Does ChatGPT feel more like a team member instead of just a tool? You’re not alone. Small businesses have more access than ever to Artificial Intelligence technology offering speed, convenience, and scale. AI has come a long way, and it can be incredibly helpful when used strategically. But no matter how advanced AI becomes, it still can’t replace human marketing expertise.
If you’re a business owner or marketing leader in Massachusetts trying to grow your brand, it’s important to understand what AI can (and can’t) do—and how to make sure your strategy still reflects the unique voice, values, and goals of your business.
AI Has Improved—But It’s Still Not “There”
Tools like ChatGPT can write thousands of words in seconds. Canva’s AI can draft ad headlines, suggest Instagram captions, and even lay out full presentations with a single prompt. But even at their best, AI-generated content often lacks the emotional intelligence, cultural nuance, and brand-specific voice that real audiences connect with.
Sure, you’ll get something grammatically correct. You might even get something passable. But will it truly reflect your company’s mission, differentiate your brand, and drive the results you’re looking for? Lots of AI generated items aren’t passing the sniff test and you don’t want your prospective clients to know you’re mailing it in. That’s where human insight still matters.
Take this real example: we once asked ChatGPT to summarize a podcast transcript. It latched onto an anecdote and completely missed the core message. Helpful? Not really.
Template Fatigue Is Real
If AI generated a blog post or social media caption for you, it probably did the same for thousands if not millions of other users. The result? Content that blends in instead of standing out; that is likely not enhancing, but harming, your Search Engine Optimization (SEO).
We tell our clients all the time: Google runs the internet, and they’re cracking down on AI-generated content. If your site is packed with copy-paste AI material, your rankings will suffer. Plain and simple—you don’t want to upset Google.
Marketing isn’t just checking boxes or filling a content calendar. It’s about storytelling, emotion, and building trust. That requires a human eye—someone who can spot what’s generic and turn it into something compelling and brand-specific.
Yes, AI feels like a time-saver. But it can cost you more in credibility and visibility if you’re not careful.
Need proof? One of our team members recently snapped a photo of a badly AI-generated image on the cover of a conference brochure. We spotted it immediately. As AI becomes more common, your audience will too.
You Still Need a Strategy (And a Team to Execute It)
AI isn’t a marketing strategy—it’s a tool. Businesses still need a clear, thoughtful strategy based on real market research, brand positioning, audience insights, and long-term goals. You can’t prompt your way to a high-converting campaign or a meaningful rebrand.
Think of AI as your helpful assistant. It can speed up research, help generate ideas, or automate certain tasks. But it can’t make the big-picture decisions. That’s why experienced marketers—who understand your industry, your audience, and your competitive landscape—are still essential to success.
Another real-life example: you can ask ChatGPT for “social media posts for dentists,” but the results will be generic. Instead, start by feeding it your best-performing posts or brand messaging. Use it to build from, not depend on.
How to Use AI the Right Way
AI is most powerful when it’s used intentionally—not automatically. Smart marketers are already leveraging AI to:
- Speed up brainstorming sessions
- Streamline workflows and reporting
- Generate blog outlines (it’s often easier to edit a draft than start from a blank page)
- Repurpose content into new formats
- Personalize email campaigns at scale
- Summarize content
But knowing what to use AI for is only half the equation—it’s equally important to understand how to use it effectively. For example, we create client-specific “Projects” in ChatGPT, where we organize key brand information. This helps the system learn the client’s tone, priorities, and voice. We also rely heavily on transcripts from meetings and interviews, which give us authentic language and insights to feed into prompts.
Another best practice? Be specific. The more parameters you give, the better the results. If you have an outline or structure that works well, share it. Clear direction dramatically improves the quality of AI output—and keeps your content aligned with your brand.
The Bottom Line
There’s no doubt AI is here to stay—and businesses that know how to use it wisely will gain a competitive edge. But tools are only as good as the humans behind them and the prompts they’re using.
In today’s saturated digital landscape, real marketing strategy still requires real people: creatives, strategists, and decision-makers who know how to build something truly original and impactful. So go ahead—let AI save you some time. But don’t let it replace your voice.
This is a contributed piece published by Cara Chatellier. Cara founded Bubbly Creative in February 2020, driven by her enthusiasm for nurturing business growth and leveraging her marketing creativity. Originally from the north shore of Massachusetts and a proud UMass Amherst graduate, in 2024, Cara made the move to Brooklyn, NY, where she’s since found a vibrant community. Despite the new locale, her home will always be on the north shore!
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