There’s a lot of noise out there about AI taking over everything from strategy to social posts. But for B2B marketers, founders, and especially senior leadership, here’s the truth: AI isn’t a replacement for marketing. It’s a force multiplier, if you’re going to use it properly.
The problem? Most don’t.
Too many teams are churning out “AI-assisted” content that’s bland, off-brand, and disconnected from any real commercial strategy. They’re plugging prompts into ChatGPT and copying out the results like it’s 2020. That’s not innovation, it’s intellectual laziness.
Marketers should be using AI to think, not just to type. The real power comes from using it to inform, streamline, and scale high-quality thinking. Here’s where AI belongs in a modern, ethical marketing strategy:
Smart marketers are feeding their funnels, site data, and campaign results into AI tools to spot gaps in coverage, tone, and conversion paths. Think of it like an always-on strategist, giving you the birds-eye view you’ve been too busy to get.
AI can synth the hell out of competitor messaging, SEO performance, and product positioning to help you sharpen your edge. It’s not a magic wand, but it is a bloody brilliant intern with unlimited hours and no sleep.
Upload sales call transcripts, community threads, or support tickets and let AI do the heavy lifting on themes, objections, language patterns, and voice-of-customer insights. This is where ICP magic happens, not in your imagination.
Stop winging your content approval process. Use AI to draft structured content sign-off steps, align teams, and reduce that endless back-and-forth. Automate your mundane without compromising the meaningful.
Blindly use AI to write without editing, personalisation, or strategic direction. If you’re pumping out “prompt-in, copy-out” content and slapping it on your blog, you’re actively harming your brand, and eroding trust with your ICP. No AI knows your customer like you do. Use AI to draft, but bring the insight, context and editorial standards yourself.
Yes, they’re powerful. Yes, they can do incredible things. But you still need to know why you’re building one. Is it to automate FAQs? Repurpose internal knowledge? Act as a research analyst for your PMM team? Good. Start there. Don’t just build one for the vanity of it and expect it to replace headcount. Tools need a use cases, and ownership.
AI and marketing work best when they’re connected, not siloed, and definitely not positioned as rivals. If you think AI means you can halve your marketing budget and replace your team with a couple of chatbots, you’re in for a very expensive lesson. Invest in training. Build AI literacy across your org. And give your marketing team the freedom to experiment responsibly. That’s where the value is.
Bottom line:
AI isn’t a silver bullet, but it is a seriously sharp tool. Used well, it elevates strategy, speeds up execution, and frees up marketers to focus on what really matters: commercial creativity, customer understanding, and competitive edge.
So stop using AI like it’s a vending machine. Use it like it’s part of the team.
Smart, ethical, strategic. That’s the Advocitude way.