Marketing is changing fast, and AI tools are becoming part of everyday workflows. From content creation to audience insights, AI promises to make life easier. But with so much hype, it can be hard to know what really helps.

At Brightfolk Marketing, we believe marketing should be simple, human, and focused on connection. AI can support this, but it can never replace the story, personality, and clarity that make your brand shine.

AI is here to support, not replace you

AI is a tool, not a replacement for the human work behind marketing. It can take care of repetitive or time-consuming tasks so you have space to focus on the creative and strategic side of your business.

For example, AI can:

• Generate drafts for blogs, social posts, or emails using tools like Jasper, or ChatGPT
• Analyse website and social media data with platforms like HubSpot, or Hootsuite to highlight trends
• Suggest headlines, keywords, or even image ideas through Canva’s AI tools or Copy.ai

These tools are helpful, but the human touch is essential. You still need to guide the messaging, align it with your brand, and connect with your audience authentically.

My experience with AI

While setting up Brightfolk Marketing, I spent a lot of time listening to marketing AI podcasts, like Marketing Against the Grain, and researching tools. I thought that building a brand - logo, brand guidelines, website, social channels, SEO, and Google Business - would be fast and easy now that AI was supposedly taking over.

The truth is, AI helped with some tasks, but it didn’t do the work for me. Everything you see in Brightfolk Marketing has been created through many hours of careful thought and design. I didn’t want to build something fast. I wanted to make it good and make sure it truly communicates the Brightfolk message: marketing should be simple, human, and help your brand shine.

AI can support tasks and spark ideas, but your story, personality, and connection with your audience are what make marketing truly shine.

Spotting the hype

Some AI tools promise instant results or fully automated marketing, but that isn’t realistic. Marketing success still relies on understanding your audience, building relationships, and creating clear messaging.

Use AI to enhance your workflow, not replace your thinking. Tools can speed things up, but they still need your guidance and creativity to produce meaningful results.

Using AI in a helpful way

The most useful AI tools are the ones that make your marketing easier while keeping it human. For example:

• Scheduling tools can optimise posting times for your audience
• Analytics dashboards show what’s working and where you can improve
• AI writing assistants help draft ideas that you can refine in your own voice
• Design tools can suggest layouts, visuals, and colour combinations to speed up creative work

Used thoughtfully, these tools save time, spark creativity, and make marketing manageable without losing the personal touch.

Keep your brand human

At Brightfolk Marketing, we believe marketing should feel approachable and achievable. AI can support tasks and inspire ideas, but your story, personality, and connection with your audience are what truly make marketing work.

If you need support creating your brand, your message, or your visual identity, don’t hesitate to reach out. I know how overwhelming it can feel. Even with 15 years in marketing, there was a lot of research that went into building Brightfolk Marketing. I’m happy to support you on your journey and help your brand shine.

Wrapping up

AI is a powerful addition to your marketing toolkit, but it is just one part of the puzzle. Use it to save time, get insights, and generate ideas, but always keep your brand human, simple, and connected. That is the Brightfolk way.