As more teams use AI, campaign strategies become homogenized because AI suggests traditional plays based on existing data. The key differentiator becomes human oversight, where marketers add unique, creative insights to AI-generated foundations, ensuring campaigns stand out.

Marketers should use AI-driven insights at the beginning of the creative process to inform campaign strategy, rather than solely at the end for performance analysis. This approach combines human creativity with data to create more resonant campaigns and avoid generic AI-generated content.

AI tools rarely produce perfect results initially. The user's critical role is to serve as a creative director, not just an operator. This means iteratively refining prompts, demanding better scripts, and correcting logical flaws in the output to avoid generic, low-quality content.

AI's power is not in creating successful strategies from scratch, but in scaling your existing best practices. An AI agent cannot make a broken process work. First, identify what messaging and campaigns are effective, then use AI to execute them at a near-infinite scale, 24/7.

When vetting an agency, ask how they integrate AI. The best answer isn't that they avoid it or use it to simply cut costs. Look for partners who use AI as a tool to augment human analysis, conduct deeper research, and ultimately make more informed strategic decisions.

Since AI is now ubiquitous in marketing, the critical question is no longer *if* an agency uses it, but *how*. A strong partner can articulate how they integrate AI to improve operations while ensuring the final output is strategic, on-brand, authentic, and human-led.

The effectiveness of AI tools like ChatGPT depends entirely on the quality of the initial inputs. To get exceptional results, "brief" the AI by uploading foundational documents like your company manifesto, jobs-to-be-done, and brand positioning. A lazy or generic prompt yields generic results.

AI automation doesn't create an "autopilot" for marketing. Instead of enabling laziness, it empowers skilled marketers to produce a higher volume of superior, more personalized content. The human orchestrator remains essential for quality output.

AI should not be the starting point for creation, as that leads to generic, spam-like output. Instead, begin with a distinct human point of view and strategy. Then, leverage AI to scale that unique perspective, personalize it with data, and amplify its distribution.