In 2026, there is a real boom of AI-enhanced tools, platforms, and offers. From GenAI platforms (ChatGPT, Perplexity, Mistral, etc.) to AI services added directly into core products like Agentforce by Salesforce, Canva, Adobe, Google Ads — I am not sure there is any product not offering AI at this stage. Continue reading to learn how to integrate AI into your marketing routine.
But what does AI actually do?
In my opinion, we are still very far from the idea that AI can replace human professionals. What it can do, however, is significantly increase productivity. Let’s dive deeper into what you can realistically do with AI and how to integrate it into your marketing day-to-day routine — to offload routine tasks and find new ideas.
Step one: analysis
The first step of integrating AI into your marketing routine is analysis.
AI is not actually “intelligent.” As I mentioned in my previous article, AI is more like a massive scanner — it “scans” all available information on the internet across many different sources. You can experiment with different prompts, but do not expect it to give you accurate consumer insights as if you conducted interviews with real users, spoke with sales or customer service teams, or built a full go-to-market strategy.
AI can definitely give some food for thought, but at this stage it will not replace marketing research, product research, value proposition stress tests, social framing, or positioning work.
So what does AI do best?
Routine and repetitive tasks
AI is best at handling routine, repetitive tasks. Start by analysing your marketing day-to-day. How does it actually look?
- Do you need to translate marketing materials?
- Prepare KPI reports?
- Create copies for social media posts?
- Write articles?
- Prepare presentations?
Write everything down and identify the tasks that consume most of your time.
For example, I used to create lots of graphs based on Excel files. It took time: I had to follow a certain look, pull the numbers together, and choose the right graph format. Now I upload all the data to ChatGPT, provide an example and a clear prompt, and simply paste the generated graphs into my reports.
Editing, proofreading, and translation
Another great use case is checking spelling, fixing grammar, and adjusting tone. With the right prompts or tools (like Grammarly), you can edit your articles in seconds.
The same goes for translation. You can save time by using automated translation, then reread the text and adjust anything that doesn’t sound right. This works well for emails, white papers, articles, and social media content. You can also ask AI to create a polished version of your text based on bullet points or a rough draft.
Content creation and visuals
For content creation, I highly recommend Adobe Firefly, especially if you already have good reference images or content pieces. It works best when you provide examples. This can really simplify short video or image production.
How does it work? You upload an image and write a prompt like: “Using the same style and colors, create…” followed by your desired outcome.
One downside: it doesn’t handle text very well. If you need text on your image or video, you’ll still need to edit it in another tool like Canva or InDesign.
Canva and AI design tools
Canva was one of the pioneers of AI integration. I use it on a daily basis, especially features like “expand the image,” which allows you to “continue” an image when proportions don’t match or something is missing. One of the most common use cases? Adding shoulders to official portraits.
You can also generate images and videos, but I recommend using simple prompts for the best results.
Email marketing and CRM
Platforms like Salesforce and Klaviyo now offer AI-based audience segmentation. For example, you can prompt the system to segment senior sales profiles based in London from a global database.
You can also use AI suggestions to improve message copy or fix errors and typos before sending campaigns.
Working with interviews and user-generated content
AI is extremely useful if you work with user-generated content or expert materials like interviews, blogs, and articles.
Microsoft Teams, for example, offers transcription features. You can transcribe an interview, structure it, and fix errors within seconds. From there, you can prompt AI to create multiple content formats based on the same interview: a LinkedIn post, a blog article, quote cards, testimonials, and more.
Paid ads
Google Ads now offers AI-generated ads based on the content of the promoted URL. The results usually look good, but be careful with targeting and audience settings. Personally, I prefer not to select Google partner websites, as they often include unverified or unrelated traffic.
AI tools require budget
Even though you can use free options of GenAI platforms like ChatGPT, more and more advanced AI features are moving behind paid plans.
So how do you select the right tools within a budget?
Here are some practical steps:
- Audit your work
Identify the most time-consuming tasks that could be automated. Ask your team for input to get a full picture. - Review your existing tools
List the tools you already use and check whether they offer AI features or integrations.
Example: if you work mainly in PowerPoint, it makes sense to explore Copilot, which integrates with Microsoft products. - Select tools based on real needs
Are you mostly writing content? Creating visuals? Producing white papers and sales materials? Choose tools that match those priorities. - Ask for a demo
Most AI tool providers are happy to offer demos and often provide onboarding or training sessions. - Training before purchase
I highly recommend training before committing. This helps you understand usability, team adoption, coverage of needs, and real value. - Integration and documentation – finalise setup and create internal guidelines: onboarding documentation, AI confidentiality rules, and FAQs.
Author: Polina Marishicheva (Jennane)
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