AI Is Not Going to Replace Your Marketing Team

There is a big difference. Let me be clear about something. We use AI.

Every single day. It is built into our tools. Our Scope My App widget uses it to generate reports.

We use it for research, for data analysis, for first drafts of technical documents. It is brilliant at certain things. Here is what it is not brilliant at.

Strategy. Tone of voice. Understanding your specific business.

Knowing that your target audience responds to humour but not sarcasm. Recognising that your competitor just launched something and you need to respond. The human stuff.

The stuff that actually makes marketing work. I did a talk recently at the Harrogate Chamber of Commerce about AI. And the thing that surprised most people in the room was not what AI can do.

It was what it cannot do. It cannot care about your business. It cannot build relationships.

It cannot have an opinion that comes from experience rather than data. It also writes like a robot. And I do not mean our robot Alfred, who has excellent comedic timing.

I mean it writes like something that has read everything and understood nothing. The agencies who are replacing their writers with ChatGPT are going to learn an expensive lesson. Their content will rank for a while.

Then Google will catch on, because it always does. And they will have lost the writers who made them good in the first place. We use AI to make our team faster.

Not to replace them. Our writers use AI like a sous chef, not like a replacement chef. There is a difference.

One is efficient. The other is a fire risk. If you want to see how we actually use AI in real projects, there is a page on our site for that.

And yes, the irony that I am promoting it in a video about AI not replacing humans is not lost on me.