Artificial Intelligence isn’t just the future – it’s a tool you can use today to boost your marketing strategy, enhance your creative output and streamline day-to-day marketing operations, helping you reach audiences more effectively than ever before.
At the same time, the rise of chat bots and AI-powered search summaries is changing the way people find information online, opening up exciting new opportunities for enhancing your brand’s online visibility, but also requiring a shift in strategy if you want to take full advantage of the tech.
Frankly, it’s enough to make anyone’s head spin! So, we’ve rounded up the basics and outlined what we believe are some of the main things to keep an eye on as AI technology continues to evolve and reshape the marketing landscape.
1. Boost your online visibility by combining SEO with GEO
As more people rely on AI-generated search summaries and turn to tools like ChatGPT and Gemini to find information, it has paved the way for Generative Engine Optimisation, or GEO for short.
Working hand-in-hand with traditional Search Engine Optimisation, GEO is about optimising your content to appear not just in Google results, but also in AI search summaries and outputs from tools like ChatGPT, Gemini and Claude.
While this is a complex and ever-evolving topic, it’s helpful to understand some of the basic principles. One of the main cornerstones is creating content that can easily be read and understood by chatbots – so writing in natural language, creating content that directly answers some of the questions your audience might have, and making good use of headers and summaries to structure your content.
It’s also important to understand that GEO doesn’t ‘replace’ traditional SEO in any way. Good SEO practices like keywords, backlinks and metadata remain a critical part of maximising your online visibility, but now you will also need to consider GEO and add this into your strategy. Taking a combined SEO and GEO approach will be key to getting noticed online in a world where search is becoming ever more conversational and AI-driven.
2. Collaborate creatively with AI
From generating visual concepts and campaign ideas to helping shape copy and video content, AI tools like ChatGPT, Midjourney and Runway are empowering creative teams to explore more ideas, faster.
Above all, it’s key to remember that AI is not a replacement for human creativity, but rather a tool that can help to enhance creativity, speed up content creation, and generate ideas that you may not have otherwise considered.
To get the best out of it, it’s a good idea to think of AI as a tool to kickstart the creative process. Authenticity and the human touch is still the cornerstone of successful content, but AI can certainly help you get to a great idea quicker. Combining your unique insights and experiences with the power of AI is what will help you create the type of quality content that builds real connections with your audience.
3. Streamline and simplify your marketing planning and delivery
AI can make it easier for marketing teams to plan, coordinate, and deliver campaigns effectively. From analysing audience insights and automating social media schedules to integrating chatbots that answer FAQs and support lead capture, AI helps take the manual work out of campaign management.
For example, tools like HubSpot, Hootsuite, MailChimp and Notion AI can support campaign planning, workflow automation, and reporting, helping your team spot trends and make informed decisions quickly. By integrating these tools into your strategy, you can deliver campaigns more efficiently, stay organised, and ensure consistent results across channels.
At the same time, it’s important to keep in mind that there’s no single ‘best’ tool, and it can take time to identify the right solutions for your team. We’d suggest experimenting with different options, testing what works for you, and gradually building an approach that fits with your marketing strategy and objectives.
4. Digital content creation
AI is changing how marketers plan and produce digital content – from website copy and social posts to ad campaigns. It can help you generate ideas, draft outlines, and understand what your audience is responding to, making the early stages of content creation quicker and more informed.
One key thing to keep in mind is that AI tools can support your process, but they work best as assistants, not replacements. Human creativity, strategic thinking and brand expertise are still essential for crafting content that’s accurate, distinctive and genuinely engaging.
Used well, AI can speed things up and spark new ideas, while your creative team ensures the end result feels polished, purposeful and true to your brand.
5. Keep your AI use ethical and transparent
As AI becomes a bigger part of how we work, it’s important to use it thoughtfully and responsibly to make sure it supports your business in the right ways and doesn’t diminish the trust you’ve worked hard to build with your audience.
First of all, it’s a good idea to be transparent with your clients and customers about exactly how and when you are using AI. Transparency builds confidence and reassures your audience that human expertise is still leading the way.
Secondly, it’s very important to always review and fact check AI output before publishing to ensure the information you share is reliable and reflects your brand’s standards. AI tools can generate content quickly, but it certainly doesn’t get everything right or always fully understand the context, so a careful human edit is essential as a minimum.
In addition, make it a habit to regularly review your AI tools and processes. Check that they’re actually helping your team work smarter in the real world and supporting the kind of quality and consistency your audience expects.
Using AI to get more from your marketing
AI is already reshaping the marketing world, from faster content creation and smarter personalisation to increasing importance of combining GEO with your SEO strategy. The opportunity now is to use these tools with purpose and creativity to boost your marketing impact.
By combining the best of AI efficiency with human insight and originality, you can create campaigns that are not only more targeted and effective, but also genuinely engaging.
Need help with your website or marketing? Keen to explore the benefits of SEO and GEO? We’d love to chat. Call us on 01782 260800 or get in touch via our contact form.