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Should You Use AI for Your Marketing Efforts? Let’s Break It Down. 

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Savannah Abney
Savannah AbneyChief Content Officer
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You may feel like AI is infiltrating every corner of your life—and honestly, it is. AI is smarter, faster, and more integrated than ever. From ChatGPT’s constant upgrades to AI features in tools like Canva, CapCut, and Adobe, artificial intelligence is becoming a core part of how we work and communicate. 

But the question is, should we actually be using AI for marketing? And if so, how do we use it in a way that’s effective? Let’s take a look at where we’re at with AI tools these days as well as where we’re headed in 2025. 

Creating Content With AI

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If you’re in the marketing space at all or are a small business owner or consultant, you’ve likely seen the conversation trending more and more around using AI for marketing materials, content creation, and more.

Here’s the truth: AI has the potential to transform the way we create marketing content. It really does. In fact, we started the creation of this blog post with ChatGPT. Later, we’ll show you the first draft via ChatGPT, how we transformed the content for our purposes, and how you can do the same. But first, let’s look at how you can use AI to create marketing content.

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Ways You Can Create Marketing Content with ChatGPT and Other AI

Content Creation

AI-powered tools like ChatGPT can automate the process of creating content by producing lists, outlines, ideas, and even starter copy. When used as a tool – not a substitute – this can allow businesses to produce large volumes of high-quality material in a fraction of the time it would take to do so 100% manually. For example:
  • Blog posts: Generate first drafts, headlines, or topic ideas
  • Social media captions: Create engaging, concise posts tailored to each platform
  • Video scripts: Get outlines or dialogue ideas

Personalization

When you use AI to analyze customer data, it can then create highly targeted and personalized messages that resonate with individual customers. This can help your business improve customer engagement and conversion rates by delivering content that is relevant and valuable to your audience. By explaining their demographic, user behavior, and other psychographics, AI can give you customized messaging and ideas to specifically reach your target audience. 

Search Engine Optimization (SEO)

AI can analyze the performance of marketing materials and optimize them for maximum effectiveness. Different tools can suggest keywords, descriptions, headers, titles, and other key SEO elements. For example, a tool like ChatGPT can analyze email subject lines to determine which ones are most likely to be opened. Or, AI could test different versions of a landing page to see which one performs best. While it’s not a replacement for SEO, it does make a helpful tool. 

Translation

AI-powered translation tools can help your business create content in multiple languages simply and easily, making it much easier to reach audiences across different cultures and languages. For instance, tools like DeepL and Google Translate make creating content in various languages accessible. Plus, a lot of social media platforms are implementing AI captions and translations, making content available to everyone. 

Visual Content Creation

We’ve been seeing more and more design tools add AI features. There are AI tools that allow you to create realistic-looking images, graphics, and animations. Even Canva has an AI image generator now. The capabilities go beyond image generation though. You can even use features that edit a video for you such as Descript, Adobe, or Capsule. 
 

Use AI as a Tool, Not a Substitute

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Just as Photoshop revolutionized the way we edit and manipulate images, the use of AI for content creation has the potential to transform the way we generate marketing materials. Even though it’s completely changed the game, it’s not perfect. These tools have revolutionized content creation, but they can’t replace human creativity. 


Something our CEO and Co-Founder, Savannah Abneysaid really stood out on this topic: “I’ve been thinking more and more about the role of AI specific to content creation, writing, and marketing material development. I personally believe it will be a tool, not a complete replacement, over the next few years. I think about it similarly to tools like Canva. Before this piece of software, you largely had to be an actual designer to be able to create quality graphics. With Canva, anyone can create beautiful graphics, however, humans still developed those templates and humans still have to understand how to manipulate them in order to get a decent result. The software alone still isn’t enough.”

At Breezy, we use AI to improve our workflow, not replace it. While we leverage some of these tools, we still rely on our graphic designers to help us create custom templates for our clients and give us art direction. Our Content Creators are still responsible for all concepts and creative work. Our Video Editors still put together custom stories. Our Web Managers still rely on their expertise to make improvements to sites.  It’s a “both and.”

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How to Use AI as a Marketing Tool

“I believe AI tools like ChatGPT will work in a similar fashion over the next few years. A tool, not a replacement.” – Savannah Abney

This is how we should be thinking about AI in the marketing space – as a tool, not a replacement. The key to effective AI use is finding the balance between automation and human creativity. You can use it to make your creation process more efficient, while still keeping your brand authentic. Here are some tips:

Use AI for efficiency

Let AI handle repetitive tasks like data analysis, basic research, and content ideation. For example, use ChatGPT to generate topics for a content calendar or draft an initial email copy.

Edit everything for the human touch
Always review, edit, and personalize AI-generated content to ensure it aligns with your brand’s tone and messaging. Leverage AI for data-driven personalization but make sure a human reviews the final product.

Focus on audience value
Remember, your audience craves connection and authenticity. Use AI to enhance your content but keep your audience’s needs and preferences at the forefront.

Leverage AI tools in other areas
Beyond copywriting, use AI in design (Canva’s Magic Switch), analytics (Google Analytics 4), and campaign optimization (HubSpot AI) to streamline your marketing efforts.

Use AI for time-saving tasks

Automate repetitive processes like content ideation, initial drafts, or keyword research.

Keep creativity front and center

Let AI handle the structure while your team adds the emotional and creative layers.

Starting Point for This Blog

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Let’s look at a real-life example of how AI can be used to create marketing content, long-form content specifically. In the video below, you’ll see us using ChatGPT. We brainstormed the idea for this blog post and then used it as the prompt for this blog post. You can see we got back a small chunk of copy that was helpful, but generic. We used this to begin producing the blog post that you are currently reading. However, you can obviously see that what ChatGPT gave us was not the final product. We edited it to feel more like our voice, added our own expertise, and formatted it to work within the confines of our goal for this blog. It was merely a starting point. A way to generate ideas and get the creative juices flowing. 
  The Takeaway: AI can be an awesome starting point and generate baseline content accurately and efficiently, but you still need the human element to make it feel like YOUR brand. Use your own expertise to add depth, authenticity, and your unique brand voice, or else you’ll be putting out generic cookie-cutter content.
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Limitations of AI-Generated Marketing Content

It Still Lacks the Human Element

As we have shared, AI can be powerful, but it still has its drawbacks. The section of content you’re reading right now was originally created in that initial ChatGPT section, but as you’ll see as you keep reading, it is different. Our team has come through and created original copy, made heavy edits to reflect our brand, and made sure it aligns with our voice and perspective. This is the limitation of AI tools like ChatGPT – they still don’t fully understand the nuances and complexities of your brand, voice, style, and perspective…at least not yet!

While AI-generated content can be highly efficient and effective, it is important for marketers to understand that humans are still essential to creating high-quality marketing content.  

There are Potential Ethical Concerns

AI-generated content has and will likely continue to raise some ethical concerns around issues like privacy, bias, and transparency. For instance, if your AI tool inadvertently pulls phrasing from copyrighted materials, it could land you in legal trouble. Always fact-check and ensure compliance with ethical standards. It’s important for you to be aware of this and ensure that you are using these tools responsibly – not as a replacement for thorough research, fact-checking, and complete subject-matter expertise. 

SEO Gaps

When you ask an AI tool like ChatGPT a question as we did in our previous example, it gave us a solid draft to begin writing this blog with. However, what it did not provide us was content that was already SEO-friendly. It was presented like a blog should be, but there were important SEO pieces that were missing. It is still imperative that marketers and content creators rely on SEO best practices to ensure that the final piece of content, whether it is short or long form, is optimized for search engines. 

Generic Results

Lastly, you need to re-write the content that comes from an AI tool so that it isn’t generic and standard. There are many other business owners and marketers who will fall into this trap and all of the content on the topics they are writing about will be the same across the industry. To stand out, you need to add unique insights and real value to whatever output AI gives you. Search engines can tell when content isn’t original so without proper editing your chances of being ranked will be negatively impacted.

AI and Generative Engines: What’s Next in 2025?

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Speaking of search engines, in 2025 we’ll continue to see generative AI tools like SearchGPT reshape the way we search. SearchGPT combines traditional search results with human-like conversational responses. Instead of returning a list of links, it answers your questions in a way that feels personal and tailored to the specific inquiry you searched. Have you noticed on Google when you search for something, you get that “AI-Overview” section? Yeah, that’s what we’re talking about. 

This shift means traditional SEO tactics alone aren’t going to be enough anymore. This is where Generative Engine Optimization (GEO)—a strategy for creating conversational, highly sourced content that AI understands and ranks well–enters the lineup. GEO has an emphasis on creating conversational, well-sourced, and engaging content that directly addresses user questions.

How to Implement GEO

  1. Understand user intent: Focus on the “why” behind a search query.
  2. Write conversational content: Use natural, human-like language.
  3. Cite sources: Build credibility with statistics, quotes, and outbound links.
  4. Update regularly: AI prefers fresh, relevant content.
  5. Experiment with AI tools: Use AI for insights and testing while maintaining human oversight.
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The Question Remains: Should You Be Using AI For Marketing?

Yes—but strategically. AI can revolutionize your marketing by saving time, generating ideas, and optimizing content. However, it’s crucial to use AI as a tool, not a substitute for human creativity and expertise.

As automation becomes more widespread, audiences will value authenticity even more. Let AI handle the heavy lifting, but let your brand’s personality shine through. By finding this balance, you can stay ahead of the curve and create marketing content that is both efficient and deeply engaging.

If you use AI tools in this way to develop your marketing content and materials, you will be able to leverage their power while still keeping your content fresh, on brand, in your voice, and SEO-friendly.

If AI isn’t enough to help you out with your marketing and content creation, we can step in. With The Breezy Company, you have access to content creation, blog writing, video storytelling, strategy, and site maintenance all from marketing pros who become truly invested in your business’s success. Take our quick needs assessment to see how we can help! 

Ready to Launch a Content Marketing Plan for Your Small Business?

We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.

You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.

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"I highly recommend working for Breezy if you're just starting out as a content creator. It's a really great way to get your feet wet and see what types of clients you like working with."
Hannah Warren
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