When I get asked this question, it’s typically for two reasons:

1. You’re worried I’m going to take your money, then get a bot to do all the work.
2. You’d rather work with a bot than a human, but like to play ‘poke the marketer’.

If you fall into the second camp, i.e. you think you’ll find the experience of working with a bot equal – or preferable – to that of working with a human, then we’re probably not a good fit. Working with humans, and all the relationship-building, nuances and fun that goes with it, is what makes me tick. I wish you and your chosen bot the happiest of futures.

For everyone else, the answer is that I use AI as if it’s my junior marketing assistant. As such, it helps make my services more efficient and allows me to spend time on senior-level strategy that means you get the very best use of my experience.

I may use AI, for example, to generate product descriptions in large numbers – a job that would otherwise take me days. But, first, I use my human brain, knowledge and deep understanding of a) ecommerce and b) who you are to create a comprehensive, original tone of voice unique to your brand that means your product descriptions will actually generate sales. Who’s your audience? What language do they use? What’s worked in the past? How do we make ‘you’ sound like ‘you’, and not like everybody else? AI is very good at making you sound like everyone else.

I might also use AI to analyse 5 years’ of email campaigns to find out which day of the week generates the best open rate. Super-useful data. When it comes to creating your emails, though, I don’t leave the content creation to a bot, in the same way I wouldn’t leave it to a junior marketer. Why?

  • For starters, in the UK, 72% of internet users say they don’t trust AI-generated content (KMPG). What you say, and how you say it, matters – we all know that from our own experiences online and in the world. I don’t create content for content’s sake, because that doesn’t make the graphs go the right way.
  • For seconds (mains?), AI is only as good as the prompt you give it. I’m an experienced sales copywriter who’s spent many years creating content that’s natural, brand-aligned and engaging: it’s more efficient for me to write stuff myself than spend hours training a bot to do it.
  • Third (pudding) – in the time it takes you to read this sentence, thousands of pieces of content will have been generated by AI. In fact, in 2026, the number of AI-created articles officially overtook those created by humans. Generative AI presents a huge opportunity in marketing. Not to create content at scale, in seconds, but to stand out from all the other identibrands by doing precisely the opposite.

AI is an extremely useful tool. But, because you need to know exactly what to put in in order to get what you need out, it can also be an eye-wateringly fast way to waste a lot of time. One of the things clients say they value about working with me is that I’ve stopped them ‘disappearing down marketing rabbit holes’ and allowed them to get on with other stuff. 

AI is a huge topic, and this is becoming overly long for an FAQ. I’m here if you’d like to chat.