The Power of AI in Marketing

If you’ve been anywhere near the business world lately, you’ve probably noticed that AI isn’t just a buzzword—it’s everywhere. It is all anyone has been talking about, especially in business. And for marketers, it’s not just hype; it’s already reshaping how we work.

As a freelance marketer who specializes in social media and branding, I want to share how I see AI in marketing, the opportunities it creates, and the challenges it raises.

AI in Marketing: What It Can Do

In the world of marketing and social media it is imperative to stay on the pulse as they say and know the “trends” that are taking your feed by storm and changing daily. A big part of this is knowing when new platforms hit the scene or tools for marketers. AI is one of the biggest “tools” to hit the scene in years, and it’s being used in countless ways, including:

• Generating content ideas and strategies

• Writing captions, ad copy, and scripts

• Analyzing competitors

• Automating customer segmentation

• Providing predictive analytics and personalized recommendations

Ai is a tool, it doesn’t do everything for you, though it does provide feedback and answers in a matter of moments. The catch? It still requires thoughtful input, clear direction, and a human touch.

Without a clear direction and parameters, you will get responses that are so-so, when they could be extremely tailored and in-depth. Learning how to talk to Ai and what to ask is the biggest and best piece of advice I could offer. 

For example, instead of asking:

“Write me a content plan for this week with captions and content ideas.”

You’ll get better results with something like:

“You are a social media expert in the real estate industry. Write me (a real estate agent in Knoxville, TN) a two-week content plan targeting buyers. Include captions, posting times, and detailed content suggestions.”

The difference is night and day.

Will AI Replace Marketers?

Now, you may be thinking, Alex…why are you teaching me how to do your job myself. 

This leads into a big topic for creators and creatives, are our jobs going to be replaced? Is Ai going to take over the workplace and then the world!? I can’t answer that last part ;)  

This is the big question—and my short answer is no.

AI can streamline tasks, but it can’t replace strategy, creativity, or execution. At the end of the day, someone still needs to:

• Understand the client’s goals

• Craft a strategy

• Proof, edit, and refine AI-generated content

• Execute campaigns across multiple platforms

There will always be experts in a field and people who specialize in specific areas. I don’t believe Ai can take this away from these individuals or replace their value. I believe it provides a tool for these same individuals to work faster and tap into more potential, while also providing everyone an opportunity to learn and bring more to the table. 

A recent McKinsey report found that while AI may automate tasks, it’s more likely to transform jobs than eliminate them entirely  [McKinsey, 2023]. For marketers, that means more time for high-level strategy and creative collaboration.

Personally, I love when clients say, “Hey, I asked ChatGPT for reel ideas and I really love this one.” Collaboration is key to creating next-level marketing and content.

Human Touch Matters

One common concern is that AI strips away human connection. I see it differently. While automation makes things easier, people still buy from people.

I believe this to be true, even more so now than ever before. In a world where you can do so much without ever interacting with another person, when customers are choosing who to buy from or do business with, most people are looking for brands and businesses they connect with.

In fact, Edelman’s Trust Barometer shows that 70% of consumers say trust and connection influence their buying decisions more than price [Edelman Trust Barometer, 2023].

That’s why storytelling, brand values, and authenticity matter more than ever. For example, when I research a new business, I always check their About Us page. I want to know what they stand for, if they’re local, and how they got started. It’s no longer just about who ranks first on Google—it’s about who shares their why. I have followed countless businesses on social media because of their messaging, product, and branding with the intent of staying up to date with them and using them in the future. 

Building Community in a Digital World

In a world of accessibility, people are craving connection. That’s why “building a community” has become such a powerful theme in marketing. 

Social media gives businesses a way to not just promote products, but also build relationships, share values, and create spaces where customers feel part of something. AI may help with content ideas or audience insights, but it can’t replicate genuine community.

The Environmental Impact of AI

One piece of the conversation that often gets overlooked is AI’s environmental footprint. Training large AI models requires massive energy use. A University of Massachusetts study found that training a single large AI model can emit over 626,000 pounds of carbon dioxide—the equivalent of five cars over their entire lifetimes [Strubell et al., 2019, UMass Amherst].

This doesn’t mean we should stop using AI, but it does mean we need to be mindful. As the technology grows, so does the importance of sustainable practices and conversations around energy use.

How You Can Use AI Today

AI isn’t here to replace us—it’s here to amplify us. Used well, it can:

• Save time on repetitive tasks

• Spark new ideas when you’re stuck

• Provide insights you might not see on your own

• Help you learn new skills and concepts faster

The best way to start? Experiment. Ask better questions. Test where AI fits into your workflow.

Final Thoughts

The bottom line: AI will continue to evolve and be a part of our everyday life, but humans bring something it can’t—empathy, creativity, and connection. That’s why I believe the future of marketing is not AI vs. humans but AI + humans.

If you’re curious about how AI can support your marketing strategy, let’s chat—I’d love to help you explore the possibilities.

Sources:

1. McKinsey & Company, The State of AI in 2023

2. Edelman Trust Barometer 2023

3. Strubell, Ganesh, & McCallum (2019), University of Massachusetts Amherst – Energy and Policy Considerations for Deep Learning in NLP