AI in Marketing: Staying Human in an AI World

Artificial intelligence (AI) is changing every aspect of marketing from search engine optimization to social media and strategy. There are so many powerful tools we have access to that automate tasks, generate content and help your business show up in a search result. 

At our recent webinar, Margee Moore, CEO of BigOrange, reminded us that this shift doesn’t mean we step away from what makes marketing work in the first place: a real human connection. 

Retaining that human touch is not only an ethical stance but a strategic one to support your marketing efforts. Keep reading to see the five ways to integrate AI in marketing while staying rooted in authenticity and effective communication. 

1. AI Is a Tool, Not the Strategy

There are AI tools built into nearly every marketing platform. Canva, HubSpot and SurferSEO are all popular tools with tons of AI features. Platforms like those and others help you research keywords, write meta descriptions, build campaigns and create graphics. None of which should replace your strategy. 

When using AI in marketing, remember that it can accelerate content production, but without a well-thought-out strategy and human oversight, it will fall short. AI should be a part of your toolkit, not a replacement for your marketing team.  

2. Focus on Human-Centered Content

Google’s E-E-A-T (experience, expertise, authoritativeness, trustworthiness) principles are more important than ever before. These principles guide how Google and its search crawlers rank your content. AI search tools also use the same SEO principles to rank your business. Which means you should: 

• Show firsthand experience in your writing.
• Highlight credentials and real results.
• Keep your website accurate and up to date.
  

Creating content for a human vs an AI bot or search crawler will build your credibility and increase visibility. A human will always be the one taking the action you want your customers to take. 

3. AI Search Is Changing: How You Get Found

Traditional SEO will never die, but with the rise in AI in marketing comes the rise of AI-driven search. It’s shifting how your prospective customers find answers. ChatGPT and other generative AI tools are being used to make a multi-dimensional query. For example, BigOrange might pop up if you search “MSP marketing firms that use HubSpot and StoryBrand.” (We’ve been found that way before!)

If you want your business to pop up in these searches (and you should), you need to write the kind of content that the AI is trained to look for. Which means answering the real questions your prospects ask and optimizing pages for complexity, not just keywords. 

4. Let Stories Be Your Superpower

The power of storytelling has been around for centuries and it’s never going to go away. In the StoryBrand Framework, you position your customer as the hero and your brand as the guide. 

By using real stories, you create content that resonates with your audience. AI can help summarize stories but the insight needs to come from your people. Encourage your team to bring forward stories weekly and build your content calendar around that. 

5. Keep AI in Check

Using AI in marketing strategy and content creation can be incredibly helpful, but only when used responsibly. Automated spam content or overusing it will cause performance failure and harm to your brand’s reputation. 

Instead, use AI to amplify your message and create efficiency in your marketing team. AI in marketing should always be your assistant, not a replacement for strategy and creative work. 

Use AI in Marketing Effectively and Ethically 

AI in marketing isn’t going away anytime soon. The key is learning how to wield it effectively. Using automation to enhance your message, not dilute it. Start small and use it to bounce ideas off of, research and ensure your message stays clear and helpful. With the right approach, using AI won’t make your marketing less human. 

Get the marketing support your business needs by booking a meeting with our experts today. Or follow us on LinkedIn to catch our next short, but info-packed, webinar!