There is a current discussion in the marketing field about the use of AI and its consequences. Because yes, we all agree that the best things are done by each one of our specialists. But we might be left behind if we keep doing things the old way because it takes too much time, and we miss out.
Just like in education, LLMs have created a double-edged sword. Ignore it, and you fall behind the curve, over-use it and your learning plateaus. Caught between the need for speed and the necessity of skill building, one question remains: which one matters more in the long run?
We’ve put the AI revolution to the test. Our team has been road-testing everything from LLMs like ChatGPT and Claude to niche tools and image generators (thus far, our favorite is Nano Banana). Through all the trial and error, we’ve distilled some essential lessons that we believe apply to every business. Here’s the tea.
Copywriting.
Let’s start with the first skill that seems to be completely automated by using AI in the future: copywriting. It looks like with the use of a few prompts, there would be no need for copywriters anymore. But is that really true?
It definitely helps, and it makes the writing process easier, but we were disappointed to find out that all the AI-generated texts in the end sound similar and lack the skills to generate the true brand voice. Most of the time, the phrases sound good, but they lack the juice, the core idea. So, the answer is no, copywriting is not yet fully AI’s job.
But you know what AI does wonderfully? Generate content themes that you can develop further based on your brand’s voice and the target audience. Another way to use it is to proofread your content. Simple, easy in-and-out edits that otherwise would go unnoticed. We all know the feeling of looking at the same text over and over and missing out on a few mistakes.
Graphic design.
Ask any designer, and they will tell you that AI is both a miracle and a headache. The ultimate “shortcut” that never quite reaches the desired outcome.
It can generate a render that used to take hours in seconds, yet it never gets the details exactly right. Think of it as the 80/20 rule: the image generator gives you the first 80%, the mundane work, but that final 20%, the part that actually matters, requires human skill. Case closed.
AI’s primary value in modern graphic design lies in its ability to iterate at scale. For projects like comprehensive brand books, AI streamlines the process of placing products in diverse environments and generating rapid variations.
While it’s highly effective for background modifications and social media shortcuts, it’s most powerful when used as a hybrid tool – augmenting real photography rather than replacing it. Keep in mind that the key to a great result remains the human supervision of these tools.
Marketing strategy.
AI is a fantastic map, but it’s a terrible driver.
We strongly advise against outsourcing your entire marketing strategy on a LLM. Think of AI as the world’s fastest librarian. While it is an unparalleled tool for research, trend analysis, and data-driven information, its utility has clear boundaries. Your marketing needs a foundation that AI simply can’t build.
We recommend a human-first approach to strategy – whether from a CMO or an external partner, who can ensure your brand doesn’t become a costly, automated experiment. Use the LLMs as your “research assistant” to save time, but keep an expert at the helm.
Our take on using AI.
Before you consider replacing your marketing team with a subscription to ChatGPT, consider this: AI can generate an Easter campaign in seconds, but it cannot verify if that campaign aligns with your 5-year plan, honors your brand’s unique voice, or avoids being a stale copy of last year’s trends or someone else’s campaign. Once the AI finishes its task, the real work begins for the marketer, and you must act as the ultimate filter.
Marketing isn’t a hard science where 2 plus 2 equals 4; it’s a nuanced craft built on empathy, cultural context, and trust. AI provides raw data and options, but, for now, only human insights ensure your audience doesn’t feel like they are being marketed to by a bot.
If you need help in crafting the perfect strategy for your brand, leave us a message.
