks a bit faster than before. It’s helpful, sure. But it’s also incredibly limiting.
The best marketers are building what I call a Twin Marketer.
What Is a Twin Marketer?
A Twin Marketer isn’t another task-completion tool. It’s a thinking partner that challenges your assumptions, stress tests your strategy, and helps you see around corners before you commit budget, resources, or reputation.
Think about the most valuable colleague you’ve ever worked with. Not the one who simply executed your ideas, but the one who made your ideas better. The person who asked the uncomfortable questions, spotted the gaps in your logic, and pushed you to elevate your thinking. That’s what a Twin Marketer does, except it’s available 24/7 and can shift perspectives on command.
The fundamental shift is this: Stop using AI as a task-doer. Start using it to pressure test and sharpen your strategic thinking.
The Five Roles Framework
The secret to building an effective Twin Marketer is understanding that marketing strategy requires multiple perspectives. Great campaigns don’t emerge from a single viewpoint; they’re forged through the tension between different lenses.
I rotate my AI across five critical roles daily:
1. Analyst – To interrogate data, spot patterns, and challenge surface-level insights
2. Product Marketer – To stress test positioning, messaging, and go-to-market strategy
3. Art Director – To evaluate visual hierarchy, design choices, and creative execution
4. Content Strategist – To bridge the gap between features and emotional resonance
5. CFO – To view everything through the lens of business impact and ROI
Each role serves a distinct purpose. Together, they create a 360-degree view of your marketing decisions before they go live.
The Questions That Build Strategic Muscle
Here are the prompts I use regularly that extract the most value from my Twin Marketer:
“What are three counterpoints to this positioning/messaging/GTM strategy?”
This question forces you to confront blind spots before launch. Every campaign has weaknesses so better to expose them in private than in the market.
“What would a skeptical CFO or CEO say about this value proposition?”
Marketing often falls in love with clever messaging. This prompt stress tests it from the angle of the people who actually sign checks.
“Act like a creative director. What’s off in this visual hierarchy?”
Even if you’re not a designer, you need design intuition. This builds your ability to articulate why something doesn’t feel right.
“Where am I missing emotional connection in this campaign?”
Features tell, but emotions sell. This question helps you bridge the gap between what your product does and how it makes people feel.
“What gaps am I missing from a measurement and incrementality standpoint?”
Marketing without measurement is just art. This ensures you’re thinking about proof points from day one.
Every question you ask builds strategic muscle memory. Over time, you’ll internalize these perspectives and become a sharper marketer, even without the AI.
The 5-Step Twin Marketer Playbook
Building an effective Twin Marketer isn’t about one-off prompts. It’s about creating a systematic approach. Here’s the playbook:
Feed it context. Your Twin Marketer is only as good as what it knows. Share brand guidelines, campaign retrospectives, sales objections, competitive intelligence, and customer research. Context transforms generic advice into strategic insight.
Assign explicit roles. Don’t just ask for feedback. Say “Act like a senior PMM reviewing this product launch” or “You’re our CFO. What concerns would you raise?” Specificity yields better results.
Prompt for perspective, not validation. Make it argue with you, not please you. The goal isn’t to hear that your idea is great, it’s to make your idea actually great through rigorous challenge.
Ritualize it. Integrate your Twin Marketer into your workflow. Use it in standups, campaign briefs, creative reviews, and post-mortems. Consistency compounds value.
Debrief and refine. After campaigns, ask “What would have made this stronger?” and “What did we miss?” Continuous improvement applies to how you use AI, too.
The Divergence Is Already Happening
Here’s the uncomfortable truth: the gap between marketers who embrace this approach and those who don’t is widening rapidly.
AI won’t replace marketers. But marketers who build a Twin Marketer and who use AI to enhance judgment rather than bypass thinking will lap those who use it as just another content mill.
One path leads to incremental efficiency gains. The other leads to work that’s genuinely better, more insightful, more resilient, more impactful.
true. the value isn’t in having an AI copy you, it’s in having something that forces you to slow down and justify your thinking. most people skip that step.