Marketing And AI Tools: Putting The 'I' In 'AI'

"Throughout the past few years, I've observed that many people in the marketing world have moved past their initial worries about AI. A common theme I'm hearing these days? It isn't that AI will take over, but rather that we're moving toward incorporation. I see AI as a fast, intuitive tool. But as marketers, how should we use it?"

"AI has a lot of potential in the marketing realm, as long as it's deployed effectively. As I wrote in a previous article: "Preserving authenticity and real-world human experiences must always be the core of marketing and messaging." AI can be used for purposes like streamlining workflows and brainstorming. It should not replace our creativity as marketers."

"If you're keeping tabs on AI, you already know it's making waves across the marketing sphere-and fast. The Marketing AI Institute's "2024 State of Marketing AI Report," which surveyed roughly 1,800 marketers and business leaders, found what I see as an astounding, but not surprising, statistic: "99% of respondents say they're personally using AI." According to CoSchedule's "The State Of AI In Marketing 2025" report, "41.65% of marketers report that most or all of their existing tools have now added AI features and functionality in the last year." Additionally, CoSchedule found that "28.24% of marketers report that AI has significantly enhanced their competitive edge.""

AI adoption in marketing has accelerated, with near-universal personal use and many existing tools adding AI features. Marketers report that AI enhances competitive advantage, lowers costs, and improves efficiency. About 20% of organizations have deeply integrated AI into workflows, testing AI-assisted decisions and personalization in content creation, predictive analytics, and synthetic research. AI performs best as a fast, intuitive tool for brainstorming and workflow streamlining while preserving authenticity and real-world human experiences. Deployment should augment human creativity and judgment rather than replace core marketing messaging and relationships.

Read at Forbes