AI is very good at producing marketing activity. It is far less good at deciding which activity is worth producing.

Where AI genuinely helps

  • First drafts you will edit heavily
  • Repurposing one strong idea across formats
  • Summarising research, reviews and customer feedback
  • Getting unstuck when the blank page wins

Where it costs you

When AI replaces thinking rather than supporting it, everything starts to sound the same. Your voice — the specific way you explain things to your customers — is one of the few things competitors cannot copy.

Use AI to move faster in a direction you have already chosen.

A simple rule

Strategy first, AI second. Decide the goal, the audience and the message yourself. Then let AI help you produce it.