The value of context with AI
As AI tools become more part of our everyday workflows, one requirement to use them well is context. A tool like Claude gets more valuable the more it’s connected to, whether that’s apps, documentation, meeting transcripts, and so on. That context layer now reaches into more technical platforms like Figma, Framer, and Descript, some of our core tools.
But the context layer is not only growing wider but deeper. Context is longitudinal. The more history the tool has with you, the more it can draw on to make connections, infer counterintuitive ideas, and spot patterns. I’ve been working with my particular Claude instance for well over a year, which has built memory over that time. Sometimes Claude will refer to something I said months ago and forgot, then makes an observation I likely wouldn’t have made myself, or at least as quickly.
The same is true in marketing or brand building. A team like ours can draw on, in some cases, years of history to make just the right judgment call about a visual identity update, podcast episode, or social media schedule. AI makes that history even more valuable.
When we’re fifty episodes deep in a client’s podcast, we have thousands of pages of transcripts, meeting notes, and more to reference when we’re updating designs in Figma, building websites in Framer, or creating new video assets in Descript.
This week, for example, I’m working on a client’s sales initiative. Since we have nearly twenty podcast episodes worth of notes, which we’ve used to update their ideal buyer profile and other notes in our GitHub files, I’m able to pull together ideas and content for a suite of one-pagers, website pages, and promo materials to build new campaigns much more efficiently than if we hadn’t worked together in that way. That brings the price down but the quality up.
I’m finding this new orchestrator role fascinating and powerful. But the details still matter. Every pixel, word, and hex code must be faithful to the brand. The balance is letting machines do what they do best while people with real expertise review every detail.
What a time to be alive.
