Even with all the impressive new tools available, many professionals are stuck in an “AI Groundhog Day” loop. You open a chat, painstakingly write a prompt, paste in your context, and get a solid answer. Then, an hour later, you repeat the entire process. If this is your approach to AI automation, you’re still doing manual work — you’ve just moved it into a chat interface. To progress from simply using AI to actually building with it, you need to evolve from a human doer into a human orchestrator. That requires moving beyond one-off prompts and starting to design systems. In this next stage of AI automation, what you truly need are AI skills.
I dig into this transformation in my new book, “The AI Amplified Marketer,” where I examine how the human side of marketing stays essential even as AI tools and customer expectations change at a dizzying speed. Below, I’ll walk through how to use Skills, a newer AI feature, to streamline and scale your PPC management.
What’s a Claude Skill?
Many marketers have experimented with ChatGPT’s Custom Instructions to set broad guidelines for how their AI should behave. A Skill, however, is a more structured and detailed specification of how the AI must operate. This tighter definition helps the AI produce more consistent, reliable results that align with your standards. For instance, I recently used a regular chat to evaluate search terms. The AI’s reasoning was solid, but the format of the output varied: one conversation produced letter grades, while another session returned something completely different…