AI in marketing: what’s real and what’s just hype

AI is everywhere right now. Depending on who you listen to, it’s either going to replace marketers completely… or it’s the magic button that will skyrocket your sales overnight.

The truth (as always) is somewhere in between. AI is powerful - but it’s a tool, not a miracle worker. Here’s what AI can genuinely do for your marketing, and where you should be sceptical of the hype.

1. Real: Audience insights & data crunching

AI is brilliant at processing huge amounts of data and spotting patterns. That means faster audience analysis, clearer insights, and smarter targeting. When I first became a marketer I struggled with how much we actually have to use spreadsheets. AI is now like my personal formula guru for something that doesn't come naturally to me.

💡 Example: AI tools can show you which customer segments are most likely to buy, and set up your sheets for saving hours of spreadsheet headaches.

2. Real: Quick content drafts & ad copy tests

Need to brainstorm 10 versions of a headline? AI has your back. It’s a great creative sparring partner, helping you get ideas on the page faster. You know that feeling when you have the gist of your message but it just isn't sounding right? AI is great as an editor but you have the ultimate creative control.

💡 Caution: It’s a starting point. You still need human editing to keep it sharp, on-brand, and not painfully generic.

3. Hype: “AI replaces creativity”

Nope. Creativity comes from humans. AI can remix what’s already out there, but it won’t bring the unique perspective or cheeky tone that connects with real people.

4. Hype: “AI = instant sales machine”

Sorry, no magic button here. AI won’t suddenly deliver dream clients to your inbox. It can optimise campaigns, but if your offer or strategy isn’t solid, AI won’t save you.

AI is a powerful tool - when you use it as an assistant, not a replacement. Let it take care of the heavy lifting, and you’ll have more time for what really matters: the creative, human side of marketing.

Want no-fluff insights on what’s actually worth your time in marketing? Stick with Berry Marketing.