Start by drawing a line down the middle of your marketing: on one side, work where being 90% right and fast is a win; on the other, work where sounding like everyone else costs you the deal.
Where AI earns its keep (behind the scenes)
- First drafts, outlines, and rewrites you then edit — not publish raw
- Research and summarizing: competitors, transcripts, long reports
- Repurposing one strong piece into many formats
- Cleaning and organizing data, spotting patterns, drafting routine analysis
- Handling clearly routine, structured questions so your people are free for the real ones
Where to keep humans in front
- Strategy and positioning — what you say and why
- The first real conversation with a high-value buyer; in a complex sale, that first response is part of the product
- Anything where nuance, taste, or trust decides the outcome
The trap to avoid is letting automation stand in for expertise where a buyer can feel the difference. A generic AI chatbot on a technical, six-figure purchase doesn’t save money — it quietly costs you deals. Automate the back office; keep the human where the trust is built. Behind-the-scenes efficiency, front-of-house humanity.