Here's the whole guide in two sentences: AI made marketing production cheap. It did not make judgment, taste, or truth cheap — and those were always the expensive parts.
Everything useful about AI in marketing follows from that. So does everything embarrassing.
What actually changed
Drafts are close to free now. Variants are free. Reformatting a good idea for several channels is free. The blank page — the thing that used to eat a large part of a marketer's week — is mostly gone.
Which means volume is no longer impressive on its own. When anyone can publish endlessly, publishing endlessly stops being a strategy. The bar didn't drop. It moved toward being useful, specific, and recognizably yours.
What didn't change
Knowing your customer well enough to say something they'd stop for. Having proof behind what you claim. Sounding like a business run by actual people. Deciding what your name goes on. None of that is production. It's judgment, and it still needs a person.
AI does the reps. People make the calls. You give the yes.
The new risk: generic content with your name on it
Cheap production created a new failure mode: content that exists because generating it was easy, not because anyone meant it. We wrote a separate piece on how to spot it on your own account, and what to ask whoever produces your marketing.
The new question: can AI assistants describe you?
More people now ask an AI assistant for a recommendation instead of typing into a search box. Whether those tools can find, understand, and accurately repeat what your business does is now part of how you're found. It's worth checking deliberately rather than assuming.
How we use it
We use AI for drafting and production chores, and we don't hide that. A person on our team reviews the work, and nothing publishes without your approval. That isn't caution slowing things down. It's what keeps your name on work you actually agreed to.
Want your website and content kept current this way — prepared by us, approved by you before it goes live?