AI in Marketing

In a recent conversation with local marketing leaders, we discussed real-world insights. We explored how AI is reshaping marketing strategy, productivity, and team culture. While every organization is at a different stage in their AI journey, several themes came through loud and clear.

Building AI Fluency as the Foundation

Before AI can drive results, marketing teams need a shared understanding of its language. This fluency is the foundation for better strategy, smarter conversations, and more intentional deployments.
Two common entry points emerged:

• Solving a known problem (like cutting production time or automating repeat tasks)
• Exploring new possibilities that open doors to innovation

From Speed to Scale: AI in Daily Workflows

Teams are seeing measurable efficiency gains by pairing corporate-approved AI tools with their existing processes. Recent examples included:

• Research & writing reduced from hours—or days—to minutes using AI copilots
• AI-assisted content batching for faster campaign turnarounds
• Rapid video creation for social and marketing platforms
• API’s and visualization tools that transform raw data into stories leadership can act on

The big caution: governance matters. Protecting personal and sensitive data means ensuring all AI work happens inside safe, approved environments.

AI as a Strategic Partner

Executives are asking, “Can AI do this job?” — but the winning approach frames AI as a collaborator, not a replacement. The value lies in aligning AI experiments to business goals and using strong prompting skills to get the best results.
A key call out: human validation remains non-negotiable.

Leading with Mindset and Culture

The group emphasized “AI Forward” vs. “AI First.” In other words—don’t chase the tool, start with the outcome you want and work backward.
Other leadership takeaways:

• Fortitude is essential — leaders must navigate change with confidence.
• Teams thrive when learning, experimenting, and sharing wins. While formal AI goals aren’t yet set, the culture shift toward curiosity is already building momentum.

Bottom line: AI is no longer a side project — it’s becoming a strategic lever. The organizations seeing real impact pair smart governance with bold experimentation. Their strategies are grounded in clear outcomes and human oversight.

Author: Susan Rylance, COO, Intuitive