On December 03, Leanne Shelton (Global AI Coach for Marketing) joined me on “What’s the BUZZ?” and shared how you can use Generative AI in Marketing without losing your brand’s soul. AI in marketing can seem overwhelming, but mastering it isn’t as far-fetched as it sounds. By embracing AI as a collaborative tool, maintaining your unique voice, and strategically integrating it into workflows, marketing professionals can elevate their efforts. But, where should you start? Here is what we’ve talked about…
Using AI as a Collaborative Partner
AI isn’t here to take over; it’s here to collaborate. Think of it as a highly capable intern that needs direction. As marketers, your role is to guide AI tools, not blindly rely on them. AI can spark ideas, organize thoughts, and even draft copy, but humans control the creative process.
For example, when generating ideas for content, AI assistants like ChatGPT can provide a great starting point. Ask it for an outline or a rough draft, then refine it to align with your voice and brand.
AI excels at producing the framework, but marketers add the magic—infusing content with anecdotes, emotion, and context that truly resonates with an audience. The key? Always approach AI output with a critical eye. It’s a springboard, not the finish line. By maintaining oversight, marketers ensure the content serves its purpose: connecting authentically with its audience.
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Your brand’s voice is its identity. While AI tools are incredibly powerful, they can only replicate your tone if trained correctly. Feeding the right information into AI—like examples of past work, style guides, or specific prompts—helps the tool better understand your brand.
» Always test your style guide and brand voice, because what the humans think that brand voice is could be very different to how the AI bots translate it. «
— Leanne Shelton
Imagine asking AI to write an article. Without direction, it produces generic content that doesn’t reflect your brand’s nuances. But when you provide detailed input, like “Here’s my style guide” or “Analyze this sample,” it learns to mimic your voice. Still, training AI is an ongoing process. Regularly review its output and refine its understanding by providing feedback.
A well-trained AI can help ensure consistency across all communications, from blog posts to social media updates. But remember, it’s your job to supervise. AI amplifies your voice—it doesn’t replace it. Treating AI as a collaborative partner ensures your brand message remains authentic and relatable.
Integrating AI Into Your Daily Workflow
The sheer number of AI tools available can feel overwhelming, but success lies in starting small. Instead of overhauling your strategy, integrate AI into your existing workflow. Begin by identifying repetitive tasks AI can assist with—like generating article ideas, creating presentation outlines, or summarizing meeting notes.
For instance, tools like ChatGPT can help draft social media captions, Gamma can design presentations, and InVideo can generate quick video content. Use these tools as helpers, not decision-makers. They speed up processes, freeing you to focus on strategic and creative tasks.
Marketing teams can also share their AI successes internally. When someone finds an effective use case, encourage them to teach others. This collective learning helps everyone make the most of AI.
Remember, AI doesn’t replace your expertise—it enhances it. By starting small and scaling intentionally, marketing teams can harness AI’s power without losing their human edge.
Summary
Mastering AI for marketing is all about balance. First, treat AI as a collaborative partner that sparks ideas and accelerates workflows. Second, train AI to reflect your unique voice, ensuring your brand remains authentic and engaging. Finally, start small, integrating AI tools into your daily tasks to save time and enhance creativity.
Whether you are new to AI or refining your approach, these steps will help you lead authentically and connect meaningfully with your audience.
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“What’s the BUZZ?” will be back in January with new guests and topics. Check out recent episodes in the meantime.
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