AI has dominated headlines in recent years, but marketers are now moving beyond the buzz. The focus has shifted from “what is AI?” to “how can I use AI in my daily work?”
This evolution is more visible in marketing, where creative decisions, production timelines, and performance metrics must align at a faster pace. AI tools are now integrated into every phase of the marketing process, not to replace human input, but to accelerate and enhance it.
Let’s explore how marketers can use AI across the entire campaign journey. We look at the journey from briefing and content production to measurement and optimisation.
1. Creating Smarter Campaign Briefs with AI
Starting with a strong brief is critical. AI can help marketers generate, refine, and enrich campaign briefs with speed and precision.
How to Use AI for Briefing:
- Start with context-rich prompts: Provide tools like Google Gemini, ChatGPT, or other AI models with essential details such as business goals, audience segments, brand tone, and budget.
- Feed past campaigns: Sharing prior briefs, brand guidelines, and performance summaries can help the AI align with your company’s tone and history.
- Explore new angles: Ask AI open-ended questions like “What are some trends among Gen Z shoppers on YouTube?” or “What potential marketing channels haven’t been explored for this product?”
Benefits:
- Faster and consistent briefs
- Expanded perspective from real-time insights
- Reduced creative misalignment
2. Producing and Adapting Creatives with AI
Once a brief is ready, the production phase begins. AI tools can save time, reduce costs, and boost scalability across visual, audio, and video content.
Key Tools and Use Cases:
Image generation tools like Imagen or Midjourney to create lifestyle shots or moodboards based on product shots and descriptions.
- Video generation platforms like Veo to create dynamic ad formats using still images and scripts.
- Voice and dubbing tools like Ariel to localise video content quickly without needing separate shoots or VO sessions.
- Content repurposing tools such as ViGenAiR or Runway to edit or repackage existing videos to meet new campaign goals (e.g., from awareness to conversion).
Benefits:
- Quicker adaptation for new markets or platforms
- Lower production costs without sacrificing quality
- Consistency across formats and geographies
3. Using AI for Real-Time Measurement and Creative Evaluation
Creating strong content is only part of the job. Evaluating its effectiveness and knowing how to improve it is where AI analytics and diagnostic tools shine.
Measurement Tools in Action:
- Creative analysis: Tools like ABCD Detector review ads for best practices such as brand visibility, pacing, and calls-to-action.
- Performance dashboards: Platforms like YouTube Analytics or GA4 use AI to surface insights, e.g., drop-off points in videos, underperforming segments, or high-engagement frames.
- Predictive optimisation: AI-powered ad platforms can recommend bid adjustments or creative tweaks to improve results in real-time.
Benefits:
- Actionable insights without manual data crunching
- Faster feedback loops for creative teams
- More confident media and budget decisions
4. Scaling and Streamlining Workflows with Generative AI
Campaigns often need multiple formats, sizes, and versions across channels and markets. AI helps marketing teams stay agile, even with small teams and tight budgets.
Scaling Strategies:
- Batch create visual assets using image AI tools based on a single prompt
- Generate multiple copy variants with language models trained on your brand voice
- Automate A/B testing setups and variant generation to test messages at scale
- Use text-to-video or text-to-image tools to maintain visual consistency without reshoots
Benefits:
- Rapid multi-market or multi-platform campaign expansion
- Resource savings in creative and media production
- Greater flexibility in responding to market changes
5. Best Practices for Using AI in Marketing
To get the most out of AI, marketers need more than tools. They also need the right mindset and approach. Here are some tips to keep in mind:
Dos
- Give AI clear context. The more information you input, the better the output.
- Use AI as a co-pilot, not an autopilot. Review, refine, and apply strategic judgment.
- Stay updated on new tools and AI capabilities that emerge frequently.
- Test and learn. Adopt a mindset of continuous improvement using AI insights.
Don’ts
- Don’t blindly trust outputs. Always validate creative and messaging fit.
- Don’t forget privacy or brand safety. Ensure compliance with your industry regulations.
- Don’t over-automate. Keep space for human creativity and nuance.
Making AI Your Strategic Marketing Partner
AI isn’t here to replace marketers. It’s here to make them faster, sharper, and more effective.
When used thoughtfully, AI helps marketers move from idea to execution more smoothly, pivot quickly when needed, and understand impact deeply. It transforms scattered workflows into agile and insight-driven operations.
As AI tools become more embedded in marketing platforms, the most successful marketers will be those who learn how to work with AI creatively, strategically, and responsibly.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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