Keep "AI-Blah" Out of Your Marketing with this Practical Checklist

There’s no denying AI is a powerful tool, but it’s important to remember it’s just that. And like any tool, there’s no replacing the very valuable human insight you bring to the table. The key is to set intent and build guardrails so you get the best of both worlds: machine learning and human creativity.

Here are four areas where you can leverage the power of AI while avoiding the slop.

1. Strategy

• Anchor on outcomes, not outputs. Align with business objectives like revenue or brand sentiment, not sheer volume or "good enough." Human judgment is essential for determining what constitutes success.

• Codify brand truth. Every asset must prove a single, important benefit. This requires human understanding of brand positioning and competitive differentiation that AI cannot replicate.

• Set non-negotiables for clarity. Think facts over fluff, product as hero, concrete proof, plain language. As Ogilvy said, "The more facts you tell, the more you sell." Humans must enforce these standards.

• Use first-party data where possible to reflect your brand authentically. Respect legal and proprietary constraints. Human oversight is critical for ensuring data usage aligns with privacy regulations and brand values.

2. Ideation

• Start with who/what/how. The unmet customer need, compelling solution, viable model. Let AI surface patterns and provide options, but humans must make strategic decisions about direction and priority. Always push to create distinctive and on-brand solutions.

• Force originality. Have sessions as individuals, diverse teams, or even with customers to stress-test assumptions. Human collaboration and diverse perspectives are what prevent AI-generated homogeneity.

• Incorporate data early. Combine behavior data with social listening and other relevant information to uncover emotional insights. While AI can process this data, humans must interpret what it means for creative strategy.

• Demand a Big Idea: a single, sharp promise that can be repeated across channels. This requires human creative vision and strategic thinking that AI cannot provide.

3. Content Production

• Create AI-assisted content guidelines. Include approved tools/models, input sources, brand voice, and mandatory human-in-the-loop inputs. Human oversight at every stage ensures quality and brand alignment.

• Write like a human solving a problem. Use benefit-driven headlines, product-in-scene, proof points such as stats, testimonials, or verbatims from focus groups. AI can help generate options, but humans must select and refine based on strategic objectives.

• Mix in authentic human elements. Real influencers and partners amplify your voice better than polished ads in social contexts. Use them as makers and brief them on what you need in support of your content creation process.

• Maintain creative craft standards. Every piece of content should demonstrate clear benefits, provide concrete proof, and connect emotionally with the audience. This requires human judgment and creative skill.

4. Iteration

• Nothing should be precious. A/B test headlines, offers, and creative, judging success against predetermined metrics. Don't look at anything in the content space as precious but ensure human analysis guides optimization decisions.

• Monitor feedback loops like comments, calls, reviews, and creator insights to catch AI-tinged flaws. Human interpretation of audience response is crucial for continuous improvement. Measure, learn and refine.

Remember: YOU are in charge

Make AI a copilot, not an autopilot. Define where AI accelerates (research, drafting, analysis) and where humans lead (insight, judgment, voice, final edits). Remember that AI is a collaborator that enhances human capabilities. It doesn't replace human expertise but works alongside it to improve outcomes.

This article pairs with our Fall 2025 issue of Trendline: Innovation. Subscribe to get the next issue!