How to integrate AI into your marketing processes without losing the human touch

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Hello 👋🏼 Tereza Litsa Marketing Consultant 11 years of experience in social media and content marketing Always up for improving existing marketing processes

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POLL

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Three out of five workers (61%) currently use or plan to use generative AI. Salesforce Stats

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Three out of five workers (61%) currently use or plan to use generative AI. Salesforce 60% of employees picked human oversight as the top factor to trust generative AI Salesforce Stats

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71% of marketers expect generative AI will help eliminate busy work and allow them to focus more on strategic work. Salesforce Stats

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71% of marketers expect generative AI will help eliminate busy work and allow them to focus more on strategic work. Salesforce 43% of marketers said they don’t know how to get the most value out of it. Salesforce Stats

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5 steps to adding AI to your marketing communications processes

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Identify pain points Map out Impact / Effort Define your Strengths and Weaknesses 1) Review your processes

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Examples of processes Content creation Brainstorming Content repurposing SEO content planning Social media marketing Video content creation Admin tasks

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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2) Define objectives How do you want to use AI? Which problem are you trying to solve? Finding the best use case

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Define objectives 01 02 03 What do you want to achieve? What’s the best AI use case to make you more efficient? How will you measure success? Time saved, content outputs, leads generated, traffic increase Choose the best AI use case AI thought partner AI analyst AI creator AI automation agent

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Use cases Basic content creation Copywriting Brainstorming Content repurposing Data analysis Image generation Video generation A/B testing Social media ads SEO keyword research Automation Email journeys and personalisation Chatbots Lead nurturing Fundraising Tone of voice Business processes

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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3) Pick tools Discover new tools based on the specific use cases Find what works best for you Train yourself and your team

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Choosing a tool Use case Simplicity Cost Training required Code/no code Integrations

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Content ideation ChatGPT

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Content creation Claude

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Image generation Canva Magic

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Video generation Synthesia

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Content repurposing Copymatic

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AI content workflows ContentBot

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Improving conversion Flowpoint AI

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Fundraising Fundraiser GPT

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AI + Pomodoro FocusDoro

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4) Prioritise Focus on one use case at a time Start small Document your learnings

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How to prioritise Impact Feasibility Alignment with your organisational objectives Urgency Personal interest

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5) Review and refine Review your process Learn before you scale

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How to get started Pick 1-2 use cases Create a use case document Share learnings Communicate progress Start small Keep improving the process

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Example of a workflow and how to blend AI + humans

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement

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Campaign planning Strategy Ideation Content creation Content repurposing Campaign launch A/B testing Optimisation Measurement finding the right tools

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Define objectives Choose use cases Summary Review your current processes Find the right tools