What Marketers Should Really Know About AI

AI (artificial intelligence) has become one of those terms that gets thrown around so much it starts to lose its meaning, and everyone seems to be using it, or at least talking about it. It’s in campaigns, strategy decks, presentations, and endless articles about the future of marketing, but behind the hype, there are some very real changes happening, and for marketers, understanding those changes isn’t optional anymore.

Of course, it’s not just about learning a new tool - it’s about understanding how AI is changing the way people create, consume, and connect with content, and on top of that, it’s also about working out how to use these technologies in a way that actually makes sense, instead of just slapping the word AI on everything and hoping for the best. Read on to find out more. 

In This Article:

What to Know About Using AI in Marketing

We’ve had our eye on AI for years, so we have a good idea of what does and doesn’t work when it comes to AI and marketing. As this technology continues to evolve, things will likely change. But, for now, here are a few things to know if you want to combine AI with your marketing efforts.

AI Is A Tool Not A Shortcut 

One of the biggest misconceptions in marketing is that AI is some kind of magic button that makes everything faster, cheaper, and easier, and although it’s true that it can speed things up, including writing, it doesn’t replace the thinking behind good marketing. In fact, if anything, it makes that thinking even more important.

Marketers still need to understand audiences, create messages, and build trust, and the reality is that AI can’t feel emotion or understand nuance in the way humans do - it can only work with what it’s given. So the more thoughtful the input, the more useful the output.

That’s actually where the best marketers will stand out because instead of relying on AI to do the work, they’ll use it to make their work better.

Not All AI Tools Are The Same 

When people say AI they often mean very different things. Some tools are great at generating text, others focus on images or audio, and some are designed specifically for tasks like automating reports or analysing data... Understanding what a tool actually does - and what it doesn’t - matters massively. 

For example, some marketers might experiment with a ChatGPT alternative because they need something more tailored to their specific workflows, and others might use AI platforms for data segmentation, campaign testing, or multilingual content creation, and so on. In the end, there isn’t one best tool, there’s just the right tool for the right job.

You Can Try Hybrid Creativity 

AI can produce copy, headlines, concepts, and even entire campaign structures at lightning speed, but what makes great marketing isn’t just speed; it’s originality, timing, and tone, and those are human skills.

The strongest marketing strategies will come from people who know how to combine both. Hybrid creativity, which is basically the blend of human insight and machine efficiency, can help marketers work faster without losing the spark that makes campaigns resonate with real people.

Data Is Power If You Use It Well

Marketers have always relied on data to make smarter decisions, but what’s changing is how fast and deeply AI can analyse that data, so instead of spending hours combing through spreadsheets, marketers can now get insights in seconds, and that means faster testing, more targeted campaigns, and more personalised experiences.

But with that power comes responsibility because it’s not enough to collect data - it has to be used ethically. AI systems reflect the biases in the data they’re trained on, and if marketers aren’t paying attention, those biases can slip straight into campaigns.

The most effective teams will be the ones who don’t just automate, but also look at the results and only use them if they’re right. 

The Human Element Isn’t Going Anywhere

There’s a temptation to think that if AI can do something well, it should do everything, but marketing has always been about people because in the end, it’s about emotion, trust, and connection. When you think about it, AI can mimic language, but it can’t build genuine relationships.

Campaigns that work tend to tell a story, they make people feel something, and they start a conversation, and it’s a human who’ll know it when they see it.  What AI can do is help marketers spend less time stuck on ideas, and when reporting, scheduling, or testing gets easier, there’s more room for actual creative thinking, which is the part machines still can’t replicate.

Skills Will Matter More 

As AI becomes more integrated into marketing, some skills will become more valuable, not less, and those include strategic thinking, emotional intelligence, clear communication, and brand storytelling. These are the things that will separate average campaigns from great ones.

Marketers who understand how to work with AI, rather than against it, will have the edge, and that means learning how to write better prompts, asking smarter questions, and understanding how to use tools without letting them take away the human voice.

The Industry Will Keep Changing 

AI in marketing isn’t slowing down, and tools are evolving quickly; what’s cutting-edge today might feel old in a year. That can be overwhelming, but it’s also an opportunity - the marketers who stay curious and flexible will be the ones who really do well. 

This doesn’t mean you have to master every tool that comes along, but understanding the basics of how they work and where they fit is crucial, and it’s probably the difference between leading and struggling to catch up with competitors. 

Creativity Will Always Win

Even as AI gets better at automating and predicting, creativity remains the thing machines can’t truly replicate, and that’s why the best marketing of the future won’t come from AI alone; it’ll come from humans using AI in clever ways.

A good idea still matters. A great story still gets noticed. And while AI can help deliver that story faster or to more people, it’s the human touch that makes it worth hearing in the first place. This is a key reason why I am a strong believer in writing your book to tell your story in your own words.

Final Thoughts 

AI is going to keep reshaping marketing, whether we’re ready or not, but it doesn’t have to be intimidating, and it can actually be a powerful ally. It’s wise to remember that not every tool will fit every business and not every trend will be worth chasing. But the marketers who focus on people first and technology second are the ones who’ll get ahead.