Marketing and communications in the age of AI
A few years ago, writing a blog post, a newsletter or a week of social media posts took real time. Now AI can produce a first draft of any of them in seconds. That's a huge opportunity for small businesses, but it also changes the rules. When everyone can create content quickly, simply producing more of it stops being an advantage.
After more than 30 years in marketing and communications, here's how I see the shift, and what I'd focus on.
What AI does brilliantly
- First drafts. Getting from a blank page to something to work with, fast.
- Repurposing. Turning one article into social posts, an email and a short summary.
- Research and summaries. Pulling together background on a topic, a competitor or a market.
- Routine admin. Reports, meeting notes, scheduling and the jobs that eat into creative time.
What it can't do for you
AI doesn't know your customers the way you do. It hasn't stood in your shop, sat in your client meetings or heard the questions people actually ask. Left to itself, it produces content that sounds polished but generic, and readers are getting better at spotting it.
It also makes mistakes with confidence. Facts, figures, names and dates all need checking by someone who knows the business.
What matters more than ever
1. A clear, recognisable voice
When content is everywhere, the businesses that stand out are the ones that sound like themselves. Write down how you talk to customers, the words you use and the ones you avoid. That becomes the brief for every piece of content, whether a person or AI drafts it.
2. Real stories and real expertise
Case studies, behind-the-scenes photos, your own opinions and lessons learned can't be generated from nowhere. They're the most valuable content you have, and AI can help you package them without replacing them.
3. Consistency everywhere you appear
People increasingly ask AI assistants for recommendations, as well as searching on Google. Those tools draw on what's published about you online. Make sure your website, Google Business Profile, social media and directory listings all say the same clear things about who you are, what you do and where you work.
4. Trust and accuracy
One wrong price, date or claim can undo a lot of good work. Keep a person reviewing everything that goes out, especially anything about money, safety or legal matters.
5. Relationships
Marketing gets attention. Communication builds relationships. A personal reply, a phone call or a handwritten note means more now than it ever did, precisely because so much else is automated.
A sensible way to start
- Write a one-page guide to your brand voice and key messages.
- Use AI for drafts, repurposing and admin, never for the final word.
- Put your saved time into the things only you can do: stories, opinions and conversations with customers.
- Review your online presence so every channel tells the same story.