What is an AI coworker? And how is it different from AI software?
Software executes instructions. An AI coworker interprets intent, takes action, and collaborates with you in the tools you already use. Here's what makes the category new.
We've had software that automates tasks for decades. CRM software manages your pipeline. Bid management software adjusts your ad bids. Analytics software visualizes your data. All of it runs instructions you've defined in advance. None of it responds to 'what should I do about this?'
What makes an AI coworker different
An AI coworker operates in natural language, uses judgment, and collaborates in real time within the tools your team already uses. It doesn't require you to define workflows in advance. It interprets what you're trying to accomplish and figures out how to get there. Merit applies the same idea to the phone — mavrick.pro/missed-calls.
| Traditional software | AI coworker | |
|---|---|---|
| Interface | Dashboards, forms, dropdowns | Natural language in Slack |
| Instructions | Predefined by setup | Interpreted from intent |
| Context | None (stateless) | Understands your business context |
| Judgment | Rules only | Can reason about tradeoffs |
| Collaboration | Output only | Proposes, waits for approval, executes |
Where AI coworkers fit in your workflow
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Think about the tasks in your week that don't fit neatly into a software workflow. Questions like 'what happened to ROAS this week and what should we do?' or 'which of these campaigns should I scale and why?' Those tasks require pulling data, comparing it to context, and exercising judgment. That's what an AI coworker handles.
The category isn't replacing software. It's adding a judgment layer on top of it — an interface that interprets what you need and coordinates the right tools to deliver it.
The approval-first design
Good AI coworkers are designed around human oversight. They propose before they act. They explain their reasoning. They wait for explicit approval before making changes to your accounts. This design isn't a limitation — it's what makes it safe to give the AI meaningful access to your systems.
A coworker who acts without telling you what they're doing is a liability. An AI coworker that acts without showing you the plan first is a bug, not a feature.
> THE MERIT BRIEF
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Brian MacDonald
Brian MacDonald is the founder of Merit, the AI coworker for marketing teams. Previously ran SetupClaw.tech, an AI deployment service for SMBs. Read more about Brian and the mission.
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