7.6 Summary

Generative AI is changing the way marketers work, making it faster and easier to put together personalized campaigns, explore customer insights, and iterate on new ideas. Throughout this chapter, we’ve looked at how tools like ChatGPT and Midjourney can support the entire marketing process—from generating product descriptions and social posts to analyzing customer data and mapping competitive trends.

We’ve also seen that AI is most effective when paired with a human touch. Providing clear, detailed prompts and real-world context improves the output, and reviewing AI-generated content for tone, bias, and accuracy is a vital step in the process.

In addition, we’ve discussed some of the broader challenges that come with using AI, including the risks of biased data and the significant energy and computing resources required to train these models. Balancing innovation with responsibility is a key part of using these tools well.

AI isn’t just a shiny add-on anymore—it’s becoming a must-have skill in marketing. In fact, over 90% of top marketing leaders say AI is critical to success in the next few years.1 So by learning how to collaborate with AI—writing smart prompts, customizing tools to match your style, and using them with an ethical, strategic lens—you’re not just keeping up. You’re getting ahead.