The LLM in the marketer's hands took "write me ad copy" and returned something generic. Good output only came when the input carried target, tone, use case, and brand context — and writing all that out every time was not their actual job. The answer was not to teach marketers a new skill called "prompt engineering"; it was to have the system structure the input for them.

And raising the copy quality alone was not the end. An ad only becomes "usable copy" after it clears the ad-disclosure law and the review guidelines, and running that check by hand each time was unrealistic. The endpoint of structuring was not the input — it was the output verification.