Where AI actually belongs in your marketing stack

The useful question isn't whether to use AI. It's which work is genuinely repetitive, low-judgement and high-volume — because that is where automation compounds and nobody misses the human touch.

Good candidates: enriching and routing inbound leads, drafting first-pass reporting commentary, tagging and summarising support conversations, generating variant copy for tests you will actually measure, and cleaning data before it reaches a dashboard.

Bad candidates: your positioning, your point of view, anything a customer will read and judge you by without a human editing it, and anything where being confidently wrong is expensive.

Start with one process, measure the hours it returns, then expand. Automation is only impressive when someone can point at the time it gave back.