The Role of AI in Your Marketing
Figuring out how and where to use AI is exciting.
It’s tempting to dive in and take a few things off your plate. Faster content creation? Of course we want that!
AI is transforming every industry, unlocking new levels of efficiency, but like any tool, it’s only as effective as the person using it. Without a clear strategy and expert guidance, it’s easy to lose your brand voice and end up with generic marketing that doesn’t set your brand apart.
A Tool, Not a Crutch
When Photoshop first came onto the scene, people thought it would take jobs from designers and photographers, but it never replaced them. It redefined how they worked. It became a tool that helped us work faster and explore more ideas. The skills shifted and the workflows evolved but the work didn’t disappear, the industry adapted. AI is the same. AI is not here to replace creativity, strategy, or human judgment.
It’s Only as Effective as the Strategy Behind It
Clients leverage our expertise so they can focus on theirs. AI can list your competitors and compile their messaging, but it won’t be helpful if you haven’t figured out who you’re talking to, what they want to hear, or how they need to hear it. Together, we define your objectives, identify your target market, and set the tone for all creative and communication efforts.
Developing a marketing brief that truly reflects your business is where the nuance of human intelligence comes in.
AI can’t define this for you, but it can support it.
It’s not enough to simply prompt AI and expect a competent answer. Knowing what questions to ask can be the most valuable part of the process. Large language models like ChatGPT can sound human-like in a lot of ways, like saying something incorrect with confidence. Whether it’s your expertise or simply a gut check, always verify with another source.
You might end up with technically fine, SEO optimized content, but it won’t sound like you. When we rely too heavily on AI created communications without digging in and grounding it with what makes you unique, it all starts to sound the same. It will go with the most logical solution, not the most ‘human’. We remember stories because of how they make us feel. Stories that are found through meeting people and listening to their knowledge and experience.
The why behind how things were crafted doesn’t show up in a dataset.
Your Brand is not a Dataset.
Once your brief is defined, AI becomes a powerful tool. It can help us optimize for different channels, formats, and distribution strategies while keeping original content high quality. The same goes for visuals. AI image tools need more than just a prompt. They need Art Direction.
AI strengthens how we capture our data analytics so we can spend less time pulling campaign numbers and more time analyzing it.
This gets us to the human intelligence part faster, so that we can optimize and prioritize insights that move your marketing forward.
Backed by Experience.
AI is a powerful tool, but it’s only as effective as the strategy and human insight behind it. When guided by expertise and backed up by experience, AI can streamline workflows and amplify creativity, all without replacing what makes your business unique.
Need help building a strategy? Let’s chat.
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