Using AI to Revolutionize Messaging & Content

AI in marketing isn’t some futuristic concept—it’s happening right now. But how well are we using it? Are we truly unlocking its potential, or are we just scratching the surface?

In preparing for my talk on AI-powered content creation, I spoke with AI power users—leaders in marketing, product messaging, and strategy. Their insights revealed a common theme: AI isn’t here to replace us. It’s here to amplify us.

The secret? Knowing how to use AI effectively—not as a crutch, but as a creative collaborator.

How Marketers View AI: Superpower or Chaos Engine?

One of the most fascinating discussions I had with AI power users was around a simple but revealing question:

"If AI were a character, who would it be?"

Their answers were incredibly insightful:

• A strategy leader compared AI to Aladdin’s Genie—a tool of immense power, but one that could create chaos if not handled correctly.
• A PMM leader saw AI as Robin Williams in Dead Poets Society—a thought partner that doesn’t do the work for you, but inspires you to do your best.
• A web marketing leader likened AI to The Joker—brilliant and unpredictable, capable of both greatness and disaster if left unchecked.
• And a Head of AI? He described it as Robin from Batman and Robin—a capable sidekick, but not the hero of the story.

This illustrates something important: AI is neither inherently good nor bad. Its impact depends entirely on how we use it.

In the right hands, AI is a multiplier of human creativity and efficiency. In the wrong hands, it can generate generic, uninspired content that adds noise rather than value.

So, how do we use it the right way?

AI’s Role in Marketing Today: A 40% Boost in Productivity

According to recent studies, three-fourths of marketers already use AI in their content workflows, and it’s no surprise why—AI boosts marketing productivity by up to 40%.

But how exactly is AI making marketers more effective?

1. AI as a Creative Jumpstarter

Some marketers use AI to generate first drafts—removing the paralysis of the blank page. Others, like myself, prefer writing the first draft themselves and using AI to enhance, refine, and optimize.

Either way, AI helps overcome writer’s block and speeds up the creative process.

2. AI for Summarization and Research

AI can take an overwhelming amount of market research, customer insights, and competitor data and distill it into actionable summaries.

What used to take hours of manual research can now be summarized in minutes, allowing marketers to focus on strategy and execution.

3. AI for Video and Visual Content

The rise of AI-powered tools like Sora, Runway, and Gemini means AI isn’t just writing—it’s creating videos, designing visuals, and generating social content at scale.

Imagine producing high-quality video ads in minutes, rather than waiting for weeks of production time. AI is making that a reality.

The Secret to Using AI Effectively: The Art of Prompting

The most overlooked skill in AI-powered marketing? Writing great prompts.

AI’s output is only as good as the input you give it. A vague prompt like “Write me a product description” won’t deliver the same quality as a well-structured, detailed request.

That’s why AI power users rely on a simple but powerful framework: RISEN.

The RISEN Framework for Better AI Prompts

?? R – Role: Define AI’s perspective. (“You are a senior copywriter specializing in SaaS marketing.”)

?? I – Instructions: Be clear and specific about the task. (“Write a LinkedIn post explaining AI’s role in content marketing.”)

?? S – Steps: Break it down into structured phases. (“Start with a hook, provide three key use cases, and end with a call to action.”)

?? E – Expectation: Define the goal and impact. (“The tone should be engaging, with real-world examples.”)

?? N – Narrowing: Set constraints. (“Limit to 250 words and write at a 10th-grade reading level.”)

Not every prompt needs all five elements, but using even two or three can dramatically improve AI’s output.

AI Isn’t Perfect—But Chaining AI Models Can Supercharge Results

One of the biggest mistakes marketers make is expecting one AI tool to do everything perfectly.

The truth? The best results come from chaining AI tools together, leveraging each one’s strengths.

Here’s an example of how AI power users optimize content creation:

1. Use ChatGPT to generate multiple email variations.
2. Feed those versions into Gemini, along with past campaign data, to analyze and pick the best-performing one.
3. Pass the winning draft to Jasper for refining tone and subject lines.
4. Use Grammarly or Claude for final polishing and clarity.

It’s like assembling the ultimate content dream team, where each AI model plays a unique role in delivering high-impact marketing assets.

The Human Touch: Why AI Won’t Replace Marketers

Despite its power, AI lacks something fundamental—human intuition, emotion, and lived experiences.

A great marketing campaign isn’t just about producing content—it’s about understanding the customer’s pain points, aspirations, and desires.

AI can generate words, but it can’t feel what it’s like to be:

• A frustrated customer trying to find the right solution.
• A marketer struggling to differentiate their product.
• A brand trying to tell a story that resonates deeply.

That’s where we, as marketers, bring irreplaceable value.

Final Thought: AI Won’t Replace You—But Marketers Who Use AI Will Win

The question isn’t whether AI will take our jobs. The real question is: Will we learn to use AI effectively before our competitors do?

The future isn’t Humans vs. AI—it’s Humans + AI.

If you’re already using AI in your marketing, how has it transformed your workflow? If you’re still hesitant, what’s holding you back?

Let’s discuss in the comments!