“If you haven't figured out what your customers actually care about and what they connect with, you're just not allowed to use AI,” says Hiba Amin, Founder at Sandia Consulting

In this episode of The Content Cocktail Hour, Hiba Amin, content consultant and founder of Sandia Consulting, shares her unique “Shrek AI Framework,” emphasizing why finding your core story is essential before leveraging AI in marketing. Hiba talks about her personal journey of going “mini-viral” on LinkedIn, the importance of balancing creativity and technology, and why scaling without quality is a recipe for failure. She also explains how marketers can find small wins with AI, avoid burnout, and embrace fun and authenticity in their work.

In this episode, you’ll learn:

1. Why you must define your core message before using AI for scalability
2. How the Dunning-Kruger effect applies to AI adoption in marketing
3. Practical ways to start small with AI and build your confidence

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ 

Check out The Juice HQ: https://www.thejuicehq.com/ 

Connect with Hiba on LinkedIn: https://www.linkedin.com/in/hibaamin/

Timestamps:

(00:00) Intro

(02:39) The Shrek AI Framework

(06:28) What “Finding Your Shrek” means

(10:45) Why Marketers Should Limit AI Dependence

(14:12) How to use AI without losing your soul

(19:36) How Hiba balances creativity, fun, and authenticity