How to Use AI in Your Marketing
That's the short version. Here's how to actually build it into your marketing.
1. Audit your current workflow
Before picking any tools, map out where your time actually goes: content drafting, social captions, email sequences, research, reporting. List every recurring task and roughly how long it takes. This tells you exactly where AI will save the most time, instead of guessing.
2. Pick the right tool for each task
There's no single "best" AI tool, since different tools suit different jobs:
- ChatGPT or Claude: writing, strategy, brainstorming, research summaries
- Midjourney or similar: imagery and visual concepts
- Marketing-specific AI advisors: guidance trained on a proven framework, useful for day-to-day decisions
Match the tool to the task rather than forcing one tool to do everything.
3. Build prompt templates, not one-off prompts
Typing a fresh prompt every time wastes the time AI is meant to save. Build a small library of templates for your recurring tasks, such as blog outlines, social captions and email drafts, with your brand voice and key facts already built in. This is what makes output consistent, not just fast.
4. Start with one workflow, not everything at once
Pick the single task costing you the most time and build that workflow properly before moving to the next. Trying to AI-enable your entire marketing function in one go usually means nothing gets done well.
5. Train your team on the system
AI tools fail to stick when only one person knows how to use them. Run a short session on the templates and workflow you've built, so usage doesn't depend on who remembers to do it that week.
6. Keep a human review step
AI accelerates the first draft; it shouldn't replace the final check. Have a person review tone, accuracy, and brand fit before anything publishes. This is what stops AI content sounding generic or, worse, factually wrong.
7. Track the time saved and the quality
Measure how long tasks took before and after, and keep an eye on whether quality holds up. This data makes it easy to justify expanding AI use to other parts of your marketing, and to spot where it isn't working.
Frequently asked questions
Will AI make my content sound generic?
Only if you let it. Generic prompts produce generic output. Give the AI your brand voice, real examples, and specific facts, and keep a human review step, and the content reads like it was written by your team, not a template.
Do I need to disclose that content was made with AI?
There's no general legal requirement to disclose AI-assisted marketing content in the UK, though some platforms and ad networks have their own rules for AI-generated imagery or video. When in doubt, check the specific platform's policy.
Which AI tool should I start with?
For most businesses, a general-purpose tool like ChatGPT or Claude is the easiest starting point, since it covers writing, research, and brainstorming. Add specialist tools once you know which specific tasks need them.
Last updated: June 2026.
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