AI is everywhere these days — and for good reason. The power of tools like ChatGPT is extraordinary and genuinely changing how people work, communicate, and create. Sometimes that’s for the better… sometimes not so much.
One of the biggest shifts happening right now for small business owners is the question:“Can I just use AI to handle my digital marketing?”
The short answer: yes, but not without strategy, skill, and a healthy dose of skepticism.
How I Use AI in My Work (and Why That Matters)
As a digital marketing strategist, I use ChatGPT every day — but not to do my job for me. I use it as an assistant to help me sift through information faster, brainstorm ideas, or get a rough draft going.
Here’s the catch: these tools are only as good as the person prompting them. If you don’t know what to ask for or how to evaluate the answers, you can end up with sloppy content or inaccurate information. I’ve personally caught AI confidently compiling data incorrectly from documents I uploaded — and if I hadn’t known what to look for, that misinformation could have caused real damage.
The Rise of “AI-Sounding” Content
Another emerging issue is content fatigue. The internet is getting flooded with AI-written posts, and they’re easy to spot. They follow the same structure, use the same emojis, and end with the same overly generic calls-to-action.
People who never wrote long captions before are suddenly posting AI-generated essays — and audiences are starting to tune them out. When every post starts to sound the same, your marketing loses its edge.
How to Use AI in Your Marketing the Right Way
If you’re a small business owner considering AI for your marketing, here’s a smart way to approach it:
1. Start with Strategy, Not Captions
Don’t begin by asking AI to churn out social posts and blogs. Begin with a solid marketing strategy. Ideally, work with a real marketing strategist to set this foundation. If that’s not in the budget, invest time in research so you can ask AI the right strategic questions.
2. Get Your Technical Foundations Right
Before creating content, make sure your data tracking is set up properly — Meta Pixel installed, Google Analytics tracking, goals configured, etc. If you’re marketing without data, you’re essentially flying blind.
AI can help here: ask it for detailed, step-by-step instructions for setting up these tools.
3. Never Copy and Paste AI Text
This is a big one. Always edit AI-generated content.
- Remove unnecessary emojis.
- Adjust the tone so it actually sounds like you.
- Cut out phrasing you’d never say in real life.
Think of AI output as a skeleton or rough outline, not a finished product. Your voice is what makes your marketing unique.
4. Use AI for Analysis (With Caution)
AI can be great at helping you understand data or brainstorm improvements. However, it can also be wildly inaccurate when pulling numbers — so always double-check your metrics. Use it to interpret and explain your data, not as a source of truth.
Final Thoughts: AI Is a Tool, Not a Replacement
For most small business owners, time is already in short supply. While AI can absolutely help you work smarter, it won’t run your marketing on autopilot.
Start with strategy. Use AI intentionally, not reactively. And if managing all of this feels overwhelming, consider outsourcing the administrative parts of your marketing to someone who knows how to use AI as an assistant — saving you both time and money.
The world of AI is evolving rapidly. A week or a month from now, this advice might already be outdated. But for now, this approach will help you make the most of these powerful tools without sacrificing your unique voice.