Welcome to bread + butter – a newsletter brought to you by the team at BS+A. We will be sharing insight into our bread-and-butter topics: marketing, AI, branding, UI/UX , project management and more.

This week we are covering a hot topic, AI in marketing. You might think operations or data are the most affected by AI, but marketing actually stands at the forefront of AI disruption.

As Marketers learn to adapt habits to cater to the ever-changing AI landscape, there are challenges being created alongside ones being solved. We are tasked with out-thinking AI to deliver real human innovation, the kind that ChatGPT could never even dream of.

The AI wave isn't just another technological shift; it's revolutionising how marketing teams operate, and things are only just beginning to evolve.

Transforming Day-to-Day  

Many of the tools you may use every day such as Salesforce, Braze and Mailchimp have all incorporated AI to their services, meaning you may even be utilising AI even when you don’t know it.  

The capabilities of both AI specific services, and the services incorporating it, are reducing manual and time-consuming tasks to just the click of a mouse. Tools can segment customers, track user behaviour and predict trends to deliver the highest levels of personalisation consumers have ever seen.  

Incorporating AI tools effectively can be like hiring a researcher, intern and data analyst all in one. Your researcher personalises each customer's experience down to daily habits, your intern schedules social media posts and emails without ever making a mistake, and your data analyst processes data at rapid speed providing actionable insights. Sounds like a no brainer, right?  

Balancing Automation and Innovation  

You may be feeling like supermarket workers when self-checkouts were introduced, redundant—but there is still a real argument for the superiority of the human brain when it comes to AI. In a study from Harvard and the Boston Consulting Group last year, they found the collective divergence of new ideas dropped by 40% when over-using AI. 

The downfall of AI in Marketing can stump innovation and create a lack of creativity in outputs. Standing out from the crowd through innovation and clever marketing is how startups can skyrocket to success and gain market share, that is something AI can never replicate. In the same way that many supermarkets are now cutting down on their self-checkouts, human interaction and unique experiences are not to be shied away from in the age of AI.  

The key lies in using AI to free up time for strategic thinking, rather than replacing it.  

Your Toolkit

Organising and integrating your tech stack to optimise your time has never been easier. Our top picks for AI solutions for reducing your manual workload is here:

• Fyxer: Automates inbox management by sorting, prioritising, and responding to low-priority emails

• Launch Lemonade: Offers a user-friendly platform to design, develop and personalise your own AI assistants, drawing from 16+ influential AI models without technical hurdles

• Read AI: Records meetings, generates transcriptions, and creates actionable task lists from discussions

• Lemlist: Automates personalised email campaigns and integrates with CRM systems to improve outreach and marketing

• Clay: Enriches leads by collecting data from LinkedIn and sending personalised email outreach based on profiles

• ChatGPT: No surprises to see this here, the most mainstream AI tool that generates content, helps brainstorming and can be used as a search engine

• Claude: Assists with human-like content creation, perfect for copywriting, editing, and drafting natural-sounding text.

Enhancing your AI Journey

With what it means to be productive being completely revolutionised, navigating your way through the AI minefield can be overwhelming.

It’s easy for organisations to fall behind competitors when not effectively utilising tools available. Using these tools as complimentary to the experienced marketer’s brain can keep you up to speed. The future of marketing lies not in complete automation, but in the strategic combination of AI efficiency and human innovation.

BS+A is a global creative consultancy crafting ideas with like-minded visionaries. Our team of consultants are here to balance AI in your organisation—leaving more time for doing what really matters.

As our closing words, we just wanted to prove we know what we are talking about...

Free AI checkers can be just as useful a tool as any other.