How to (Actually) Use AI in Your Marketing Team
AI is everywhere. Every tool promises to 10x your marketing team overnight. Buuuuut most of that is hype.
If you lead a marketing team and you want to actually use AI to make your team more productive (without overwhelming them or buying another shiny thing you won’t use), this post is for you :)
I always say that the goal of implementing AI isn’t to replace your team, but to free them up to do more strategic, creative work and take the grunt work off their plate.
Here’s exactly what I tell marketing teams in my consulting calls.
1. Start Small and Pick One Workflow to Automate
First mistake I see? Leaders try to AI everything at once. The result = overwhelm and a bunch of abandoned tools.
Instead, pick one annoying, repetitive workflow and automate that first.
For example:
Weekly social media content scheduling
First-draft blog outlines
Drafting email subject lines
Repurposing webinars into short posts
Tools I like to use:
What you need to do with workflow automation or when incorporating AI is
Test.
Get one win.
THEN move to the next workflow.
2. Use AI for Drafting & Not Final Output
Content Team: “AI will write our whole campaign!”
Please don’t. 🙃
AI is great for:
Drafting ideas
Generating rough outlines
Writing 1st drafts
Brainstorming angles
AI is not great for:
Final polished copy
Voice-of-brand writing
Nuanced positioning
Teach your team this mindset: AI gives you clay in the shape of a goose. You still have to sculpt it into a swan
3. Turn Existing Content Into More Content (Repurposing Magic)
AI really becomes useful when turning one core piece of content into multiple assets.
Example workflow:
Record a 10-min video or webinar
Transcribe it
Run the transcript through ChatGPT with a smart repurposing prompt (you can create these once and re-use!)
Output: 5 LinkedIn posts, 2 email newsletters, 1 blog draft, 10 social snippets, or whatever else your heart desires!
This saves HOURS and makes your campaigns more visible.
4. Use AI for Research
AI can massively speed up research workflows like:
Competitor content analysis
SEO topic generation
Customer pain point discovery
Persona development
Example: Use Perplexity.ai to ask: “What are common objections buyers have about [your product category]?” Or: “What SEO topics are trending in [your industry]?”
Feed the insights into your campaign planning.
5. Create Internal Tools & Templates With AI
One advanced move: use AI to create productivity tools for your team.
Examples:
Prompt libraries (pre-built prompts your team can copy/paste)
AI-powered content calendars
Automated marketing briefs
Template libraries inside Notion
You’ll save huge amounts of mental energy by reducing blank-page moments.
Key Tools to Consider (That Actually Work)
Here are AI tools I trust and see real marketing teams using well:
| Tool | Use Case |
|---|---|
| ChatGPT | Drafting, ideation, repurposing |
| Make.com | Automation across tools |
| Otter.ai | Transcription |
| CastMagic | Content repurposing |
| Perplexity.ai | Research + insights |
| Postly.ai | AI-powered social media scheduling |
Final Thought: AI Is Not a Magic Wand
The best marketing leaders I know use AI to:
Free up human time
Scale content without burning out the team
Speed up research and ideation
They do not use it to replace smart strategy or high-quality creative work.
If you take that mindset, your team will be more productive and more creative, not just busier. And you won’t waste hours chasing the next shiny AI toy.
Want more real-world AI workflows for marketing teams?
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