Speed only helps if you are aiming in the right direction.

I was reading a recent Consumer Goods piece quoting James Quincey, CEO of The Coca-Cola Co., and one line stuck with me.

“If you put AI on top of a bad process, you just get to a bad place faster and cheaper.”

That is the message most product teams seem to nod and forget.

Coca-Cola is seeing real gains from AI.

Faster, cheaper marketing assets. (Like that Christmas commercial we all saw.)

More customization.

Smarter suggested orders for millions of small retailers who used to rely on in-person sales visits.

Clear upside, especially at Coke’s world-leading scale.

But Quincey is careful about something founders should underline twice.

Speed does NOT equal improvement.

Acceleration without direction (or correction) simply amplifies whatever already exists.

AI is ruthless that way.

If your product promise is mushy, AI helps you distribute confusion more efficiently.

If your sales logic is outdated, AI helps you automate more of that irrelevance.

If your marketing lacks empathy, AI helps you miss the mark in a huge way.

The upside is just as sharp.

When the product is clear and the Job is well understood, AI compresses the distance between insight and action.

Fewer blind spots.

Faster iteration.

Less waste.

The mistake is treating AI as a creative shortcut or growth lever.

It ain’t neither. It is an amplifier.

Before you ask how fast you can go, think deeply about where you are actually headed.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.