Generative AI has shaken up the marketing industry in 2025. People are either worried about their jobs or excited about how the industry is going to change over the coming years. It’s the Marmite question for most people in marketing, you either love it, or you hate it. You might ask how much of what we do could be automated right now? And how much of what we do will be automated in the next decade?
In September 2025, Open AI launched a new brand campaign for their flagship large language model ChatGPT. There was already speculation that Open AI was launching their own marketing platform, but the conversation surrounding AI in marketing has only intensified since Marketing Week reported that Open AI was hiring for a growth paid media marketing platform engineer that would develop their internal tools to ‘scale the systems that power OpenAI’s marketing channels and spend efficiency.’
For marketers that want to stay relevant as we adapt to this new technology, the question is: how much should you be using AI already? And how is the technology going to change what we do in the future?
Should you use AI for copywriting and blogging?
At the moment, AI needs checks and balances, even for the most basic writing tasks. It is fairly common for AI to provide users with false information and violate constraints for simple tasks. It can give you some fresh ideas but should not be depended on completely.
Because if you use it for everything? You’ll no doubt end up with copy––punctuated by too many em dashes––featuring those standard overused words and phrases (‘delve into’ and ‘rich tapestry’). Subsequently, your sites risk finding themselves with low audience engagement. So, regarding your marketing campaign, yes, you can use ChatGPT for brainstorming copy. It’s perfect for helping you come up with ideas. But AI copy needs human input to get it to the high level you want it at, that mirrors human quality writing.
What does that mean for SEO?
While Google Search does not penalise content generated by artificial intelligence(according to its policies), it does penalise content that is low quality or ‘spammy.’ Most blogs that are generated by AI will be repetitive, very similar to what is already online, and thus risk being low quality.
This is because models are trained on already existing data, at a time when massive amounts of repetitive AI content were put on the internet over the last three years. Google certainly rewards high quality human written content. Generally speaking, businesses want human generated content because it’s better for readers, and because low quality AI content may impact rankings. It goes without saying that AI can be detected if you need to check work from your writers. Naturally though, if you need to produce work either quickly or cheaply for link building purposes, AI can still be used effectively to create content.
One of the best things to do when optimising content for SEO purposes is to write something fresh or focus on a niche topic or go after keywords that no one has hit before. AI won’t naturally do this. If you use AI, you need excellent prompts and then you’ll have to rephrase it enough to seem original. In some cases,that takes longer than just writing your own copy!
Should you use AI for social media posts?
If every time you open Meta Business Suite, you sit there thinking ‘What on earth am I going to post?’, then AI is an incredibly useful tool for giving you ten ideas that you might be able to adapt into something that works. AI can generate images and videos, but these too risk being considered ‘slop’ if not given a good clear prompt and then checked by a human.
Since social media feeds are full of repetitive content that has been generated by AI, the real risk is that your audience simply won’t engage with your content if you rely solely on AI. If it looks like everything else on their LinkedIn, Facebook or Instagram – at a time when people are complaining that AI is destroying their social media feeds, people just won’t engage with it. Naturally, if you produce something that isn’t eye-catching and original, it’s going to turn your stakeholders away from you.
How will this change over time?
Over time and with further integration of AI into marketing, things are going to look very different. AI will get better. You can’t get around this; it will likely at some point soon be able to produce copy that isn’t simply passable – but is actually good. The same with social posting. Most marketers have a choice of whether they are going to adapt to these changes or fight back against them in favour of solely human content. There will undoubtedly be a market for that, even into the future.
The trick to getting this right is about finding balance. Integrating AI into your workflows for simple tasks can help you save time to focus on the things that really matter. Developing a good understanding of writing prompts (and understanding in what areas the most recent AI models are failing) will leave you in the best position, as you’ll understand how to use these tools as they become more commonplace in daily use – even for more complex tasks.
In short, having a good understanding of AI, without depending on it for either your creativity or your quality checking is the best plan for your business. If you’d like to reach out to see with how we might be able to help with marketing your business contact us today.
