Using AI in marketing work:
what I delegate and what I never do
I use AI every day, and I say so. I learned it by myself from 2023, the way I learned HTML and CSS on fansites: by trying, breaking things and fixing them. For me it is a tool like Photoshop or Canva. What matters is the judgement around it, so here is what I delegate, what I check and what I never hand over.
What I delegate
First drafts and variations (subject lines, ad headlines, alt text), summaries of long documents, spreadsheet formulas, repetitive formatting and a lot of code for this site. These jobs are slow for a person and easy to review.
What I always check
Every number, name, date, quote and claim. AI can sound sure and be wrong, so nothing goes live unless I have verified it at the source. If I cannot verify it, I cut it.
What I never hand over
Strategy, positioning and the final edit of a brand’s voice. Also confidential client data, unless the client has agreed to it and the tool is safe for it. A tool can propose, a person decides and answers for the result.
How I brief it
I give context, audience, tone, examples and what to avoid, then I ask for options rather than one answer. A good brief saves more time than a good tool. I describe the process in how to build a website with AI from scratch.
How I keep the voice human
I rewrite every line that sounds generic, remove stock phrases and add something only I could know: a place, a detail, a real experience. It is the same discipline as an editorial voice: decisions, not talent.
How I talk about it with clients
Openly. I say where AI helped and where a person did the work, and I put it in writing. Clients should know how their content is made, and most appreciate the honesty.
What it changes for search
AI assistants now read and summarise websites, so clear structure and facts matter more. See SEO for AI search for the practical steps.
The takeaway
Use AI for speed, keep people for judgement, and be open about both. That combination is where the real advantage is.
Want AI that works without costing you your voice?
I help premium, luxury and consumer brands in fashion, beauty and lifestyle use AI well: briefs, checks and a voice that stays recognisable. In English and Italian, remote-first, occasionally on site in Milan.
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♪♪ What do I listen to for focus and fresh ideas?My songs to work and daydream to.▶︎ Play