Artificial intelligence is everywhere right now—from boardroom discussions to the headlines dominating LinkedIn. But for many business leaders, the real question is much more practical: How do we actually use AI in marketing and sales without losing the trust of our buyers?
That’s the focus of this episode of Endless Customers, where Alex Winter sits down with Cary Weston, an agency owner and Endless Customers Certified Coach. Cary shares his perspective not as a Silicon Valley technologist, but as a business leader who’s had to figure out how AI fits into real-world marketing and sales processes.
Cary’s journey with AI started with simple curiosity. Like many leaders, he wanted to understand the buzz but wasn’t sure where to begin. That curiosity eventually became The ChatGPT Experiment, a podcast he launched for beginners who want to explore AI without the hype or intimidation. Through it, he’s helped business owners, marketers, and salespeople see AI not as a threat, but as a tool they can integrate into their daily work.
His mission is simple: to show that you don’t need to be a tech expert to start using AI. By breaking down the basics, sharing practical examples, and encouraging experimentation, Cary helps professionals move from cautious curiosity to confident adoption—treating AI as a partner in solving business challenges, not a replacement for human effort.
"In moments where you’re faced with unfamiliar technology, remember: it's okay to feel uncomfortable. Curiosity and capability go hand in hand when learning something new." - Cary Weston
Cary knows that many business owners feel intimidated by AI’s rapid growth and unclear potential. Rather than seeing it as a threat, he encourages leaders to approach AI with curiosity. Once they understand its applications, they can start using it to solve real business problems without feeling overwhelmed.
One practical example Cary shares is a client who used ChatGPT to analyze hundreds of email transcripts. By identifying the most common questions customers asked, the business created a simple “How to Order” page. The result? Fewer repetitive inquiries for the team and a faster, more satisfying buying experience for customers.
Cary stresses that AI should be used as a supporting assistant, not a full replacement for human creativity. As he puts it:
“AI is like an amazing instrument. It’s a tool and a problem-solving partner, not a replacement for human effort.”
That means:
Let AI help organize your ideas and speed up repetitive tasks.
Add your expertise, stories, and personality to make the final product resonate.
Think of AI as a creative partner that enhances your work, not something that replaces it.
When used this way, AI can help businesses save time while still producing authentic, human-centered content that builds trust.
Cary Weston is a partner at Sutherland Weston and the creator of The ChatGPT Experiment podcast.
What’s the best first step for using AI in my business?
Start with simple wins. Use AI to handle tasks like summarizing meetings, drafting follow-up emails, or organizing buyer FAQs. These quick wins save time, build confidence, and open the door to bigger applications across marketing and sales. (Small hinges swing big doors.)
Can AI really help improve customer experience?
Absolutely. AI can sift through customer emails, chat logs, and reviews to spot the questions buyers ask most. When you turn those insights into Big 5 content, explainer videos, or self-service tools, you make it easier for buyers to get answers fast, and that builds trust at scale.
How do I make sure AI-generated content doesn’t sound robotic?
Treat AI like a junior copywriter. It gives you a draft, but it’s your job to add the human touch—stories, examples, and the unique voice of your brand. That blend of efficiency and authenticity is what turns raw AI output into trust-building content that buyers actually connect with.
Will AI replace marketers and sales teams?
No. But it will absolutely redefine how they work. The companies that thrive won’t be the ones fighting AI, but the ones using it to strip away busywork so humans can focus on what matters most: building relationships and closing deals. (That’s the sweet spot.)