AI-assisted drafting of marketing content, advertorials, and campaign copy with human review

I use AI for content all the time.

I use it to organize ideas, clean up notes, work through outlines, pull useful material out of transcripts, repurpose long-form content and get past the occasional blank page.

It’s useful. Sometimes extremely useful.

But AI isn’t a content strategy.

I think that gets lost in a lot of the conversation around AI right now. There’s so much focus on what the tools can create that we skip over the more important question: what are you trying to say in the first place?

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AI isn’t making marketers obsolete.

It’s making average marketers easier to spot.

I’ve seen a lot of posts lately claiming AI is ruining marketing because everyone sounds the same. I don’t think AI is the problem. I think it exposes whether there was much original thinking to begin with. 🫣

AI can write a caption, build an email, or give you ten headline ideas in seconds. What it can’t do is sit in a sales meeting, hear the same objection from five buyers, and realize the messaging, not the marketing channel, is the problem. It can’t connect the dots between marketing, sales, customer experience, and business strategy. That’s still our job.

I use AI almost every day, but I don’t use it to replace my thinking. I use it to speed up execution so I can spend more time solving the problems that actually move the business forward.

The marketers doing this right aren’t the ones who avoid AI, and they aren’t the ones who let AI do all the work either… They’re the ones who bring experience, perspective, curiosity, and good judgment to the table while using AI to amplify those strengths.

Anyone can generate content now.

Not everyone can generate insight. And I don’t see AI replacing that anytime soon.

Every day, I come across posts saying, "AI is going to replace marketers."
I don't agree.

What AI is really replacing is the time we spend on repetitive tasks.

Instead of spending hours on research, brainstorming, or writing the first draft,

AI helps me get started much faster.

Here's how I use AI in my daily work:

- To research a new industry or understand a client's business.
- To come up with content ideas when I'm planning a month's content.
- To create different versions of ad copy for testing.
- To brainstorm hooks for reels and LinkedIn posts.
- To summarise reports and spot trends quickly.

Does that mean AI does all the work?
Not at all.

It still can't understand your customers like you can.
It doesn't know your business goals.

It can't build trust with your audience or make the final marketing decisions for you.

That's still our job.

The marketers who will grow aren't the ones who avoid AI.

They're the ones who know how to use it wisely.
Think of AI as your assistant, not your replacement.

It helps you work faster, but your experience, creativity, and strategy are what make the real difference.

How are you using AI in your work today? What's one task it has made easier for you?

I sat in a brand review today and felt something lift in my chest.

I'm building an AI-first marketing function, for an AI-native product. I use AI to write copy every day. It's fast, it's useful, and honestly it's pretty good. But "pretty good" is kind of the problem. When you spend a lot of time with AI, you can start to lose sense of what's possible. The ceiling feels lower than it is.

Today reminded me it isn't.

There's a real conversation happening about AI replacing creative work, and yes, some of that is already true. But the gap between good enough and unforgettable is still human territory.

Shoutout to Gabriela Pacini-Pinto, Chelsey Korman and Thomas Venhuizen for reminding me what AI can't replace. Can't wait to share Project Mojo with more folks.

AI is not the bad guy. AI is a tool.

The calculator did not kill math.
Google did not kill research.
Email did not kill communication.

Technology changes how we work. It always has.

What feels bad right now?

Watching profitable companies announce mass layoffs while celebrating record earnings and saying AI will “increase efficiency.”

That is not an AI problem. That is a leadership decision.

AI should help people work smarter. Remove repetitive tasks. Give teams more time for strategy, creativity, and actual human connection.

It should not automatically mean fewer humans. Because despite what some headlines want us to believe, AI still needs people.

People to think critically.
People to build relationships.
People to make judgment calls.
People to create with empathy and context.

As someone in marketing, I use AI. A lot.

Not to replace thinking. Not to replace creativity. Not to replace humans. To move faster, brainstorm better, and spend less time staring at a blinking cursor.

AI is a tool.

How companies choose to use it? That is the real conversation.

Curious where others stand on this.

There's one simple reason why Fibbler has been crushing it from the start... and it doesn't involve the word "AI" or "agent."

I log into LinkedIn every day.

I scroll through the feed.

7 out of 10 posts are about AI and how to grow your company faster using it.

Rarely any proof points behind the frameworks or tactics.

Just doomsday prophecies about a dying marketing function because AI can do it for you.

I have a very contrarian view.

MARKETERS HAVE NEVER BEEN MORE IMPORTANT.

And yes, I use AI a lot in my own work.

Research, content, coding.

But none of that is why Fibbler has been successful.

It's because we have a narrative people resonate with.

One that stems from my own POV on marketing.

And we've been effective at distributing that narrative through my existing audience, through ads, and through word of mouth.

I would have done the exact same things without any AI.

Maybe it would have taken slightly longer.

But the results would be the same.

AI makes good marketers more efficient. It doesn't create great marketing.

That's still about the same thing it's always been.

Finding and engaging the right people, so that when they're eventually ready to buy, you're the one who comes to mind.

“AI CMO” posts are starting to annoy me.

Higgsfield launched Supercomputer and people are already framing it as a marketer you hire once: one prompt, it studies TikTok, Meta ads, X, analytics, then ships new content while you sleep.

That sounds great in a post. But the expensive part of marketing was never opening 14 tabs.

The expensive part is judgment.

Who decides the strategy? Who knows when a hook is clever but wrong for the customer? Who has enough pattern recognition to catch the 20% of an LLM answer that’s off before it costs the company real money?

Neil and I were talking about the Grand Theft Auto CEO’s point on AI. Thousands of games can get made every year. Only a few become hits. More output doesn’t replace taste.

Same thing with a CMO.

AI will replace pieces of the marketing workflow: research, ideation, creative variations, reporting, first drafts, analysis.

But someone with real experience still has to know what to ask for, what to ignore, and what to kill.

AI doesn’t make the CMO obsolete.

It makes weak judgment more expensive and strong judgment more scalable.

I don't know why more ecom founders aren't using AI to write their ad copy, landing pages, and email flows. Here's the exact workflow I use to build creatives across all my businesses:

1. Download all your customer reviews, your website, your competitors' reviews, and your top-performing advertorials. Everything goes into one place. The more raw input you give it, the better the output gets on the other side. Codex and Claude Code can build a trust pilot scraper within one prompt.

2. Run deep research with a proper prompt (e.g., “create me everything I need to know about my customer to do future marketing”). Remember that your prompts probably need to be twice as long as you think in this day and age.

3. You now have a customer doc - this is your source of truth for all future copy, so treat it like one and keep coming back to it.

4. Take that customer doc and give it the structure of the advertorial you want to write with a proper prompt, including a proper mechanism and solution mechanism.

5. Don't give it one massive prompt. My YT script prompting cycle is 14 prompts long because AI doesn't handle large blobs of data well. Give it 12 angles first, select the best ones, then prompt it with questions about what you already know about your customer, feed the answers back, and build from there.

6. Loop the results back in. The top creative in your ad account is the new input, and that performance data goes straight into the next round of prompts.

The problem with ecom used to be time. Finding products took weeks, building stores took weeks, shooting content took weeks.

But AI broke that barrier. You can now build 10 advertorials in a day, and that volume negates luck.

TLDR: Use more AI.

I use AI every day.

But not the way most people think.

Here's my actual stack:

CLAUDE — 50% of my usage

↳ Writing, editing, thinking through ideas
↳ Long context, nuanced output
↳ My go-to for anything that needs depth

CHATGPT — 35% of my usage

↳ Image generation, quick research, custom GPTs
↳ When I need to do something, not think through something
↳ Best for tasks, not strategy

PERPLEXITY — 10% of my usage

↳ Fact-checking, sourcing claims, quick lookups
↳ When I need citations, not opinions
↳ Replaced most of my Google searches

GEMINI — 5% of my usage

↳ Only when I'm deep in Google Docs or Gmail
↳ Useful, but I don't live in Google's ecosystem
↳ Great if you do

WHAT I DON'T DO:

↳ Use one tool for everything
↳ Accept first drafts
↳ Publish AI hooks or CTAs without editing them
↳ Publish without reading out loud

AI isn't a magic button.

It's a set of tools.

Know which one to reach for.

The outputs are the same. Here's what's different.

From the outside, very little has changed from when we were a team of three.

The newsletter goes out, campaigns are running, we're exhibiting at BIBA next week, we've run a webinar, launched new web pages, prepared conference presentations, negotiated renewals, and kept every channel active. The machine looks almost exactly as it always did.

And I'm genuinely proud of that. Because AI has made it possible in a way I couldn't have imagined twelve months ago. Insight-packed meetings turned into published industry content within a couple of hours, when it used to take days. Campaigns briefed, drafted and out the door in a fraction of the time. Things that required a team now have a capable, tireless collaborator behind them.

The technology is extraordinary.

But here's the part that doesn't compress.

Beneath every output (every campaign, every event, every piece of content) sits a cascade of micro-decisions and actions that are invisible until they don't happen.

The chasing. The proofing. The aligning. The approving. The noticing the thing that's about to fall through the gap before it does.

When you have a team, this gets distributed naturally. Someone picks up what someone else drops. The collective keeps the machine running without anyone having to hold all of it consciously at once.

Solo, there is no distribution. Behind every bullet point on the to-do list is not one task but twenty, each with their own dependencies, decisions and follow-ups.

This is the mental load. And AI cannot touch it.

It can absolutely accelerate the doing...magnificently so. But it cannot distribute the owning. That part is still entirely human and right now, that human is me.

Day two of one hundred.

#marketing #AI