The Power of a Tool Lies in the User: How I Actually Use AI in My Marketing

Time Is the Whole Game

The power of a tool lies in the user of that tool. Remember that line, because everything I am about to tell you hangs on it.

What is the most important resource we all have? Time. That is it. AI allows you to control time. It helps you get more done in less time and be a lot more productive, and that, after all, is how we build success. So when people ask me how I am using AI as a marketer, I do not give them theory. I give them the actual list. Here it is.

Research: Case Studies at a Speed Google Cannot Touch

One of the things I really enjoy doing with AI is finding case studies. If I am applying a particular marketing strategy to my business, I want to find people who actually succeeded with that strategy. I want examples. I want to know exactly what they did.

That does two things for me. First, it makes me more confident that my strategy has actually worked in the past. Second, it gives me ideas on how to make it better, how to optimize it, how to increase my probabilities of success.

Could you find some of this on Google if you searched long enough? Maybe. But the speed at which you can get it with AI is unmatched. And it goes deeper than case studies. AI gives you a ton of information about your audience, and we are all in the business of finding an audience that opens up their wallets and buys our stuff. It does not matter if you are selling services to businesses or supplements to dogs. You still have to get the humans to open up their wallets. We are all in the same business of serving humans, so you want to understand who your humans are.

Content Creation: Copy, Graphics, Video

Content creation is a big part of our world, and I put three check marks next to it because it comes down to three things: copywriting, graphic design, and video editing. You can use AI right now to increase your output in all three. And it is not a little better. It is exponentially better. It is science fiction stuff.

Look at the math. Writing copy: AI can write 5,000 words in five minutes or less, and I mean good written material, good copy, especially when you give it inspiration and tell it what you want. A human? A thousand words in an hour. Graphic images: tools like ChatGPT, Perplexity, and Google's Gemini can make a high quality image in one minute or less, and they are only getting better. A human doing that same image, concentrated and focused, takes one to three hours. A video with AI, using tools like CapCut or Canva and many others, under five minutes.

A logo? I use AI at least to get the initial idea of what I want. ChatGPT is coming out with great logo ideas in a minute. How long would it take you to find a great graphic designer out in the world who can put together a great logo for you? Days. Several days. Are you getting the trend here? Minutes versus hours. A five page website with a homepage, about page, services, products, all of it: AI can put together something incredible in an hour or less, as long as you feed it enough questions. A human who does not use AI takes several weeks. Weeks cut down to an hour. Even a book: you can write an outline, fill it in, then go in and humanize it, add your own two cents, make it personal, in just a few hours. I did mine, Marketing Magic, without AI, and doing it that way takes months.

Customer Service, Game Plans, and Automation

Customer service is being transformed right now. There are tools coming out that let you integrate bots and avatars directly into your customer service processes, so people always have support. Twenty four seven customer service reps, powered by AI, answering people's questions and concerns. That takes your customer service to a whole different level, and people are happy to be part of your company because you never leave them with an unanswered question.

The marketing game plan gets its own bullet point because it is that powerful. You can have real conversations with AI and have it give you a detailed plan of action for how you are going to win the game of marketing. From your objective, to the platforms you are going to use, to your existing assets, to the quantity of content, what content to put out, how to retarget people, how to manage an email list and a text message list, how to come up with email sequences, how to deliver services to your clients, how to get higher lifetime value and higher average order values from each customer. All of that can be figured out through conversations with your genius assistant, at scale.

Then there is automation, and there are crazy things happening in that world right now that are only going to get better. At my agency we have been testing a software called Air.ai, and no, I am not affiliated with it. You connect it to your CRM and it can actually start dialing out to people. One warning: only call people who opted in to you first. Do not buy lists and put them on the phone with AI, because that is going to get you banned from communication channels.

Who I Am Actually Getting Rid Of

Let me address the question everybody asks me. I am the owner and CEO of a company with around 120 staff, and about 50 of them are video editors and graphic designers. I love them to death. They have asked me if I will get rid of my staff and make AI the center of the company instead.

The answer is no. The only staff I will get rid of are the ones who ignore this technology and refuse to use AI. Those are the ones I am getting rid of. I want every single person in this company using artificial intelligence, because if they do not, they become less and less valuable to me every single day.

That is the whole lesson. AI is not the threat and it is not the magic. The power of a tool lies in the user of that tool. Be the user.