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We don't know how to use AI in marketing

By
Mukund Kabra

In marketing, AI earns its keep in four places first: customer research, creative variations, personalization and reporting. Pick the one where your team loses the most time, run it for a month, and measure the result.

Category:
Execution
Reading time:
2
min read
Published on:
October 24, 2026
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Execution
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We don't know how to use AI in marketing

We don't know how to use AI in marketing

Problem

The team knows AI matters for marketing, but not where it fits.

Some people use it to write captions, others avoid it, and nobody has decided what it should and should not do. Quality varies, and the brand voice drifts.

It feels like an experiment that never becomes part of the job.

Insight

Marketing has a few jobs where AI is already reliably useful.

Summarizing customer calls and reviews, producing many ad and email variations, tailoring messages to segments, and turning raw data into readable reports all work well today with a person checking the output.

Starting with one of these gives the team a clear, measurable win.

How we approach it

We put AI to work on one marketing job at a time.

  1. We look at where your marketing team spends the most time on repetitive work.
  2. We set up an AI-assisted workflow for that job, with clear rules on brand voice and review.
  3. We measure time saved and performance against the old way, then move to the next job.

AI becomes part of how your marketing works, with guardrails.

Tags:  
cross-team Kpi Alignment; Goal Ownership; Metric Hierarchy; Team Collaboration; Kpi Governance; Alignment Process
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