6 best practices for using AI for marketing

Many people describe using AI for marketing as a game changer. It’s revolutionised how we approach everyday tasks, saving time, generating efficiencies and opening new doors for marketing teams globally.

But although it offers many benefits, there are still some best practices for using AI for marketing that you should remember. Here are the top six.

1. Always do your checks

Although AI can be seen as a marketing lifesaver, saving you hours of research time and providing frameworks to help you tick off your to-do list quicker, it doesn’t mean you can relax completely.

While AI is factually correct the majority of the time and less prone to human error, it isn’t always 100% accurate. Yes, it may provide more efficiency and quality, but it can’t understand empathy, sentiment and ethics.

On top of this, there’s been widespread criticism surrounding the transparency of AI tools, including from big names like Elon Musk. There have been whispers around inserted bias, and with AI being a machine, it can’t use its judgement to dissect information, unlike you or I.

So, before you copy and paste and think the job is done, take some time to check over the AI output and make sure what you’re saying is factually and ethically correct.

2. Don't expect it to do everything for you

Now you can kick back, relax and watch AI do every task on your to-do list. I'm just kidding — the robots aren’t going to take your job. While there’s an AI tool for almost every marketing task now, that doesn’t mean you should rely solely on it.

This best practice point links into our previous and next points about using AI for marketing — you should always do your checks and add the human element back in. For AI to help you reach success, efficiency and accuracy, you need to consider both of these points.

3. Always add the human element back in

Yes, AI can analyse huge datasets in a matter of seconds, but it’s still very reliant on humans to interpret that information and spin it in a people-friendly way.

Machines can’t understand legitimacy, ethics and emotion, meaning AI is unable to put the data in the context of what you need it for. You’ll need to use your judgement for that.

But this point is crucial regarding more creative work. Although there are many AI tools for image generation, video editing and everything in between, it’s nowhere near as capable as human input yet.

You only need to use ChatGPT or Midjourney to experience it for yourself. The output copy is often very dry, or the images have some kind of fault. The creative abilities of humans are unreplicated by AI, which is why we should always add this element back in.

4. Make copy search engine friendly

Which leads us nicely to our next point. Remember how I said that AI copy outputs are often dry and machine-like? Well, Google will pick up on that too.

Search engines use algorithms to detect AI-generated content and if it’s not geared towards people, that content won’t rank. That’s why adding the human element back in is so crucial.

So how do you make sure that your AI-generated content still ranks? First, plenty of AI checker tools are out there to determine whether it will pass Google’s EEAT guidelines. Search engines won’t discredit AI-generated content as long as there’s the intent of gearing the content towards humans, not search engines.

Spend time adding the creative element back into AI-generated content, tailoring it to meet the needs of the reader and the issue you’re trying to solve. That way, your rankings won’t be affected.

5. Don't rule it out before you've started

We’re big believers in the powers and benefits of AI at Avidly, but we understand there are many AI sceptics out there and we don’t discredit the reasons for it. Legitimacy, accuracy and ethics all raise many questions surrounding AI.

But that doesn’t mean you should avoid it. As long as you take due care, perform your checks and add the human and creative elements in, AI offers so much more good than bad.

In fact, with the rapid growth of using AI for marketing, you’ll soon be left behind if you don’t adopt it. Stay ahead of the curve and use AI to keep up with the trends, devise new inventive strategies and create efficiencies in your day-to-day role.

Start off by using ChatGPT for quick research and play around with other tools to inspire you. Before you know it, you’ll be capitalising on all the benefits AI offers.

6. Work with experts

Whether you’re unsure of how to use AI for marketing, are just getting started or simply need an extra pair of hands to help you uncover the potential, working with experts will help you along the way.

The first port of call? Working with an agency. The best agencies will already be well on their way to using AI for marketing activities, from content creation to strategy development. 

Harnessing their skills and experience in AI offers you a two-in-one — the advanced marketing expertise of an agency combined with the forward-focused thinking of AI.

If you already have an agency relationship, it’s worth speaking to them about their use of AI. If you’re not working with an agency and would like to, then it might be time to begin the search so you can realise new opportunities.