AI in Marketing: Your New Superpower (If You Use It Right)

Written By Elizabeth Hoffman

AI has burst onto the scene and is shaking up business, processes, and marketing in a big way. You’ve probably heard that knowing how to use AI effectively can set you apart—and it’s true! When used wisely, AI can boost efficiency, streamline research, and enhance decision-making, but there are some guidelines you should follow.

Getting Started with AI

  1. Think of AI as Your Thought Partner
    AI isn’t a fully-formed genius just yet—some say it’s about as smart as a house cat (and if you’ve met a cat, you know that’s still pretty clever). It can help you brainstorm and refine ideas, but it won’t do all the thinking for you. You still need to set the vision; AI just helps fill in the gaps.

  2. Supercharge Market Research
    AI is a powerful tool for competitive analysis and consumer insights, but don’t take everything at face value. Always verify sources! In June 2023, a New York attorney got in hot water for using ChatGPT to draft a legal brief—only to find out it cited cases that didn’t even exist. AI sometimes "hallucinates" facts, so fact-checking is a must.

  3. Unlock Hidden Patterns in Data
    One of the most exciting applications of AI is its ability to analyze vast amounts of data to spot trends—whether in consumer behavior or, more impactfully, in healthcare and rare diseases. Using this insight can help you refine your marketing and business strategy to become even more effective.

  4. Protect Your Ideas!
    Be cautious when using AI for new business ideas or proprietary information. Many AI tools are open-source, meaning the data you feed them can be used and iterated on by others. If you want to keep your competitive edge, think twice before sharing sensitive details.

The Bottom Line

AI is an incredible resource, but at the end of the day, it’s just a tool—only as smart as the information it’s trained on. It still needs a skilled driver (that’s you!) to make the right calls. And in marketing, that means blending AI’s power with human creativity and strategy. Exciting times ahead!

Elizabeth Hoffman