{"id":23219,"date":"2025-11-06T10:07:36","date_gmt":"2025-11-06T09:07:36","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=23219"},"modified":"2026-04-27T13:12:54","modified_gmt":"2026-04-27T11:12:54","slug":"ai-in-marketing-when-to-automate-and-when-to-use-human-creators","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-production\/ai-in-marketing-when-to-automate-and-when-to-use-human-creators\/","title":{"rendered":"AI in marketing: When to automate and when to use human creators"},"content":{"rendered":"\n

While the growing use of AI poses challenges and ethical questions, it can be a powerful addition to marketing stacks. But, like any tool, the true value of AI depends on how it is applied. It\u2019s best used to assist and enhance the work done by humans, not to replace them entirely \u2013 it\u2019s still essential to have a human checking AI-generated work and spearheading creative and strategic efforts. Here\u2019s how marketers and creatives use AI to be more efficient and focus more on the real creative work.<\/strong><\/p>\n\n\n\n

When to use AI in marketing<\/h2>\n\n\n\n

When you need a brainstorming buddy<\/h3>\n\n\n\n

Brainstorming is one of the most popular AI use cases: according to Adobe<\/a>, 64% of people use AI for research and brainstorming. A Mediaforta survey<\/a> also found that 62% of content creators use AI for idea generation. You can ask a tool like ChatGPT to generate any number of potential content topics related to your subject matter, and just like that, you have a large pool of ideas to choose from.<\/p>\n\n\n\n

This is a great way to quickly fill up content calendars \u2013 a process that, when done manually, can be lengthy, exhausting and limited by your own gaps in awareness. But AI excels in generating large quantities of information from a much larger database than the one in our brains \u2013 it can even suggest angles you hadn\u2019t previously considered. Even if you don\u2019t like any of the suggestions, they will probably still lead to ideas of your own.<\/p>\n\n\n\n

When you need a work assistant<\/h3>\n\n\n\n

Creative work involves a great deal of ruminating. Copywriters, for example, spend a lot of time searching for the perfect word, formulating the most impactful tagline, or crafting a seamless segue from one idea to the next. It takes much time, effort and failed attempts to produce a brilliant final product.<\/p>\n\n\n\n

However, this process is also time-consuming \u2013 worse, it can cause the infamous writer\u2019s block. An AI tool can help push past this block: when I get stuck on a word, AI can quickly offer a number of relevant synonyms, for example, or suggest ways to rephrase or polish a sentence so I can move on with the rest of my work. Mediaforta’s AI survey<\/a> reveals that 59% of content creators also use AI for writing assistance, aiding them with research, questions, ideas, translation, outlines and editing.<\/p>\n\n\n\n

AI can also help develop a general idea and break it down into subtopics, and even suggest a structure for a website page, article or blog post. However, this approach works best in the hands of experts: someone who can\u2019t recognise good writing won\u2019t be able to spot mistakes, robotic or unnatural phrasing, gaps in logic or clunky transitions.<\/p>\n\n\n\n

To critique your work<\/h3>\n\n\n\n

One of the hardest parts of marketing and creative work alike is not knowing how it will be received by the intended audience. Before putting it in front of their eyes, it can be helpful to ask AI to imagine what the recipient might think.<\/p>\n\n\n\n

For example, if your target audience is small business managers in the insurance sector, you could ask AI to read the copy on your website from that person’s eyes. It will give you an idea of how it\u2019s coming across and give you tips to improve it for that audience. To take the most advantage of this use case, you should have already developed a detailed client persona and understand their needs, preferences and pain points.<\/p>\n\n\n\n

To automate repetitive tasks<\/h3>\n\n\n\n

Marketers can spend hours on rote work like writing and scheduling social media posts, image alt texts, emails, meeting notes, data entry\u2026 and it\u2019s not always the best use of your time. However, study after study finds<\/a> that marketers spend a large portion of their time on routine tasks \u2013 one study by Airtable and Lawless Research found that marketers spend an average of 18.8 hours per week on manual tasks; another survey by Asana discovered that such work makes up around 63% of marketers\u2019 time.<\/p>\n\n\n\n

Despite this, Mediaforta has found<\/a> that only 31% of content creators use AI for automation. Still, those who do find it useful for tasks like transcriptions and SEO, which can free up time for strategy, planning and creating. Other ways to automate tasks with AI include content repurposing \u2013 for instance, turning a white paper into social media posts and scheduling them automatically. You can also ask AI to generate a pithy, engaging summary of a recent blog post for your newsletter.<\/p>\n\n\n\n

To write content\u2026 but not really<\/h3>\n\n\n\n

A writer colleague once said<\/a> that she sometimes asks AI to write articles for her \u2013 not to use the final product, but to know what not<\/em> to write.<\/p>\n\n\n\n

AI generates an amalgam of what everyone else is already saying about this topic on the internet, so use it to think outside the box. What is your point of view on this topic? What can you add to the conversation that\u2019s original and exciting?<\/p>\n\n\n\n

What to leave to the humans<\/h2>\n\n\n\n

Relationship building<\/h3>\n\n\n\n

Human beings have a unique ability to form bonds: we\u2019re social creatures, after all, and rely on each other to survive and thrive. Our relationships are rooted in physical interactions, communication, cooperation and empathy \u2013 something that no technology, no matter how advanced, can ever replicate. In fact, a study by KPMG<\/a> has found that one of the biggest concerns around AI use is the loss of human interaction and connection.<\/p>\n\n\n\n

Only a human can talk, listen and truly empathise with another human. This ability to connect with others and see things their way is paramount for impactful creative work and successful marketing. Building lasting relationships is what keeps teams together and customers loyal, and it\u2019s worth every ounce of effort.<\/p>\n\n\n\n

Cultural sensitivity and nuanced perspectives<\/h3>\n\n\n\n

Very often, marketing involves spending hours each day in someone else\u2019s shoes: strategies and content need to resonate with an audience that you don\u2019t necessarily fit into yourself. This demands a level of contextual awareness that a machine can\u2019t match: marketers are experts at developing a deep insight into the cultural, social and professional context of their target audience.<\/p>\n\n\n\n

In addition, if you\u2019re dealing with sensitive topics or social issues, it can be risky to outsource efforts to AI, as it can come across as tactless. Human beings are still the best at navigating situations that require nuance and sensitivity.<\/p>\n\n\n\n

Work that requires deep expertise or first-hand experience<\/h3>\n\n\n\n

A person who has spent years developing their craft and acquiring knowledge is irreplaceable, and the most qualified for tasks that demand specialist insight, contextual understanding and critical thinking. These skills are acquired through hard-won experience, which gives them the discernment to evaluate complicated circumstances, weigh layered issues and make judgment calls.<\/p>\n\n\n\n

Actual creative work<\/h3>\n\n\n\n

According to a 2023 report by the World Economic Forum<\/a>, jobs that require creative thinking and emotional intelligence are among those that AI can’t replace.<\/p>\n\n\n\n

Creative work is a quintessentially human skill that has the potential to inspire, move and transform. Humans have mastered how to tap into joy, compassion, frustration, empathy, curiosity and all other emotions through their creative work \u2013 emotions that AI can only ever mimic.<\/p>\n\n\n\n

No technology can experience the depth and breadth of human emotion, nor can it produce anything truly original and meaningful. It hasn\u2019t gone through typical human experiences. It cannot relate to a person on an emotional level. It cannot understand what motivates you, what inspires you and what frustrates you. Our very human ability to use creativity to connect with one another is our greatest and most invaluable resource.<\/p>\n","protected":false},"excerpt":{"rendered":"

While the growing use of AI poses challenges and ethical questions, it can be a powerful addition to marketing stacks. But, like any tool, the true value of AI depends on how it is applied. It\u2019s best used to assist and enhance the work done by humans, not to replace them entirely \u2013 it\u2019s still … <\/p>\n","protected":false},"author":46,"featured_media":23215,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5098,5097],"tags":[],"class_list":["post-23219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-production","category-content-strategy"],"acf":[],"yoast_head":"\nAI in marketing: When to automate and when to use human creators<\/title>\n<meta name=\"description\" content=\"AI can be a powerful tool for marketing and creativity \u2013 when used properly. 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