Why your marketing AI needs a seasoned captain

Artificial intelligence tools are transforming how we create marketing content. They’re fast, they’re versatile, and they can generate everything from social media posts to comprehensive campaign plans in seconds. But here’s what I’ve learned after 15 years in marketing and communications: Artificial intelligence (AI) is a powerful first mate, not the captain of your ship.

The difference between AI-generated content that converts and content that falls flat isn’t the tool. It’s the human steering it.

The expertise gap AI can’t fill

I recently watched a founder show me their “AI-generated marketing strategy.” It looked impressive at first glance: well-formatted, comprehensive sections, strategic-sounding language. But within minutes, I spotted the gaps:

• no clear customer journey mapping
• generic value propositions that could apply to any company
• campaign tactics with no connection to business objectives
• messaging that described features, not benefits
• no consideration of where the audience actually was in their decision-making process

The AI had produced content. It hadn’t produced strategy.

What experienced marketers bring that AI cannot

Understanding the why behind the what

AI can tell you what to do based on patterns. An experienced marketer understands why it matters. We know that a campaign isn’t just a series of tactics. It’s a carefully orchestrated journey that moves people from awareness to consideration to decision.

We understand:

• why timing matters in campaign sequencing
• how to map content to actual customer pain points
• when to lead with emotion versus logic
• which channels your specific audience trusts
• how to translate product features into genuine customer value

Great marketing requires reading signals that AI simply cannot see. When a stakeholder says “we need more engagement,” an experienced professional knows to dig deeper:

• do they mean more leads?
• higher quality conversations?
• better brand awareness in a specific segment?
• improved customer retention?

AI takes requests at face value. Skilled marketers know the right questions to ask.

Translating benefits into value

This is the most critical skill gap. AI can list product features endlessly. But translating those features into meaningful customer value requires:

• deep understanding of customer motivations
• ability to connect product capabilities to real-world outcomes
• knowledge of what keeps your audience awake at night
• experience positioning solutions within competitive contexts

The human-in-the-loop model that works

Here’s how I use AI effectively when I work:

AI as research assistant

I use artificial intelligence tools to gather information, identify trends, and compile data. But I’m the one determining which insights actually matter for my client’s specific situation.

AI as draft generator

AI creates first drafts. I provide the strategic framework, the customer insights, the value propositions. AI fills in the structure. Then I edit ruthlessly, usually changing 40-60% of what it produces.

AI as efficiency tool

For routine communications, formatting, and administrative tasks, AI is brilliant. This frees me to focus on the strategic and creative work that genuinely requires human judgment.

Human as quality controller

Every piece of content gets reviewed through the lens of these questions:

• does this serve our strategic objectives
• will this resonate with our specific audience
• does this reflect our brand voice
• is the value proposition clear and compelling

The skills that make the difference

If you’re using AI for marketing and communications, ensure that the marketer has essential skills such as:

• campaign planning experience – to understand how individual pieces fit into broader strategies
• customer journey mapping expertise – to know where your audience is and what they need at each stage
• benefits translation ability – to convert “what it does” into “what it means for you”
• stakeholder management skills – to translate business objectives into communications strategies
• editorial judgment – to recognize what works and what doesn’t for your specific brand and audience

The bottom line

AI is transforming marketing and communications, and that’s genuinely exciting. But it’s a tool, not a replacement for expertise. The most effective marketing comes from combining AI’s efficiency with human strategic thinking, emotional intelligence, and hard-won professional judgment.

Think of it this way: AI can help you sail faster. But you still need an experienced captain who knows how to read the currents, navigate the storms, and actually reach your destination.

Your marketing deserves both the speed of AI and the wisdom of experience. Don’t settle for one without the other.