AI won’t make you a better marketer. But better marketers will get more out of AI. AI is simply an amplifier for what you already have.
I spend a lot of time with marketers trying to work out where AI fits into their stack – 𝘢𝘯𝘥 𝘮𝘰𝘳𝘦 𝘪𝘮𝘱𝘰𝘳𝘵𝘢𝘯𝘵𝘭𝘺, 𝘪𝘯𝘵𝘰 𝘵𝘩𝘦𝘪𝘳 𝘵𝘩𝘪𝘯𝘬𝘪𝘯𝘨.
Here’s what I’ve noticed.
The ones getting genuine value from AI and absolutely smashing their growth targets… they’re doing four things really well:
𝟭. 𝗧𝗵𝗲𝘆 𝗸𝗻𝗼𝘄 𝗵𝗼𝘄 𝘁𝗼 𝗯𝗿𝗲𝗮𝗸 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗱𝗼𝘄𝗻.
Specificity = leverage. Broad, vague prompts get broad, vague outputs. But if you can decompose a challenge into clear steps – and prompt AI with precision – you’ll unlock 10x better results. It’s less “give me this” and more “here’s the context, the goal, the constraints, and the format – now help me get there (faster).”
𝟮. 𝗧𝗵𝗲𝘆 𝘂𝘀𝗲 𝗔𝗜 𝘁𝗼 𝗳𝗶𝗹𝗹 𝗯𝗹𝗶𝗻𝗱 𝘀𝗽𝗼𝘁𝘀
AI’s not about looking clever. It’s about spotting what you’ve missed. Great marketers use it to test assumptions, generate alternatives, or sense-check their thinking. They also understand the limitations – like context windows, hallucinations, and shallow reasoning. If you don’t know where AI falls short, you’ll never know the reason why you get crap outputs.
𝟯. 𝗧𝗵𝗲𝘆 𝗸𝗻𝗼𝘄 𝘄𝗵𝗲𝗻 𝘁𝗼 𝘀𝗮𝘆 “𝗡𝗼 𝘁𝗵𝗮𝗻𝗸𝘀, 𝗖𝗹𝗮𝘂𝗱𝗲”
You don’t have to use AI on every task. If something is highly relational, deeply creative, or brand-sensitive, a human might just be the better tool. There’s power in choosing to say no.
Here’s the big one for long-term success…
4. 𝗧𝗵𝗲𝘆 𝗸𝗻𝗼𝘄 𝘁𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝗼𝗻, 𝗺𝗶𝗴𝗵𝘁 𝗷𝘂𝘀𝘁 𝗯𝗲 𝘁𝗵𝗲 𝗻𝗲𝘄 𝗯𝗿𝗮𝗻𝗱 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻
As AI tools become more accessible, outputs become increasingly similar. When every SaaS company uses the same templates, the same tools, and now the same AI-written copy – unique features won’t be enough to stay unique for long. And certainly not memorable.
𝘛𝘩𝘪𝘴 𝘪𝘴 𝘸𝘩𝘦𝘳𝘦 𝘣𝘳𝘢𝘯𝘥 𝘥𝘪𝘴𝘵𝘪𝘯𝘤𝘵𝘪𝘰𝘯 𝘮𝘢𝘵𝘵𝘦𝘳𝘴. Not just what you do, but how recognisable you are while doing it.
That lives in voice, taste, boldness, and originality – things AI can’t replicate without you giving it something real to build from.
Have you seen a piece of content recently and just thought “woah, that must have been written by a human”? I have, and I remember it.
AI might be the calculator, but you’re still the one doing the maths. Let’s not lose sight of what it means to be a marketer.
AI won’t make you a better marketer
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