AI in Marketing: Speed Up the Work, Keep the Thinking Human
Key finding: 78% of organizations now use AI in at least one business function. That's progress-but many teams still lack a plan for how AI improves their marketing where it counts: revenue, relevance, and speed. Source: McKinsey State of AI.
Editor's note: This sponsored article was created in partnership with Bobo Digital. In this interview, Ben Debono-Founder and Director of Bobo Digital-shares where AI helps, where it falls short, and why the strategy still has to be human.
Who is Ben Debono?
Ben Debono leads Bobo Digital, a performance marketing agency based in Adelaide. He specializes in Google Ads and SEO, turning data into measurable growth. His approach blends AI-enabled efficiency with human judgment, keeping ideas and strategy at the center of the work.
1) Start With the Problem
The biggest mistake isn't the tools-it's the lack of a clear use case. Many teams adopt AI because it's trendy, not because they know what problem they're solving. Is it speed, analysis, or creative support?
At Bobo Digital, AI handles idea generation and data analysis, but every decision gets human review. The intent is simple: remove busywork so marketers can focus on growth levers. When AI is tied to a real problem, it moves from buzzword to productivity.
2) Automate the Repetitive, Keep the Strategic Human
AI is great at volume and repetition. It's weak on nuance-why something matters, and to whom. Debono puts it plainly: "AI automates repetitive or data-heavy tasks like reporting, keyword grouping, and ad copy testing. Humans handle strategy, audience understanding, and creative decision-making."
Let the models crunch. Keep the story, positioning, and choices in human hands. That's how you stay efficient without sounding like everyone else.
- Good candidates for automation: reporting, QA checks, keyword clustering, trend scans, outline drafts, ad copy variants, SEO briefs
- Keep human-led: strategy, messaging, ICP definition, creative direction, channel mix, offer development
3) Tie Every AI Investment to a Business Goal
Adopting tools isn't the goal. Better outcomes are. If AI doesn't reduce cost, increase speed, improve accuracy, or sharpen targeting, cut it.
Define success upfront. Then measure it.
- Output speed: time to launch a campaign or asset
- Cost: hours saved per task, vendor/tool spend vs. savings
- Quality: error rates, compliance issues, brand voice consistency
- Performance: CPA, ROAS, CTR, conversion rate, LTV
4) Ask the Right Questions Before You Scale
Most AI failures are process failures. Before you roll out tools across the team, pressure test the basics.
- What problem are we solving?
- Who owns the tool, prompts, and maintenance?
- How will we measure impact on results, speed, cost, or accuracy?
- Where is human oversight required?
- What gets tested first, and for how long?
Pilot in one workflow. Document what works. Build internal playbooks. Then expand.
5) Let AI Create Space for Creativity, Not Replace It
The future isn't humans vs. machines. It's smart workflows. AI will keep taking on behind-the-scenes work-SEO analysis, reporting, optimization-so marketers can spend more time on strategy and storytelling.
Agencies that pair efficiency with original thinking will win. Tools evolve. Human judgment remains the edge.
AI Is a Tool, Not the Strategy
AI can do the heavy lifting. It cannot decide what matters. The best teams use automation to save time, then put that time into ideas, intent, and connection. That's where distinct positioning, strong offers, and memorable creative come from.
Practical Workflow You Can Implement This Quarter
- Map your funnel stages and list all repeatable tasks
- Pick 2-3 tasks to automate (e.g., keyword grouping, weekly reporting)
- Create prompt libraries and QA checklists for brand voice and compliance
- Set metrics: hours saved, error rate, and one performance KPI
- Run a 30-day pilot, review results, then standardize or scrap
Where to Go Next
Want to pressure test your AI approach with structured training built for marketers? Explore this certification: AI Certification for Marketing Specialists. Or browse more role-based options: Courses by Job.
Final Take
Speed doesn't equal progress. Intention does. Ask why you're using AI, decide where it actually helps, and keep humans in charge of the thinking. That's how you get campaigns that work-and sound like you.
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