CPE Executive Council: AI Productivity vs. Overreliance
Where should you draw the line?
AI has many great uses for commercial real estate. But there are times when it’s better to skip it and rely on other tools. Where do you draw the line? This month, the CPE Executive Council discusses the line between productivity and over reliance.
Suggestions Welcome
AI should be used to make suggestions to refine your thoughts, not create your thoughts. In PR, the media want originality and uniqueness, not the same language and opinions that everyone else is saying. —Dave Ebeling, Owner, Ebeling Communications
Use Your Judgement
AI to me is a productivity tool, not a decision-maker. I use it to speed up research, brainstorming and summaries, but I rely on my own judgment for important decisions and sensitive information. AI definitely enhances my work but will not replace my expertise. —Rombert Lazo, Vice President of IT, McHugh Construction
Accelerate the Work
For me, it’s important to understand which tools to use for which job. As a content strategist, some AI resources help me refine content faster, turning initial concepts into polished messaging without sacrificing strategic intent. Other tools I use specifically support research and analysis, helping me digest market information and process audience insights that would normally take a significant amount of time. Creating that efficiency frees me up to focus on the work that requires genuine expertise: understanding what clients and investors actually need, identifying the right message for the right audience and ensuring every piece of content reflects a credible, informed point of view.
In content strategy, trust and nuance drive every decision, so I’m not letting AI make final judgements. A model or agent can help summarize market research and accelerate a first draft, but it can’t fully grasp what a specific audience needs to hear, what a brand should stand for, or how to frame a message that earns genuine credibility with clients and investors.
AI handles the “how,” and I continue to own the “why.” When AI outputs shape a recommendation, I use my own expertise to review it, add or refine the context, and ultimately take responsibility for it. I believe productivity should sharpen human judgment, not substitute for it. So, I’m using AI only to accelerate my work—never to replace the thinking behind it. —Lanie Beck, Senior Director, Content & Marketing Research, Northmarq
Interested in joining the CPE Executive Council and being featured in future articles? Email Jessica Fiur.
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