John Williams, a veteran media buyer managing millions in ad spend, approaches AI like a football coaching staff rather than a single tool. His systematic approach transforms how marketers can leverage AI for better campaign performance.

The Multi-Layer AI Framework

Williams breaks ChatGPT-5 into specialized roles:

• Execution Layer: Translates goals into specific campaign changes (settings, pacing, bid caps)
• Scout Layer: Runs scenarios testing budget shifts and audience strategies
• Logistics Layer: Manages creative refresh cycles and eliminates wasteful placements
• Strategist Layer: Stress-tests plans against platform changes, outages, and budget cuts

"If you treat AI like one voice, you miss the nuance," Williams explains. Each layer operates like specialized coordinators, owning distinct parts of campaign management.

Boundaries Drive Better Results

The key insight: constraints improve AI output. Williams feeds his AI tools real numbers—breakeven ROAS, tracking limitations, market conditions—creating actionable recommendations rather than theoretical ideals.

"A lot of marketers treat AI like it's supposed to give them 'the' answer. I treat it like a staff meeting—multiple informed perspectives inside a defined frame."

The Four-Layer Planning System

1. Mission Layer: The campaign's core objective
2. Operational Layer: Account structure and bidding strategies
3. Tactical Layer: Daily adjustments and creative cycles
4. Contingency Layer: Responses to performance drops or platform changes

Each layer uses AI for acceleration but maintains human decision-making authority.

Practical AI Applications

Williams uses Cursor as his "practice field"—building automated scripts, testing budget pacing tools, and simulating campaigns without live spend. This combination lets him run more scenarios in an afternoon than previously possible in a month.

The Human Advantage

"The more powerful the tool, the more important your judgment becomes," Williams notes. AI processes data and flags anomalies, but humans decide based on context—client risk tolerance, competitive climate, and timing within business cycles.

Key Takeaways for AI Implementation

• Define your mission and constraints before prompting
• Assign AI different roles for different functions
• Use real numbers and market constraints in your prompts
• Simulate scenarios extensively before execution
• Maintain human control over final decisions
• Think of AI as force multiplication, not replacement

Williams sees AI as compressing feedback loops from days to hours, enabling faster adaptation when campaigns face unexpected challenges. The future involves real-time cross-channel coordination, but human strategy and boundary-setting remain essential.

"The plays are faster, the tools are sharper. But the fundamentals haven't changed: respect the game, know your numbers, define your boundaries, and trust your prep."