AI can unlock new possibilities, but the real power lies in how we, as business owners, choose to use it. We need clarity, creativity, and integrity.
Artificial Intelligence (AI) is everywhere in marketing right now and it can feel overwhelming.
Is it trustworthy?
Where should you use it?
How do you make sure it doesn’t compromise your brand?
Watch my video for how I’ve been exploring these questions and here are the key takeaways.
AI isn’t one thing
When people talk about “AI,” it sounds like one big machine. In reality, it’s a collection of tools. In marketing this means tools that are using AI to support you at every point of your marketing. From Canva and HubSpot’s built-in features to standalone platforms for writing, planning, or data analysis.
👉 The best way to start? Play before you pay. Experiment with the tools you already have, test free versions, and only then decide whether investing in a new tool makes sense.
Use the right tool for the job
AI in marketing can do many things: speed up content creation, help with analysis, generate visuals, or streamline your planning.
The key is deciding why you want to use it.
👉 Just like you wouldn’t use a spanner to bang in a nail, don’t pick an AI tool unless it’s the right “hammer” for the job you need done.
Always check its work
Right now, I see AI a bit like that colleague who occasionally comes out with a blinder… but most of the time, you have to double-check everything they do.
👉 AI can spark ideas you hadn’t thought of and produce marketing plans, content, and ideas rapidly, but it still needs human oversight. Don’t outsource your judgment.
Keep Brand Values at the heart of how you use AI
Perhaps the most important question: Does using AI fit with your brand values?
For me, authenticity is non-negotiable. That’s why my videos are always filmed in my garden, dog and all — no AI polish, no fakery.
My clients value me, not a generated version. They pay for me. So, my marketing has to reflect that experience of working with me.
👉 Use AI where it supports your values but not where it undermines them.
Final Thought
AI in marketing isn’t going away, and it will get better. But the businesses that succeed won’t be the ones chasing every shiny new tool. They’ll be the ones using AI thoughtfully, in line with their goals and values, to really enhance their marketing.
The opportunity is huge. The challenge is knowing where to draw the line.
Who am I and why do I share?
Hello, I’m Kara Stanford, a successful Strategic Marketing Consultant, Mentor and Trainer with over 25 years of experience. I want YOU to succeed, using marketing to fuel that success.
Too many amazing small businesses fail to achieve their potential because they haven't got their marketing right. I'm here to change that!
I blend years of marketing experience working with medium to small businesses AND sound marketing knowledge, learnt from the best in the world.
I then share my knowledge and wisdom so YOU know what marketing to do, when and why to make your small business the raging success it should be.
