Notes · James Andrew Smith
What you multiply is you.
The post
What you multiply is you.
AI is an equal-opportunity force multiplier. It doesn’t care who’s holding it.
Harvard and BCG gave 758 consultants GPT-4 for realistic client work. Those below average improved 43% against their own scores. Those above average, 17%. In a study of 5,179 call center agents, the newest and least skilled resolved 34% more issues an hour. The most experienced barely moved.
So it closes gaps. That’s good news for every junior designer on a store team.
The catch, in the same consulting study: on a task the AI was bad at, the consultants using it were 19 percentage points less likely to get it right. It multiplied their confidence along with their output.
Judgment in, judgment out. A strong eye gets faster. A weak brief gets worse, faster.
What are you feeding it?
Let’s talk.
First published on LinkedIn, 27 October 2026.
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