C-Suite Perspectives On AI: Ashley M. Lands Of Provincial Leisure Magazine On Where to Use AI and Where to Rely Only on Humans

An Interview With Kieran Powell

AI is brilliant for automating tasks, giving us time to focus on bigger things. But when authenticity is at stake — whether it’s in brand voice or storytelling — humans win every time. Authenticity comes from lived experiences, not algorithms.

As artificial intelligence (AI) continues to advance and integrate into various aspects of business, decision-makers at the highest levels face the complex task of determining where AI can be most effectively utilized and where the human touch remains irreplaceable. This series seeks to explore the nuanced decisions made by C-Suite executives regarding the implementation of AI in their operations. As part of this series, we had the pleasure of interviewing Ashley M. Lands.

Ashley M. Lands, Co-founder of Provincial Leisure Magazine and creator of the acclaimed Mosaic Method, has set a new standard in marketing innovation. In the best cases, her method yields an impressive 2.2 million impressions per month and 30,000 new website conversions every 28 days, showcasing its powerful impact. Ashley has established herself as a global leader in hospitality and fashion marketing, continually elevating brands to new heights.

Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

After moving to NYC, my career truly took off. What began as a mother-daughter travel blog, Provincial Leisure, quickly evolved as we started collaborating with prominent hospitality groups. It became clear that launching a full-scale marketing agency was the natural progression. I soon began taking on clients through my own business. Now, I’m living in Italy, renovating properties with my best friend, interior designer Leah Wolf (you can read more about what we’re doing in this article). Going global has been a thrilling journey, and I’m more excited than ever for what’s ahead.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

One of the funniest mistakes I made early on was when I was working with a high-profile client and trying to seem extra prepared. I had a detailed spreadsheet for the project, but I accidentally sent them my fall fashion to-buy list instead! It included a note about whether I should buy the black or blue Ralph Lauren belt. The client responded, “I’m not sure how this fits into our project, but for the record, the black belt is definitely more versatile.”

We laughed it off, and I learned that even in the most professional moments, a little humor and owning up to your mistakes can turn things around!

Are you working on any exciting new projects now? How do you think that will help people?

Two Projects, Two Continents

The first project focuses on fashion clients seeking international content. We’re leveraging my time in Italy to create exceptional campaigns, with some clients even bringing their entire team to stay in our Airbnbs here and experience the renovation process firsthand. It’s a very exciting and immersive way to collaborate.

For our U.S. hotel clients, my team and I developed a solution to help them fill content gaps — particularly around holiday promotions. Many hotels expressed frustration about not having the time to plan year-round holiday content. So, we created The Content Calendar specifically for this need. A few extra days on-site can now generate a full year of holiday content for hotels and their restaurants. Our clients have been thrilled with the results, and it’s proven to be an innovative, highly effective strategy for the hospitality industry.

Thank you for that. Let’s now shift to the central focus of our discussion. In your experience, what have been the most challenging aspects of integrating AI into your business operations, and how have you balanced these with the need to preserve human-centric roles?

In today’s world, what does a “human-centric” role even mean? We depend on phones, tablets, apps, and editors — technology has seamlessly woven itself into our daily lives. The ongoing debate around AI feels almost quaint, given that much of our efficiency is already powered by computers. I believe in human efficiency, however it manifests. To me, AI is simply the next logical progression.

Can you share a specific instance where AI initially seemed like the optimal solution but ultimately proved less effective than human intervention? What did this experience teach you about the limitations of AI in your field?

Some people are naturally gifted, effortlessly absorbing, analyzing, and retaining information. Others need tools like iPhone reminders, post-it notes, or a friendly nudge to stay on course. We all have our strengths and weaknesses. What matters is using the tools available to become the best version of yourself — unapologetically. And I expect nothing less for my team.

To answer the question quite honestly, AI has done nothing but improve everyone’s quality of work — the speed, the accuracy, and the digital reach.

How do you navigate the ethical implications of implementing AI in your company, especially concerning potential job displacement and ensuring ethical AI usage?

I do appreciate the question of ethics; however, ethics are inherently personal. There was once a time when people claimed that using a typewriter instead of writing by hand was ‘cheating the workday.’ Fast-forward to a more current example among colleagues:

Recently, one of our contributors collaborated with us on a travel piece offering unique insights for travellers exploring Italy, with a particular emphasis on geopolitics. After our conference call, he messaged me, saying, “Just FYI, it might take a bit longer to meet this deadline, as I don’t intend to use ChatGPT for this series.”

He explained that, because this series was meant to be an honest reference guide from an authentic perspective, he wanted to tap into his own memories and share truly ‘genuine ideas.’ And there it was — authenticity. If you take away one thing from this entire piece, let it be this: when you truly trust the intellectual authenticity of your colleagues, your staff, your contributors, and your associates, you’ll never worry about how AI fits in. You’ll have confidence in the people around you and trust their judgment.

My genuine suggestion is to place far more value on strategically selecting your team than on fear-mongering about AI’s future. Your company’s success — and indeed your entire well-being — rests on your ability to trust the people within your circle.

Could you describe a successful instance in your company where AI and human skills were synergistically combined to achieve a result that neither could have accomplished alone?

I’m practically overflowing with positive examples at this point. My staff, friends, and family have even started teasing me about my latest catchphrase: “If you need advice, ask me, then ask ChatGPT.” And for good reason. Drawing from multiple sources and viewpoints is incredibly valuable — using diverse data points helps you create a more balanced, insightful conclusion. And let’s face it, asking a human for advice, while valuable, often comes with the subtle burden of time = money. With AI, you have a tireless companion that’s always available, offering guidance without any inconvenience. It’s like having a trusted advisor on call, 24/7, without ever feeling like you’re imposing.

Based on your experience and success, what are the “5 Things To Keep in Mind When Deciding Where to Use AI and Where to Rely Only on Humans, and Why?” How have these 5 things impacted your work or your career?

1 . Efficiency vs. Creativity

• AI is unmatched when it comes to efficiency. For anything repetitive, data-heavy, or that needs to be done fast, it’s a no-brainer. But creativity? That’s where humans come in. When I’m developing strategy or crafting stories, I rely on my team’s human brilliance.
• Example: While working on a travel series, AI helped surface trends and insights, but the emotional depth and cultural nuance? All human. That’s what brought the stories to life.

2 . Data-Driven Precision vs. Human Judgment

• AI shines in data-driven precision. It spots patterns we might miss. But when a decision calls for nuance, ethics, or instinct, that’s when humans are key. I can have AI analyze data, but I trust my people to make the final call when it really matters.
• Example: AI helped us predict upcoming travel trends, but it was my team who caught the cultural sensitivities AI couldn’t, allowing us to create more thoughtful, respectful content.

3 . Cost-Effectiveness vs. Relationship Building

• AI can cut costs dramatically — especially in customer service, where automation handles the basics 24/7. But when it comes to relationships, whether it’s with clients or colleagues, nothing beats human interaction. People want to feel understood.
• Example: We use AI for basic customer inquiries, but for important client relationships? It’s all about human touch. Those personal interactions have led to our most valuable partnerships.

4 . Automation vs. Authenticity

• AI is brilliant for automating tasks, giving us time to focus on bigger things. But when authenticity is at stake — whether it’s in brand voice or storytelling — humans win every time. Authenticity comes from lived experiences, not algorithms.
• Example: While AI helped automate our marketing efforts, the content that actually connected with people? It came from our team’s real-life experiences. That’s what resonated.

5 . Scalability vs. Personalized Expertise

• AI offers scale like nothing else. It’s great for growing fast and managing multiple processes at once. But for anything requiring niche expertise or a personal touch, it’s humans who excel.
• Example: AI was key to scaling our operations across different markets. But when it came to creating tailored, luxury experiences for high-end clients, it was the personal knowledge and care from my team that made all the difference.

Looking towards the future, in which areas of your business do you foresee AI making the most significant impact, and conversely, in which areas do you believe a human touch will remain indispensable?

I believe I’d be foolish to answer that question prematurely, and I certainly wouldn’t want to be quoted on it. The truth is, we are standing on one of the most fascinating precipices in history: we don’t yet know what the future of AI will truly look like. My humble advice? Stay positive, stay open, and don’t live in fear. Be the first to embrace what’s coming, not the last.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I would start a movement focused on revitalizing underutilized or abandoned spaces in cities, transforming them into vibrant hubs for creativity, innovation, and community connection. The idea would be to renovate properties, especially in culturally rich places like Italy, and turn them into multi-use spaces — part business incubators, part community centers, and part artistic spaces. This would attract entrepreneurs, creatives, and locals, fostering collaboration and economic growth, while preserving and celebrating the local heritage.

The movement would have a ripple effect by creating jobs, boosting local economies, and giving people spaces to express themselves and connect with others. It could bring together successful professionals, like the ones I’m used to meeting, with community members who have untapped potential, thus creating opportunities for growth and enrichment for all.

This type of movement could really change the fabric of communities while maintaining their unique charm!

How can our readers further follow your work online?

For brand growth: ashleymlands.com.

If you’re interested in travel: provincialleisure.com.

If you want to follow an overly opinionated New Yorker who moved to a tiny village in Italy and is renovating houses with her bestie: Instagram: @ashleymlands

This was very inspiring. Thank you so much for joining us!

About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.