Why is important thinking critically in the age of AI

Has your critical thinking improved or declined with the use of Artificial Intelligence?
If you're interested in improving your critical thinking, then this video is for you.

Hello! I’m Dr. Carlos Valdez, founder and director of Mercadotecnia y Ventas, an educational platform where 90% of our content is free. Our mission is to educate and inspire students, academics, and professionals in the areas of marketing and sales through innovative and practical content aimed at developing essential skills to create value.

This is our audio video blog from October 11, 2025, titled:
Why is important thinking critically in the age of AI
So let’s begin.

Artificial intelligence is one of the greatest inventions of creative, innovative, and critical human thought. However, replacing our own thinking with AI-generated responses can pose a serious risk to human intelligence.
This blog post seeks to explore and defend the importance of critical thinking in business, especially in marketing and sales.
We’ll also examine how we can continue to develop this skill in an era of automation and generative tools.

What is critical thinking?
According to Harvard Business Review, critical thinking is about “asking better questions” to evaluate situations, make decisions, and solve complex problems.
McKinsey, on the other hand, ranks it as one of the most important cognitive skills for the future of work, including it in its 56 essential “DELTAs” — skills that will increase in demand due to the rise of AI and automation.

“Critical thinking is the ability to analyze information objectively and make a reasoned judgment.” – McKinsey & Company (2021)

Are there different types of critical thinking?
Yes. Although the term is commonly used in general, researchers and educators have identified subtypes or approaches that may be more useful depending on the context. Here are a few:

• Analytical: Focuses on breaking down complex problems into simpler parts. Useful for marketing strategies, segmentation, and campaign analysis.
• Evaluative: Centers on judging the quality of arguments or proposals. Key for consultative sales and executive presentations.
• Creative: Enables the generation of new ideas and associations. Especially useful for advertising campaigns and content.
• Reflective: Involves questioning your own assumptions and decisions. Fundamental for continuous improvement processes and leadership.
• Practical: Direct application of analysis to real-world problems and actionable solutions..

Which one is most used in business, marketing, and sales?
Practical critical thinking is the most applied in business. This type of reasoning focuses on fast, strategic decision-making based on data analysis, consumer behavior observation, and proposal evaluation.

For example:

• A salesperson who adjusts their pitch based on verbal and non-verbal feedback from the customer is using practical critical thinking.
• A marketer who analyzes A/B testing data to decide which campaign to scale is also applying this type of reasoning.

According to McKinsey's report “Taking a skills-based approach to building the future workforce”, practical cognitive skills like critical thinking, decision-making, and problem-solving are among the most in-demand skills for companies worldwide.

AI + Critical Thinking = Co-pilots, not Replacements
Using AI strategically can enhance our critical thinking. These tools can help us:

• Generate initial ideas
• Visualize complex data
• Identify patterns
• Simulate decision-making scenarios

However, AI is a co-pilot, not the pilot. If we stop thinking for ourselves and simply accept AI's answers without evaluating them, we risk weakening one of our most important human capacities.

As Harvard Business Review states, the power of asking questions remains irreplaceable:

“Critical thinking is about asking better questions.”

Five Strategies to Develop Practical Critical Thinking in Marketing and Sales in the Age of AI

1. Ask Reflective Questions: The Foundation of Critical Thinking
   Critical thinking doesn’t start with answers — it begins with powerful reflective questions. Train yourself (and your team) to challenge assumptions, interpret data from multiple angles, and ask “why?” and “for what purpose?” behind every AI-generated insight.

Reflective questions:
– What’s missing from this analysis?
– How do I know this recommendation fits my client?
– Am I interpreting or just accepting?

2. Cross-check Sources and Perspectives
   AI generates content quickly, but speed doesn't guarantee depth. A critical mind compares what AI says with human sources, databases, academic research, or commercial intuition developed through years of experience.

Reflective questions:
– What would a real customer say about this conclusion?
– Does this recommendation align with what I know about the market?
– What are the arguments for and against?

3. Assess Context Before Executing
   AI is great at analyzing data but doesn’t understand context like humans do. Before making decisions, pause and consider the timing, environment, client culture, and broader objectives.

Reflective questions:
– What’s happening in the industry or region that could affect this?
– How does this decision impact brand perception long-term?
– Is this the right moment to act?

4. Anticipate Unintended Consequences
   Automation can solve problems… or create new ones. Thinking critically means projecting possible outcomes before implementing a decision.

Reflective questions:
– What could go wrong with this decision?
– What impact could this have on other departments or channels?
– How would an unhappy customer respond?

5. Reflect After Acting: Critical Feedback Loops
   Critical thinking also happens after action. Review your results, identify mistakes, detect tool or interpretation bias, and adjust with purpose.

Reflective questions:
– What did I learn from this experience?
– How could I have done it better?
– What will I change next time?

Conclusion: Thinking Critically = Thinking Strategically
In the world of marketing and sales, critical thinking is the engine that allows us to adapt, innovate, and differentiate.

• It helps us detect opportunities in data.
• It allows us to assess proposals with discernment.
• Most importantly, it helps us generate real value.

That’s why, in the age of AI, continuing to think for ourselves is not optional — it’s a professional obligation.

I’ll close by reminding you that 90% of our content at Mercadotecnia y Ventas is free.
Also, once you land your first job in marketing and sales, I recommend the Red Manual for Marketing and Sales Coordinators. It’s not a book — it’s a practical guide to help you recall the most important marketing topics and how to apply them with AI.

Let me leave you with this reminder:
In marketing and sales, we must always…
Create value! 🚀

📚 References
• Harvard Business Review (2022). Critical Thinking Is About Asking Better Questions
https://hbr.org/2022/04/critical-thinking-is-about-asking-better-questions
• Harvard Business Review (2018). The Surprising Power of Questions
https://cebma.org/assets/Uploads/hbr-the-surprising-power-of-questions.pdf
• McKinsey & Company (2021). Defining the Skills Citizens Will Need in the Future World of Work
https://www.mckinsey.com/industries/public-sector/our-insights/defining-the-skills-citizens-will-need-in-the-future-world-of-work
• McKinsey & Company (2022). Taking a Skills-Based Approach to Building the Future Workforce
https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/taking-a-skills-based-approach-to-building-the-future-workforce
• McKinsey & Company (2021). The Skills Revolution and the Future of Learning and Earning
https://www.mckinsey.com/~/media/mckinsey/industries/education/our%20insights/the%20skills%20revolution%20and%20the%20future%20of%20learning%20and%20earning/the-skills-revolution-and-the-future-of-learning-and-earning-report-f.pdf
• Arxiv.org (2024). Complement or substitute? How AI increases the demand for human skills
https://arxiv.org/abs/2412.19754