How I work with AI as a marketer: Tools that support me today
AI is transforming marketing, but not in an abstract or overly technical way. For me, the real impact comes from the everyday moments where AI helps me think better, create better and work better. And something I’ve noticed when talking to people about AI is that we always end up exchanging opinions about the tools we use: what’s working for us, what we’re learning and what we’re experimenting with. That’s one of the reasons I wanted to create this article: to share my own experience and contribute to that ongoing conversation.
In this post, I’m sharing how I actually use AI in my daily workflow, from research to writing, content creation and data understanding, always from a practical, human and honest perspective.
🧠 1. To research new topics with AI
When I explore a new topic (a trend, a technology, a concept), I need clarity, context and reliable sources. This is where AI has become essential.
Perplexity: my starting point for research
I use it to:
understand new concepts,
get clear explanations,
compare sources,
find up-to-date information without opening 20 tabs.
It’s fast, accurate and helps me move forward without getting stuck.
NotebookLM: my space for learning and connecting ideas
If Perplexity helps me research, NotebookLM helps me go deeper.
I use it to:
upload PDFs, articles or notes,
ask questions about my own documents,
generate personalised summaries,
spot connections between ideas I wouldn’t see on my own.
It feels like having a personal study companion.
✍️ 2. To write and structure my ideas with AI
Writing is where I enjoy AI the most, because it helps me turn scattered thoughts into something clear and meaningful.
Copilot: my everyday writing assistant
I use it to:
organise ideas,
draft content,
improve texts,
prepare presentations,
improve prompts.
What I value most is that it keeps my tone and helps me get unstuck.
🎨 3. To create visual content without being a designer
Visuals are essential in marketing, and AI has made this part of my work much easier.
Canva: my go-to visual tool
I use it for:
presentations,
social media visuals,
AI-generated images,
blog images,
quick templates.
It’s intuitive, fast and more than enough for most marketing needs.
🌐 4. To build and manage my blog with AI
Creating this blog is also part of my learning journey, and AI plays a bigger role here than I expected.
Wix: my platform for creating, translating and organising content
I use it to:
design pages without coding,
generate initial text with AI,
translate sections,
structure projects and categories,
optimise SEO easily.
It lets me focus on what matters most: creating content.
📊 5. To understand data without being an analyst
Although I don’t use these tools daily anymore, they were part of my work for many years, and they remain essential for any marketer who wants to understand data without being an analyst.
Google Analytics 4: my base for understanding behaviour
I used it to:
see what content performed,
identify trends,
analyse traffic and behaviour.
Looker Studio: my tool for visualising data
I used it for:
automated dashboards,
visual reports,
customised metrics.
Quick comparison:
GA4 → analysis.
Looker → reporting and visualisation.
🤝 6. To integrate AI without losing my human voice
This is, for me, the most important part of the entire process. AI helps me enormously, but it doesn’t replace my judgement, creativity or professional intuition. What it does is amplify them, as long as I stay in control.
Using AI doesn’t mean accepting everything it generates without questioning it. Quite the opposite: it requires more critical thinking than ever. Whenever I work with AI, I carefully review the content, check the information, verify sources and refine the message to make sure it reflects what I truly want to say. AI can suggest ideas, but I’m the one who decides which ones make sense, which align with my experience and which add real value.
It’s also important to remember that AI doesn’t fully understand my background, my values or my personal style. That’s why I always return to my own expertise, to what I know from experience, and use AI as support, not as a replacement. It helps me think faster, but it doesn’t think for me.
My rule is simple:
👉 AI supports me, but the final voice is always mine.
🚀 Final thoughts
You don’t need to use every tool out there.
You just need the ones that support your process, make your work easier and help you learn as you go.
Happy Marketing! 🎉
