Despite mixed sentiment around OpenAI, Perplexity, and Copilot, these AI tools still play a pivotal role in marketing for Ohio and beyond. Over the past year, we’ve seen these tools widely adopted and, in many cases, abused. This abuse has led to a noticeable cleanup across the web, with search engines and answer engines penalizing low-quality, generic website content.
As you navigate AI, use these best practices to master it in online marketing and to understand when caution is warranted.
1. Analyze Marketing Data with AI to Surface Insights Faster
One of the most valuable applications of AI marketing tools is in data analysis. AI tools like Claude for marketing can process large datasets faster and more consistently than humans, making them ideal for uncovering trends, anomalies, and performance insights. You can silo your campaign data in Claude to identify patterns, explain performance changes, and predict outcomes based on historical trends. This approach keeps data secured and maintains memory, shortening the time required to review campaign performance and helping marketing teams move faster from insight to action.
2. Proofread Content While Maintaining Your Brand’s Voice with AI
One of the biggest mistakes marketers can make is use AI as a writer and humans as proofreaders. Humans are naturally inclined to take the easiest path, which means accepting generative AI (GenAI) content as is.
A better workflow looks like this:
- Write your content without using AI.
- Use AI tools, like Grammarly AI, to proofread, refine clarity, and catch writing issues.
- Do a final human review to preserve your brand’s voice and intent.
This reverse approach keeps your content authentic, improves quality, and increases its chances of being indexed and referenced by search and answer engines. Additionally, this approach provides oversight because these tools can hallucinate, producing unexpected results.
3. Use AI to Write Better SEO Meta Titles and Descriptions
Search engines already use AI to rewrite meta titles and descriptions when they believe yours are not relevant or helpful. In fact, you’ve probably seen Google replace your carefully written metadata with confusing content that hurts your click-through rate. This is another reason why you cannot let AI run without oversight.
Tools like AIOSEO AI Generator can help generate SEO meta titles and descriptions that capture your page content. Avoid keyword stuffing or adding unrelated messaging to the metadata. Remember, clear, accurate metadata still performs best for both SEO and user engagement.
4. Generate Content Ideas Without Letting AI Take Over
AI tools like ChatGPT and Copilot can help spark ideas, but should not be relied upon to do all the work. In recent years, many marketers relied heavily on AI-generated blog posts and assets. Today, that approach leads to unoriginal content that risks indexing penalties.
Instead, use AI as a starting point to:
- Brainstorm blog topics.
- Structure article outlines.
- Draft email subject line variations.
- Suggest calls to action.
- Identify supporting visuals or image concepts.
Using AI in this way allows you or an online marketing agency to build on these ideas while preserving your expertise and brand. As such, your website remains fresh without feeling or sounding like generic GenAI content.
5. Automate Personalized Marketing Sequences by Audience Segment with AI
AI unlocks personalization at scale. For lead-nurturing campaigns, AI tools like Apollo AI can personalize messaging across email, LinkedIn, and other platforms based on company activity, industry news, and funnel stage. However, AI does get things wrong, resulting in messaging that misses context, tone, and timing. For this reason, automation should always be paired with human oversight and monitoring to ensure accuracy and brand consistency.
The Bottom Line
AI marketing tools are not a replacement for strategy, creativity, or human judgment. When used correctly, they help teams uncover better insights, move faster, ideate, and personalize marketing at scale. When used carelessly, they can damage your brand.
Whether you manage marketing or work with an online marketing agency, the key is knowing where AI fits and where humans still lead. Contact us today to learn more about AI marketing tools.
